Download - Effie catalogue 2014
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Effi e Awards Ukraine 2014
President & CEO, Effi e Worldwide Neal Davies
There has never been a more complex time for our industry. With today’s increasingly diverse media landscape, rapidly evolving social media platforms and a constant stream of emerging technologies, marketers now have endless ways to connect with their audiences.The need for marketers – both agencies and clients alike – to understand how best to navigate this new landscape, has never been more important and the best way to learn is to look at the work that truly works, the ideas that get results.Since 1968, the Effi es have been celebrating eff ectiveness throughout the marketing communications industry. As the global champion of marketing eff ectiveness, we are committed to celebrating Ideas that Work™, through 44 competitions across 5 regions, and initiatives such as the Effi e Worldwide Case Database, the Effi e Eff ectiveness Index, and resources like the Effi e Report.Despite the local challenges, Ukraine continues to be a successful market with a record of success. Some of the world’s most eff ective work stems from Ukraine, as evidenced by Kiev-based agencies Kinograf and AIMBULANCE, which were ranked in the top 10 Most Eff ective Independent Agencies in the 2014 Effi e Eff ectiveness Index.This year, we celebrate Effi e Ukraine’s 9th anniversary as an offi cial Effi e program. Our partner, the All-Ukrainian Advertising Coalition, has been instru-mental to the program’s success, and we honor all participants and program supporters for your invaluable contribution to the Effi es and evolution of mar-keting eff ectiveness in the region.With Ukraine’s increasing infl uence and the ever-growing success of the Effi e Ukraine program, we look forward to seeing what’s next.
Congratulations to the 2014 Effi e Ukraine Awards winners!
Sincerely,
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Effi e Awards Ukraine 2014 Jury
ChairmenMarianna Glotova, Marketing & Strategy Director, TERRA FOODSviatoslav Gorban, Marketing Director, Kyivstar
Jury members1. Dmitry Adabir, Director, PROVID2. Andrey Andryushchenko, CEO, Initiative3. Irina Andryushchenko, Development Director, StarLightMedia4. Oleg Antonenko, Director of Marketing Department, Chumak5. Maryna Babko, Group Brand Manager, AVK Confectionery Company6. Yuliya Badritdinova, Marketing Director, McDonald’s Ukraine7. Elena Bakum-Ramola, Managing Director, Saatchi & Saatchi8. Anastasiya Baydachenko, CEO, AdPro9. Joachim Benz, Consumer Marketing Director, Imperial Tobacco10. Alexey Bilichenko, Head of Marketing, Union Standart Bank11. Alyona Bitsigan, General Director, B4B Group12. Alexander Blokhin, Brand Manager, Khortytsya (Global Spirits)13. Volodymyr Bolotnikov, Director of Corporate Marketing, Samsung Electronics Ukraine14. Inna Chervinska, Marketing Director, Red Bull Ukraine15. Inna Denyak, Head of Marketing Department ВСС, Bayer16. Ihor Didok, Marketing Director, Watsons17. Ivan Dubinskiy, CEO, Factum Group Ukraine18. Dmytro Dzhedzhula, Managing Partner, DirectBrand19. Natalia Dzhepo, Group Brand Manager, Lactalis-Ukraine20. Olena Dzhаgaryan, VP Strategy and Value Management, Carlsberg Ukraine21. Alina Frolova, СЕО, marketing solutions agency RAM 36022. Katerina Gaididei, Marketing Manager in Ukraine and CIS, Brown-Forman23. Roman Havrysh, Chief Strategy Offi cer/Partner, AIMBULANCE24. Yurii Gladkyi, CEO, GRAPE Ukraine25. Lilia Gorelaya, Managing Partner, OSDirect marketing group26. Anastasiya Gorishnyakova, Regional Marketing Director of Baby Care Category, Kimberly-Clark27. Alexander Gorlov, Managing Partner, CMS Group28. Anna Grishina, Marketing Director, Eva (RUSH LLC)29. Ivan Gryga, Director, Media Audit Institute30. Anna Guk, Marketing Manager, Johnson & Johnson Ukraine31. Sergey Hapochenko, General Manager (Ukraine, Kazakhstan, Belarus), OLX32. Katerina Ilchenko, Executive Director, HAVAS Worldwide Ukraine33. Victor Ishkov, General Director, BBDO Ukraine34. Yuriy Kachkarda, CEO, Smartica Ukraine35. Vitaliy Kalynyuk, Marketing Manager of Licensed Brands, Efes Ukraine36. Tatiana Katrich, Managing Director, Media Direction37. Olena Kharitonova, Marketing Director, Coca-Cola Ukraine38. Sergey Kislyakov, Head of Marketing Department, COSMO39. Vitaly Kokoshko, Creative Director, Owner, Kinograf advertising agency40. Victoriya Konstantinova, Marketing Director, Lenovo (Ukraine, Belarus, Georgia, Armenia, Moldova)41. Olena Kornich, General Director, Sablya42. Irina Kosakovskaya, Managing Director, Advance Digital Ukraine43. Nataliya Koshevaya, Marketing Director, COMFY44. Sergey Kostin, Strategic Director Media Services, ADV Group Ukraine45. Sergey Kovalenko, CBDO, Nova Poshta46. Olena Kovalska, Marketing Director, Renaissance Credit47. Tetyana Krupenko, Integrated Marketing Communications Manager, Coca-Cola Ukraine48. Alexander Kryshtal, Marketing and CRM Director, Raiff eisen Bank Aval49. Iryna Kryzhna, Personal Care Marketing Manager, Deo, Hair & Skin categories, Unilever50. Anna Kurbatova, Head of Marketing Department, METRO Cash & Carry Ukraine51. Svetlana Kuzavova, Director of Marketing, IDS GROUP Ukraine52. Alla Lebedeva, Advertising Manager, Renault Ukraine53. Nadezhda Linskaya, Head of Marketing and Advertising Department, Gulliver54. Dmitriy Logginov, Co-owner, Managing Partner, Michurin55. Victoria Makarova, Managing Director, Publicis Visage56. Yuriy Markevich, Head of OTC BU Farmak57. Marina Mazarskaya, Managing Director, Carat Ukraine58. Olena Mironova, Head of TV Audience Research, Television Industry Committee59. Yuliya Moroz, Senior Specialist in Product Marketing, LG Electronics Ukraine60. Kseniya Morozova, Director, Havas Worldwide Kiev
61. Kateryna Moskovchuk, Marketing Manager Petcare, MARS UKRAINE62. Yuriy Mykolyshyn, Marketing Director, Intel Ukraine63. Iryna Novikova, CEO of AGAMA communications64. Tatiana Nosova, Head of Marketing Department, MAXUS UKRAINE65. Ekaterina Oguryaeva, Marketing Director, VARUS66. Andrey Otroshchenko, VP Marketing, Carlsberg Ukraine67. Nataliya Paliy, Coff ee Marketing Manager, Mondelez Ukraine68. Sergey Petrov, Commercial Marketing Manager, Beiersdorf Ukraine69. Nataliya Pirozhenko, Head of Strategic Marketing Department, UNIQA70. Olga Pivikova, Chief Marketing Offi cer, Schedro Trade House71. Yaroslav Ploshko, Partner, CMS Group72. Vladislav Polonskiy, Business Development Director, AGAMA Communications73. Tetiana Popova, Managing Partner of Advertising Group Mex, General Manager of Media Expert Plus74. Yuliya Puzireva, Marketing Director, Allo75. Rastislav Rigo, Executive Director, Cheil Ukraine76. Roman Romanchuk, General Director, Sushiya77. Yulia Romanova, Head of Marketing Department, Biola78. Olga Romashchenko, Marketing Director, TM Pripravka79. Alexey Romashko, Head of Marketing Department, Fialan80. Iryna Rubis, General Director, Ekonomika Commication Hub, Editor-in-chief, Marketing Media Review81. Anna Rybalka, Managing Director, Geometry Global82. Iryna Rymarchuk, Marketing Director, Danone Ukraine83. Nonna Ryzha, Head of Marketing & Communications Department, AXA Insurance84. Katerina Safonova, Marketing Director, Silta85. Olga Semchenko, Head of Marketing and Advertising, S. Group86. Vladimir Semenikhin, Marketing & Business Development, BanQ Consulting87. Yaroslav Serdyuk, Strategy Director, Banda Agency88. Alexander Shalunov, Head of OTC, Takeda89. Victor Sherstuk, Managing Director, UM90. Roman Shikhutsky, Director, Media First Ukraine91. Alexander Shirokov, Managing Director, TBWA\UKRAINE92. Tatiana Shumilovich, General Director, Leo Burnett93. Svetlana Shynkarenko, Managing Director, Adventa LOWE94. Anna Soboleva, Managing Partner, VGNC creative digital agency95. Vladislav Solomin, Group Product Manager, GlaxoSmithKline96. Dmitry Spivak, CEO CIS, Solutions Europe Media97. Nataliya Srednyaya, Marketing Director, Foxtrot. Home Appliances98. Sergey Starush, CEO, Media Arts Group Ukraine99. Svetlana Stepanenko, General Director, TWIGA Communication Group Ukraine100. Roman Stepanovskiy, Marketing Director, MOYO101. Mikhail Strunkin, CIS SEE Consumer Product Platforms Manager, Visa CEMEA102. Konstantin Stryukov, CEO, Vizeum Ukraine103. Eugenia Sudienko, Managing Director, Y&R Advertising Ukraine104. Elena Sukhanova, Director, Tabasco105. Anna Sukhodolska, Head of Programmes Communication and Development, UNICEF Ukraine106. Darya Tafi ntseva, Operational Director, Ogilvy & Mather Ukraine107. Lyudmila Titarenko, Managing Director, Scholz & Friends Kyiv108. Vitalii Tkachenko, Marketing Director, WOG-retail109. Boris Tkachev, Director of Strategy and Research, New Products110. Oleg Tomin, Creative Director, Bart & Fink111. Mikhael Traverse, Strategy Director, ISD Group112. Victoriya Tsomaya, CMO, Volia113. Serhiy Uryn, Managing Director, THINKMcCANN114. Ekaterina Ushakova, Managing Director, Liquid7 Ukraine115. Kateryna Vasilenko, CBDO, Dentsu Aegis Network Ukraine116. Anton Vasilevskiy, Head of Marketing & Advertising, Eldorado117. Alexei Virko, Managing Director, Havas Media Ukraine118. Julia Volokh, New Business Director, TNS119. Alyona Volosovskaya, Marketing Manager Chocolate Category, MARS UKRAINE120. Gleb Vyshlinsky, Deputy Director, GfK Ukraine121. Andriy Yaroshenko, CEO, New Strategies Group122. Anton Zhorin, Head of Marketing Communications, Ukrtelecom123. Iryna Zolotarevych, Managing Director, Pleon Talan124. Maxim Leshchenko, Head of Marketing Communications Division, life:)
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Food
NEW TASTE LAUNCH
LAY’S SALT
AGENCY
Strategic DirectorMedia Group Head
CLIENT
Brand ManagerBrand Manager
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
CLIENT
Brand Manager Lay’sMarketing Specialist Lay’s
Optimum Media OMD Ukraine
Kseniya MykhaylenkoYulia Dolya
Wrigley
Natalia MakarovaLiudmyla Pryimak
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoAnna Nefodova
Sandora
Valeriya RozhkovaViktoriia Singaievskaya
Simple message that can be delivered in short TV copy – “Bubblemint – minty-fruity taste”. Moreover people got idea that this taste is familiar from child-hood even without communication of this fact.
Business objective – increase the sales of a brand without compromising the natural growth of current portfolio sales.Previous launches of Lay’s have shown great results in improving the overall brand sales with no evident signs of cannibalization. Light users hold an uncoveredpotential of the category consumption through a natural taste preference.The main idea was to create a new product, successful in terms of sales and attract new consumers: consumers competitor or people who do not use chips earlier.
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Food
“PROVENCALE ORGANIC” MAYONNAISE LAUNCH
MILKA – NO TO PRICE WARS!
AGENCY
Project SupervisorCreative DirectorExecutive Producer
CLIENT
СMOMarketing ManagerBrand Manager
AGENCY
Creative DirectorAccount Director
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Brand ManagerMarketing Director
BelkaStrelka branding
Yuriy BeliyAlina GonzalesArtem Golubev
Trading house Schedro
Olga PivikovaAlexander KononchukAnnа Astashova
Saatchi & Saatchi Ukraine
Kirill ChistyakovTatiana Slivko
Starcom Ukraine
Saatchi & Saatchi Ukraine Digital department
Mondelez International
Iryna TkachenkoNatalia Revika
Due to these 9 months eff orts to get the organic certifi cate we managed to create and launch our successful child whose name is “Provencale ORGANIC” mayonnaise. We are the fi rst and only in the niche of organic mayonnaises in Ukraine. We managed to return all investments and increase company’s profi ts! Our consumers acknowledged us and we won the hearts of new customers. We are going to continue rendering the importance and role of the organic trend for people’s health.
At the time when the competitors make aggressive promotional off ers and the audience switches to other categories, it was essential to fi nd a solution that would help to increase sales of Milka without having to participate in price wars. The very behavior of the brand became the solution. As Milka is the ten-derest chocolate, we decided to bring tenderness of the brand to life in all the aspects and encounters with the consumer. Caring about the consumer and feeling his needs Milka made an off er actual at that time – aff ordable formats and one-of-a-kind tastes, and built the whole campaign of the year 2013 on expression of Milka’s tenderness at the product level. That way Milka continued building the image of the tenderest chocolate and topped the target in all indices not reducing price of the regular tablet.
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Food
KORONA’S LEOPARD MISCHIEF
DIROL CRYSTALS VS ORBIT GRANULES
AGENCY
Creative DirectorAccount Director
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Brand ManagerMarketing Director
AGENCY
Creative DirectorAccount Director
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Brand ManagerMarketing Director
Saatchi & Saatchi Ukraine
Kirill ChistyakovTatiana Slivko
Starcom Ukraine
Saatchi & Saatchi Ukraine Digital department
Mondelez International
Andriy BordyuzhanNatalia Revika
Saatchi & Saatchi Ukraine
Kirill ChistyakovTatiana Slivko
Starcom Ukraine
Saatchi & Saatchi Ukraine Digital department
Mondelez International
Kateryna ChmilNatalia Revika
During more than 17 years Korona was built as a romantic brand that brought woman to her dream world. Being a hostage of the image Korona found itselfnot relevant for the young audience and started to lose its market share. The negative tendency had to be stopped. But how was it possible to change Korona perception whose image was built for years? It was necessary not to talk but to behave like modern girls do – be in trend, provoke, be up to mischief. That was why Korona took emergency measures. The provocative leopard print was chosen for reincarnation. “KORONA becomes LEOPARD. Admit you like it” – that was the message Korona used in the channels of maximum coverage to make the launch of the new pack look like a redesign of the range. Later Korona explained that leopard was just a limited edition, a joke. Korona simply made a joke and encouraged girls to follow. The leopard mischief of Korona caused public outcry and was energetically discussed in media. As a result while the campaign was run it was managed to stop the negative tendency of market share reduction and even start its growth as well as rejuvenate the brand perception.
Until 2013 chewing gum in “blisters” segment was represented by only player – Orbit Professional. The segment is potentially interesting in terms of profi ts, so Dirol decided also run a sub-brand Dirol X-Fresh in this segment. The problemwas that at the level of the product – Orbit Professional and Dirol were iden-tical, the price is the same, and the distribution and strength of the brand Orbit is much higher than that of Dirol. As with similar products, having a little money on the media, and only getting better distribution, to achieve this goal and to select up to 1 year in Orbit Professional 1/3 of the market? Dirol chose a creative communication – to talk about emotions in a very functional segment of “blisters”, unlike its main competitor Orbit, which relied on the functional, Dirol said X-Fresh is a new generation of chewing gum with fresh crystals that give you confi dence for a long chat with friends. Thus, the grocery attribute – “crystal freshness” has been translated into an advantage for the consumer – spending time with friends. And with the help of emotion Dirol X-Fresh surpassed a result of their “functional” competitor.
9
Food
THE TRICKY EAST OR HOW UKRAINIAN FELL IN LOVE WITH SOY SAUCE
PRICE OF CARE OR HOW TO ENSURE HIGH PROFITABILITY OF THE PRODUCT
AGENCY
Creative DirectorCreative Group HeadCopywriterClient Service DirectorAccount Manager
CLIENT
Group Brand ManagerBrand Manager
AGENCY
Creative DirectorCreative Group HeadArt DirectorSenior CopywriterCopywriterGroup Account DirectorAccount ManagerStrategic Planning DirectorTV Producer
SECOND AGENCY
CLIENT
Marketing DirectorPoultry Meat Direction Marketing ManagerSenior Brand Manager
THINKMcCANN
Eugene KaminskiyRostislav VishneviyOlena GnuchevaJulia GolotaAlyona Ryzhenko
Nestlé Ukraine
Tatiana FilippovaNataliia Sokolova
THINKMcCANN
Eugene KaminskiyRostislav VishneviyNatalia KovalVictor VysotskiyOlena GnuchevaOlga RozhankivskaAnastasiya KostikovaKateryna SokolyukYuriy Sklyaruk
Universal McCann
Myronivsky Hliboproduct
Yaroslav Mykhaylovskiy
Yulia MoskvinaAnna Klimenko
This case is about a brand-leader “Novaro” which could change consumers’ attitude to the soy sauce category by increasing its penetration from 13 to 21%. It has also grown its share in the category.The solution was the change of product image in the eyes of Ukrainians: to clear soy sauce from the Japanese heritage and to give it the image of a modern and versatile product through expansion of consumption situations.
What is more important, “rational” or “emotions”? And what if the rational arguments are not enough? Advice from “Nasha Ryaba”: do not hesitate to be honest, do not be afraid to talk about the deep feelings of love and care, even if it is just about chicken. Proof of this is the campaign about how parents trust “Nasha Ryaba” in matters of caring for their babies.
10
Food
ADVERTISING CAMPAIGN “LIMO – YUMMY IN YUMMY”
FRESH MILK FROM MOLOKIA
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterCopywriterArt DirectorArt Director
MEDIA AGENCY
CLIENT
Commercial DirectorMarketing Director
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Head of Strategic Development DepartmentMarketing ManagerMarketing Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii KalkoLesya BoycoBogdana ZaetzOleg NokitchykSergey Artemenko
StarLightMedia
Lviv Freezer
Sergiy KuntaOxana Jaremko
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Molokia
Oksana StetsAnna SerebrianskaKhrystyna Biliayeva
Situation: Spring-Summer of 2014. Country is in the state of political and economic crisis. Ice-cream market sales are dropping. Regional brand “Limo” is trying to get to the national level.Objective: Increase sales in the “not home based” regions by 30%.Solution: The most important aspect of the ice cream is its taste. And the taste of an ice-cream is determined by its various ingredients: “We cover the most delicious ice-cream with the most delicious chocolate”.Results: Sales in the “not home based” regions are increased by 56%. A newcomerbrand overtakes 3rd place on the national lever in sales in Ukraine.
In 2014 brand Molokia decided to boost positions on saturated Kyiv milk market. Our task was to raise sales on 50% comparing with the same period of previous year. We had limited media budget so we couldn’t use TV ad.Decision: To choose the most appropriate TA segment, the game changer, and to target exactly on it. We targeted on new mothers in the Internet using GoogleDisplay Network.We created an animated story to communicate German technologies for Ukrainian milk.Results: Raise of sales on +78%.
11
Food
BIG BOTTLE LAUNCH
HOMKA DREAM TEAM
AGENCY
Managing DirectorClient Service DirectorCreative DirectorArt DirectorSenior CopywriterAccount ManagerProduction Director
DIGITAL AGENCY
MEDIA AGENCY
MARKETING SERVICES AGENCY
CLIENT
Marketing DirectorBrand Marketing ManagerJunior Brand Manager
AGENCY
CEOAccount DirectorCreative DirectorCreatorProduction DirectorProduction ManagerArt DirectorDesignerDeveloperDeveloperSocial Media PlannerCopywriter
SECOND AGENCY
CLIENT
Marketing DirectorHead of Advertising Department
Young & Rubicam Kiev
E. SudienkoV. Enkina D. BarsukovN. AndriettiY. DzyubenkoA. SemenkoI. Shmotolokha
New Strategies Group
Mec
UMG
Danone
Iryna RymarchukSvetlana ShukaevaIvanna Smirnova
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaOleksii MorozovArtem KuchinElena SalivonKateryna OliynykNataliya StrelchenkoOlena MartynovaZakhar KornevOleksandr KozlovDaniel MalukhaOleksandra Alokhina
Michurin Creative Agency
LEADER SNACK
Alexey Filanovskiy
Nataly Primak
Brand Activia being a leader in the modern dairy category faced to uneasy task –not just to keep leadership but to increase its market share due to frequency consumption growth among regular users but to encourage new one – users of traditional dairy products (kefi r).Despite the diffi cult economic situation in the country, instability in the market and strong competition the decision was made to launch drinkable Activia in a big bottle format (590 ml), and to implement the communication plan successfully.Brand managed to increase its market share almost by 1.5% only for 4 months since the campaign start and exceeding its sales plan in the average by 35% during 5 months.
TM Homka is a player №2 in Ukrainian roasted seeds market. The leader has 49%. To increase market share in 2014 we decided to withdraw from regional to national market. As a communications platform we took examination. To prevent seasonal decline in sales (June – July) aff ect the loss of market share we decided to reveal communication platform through Football Championship and become a part of situation of studying football information online. Result: sales growth was 4% (June) and 12% (July), while market share for six months increased from 12 to 27%.
12
Food
IDEAL. NATURAL
FROM DISTANT SEAS TO OWN HOME
AGENCY
Creative DirectorArt DirectorCopywriterAccount Manager
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
AGENCY
Creative DirectorAssociate Creative DirectorArt DirectorСopywriterAccount Director
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Tabasco
Alexander SmirnovSvetlana GorovenkoOleg ZavgorodniyOlga Boyandina
Ploshad Evoluzyi
Pripravka
Olga RomashchenkoElena Polizhay
Tabasco
Alexander SmirnovValentin MinchyukValeria GamrekelidzeOleg ZavgorodniyOlga Roza
Maxus-Sigma
International Seafood Group
Natalia SpitchakMarina Serkova
Ukrainian spices brand TM “Pripravka” to gain market brought to market a line of natural spices “Culinary masterpiece”. In the advertising campaign it was necessary to diff erentiate against competitors and to raise the level of sales by 60%.The agency recommended to build the communication on the emotional com-ponent, whereas competitors use in advertising only beautiful close-ups of vegetables and spices, as the components of seasonings. Thus was born a creative idea: Cooking with “Culinary masterpiece” is a seduction by chief cook Hector Jimenez-Bravo.Advertising campaign was realized in the peak of political and economic crisis in 2014. As a result in the conditions of falling of the market by 20–40% the sales of the series of seasonings “Culinary masterpiece” by TM “Pripravka” increased by 120%, which has twice exceeded the goal of 60%.
Due to market development and increased competition (main competitor TM Norven), the Ukrainian seafood producer Flagman began to lose its leadingpositions. In 2011–2012 sales dropped to 23%. The campaign objective was to stop decline and start recovering the ground. The main competitor has already occupied the territory of Norwegian origin of his products, so the Agencyrecommended to build communication based on emotional RTB. So was born following creative idea: Flagman experts, when choosing products on world markets, choose them for their children too. The advertising campaign was implemented during the crisis period from October to December 2013, as a result sales have increased by 23.5%!
14
Food
NUTELLA. VSE BUDE DOBRE!
CULINARY EXPERT
AGENCY
Media Group HeadSenior Media PlannerMedia Planner
OTHER AGENCY
CLIENT
Group Brand ManagerBrand Manager
AGENCY
General DirectorManaging DirectorCreative DirectorArt DirectorAccount Manager
CLIENT
Marketing DirectorMarketing Manager of Butter/Spread CategoryBrand Manager of Butter/Spread Category
Media Direction Ukraine
Svetlana TaborskikhDmitriy SakhnoElena Krivenko
Starlight Commercial Production
Ferrero Ukraine
Lesya Iefi menkoAnna Bondarchuk
TWIGA Ukraine
Svetlana StepanenkoEkaterina AlexanyanVyacheslav FokinVyacheslav ZnaminHelen Lapshova (Shabelnikova)
Terra Food
Irina Zhyvotova
Tetiana Moroz
Konstantin Zubov
In 2013, Nutella, a longtime leader in the category of hazelnut spreads with cocoa, is looking for the ways to expand. The share of competitors is small, and Nutella has won strong and stable positions. For the further growth it is not enough to support global communication of the product consumption for breakfast. And the brand decides to choose a new strategy – training of consumers to new ways of the product consumption. And thus increase the frequency of purchase. As part of the campaign “Vse Bude Dobre!” consumers not only could learn new recipes.Of dishes with Nutella from culinary experts as well as create their own versions of desserts with hazelnut spread. As a result, purchase frequency has been increased and this has led to an increase in sales of Nutella by 13%, which is twice more than the planned fi gure!
Tulchinka is a leader of the spread category in Ukraine. But from 2011 the marketbegan decreasing rapidly because of black PR of spreads. Our task was to form correct understanding of the product and raise its consumption.Spread – is not butter, it is better… It combines the best from butter and vegetableoil, and that is why spread is an ideal product for baking, roasting, stewing,side dishes, not only for sandwiches. The campaign integrated together sponsorship of the TV-show “Vse Bude Dobre” on STB with culinary expert Tatiana Litvinova and media supported sales promotion.In the result all target indexes: sales, market share, awareness, consumption and loyalty were exceeded, target audience started to understand spread benefi ts.
15
Food
PARADISE PINEAPPLE
CREATIVE USE OF CLM PRESENTATIONS
AGENCY
CEOCreative DirectorSenior Art DirectorSenior CopywriterAccount Director
CLIENT
Marketing Manager Chocolate SegmentBrand Executive
AGENCY
Digital Project ManagerDigital Project ManagerHead of InteractiveDigital Art DirectorDigital Creator
SECOND AGENCY
CLIENT
Medical DirectorMedical Marketing Manager
BBDO Ukraine
Victor IshkovAnze JerebAnna KrasnozhonAnna PochtarenkoNatalia Liseeva
Mars Ukraine
Alyona VolosovskaSvitlana Kadomska
Geometry Global Ukraine
Polina CherkashynaMax SamchukValentin ShvetsSvetlana BaranViktoria Glushenko
Cegedim
Nutricia Ukraine
Sergey ShulgaOlena Kokhtiuk
The agency’s task was to create brand news and support newly introduced product – LE choco bar Bounty Pineapple on Ukrainian market for keep brand position on decreasing chocolate market. As a result we not only maintained sales at the last year’s level, but also increased the sales volume in general.
Problem: In 2014, Nutricia came across a problem: the amount of sales made by the recommendations of pediatricians was below the desired level. Companyconsultants’ work with pediatricians, aimed at the promotion of Nutrilon goods, was carried out ineffi ciently: standard speech and abundance of printed materials didn’t provide the attention and engagement of doctors.Solution: Strategic solution to the problem was to shist from monologue of consultant to a meaningful dialogue with the pediatrician.Execution: Tactical solution was to replace the standard tools of the consultant(speech, printed materials) with the EDetailing interactive presentations with integration of CRM system for tracking the reaction of the doctor to the content and to form the content of these presentations on the basis of doctors’ needs.Result: About 4000 doctors throughout Ukraine were reached within the campaign and all of them have viewed the interactive presentation completely from the beginning to fi nal screen.As a result Nutrilon IMF cumulative YTD sales grew by 24% vs year ago (Jan–Sept), Nutrilon Specials YTD growth is 31% vs LY – Data provided by the client.
16
Non-alcoholic drinks
WORK HARD RELAX HARD CAMPAIGN
ANTI-ZOMBIE-EFFECT
AGENCY
Client Service DirectorGroup Account DirectorAccount ManagerCopywriterArt DirectorCreative Director
MEDIA AGENCY
CLIENT
Junior Brand Manager on Jacobs 3in1 Marketing Manager, Coff ee CategoryMarketing Director
AGENCY
Executive DirectorAccount DirectorSenior CopywriterArt Director
CLIENT
Marketing DirectorBrand Manager
JWT UKRAINE
Anna SmirnovaOlga ZoriaTatiana GoncharukEvgeniy MalyukevychPavel MelnikSlava Denis
Starcom Ukraine
Mondelez Ukraina
Andrey Borduzhan
Olena KharchenkoNatalia Revika
Havas Worldwide Ukraine
Katya IlchenkoIrina GolovataNikita LazorenkoEkaterina Amirkhanova
IDS Group Ukraine
Svetlana KuzavovaIryna Leonenko
Jacobs 3in1 “Work Hard. Relax hard” campaign launch was aimed to make Jacobs 3in1 Mixes to stand out among competitors, deeply connect Jacobs 3in1 with the audience in a fresh, interactive communication platform and be-come top of mind choice. We needed to create connection with the consumer via interactive platform; to educate consumer on 3in1 consumption experience increase loyalty among TA and lead coff ee mixes category.Communication channel: TV-spot, digital promo, banner campaign, Out-Of-Home, in-store.Ast er Work Hard Relax Hard Campaign launch Jacobs 3in1 reached out for #1 Market position, growing Value market share by +6.3 pp (+80% vs plan)*. The “Work Hard. Relax Hard” campaign resulted in sell-out growth by +20% (+100% vs plan)**.We did manage to gain Image diff erentiation among the audience vs our Com-petitors The best Coff ee mix for socializing: +8.7 pp vs Nescafe 3in1. Coff ee mix that bring spontaneity to my life +7.7 pp vs Nescafe 3in1. Coff ee mix that brings about an invigorating break +6.7 pp vs Nescafe 3in1 (Ipsos, Jun–Jul’13 wave).
Task: To increase the market share of “Myrgorodska Lagіdna” by attracting young audience and securing the territory of “vital forces” by the brand.Solution: Create the prominent image of “vital forces” absence and the resultof “Myrgorodska Lagіdna minerals eff ect”. When a person loses the vital forces he or she becomes look like a zombie. “Myrgorodska Lagіdna” has an “anti-zombie-eff ect”, which gives a person the vital forces!Result: As a result of the campaign, which was implemented with the help of “transmedia storytelling”, “Mirgorodska Lagіdna” market share increased in 1.5 points instead of planned growth in 0.9 points. At the same time, sales volumes increased by 7%, with an overall market decline over the year by 10%.
Source: *Mondelez Ukraine internal data. **AC Nielsen Retail audit; Mixes Market Share development in value, %, Jan 2005 – Dec 2013.
17
Non-alcoholic drinks
PEPSI. SUMMER CAMPAIGN
“TASTES WITH…” CAMPAIGN
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
CLIENT
CSD/LIT Marketing ManagerBrand Manager (Pepsi)
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
SECOND AGENCY
CLIENT
Group Brand Manager SadochokBrand Manager Sadochok
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoMaria Nevgad
Sandora
Anatoliy GordeevZhanna Strelnikova
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoMaria Nevgad
BelkaStrelka branding
Sandora
Andrey CherepovSvitlana Oleksyuk
Business objective – Relative market share to Coke > 80% in Jul–Aug.It is important for Pepsi to capitalize on its seasonal advantage over Coke in summer period. In conditions of direct TV communication absence, our main goal was to ensure, that relative market share is at least higher than annual average during July–August. This resulted in the Big Idea, that in the absence of a specifi c image-building creative we must communicate Pepsi irresistibility through the basic demand of the category – refreshment.
The main objectives were to increase business and perceptional Brand KPI’s. Internal company research showed that “Enhancing everyday meal” is key Demand moment for juice category consumption. Juices were defi ned by con-sumers as “a mealtime drink that is tasty and goes well with food”. The main idea was to create a link between Juice and meal in order to create everyday Demand and stimulate frequency of consumption growth. Also, additional fact should be highlighted, that juice looks tastier with other tasty products.
18
Non-alcoholic drinks
“I LOVE SADOCHOK” NATIONAL CAMPAIGN
COCA-COLA. REVOLUTION VS. FOOTBALL
AGENCY
Project SupervisorCreative DirectorHead of Branding DepartmentArt DirectorClient Service Director
MEDIA AGENCY
CLIENT
Group Brand ManagerBrand Manager
AGENCY
Associate Creative DirectorArt DirectorSenior CopywriterTV ProducerClient Service DirectorAccount Manager
MEDIA AGENCY
OTHER AGENCY
CLIENT
IMC Manager
BelkaStrelka branding
Yuriy BeliyAlina GonzalesSergei BeliyRudolf KrajewskiAnton Demidenko
OMD
PepsiCo / Sandora
Andrey CherepovSvetlana Oleksyuk
Adventa LOWE
Alexey DeminLilia ChernayaDmitriy MamontovOleksiy Olefi rZhanna SydorskaNadya Movchan
Aiti/Carat
A-Steroid Studio, Coff eePost
Coca-Cola Beverages Ukraine
Tatyana Krupenko
Maintaining leading position on juice market is quite a diffi cult task, especially with emergence of new players and private labels.The Sept’ 2013 campaign goal was not only to keep achieved positions, but also to obtain additional 1% MS by end of 2013, and to improve major brand attributes: worth to pay, brand I love, brand leader etc.Clear and focused communication, based on showing sincere appreciation from Sadochok consumers, proved to be eff ective. MS had grown above expecta-tions, as well as all major brand lovemark indicators.
In summer 2014 Coca-Cola, as FIFA partner, was planning a powerful football campaign. Materials were prepared but in winter it became clear that people were passionate about their country, not football.We had to choose between football and truly urgent issues. How could we talk of revolution being “the icon of happiness”?We created the two-stage campaign: fi rst we tried to renovate the optimism, and on the second stage we inspired people to feel happy ast er the terrifying winter. We reached the aimed goals being a “brand with a heart”.
19
Non-alcoholic drinks
MORSHINSKA GROWTH
RICH KIDS
AGENCY
DirectorCreative DirectorHead of Creative GroupArt DirectorClient Service DirectorAccount Manager
CLIENT
Marketing DirectorBrand Manager
AGENCY
Managing DirectorAccount DirectorNew Business ManagerArt DirectorAccount Manager
CLIENT
Brand Manager, Juices Rich, Rich Kids, DobriyTrade Marketing Supervisor, Modern Trade
Young & Rubicam Kiev
E. SudienkoD. Barsukov A. Kostyleva N. GromovaV Enkina.O. Gorkun
IDS Group
Svetlana KuzavovaPolina Ivershen
Havas Engage Ukraine
Nataliya MorozovaOksana NeboginaIryna МiroshnychenkoAnton SachenkoEugene Bortniychuk
Coca-Cola Beverages Ukraine
Iryna Chervyts
Maksym Kozachko
Morshinska is most expensive Ukrainian mineral water, while being leader among the mineral water in Ukraine. The worsening of situation in the countryin 2013–2014 entailed a serious economic crisis. The lack of stabilityand confi dence in the future was an occasion to reconsider their habitual consumption of goods and services for many. Despite the signifi cant market decline-Morshinska successfully fulfi lled goals by the communication results of 2014: The market share increased by 0.7 p.p.; The number of regular users has increased by 0.1 p.p.; The number of consumers who drank Morshinska the last 30 days, exceeded last year’s result by 1.0 p.p.
We focused on needs both of children and their parents by employing basic TA insights.We started with the need to link the brand positioning, brand characters and the school period.We supported the school theme and placed branded pallets which were styled as school backpack in 19 Metro stores, organized the zones of facing (further on as “Wow-zone”) as school class with school desks, blackboards, globes and other school supplies in 4 Metro stores. 15% price discount was additional stimulation to buy juice for parents and as a result we managed to increase Rich Kids share in the volume from 23.2% up to 61%.
20
Non-alcoholic drinks
BORJOMI BUS
BORJOMI PIANO
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
The history of Borjomi comprises more than 100 years; the fi rst glass factory opened back in 1896. Today this salubrious mineral water is the leading brand portfolio of IDS Borjomi International Company and is sold in 30 countries. In order to maintain its leading position and continue growing even such strong brands as Borjomi needed new, young audience. However, this audience did not perceive Borjomi as “spiritually close” water.Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. The image of Borjomi mineralwater as a respectable water with a rich past needed a drastic rejuvenation.
Borjomi has been legendary water since Soviet times. Today the world is becoming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their positionsto new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close” water. Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. The image of Borjomi mineral water as a respectable water with a rich past needed a drastic rejuvenation.
