/PERNOD RICARD
Support brand sales during seasonal demand and increase Pernod Ricard brand recognition among active competitor campaigns;
Generate consumer loyalty and stand out in the cluster;
In the DARK-Market realities, use additional points of sale, ASL, in order to achieve consumer loyalty.
Solve the problem with emotional involvement, since ASLs in the classical sense increase sales only due to additional display and accessibility, but do not create an emotional connection with the consumer.
Change buyers' attitude towards consuming products: talk about how cocktails are prepared in order to lower the threshold for purchasing cocktail brands.
Generate consumer loyalty and stand out in the cluster;
In the DARK-Market realities, use additional points of sale, ASL, in order to achieve consumer loyalty.
Solve the problem with emotional involvement, since ASLs in the classical sense increase sales only due to additional display and accessibility, but do not create an emotional connection with the consumer.
Change buyers' attitude towards consuming products: talk about how cocktails are prepared in order to lower the threshold for purchasing cocktail brands.
To solve this problem, we developed a Cocktail Assembly Kit! Using a non-standard, interactive ASL stand with an integrated smart screen, off-trade point visitors could take a simple test to determine which cocktail best fits their taste. At the end of the test, the stand printed a sheet with a set of ingredients to make the cocktail.
Solution
Task
Additional Point of Sale
/nonstandard
Consumers are often “afraid” of cocktail brands because they don’t understand how cocktails are made. They think it's a complicated and expensive process that requires a lot of special ingredients that aren't easily available. But that's not true! Cocktail ingredients can be bought in any supermarket. It is like a assembly kit – only for alcohol.
Idea
• Average number of contacts per hour – 17.28
(above average in similar campaigns)
• Total number of contacts –1793 (100% KPI)
Everyone who tried the stand left positive comments, noting both the idea itself and the simplicity of the Cocktail Assembly Kit interface. Some people reported that they were already very familiar with the stand and regularly visit it for new recipes.
(above average in similar campaigns)
• Total number of contacts –1793 (100% KPI)
Everyone who tried the stand left positive comments, noting both the idea itself and the simplicity of the Cocktail Assembly Kit interface. Some people reported that they were already very familiar with the stand and regularly visit it for new recipes.
Results
Develop a non-standard promotion for the new Lillet brand among bloggers and influencers as part of the “Light Summer with Lillet” campaign.
Task
48 participants: VIPs, Bloggers, Media personas, opinion leaders
+445 live, active subscribers in the brand account
+82 000 reccomendations
up to 17% – peak campaign interest rate
4 million – potential reach during campaigns
It was a successful campaign. We received better results for some metrics than expected. For example, the vast majority of girls from VIP categories have posted photos with with positive comments.
+445 live, active subscribers in the brand account
+82 000 reccomendations
up to 17% – peak campaign interest rate
4 million – potential reach during campaigns
It was a successful campaign. We received better results for some metrics than expected. For example, the vast majority of girls from VIP categories have posted photos with with positive comments.
Results
Every media persona knows how important it is to hold a reputation and maintain an image. The social platform of the celebrity's choice requires following certain rules, maintainig certain “good manners”, be that regularly sharing interesting news, using hashtags or maintaining a unique style for their posts. That is why many celebrities create their own personalized hashtags that help to easily track their publications and make them stand out.
Idea
/PERNOD RICARD
Bloggers Intergation
/nonstandard
To highlight the individuality of all media women, Lillet gifts them something absolutely unique – physical copies of their personal hashtags to hold and add to their photos. To do this, we either take existing hashtags as a basis, or develop them ourselves, based on the name of the person or the company that they represent.
Solution
/PERNOD RICARD
Achieve as much as 200 high-quality contacts with the Target Audience. Achieve coverage generated by the participants - as much as 50 000 unique users. Generate a database of leaders of the opinions and attract them to participate in promo.
