Природа настолько очистилась, что… / Wildlife is returning. Nature is healing.

Клиент

Ferrero

Рабочая группа

Executive Creative Director: Yevgeniy Kostylev
Art-Director: Alena Timofeeva
Copywriter: Victor Yershov
Designer: Saiynkhan Shaimardanov, Alexander Filatov
Head of SMM: Azamat Ruzhev
SMM Project Manager: Rafael Imamniyazov
Managing Director: Yuliya Tushina
Account Director: Anna Kostyleva
Account Director: Maria Firer
Account Executive: Sabina Goldberg

Задача

Kinder is launching in Kazakhstan a new collection, Kinder Surprise Natoons, dedicated to rare animals.
During quarantine, a popular meme appeared: nature has been purified so much that wild animals are coming back to the cities - and some of them are very rare.
We decided to use it and attract parents' attention to the promo campaign by launching the news about appearing of animals unusual for Kazakhstan.
At first, a resident of Almaty met an armadillo right on the street: in just 2 hours this post got almost 18 thousand impressions and 600 comments.
The armadillo made headlines of all major news media so everyone started looking for it and even the Ministry of Environment commented on the news.
This was followed by news about the appearance of some other rare animals in different cities of Kazakhstan, and every post caused a heated discussion.
People who tired of the negative news during quarantine, react very positive.

When rare animals had become the #1 trend in Google Kazakhstan, the country was ready to meet them on the shop shelves: we launched Kinder Surprise Natoons ad campaign.
Just in three days we’ve got a 2 million reach, 85 thousand impressions, and the cost per contact of 0.18 tenge ($0.001).
We also got earned media for more than 4 million tenge.
The campaign will run until October 2020, so everyone still has a chance to find a rare animal next to home!