Tender homecomings
Клиент
Mondelēz International
Рабочая группа
Agency:
Executive Director: Yekaterina Belyashina
Creative Director: Azatkhan Uxikbayev
Creative Group Head: Timofey Pozdeev
Strategic planner: Askhat Orazaev
Art Director: Ruslan Rakhimov
Designer: Nadezhda Sorokina
Designer: Maksat Otynishiev
Copywriter: Madina Madiyarova
Account Director: Antiga Babayeva
Senior Account Manager: Viktoriya Kan
Client:
Brand Manager Milka, Eurasia: Anastassiya Dyuzhikova
CGA Manager, Eurasia: Zaure Shubayeva
Consumer experience lead, Eurasia: Sandugash Beyssenova
Задача
Challenge:
To activate Swiss chocolate brand Milka during the Nauryz holiday period with goals to build emotional connection and raise awareness among traditional Kazakhstan audiences.
Insight:
Nauryz is a heartfelt family holiday when people travel to their hometowns to celebrate together with close ones. These reunions start at the airport and are considered an iconic touching start of the whole celebration.
Idea:
Milka enhanced the heartwarming moments for the awaited Nauryz meeting by giving people express their tender feelings in words. Brand provided lilac meeting signs to everyone arriving to greet and pick up their loved ones, creating a new micro media channel inside the airport.
Those who shared its signs in IG-stories and marked the brand page - got a chance to win festive shoppers filled with Milka tablets for the home celebration.
Activities were held during Nauryz holiday week from 20-26 March in two biggest airports of Kazakhstan - in Almaty & Astana cities.
Results:
Campaign was highlighted in public pages, news articles and appeared in native bloggers content and in thousands of UGC with lilac tender signs.
7 days activation results:
+ 4712 tablets sampled
+ 7220 lilac signs shared
+ 10213233 total impressions in digital