Media Innovation - New Channel Creation

This award showcases those who had the insight and creativity to create a new media channel to effectively grab their audience and effectively engage with them.



How SNICKERS turned a product news into real sensation

SNICKERS activation "Who are you when you're hungry" completely changes the perception of product launches. To bring more attention to the brand, we replace the logo on packs with hunger traits. We augmented the hunger bars with news, anticipated by our audience more than anything else - 5 versions of a new video clip from a popular rap band "Khleb" before its official release. Incredible engagement: 20M views on Youtube, number 1 in annual Youtube LeaderBoard, lots of discussions around in social networks - that resulted with long-awaited positive change in sales dynamics.

Client: Mars LLC
Agency: BBDO Moscow


The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. Without having a big budget for advertising, the pub didn't just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!

Brand: Beer Point
Client: Beer Point
Agency: Kinograf

Get on TNT

We have decided to bring some of the magical world of television directly to our viewer, where he is. To show TNT from the inside. "Get on TNT" project attracted a huge number of both loyal viewers and an absolutely new audience. As the results we incr channels share and ratings in regions: a.Share % TNT on 14-44 before campaign (01/17-0817)-10,4%,share,% TNT on 14-44 in the time of the campaign (09/17-12/17)-11,5% b.Share % TNT in small towns before campaign (01/17 - 08/2017)-10,5%, share,% TNT in the time of the campaign (09/17-12/17)-11,3% c.Share % TNT in big cities before campaign (01/17 - 08/2017)-10,7%, share,% TNT in the time of the campaign (09/17-12/17)-12,2%. *According to Mediascope. Russia 100к+,2017, 06:00-26:00, ALL 14-44

Brand: TNTbroadcast network
Client: TNT Broadcasting Network JSC
Agency: TNT Broadcasting Network

2019_ru_2019_1973_hero_1 Ingosstrakh Life insurance
2019_ru_2019_2159_hero_1 Viber Viber WC2018: using WC2018 to grow Viber user base
2019_ru_2019_2475_hero_1 Otrivin Near at hand: how a common figure of speech became the core of the media strategy

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