effie catalogue 2014

3

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,

4

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:)

6

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


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.

7

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.

8

Food

KORONA’S LEOPARD MISCHIEF

DIROL CRYSTALS VS ORBIT GRANULES

AGENCY


MEDIA AGENCY

DIGITAL AGENCY

CLIENT


AGENCY


MEDIA AGENCY

DIGITAL AGENCY

CLIENT




Starcom Ukraine



Andriy BordyuzhanNatalia Revika



Starcom Ukraine



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


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


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


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


PEPSI. SUMMER CAMPAIGN

“TASTES WITH…” CAMPAIGN

AGENCY


CLIENT

CSD/LIT Marketing ManagerBrand Manager (Pepsi)

AGENCY


SECOND AGENCY

CLIENT

Group Brand Manager SadochokBrand Manager Sadochok


Kseniya MykhaylenkoSergey KhablenkoMaria Nevgad

Sandora

Anatoliy GordeevZhanna Strelnikova




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


“I LOVE SADOCHOK” NATIONAL CAMPAIGN

COCA-COLA. REVOLUTION VS. FOOTBALL

AGENCY

Project SupervisorCreative DirectorHead of Branding DepartmentArt DirectorClient Service Director

MEDIA AGENCY

CLIENT


AGENCY

Associate Creative DirectorArt DirectorSenior CopywriterTV ProducerClient Service DirectorAccount Manager

MEDIA AGENCY

OTHER AGENCY

CLIENT

IMC Manager


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


MORSHINSKA GROWTH

RICH KIDS

AGENCY

DirectorCreative DirectorHead of Creative GroupArt DirectorClient Service DirectorAccount Manager

CLIENT


AGENCY

Managing DirectorAccount DirectorNew Business ManagerArt DirectorAccount Manager

CLIENT

Brand Manager, Juices Rich, Rich Kids, DobriyTrade Marketing Supervisor, Modern Trade


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


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


DIGITAL AGENCY

PR AGENCY


CLIENT


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


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich


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)


Carlsberg Ukraine

Andrey OtroschenkoTaras MatsypuraLesya SlabkaVіta Murenko

THINKMcCANN

Eugene Kaminskiy Rostislav VishneviyDmytro NisterukVictor VysotskiyJulia GolotaKateryna SokolyukOlga Kutuzova


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


CLIENT


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


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


MEDIA AGENCY

OTHER AGENCY


CLIENT



Kirill ChistyakovSergey BeloshitskiyVladimir KononskiyValeria Loshmanova

ZenithOptimedia

Obolon

Oleg VinnykAlexandr Bashkin

Adventa LOWE


ZenithOptimedia

Mental Drive

TMA

Obolon

Oleksandr 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.

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


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


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


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


MEDIA AGENCY

CLIENT

VP MarketingMarketing ManagerBrand ManagerJunior Brand ManagerBrand SpecialistBrand Specialist

THINKMcCANN

Kirill SkіkevichOleksandr NetrebchukJulia StorchakSvitlana PolohayloJulia GolotaOlga KutuzovaOlga Kashpur


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!

30

FMCG

AXE FAN CLUB

AGENCY


CLIENT

Marketing BB (Axe, Rexona, Clear, Dove & Pure Line Deo)Media CoordinatorPersonal Care Marketing Manager

AIMBULANCE


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


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


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


Tatiana KatrichEvgeny ScherbinaSergey Romanenko

Publicis Visage


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


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


CLIENT


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


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


THINKMcCANN

Oleksandr NetrebchukJulia StorchakPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk

OmniFarma Kiev


36


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

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


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


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


MEDIA AGENCY

CLIENT

Brand Manager Agusha

AGENCY


MEDIA AGENCY

OTHER AGENCY

CLIENT




ZenithOptimedia

Wimm-Bill-Dann Ukraine

Natalia Kurta

DDB Ukraine


ZenithOptimedia

Palanok (BTL)

Obolon

Oleksandr Bashkin

Valeriy Polushko

Evgeniya Grechko

Oksana Khort

Evgeny Dudnik

41


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


OTHER AGENCY

DIGITAL AGENCY

CLIENT

Advertising Manager

AGENCY

PR DirectorStrategic DirectorEvent DirectorAccount Manager

DIGITAL AGENCY

CLIENT

CEOMarketing DirectorDeputy Marketing Director


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


Adventa LOWE

Alexey DeminDmitry SimonovDenys UrusovOlga Dobrotskaya

Initiative

Kyivstar

Sviatoslav GorbanTetiana Svetlova

Adventa LOWE

Svetlana Shynkarenko

Kirill SkikevichAlexey DeminDmitriy SimonovOlga Dobrotskaya

Kyivstar


46


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


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


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


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


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


49


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


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


Elena Grishakova Nikolay PastushenkoMaryana ZelenkoMikhail Krivorouk

Ira BoykoAnna Timkov

ASTELIT

Denis Zakharenko

Anton ZhorinOlena Iakovenko

51


VALERA SPASAY


AGENCY


DIGITAL AGENCY


CLIENT


Banda Agency


Indi

Electric Sheep Film

Viasat


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


SECOND AGENCY

DIGITAL AGENCY

CLIENT


UM



Fedoriv.com

Digital DNA



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.

