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Congratulations to everyone involved in the 2017 Effie Awards Ukraine program. It has been an exciting year for Effie Ukraine as it continues to expand and grow even stronger. Effie’s role as a forum for the industry is one of which I am immensely proud: from Effie judging sessions, to Effie workshops, to this evening, the Effie Gala, where the industry comes together – from all disciplines across client, agency and research organizations – to recognize and celebrate best-inclass examples of marketing effectiveness. As a marketer who has spent much of my career on the client-side, I’ve been an Effie judge, worked for many Effiewinning brands, and have always supported what the Effies represent. Today, as Effie Worldwide’s President & CEO, I believe more than ever in the value of winning an Effie and in the importance of its mission to champion and improve the practice and practitioners of marketing effectiveness through recognition and, importantly, education. The Effies celebrate more than just great work, they recognize the marketers who are delivering meaningful business growth for their brands and clients. They represent the core of why we do what we do. It is important to spotlight our successes, learn from them and continue to provide benchmarks and proven examples of success for our industry. To all of the 2017 Effie Awards Ukraine winners, congratulations on your success and thank you for continuing to raise the bar and push our industry forward. Thank you to Maxim Lazebnik and the All-Ukrainian Advertising Coalition for leading such an esteemed program, and thank you to all of this year’s entrants, judges, sponsors, and program supporters for your outstanding contribution to the Effies and to the evolution of marketing effectiveness in Ukraine. We look forward to seeing continued success into 2018. Cheers,

Traci Alford President & CEO, Effie Worldwide


Jury GRAND JURY 1. 2.

3. 4. 5. 6.

Oleh Antonenko, Marketing Director, Chumak Natalia Baidala, Head of Marketing, Mastercard Europe SA in Ukraine, Moldova, Georgia & Central Asia Countries Yuriy Chornenkiy, Head of MarCom, Kyivstar Anastasiya Gorishnyakova, Marketing Director, Kimberly-Clark Ukraine and Central Europe Elena Shvoriak, Marketing Director, Unilever Boris Tkachov, Head of Strategy and Research, New Products Group

JURY MEMBERS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

14. 15. 16. 17. 18. 19. 20. 21. 22. 23.

Dmytriy Adabir, Managing Director, PROVID Irina Andrushenko, Chief Operation Officer, D2 Olena Angelova, Marketing Director, MMC Ukraine Denis Barlyaev, Marketing Director, Vitmark Ukraine Dmitriy Barsukov, CEO, Young&Rubicam Ukraine Ekaterina Beloblovskaya, Marketing Manager, Electrolux in Ukraine and Caucasus Aleksey Bezugly, Marketing Director, Eastern Beverage Trading Stanislav Biesiedin, Brand Manager, Bayer Igor Binkovskyi, Sales and Marketing Director, REHAU Olena Bitsigan, CEO, Đ’4Đ’ Group Iryna Bondarenko, CEO, IdeasFirst Sergii Bratusov, Head of Branding, Google Ukraine Oksana Bulgakova, Director of Energy Efficiency Project of IQ energy Housing, European Bank for Reconstruction and Development Dmitro Chaban, Head of Marketing Communications, Vodafone Ukraine Andrey Chabanov, Marketing Director, Peugeot Citroen Ukraine Tetiana Chernenko, Strategic Marketing Director, Alfa-Bank Iuliia Chervonooka, PR/BD Director, AEQUO Inna Deniak, Head of Marketing OTC department, Teva Dmytro Derkach, Co-owner, Planeta Kino Daria Dolnova, Marketing Manager UA&REE Smartphones business, Lenovo Ivan Dubinskiy, CEO, Factum Dmytro Dzhedzhula, Managing Partner, OSDirectBrand Natalia Dzhepo, Head of Trade Marketing,

LACTALIS Ukraine 24. Nadezhda Fomina, Marketing Director, PROSTOR 25. Yulia Furmanova, Head of Public Relations and Marketing Communications Division, lifecell 26. Katerina Gaididei, Marketing Manager for Ukraine/ CIS/ Hungary/ Slovakia, Brown Forman Ukraine 27. Dmytro Grushevskyy, Chief New Business Officer, AGAMA communications 28. Yuliia Havron, Account Director, Postmen 29. Ievgen Iatsenko, Head of ATL&BTL Department, Renault Ukraine 30. Kateryna Ilchenko, Director, Havas Ukraine 31. Vanina Kacheva, ACIM, Marketing Director, Ukraine & CIS, GSK CONSUMER HEALTHCARE 32. Yurii Kachkarda, Managing Partner, Smartica/ Skykillers 33. Iryna Kachura, VP Marketing, Carlsberg Ukraine 34. Tatiana Katrich, CEO, OMD Media Direction Ukraine 35. Maryna Kinchyna, Category Lead Biscuits & Salted Snacks Ukraine & Eurasia, Mondelez Ukraine 36. Viktoriia Kiriienko, Lead Marketing Manager, Philips Ukraine 37. Vitaliy Kokoshko, Head of Agency, KINOGRAF 38. Olga Kokoshko, Strategy Director, KINOGRAF 39. Maxim Kolesnikov, Marketing Manager, Eldorado 40. Elena Kolesnikova, Strategic & New Business Director, BBDO Ukraine 41. Sergey Kostin, Executive Director, Initiative 42. Yaroslava Kovalenko, Marketing Director, Ukrsibbank BNP Parribas 43. Olena Kovalska, Marketing Director, Oschadbank 44. Valentin Kravchenko, Marketing Director, Mareven Food Ukraine 45. Andrii Krolenko, Managing Partner, Media Scope 46. Tetiana Krupenko, Marketing Director, Pernod Ricard 47. Iryna Kryvous, Marketing Director, Crealine 48. Kateryna Kryzhanovska, Media&Digital Manager, Nestle Ukraine 49. Oksana Kulikova, Head of Marketing, METRO Cash&Carry Ukraine 50. Petr Kurkchi, CEO, ORT Media 51. Igor Kuts, Head of Operational Marketing, OLX Ukraine/Kazakhstan/Uzbekistan 52. Yuliya Kuzmenko, Marketing Manager, adidas Ukraine

3 EFFIE AWARDS 2017


Jury 53. Oleksandr Lavrov, Marketing Director of Hygiene Business in Ukraine and CIS, Biosphere-corp 54. Bogdan Levchenko, CEO, iplace 55. Ievgen Levchenko, Director, MAXUS Sigma 56. Taras Lopachak, Marketing Director, Hyundai Motor Ukraine 57. Aleksahdr Makarenko, CMO, MOYO 58. Olexandr Marchenko, Commercial Director, SCA / Essity 59. Olena Martynova, Strategic Marketing Director, 1+1 media group 60. Maryna Mazarska, CEO, Carat Ukraine 61. Nataliya Morozova, CEO, Havas Group Ukraine 62. Kateryna Moskovchuk, Marketing Director, MARS 63. Oleksandr Murzin, Head of Marketing Thermotechnology Department, Robert Bosch Ukraine 64. Iryna Mushtina, CEO & Founder, CF.Digital 65. Kseniya Mykhaylenko, Strategic Director, Optimum Media OMD 66. Eugene Obrazok, Marketing Director, Rozetka 67. Natalie Palina, Marketing Director UA and EECA, Jacobs Douwe Egberts Ukraine 68. Elena Peretyatko, Marketing Manager CIS, Delta Medical 69. Olga Polishchuk, Brand Manager Martini, Bacardi Martini Ukraine 70. Vladislav Polonskiy, CEO, ROCKETS Growth R&D 71. Andrey Poluektov, Marketing Director, Danone Ukraine 72. Tetiana Ponomarenko, Director of Marketing Communications, Shabo LTD 73. Тоtiana Popova, Managing Partner, Arena/ Media Expert 74. Julia Pouzyriova, Chief Customer Officer, Watsons Ukraine 75. Olesya Protsenko, Sales Director, GRAND MANAGEMENT 76. Nataliya Pyrozhenko, Marketing Director, Vivat Trading 77. Mykhailo Rakhmail, Category Marketing Director, Ferrero Ukraine 78. Olga Rakhmail, Head of Private Label Department, SAVSERVICE 79. Eugene Razuvaev, Marketing Director, Snack Production 80. Yevgeniya Roik, Marketing Manager, Bunge 81. Dmytro Rozenfeld, Owner, ROZENFELD OFFICE 82. Svetlana Rudenko, Group Brand Manager,

Henkel Ukraine 83. Nonna Ryzha, Head of Marketing & Communications Department, IC AXA insurance 84. Iuliia Satyrenko, Head of MarCom Department, Arterium Corporation 85. Alexander Savin, Managing Director, ISD Group 86. Nataliya Shadrina, Marketing Director, Milk Alliance 87. Nataliya Shepel, Marketing Lead North Eastern Europe, Discovery Communications 88. Victor Sherstyuk, Managing Director, UM 89. Roman Shykhutsky, Managing Director, Media First Ukraine 90. Vasiliy Shylov, Marketing Director, AB InBev Ukraine 91. Iryna Shynkarenko, Deputy Chairman of the Company of Public Relations, Advertising and Media, Epicentr K 92. Oleksandr Shyrokov, MD, TBWA\Ukraine 93. Zhanna Sidorskaya, Client Service Director, MullenLowe Adventa 94. Illia Skikevych, Managing Director, Mindshare 95. Nataliia Slichuk, Head of Marketing Unit, OTP Bank 96. Oksana Slusarchuk, Sales Manager Key Accounts, BIC Ukraine 97. Dmitry Spivak, CEO, Solutions Europe Media CEE & Central Asia 98. Sergey Starush, CEO, Media Arts Group Ukraine 99. Svitlana Stepanenko, CEO, TWIGA Ukraine 100. Kostiantyn Striukov, CEO, Vizeum Ukraine 101. Elena Sukhanova, Managing Director, Tabasco 102. Anna Sukhodolska, Communication for Development Specialist, UNICEF Ukraine 103. Tetiana Sviatenko, Marketing Director, Nestle 104. Alyona Syrotina, Brand Manager, HiPP Ukraine 105. Darya Tafintseva, Managing Director, Ogilvy & Mather 106. Svitlana Tatura, Brand Manager, Sparkling, Coca-Cola Ukraine 107. Sergii Titochka, MCC Manager, Pfizer representative office 108. Valeriya Tolochina, Marketing Director, INTERTOP Ukraine 109. Iuliia Trybushna, CEO, Starlight Digital Sales 110. Artur Tsvyntarnyi, Chief Marketing Officer, Ukrposhta 111. Liudmyla Tytarenko, Managing Director, Scholz&Freinds Kyiv 112. Serhiy Uryn, Managing Director, THINKMcCANN

4 EFFIE AWARDS 2017


Jury 113. Alla Ustymenko, CEO, Adwork 114. Roman Vashkolup, Director of Marketing and Strategic Development Department, Bayadera Group 115. Oleksandr Vitko, Chairman of the Supervisory Board, Gelios 116. Julia Volokh, Deputy Managing Director, KANTAR TNS 117. Aleksandra Yasko, Media Manager, Unilever Ukraine 118. Denys Zakharenko, B2C Director, Ukrtelecom 119. Alexey Zerkal, Marketing Director, New Balance Ukraine 120. Alexander Zhilyaev, Head of Digital Marketing, Comfy 121. Anton Zhorin, Marketing Director, B2C, Ukrtelecom 122. Kevin Zhoumin, Device Director, Huawei Ukraine 123. Ganna Zhukovska, Director, ADPRO UKRAINE 124. Tetiana Zhylina, Marketing Manager, L’Oreal Ukraine 125. Oleksandr Zubrytskyi, Head of Marketing Department, Ukrnafta

5 EFFIE AWARDS 2017


food THE WAY OF THE SAMURAI Agency

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Yuriy Skliaruk, Producer Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

Second Agency Client

Zenith Nestle Ukraine Alina Bozhniuk, Brand Manager BU Culinary, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle

How from a practically “niche” exotic product – soy sauce, which has been perceived exclusively as a sauce for sushi, to grow a universal guest in the kitchen of Ukrainian audience and, moreover, to expand this audience? Impossible is nothing, decided the Client`s and the Agencies` teams, and embodied an effective integrated case from the change of product perception to the stage-by-stage rebranding that allowed not only to receive admirable results but, moreover, continues to work in real time for further achievements. The Challenge: A stranger among his own: soy sauce – only for sushi. The Idea: A new look at ordinary products. Bringing the Idea to Life: Image creation of the “liquid” seasoning for any dishes and stage-by-stage rebranding into the well-known Ukrainian brand. The Results: We have significantly exceeded our goals to be achieved in sales and image indicators, and the most importantly, we attracted new audience according to the set goals. And this is only the beginning.

WHEN WE BECOME ADULTS Agency

BART&FINK Oleg Tomin, Creative Director Irina Ilchenko, Creative Group Head Liza Rozhkova, Copywriter Petro Didenko, Head of Art Department Iryna Kozachenko, Art Director

Client

Lvіvsky holodkombіnat Yuliya Kopytko, board member Oksana Yaremko, Head of Marketing Communication Without a doubt, ice cream is a product from childhood. At the same time, it’s surprising that there is a most children’s product in the world, but there is no ice cream brand for children. Looking in the freezer with ice cream, you won’t find any pack that can attract a child the same way Kinder Surprise does. Therefore, we decided to fix this and make LIMO the most ‘ice-creamiest’ ice cream in the country. And this means the most childish. The Challenge: Being the No. 3 player, declare ourselves as leader The Idea: There’s simply no adult way to eat ice cream Bringing the Idea to Life: We have collected the situations that accurately show that no matter how old we are, ice cream brings us back to childhood. The Results: We managed to show 5 SKUs in the video and they all showed significant growth. On average, increase in volume share was 20%, and in value share – almost 70% (considering the emergence of 2 more expensive SKUs and slight price increase in general).

7 EFFIE AWARDS 2017


food BREAKING PRICES FOR SAUCES Agency

iplace Ruslan Sukhomlin, Account Manager Iryna Dydash, Head of PPC Olga Burenich, Media & Buying Director Viktor Zaiets, CSD Bogdan Levchenko, CEO

Second agency Client

Ogilvy & Mather Ukraine Metro Cash&Carry Ukraine Oksana Kulikova, Head of Marketing Vadim Ishchenko, Marketing Manager Dmytro Pastukh, Digital Marketing Specialist Within the scope of the communication campaign “Breaking Prices”, METRO launched repricing in the category of ready-made sauces expecting to double their sales according to the outcomes of the campaign. The complexity of the task consisted in the fact that the sales in the category of ready-made sauces in METRO as well as on the market as a whole - for a number of reasons, such as drop in income, a trend on healthy lifestyle and healthy nutrition - has been declining for 5 consecutive years, having dropped to 1.4 kg of sauces per person per year, and the goods themselves are not traffic-forming, that is the customers won’t drive to METRO through the whole city just to buy some sauce. Having formed an insight, that food should be not only healthy, but also delicious, we used a number of unique creative ideas and slogans (for example, “pasta + pesto = the besto”) within the advertising campaign in the Internet. In our media strategy, we focused only on the top-priority segments of the target audience: existing buyers of sauces from METRO, as well as similar consumers who are not yet customers of the network. As a result of the campaign, we managed to increase the target sales of sauces per customer by 5.5 times over a month, having increased the penetration in the category by 31%. The Challenge: To double the sales in the category of sauces, despite a 5-year decline in the consumption of sauces in Ukraine. The Idea: By means of the BIG DATA processing tools, to highlight the key consumer for the category, to scale it in a digital channel, as well as to encourage these customers to purchase sauces from METRO by demonstrating a wide range of memorable creative ideas. Bringing the Idea to Life: Having formed an insight, that food should be not only healthy, but also delicious, we used a number of unique creative ideas and slogans (for example, “pasta + pesto = the besto”) within the advertising campaign, having focused only on the top-priority segments of the target audience: existing buyers of sauces from METRO, as well as similar consumers who are not yet customers of the network. The Results: As a result of the campaign, we managed to increase the target sales of sauces per customer by 5.5 times over a month, having increased the penetration in the category by 31%.

8 EFFIE AWARDS 2017


food MIVINA: THE BATTLE OF TASTES Agency

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Yuriy Skliaruk, Producer Anna Bobina, Account Director Alina Golub, Junior Account Manager

Second agency Client

Zenith Nestle Ukraine, Mivina Alona Degtiar, Group Brand Manager, Cold Sauces Culinary BU, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle

Despite the falling popularity of fast food, we raised the Mivina sales and returned its Throne in the category. Referring to the theme of The Games of Thrones, we launched two tastes and started a taste battle, the outcome of which depended on Eaters. We created a site, developed a keyvisual and shot a commercial. Moreover, we launched OOH at universities and video in cinemas, created Coub channel and developed stickers for Viber. A squad of promoters supported the campaign. Thus, we raised the sales of Mivina, modernized the brand and returned its Noodle throne! The Challenge: Rapid loss of market share due to the outflow of consumers to an active and cheaper competitor, against the background of a general decline in the popularity of fast-food products among young audiences. The Idea: The battle of two new tastes, the outcome of which depends on consumers. Bringing the Idea to Life: Web site Game of Tables. Commercial and key-visual. OOH. Coub channel and Viber stickers. BTL campaign. SMM. The Results: We raised the sales of Mivina (from -16 % to +34 %), modernized the brand (+19 points) and returned its Noodle throne!