22
Alcoholic drinks
DOMS, ROBERT DOMS OR HOW A BIG MANUFACTURER CAN WIN IN THE LOCAL PREMIUM SEGMENT
COCKTAIL FOR MONICA BELLUCCI OR HOW CORRECT TARGETING RAISES SALES
AGENCY
Chief Strategy Offi cer Creative and Marketing Services ADV Group UkraineAssociate Creative DirectorCreative Group HeadSenior Art DirectorClient Service DirectorGroup Account DirectorAccount Manager
SECOND AGENCY
MEDIA AGENCY
CLIENT
VP MarketingMarketing ManagerBrand ManagerBrand Specialist
AGENCY
Creative DirectorCreative Group HeadCreative Group HeadSenior CopywriterClient Service DirectorStrategic Planning DirectorGroup Account Director
MEDIA AGENCY
CLIENT
VP MarketingSenior Brand ManagerJunior Brand Manager
THINKMcCANN
Kirill SkіkevichOleksandr NetrebchukJulia Storchak Svitlana PolohayloJulia GolotaOlga KutuzovaOlga Kashpur
Talan Group (Talan Communications)
Media Direction Ukraine
Carlsberg Ukraine
Andrey OtroschenkoTaras MatsypuraLesya SlabkaVіta Murenko
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyDmytro NisterukVictor VysotskiyJulia GolotaKateryna SokolyukOlga Kutuzova
Media Direction Ukraine
Carlsberg Ukraine
Andrey OtroschenkoTatiana TertyshnayaJulia Kirillova
This case describes how manufacturer of national brand “Lvivske” successfully brought to market the fi rst of its kind National locally crast ed brand overcomingconsumers mistrust tends to mass market brands.“Robert Doms” not only formed a new beer segment, but it has become a leader in it.
Beer mixes’ consumers are young people, who can easily switch to the new fl a-vors. Ast er a successful Slavutich ICE Mix Cuba Libre launch in 2013, our goal in 2014 was to off er an innovation for the youth audience that will not cannibalize other products in Slavutich ICE Mix portfolio.It was decided to launch a revolutionary product appealing purely to femaleaudience – beer mix with a flavor of popular cocktail Margarita. For its promotion we created girls dream world, not just an advertising image.The chosen strategy paid off – Slavutich ICE Mix’s share in the segment reached 41% (+7 p.p.), the entire line sales increased by 10% in 2014 compared to 2013.
23
Alcoholic drinks
INTEGRATED CAMPAIGN “BREWED IN UKRAINE, SHARED WITH THE WORLD”
PROMO CAMPAIGN “THE WHOLE WORLD IN UKRAINE”
AGENCY
Associate Creative DirectorCreative Group HeadHead of TV ProductionClient Service DirectorAccount Director
MEDIA AGENCY
OTHER AGENCY
CLIENT
VP MarketingMarketing Director Beer ObolonBrand Manager Obolon
AGENCY
Associate Creative DirectorCreative Group HeadArt DirectorHead of TV ProductionTV ProducerClient Service DirectorAccount Director
OTHER AGENCY
MARKETING SERVICES AGENCY
CLIENT
VP MarketingMarketing Director Beer ObolonBrand Manager Obolon
Adventa LOWE
Volodymyr KuchmarenkoMykhailo OrlovIvan GoncharukZhanna SydorskaIryna Denyak
ZenithOptimedia
Radioaktive Film, Adrenaline Brothers
Obolon
Oleksandr Bashkin
Dmytro ChabanAnna Kuharchuk
Adventa LOWE
Volodymyr KuchmarenkoMykhailo OrlovVolodymyr KyrylyukIvan GoncharukOleksiy Olefi rZhanna SydorskaIryna Denyak
Radioaktive Film, Mental Drive
TMA
Obolon
Oleksandr Bashkin
Dmytro ChabanAnna Kuharchuk
Obolon had long been a leader of the Ukrainian beer market. Then brand started to lose positions for the competitors’ benefi t – unlike Obolon, they built distinct brand images within “national identity” image platforms. Our goals were ambitious:• Improve image, business indexes;• Restore key indicator of brand’s health;• Strengthen brand’s taste attributes.We found a feature distinguishing Obolon among competitors – “Export”. New communication’s idea based on it: “Obolon brews for us, Ukrainians, beer with quality recognized worldwide”. This way we renewed brand’s image and achieved the desired results.
Till 2008 Obolon was the leader of the Ukrainian beer market but then the competitors moved Obolon to the third position.Despite diffi cult situation in Ukraine the goals were ambitious:• To increase the market share by 1 percentage point;• To increase sales volume by 1 percent.We created the idea “The Whole World in Ukraine” that proved – Ukrainians have reasons to be proud of their Homeland.All communication channels demonstrated that Ukrainian and international places of interest are equally good.The growing indexes proved the success of the campaign.
24
Alcoholic drinks
TO GERMAN BARREL TRADITIONS
THE POWER OF UNITY
AGENCY
Creative DirectorCopywriterArt DirectorAccount Director
MEDIA AGENCY
CLIENT
Leading Expert in the Field of MarketingMarketing Director
AGENCY
Associate Creative DirectorCreative Group HeadArt DirectorHead of TV ProductionTV ProducerClient Service DirectorAccount Director
MEDIA AGENCY
OTHER AGENCY
MARKETING SERVICES AGENCY
CLIENT
VP MarketingMarketing Director Beer ObolonBrand Manager Obolon
Saatchi & Saatchi Ukraine
Kirill ChistyakovSergey BeloshitskiyVladimir KononskiyValeria Loshmanova
ZenithOptimedia
Obolon
Oleg VinnykAlexandr Bashkin
Adventa LOWE
Volodymyr KuchmarenkoMykhailo OrlovVolodymyr KyrylyukIvan GoncharukOleksiy Olefi rZhanna SydorskaIryna Denyak
ZenithOptimedia
Mental Drive
TMA
Obolon
Oleksandr Bashkin
Dmytro ChabanAnna Kuharchuk
Campaign “Zibert: To German Barrel Traditions” was launched for Zibert holdingits place among 3 leaders in low cost beer segment.Our challenge was that we can’t use price wars, as Zibert is a German brand, and German brand can’t be cheap. So we have to hold our positions by raising our basic KPI’s: “Beer of high quality” & “Beer with history and traditions”.For this goal we developed creative platform “Study of German Beer Traditions”, where we emphasized beer consumption traditions.In the campaign we used channels with national coverage – TV and advertising in the point of sales.
I’m Obolon – the fi rst truly independent Ukrainian beer brand. Last year was tough for me and all Ukrainians. The Crimea was taken. Two brands were active on my patriotic territory.I had spent my entire budget by the end of the season, but the struggle went on. I had to increase market share, sales and raise “Pride of Ukraine” index.The situation was improved by a powerful idea. I repainted my labels: together they resembled the National Flag. Using mainly social media and sales points I reached the planned results.
25
Alcoholic drinks
THE FIRST MUSIC RESORT OR HOW TO CONQUER THE HEARTS OF YOUTH
“KHLІBNYI DAR” FOR THE NEW YEAR TABLE
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriter
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii LatanskyiOleg Kiselitsa
StarLightMedia, Inter Media Group Limited, 1+1 Media, Media Group Ukraine
National Alcohol Traditions
Dmitriy SamsonenkoSergei Sergeev
Despite of difficult economic conditions and fierce competition within the segment, Tuborg managed to increase its sales, thereby strengthened its position in the market.Thanks to creative approach to solving marketing problems, understanding the needs of the target audience and a proper planning of brand’s integrated marketing campaign, Tuborg team managed to give an adequate respond to such a complex marketing challenge.
Situation: ”Khlіbnyi Dar” is ost en perceived as a simple vodka for regular consumption situations. Sales of the brand are being signifi cantly reduced on the New Year due to the fact that people for the holiday table prefer to buy status vodka, such as “Khortytsya”, “Nemiroff ” and others.Objective: To convert the vodka “Khlіbnyi Dar” into an attribute of the holiday table and not to give in the market share to “Khortytsya” and “Nemiroff ”.Solution: The connoisseurs of vodka appetizers recommend ”Khlіbnyi Dar” to be served at the New Year’s table.Results: ”Khlіbnyi Dar” TM becomes №1 according to the New Year sales.
AGENCY
Creative DirectorCreative Group HeadArt DirectorCopywriterGroup Account DirectorSenior Account ManagerJunior Account ManagerTV Producer
CLIENT
VP MarketingMarketing ManagerManager on National TrademarkBrand Specialist
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyNatalia KovalOlena GnuchevaOlga RozhankivskaSergey KallashArtem AfanasievYuriy Sklyaruk
Carlsberg Ukraine
Andrey OtroschenkoDmitriy Pilipenko
Yulia AgakishievaKaterina Belskaya
26
Alcoholic drinks
“LVIVSKE RIZDVYANE” – TASTE OF CHRISTMAS HOLIDAYS!
ZUBROWKA. BACK TO ORIGIN
AGENCY
Creative DirectorCopywriterArt DirectorAccount Manager
CLIENT
Senior Brand ManagerSenior Brand Manager
PROVID
Sergey ZinovievYevgenia UstinovaAleksey VakhnikElena Zayats
Premier Distribution Company
Valeria GorbarenkoNadiia Shvets
Beer consumption is decreasing. Beer category is characterized by the high seasonality coeffi cient and sales are dropping down during winter time even more. All producers are trying to fl atten seasonality trend, but despite of it the standard communication strategy becomes large communication in the “non-season”.In the winter season 2012–2013 “Lvivske” decides to achieve an unprecedentedstep as for the beer category – brand launches a limited edition “Lvivske Rizdvyane” new dark beer with taste of caramel fl avor and spices ast ertaste.The launch becomes very successful, despite of competitors’ brand copy appearance.We faced extremely diffi cult task – to keep the equivalent volume of sales in com-parison to the previous season, with the condition of media budget reduction.
Many of us have heard about Zubrowka, many – have tried this grass drink, but a few of us really know that authentic Polish Zubrowka – is a brand with 600 years of history, heritage and traditions of vodka production from Polish part of Belovezhskaya Puscha. We had to make Zubrowka popular in sub premium segment facing following barriers: Polish vodkas historically are not popular in Ukraine, sub premium segment is almost completely represented by Russian brands and the Ukrainians has strong preferences towards clear vodkas.But with help of communication, which dips consumers into the brand’s world and delivers unique Zubrowka qualities, the brand managed to win the sympa-thy of the Ukrainians and became one of the leaders in sub premium segment.
AGENCY
Managing DirectorMedia Group HeadSenior Media Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
VP MarketingMarketing ManagerBrand Manager
Media Direction Ukraine
Tatiana KatrichJulia GeraskoOksana Shamay
THINKMcCANN
AGAMA Digital Group / Mediacom
Carlsberg Ukraine
Andrey OtroschenkoTaras MatsypuraLesya Slabka
27
Alcoholic drinks
SOMERSBY – APPLES, THAT “SPARKLE” IN THE HEAD
THROUGH 145 YEARS OF STAROPRAMEN HISTORY
AGENCY
CEOArt DirectorCopywriterAccount DirectorAccount Manager
CLIENT
Zone Brand Manager Staropramen, CEE
AGENCY
Creative DirectorCopywriterArt DirectorSenior Account ManagerSenior Account ManagerGroup Account DirectorAccount Executive
MEDIA AGENCY
CLIENT
Brand ManagerBrand ManagerMarketing DirectorBrand Specialist
BBDO Ukraine
Victor IshkovAlexander RogovetsTaras DroomNatalia LiseevaIrina Kolesnik
SUN InBev Ukraine
Ekaterina Zrazhevskaya
PROVID
Kiril ChichkanDenis KhanenkoOlga PozharskayaAnna KondratyukIrina KischenkoOksana PeichevaAleksandra Serova
Media Direction Ukraine
Carlsberg Ukraine
Anna Fedusiv Elena TokarElena DzhagaryanMarina Beznosyuk
Since the middle of the 2000s cider started emerging on the shelves of Ukrainian stores. It seemed like a new beverage would shortly win the hearts of Ukrainians and the category would start developing explosively.Otherwise, it appeared to be no that easy, and no brand managed to increase the production capacity or import of their product signifi cantlyin the next 3 years – the category did not settle down. Carlsberg Ukraine decided to do what no one could – successfully initiate selling sider under the Somersby brand in Ukraine. The case tells us about the sider brand launch and cider category development held by Carlsberg in Ukraine.
2014 was special for Staropramen. The brand celebrated its 145 anniversary. The agency had the task: to develop an advertising campaign that would tell consumers about Staropramen as a Prague’s modern brand with a long history.A key element of the campaign was the Chronograph, the prototype of whichis the main Prague clock, known as the Prague Orloj. With the help of the Chronograph we invited everyone to join us in our fascinating trip through 145 years of the brand’s history, from the moment of foundation of Staropramen brewery up to the present.The aim of the campaign was to emphasize on the historical origins of the brand, thereby stimulating sales of Staropramen during the promo July–August2014. Due to the promo campaign results exceeded the planned fi gures.
28
Alcoholic drinks
WHEN 250 THOUSAND VOICES SING AS A SINGLE OR HOW TO CREATE AN EXPERIATIONAL PLATFORM
Brand “Lvivske” enters musical platform to strengthen connection with consumers. For the last 2 years it has enabled “Lvivske” to overtake its main competitor working on the football area on indicators of “love brand”, “brand for someone like you”, “brand you trust”.
AGENCY
Chief Strategy Offi cer Creative and Marketing Services ADV Group UkraineAssociate Creative DirectorCreative Group HeadSenior Art DirectorClient Service DirectorGroup Account DirectorAccount Manager
MEDIA AGENCY
CLIENT
VP MarketingMarketing ManagerBrand ManagerJunior Brand ManagerBrand SpecialistBrand Specialist
THINKMcCANN
Kirill SkіkevichOleksandr NetrebchukJulia StorchakSvitlana PolohayloJulia GolotaOlga KutuzovaOlga Kashpur
Media Direction Ukraine
Carlsberg Ukraine
Andrey OtroschenkoTaras MatsypuraLesya SlabkaYulia BorisenkoVіta MurenkoAnna Dembіtskaya
FMCG
FOOTBALL PROMO CAMPAIGN “SUCCESS IS IN THE DETAILS”
AGENCY
Strategic PlannerAssociate Creative DirectorAccount DirectorArt DirectorCopywriter
CLIENT
Commercial Marketing ManagerBrand Manager NIVEA MEN & HAIR
Ideabox
Yuliya KilyachusAleksey DeminLyudmila SviderskayaAnna KolesnikTatiana Chickan
Beiersdorf Ukraine
Sergey Petrov
Mariya DegtyarevaNIVEA MEN aims at gaining leadership in male care segment. Infl uence of mother brand and seasonal sales growth in gist period interfere with this strive. To meet these challenges promo campaign was conducted ast er the gist period. Football became its emotional basis being a true “male” territory.It allowed brand to appeal to the men’s wish to succeed both in football and life. This way story of success in details appeared and one of them was NIVEA MEN. For now sales have exceeded our expectations twice and… to be continued!
29
30
FMCG
AXE FAN CLUB
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Marketing BB (Axe, Rexona, Clear, Dove & Pure Line Deo)Media CoordinatorPersonal Care Marketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Unilever
Vadim AbramenkoEkaterina Kryzhanovska
Irina Kryzhnaya Deodorant market plummets because of the currency rate growth – brands import their products. AXE suff ers the most – from the cheapest it became one of the most expensive. Our task was to hold AXE’s positions on the market.We gave consumers more than just a deo. We let them check attractiveness for the opposite sex and increase it. Besides emotional benefi ts the users of online-platform could win branded clothes for buying products and shares.Results: Sales raised in monetary terms on +15% comparing with the same period of previous year.
CHANGE YOUR COLOR – IT IS TIME FOR CHANGES!
AGENCY
Managing DirectorClient Service DirectorSenior Account ManagerArt DirectorCopywriterProducer
MEDIA AGENCY
CLIENT
Marketing Director (Garnier & Maybelline)Group Brand Manager (Garnier Hair Care & Coloration)
Junior Product Manager (Garnier Coloration)
Publicis Visage
Viktoriya MakarovaMiroslava MikhnenkoIvanna SchneiderAndrey TimoschukViktoria BodnarchukJulia Gorobets
ZenithOptimedia
L’Oréal Ukraine
Thibault De Saint Victor
Marina ShindinaKaterina Sadovnikova
Irina Aizman
Market share in Hair Coloration category depends on package price therefore brands carry price promo.April 2014: Garnier Color Sensation is planning a promo, but reduced price was already 25% higher than competitors’ were. So we decided to bid on TA desire for changes: change your hair color radically and you will change your life for the better.Results:• Value share grew to 10.1% (in 1.8 times) during promo and it remained on 8% for next 3 months;• Growth in money reached 23%, and the growth of the market was only 13%.
31
Home furnishings & appliances, offi ce aquipment
CHRISTMAS WISHES WISH HEWLETT-PACKARD
FONEPAD. PHONE BY PAD!
AGENCY
DirectorAccount ManagerAccount ManagerCreative Director
CLIENT
Marketing DirectorMarketing RepresentativeMarketing Representative
AGENCY
DirectorClient Service DirectorAccount ManagerAccount Manager
MEDIA AGENCY
CLIENT
PPS Marketing Manager Hewlett-Packard
InMotion
Zhanna PonomarenkoMaryna FominaInna KhrynichevaAlexander Strelnikov
ASUS Global Pte
Ivanna SlobodyanyukAndrew ShalanskyAnton Stepanenko
BRIK
Veronika ShevchenkoIryna RyshukAnna MrukAnna Zavalko
IQ Media
Hewlett-Packard
Katerina Gurenko
Buying a laptop of new line of HP Pavilion 15/17 based Intel® Core™ processor in Comfy, each user is able to think of and implement their New Year’s wish. He fi lls the card wishes, throw it in a box and desires come to the rally. The drawing is held every Saturday at one of the stores in each city. During the promotion period: December 2013 – January 2014.
Promo-action of Fonepad has started together with BTL-project – promo-action in shopping malls. As it is an absolutely new product, it was important to give our TA the chance to test it.We designed and produced the phone booth which attracted the attention of our TA.Our phone booth was placed at Kyiv shopping malls and we installed a pad in it instead of a phone.We decided to give our TA a chance to test our fonepad – to answer the phone call.To implement this idea we adopted call-back program due to which the tablet received incoming calls and supplied our phone booth with all the necessary tools.Every 30 seconds our fonepad received incoming calls, promoter-consultant invited visitors to answer the call. People answered the call, heard a short message: Enjoyed phoning with pad? Then buy and phone! ASUS – everything will be TOUCH! and received a present.
32
Home furnishings & appliances, offi ce aquipment
LENOVO. FOR THOSE WHO DO. 2013
EYE FLATTENER VS. CURVED TV
AGENCY
Digital Art DirectorSenior Digital CopywriterWeb DesignerDigital ManagerAccount DirectorCreative Director
DIGITAL AGENCY
CLIENT
Marketing Communications SpecialistMarketing ManagerAV Marcom Specialist
AGENCY
CEOMedia DirectorAccount Manager
CLIENT
General ManagerMarketing DirectorMarketing SpecialistMarketing Specialist
Cheil Ukraine
Anastasiya TymoshchukIgor TulubFillip LunguLesya ReshetyloGalina NurmetovaVladyslava Denys
ITCG
Samsung Electronics Ukraine
Anatoliy YakimetsIrina LevchenkoAndrey Cherednichenko
B4B Group
Alena BitsiganSergey TrubaMarina Snisarevskaya
Lenovo Ukraine
Weijian ZhouViktoria KonstantinovaMarina KaydashAleksandr Rodchenko
In 2013 Lenovo launched in new high-competitive categories (tablets and smartphones). We had to increase brand KPI’s; take market share in categories:tablets – 10%; smartphones – 22%. It had to be active in categories with diff erent competitive environment at the same time. Integrated campaignbased on X-Factor sponsorship was implemented. Slogan “Lenovo – for those who do” refl ects the values of project’s participants, as well as the values of brand users. Finally, KPI’s of brand had growth: Awareness +24%, Possession+80%, Intention +82%; market share of tablets – 15% (2nd place), smartphones – 31.5% (1st place).
People feel comfortable with smooth curves that surround us in our daily lives. We used to live not in fl at world, surrounded with not fl at things. Curved world is better and more natural.But in spite of this, every day we watch fl at TV sets.We decided to raise the question is it really comfortable and natural for human eye?While investigating human eye organization, we found out that the curves screen at all distance at all angles from the viewer’s eyes enabling a comfortableviewing experience.Samsung Curved TV provides not only Ultra High Defi nition, as our competitors do, but meaningful additional value to our customers – the most immersive viewing experience ever.
33
Home furnishings & appliances, offi ce aquipment
GALAXY LA FLEUR CAMPAIGN DIGITAL
RECOGNIZED IN THE CONSTRUCTION – EFFECTIVE IN THE GARDEN
AGENCY
Managing DirectorMedia Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Sales & Marketing ManagerOPE Sales & Product Manager
AGENCY
Digital Art DirectorSenior Digital CopywriterWeb DesignerDigital ManagerAccount DirectorCreative Director
DIGITAL AGENCY
CLIENT
Marketing Manager
Media Direction Ukraine
Tatiana KatrichEvgeny ScherbinaSergey Romanenko
Publicis Visage
AGAMA Digital Group / Mediacom
Makita Ukraine
Orest Rozhankivsky
Sergiy Bulbachynskiy
Cheil Ukraine
Timur AmirkhanovOleksandr KorzhFillip LunguKarina ZhuravlevaKateryna PanichVladyslava Denys
ITCG
Samsung Electronics Ukraine
Kateryna KuznetsovaWe used February–March period for attracting the attention of the audience to our La Fleur products. The campaign was based on engaging people to share the secret of their charm. The simple but attractive to TA communication mes-sage was supported by an attractive and well-targeted promotion campaign.As a result, we gained 8% conversion of clicks into fans. Planned number of fans and contest participants was even greater than expected: +439% of participators on Facebook and +176% in VKontakte.
Makita is one of the leading players in the power tools’ market. Consumers perfectly know the brand as a manufacturer of high-quality and reliable power tools. But Makita had rather weak position in the market of garden machinery in Ukraine.Objective: The brand faced a diffi cult task – to implement the fi rst and impetuousstep to strengthen its position in the category of garden machinery.Solution: As part of the advertising communication, it was decided to use the generated knowledge and trust to the brand Makita in the category of electric tools for construction as a guarantee of high quality of garden tools (“Makita:Recognized in the construction – eff ective in the garden.”) Accurate media channels’ targeting allowed us to concentrate eff orts on increasing sales of the brand and on the transfer of an existing image in the fi eld of power tools to the category of garden machinery.Result: More than 10! times growth of petrol scythe promotional models’ sales and increase in sales in all garden machinery segment by 62%.
34
Home furnishings & appliances, offi ce aquipment
VALERA SPASAY
In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was fl ooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun – fi lled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterAccount Director
DIGITAL AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Marketing DirectorBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaAnna Olkhovets
Indi
Electric Sheep Film
Viasat
Vasyl BorodchukLyudmila Levchenko
Medicines & medical care services
LAFEROBION® – FIRST RESPONSE FOR YOUR CHILD’S ARVI AND FLU
AGENCY
Commercial DirectorAccount Manager
SECOND AGENCY
MEDIA AGENCY
CLIENT
Acting Deputy CEO of PJSC “Biofarma” of Sales and MarketingProduct ManagerPR Manager
“Ferz” Marketing Solutions Agency
Aleksey KutsenkoElena Bogush
STRELA Creative Agency
MediaLogic
BIOFARMA
Oleg VishnevskiyLudmyla BeletsckayaKristina Kryvosheina
We have developed and implemented a communication strategy to promote the brand LAFEROBION® (Immunomodulator virus inactivating agent – rectal suppositories for children).The main objectives were:• To expand the market share of LAFEROBION® brand from 61% to 67% among the direct competitors and from 8% to 10% among the indirect competitors by the year end of 2013.• To achieve sales fi gures to 935 000 packs toward the end of 2013.• To introduce an updated and more attractive product packaging to the market.The campaign results surpassed all expectations:• According to the results of 4th Quarter 2013 the share of LAFEROBION® among the direct competitors amounted to 68% and 11% among the indirect competitors.• The sales fi gures at the end of the year went beyond expectations reaching 936 831 packs.• The updated packaging was rolled out as planned and has been available through pharmacies.
35
Medicines & medical care services
BELIEVE CATS OR HOW TO SELL VALERIAN FOUR TIMES MORE EXPENSIVE
Valerian is the classical example of commodity goods. Such products are not distinguished from one manufacturer to another, in consumers’ perception.Our objective was to create the brand among valerian-based products and justify the cost which exceeds the cost of similar sedatives in several times.The solution was to attract the customer of the “new generation” sedatives to the ValeriaNOVnA brand with the help of name correction and standing out of the clutter creative communication.As a result, set goals were exceeded: sales growth was more than 100%, ast er 2 months, and the level of knowledge among the customers of sedative medicinehad a record increase, reaching the weight of “Novo-Passit” – which is one of the category leaders.
AGENCY
Associate Creative DirectorCreative Group HeadSenior Art DirectorCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
THINKMcCANN
Oleksandr NetrebchukJulia StorchakSvetlana PolohayloPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
BELUY UGOL VERSUS HANGOVER OR HOW TO DISCOVER THE NEW SEGMENT AND GAIN THE VICTORY IN IT
The objective of the hangover remedy “Beluy Ugol DOBROE UTRO” was to change consumers’ perception and prove that absorbent is able to relive the hangover, rather than become another coal for indigestion.With the help of vivid creativity we convinced customers that there is no need to fi ght with headache and other consequences of evening’s fun in the morning, if the reason of alcohol intoxication is neutralized. Only cheerful ast er-party mess is not excluded from all morning consequences.As a result, targets were exceeded: amid competitors’ sale decrease, brand showed 160% increase compared to the planned 50%.
AGENCY
Associate Creative DirectorCreative Group HeadCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
THINKMcCANN
Oleksandr NetrebchukJulia StorchakPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
36
Medicines & medical care services
MENOPAUSE OR WHAT DO WOMEN FEAR?
Lifemin plays in the category of menopause symptoms relief. But in Ukraine menopause is dreaded by women and tabooed by society to an extent that key category player Remens (roughly 50% MS) was not even positioned directly against menopause, and focus group participants literally feared to pronounce the word “menopause”. Lifemin’s straightforward yet deeply intimate “Confes-sion” TVC aimed to make menopause “normal” again and help women enjoy their age and their life. This brought Lifemin from #5 to #2 position in the cate-gory with MS grown from 6% to 18%.
AGENCY
DirectorManaging Director
CLIENT
Marketing Director
Milk Branding
Maxim LesnyakYulia Polosmak
PRO-PHARMA
Anastasia Lutsenko
SCIENTIFIC APPROACH TANTUM VERDE
Tantum Verde – is the most expensive spray for sore throat in Ukraine among OTC with the lowest knowledge in its category. The high level of competition –more than 30 sprays and more than 120 other preparations from the sore throat did not give Tantum Verde the opportunity actively to develop.How to communicate with consumers, and do not to lose our auditory of doctors?All competitors are talking about symptoms reversal, but do not mention the treatment of the disease itself. We used a completely diff erent way – scientifi c attitude! Tantum Verde really cure disease, but not just relieve the symptoms.As a result of the advertising campaign, the growth dynamics of brand aware-ness, sales and market share surpassed all competitors in a few times.
AGENCY
CEO TWIGA UkraineManaging Director TWIGA IdeaCreative DirectorArt DirectorAccount Manager
SECOND AGENCY
MEDIA AGENCY
CLIENT
CEO Dileo Farma Ukraine
TWIGA Ukraine
Svetlana Stepanenko
Viktoria ObidovskayaVyacheslav FokinVyacheslav ZnaminEvgeniya Kasyanchuk
MedInform Ukraine
Media First Ukraine
Dileo Farma Ukraine
Vladlen Cherniy
37
38
Products & services for children
TREASURE ISLAND
2013 YEAR CAMPAIGN
The goal: To support declining sales in baby food category, namely vegetable purees, with limited budget.The challenge: Parents try not to save on kids, but regarding the fi nancial cri-sis even regular consumers are forced to choose home cooked foods as more aff ordable alternative. An extra motivation to purchase a ready nutrition was needed.The solution: Bebivita is a brand that brings benefi ts for the kids. Why shouldn’t it do the same for their mothers? This is what we’ve thought creating the gami-fi cation Internet based promo campaign. Treasure Island is a virtual game which gives a chance to win prizes and to learn more about child nutrition. Promo codes from the products’ packages help to move towards the prizes, as well as bonus points that are awarded for the interaction with the brand.The result: For the fi rst 5 months, 2014, segment’s sales growth in-kind was +35% compared with the same period in 2013. During the campaign client ful-fi lled his sales plan for 100%.
Despite the fact that Barni has its special niche of children’s products, we had a diffi cult challenge to build special communication: to contact children via message for moms. Due to complex programs which were realized during the year (the image company support, two national promotions, the launch of new fl avor, the sampling, games on the packaging, etc.), the brand not only changed the negative trend in sales (2012 vs 2011 amounted – 5% in monetary) to a positive, also reach growth in the amount of 23%. These results confi rmed andstrengthened the leading position of Barni in the cookies and biscuit’ category.
AGENCY
Executive Director & Strategic Planning DirectorAccount DirectorAccount ManagerArt DirectorArt Designer
MEDIA AGENCY
CLIENT
Head of Cookies and Biscuit CategoryBrand ManagerBrand Manager
AGENCY
Creative DirectorStrategistClient Service DirectorChief Technology Offi cerCopywriter
CLIENT
Brand Manager TM BebivitaPR ManagerHead of BTL
Havas Worldwide Ukraine
Katya IlchenkoTanya SakhnyukNastya MelegikEkaterina AmirhanovaGalina Shtefan
Starcom
Mondelez Ukraina
Veronica TsybanVera PonomarenkoHanna Kyselyova
CB T
Alex IvanovAlexey MarinichOlga TertyshnayaVladimir KornilovAleksandra Simonova
HiPP Ukraine
Tetyana ZorinaNonna MartynovaLarysa Shkurenko
39
Products & services for children
HOW TO SURVIVE WITH PREMIUM BRAND IN A DECLINING MARKET DURING ECONOMIC DRAMA
ZHYVCHYK APELSYNKA SUBBRAND LAUNCH
In 2014 with economic instability, currency devaluation, consumer behavior changes and marketing budget cut Johnson’s® Baby faced the challenge: how to grow with a premium brand on a declining market during the economic dramawith budget half less?Johnson’s® Baby committed to its consumers to grant the best care they struggle to give to baby, and took responsibility to make this best care aff ordable even during the crisis.Thus, our task was to reinforce JB superiority via strong claims and profes-sional recommendation, meanwhile to address modifi ed consumer purchase behavior via moderate SPI’s, mid-tier and promo off ers.
Non-Coke segment of the sost drinks market, and Zhyvchyk TM as its part, is reducing. Zhyvchyk TM is losing such brand attribute as “modernity”. So our objective was to expand the target audience and make Zhyvchyk more technological by launching a new orange fl avor. Due to the successful media TV strategy and in-store communication, Zhyvchyk TM introduced a new fl avor Zhyvchyk Orange and a new character Apelsynka to the consumers. In May, Zhyvchyk TM market share reached 1% of the market, in June it reached a peak –1.5%. The subbrand share in Zhyvchyk product range reached 14%. Zhyvchyk communication was ahead of Fanta communication by advertising attractive-ness and advertising knowledge, motivation to purchase – 67% Zhyvchyk and 58% Fanta.
AGENCY
Creative DirectorStrategic Planning DirectorAccount ManagerSenior Copywriter
MEDIA AGENCY
CLIENT
Marketing DirectorHead of Marketing Department of the Market of DrinksLeading Brand Manager of Sost Drinks CategoryBrand Manager of Sost Drinks CategoryBrand Manager of Sost Drinks Category
AGENCY
Head of TEDDY GROUP Communication Agency in UkraineHead of the Project
MEDIA AGENCY
DIGITAL AGENCY
OTHER AGENCY
CLIENT
Marketing ManagerSenior Brand ManagerProfessional Marketing SpecialistAssistant Brand Manager
DDB Ukraine
Igor KlymenkoYuliya YashynaYuliya KapustinaOlga Lukyanenko
ZenithOptimedia
Obolon
Oleksandr Bashkin
Valeriy Polushko
Evgeniya Grechko
Oksana Khort
Evgeny Dudnik
TEDDY GROUP
Yulia KevishMarina Medvedyk
MEC/GroupM
Smartica Ukraine
SKB Brothers
Johnson & Johnson Ukraine
Anna GukOksana Tkachuk
Anna MikhalyovaOlha Fedchenko
40
Products & services for children
MAGICIANS
AGUSHA NICHE CHANNELS COMMUNICATION
Sost drinks market is extremely competitive, dropping every year, and this is a global trend. Also there is one more problem during the New Year period – Coca-Cola and New Year. Due to the eff ective strategy, Zhyvchyk TM expanded its market share by 1.5–2% during image campaign, increased sales volume in December by 21% comparably to November during the New Year promo-tional campaign. The communication motivated 70% of consumers to purchase Zhyvchyk TM goods, while Coca-Cola communication – 59%. According to the research agency implication, Zhyvchyk communication was the most successfulin the market in terms of TV advertising eff ectiveness. Magic rocks!
Background: Dairy sub-category consumption is growing trend in baby food, which makes ~57% of the category. It is a key direction for Agusha further growth.Problem: Agusha has periods of salience between planned basic communica-tions. It was needed cost-effi cient decision for fi lling gaps in communication.Solution: TV direct ad placement on kids (niche) channels – maximization of Reach level and period of placement + strong TA involvement.Results: Agusha managed to keep sales in dairy sub-segment; +2% in volume (YTD’13 vs. YTD’14).
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
MEDIA AGENCY
CLIENT
Brand Manager Agusha
AGENCY
Creative DirectorStrategic Planning DirectorAccount ManagerSenior Copywriter
MEDIA AGENCY
OTHER AGENCY
CLIENT
Marketing DirectorHead of Marketing Department of the Market of DrinksLeading Brand Manager of Sost Drinks CategoryBrand Manager of Sost Drinks CategoryBrand Manager of Sost Drinks Category
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoAnna Nefodova
ZenithOptimedia
Wimm-Bill-Dann Ukraine
Natalia Kurta
DDB Ukraine
Igor KlymenkoYuliya YashynaYuliya KapustinaOlga Lukyanenko
ZenithOptimedia
Palanok (BTL)
Obolon
Oleksandr Bashkin
Valeriy Polushko
Evgeniya Grechko
Oksana Khort
Evgeny Dudnik
41
Products & services for children
FROOZY LAUNCH
MILUPA – HARMONY OF HEALTHFULNESS AND TASTE
Appraising new business potential of a new segment, Chumak decided to launch an innovative product in kid’s juices category – fruit smoothie. As we know kids like cool stuff , moms like natural and healthy stuff . Thus we launched Froozy – 100% natural fruit smoothie in a cool pack. It’s easy to throw it into a schoolbag and then sip throw a straw, slurping loudly. TV spot demonstrated how cool it is to drink Froozy. As a result, an absolute leader in kid’s juice category (53%) with sales growth 134% vs planned.
Milupa brand was unknown to moms even though the brand had been holding leading positions in Europe. We were aimed not only to win over shelf space but to become choice №1 for our consumers.Our big idea was: Moms choose healthfulness, babies choose taste – and we created harmony.We do care about babies and made baby cereals with excellent taste. Just in 15 months we became from new-by to market leader. And still growing.
AGENCY
DirectorAccount Director
SECOND AGENCY
CLIENT
Senior Brand ManagerJunior Brand Manager
AGENCY
Creative DirectorHead of ArtCopywriterArt DirectorProducerAccount Director
SECOND AGENCY
CLIENT
Marketing DirectorSenior Category Manager Groceries
HAVAS Worldwide Digital Kiev
Mykhaylo NestorOlga Kazkova
HAVAS Worldwide Ukraine
Nutricia Ukraine
Kateryna LevchenkoTatiana Andrushenko
Ogilvy & Mather Ukraine
Alexandra DoroguntsovaTaras DzendrovskiiEvgeniya DzyubenkoTatiana ShapovalIrina PigalAlexandra Savonik
Milk Branding
Chumak
Oleg Antonenko
Olga Yurachkivska
42
Automotive
SUBARU FAMILY UKRAINE
NEW LOOK LAUNCH
Subaru legendary sport cars in Ukraine are only available on special order. Subaru main product range presented in Ukrainian market consists of SUVs.In 2012, there was a constant drop of Subaru SUV sales compared the company’sdirect competitors.Agency objective was to re-position the perception of Subaru to SAFE FAMILY CAR BRAND.We created a community Subaru Family Ukraine uniting active families for activerecreation and diverse common activities: picnics, presentations, trips, etc.50 000 potential SUV buyers have been contacted thorough SFU.Perception of Subaru SUV as a “family car” has increased by 45.2%, “safe” by 59.3%, “reliable” by 68%, “high-tech car” by 3 times.The number of Subaru SUV sales has increased by 36.4%.