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


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


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


Noblet Media CIS


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


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).

62


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



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


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


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


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


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


CLIENT


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


MEDIA AGENCY

CLIENT

Head of Marketing DepartmentHead of Advertising Department

AGENCY


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

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


SECOND AGENCY

DIGITAL AGENCY

CLIENT

Executive DirectorMedia Communications Specialist

AGENCY

CEO Account DirectorCreative DirectorCreatorProduction DirectorVideo Art DirectorMotion DesignerDesigner/CreatorDeveloper

Copywriter

CLIENT


Tabasco

Alexander SmirnovYevgen OvcharAnastasia BorovikTatyana KurmazVeronika Velichko

Full Contact

Pro Assistance

Amnesty International Ukraine

Tatyana Mazur

Bogdan Ovcharuk

GRAPE Ukraine


Kyivstar


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


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


THE POWER OF UNITY



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


SECOND AGENCY

AGENCY


MEDIA AGENCY


OTHER AGENCY

CLIENT


AdPro|Isobar


Resolution Media

Adventa LOWE


ZenithOptimedia

TMA

Mental Drive

Obolon

Oleksandr Bashkin


74


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


CLIENT


AGENCY

StrategicMedia PlannerMedia PlannerBuyingProject ManagerAccount Manager

CLIENT

Tabasco


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


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

77



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


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


MEDIA AGENCY

DIGITAL AGENCY

Platinum Bank



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

CEO & Founder

Leo Burnett Ukraine



Oleg Svist




AGENCY


SECOND AGENCY

AdPro | Isobar


Resolution Media

81

Small Budget

PASS THE 3% BARRIER


AGENCY


CLIENT

AdPro | Isobar






AGENCY


CLIENT


AIMBULANCE



Volodymyr Mandryk

82

Small Budget


AGENCY


CLIENT


AIMBULANCE


Molokia





AGENCY


CLIENT


AIMBULANCE


Nova Poshta

Serhiy Kovalenko

Iryna Kholod


83

Small Budget

SHORT NUMBER 565


AGENCY


CLIENT


Tabasco



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


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

85

Small Budget


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


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


AGENCY


CLIENT





ASTELIT

Denis Zakharenko


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


CLIENT






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


BBDO Ukraine

Alexander RogovetsTaras DroomMartynas BirskysIrina RivkindNatalia LiseevaNatalia Bobrova

SUN InBev Ukraine


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


DIGITAL AGENCY

PR AGENCY


CLIENT


Banda Agency


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich


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


DIGITAL AGENCY

PR AGENCY


CLIENT


Banda Agency


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich


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


DIGITAL AGENCY


CLIENT


Banda Agency


Indi

Electric Sheep Film

Viasat


90

Small Budget


AGENCY


DIGITAL AGENCY

CLIENT


Banda Agency


Indi

MOYO


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


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


CLIENT


TWIGA Ukraine


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.

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.


AGENCY


DIGITAL AGENCY

CLIENT


Banda Agency


Indi

MOYO


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


DIGITAL AGENCY

OTHER AGENCY

CLIENT

Advertising Manager


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


DUREX LOVE SMS

AGENCY

CEOAccount ManagerStrategy HeadProduction ManagerArt Director

MEDIA AGENCY

OTHER AGENCY

CLIENT


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


MEDIA AGENCY

DIGITAL AGENCY

Platinum Bank



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


TRAVEL SMART WITH ASUS!

AGENCY


CLIENT


InMotion


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”


AGENCY


CLIENT


AdPro | Isobar


Fidobank

Lesia Dubova

Viktor Zaiets

Anna Carenko

97




AGENCY


CLIENT


AIMBULANCE



Volodymyr Mandryk


AGENCY


CLIENT


AIMBULANCE


Molokia



98


BORJOMI PIANO

AGENCY


DIGITAL AGENCY

PR AGENCY


CLIENT


Banda Agency


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich


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


SECOND AGENCY

MEDIA AGENCY

CLIENT

VP MarketingMarketing ManagerBrand ManagerBrand Specialist

THINKMcCANN


Talan Group (Talan Communications)


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.

