OMD OM Group (RUSSIAN FEDERATION)
|The United Confectionary Manufacturers, "Inspiration - You Inspire Me!"||39-00571-INT|
Agency (city): OMD OM Group (Moscow)
Creative Director(s): Dmitry Mordashov, Managing Director/Neuron, OMD OM Group; Alexander Balashov, Senior Media Manager/Neuron, OMD OM Group; Ekaterina Pugina, Media Manager/Neuron, OMD OM Group
Agency Producer(s): OMD Digital/OMD OM Group
Graphic Design: Julia Tkacheva, Media Manager/OMD Digital, OMD OM Group
Managing Director: Dmitry Mordashov, OMD OM Group / Neuron
Sr. Media Manager: Alexander Balashov, OMD OM Group / Neuron
Media Specialist: Ekaterina Pugina, OMD OM Group / Neuron
Digital Media Manager: Julia Tkacheva, OMD OM Group / OMD Digital
This project ran on www.odnoklassniki.ru, a Russian social network, but it was only active for one month. We integrated into the actual architecture of the site - it is not a promo-page or other self-contained project we can maintain on a separate location for viewing. The video at the link above demonstrates how the project worked. We hope that is enough for the jury to properly evaluate this innovative project.
GOAL: Get people across Russia and former Soviet territories to give Inspiration chocolates as a symbol, expressing inspiration and warm feelings.
STRATEGY: Use social networks as never done before.
INSIGNT: We noticed that people often use Odnoklassniki.ru to flirt, and the most common way to start flirting is to rate photos.
IDEA: Create new rating button "You-Inspire-Me", creating a new way to flirt.
EXECUTION: Button was integrated into Odnoklassniki’s functional architecture.
Choose someone, select a photo, and with one click leave the message "You-Inspire-Me". That's it!
RESULTS: 370million clicks, 12billion views, +43% sales growth in Russia
-Inspiration (in Russian: Vdokhnoveniye) is chocolate that comes in bars and boxes.