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RIBBONIZATION

BBDO RUSSIA GROUP, Moscow / MARS / 2017

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Overview

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Credits

Overview

Background

EVERY YEAR AT THE END OF JUNE THOUSANDS OF TEENS CELEBRATE THEIR LAST DAY AT SCHOOL – GRADUATION DAY. THEY SPEND PART OF THE NIGHT AT SCHOOL GETTING DIPLOMAS AND MAKING SPEECHES AND PART OF THE NIGHT IN THE PARKS CELEBRATING THE END OF THIS IMPORTANT PERIOD OF THEIR LIVES. THEREFORE CAMPAIGN OBJECTIVES WERE TO DRIVE BRAND AWARENESS AMONG SCHOOL GRADUATES AND TO ENGAGE THEM INTO ACTIVATION.

Description

HIGH SCHOOL GRADUATION IS THE MOST MEMORABLE EVENT FOR RUSSIAN PUPILS. BUT THERE IS ONE THING THAT SPOILS EVERY STUDENT’S LOOK – THE TRADITIONAL OLD-SCHOOL RIBBON THAT MAKES EVERYONE LOOK THE SAME. THEREFORE, WE CREATED THE IDEA «YOU’RE NOT YOU WHEN YOU BLEND IN».

WE DEVELOPED AND DISTRIBUTED EYE-CATCHING RIBBONS BASED ON INTERNET MEMES AND SLANG. GRADUATES COULD CHOOSE WHAT MATCHES THEIR PERSONALITY BEST.

MECHANICS:

• SHARE THE RIBBON YOU LIKE

• USE #SNICKERSGRADUATION2017

• RECEIVE A SNICKERS RIBBON

AS A RESULT 6000 GRADUATES SWAPED THEIR BORING RIBBONS FOR BRANDED ONES AND WORE THEM ALL NIGHT DURING MASSIVE GRADUATION PARTIES BECOMING WALKING OOH ADS.

Execution

WE DEVELOPED AND MASSIVELY DISTRIBUTED UNIQUE, EYE-CATCHING RIBBONS, WHICH GRADUATES COULD CHOOSE ACCORDING THE THEIR PERCEPTION OF THEMSELVES.

THEREFORE, WE CREATED A DESIGN FOR 18 RIBBONS BASED ON MULTIPLE INTERNET MEMES AND TRENDY SLANG. WITH THE HELP OF A BTL-AGENCY, WE ORGANIZED A PROMO IN VK.COM, RUSSIA’S BIGGEST SOCIAL NETWORK.

MECHANICS FOR GETTING A RIBBON ONLINE:

• SHARE THE POST WITH THE RIBBON YOU LIKE

• PUT THE #SNICKERSGRADUATION2017 HASH TAG

• GET A CHANCE TO RECEIVE A SNICKERS GRADUATE RIBBON

GRADUATES ALSO HAD A CHANCE TO GET IT OFFLINE BY VISITING THE BIGGEST PARKS IN MOSCOW & ST. PETERSBURG DURING THE GRADUATION NIGHT.

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