A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS

G-01-07. Danissimo Cinema Hall

AgencyAdwatch Isobar
Creative headMaxim Bobrov
Author of ideaSergey Leskov, Alexey Fedorov
ProductDanissimo quark
DescriptionDanissimo is a light quark with various flavors.

Tasks
• To tell about the lightness of the Danissimo quark
• To create an evening consumption moment
• To differentiate the product from heavy desserts

Audience
Our audience is women aged 18-35 from all over Russia. Students, housewives, office workers.
They all share one thing in common – the desire to come home in the evening and rest from the daily rush, calmly and without being bothered.

Idea
Danissimo is a pleasure that you can afford even after 6 p.m.!
The quark is so light that you can eat it in the evening without being afraid for your figure.

So what does our target audience do in the evening?
• Goes on a date?
• Chats with friends?
• Does household chores?

And maybe just watches a favourite movie?
Indeed, what can be nicer than spending an evening watching a favourite movie? Especially, if you got something yum-yum.

The Danissimo Cinema Hall
We have created a virtual cinema hall for our women.
Here they can watch the best romantic and “light” movies, which we have chosen specially for them.

Delivery
We have organized free Danissimo delivery just before the movie.
Every day the first 50 users could order the quark with home delivery!

Home page
Once on the promo website, the user could immediately switch to movies or order the quark delivery.

The Danissimo Cinema Hall
We offered users a variety of movies divided into categories, each of which had its own Danissimo flavour.

Quark delivery
Every day the first 50 users could order a set of Danissimo quark just before the movie.

Movie contest
We all have our favourite movies,
which we know very much about and remember every detail.
We have offered our cinema spectators to check their knowledge of the movies and answer the questions concerning our movies to get prizes from Danissimo.

Results
• 404 198 unique users
• 2500 packs of product were delivered
• 7.68% maximum CTR banner campaign

And the most important,
we have created the association between the evening rest at home and Danissimo!
Team membersSergey Leskov – art-director, Alexey Fedorov - strategic creator, Evgeniya Lebedeva - senior project manager, Maxim Sivokon - project group head, Irina Mirzoeva - account group head, Alina Koltunova - account manager, Grigoriy Seregin – media planner.