LITTLE KITCHEN HELPERS Agency

Kinograf Vitaliy Kokoshko, CEO Oleg Kiselitsa, Creative Director Vera Glebova, Client Service Director Bogdana Zayets, Copywriter Marta Simanovich, Designer

Second agency Client

MOKASTDIO Lesaffre Ukraine Igor Semin, CEO Marina Skripchenko, Commercial Director Nadezhda Skripchenko, Marketing Manager

The yeast market is almost unfamiliar to a consumer, and housewives live in the same old way – they buy yeast from ‘a woman they know at a local farmers’ market’. There is a stereotype that live yeast cannot be found in any other point of sale – but this is exactly where Duhmyana Hata is sold. We’ve achieved a genuine breakthrough in the category and redirected consumers to supermarkets. The time of flight was chosen very competently and allowed us to focus consumer’s attention on our yeast and to make them to look for Duhmyana Hata in stores. The Challenge: To overcome the traditional attitude that live yeast can only be bought from ‘a woman at a local farmers’ market’. The Idea: To animate Duhmyana Hata Yeast and to attract the audience of moms and grandmas through their children. Bringing the Idea to Life: A cartoon featuring small yeasts, little kitchen helpers, who immediately won children’s hearts and stuck in parents’ memory. The Results: The six times increase in the sales of Duhmyana Hata Yeast through retail chains.

9 EFFIE AWARDS 2017


food HAPPINESS IS COOKED TOGETHER Agency

MullenLowe Adventa Alexey Demin, Creative Director Olga Mamaeva, Business Development Director Alexander Pletenetskiy, Art Director

Second agency Client

Mustang Research and Consulting SE “Suntrade” Yevgeniya Roik, Head of marketing department Ganna Kraskovska, Oleina brand manager Oleksander Falko, Junior brand manager

On the background of food price increase, leading company on the sunflower oil category and premium brand in refined oil category managed significantly increase market share in volume. We managed to exceed targets due to insight, which contradicted communicational stereotypes of the category and touched deep feelings of target audience. Instead of “ideal happiness around the family table”, TM “Oleina” used contradiction in relations between man and woman. True talk about what really woman waits in family relations influenced consumer more than rational proof-point about product. Campaign not only attracted new consumers but also led loyal to choose TM “Oleina” more often. The Challenge: How to boost sales in the category, when people do not see value in the branded product. The Idea: Happiness is cooked together Bringing the Idea to Life: Two emotional life stories, which answered on strong woman’s tension build strong emotional connection with the brand and helped women see, that TM “Oleina” understands her needs and feelings The Results: Advertising campaign significantly increased planned market share in volume. This jump was possible because 2 influence on 2 factors – attraction of new customers and enhancing loyalty of existing customers.

10 EFFIE AWARDS 2017


food QUALITY CAMPAIGN Agency

VisageDDB Anton Savchuk, Creative Director Ruslan Palamarchuk, Art Director Roman Shemchuk, Designer Irina Denyak, Account Director Yuliya Koritskaya, Senior Account Manager

Media Agency Client

Zenith Nestle Ukraine Anna Gryshchuk, Group Brand Manager TORCHYN Cold Sauces BU Culinary

Ketchup category has been in decline for several years due to the growth of retail prices, and for the trend of healthy lifestyle. Torchyn suffered the most as being one of the higher priced products in the category. Many consumers switched to cheaper ketchups, trying to save money, or preferred those ketchups, which they considered more natural. Forming the right perception of quality of ketchup is pricey and complicated: for one group of consumers it’s about the ingredients, for others it’s about expiry terms, and also about recipe, additions, and healthiness aspects. So many various facets of quality – but communication should answer at all question at once! Implementing an integrated campaign, we managed to put a stop not only to the sales of Torchyn, but we also managed to drive the growth of the entire category with the growth of Torchyn market share. The Challenge: Put a stop to decrease of the Torchyn market share, tackling the perception of both quality and naturalness of the product, hence justifying inevitable retail price growth. The Idea: Torchyn Quality – it is a constant internal Challenge on every stage of production process, it’s honesty and an attitude of “non-concealment”. Bringing the Idea to Life: Torchyn disclosed all facets of production process to a wide audience. We invited international professionals in order to stress adherence to the standards, - namely we brought to Ukraine famous Agronomist, Technologist and Chef. In their work, these professionals used to rely on European standards, which are tougher than Ukrainian standards. So that they tested the production of Torchyn applying European standards. “Quality” campaign was developed and realized as integrated 360’ campaign. The Results: We managed to put a stop not only to the sales of Torchyn, but we also managed to drive the growth of the entire category with the growth of Torchyn market share.

11 EFFIE AWARDS 2017


food BA-A-A-ALYKOVI Agency

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Art Director - Maria Dmitrova Copywriter - Anastasia Burganova Designer - Slava Bondar Account manager - Yevheniia Dvoretskaya

Client

Baschinskiy Head of the ICU - Mikhail Borisovich Bashchinsky National Marketing and advertising Manager Eugenia Rodina

When there was time to think about the ad campaign for new sausages of the brand ‘“Baschinskiy”, we just could not forget about talanted ukrainian voices and made it easier to sing along. Thus, the karaoke-hit “Balykovi” was created, which turns 30 seconds of ad block into the festival of song and sausages. The Challenge: Make everyone want to buy new tasty sausage “Balykova” by “Baschinskiy” The Idea: Create such a commercial, that people would want to create their own versions, make taxi-drivers sing along during traffic jams and make cashiers whistle the melody, counting change. Bringing the Idea to Life: We created the video-hit with karaoke, during which sea sceneries are changed to mountaneous views and old castles, but the main character is still the tasty balykova sausage. The Results: The campaign illustrated high results.

NOW LISTEN CAREFULLY Agency

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Art Director - Maria Dmitrova Copywriter - Anastasia Burganova Designer - Slava Bondar Account manager - Yevheniia Dvoretskaya

Client

Baschinskiy Head of the ICU - Mikhail Borisovich Bashchinsky National Marketing and advertising Manager Eugenia Rodina

Men love grill and everything that is fried on it: grilled meat, grilled vegetables, grilled bread. How can we address to the men, so that they can hear us with their brutal male ears? How to make it possible to hear about the fragrant and juicy ready chicken fillet grilled from “Bashchinsky” in a way that men forget about everything and rush to buy them? We have created a real alpha-male with a rattling name Grigory Grills, who knows everything about the grill, chicken and life. The Challenge: Ensure, that when men hear about fragrant and juicy ready chicken fillet grilled from “Bashchinsky” they forget about everything and run to buy them. The Idea: Create the hero, whom men trust. Bringing the Idea to Life: We have created a real alpha-male with a rattling name Grigory Grills, who knows everything about the grill, chicken and life. The Results: The campaign illustrated high results.

12 EFFIE AWARDS 2017


food CINEMA CUPS Agency

Postmen Yuliia Havron, Account Director Inna Tabachenko, Creative Copywriter Yaroslav Vedmid, CEO Nataliia Kuzmina, Craft Designer Ihor Bondarenko, Sound Designer Anna Seniuk, Art Director

Client

Planeta Kino

In 2016, Planeta Kino invested in settting up Kinomarkets – shops with snacks, thus we had to recover inverstments. We had to find a new way of selling the most popular snack – popcorn. Realizing, that people follow us on social media for new releases, we decided to promote popcorn via them. We crafted 5 stop-motion premiere trailers. Popcorn cup became both shooting location and material of which the characters were made of. Our trailers were posted on social media and rotated in Planeta Kino cinemas. Eventually, popcorn sales increased by 21,2% comparing with 2016, and helped to cover all expenses. The Challenge: How to sell popcorn in a way that would be appealing to movie fans? The Idea: People follow us for new releases, so why not show them what they want, but in a different format? Bringing the Idea to Life: We crafted 5 premier trailers with stop motion technique, posted them on social media and rotated them at Planeta Kino. The Results: During campaign period, sales increased by 21,2% comparing with the same period in 2016.

13 EFFIE AWARDS 2017


Non-alcoholic drinks PITBULL BATTLE Agency

ODDEE Agency BAZAR IVAN Creative Director ALINA TSYGANOK Creative Supervisor

Client

New Products Group Elena Selutina Director of Corporate Communications & PR Boris Tkachev Director of Research & Strategy Oksana Tsygankova Group brand manager (till march 2017)

This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the p roject as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the cross-functional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull The Challenge: Continue the strategy of brand communication. VK page reach >= 1M The Idea: Strategic aim was to build protected brand’s territory for a long time. To make the brand of Pit Bull a promoter of rap culture, brand that helps young rappers and supports them to express themselves Bringing the Idea to Life: We created the site as a platform for the RAP contest. Produced one viral video. The Results: 2.2K registrations, 1.2M vk page reach, 837K video’s views, 1 offline event with full sold-out

NON STOP – ENERGY OF YOUR CITY Agency

Navigator Miroslava Davydenko, Account Director Marina Zablotska, Account Manager Kateryna Ivaniv, Account Executive Dmitriy Sitnikov, Group Account Director Kateryna Komar, Media Excellence Chief Valeriy Batushanskiy, Managing Director

Second agency

Posterscope Ukraine

Media Agency

Universal Media Group

Client

Non Stop Yuliya Chizh, Brand manager Gennady Dovgan, Chief Marketing Officer Boris Tkachev, Director for Strategy and Research

Non Stop case is a sample of effective investments into communication. On the contractile market with insignificant amount of investments and aggressive communications from competitors we achieved remarkable results - overfulfil sales plan. The Challenge: From the middle of 2013 the consumption of energy drinks is declining, our task is to fulfill the sales plan. The Idea: The main business objective is to increase sales by 10% in units compared to the previous year (for the period of the promotional campaign of July-September, 2017). Bringing the Idea to Life: The strategy of the emotional communication with the consumer was choosen - reminding of additional source of energy in the format of media mix: OOH advertising (standard and non-standard formats) plus radio (direct advertising and special project). The Results: During the promotional campaign (July-September), the optimistic sales plan for the third quarter of 2017 was overfulfilled by 32% (in UAH), every hryvnia invested in advertising communications has led to an increase in sales by 1.95 UAH.

15 EFFIE AWARDS 2017


Non-alcoholic drinks LAUNCH OF FUNCTIONAL RANGE OF SANDORA ESSENTIALS Agency

Geometry Global Ukraine Julie Mazour, Managing Director Yana Isayenko, Group Account Director Aleksandra Kuzmenko, Senior Account manager Nadiia Trikoz, Creative Director Sergey Yaroslavtsev, Creative Group Head

Client

Sandora Andriy Gotun, Senior Brand manager Sandora & Frutz Yuliia Miglovets, Brand Manager Sandora

Juice is not a top-priority product bought by an average family during recession. That is why it is not an easy task to find and launch successfully a necessary product in this category. The needs of a big city dweller – energy, health, slenderness – require great efforts and self-improvement, and there is no simple solution. We offered this solution. All three needs were considered in each SKU of the range, which enabled us to launch a new product successfully, enhance the brand, and to take even more care for our consumers. The Challenge: To launch a new range successfully under condition of economic recession when the factors of fruit juice comprehension as a natural and fresh product considerably suffered. The Idea: Simple solution to difficult problems. Bringing the Idea to Life: The platform “Simple solution” describes three main problems of city people and laughs at difficult ways of fighting with these problems, showing the new product as the most simple and effective way to fight low immunity, chronic fatigue, and obesity. The Results: - the first goal: to achieve 1% market share for the first half a year. We achieved it faster – for the first 5 months; the excess of the goal for that period was 80%; market share for the reported period was 1,8%. It is a very high index for the juice category. - the second goal: to get above average in the quantitative testing of the creative. We achieved this and even more – communication and message delivery were estimated as “almost perfect”. - the third goal: to influence the whole Sandora portfolio, reflecting in the main attributes for the product: it helps me to live a healthy life, it powers me up, useful product, - thus, enhancing the main brand and the category in general. All set goals are perfectly achieved and the indexes have grown (Helps me to live a healthy life from5 to 11, powers me up from 0 to 7, Useful product from -6 to 7). Consumers are full of energy and become healthier while we are proud of our work.

16 EFFIE AWARDS 2017


Non-alcoholic drinks SMART MEDIA CAMPAIGN Agency

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Grechyshnykov, Account Manager

Media Agency Client

Qreachers, Digital Media Agency SG PRODUCTION Olena Shyshkova, Brand Manager Maryna Tereshchenko, Promotion Manager Alexandr Livanov, Head of Digital

Ahmad case is worthy an award in this category as it managed to sustain brand awareness and market share without investing in ATL and TV-flights in situation of competitor’s powerful media support and pressure from the growing coffee trend. To do that — smart media approach was activated, with than 800 creatives and tested them on 500+ narrow audience segments. As a result media showed significant marketing and business results — brand reached # 2 position in brand awareness and preference tea market ratings and increased its sales by becoming the # 3 brand for tea consumption in Ukraine. The Challenge: To sustain Ahmad brand awareness and market share without investing in ATL and TV-flights In situation of absence of any brand communication, competitor’s powerful media support and pressure from the growing coffee trend. The Idea: To use smart media placement with a numerous unique creatives and formats to determine the audience segments, which will be relevant to a particular product line. Bringing the Idea to Life: We created more than 800 creatives and tested them on 500+ narrow audience segments in order to find correlations, optimize the engagement and reduce the overall campaign cost. The Results: In addition to hundreds of millions impressions served, almost 350,000 site visits and high-quality target audience reach, the non-standard media placement aired for Ahmad from October 2016 till March 2017 showed significant marketing and business results — brand reached # 2 position in brand awareness and preference tea market ratings and increased its sales by becoming the # 3 brand for tea consumption in Ukraine.

17 EFFIE AWARDS 2017


Non-alcoholic drinks UKRAINE INVITES FOR COFFEE. JACOBS INVITES TO EUROVISION Agency

GOODMEDIA Artem Gostev, Art Director Mariya Gosteva, idea Andriy Nesterenko, Director Alexey Nazaruk, DOP Viktor Maykov, Production Manager Kirill Timoshenko, Producer

Second agency

SAATCHI & SAATCHI

Media AgenMEDIA EXPERT cy Marketing Services Agency

HAVAS ENGAGE UKRAINE

PR Agency

HOSHVA PR

Client

Jacobs Douwe Egberts Ukraina Natalie Palina, Marketing Director, UA and EECA Iryna Tkachenko, Marketing Manager, Instant Coffee Category, Ukraine Pavlo Prus, Brand Manager, Instant Coffee Category Oleksandra Kostyuk, Marketing Intelligence and Category Development Lead, Ukraine & EECA Inna Myronyuk, Junior Brand Manager, R&G Coffee Category and Superpremium brands Tetyana Andreyushyna, Internal Communications specialist Antonina Iskorostenska, Shopper Marketing Coordinator, Modern Trade

This case is the example of how brand’s communication toolbox can be enriched with sponsorship, which phenomenally matches values, prominence and scale of the brand-sponsor. Best-in-class integration of the national sponsorship event into its annual communication plan allowed JACOBS to gain market share, increase brand awareness, fuel uplift in retail Clients’ sales and interfere main competitor’s plans to benefit from Eurovision with any of its product categories. The Challenge: Leading mass-market brand from which consumers have not heard any big news for a long time. The Idea: Amaze consumers with the extraordinary power of JACOBS’ Magic Aroma. Bringing the Idea to Life: Sponsor 2017 Eurovision Song Contest – the most anticipated international event of the year in Ukraine. “Ukraine invites for coffee. Jacobs invites to Eurovision”. The Results: Brand Awareness growth, Volume and Value Share of Market growth, Sales growth at Key Account clients (retail chains) plus lifted team-spirit in the organization.

18 EFFIE AWARDS 2017


Non-alcoholic drinks ALL THE TRUTH ABOUT DADS Agency

Banda agency Creative director — Pavlo Vrzhesch Strategy director — Yaroslav Serdiuk Head of art — Yegor Petrov, Anton Kolotylo Copywriter — Anna Goncharova, Anastasia Burganova Account Director — Anna Olkhovets Account Manager — Yevgeniya Dvoretska

Client

IDS Borjomi Ukraine Marketing Director — Svitlana Kuzavova Brand Manager — Polina Ivershen Junior Brand Manager — Yevgeniya Mykhailenko

In the advertising campaign we decided to show the dads, since mothers are in the center of every second advertisement. There is no mom, who can not notice scenes, how dads take care of children. The campaign introduced Morshinska in the new way and attracted new audience. The Challenge: Our main challenge was to change perception of the brand and introduce it in the new different way. The Idea: The Idea was to make advertisement of Morshinska not similar to all typical adverstisements of mineral waters. Bringing the Idea to Life: In the campaign we featured not the mothers, who are usually depicted in advertisements, but the dads, who take care of children. The Results: Due to the creative advertising campaign emotional bond between consumers and the brand strengthened and brand got not only into consumers’ mind, but also into their hearts.