Main targets as generating traffi cs to dealers’ showrooms, raising number of test drives and generating sales, keeping up brand image as innovative and making special “wow”-eff ect that can raise model’s. Main insight was that B-class is a class of small cars which contains from many little parts and details like Lego bricks. Big idea was to create an exact real sized Lego modelof Nissan Micra to promote its’ launch in Ukraine, impress the audience & provide visitors both of site & auto centers with new experience.
AGENCY
Strategic DirectorMedia Group Head
OTHER AGENCY
DIGITAL AGENCY
CLIENT
Advertising Manager
AGENCY
PR DirectorStrategic DirectorEvent DirectorAccount Manager
DIGITAL AGENCY
CLIENT
CEOMarketing DirectorDeputy Marketing Director
Optimum Media OMD Ukraine
Kseniya MykhaylenkoEugeniy Yaschuk
Resolution
TBWA Ukraine
NISSAN MOTOR UKRAINE
Inna Shevchenko
PointeR Agency
Olesya StoykoNastasia DiominovaLiana KhorovitskayaElena Morozova
AdPro
Subaru
Chubachi YosiakiPavel KuzminAndrey Khanin
43
Automotive
ROARING RELAUNCH
HONDA CROSSTOUR
To extend target audience, including male-customers, we made RAV4 of a new generation roar mannishly – in the OOH, press, Internet: fi rst in teasers,and then when sales started – in all advertisement materials of the campaignshowing its new more manful design. By the end of 2013, following the results of 10 months since advertising campaign start, Toyota leading crossovermoved from 9th to 2nd place in its category.
The objective was to promote a new unique automobile Honda Crosstour in Ukraine. The absence of cars of a similar class at the intersection of sedan and crossover formed the need to create a new segment on the market. Ast er researches of TA we have realized: they deserved the right to be diff erent from the rest, deserved a car that suits them and makes them stand out from the crowd.Taking the very best from diff erent classes, Honda Crosstour stands out brightlyin each of them.Honda Crosstour. Your Individuality.
AGENCY
Regional Account DirectorAccount DirectorAccount ManagerAssociate Creative DirectorSenior Art DirectorDesigner
CLIENT
Events Senior SpecialistAssistant Manager Marketing and Planning Department, Marketing Communications
AGENCY
General DirectorCreative DirectorAccount ManagerArt DirectorDesigner
CLIENT
Advertising & PR Assistant ManagerAdvertising & PR SpecialistAdvertising & PR Specialist
GEOMETRY GLOBAL UKRAINE
Julie MazourOlesia TurtaAnna MantrovaNadiya TrikozSergey YaroslavtsevValentin Belenkov
Honda Ukraine
Iryna Drobyshevska
Victor Dolzhansky
B.I.T.A. Advertising
Vladimir VolodarskiySvyatoslav SpectorIrina SoloviovaMichael PetrusyakIlya Jivotovsky
CFI Toyota-Ukraine
Olena KomkoMaryna DidkovskayaAlina Martynenko
44
Telecommunications services
COVERAGE QUALITY
SISTERS
In the beginning of 2013 loyalty of Kyivstar subscribers began to decrease, maybe, subscribers no longer understand why they are paying more than othersfor the services of the mobile operator. It was necessary to fi nd a clear argumento stop the outfl ow of loyal subscribers. Kyivstar distinctive qualities have always been the highest quality and greatest network coverage. Argument, you pay more but for the best communication pay off in a short time, and by the end of 2013 there was a positive dynamics in the growth of loyal subscribers. Indicator of quality communication services grew by 5 points, widening the gap with the nearest competitor by 11, and the rate of coverage by 8 points, with a gap with the nearest competitor by 8.
Decreasing revenues from international calls forced Kyivstar to investigate causes of audience reluctance to call abroad while having such need. Analysis revealed barriers and ways of their elimination. A single lowest tariff on any number, in any chosen country could solve the problem, but callers’ skepticism could aff ect success. We had to fi nd a solution able to convey strong emotional benefi t and rationale. A campaign saying that with “Favorite Country” tariff one can stay as close to your relatives abroad as if they are next to you helped overfull fi ll all objectives.
AGENCY
Associate Creative DirectorCreative Group HeadSenior CopywriterAccount Director
MEDIA AGENCY
CLIENT
CMOHead of Marcom Department
AGENCY
Managing Director Chief Strategy Offi cer Creative and Marketing Services ADV Group UkraineAssociate Creative DirectorCreative Group HeadAccount Director
CLIENT
CMOHead of Marcom Department
Adventa LOWE
Alexey DeminDmitry SimonovDenys UrusovOlga Dobrotskaya
Initiative
Kyivstar
Sviatoslav GorbanTetiana Svetlova
Adventa LOWE
Svetlana Shynkarenko
Kirill SkikevichAlexey DeminDmitriy SimonovOlga Dobrotskaya
Kyivstar
Sviatoslav GorbanTetiana Svetlova
45
46
Telecommunications services
FROM EMPLOYEES’ INITIATIVE TO CUSTOMERS’ SATISFACTION
KYIVSTAR. HOW TO TURN FALL INTO GROWTH
As a result of price increase and Kyivstar’s introduction of the obligatory minimum current balance, hundreds of thousands subscribers were discon-nected from the “outside world”. The company lost their trust and loyalty. To restore the trust and stop the subscribers’ outfl ow, we needed to improve the customers’ experience. The most eff ective solution was to involve the company’semployees. But over the years their initiative to give more had cooled. We faced a serious challenge: to encourage the employees to strive for self-perfection and get actively involved in the company’s processes.Due to “Customer’s Trust Is Worth My Eff orts” campaign employees’ involvement grew by 20%, over 1000 suggestions on improving customers’ experience were made. Subscribers’ outfl ow decreased almost in twice (6.4%). Kyivstar became the leader in customers’ satisfaction rate (81%). Moreover, the communicationrestored understanding of the importance of each employee’s role on all company’s levels.
The image of the leader, the biggest and best quality network – that has always distinguished the “Kyivstar”. In 2012, “Kyivstar” introduces tariff plans with obligatory monthly fee. For customers it was an unpleasant surprise, they began to leave. To stop the churn, it was decided to introduce a new tariff “Free Kyivstar”, without obligatory monthly fee. While competitors were talking of aff ordability, we pointed out a new consumer benefi t – “Pay only when you use”. That was a new viewpoint for the depleted theme. And this fresh idea rehabilitated company in the consumer’s eyes and turned the dramatic fall into the new cycle of growth.
AGENCY
Managing Director Associate Creative DirectorAccount DirectorSenior CopywriterCommunication Channel Planner
CLIENT
CMOHead of Marcom DepartmentDirector of Client Experience Management
Adventa LOWE
Svetlana ShynkarenkoAlexey DeminOlga DobrotskayaDenis Urusov
Vadym Vavrysh
Kyivstar
Sviatoslav GorbanTetiana Svetlova
Nelya Us
AGENCY
Managing DirectorAssociate Creative DirectorCreative Group HeadAccount DirectorSenior Account Manager
MEDIA AGENCY
CLIENT
CMOHead of Marcom DepartmentBrand Manager
Adventa LOWE
Svetlana Shynkarenko Alexey DeminDmitriy SimonovOlga DobrotskayaElena Komendo
MEC
Kyivstar
Sviatoslav GorbanTetiana SvetlovaAleksandra Pasechnik
47
Telecommunications services
NATIONAL CAMPAIGN FOR SMARTPHONE TARIFF PROMOTION
UKRTELECOM REUNITES THE FAMILIES
More than a half of Internet users have their own smartphones. Herein almost half of smartphone owners don’t use the mobile Internet.MTS Ukraine Company decided to remove this barrier, and as a result developed a new tariff Smartphone for the owners of smartphones. This tariff off ered a unique advantage within a market – 2 unlimited off ers in one tariff to cover not only the segment of Internet users, but also those who, for various reasons, use smartphones only for calls.
With 12 000 providers on highly saturated market and slower Internet connec-tion versus competitive off ers Ukrtelecom faced serious challenge for business growth.Target segment of people 50+ have a crucial barrier – they consider Internet as something very complicated. Therefore in advertising we decided to target their adult children.We reinforced emotional need in communication, driving parents’ desire for Ukrtelecom Internet and motivating children to order this service for their moms and dads.First 3 months of the campaign have already demonstrated suffi cient growth of subscribers’ base and revenue indexes.
AGENCY
Creative DirectorSenior Art DirectorSenior CopywriterSenior Account ManagerAccount Executive
MEDIA AGENCY
CLIENT
Business Development Director, B2CMarketing Communications DirectorMarketing Communications Department Group HeadBrand Manager
AGENCY
Creative DirectorSenior CopywriterStrategic Planning DirectorAccount DirectorClient Service DirectorProducer
MEDIA AGENCY
CLIENT
Marketing DirectorMarketing Communications DirectorMarketing Communications Department ManagerSenior Brand Manager
Leo Burnett Ukraine
Tatiana FedorenkoSergii MolokovichVladimir NavrotskiyAnastasia ShalatoninaOlena Panasyuk
MEC
Ukrtelecom
Denys Zakharenko
Anton Zhorin
Roman KirsanovOleg Balakin
DDB Ukraine
Igor KlymenkoOlga LukyanenkoJulia YashynaLiza LevchenkoElena YakovlevaAnatoliy Bezrukov
Media Planning Group
MTS Ukraine
Oleg Reshetin
Denis Lopatko
Victoria BoyanovskayaAleksei Kharchenko
Main objectives: To inform mobile subscribers on a new tariff Smartphone with 2 unlimited off ers. To remove the fear of overpayment for the mobile Internet service used to be very expensive before. But this service within a new Smart-phone tariff became even cheaper than calls.To attract new users (plan: 1 million of new subscribers). To increase penetra-tion of mobile Internet among existing subscribers: penetration growth to 19% (on mass segment (MTS 3D Null tariff ) to more than 50% within Smartphone tariff . To increase the average expenses of subscribers.Solution: National advertising campaign for Smartphone tariff promotion.Campaign results: More than 1 million subscribers activated Smartphone tariff range that gave full eff ect to the plan. Other planned indexes were also higherthan expected: within Smartphone tariff , Internet penetration has grown by 3 times compared to the mass tariff s.Due to such a high Internet penetration, ARPU (average revenue per user) of Smartphone tariff subscribers exceeded the main tariff indexes more than twofold.
48
Telecommunications services
FIRST MOBILE AID
VYSHYVANKA
Lack of knowledge about fi rst aid has become a problem of high priority in 2014. National operator Kyivstar has decided to create an aff ordable mobile resource with the necessary information, videos, map of the location of hos-pitals and emergency buttons. Together with the specialists of the clinic Boris we created and developed mobile application for smartphones that support ios and android systems. Application became №1 in the category ‘medical’ and number 19 of Ukrainian Applestore with 20 thousand downloads.
Kyivstar is one of the most attractive employers in country. With 4500 employees team Kyivstar does everything so that each employee feel his importance in life of company. Unifying events are regularly held in company. Especially diffi cult is to involve employees from all regions of Ukraine.For this, “Vyshyvanka’s Day” became an interactive basis that had been existingfor several years in company. This holiday we used as main digital tool. In three weeks we joined 90% of employees who gave more than 6500 votes for their colleagues’ works.
AGENCY
CEOAccount DirectorCreative DirectorCreatorProduction DirectorVideo Art DirectorMotion DesignerDesigner/CreatorDeveloper
Copywriter
CLIENT
Manager of Corporate Social ResponsibilityChief Corporate Aff airs Offi cer
AGENCY
CEOAccount DirectorProduction DirectorCreatorArt DirectorDesignerDesignerCopywriterDeveloperDeveloperFlash Developer
CLIENT
Manager of Corporate Social ResponsibilityChief Corporate Aff airs Offi cer
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaOleksii MorozovStepan BarkholenkoElena SalivonArkadiy PasechnikYuriy KhomovskyyIlya GladkoVladimir BoykoIgor DorogokupliaDmytro IvanovYvgen TroschiyMaksim MorokkoOleksandra Alokhina
Kyivstar
Tatiana PetskoMikhail Shuranov
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaElena SalivonArtem KuchinNataliya StrelchenkoIurii GusinskiyOlena MartynovaOleksandra AlokhinaZakhar KornevOleksandr KozlovAlexandr Rojnov
Kyivstar
Tatiana PetskoMikhail Shuranov
49
Telecommunications services
TELL ABOUT UKRAINE
MOBILE INTERNET
In the spring of 2014 Ukraine is going through a diffi cult period. Many Ukrainians stop communicating with their relatives and friends abroad due to diff erences in political views and civic stand. This entails the risk of decreasing of traffi c of calls abroad. Thus was born a creative idea that encourages Ukrainians more call their relatives and friends and keep close relations. Business target of the campaign was to fulfi ll the plan for connections to the tariff and to stimulate using of the service. The idea of promotion of tariff service through the prism of actual emotional needs was very eff ective. The campaign has completely fulfi lled the aims set.
To provide long-term leadership of MTS in the category of mobile internet it was necessary to develop the communication platform of promotion. It was decided to focus on consumers of 30+, segment of “followers”, more conser-vative part of the target audience who do not understand the utilitarian benefi tsof daily use of mobile Internet.Thus was born a creative idea that is relevant to selected target audience:to fi nd answers to everyday questions you need mobile internet from MTS Ukraine.Business target of the campaign was to fulfi ll the plan for connections to the tariff “Mobile Internet”.
AGENCY
Creative DirectorArt DirectorCopywriterDirector
CLIENT
Marketing DirectorHead of Marketing CommunicationsHead of CommunicationsExpert of Marketing Communications
AGENCY
Creative DirectorArt DirectorSenior CopywriterArt DirectorAccount Director
CLIENT
Marketing DirectorHead of Marketing CommunicationsHead of CommunicationsSenior Expert of Marketing Communications
Tabasco
Alexander SmirnovVladimir KobecSergey MalykElena Sukhanova
MTS Ukraine
Oleg Reshetin
Denis LopatkoVictoria Boyanovskaya
Olga Frolova
Tabasco
Alexander SmirnovVladimir KobecAlexander KoptevEugeniy PavlovichElena Budik
MTS Ukraine
Oleg Reshetin
Denis LopatkoVictoria Boyanovskaya
Aleksei Kharchenko
50
Telecommunications services
ZIPPER
SALAAM
In order to minimize expenses subscribers use several sim-cards and combine off ers from several mobile operators.The substantial part of subscribers use life:) as a second sim-card, in order to buy certain services “in addition”.To change the subscribers behavior and to make life:) sim-card the primary one was a real challenge for the company.The new “life:) All Inclusive” tariff providing a wide range of services was developed.It was necessary to convince customers, which were used to economize, to switch to more expensive tariff .In our advertising campaign we encouraged subscribers to unite all the advan-tages of mobile communication with a single life:) sim-card.As a result we have substantially overreached our business plans and outrun our competitors with strategically important KPIs.
Crimea 2013. life:) faces the problem of a dramatic sales decrease. It was decided to fi ght not for every single subscriber, but for a big target group at once.The Crimean Tatar community was selected as a potential target audience. A special tariff was developed for their needs.Taking into account traditionalism of Crimean Tatars, it was necessary to develop the communication, which would be able to convince them to change their habits and switch to life:).What could persuade a traditionalist to change his habits? Only an old tradition.We based the whole communication on the cultural context and found the most eff ective way to deliver the product advantages. As a result all the KPIs were exceeded several times.
AGENCY
Senior Account ManagerAccount ManagerAccount ManagerCreative DirectorGroup Creative HeadArt DirectorCopywriter
CLIENT
Marketing Department CoordinatorHead of Brand Management Unit
AGENCY
Account Director Senior Account ManagerAccount ExecutiveCreative DirectorGroup Creative Head, CopywriterArt Director
CLIENT
Marketing DirectorHead of Marketing CommunicationsSenior Brand Manager
SCHOLZ & FRIENDS KYIV
Orest ZagorskyiMariya KrytsynaMaryana ZelenkoMikhail KrivoroukIra BoykoAnna TimkovAnton Kudinov
ASTELIT
Sergey Gulyaev
Olena Iakovenko
SCHOLZ & FRIENDS KYIV
Elena Grishakova Nikolay PastushenkoMaryana ZelenkoMikhail Krivorouk
Ira BoykoAnna Timkov
ASTELIT
Denis Zakharenko
Anton ZhorinOlena Iakovenko
51
Telecommunications services
VALERA SPASAY
In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was fl ooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun – fi lled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterAccount Director
DIGITAL AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Marketing DirectorBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaAnna Olkhovets
Indi
Electric Sheep Film
Viasat
Vasyl BorodchukLyudmila Levchenko
E-commerce
SWITCH OFF PANIC. SWITCH ON SLANDO!
Slando summer advertising campaign with motto “Switch off panic. Switch on Slando!” was caused by necessity to support Ukrainians in diffi cult economic period ast er changes in 2014.Communication was focused on positive emotions, which could give people the feeling of confi dence in tomorrow and prompt consumer’s simple and eff ective way of additional earnings that could be received with Slando.ua help.At the same time despite general instability and traffi c decrease in Crimea, Donetsk and Luhansk regions brand was faced with tasks: 1) to increase numberof site visits in general and in some promising thematic categories 2) to increase the number of C2C classifi eds (ads in goods’ purchase-sale segment) 3) to increase number of site mobile version users.All objectives were successfully achieved with 360° multimedia placing stra-tegy also combining traditional media channels with interesting non-standard and thematic sponsorship projects.
AGENCY
Managing DirectorMedia Planning DirectorStrategic Director Media ServicesMedia Planning Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Executive DirectorHead of MarketingMarketing Manager
UM
Victor SherstyukIryna Yuferova
Sergey KostinTetiana MartynenkoNatalya Belaya
Fedoriv.com
Digital DNA
Emarket Ukraine (Slando)
Sergey GapochenkoKateryna ZamurenkoAleksandra Kravchenko
52
E-commerce
SLANDO BECAME OLX
In Y2014 Naspers group made the strategic decision to expand the internationalpresence of OLX brand on global level thus rebranding of online classifi eds was planned in some countries. Slando.ua site’s rebranding campaign which changed its name into OLX.ua was in September–October of Y2014 in Ukraine.The main communication task was to run rebranding in Ukraine and save all the achievements (4.5 millions visitors of the site monthly) and loyal users informingthem that despite name change Slando remains the same.It was important for the brand not to repeat the experience of other countries where visits on site decreased by 10% or more as result of rebranding and. The goals also were to keep number of visits on site and number of new ads added and to reach 30% of TOM level vs 0% before rebranding in situation of traffi c general decrease in Crimea, Luhansk and Donetsk regions.2 waves of media communication (teaser and stories) in traditional and non-traditional media and non-standard activations provide the overfulfi llment of all planned indicators and 34% TOM achievement.
AGENCY
Managing DirectorMedia Planning DirectorStrategic Director Media ServicesMedia Planning Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Executive DirectorHead of MarketingMarketing Manager
UM
Victor SherstyukIryna Yuferova
Sergey KostinTetiana MartynenkoNatalya Belaya
Fedoriv.com
Digital DNA
Emarket Ukraine (Slando)
Sergey GapochenkoKateryna ZamurenkoAleksandra Kravchenko
THE NEW REALITY OF COMFY OR HOW TO TELL ABOUT MULTICHANNEL EASILY
AGENCY
Associate Creative DirectorArt DirectorCreative Group HeadStrategic Planning DirectorAccount Director
CLIENT
Marketing DirectorHead of Promotion DepartmentHead of Brand Development Department
THINKMcCANN
Oleksandr NetrebchukEugene ZvenigorodskiyPavel FedenkoKateryna SokolyukAnna Bobina
COMFY TRADE
Natalia Koshevaya
Tatiana Kornienko
Alexandr Zhilyaev This case is about one of the market leaders in offl ine sales of equipment and electronics COMFY that didn’t play by the classic rules of e-commerce in the fi ght for consumer in online segment. Instead of this COMFY created a new format for the Ukrainian market – multichannel retailer. And in a simple way it is a store with a lot of “entries” for the customer.In the result of this campaign there was growth of sales and average check online.
53
54
E-commerce
CRM STRATEGY FOR NESCAFE DOLCE GUSTO
OSDirect project for NESCAFE® Dolce Gusto® became the fi rst in Ukraine full CRM-strategy for FMCG e-commerce.In 2010 Nestlé off ered Ukrainian consumers innovative system of coff ee drinks preparation and new generation of capsule coff ee machine NESCAFE® Dolce Gusto®. However, despite the adjusted targeting and apparent success in other countries the sales of capsules NESCAFE® Dolce Gusto® through Ukrainian online store in 2013 did not reach planned fi gures.CRM-strategy developed by OSDirect exceeded all expectations already in the fi rst three months. The sales increased by 84%, increase of repeated sales made 143%, conversion rate of registration in an order within the fi rst month ast er the registration improved by 70% and the conversion of the second order improved by 310%.
AGENCY
Managing PartnerStrategistProject ManagerCopywriterDesigner
CLIENT
Communication & Marketing Excellence Director Nestlé Ukraine & MoldovaSenior Brand Manager NESCAFE Dolce GustoDigital & CCSD Manager NESCAFE Dolce Gusto
OSD Group
Liliya KalashnikAlexander TkachenkoSvitlana OlizarenkoVictoria RoschupkinaMariya Kuznetsova
Nestlé Ukraine
Alexey Khodyachikh
Elena Gololobova
Iryna Semchishyn
Retail & public services
NEIGHBORS FROM HEAVEN
AGENCY
Client Service DirectorCreative DirectorAccount ManagerEvent Manager
MEDIA AGENCY
CLIENT
Head of Marketing DepartmentAdvertising ManagerAdvertising Manager
FCBKiev (MAG/FCB)
Anna GrigoryevIvan PonomarevIrina GoncharenkoDmitry Krivoruchko
MAG/Strategist Media Ukraine
Shopping mall Gulliver
Nadezhda LinskayaYulia PodrushnyakVitaliya Kolomiets The main KPI for each shopping center is a qualitative solvent fl ow of visitors.
The devaluation of hryvnia forces people rarely visit the malls, tenants’ sales fall, holiday season guarantees decline in attendance. How to increase it? Find new sources of visitors. Perhaps they are near. For Gulliver the source was business centers in the neighborhood. A series of special “offi ce” activities in the end of the day, as well as targeted announcement provided Gulliver with the most valuable active solvent audience fl ow, and also changed the qualita-tive composition of visitors.
55
Retail & public services
THE NEW REALITY OF COMFY OR HOW TO TELL ABOUT MULTICHANNEL EASILY
This case is about one of the market leaders in offl ine sales of equipment and electronics COMFY that didn’t play by the classic rules of e-commerce in the fi ght for consumer in online segment. Instead of this COMFY created a new format for the Ukrainian market – multichannel retailer. And in a simple way it is a store with a lot of “entries” for the customer.In the result of this campaign there was growth of sales and average check online.
AGENCY
Associate Creative DirectorArt DirectorCreative Group HeadStrategic Planning DirectorAccount Director
CLIENT
Marketing DirectorHead of Promotion DepartmentHead of Brand Development Department
THINKMcCANN
Oleksandr NetrebchukEugene ZvenigorodskiyPavel FedenkoKateryna SokolyukAnna Bobina
COMFY TRADE
Natalia Koshevaya
Tatiana Kornienko
Alexandr Zhilyaev
WELCOME TO UNBIG WORLD
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorArt DirectorDesignerDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Marketing DirectorGeneral ManagerMarketer
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMaxim NazarovMihail VerbitskyAnton IvanovAnna KashcheevaAnna Olkhovets
Indi
MOYO
Roman StepanovskijDmitri BasovNatalya Gorokhova
Due to the events, which took place in 2014, the market of consumer electronicsgot in the 9-point storm. Dollar growth dynamics has led to a sharp decline in consumer activity. Under these circumstances, retailers begun to balance on the verge of profi tability. Competition has increased rapidly and position of weak players has shaken noticeably. MOYO retail chain of digital tech consists of only 48 stores of modest size. Without being outstanding in any point, the brand ought to immediately interest new customers and make them enter the store. Everything was at a stake.
56
Foodservice
MOOD BOX
TASTY JACKPOT OF COLONEL SANDERS
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
AGENCY
Client Service DirectorCreative DirectorCreative DirectorCopywriterProducerArt Director
CLIENT
CEO & Founder
Leo Burnett Ukraine
Dmytro GunkovskyNatalia DundinaTatiana FedorenkoMax KuzmenkoKateryna DenysenkoMaria Plotnikova
PING-PONG food delivery service
Oleg Svist
With minimum of media investments our task was to minimize the infl uence of “low season” and also strengthen consumer loyalty, which ost en suff ers from occasional delays in food delivery.Understanding that stress at work and hunger are true reason of dissatisfac-tion, we decided to transform anger into joy. We virally motivated people to share small gist s with each other turning food delivery into good mood delivery.Results have twice exceeded the plan: Facebook weekly reach grew by 350%, share of “Mood box” orders reached 25%, monthly orders increased by 19% vs previous year.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
57
Foodservice
UKRAINIAN WEEKS AT MCDONALD’S
MCMENU AT MCDONALD’S
McMenu is one of the most promising off ers at McDonald’s, providing opportu-nity for business as well as great values for consumers such as ability to have lunch in combination of favorite dishes with 20% discount. This off er is highly relevant nowadays as it allows consumers to save money. The challenge was to overcome consumers’ barriers of buying McMenu and make this off er clear.Communication was arranged in 2 fl ights. First fl ight communicated clear message on the minimum discount of 20% (being up to 27% for some off ers). Second fl ight communicated variety of drinks available in McMenu, with accent on coff ee.The result exceeded the expectations. McMenu sales increased by 40%, rather than the expected 30%. Moreover, thanks to the growth of McMenu there was made the main contribution to the growth of visits and sales.
AGENCY
Account DirectorCreative Group HeadArt Director
MEDIA AGENCY
CLIENT
Marketing DirectorSenior Marketing ConsultantMarketing Coordinator
AGENCY
Account DirectorSenior Account ManagerCreative Group HeadArt Director
MEDIA AGENCY
CLIENT
Marketing DirectorSenior Marketing ConsultantSenior Marketing Consultant Marketing Coordinator
TBWA\Ukraine
Marina KunetsAnton SavchukInna Kramar
OMD Optimum Media
McDonald’s Ukraine
Yuliya BadritdinovaSvetlana KosolapovaOlena Kirilyuk
TBWA\Ukraine
Marina KunetsOlena Rossikhina Anton SavchukInna Kramar
OMD Optimum Media
McDonald’s Ukraine
Yuliya BadritdinovaSvetlana KosolapovaOlga VasylievaOlena Kirilyuk
McDonald’s has been arranging Season of Ukrainian Cuisine, for the 4th year in Ukraine.This seasonal off er is always arranged during the New Year holidays period. That’s why we wanted to maintain a holiday atmosphere and national cuisinein the way McDonald’s can do it – in the form of seasonal off er with local cuisine fl avor.Long-term goal was to strengthen brand confi dence.Short-term goal was to ensure sales of seasonal products on the level of the same period of the last year (taking into account the revolution and crisis).Communication was aimed to use New Year motives for creating positive holidaymood and informing that McDonald’s arranges Ukrainian Weeks every year, at this period of time.Sales of seasonal products exceeded by 1.4%, compared to the same period of previous year.
58
Foodservice
HAPPY MEAL HAPPINESS STARTS HERE! TOUR
HOW MANY WOULD GODZILLA ATE?
Sushi bars and Japanese restaurants began to appear massively in big cities Ukrainian cities seven years ago. Today it is not exotics any more, but the mar-ket with a turnover of $100 million. Studies show that due to the excess supply, Ukrainians has noticeably grown cool towards Japanese cuisine recently. The campaign faced specifi c challenge: to bring back people’s interest in sushi. To attract audience by off ering the same, already palled product.
AGENCY
Managing DirectorSenior Event ManagerNew Business ManagerEvent Executive
SECOND AGENCY
MEDIA AGENCY
PR AGENCY
CLIENT
Senior Marketing ConsultantMarketing Director
Havas Engage Ukraine
Nataliya MorozovaSergey YurgaIryna MiroshnychenkoGleb Trutaev
TBWA\Ukraine
Optimum Media OMD Ukraine
Noblet Media CIS
McDonald’s Ukraine
Anastasiia DatskoYuliya Badritdinova
For back to school time we create 4 special platforms “Happy Meal Box and activities around it” and traveled through Ukraine bringing happiness to kids.Furry Box (it’s furry, it’s alive. Hug it and it will shake and purr for you) – Reading Day.Sprinkle Box (it starts to sprinkle when you walk close) – Eco Day.Drawing Box (all the sides are simple the space for a drawing) – Art Day.Maze Box (maze inside the box) – Sports Day.Result: Twice bigger audience than predicted hosted and brand loyalty level increased.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Brand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMihail VerbitskyAnna KashcheevaAnna Olkhovets
Indi
Sushiya
Alesya Mudzhyri
59
Leisure, entertainment, culture & education, travel & tourism
FIT SWEET
TRAVEL HAPPY WITH VISA WHEREVER YOU ARE
Visa Cross boarders campaign includes several objectives:• Increase “cash free volume/total volume” ratio in Y2014;• Drive people to pay with cards, when they go abroad;KPI: % of Visa CHs, who use their cards for paying abroad (according to TNS data, Jun–Aug 2013);Prior benchmark: ~19% of Visa CHs pay with card abroad among outbound tourists.Visa Cross boarder’s campaign was successful in terms of KPI’s Reaching.Penetration of card usage abroad increased among outbound tourists up to 26%: +37% vs. prior data for Visa cardholders (according to TNS MMI 2014/2).
AGENCY
Client Service DirectorSenior Account ManagerCreative DirectorDesign Director
CLIENT
Director of Sport Club “Fitness Academy”
Mex Advertising
Artem KaranElena GulaЕlena ZuevaJulia Bahtina
Sport club “Fitness Academy”
Tetiana Denisenko
To attract new clients to sport club “Fitness Academy”, fi rst of all offi ce employees with overweight were created Multifunctional media “Fit Sweet”, stylized as a chocolate that distributed in the cafés and restaurants at the district of sport club.Each card has bar-code under cover “Fit Sweet” for trial visit.During one month in nine restaurants near sport club were distributed 3000 chocolates “Fit Sweet”.In the result of campaign free visits in sport club “Fitness Academy” attended 643 people.327 persons later got registered as permanent club members, of which 179 bought a yearly pass. The number of the Fitness Academy’s permanent clients grew by 26%.
AGENCY
Strategic DirectorHead of TV Sponsorship DepartmentStrategic Planner
CLIENT
Marketing ManagerMarketing Director CIS/SEE
Optimum Media OMD Ukraine
Kseniya Mykhaylenko
Oksana ZhurovichNatalya Kutsa
Visa International Service Association
Olena BilenkaGvantsa Ebralidze
60
Leisure, entertainment, culture & education, travel & tourism
TURKEY UNLIMITED
AGENCY
CEO TWIGA UkraineManaging Director TWIGA IdeaCreative DirectorArt Director Account Manager
SECOND AGENCY
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Counsel Assistant of Turkey Tourism
TWIGA Ukraine
Svetlana Stepanenko
Ekaterina AlexanyanVyacheslav FokinVyacheslav ZnaminElena Lapshova
MedInform Ukraine
Media First Ukraine
Digibrand Ukraine
Ministry of Tourism and Culture of Turkey
Vladislav Mihaylov
Turkey has always been a leader in the category of beach tourism among Ukrainians. But in 2012 the number of tourists decreased despite general active market growth.The main problem of Turkey was a drop of interest to all-inclusive vacations. Now tourists need more – and even attractions. So we decided to change the positioning of the country by Ukrainians. Advertising campaign showed, that Turkey is not limited with the border of a hotel territory, TURKEY IS UNLIMITED in its history, culture, nature, sightseeing, entertainment...As a result, 2013 became a record-breaking year for Turkey in amount of Ukrainian tourists in the history. The growth of the tourist fl ow was two times higher than planned, and two times faster than the dynamics of the market.
Financial & Business services
BUY WITH MASTERCARD® AT “SILPO” AND “LE SILPO” AND GET A CHANCE TO FULFILL YOUR CHILD DREAMS IN DISNEYLAND® PARISAGENCY
Marketing DirectorMarketing ManagerDesigner
CLIENT
Marketing Manager
Smartline Group
Natalia NyshchenkoTetiana VazhovskaOlga Kuzovkiba
MasterCard Europe
Natalia Baidala
In May 2014, MasterCard launched national promo for its cardholders aimed at increasing volume of their transactions by at least 5%, boosting brand image by up to 20% and check the feedback including conscious participation of people. Taking into account the fact that main target audience is mass segment, very easy and clear mechanics for participation in promotional event was off ered.Make a purchase in sum of UAH 50 in any SILPO supermarket paying with your MasterCard® or Maestro®. Send SMS to 7175 and register. Take part in drawing 5 family tours to Disneyland® Paris or win one of 1000 certifi cates from SILPO supermarkets every week!When the campaign was over, the volume of transactions increased by up to 8% in comparison with the similar last year period (with 5% planned growth); positive consumers’ attitude toward MasterCard brand increased by up to 36%, and Maestro – by 28%; the number of registered participants in the promo was 70 737 (while only 26% of all cardholders who paid in SILPO with their MasterCard cards sent SMS with transaction code to register).
61
62
Financial & Business services
TRAVEL HAPPY WITH VISA WHEREVER YOU ARE
Visa Cross boarders campaign includes several objectives:• Increase “cash free volume/total volume” ratio in Y2014;• Drive people to pay with cards, when they go abroad;KPI: % of Visa CHs, who use their cards for paying abroad (according to TNS data, Jun–Aug 2013);Prior benchmark: ~19% of Visa CHs pay with card abroad among outbound tourists.Visa Cross boarder’s campaign was successful in terms of KPI’s Reaching.Penetration of card usage abroad increased among outbound tourists up to 26%: +37% vs. prior data for Visa cardholders (according to TNS MMI 2014/2).
AGENCY
Strategic DirectorHead of TV Sponsorship DepartmentStrategic Planner
CLIENT
Marketing ManagerMarketing Director CIS/SEE
Optimum Media OMD Ukraine
Kseniya Mykhaylenko
Oksana ZhurovichNatalya Kutsa
Visa International Service Association
Olena BilenkaGvantsa Ebralidze
DUH…
CLIENT
Head of MarketingDeputy to Head of MarketingChief Sales & Marketing Offi cerSenior Designer
MEDIA AGENCY
DIGITAL AGENCY
Platinum Bank
Liudmyla BedrenetsAlexandr Davydenko
Andrzej OlejnikVadym Savchenko
Maxima
ProfDigital
Having an objective to slow the deposit portfolio decrease and hold out as a purely Ukrainian bank, Platinum Bank used competitors advertising with the copy: “Who if not us”, answered “Duh.. we” and put on the next bill board. Photo of this two advertising next to each other was seeded in the social net-works and became viral. It spread so widely that it allowed bank to accomplish the objective without conventional huge media budget.
63
Financial & Business services
ADVERTISING CAMPAIGN “FAST CASH”
Situation: In 2013, the activity of banks in the fi eld of consumer loans is at its peak. It is fairly diffi cult to stand out in this clutter: product, price and commu-nication are identical for everyone. For the consumer, the main criterion for the selection of the bank is the speed of obtaining money.Objective: To increase the amount of issued loans up to 60% in comparison with the same period last year, without changing the interest rate.Solution: Thanks to the bank “Renaissance Credit” even the most unexpected monetary problem is solved in 1 hour tops.Results: The amount of loans issued had increased by 228%.
