Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
FILTER BY:
PROGRAM
2018 GOLD
The launch of new hair dye Colorista
8 out of 10 young Russian girls have never tried hair coloring as they consider it uncool. To change the situation L'Oreal Paris launched an innovative brand Colorista - temporary coloration in spray and balm formats that lasts 1 day/week. To attract girls attention to the non-inspiring category, we showed Colorista from an unexpectedly new perspective: not as a hair color, but as a makeup for hair. Campaign with young bloggers and musical collaboration made Colorista a locomotive of the trend and helped achieve annual sales plan in just 2 months.
Brand:
L'Oreal Paris
Client:
L'Oreal CJSC
Agency:
McCann Moscow
Language:
English, Russian
2018 GOLD
Live books
Many customers perceived IKEA as a brand with a predictable style (product design). Such a brand perception reduced sales. Launching a new catalog, in which absolutely unique design solutions were collected, IKEA decided to convince customers by recreating the interiors of the five famous literary works. As a result of the campaign, the attitude towards IKEA changed significantly, it came to be perceived as diverse and original. The number of visitors in stores increased to 8.4 million people, on the ikea.ru website by 39%. The number of customers who made shopping lists on the ikea.ru site also increased by 47%.
Brand:
IKEA
Client:
IKEA
Agency:
Instinct
Language:
English, Russian
FINALISTS
Thums Up
Inverting Conventions To Win
Microsoft
Changing the Game
French's
French's Mustard Ice Cream