NEW BORJOMI STRATEGY FOR 14 COUNTRIES Agency

Banda agency Creative Director — Pavel Vrzhesch Strategy Director — Yaroslav Serdyuk Head of Art — Yegor Petrov Art Director — Mariya Dmitrova Copywriter — Anastasiya Burganova Account Director — Nastya Guzova

Client

IDS Borjomi Director of Business Development and Marketing IDS Borjomi International — Natalya Matusevich Marketing Manager IDS Borjomi International — Oksana Pankina Brand Manager TM Borjomi — Olena Kuvayeva Commercial Director IDS Borjomi Georgia — Levan Hurodze Marketing Director IDS Borjomi Georgia — David Gelashvili

We supplemented the already established association with the functional properties of this legendary product with more emotional perception, while leaving behind the brand the strength of its origin and unique composition. The Challenge: The main task was to supplement the already established association with the functional properties of this legendary product with more emotional perception, while leaving behind the brand the strength of its origin and unique composition. The Idea: Convert “Borjomi” from water “after something extra” to the water that accompanies you during and before special, unforgettable, important and inspiring moments. Bringing the Idea to Life: We have shown that the best moments in life usually happen unexpectedly, and due to the volcanic force “Borjomi” you are always ready for them, because you do not interfere with anything. The Results: Borjomi moved to a new territory of lifestyle: the water that is always with you for a healthy and happy lifestyle.

19 EFFIE AWARDS 2017


Alcoholic drinks GOL CHEMPIONA AGENCY

Vizeum Ukraine Kostiantyn Striukov, СЕО Julia Zamostyana, Client Service Director Kateryna Kozii, Group Account Director Olga Solomko, Account Manager

CLIENT

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Elena Chmyshuk, Senior brand manager

To keep and strengthen Chernihivske No. 1 position as a “brand associated with football” after losing the title of the National Team of Ukraine sponsor in favor of Persha Pryvatna Brovarnya (PPB), and to extend our communication possibilities of the football platform, we revealed a new audience of football amateur players for us, and realized their cherished dream - in the light of searchlights on a huge field in front of the enthusiastic crowd, to kick a best goal, which will be seen and appreciated by thousands of people with our own cross-media project “Gol Chempiona”. The Challenge: Losing the opportunity to sponsor the National Team of Ukraine and support the brand’s football platform The Idea: The project, that will allow football amateur players to become famous, demonstrating their skills in scoring bright goals in front of the whole country Bringing the Idea to Life: Creation of own brand heading “Gol Chempiona” inside the football-analytical program “Pro Futbol”, in which well-known football personalities determined the brightest goals, chosen among the downloaded videos on the digital platform of the project, and awarded their authors valuable prizes to the players The Results: Chernihivske retained the number 1 position as a brand-football expert, despite the loss of the contract with FFU and the huge difference in investments in the football platform with the new official sponsor of the National team – PPB

21 EFFIE AWARDS 2017


Alcoholic drinks THE SECRET OF BIALOWIEZA FOREST. GEOGRAPHICAL DETECTIVE AGENCY

Vizeum Ukraine Kostiantyn Striukov, СЕО Victoria Kochuro, Media Director Julia Zamostyana, Client Service Director Dmitry Milichihin, Group Account Director Oleksandr Kovalyov, Account Manager

CLIENT

Roust Ukraine Nadezhda Shvets, Marketing Director of Ukraine, Kazakhstan, Middle Asia, Baltics, Caucasus Nino Tonakanian, Marketing Analysis Specialist Thanks to conducted deep qualitative and quantitative researches of Zubrówka brand image and consumption, we managed to discover the insights about the difference of mark perception in Ukrainian regions and, based on them, to develop an ideal campaign to enable overcome the 30%-price growth, save Zubrówka share of market and also increase brand health and image indexes. The Challenge: To overcome the negative sales effect of 30%-price growth and correct the wrong perception of Zubrówka brand in several regions as Belorussian vodka. The Idea: • Shifting the focus of creative from Bialowieza forest on Poland and delivering a right brand positioning; • choosing key cities of East and Center as communication core and also do not forget about West as strategically important region. Bringing the Idea to Life: Were chosen a media channels (Radio and Digital), it which we: • avoiding misfires and misses, “caught” our regional audience; • very quickly and relatively inexpensive updated creative materials; • reached needed audience volume to achieve the business goal of the brand. The Results: • All planned media coverage and conversion rates (for Digital) were overfulfilled; • brand health indicators were significantly improved in all focus regions of Ukraine; • despite the difficulties in trade marketing and work with retail chains, as well as the reduction in the geography of product sales, due to a more significant contribution of media activity to sales in fact (+37% to the plan), in 5 months we fully achieved the business objectives of the first half-year and expect the over-fulfillment of the brand’s sales plan in total for the year. • despite the difficulties in trade marketing and work with retail chains, as well as the reduction in the geography of product sales, due to a more significant contribution of media activity to sales in fact (+37% to the plan), in 5 months we fully achieved the business objectives of the first half-year and expect the over-fulfillment of the brand’s sales plan in total for the year.

22 EFFIE AWARDS 2017


Alcoholic drinks ARCTICA LAUNCH AGENCY

TBWA\Ukraine Svetlana Tsvelenyeva – Creative Director Olga Perepelytsia – Account Director Anton Momot – Art Director Taras Bai – Junior Art Director

DIGITAL AGENCY CLIENT

AGAMA DIGITAL GROUP Eastern Bevrage Trading Bezugly Aleksey, Marketing Director Kushch Dmytro, Group Brand Manager (vodka) Skripchenko Olga, Junior Brand Manager (vodka)

This case is a successful example of unconventional thinking and going against the trend on all possible stages: growing on a declining market, asking premium price for an extremely price sensitive product, making more value by adding less ingredients, being rationally persuasive with an emotional communication, and eventually winning more than it seemed possible. The Challenge: Launch a new vodka brand that would be 10 UAH more expensive than the average market price on a falling market, hyper-sensitive to price, with a huge number of players with history and large advertising budgets, and the highest level of communication restrictions. The Idea: Seduce with purity where everyone tries to convince with additives. Bringing the Idea to Life: We created our world of crystal purity, arctic DOLCE VITA, filling it with everything that men appreciate so much – feminine beauty and a sense of ownership of the whole world. The Results: In first 3 month achieved 0.9% volume market share when the ambition was to get 0.6% (half of the share of the wellestablished segment leader “Persha Gildiya”) and became №9 overall on the vodka market in terms of brand image.

HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager Anton Gorbatyuk, Junior Brand Manage Olga Radchenko, Trademark Specialist

Traditions of hospitality that unite us. We tried to support this image of “Lvivske” with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular “female” contest. We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with “Lvivske”. The Challenge: How to combine the male audience around the pop «women’s» competition as a traditional brand? The Idea: Our traditions of hospitality unite us today just as 300 years ago Bringing the Idea to Life: In order to “get in touch” with as many people as possible, we used various types of communications and sponsored sponsorship for all 360. The Results: As a result, in May 2017 the brand reached the peak share – 16,1%; increased sales by 15% and raised Top of Mind indicator by 15%.

23 EFFIE AWARDS 2017


Alcoholic drinks DRAW YOUR CAPITAL AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Elena Lapshova, Account Director TWIGA’Idea Svetlana Gukova, BTL Director TWIGA’GO! Igor Sheykin, Creative Director TWIGA’Idea Yana Pyatenko, Digital Head TWIGA Digital

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

TWIGA Digital

MARKETING SERVICES TWIGA’GO! AGENCY CLIENT

VINFORT Shtytsko Konstantin, Marketing Director

STOLI STOLICHNAYA – it is a premium vodka, which is represented in more than 170 countries of the world and is included into 3 largest vodka brands in the world. Despite the fact that STOLI STOLICHNAYA has been produced in the European Union (Latvia) for many years, the majority of Ukrainians still perceived this product as a Russian, by associating with the historic homeland of this brand, the Soviet Union, and its capital Moscow. After the military aggression of Russia social protests began all over the country: Ukrainians massively announced a boycott to Russian goods. Loyalty to STOLI declined and sales dropped dramatically. The Challenge: The brand was faced with the task of changing the perception of STOLI vodka as a Russian product among Ukrainian consumers to save the life of the in Ukraine. The Idea: In Slavic languages, the name Stolichnaya means «A Country’s Capital». But… who said it is about Russian capital? Everyone has its own capital. Bringing the Idea to Life: STOLI STOLICHNAYA is the original vodka enjoyed by original people, so we decided to bring this idea to life in an original way: we organized a national graphic design contest for legendary international vodka STOLICHNAYA “Draw Your Capital” as you see it. We implemented an integrated project with PR campaign in mass media, involving people in social networks and in retail. The Results: The project formed a high PR-resonance and interest in the brave brand, which significantly influenced the fate of STOLI STOLICHNAYA in Ukraine, radically changing the negative sales trend into the direction of growth

24 EFFIE AWARDS 2017


Alcoholic drinks STORY OF HOW WE HAVE EARNED “LEMONS” ON LEMONS TOGETHER WITH DUDES AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director Victor Vysotskyi, Creative Group Head Oksana Kapranova, Art Director Illya Yankovsky, Сopywriter Mariya Sheremet, Designer Olga Kutuzova, Group Account Director Olena Tkachuk, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Dmytro Pylypenko, Marketing Manager Yuliya Kyryllova, Senior Brand Manager Viktoriya Khalanska, Brand Executive

S&R Garage has its brand heroes – Seth, Riley and Joe. They are hanging out in the garage and making Garage with lemons and ice. Later on, the competitors started to copy their style, and in order to keep the leadership we used something, that differs Garage from others – lemons. Dudes started to do foolish challenges with lemons in their garage, put their faces on limited edition cans, and their Ukrainian protégé started a lemon vlog. We told guys and chicks about our dudes to make them remember, that Garage is an expert of naturalness. The Challenge: How can an alcohol brand prove, that it is all natural? The Idea: Garage is an expert of naturalness, as it knows everything about lemons. Bringing the Idea to Life: We used slang of youth to communicate with our audience online and offline. The Results: The category of beer mix began to grow rapidly since the Garage started, and in 2017 it grew by as much as 78 %!! Garage became not only a leader in the category, not only increased its share in 2 years and went up to 43 %, we managed incredible, we shook the head and perpetual leader in the segment - Obolon, whose share fell to 19 %!! Without releasing innovation, we managed to get a new consumer. Relative to 2016, the percentage of younger audiences has doubled, reaching a level of 44 %, which is 4 times higher than similar data in the beer category.

25 EFFIE AWARDS 2017


Alcoholic drinks STRAKHONICH/FEARNIGHT AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Nikita Pogrebnoy, Art Director Egor Vdovenko, Designer Maxim Lomakin, Senior Account Vitaly Mikulinskiy, Accout Director

OTHER AGENCY CLIENT

Impacto Jameson Denis Maximov, Brand Manager Eugene Semenenko, Creative Excellence Manage

We developed a Ukrainian alternative to Halloween and came up with our own neologism – a unique holiday on the eve of All Saints Day – Strakhonich (Fearnight). The Challenge: Premium whiskeys (like any other alcoholic drinks) do not have many opportunities for a product promotion due to the legislation restrictions. We need to increase the emotional connection between the brand and Halloween. It is an excellent occasion to go out with friends to a bar or celebrate at home. The Idea: We decided not to adapt the product world rational communication, but to create an original message exclusively for the Ukrainian young audience and branding, which would help renew and rejuvenate the parent brand. Bringing the Idea to Life: Communication “Strakhonich” was promoted comprehensively in communication channels (OOH, ontrade,off-trade):»Strakhonich»,”Strakhoznyzhky (Feardiscounts) for Strakhonich», “Strakhodrіnk for Strakhonich» The Results: The sales plan for the period from October 2016 to January 2017 was 162,778 liters; we overfulfilled the plan by 33,688 liters, which was 121 percent (21 percent of growth).

RUSH IN BOLDLY AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Yulia Vivcharyk, Digital Copywriter Nikita Pogrebnoy, Art Director Egor Vdovenko, Designer Maxim Lomakin, Senior Account Vitaly Mikulinskiy, Accout Director Andrey Mityanov, Digital Account Manager Olya Tertyshnaya, Client Service Director

OTHER AGENCY CLIENT

Impacto Becherovka Lemond Tatiana Krupenko, Marketing Director Eugene Semenenko, Creative Excellence Manager Irina Brezvin, Brand Manager

Excellent result for Becherovka portfolio. Launching a new product Becherovka Lemond for a young target audience led to an improvement in the situation of the parent brand The Challenge: Cement leadership in the category «bitters», winning back MS from Jägermeister, rejuvenate the target audience of the brand. The Idea: We decided not to adapt the product world rational communication, but to create an original message exclusively for the Ukrainian young audience and branding, which would help renew and rejuvenate the parent brand Bringing the Idea to Life: We used three key channels to launch Becherovka Lemond. Digital - facebook, instagram, off trade - special price during launch period and bright & creative visibility, on trade - lemond Parties in key cities Kyiv, Odesa, Lviv, Kharkiv, Dnipro The Results: Becherovka Lemond takes about 17% of overall Becherovka sales, regained leadership in Bitters: BCH 49.8% vs JAG 42.8% JJ 2017 (Nielsen)

26 EFFIE AWARDS 2017


Alcoholic drinks JACK DANIEL’S BARREL HUNT AGENCY

AGAMA digital group (Liquid7) Anna Menshikova, Creative Director Polina Belousova, copywriter Katerina Bykova, designer Daria Ponomarenko, designer Kristina Kachmar, UI/UX, Art-director Dmitriy Konovalchuk, CTO Pavel Zagoruyko, front-end programmer Pavel Ratushnyi, front-end programmer Andrey Galak, QA Nikita Karpov, QA Olga Zaimenko, SMM Head Olga Gladkivska, context manager Natalia Yumasheva, account director Olga Buzunova, client service director Anna Dyadkova, project manager

SECOND AGENCY CLIENT

OMD Media Direction Ukraine Brown Forman Ukraine Katerina Gaididei, Marketing Manager for Ukraine/ CIS/ Hungary/ Slovakia Natalya Matyukhina, Senior Brand Manager Jack Daniels Ukraine

Jack Daniel’s Barrel Hunt is the case showing how to fight back competition in local market using globally developed creative. The campaign was build around the content inspired by the brand and integrated into competition sponsored by it. In the result, not only did the brand developed its market share, but also it increased the gap between Jack Daniel’s and the nearest competitor. The Challenge: JACK DANIEL’S had a challenge to win in competition given high level of media spending in the category and media inflation and globally developed campaign – quite category generic in its senses and images. The Idea: JACK DANIEL’S Barrel Hunt in Ukraine is a TRUE challenge to imprint the idea that JACK DANIEL’S has not changed in its methods and values as opposite to the world around. Bringing the Idea to Life: For the realization of the idea, we created online quest on the site, sponsored by Jack Daniel’s in which consumer had to answer to the questions linked both to different places in Ukraine and to specific elements of JD production process. The Results: As the result of the campaign JACK DANIEL’S market share grew from 27.3% (YTD’15) to 28.9% (YTD’16) and The gap between JACK DANIEL’S and nearest competitor market share grew from 5.1% (YTD’15) to 5.6% (YTD’16).

27 EFFIE AWARDS 2017


Alcoholic drinks MANIFESTO AGENCY

TBWA\Ukraine Svetlana Tsvelenyeva, Creative Director Olga Perepelytsia, Account Director Angela Zalevskaya, Account Manager Anton Momot, Art Director Vladymyr Kyryluk, Art Director

CLIENT

SUN InBev Vasiliy Shylov, Marketing Director of SUN InBev company Anna Rudenko, Marketing Manager Brand Group Chernigivske and Value Brands Elena Chmyshuk, Senior Manager Brand Group Chernigivske and Value Brands Natalya Trushkovska, Chernigivske Brand Team Assistant

Manifesto campaign is a rare instance of successful rebranding of one of the biggest Ukrainian brands. Being a long-term market leader and a brand with decades of history – Chernigivske started to lose its appeal and touch with the consumers which affected brand health and MS. Finding new meanings and relevance in a drastically changed social landscape of post-revolutionary Ukraine - was a task that required deep understanding of both people and our own brand. So that the change would come fitting to what we are and persuasive to our audience. Difficult task to tackle, and yet - we’ve done it! The Challenge: The challenge for the brand that has been a favorite of Ukrainians for decades – was to reinvent itself to stay relevant in socially changed Ukraine of 2017. The Idea: Great things start when you believe in yourself - we’ve got the history and charisma to prove i Bringing the Idea to Life: We created a Manifesto about how success starts with faith - told on our own story of growing from a small local brewery to nation’s most popular beer, and real-life examples of everyday-heroes who dared to follow their dreams. The Results: Measurable positive change in brand image, brand preference and MS KPIs proved numerically what we have heard emotionally from our consumers: Chernigivske has succeeded in promoting a cause that resonated deeply with people and brought new relevance to our brand.

