This category will honor those efforts that successfully communicate to teens or young adults.
Do whatever you want and succeed: we’ve created a completely new product and our own ecosystem to earn new audience’s trust and loyalty. This has enabled us entering Generation Z media landscape and becoming friends through additional content and significant influencers. Consumption increase and media KPI overperformance confirm the idea. Generation Z doesn’t trust easily that’s why we’ve created a product which let us create content within the company’s ecosystem to pay for the product.
Client: VimpelCom PJSC
Agency: Possible Group
"L-element" national campaign
"Chudo Detki" is a perspective beginner in the baby food market, has long been perceived as a functional brand to support the forces of the child during the day. Campaign "L-element" is introduced to a new emotional level, the communication of the brand with the audience (+3 pp Unique Brand, +6 pp Favorite Brand), helped to gain a foothold in the school snack (Brand for schoolers +6.3 pp vs PP) and gave the opportunity to thousands of Russian mothers to convey warmth, support and care for their children.
Brand: Chudo Detki
Agency: Leo Burnett Moscow
Cross the Forbidden City to Meet You
Tencent Next Idea is a youth innovation talent program initiated by Tencent that focuses on the arts and technology. In order to stimulate youth creativity, Tencent Next Idea cooperated with the Palace Museum in 2016 and created the “Come through the Forbidden City” campaign, showing the charm of traditional culture and modern technology across the border.