Silpo Digidealies
Name, visual identity, advertising campaign
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Background
Ukrainian supermarket chain Silpo and Patsany have quite a history together. Our creative union is thriving not just on store shelves, stoppers, wobblers, and posters but also in a mobile app. The app is great, and the offers inside it are even better, but people simply don't know about them. So, that was our task—to connect the offline and online galaxies of Silpo promos. And who are we to say no to an intergalactic creative mission?
Task
Design a new communication platform. Create its legend, name, and marketing campaign to raise awareness about the Silpo app and the exclusive deals inside it.
Challenge
Previously, Patsany created an offline communication platform, where the so-called Weekiedealies (Цінотижики) helped customers find great deals on the shelves of Silpo supermarkets. Now, our goal was not to create something completely new but rather to expand the existing universe with new characters that would tell the clients all about the Silpo app. Naturally, expanding universes requires a big bang, which is fun. And challenging.
WHAT WE DID
Legend & Big Idea
The Silpo app universe was like a new stage in the evolution of shopping. That’s the concept we used as the basis of the communication strategy.
If the Weekiedealies were the guides to supermarket shelves and the discounts on them, then the app universe is about the offers that are always with you in your smartphone. The shopping experience has evolved, and so have the Weekiedealies.
If the Weekiedealies were the guides to supermarket shelves and the discounts on them, then the app universe is about the offers that are always with you in your smartphone. The shopping experience has evolved, and so have the Weekiedealies.
Characters
The new and evolved Silpo heroes deserved new and evolved names. Patsany were looking for a name that would correspond with the little dudes' digital habitat. At the same time, the name couldn't steer too far from the previous name, which customers have learned to associate with Silpo and its great deals.
That’s how Digidealies (Цінодіджики) came to life — a younger, quicker, and more tech-savvy generation of Weekiedealies. As the guides to the digital promo universe, they would inform Silpo's customers about the great deals waiting for them in the app.
That’s how Digidealies (Цінодіджики) came to life — a younger, quicker, and more tech-savvy generation of Weekiedealies. As the guides to the digital promo universe, they would inform Silpo's customers about the great deals waiting for them in the app.
Messages
Our main communication objective was to make sure the audience knew two things:
a) Silpo has exclusive deals in the app;
b) you can get those deals only by scanning the app at checkout.
The mission of Digidealies was to make sure the guests don’t forget to beep the app at checkout to get great deals for the treats in their shopping carts. That’s how “Beep the discounts with the Silpo app” became the key message of the campaign.
“Beep the discounts with the Silpo app”
a) Silpo has exclusive deals in the app;
b) you can get those deals only by scanning the app at checkout.
The mission of Digidealies was to make sure the guests don’t forget to beep the app at checkout to get great deals for the treats in their shopping carts. That’s how “Beep the discounts with the Silpo app” became the key message of the campaign.
“Beep the discounts with the Silpo app”
Visual identity
The new characters live in an online world. Inspired by 8-bit games, we made them ultra-digital.
Patsany drew 9 Digidealies, each with its unique neon color and pixelated look.
We developed a special design system to make visual communication as effective and flexible as possible. Using 8-bit elements, we digitalized the campaign messages and Silpo's logo.
Patsany drew 9 Digidealies, each with its unique neon color and pixelated look.
We developed a special design system to make visual communication as effective and flexible as possible. Using 8-bit elements, we digitalized the campaign messages and Silpo's logo.
Pixel masks
Together with the artists from St.Mary&Co, Patsany created big 3-D masks to bring Digidealies to life.
The mask models were designed with the 8-bit digital style in mind. We chose polystyrene as the material for the masks, which made them practically weightless.
The actors wearing the masks felt light and comfy, so they embodied the characters and their vibe really well.
The mask models were designed with the 8-bit digital style in mind. We chose polystyrene as the material for the masks, which made them practically weightless.
The actors wearing the masks felt light and comfy, so they embodied the characters and their vibe really well.
Yevhen Malukha
To introduce Silpo's customers to Digidealies, Patsany recorded a radio ad with a famous Ukrainian actor, Yevhen Malukha. The ad killed two birds with one stone: it reminded Ukrainians about the deals in the Silpo app and gave them a sense of nostalgia at the sound of a familiar voice.
