E. Film Craft
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns
H-3-13. Kronenbourg "Little France"
|Agency||OMD OM GROUP|
|Creative head||Maria Azarenko, OMD Digital – Digital Group Head, OMD OM Group|
|Author of idea||Ksenia Glybina, OMD DaVinci - Account Director, OMD OM Group|
|Product||Kronenbourg Blanc beer|
|Description||Kronenbourg 1664 is a French beer for a modern, active audience. Blanc is a niche sub-brand (wheat beer), mostly preferred by women. Our task was to tell consumers about Blanc, explain to them what makes the beer unique, and at the same time create and develop a communication platform that would help us explain the brand's French roots.
Using the idea "Guide to France" we looked for a way to entertain our audience - something that would be tied to France via content, mechanics and creative execution.
Our idea: Create an entertaining game that would allow people to learn more about France, and about Kronenbourg Blanc.
We created an app that we put on top social network Odnoklassniki, because the majority of our audience is registered there. We also put the app on Facebook, because it is quickly gaining popularity in Russia.
Players had to search for hidden objects: the game had 6 locations and 3 levels of complexity. To communicate brand USP, there were 25 "beer items" hidden - things specifically related to Blanc (example: orange peel - an ingredient in Blanc). To express "Guide to France" we hid 35 "French items", and for each one we shared an interesting fact (example: Perfume - France became famous for perfumes only in the XVII century, when scented women's gloves were invented). Players who made it through all 3 levels made it to the ratings table, and the top 10 players won French prizes.
Over 95000 people played the game, with 24000 of them joining after the campaign was over - there were no prizes left to win!
85% of all players were women.
Over 50% of players were aged 25-35 (our target audience, and people not normally involved in gaming).
Carlsberg Brand Tracking showed improvements of key KPIs both during and after the campaign (June-September 2011):
Growth in spontaneous awareness: +41%
+36% increase in intention to buy and
+50% increase in brand loyalty among Blanc consumers.
Among all beer consumers, occasional usage increased 4 times, regular usage doubled and loyalty doubled.
|Team members||Ksenia Glybina, OMD DaVinci - Account Director, OMD OM Group
Alexey Ratnikov, OMD DaVinci - Senior Media Manager, OMD OM Group
Julia Bondarenko, OMD DaVinci - Managing Director, OMD OM Group
Maria Azarenko, OMD Digital – Digital Group Head, OMD OM Group
Julia Fayda, OMD Digital – Digital Manager, OMD OM Group
Ilya Tsinker, OMD Digital – Senior Digital Manager, OMD OM Group
Elena Ivashenko, OMD Digital – Digital Manager, OMD OM Group
Galiya Karimova, OMD Digital – Senior Digital Manager, OMD OM Group
Alexander Yendovin, OMD Digital – Director, OMD OM Group