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Поздравляем с проигрышем

Заказчик: Hasbro
Исполнитель: Leo Burnett
Поздравляем с проигрышем

Описание


Often adults try to let their kids win. However, sooner or later parents understand that the child has grown and is able to win them in an absolutely honest contest. This is a touching moment, a moment of incredible pride. Hasbro gaming Russia congratulates every parent with this moment in their new spot.

Поставленная задача и ее решение

Source: AdWords Brand Lift study, Number of responses per survey ~8K
“Best in class” means that the ad result is among TOP 25% of the peer set

Видео

Достигнутые цели и KPI по итогам запуска

11 192 990
factual reach of Hero spot in 40 days
(22 Dec 2017 to 31 Jan 2018)
5,4%
Lift in Brand Favourability
* Best in class *
12,0%
Lift in Brand Awareness
* Best in class *
29,7%
Ad View Through Rate
43,3%
Lift in Brand Interest
(Search of Brand keywords)
52,7% Lift in Ad Recall
47,1%
Among those who
watched 1 time
106,3%
Among those who
watched 2+ times
*Best in class*
292,9%
Lift in Search of campaign keywords
Серебро
• Лучший видеопроект
• Лучшая кампания для искусства / культуры / развлечений
• Лучшее видео
Tagline Awards 2018

Дата запуска

19 декабря 2017 года

Авторы

Client: Hasbro
Marketing Director: Olga Machilskaya
Marketing Manager: Anna Sverzhina
Senior Brand Manager: Olga Martus

Agency: Leo Burnett Moscow
Client Service Director: Ilya Khruschev
Senior Copywriter: Evgeniy Shinyaev
Senior Art-Director: Mikhail Tkachenko
Strategic Planning Director: Kirill Yorish
Strategic Planning Manager: Aleksandr Popkov
Producer: Oleg Gridasov

Production: Film Service
Director: Felipe Gomez Aparicio
Cameraman: Paco Femenia
Producer (production-house): Ekaterina Getta
Post-production Producer: Ksenia Vostrikova

Номинации

Кампании / креатив → Видеопроект
Кампании / креатив → Искусство, культура, развлечения и мероприятия
Совершенное исполнение (Craft) → Лучшее видео