'The Animals' Day is celebrated annually worldwide but the pets in Russia don't have their own holiday. How to attract attention of the pets' masters and make this holiday truly national and famous throughout the entire Russia.

Brief

. Propose and implement the national promotional campaign focused on the main goals and objectives of the company Mars Petcare.

Objectives:

• Increase of the buyers quantity in the finished feeds category for pets

• Growth of the sales volume and market share of the brands of Mars Petcare

• Increase of the recognizability of the category and brands of Mars Petcare in the shops in all the channels (grocery shops, pet shops and e-commerce)

• The project AMBITION – is to establish the tradition in Russia to celebratethe holiday 'The Animals Day'. Having put the association into the consumers’ heads that celebrating the animals day together with ??RS – is a good tradition!

To implement the large-scale project (over 2,000 trade outlets in 350 cities of Russia), the tailored-made campaigns have been carried out with each of the retailers, that’s is, all the campaigns have been customized and the buyer of shop “Okay” won’t find the same things that he/she will find in hypermarket Metro. We relied not just upon the consumers of feeds and the brands of Mars but rather were guided by the buyers of the concrete networks.

The hypermarket: the campaigns with the discount coupons were supported by the interactive screens installation with the function of snap printing of pictures

The neighborhood shop: drawing of lottery by sms and lottery

Online shop: gaming and gift for purchase