Adults often try to let their kids win. However, sooner or later parents understand that the child has grown up and is capable of beating them in fair contest. This is a touching moment, a moment of incredible pride. Hasbro gaming Russia congratulates every parent with reaching this moment.

This is an online video placed in social media on Russian market. The duration is 2'00".

Number of overall views on YouTube - 16,522,080.

Impact of the ad surpassed all our expectations. According to Google Brand Lift Report:

-Brand Favourability increased by 5,4% (named “best in class” by Google which means that the result is the best in the whole Toys&Games category).

- Brand Awareness increased by 12 % ( “best in class”)

- +43,3% Brand Interest

- 52,7% lift in Ad Recall (“best in class”)

- 292,9% Ad Interest lift

Head of Marketing Operations Google added: “Results are phenomenal and best-in-class vs. benchmarks in most of cases”.

The video was supported by PR-campaign in social media. The results: reach (opportunity-to-see) is 64 570 000, clicks and comments – 429 775

Social Buzz: inspired by the video, parents started to share their stories of losing games to their children, using the hashtag #ProudOfLosing. These shares gained more than 500 000 comments in social media.