— PROJECT NAME
Feel the difference
— CLIENT
Mövenpick
— ROLE
Creative director
— DATE
10/02/2018
Brief
Mövenpick is well known for its taste, but its price in Russia is quite high even for the premium segment, and sales were falling. Our task was to reinforce the emotional communication with rational arguments.
Idea
Everyone knows that mood improves while eating ice cream, but how exactly does it work? And what if we find a way to measure it physically?
For our experiment, we found the technology, based on Convolutional Neural Network — AI algorithms that showed incredible results in visual imagery analysis. This allowed us to discover in real-time mode the changes of one’s mood in percentage terms.
We shot 15'' videos to promote the offline campaign on social media, visualizing our idea.
Showing just numbers is boring, so after that, we developed a visual appearance of ice cream planets with the surface that changes depending on your mood.
Then we came up with pop-up labs, inviting people to find the evidence that Movenpick’s taste improves your well-being for several tens of percentages.
RESULTS
23,4 M
Brand impressions
14,5 M
- Total reach on IG, FB and VK
4 M
- Views on YT
Contact
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Surprised, amused people have rediscovered the taste of Mövenpick. Proven flavor advantage influenced sales growth and increased it up to 17% in just one month.