KARMA by Look At Me for Eclipse

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KARMA

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Industry Chewing-Gum
Media Promo & PR, Case study
Market Russia
Agency Look At Me
Creative Director Ekaterina Nazarova
Art Director Vova Shreyder
Released June 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: WRIGLEY
Product/Service: ECLIPSE KARMA
Agency: LOOK AT ME
Date of First Appearance: Jun 15 2010
Entrant Company: LOOK AT ME, Moscow, RUSSIA
Entry URL: http://specials.lookatme.ru/pages/specials/karma_cannes
Creative Director: Ekaterina Nazarova (Look At Me)
Strategic Planning Director: Katya Bazilevskaya (Look At Me)
Account Director: Alexander Preobrajensky (Look At Me)
Technical director: Alexander Rybyakov (Look At Me)
Art Director: Vova Shreyder (Look At Me)
Media placement: Internet Campaign - Lookatme.ru - June 15th 2010

Insights, Strategy & the Idea
Our task was to introduce the new Eclipse Karma chewing gum. Our mission was to address young active male TA with the following message:
“Eclipse Karma unique refreshment is the first step to get a date”

Creative Execution
Eclipse chose the trendiest Russian night life portal & social network lookatme.ru and created a unique service for young men to find out where they can find the biggest number of girls in town.

An interactive widget “Eclipse Karma” was placed in the “Events” section of the portal and was based on real-time portal statistics.

An interactive widget gives a list of events and places with the highest “concentration” of girls, special Karmameter shows the girls- concentration-index (number of females ÷ number of males attending the event). Widget gave opportunity to browse cities, dates of the week.

A sharing tools for social networks and blogs gave the idea additional viral power

Results and Effectiveness
* CTR over 1% (5 times higher than market average),
* • ITR over 40%,
* • Over 1000 posts in social networks and blogs.
* • Over 2.000.000 contacts during campaign.

For 3 months Eclipse Karma became a night-life guide for young males and a true first step to find a date in big Russian cities. Unaided brand awareness have grown 15%.