This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
We fell, we stood up
Is it possible to restore brand yearly growth which declined 4 times faster than market (last 3 years), still 1,5 time more expensive than competitors without a simple and clear functional advantage? Yes! If you improve the category’s rules of communication in a disruptive way. Magne B6 talks about stress without drama but suggests smiles, leading not only to funny emojis and positive comments on the Internet, but to 15% sales increase. This success was so exceeded that factory stopped to deal with production of necessary volume for Russian market.
Brand: Magne B6
Agency: Leo Burnett Moscow
Chevrolet has over 100 years of history, but the last few have not been kind. Sales, share and brand health were all in decline, a slump that accelerated in 2008. It seemed a case of familiarity breeding contempt: people thought they knew everything there was to know, much of it negative, so many of them found Chevy irrelevant. We had to find a way to reverse the slide, and discovered that surprise could work in our favor to shatter the negative perceptions.
Relaunch of "Moya Semya" brand
Economic crisis and food inflation moves juices aside in shopping baskets. Meanwhile, consumer's preferences are uncertain: he doesn’t see any difference between brands with “family” ads looking alike, and grabs any “price promo” juice. How to switch consumer’s attention to “Moya Semya” which hasn’t come up with innovations for a long time? To take proper measures! We’ve completely changed the recipe and created unique range of tasty mixes, renewed package design, introduced new communication rethinking Father’s role in handling family issues. As results our sales grew from -8% in 2017 to +19% in 2018.
Brand: Moya Semya
Client: Multon JSK
Agency: McCann Moscow