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterCopywriterArt DirectorDesigner
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Head of Product and Business Development DepartmentHead of MarketingMarketing Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii KalkoOleg KiselitsaBogdana ZaetzOleg NikitchukDmitrii Smirnyi
AITI/Carat
AdPro
Renaissance Credit
Yaroslav SkovronOlena KovalskaKateryna Dubyna
ADVERTISING CAMPAIGN “CASH LOAN – 30% CHEAPER”
Situation: In mid-2013 almost all the country’s banks off er cash loans. Activity in the media is the greatest in recent years. The campaign is planned for the period of seasonal intensifi cation of all players in the consumer credit market.Objective: To increase the amount of loans issued through call centre by 30%, and the total amount by 55% compared with the same period last year.Solution: To off er an incredible for the consumption-lending market discount of 30% and to spread the notion through the whole country.Results: The amount of loans issued through the call centre during the campaign had increased by 35%, and the total amount of issued loans had increased by 86%.
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterArt DirectorDesigner
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Head of Product and Business Development DepartmentHead of MarketingMarketing Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii KalkoOleg KiselitsaOleg NikitchukDmitrii Smirnyi
AITI/Carat
AdPro
Renaissance Credit
Yaroslav SkovronOlena KovalskaKateryna Dubyna
64
Financial & Business services
DEPOSIT “UNITY”
Imagine: You are Ukrainian bank. Its economic crisis… again…But now things are really bad. People just want to cash out all their savings and do two things: or leave the country, or buy weapons and go to war.Under these circumstances You must gain 170 mio UAH on deposits. If You fail – game over.You got 250k UAH, to turn the tide.What is Your decision?To hire the best team – good start!To arm with advanced technology – Smart!Fail fast and rapidly, but never give up – Unstoppable!!!Level complete!Your stats:+205 000 000 UAH+18% overfulfi lment+5 to repute
AGENCY
StrategicContext DirectorMedia PlannerBuyingAccount Director
CLIENT
Director of Marketing CommunicationsHead of Marketing Activity CenterHead of Marketing Activity Center
AdPro | Isobar
Alexey GarmashAlexander MarchukRoman ZhukovVeronica LogvinovskayaEugene Radchenko
Fidobank
Lesia Dubova
Viktor Zaiets
Anna Carenko
BELIEVE IN OURSELVES, BELIEVE IN UKRAINE!
Political and fi nancial crisis, military threat – that was the Ukrainian reality at the beginning of 2014. Most of banks react for the situation traditional-ly – raising their rates. For Raiff eisen Bank Aval the priority was to retrieve the people’s belief in the Bank fi rst of all. Because the reputation and the reliability are the main for the clients. During the hardest nation’s shock the Bank had found the words which had given the people calmness and confi dence.Believe in ourselves – believe in Ukraine! – These words Raiff eisen Bank Aval talked to the whole country, demonstrated the faith in their force, nation and optimistic future state.
AGENCY
Creative DirectorCopywriterArt DirectorAccount Manager
SECOND AGENCY
CLIENT
Head of Image MarketingHead of Marketing and CRM
PROVID
Robert LovySergey ZinoviewDenis MusicaOksana Peicheva
AA Sablya
Raiff eisen Bank Aval
Maryna SoninaAleksandr Kryshtal
65
Financial & Business services
VISA GOLD CAMPAIGN
Ukrainian celebrities Jamala, Dima Borisov, Oksana Karavanska “they made themselves by own”, they know price of all achievements, that they talk about their life values through the prism of their daily habits, the tasks in parallel with the values and the comfort that Visa Gold gives them in their everyday life. “Visa Gold is my comfortable way of life. Yes, I have a Visa Gold”. The campaign results exceeded in 2 times the business target for opening Visa Gold cards were activated 80K cards for campaign period in total.
AGENCY
CEOCreative DirectorSenior Art DirectorSenior CopywriterAccount Director
CLIENT
Marketing ManagerMarketing Director CIS/SEE
BBDO Ukraine
Victor IshkovAnze JerebAnna KrasnozhonAnna PochtarenkoIrina Danilevskaya
Visa International Service Association (Visa Cemea)
Andriy RadomskiyGvantsa Ebralidze
Media & Self promotion
ONE WORD NEWS
Intensifi cation of the competition in the news media category in H2 2013 – H1 2014 brought new challenges for Delo.ua. In order to increase consideration of Delo.ua as key source of information, it was decided to launch campaign which would emphasize “briefness” as key competitive advantage highly de-manded by extremely busy business audience. We created the shortest news in the world using only one word to explain the essence of important events in Ukraine. The results exceeded the plan for 40% in average: daily attendance increase by 36%, new visitors share at the website increase up to 27.8%.
AGENCY
Managing DirectorClient Service DirectorCreative DirectorSenior CopywriterSenior Art Director
CLIENT
СEO Ekonomika Communication Hub
Leo Burnett Ukraine
Tatiana ShumilovichDmytro GunkovskyTatiana FedorenkoVladimir NavrotskyiDenys Savchenko
Ekonomika Communication Hub
Irina Rubis
66
Other services
NIGHT COFFEE AT OKKO
DISCOUNT
Objective: In the simplest form to communicate the message that the dis-counts on KLO petrol network may be easily summarized one with another at consumer’s discretion.Decision: To visualize discounts as LEGO building kit for children, because its parts can be easily combined together as well as discount propositions from the KLO network.Result: The activity of the customers’ base grew by 11% from the promo start. Additional 7% were attracted to DyakuYOU system loyalty program. Comparing to the same period of last year the total sales of petroleum grew by 11%, and the quantity of checks in “Podorozhnik” minimarkets were increased by 14%.
Night-time fuel sales used to be constant and predictable. However, since this market has shrunk signifi cantly due to the increase in prices on oil products and military activities in the East of Ukraine, a downward trend in sales in the OKKO fi lling complexes chain became noticeable.“Bambuk” Design Studio was involved in the developing of advertising materials,whose main aim was to draw customers’ attention to the campaign “Night Coff ee”. These materials are meant to keep existing clients as well as attract new ones, and consequently increase the sales of oil products at OKKO gas fi lling complexes.
AGENCY
Creative DirectorArt DirectorCopywriterDesignerAccount Manager
CLIENT
Marketing DirectorMarketing Manager
AGENCY
Art DirectorTechnical Director
CLIENT
Head of Advertising Department
Michurin сreative agency
Dmitriy BolsunovskySergey ProkopchukElena DikusarovaElena DenisevichMarina Kondriyanenko
Primer-Liga
Denis BazanovNataliya Logginova
“Bambuk” Design Studio
Oles KucherenkoOlexander Nesterenko
Concern Galnast ogaz
Romana Moroz
67
Other services
SUPPORT OF NEW SERVICES LAUNCH
SO, AND ONLY! ONLY OKKO!
Ukrainian market of fi lling complexes is highly competitive, there are about 6500 of fi lling stations and more than 30 brands.OKKO is in the highest price segment. When in spring 2014 oil market started to fall, OKKO had to keep the market share in the highest price segment.To solve this problem creative platform was developed: Only not indiff erent companies do so – only OKKO does so!
Delivery service Nova Poshta actively growths. But Ukrposhta still dominates with its old working methods. It infl uence consumers perception of postal services. To break stereotypes Nova Poshta launched new services: luggage, documents and courier deliveries. Task: To increase sales of these services.Decision: Strict segmentation of TA not by sociodemographic but by behaviorcharacteristics. Such targeting is available only in the Internet where we mixed Google Display Network and promo-pages and delivered information to concerned audience. It essentially infl uenced the sales of each service.
AGENCY
Creative DirectorArt DirectorCopywriterAccount Manager
MEDIA AGENCY
CLIENT
Head of Marketing DepartmentHead of Advertising Department
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Development DirectorHead of Marketing DepartmentHead of Marketing Communications and PR DepartmentInternet Marketing Manager
Tabasco
Alexander SmirnovValeria GamrekelidzeSergey MalykTanya Mastyugina
Maxus-Sigma
Concern Galnast ogaz
Vasyl Dmytriv
Romana Moroz
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAnna Novozhylova
Nova Poshta
Serhiy Kovalenko
Iryna Kholod
Olena DanylchenkoIhor Telezhenko
68
Social & charity
AGENCIES CAN BE SOCIALLY RESPONSIBLE
SHORT NUMBER 565
In March 2014 the biggest question was: Does Ukraine have the Army? Will our Army be able to protect us?The state needed to inform its citizens that our country has an army, it is ready to fi ght, but it needs support and help of its people.The proposal was to use in advertising the widespread commercial promo mechanics: call or send SMS to donate. In the history of public information TV campaigns in Ukraine it was done for the fi rst time.From brief till spot launch on TV last 24 hours.As of August 11 it was collected 141 839 million UAH.
Situation: Ukraine. February 2014. Physical clashes on Maidan reached its peak. Large-scale informational media war engaged Ukrainians far beyond the borders of Maidan – in the west and in the east, north and south, not depending on sex and age.On the 18th of February, when the situation became critical: criminal regime started to shoot people. Two competing internet agencies joined their eff orts to tell people in diff erent parts of the country truth about Maidan and motivate them support revolution by all possible means.Aim: To reach at least 500 000 people.Solution: National campaign in the biggest networks with personalized mes-sages, accounting of cultural, regional and language peculiarities.Result: Through 4 days of campaign (19–22th of February) 1.4 million people were reached.Cost of 1000 reached was 6 cents – 70 times less than market with campaign’s budget of 800 USD.
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
CLIENT
Deputy Secretary, National Security and Defense Council
AGENCY
StrategicMedia PlannerMedia PlannerBuyingProject Manager
SECOND AGENCY
Tabasco
Alexander SmirnovVladimir KobetsTatyana KurennayaKaterina MaslyaevaOlga Zhegulina
National Security and Defense Council of Ukraine
Victoria Syumar
AdPro | Isobar
Anastasia BaydachenkoLesya PolivodBogdan BabyakVeronica LogvinovskayaAnastasia Baydachenko
Resolution Media
69
70
Social & charity
FIRST MOBILE AID
KIDNAPPING IN MOVIE THEATER
Every year Amnesty International holds the International letter-writing mara-thon to stop the lawlessness.Objectives: To involve civil society into dialogue about human rights and also collect more letters to support the Marathon.Idea: Everyone can become a victim or a witness of illegal arrest.Solution: Staged illegal arrest in cinema. Men in SWAT uniform broke into the hall and brutally arrested a viewer and a lawyer who tried to defend the victim (all professional actors).
Lack of knowledge about fi rst aid has become a problem of high priority in 2014. National operator Kyivstar has decided to create an aff ordable mobile resource with the necessary information, videos, map of the location of hos-pitals and emergency buttons. Together with the specialists of the clinic Boris we created and developed mobile application for smartphones that support ios and android systems. Application became №1 in the category “medical” and number 19 of Ukrainian Applestore with 20 thousand downloads.
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Executive DirectorMedia Communications Specialist
AGENCY
CEO Account DirectorCreative DirectorCreatorProduction DirectorVideo Art DirectorMotion DesignerDesigner/CreatorDeveloper
Copywriter
CLIENT
Manager of Corporate Social ResponsibilityChief Corporate Aff airs Offi cer
Tabasco
Alexander SmirnovYevgen OvcharAnastasia BorovikTatyana KurmazVeronika Velichko
Full Contact
Pro Assistance
Amnesty International Ukraine
Tatyana Mazur
Bogdan Ovcharuk
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaOleksii MorozovStepan BarkholenkoElena SalivonArkadiy PasechnikYuriy KhomovskyyIlya GladkoVladimir BoykoIgor DorogokupliaDmytro IvanovYvgen TroschiyMaksim MorokkoOleksandra Alokhina
Kyivstar
Tatiana PetskoMikhail Shuranov
71
Social & charity
A LETTER TO THE BLIND GOVERNMENT
ATB CHARITY
For P&G and ATB social responsibility is one the companies’ values. P&G makes people lives easier; ATB guarantees low prices as this what is needednowadays in Ukraine. They understand what each shopper. Most ost en it’s about aff ordable price and good quality goods, sometimes it’s about additional discounts, but from time to time someone needs just help. Help to those who cannot help themselves – ill kids who need surgery and waiting in a queue for donation. That’s why an idea was to help all together: 1 purchase = 1 UAH for charity fund.As result 21 kids from diff erent part of Ukraine got healthy childhood.
The last children’s book in Braille type was published in Ukraine 23 years ago. The government does not see any problem with this. The PR campaign, we launched in search of partners, was joined by lots of common people who were willing to help. When the problem became seeable on a national scale, we informed the public offi cials that they were the only ones who failed to see it –we sent a letter to our blind government. It was offi cial letter in Braille type.
AGENCY
Regional Account DirectorAccount ManagerAssociate Creative DirectorSenior Art DirectorArt DirectorAccount Director
CLIENT
Shopper Marketing Brand ManagerShopper Marketing ABM
AGENCY
CEO Creative DirectorArt DirectorCopywriterProject Manager
CLIENT
Executive Director
GEOMETRY GLOBAL UKRAINE
Julie MazourNadya ZharikovaNadiya TrikozSergey YaroslavtsevJulia DemianovaOlesia Turta
PROCTER & GAMBLE UKRAINE
Elena SubotinaAndrey Terentiev
Talan Group
Iryna NovikovaMaksim BoritkoEvgeny PosokhovPavel KhayloViktorija Klimenko
National Assembly of Disabled People of Ukraine
Natalia Skripka
72
Political and patriotic campaigns, state campaigns and programs
TELL ABOUT UKRAINE ON SMARTPHONE
UKRAINE. TEMPERED BY PAIN
2014 awakened the civil society of Ukraine. Volunteers started hundreds of “Support the Army” projects. What lacked was a campaign to support the volunteers themselves, telling them their eff orts were not in vain. “Tempered by Pain” campaign told the civil society that suff ering made us stronger and we had to continue the fi ghting. Campaign provoked the unprecedented resonance.With a zero budget and a self-made video we started a public discussion about national identity. The video got more views than all army-support ads combined and was broadcasted by major TV-channels.
Social-cultural project “Tell about Ukraine on smartphone” appeal for pay attention on inhabitants of Ukraine on wealth, beauty and cultural features of cities and villages of country.Was organized an online video festival about native places, which was taken with a smartphone – fanday.mts.com.ua It became possible to attract people from diff erent regions of Ukraine to take part in the project, cause desire to fi lm their own videos about lovely and familiar places of their country, native cities and villages.In online-festival of video took part more than 15 000 people. Taken 183 videos,increase of visitors of the resource per day exceeded 30%, more than 300 000 people acquainted with project in internet, more than 50 publications in the mass media.
AGENCY
Managing DirectorAssociate Creative DirectorCopywriterArt DirectorAccount Manager
SECOND AGENCY
OTHER AGENCY
CLIENT
VP Creative and Marketing Services
AGENCY
Client Service DirectorSenior Account ManagerCreative DirectorDesign DirectorSMM Manager
CLIENT
Head of Public Relation Department “MTS Ukraine”Expert in External Relations “MTS Ukraine”
Adventa LOWE
Svetlana ShynkarenkoAlexey DeminIhor DehtyarenkoIvan PedayKsenia Kostenko
Lime Lite Studio, Production Company
Mental Drive, Post-production
ADV Group Ukraine
Olena Kustova
Mex Advertising
Artem KaranElena GulaЕlena ZuevaJulia BahtinaElena Musovskaya
MTS Ukraine
Victoria Ruban
Tamara Kidruk
73
Political and patriotic campaigns, state campaigns and programs
THE POWER OF UNITY
AGENCIES CAN BE SOCIALLY RESPONSIBLE
Situation: Ukraine. February 2014. Physical clashes on Maidan reached its peak. Large-scale informational media war engaged Ukrainians far beyond the borders of Maidan – in the west and in the east, north and south, not depending on sex and age.On the 18th of February, when the situation became critical: criminal regime started to shoot people. Two competing internet agencies joined their eff orts to tell people in diff erent parts of the country truth about Maidan and motivate them support revolution by all possible means.Aim: To reach at least 500 000 people.Solution: National campaign in the biggest networks with personalized mes-sages, accounting of cultural, regional and language peculiarities.Result: Through 4 days of campaign (19–22th of February) 1.4 million people were reached.Cost of 1000 reached was 6 cents – 70 times less than market with campaign’s budget of 800 USD.
I’m Obolon – the fi rst truly independent Ukrainian beer brand. Last year was tough for me and all Ukrainians. The Crimea was taken. Two brands were active on my patriotic territory.I had spent my entire budget by the end of the season, but the struggle went on. I had to increase market share, sales and raise “Pride of Ukraine” index.The situation was improved by a powerful idea. I repainted my labels: together they resembled the National Flag. Using mainly social media and sales points I reached the planned results.
AGENCY
StrategicMedia PlannerMedia PlannerBuyingProject Manager
SECOND AGENCY
AGENCY
Associate Creative DirectorCreative Group HeadArt DirectorHead of TV ProductionTV ProducerClient Service DirectorAccount Director
MEDIA AGENCY
MARKETING SERVICES AGENCY
OTHER AGENCY
CLIENT
VP MarketingMarketing Director Beer ObolonBrand Manager Obolon
AdPro|Isobar
Anastasia BaydachenkoLesya PolivodBogdan BabyakVeronica LogvinovskayaAnastasia Baydachenko
Resolution Media
Adventa LOWE
Volodymyr KuchmarenkoMykhailo OrlovVolodymyr KyrylyukIvan GoncharukOleksiy Olefi rZhanna SydorskaIryna Denyak
ZenithOptimedia
TMA
Mental Drive
Obolon
Oleksandr Bashkin
Dmytro ChabanAnna Kuharchuk
74
Political and patriotic campaigns, state campaigns and programs
PASS THE 3% BARRIER
SHORT NUMBER 565
In March 2014 the biggest question was: Does Ukraine have the Army? Will our Army be able to protect us?The state needed to inform its citizens that our country has an army, it is ready to fi ght, but it needs support and help of its people. The proposal was to use in advertising the widespread commercial promo mechanics: call or send SMS to donate. In the history of public information TV campaigns in Ukraine it was done for the fi rst time.From brief till spot launch on TV last 24 hours.As of August 11 it was collected 141 839 million UAH.
Election to Kyiv City Council in May 2014 was a good chance for parties to present themselves on city level and make a base for further election to par-liament. Newly emerged parties had to fi ght for votes with former opposition, which spent years to build awareness, reputation, the advertising and PR investments of which during the years of independence were huge.Democratic Alliance party did not have sponsors. The budget consisted of voluntary donations of citizens and comprised less than 600 000 UAH.Aim: to pass the 3% barrier and join City Council.Media aim: build reach of 400 000 people.Solution: audience-centric approach to planning, usage of RTB for maximiza-tion of reach with the help of targeting and social-demographic characteristics.Result: the party joined City Council with 2 representatives.Cost of 1000 reached was 109 UAH, what was 2 times more than market benchmark for such a specialized TA.
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
CLIENT
Deputy Secretary, National Security and Defense Council
AGENCY
StrategicMedia PlannerMedia PlannerBuyingProject ManagerAccount Manager
CLIENT
Tabasco
Alexander SmirnovVladimir KobetsTatyana KurennayaKaterina MaslyaevaOlga Zhegulina
National Security and DefenseCouncil of Ukraine
Victoria Syumar
AdPro | Isobar
Alexey GarmashIgor Yaschuk Sergey TolstoiVeronica LogvinovskayaAnastasia BaydachenkoYuri Polishchuk
Political party Demalliance
Bogdan KozachenkoValerii PopovychVictor ChernetskyVera Gruzova
75
Political and patriotic campaigns, state campaigns and programs
UKRAINIZATION WITH COMFY!
COME BACK ALIVE
Volunteer Initiative “Come Back Alive” specializes in collecting funds for the purchase of thermal imagers for the Ukrainian army and their delivery to the frontline. The more money we collect, the more thermal imagers we send our guys. The more ost en we do it, the more boys come home alive. We decided to take the opportunity to go for Effi e. We truly eff ective, so seriously count on the award. It is necessary for us not for vanity, but to pay attention to the audience of competition, business representatives, on our initiative and increase the ave-rage check donations. We plan to collect at least 1 million hryvnia using this award to purchase 17 thermal cams and save the lives of at least 10 soldiers for 1 month.
Ukrainian communities were complaining about Ukrainian e-commerce, ne-glecting the interests of Ukrainian speaking customers and using incorrect language in communication with their customers.So we started bringing to life the Ukrainian version of comfy.ua We wanted our example to inspire and encourage the whole retail market!Results:• Number of promo website users (09.09 – 10.10.2014) – 240 000;• 76% of traffi c was driven by social media sources;• Conversion rate – 59%;• Growth of traffi c to comfy.ua from the Western Ukraine during September 2014 – about 12%;• Mentioned factors had positive impact on the total traffi c of comfy.ua: +26.3%.
CLIENT
Coordinator
CLIENT
Marketing DirectorPR ManagerDigital Manager
“Come Back Alive”, personal civic initiative to raise money for Ukrainian soldiers
Vitaliy Deynego
COMFY TRADE
Nataliya KoshovaNataliya OdnorozhenkoRoman Slavka
76
77
Political and patriotic campaigns, state campaigns and programs
A LETTER TO THE BLIND GOVERNMENT
The last children’s book in Braille type was published in Ukraine 23 years ago. The government does not see any problem with this. The PR campaign, we launched in search of partners, was joined by lots of common people who were willing to help. When the problem became seeable on a national scale, we informed the public offi cials that they were the only ones who failed to see it – we sent a letter to our blind government. It was offi cial letter in Braille type.
AGENCY
CEOCreative DirectorArt DirectorCopywriterProject Manager
CLIENT
Executive Director
Talan Group
Iryna NovikovaMaksim BoritkoEvgeny PosokhovPavel KhayloViktorija Klimenko
National Assembly of Disabled people of Ukraine (NAPDU)
Natalia Skripka
Small Budget
LEE JEANS MARATHON
AGENCY
Head of Digital Infl uence PracticeDigital CreativeHead of SMM DepartmentAccount ManagerArt Director
CLIENT
Head of MarketingHead of PR and Trends,Shoes and Apparel DivisionMarketing Manager, Shoes and Apparel Division
SPN Communications Ukraine
Ivan KucherenkoDmitry PasichnikDmitry VakulyukVictoriya PrudnykNikita Pogrebnoy
MTI
Valeriia Tolochina
Oksana Perebenesiuk
Oksana KasianThe political situation in Ukraine is hot. It’s hard for brands to grab people’s attention, especially in social media. So it was for Intertop, that wanted to celebrate 125th anniversary of Lee Jeans brand. So we decided to tell a story of one pair of Lee jeans by placing it in an unusual setting and holding fun experiments that would help the target audience see the product in a new light and delivered its key USPs. This was done in the format of the Lee Jeans Marathon – an online contest on Facebook.
78
Small Budget
CONCEPTUAL BRAND CONTENT AT THE PRICE OF SPONSORSHIP LOGOS
On a highly competitive vodka market, in terms of total restrictions, TM “ZelenaiaMarka” decided to signifi cantly declare his retro positioning and real male values, so characteristic to brand.Insight: Our audience nostalgically recalls their youth and ost en dreams to turn back time.Solution: Together, agency and TV channel ICTV, developed a conceptual con-tent project “Mashina Vremeni” (“Time Machine” in eng.), which brings the audience in the days of their youth, fully communicating brand values.Results: Unique integration allowed to exceed brand time presence objective in 5 times, and outdo sales growth dynamics above expected.
AGENCY
СЕОManaging DirectorStrategic DirectorCommunication HeadAccount Director
SECOND AGENCY
CLIENT
Acting Marketing Director General Manager
Vizeum Ukraine
Kostiantyn StriukovOksana StekhinaNatalia PapanovaKseniia KalashnykJulia Zamostyana
ICTV (TV channel)
Premier Distribution Company / CEDC International
Nadiia ShvetsSergey Pushchenskiy
“IDEAL COUPLE” – TEFAL NEW CERAMIC CATEGORY LAUNCH
AGENCY
IMC LeadSenior Account ManagerB2C dpt Manager
MEDIA AGENCY
CLIENT
Marketing ManagerTefal Brand Manager
PRP
Julia GumenyakElnara ImanovaMiroslava Gribova
Mindshare
Groupe SEB Ukraine
Sergii MatiuschenkoOlga Andreyenkova
During 60 years Tefal has been widely known for non-stick utilities. In 2013, for the fi rst time in its history Tefal presented new ceramic category. How to promote new line without cannibalizing old one, with a budget below USD 50 000? Solution: integrated campaign “Ideal couple” appealing to woman per-fect dream. Each coating is essential for varying occasions, and together they are an ideal couple. Alliance with French chef, press event and advertorials in key media, digital campaign, points-of-sale materials. Result: wide coverage, Tefal both lines share and sales growth, while the market remained fl at and consumerpurchasing power fell.
79
Small Budget
REFUEL WITH COFFEE
“Refuel with coff ee” – a local campaign for improving the image of WOG through an emotional trigger – coff ee.The formats of outdoor advertising were used: 3D designs with LED lights for billboards, as well new specially created formats for subways (cross-walk).The results exceeded the target: 25% increase on coff ee sales, 10% increase in fuel sales, image indexes improved for 31%.
AGENCY
Art DirectorStrategistBusiness Development Manager
CLIENT
Marketing DirectorAdvertising ManagerHead of Marketing Projects
Master Ad
Vlad StanitskyAlexey Dotsenko
Elen Tsarova
WOG
Vitaly TkachenkoLudmila ChurakMarta Drobot
DUH…
CLIENT
Head of MarketingDeputy to Head of MarketingChief Sales & Marketing Offi cerSenior Designer
MEDIA AGENCY
DIGITAL AGENCY
Platinum Bank
Liudmyla BedrenetsAlexandr Davydenko
Andrzej OlejnikVadym Savchenko
Maxima
ProfDigital
Having an objective to slow the deposit portfolio decrease and hold out as a purely Ukrainian bank, Platinum Bank used competitors advertising with the copy: “Who if not us”, answered “Duh.. we” and put on the next bill board. Photoof this two advertising next to each other was seeded in the social networks and became viral. It spread so widely that it allowed bank to accomplish the objective without conventional huge media budget.
80
Small Budget
MOOD BOX
AGENCY
Client Service DirectorCreative DirectorCreative DirectorCopywriterProducerArt Director
CLIENT
CEO & Founder
Leo Burnett Ukraine
Dmytro GunkovskyNatalia DundinaTatiana FedorenkoMax KuzmenkoKateryna DenysenkoMaria Plotnikova
PING-PONG food delivery service
Oleg Svist
With minimum of media investments our task was to minimize the infl uence of “low season” and also strengthen consumer loyalty, which ost en suff ers from occasional delays in food delivery.Understanding that stress at work and hunger are true reason of dissatisfac-tion, we decided to transform anger into joy. We virally motivated people to share small gist s with each other turning food delivery into good mood delivery.Results have twice exceeded the plan: Facebook weekly reach grew by 350%, share of “Mood box” orders reached 25%, monthly orders increased by 19% vs previous year.
AGENCIES CAN BE SOCIALLY RESPONSIBLE
Situation: Ukraine. February 2014. Physical clashes on Maidan reached its peak. Large-scale informational media war engaged Ukrainians far beyond the borders of Maidan – in the west and in the east, north and south, not depending on sex and age.On the 18th of February, when the situation became critical: criminal regime started to shoot people. Two competing internet agencies joined their eff orts to tell people in diff erent parts of the country truth about Maidan and motivate them support revolution by all possible means.Aim: To reach at least 500 000 people.Solution: National campaign in the biggest networks with personalized mes-sages, accounting of cultural, regional and language peculiarities.Result: Through 4 days of campaign (19–22th of February) 1.4 million people were reached.Cost of 1000 reached was 6 cents – 70 times less than market with campaign’s budget of 800 USD.
AGENCY
StrategicMedia PlannerMedia PlannerBuyingProject Manager
SECOND AGENCY
AdPro | Isobar
Anastasia BaydachenkoLesya PolivodBogdan BabyakVeronica LogvinovskayaAnastasia Baydachenko
Resolution Media
81
Small Budget
PASS THE 3% BARRIER
Election to Kyiv City Council in May 2014 was a good chance for parties to present themselves on city level and make a base for further election to par-liament. Newly emerged parties had to fi ght for votes with former opposition, which spent years to build awareness, reputation, the advertising and PR investments of which during the years of independence were huge.Democratic Alliance party did not have sponsors. The budget consisted of voluntary donations of citizens and comprised less than 600 000 UAH.Aim: to pass the 3% barrier and join City Council.Media aim: build reach of 400 000 people.Solution: audience-centric approach to planning, usage of RTB for maximiza-tion of reach with the help of targeting and social-demographic characteristics.Result: the party joined City Council with 2 representatives.Cost of 1000 reached was 109 UAH, what was 2 times more than market benchmark for such a specialized TA.
AGENCY
StrategicMedia PlannerMedia PlannerBuyingProject ManagerAccount Manager
CLIENT
AdPro | Isobar
Alexey GarmashIgor Yaschuk Sergey TolstoiVeronica LogvinovskayaAnastasia BaydachenkoYuri Polishchuk
Political party Demalliance
Bogdan KozachenkoValerii PopovychVictor ChernetskyVera Gruzova
TASTY JACKPOT OF COLONEL SANDERS
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
82
Small Budget
FRESH MILK FROM MOLOKIA
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Head of Strategic Development DepartmentMarketing ManagerMarketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Molokia
Oksana StetsAnna SerebrianskaKhrystyna Biliayeva
In 2014 brand Molokia decided to boost positions on saturated Kyiv milk market. Our task was to raise sales on 50% comparing with the same period of previous year. We had limited media budget so we couldn’t use TV ad.Decision: To choose the most appropriate TA segment, the game changer, and to target exactly on it. We targeted on new mothers in the Internet using GoogleDisplay Network.We created an animated story to communicate German technologies for Ukrainian milk.Results: Raise of sales on +78%.
SUPPORT OF NEW SERVICES LAUNCH
Delivery service Nova Poshta actively growths. But Ukrposhta still dominates with its old working methods. It infl uence consumers perception of postal services. To break stereotypes Nova Poshta launched new services: luggage, documents and courier deliveries. Task: To increase sales of these services.Decision: Strict segmentation of TA not by sociodemographic but by behaviorcharacteristics. Such targeting is available only in the Internet where we mixed Google Display Network and promo-pages and delivered information to concerned audience. It essentially infl uenced the sales of each service.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Development DirectorHead of Marketing DepartmentHead of Marketing Communications and PR DepartmentInternet Marketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAnna Novozhylova
Nova Poshta
Serhiy Kovalenko
Iryna Kholod
Olena DanylchenkoIhor Telezhenko
83
Small Budget
SHORT NUMBER 565
In March 2014 the biggest question was: Does Ukraine have the Army? Will our Army be able to protect us?The state needed to inform its citizens that our country has an army, it is ready to fi ght, but it needs support and help of its people. The proposal was to use in advertising the widespread commercial promo mechanics: call or send SMS to donate. In the history of public information TV campaigns in Ukraine it was done for the fi rst time.From brief till spot launch on TV last 24 hours.As of August 11 it was collected 141 839 million UAH.
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
CLIENT
Deputy Secretary, National Security and Defense Council
Tabasco
Alexander SmirnovVladimir KobetsTatyana KurennayaKaterina MaslyaevaOlga Zhegulina
National Security and DefenseCouncil of Ukraine
Victoria Syumar
KIDNAPPING IN MOVIE THEATER
Every year Amnesty International holds the International letter-writing mara-thon to stop the lawlessness.Objectives: To involve civil society into dialogue about human rights and also collect more letters to support the Marathon.Idea: Everyone can become a victim or a witness of illegal arrest.Solution: Staged illegal arrest in cinema. Men in SWAT uniform broke into the hall and brutally arrested a viewer and a lawyer who tried to defend the victim (all professional actors).
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Executive DirectorMedia Communications Specialist
Tabasco
Alexander SmirnovYevgen OvcharAnastasia BorovikTatyana KurmazVeronika Velichko
Full Contact
Pro Assistance
Amnesty International Ukraine
Tatyana Mazur
Bogdan Ovcharuk
84
85
Small Budget
A LETTER TO THE BLIND GOVERNMENT
The last children’s book in Braille type was published in Ukraine 23 years ago. The government does not see any problem with this. The PR campaign, we launched in search of partners, was joined by lots of common people who were willing to help. When the problem became seeable on a national scale, we informed the public offi cials that they were the only ones who failed to see it – we sent a letter to our blind government. It was offi cial letter in Braille type.
AGENCY
CEOCreative DirectorArt DirectorCopywriterProject Manager
CLIENT
Executive Director
Talan Group
Iryna NovikovaMaksim BoritkoEvgeny PosokhovPavel KhayloViktorija Klimenko
National Assembly of Disabled people of Ukraine (NAPDU)
Natalia Skripka
BREAD IS THE MESSAGE
To deliver a message to consumers: Nutella tastes the best with bread we looked around and found a non-traditional media that itself delivered the right message. The media was bread – the most demanded product in the store. We put a print on paper bags, in which freshly baked bread is packed. Free sample with Nutella became part of the print and allowed consumers to appreciate the taste of Nutella at its very best – with bread.
AGENCY
Project ManagerCreative DirectorArt Director
CLIENT
Trade Marketing dpt
Talan Group
Anna ShtynMaksim BoritkoEvgeny Posokhov
Ferrero Ukraine
Alona Bondarets
86
Small Budget
SALAAM
Crimea 2013. life:) faces the problem of a dramatic sales decrease. It was decided to fi ght not for every single subscriber, but for a big target group at once.The Crimean Tatar community was selected as a potential target audience. A special tariff was developed for their needs.Taking into account traditionalism of Crimean Tatars, it was necessary to develop the communication, which would be able to convince them to change their habits and switch to life:).What could persuade a traditionalist to change his habits? Only an old tradition.We based the whole communication on the cultural context and found the most eff ective way to deliver the product advantages. As a result all the KPIs were exceeded several times.
AGENCY
Account Director Senior Account ManagerAccount ExecutiveCreative DirectorGroup Creative Head, CopywriterArt Director
CLIENT
Marketing DirectorHead of Marketing CommunicationsSenior Brand Manager
SCHOLZ & FRIENDS KYIV
Elena Grishakova Nikolay PastushenkoMaryana ZelenkoMikhail Krivorouk
Ira BoykoAnna Timkov
ASTELIT
Denis Zakharenko
Anton ZhorinOlena Iakovenko
ATB CHARITY
When there is a need to help needy kids – everything is possible. Even to convince big companies to participate as partners in order to keep each penny from advertising budget to help children. P&G and ATB are social responsible.They understand each shoppers. Most ost en it’s about aff ordable price andgood quality goods, sometimes it’s about additional discounts, but from time to time someone needs just help. Help to those who cannot help themselves –ill kids who need surgery and waiting in a queue for donation. That’s why an idea was to help these all together: 1 purchase = 1 UAH for charity fund to help the kids. As result 21 kids from diff erent part of Ukraine got healthy childhood.
AGENCY
Regional Account DirectorAccount ManagerAssociate Creative DirectorSenior Art DirectorArt DirectorAccount Director
CLIENT
Shopper Marketing Brand ManagerShopper Marketing ABM
GEOMETRY GLOBAL UKRAINE
Julie MazourNadya ZharikovaNadiya TrikozSergey YaroslavtsevJulia DemianovaOlesia Turta
PROCTER & GAMBLE UKRAINE
Elena SubotinaAndrey Terentiev
87
Small Budget
TALLER RELAUNCH
Taller campaign was released in March 2014 to fi ll the gap of own international beer in premium segment, to get to top 5 of fast-growing brands in 2014 and at the same time to get into TOP 15 of beer brands in half of year according to sales!Why Taller? Taller was legendary beer which was produced in the end of 1998 in Ukraine and which everybody remembered. The campaign was planned with limited media budget, having only one channel of communication itself – prints. The task was not only to launch the new beer but also to build visual legend which will catch the attention of consumer. As a result we connected Taller, great Belgium beer, with Taller, ancient European coin. Taller campaign was released on decreasing beer market in Ukraine, but the result was great. Taller not only secured its position on market, but has showed great result, having spent in 4.5 times less money for promotion! Welcome back, Taller!
AGENCY
CEOHead of Design StudioAccount DirectorAccount ManagerStrategy Director
CLIENT
Brand Manager
BBDO Ukraine
Victor IshkovMartynas BirskysNatalia LiseevaNatalia BobrovaIrina Rivkind
SUN InBev Ukraine
Maxim Aseyev
THE LEGENDARY BRIDGE OF CANS
The limited edition of Staropramen cans was released in May–June 2014 to improve Staropramen visibility thereby stimulating purchase intent of brand without media budget and to strengthen brand’s image attributes (KPIs) on decreased beer. The can was the only media. To support the sales only by the shelf without any media budget and POSM in-store, we have decided to use PACKVERTISING – non-standard packaging, selling itself. The solution was to realize the main sight of Prague – Karl’s bridge in cans series, bridge of 4 arcs –4 cans on every shelf at supermarket, bridge between brand and consumer. Every can is a piece of bridge. And of Art. As the result, using only ONE commu-nication channel we have increased all image indicators without media budget!
