In Russia the most usual media for FMCG advertising is still TV - especially for detergents. So the idea of an interactive installation in a public place was bold enough to break through the clutter. Russian consumers haven’t gotten used to such communication yet, so it drew a lot of attention.

The challenge was to build an emotional connection with the brand and to create social network buzz. The solution was to create an event in one of Moscow’s most popular parks that drew people’s attention to Myth and reconnected this brand with frosty freshness. To give frosty freshness its literal meaning we invited people to enjoy Snow Beds – made available for everybody to touch, enjoy and take pictures of.

Rather than increase sales, our task was to refresh the brand image, build an emotional connection with the audience and raise awareness through social network buzz.

We had approximately 3000 viewers of our installation in the park per day. Almost all of them took pictures of our Snow Beds at the place and every third person shared them via various social networks right there.