Cannes Lions

ROSSIYA-GENEROUS SOUL CHOCOLATE

TMA DRAFT, Moscow / NESTLE / 2004

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Overview

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OVERVIEW

Description

The Mail of Joy programme turned the concept into reality creating a word of mouth and prompting a nationwide demand. Built on a catchy creative idea with unusual mechanics, it allowed the brand to actually 'bring home' the new message of Rossiya-Generous Soul. By submitting two barcodes of Rossiya-Generous Soul products, a consumer might get a chance to make a surprise present to his/her family or friends anywhere in Russia. It would be delivered directly to their apartment by a Mail of Joy postman. It was real joy for the addressee because the gift box contained all sorts of Rossiya-Generous Soul chocolate products. And it was a pleasure for the sender, as the Russians prefer generosity to self indulgence.

Outcome

A total of 207,525 participants from 78 cities. There were 15,000 winners and gift boxes delivered by Mail of Joy postmen. Brand awareness approached 98.5-100%, intention of repeat purchase: 70-98%. The target audience appreciated the emotional appeal of the new Rossiya-Generous Soul positioning. The creative idea was used for the second time and still proved a huge success.

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