AGENCY
Art DirectorCopywriterHead of Design StudioHead of StrategyAccount DirectorAccount Manager
CLIENT
Zone Brand Manager Staropramen, CEE
BBDO Ukraine
Alexander RogovetsTaras DroomMartynas BirskysIrina RivkindNatalia LiseevaNatalia Bobrova
SUN InBev Ukraine
Ekaterina Zrazhevskaya
88
Small Budget
ENJOY AIIA
How can a small Ukrainian company in the business of promotional products enter international markets with a product line that is not very price competitiveand with a very limited budget? It can be done with a great unifying idea. By taking company’s mission of social responsibility, we managed to hit the global trend of responsible marketing and fi nd a way to make this campaign attractive not only to the TA, but also to those who were producing it. Making it a cost eff ective solution in terms of production, placement through the international advertising festivals and reaching the brand awareness level among the TA. Not to mention the fact that the world got just a bit better.
AGENCY
Creative Director, Film Director, DOPCreative Director, Film Director, DOPDigital Creative DirectorBusiness Development Director, Executive ProducerPostproduction Supervisor
OTHER AGENCY
CLIENT
Marketing DirectorManaging Partner
VGNC Creative Digital Agency
Alexey Sobolev
Misha KoroteevAnton Kolisnyk
Anna SobolevaEvgen Lekh
Vintage
aiia Limited Co
Julia ShilovaAndrey Klimenko
BORJOMI BUS
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
Borjomi has been legendary water since Soviet times. Today the world is becoming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their posi-tions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close” water. Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. With strictly limited budget the image of Borjomi needed a drastic rejuvenation.
89
Small Budget
BORJOMI PIANO
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
Borjomi has been legendary water since Soviet times. Today the world is becoming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their posi-tions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close” water. Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. With strictly limited budget the image of Borjomi needed a drastic rejuvenation.
VALERA SPASAY
In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was fl ooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun – fi lled the air. Nobody saved money on media placement during this hot season. We knew it was our perfect chance, which falls once in 4 years. It was time to act.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterAccount Director
DIGITAL AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Marketing DirectorBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaAnna Olkhovets
Indi
Electric Sheep Film
Viasat
Vasyl BorodchukLyudmila Levchenko
90
Small Budget
WELCOME TO UNBIG WORLD
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorArt DirectorDesignerDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Marketing DirectorGeneral ManagerMarketer
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMaxim NazarovMihail VerbitskyAnton IvanovAnna KashcheevaAnna Olkhovets
Indi
MOYO
Roman StepanovskijDmitri BasovNatalya Gorokhova
Due to the events, which took place in 2014, the market of consumer electronicsgot in the 9-point storm. Dollar growth dynamics has led to a sharp decline in consumer activity. Under these circumstances, retailers begun to balance on the verge of profi tability. Competition has increased rapidly and position of weak players has shaken noticeably. MOYO retail chain of digital tech consists of only 48 stores of modest size. Without being outstanding in any point, the brand ought to immediately interest new customers and make them enter the store. Everything was at a stake.
Renaissance
SUBARU FAMILY UKRAINE
Subaru legendary sport cars in Ukraine are only available on special order. Subaru main product range presented in Ukrainian market consists of SUVs.In 2012, there was a constant drop of Subaru SUV sales compared the company’sdirect competitors.Agency objective was to re-position the perception of Subaru to SAFE FAMILY CAR BRAND.We created a community Subaru Family Ukraine uniting active families for activerecreation and diverse common activities: picnics, presentations, trips, etc.50 000 potential SUV buyers have been contacted thorough SFU.Perception of Subaru SUV as a “family car” has increased by 45.2%, “safe” by 59.3%, “reliable” by 68%, “high-tech car” by 3 times.The number of Subaru SUV sales has increased by 36.4%.
AGENCY
PR DirectorStrategic DirectorEvent DirectorAccount Manager
DIGITAL AGENCY
CLIENT
CEOMarketing DirectorDeputy Marketing Director
PointeR Agency
Olesya StoykoNastasia DiominovaLiana KhorovitskayaElena Morozova
AdPro
Subaru
Chubachi YosiakiPavel KuzminAndrey Khanin
91
Renaissance
FROM DISTANT SEAS TO OWN HOME
AGENCY
Creative DirectorAssociate Creative DirectorArt DirectorСopywriterAccount Director
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Tabasco
Alexander SmirnovValentin MinchyukValeria GamrekelidzeOleg ZavgorodniyOlga Roza
Maxus-Sigma
International Seafood Group
Natalia SpitchakMarina Serkova
Due to market development and increased competition (main competitor TM Norven), the Ukrainian seafood producer Flagman began to lose its leadingpositions. In 2011–2012 sales dropped to 23%. The campaign objective was to stop decline and start recovering the ground. The main competitor has already occupied the territory of Norwegian origin of his products, so the Agencyrecommended to build communication based on emotional RTB. So was born following creative idea: Flagman experts, when choosing products on world markets, choose them for their children too. The advertising campaign was implemented during the crisis period from October to December 2013, as a result sales have increased by 23.5%!
CULINARY EXPERT
AGENCY
General DirectorManaging DirectorCreative DirectorArt DirectorAccount Manager
CLIENT
Marketing DirectorMarketing Manager of Butter/Spread CategoryBrand Manager of Butter/Spread Category
TWIGA Ukraine
Svetlana StepanenkoEkaterina AlexanyanVyacheslav FokinVyacheslav ZnaminHelen Lapshova (Shabelnikova)
Terra Food
Irina Zhyvotova
Tetiana Moroz
Konstantin Zubov Tulchinka is a leader of the spread category in Ukraine. But from 2011 the marketbegan decreasing rapidly because of black PR of spreads. Our task was to form correct understanding of the product and raise its consumption.Spread – is not butter, it is better… It combines the best from butter and vegetableoil, and that is why spread is an ideal product for baking, roasting, stewing,side dishes, not only for sandwiches. The campaign integrated together sponsorship of the TV-show “Vse Bude Dobre” on STB with culinary expert Tatiana Litvinova and media supported sales promotion.In the result all target indexes: sales, market share, awareness, consumption and loyalty were exceeded, target audience started to understand spread benefi ts.
92
93
Renaissance
TURKEY UNLIMITED
AGENCY
CEO TWIGA UkraineManaging Director TWIGA IdeaCreative DirectorArt Director Account Manager
SECOND AGENCY
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Counsel Assistant of Turkey Tourism
TWIGA Ukraine
Svetlana Stepanenko
Ekaterina AlexanyanVyacheslav FokinVyacheslav ZnaminElena Lapshova
MedInform Ukraine
Media First Ukraine
Digibrand Ukraine
Ministry of Tourism and Culture of Turkey
Vladislav Mihaylov
Turkey has always been a leader in the category of beach tourism among Ukrainians. But in 2012 the number of tourists decreased despite general active market growth.The main problem of Turkey was a drop of interest to all-inclusive vacations. Now tourists need more – and even attractions. So we decided to change the positioning of the country by Ukrainians. Advertising campaign showed, that Turkey is not limited with the border of a hotel territory, TURKEY IS UNLIMITED in its history, culture, nature, sightseeing, entertainment...As a result, 2013 became a record-breaking year for Turkey in amount of Ukrainian tourists in the history. The growth of the tourist fl ow was two times higher than planned, and two times faster than the dynamics of the market.
WELCOME TO UNBIG WORLD
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorArt DirectorDesignerDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Marketing DirectorGeneral ManagerMarketer
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMaxim NazarovMihail VerbitskyAnton IvanovAnna KashcheevaAnna Olkhovets
Indi
MOYO
Roman StepanovskijDmitri BasovNatalya Gorokhova
MOYO retail chain of digital tech consists of only 48 stores of modest size. Without being outstanding in any point, and come with a real low budget, the brand ought to immediately interest new customers and make them enter the store. Everything was at a stake.
94
New technologies and / or Media innovation
DON’T GIVE IT TO A RUSSIAN
CLIENT
CEO, Head and Editor in Chief of MMR ProjectEditor in Chief “Delo.ua”Director of Business Development at the Ekonomika Communication HubAuthor of Made in Ukraine and Delo.ua-residentArt Director at the Ekonomika Communication Hub
Ekonomika Communication Hub
Irina RubisKateryna Venzhyk
Kate Shcheglova
Julia Savostina
Maksim Zoloyedov
Crimea, 27th February 2014: a group of unknown men seized the Crimean Parliament and Council of Ministers buildings in the Autonomous Republic of Crimea. The government of Crimea has been dismissed. Crimea was occupied by unmarked military men. The attacks and violent beatings of Ukrainian and foreign journalists and public activists have been reported. What did the inter-national media say about that? Nothing!How to evoke a response from world media without million dollars budgets? Ekonomika Communication Hub got wise to viral eff ect of sex subject. We initiated campaign “Don’t give it to a Russian”. But “don’t give it up” slogan is much more elastic that means: Don’t give Crimea to a Russian! Don’t give the Russian seize your country! Don’t give the Russian win!$100, 20 T-shirts, 3 amateur models, 5 days – 100 overseas publications. We’ve met the whole world’s eye to a serious problem through provocative humor!
NEW LOOK LAUNCH
AGENCY
Strategic DirectorMedia Group Head
DIGITAL AGENCY
OTHER AGENCY
CLIENT
Advertising Manager
Optimum Media OMD Ukraine
Kseniya MykhaylenkoEugeniy Yaschuk
Resolution
TBWA Ukraine
NISSAN MOTOR UKRAINE
Inna Shevchenko
Main targets as generating traffi cs to dealers’ showrooms, raising number of test drives and generating sales, keeping up brand image as innovative and making special “wow”-eff ect that can raise model’s. Main insight was that B-class is a class of small cars which contains from many little parts and details like Lego bricks. Big idea was to create an exact real sized Lego model of Nissan Micra to promote its’ launch in Ukraine, impress the audience & providevisitors both of site & auto centers with new experience.
95
New technologies and / or Media innovation
DUREX LOVE SMS
AGENCY
CEOAccount ManagerStrategy HeadProduction ManagerArt Director
MEDIA AGENCY
OTHER AGENCY
CLIENT
Marketing DirectorBrand Manager
Smartica Ukraine
Yuriy KachkardaVladimir GavrilkivDasha ShigaevaYuriy GlushakovAlexander Vartanov
Qreachers
Aurocrast (Digital Production)
Reckitt Benckiser Household and Healthcare Ukraine
Oleg SpivakKristina Dynko
Durex with 20% market share and price 1.5х higher than competitors loses to market leader – Contex. Brand decides to diff erentiate itself and launch a digitalcampaign that focuses on emotions and relationships. To reach the TA ages 18–24, a video-platform “Durex Love SMS” was launched where one personali-zed a video for their sweetheart, and while the video played, a romantic SMS from the sender was delivered. Results: 200 000+ visits, 67 000+ generated videomessages, emotional territory conquered. Notwithstanding a 2% market decline – brand sales grew by 0.5%.
DUH…
CLIENT
Head of MarketingDeputy to Head of MarketingChief Sales & Marketing Offi cerSenior Designer
MEDIA AGENCY
DIGITAL AGENCY
Platinum Bank
Liudmyla BedrenetsAlexandr Davydenko
Andrzej OlejnikVadym Savchenko
Maxima
ProfDigital
Having an objective to slow the deposit portfolio decrease and hold out as a purely Ukrainian bank, Platinum Bank used competitors advertising with the copy: “Who if not us”, answered “Duh.. we” and put on the next bill board. Photoof this two advertising next to each other was seeded in the social networks and became viral. It spread so widely that it allowed bank to accomplish the objective without conventional huge media budget.
96
New technologies and / or Media innovation
TRAVEL SMART WITH ASUS!
AGENCY
DirectorAccount ManagerAccount ManagerCreative Director
CLIENT
Marketing DirectorMarketing RepresentativeMarketing Representative
InMotion
Zhanna PonomarenkoMaryna FominaInna KhrynichevaAlexander Strelnikov
ASUS Global
Ivanna SlobodyanyukAndrew ShalanskyAlyona Prokhorchuk
We decided to reach our TA in high speed trains INTERCITY+ as business people ost en go on business trips by trains.In each INTERCITY+ train we placed advertising posters and commercial of ASUS Transformer Book T100.Our promoters in comfortable and smart promo-form which fully corresponded to the concept of our promo-action, off ered passengers of high-speed trains to solve puzzle and guess which remarkable sight of Ukraine is depicted on it.Passengers who took part in promo-action “Travel smart with ASUS!” received memorable presents – fridge magnets with a map of Ukraine.
DEPOSIT “UNITY”
Imagine: You are Ukrainian bank. Its economic crisis… again…But now things are really bad. People just want to cash out all their savings and do two things: or leave the country, or buy weapons and go to war.Under these circumstances You must gain 170 mio UAH on deposits. If You fail – game over.You got 250k UAH, to turn the tide.What is Your decision?To hire the best team – good start!To arm with advanced technology – Smart!Fail fast and rapidly, but never give up – Unstoppable!!!Level complete!Your stats:+205 000 000 UAH+18% overfulfi lment+5 to repute
AGENCY
StrategicContext DirectorMedia PlannerBuyingAccount Director
CLIENT
Director of Marketing CommunicationsHead of Marketing Activity CenterHead of Marketing Activity Center
AdPro | Isobar
Alexey GarmashAlexander MarchukRoman ZhukovVeronica LogvinovskayaEugene Radchenko
Fidobank
Lesia Dubova
Viktor Zaiets
Anna Carenko
97
New technologies and / or Media innovation
TASTY JACKPOT OF COLONEL SANDERS
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
FRESH MILK FROM MOLOKIA
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Head of Strategic Development DepartmentMarketing ManagerMarketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Molokia
Oksana StetsAnna SerebrianskaKhrystyna Biliayeva
In 2014 brand Molokia decided to boost positions on saturated Kyiv milk market. Our task was to raise sales on 50% comparing with the same period of previous year. We had limited media budget so we couldn’t use TV ad.Decision: To choose the most appropriate TA segment, the game changer, and to target exactly on it. We targeted on new mothers in the Internet using GoogleDisplay Network.We created an animated story to communicate German technologies for Ukrainian milk.Results: Raise of sales on +78%.
98
New technologies and / or Media innovation
BORJOMI PIANO
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
Borjomi has been legendary water since Soviet times. Today the world is be-coming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their posi-tions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close” water. Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. The image of Borjomi mineral water as a respectable water with a rich past needed a drastic rejuvenation.
BREAD IS THE MESSAGE
To deliver a message to consumers: Nutella tastes the best with bread we looked around and found a non-traditional media that itself delivered the right message. The media was bread – the most demanded product in the store. We put a print on paper bags, in which freshly baked bread is packed. Free sample with Nutella became part of the print and allowed consumers to appreciate the taste of Nutella at its very best – with bread.
AGENCY
Project ManagerCreative DirectorArt Director
CLIENT
Trade Marketing dpt
Talan Group
Anna ShtynMaksim BoritkoEvgeny Posokhov
Ferrero Ukraine
Alona Bondarets
99
Product / Service launch
ANTI-STRESS CRISPY TREATS
Objective: to launch nationally sweet packed snacks, produced with innovative technology – not fried in the oil or baked.Challenge: Ukrainian market of fl our-content goods is 80% non-branded products, sold bulk under manufacturers’ brands and consumers got used to it since Soviet times.Solution: The idea of “sweet anti-stress crispy snacks” was the basis for the communication strategy ast er the company conducted product concept tests and also complied with product features (crispy with sost fi lling inside). Advertising campaign used the slogan “Joy is tasty”. Main communication channels were TV, ООН and the Internet with digital promo activity World web Anti-stress Project.Results: Sales exceeded targets +16% in 3 launch months. All retail chains listed Kresko and tripled their sales orders from the launch week.
AGENCY
Creative DirectorStrategistClient Service DirectorChief Technology Offi cerCopywriter
CLIENT
Brand ManagerJunior Brand ManagerSales DirectorGeneral Manager
CB T
Alex IvanovAlexey MarinichOlga TertyshnayaVladimir KornilovAleksandra Simonova
AVK
Olga BudnykTetiana ShushkevichRoman BabetsVladimir Avramenko
DOMS, ROBERT DOMS OR HOW A BIG MANUFACTURER CAN WIN IN THE LOCAL PREMIUM SEGMENTAGENCY
Chief Strategy Offi cer Creative and Marketing Services ADV Group UkraineAssociate Creative DirectorCreative Group HeadSenior Art DirectorClient Service DirectorGroup Account DirectorAccount Manager
SECOND AGENCY
MEDIA AGENCY
CLIENT
VP MarketingMarketing ManagerBrand ManagerBrand Specialist
THINKMcCANN
Kirill SkіkevichOleksandr NetrebchukJulia StorchakSvitlana PolohayloJulia GolotaOlga KutuzovaOlga Kashpur
Talan Group (Talan Communications)
Media Direction Ukraine
Carlsberg Ukraine
Andrey OtroschenkoTaras MatsypuraLesya SlabkaVіta Murenko
This case describes how manufacturer of national brand “Lvivske” successfully brought to market the fi rst of its kind National locally crast ed brand overcomingconsumers mistrust tends to mass market brands.“Robert Doms” not only formed a new beer segment, but it has become a leader in it.
100
101
Product / Service launch
COCKTAIL FOR MONICA BELLUCCI OR HOW CORRECT TARGETING RAISES SALES
AGENCY
Creative DirectorCreative Group HeadCreative Group HeadSenior CopywriterClient Service DirectorStrategic Planning DirectorGroup Account Director
MEDIA AGENCY
CLIENT
VP MarketingSenior Brand ManagerJunior Brand Manager
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyDmytro NisterukVictor VysotskiyJulia GolotaKateryna SokolyukOlga Kutuzova
Media Direction Ukraine
Carlsberg Ukraine
Andrey OtroschenkoTatiana TertyshnayaJulia Kirillova
Beer mixes’ consumers are young people, who can easily switch to the new fl a-vors. Ast er a successful Slavutich ICE Mix Cuba Libre launch in 2013, our goal in 2014 was to off er an innovation for the youth audience that will not cannibalize other products in Slavutich ICE Mix portfolio.It was decided to launch a revolutionary product appealing purely to femaleaudience – beer mix with a flavor of popular cocktail Margarita. For its promotion we created girls dream world, not just an advertising image.The chosen strategy paid off – Slavutich ICE Mix’s share in the segment reached 41% (+7 p.p.), the entire line sales increased by 10% in 2014 compared to 2013.
BELUY UGOL VERSUS HANGOVER OR HOW TO DISCOVER THE NEW SEGMENT AND GAIN THE VICTORY IN IT
The objective of the hangover remedy “Beluy Ugol DOBROE UTRO” was to change consumers’ perception and prove that absorbent is able to relive the hangover, rather than become another coal for indigestion.With the help of vivid creativity we convinced customers that there is no need to fi ght with headache and other consequences of evening’s fun in the morning, if the reason of alcohol intoxication is neutralized. Only cheerful ast er-party mess is not excluded from all morning consequences.As a result, targets were exceeded: amid competitors’ sale decrease, brand showed 160% increase compared to the planned 50%.
AGENCY
Associate Creative DirectorCreative Group HeadCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
THINKMcCANN
Oleksandr NetrebchukJulia StorchakPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
102
Product / Service launch
TRUE LOYALTY PROGRAM LAUNCH BY BRUSNICHKA CHAIN
AGENCY
СЕОStrategic DirectorCommunication HeadCommunication ManagerGroup Account Director
CLIENT
Marketing DirectorMedia ManagerHead of Loyalty DepartmentLoyalty Program ManagerHead of Advertising Department
Vizeum Ukraine
Kostiantyn StriukovNatalia PapanovaKseniia KalashnykVictoria KochuroVladimir Fryzyuk
LLC “Ukrainskiy Retail” TM Brusnichka
Vyacheslav MedvedevIrina SachkoValeriy BondarJulia Kurenkova
Ekaterina Pospeshinskaya
Grocery retail – leader in activity and loyalty programs dynamics.43% of cardholders use cards each purchase. Average Ukrainian consumer has 6 discount cards, 3 of which are actively used.PROBLEM: Card availability in consumer pocket does not guarantee loyalty.INSIGHT: Shopping – not an easy process, even worse with the whole “pack” of loyalty cards...Consumer wants to be singled out among crowd, get a personalized approach.SOLUTION: Rewards system, focused on a permanent dialog with Client, rather than just on his attraction.RESULTS: 50% increase in average receipt of loyalty program participants vs. average consumer.
ZHYVCHYK APELSYNKA SUBBRAND LAUNCH
Non-Coke segment of the sost drinks market, and Zhyvchyk TM as its part, is reducing. Zhyvchyk TM is losing such brand attribute as “modernity”. So our objective was to expand the target audience and make Zhyvchyk more techno-logical by launching a new orange fl avor. Due to the successful media TV strategyand in-store communication, Zhyvchyk TM introduced a new fl avor Zhyvchyk Orange and a new character Apelsynka to the consumers. In May, Zhyvchyk TMmarket share reached 1% of the market, in June it reached a peak –1.5%. The subbrand share in Zhyvchyk product range reached 14%. Zhyvchyk communication was ahead of Fanta communication by advertising attractive-ness and advertising knowledge, motivation to purchase – 67% Zhyvchyk and 58% Fanta.
AGENCY
Creative DirectorStrategic Planning DirectorAccount ManagerSenior Copywriter
MEDIA AGENCY
CLIENT
Marketing DirectorHead of Marketing Department of the Market of DrinksLeading Brand Manager of Sost Drinks CategoryBrand Manager of Sost Drinks CategoryBrand Manager of Sost Drinks Category
DDB Ukraine
Igor KlymenkoYuliya YashynaYuliya KapustinaOlga Lukyanenko
ZenithOptimedia
Obolon
Oleksandr Bashkin
Valeriy Polushko
Evgeniya Grechko
Oksana Khort
Evgeny Dudnik
103
Product / Service launch
MOVIE HEROES IN THE CITY!
AGENCY
Client Service DirectorAccount ManagerSMM ManagerCreative Director
CLIENT
CMO of “Volia” CompanyHead of Marketing Communication Department of “Volia” CompanyContent Product Manager of “Volia” Company
Mex Advertising
Artem KaranVita PopovaElena MysovskayaЕlena Zueva
Telecommunication provider “Volia”
Victoria Tsomaya
Natalia Demidenko
Pavel Rubak A week before launching a new group of channels “Cine+” started a teaser campaign. New should appear as inexhaustible source of entertainment, impressions and emotions. To underline variety of content and impressionsfrom “Cine+” was attracted groups of cinema heroes – actors wearing costumes of movie heroes from various genre movies and also impersonators ofworld cinema stars, that appeared in the most crowded and unexpected places.For maximal provocative eff ect the largest cities that provided the service “Cine+” were chosen – Kyiv and Lviv.In the result of campaign during week in Kyiv and Lviv more than 600 000 con-tacts with representatives of target audience, which is 20% more than was planed.More than 7000 people took a picture with the movie heroes, more than 2000 posts in social networks.
NEW TASTE LAUNCH
AGENCY
Strategic DirectorMedia Group Head
CLIENT
Brand ManagerBrand Manager
Optimum Media OMD Ukraine
Kseniya MykhaylenkoYulia Dolya
Wrigley
Natalia MakarovaLiudmyla Pryimak
Simple message that can be delivered in short TV copy – “Bubblemint – minty-fruity taste”. Moreover people got idea that this taste is familiar from child-hood even without communication of this fact.
104
Product / Service launch
LAY’S SALT
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
CLIENT
Brand Manager Lay’sMarketing Specialist Lay’s
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoAnna Nefodova
Sandora
Valeriya RozhkovaViktoriia Singaievskaya
Business objective – increase the sales of a brand without compromising the natural growth of current portfolio sales.Previous launches of Lay’s have shown great results in improving the overall brand sales with no evident signs of cannibalization. Light users hold an uncoveredpotential of the category consumption through a natural taste preference.The main idea was to create a new product, successful in terms of sales and attract new consumers: consumers competitor or people who do not use chips earlier.
FROOZY LAUNCH
Appraising new business potential of a new segment, Chumak decided to launch an innovative product in kid’s juices category – fruit smoothie. As we know kids like cool stuff , moms like natural and healthy stuff . Thus we launched Froozy – 100% natural fruit smoothie in a cool pack. It’s easy to throw it into a schoolbag and then sip throw a straw, slurping loudly. TV spot demonstrated how cool it is to drink Froozy. As a result, an absolute leader in kid’s juice category (53%) with sales growth 134% vs planned.
AGENCY
Creative DirectorHead of ArtCopywriterArt DirectorProducerAccount Director
SECOND AGENCY
CLIENT
Marketing DirectorSenior Category Manager Groceries
Ogilvy & Mather Ukraine
Alexandra DoroguntsovaTaras DzendrovskiiEvgeniya DzyubenkoTatiana ShapovalIrina PigalAlexandra Savonik
Milk Branding
Chumak
Oleg Antonenko
Olga Yurachkivska
105
Product / Service launch
DIROL CRYSTALS VS ORBIT GRANULES
AGENCY
Creative DirectorAccount Director
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Brand ManagerMarketing Director
Saatchi & Saatchi Ukraine
Kirill ChistyakovTatiana Slivko
Starcom Ukraine
Saatchi & Saatchi Ukraine Digital department
Mondelez International
Andriy BordyuzhanNatalia Revika
Until 2013 chewing gum in “blisters” segment was represented by only player – Orbit Professional. The segment is potentially interesting in terms of profi ts, so Dirol decided also run a sub-brand Dirol X-Fresh in this segment. The problemwas that at the level of the product – Orbit Professional and Dirol were iden-tical, the price is the same, and the distribution and strength of the brand Orbit is much higher than that of Dirol. As with similar products, having a little money on the media, and only getting better distribution, to achieve this goal and to select up to 1 year in Orbit Professional 1/3 of the market? Dirol chose a creative communication – to talk about emotions in a very functional segment of “blisters”, unlike its main competitor Orbit, which relied on the functional, Dirol said X-Fresh is a new generation of chewing gum with fresh crystals that give you confi dence for a long chat with friends. Thus, the grocery attribute – “crystal freshness” has been translated into an advantage for the consumer – spending time with friends. And with the help of emotion Dirol X-Fresh surpassed a result of their “functional” competitor.
TO GERMAN BARREL TRADITIONS
AGENCY
Creative DirectorCopywriterArt DirectorAccount Director
MEDIA AGENCY
CLIENT
Leading Expert in the Field of MarketingMarketing Director
Saatchi & Saatchi Ukraine
Kirill ChistyakovSergey BeloshitskiyVladimir KononskiyValeria Loshmanova
ZenithOptimedia
Obolon
Oleg VinnykAlexandr Bashkin
Campaign “Zibert: To German Barrel Traditions” was launched for Zibert holdingits place among 3 leaders in low cost beer segment.Our challenge was that we can’t use price wars, as Zibert is a German brand, and German brand can’t be cheap. So we have to hold our positions by raising our basic KPI’s: “Beer of high quality” & “Beer with history and traditions”.For this goal we developed creative platform “Study of German Beer Traditions”, where we emphasized beer consumption traditions.In the campaign we used channels with national coverage – TV and advertising in the point of sales.
106
Product / Service launch
FERMA BUTTER LAUNCH
AGENCY
Project SupervisorCreative DirectorExecutive ProducerAccount DirectorHead of Branding Department
DIGITAL AGENCY
CLIENT
Marketing DirectorMarketing Manager Spread and Butter CategoryBrand Manager Spread and Butter Category
BelkaStrelka branding
Yuriy BeliyAlina GonzalesArtem GolubevAnton DemidenkoSergey Beliy
Smartica Ukraine
Terra Food
Irina Zhyvotova
Tetiana Moroz
Konstantin Zubov
GoalThe newly developed packed butter brand was set to get at least 12% its marketshare (with the initial 10 at launch); to become the market leader within 2 years and bring trademark awareness to 25%.In 2013 the brand was developed and launched:FERMA butter is the only one made from 100% natural farmer milk certifi ed by DSTU State Standard of Ukraine. FERMA. The butter as it should be!ResultsFERMA became the packed butter market’s uncontested leader!• Within a mere one moth of the ad campaign (November–December 2013) the trademark’s market share increased from 9% to 15%.• Sales volume of the FERMA TM in December 2013 was twice the amount vs the main competitor.• Sales volume increased by 80% during the advertising campaign.• Awareness of the FERMA TM ast er the launch was 25.4%.
ADVERTISING CAMPAIGN “LIMO – YUMMY IN YUMMY”
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterCopywriter Art DirectorArt Director
MEDIA AGENCY
CLIENT
Commercial DirectorMarketing Director
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii KalkoLesya BoycoBogdana ZaetzOleg NokitchykSergey Artemenko
StarLightMedia
Lviv Freezer
Sergiy KuntaOxana Jaremko
Situation: Spring-Summer of 2014. Country is in the state of political and economic crisis. Ice-cream market sales are dropping. Regional brand “Limo” is trying to get to the national level.Objective: Increase sales in the “not home based” regions by 30%.Solution: The most important aspect of the ice cream is its taste. And the taste of an ice-cream is determined by its various ingredients: “We cover the most delicious ice-cream with the most delicious chocolate”.Results: Sales in the “not home based” regions are increased by 56%. A newcomerbrand overtakes 3rd place on the national lever in sales in Ukraine.
107
Product / Service launch
KVAS STAROKYIVSKY “RUS”
AGENCY
DirectorCreative DirectorClient Service DirectorAccount Manager
CLIENT
VP MarketingHead of Marketing Beverage MarketBrand Manager
Young & Rubicam Kiev
E. SudienkoD. BarsukovV. EnkinaO. Gorkun
Obolon
Alexander Bashkin
Valeriy PolushkoIgor Rekeda
The communication challenge of campaign was for people to see and try our brew when on the one hand they are reducing consumption, on another – clearlypreferring well-known tested brands and don’t want to risk choosing new unknown product.Advertising campaign in just 3 months has built “Starokyivsky” brand awareness higher than competitors. Eff ective campaign allowed new brand “Starokyivsky” take 6% of market share and company “Obolon” increase their sales in the segment of kvas in 5 times! Sales plan was done on 118% during 8 months since the launch.
SHORT NUMBER 565
In March 2014 the biggest question was: Does Ukraine have the Army? Will our Army be able to protect us?The state needed to inform its citizens that our country has an army, it is ready to fi ght, but it needs support and help of its people. The proposal was to use in advertising the widespread commercial promo mechanics: call or send SMS to donate. In the history of public information TV campaigns in Ukraine it was done for the fi rst time.From brief till spot launch on TV last 24 hours.As of August 11 it was collected 141 839 million UAH.
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
CLIENT
Deputy Secretary, National Security and Defense Council
Tabasco
Alexander SmirnovVladimir KobetsTatyana KurennayaKaterina MaslyaevaOlga Zhegulina
National Security and DefenseCouncil of Ukraine
Victoria Syumar
108
109
Product / Service launch
DELTAPLAN
AGENCY
CEOAccount DirectorCreative DirectorCreatorProduction DirectorDigital Strategy DirectorVideo Art DirectorMotion DesignerJunior Production ManagerDesignerDeveloperDeveloperDeveloperCopywriterHTML-coder
CLIENT
Head of Digital DepartmentDigital ManagerHead of PR
GRAPE Ukraine
Iurii GladkyiKsenia SokurSergey MilyukStepan BarkholenkoElena SalivonSergey Kuzmenko Arkadiy PasechnikYuriy KhomovskyyAnna KalininaIlya Gladko Vladimir LyannojSergei Uperenko Alexandr Syryk Oleksandra Alokhina Artem Gavrish
Delta Bank
Oleksii PopovVeronika KiryanovaAlina Chyzh
Delta Bank competed with the leading Ukrainian banks and signifi cantly lost to them by the number of branches. To increase the market share it was needed to increase the brunches’ number or to develop alternative sources. So, we gave the users an off er to create a virtual Delta Bank branch anywhere, even in the sky, using myDelta Internet banking! For this purpose we developed the digital campaign that informed users about the main unique myDelta opportunities in the game form. During the campaign period we reached the rate of myDelta service client base growth by 41% and drew more than 90 000 new users. And we also managed to open a virtual branch in the sky above the Kiev.
MILUPA – HARMONY OF HEALTHFULNESS AND TASTE
Milupa brand was unknown to moms even though the brand had been holding leading positions in Europe. We were aimed not only to win over shelf space but to become choice № 1 for our consumers.Our big idea was: Moms choose healthfulness, babies choose taste – and we created harmony.We do care about babies and made baby cereals with excellent taste. Just in 15 months we became from new-by to market leader. And still growing.
AGENCY
DirectorAccount Director
SECOND AGENCY
CLIENT
Senior Brand ManagerJunior Brand Manager
HAVAS Worldwide Digital Kiev
Mykhaylo NestorOlga Kazkova
HAVAS Worldwide Ukraine
Nutricia Ukraine
Kateryna LevchenkoTatiana Andrushenko
110
Product / Service launch
IDEAL. NATURAL
AGENCY
Creative DirectorArt DirectorCopywriterAccount Manager
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Tabasco
Alexander SmirnovSvetlana GorovenkoOleg ZavgorodniyOlga Boyandina
Ploshad Evoluzyi
Pripravka
Olga RomashchenkoElena Polizhay
RECOGNIZED IN THE CONSTRUCTION – EFFECTIVE IN THE GARDEN
AGENCY
Managing DirectorMedia Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Sales & Marketing ManagerOPE Sales & Product Manager
Media Direction Ukraine
Tatiana KatrichEvgeny ScherbinaSergey Romanenko
Publicis Visage
AGAMA Digital Group / Mediacom
Makita Ukraine
Orest Rozhankivsky
Sergiy Bulbachynskiy Makita is one of the leading players in the power tools’ market. Consumers perfectly know the brand as a manufacturer of high-quality and reliable power tools. But Makita had rather weak position in the market of garden machinery in Ukraine.Objective: The brand faced a diffi cult task – to implement the fi rst and impetuousstep to strengthen its position in the category of garden machinery.Solution: As part of the advertising communication, it was decided to use the generated knowledge and trust to the brand Makita in the category of electric tools for construction as a guarantee of high quality of garden tools (“Makita:Recognized in the construction – eff ective in the garden.”) Accurate media channels’ targeting allowed us to concentrate eff orts on increasing sales of the brand and on the transfer of an existing image in the fi eld of power tools to the category of garden machinery.Result: More than 10! times growth of petrol scythe promotional models’ sales and increase in sales in all garden machinery segment by 62%.
Ukrainian spices brand TM “Pripravka” to gain market brought to market a line of natural spices “Culinary masterpiece”. In the advertising campaign it was necessary to diff erentiate against competitors and to raise the level of sales by 60%.The agency recommended to build the communication on the emotional com-ponent, whereas competitors use in advertising only beautiful close-ups of vegetables and spices, as the components of seasonings. Thus was born a creative idea: Cooking with “Culinary masterpiece” is a seduction by chief cook Hector Jimenez-Bravo.Advertising campaign was realized in the peak of political and economic crisis in 2014. As a result in the conditions of falling of the market by 20–40% the sales of the series of seasonings “Culinary masterpiece” by TM “Pripravka” increased by 120%, which has twice exceeded the goal of 60%.
111
Product / Service launch
ZUBROWKA. BACK TO ORIGIN
AGENCY
Creative DirectorCopywriterArt DirectorAccount Manager
CLIENT
Senior Brand ManagerSenior Brand Manager
PROVID
Sergey ZinovievYevgenia UstinovaAleksey VakhnikElena Zayats
Premier Distribution Company
Valeria GorbarenkoNadiia Shvets
Many of us have heard about Zubrowka, many – have tried this grass drink, but a few of us really know that authentic Polish Zubrowka – is a brand with 600 years of history, heritage and traditions of vodka production from Polish part of Belovezhskaya Puscha. We had to make Zubrowka popular in sub premium segment facing following barriers: Polish vodkas historically are not popular in Ukraine, sub premium segment is almost completely represented by Russian brands and the Ukrainians has strong preferences towards clear vodkas.But with help of communication, which dips consumers into the brand’s world and delivers unique Zubrowka qualities, the brand managed to win the sympathyof the Ukrainians and became one of the leaders in sub premium segment.
