ELENA BUDRINA

THE EMOTIONS LAB


— 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.