Danone have launched Versa youghurt line which will eventually be introduced to Central Asian market. The brand align themselves as food-porn product which focuses on provocation and ambiguity. Advertisement should have virus potential and be targeted at young audience. It should reflect brand positioning and account for the specifics of the chosen region.
Enter through the native channels, such as placement. Integration into the new video clip of Tatarka (Little Big Family), a singer popular on Youtube. Provocation in brand positioning sits well with the cheeky look of the singer. Uzbekistan has been picked as new headliner of the region. The video shows Versa stylish, sexy, original, in line with the authentic flair of the region.
More than 7,5 mln views on Youtube for 4 months, more than 22 500 comments and more than 400 000 reactions.