Time to Speak

Advertised product



Last summer, when Russia was hosting World Football Championship, Orbit launched “Time to speak” campaign – a movement aiming to inspire Russians to speak English the way they can and freely express their hospitality. CONTEXT The chewing gum category has been stagnating for several years mainly due to the fact that it stopped being trendy like 20 years ago. The best opportunity to attract attention to the brand, increase and stimulate sales was the 2018 World Cup. CHALLENGE The main challenge was to find a way to interpret Orbit’s “Time to Shine” global platform: Orbit gives you confidence in any situation. The thing was that the category wasn’t related to football at all, and Orbit wasn’t an official partner of championship or national teams. BACKGROUND & IDEA Many people around the world doubted if Russia could organize the World Cup at a proper level, it had an extremely low friendliness rating. The reason was simple: 86% of Russians don’t speak any foreign language. Most of those who speak prefer to stay silent, being afraid of making mistakes and generally feeling insecure. Communication is a domain where confidence is important, and Orbit has some expertise here. World Championship appeared to be a great place for Orbit! So we convinced the brand to make a bold move and to ask people not to be shy and speak English “from their hearts” that summer. ASSETS For TV, there were two short stories styled as Russian golden age comedy movies. In digital activation, users could sing the karaoke song in English (the subtitles were transliterated in Cyrillic) just to practice in a fun way. We’ve also created a unique Russian-English digital phrasebook, so that anyone could have a conversation starter to break the ice. RESULTS Business • Orbit sales. Value: +16,5%, Volume: +16,8% • Orbit Bag sales. Value: +70,5%, Volume: +79,8% • Orbit penetration: +1,8 pp • Category sales. Value: +5,7%, Volume: +17,3% Communication • Mix of “Time to Speak” TV copies influenced sales significantly (MARS CMI AVI Score) • Total campaign coverage: 44M • Karaoke video: 5,5M views to the end, 13,4M up to 30%


Mars Inc. Marketing director Gum&Fruity Confections — Anastasia Gorodnicheva Brand activation manager — Anastasia Petrogradskaya Brand activation manager – Marina Golubkova Junior brand manager – Tatyana Zhukovskaya LDP specialist - Julia Kharlamova BBDO Moscow Managing director — Natalya Tsyganova Executive creative director — Alexey Fedorov Copywriters: Grigory Rakovsky, Polina Pukhlikova, Irina Kholopova Art directors: Maria Mirzametova, Oleg Koposov, Andrey Krusanov Digital designer: Yuliya Belyakova Strategic planning director — Natalia Chuich Senior strategic planner — Olga Reinson Digital excellence director — Alexandra Sagalovich Senior producer (TV) — Irina Kanevskaya Junior producer (TV) – Dmitry Balandin Producer (OLV) — Ekaterina Norsoyan Music producer — Dmitry Rubezhov Art-buyers — Marina Shponko, Anna Sevostyanova Client service director — Elena Vorobyova Senior account manager — Daria Latchenkova Junior account manager — Victoria Kuzminova