Maria Savelieva
Maria Savelieva
Account Manager at BBDO Russia Group
Moscow, Russia
TitleShare Your Warmth (Film)
Agency
Campaign Share your warmth
Advertiser Zeus Foundation
Brand Zeus Foundation
Date of First Broadcast/Publication
Story

On a hot day at the Picnic Afisha festival hundreds of attendees suddenly felt freezing cold in their hands - they got our unique ice business cards! People were melting the ice shaped as cats and dogs, enthusiastically trying to reach what's frozen inside. When the ice  completely melted in the hand remained the plastic card with Zeus Facebook link.

Philosophy

While words are not touching people anymore, we turned to the tactile sensations. We made people physically experience how vital human’s warmth is for homeless animals.

Problem <p><span style="font-size: 9pt; font-family: Helvetica, sans-serif;">The new Zeus Foundation rescues homeless animals and everyday needs on-going support. Unfortunately, Muscovites are tired of hearing about social problems and reluctantly respond to calls for help. How in this situation can we attract people to Zeus Facebook page?</span></p>
Result <p style="margin: 0cm; margin-bottom: .0001pt;"><span style="font-size: 9pt; font-family: Helvetica, sans-serif;">By gently freezing the hands of just a few hundred festival visitors, Zeus Foundation managed to engage the attention of more than 7,000 Facebook users. In just a few days ‘Talking about it’ stats rose by 150%! But the main success has been that hundreds of people caring about homeless animals have joined Zeus Foundation!</span></p>
Media Type Case Study
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