Young Cannes Lions Belarus 2018

1. SHARE TO CARE

2. WHO WE ARE
Belmarket is one of the largest food retail chains in Belarus
with more than 70 stores all over the country. Our target
audience are 25-40 y/o regular customers.
And our stores are part of our customers' lifestyle.

3. BACKGROUND & PROBLEM
Charity isn't popular in Belarus, largely because most
people aren't sure how to participate in it and where
the money goes. There are many ways to make a donation,
it's just not all of them are convenient and simple for young
people. Few realize that every little help is a big help,
and even the smallest donation will do a good deed.

4. Insight. Idea. Solution
Insight. I will only make a donation when it will
be easy for me and I'll be sure that funds will
reach those in need!
Idea. Making donations is as easy as buying
a package of milk, or sharing Instagram Stories!
Solution. "Share to Care" - an easy way to
make a donation through a special photo booth
/ vending machine via contactless loyalty card.

5. Mechanics
While you wait in line, you
can take an instant photo
with a photo booth;
When you touch the booth
with your card, it will upload
photo to your Stories (your
Instagram account is tied
to the card);
For every posted photo,
Belmarket transfers
1 Bonus ($0.10) to
UNIHELP, and the booth
gives you a reward from
participating brands (drinks,
chocolate bars etc.);
In usual mode, the photo
booth accepts donations from
customer's loyalty cards and
displays all the information
about the collection of money.
Every touch is 10 cents.
The number of touches is not
limited.
1 2
3 4

6. Benefits
Customers:
• Breaking routine with fun, engaging and useful
activity;
• A way to tell your friends how socially
responsible you are;
• A way for you to make donations;
• Purchase bonuses that can easily be converted
into donations;
• Campaign feedback about the process and
results.
UNIHELP
• Campaign will get large support in social media;
• Donations become more regular and
predictable;
• Highlighting a process and completion of fund
raising for a large audience.
Belmarket
• The trading network becomes a platform that
actively participates in raising funds and attracting
brands to participate in the campaign;
• Belmarket will become more socially responsible
and useful;
• Creation of a new advertising media with an
average contact of 90 seconds (the time of
passing the photo booth in the queue to the
checkout).
Brands-participants
• "Share to Care" is an easy way to convey your
corporate social responsibility to your target
audience;
• Noticeable and memorable brand placement
in the store;
• Participants are not required to invest a lot of
time and money.

7. JOB TO BE DONE
Branding.
Photo booth and card design.
Logo. Communication design;
Programming.
Interaction algorithm: Photo ->
Instagram -> Donation ->
Reward;
Campaign.
Communication
development and support
at the initial stage;
Brands-participants.
B2B strategy development to
attract brands and to participate
in the program;
Photo booth.
Assembly and mounting
in stores.

8. KPI (first month)
120.000 photos in Instagram Stories;
$12000 - donation from Belmarket;
80.000 touch-donations from customers ($8000).