Image videos
The purpose of the videos was to introduce the audience to the new characters that would ensure they don’t miss the exclusive deals in the Silpo app.
The scripts revolved around situations where Digidealies reminded the guests to beep the Silpo app at checkout. The fact that those deals could only be activated in the app was another key message of the campaign. Therefore, the question “Have you beeped?” became viral among the guests of Silpo.
The scripts revolved around situations where Digidealies reminded the guests to beep the Silpo app at checkout. The fact that those deals could only be activated in the app was another key message of the campaign. Therefore, the question “Have you beeped?” became viral among the guests of Silpo.
Supermarket stands
Patsany rebranded the stands at Siplo to match the new legend, communication strategy, and visual identity. Thus, the bright 8-bit stands appeared in the supermarkets, showcasing the products that were discounted in the Silpo app.
On each stand, we put simple instructions to introduce the guests to Digidealies and tell them how to get great deals for the displayed products. Bright minimalistic cubes placed on the shelves also reminded the guests they can only access those deals in the app.
On each stand, we put simple instructions to introduce the guests to Digidealies and tell them how to get great deals for the displayed products. Bright minimalistic cubes placed on the shelves also reminded the guests they can only access those deals in the app.
POS materials
Patsany also developed point-of-sale advertising materials in the neon 8-bit style. Stoppers, wobblers, posters, and checkout dividers helped the guests navigate the world of online promos and reminded them to beep the app at checkout.
WHAT’S NEXT
Patsany didn’t just create a new generation of brand characters. They expanded the much-loved universe of Silpo promos. We developed a new communication strategy, visual identity, and a marketing campaign that introduced the audience to the new characters, Digidealies.
The videos with Digidealies are now roaming the world wide web. The stands, stoppers, and wobblers guide the guests in the supermarkets. Together, they bring attention to Silpo's great deals and invite everyone to download the app.
If you see the Digidealies in your local Silpo, say hi and get yourselves some good deals. And don’t forget to beep. At checkout.
The videos with Digidealies are now roaming the world wide web. The stands, stoppers, and wobblers guide the guests in the supermarkets. Together, they bring attention to Silpo's great deals and invite everyone to download the app.
If you see the Digidealies in your local Silpo, say hi and get yourselves some good deals. And don’t forget to beep. At checkout.
THE TEAM
Silpo
Marketing Director: Kateryna Ohuryayeva
Head of Brand Communications: Yuliia Zabrovska
Head of Digital Production: Lesya Shaturska
Senior video production manager: Sergey Smolyakov
Project manager: Olena Sofiychuk
Pixel mask design
St.Mary&Co
Patsany Agency:
Creative director: Dmytro Yatsyna
Creative team: Sasha Faina
Project manager: Natalia Serbenyuk
Art director: Yulia Nagorna
Designers: Yevhen Babanin, Violetta Nagorna
Creative copywriter: Yulia Ivakina
Copywriter: Zoryana Hubal
Editor: Vira Semenova
Production of the image video
Strumer Production:
Executive producer: Valentyn Kondratiuk
Producer: Mykola Borovyk
Director: Sergey Mysak
1AD: Ulya Snitko
Set Designer: Valeria Koval
DOP: Maksym Malynovskyi
Production assistant: Vladislava Kiseleva
Gaffer: Yaroslav Kutnik
Playback: Danil Sikachinsky
Dolly: Vlad Foris
Focus/Mex: Ilya Remizovsky
UPM: Artem Ostrovny
Engineer: Dmytro Vyshtak
DIT/Engineer: Daniel Ostrovny
BTS Photo: Eugene Astaforov
Sound engineer: Ilya Petrichenko
Stylist: Ilona Lystopad
Makeup artist: Alina Lapa @lapka_mua
Casting director: Alexander Pilipenko
Casting assistant: Ekaterina Grechanaya
Administrator: Nikolai Vasilchenko
Catering: Creative catering @_creative_catering
Rental Сoordinator: Yuriy Pleskach
Технічна підтримка: Patriot rental & STARWAGEN
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