A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
J-05-03. CLINing is worth a party!
| Agency | R&I |
| Creative head | Elena Kalinina |
| Author of idea | Dmitry Smolin |
| Product | Clin |
| Description | The Story: Henkel is known everywhere in the world as a very socially responsible company. Everywhere, but Russia The Challenge: Make CLIN brand popular among younger audience through a social responsibility campaign, daring to be PR case. The Problem: Social responsibility in the minds of Russian young adults is something very old-fashioned. It`s something that their grandmothers and parents used to call Subbotnik* – a tradition that goes back to the USSR and very soviet regime. The Solution: What do young adults absolutely love? A great party! We decided to give them what they want! We gave Subbotnik a new edge – we made it modern and appealing. How? Imagine a bridge in the heart of the city made entirely from glass – a popular place to meet amongst the TA. Imagine industrial acrobats climbing the construction risking their lives. Imagine contemporary costumes and friendly staff that entertains you all the way through. You can almost hear the music from the DJ hired to enhance the atmosphere with electrifying tunes! Even celebrities were eager to visit the event and contribute to it. All that combined, we turned a social responsibility cause into an aspiring phenomenal event that was just what the TA was looking for. The Results: More than 600 participants within 4 hours. Most popular social media communities announced the event. Within 2 weeks of execution 29 reports were published, including radio translation and a live TV report. Total number of reports about the event – 50. Media impressions reached – 42 000 000 |
| Advertiser | Henkel |
| Team members | Elena Kalinina Dmitry Smolin Aleksey Chasovskikh Yulia Sinugina Serafima Gurova Oksana Redkina |
