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
C-11-05. Do as the mom says!
| Agency | Escape Digital Marketing Group |
| Creative head | Lyosha Novikov |
| Author of idea | Escape Digital Marketing Group |
| Product | Chain of fast food restaurants “Kryla” |
| Description | Task Promote “We Give Lunches for Free” campaign in social media. The Idea: one has a meal in Kryla – gets five checks to the amount of no less than 10 hryvnias – brings those to any Kryla restaurant – gets a lunch for free. Approach Who won’t ever give bad advice? Mom won’t. Who cares about their baby to be fed? Mom again! Solution Campaign “Do as the mom says!”. In the center of the campaign was the typical strict mother of all mothers advice: "Your mother said to collect the checks? Listen to your mother and you will receive lunch for nothing!". How it was We’ve created the layouts with strict moms and seeded them in social media (Facebook, VKontakte), in Kryla restaurants, on billboards and in subway. It was a posters series with three characters who give lectures in a typical mommies-manner: “Didn’t mom tell you to collect the checks? Do as your mom tells you to – you’ll get a free lunch!”. With using such an emotionally strong and relevant image of a mom we managed to reach out to our target audience. Results • 570 people took part in the promo • This 570 people sent 2301 unique promo codes • 250 people received at least one free meal • the number of regular customers of "Kryla" and the size of the average transaction increased significantly. |
| Team members | Lyosha Novikov - Creative Director Sergey Pushkaryov - Art Director Liza Vnukova – Designer Alexander Nichiporchuk – Designer Anna Launets - Senior Copywriter Anton Pustovoy - Copywriter Elizabeth Vnukova - Designer Anton Pustovoy – Copywriter Darya Senkevich-Davidets Director Of Operations/Deputy Ceo Anastasiya Solyanik – Project Manager Nastya Guzovs – Project Manager |
