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Agusha
Safe kids tariff

RAN IN: Russia

CLIENT
PepsiCo

AGENCY
OMD Optimum Media *Lead Agency


OMD FUSE *Lead Agency


SUMMARY

Agusha knows that children need safe food, corresponded to their age. The crysis made Russian mothers seek cheap alternatives or refuse specialized baby food. How to get back the trust to the category and enhance the brand via spreading Agusha expertise to other safety spheres of moms lives? Agusha and Yandex.Taxi created something significant for mothers: provided safe chairs for Kids tariff, improving children transportation culture in Moscow. Celebrity moms and journalists shared the news, while Agusha offered discounts for the first rides. For 2 months, about half a million safe rides were made.

CASE VIDEO


Audience: Mothers of children under 4 years. The core target audience is women at the age of 20-35 living in Moscow. 37% of these mothers has second child aged from 5 to 12 years (MediaScope, M'Index 2017/2HY). They are extremely careful in choosing goods and services for their children, paying much attention to health and safety. Taxi service is in 30% more often used by Moscow dwellers than in average.

Objectives: The project aim is related to B and C categories to increase consumers loyalty, which will be reflected in KPIs: Brand I Love, Brand I Trust. B. To tell mothers about safe baby chairs as an important element while transporting your child, to make them use this kind of taxi. KPI is connected with the number of rides on Kids tariff. (According to Yandex data) C. To raise the Brand I Love and Brand I trust indexes in Moscow by project. KPI: Brand I Love index growth (it was fixed 59% by IPSOS), growth of Brand I Trust index (it was fixed 69%).

Type: B2C

Language: English, Russian