28 EFFIE AWARDS 2017


Alcoholic drinks JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

Owing to the fact that we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of innovative communication channels coupled with high-quality and engaging branded content. Thanks to strategically right selection of communication channels, the project helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

29 EFFIE AWARDS 2017


Alcoholic drinks THE BLUEBERRY RAIN IS CONQUERING THE TERRITORY AGENCY

PROVID Kirill Chichkan, Creative Director Olga Khanenko, Art Director Daria Gordiichuk, Copywriter Andrii Myroniuk, Group Account Director Maria Mazneva, Account Manager

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Dmitriy Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Oksana Lening, Junior Brand Manager

Somersby with blueberry juice “blew up” the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations. The Challenge: Become the number one cider among non-apple tastes. The Idea: To rain down with seasonal blueberry on the territory of all Ukraine and organize incredible blueberry fun. Bringing the Idea to Life: Fill TV and Internet with cool spots and dye hair of our craziest loyal consumers into the blueberry color. The Results: The most successful launch comparing to all competitors

MAKE MARTINI YOUNG AGAIN AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MEDIA AGENCY

OMD | Media Direction

DIGITAL AGENCY

NEOS Digital

PR AGENCY HOSHVA PR OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova , Sales and Marketing assistant Sergey Ostapchuk, on-trade manage

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row. The Challenge: To launch new Martini & Tonic sub-brand, it was necessary to find a platform that would simultaneously build awareness and generate trials. The Idea: Such a platform was Atlas Weekend music festival. Bringing the Idea to Life: Martini became not just a sponsor, but part of the festival. Communication “with friends” allowed the brand to integrate seamlessly into the festival’s posters. Martini & Tonic brought the festival to a new level of hospitality. The Results: The coverage of 69% of the audience at a frequency of 3+. 302,068 sample contacts for 5 days of the festival + 13.3% increase in absolute volume in bottles (Apr-Sep, 2017/2016)

30 EFFIE AWARDS 2017


FMCG DOMESTOS – THE EXPERT OF CLEANLINESS! AGENCY

Initiative Andrew Andrushenko, Managing Director Sergei Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Angelika Ischenko, Media Planner

SECOND AGENCY

Starlight Brand Content

DIGITAL AGENCY

Starlight Digital

CLIENT

Unilever Ukraine Alexey Popov, Marketing Manager, HouseHold Care & Beverages Aleksandra Iasko, Media Manager Elena Shvoryak, Head of Marketing

While consumers switched to cheaper cleaning products, we reminded the housewives how important safety and convenience in everyday life are. We did it with the help of a project, which is popular among our target audience. The category of cleaning products is not the most suitable product for integration into TV shows. Nevertheless, we were able to find such a show, through which we are not just simply integrate our product, but also build the brand image as an expert of purity. The Challenge: Keep and restore the market share of the brand, while consumers switch to cheaper products. The Idea: Integrate the category of cleaning products in the TV show “Revizor” - a project that is trusted by the audience. Bringing the Idea to Life: Sponsorship project “Revizor” and mobile app “Revizor”. The Results: New image of the brand as an expert of purity and overfulfilment of our business goals.

BORN FOR HUGS 2017 AGENCY

ISD Group Nataliya Tachinskaya, Creative Director, Executive producer Nataliya Tachinskaya,Strategy Director: Mikhael Traverse; Art Director Juliya Ovcharenko, Creative Group Head: Ihor Tulub ; Copywriter Nadya Lugovskaya, Development: Andrew Sergeyev; Design Vladimir Bilets, Account manager: Svetlana Myronchuk; Analyst

CLIENT

Kimberly-Clark Ukraine Echkenko Elena, brand-manager Anastasiya Gorishnyakova, Marketing Director, Ukraine & Central Europe

For 3 years in a row Huggies leads the emotional communication, delivering the main brand values. More than that: they carry the charity mission, drawing the attention of the society on the children deprived of mother`s hugs and providing help for them. In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand awareness, market share, trial purchase). The Challenge: How to take a share from the competitor, who’s brand name has became an appellative for the whole category, in a multi-year declining market and in terms of the competitor’s superiority at investing in TV advertising? The Idea: Haggies believes in the power of hugs and helps to provide them for those babies to whom they are most vital. Bringing the Idea to Life: Born For Hugs 2017 is a project that promotes “Kangaroo Method” for nursing preterm infants through demonstrating the magical power of mother’s embraces and helping to provide prematurely born children in Ukrainian perinatal centers with diapers. The Results: Huggies Elite Soft has took #1 position in market share and brand awareness in the diaper segment for the newborns.

32 EFFIE AWARDS 2017


Health & Beauty DREAM ALL DAY, ACT EVERY MINUTE AGENCY

Engine Stas Stoyackiy, Creative Director Alexey Smehov, Creative Director Vasiliy Nechaev, Strategic planner Vitaliy Gorenko, Art Director Olya Svidro, Designer Oksana Gonchar, Copywriter Iuliana Pianykh, Copywriter Galya Alomova, Copywriter Alexandr Davidok, digital producer Dasha Postnikova, Account manager Vitalina Makakenko, Account manager Vika Prudnyk, Client Service Director Olya Tertyshnaya, Client Service Director

MEDIA AGENCY CLIENT

Optimum Media OMD Ukraine Fa, Henkel (Ukraine) Svetlana Rudenko, Group brand manager

We got the maximum market share in the history of the Fa brand in Ukraine. All this thanks not increasing media budget or crazy discounts, but using relevant message with local insights. The Challenge: Win hearts of millennials in low loyalty category “shower gels” during high season and endless price wars. The Idea: Fa motivate users not just to dream, but to constantly act on the embodiment of their desires. Bringing the Idea to Life: On website users can choose their dreams from many categories, creates, download and share with the world very-own dream-map. The Results: 16,4% - maximum market share for women’s shower gels in the history of the Fa brand in Ukraine.

33 EFFIE AWARDS 2017


Health & Beauty “MAKE IT HAPPEN” WITH MAYBELLINE NEW YORK AGENCY

TV lab Olexandr Khmyrov, Executive producer, Director Olena Gusak, Alina Producers Viktoria zaliznyuk, Producers Matochkina Alina, Producers Nikita Bulgakov, Director Katya Tyurina, Director Katya Miazova, Director Ruslan Mingazirov, DOP Andrew Yakovlew, DOP Dmitry Pustovarov Editor Oleksandr Dysenko, Compositing Oleksandr Troshilo, Motion graphics

SECOND AGENCY CLIENT

Zenith L’Oréal Zhylina Tatiana Vladimirovna, Marketing manager makeup category L’Oreal Paris, Maybelline NY Kobets Alina Nikolaevna, Digital Manager Consumer Product Division Kulikova Maria Sergeevna, Product Manager Maybelline NY

The category of make-up cosmetics in Ukraine is highly differentiated and is represented by a huge number of brands that are fighting for popularity among users. The threat from own brands of trading networks and direct sellers via catalogs constantly grows. For Maybelline New York it was increasingly hard to keep the leadership position in the category of make-up cosmetics, which reflected in the decline in market share in 2016. Also, according to the results of the study, it turned out that the consumer is not ready to pay more for the value of the brand, believing that its products could be cheaper. Increasing the value in the perception of the consumer was possible only through strong image support and the formation of an emotional connection with the brand. For successful communication with the goal of retaining market leadership and building the image of Maybelline New York, standard communication with high coverage was not enough. That’s why we used the insights of our audience to build a single communication platform that would convey the brand positioning and help build a connection with the consumer. For our audience of young girls, we created video content with the coolest brand ambassador. The involvement of the audience and the growth of the YouTube channel surpassed all our boldest expectations! We can proudly say that thanks to a set of solutions based on the study of the motives and interests of the target audience, the brand managed to achieve incredible business results, as well as media efficiency indicators. The Challenge: In the conditions of tough competition and switching to cheaper brands, it was extremely important for us to retain the market share, but not through promo and price wars, but by creating an emotional connection and increasing the value of the brand in the minds of the consumer. The Idea: Maybelline New York allows each girl not just to upgrade her cosmetic bag, but to become self-confident, easily try on the trendiest make-up from the New York podiums and MAKE IT HAPPEN! Bringing the Idea to Life: Taking as a basis the international platform Maybelline New York “Make it happen”, we adapted it according to the insights of the audience, built not just a campaign with high coverage, but a full communication with the consumer, using our own content, online video and outstanding and most suitable brand ambassador (Nadya Dorofeeva). The Results: Thanks to a set of solutions based on the study of the motives and interests of the target audience, the brand managed not only to retain leadership in the category of decorative cosmetics, but also to increase market share. And also, what is not less important, to arise interest and engage the audience in the content, thus increasing the brand’s preference.

34 EFFIE AWARDS 2017


Health & Beauty UKRAINIAN WOMEN ARE SUPERMODELS AGENCY

Media First Ukraine Svetlana Stepanenko, CEO TWIGA Ukraine Roman Shikhutsky, Managing director Media First Ukraine Anna Ostapenko, Project manager Media First Ukraine Katerina Amirkhanova, Creative director TWIGA Idea Elena Samoylenko, Managing director MedInform Ukraine

SECOND AGENCY

TWIGA Idea

MARKETING SERVICES MedInform Ukraine AGENCY PR AGENCY LoviVideo CLIENT

BELLA TRADE Anastasia Pekaryk, Marketing director

Bella is a brand of feminine hygiene products, which is among the TOP-3 by brand awareness in the category, but is an outsider by the consumption and loyalty of young women with the smallest share of young users among competitors. But the growth zone of this market is the inflow of new users - young girls. The Challenge: Bella needs to break the longstanding stereotype that it was created only for older women, and to attract the young ones. The Idea: Every Ukrainian girl deserves to be a supermodel. Bringing the Idea to Life: Media project with the deep integration of Bella as a sponsor in the popular youth reality show “Supermodel po-ukrainsky� in combination with inspirational TV clips and the virus campaign on the Internet. The Results: Bella not only increased its share of the young audience significantly, moving from the last place to the second in the category, but also made a grand breakthrough, having achieved such result for the first time in its history in Ukraine since 2003.

35 EFFIE AWARDS 2017


Health & Beauty REINFORCING COLOR NATURALS BRAND EQUITY VIA ATTRACTION OF LOCAL STAR AMBASSADOR AGENCY

TV Lab Executive producer: Olexandr Khmyrov Producer: Kateryna Tyurina Director: Olexandr Khmyrov DOP: Andrew Yakovlew Editor: Dmitry Pustovarov Compositing: Oleksandr Dysenko Color correction: Konstantin Leshchina

SECOND AGENCY CLIENT

Zenith L’Oréal Adam Nitecki, General Manager CPD Division Alexander Kazantsev, Marketing Director Garnier Сentral&Eastern Europe Alla Protsenko, Group Product Manager Coloration Category Marina Shylova, Junior Product Manager Garnier Coloration

In 2016, Color Naturals was in a rather difficult situation: the brand lost market share and reduced the gap with its main competitor Palette ICC by 1.6 p.p., which was extremely dangerous and could undermine our market leadership, which, in the current situation, would be extremely difficult to return. This happened because of the scarce funds of the consumer, who, in the conditions of economy, preferred cheaper offers (both Palette ICC and private brands). We understood that it was necessary to urgently strengthen the equity of the brand and our decision was to create an image of a brand with which a woman could associate herself and for which she would pay more. The choice fell on the well-known Ukrainian singer Tina Karol, as the brand ambassador, which best translates the brand values. Thanks to Tina’s involvement and smart media support, Color Naturals grew faster than the market (by 17.0%, with the market growing by 15.5%), increased market share, and the shade of Tina #8 grew in popularity (from 17th place in 2016 to the 13th place in 2017 in the retail chain Eva). The Challenge: In the face of increasing competition from private brands, competitors, that are breathing down our neck and limited funds of consumers, we had not only to attract our consumer with one-day promo, but to increase the value of our product, work for the long term perspective. The Idea: Nourished hair means better color. Approved by Tina Karol. Bringing the Idea to Life: Tina Karol, who was chosen as the ambassador of the Garnier brand in general and the product of Color Naturals in particular, with the help of various media channels, broadcasted the values and benefits of our hair dye to the audience. The Results: By June 2017, the brand grew faster than the market: by 17.0% while the market grew by 15.5%; the market share increased by 0.2 pp. in units; Blond segment in the portfolio of Color Naturals grew and amounted to 22% in units.

36 EFFIE AWARDS 2017


Health & Beauty DARE TO CHANGE WITH PALETTE AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Olga Schupak, Senior Account Manager Evgen Madenov, Art Director

MEDIA AGENCY CLIENT

OMD Optimum Media Ukraine Henkel Ukraine Kseniia Udovytsia, Brand Specialist Hair Color

Dare to change with Palette is a great example of inspirational project where Ukrainian celebrities didn’t just “recommend brand”, but inspired customers and delivered Palette brand mission. Also, this project wasn’t just “blah-blah”, but it helped a lot of women to change their life by real advices & dids The Challenge: Recruit the customers of more “young” and emotional brand Garnier The Idea: Dare to change your life with Palette Bringing the Idea to Life: We’ve created the inspirational video stories for each target audience segment together with Ukrainian selebrities Liliya Rebryk, Victoria Gres & Masha Tymoshenko and provided the girls with tools to convert inspiration into action The Results: Women loved the project, so the Palette brand managed to get and keep a record share of sales in the category and outperformed the Garnier brand

SCARE OR DARE. VEET SENSITIVE PRECISION LAUNCH CAMPAIGN AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Alyona Sylchuk, Account Manager Evgen Madenov, Art Director

SECOND AGENCY

Hoshva PR

MEDIA AGENCY

Media Expert

CLIENT

Reckitt Benckiser Household & Healthcare Ukraine Oleg Spivak, Marketing Director Olha Etke, Junior Activation Manager Veet

Veet Sensitive Precision Trimmer launch was aimed to challenge the trimmer category as well as to compete with the regular razors in women’s daily routine. The project is a great example of non-standard approach to engaging users in digital channel. Our emotional campaign showed that women are tender and they deserve better. The Challenge: Women are got used to regular razors. They have already forgotten how good it feels to shave without irritation and pain. The Idea: In order to demonstrate that Veet Sensitive Precision removes hair without any pain, we offered women to shave their most sensitive ones — their men! Bringing the Idea to Life: In Veet Scare or Dare Game we offered girls to challange their men to shave themselves with a regular razor or epilator. If they succeed, they would get the Veet trimmer for free. And if they fail, they would have to buy this trimmer for their beloved. The Results: Only 37 men have successfully shaved themselves and won trimmers for their girls. The rest of men were not brave enough, so the online sales share increased to 23% and Veet brand revenue grew by 179%

37 EFFIE AWARDS 2017


Medicines & medical care services IT’S NOT A JOKE AGENCY

TABASCO Alexander Smirnov, Creative Director, Partner Aleksandr Koptiev, Creative Group Head Kirill Bondarenko, Art Director Svetlana Korytko, Account Diector Helena Lapshova, Senior Account Manager

CLIENT

NOBEL Gem Demirci, Head of Representative Office: Inna Tatar, Head of Marketing Department Diana Belokobylianskaya, Product Manager Alexander Voitenko, Product Manager

It is a unique case about tea for flu and cold TylolfenHot campaign on a tight market, in a falling category with a late start. A new drug with a difficult name was able to break through a huge competitor’s clutter and win consumer choice, show growth while others fell. Consumer trend - fuddism was put in the basis of communication. People become obsessed with food, more often they go to restaurants. Taste and comfort become extremely important for them, even when they choose a medicine. Medicine like food/ drinks can be tasty and bring pleasure, in addition to its direct action against flu. The Challenge: Break through the clutter of multimillion investors in the Ukrainian media market without the required 10 million USD entry fee to the leadership club, to convince the consumer that his choice should fall precisely on the very memorable new name of the unknown remedy TylolfenHot. The Idea: TylolfenHot is a delicious flu and cold remedy, and it’s not a joke. Bringing the Idea to Life: The action of an amusing commercial takes place in a gourmet restaurant - in the place where everyone comes for pleasure and comfort, the greatest connoisseur of taste, the chef who removes symptoms of flu, gets pleasure from the taste of TalolfenHot. The Results: The campaign period was characterized by a rapid market decline, but Tylolfen grew by 37% - the best result in the category and it’s not a joke

SELFIE AGENCY

Vandog Agency Irina Metnyova, Creative director Paul Romanyuk , Junior art director Andrey Gorovoy, Account director

CLIENT

Orisil Pharm Maksim Kischak, CEO Nataliya Kischak, CMO

Having moved the competition from the market of sorbents to the territory of cosmetic products, Eliminal Gel has become the only product solving the problem from inside. Thus, we have achieved the increase of the market share by 2.38% among sorbents, having managed to take the audience from the adjacent market of cosmetics. The Challenge: We have taken up the market share in the oversaturated category of sorbents, having positioned ourselves in the new territory. The Idea: Spend time on emotions, not on their treatment in photo editors. Bringing the Idea to Life: The key message – Eliminal Gel is the only filter your skin needs – was delivered through the TV commercial playing up a life situation of the target audience, where they are taking selfies. The Results: With the smaller amount of investment into communication (as compared with the previous one), the rate of sales and, consequently, the market share have been increased

39 EFFIE AWARDS 2017


Medicines & medical care services THE DAD AGENCY

BART&FINK Oleg Tomin, Creative Director Misha Fishchenko, Copywriter Katya Chanysheva, Copywriter Petro Didenko, Head of Art Department Iryna Kozachenko, Art Director

CLIENT

Polpharma Ukraine Irina But, Marketing Director Olena Boichenko, Product Manager Bobotic is a drug for treatment of newborns’ intestinal colic. The main competitors are on TV with large media scales, where they show traditional videos “problem – solution». But the means for newborns don’t have a permanent target audience. The group of people who are wondering how to save a baby from colic quickly and safely changes every 2-3 months. That’s why we turned to young parents living in a world of rapidly emerging and just as rapidly losing their relevance trends. They are prone to quick methods of solving problems and don’t want to think about how to cook dill water. The Challenge: Being a 3rd to tackle as much as possible. The Idea: When Daddy manages to calm the baby, he feels as cool as Mom does. Or even a bit cooler. Bringing the Idea to Life: Instead of showing the crying baby, we start from the moment when it already sleeps, because the medicine worked, and show what happens after that. The Results: Bobotic became the second player in volume share and reduced the gap with leading players by more than 7 p.p.

