Pandemic. Product sales are going down, and the sunflower seed market has frozen. The challenge was to come up with the relevant to the context creative solution. Big idea: QUARANTINE TIME IT’S REN TIME! Millions of Belarusians are in #stayhome mode. It’s all in a circle – stick on to your favorite TV shows, YouTube, social networks. But all quarantine activities become much more interesting with REN seeds! It's like a drug, a quarantine panacea – the clock flies by, the content becomes more fun, it’s impossible to stop – we call it the REN effect! We shot a video and launched a 360 campaign with the influencer Lera Yaskevich. Came up with a “REN movement” and recorded a sticky track. We used all relevant media in quarantine: TV, digital, mobile, radio, influencers, instore and delivery integrations. And in two weeks the whole country was in REN-REN-REN mood. The most impressive results: complete view 95%; sales growth + 45%; media KPI in digital 130%; reach 3+ millions.
Integrated advertisement created by AIDA Pioneer Branding & Creative, Belarus for REN, within the category: Confectionery, Snacks.
Production: Mediacube Production
Creator: Dmitry Galinovski, Darya Russ
Art Director: Irina Zelenko
Creative Director: Dmitry Apolenis
Producer: Ekaterina Solovieva
Director: Sonya Dukhon
Dop: Alexander Mishin
Project Manager: Tatiana Mitar