Barni Russia
Tallest branch shelter
The Results
- Impact
- Increased promotional sales and improved brand metrics
- Impressions
- Thousands of impressions on Vkontakte.ru and 1.6 million views on YouTube
- Engagement
- Over 500 consumers participating in the campaign competition
The Brief
Barni is a playful bear-shaped snack that children love. The brand inspires consumers to search for new discoveries. In Russia, which is one of the top 5 biggest Barni markets, marketing agency Action was tasked by Mon’delēz Rus to create the annual consumer promotion in 2020. The campaign had to engage consumers with a chance to win a great experience with Barni with a sense of achievement.
The Solution
Harnessing the power of curiosity, Barni worked with GWR to promote participation in the campaign. The Russian edition of the GWR book was placed in the hands of Barni on millions of promotional packs. From the 500 consumers who took part in the competition, 5 winners were selected. They were escorted by Barni to the Nikola-Lenivets Art Park near Moscow, where they successfully built the tallest branch shelter, also known as “Barni’s Hut”. The entire creation was built using branches from only within the park, without any glue or artificial adhesives.
This project left behind very warm impressions. It really brought joy to the consumers. I was surprised by the level and number of creative works sent to the contest. At the event, the kids and their parents took part in the quest with full engagement and were proud of the joint record achievement and almost cried when the event ended. We’d like to thank Guinness World Records for the cooperation in creating such exiting and pure experience!