BioMax, the challenger yogurt for great health コンテスト終了
eYeka エクスプレス

Write a story to convince people to switch to BioMax.

開始 2016年07月29日(金) 終了 2016年08月07日(日) 23時59分00秒 +0000 UTC 審査 結果 2016年09月
開始
2016年07月29日(金)
終了
2016年08月07日(日) 23時59分00秒 +0000 UTC
結果
2016年09月
概要

背景

Do you know what a challenger brand is? It’s a company or a product that is not the market leader and has to play from a position behind the dominant player. Often, leader brands or leader products benefit from a huge awareness and people think they’re superior in quality. But their competitors often offer the same quality.

Dairy products that help digestion are a big market in Russia. This is why dairy products that improve digestion have great success. There is a market leader, an international famous brand, and there is the challenger brand, BioMax, a brand from Wimm Bill Dann- a renowned Russian yogurt manufacturer.

BioMax has been in the market for 17 years. It offers drinkable and spoonable yogurts as well as kefir (traditional Russian fermented milk product), all packed with bifid bacteria that helps regulate transit.

BioMax offers the same benefits and the same quality as its competitors, but it’s more affordable.It’s the right option for women from 20 to 40 years old who care about their health.

In 2015, BioMax launched a TVC to switch people from using the leader brand to use BioMax. It was simple, provocative and humorous. And it was a big success.

 

They are now looking for the next story to tell in the coming TVC that will be on air in January 2017 in Russia. Can you help? 

クリエイティブチャレンジ

Create a script for a TVC that will make people switch from the leader brand to BioMax, the same quality but more affordable yogurt that improves digestion.

We’d like your idea to be presented as a script or a story-board.  Collages posters and mood boards are also accepted as long as you use images and text.

It’s important that your story integrates a product demo: we’re not asking you to reinvent the product demo but you should think about when and how this section can be integrated.

There are some visuals cues that the brand uses that you can integrate in your story.

The wheels: to express the fact that with BioMax everything works well in your belly:

 

The cup from which women drink their yogurt:

And two gestures: one to express that BioMax is good for digestion:

 and has a reasonable price:

Don’t focus too much on the problems – the symptoms of bad digestion. Rather show what it’s like to feel good.

The situation you show needs to be somehow related to the dairy universe. It can’t be only about aliens for instance. Women tend to consume BioMax during the day, when they’re away from home, although home consumption also happens.

The objective of the final TVC that will be developed based on your ideas is to convince women to switch from the brand they use now to BioMax.

So your story should:

  • Simply deliver the message that Biomax improves digestion but has a more affordable price
  • Maintain the quality perception. Cheaper does not mean lower quality.
  • Deliver a humorous tone of voice: it can be a bit provocative or witty.

Remember BioMax uses humor to convince people to change their habits. Humor is used to make fun of the other brands – not only (by hijacking the competitors’ codes) or to bring fresh perspectives.

 

ヒント

下記に紹介する例は、望ましい応募作品例を分かりやすく説明するためのものです。この内容のままの作品は選考の対象外となります。

Think about ways to convince people to change their habits. What would be a convincing story? How can this story be told in a humorous and provocative way?

You can use indirect comparison with other brands or not compare at all.

Be creative and surprise us!

審査員賞

  • #1 3,000€
  • #2 1,500€
  • #3 500€

フォーマット

Presentation with texts and at least 1 visual illustration (maximum 4 PDF page).

入賞基準

The best stories will be those that bring to life the message while being fun and true to the brand’s identity. Adding visuals to illustrate your story will surely increase your chances of winning.

ガイドライン

このコンテストに関するガイドライン

  • Entries should be in English or Russian.
  • You can download the logo from the toolkit.
  • Don’t feature kids in your story. BioMax is a product for adults.
  • Make sure your story is simple to understand.
  • Use humor and a provocative tone of voice.
  • Don’t mention the competitors explicitly: no other brand names, no other logos. Only indirect references should be made.
  • 権限と少なくとも含まれている必要があり保護された要素を使用するライセンスは、(i)これらの要素に応じ由来するか基づいている新しい作品に保護要素を組み込む権利は、(ⅱ)権利を使用する(音楽、写真などを含む)商業目的で使用する(iii)インターネット上で使用するの権利のために。あなたはいつでもこれらの権限とライセンスの書かれた証拠を提供することができなければなりません。

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