Picnic Promo PICNIC HIGH FIVE TOUR by Pichesky Orange

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Industry Chocolate, Bars
Media Promo & PR
Market Russia
Agency Pichesky Orange
Creative Director Yan Oskin
Art Director Konstantin Obukhov
Copywriter Kirill Kostikov
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: KRAFT FOODS
Product/Service: CHOCOLATE BAR
Date of First Appearance: Oct 10 2010
Entrant Company: PICHESKY ORANGE, Moscow, RUSSIA
Entry URL: http://picnichighfive.ru/
Creative Director: Yan Oskin (Pichesky / Orange)
Art Director: Konstantin Obukhov (Pichesky / Orange)
Technical Director: Ivan Elizarov (Pichesky / Orange)
Flash Programmer: Andrew Kulyashov (Pichesky / Orange)
Motion Designer: Dmitry Slavolubov (Pichesky / Orange)
Account and Project Manager: Ksenja Podolskaya (Pichesky / Orange)
Public Relations Manager: Asya Ibragimova (Pichesky / Orange)
Personal Home Page Programmer: Sergey Ladygin (Pichesky / Orange)
Copywriter: Kirill Kostikov (Pichesky / Orange)
Media placement: Banner Campaign - Yandex.ru - 04.10.2010
Media placement: Banner Campaign - Vkontakte.ru - 04.10.2010
Media placement: Social Media Promotion - Facebook.com, Twitter.com, Vkontakte.ru - 04.10.2010
Media placement: Radio - Local city radio stations (Europa+, etc.) - 15.10.2010
Media placement: local newspaper advertising - Komsomolskaya Pravda (national) / Gaudamus (local) / Vibirai (local) - 10.11.10
Media placement: spontaneous flash-mobs in cities (core of the campaign) with sampling - 18 Russian cities - 10.10.10

Describe the objective of the promotion.
Main objective: to create a new emotional image of the brand that instantly lifts your mood and creates links in the minds of the audience: Picnic chocolate bar = good mood.

Second objective: widely use on-line channels and non-standard off-line solutions.

Target audience: male/female dwellers of Russian cities (100,000+ population), 16-25 years old.

Describe how the promotion developed from concept to implementation.
Our idea was to create associative relations: Picnic = good mood = hive-five (to own this gesture by the brand). The main objective of the campaign was to give high fives to as many people as possible.

To fulfill the objective we decided not to prepare promo activations in cities beforehand but to launch the High Five Tour that would consist of teams of 4 good mood ambassadors who had to invite public from the street to spontaneous flash-mobs based on the high five idea.

Young people eagerly joined flash-mobs, giving high-fives to each other in all 18 cities we visited.

Explain why the method of promotion was most relevant to the product or service.
High Five Tour was successfull because of several reasons:
- "high-five" hand move really brings smile to people's faces.
- correct insight - "Russia is 108th in the Happy Planet Index.
- very simple, involving and interactive idea and project mission "to give high five to as many people as possible". No special equipment or preparations on the spot needed;
- very relevant for young audience format of interaction with consumers - spontaneous high five flash mobs, every one can join and participate.
- real-time synchronistion of off-line activities with on-line (everybody countrywide could experience the High Five Tour).

Describe the success of the promotion with both client and consumer including some quantifiable results.
5,000+ spontaneous flash-mob participants.
800,000 site visits.
1,000,000 flash-mobs' video views on-line.
7.6% Picnic's market share growth in 2010.

Client's opinion on the project:
"When we were planning online activities for autumn, we initially didn't want to launch standard promo-sites that will only mark our presence in digital. We aspired for campaign that would effectively connect on-line with off-line channels, that would bring us closer to our audience and involved in communication. Now we can say that with the help of this project, our aspirations came true and we lifted mood of the whole country!"