Task
Digital Party for Havana Club Especial
/nonstandard
We created a new format of the party - digital-party. Firstly, we created a special Havana Office Party Kit, which contained all the necessary stuff for the party. Secondly, we created a party channel in Telegram app for the participants. On the eve of the party we delivered our Party Kits to offices, and started a group chat in Telegram. Our digital-leader offered interactive tasks for participants, held competitions, created the cheerful chat mood. During the party our participants shared photos and videos in social networks, and we played out instant prizes among the offices.
Idea
We've fulfilled the task of achieving high quality contacts and coverage. We've achieved 7000 'likes', 103 photos and videos in Instagram and over 100 in Telegram chat just in 2 hours having minimal advertising budget. We've received hundreds of positive messages, comments and feedbacks both from participants and those who followed the party in social networks. We've surprised leaders of the opinions by new format and motivated them to talk about Havana Club Especial!
Results
/MARY KAY
In the spring of 2020, before coronavirus restrictions, Mary Kay® was planning an event to introduce the brand's skincare products to a cold audience through Mary Kay® Beauty Consultants. Due to the pandemic, offline events were canceled, and since Mary Kay® is a direct sales company, the opportunity to visually present skincare cosmetics that are not store-availabvle was lost. It was not apparent how to show the effect of cosmetic products without the opportunity to test them personally (at an event or in a store). In a limited time frame, a solution was required to introduce a new audience to skincare cosmetics and maintain interest in Mary Kay®. It was also important to build brand loyalty, because due to company's politicy, it is not possible to directly order products and test them personally.
We invited five bloggers of different ages with different skin types and skincare problems, who agreed to publish their pictures without filters or editing for 2 months. For them, being public figures, participation in this kind of experiment would be something exciting, bold and attention-grabbing. Bloggers have received unique care programs and were paired with Mary Kay® Beauty Consultants. An honest beauty experiment has begun!
Solution
Task
Online Reality Show
/nonstandard
During the pandemic people began to look for online alternatives for activities they were people deprived of due to coronavirus restrictions.
In order to achieve the set KPI, it was decided to find a fitting alternative for the event online. This is how the idea of a beauty experiment in the format of an online reality show was born. An idea, that would allow potential target audience to observe the effect of skincare cosmetics.
Basic goals:
Show the effect and positive changes in skin from Mary Kay® cosmetics within the span of two months. Since the event went from offline to online, we recalculated the KPI and set it to 24,300 hits on the page.
In order to achieve the set KPI, it was decided to find a fitting alternative for the event online. This is how the idea of a beauty experiment in the format of an online reality show was born. An idea, that would allow potential target audience to observe the effect of skincare cosmetics.
Basic goals:
Show the effect and positive changes in skin from Mary Kay® cosmetics within the span of two months. Since the event went from offline to online, we recalculated the KPI and set it to 24,300 hits on the page.
Idea
7,312 orders for Mary Kay® products in October of 2020 vs. 6,067 orders in August of 2020
30,733 hits (+26.5%) on the page vs. expected KPI of 24,300
639,240 people learned about the activation
Total native reach: 797,359 people
Total views: 11,225,142
Effie Belarus 2021 Bronze
30,733 hits (+26.5%) on the page vs. expected KPI of 24,300
639,240 people learned about the activation
Total native reach: 797,359 people
Total views: 11,225,142
Effie Belarus 2021 Bronze
Results
To create a unique way to congratulate men with February 23rd – popular Russian “Men’s day” holiday.
To strengthen established brand connection with male clients and partners.
To strengthen established brand connection with male clients and partners.
Task
- After receiving the duct tape most of the clients said ‘Awesome, I've actually had something that I needed to fix’
- The gift was positively received by women as well as men.
- The connection with current partners was strengthened and we have continued a fruitful business relationship.
Lama Fest Awards 2019 shortlist
- The gift was positively received by women as well as men.
- The connection with current partners was strengthened and we have continued a fruitful business relationship.
Lama Fest Awards 2019 shortlist
Results
Real man’s first rule – if something can’t be fixed with duct tape, that means you haven't used enough of it.
Idea
/TDI AGENCY
Duct tape almighty
/nonstandard
To develop a creative duct tape with a humorous print, so that even after a big breakage you would be left with positive emotions.
Solution
