HOW TO TRANSFORM SOCIAL PRESSURE ON YOUTH INTO YOUTUBE TRENDS

Клиент

Mars & Wrigley Kazakhstan

Рабочая группа

Brand manager category Mars Wrigley Kazakhstan: Inkar Matasheva
Strategy: Raim Dadybayev
Creative director: Victor Nemchenko
Account manager: Ardak Nurzhakanova
Director: Zhandos Tungyshbaev, Beksultan Kazybek
Operator: Diaz Shibanov
Producer: Alia Kosaeva, Mira Evgenievna
Stylist: Aizhan Kalieva
Makeup and hair: Galia Begeeva
Set Designer: Alia Kosaeva, Asem Makina
Line Mount: Temirlan Ataulla
Post-prod: Arseny Abdrakhmanov
VFX: Arseny Abdrakhmanov, Muhammad Ilmuratov
Light: Asanaly Mukashev, Zhandos Dosmakov
Focus puller: Fatima Yesetova
Techniques: Furhat Safarov, Sergey Slobodchikov
Casting: Prots Yurievna
Administration: Temirlan Ataulla, Ilnur Bildanov, Sarytok Amantay
Bit: @dashxxdash
Rollup: @darian_kz

Задача

GOAL: increase SNICKERS relevance for the youth audience by changing the famous logo on the package to 8 hunger symptoms.

OBJECTIVE: communicate the new package to the youth who don’t watch TV and skips online advertising

INSIGHT: Kazakh youth expresses their personalities through long hair, tattoos, body parts exposure & etc, but they risk hearing UYAT for their non-standard appearance. UYAT – shame, the massive ostracism of ‘indecent’ behavior presented by religious activists and tradition’s supporters. One of the activists, a.k.a. UYATMAN, even closed naked statues in public with his clothes.

IDEA: You are UYAT when you are hungry.

SOLUTION: we invited Jokeasses - a team of popular viners to make a music video about the most relevant theme for Kazakh youth – UYAT. Song lyrics with memes explain to young people in 3 languages simple idea «to be yourself is not UYAT, but UYAT is to be wild, grouchy & grumpy (hunger symptoms)». Brand role: to become normal you need to satisfy your hunger with the legendary bar. All symptoms were integrated into the music video & lyrics.

See the presentation below with lyrics explanations.

RESULTS: top 10 videos of KZ Youtube trends in 3 hours
780K+ views (the video was posted in few weeks after temporary Kazakhstan president came so we competed with political content & youtube blockage)
52K+ likes and 5K+ comments, 90% are positive
1,6M+ shows and 1,3M+ views on Instagram
ER video 13,5%
Coverage 2.28M