101


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


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.



AGENCY


CLIENT


THINKMcCANN


OmniFarma Kiev


102


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


MEDIA AGENCY

CLIENT


DDB Ukraine


ZenithOptimedia

Obolon

Oleksandr Bashkin

Valeriy Polushko

Evgeniya Grechko

Oksana Khort

Evgeny Dudnik

103


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


CLIENT

Brand ManagerBrand Manager


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


LAY’S SALT

AGENCY


CLIENT

Brand Manager Lay’sMarketing Specialist Lay’s



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


SECOND AGENCY

CLIENT




Milk Branding

Chumak

Oleg Antonenko

Olga Yurachkivska

105



AGENCY


MEDIA AGENCY

DIGITAL AGENCY

CLIENT




Starcom Ukraine





TO GERMAN BARREL TRADITIONS

AGENCY

Creative DirectorCopywriterArt DirectorAccount Director

MEDIA AGENCY

CLIENT

Leading Expert in the Field of MarketingMarketing Director


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


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


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%.


AGENCY

Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterCopywriter Art DirectorArt Director

MEDIA AGENCY

CLIENT


Kinograf


StarLightMedia

Lviv Freezer



107


KVAS STAROKYIVSKY “RUS”

AGENCY

DirectorCreative DirectorClient Service DirectorAccount Manager

CLIENT

VP MarketingHead of Marketing Beverage MarketBrand Manager


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


AGENCY


CLIENT


Tabasco



Victoria Syumar

109


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 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


SECOND AGENCY

CLIENT





Nutricia Ukraine


110


IDEAL. NATURAL

AGENCY


MEDIA AGENCY

CLIENT


Tabasco


Ploshad Evoluzyi

Pripravka



AGENCY


SECOND AGENCY

DIGITAL AGENCY

CLIENT




Publicis Visage


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%.


111


ZUBROWKA. BACK TO ORIGIN

AGENCY


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


AGENCY


CLIENT





ASTELIT

Denis Zakharenko


112


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


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



AGENCY


DIGITAL AGENCY

CLIENT

Brand Manager

Banda Agency


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


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


MEDIA AGENCY

DIGITAL AGENCY

Platinum Bank



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.


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


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.

117


“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


Yaroslav MykhaylovskiyYulia MoskvinaAnna Klimenko



AGENCY


CLIENT


AIMBULANCE



Volodymyr Mandryk

118


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


CLIENT


AIMBULANCE


Unilever


Irina Kryzhnaya

DELTAPLAN


AGENCY

CEOAccount DirectorCreative Director CreatorProduction DirectorDigital Strategy DirectorVideo Art DirectorMotion DesignerJunior Production ManagerDesignerDeveloperDeveloperDeveloperCopywriterHTML-coder

CLIENT


GRAPE Ukraine

Iurii GladkyiKsenia SokurSergey MilyukStepan BarkholenkoElena SalivonSergey KuzmenkoArkadiy PasechnikYuriy KhomovskyyAnna KalininaIlya GladkoVladimir LyannojSergei UperenkoAlexandr SyrykOleksandra AlokhinaArtem Gavrish

Delta Bank


119


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


CLIENT

Marketing Manager – Ukraine/CISJack Daniel’s Ukraine Brand Manager

AGAMA Digital Group

Anna BelousOlga BuzunovaKonstantin ChekanovAnna MenshikovaMarina SulimAnatoliy Kozhukhar


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


Gvantsa Ebralidze

Denis Yakimchuk


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


THINKMcCANN

Oleksandr NetrebchukJulia StorchakSvetlana PolohayloPavel FedenkoOlga KutuzovaOlga KashpurYuriy Sklyaruk

OmniFarma Kiev


121




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


CLIENT


AGENCY


CLIENT


THINKMcCANN


OmniFarma Kiev




Sandora


Short Term Effects

122

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


MEDIA AGENCY

DIGITAL AGENCY

CLIENT


Rapp Ukraine

Dana VereshchaginaViktoria PonomaryovaSergii Khandeev

Olexii Kravets

SunInBev Ukraine

Veronika StepanyukKarine GariachunAnna Bobyk



Starcom Ukraine



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!

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


SECOND AGENCY

DIGITAL AGENCY

CLIENT


UM



Fedoriv.com

Digital DNA



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


SECOND AGENCY

DIGITAL AGENCY

CLIENT


UM



Fedoriv.com

Digital DNA



126

InMotion


ASUS Global

Ivanna SlobodyanyukAndrew ShalanskyAnton Stepanenko

Short Term Effects


ASUS – EVERYTHING WILL BE TOUCH!


