Cannes Lions

Little Big Show

PUBLICIS RUSSIA, Moscow / GARNIER L'OREAL / 2016

Awards:

2 Shortlisted Cannes Lions
Case Film
Supporting Images
1 of 0 items

Overview

Entries

Credits

Overview

Description

We’ve taken the biggest Russian teen-pop star Egor Kreed and squeezed him into each pack of Pure 3-in-1.

Buy the product, install the app and thanks to augmented reality tiny Egor will greet you by name and perform a personal show for you wherever you put the pack.

Be creative, shoot video and share! Have fun and entertain your friends!

Egor Kreed will personally come to the author of the best video and greet with St. Valentine’s day or Women’s day.

Execution

We’ve started the roll out of the campaign with our celebrity’s personal Instagram posts which were promoting the site. The site revealed the link to our app and description of the promo mechanic. The app is available on Google Play and AppStore. The application became the core asset of the campaign. It was the main tool for creating entertaining user generated content. The app allowed to share the content in all social networks popular in Russia. And users’ engagement pushed a huge flash-mob. Girls started copying movements and dancing with the celebrity and product. The flash-mob dance gave a new boost the campaign!

Outcome

21K unique user generated ad videos.

28.5 million views in social media.

TA started a flash-mob dance with product.

An extraordinary level of engagement.

The campaign became a part of teens’ culture.

Sales growth +49%

Segment share growth by 9%

Pure 3-in-1 became a market leader.

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