40 EFFIE AWARDS 2017


Medicines & medical care services ENDURE MAN AGENCY

AdShot creative Ekaterina Skibilyak, Account director Sergey Tsyganenko, CEO

CLIENT

Omega Pharma Natalia Kuksinа, Brand Manager Elena Peretyatko, Marketing director

The Gentos Forte promotion “Terpi, muzhik” is the best example of efficiency, because this idea is not standard for the pharmaceutical market, which has multiplied the marketing results by more than three times. The advertising of the most pharmaceuticals is based on the standard “problem-solution” scheme. But we went beyond that scheme and added a social context to the advertisement as well as came up with a creative idea, which proved to be beneficial in the advertising field. Due to the relevance of the problem and the social component of the promotional TV clip for Gentos Forte, we have achieved high results and have become an example of an effective campaign of the pharmaceutical brand. The Challenge: Provide one-sentence summary. The Idea: The definition of the deep insight of the post-Soviet men has helped us to create a creative concept for the Gentos Forte. Based on the client’s data on concealment of the problem, we analyzed the behavior of these men. Why are they silent? Why do they endure the pain? The answer was found in their childhood. Harsh upbringing and the unspoken rule “men do not cry” have affected all spheres of their lives. The standard market communication is often comprehended as a problem of an imaginary non-existent husband and is not perceived at his own expense. Only horribly familiar situation on the screen, when a man says to himself once again “Be tough, man” has helped them to see themselves, to see themselves in this problem. Bringing the Idea to Life: “The true man can endure everything, but there is something, that is dangerous to endure “ The Results: Such results inspire, because they mean that a huge percentage of men drew attention to their symptoms, stopped “suffering”, and took their health seriously

41 EFFIE AWARDS 2017


Medicines & medical care services FAMILY IDYLL AGENCY

TBWA\Ukraine Svetlana Tsvelenyeva – Creative Director Olga Perepelytsia – Account Director Anton Momot – Art Director Taras Bai – Junior Art Director

CLIENT

Universal Agency “Pro-Pharma” Marina Zalyubovska - Product Manager Department of OTC Victoria Charupa - Marketing Manager Department of OTC

“Family Idyllic” campaign advertises a potency and libido strengthening medicine. On one hand - it’s easy to sell what people want. On the other hand - in consumer habits we were going head to head with products boasting nearly magical properties of “here and now” effect. Not only Pravenor was never intimidated by such competition, it has identified changing consumer habits as its long-term objective - starting with this campaign! Judging by the fact that by the end of campaign overall category volume has grown by nearly 50% driven by Pravenor - some of Ukrainian men did listen to us! The Challenge: Our challenge was to come up with communication that would get our consumerы so interested and inspired by the product that they would agree to a “postponed” effect - compared to the products they are using now. The Idea: An “impossible” man in his 40s - demonstrating sexdrive and capabilities of a 16-year-old. Bringing the Idea to Life: Juxtapose a life of tireless love-hungry man “inspired” by Pravenor Forte to dull dramas and tragedies category pictures as a rule. The Results: Our communication worked so well - that it has tripled Pravenor Forte MS for the campaign period and has also driven a 44% growth in category volume.

DON’T RUIN YOUR LIFE FEAST AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Anna Mizina, Account Manager Irina Kolokot, Account Manager Yana Bogdanova, Art Director

SECOND AGENCY

Hoshva PR

CLIENT

Synevo Ukraine Bogdan Kidon, Head of Marketing and Sales Synevo Ukrainе

Medical brands are not used to create fun & engaging content, because they still think that “people won’t get it seriously”. But sometimes (and this project proves that) it’s better to create a positive emotions & have fun even when we’re talking about such serious things as diabetes, prostate cancer or heart attack. This approach has shown it’s effectiveness and we already exceeded the planned KPI by 2 times. In addition, 2017 year results are dozens times higher than the previous year results. That’s why, we believe that this project deserves better! The Challenge: Make Ukrainians change their mind about “the deceases that would never happen to them” & motivate them to check their health The Idea: We decided not to scare people, but to create a positive mood with “Don’t let deceases ruin your life party” concept Bringing the Idea to Life: We’ve created a series of cute animated videos where deceases acted like party poopers in order to get people’s attention and created a website where people could test their risk and get a discount for medical check-up in Synevo The Results: Videos went viral and we’ve exceeded all planned KPIs on medical check-up orders just in the beginning of our campaign

42 EFFIE AWARDS 2017


Pet care 3 WEEKS CHALLENGE AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestle Ukraine LLC Tetiana Sviatenko, Communication and Marketing Excellence Director Mark El Khoury, Business Executive Manager Daria Bilonozhko, Brand manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital marketing manager

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer’s confidence, the brand turned its consumers into Purina One’s ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One. The Challenge: How, in a short time and with a minimum budget for promotion, to return the focus of attention of the qualitysensitive consumer to quality and justify the higher cost of the product. The Idea: To give the audience an opportunity to get a NEW experience of care and proper nutrition, tested by many cat owners, confirmed by real cats, guaranteed by the high quality of Purina One. Bringing the Idea to Life: Confirming quality in a new way: creating a unique community to receive real experience of interaction with a brand - product testing The Results: We not only increased brand consideration thanks to image attribute growth «Are better quality than other cat food brands», but also increased market share in conditions of super premium segment fall and switching to cheaper brands

44 EFFIE AWARDS 2017


S,

HOME FURNISHINGS & APPLIANCES, OFFICE EQUIPMENT COMFY. HOW TO SELL MORE THAN ALL REFRIGERATORS AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Creative director — Alexandra Doroguntsova Creative director — Taras Dzendrovskyy Art director - Yury Kuznetsov Copywriter — Sergey Vorvyhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Increase in sales in the category of large household appliances through the promotion of the category “Refrigerators” The Challenge: To support the dynamics of sales growth The Idea: Show that in Comfy a large selection of technology Bringing the Idea to Life: With the help of the song they told about a wide range of equipment The Results: leadership in the sale of refrigerators

45 EFFIE AWARDS 2017


TS Computers, telephones, gadgets RADICAL SALES COMFY IN THE MOST COMPETITIVE CATEGORY OF SMARTPHONES AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Art director - Yury Kuznetsov Copywriter — Roman Gurbanov Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Thanks to the fact that we have creatively shown a large assortment of smartphones in Comfy stores, sales have increased in a short period of time/ The Challenge: COMFY encountered a problem: according to research, a significant part of consumers consume COMFY exclusively as a store for large household appliances. Some buyers did not even know that COMFY is selling smartphones. The Idea: Tell and show that in the stores Comfy a lot of smartphones, the sea of smartphones. Bringing the Idea to Life: In the video we literally showed the sea from smartphones with the help of special visual techniques The Results: Sales increased significantly over the same period last year

46 EFFIE AWARDS 2017


Products & services for children BORN FOR HUGS 2017 AGENCY

ISD Group Creative Director, Executive producer:Nataliya Tachinskaya; Strategy Director: Mikhael Traverse; Art Director:Nataliya Tachinskaya; Creative Group Head: Ihor Tulub ; Copywriter: Juliya Ovcharenko; Development: Andrew Sergeyev; Design: Nadya Lugovskaya; Account manager: Svetlana Myronchuk; Analyst: Vladimir Bilets.

CLIENT

Kimberly-Clark Ukraine Echkenko Elena, brand-manager Anastasiya Gorishnyakova, Marketing Director, Ukraine & Central Europe

AGUMOMS CHECK AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Denis Nizovoy, Media Group Head Natalia Kutsa, Head of Strategic department Elena Gladirevskaya,_Account Manager Stanislav Skripnik, Digital Coordinator

SECOND AGENCY

FCBIbox

DIGITAL AGENCY

Resolution Media Ukraine

OTHER AGENCY

Havas

CLIENT

SANDORA Nataliya Kurta, Group Brand Manager (Dairy) Vitaliy Besedin, Brand Manager (Baby Food) Lesia Shchygol, Digital manager Olga Kovaleva, Digital manager

For 3 years in a row Huggies leads the emotional communication, delivering the main brand values. More than that: they carry the charity mission, drawing the attention of the society on the children deprived of mother`s hugs and providing help for them. In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand awareness, market share, trial purchase). The Challenge: How to take a share from the competitor, who’s brand name has became an appellative for the whole category, in a multi-year declining market and in terms of the competitor’s superiority at investing in TV advertising? The Idea: Haggies believes in the power of hugs and helps to provide them for those babies to whom they are most vital. Bringing the Idea to Life: Born For Hugs 2017 is a project that promotes “Kangaroo Method” for nursing preterm infants through demonstrating the magical power of mother’s embraces and helping to provide prematurely born children in Ukrainian perinatal centers with diapers. The Results: Huggies Elite Soft has took #1 position in market share and brand awareness in the diaper segment for the newborns. “AguMoms Check” had become the first unique educational and marketing project in baby food category. It was aimed not only to develop “Agusha” brand, but the category in general. With “AguMoms Check” project we not only have reached our marketing goals but “Agusha” brand had become the “category driver” - Agusha is the only brand what performed growth during promo activity compared to previous year. The Challenge: To develop and bring to life the project aimed not only to increase the brand’s performance but also builds up the Baby food category in general. The Idea: Mothers do believe to other moms, experts’ recommendations and moreover they love series. Bringing the Idea to Life: Educational and marketing project “AguMoms Check” was composed of 5 YouTube series where “AguMoms team” (Olena Kravets and Yana Solomko) were checking personally all the truth about Baby food by the example of AGYSHA dairy. The Results: Because of right choice of chief personalities for the project and the project’s format (educational and marketing series); we had improved image indicators according to goals set. As a result of non-standard communication, Agusha brand is the only rising in sales brand inside the baby food dairy category in comparison to the same period in the previous year.

47 EFFIE AWARDS 2017


Products & services for children HASBRO GAMES – PICK YOUR OWN! AGENCY

OMD Media Direction Sergey Romanenko, Media Group Head Elena Vlasik, Head of Department NonStandard Media Solutions Evgeny Scherbina, Group Planning Director Anton Ryndin, Project manager of NonStandard Media Solutions Tatiana Katrich, Managing Director

CLIENT

Hasbro Holger Mies, Business Development Director Yuliya Korshunova, Junior Brand Manager

Hasbro is one of the world’s largest makers of toys and board games. Well-known brands such as Transformers, My Little Pony and others are in high demand in Ukraine. However, the company’s portfolio includes a number of games that are little known or sought-after, but which have a sales growth potential. These are Operation, Hungry Hungry Hippos, Elefun & Friends, Crocodile Dentist and Shark Chase. Our objective was to unlock their potential. The solution that we found to generate a demand for these “little-known” games cost several times cheaper than direct TV advertising but was nearly as effective. The content (Play & Learn show) produced in cooperation with one of the country’s largest children’s TV channels helped the products stand out from advertising clutter while integration into the content of the show provided for the natural perception of the games, increased attention to them and allowed us to meet all the objectives. The Challenge: Generate a demand for five little-known Hasbro games without a budget for direct advertising. The Idea: Children never get bored with Hasbro and their moms are confident that these games are good for their little ones. Bringing the Idea to Life: Tailor-made content on a TV channel specifically for Hasbro games The Results: A ~1,5 increase in demand for the games with minimal media investment

48 EFFIE AWARDS 2017


Automotive RENAULT MEGANE SEDAN AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Oksana Moyseenko, Media Group Head Alexandr Turubarov, Digital Director Yana Malinovskaya, Group Account Director Marta Kalynets, Account Manager Oleg Boroday, Senior Copywriter Olga Vasilyeva, Art-Director Viktor Kolesnikov, Designer Olga Poltoratskaya, Designer

SECOND AGENCY

Publicis Ukraine

DIGITAL AGENCY

Resolution Media Ukraine

CLIENT

RENAULT Ukraine Oksana BOREYKO, Marketing and communication Director Ievgen IATSENKO, Head of ATL&BTL Department Olena FOMIUK, Advertising specialist

The Challenge: To come back to C-class (taking into account strong positions of German and Japanese brands) with the help of Renault Megane Sedan legend+ help of Megane and to sell solid amount of Megane cars in complete package. The Idea: Giving the possibility to a client to feel himself as CEO in his own eyes as well as in the eyes of his colleagues. Bringing the Idea to Life: Besides standard ATL-communication, we’ve created landing-page where user could pass the test “Which CEO you are” (with possibility to share in SM), book the test-drive and also get CEO-gifts in case of Megane buying (expansive watches or individual suit sewing); and in dealership centers the clients were welcomed by doormen who opened the doors and assisted to the customer offering him/her to pass the test-drive. The Results: All KPIs were overfulfilled before the reporting period ended: Renault Megan’s sales share in C-class increased by 3 times (7,4% vs. 2,4%), the number of attracted customers to the dealer network exceeded by 50% (1469 vs. 1000 test drives).

KIA SPORTAGE – THE MAIN CAR OF NATIONAL SELECTION TO EUROVISION 2017 AGENCY

Starlight Brand Content Nataliia Franchuk, Head of the National selection to Eurovision Julia Grytsenko, Sponsorship Specialist of the STB Commercial Dep. Alena Slutska, Head of Sales Iryna Kaminska, Project Manager Olena Shramko, Head of Analytical Department

CLIENT

FALCON-AUTO Olena Yakovleva, Head of Advertising and Public Relations Department

On the background of the growing market and great sales of KIA in 2016, it was crucial to maintain the dynamics. The company has chosen the bold and unique decision for the automotive category – to become the partner of National Selection to Eurovision Song Contest 2017. Therefore KIA has risen from fifth to third position on the market. The Challenge: KIA faced the challenge of building the image through Sportage as a car model leader, building the emotional connection and consolidating market positions. The Idea: KIA Sportage became an integral part of National Selection to Eurovision, the most expected event of 2017. Bringing the Idea to Life: The brand was presented at the emotional scenes, was integrated into the script and project drama, and was media supported. The Results: As a result, brand awareness has relatively increased by 29%, market share has increased by 1.2 points and become 7,2%, KIA moved from fifth to third market position, sales have increased by 21%.

49 EFFIE AWARDS 2017


Automotive CONQUER THE CITY WITH VISA AND UBER AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Mikhail Orlov, Art Director Masha Teterina, Head of Design Studio Olga Bandura, Designer Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director

MEDIA AGENCY CLIENT

Starcom Ukraine Visa International Service Association Olena Bilenka, Marketing Director CIS-SEE Valeriy Zagidko, Sr. Marketing Director CIS-SEE

Uber makes it possible to connect any bank card. This advantage became a main consumer barrier in relation to Visa. Ukrainians pay little attention to which payment card they use, caring more about which bank issued a card. Our task was to get people to consciously choose a Visa card, not a competitor, when registering on Uber. Progressive people have begun to become conscious of consumption. Visa and Uber created an offer exactly for these people. Campaign resulted in increasing active cards by 32%; the numbers of Uber transactions using Visa grew by 95%, almost doubling the pre-campaign figures; moreover, post-campaign result was a 195% increase in the number of transactions on Uber using Visa. The Challenge: Our task was to get people to consciously choose a Visa card, not a competitor, when registering on Uber, thus grow Uber transactions with Visa by 30%, and increase number of active Visa cards by 15%. The Idea: Conquer the city with Visa and Uber. Bringing the Idea to Life: Solution was a series of advertising materials where we graphically depicted Kyiv – with its hills, bridges, sights… and roads, reinforcing this emotional campaign with a rational advantage – a discount for first 3 rides. The Results: Campaign resulted in increasing active Visa cards by 32%; the numbers of Uber transactions using Visa grew by 95%, almost doubling the pre-campaign figures; moreover, post-campaign result was a 195% increase in the number of transactions on Uber using Visa.

50 EFFIE AWARDS 2017


Automotive THE CAMRY IS DRIVEN BY THOSE WHO UNDERSTAND LIFE AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Mike Petrusiak, Art Director Julia Kolesnik, Copywriter Irina Danilevskaya, Client Service Director Kateryna Makhnakova, Account Manager

MEDIA AGENCY

VIZEUM Ukraine

DIGITAL AGENCY

Tribal Worldwide, Kyiv

CLIENT

Toyota-Ukraine Olena Komko, Marketing Director Maryna Didkivska, Marketing Manager Artem Afanasyev, Marketing Manager

DON’T BE SHY AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Mike Petrusiak, Art Director Julia Kolesnik, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director

MEDIA AGENCY

VIZEUM Ukraine

DIGITAL AGENCY

Tribal Worldwide, Kyiv

CLIENT

Toyota-Ukraine Olena Komko, Marketing Director Alina Skurativska, Marketing Manager Artem Afanasyev, Marketing Manager

End of 7th generation Toyota Camry life cycle meant for official dealer to sell all of old cars by December 31, 2017, without getting into a price war and fighting grey market. Rather than a price campaign, Toyota-Ukraine launched a brand image campaign, conveying a respectful message to current Camry drivers: prints with quotations from people who understood life brought drivers to the foreground in communication, unlike the rest of the market did. Official stock of cars sold by now. Grey sales fell by half. If you wanted to buy a 7th generation Toyota Camry to the New Year, you know it will no longer be for sale. The Challenge: To sell 1,400 old cars by December 31, 2017 – before new model arrival, without price war, and fighting grey market. The Idea: The Toyota Camry is the car for those who understand life. Bringing the Idea to Life: Brand image campaign, conveying a respectful message to current Camry drivers: prints with quotations from people who understood life brought drivers to the foreground. The Results: At the time of writing, 97% of official stock of cars already sold, grey sales fell by 62.5%. Consumers overlook Lexus, because they’re judging the car’s image, not the car. However, when we hold a product in our hands, we immediately want to buy it, even if it would be irrational choice. We knew that people just needed to sit in a Lexus. So, our goal was to increase test drives. Instead of showing the car people desire, we decided to show that desire itself. As a result, official test drives exceeded the plan. Moreover, every 3rd of those who got behind the wheel on the test drive – purchased a Lexus. The Challenge: Consumers overlook Lexus, because they’re judging the car’s image, not the car, so, our goal was to increase the number of test drives by 10% where people would sit in a Lexus and try it. The Idea: Admit it. You want a Lexus. Bringing the Idea to Life: Instead of showing the car people desire, we decided to show that desire itself, so, to accomplish this mission, we needed a man, a woman and dozens of meters of flowing red latex. The Results: Official test drives exceeded the plan by 25%; every 3rd of those who got behind the wheel on the test drive – purchased a Lexus; the brand’s sales increased by 24.5%.

