Objective: change brand positioning from cough pills to refreshing sweets and boost sales during summer with low media budget.
Idea: create an interactive Halls billboard, which would cool you with a splash of water if you screamed Halls brand name.
Results: Sokolniki billboard refreshed 5000 people, besides those who observed it in action. Bloggers told 780,015 more people about activation. Media secured reach amounting to 6,415,500 people. As a result we secured:+ 20.2% (absolute increase in sales in volume) - at KPI of 10%+ 25.9% (absolute increase in cash sales)
All results were achieved without any other form of communication over the summer.