This category will honor those efforts that successfully communicate to teens or young adults.
KFC X Gintama - Everything Will Be OK with Such Popularity!
To bring the fictional world of TOP Japanese animation in history Gintama to the real world, KFC creative team partnered with Gintama Production Committee, brainstormed for six months to launch an exclusive campaign customized to the audience: exclusive episodes, product and themed store. Such unique campaign attracted fans rushing to KFC stores for Gintama’s “Everything’s OK” set meal and Gintoki-san Okinawa sea salt ice cream and the addition of added value products. Over 10 million Ice Cream were sold out in just 3 weeks. Everything Will Be OK with Such Popularity!
Client: Yum! China
Agency: Isobar China Group
The Ideas People
“Torchyn” market share was significantly declining in the category of ready to eat sauces. To regain its position brand launched a new product being on the burger trend. It was a special "Burger Sauce". By communication, we explained that only due to a special sauce any quite unusual combination of ingredients turns into the true tasty burger. As a result: the over-fulfillment of the sales plan, TOP-3 position in the “Torchyn” portfolio and the TOP-1 among the sales of all new products in the category of ready to eat sauces among competitors in the past 3 years.
Brand: 1+1 media
Client: 1+1 media
Book Forum. Reinvention
Major challenge for us as well as of the whole category became the growth of mothers' trust to commercial baby food. By engaging famous mothers into the project, we launched large-scale educational campaign in all key communication platforms which are used by moms. Our project got 2 million views only in bloggers’ social medias! All these provided the growth in category perception of 16 pp and growth of image-building attributes of the brand up to 8 pp compared to 2017. Thus, the parents-celebrities could provide strong arguments to Ukrainian moms about safety and benefits of commercial baby food.
Brand: Publishers’ Forum
Client: Publishers’ Forum