51 EFFIE AWARDS 2017


S

Telecommunications services RECORDING A BROADCAST AGENCY

Scholz & Friends Kyiv Irina Boyko, Creative Director Denis Urusov, Creative Group Head Olga Dobrotska, Account Director Elena Ignatenko, Account Manager

CLIENT

Ukrtelecom Anton Zhorin, Marketing Director of Mass Segment Marina Kriger, Head of Marketing Communication Department Oksana Pustovalova, Group Brand Manager

3G IMAGE AGENCY

Serviceplan Ukraine Igor Klymenko, Creative Director Vasiliy Tanasiychuk, Executive Creative Director Oleg Prystupa, Art Director Elena Yakovleva, Client Service Director Yevgeniya Dubovik, Account Manager

MEDIA AGENCY

Starcom

DIGITAL AGENCY

Wizard Postproduction & Digital

CLIENT

Kyivstar Pavel Daniman, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Anna Chikalova, Brand Manager

Interactive TV is still innovative product for Ukraine. Innovations are usually sold to early adopters or innovators. Ukrtelecom entered IPTV market 4 years after competitors, when this TA was already covered. Instead of fighting for innovators company focused on traditionalists with average income. Communication based on high importance of family values to Ukrainians and formed a need in service for TA with limited possibilities for entertainments options. We showed that with Ukrtelecom it’s easy to keep family values without scarifying your own interests. The goal to increase the consumer’s base of Interactive TV service database was successfully reached. The Challenge: The necessity to promote the service at the reducing market of paid TV filled with competitors that almost totally engaged active users of innovative products. The Idea: To promote the service for untypical TA – traditionalists for whom TV is an important part of their leisure time what conflicting with their family values. Bringing the Idea to Life: With Interactive TV service favorite TV content will wait for you while you are giving your time to your family. The Results: In result of campaign the communicational objectives as well as business goals were exceeded – the growth of consumer’s base was overfulfilled, high rates of communication knowledge with prompting and of intention to subscribe were achieved. In 2015 mobile operators surprised users with plenty of new opportunities provided by digital communication. At first, companies competed mainly for innovators. Just like the other operators, we continued to open up new technologies. However, we paid much more attention to the search of opportunities to create high-quality 3G experience for people who consider human values more important than trends and innovations. Our advertising campaign is interesting because it showed the product part, but we made 3G not only a technology but also provided it with real human value. In addition, the indicators of its effectiveness fully met the goals. The Challenge: Our main challenge was to not engage in a communications war and thus turn the category into a “commodity”, but to make the 3G connection really close and valuable to most consumers. The Idea: When it seems that fine threads that connected you are lost, maybe forever, Kyivstar helps to fill your relations with warmth, making them valuable, deep and strong. Bringing the Idea to Life: We managed to show the main differentials of 3G communication from Kyivstar - 3G coverage, closeness to consumer, and the opportunity to share impressions, wherever you are - in a story about lost toy chicken Tsypa. The Results: As a result of the campaign, all business and communication goals were successfully overcome, and the increase in the share of 3G users from the Kyivstar subscriber base by 9 percentage points was indicative in quantitative terms.

52 EFFIE AWARDS 2017


Telecommunications services MY KYIVSTAR APP PROMO AGENCY

Serviceplan Ukraine Igor Klymenko, Creative Director Vasiliy Tanasiychuk, Creative Group Head Illya Lazorkin, Art Director Elena Yakovleva, Client Service Director Marina Sankovych, Account Manager

MEDIA AGENCY

Starcom

DIGITAL AGENCY

Wizard Postproduction & Digital

CLIENT

Kyivstar Pavlo Daniman, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Iryna Koshyk, Brand Manager

The launch of 3G has opened a lot of opportunities to make communication with the operator easier and more comfortable. One of these opportunities is to control the expenses quickly and to activate additional services without tiresome calls to a callcenter or coming to service centers (operators’ shops). Kyivstar decided to provide this opportunity as soon as possible. Our campaign has become a successful example of how in a short time it is possible to increase the base of users of mobile app due to communication, removing the main barriers to using mobile services. In addition to the business goal, we also managed to retain superiority over competitors and in several image attributes. The Challenge: Kyivstar’s main competitors also have self-service systems, so the main challenge for us was the first to tell the wide audience that our service is really simple and useful and to do this simple and affordable. The Idea: “My Kyivstar” is so easy and convenient to use that even granny feels more confident than her up-to-date grandson. Bringing the Idea to Life: In our communication we remove the barrier of difficulty on the way to installing simple and convenient service by showing referential groups of “less up-to-date” than anyone of us. The Results: The business and marketing goals were fully achieved, and the increase in the number of users of the My Kyivstar application to + 21.48% more than planned was an indicative quantitative measure.

53 EFFIE AWARDS 2017


Telecommunications services DEVICES & RETAIL PROMO AGENCY

Serviceplan Ukraine Igor Klymenko, Creative Director Vasiliy Tanasiychuk, Creative Group Head Tatiana Gredneva, Art Director Elena Yakovleva, Client Service Director Liza Levchenko, Account Director

MEDIA AGENCY

Starcom

DIGITAL AGENCY

Wizard Postproduction & Digital

CLIENT

Kyivstar Sviatoslav Gorban, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Dmitriy Zakharov, Brand Manager

When national 3G networks were built, the main barrier to 3G use was low smartphones penetration. Traditionally the biggest retail chains are the main channel of smartphone sales. When consumers buy a smartphone, they either connect 3G of a current mobile operator or buy an additional SIM-card for the second slot. Therefore the structure of the market hardly changes. The main business opportunity for Kyivstar is selling smartphones in dealer shops with the opportunity to connect Kyivstar 3G. And Kyivstar successfully used this opportunity. The main business objectives became: 1. to increase the number of smartphone users and 3G users among Kyivstar subscribers; 2. to increase the sales of smartphones and other phones in Kyivstar retail shops. The Challenge: Kyivstar and creative agency has faced the challenge: to change the pattern of traditionalists’ behavior in buying mobile telephones, when they would rather go to big retail chain shop than to a Kyivstar shop (former customer service center). The Idea: Kyivstar shop is a place where common people can find a good smartphone for a reasonable price. Bringing the Idea to Life: The important goal for Kyivstar was to get through the clutter of retail chains advertising, which focus on promo, discounts, and specific phones, that’s why we decided to create a creative format that would help to convey ease, simplicity and affordability of up-to-date telecom goods for common people who don’t consider themselves to be trendy, rich or progressive. The Results: The business objectives of the campaign were fully implemented: during the campaign, the penetration of smartphones in the Kyivstar network grew by 1%, while the number of active 3G users increased by 2%; the number of smartphones sold in the Kyivstar shops for the week increased by an average of 35%.

54 EFFIE AWARDS 2017


Telecommunications services ROAMING MONKEY AGENCY

Serviceplan Ukraine Igor Klymenko, Creative Director Vasiliy Tanasiychuk, Executive Creative Director Volodymyr Denys, Art Director Elena Yakovleva, Client Service Director Alina Boiko, Account Manager

MEDIA AGENCY

Starcom

DIGITAL AGENCY

Wizard Postproduction & Digital

CLIENT

Kyivstar Pavel Daniman, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Mariya Kyrylyuk, Brand Manager

In 2017 international roaming segment still remains not highly developed, therefore traditional competition within the segment didn’t have great potential. We have chosen the strategy of segment development. Many travelers used to turn their phone off travelling abroad, because they used to regard international roaming as expensive and uncontrollable. Our advertising campaign has successfully overcome the set of business and communication goals and initiated a global change in the behavior pattern of mobile subscribers in roaming. Thanks to the offer from Kyivstar and its communications, we clearly and fascinatingly explained to Ukrainians that in roaming you really have not worry about the fact that the money on the account will suddenly end. The Challenge: The main challenge for us was the perception of our prices by subscribers as high, at the same time, the price wars did not seem to be perspective. The Idea: Kyivstar roaming is so affordable, that you don’t need to worry using unlimited 3G mobile Internet connection. Bringing the Idea to Life: To illustrate the fact that roaming from Kyivstar is truly affordable for everyone, we put the protagonist in a situation where he is not able to control the usage of mobile Internet communication in roaming. The Results: The communications and business objectives of the campaign were fully implemented, and the consumption of mobile Internet in roaming exceeded plans by 7 times.

55 EFFIE AWARDS 2017


TE

Building industry & real estate WINNER GROUP UKRAINE. FOR THOSE WHO CONQUER AGENCY

CF.Digital Yuliana Kobylinskaya - Project manager Eva Shnaider - UX Designer Anastasia Karida - Promo project manager Aleksey Oksymets - Marketing Analyst Vladymyr Yarmolenko – Front-en

CLIENT

Winner Group Ukraine

Having launched an advertising campaign in June 2016, it took only 1,5 month to get the first object rented. In February 2017, all the client’s objects were rented directly without the participation of intermediary agencies, respectively, commission payments on the objects were 0 UAH. For one year we launched a new business direction for the client. Now they position themselves on the market as an independent real estate agency and receive an additional income from the leasing of not only their own but also partner’s real estate. The Challenge: We developed from scratch the client’s company for renting Premium Real Estate, introduced its service to the broad market, using only digital channels. The Idea: While you conquer the world, WGU will take care of your home. 10 seconds to make a decision and you will never worry about everyday problems. Bringing the Idea to Life: The basis of our success is the correctly targeted audience and the concept of “Simply clever” - everything should be clear in seconds: what kind of object it is, how it looks, where is it located, how much it costs, how to find a way to it. The Results: The average downtime of objects decreased by 8 times, efficiency of object’s renting increased by 35%, with a planned index of 30%, and the total revenue of the company increased by 340%.

56 EFFIE AWARDS 2017


E-commerce SWEETHEART, MOVE AWAY FROM THE CASH DESK! AGENCY

BART&FINK Oleg Tomin, Creative Director Misha Fishchenko, Copywriter Petro Didenko, Head of Art Department Iryna Kozachenko, Art Director

CLIENT

I-Travels Alexandr Pavlovitch, CEO Lyudmila Bedrenets, Head of Marketing Department Kathreen Borovska, Deputy Chief Marketing Officer

Our campaign solves a complex and very relevant task – bring consumers from offline to online. In fact, this means scrapping the habit of buying bus tickets at the ticket office and developing trust to buying tickets online. The problem is that bus tickets aren’t household appliances or clothes (after all, Ukrainians have already been taught how to make such purchases on the Internet). Being the absolute leader in its segment, Busfor company came out with communication, moving forward the whole ticket E-commerce. Thus, “more purchases of bus tickets online” in our case turned into “more purchases of bus tickets on busfor.ua”. The Challenge: To change the attitude of consumers to buying a bus ticket via the Internet. The Idea: It’s time to respect the auntie from the bus cash desk and let her finally rest by buying the tickets on busfor.ua. Bringing the Idea to Life: Based on the national peculiarities of our citizens, we managed to find a suitable language and tone of communication. The Results: We grew volume 2.16 times.

58 EFFIE AWARDS 2017


E-commerce MULTICHANNEL SALES LAUNCH AGENCY

iplace Ievgeniia Chekhovskaya, Account Manager Iryna Dydash, Head of PPC Olga Burenich, Media & Buying Director Viktor Zaiets, CSD Bogdan Levchenko, CEO

CLIENT

Watsons Ukraine Julia Pouzyriova, Chief Customer Officer Oleksandr Marchenko, Head of eCommerce marketing&sales Oleksandr Stenkin, Deputy Chief Customer officer

In Ukraine, the drogerie retail market has been actively, though extremely extensively, developing over the last several years. Top players, including Watsons, doubled the number of stores, which led to a fierce struggle for the customer with the most unfocused attention to the proposals of drogerie retailers. To differentiate its business, as well as to take its place in the growing market, Watsons has begun actively developing its own online store and sets an ambitious goal: The online store should become No. 1 in terms of sales among all stores within the network, while attracting at least 30,000 new customers in 6 months. To achieve such goal, we used an immediate benefit we promoted through pictograms on creative materials a set of short-term promotions for the most famous brands relevant only for the online store with free delivery throughout the country. In our search for the target audience, we used a huge number of innovative digital tools - from showing ads to individual segments of existing customers to location-based capture of visitors of the competitors’ stores. This approach allowed us, over 6 months, to make Watsons Online Store the leader in sales among all network stores, outperforming the best offline store by more than 2 times, and attract more than 48,000 new customers, which exceeded the plan by 62%. The Challenge: The launch of online store Watsons.ua which should become # 1 in sales among all offline stores of the network over the first half of the year. The Idea: Creating an immediate benefit through the promotion of exclusive goods offers online, which allows potential and current customers of the network to be informed about the existence of the online store, as well as to significantly increase sales and the customer base. Bringing the Idea to Life: Exclusive offers for communicating an immediate benefit using unique for online stores digital toolsfrom showing ads to individual segments of existing customers to location-based capture of visitors of the competitors’ stores. The Results: Over 6 months, Watsons Online Store became the leader in sales among all network stores, outperforming the best offline store by more than 2 times, and attracted more than 48,000 new customers, which exceeded the plan by 62%.

59 EFFIE AWARDS 2017


E-commerce ROZETKA.UA – INTERNET‑SUPERMARKET AGENCY

Havas Ukraine Kateryna Ilchenko, director Tetiana Sakhniuk, client service director Ivan Akinin, creative director Oleg Boroday, copywriter Olena Stefanovska, account director

CLIENT

AGENCY

Rozetka Eugene Obrazok, marketing director

The problem is – a lot of people think that Rozetka sells only home appliances and electronics. “Rozetka” means plug. Probably that’s the problem – people strongly associate the name with home appliances. So we decided to add one more word, which would describe the range of products much better. If one could describe Rozetka in 1 word, it definitely would be the world’s longest word ever. In order to underline our main message that “Rozetka’s got everything and even more” we’ve launched “The longest word” campaign. As a result – the knowledge of Rozetka’s universality got much better. Rozetka occupies leading positions even in new categories. The Challenge: Rozetka sells not only home appliances and electronics. The Idea: “The longest word” campaign Bringing the Idea to Life: TVC and internet The Results: Rozetka occupies leading positions even in new categories.

CONQUER THE CITY WITH VISA AND UBER

Uber makes it possible to connect any bank card. This advantage became a main consumer barrier in relation to Visa. Ukrainians pay little attention to which payment card they use, caring more about which bank issued a card. Our task was to get people to consciously choose a Visa card, not a competitor, when registering on Uber. Progressive people have begun to become conscious of consumption. Visa and Uber created an offer exactly for these people. Campaign resulted in increasing active cards by 32%; the numbers of Uber transactions using Visa grew by 95%, almost doubling the pre-campaign figures; moreover, post-campaign result was a 195% increase in the number of transactions on Uber using Visa. The Challenge: Our task was to get people to consciously choose a Visa card, not a competitor, when registering on Uber, thus grow Uber transactions with Visa by 30%, and increase number of active Visa cards by 15%. The Idea: Conquer the city with Visa and Uber. Bringing the Idea to Life: Solution was a series of advertising materials where we graphically depicted Kyiv – with its hills, bridges, sights… and roads, reinforcing this emotional campaign with a rational advantage – a discount for first 3 rides. The Results: Campaign resulted in increasing active Visa cards by 32%; the numbers of Uber transactions using Visa grew by 95%, almost doubling the pre-campaign figures; moreover, post-campaign result was a 195% increase in the number of transactions on Uber using Visa.

BBDO Ukraine Anze Jereb, Executive Creative Director Mikhail Orlov, Art Director Masha Teterina, Head of Design Studio Olga Bandura, Designer Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director

MEDIA AGENCY CLIENT

Starcom Ukraine Visa International Service Association Olena Bilenka, Marketing Director CIS-SEE Valeriy Zagidko, Sr. Marketing Director CIS-SEE

60 EFFIE AWARDS 2017


E-commerce L-L-L-LIGHT EFFORT WITH LE-LE-LE-BOUTIQUE AGENCY

PROVID Kirill Chichkan, Creative Director Illya Onufrienko, Art Director Kateryna Melnyk, Copywriter Yuliya Shvedun, Account Director Viktoriya Tertychna, Account Executive

MEDIA AGENCY

OMD Media Direction

CLIENT

Leboutique

In situation of quick growth of the new marketplace format and thwarting of e-commerce market expansion in fashion segment Leboutique outdone the numbers of successful 2016 year and secured the financing of large-scale business transformation for 2017. The Challenge: How to preserve growth rate despite the rising threat from the new marketplace format and decreasing of purchasing power caused by cost redistribution on mandatory payments. The Idea: We offered the client easy purchase at le-le-leBoutique. Bringing the Idea to Life: The creative materials were designed on barriers a client faces when purchasing online. In each spot we demonstrated how online shopping can be easier and more comfortable, than offline. The Results: The sales showed 52% growth during the campaign run (in comparison to 2016). The biggest dynamic of brand knowledge gain among online-shoppers of 27,1%. Increase of brand traffic up to record level already on the 3rd week!