SALAAM
Crimea 2013. life:) faces the problem of a dramatic sales decrease. It was decided to fi ght not for every single subscriber, but for a big target group at once.The Crimean Tatar community was selected as a potential target audience. A special tariff was developed for their needs.Taking into account traditionalism of Crimean Tatars, it was necessary to develop the communication, which would be able to convince them to change their habits and switch to life:).What could persuade a traditionalist to change his habits? Only an old tradition.We based the whole communication on the cultural context and found the most eff ective way to deliver the product advantages. As a result all the KPIs were exceeded several times.
AGENCY
Account Director Senior Account ManagerAccount ExecutiveCreative DirectorGroup Creative Head, CopywriterArt Director
CLIENT
Marketing DirectorHead of Marketing CommunicationsSenior Brand Manager
SCHOLZ & FRIENDS KYIV
Elena Grishakova Nikolay PastushenkoMaryana ZelenkoMikhail Krivorouk
Ira BoykoAnna Timkov
ASTELIT
Denis Zakharenko
Anton ZhorinOlena Iakovenko
112
Product / Service launch
SOMERSBY – APPLES, THAT “SPARKLE” IN THE HEAD
AGENCY
Creative DirectorCopywriterArt DirectorSenior Account ManagerSenior Account ManagerGroup Account DirectorAccount Executive
MEDIA AGENCY
CLIENT
Brand ManagerBrand ManagerMarketing DirectorBrand Specialist
PROVID
Kiril ChichkanDenis KhanenkoOlga PozharskayaAnna KondratyukIrina KischenkoOksana PeichevaAleksandra Serova
Media Direction Ukraine
Carlsberg Ukraine
Anna Fedusiv Elena TokarElena DzhagaryanMarina Beznosyuk
Since the middle of the 2000s cider started emerging on the shelves of Ukrainian stores. It seemed like a new beverage would shortly win the hearts of Ukrainians and the category would start developing explosively.Otherwise, it appeared to be no that easy, and no brand managed to increase the production capacity or import of their product signifi cantlyin the next 3 years – the category did not settle down. Carlsberg Ukraine decided to do what no one could – successfully initiate selling sider under the Somersby brand in Ukraine. The case tells us about the sider brand launch and cider category development held by Carlsberg in Ukraine.
TALLER RELAUNCH
Taller campaign was released in March 2014 to fi ll the gap of own international beer in premium segment, to get to top 5 of fast-growing brands in 2014 and at the same time to get into TOP 15 of beer brands in half of year according to sales!Why Taller? Taller was legendary beer which was produced in the end of 1998 in Ukraine and which everybody remembered. The campaign was planned with limited media budget, having only one channel of communication itself namely POSM and OOH. The task was not only to launch the new beer but also to build visual legend which will catch the attention of consumer. As a result we connected product, great Belgium beer, with Taller, ancient European coin. Taller campaign was released on decreasing beer market in Ukraine, but the result was great. Taller not only secured its position on market, but got in top 15 brands by sales in half of a year, becoming in such a way #3 of most fast-growing brand. Welcome back, Taller!
AGENCY
CEOHead of Design StudioAccount DirectorAccount ManagerStrategy Director
CLIENT
Brand Manager
BBDO Ukraine
Victor IshkovMartynas BirskysNatalia LiseevaNatalia BobrovaIrina Rivkind
SUN InBev Ukraine
Maxim Aseyev
113
Product / Service launch
HOW MANY WOULD GODZILLA ATE?
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Brand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMihail VerbitskyAnna KashcheevaAnna Olkhovets
Indi
Sushiya
Alesya Mudzhyri Sushi bars and Japanese restaurants began to appear massively in big cities Ukrainian cities seven years ago. Today it is not exotics any more, but the marketwith a turnover of $100 million. Studies show that due to the excess supply, Ukrainians has noticeably grown cool towards Japanese cuisine recently. The campaign faced specifi c challenge: to bring back people’s interest in sushi. To attract audience by off ering the same, already palled product.
LEE JEANS MARATHON
AGENCY
Head of Digital Infl uence PracticeDigital CreativeHead of SMM DepartmentAccount ManagerArt Director
CLIENT
Head of MarketingHead of PR and Trends, Shoes and Apparel DivisionMarketing Manager, Shoes and Apparel Division
SPN Communications Ukraine
Ivan KucherenkoDmitry PasichnikDmitry VakulyukVictoriya PrudnykNikita Pogrebnoy
MTI
Valeriia Tolochina
Oksana Perebenesiuk
Oksana KasianThe political situation in Ukraine is hot. It’s hard for brands to grab people’s attention, especially in social media. So it was for Intertop, that wanted to celebrate 125th anniversary of Lee Jeans brand. So we decided to tell a story of one pair of Lee jeans by placing it in an unusual setting and holding fun experiments that would help the target audience see the product in a new light and delivered its key USPs. This was done in the format of the Lee Jeans Marathon – an online contest on Facebook.
Most effective use of social media marketing
114
Most effective use of social media marketing
HOT SAVIOUR
DUH…
Bright on Beach – promotional site for participation in activations.Updated content strategy to generate traffi c to the main online platform, informing about offl ine parties and formation of the Lipton’s image as a Hot Saviour of the summer.Results*:1. Maximum market share in June–July 2014: 37.8% (vs. 35% in June–July 2013)2. Sale growth to 18% in May–August 2014 compared to May–August 20133. Number of Facebook fans +60%4. Number of Vkontakte fans +65%5. Total number of fans (FB+VK): 30 000 users
*Nielsen, JJ 2014 report.
AGENCY
Art DirectorStrategistCEOAccount ManagerCreative DirectorCreatorAccount Director
SECOND AGENCY
CLIENT
Brand Manager TM Lipton Ice Tea
Tribal DDB Ukraine
Igor KarimovJulia YashynaArthur MatkovskiyArtem MelnikovIgor KlimenkoAleksandr KurtevAndrey Kozachinskiy
DDB Ukraine
Lipton Ice Tea
Natalya Pravdyuk
CLIENT
Head of MarketingDeputy to Head of MarketingChief Sales & Marketing Offi cerSenior Designer
MEDIA AGENCY
DIGITAL AGENCY
Platinum Bank
Liudmyla BedrenetsAlexandr Davydenko
Andrzej OlejnikVadym Savchenko
Maxima
ProfDigital
Having an objective to slow the deposit portfolio decrease and hold out as a purely Ukrainian bank, Platinum Bank used competitors advertising with the copy: “Who if not us”, answered “Duh.. we” and put on the next bill board. Photo of this two advertising next to each other was seeded in the social net-works and became viral. It spread so widely that it allowed bank to accomplish the objective without conventional huge media budget.
115
ALFA-WORLD
CLIENT
Head of Digital Marketing DepartmentSpecialistSpecialistSenior SpecialistDigital DirectorProject ManagerSMM Director
ALFA BANK
Vasiliy NikitinIgor NevmerzhytskiyOlga PukasDmitriy SokolovTimofey Yefi movKaterina ShevkoplyasAlla Mart
The concept of “Alfa-World” was born from people’s desire to share their wisheswith friends and to get what they really want. In the virtual application we published the most interesting news from around the world. A real item was the centre of each article. Items that received the most votes from our cus-tomers were drawn among all voters. The main thing that we were trying to achieve is to form a loyal database of potential customers. We were able to gather a database of more than 15 000 leads.
Most effective use of social media marketing
JOHNSON’S BABY COMMUNITY
AGENCY
CEOClient Service DirectorStrategy HeadAccount ManagerArt Director
CLIENT
Marketing ManagerSenior Brand ManagerAssistant Brand ManagerAssistant Brand Manager
Smartica Ukraine
Yuriy KachkardaTatyana SoldatovaDasha ShigaevaAndrei MityanovOlga Chernenkaya
Johnson & Johnson Ukraine
Anna GukOksana TkachukOlga FedchenkoAnna Gorbach
In the baby care market, more than 10 competitors are competing for consumer attention. Social networks are popular among moms with 25–61% coverage. Johnson’s Baby decided to become the leader in SMM and developed com-munities for parents. Emphasis was placed on relevant content ranging from rational product posts to emotional motherhood insights. Mini-activations, contextual advertising and boost posts provided support. Results: Johnson’s became the leader in the children’s goods category in social media, with over 57 000 fans, 68% positive brand references and 7.3 times more mentions than the nearest competitor.
116
117
Most effective use of social media marketing
“NASHA RYABA”: A NEW LOOK AT SOCIAL NETWORKS
Trade Mark “Nasha Ryaba” is one of the indisputable leader in category “Poul-try Meat” in Ukraine . Our main competitors are primarily a cheaper non-brand-ed chicken, on which the consumer is switched due to price diff erences. At the same time we are faced with a recurring situation ast er each campaign: as soon as TV campaign had ended, indexed has declined, because some number of consumers switched on non-branded chicken, that was cheaper. Therefore our goal was to increase the long-term trust and loyalty to brand, that aff ect sales. We used consumer’s insights, relevant to our target audience and the com-munication channel that allows the audience to engage in a dialogue with the brand – social networks.
AGENCY
Managing DirectorMedia Planning DirectorMedia Planning Group HeadMedia Planner
SECOND AGENCY
CLIENT
Marketing DirectorMarketing ManagerSenior Brand Manager
UM
Victor SherstyukIryna YuferovaElena IvanchenkovaAnastasiya Lisova
THINKMcCANN
Myronivsky Hliboproduct
Yaroslav MykhaylovskiyYulia MoskvinaAnna Klimenko
TASTY JACKPOT OF COLONEL SANDERS
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
118
Most effective use of social media marketing
AXE FAN CLUB
Deodorant market plummets because of the currency rate growth – brands import their products. AXE suff ers the most – from the cheapest it became one of the most expensive. Our task was to hold AXE’s positions on the market.We gave consumers more than just a deo. We let them check attractiveness for the opposite sex and increase it. Besides emotional benefi ts the users of online-platform could win branded clothes for buying products and shares.Results: sales raised in monetary terms on +15% comparing with the same period of previous year.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Marketing BB (Axe, Rexona, Clear, Dove & Pure Line Deo)Media CoordinatorPersonal Care Marketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Unilever
Vadim AbramenkoEkaterina Kryzhanovska
Irina Kryzhnaya
DELTAPLAN
Delta Bank competed with the leading Ukrainian banks and signifi cantly lost to them by the number of branches. To increase the market share it was needed to increase the brunches’ number or to develop alternative sources. So, we gave the users an off er to create a virtual Delta Bank branch anywhere, even in the sky, using myDelta Internet banking! For this purpose we developed the digital campaign that informed users about the main unique myDelta opportunities in the game form. During the campaign period we reached the rate of myDelta service client base growth by 41% and drew more than 90 000 new users. And we also managed to open a virtual branch in the sky above the Kiev.
AGENCY
CEOAccount DirectorCreative Director CreatorProduction DirectorDigital Strategy DirectorVideo Art DirectorMotion DesignerJunior Production ManagerDesignerDeveloperDeveloperDeveloperCopywriterHTML-coder
CLIENT
Head of Digital DepartmentDigital ManagerHead of PR
GRAPE Ukraine
Iurii GladkyiKsenia SokurSergey MilyukStepan BarkholenkoElena SalivonSergey KuzmenkoArkadiy PasechnikYuriy KhomovskyyAnna KalininaIlya GladkoVladimir LyannojSergei UperenkoAlexandr SyrykOleksandra AlokhinaArtem Gavrish
Delta Bank
Oleksii PopovVeronika KiryanovaAlina Chyzh
119
Most effective use of social media marketing
UKRAINIZATION WITH COMFY!
Ukrainian communities were complaining about Ukrainian e-commerce, ne-glecting the interests of Ukrainian speaking customers and using incorrect language in communication with their customers.So we started bringing to life the Ukrainian version of comfy.ua We wanted our example to inspire and encourage the whole retail market!Results:• Number of promo website users (09.09 – 10.10.2014) – 240 000;• 76% of traffi c was driven by social media sources;• Conversion rate – 59%;• Growth of traffi c to comfy.ua from the Western Ukraine during September 2014 – about 12%;• Mentioned factors had positive impact on the total traffi c of comfy.ua: +26.3%.
CLIENT
Marketing DirectorPR ManagerDigital Manager
COMFY TRADE
Nataliya KoshovaNataliya OdnorozhenkoRoman Slavka
JACK’S FRIENDS CLUB
The fall of the market and constant consumers switching between brands, makes one-time campaigns with high media pressure ineff ective. Continuous and frequency consumer contact is needed. Therefore, Facebook becomes a key channel for customer retention. Jack Daniel’s made a bid for true fans of the brand creating for them Jack’s Friends Club – real friends, not virtual fans. Community members shared branded content without extra motivation, recruiting friends in the club. Community became leader by engagement and size among whisky brands in Ukraine. This allowed the brand to restore its position in market, and become its leader.
AGENCY
Digital Account ManagerClient Service DirectorCopywriterCreative DirectorArt DirectorDesigner
MEDIA AGENCY
MARKETING SERVICES AGENCY
CLIENT
Marketing Manager – Ukraine/CISJack Daniel’s Ukraine Brand Manager
AGAMA Digital Group
Anna BelousOlga BuzunovaKonstantin ChekanovAnna MenshikovaMarina SulimAnatoliy Kozhukhar
Media Direction Ukraine
B4B, BTL and Event Full Service
Brown-Forman Ukraine
Kateryna Gaididey
Tatyana Mykhalovskaya
120
VISA FIFA
Globally, Visa was a sponsor of FIFA World Cup 2014 in Brazil, so naturally we decided to use this occasion to communicate in the community in order to make Visa brand relevant for consumers by creating such interesting content in so-cial networks which allows brand-community to stand out from more popular and interesting for users communities of mass-market brands and to improve brand KPIs.As a result, the chosen approach resulted into campaign objectives and goals were achieved and exceeded, and also the year KPI’s were exceeded due to success of the campaign.
AGENCY
CEOClient Service DirectorDigital Senior Account LeadSocial Media Manager
DIGITAL AGENCY
CLIENT
Marketing Director CIS/SEEDigital & Social Media Marketing Manager CIS/SEE
BBDO Ukraine
Victor IshkovKseniya ZagrayAnna TkachenkoAndrew Bilyk
Proximity Ukraine
Visa International Service Association (Visa Cemea)
Gvantsa Ebralidze
Denis Yakimchuk
Most effective use of social media marketing
Short Term Effects
BELIEVE CATS OR HOW TO SELL VALERIAN FOUR TIMES MORE EXPENSIVE
Valerian is the classical example of commodity goods. Such products are not distinguished from one manufacturer to another, in consumers’ perception.Our objective was to create the brand among valerian-based products and justify the cost which exceeds the cost of similar sedatives in several times.The solution was to attract the customer of the “new generation” sedatives to the ValeriaNOVnA brand with the help of name correction and standing out of the clutter creative communication.As a result, set goals were exceeded: sales growth was more than 100%, ast er 2 months, and the level of knowledge among the customers of sedative medicinehad a record increase, reaching the weight of “Novo-Passit” – which is one of the category leaders.
AGENCY
Associate Creative DirectorCreative Group HeadSenior Art DirectorCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
THINKMcCANN
Oleksandr NetrebchukJulia StorchakSvetlana PolohayloPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
121
BELUY UGOL VERSUS HANGOVER OR HOW TO DISCOVER THE NEW SEGMENT AND GAIN THE VICTORY IN IT
PEPSI. SUMMER CAMPAIGN
The objective of the hangover remedy “Beluy Ugol DOBROE UTRO” was to change consumers’ perception and prove that absorbent is able to relive the hangover, rather than become another coal for indigestion.With the help of vivid creativity we convinced customers that there is no need to fi ght with headache and other consequences of evening’s fun in the morning, if the reason of alcohol intoxication is neutralized. Only cheerful ast er-party mess is not excluded from all morning consequences.As a result, targets were exceeded: amid competitors’ sale decrease, brand showed 160% increase compared to the planned 50%.
Business objective – Relative market share to Coke > 80% in Jul–Aug.It is important for Pepsi to capitalize on its seasonal advantage over Coke in summer period. In conditions of direct TV communication absence, our main goal was to ensure, that relative market share is at least higher than annual average during July–August. This resulted in the Big Idea, that in the absence of a specifi c image-building creative we must communicate Pepsi irresistibility through the basic demand of the category – refreshment.
AGENCY
Associate Creative DirectorCreative Group HeadCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
CLIENT
CSD/LIT Marketing ManagerBrand Manager (Pepsi)
THINKMcCANN
Oleksandr NetrebchukJulia StorchakPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoMaria Nevgad
Sandora
Anatoliy GordeevZhanna Strelnikova
Short Term Effects
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Short Term Effects
UKRTELECOM REUNITES THE FAMILIES
NEIGHBORS FROM HEAVEN
With 12 000 providers on highly saturated market and slower Internet connec-tion versus competitive off ers Ukrtelecom faced serious challenge for business growth.Target segment of people 50+ have a crucial barrier – they consider Internet as something very complicated. Therefore in advertising we decided to target their adult children.We reinforced emotional need in communication, driving parents’ desire for Ukrtelecom Internet and motivating children to order this service for their moms and dads.First 3 months of the campaign have already demonstrated suffi cient growth of subscribers’s base and revenue indexes.
The main KPI for each shopping center is a qualitative solvent fl ow of visitors. The devaluation of hryvnia forces people rarely visit the malls, tenants’ sales fall, holiday season guarantees decline in attendance. How to increase it? Find new sources of visitors. Perhaps they are near. For Gulliver the source was business centers in the neighborhood. A series of special “offi ce” activities in the end of the day, as well as targeted announcement provided Gulliver with the most valuable active solvent audience fl ow, and also changed the qualita-tive composition of visitors.
AGENCY
Creative DirectorSenior Art DirectorSenior CopywriterSenior Account ManagerAccount Executive
MEDIA AGENCY
CLIENT
Business Development Director, B2CMarketing Communications DirectorMarketing Communications Department Group HeadBrand Manager
AGENCY
Client Service DirectorCreative DirectorAccount ManagerEvent Manager
MEDIA AGENCY
CLIENT
Head of Marketing DepartmentAdvertising ManagerAdvertising Manager
Leo Burnett Ukraine
Tatiana FedorenkoSergii MolokovichVladimir NavrotskiyAnastasia ShalatoninaOlena Panasyuk
MEC
Ukrtelecom
Denys Zakharenko
Anton Zhorin
Roman KirsanovOleg Balakin
FCBKiev (MAG/FCB)
Anna GrigoryevaIvan PonomarevIrina GoncharenkoDmitry Krivoruchko
MAG/Strategist Media Ukraine
Shopping mall Gulliver
Nadezhda LinskayaYulia PodrushnyakVitaliya Kolomiets
123
Short Term Effects
THE CAMPUS BATTLE
KORONA’S LEOPARD MISCHIEF
General export decrease in the beer category, import growth and new brands entering the beer market heavily infl uence competition between beer brands and make consumer loyalty extremely important.
During more than 17 years Korona was built as a romantic brand that brought woman to her dream world. Being a hostage of the image Korona found itself not relevant for the young audience and started to lose its market share. The negative tendency had to be stopped. But how was it possible to change Korona perception whose image was built for years? It was necessary not to talk but to behave like modern girls do – be in trend, provoke, be up to mischief. That was why Korona took emergency measures. The provocative leopard print was chosen for reincarnation. “KORONA becomes LEOPARD. Admit you like it” – that was the message Korona used in the channels of maximum coverage to make the launch of the new pack look like a redesign of the range. Later Korona explained that leopard was just a limited edition, a joke. Korona simply made a joke and encouraged girls to follow. The leopard mischief of Korona caused public outcry and was energetically discussed in media. As a result while the campaign was run it was managed to stop the negative tendency of market share reduction and even start its growth as well as rejuvenate the brand perception.
AGENCY
Managing DirectorAccount DirectorArt DirectorTechnical Director, Head of Development
CLIENT
Brand ManagerBrand AssociateCRM Manager
AGENCY
Creative DirectorAccount Director
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Brand ManagerMarketing Director
Rapp Ukraine
Dana VereshchaginaViktoria PonomaryovaSergii Khandeev
Olexii Kravets
SunInBev Ukraine
Veronika StepanyukKarine GariachunAnna Bobyk
Saatchi & Saatchi Ukraine
Kirill ChistyakovTatiana Slivko
Starcom Ukraine
Saatchi & Saatchi Ukraine Digital department
Mondelez International
Kateryna ChmilNatalia Revika
Taking into consideration the heaviest consumption cycle at consumer age 20–29, it is strategically important to form brand preference/loyalty at the point of market entry – age 18–19.Involvement of the group of 18–19-year-olds with common lifestyle, penetra-tion of their community, infl uencing brand consideration, obtaining personal data for further re-contact and purchase stimulation becomes extremely important for the long-term CRM strategy.Bud “Campus Battle” campaign, targeted at fi rst-year students, started on the 1st of September in 9 universities in 3 cities and fi nished on the 12th, involving43 universities in 9 cities. The right momentum, the powerful insight “Our dorm is the best” multiplied by the viral eff ect of social media has resulted into ge-neration of 4000 leads, 97% of which were aged 18–24, at cost per lead 2 times lower than average across all similar campaigns handled in 2012–2014. The strong insight “Prove that your dormitory is the best!” allowed us to get in 11 days 4000 new leads to the database with cost per lead twice lower comparing to the average in 2012–2014 with twice higher eff ectiveness!
124
125
Short Term Effects
SLANDO BECAME OLX
In Y2014 Naspers group made the strategic decision to expand the internationalpresence of OLX brand on global level thus there was a rebranding of local site of group – Slando.ua in September–October of Y2014 in Ukraine.The main communication task was to run rebranding in Ukraine on a tight time-table and save all the achievements (4.5 millions visitors of the site monthly) and loyal users in short-term period.It was important for the brand not to repeat the experience of other countries where visits on site decreased by 10% or more as result of rebranding and the goals also were to keep number of visits on site and number of new ads added and to reach 30% of TOM level vs 0% before rebranding in situation of traffi c general decrease in Crimea, Luhansk and Donetsk regions.2 waves of media communication (teaser and stories) in traditional and non-tra-ditional media and non-standard activations provide the overfulfi llment of all planned indicators and 34% TOM achievement from fi rst weeks of rebranding.
AGENCY
Managing DirectorMedia Planning DirectorStrategic Director Media ServicesMedia Planning Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Executive DirectorHead of MarketingMarketing Manager
UM
Victor SherstyukIryna Yuferova
Sergey KostinTetiana MartynenkoNatalya Belaya
Fedoriv.com
Digital DNA
Emarket Ukraine (Slando)
Sergey GapochenkoKateryna ZamurenkoAleksandra Kravchenko
SWITCH OFF PANIC. SWITCH ON SLANDO!
Slando summer advertising campaign with motto “Switch off panic. Switch on Slando!” was caused by necessity to support Ukrainians quickly in diffi cult economic period ast er changes in 2014.2-month communication was focused on positive emotions, which could give people the feeling of confi dence in tomorrow and prompt consumer’s simple and eff ective way of additional earnings that could be received with Slando.ua help.At the same time despite general instability and traffi c decrease in Crimea, Donetsk and Luhansk regions brand was faced with tasks: 1) to increase number of site visits in general and in some promising thematic categories 2) to increase the number of C2C classifi eds on a tight timetable (before “back to school” season) 3) to increase number of site mobile version users.Ast er 2 month campaign all objectives were successfully achieved with 360° multimedia placing strategy also combining traditional media channels with interesting non-standard and thematic sponsorship projects.
AGENCY
Managing DirectorMedia Planning DirectorStrategic Director Media ServicesMedia Planning Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Executive DirectorHead of MarketingMarketing Manager
UM
Victor SherstyukIryna Yuferova
Sergey KostinTetiana MartynenkoNatalya Belaya
Fedoriv.com
Digital DNA
Emarket Ukraine (Slando)
Sergey GapochenkoKateryna ZamurenkoAleksandra Kravchenko
126
InMotion
Zhanna PonomarenkoMaryna FominaInna KhrynichevaAlexander Strelnikov
ASUS Global
Ivanna SlobodyanyukAndrew ShalanskyAnton Stepanenko
Short Term Effects
THE FIRST MUSIC RESORT OR HOW TO CONQUER THE HEARTS OF YOUTH
ASUS – EVERYTHING WILL BE TOUCH!
Despite of difficult economic conditions and fierce competition within the segment, Tuborg managed to increase its sales, thereby strengthened its position in the market.Thanks to creative approach to solving marketing problems, understanding the needs of the target audience and a proper planning of brand’s integrated marketing campaign, Tuborg team managed to give an adequate respond to such a complex marketing challenge.
AGENCY
Creative DirectorCreative Group HeadArt DirectorCopywriterGroup Account DirectorSenior Account ManagerJunior Account ManagerTV Producer
CLIENT
VP MarketingMarketing ManagerManager on National TrademarkBrand Specialist
AGENCY
DirectorAccount ManagerAccount ManagerCreative Director
CLIENT
Marketing DirectorMarketing RepresentativeMarketing Representative
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyNatalia KovalOlena GnuchevaOlga RozhankivskaSergey KallashArtem AfanasievYuriy Sklyaruk
Carlsberg Ukraine
Andrey OtroschenkoDmitriy Pilipenko
Yulia AgakishievaKaterina Belskaya
In each promo-action we reached our TA on the go, off ered to touch our screens in unusual way, gave our TA information concerning product and a small pleasant present.The idea was to design and produce futuristic gates that will cause WOW-eff ect!Our fi rst product – ASUS VivoBook – notebook with touch-screen.We installed our gates in certain business centers of A and B+ category earlyin the morning and invited friendly and positive promoters in sophisticated promo-form. Their task was to attract our TA to touch the screen of ASUS VivoBook and come through our Gates of Prediction.The second product is – ASUS TAICHI with two modes: tablet and notebook.Two ASUS TAICHI were installed in our stands – one in the mode of a tablet and the second one in the mode of a notebook.Promoters off ered our TA to choose between tablet and notebook by touching the screens.Participation in our promo-action took only few seconds and the place was chosen perfectly regarding our TA.
Promo consisted of two promo-actions and two products: ASUS VivoBook and ASUS TAICHI.Our task was – to catch attention of our TA unobtrusively in a short period of time.
127
TASTY JACKPOT OF COLONEL SANDERS
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
BUY, COOK, DRIVE!
“Buy Nasha Ryaba, enjoy tasty chicken and go ahead! On your new car!” This is how “Nasha Ryaba” convinced its consumers to help with overfulfil-ment of sales plans and leveling of decline in consumption of chicken meat in the low autumn season of 2013.
AGENCY
Creative DirectorCreative Group HeadArt DirectorCopywriterGroup Account DirectorAccount Manager TV Producer
SECOND AGENCY
MEDIA AGENCY
CLIENT
Marketing DirectorPoultry Meat Direction Marketing ManagerBrand Manager of TM “Nasha Ryaba”
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyNatalia KovalOlena GnuchevaOlga RozhankivskaAnastasiya KostikovaYuriy Sklyaruk
Momentum
Universal McCann
Myronivsky Hliboproduct
Yaroslav Mykhaylovskiy
Yulia Moskvina
Natalia Chornogal
Short Term Effects
128
Short Term Effects
FRESH MILK FROM MOLOKIA
SUPPORT OF NEW SERVICES LAUNCH
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Head of Strategic Development DepartmentMarketing ManagerMarketing Manager
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Development DirectorHead of Marketing DepartmentHead of Marketing Communications and PR DepartmentInternet Marketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Molokia
Oksana StetsAnna SerebrianskaKhrystyna Biliayeva
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAnna Novozhylova
Nova Poshta
Serhiy Kovalenko
Iryna Kholod
Olena DanylchenkoIhor Telezhenko
In 2014 brand Molokia decided to boost positions on saturated Kyiv milk market. Our task was to raise sales on 50% comparing with the same period of previous year. We had limited media budget so we couldn’t use TV ad.Decision: To choose the most appropriate TA segment, the game changer, and to target exactly on it. We targeted on new mothers in the Internet using GoogleDisplay Network.We created an animated story to communicate German technologies for Ukrainian milk.Results: Raise of sales on +78%.
Delivery service Nova Poshta actively growths. But Ukrposhta still dominates with its old working methods. It infl uence consumers perception of postal services. To break stereotypes Nova Poshta launched new services: luggage, documents and courier deliveries. Task: To increase sales of these services.Decision: Strict segmentation of TA not by sociodemographic but by behaviorcharacteristics. Such targeting is available only in the Internet where we mixed Google Display Network and promo-pages and delivered information to concerned audience. It essentially infl uenced the sales of each service.
129
VYSHYVANKA
SHORT NUMBER 565
Kyivstar is one of the most attractive employers in country. With 4500 employees team Kyivstar does everything so that each employee feel his importance in life of company. Unifying events are regularly held in company. Especially diffi cult is to involve employees from all regions of Ukraine.For this, “Vyshyvanka’s Day” became an interactive basis that had been existingfor several years in company. This holiday we used as main digital tool. In three weeks we joined 90% of employees who gave more than 6500 votes for their colleagues’ works.
In March 2014 the biggest question was: Does Ukraine have the Army? Will our Army be able to protect us?The state needed to inform its citizens that our country has an army, it is ready to fi ght, but it needs support and help of its people.The proposal was to use in advertising the widespread commercial promo mechanics: call or send SMS to donate. In the history of public information TV campaigns in Ukraine it was done for the fi rst time.From brief till spot launch on TV last 24 hours.As of August 11 it was collected 141 839 million UAH.
AGENCY
CEOAccount DirectorProduction DirectorCreatorArt DirectorDesignerDesignerCopywriterDeveloperDeveloperFlash Developer
CLIENT
Manager of Corporate Social ResponsibilityChief Corporate Aff airs Offi cer
AGENCY
Creative DirectorArt DirectorCopywriterProducerPR Manager
CLIENT
Deputy Secretary, National Security and Defense Council
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaElena SalivonArtem KuchinNataliya StrelchenkoIurii GusinskiyOlena MartynovaOleksandra AlokhinaZakhar KornevOleksandr KozlovAlexandr Rojnov
Kyivstar
Tatiana PetskoMikhail Shuranov
Tabasco
Alexander SmirnovVladimir KobetsTatyana KurennayaKaterina MaslyaevaOlga Zhegulina
National Security and Defense Council of Ukraine
Victoria Syumar
Short Term Effects
130
Short Term Effects
DELTAPLAN
HOMKA DREAM TEAM
Delta Bank competed with the leading Ukrainian banks and signifi cantly lost to them by the number of branches. To increase the market share it was needed to increase the brunches’ number or to develop alternative sources. So, we gave the users an off er to create a virtual Delta Bank branch anywhere, even in the sky, using myDelta Internet banking! For this purpose we developed the digital campaign that informed users about the main unique myDelta opportunities in the game form. During the campaign period we reached the rate of myDelta service client base growth by 41% and drew more than 90 000 new users. And we also managed to open a virtual branch in the sky above the Kiev.
TM Homka is a player №2 in Ukrainian roasted seeds market. The leader has 49%. To increase market share in 2014 we decided to withdraw from regional to national market. As a communications platform we took examination. To prevent seasonal decline in sales (June–July) aff ect the loss of market share we decided to reveal communication platform through Football Championship and become a part of situation of studying football information online. Result: sales growth was 4% (June) and 12% (July), while market share for six months increased from 12 to 27%.
AGENCY
CEOAccount DirectorCreative Director CreatorProduction DirectorDigital Strategy DirectorVideo Art DirectorMotion DesignerJunior Production ManagerDesignerDeveloperDeveloperDeveloperCopywriterHTML-coder
CLIENT
Head of Digital DepartmentDigital ManagerHead of PR
AGENCY
CEOAccount DirectorCreative Director CreatorProduction DirectorProduction ManagerArt DirectorDesignerDeveloperDeveloperSocial Media PlannerCopywriter
SECOND AGENCY
CLIENT
Marketing DirectorHead of Advertising Department
GRAPE Ukraine
Iurii GladkyiKsenia SokurSergey MilyukStepan BarkholenkoElena SalivonSergey KuzmenkoArkadiy PasechnikYuriy KhomovskyyAnna KalininaIlya GladkoVladimir LyannojSergei UperenkoAlexandr SyrykOleksandra AlokhinaArtem Gavrish
Delta Bank
Oleksii PopovVeronika KiryanovaAlina Chyzh
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaOleksii MorozovArtem KuchinElena SalivonKateryna OliynykNataliya StrelchenkoOlena MartynovaZakhar KornevOleksandr KozlovDaniel MalukhaOleksandra Alokhina
Michurin Creative Agency
LEADER SNACK
Alexey Filanovskiy
Nataly Primak
131
Short Term Effects
VISA-PETROL PROMOTION
Everyone dreams to come to the patrol station and fi ll with more liters of gas than he/she paid for. Visa has made this possible! Come to the WOG network, pay with your Visa card and get a receipt indicating liters of fuel that you won. Despite the economic downturn, the number of transactions during the cam-paign increased by 2.5 times.
AGENCY
CEOCreative DirectorArt DirectorCopywriterAccount Director
CLIENT
Marketing ManagerMarketing Director CIS/SEE
BBDO Ukraine
Victor IshkovAnze JerebMikhail PetrusyakIrina IlchenkoIrina Danilevskaya
Visa International Service Association (Visa Cemea)
Andriy RadomskiyGvantsa Ebralidze
CHANGE YOUR COLOR – IT IS TIME FOR CHANGES!
AGENCY
Managing DirectorClient Service DirectorSenior Account ManagerArt DirectorCopywriterProducer
MEDIA AGENCY
CLIENT
Marketing Director (Garnier & Maybelline)Group Brand Manager (Garnier Hair Care & Coloration)
Junior Product Manager (Garnier Coloration)
Publicis Visage
Viktoriya MakarovaMiroslava MikhnenkoIvanna SchneiderAndrey TimoschukViktoria BodnarchukJulia Gorobets
ZenithOptimedia
L’Oréal Ukraine
Thibault De Saint Victor
Marina ShindinaKaterina Sadovnikova
Irina Aizman
Market share in Hair Coloration category depends on package price therefore brands carry price promo.April 2014: Garnier Color Sensation is planning a promo, but reduced price was already 25% higher than competitors’ were. So we decided to bid on TA desire for changes: change your hair color radically and you will change your life for the better.Results:• Value share grew to 10.1% (in 1.8 times) during promo and it remained on 8% for next 3 months;• Growth in money reached 23%, and the growth of the market was only 13%.
132
133
Short Term Effects
HOW MANY WOULD GODZILLA ATE?
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Brand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMihail VerbitskyAnna KashcheevaAnna Olkhovets
Indi
Sushiya
Alesya Mudzhyri Sushi bars and Japanese restaurants began to appear massively in big cities Ukrainian cities seven years ago. Today it is not exotics any more, but the marketwith a turnover of $100 million. Studies show that due to the excess supply, Ukrainians has noticeably grown cool towards Japanese cuisine recently. The campaign faced specifi c challenge: to bring back people’s interest in sushi. To attract audience by off ering the same, already palled product.
BORJOMI BUS
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
The history of Borjomi comprises more than 100 years; the fi rst glass factory opened back in 1896. Today this salubrious mineral water is the leading brand portfolio of IDS Borjomi International Company and is sold in 30 countries. In order to maintain its leading position and continue growing even such strong brands as Borjomi needed new, young audience. However, this audience did not perceive Borjomi as “spiritually close” water.Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. The image of Borjomi mineralwater as a respectable water with a rich past needed a drastic rejuvenation.
134
VALERA SPASAY
In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was fl ooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun – fi lled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterAccount Director
DIGITAL AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Marketing DirectorBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaAnna Olkhovets
Indi
Electric Sheep Film
Viasat
Vasyl BorodchukLyudmila Levchenko
Short Term Effects
Long-term Effectiveness
KYIVSTAR. MORE EMOTIONS – LESS EXPENSES
The war of “zeros”, discounts, promotions devalued mobile communication for the consumers. Kyivstar promo materials completed tactical objectives, but the overall picture looked inconsistent, ineff ective in the long run. Kyivstar began to lose its customers.The challenge – to win the price war without lowering prices. The decision – to create a new competitive advantage based on emotions, not money.The proposed solution allowed brand to stop the outfl ow of customers, increase subscribers’ base, improve image performance and allocate brand’s advertising out of the clutter of the competitors with bigger media budgets.
