The United Confectionary Manufacturers Digital Inspiration - You Inspire Me! by OMD Moscow

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Inspiration - You Inspire Me!

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Industry Chocolate, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market Russia
Agency OMD Moscow
Released July 2012

Awards

Epica Awards 2012
Interactive Food & Drink Interactive Bronze

Credits & Description

URL: http://www.youtube.com/watch?v=X4sHpSiixZ4&feature=youtu.be
Agency (city): OMD OM Group (Moscow)
Creative Director(s): Dmitry Mordashov, Managing Director/Neuron, OMD OM Group; Alexander Balashov, Senior Media Manager/Neuron, OMD OM Group; Ekaterina Pugina, Media Manager/Neuron, OMD OM Group
Agency Producer(s): OMD Digital/OMD OM Group
Graphic Design: Julia Tkacheva, Media Manager/OMD Digital, OMD OM Group
Short explanation
This project ran on www.odnoklassniki.ru, a Russian social network, but it was only active for one month. We integrated into the actual architecture of the site - it is not a promo-page or other self-contained project we can maintain on a separate location for viewing. The video at the link above demonstrates how the project worked. We hope that is enough for the jury to properly evaluate this innovative project.
GOAL: Get people across Russia and former Soviet territories to give Inspiration chocolates as a symbol, expressing inspiration and warm feelings.
STRATEGY: Use social networks as never done before.
INSIGNT: We noticed that people often use Odnoklassniki.ru to flirt, and the most common way to start flirting is to rate photos.
IDEA: Create new rating button "You-Inspire-Me", creating a new way to flirt.
EXECUTION: Button was integrated into Odnoklassniki’s functional architecture.
Choose someone, select a photo, and with one click leave the message "You-Inspire-Me". That's it!
RESULTS: 370million clicks, 12billion views, +43% sales growth in Russia
Description
-Inspiration (in Russian: Vdokhnoveniye) is chocolate that comes in bars and boxes.
-The brand’s history started over 30 years ago.
-Inspiration chocolates positions itself in the territory of relationships between men and women.
-Inspiration wants consumers to think of it as a gift given as a symbol or a compliment to someone who inspires you.