Roman Onyshchenko, CEO

WINNER GROUP UKRAINE. FOR THOSE WHO CONQUER AGENCY

CF.Digital Yuliana Kobylinskaya - Project manager Eva Shnaider - UX Designer Anastasia Karida - Promo project manager Aleksey Oksymets - Marketing Analyst Vladymyr Yarmolenko – Front-end

CLIENT

Winner Group Ukraine

We created an effective brand communication system for WGU with its own managed platform and measurable promotion channels. For one year we launched a new business direction for the client. Now they position themselves on the market as an independent real estate agency and receive an additional income from the leasing of not only their own but also partner’s real estate. The Challenge: We developed from scratch the client’s company for renting Premium Real Estate, introduced its service to the broad market, using only digital channels. The Idea: While you conquer the world, WGU will take care of your home. 10 seconds to make a decision and you will never worry about everyday problems. Bringing the Idea to Life: The basis of our success is the correctly targeted audience and the concept of “Simply clever” - everything should be clear in seconds: what kind of object it is, how it looks, where is it located, how much it costs, how to find a way to it. The Results: The average downtime of objects decreased by 8 times, efficiency of object’s renting increased by 35%, with a planned index of 30%, and the total revenue of the company increased by 340%.

61 EFFIE AWARDS 2017


E-commerce COMFY. HOW TO BECOME A TOPICAL BRAND FOR ONLINE SHOPPERS AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Art director - Yury Kuznetsov Copywriter — Sergey Vorvyhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

A non-standard approach was chosen in order to announce the launch of the new site and show its functionality, advantages and convenience of making purchases through the site. The Challenge: Tell that Comfy has a new site and show its capabilities. The Idea: Show the advantages of a new site in a non-standard way. Bringing the Idea to Life: Have made a virus/ non-standard video review. The Results: Increase sales through the site.

WORK.UA BAM! AND YOU’RE ON A NEW JOB AGENCY

Banda agency Creative director — Pavel Vrzhesch Strategy director — Yaroslav Serdyuk Head of art — Yegor Petrov Strategist — Anya Bosa Art director — Yuriy Kuznetov Account director — Nastya Guzova

MEDIA AGENCY CLIENT

Navigator Media Work.ua Arthur Mihno, CEO Andriy Borovyk, Creative director

Work.ua inspires you to act. We stopped talking about numbers and became something more than just a convenient website. We have become for our users a friend who always believes in an excellent outcome, believes in him and inspires for more. The Challenge: To inspire users with the idea of a new job so that a person could not refrain from acting. The Idea: To make the prospect of new work seem real and achievable, we decided to show a chain of changes that follow after a person moves on to a new better job. Bringing the Idea to Life: We made the main character of communication a typical young and ambitious professional, who is already ready to change work. We showed how his life will change if he just dares. “BAM” and he has everything different: a new job, a new corporate machine, a friend envies, and the son-in-law respects. We chose “BAM” not by chance. We were looking for a word that would not only be emotional and convey how easy it is to launch a chain of positive changes, but which we could take over. And as the results showed, “BAM” “went to the people” and made the campaign “viral”. The Results: The interest to the brand increased, even though the main competitor was also actively advertised during this period. The growth of users in relation to 2016 after the advertising campaign has increased by 2 times, the indicator of Top of mind from 40% before the start of the campaign to 52% at the end of the campaign.

62 EFFIE AWARDS 2017


Retail & public services SPECIAL CUSTOMERS AGENCY

TABASCO Alexander Smirnov, Creative Director, Partner Alexander Koptiev, Creative Group Head Kirill Bondarenko, Art Director Svetlana Korytko, Account Director Helena Lapshova, Senior Account Manager

CLIENT

MOYO Dmitrij Basov, General Manager

In the highly saturated competitive market of household appliances and electronics retailers, MOYO offers a unique service - a 24-hour shop instead of enormousness, super promotions, credits and prices, like others do. This case is about a successful marketing solution - changing the positioning and focus not on the network, but on its customers. MOYO DOES ITS BEST FOR ME, whoever I am, even if I am a vampire and live at night. This story is about not quite ordinary customers, but MOYO services are vitally necessary for them. Happy end is a significant increase in all key indicators: awareness, sales and market share. The Challenge: The main strategic challenge is getting by MOYO its own image, which would allow to stand out among the clutter of competitors: how to bring a buyer to the shop (online or offline) and message tell them? The Idea: To introduce a new dimension into the familiar triangle (price, range, additional services) - CUSTOMER, which will become the center of communication, taking into account the unique features of MOYO – nonstop work and the highest level of satisfaction, because even the most special client will be understood and happy in MOYO. Bringing the Idea to Life: Heroes of communication have become characters who are part of ordinary life, and some are not quite ... they are vampires, but whoever they are, MOYO tries for all its customers The Results: In the result of the campaign, the following indicators have grown significantly: brand awareness (+ 15%), market share (+ 20%) and sales (record + 59%), as well as it had an excellent result in communication perception and buying influence.

64 EFFIE AWARDS 2017


Retail & public services CHRISTMAS SALES IN SEPTEMBER AGENCY

iplace Ruslan Sukhomlin, Account Manager Iryna Dydash, Head of PPC Olga Burenich, Media & Buying Director Viktor Zaiets, CSD Bogdan Levchenko, CEO

SECOND AGENCY CLIENT

Ogilvy & Mather Ukraine Metro Cash&Carry Ukraine Oksana Kulikova, Head of Marketing Vadim Ishchenko, Marketing Manager Dmytro Pastukh, Digital Marketing Specialist

Despite good dynamics of turnover growth over the current financial year (October 2016 - September 2017), METRO team faced an almost impractical task: in one month by the end of the financial year, to fulfill an ambitious monthly sales plan equivalent to the New Year sales plan, in order to strengthen its position among the TOP 3 of the largest food retailers in Ukraine. The complexity of the task consisted in the fact that over the last 8 years METRO had not opened a single new store, while the competitors’ networks have been extensively developing all that time, as well as in the fact that the advertising activity of the company was already at nearly the maximum level. To achieve our goal, we decided to use a media allocation model based on the mnemic theory. This approach allowed us to show METRO advertisements to 94% of the target audience at least 12 times, which was enough to exceed the planned targets by 1.8 times in September 2017 and attract 4.5 times more new customers than it had been expected. The Challenge: In one month by the end of the financial year, to fulfill an ambitious monthly sales plan equivalent to the New Year sales plan. The Idea: Using the mathematical model of multichannel planning in each of the three sub-segments of the METRO target audience, to reach out to 7 out of 10 consumers at least 12 times per month, which as a result will allow both to increase traffic in September 2017 in order to fulfill business tasks, and to strengthen the desire to visit shopping centers in October-December 2017 according to the outcomes of the advertising campaign. Bringing the Idea to Life: Having developed a mathematical model of multichannel accumulation of coverage, based on the mnemic theory, to cover at least 70% of the target audience of METRO at the frequency of 12+, taking into account the accumulation of coverage in other media. The Results: METRO advertisements were shown to 94% of the target audience at least 12 times, which was enough to exceed the planned targets by 1.8 times in September 2017 and attract 4.5 times more new customers than it had been expected.

65 EFFIE AWARDS 2017


Retail & public services HOW TO BRING PEOPLE TO WORK IN THE MOST UNATTRACTIVE SEGMENT OF BUSINESS? AGENCY

BBDO Ukraine Executive Creative Director - Anze Jereb Strategic Planning & New Business Director Elena Kolesnikova Creative Group Head - Anna Pochtarenko Art Director - Kseniya Babankova Copywriter - Serhiy Malyk Designers - Lena Denisevich, Vadim Kulinchenko 3D Designer - Dmitriy Shishkin DTP Designer - Denis Krivosheya Account Director — Eugenia Timofeeva Account Managers – Yuliya Dedyuk, Zhanna Maslova

MEDIA AGENCY

AITI/Carat

OTHER AGENCY

Mediaedge:cia

CLIENT

Silpo-Food Marketing Director - Dmitriy Tzygankov Advertising Manager - Yuliya Zabrovskaya HR Brand Manager – Alisa Pavlova

JINN AGENCY

UTC FILM Alona Tykailo, Chief Executive Officer Veselov Volodymyr, Аrt Director Alexandr Kyhmay, Creative Director Dasha Havrylova
, Copy Writer

MEDIA AGENCY CLIENT

STAR UP STYLE D Nadezhda Fomina, Chief Marketing Officer

Work in grocery retail is associated with rude salesladies, difficult work and total hopelessness. How could it become attractive for job seekers? Silpo has always been special thanks to its gentle attitude towards people. We leveraged this to build the visuals for outdoor advertising and digital. The number of applicants increased by 24%, instead of 20%. The website’s recruitment section saw a 244% visitors increase (instead of 50%). Moreover, we once again proved that all products exist first and foremost in our head. Silpo earned the top place in the “Supermarket Employer” ratings, jumping from third in just a year. The Challenge: What could we say to make Silpo attractive to job seekers— without making offers similar to competitors’ or changing their stores. The Idea: Silpo employees are our strength, the main feature that distinguishes us from other supermarkets with their hospitality and positive attitude. Bringing the Idea to Life: We created a series of visuals showing bear cubs, kittens and bunnies working in Silpo. They became a cute and kind part of Silpo’s brand image. The Results: Like always, good won in the end. We received a ton of likes and repots, increased the number of visits to the recruitment section of the website and increased the number of CVs submitted. The Silpo supermarket chain became the top employer in the “Supermarket Employer” ratings.

While all category was focusing on rational benefits only and promising to their consumers more discounts only, we made the main focus on an emotional component, and turned consumer’s attention on satisfaction their wishes, but not on the shortterm profit. That made it possible to exceed our initial campaign-goals and take a break in TV campaign till the beginning of July. Because positive effect of campaign on company’s turnover level occurred over three months after the end of the flight. The Challenge: During interviews respondents couldn’t give exact answer what is the difference between 2 brands. At the same time competitor was winning in two categories - cheaper prices/ more discounts propositions. The Idea: To introduce store, like space where wishes come true and built an emotional connection with image of Jinn. Bringing the Idea to Life: Large-scale campaign which including TV and Digital videos and using resources of loyalty program Prostor Club. The Results: Campaign made it possible to exceed initial goals regarding knowledge increasing and brand perception. Campaign allowed to increase the turnover level of the company surpassing most expectations.

66 EFFIE AWARDS 2017


Retail & public services 99% DISCOUNT WITHOUT MARGIN LOSS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MARKETING SERVICES MAG MS AGENCY CLIENT

NOVUS Elena Berezhnaya, Communications manager

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar) Every player is ready to lower the margin for increasing sales. NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality? The Challenge: 1. RECEIPTS QUANTITY INCREASMENT 2. AVERAGE RECEIPT INCREASMENT BY SELLING MORE MARGINAL PRODUCTS The Idea: 99% DISCOUNT, WHICH DOESN’T KILL THE MARGIN Bringing the Idea to Life: CREATIVE STRATEGY Before the holidays come, people live in stress throughout the month before New Year comes. They prepare and choose which presents to choose, food to cook, where to buy and how to save money. Instead of reminding about upcoming holidays, we decided to aim on helping people with their preparations. “WE PREPARED SO YOU SHOULD NOT”. This became the main idea of communication. MEDIA STRATEGY “Switchers” and “Loyals” were put together into one advertising campaign funnel, where every phase of their customer needs could resolve different tasks, which anyway leaded to common desirable effect. The Results: 1. Number of transactions: +11% comparably to the month before the Campaign 2. Average receipt: +16% comparably to the same period of the previous year

67 EFFIE AWARDS 2017


Retail & public services HOW TO TURN COMFY INTO A STORE OF THE FUTURE AGENCY

Banda agency Creative director — Pavel Vrzhesch Head of art/Director — Yegor Petrov Art director – Yuriy Kuznetsov Copywriter — Sergey Vorvikhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Our idea was based on the idea that the new Comfy becomes the strongest competitor for itself. For us, the only way to achieve success is to be a little better than yesterday. Such a philosophy allows us not to limit ourselves to communication only about prices. We say that we try to be better in everything than we were yesterday. The Challenge: High competition with online retailers and the emergence of new, interesting formats in retail led to the fact that the usual retailers are outdated in the eyes of consumers. We have become a dinosaur category. The Idea: We swing a good mood. Bringing the Idea to Life: They found a unique voice and a way to amuse and cheer up and at the same time talk about rational things that work to excite consumers. New Comfy - steeper cool! The Results: Sales of stores increased

GOOD WINE. “MAKE IMPORTANT THINGS” AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Copywriter - Anna Goncharova Junior Copywriters - Nastya Burganova, Artyom Lisak Senior Designer - Anton Ivanov Designer - Yura Rusovsky Account director - Anna Olkhovets Account manager - Yevheniia Dvoretska

CLIENT

Good Wine Head of marketing department – Maria Oleynik

We decided to combine all future Good Wine communications under the slogan: “Doing the Most Important”. Its ambiguity and versatility ensures its effective use for many years. The Challenge: To tell that Good Wine sells not only excellent wine but also healthy products. The Idea: Make farmers, who create the product with their own hands, characters of the campaign. Bringing the Idea to Life: Farmers Taras, Jim and Dmitry became the characters of the advertising campaign: unusual farmers, each of which makes its product as nobody in Ukraine. The Results: Sales have grown significantly.

68 EFFIE AWARDS 2017


Retail & public services FROM A FADING BRAND FOR THE CHOSEN ONES INTO A THRIVING BRAND FOR EVERYONE IN 2 YEARS AGENCY

Ogilvy & Mather Ukraine Tatyana Dzen, Associate Creative Director Evgeniya Dzyubenko, Associate Creative Director Alex Yavorskiy, Copywriter Tatyana Bazhanova, Account Director Elena Melnichenko, Account Manager

MEDIA AGENCY CLIENT

OMD Media Direction METRO Cash & Carry Ukraine Vadim Ishchenko, Marketing Manager Oksana Andreyeva, Senior specialist on advertising and marketing activities

A long time ago METRO was a desired place for shopping for final costumers. But when a lot of supermarkets appeared close to door everyone forgot about Metro with cards system only for self-employed and located in remoted area. Brand opened its doors for everyone and launched new communication platform «Wholesale for all» to re-conquer costumers. During two years we were revealing that Metro added new meaning of wholesale, namely: wholesale is not only for self employed, it is for everyone; wholesale is for all life situations and begins with only 3 items; wholesale is truly low prices, and after all wholesale is joyful. As the result sales growth outpaces the category growth by 1.5 items during last two years. The Challenge: METRO couldn’t withstand in the fight for business clients with small unfair suppliers. Because of that the company made decision to restore in shopping centers end users who chose a lot of supermarkets near the door instead of METRO. At the same time METRO planned increase sales only for already existing shopping centers, while competitors are growing due to the expansion of their networks. The Idea: At METRO, there is wholesale for ALL and it is appropriate for ALL life situations. Bringing the Idea to Life: METRO launched new platform “wholesale for all”. And told costumers what is Wholesale from METRO with the help of few campaigns: - it is appropriate for all life situation and begins with 3 items - wholesale is for ALL ALL ALL, because Client card is easy to get - wholesale is truly low prices - after all wholesale is joyful The Results: As the result sales growth outpaces the category growth by 1.5 items during last two years. And this result is achieved without opening new shopping centers!

69 EFFIE AWARDS 2017


RY.

FASHION. STYLE. CLOTHING. JEWELRY. ACCESSORIES. L-L-L-LIGHT EFFORT WITH LE-LE-LE-BOUTIQUE AGENCY

PROVID Kirill Chichkan, Creative Director Illya Onufrienko, Art Director Kateryna Melnyk, Copywriter Yuliya Shvedun, Account Director Viktoriya Tertychna, Account Executive

MEDIA AGENCY CLIENT

OMD Media Direction Leboutique Roman Onyshchenko, CEO

In situation of quick growth of the new marketplace format and thwarting of e-commerce market expansion in fashion segment Leboutique outdone the numbers of successful 2016 year and secured the financing of large-scale business transformation for 2017. The Challenge: How to preserve growth rate despite the rising threat from the new marketplace format and decreasing of purchasing power caused by cost redistribution on mandatory payments. The Idea: We offered the client easy purchase at le-le-leBoutique. Bringing the Idea to Life: The creative materials were designed on barriers a client faces when purchasing online. In each spot we demonstrated how online shopping can be easier and more comfortable, than offline. The Results: The sales showed 52% growth during the campaign run (in comparison to 2016). The biggest dynamic of brand knowledge gain among online-shoppers of 27,1%. Increase of brand traffic up to record level already on the 3rd week!