AGENCY


CLIENT


AGENCY


CLIENT


THINKMcCANN


Carlsberg Ukraine



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



AGENCY


CLIENT


AIMBULANCE



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



Yulia Moskvina

Natalia Chornogal

Short Term Effects

128

Short Term Effects



AGENCY


CLIENT


AGENCY


CLIENT


AIMBULANCE


Molokia


AIMBULANCE


Nova Poshta

Serhiy Kovalenko

Iryna Kholod




129

VYSHYVANKA

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


CLIENT


AGENCY


CLIENT


GRAPE Ukraine


Kyivstar


Tabasco


National Security and Defense Council of Ukraine

Victoria Syumar

Short Term Effects

130

Short Term Effects

DELTAPLAN

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


CLIENT


AGENCY

CEOAccount DirectorCreative Director CreatorProduction DirectorProduction ManagerArt DirectorDesignerDeveloperDeveloperSocial Media PlannerCopywriter

SECOND AGENCY

CLIENT


GRAPE Ukraine


Delta Bank


GRAPE Ukraine



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


BBDO Ukraine

Victor IshkovAnze JerebMikhail PetrusyakIrina IlchenkoIrina Danilevskaya




AGENCY


MEDIA AGENCY

CLIENT



Publicis Visage


ZenithOptimedia

L’Oréal Ukraine



Irina Aizman


133

Short Term Effects


AGENCY


DIGITAL AGENCY

CLIENT

Brand Manager

Banda Agency


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


DIGITAL AGENCY

PR AGENCY


CLIENT


Banda Agency


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich


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


AGENCY


DIGITAL AGENCY


CLIENT


Banda Agency


Indi

Electric Sheep Film

Viasat


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


Adventa LOWE

Alexey DeminDmitriy SimonovDenis UrusovOlga Dobrotskaya Elena Komendo

Initiative

Kyivstar


135


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


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



Yulia MoskvinaAnna Klimenko

Natalia Chornogal

136


CIDER IS SOMERSBY

TRUE LOYALTY PROGRAM LAUNCH BY BRUSNICHKA CHAIN

AGENCY


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



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



AGENCY


CLIENT


THINKMcCANN


Carlsberg Ukraine



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


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



Yulia Moskvina

Natalia Chornogal


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


SECOND AGENCY

CLIENT





Nutricia Ukraine


139

Shopper Marketing

CULINARY EXPERT

ATB CHARITY

AGENCY


CLIENT


AGENCY


CLIENT


TWIGA Ukraine


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.

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.

141


AGENCY


DIGITAL AGENCY

CLIENT


Banda Agency


Indi

MOYO


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


AGENCY


MEDIA AGENCY

DIGITAL AGENCY

CLIENT




Starcom Ukraine





142


PASS THE 3% BARRIER


AGENCY


CLIENT

AdPro | Isobar




DEPOSIT “UNITY”


AGENCY


CLIENT


AdPro | Isobar


Fidobank

Lesia Dubova

Viktor Zaiets

Anna Carenko

143





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


CLIENT


AGENCY


CLIENT


AIMBULANCE



Volodymyr Mandryk

AIMBULANCE


Molokia


144

IDEAL. NATURAL

DISCOUNT

AGENCY


MEDIA AGENCY

CLIENT


AGENCY

Creative DirectorArt DirectorCopywriterDesignerAccount Manager

CLIENT

Marketing DirectorMarketing Manager

Tabasco


Ploshad Evoluzyi

Pripravka


Michurin сreative agency

Dmitriy BolsunovskySergey ProkopchukElena DikusarovaElena DenisevichMarina Kondriyanenko

Primer-Liga

Denis BazanovNataliya Logginova


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%.


145


VALERA SPASAY


AGENCY


DIGITAL AGENCY


CLIENT


Banda Agency


Indi

Electric Sheep Film

Viasat



AGENCY


DIGITAL AGENCY

CLIENT


Banda Agency


Indi

MOYO


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


CLIENT


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



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


CONCEPTUAL BRAND CONTENT AT THE PRICE OF SPONSORSHIP LOGOS


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


CLIENT


AGENCY

СЕОManaging DirectorStrategic DirectorCommunication HeadAccount Director

SECOND AGENCY

CLIENT

Acting Marketing DirectorGeneral Manager

THINKMcCANN


OmniFarma Kiev


Vizeum Ukraine

Kostiantyn StriukovOksana StekhinaNatalia PapanovaKseniia KalashnykJulia Zamostyana

ICTV (TV channel)