AGENCY
Associate Creative DirectorCreative Group HeadCopywriterAccount DirectorSenior Account Manager
MEDIA AGENCY
CLIENT
CMOHead of Marcom Department
Adventa LOWE
Alexey DeminDmitriy SimonovDenis UrusovOlga Dobrotskaya Elena Komendo
Initiative
Kyivstar
Sviatoslav GorbanTetiana Svetlova
135
Long-term Effectiveness
KENWOOD – DEMONSTRATE TO SELL
FIRST UKRAINIAN LOVEMARK OR WHY BRANDS NEED COMMUNICATION STRATEGY
Being the kitchen machines world leader and innovator, KENWOOD has built up and occupied the Ukrainian market becoming the absolute leader (MS increased from 34% (2011) to 60% (2013)).And that’s all because of the right chosen strategy – DEMONSTRATE TO SELL.KENWOOD has been integrated into the best national cooking TV-shows (Master Chief etc.): demonstrated and taught Ukrainians to use the kitchen machine and its attachments.Year by year deep trust were built, by proving that premium quality KENWOODproducts are durable and multifunctional, turning cooking lover into professional!
Does it make sense to create a brand and support the brand in the categories with insuffi cient product diff erentiation? This is one of the key issues of modern marketing theory, which “Nasha Ryaba” was able to give a positive answer. By building a basis of trust and emotional connection with the consumer, weachieved impressive results in all marketing performance measures, thus ensuring a steady growth in sales and higher profi tability.
AGENCY
Managing DirectorStrategic Planning DirectorMedia Planning Group HeadGroup Head of Sponsorship
SECOND AGENCY
OTHER AGENCY
CLIENT
Marketing DirectorBrand Manager Kenwood
AGENCY
Creative DirectorCreative Group HeadArt DirectorSenior CopywriterCopywriterCreative Group HeadArt DirectorGroup Account DirectorAccount ManagerStrategic Planning DirectorTV Producer
SECOND AGENCY
MARKETING SERVICESAGENCY
CLIENT
Marketing DirectorPoultry Meat Direction Marketing ManagerSenior Brand ManagerBrand Manager of TM “Nasha Ryaba”
MediaCom Ukraine
Rostyslav KostenkoNadya KhotenyukAlexander FalendyshOlga Kokot
STB TV Channel
Starlight Commercial Production
De’Longhi Ukraine (De’Longhi, Kenwood, Braun, Ariete)
Rimma NarushevichSvetlana Romanova
THINKMcCANN
Eugene KaminskiyRostislav VishneviyNatalia KovalVictor VysotskiyOlena GnuchevaPavel FedenkoEugene ZvenigorodskiyOlga RozhankivskaAnastasiya KostikovaKaterina SokolyukYuriy Sklyaruk
Universal McCann
Momentum
Myronivsky Hliboproduct
Yaroslav Mykhaylovskiy
Yulia MoskvinaAnna Klimenko
Natalia Chornogal
136
Long-term Effectiveness
CIDER IS SOMERSBY
TRUE LOYALTY PROGRAM LAUNCH BY BRUSNICHKA CHAIN
AGENCY
Managing DirectorMedia Group HeadSenior Media Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Vice President of Strategy and Commercial Effi ciency ManagementVice President of MarketingMarketing ManagerBrand ManagerMarketing Specialist
AGENCY
СЕОStrategic DirectorCommunication HeadCommunication ManagerGroup Account Director
CLIENT
Marketing Director Media ManagerHead of Loyalty DepartmentLoyalty Program ManagerHead of Advertising Department
Media Direction Ukraine
Tatiana KatrichJulia GeraskoOksana Shamay
Provid
AGAMA Digital Group
Carlsberg Ukraine
Elena DzhagaryanAndrey OtroschenkoDmitriy PilipenkoAnna FedusivMarina Beznosyuk
Vizeum Ukraine
Kostiantyn StriukovNatalia PapanovaKseniia KalashnykVictoria KochuroVladimir Fryzyuk
LLC “Ukrainskiy Retail” TM Brusnichka
Vyacheslav MedvedevIrina SachkoValeriy BondarJulia Kurenkova
Ekaterina Pospeshinskaya
Cider is one of the most tasteful drinks. The roots of the cider history go back to ancient times. This beverage is extremely popular in Europe and has unique history of consumption. Walking on the cozy European streets you can still fi nd traditional classy cidrerias.But for Ukrainians, cider still remained an unidentifi ed drink, the only associa-tion with the product was the scene from Soviet cartoon “Nu, pogodi!” and the bottle in the wolf’s paws with unclear fi zzy liquid inside.In our case you will read about the ways of successful achievement of the Somersby band launch and the way we managed to make Somersby the brand face of cider category. We made our brand real etalon, which is always com-pared with all other followers. We sharply and permanently fi xed the absolutelyleadership of our brand and gave strong impulse to the development of the cider category in Ukraine.We did something special, that no one was able to do with any brand in the history of Ukrainian ciders!
Grocery retail – leader in activity and loyalty programs dynamics.43% of cardholders use cards each purchase. Average Ukrainian consumer has 6 discount cards, 3 of which are actively used.PROBLEM: Card availability in consumer pocket does not guarantee loyalty.INSIGHT: Shopping – not an easy process, even worse with the whole “pack” of loyalty cards...Consumer wants to be singled out among crowd, get a personalized approach.SOLUTION: Rewards system, focused on a permanent dialog with Client, rather than just on his attraction.RESULTS: 50% increase in average receipt of loyalty program participants vs. average consumer.
Shopper Marketing
137
Shopper Marketing
THE FIRST MUSIC RESORT OR HOW TO CONQUER THE HEARTS OF YOUTH
Despite of difficult economic conditions and fierce competition within the segment, Tuborg managed to increase its sales, thereby strengthened its position in the market.Thanks to creative approach to solving marketing problems, understanding the needs of the target audience and a proper planning of brand’s integrated marketing campaign, Tuborg team managed to give an adequate respond to such a complex marketing challenge.
AGENCY
Creative DirectorCreative Group HeadArt DirectorCopywriterGroup Account DirectorSenior Account ManagerJunior Account ManagerTV Producer
CLIENT
VP MarketingMarketing ManagerManager on National TrademarkBrand Specialist
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyNatalia KovalOlena GnuchevaOlga RozhankivskaSergey KallashArtem AfanasievYuriy Sklyaruk
Carlsberg Ukraine
Andrey OtroschenkoDmitriy Pilipenko
Yulia AgakishievaKaterina Belskaya
GROWING WITH PREMIUM BRAND DURING THE CRISIS BEHIND ANTI-CRISIS PLAN
AGENCY
Head of TEDDY GROUP Communication Agency in UkraineProject Manager
MEDIA AGENCY
DIGITAL AGENCY
OTHER AGENCY
CLIENT
Marketing ManagerSenior Brand ManagerProfessional Marketing SpecialistAssistant Brand Manager
TEDDY GROUP
Yulia KevishAlexandra Biruk
MEC/GroupM
Smartica Ukraine
SKB Brothers
Johnson & Johnson Ukraine
Anna GukOksana Tkachuk
Anna MikhalyovaOlha Fedchenko
In 2014 behind all the changes and events in Ukraine Listerine® faced the following challenge: How to grow market share and sales of premium brand on a declining market during the crisis with double less budget? At the same time, we knew that crisis creates a unique opportunity to win big with lower invest-ments by standing in consumer’s shoes that transformed in anti-crisis plan.
138
Shopper Marketing
BUY, COOK, DRIVE!
“Buy Nasha Ryaba, enjoy tasty chicken and go ahead! On your new car!” This is how “Nasha Ryaba” convinced its consumers to help with overfulfil-ment of sales plans and leveling of decline in consumption of chicken meat in the low autumn season of 2013.
AGENCY
Creative DirectorCreative Group HeadArt DirectorCopywriterGroup Account DirectorAccount Manager TV Producer
SECOND AGENCY
MEDIA AGENCY
CLIENT
Marketing DirectorPoultry Meat Direction Marketing ManagerBrand Manager of TM “Nasha Ryaba”
THINKMcCANN
Eugene Kaminskiy Rostislav VishneviyNatalia KovalOlena GnuchevaOlga RozhankivskaAnastasiya KostikovaYuriy Sklyaruk
Momentum
Universal McCann
Myronivsky Hliboproduct
Yaroslav Mykhaylovskiy
Yulia Moskvina
Natalia Chornogal
MILUPA – HARMONY OF HEALTHFULNESS AND TASTE
Milupa brand was unknown to moms even though the brand had been holdingleading positions in Europe. We were aimed not only to win over shelf space but to become choice №1 for our consumers.Our big idea was: Moms choose healthfulness, babies choose taste – and we created harmony.We do care about babies and made baby cereals with excellent taste. Just in 15 months we became from new-by to market leader. And still growing.
AGENCY
DirectorAccount Director
SECOND AGENCY
CLIENT
Senior Brand ManagerJunior Brand Manager
HAVAS Worldwide Digital Kiev
Mykhaylo NestorOlga Kazkova
HAVAS Worldwide Ukraine
Nutricia Ukraine
Kateryna LevchenkoTatiana Andrushenko
139
Shopper Marketing
CULINARY EXPERT
ATB CHARITY
AGENCY
General DirectorManaging DirectorCreative DirectorArt DirectorAccount Manager
CLIENT
Marketing DirectorMarketing Manager of Butter/Spread CategoryBrand Manager of Butter/Spread Category
AGENCY
Regional Account DirectorAccount ManagerAssociate Creative DirectorSenior Art DirectorArt DirectorAccount Director
CLIENT
Shopper Marketing Brand ManagerShopper Marketing ABM
TWIGA Ukraine
Svetlana StepanenkoEkaterina AlexanyanVyacheslav FokinVyacheslav ZnaminHelen Lapshova (Shabelnikova)
Terra Food
Irina Zhyvotova
Tetiana Moroz
Konstantin Zubov
GEOMETRY GLOBAL UKRAINE
Julie MazourNadya ZharikovaNadiya TrikozSergey YaroslavtsevJulia DemianovaOlesia Turta
PROCTER & GAMBLE UKRAINE
Elena SubotinaAndrey Terentiev
Tulchinka is a leader of the spread category in Ukraine. But from 2011 the marketbegan decreasing rapidly because of black PR of spreads. Our task was to form correct understanding of the product and raise its consumption.Spread – is not butter, it is better… It combines the best from butter and vegetableoil, and that is why spread is an ideal product for baking, roasting, stewing,side dishes, not only for sandwiches. The campaign integrated together sponsorship of the TV-show “Vse Bude Dobre” on STB with culinary expert Tatiana Litvinova and media supported sales promotion.In the result all target indexes: sales, market share, awareness, consumption and loyalty were exceeded, target audience started to understand spread benefi ts.
P&G and ATB always understand what is needed for their shoppers. Most ost en it’s about aff ordable price and good quality goods, sometimes it’s about addi-tional discounts, but from time to time someone needs just help. Help to those who cannot help themselves – ill kids who need surgery and waiting in a queue for donation. That’s why an idea was to help these all together: 1 purchase = 1 UAH for charity fund to help the kids.Results of the campaigns were much higher than expected, and as result 21 kids from diff erent part of Ukraine got healthy childhood.
140
141
WELCOME TO UNBIG WORLD
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorArt DirectorDesignerDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Marketing DirectorGeneral ManagerMarketer
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMaxim NazarovMihail VerbitskyAnton IvanovAnna KashcheevaAnna Olkhovets
Indi
MOYO
Roman StepanovskijDmitri BasovNatalya Gorokhova
Due to the events, which took place in 2014, the market of consumer electronicsgot in the 9-point storm. Dollar growth dynamics has led to a sharp decline in consumer activity. Under these circumstances, retailers begun to balance on the verge of profi tability. Competition has increased rapidly and position of weak players has shaken noticeably. MOYO retail chain of digital tech consists of only 48 stores of modest size. Without being outstanding in any point, the brand ought to immediately interest new customers and make them enter the store. While on the communications market all the giants became active, we had to play rough. Everything was at a stake.
Shopper Marketing
Business Challenge / David vs. Goliath
DIROL CRYSTALS VS ORBIT GRANULES
AGENCY
Creative DirectorAccount Director
MEDIA AGENCY
DIGITAL AGENCY
CLIENT
Brand ManagerMarketing Director
Saatchi & Saatchi Ukraine
Kirill ChistyakovTatiana Slivko
Starcom Ukraine
Saatchi & Saatchi Ukraine Digital department
Mondelez International
Andriy BordyuzhanNatalia Revika
Until 2013 chewing gum in “blisters” segment was represented by only player – Orbit Professional. The segment is potentially interesting in terms of profi ts, so Dirol decided also run a sub-brand Dirol X-Fresh in this segment. The problemwas that at the level of the product – Orbit Professional and Dirol were iden-tical, the price is the same, and the distribution and strength of the brand Orbit is much higher than that of Dirol. As with similar products, having a little money on the media, and only getting better distribution, to achieve this goal and to select up to 1 year in Orbit Professional 1/3 of the market? Dirol chose a creative communication – to talk about emotions in a very functional segment of “blisters”, unlike its main competitor Orbit, which relied on the functional, Dirol said X-Fresh is a new generation of chewing gum with fresh crystals that give you confi dence for a long chat with friends. Thus, the grocery attribute – “crystal freshness” has been translated into an advantage for the consumer – spending time with friends. And with the help of emotion Dirol X-Fresh surpassed a result of their “functional” competitor.
142
Business Challenge / David vs. Goliath
PASS THE 3% BARRIER
Election to Kyiv City Council in May 2014 was a good chance for parties to present themselves on city level and make a base for further election to par-liament. Newly emerged parties had to fi ght for votes with former opposition, which spent years to build awareness, reputation, the advertising and PR investments of which during the years of independence were huge.Democratic Alliance party did not have sponsors. The budget consisted of voluntary donations of citizens and comprised less than 600 000 UAH.Aim: to pass the 3% barrier and join City Council.Media aim: build reach of 400 000 people.Solution: audience-centric approach to planning, usage of RTB for maximiza-tion of reach with the help of targeting and social-demographic characteristics.Result: the party joined City Council with 2 representatives.Cost of 1000 reached was 109 UAH, what was 2 times more than market benchmark for such a specialized TA.
AGENCY
StrategicMedia PlannerMedia PlannerBuyingProject ManagerAccount Manager
CLIENT
AdPro | Isobar
Alexey GarmashIgor Yaschuk Sergey TolstoiVeronica LogvinovskayaAnastasia BaydachenkoYuri Polishchuk
Political party Demalliance
Bogdan KozachenkoValerii PopovychVictor ChernetskyVera Gruzova
DEPOSIT “UNITY”
Imagine: You are Ukrainian bank. Its economic crisis… again…But now things are really bad. People just want to cash out all their savings and do two things: or leave the country, or buy weapons and go to war.Under these circumstances You must gain 170 mio UAH on deposits. If You fail – game over.You got 250k UAH, to turn the tide.What is Your decision?To hire the best team – good start!To arm with advanced technology – Smart!Fail fast and rapidly, but never give up – Unstoppable!!!Level complete!Your stats:+205 000 000 UAH+18% overfulfi lment+5 to repute
AGENCY
StrategicContext DirectorMedia PlannerBuyingAccount Director
CLIENT
Director of Marketing CommunicationsHead of Marketing Activity CenterHead of Marketing Activity Center
AdPro | Isobar
Alexey GarmashAlexander MarchukRoman ZhukovVeronica LogvinovskayaEugene Radchenko
Fidobank
Lesia Dubova
Viktor Zaiets
Anna Carenko
143
Business Challenge / David vs. Goliath
TASTY JACKPOT OF COLONEL SANDERS
FRESH MILK FROM MOLOKIA
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
In 2014 brand Molokia decided to boost positions on saturated Kyiv milk mar-ket. Our task was to raise sales on 50% comparing with the same period of previous year. We had limited media budget so we couldn’t use TV ad.Decision: To choose the most appropriate TA segment, the game changer, and to target exactly on it. We targeted on new mothers in the Internet using GoogleDisplay Network.We created an animated story to communicate German technologies for Ukrainian milk.Results: Raise of sales on +78%.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Head of Strategic Development DepartmentMarketing ManagerMarketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Molokia
Oksana StetsAnna SerebrianskaKhrystyna Biliayeva
144
IDEAL. NATURAL
DISCOUNT
AGENCY
Creative DirectorArt DirectorCopywriterAccount Manager
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
AGENCY
Creative DirectorArt DirectorCopywriterDesignerAccount Manager
CLIENT
Marketing DirectorMarketing Manager
Tabasco
Alexander SmirnovSvetlana GorovenkoOleg ZavgorodniyOlga Boyandina
Ploshad Evoluzyi
Pripravka
Olga RomashchenkoElena Polizhay
Michurin сreative agency
Dmitriy BolsunovskySergey ProkopchukElena DikusarovaElena DenisevichMarina Kondriyanenko
Primer-Liga
Denis BazanovNataliya Logginova
Ukrainian spices brand TM “Pripravka” to gain market brought to market a line of natural spices “Culinary masterpiece”. In the advertising campaign it was necessary to diff erentiate against competitors and to raise the level of sales by 60%.The agency recommended to build the communication on the emotional com-ponent, whereas competitors use in advertising only beautiful close-ups of vegetables and spices, as the components of seasonings. Thus was born a creative idea: Cooking with “Culinary masterpiece” is a seduction by chief cook Hector Jimenez-Bravo.Advertising campaign was realized in the peak of political and economic crisis in 2014. As a result in the conditions of falling of the market by 20–40% the sales of the series of seasonings “Culinary masterpiece” by TM “Pripravka” increased by 120%, which has twice exceeded the goal of 60%.
Objective: On the background of high communication activity of the main market players (they are signifi cantly larger in petrol stations’ quantity, use larger budgets for advertising, hold several promos in the same time) it was
necessary to develop decision which will allow to attract more customers and to increase fi nance indexes.Decision: We understood we can’t be competitive with main market players directly. In this situation it is necessary to move away from lotteries with expensive prizes, for example cars and apartments. The decision was taken to give possibility to gain profi t at purchase of fuel and supplementary goods to the maximum quantity of our customers. The customers could summarize discounts at their own taste.To visualize our message we used discounts in form of LEGO building kit, since the kit’s details are as easy to combine together as discount propositions from the KLO network.Result: The activity of the customer’s base grew by 11% from the moment the promo started. 7% more new participants were attracted to the loyalty program DyakuYOU. Comparing with the same period of last year the sales of fuel grew by 11%, and the quantity of checks in “Podorozhnik” minimarket increased by 14%.
Business Challenge / David vs. Goliath
145
Business Challenge / David vs. Goliath
VALERA SPASAY
In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was fl ooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun – fi lled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterAccount Director
DIGITAL AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Marketing DirectorBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaAnna Olkhovets
Indi
Electric Sheep Film
Viasat
Vasyl BorodchukLyudmila Levchenko
WELCOME TO UNBIG WORLD
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorArt DirectorDesignerDesignerCopywriterAccount Director
DIGITAL AGENCY
CLIENT
Marketing DirectorGeneral ManagerMarketer
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukMaxim NazarovMihail VerbitskyAnton IvanovAnna KashcheevaAnna Olkhovets
Indi
MOYO
Roman StepanovskijDmitri BasovNatalya Gorokhova
Due to the events, which took place in 2014, the market of consumer electronicsgot in the 9-point storm. Dollar growth dynamics has led to a sharp decline in consumer activity. Under these circumstances, retailers begun to balance on the verge of profi tability. Competition has increased rapidly and position of weak players has shaken noticeably. MOYO retail chain of digital tech consists of only 48 stores of modest size. Without being outstanding in any point, the brand ought to immediately interest new customers and make them enter the store. While on the communications market all the giants became active, we had to play rough. Everything was at a stake.
146
Business-to-Business
VISA GOLD CAMPAIGN
ENJOY AIIA
AGENCY
CEOCreative DirectorSenior Art DirectorSenior CopywriterAccount Director
CLIENT
Marketing ManagerMarketing Director CIS/SEE
AGENCY
Creative Director, Film Director, DOPCreative Director, Film Director, DOPDigital Creative DirectorBusiness Development Director, Executive ProducerPostproduction Supervisor
OTHER AGENCY
CLIENT
Marketing DirectorManaging Partner
BBDO Ukraine
Victor IshkovAnze JerebAnna KrasnozhonAnna PochtarenkoIrina Danilevskaya
Visa International Service Association (Visa Cemea)
Andriy RadomskiyGvantsa Ebralidze
VGNC Creative Digital Agency
Alexey Sobolev
Misha KoroteevAnton Kolisnyk
Anna SobolevaEvgen Lekh
Vintage
aiia Limited Co
Julia ShilovaAndrey Klimenko
To promote Visa premium products (Visa Gold card) was decided to conduct the campaign focused on increasing the portfolio of premium cards within 16 of the largest Ukrainian banks. The campaign consisted of several levels media support and motivation packages: for sales staff and customers. The campaign results exceeded in 2 times the business target for Visa Gold cards activation. In total were activated 80K cards during campaign period vs planned 40K. Bank participants increased the quantity of new Visa Premium cards on 50% com-paring with other banks.
A small Ukrainian company specializing in promotional products had to enter the international market. It was a challenge with a limited budget, no brand awareness and a very sophisticated TA – international advertising and mar-keting specialists. How do we attract the attention of the audience? We had to give them an opportunity to try to change the world around them for the better with the help of our products. And present it in such an original way that they would not only take part in an experience but also share it with their colleagues.
147
BELUY UGOL VERSUS HANGOVER OR HOW TO DISCOVER THE NEW SEGMENT AND GAIN THE VICTORY IN IT
CONCEPTUAL BRAND CONTENT AT THE PRICE OF SPONSORSHIP LOGOS
The objective of the hangover remedy “Beluy Ugol DOBROE UTRO” was to change consumers’ perception and prove that absorbent is able to relive the hangover, rather than become another coal for indigestion.With the help of vivid creativity we convinced customers that there is no need to fi ght with headache and other consequences of evening’s fun in the morning, if the reason of alcohol intoxication is neutralized. Only cheerful ast er-party mess is not excluded from all morning consequences.As a result, targets were exceeded: amid competitors’ sale decrease, brand showed 160% increase compared to the planned 50%.
On a highly competitive vodka market, in terms of total restrictions, TM “Zelenaia Marka” decided to signifi cantly declare his retro positioning and real male values, so characteristic to brand.Insight: Our audience nostalgically recalls their youth and ost en dreams to turn back time.Solution: Together, agency and TV channel ICTV, developed a conceptual content project “Mashina Vremeni” (“Time Machin” in eng.), which brings the audience in the days of their youth, fully communicating brand values.Results: Unique integration allowed to exceed brand time presence objective in 5 times, and outdo sales growth dynamics above expected.
AGENCY
Associate Creative DirectorCreative Group HeadCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
AGENCY
СЕОManaging DirectorStrategic DirectorCommunication HeadAccount Director
SECOND AGENCY
CLIENT
Acting Marketing DirectorGeneral Manager
THINKMcCANN
Oleksandr NetrebchukJulia StorchakPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
Vizeum Ukraine
Kostiantyn StriukovOksana StekhinaNatalia PapanovaKseniia KalashnykJulia Zamostyana
ICTV (TV channel)
Premier Distribution Company / CEDC International
Nadiia ShvetsSergey Pushchenskiy
Single Communication Channel
148
149
REFUEL WITH COFFEE
CHUMAK PASTA
“Refuel with coff ee” – a local campaign for improving the image of WOG through an emotional trigger – coff ee.The formats of outdoor advertising were used: 3D designs with LED lights for billboards, as well new specially created formats for subways (cross-walk).The results exceeded the target: 25% increase on coff ee sales, 10 % increase in fuel sales, image indexes improved for 31%.
While all competitors talk about quality of pasta, “Chumak” decided to move to a new level of communication – emotional. We decided to tell women things they’ve deserved but never heard – thank you’s for the daily care and cooking delicious dinners. As a result of TV campaign, pasta “Chumak” sales exceeded 4.5 times over planned, and sales of “Chumak” pasta grow 10 times faster (45%) than market (4%). In the fi rst half of 2014 pasta “Chumak” share at “Silpo”network reached 12.4%, getting ahead of main competitor “Makfa” brand.
AGENCY
Art DirectorStrategistBusiness Development Manager
CLIENT
Marketing DirectorAdvertising ManagerHead of Marketing Projects
AGENCY
Creative DirectorHead of ArtCopywriterArt DirectorProducerAccount Director
CLIENT
Marketing DirectorSenior Category Manager Groceries
Master Ad
Vlad StanitskyAlexey Dotsenko
Elen Tsarova
WOG
Vitaly TkachenkoLudmila ChurakMarta Drobot
Ogilvy & Mather Ukraine
Alexandra DoroguntsovaTaras DzendrovskiiEvgeniya DzyubenkoTatiana ShapovalIrina PigalAlexandra Savonik
Chumak
Oleg Antonenko
Olga Yurachkivska
Single Communication Channel
150
THE TRICKY EAST OR HOW UKRAINIAN FELL IN LOVE WITH SOY SAUCE
MENOPAUSE OR WHAT DO WOMEN FEAR?
Lifemin plays in the category of menopause symptoms relief. But in Ukraine menopause is dreaded by women and tabooed by society to an extent that key category player Remens (roughly 50% MS) was not even positioned directly against menopause, and focus group participants literally feared to pronounce the word “menopause”. Lifemin’s straightforward yet deeply intimate “Confes-sion” TVC aimed to make menopause “normal” again and help women enjoytheir age and their life. This brought Lifemin from #5 to #2 position in the category with MS grown from 6% to 18%.
This case is about a brand-leader “Novaro” which could change consumers’ attitude to the soy sauce category by increasing its penetration from 13 to 21%. It has also grown its share in the category.The solution was the change of product image in the eyes of Ukrainians: to clear soy sauce from the Japanese heritage and to give it the image of a modern and versatile product through expansion of consumption situations.
AGENCY
Creative DirectorCreative Group HeadCopywriterClient Service DirectorAccount Manager
CLIENT
Group Brand ManagerBrand Manager
AGENCY
DirectorManaging Director
CLIENT
Marketing Director
THINKMcCANN
Eugene KaminskiyRostislav VishneviyOlena GnuchevaJulia GolotaAlyona Ryzhenko
Nestlé Ukraine
Tatiana FilippovaNataliia Sokolova
Milk Branding
Maxim LesnyakYulia Polosmak
PRO-PHARMA
Anastasia Lutsenko
Single Communication Channel
151
Single Communication Channel
“KHLІBNYI DAR” FOR THE NEW YEAR TABLE
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriter
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii LatanskyiOleg Kiselitsa
StarLightMedia, Inter Media Group Limited, 1+1 Media, Media Group Ukraine
National Alcohol Traditions
Dmitriy SamsonenkoSergei Sergeev
Situation: ”Khlіbnyi Dar” is ost en perceived as a simple vodka for regular consumption situations. Sales of the brand are being signifi cantly reduced on the New Year due to the fact that people for the holiday table prefer to buy status vodka, such as “Khortytsya”, “Nemiroff ” and others.Objective: To convert the vodka “Khlіbnyi Dar” into an attribute of the holiday table and not to give in the market share to “Khortytsya” and “Nemiroff ”.Solution: The connoisseurs of vodka appetizers recommend ”Khlіbnyi Dar” to be served at the New Year’s table.Results: ”Khlіbnyi Dar” TM becomes №1 according to the New Year sales.
ADVERTISING CAMPAIGN “LIMO – YUMMY IN YUMMY”
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterCopywriterArt DirectorArt Director
MEDIA AGENCY
CLIENT
Commercial DirectorMarketing Director
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii KalkoLesya BoycoBogdana ZaetzOleg NokitchykSergey Artemenko
StarLightMedia
Lviv Freezer
Sergiy KuntaOxana Jaremko
Situation: Spring-Summer of 2014. Country is in the state of political and economic crisis. Ice-cream market sales are dropping. Regional brand “Limo” is trying to get to the national level.Objective: Increase sales in the “not home based” regions by 30%.Solution: The most important aspect of the ice cream is its taste. And the taste of an ice-cream is determined by its various ingredients: “We cover the most delicious ice-cream with the most delicious chocolate”.Results: Sales in the “not home based” regions are increased by 56%. A newcomerbrand overtakes 3rd place on the national lever in sales in Ukraine.
152
Single Communication Channel
TASTY JACKPOT OF COLONEL SANDERS
KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an eff ective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.Decision: to use Internet as the only communication channel, to involve peopleto interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.Results: ТОМ +100%, sales +43 000 new bills.
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Senior Marketing Manager Ukraine
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaAlexey Maksymenko
YUM! Restaurants International Russia & CIS
Volodymyr Mandryk
DEPOSIT “UNITY”
Imagine: You are Ukrainian bank. Its economic crisis… again…But now things are really bad. People just want to cash out all their savings and do two things: or leave the country, or buy weapons and go to war.Under these circumstances You must gain 170 mio UAH on deposits. If You fail – game over.You got 250k UAH, to turn the tide.What is Your decision?To hire the best team – good start!To arm with advanced technology – Smart!Fail fast and rapidly, but never give up – Unstoppable!!!Level complete!Your stats:+205 000 000 UAH+18% overfulfi lment+5 to repute
AGENCY
StrategicContext DirectorMedia PlannerBuyingAccount Director
CLIENT
Director of Marketing CommunicationsHead of Marketing Activity CenterHead of Marketing Activity Center
AdPro | Isobar
Alexey GarmashAlexander MarchukRoman ZhukovVeronica LogvinovskayaEugene Radchenko
Fidobank
Lesia Dubova
Viktor Zaiets
Anna Carenko
153
Single Communication Channel
FRESH MILK FROM MOLOKIA
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Head of Strategic Development DepartmentMarketing ManagerMarketing Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Molokia
Oksana StetsAnna SerebrianskaKhrystyna Biliayeva
In 2014 brand Molokia decided to boost positions on saturated Kyiv milk market. Our task was to raise sales on 50% comparing with the same period of previous year. We had limited media budget so we couldn’t use TV ad.Decision: To choose the most appropriate TA segment, the game changer, and to target exactly on it. We targeted on new mothers in the Internet using GoogleDisplay Network.We created an animated story to communicate German technologies for Ukrainian milk.Results: Raise of sales on +78%.
VYSHYVANKA
Kyivstar is one of the most attractive employers in country. With 4500 employees team Kyivstar does everything so that each employee feel his importance in life of company. Unifying events are regularly held in company. Especially diffi cult is to involve employees from all regions of Ukraine.For this, “Vyshyvanka’s Day” became an interactive basis that had been existingfor several years in company. This holiday we used as main digital tool. In three weeks we joined 90% of employees who gave more than 6500 votes for their colleagues’ works.
AGENCY
CEOAccount DirectorProduction DirectorCreatorArt DirectorDesignerDesignerCopywriterDeveloperDeveloperFlash Developer
CLIENT
Manager of Corporate Social ResponsibilityChief Corporate Aff airs Offi cer
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaElena SalivonArtem KuchinNataliya StrelchenkoIurii GusinskiyOlena MartynovaOleksandra AlokhinaZakhar KornevOleksandr KozlovAlexandr Rojnov
Kyivstar
Tatiana PetskoMikhail Shuranov
154
155
Single Communication Channel
DELTAPLAN
Delta Bank competed with the leading Ukrainian banks and signifi cantly lost to them by the number of branches. To increase the market share it was needed to increase the brunches’ number or to develop alternative sources. So, we gave the users an off er to create a virtual Delta Bank branch anywhere, even in the sky, using myDelta Internet banking! For this purpose we developed the digital campaign that informed users about the main unique myDelta opportunities in the game form. During the campaign period we reached the rate of myDelta service client base growth by 41% and drew more than 90 000 new users. And we also managed to open a virtual branch in the sky above the Kiev.
AGENCY
CEOAccount DirectorCreative Director CreatorProduction DirectorDigital Strategy DirectorVideo Art DirectorMotion DesignerJunior Production ManagerDesignerDeveloperDeveloperDeveloperCopywriterHTML-coder
CLIENT
Head of Digital DepartmentDigital ManagerHead of PR
GRAPE Ukraine
Iurii GladkyiKsenia SokurSergey MilyukStepan BarkholenkoElena SalivonSergey KuzmenkoArkadiy PasechnikYuriy KhomovskyyAnna KalininaIlya GladkoVladimir LyannojSergei UperenkoAlexandr SyrykOleksandra AlokhinaArtem Gavrish
Delta Bank
Oleksii PopovVeronika KiryanovaAlina Chyzh
FIRST MOBILE AID
Lack of knowledge about fi rst aid has become a problem of high priority in 2014. National operator Kyivstar has decided to create an aff ordable mobile resource with the necessary information, videos, map of the location of hos-pitals and emergency buttons. Together with the specialists of the clinic Boris we created and developed mobile application for smartphones that support ios and android systems. Application became №1 in the category “medical” and number 19 of Ukrainian Applestore with 20 thousand downloads.
AGENCY
CEO Account DirectorCreative DirectorCreatorProduction DirectorVideo Art DirectorMotion DesignerDesigner/CreatorDeveloper
Copywriter
CLIENT
Manager of Corporate Social ResponsibilityChief Corporate Aff airs Offi cer
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaOleksii MorozovStepan BarkholenkoElena SalivonArkadiy PasechnikYuriy KhomovskyyIlya GladkoVladimir BoykoIgor DorogokupliaDmytro IvanovYvgen TroschiyMaksim MorokkoOleksandra Alokhina
Kyivstar
Tatiana PetskoMikhail Shuranov
156
Single Communication Channel
AXE FAN CLUB
“DESANT” RELAUNCH CAMPAIGN
AGENCY
Chief Strategy Offi cerCreative DirectorMedia DirectorArt DirectorCopywriter
CLIENT
Marketing BB (Axe, Rexona, Clear, Dove & Pure Line Deo)Media CoordinatorPersonal Care Marketing Manager
AGENCY
DirectorCreative DirectorClient Service DirectorAccount Manager
CLIENT
VP MarketingMarketing Director BeerBrand Manager
AIMBULANCE
Roman HavryshVladimir SmirnovDmytro KudinovDenys RostolopaSerafi ma Kutsenko
Unilever
Vadim AbramenkoEkaterina Kryzhanovska
Irina Kryzhnaya
Young & Rubicam Kiev
E. SudienkoD. BarsukovV. EnkinaO. Gorkun
Obolon
Alexander BashkinDmitry ChabanOleg Vynnyk
Deodorant market plummets because of the currency rate growth – brands import their products. AXE suff ers the most – from the cheapest it became one of the most expensive. Our task was to hold AXE’s positions on the market.We gave consumers more than just a deo. We let them check attractiveness for the opposite sex and increase it. Besides emotional benefi ts the users of online-platform could win branded clothes for buying products and shares.Results: Sales raised in monetary terms on +15% comparing with the same period of previous year.
The beer market in Ukraine is highly competitive and saturated. “Desant” was ranked at second place in the segment ast er “Arsenal”, without any support for last 3 years. The main challenge was to change the perception of brand Desant from cheap strong beer for marginalized to the perception of strong beer to a wider audience. Desant market share in strong beer segment grew from 3.3% to 5.3%, exceeding expectations! We doubled the sales by the beginning of 2014! Despite 3 years of silence-new campaign improved brand identifi cation in comparing with main competitor.
157
Single Communication Channel
CHANGE YOUR COLOR – IT IS TIME FOR CHANGES!
AGENCY
Managing DirectorClient Service DirectorSenior Account ManagerArt DirectorCopywriterProducer
MEDIA AGENCY
CLIENT
Marketing Director (Garnier & Maybelline)Group Brand Manager (Garnier Hair Care & Coloration)
Junior Product Manager (Garnier Coloration)
Publicis Visage
Viktoriya MakarovaMiroslava MikhnenkoIvanna SchneiderAndrey TimoschukViktoria BodnarchukJulia Gorobets
ZenithOptimedia
L’Oréal Ukraine
Thibault De Saint Victor
Marina ShindinaKaterina Sadovnikova
Irina Aizman
Market share in Hair Coloration category depends on package price therefore brands carry price promo.April 2014: Garnier Color Sensation is planning a promo, but reduced price was already 25% higher than competitors’ were. So we decided to bid on TA desire for changes: change your hair color radically and you will change your life for the better.Results:• Value share grew to 10.1% (in 1.8 times) during promo and it remained on 8% for next 3 months;• Growth in money reached 23%, and the growth of the market was only 13%.
THE LEGENDARY BRIDGE OF CANS
The limited edition of Staropramen cans was released in May–June 2014 to improve Staropramen visibility thereby stimulating purchase intent of brand without media budget and to strengthen brand’s image attributes (KPIs) on decreased beer. The can was the only media. To support the sales only by the shelf without any media budget and POSM in-store, we have decided to use PACKVERTISING – non-standard packaging, selling itself. The solution was to realize the main sight of Prague – Karl’s bridge in cans series, bridge of 4 arcs –4 cans on every shelf at supermarket, bridge between brand and consumer. Every can is a piece of bridge. And of Art. As the result, using only ONE commu-nication channel we have increased all image indicators without media budget!
