Task

To promote a new product line of traditional cookies “Yubileinoe Utrennee”.

Solution

Competition application “Energy Bank” and morning communities.

Result

Cookies loved by several generations of Russians needed a new image among young audience. We created a bright community and an application for competitions with valuable topical prizes. “Energy Bank” was constantly enriched with new mini-games to hold current users’ attention and attract new ones.

Participants got energy for a game after registering their promo-code from a package of cookies. Integration of online and offline activities helped to get the key message of the campaign across — “Yubileinoe Utrennee” boosts your energy. During ten months participants did puzzles, played tetris, cooked and competed with friends in cooking tasty and healthy breakfasts.

Interactive community motivated users to cope with more tasks by making to-do lists for the next four hours and completing all the tasks.

On the whole, “Yubileinoe Utrennee” gave everything to retain vigour!