Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Slide 4
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3
  • Thumb 4

Vici
Everybody loves crabs!

RAN IN: Russia

CLIENT
Viciunai Group

AGENCY
Voskhod *Lead Agency


SUMMARY

Have you met people who dont like crab? The research showed that people all around the world love crab; its a universal trait that unites everyone. VICI is the leader in the crab sticks in Russia segment. The campaign states: we are all different, but we have something in common. Whoever you are, you love crab! Everybody loves crabs slogan quickly turned into a backbone of the campaign and appeared literally everywhere: from commercials on TV to product packaging. To attract the attention of young people we used a crazy creative idea and short formats to maximize the frequency of contact. As a result the year 2017 turned out to be the best one in terms of sales in 3 years.

CASE VIDEO


Audience: 18-55 year old women, with a focus on the 18-30 age segment. A young audience (18-30) was the driver of growth for the expansion of the repertoire and the frequency of CS consumption. This audience is less influenced by stereotypes and has a higher factor of willingness to try new ways of consumption (32%*). * Brand Health Tracking research, July'17

Objectives: Business goal: The "Standard" line sales growth by 30-40% compared to the same period in 2016. Marketing goals: Purchase indicators growth through: Positive dynamics for the attributes of "snack consumption" (strategic direction); Top-of-mind growth in the "Crab Sticks" segment (tactical direction). Media goals: Achieve maximum coverage for a wide audience; Maximize the contact frequency.

Type: B2C

Language: English, Russian