Idea:

We created a new product called ‘Zero Calorie Cinnabon Roll’, which is exactly the same as a normal one, but before you can enjoy it, you need to burn the calories it contains.


Execution:


We installed shelves full of Cinnabon rolls at the top of escalators in shopping centers near Cinnabon stores.
To enjoy a ‘Zero Calorie Cinnabon Roll’, you just needed to climb the escalator that was going down.

The activation which was targeting only Moscow shopping malls audience awoke big interest throughout the nation’s media.

We increased unprompted brand awareness by 43%. Our total budget for the project was $7000. It resulted in earned media worth approximately $0.25 million. People have changed their outlook on our product, so much that total sales have grown by 12%.