Every child is waiting for the miracle on the New Year Eve. Traditionally, kids write letters to the Father Frost (about their achievements and with hopes to get presents in replies) but Father Frost never answered them. So for the first time ever we created technology that helped Kinder Father Frost to produce unique experience for very kid. We asked moms to share kid's letters with us on http://kindernewyear.ru choose the New Year` gift they want to present (from Kinder`s New Year products range) and then Kinder filmed 17 000 unique personalised video-greetings from the Father Frost. The trick was that at the end of the greetings, which were presented to kids by their moms, Father Frost showed the gift on the camera (the one mother had chosen at the time of filling the application) and said that he gave his mother the present to hand over to the child.

We have developed unique software which allowed us to optimize the video editing process, we have built 3 studios, where 3 teams consisit of Father Frost + operator each had been filming greetings for 20 days. The main point of the whole idea was to integrate the product: Upon filling the application on the kindernewyear.ru website a mother not only tells us about the achievements of her child, but also chooses a Kinder gift (from New Year Product`s Collection) which she presents him. After few days she received a unique personalised video with Father Frost congratulating the child (talking about his achievements), and at the end of the video he showed the gift on the camera (the one mother had chosen at the time of filling the application) and said that he gave his mother the present to hand over to the child.

Without any TV, outdoor or offline-promo support we made 17 000 unique videos, more then 283 000 non-unique videos moms created by themselves with video-constructor.

14 672 641 moms had been covered by the campaign (more then 90% kinder's TA)

We have got thousands of respectful letters from moms

And sales growed 13% year to year taking into accout that investment in digital media didnt increase and was the same in 2015 as in 2016