ONLINE ADVERTAINMENT PROJECT by BBDO Moscow for HRUSTEAM

Adsarchive » Promo , Case study » HRUSTEAM » ONLINE ADVERTAINMENT PROJECT

ONLINE ADVERTAINMENT PROJECT

Pin to Collection
Add a note
Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Russia
Agency BBDO Moscow
Creative Director Mihai Coliban Bbdo Russia Group
Art Director Denis Lapshynov
Copywriter Denis Eliseev
Released September 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: FRITO-LAY MANUFACTURING
Product/Service: HRUSTEAM SNACKS
Agency: BBDO RUSSIA
Date of First Appearance: Sep 14 2009 12:00AM
Entrant Company: BBDO RUSSIA, Moscow, RUSSIA
Entry URL: http://www.tvigle.ru/category/comedy/versus
Managing Director: Elena Snezhko (BBDO Russia)
Media Planning Director: Mikhail Arshinov (BBDO Russia)
Managing Director: Olga Gramolina (BBDO Russia)
Creative Director: Mihai Coliban (BBDO Russia)
Art Director: Denis Lapshynov (BBDO Russia)
Copywriter: Denis Eliseev (BBDO Russia)
Group Account Director: Kristina Tancher (BBDO Russia)
Senior Account Manager: Juliya Koshkina (BBDO Russia)
Strategic Planning Manager: Natalya Ustugova (BBDO Russia)
Media placement: Internet - Branded Content - Cartoons - 14 Sep 2009

Results and Effectiveness
Results (September 2009 – January 2010): - During 6 months the cartoon generated about 8m views, while the expected figure was 6m - Real cost of the project did not exceed the 15% of the budget of the national TV flight. - Brand recognition increased by 7% - High appreciation of online audience. Because of good results of the first wave of the project it was decided to extend it by release of additional 20 episodes, where people could suggest their heroes for the cartoon with the following execution of the winning pair into another episode.

Creative Execution
The cartoons were promoted via viral campaign and available for viewing on the local site Tvigle.ru. The number of episodes which were scheduled for release was 39, and in addition, it was agreed to make one specific episode which will feature 2 main heroes of the offline commercial which was aired at that time - Napoleon and Kutuzov.

Insights, Strategy & the Idea
Agency Task: To reinforce the ‘crunchy’ positioning of the brand in an innovative and amusing way using digital as the primary form of distribution. The communication solution should be cost efficient and fit in current offline communication of the brand. Another mandatory was to offer ‘pull’ instead of ‘push’ type of communication, based on the consumer’s online behaviour.