AGENCY
Art DirectorCopywriterHead of Design StudioHead of StrategyAccount DirectorAccount Manager
CLIENT
Zone Brand Manager Staropramen, CEE
BBDO Ukraine
Alexander RogovetsTaras DroomMartynas BirskysIrina RivkindNatalia LiseevaNatalia Bobrova
SUN InBev Ukraine
Ekaterina Zrazhevskaya
158
Single Communication Channel
BORJOMI PIANO
“TASTES WITH…” CAMPAIGN
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
SECOND AGENCY
CLIENT
Group Brand Manager SadochokBrand Manager Sadochok
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoMaria Nevgad
BelkaStrelka branding
Sandora
Andrey CherepovSvitlana Oleksyuk
Borjomi has been legendary water since Soviet times. Today the world is be-coming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their posi-tions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close” water. Therefore, the main challenge facing the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. The image of Borjomi mineral water as a respectable water with a rich past needed a drastic rejuvenation.
The main objectives were to increase business and perceptional Brand KPI’s. Internal company research showed that “Enhancing everyday meal” is key Demand moment for juice category consumption. Juices were defi ned by consumers as “a mealtime drink that is tasty and goes well with food”. The main idea was to create a link between Juice and meal in order to create everydayDemand and stimulate frequency of consumption growth. Also, additional fact should be highlighted, that juice looks tastier with other tasty products.
Sponsorship
159
Sponsorship
SUPPORT UKRAINIAN OLYMPIANS 2014!
STELLA ARTOIS PRESENTS “BEST CINEMA MASTERPIECES IN YOUR ONLINE-THEATRE”
AGENCY
Art DirectorCopywriterAccount ManagerDigital ManagerPR ManagerBTL Team
Account DirectorCreative Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY
CLIENT
Head of PR DepartmentPR Manager
AGENCY
Managing DirectorMedia Planning DirectorDigital Planning Group HeadSenior Media Planner, DigitalMedia Planner, Digital
DIGITAL AGENCY
CLIENT
Media CoordinatorBrand ManagerDigital Coordinator
Cheil Ukraine
Viktor KolodyazhnyiYulia KolesnikViktoriya OrbuLesya ReshetyloMarina FomenkoYuriy DumaTatyana ZaporozhetsKaterina PanichVladyslava Denys
ITCG
Brandcom
s*event
Samsung Electronics Ukraine Company
Konstantin CherepovskyNataliya Tarasevych
UM
Victor SherstyukIryna YuferovaAnna DragunovaRuslan GutnikovKseniia Vynnyk
Advance Digital
SUN InBev Ukraine
Natalya Sydorenko Elena ChmyshukDarya Selynna
During autumn and winter 2013 environment in Ukraine was getting worse every moment – the entire country gets swallowed up with political clashes and riots. Information fi eld is extremely negative and it sounds at least crazy to run any sponsorship program this time. But not for Samsung. It becomes a true challenge to turn attitude of whole nation to something good. We though “What can unite so diff erent people?” Common goals, common interests and common belief can. When our hearts are full of common energy, we become a single whole, powerful and able to achieve anything we want. Having created a perfect mix of communication channels, including digital tools, nationwide radio station, national TV and newspapers Samsung managed to get that mes-sage across to millions of Ukrainians, inspiring the people to express their sup-port for the Olympic athletes and encouraging the entire nation with the use of fl agship device – Samsung Galaxy Note III.
For leading brands in beer category it is very important to diff erentiate to hold sales share in superpremium segment. Unique platform of TM Stella Artois “Cinematograph” allows brand to stand out in the growing clatter and support image KPIs. But in the fi rst half of 2014, the main indicator “Associated with cinema” began to signifi cantly decline.To grow indicator “Associated with cinema” we created absolutely new type of sponsorship and changed the standards of the market!
160
161
Sponsorship
“KHLІBNYI DAR” FOR THE NEW YEAR TABLE
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriter
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii LatanskyiOleg Kiselitsa
StarLightMedia, Inter Media Group Limited, 1+1 Media, Media Group Ukraine
National Alcohol Traditions
Dmitriy SamsonenkoSergei Sergeev
Situation: ”Khlіbnyi Dar” is ost en perceived as a simple vodka for regular consumption situations. Sales of the brand are being signifi cantly reduced on the New Year due to the fact that people for the holiday table prefer to buy status vodka, such as “Khortytsya”, “Nemiroff ” and others.Objective: To convert the vodka “Khlіbnyi Dar” into an attribute of the holiday table and not to give in the market share to “Khortytsya” and “Nemiroff ”.Solution: The connoisseurs of vodka appetizers recommend ”Khlіbnyi Dar” to be served at the New Year’s table.Results: ”Khlіbnyi Dar” TM becomes №1 according to the New Year sales.
WHEN 250 THOUSAND VOICES SING AS A SINGLE OR HOW TO CREATE AN EXPERIATIONAL PLATFORM
Brand “Lvivske” enters musical platform to strengthen connection with consumers. For the last 2 years it has enabled “Lvivske” to overtake its main competitor working on the football area on indicators of “love brand”, “brand for someone like you”, “brand you trust”.
AGENCY
Chief Strategy Offi cer Creative and Marketing Services ADV Group UkraineAssociate Creative DirectorCreative Group HeadSenior Art DirectorClient Service DirectorGroup Account DirectorAccount Manager
MEDIA AGENCY
CLIENT
VP MarketingMarketing ManagerBrand ManagerJunior Brand ManagerBrand SpecialistBrand Specialist
THINKMcCANN
Kirill SkіkevichOleksandr NetrebchukJulia StorchakSvitlana PolohayloJulia GolotaOlga KutuzovaOlga Kashpur
Media Direction Ukraine
Carlsberg Ukraine
Andrey OtroschenkoTaras MatsypuraLesya SlabkaYulia BorisenkoVіta MurenkoAnna Dembіtskaya
162
Sponsorship
NUTELLA. VSE BUDE DOBRE!
AGENCY
Media Group HeadSenior Media PlannerMedia Planner
OTHER AGENCY
CLIENT
Group Brand ManagerBrand Manager
Media Direction Ukraine
Svetlana TaborskikhDmitriy SakhnoElena Krivenko
Starlight Commercial Production
Ferrero Ukraine
Lesya Iefi menkoAnna Bondarchuk
In 2013, Nutella, a longtime leader in the category of hazelnut spreads with cocoa, is looking for the ways to expand. The share of competitors is small, and Nutella has won strong and stable positions. For the further growth it is not enough to support global communication of the product consumption for breakfast. And the brand decides to choose a new strategy – training of consumers to new ways of the product consumption. And thus increase the frequency of purchase. As part of the campaign “Vse Bude Dobre!” consumers not only could learn new recipes.Of dishes with Nutella from culinary experts as well as create their own versions of desserts with hazelnut spread. As a result, purchase frequency has been increased and this has led to an increase in sales of Nutella by 13%, which is twice more than the planned fi gure!
NUTELLA. MASLENITSA
AGENCY
Media Group HeadSenior Media PlannerMedia Planner
CLIENT
Group Brand ManagerBrand Manager
Media Direction Ukraine
Svetlana TaborskikhDmitriy SakhnoKatya Revenko
Ferrero Ukraine
Lesya Iefi menkoAnna Bondarchuk
Nutella is the leader in the category of Hazelnut spreads with cocoa on the market of Ukraine. During the years of the promotion the brand has achieved a lot – a high level of awareness and distribution, many people have tried it and liked its taste. But it’s early to stop and it’s necessary to search for new niches to increase sales and consumption. Traditional pancakes on Maslenitsa – the perfect seasonal niche for the growth of Nutella.Ukrainians like pancakes and actively cook them in honor of the holiday, and Nutella is a perfect addition. And during the advertising campaign we were able to prove it. Through its active sponsorship integration into the cooking programs, Nutella was able to increase sales by 25% in comparison with last year’s fi gures.
163
Sponsorship
Seasonal Marketing
BORJOMI BUS
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterDigital Director
DIGITAL AGENCY
PR AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Business Development & Marketing DirectorMarketing and Corporate PR ManagerBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaOleg Pashkovsky
Indi
Agency 42
Electric Sheep Film
IDS Borjomi International
Natalia Matusevich
Oksana PankinaElena Kuvaeva
The world is becoming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their positions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close” water. Therefore, the main challenge faced by the campaign was to develop the image of Borjomi as a unique, modern and innovative brand. Borjomi has sponsored a summer jazz festival in Lviv – the grand event, which brings together people with a modernlook and love to enjoy life. We knew that this opportunity was impossible to miss.
BELUY UGOL VERSUS HANGOVER OR HOW TO DISCOVER THE NEW SEGMENT AND GAIN THE VICTORY IN IT
The objective of the hangover remedy “Beluy Ugol DOBROE UTRO” was to change consumers’ perception and prove that absorbent is able to relive the hangover, rather than become another coal for indigestion.With the help of vivid creativity we convinced customers that there is no need to fi ght with headache and other consequences of evening’s fun in the morning, if the reason of alcohol intoxication is neutralized. Only cheerful ast er-party mess is not excluded from all morning consequences.As a result, targets were exceeded: amid competitors’ sale decrease, brand showed 160% increase compared to the planned 50%.
AGENCY
Associate Creative DirectorCreative Group HeadCreative Group HeadGroup Account DirectorAccount ManagerTV Producer
CLIENT
CofounderMarketing Manager
THINKMcCANN
Oleksandr NetrebchukJulia StorchakPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk
OmniFarma Kiev
Oleg KurchenkoLina Golovko
164
CHRISTMAS TRANSFORMATION
HOT SAVIOUR
Advertising campaign for notebook ASUS Transformer Book T100/Microsoftwas held during the Christmas holidays. Promotion of this model was complicated due to its novelty and strangeness to the target audience, deadlines for the implementation of the campaign (no more than 39 days), and the high activity of competitors. However, thanks to a good insight, weresulted with an idea of the activity with a great viral potential and effec-tive, although with the small budget, campaign. We managed to sell over 3000 units of the product in partner stores and received a number of 5000+ entries in corporate communities. At the same time the media budget did not exceed 50 000 UAH.
Bright on Beach – promotional site for participation in activations.Updated content strategy to generate traffi c to the main online platform, informing about offl ine parties and formation of the Lipton’s image as a Hot Saviour of the summer.Results*:1. Maximum market share in June–July 2014: 37.8% (vs. 35% in June–July 2013)2. Sale growth to 18% in May–August 2014 compared to May–August 20133. Number of Facebook fans +60%4. Number of Vkontakte fans +65%5. Total number of fans (FB+VK): 30 000 users
*Nielsen, JJ 2014 report.
AGENCY
Head of Digital StrategySenior CopywriterAccount Manager
CLIENT
Online Marketing Manager
AGENCY
Art DirectorStrategistCEOAccount ManagerCreative DirectorCreatorAccount Director
SECOND AGENCY
CLIENT
Brand Manager TM Lipton Ice Tea
Optimum Media OMD Ukraine
Vladimir GerneshiiAnna SyedinaEvgenia Gorotskevich
Microsost Ukraine
Elena Timkova
Tribal DDB Ukraine
Igor KarimovJulia YashynaArthur MatkovskiyArtem MelnikovIgor KlimenkoAleksandr KurtevAndrey Kozachinskiy
DDB Ukraine
Lipton Ice Tea
Natalya Pravdyuk
Seasonal Marketing
165
PEPSI. SUMMER CAMPAIGN
Business objective – Relative market share to Coke > 80% in Jul–Aug.It is important for Pepsi to capitalize on it’s seasonal advantage over Coke in summer period. In conditions of direct TV communication absence, our main goal was to ensure, that relative market share is at least higher than annual average during July–August. This resulted in the Big Idea, that in the absence of a specific image-building creative we must communicate Pepsiirresistibility through the basic demand of the category – refreshment.
AGENCY
Strategic DirectorMedia Group HeadMedia Manager
CLIENT
CSD/LIT Marketing ManagerBrand Manager (Pepsi)
Optimum Media OMD Ukraine
Kseniya MykhaylenkoSergey KhablenkoMaria Nevgad
Sandora
Anatoliy GordeevZhanna Strelnikova
Seasonal Marketing
MOOD BOX
AGENCY
Client Service DirectorCreative DirectorCreative DirectorCopywriterProducerArt Director
CLIENT
CEO & Founder
Leo Burnett Ukraine
Dmytro GunkovskyNatalia DundinaTatiana FedorenkoMax KuzmenkoKateryna DenysenkoMaria Plotnikova
PING-PONG food delivery service
Oleg Svist
With minimum of media investments our task was to minimize the infl uence of “low season” and also strengthen consumer loyalty, which ost en suff ers from occasional delays in food delivery.Understanding that stress at work and hunger are true reason of dissatisfac-tion, we decided to transform anger into joy. We virally motivated people to share small gist s with each other turning food delivery into good mood delivery.Results have twice exceeded the plan: Facebook weekly reach grew by 350%, share of “Mood box” orders reached 25%, monthly orders increased by 19% vs previous year.
167
Seasonal Marketing
MEXX. FALL/WINTER 2013 COLLECTION LAUNCH. 2013
JACK DANIEL’S BIRTHDAY 2014
AGENCY
CEOAccount DirectorAccount Manager
CLIENT
Marketing DirectorPR ManagerProject Manager
AGENCY
General DirectorBTL DirectorProject ManagerProject Manager
DIGITAL AGENCY
MEDIA AGENCY
CLIENT
Marketing DirectorBrand ManagerTrade Manager
B4B Group
Alyona BitsiganOlga LatyshevaKateryna Samsonova
Delta Sport
Alexandr TomashevichDenis DonskoyElena Zhukova
B4B Group
Alena BitsiganAnna SikorskayaOlga VysotskayaTatiana Kostenko
Liquid 7
Media Direction
Brown-Forman
Katerina GaydideyTatyana MykhalovskayaSergey Musienko
Global communication of Mexx new autumn’s collection was realized in slogan“the Real Life with Mexx”. The focus was made on masculine audience of the brand. The collection also diff ered from any other previous collection by emotionalaspect. The cooperation of Mexx and the players of the most successful Ukrainian football club “Shakhtar” (in 2013) resulted in the raise of sales all over Ukraine by 22% for the whole period of the campaign while the sales at Donetsk shop raised by 89%. Average purchase value in Ukraine grew by 47.3%.
The recipe of Jack Daniel’s exists 164 years. Jack loved celebrating his birthday on a grand scale. Nobody remembers his actual date of birth. That’s why Jack’s birthday is now celebrated during entire September. In 2014 we had a task to provide sales growth, increase attendance of Jack’s Birthday parties. “You don’t need a cake” – this slogan united announcements, promo (Retail&HoReCa), Parties. The growth of sales in retail (by 171.63%) and HoReCa (80.05%) in the period defi ned, as well as 3-times increase of party visits under a down-scaling consumer trend.
168
THE CAMPUS BATTLE
AGENCY
Managing DirectorAccount DirectorArt DirectorTechnical Director, Head of Development
CLIENT
Brand ManagerBrand AssociateCRM Manager
Rapp Ukraine
Dana VereshchaginaViktoria PonomaryovaSergii Khandeev
Olexii Kravets
SUN InBev Ukraine
Veronika StepanyukKarine GariachunAnna Bobyk
General export decrease in the beer category, import growth and new brands entering the beer market heavily infl uence competition between beer brands and make consumer loyalty extremely important.Taking into consideration the heaviest consumption cycle at consumer age 20–29, it is strategically important to form brand preference/loyalty at the point of market entry – age 18–19.Involvement of the group of 18–19-year-olds with common lifestyle, penetra-tion of their community, infl uencing brand consideration, obtaining personal data for further re-contact and purchase stimulation becomes extremely important for the long-term CRM strategy.Bud “Campus Battle” campaign, targeted at fi rst-year students, started on the 1st of September in 9 universities in 3 cities and fi nished on the 12th, involving43 universities in 9 cities. The right momentum, the powerful insight “Our dorm is the best” multiplied by the viral eff ect of social media has resulted into generation of 4000 leads, 97% of which were aged 18–24, at cost per lead 2 times lower than average across all similar campaigns handled in 2012–2014. The local sales growth increased by 12% during the promo period (vs. 5% target).
Seasonal Marketing
SNOW BIBLE: IN SNOW WE TRUST
AGENCY
Creative DirectorProject ManagerWeb DesignerMotion Designer
CLIENT
Head of Marketing DepartmentHead of Booking Department
Postmen DA
Yaroslav VedmidYana HolubNadiia SamarinaKhrystyna Gladka
TC “Bukovel”
Vladimir YuzyukYarina Rumezhak
Bukovel is one of the world’s most dynamically growing resort. Since 2010 it hosts more than a million people annually.New Year’s holidays and March 8 provide a 100% load, while the season usually starts with 10% load.The challenge was to make tourists come early December when most people are just considering their future vacations. Our plan was to immerse the countryinto winter cravings, create a cult of snow and make people its adepts while turning time before the season’s launch into a genuine snow mania.
169
STELLA ARTOIS GIVES UNIQUE CHRISTMAS MOMENTS
New Year and Christmas are one of the most beloved and signifi cant holidays in Ukraine. And traditionally, many FMCG-brands use this time as an additional opportunity to grow sales in short period of time.Christmas is authentic communication platform for Stella Artois, but it was never supported in Ukraine.To hold the sales during Christmas period and image indicator “Was Originally Crast ed on Christmas” we created Phygital-project, which united unique social object in Kiev and online website, where users could create and receive their unique present.
AGENCY
Managing DirectorMedia Planning DirectorDigital Planning Group HeadMedia Planner, Digital
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Media CoordinatorBrand Manager
UM
Victor SherstyukIryna YuferovaRuslan GutnikovKseniia Vynnyk
Mediaplanet
Advance Digital
SUN InBev Ukraine
Natalya SydorenkoDarya Selynna
ONLINE LAUNCH OF COMPEED
Compeed adhesives had multiple barriers when entering the market: unknown brand, more expensive than competitors and communication began 2 months ast er the season started. The Internet, with weak competitor presence and 1.3 million of the TA – appeared like the ideal channel for a campaign. A product website with an interactive promo was launched and focused on 25 insights about women’s footwear issues. As a result, the campaign covered 3.9 millionusers, received 35 000 website visits, gained 16.1% market share and a 3rd place in the category of foot adhesives.
AGENCY
CEOClient Service DirectorAccount ManagerArt DirectorCreative Group Head
CLIENT
Marketing ManagerBrand Manager Digestive HealthSenior Brand ManagerAssistant Brand ManagerJunior Brand Manager
Smartica Ukraine
Yuriy KachkardaTatyana SoldatovaAleksandr KononovichOlga ChernenkayaSvetlana Lobanova
Johnson & Johnson Ukraine
Anna Guk
Valentyna ShvedIrina BabichAlona RachynskaEkaterina Scherbakova
Seasonal Marketing
170
Seasonal Marketing
“KHLІBNYI DAR” FOR THE NEW YEAR TABLE
AGENCY
Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriter
MEDIA AGENCY
CLIENT
Marketing DirectorBrand Manager
Kinograf
Vitaliy KokoshkoViktoriia MakarovaAndrii LatanskyiOleg Kiselitsa
StarLightMedia, Inter Media Group Limited, 1+1 Media, Media Group Ukraine
National Alcohol Traditions
Dmitriy SamsonenkoSergei Sergeev
Situation: ”Khlіbnyi Dar” is ost en perceived as a simple vodka for regular consumption situations. Sales of the brand are being signifi cantly reduced on the New Year due to the fact that people for the holiday table prefer to buy status vodka, such as “Khortytsya”, “Nemiroff ” and others.Objective: To convert the vodka “Khlіbnyi Dar” into an attribute of the holiday table and not to give in the market share to “Khortytsya” and “Nemiroff ”.Solution: The connoisseurs of vodka appetizers recommend ”Khlіbnyi Dar” to be served at the New Year’s table.Results: ”Khlіbnyi Dar” TM becomes №1 according to the New Year sales.
HOMKA DREAM TEAM
TM Homka is a player №2 in Ukrainian roasted seeds market. The leader has 49%. To increase market share in 2014 we decided to withdraw from regional to national market. As a communications platform we took examination. To prevent seasonal decline in sales (June–July) aff ect the loss of market share we decided to reveal communication platform through Football Championship and become a part of situation of studying football information online. Result: sales growth was 4% (June) and 12% (July), while market share for six months increased from 12 to 27%.
AGENCY
CEOAccount DirectorCreative Director CreatorProduction DirectorProduction ManagerArt DirectorDesignerDeveloperDeveloperSocial Media PlannerCopywriter
SECOND AGENCY
CLIENT
Marketing DirectorHead of Advertising Department
GRAPE Ukraine
Iurii GladkyiOksana BogdanovaOleksii MorozovArtem KuchinElena SalivonKateryna OliynykNataliya StrelchenkoOlena MartynovaZakhar KornevOleksandr KozlovDaniel MalukhaOleksandra Alokhina
Michurin Creative Agency
LEADER SNACK
Alexey Filanovskiy
Nataly Primak
171
Seasonal Marketing
RECOGNIZED IN THE CONSTRUCTION – EFFECTIVE IN THE GARDEN
AGENCY
Managing DirectorMedia Group HeadMedia Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
Sales & Marketing ManagerOPE Sales & Product Manager
Media Direction Ukraine
Tatiana KatrichEvgeny ScherbinaSergey Romanenko
Publicis Visage
AGAMA Digital Group / Mediacom
Makita Ukraine
Orest Rozhankivsky
Sergiy Bulbachynskiy Makita is one of the leading players in the power tools’ market. Consumers perfectly know the brand as a manufacturer of high-quality and reliable power tools. But Makita had rather weak position in the market of garden machinery in Ukraine.Objective: The brand faced a diffi cult task – to implement the fi rst and impetuousstep to strengthen its position in the category of garden machinery.Solution: As part of the advertising communication, it was decided to use the generated knowledge and trust to the brand Makita in the category of electric tools for construction as a guarantee of high quality of garden tools (“Makita:Recognized in the construction – eff ective in the garden.”) Accurate media channels’ targeting allowed us to concentrate eff orts on increasing sales of the brand and on the transfer of an existing image in the fi eld of power tools to the category of garden machinery.Result: More than 10! times growth of petrol scythe promotional models’ sales and increase in sales in all garden machinery segment by 62%.
NUTELLA. MASLENITSA
AGENCY
Media Group HeadSenior Media PlannerMedia Planner
CLIENT
Group Brand ManagerBrand Manager
Media Direction Ukraine
Svetlana TaborskikhDmitriy SakhnoKatya Revenko
Ferrero Ukraine
Lesya Iefi menkoAnna Bondarchuk
Nutella is the leader in the category of Hazelnut spreads with cocoa on the market of Ukraine. During the years of the promotion the brand has achieved a lot – a high level of awareness and distribution, many people have tried it and liked its taste. But it’s early to stop and it’s necessary to search for new niches to increase sales and consumption. Traditional pancakes on Maslenitsa – the perfect seasonal niche for the growth of Nutella.Ukrainians like pancakes and actively cook them in honor of the holiday, and Nutella is a perfect addition. And during the advertising campaign we were able to prove it. Through its active sponsorship integration into the cooking programs, Nutella was able to increase sales by 25% in comparison with last year’s fi gures.
172
173
“LVIVSKE RIZDVYANE” – TASTE OF CHRISTMAS HOLIDAYS!
Beer consumption is decreasing. Beer category is characterized by the high seasonality coeffi cient and sales are dropping down during winter time even more. All producers are trying to fl atten seasonality trend, but despite of it the standard communication strategy becomes large communication in the “non-season”.In the winter season 2012–2013 Lvivske decides to achieve an unprecedentedstep as for the beer category – brand launches a limited edition “Lvivske Rizdvyane” new dark beer with taste of caramel fl avor and spices ast ertaste. The launch becomes very successful, despite of competitors’ brand copyappearance.We faced extremely diffi cult task – to keep the equivalent volume of sales in com-parison to the previous season, with the condition of media budget reduction.
AGENCY
Managing DirectorMedia Group HeadSenior Media Planner
SECOND AGENCY
DIGITAL AGENCY
CLIENT
VP MarketingMarketing ManagerBrand Manager
Media Direction Ukraine
Tatiana KatrichJulia GeraskoOksana Shamay
THINKMcCANN
AGAMA Digital Group / Mediacom
Carlsberg Ukraine
Andrey OtroschenkoTaras MatsypuraLesya Slabka
BARBECUE SEASON AT MCDONALD’S
AGENCY
Account DirectorSenior Account ManagerCreative Group HeadArt Director
MEDIA AGENCY
CLIENT
Marketing DirectorSenior Marketing ConsultantMarketing Coordinator
TBWA\Ukraine
Marina KunetsOlena RossikhinaAnton SavchukInna Kramar
OMD Optimum Media
McDonald’s Ukraine
Yuliya BadritdinovaOlga VasylievaOlena Kirilyuk
Summer is the time which Ukrainians prefer to spend outdoors. This was the reason why exactly summer season was selected by McDonald’s for arranging the campaign of American barbecue – analogue of Ukrainian kebabs.People love barbecue, but spend much eff orts to cook it. It’s not always pleasure, not everyone has the time for it.You can avoid smoke, mosquitoes and other rush, but only during the time of Barbecue Season at McDonald’s (which is limited, as all what’s good).The results exceeded expectations: sales increased by 52% compared to the previous year, rather than planned 15%.
Seasonal Marketing
174
Seasonal Marketing
VALERA SPASAY
In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was fl ooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun – fi lled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.
AGENCY
Creative DirectorHead of StrategyHead of ArtsArt DirectorCopywriterAccount Director
DIGITAL AGENCY
OTHER AGENCY PRODUCTION
CLIENT
Marketing DirectorBrand Manager
Banda Agency
Pavel KlubnikinYaroslav SerdiukEgor PetrovVadym TkachukAnna KashcheevaAnna Olkhovets
Indi
Electric Sheep Film
Viasat
Vasyl BorodchukLyudmila Levchenko
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AdPro|Isobar10 G Starokyivska Str., bldg B, of. 413, Business Center Vector, Kyiv, Ukraine, 04655+38 044 490 54 84www.adpro.ua
Adventa LOWE13 Pymonenka Str., bldg 1А, of. 11, Kyiv, Ukraine, 04050+38 044 495 28 60+38 044 495 28 61www.lowe.com.ua
AGAMA Digital Group31 Zhylianska Str., Kyiv, Ukraine, 01033+38 044 594 93 93www.liquid7.com
AIMBULANCE50 Artema Str., fl oor 8, Kyiv, Ukraine, 04053+38 044 303 96 91www.aimbulance.com
ALFA BANK4/6 Desiatynna Str., Kyiv, Ukraine, 01001+38 044 490 46 00+38 044 490 46 01www.alfabank.ua
B.I.T.A. Advertising89 Velyka Vasylkivska Str., of. 1, Kyiv, Ukraine, 03150+38 044 522 83 99+38 044 529 49 37www.bita.com.ua
B4B Group26 Dniprovska Naberezhna Str., of. 176, Kyiv, Ukraine, 02132+38 044 507 28 37+38 044 507 28 38
“Bambuk” Design Studio102v Antonovycha Str., fl oor 4, of. 1-6, Lviv, Ukraine, 79015+38 032 242 04 06www.new.bambus.com.ua
Banda Agency11 Chekhovskiy Lane, of. 13, Kyiv, Ukraine, 01054+38 067 462 06 80www.heybanda.com
BBDO Ukraine1a Andriyivskyi Uzviz, of. 7, Kyiv, Ukraine, 04070+38 044 353 49 27www.bbdo.ua
BelkaStrelka branding8B Velyka Zhytomyrska Str., of. 22, Kyiv, Ukraine, 01025+38 044 278 40 17www.belkastrelka.com
BIOFARMA9 Amosova Str., Kyiv, Ukraine, 03680+38 044 529 45 74+38 044 275 80 24www.biofarma.ua
Brik37/48 Shchekavytska Str., Kyiv, Ukraine, 04071+38 044 486 37 50+38 044 486 37 60www.brik.org.ua
CB T44-A Shchorsa Str., of. 256, Kyiv, Ukraine, 01133+38 044 205 99 09www.territory.com.ua
Cheil Ukraine57 Lva Tolstoho Str., Kyiv, Ukraine, 01032+38 044 391 59 97+38 044 391 59 85
“Come Back Alive”, personal civic initiative to raise money for Ukrainian soldiers56 Chervonoarmiyska Str., Kyiv, Ukraine, 03150+38 050 444 43 36www.savelife.in.ua
COMFY Trade6B Slavy blvd, Dnipropetrovsk, Ukraine, 49100+38 067 635 05 29www.comfy.ua
DDB Ukraine72 Velyka Vasylkivska Str., fl oor 27, Kyiv, Ukraine+38 044 593 14 14+38 044 593 14 04www.ddb.com.ua
Ekonomika Communication Hub36-B Saksahanskoho Str., fl oor 6, Kyiv, Ukraine, 01033+38 044 585 58 89www.ekonomika.ua
Emarket Ukraine (Slando/Olx)77 A Volodymyrska Str., of. 405, Kyiv, Ukraine, 01033+38 044 206 84 54
FCBKiev (MAG/FCB)1/8 Ihorivska Str., block E, Kyiv, Ukraine, 04070+38 044 201 10 40+38 044 201 10 49www.drast fcb.com.ua
GEOMETRY GLOBAL UKRAINE4A Verkhniy Val Str., Kyiv, Ukraine, 04071+38 044 590 51 11+38 044 590 51 10www.geometry.com
GRAPE Ukraine106 Saksahanskoho Str., apt. 22, Kyiv, Ukraine, 01032+38 044 383 96 33www.grapeukraine.com
Havas Engage Ukraine79 Volodymyrska Str., fl oor 2, Kyiv, Ukraine, 01033+38 044 287 54 22+38 044 287 70 38www.havasengage.com.ua
Havas Worldwide Digital Kiev41 Vozdvyzhenska Str., Kyiv, Ukraine, 04071+38 044 455 84 25www.havaswwdigital.com.ua
Havas Worldwide Ukraine9a Lva Tolstoho Str., Kyiv, Ukraine, 01004 +38 044 596 50 51+38 044 596 50 52www.havaswwukraine.com.ua
Ideabox13 Pymonenka Str., bldg 1А, of. 11, Kyiv, Ukraine, 04050+38 044 393 40 00+38 067 220 67 78www.ideabox.com.ua
InMotion4 Heroyiv Stalinhrada Ave, block 2, Kyiv, Ukraine, 04210+38 067 945 85 60+38 050 330 65 73+38 044 200 28 37www.inm.kiev.ua
Johnson & Johnson Ukraine1-V Tychyny Ave, fl oor 7, Kyiv, Ukraine, 02152+38 044 498 08 88
JWT UKRAINE12 Amosova Str., Kyiv, Ukraine, 03141+38 044 461 79 16+38 044 461 79 17www.jwt.com.ua
Kinograf79 Artema Str., apt. 78, Kyiv, Ukraine, 04050+38 044 230 81 10/12+38 044 484 61 69www.kinograf.com
Leo Burnett Ukraine24 Vorovskoho Str., bldg 2, Kyiv, Ukraine+38 044 490 90 60+38 044 490 90 70www.leoburnett.ua
Master Ad10 G Starokyivska Str., bldg C, fl oor 3, Kyiv, Ukraine, 04116+38 044 495 44 45www.masterad.com.ua
MasterCard Europe17/52 Bohdana Khmelnytskoho Str., Kyiv, Ukraine, 010300 800 30 30 07www.mastercard.ua
Media Direction Ukraine31 Zhylianska Str., Kyiv, Ukraine, 01033+38 044 461 14 11+38 044 461 14 12www. md.kiev.ua
MediaCom Ukraine12 Amosova Str., Horizon Park, bldg 2, Kyiv, Ukraine, 03680+38 044 391 52 20+38 044 391 52 22www.mediacom.com
Mex Advertising3 Surikova Str., bldg 8-b, Kyiv, Ukraine, 03035+38 044 569 72 10+38 044 569 72 11www.mex.com.ua
Michurin creative agency86-B Bozhenko Str., of. 220, Kyiv, Ukraine, 03680+38 044 592 38 43www.michurin.com.ua
Milk Branding31/33 Smolenska Str., of. 503, Kyiv, Ukraine, 03005+38 044 585 91 45+38 044 585 91 46www.milk.ua
Ogilvy & Mather Ukraine4a Verkhniy Val Str., Kyiv, Ukraine, 04071+38 044 220 29 20+38 044 220 29 60www.ogilvy.com.ua
Optimum Media OMD Ukraine120 Saksahanskoho Str., fl oor 7, Kyiv, Ukraine, 01032+38 044 220 17 70+38 044 537 66 96www.omd.com
OSD Group10 G Starokyivska Str., block A, fl oor 4, Business Center Vector, Kyiv, Ukraine, 04655+38 044 490 90 88www.osdgroup.com.ua
Platinum Bank12 Amosova Str., Kyiv, Ukraine, 03680+38 044 492 90 98www.platinumbank.com.ua
PointeR Agency10 G Starokyivska Str., bldg B, fl oor 3, Kyiv, Ukraine, 04655+38 044 498 84 50
Postmen DA80 Dmytrivska Str., of. 13, Kyiv, Ukraine, 01135+38 044 482 39 43www.postmen.com.ua
PROVID31 Zhylianska Str., Kyiv, Ukraine, 01033+38 044 461 14 14+38 044 461 14 13www.provid.ua
PRP15a Kostiantynivska Str., of. 3, Kyiv, Ukraine, 04071+38 044 495 29 60+38 044 495 29 61www.prp.com.ua
Publicis Visage31 Zhylianska Str., Kyiv, Ukraine, 01033+38 044 594 56 00+38 044 594 56 01www.publicis-visage.com.ua
Contacts
Rapp Ukraine4A Verkhniy Val, of. 328, Kyiv, Ukraine, 04071+38 044 459 01 47www.rappukraine.com
Saatchi & Saatchi Ukraine24 Vorovskoho Str., Kyiv, Ukraine, 01601+38 044 494 49 09+38 044 494 49 10www.saatchi.kiev.ua
SCHOLZ & FRIENDS KYIV31 Zhylianska Str., Kyiv, Ukraine, 01033+38 044 501 29 09+38 044 503 80 07www.s-f.com/kyiv
Smartica Ukraine50-B Bohdana Khmelnytskoho Str., Kyiv, Ukraine, 01030+38 044 223 70 60www.smartica.com.ua
SPN Communications Ukraine5/24 Irynynska, of. 96, Kyiv, Ukraine, 01001+38 044 254 63 73www.spncomms.com
Tabasco72 Chervonoarmiyska Str., fl oor 9, 1st entrance, Kyiv, Ukraine, 03150+38 044 496 28 10+38 044 496 28 11www.tabasco.com.ua
Talan Group31 Zhylianska Str., Kyiv, Ukraine, 01033+38 044 594 99 99+38 044 594 99 98www.talan.kiev.ua
TBWA\Ukraine22 Rybalska Str., Business Center Bashnia, Kyiv, Ukraine, 01011+38 044 594 77 33+38 044 594 77 32www.tbwa.com.ua
THINKMcCANN13 Pymonenka Str., bldg 6A, fl our 5, of. 53, Kyiv, Ukraine, 04050+38 044 494 28 35+38 044 494 28 36www.think-mccann.com.ua
Tribal DDB Ukraine72 Velyka Vasylkivska, fl oor 27, Kyiv, Ukraine, 03680+38 044 593 14 14+38 044 593 14 04www.tribalddb.com.ua
TWIGA Ukraine23/8 Sahaydachnoho Str., Kyiv, Ukraine, 04070+38 044 461 97 63www.twiga.com.ua
UM13 Pymonenka Str., bldg 6A, fl oor 5, of. 52, Kyiv, Ukraine, 04050+38 044 494 13 28+38 044 494 13 29www.umww.com
VGNC Creative Digital Agency63 Zvirynetska Str., № 29 A, Kyiv, Ukraine, 01014+38 044 355 60 16www.vgnc.com.ua
Vizeum Ukraine10 G Starokyivska Str., bldg C, fl oor 4, Kyiv, Ukraine, 04655+38 044 494 07 17www.vizeum.com.ua
Young & Rubicam Kiev12 Amosova Str., Kyiv, Ukraine, 03680+38 044 461 79 09www.yr.com.ua