Premier Distribution Company / CEDC International

Nadiia ShvetsSergey Pushchenskiy

Single Communication Channel

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


CLIENT


Master Ad

Vlad StanitskyAlexey Dotsenko

Elen Tsarova

WOG

Vitaly TkachenkoLudmila ChurakMarta Drobot



Chumak

Oleg Antonenko

Olga Yurachkivska


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


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


151



AGENCY


MEDIA AGENCY

CLIENT


Kinograf







AGENCY

Creative Director,Film DirectorStrategic DirectorCreative Group HeadCopywriterCopywriterArt DirectorArt Director

MEDIA AGENCY

CLIENT


Kinograf


StarLightMedia

Lviv Freezer



152




AGENCY


CLIENT


AIMBULANCE



Volodymyr Mandryk

DEPOSIT “UNITY”


AGENCY


CLIENT


AdPro | Isobar


Fidobank

Lesia Dubova

Viktor Zaiets

Anna Carenko

153



AGENCY


CLIENT


AIMBULANCE


Molokia



VYSHYVANKA


AGENCY


CLIENT


GRAPE Ukraine


Kyivstar


155


DELTAPLAN


AGENCY


CLIENT


GRAPE Ukraine


Delta Bank


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


GRAPE Ukraine


Kyivstar


156


AXE FAN CLUB

“DESANT” RELAUNCH CAMPAIGN

AGENCY


CLIENT


AGENCY

DirectorCreative DirectorClient Service DirectorAccount Manager

CLIENT

VP MarketingMarketing Director BeerBrand Manager

AIMBULANCE


Unilever


Irina Kryzhnaya


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



AGENCY


MEDIA AGENCY

CLIENT



Publicis Visage


ZenithOptimedia

L’Oréal Ukraine



Irina Aizman


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


BBDO Ukraine

Alexander RogovetsTaras DroomMartynas BirskysIrina RivkindNatalia LiseevaNatalia Bobrova

SUN InBev Ukraine


158


BORJOMI PIANO

“TASTES WITH…” CAMPAIGN

AGENCY


DIGITAL AGENCY

PR AGENCY


CLIENT


AGENCY


SECOND AGENCY

CLIENT

Group Brand Manager SadochokBrand Manager Sadochok

Banda Agency


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich





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!

161

Sponsorship


AGENCY


MEDIA AGENCY

CLIENT


Kinograf






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


MEDIA AGENCY

CLIENT

VP MarketingMarketing ManagerBrand ManagerJunior Brand ManagerBrand SpecialistBrand Specialist

THINKMcCANN



Carlsberg Ukraine

Andrey OtroschenkoTaras MatsypuraLesya SlabkaYulia BorisenkoVіta MurenkoAnna Dembіtskaya

162

Sponsorship

NUTELLA. VSE BUDE DOBRE!

AGENCY


OTHER AGENCY

CLIENT



Svetlana TaborskikhDmitriy SakhnoElena Krivenko


Ferrero Ukraine


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


CLIENT



Svetlana TaborskikhDmitriy SakhnoKatya Revenko

Ferrero Ukraine


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


DIGITAL AGENCY

PR AGENCY


CLIENT


Banda Agency


Indi

Agency 42

Electric Sheep Film


Natalia Matusevich


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.



AGENCY


CLIENT


THINKMcCANN


OmniFarma Kiev


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


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


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


CLIENT




Sandora


Seasonal Marketing

MOOD BOX

AGENCY


CLIENT

CEO & Founder

Leo Burnett Ukraine



Oleg Svist


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


Anna Guk

Valentyna ShvedIrina BabichAlona RachynskaEkaterina Scherbakova

Seasonal Marketing

170

Seasonal Marketing


AGENCY


MEDIA AGENCY

CLIENT


Kinograf






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


GRAPE Ukraine



LEADER SNACK

Alexey Filanovskiy

Nataly Primak

171

Seasonal Marketing


AGENCY


SECOND AGENCY

DIGITAL AGENCY

CLIENT




Publicis Visage


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


CLIENT



Svetlana TaborskikhDmitriy SakhnoKatya Revenko

Ferrero Ukraine


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.

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


SECOND AGENCY

DIGITAL AGENCY

CLIENT

VP MarketingMarketing ManagerBrand Manager



THINKMcCANN


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


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


AGENCY


DIGITAL AGENCY


CLIENT


Banda Agency


Indi

Electric Sheep Film

Viasat


175

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

effie catalogue 2014

Documents

e e ukraines

e e report

e e e ectiveness index

e e awards ukraine

e e ukraine program

e e ukraine awards winners

o cial e e program

e e worldwide case database