Multon Promo, Case study DOBRY BIRDFEEDER by Starcom Moscow

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DOBRY BIRDFEEDER

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Industry Juice
Media Promo & PR, Case study
Market Russia
Agency Starcom Moscow
Released February 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MULTON
Product/Service: JUICE
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM , Moscow, RUSSIA
Strategy Director: Elena Merzlyakova (Starcom Moscow)
Senior Media Planner: Elena Efremova (Starcom Moscow)
Digital Media Planner/Buyer: Anna Fedorova (Starcom Moscow)
Media placement: Ambient - The Birdfeeder - Moscow - 1 March 2010

Insights, Strategy & the Idea
Remember when we were little, what we used to do with those old cartons of Dobry juice once we had finished drinking the contents? Mama would help us fill the carton with seeds and nuts and bread, and hang them on the biggest tree in the garden. Then we would sit for hours, staring out into that vicious Russian winter, as the starving birds came to feed.
One of those “everyday kind deeds” that Dobry’s slogan refers to. Didn’t you always say that was why the juice was called Dobry in the first place? Dobry is Russian for “kind”.
Dobry is still Russia’s best-selling juice brand, still the thing you are most likely to see in the homes of the country’s lower income families. But it isn’t going to keep its 19% market share if it doesn’t connect with all those busy, younger Russians, who increasingly think of the brand as old-fashioned.

Creative Execution
The Dobry Birdfeeder campaign took an old childhood tradition and recreated it for people today. Thanks to us, the same act of kindness that Russians have been doing for hundreds of winters - feeding the birds - was made easier than ever.
Thanks to us, you could feed the birds at the click of a mouse.
We installed a person-sized Dobry bird feeder in the centre of Moscow, and asked people to help. Our electronically-controlled bird feeder operated on a system that would release a dose of seeds after 25 different people had clicked a “Feed The Birds” button on our special website.
Webcams on the feeder streamed live video, so people could follow their everyday kind deed and watch the happy birds snatching the seeds. We promoted our simple idea through entertainment bloggers, on social media sites and other internet communities.

Results and Effectiveness
We spent just 10,000 Euros on our one-week campaign, but delivered 62,000 visitors to Dobry’s website, three times as many as we dared to hope. Over 300,000 people heard about the event on blogs or through social networks.
Among the 20-29 year olds we were hoping to reach, the numbers calling Dobry “trend setting” jumped by 5 percentage points.
How many smiles did we make? We can’t measure for that, but we saw overwhelmingly positive comments on the web. We also can’t measure for sure how many birds we kept from going hungry.
But we can tell you this.
It doesn’t matter that you have a tiny budget - as long as you have a big heart.