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Ren Time

Published/Aired: 
April 2020

Description

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.

Advertising Agency: AIDA Pioneer Branding & Creative, Minsk, Belarus
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
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