Solution: We took the leading portal in Russia – mail.ru (42% Reach and 235 Affinity) and designed a special project – a photo contest.

Non-standard projects allow building a dialogue with the consumer. The photo contest was supported with huge banner placement on mail.ru sections as well and other relevant portals. We were the first in Russia to use innovative decisions for placement.

Mechanics:The contest was named ‘Be a Queen’. Women were uploading their beautiful pictures to compete for the title of the Queen. The photo contest and frames of participants’ pictures were branded by Lay’s Sensations. Every week the Client chose one winner among TOP 10 pictures chosen by users. Each winner got the special sticker. After 6 weeks, 6 winners got a special private portrait session. At the end the Client chose one Queen and users choose the other one – main winners of the contest, who got the diadem and the necklace.

Results:The Project reached over 1 million users vs. 250,000 planned.

134,153 participants made the contest the most successful on Mail.ru portal.

With support on others portals (Vkontakte, Odnoklassniki, Woman, Passion, Kleo) – total reach equals 6.5 million users. Brand awareness (TV, Print, OOH and Internet) grew up to 63% (Millward Brawn, Dec 2009).

The Client was satisfied with the project and decided to continue Internet support for the brand without heavy use of TV.