71 EFFIE AWARDS 2017


Foodservice FREE BEER FOREVER AGENCY

Consumers increasingly frequently use social media to find how and where to spend their leisure time. That’s why it was necessary to develop an advertising campaign to create a stir around Beer Point in the Internet. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. The viral effect has created a stir in social media and made the pub well-known in Ukraine. The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

MY BURGER AGENCY

TBWA\Ukraine Marina Kunets, Account Director Oksana Matchuk, Senior Account Manager Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Alina Goncharenko, Senior Copywriter Anton Momot, Art Director

MEDIA AGENCY

OMD Ukraine

DIGITAL AGENCY

Tribal DDB Warsaw

PR AGENCY Be-It Agency CLIENT

McDonald’s Ukraine Yulia Badritdinova, Marketing and Communications Director Olga Vasylieva, Marketing Manager Andriy Dembovsky, Marketing Coordinator

For the first time, McDonald’s Ukraine has dared to meet the tastes of Ukrainians by introducing a unique digital platform where burgers could be created almost by hand on their own recipe. The original format of the campaign, several stages of the competition and communication with the consumer in online and offline channels has affected both the communication and business indicators. The Challenge: Raise the pleasure of visiting in terms of perceptions of the diversity of offerings and enable visitors to proactively participate in the selection of ingredients. The Idea: The ability to create your own burger recipe for McDonald’s has led to total burger obsession. Bringing the Idea to Life: The campaign consists of 4 stages: 2 virtual and 2 real ones. Each stage solves its communication task. The Results: As a result of the campaign, we not only did not tolerate the deterioration of brand attitudes due to changes in trends in consumer expectations, but also significantly increased image attributes, attendance and sales.

72 EFFIE AWARDS 2017


Energy, Nutrition & Fitness LAUNCH OF FUNCTIONAL RANGE OF SANDORA ESSENTIALS AGENCY

Geometry Global Ukraine Julie Mazour, Managing Director Yana Isayenko, Group Account Director Aleksandra Kuzmenko, Senior Account manager Nadiia Trikoz, Creative Director Sergey Yaroslavtsev, Creative Group Head

CLIENT

Sandora Andriy Gotun, Senior Brand manager Sandora & Frutz Yuliia Miglovets, Brand Manager Sandora

Juice is not a top-priority product bought by an average family during recession. That is why it is not an easy task to find and launch successfully a necessary product in this category. The needs of a big city dweller – energy, health, slenderness – require great efforts and self-improvement, and there is no simple solution. We offered this solution. All three needs were considered in each SKU of the range, which enabled us to launch a new product successfully, enhance the brand, and to take even more care for our consumers. The Challenge: To launch a new range successfully under condition of economic recession when the factors of fruit juice comprehension as a natural and fresh product considerably suffered. The Idea: Simple solution to difficult problems. Bringing the Idea to Life: The platform “Simple solution” describes three main problems of city people and laughs at difficult ways of fighting with these problems, showing the new product as the most simple and effective way to fight low immunity, chronic fatigue, and obesity. The Results: - the first goal: to achieve 1% market share for the first half a year. We achieved it faster – for the first 5 months; the excess of the goal for that period was 80%; market share for the reported period was 1,8%. It is a very high index for the juice category. - the second goal: to get above average in the quantitative testing of the creative. We achieved this and even more – communication and message delivery were estimated as “almost perfect”. - the third goal: to influence the whole Sandora portfolio, reflecting in the main attributes for the product: it helps me to live a healthy life, it powers me up, useful product, - thus, enhancing the main brand and the category in general. All set goals are perfectly achieved and the indexes have grown (Helps me to live a healthy life from5 to 11, powers me up from 0 to 7, Useful product from -6 to 7). Consumers are full of energy and become healthier while we are proud of our work.

73 EFFIE AWARDS 2017


E & LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM MULTIPLEX LAVINAMALL NEW CINEMA LAUNCH AGENCY

Havas Digital Kyiv Oleksii Morozov, Creative Director Stas Vitkovsky, Sr. Copywriter | Creator Anton Busko, Digital Art Director Kateryna Doljenko, Digital Strategist Elena Nekrasova, Senior Account Manager

DIGITAL AGENCY CLIENT

Havas Digital Kyiv Multiplex Holding Maxim Korkodym, Head of Digital Vitaliy Pisarenko, Commercial Director

Due to the correct strategy, effective planning and daring creative materials, we managed to exceed the set goals and keep these indicators at the same level, after the end of the campaign. The Challenge: To ensure the high attendance of a newly opened cinema in fresh built shopping mall which is distant from city center. The Idea: Attract young audience by offering them what they are constantly striving for - “Be the first ...” - to feel all the benefits of a new, freshly built movie theater. Bringing the Idea to Life: Precisely targeted media campaign that broadcasts the call “Be the first” with daring creative materials. The Results: Exceeded KPI’s in terms of attendance, leading the movie theater to the 1st place in profitability among all the theatres of the Multiplex network.

VISIT GENEVA AGENCY

ISD Group Creative director: Viktor Shkurba; Strategy Director: Mikhail Traverse; Art director: Viktor Shkurba; Development: Andrey Sergeev; Design: Maxim Gurov; Creative copywriter: Aliya Nisapova; Account manager: Maria Kochmaruk; Analyst: Vladimir Bilets

CLIENT

Geneva Tourism & Conventions Foundation Tamara Tawil, Market Manager - Overseas Countries

We gained outstanding results, using only the resourсe of social media: really precise targeting and interactive, engaging mechanics. This algorithm allowed us to create supercustomized personal messages, which considered favors and interests of each user. The Challenge: Rich tourists pass through Geneva on the way to the Alps, but do not spend a single day in the city. The Idea: An entertaining and intuitive test, which results in a personalized Geneva tour plan, unexpectedly relevant to the user`s interests. 2017 Effie Awards Ukraine Entry Form Page 4 of 5 Bringing the Idea to Life: We started with clever targeting, and then offered to the target audience on facebook to pass the intuitive test, which resulted with a really personalized Geneva tour plan for every person. The Results: 72.5% of people passed the test, and for the first time in 2.5 years, the number of nights spent in Geneva by tourists from Ukraine and Russia began to grow, not to decrease

74 EFFIE AWARDS 2017


LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM OLD THINGS AND MODERN CHILDREN AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Julia Solovey, team leader Andrij Buldakov, videocontent manager

CLIENT

DEC life school Natalia Tarchenko, co-founder of “DEC life school” Svitlana Zaluzhna, head of project at “DEC life school”, innovations director Svitlana Bulkahova, academic director at “DEC life school” Iryna Bondarenko, brand manager at “DEC life school”

Less than a month before the launch of “DEC life school”. Fee rate is 5 times higher than the average market price. The main challenge was that the entire budget planned for the launch of the school was spent on its inventory. Having a zero budget for marketing, in just 6 days we created a Facebook video that has around 2 000 000 views and increased the number of subscribers by 717%. We attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget. The Challenge: To open the first VIP-level alternative school in Ukraine we had less than one month to attract 15 new clients, each of whom would bring $1,000 a month to the school budget. The Idea: Having a zero budget for marketing, we set a goal to shoot a video that in an easy and entertaining form would convey to parents the idea that “If we give up unnecessary old things, then we should stop giving our children unnecessary knowledge” and would allow “DEC life school” to open its doors in a timely manner. Bringing the Idea to Life: In just 6 days we created an idea, found a prop, shot a video on an iPhone, edited it and published on the company Facebook page that had only 434 followers at the time. The Results: The video has around 2 000 000 views, 22,000 likes, 35,000 reposts; the number of subscribers of the Facebook increased by 717%, and most importantly, we successfully attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget.

75 EFFIE AWARDS 2017


LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM MILLENNIALS GUARANTEED AGENCY

ROCKETS. Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

DIGITAL AGENCY CLIENT

NEOS Digital Agency ATLAS WEEKEND Dmitriy Sidorenko, Co-owner Yehor Kiryanov, PR-director

Atlas Weekend is the largest music festival in Ukraine. Launched in a politically and economically difficult for Ukraine in 2015, as early as 2016, the festival attracted 140,000 spectators, united the best Ukrainian artists and was accommodated on the site suitable for such an event - VDNKh. In 2017, the Festival set an ambitious goal: to gather 300,000 spectators during 5 days of the festival. For qualitative changes, funding was needed. Sponsors are a strategic source of money for the festival, but the budgets necessary for the festival traditionally went into the media, and the remaining projects were financed by a residual principle. To meet growth goals, the only option was to help marketing directors completely rethink the value of the festival for their brands. The Challenge: QUANTITATIVE INDICATORS: 1. Increase sponsor revenues 2. Increase the average check of the sponsorship contract QUALITATIVE INDICATORS 3. Improve the quality of the festival’s sponsorship portfolio by attracting major international brands The Idea: Millennials with a guarantee for brand growth Bringing the Idea to Life: 1. Audience as the main value of the festival 2. The sponsor buys the involvement and response of the target audience, expressed in a specific action, and not just a media package 3. The sponsor receives guarantees for the implementation of marketing KPIs 4. This approach completely rebooted the perception of the effectiveness of the festival. The Results: 1. Increase in proceeds from sponsors by 2.9 times 2. 2.3 times the average check of the sponsorship contract 3. In 2017, among the sponsors of the festival for the first time appeared such international brands as Martini, Toyota, BUD, Coca-Cola

76 EFFIE AWARDS 2017


LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM EUROVISION 2017 - CELEBRATE DIVERSITY AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Designer – Illia Shulzhenko Art Director – Aleksey Dуvysenko Art Director – Maria Dmytrova Copywriter – Anastasia Burganova Design Studio Director – Denys Gerasko Art Director – Ivan Symonovskyi Senior Designer – Dmytro Basov

SECOND AGENCY CLIENT

***

Republique Eurovision 2017 Song Contest Stuart Barlow – Show producer Eurovision 2017 Barbara Simon – Creative Supervising Director

GOOD WINE. FARMERS. AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Copywriter - Anna Goncharova, Roman Gurbanov Art Director – Alexey Divisenko Account manager - Yevheniia Dvoretska

CLIENT

Good Wine Head of marketing department – Maria Oleynik

We realized that in fact Good Wine is not a store, but a link that allows farmers to share the fruits of their work and people - to live a healthy life. For Good Wine, the whole thing is not in Good Wine. Therefore, our campaign has become a declaration of love for farmers. We did not hire actors and did not wash the perfect cleanliness of their worn shirts. Our heroes are those whose bread we can eat for breakfast, those whose cheese we sprinkle with sugar, those whose milk we warm before bedtime. The Challenge: To tell about Good Wine Farmer’s Food Category. The Idea: Remove a series of movies about farmers who create products with their own hands and deliver them on the Good Wine shelf. Bringing the Idea to Life: We took an operator, a photographer, rented a bus with a driver and drove through four farms, where we talked with the farmers about their daily work and their dreams. This is how the movies were born. The Results: Sales have grown significantly.

77 EFFIE AWARDS 2017


LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM HOW RENEWED VDNG ATTRACTED MILLIONS OF VISITORS AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Senior Copywriter – Anna Goncharova Copywriter – Anastasia Burganova

CLIENT

VDNH CEO – Maxim Bakhmatov Director of Development – Max Yakover Art Director – Olga Safina In order to make VDNG a favorite place, we have been working to make the space of the complex expressive, thus creating and complementing the unique atmosphere of the VDNH. We are open to everyone and for everyone. We believe that we can do better, work better, live better. We are optimistic and we want to share and recharge all our guests. Do not postpone the moment, change your life, embody your dreams, change the world - that’s what the new VDNH says. The Challenge: To make VDNG a favorite place for everyone. The Idea: Create a unique visual language. Bringing the Idea to Life: We built the style on a recognizable rice VDNH - column. The Results: The number of visits has grown significantly.

WHITE WEDNESDAY BUKOVEL SALE DAY AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuiia Havron, Account Director Oleksandra Kazarina, Head of Media Anna Seniuk, Art Director Igor Atamachuk, motion designer

CLIENT

Bukovel

Bukovel is №1 ski resort in Eastern Europe in terms of growth dynamics. The resort has accumulated the biggest snow enthusiasts community in Ukraine in its social media. Its business approach is to make customers book all the hotel rooms and buy skipasses before the season starts. Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days. We found that special day for our ‘snow audience’ to celebrate. That was the day of first snow - White Wednesday. We provoked strong emotions and combined them with a social media post that sales, and without any extra costs we exceeded our goal by 9,8% The Challenge: To sell skipasses before the season start by maximum. The Idea: To make the first snow day a real celebration, when emotions matter more than rational choice. Bringing the Idea to Life: By provoking the ‘first snow’ emotion, we gave no other choice but to make them buy: a post-reminder about 55% skipass discount. The Results: The day of the first snow became White Wednesday. Without any extra costs we exceeded our goal in sales by 9,8%.

78 EFFIE AWARDS 2017


LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM KINOMAMA AGENCY

Postmen Yaroslav Vedmid, CEO Olga Sytnik, Account Manager Anna Seniuk, Art Director Natalia Kuzmina, Craft designer Kateryna Melnyk, Media Analyst

CLIENT

Planeta Kino Oksana Khvalova, Director of cinemas in Lviv

There were no similar products in Ukraine before the launch of “KinoMama” sessions! We were able to create a new product and to find an unfilled niche not only in the growing film market, but also in the whole entertainment field. Our discovered audience - digital moms - allowed solving business problems. Without any investments in PR, we received a large number of positive reviews in the national media. We created a product: unique and in-demand for our market. The Challenge: To fill the cinema in a non-business time and make it “convenient” for children with parents and for childfree audiences: to solve the problem of “baby-hating”. The Idea: Young moms have become the key to solving the two challenges facing us: they are able to come to the cinema in the morning and they won’t mind seeing the same moms with kids in a room. Bringing the Idea to Life: The solution was the creation of a new product - KinoMama - a special session only for moms with kids 0+ with a muffled sound, a brighter light during the screening, so that children would not get scared and could even fall asleep, and moms would be able to rest. The Results: We increased the occupancy of morning sessions by 2 times, income grew by 300%, we were praised in media publications, but most importantly – we made moms happy!

INVITATION IN BAD ENGLISH AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuliia Havron, Account Director Anna Seniuk, Art Director Iryna Pavlova, Designer Igor Atamachuk, motion designer

CLIENT

Bukovel

‘Invitation in Bad English’ campaign is built on the insight that travelers have adopted global mindset and one common language – Bad English. What’s more, authenticity becomes the key when choosing next destination. Thus, we asked Carpathians hutsuls to invite international tourists to Bukovel and shoot series of very simple videos. It meant to sell authenticity and character, not rooms and skipasses. And it worked, videos went viral both abroad and in Ukraine. People, publics, media outlets liked it and shared, spreading our message further and further, driving revenues from global tourists up. The Challenge: Increase number of international tourists in Bukovel. The Idea: Carpathian hutsults invite international tourist in ‘Bad English’ in an authentic manner. Bringing the Idea to Life: Series of simple and funny videos spread via Bukovel own social media channels, that aim to sell authenticity, but not rooms or skipasses. The Results: Growth of revenues from international tourists, record low costs per contact & discovery of new markets.

79 EFFIE AWARDS 2017


S

Financial & Business services RATIONAL LOANS FOR EMOTIONAL NEEDS AGENCY

TMA Communications Uriy Gorbachevskiy, Creative Director Mikhael Karapetyan, Senior Copywriter Anna Tsarenko, Group Account Director Ludmila Kosovych, Strategic Director Viktoriya Prihodko, Senior Account Manager

CLIENT

Kredobank Khrystyna Loktyeva, Deputy Head of Marketing Department The story is about how effective media and creative strategy can put cash loand in bank on the new level of sales thanks to repositioning to a new target audience with better solvency level. Successfully chosen format of 10” video communication with bright idea, with was not used for banking category before, make this product very visible in aggressive environment of banking advertising. The Challenge: Having conservative bank product (cash loan) without any meaningful differences or benefits comparing to competitors including non-banking financial institutions we should change TA profile from 56-65 years old to 25-50 years old and make average amount of provided loan. The Idea: We decided to touch delicate psychological factor – consumer need in improvement of his own emotional well-being In other words, we appeal to common human behavior – to satisfy the desire in any circumstances – “Like it? Buy it!”. In advertising language it sounds like Rational loans for emotional needs Bringing the Idea to Life: Nonstandard creative concept, implemented in series of 10” dynamic spots plus effective media mix (TV, OOH, Internet) targeted on new audience The Results: Exceeded target sales KPI on 12% (overall increase reached 47%) for the whole campaign period. Target sales KPIs (+35% increase) were reached in advance – for 1,5 month instead of planned 2 month For the last 2 weeks of campaign we reached +12% of sales increase on top Average amount of loan increased 2,14 times (from 7 000 UAH up to 15 000 UAH, total increase reached 114%), what is 64% more than planned. Kredobank awareness increased on 5% – from 14% to 19% Sales increase in Central Ukraine gained 29,2%.

81 EFFIE AWARDS 2017


Financial & Business services MONEY TRANSFERS «FROM CARD TO HOME» AGENCY

SIGMA UA Alexandr Bloshitsa, TV Buying Director Natalia Yaseneva, Media Group Head Maria Radul, Media Planner Ruslan Samatov, TV buyer

CLIENT

UKRPOSHTA Olena Gorb, Head of Division of Marketing of Financial and Post-Logistics Services Egor Chernev, Head of Product Marketing Department

Ukrposhta is one of the biggest companies in Ukraine. during the very short period of time, were made real transformations: corporate reform was carried out, came a new team of managers and employees, began updates of fixed assets, new services were launched. Products of Ukrposhta become more convenient and quality, and come to a new level, become really competitive. Ukrposhta is the main post of the country, which is able to surprise. The Challenge: Every year Ukrposhta were lost market share, and finally became the second company instead of absolute leader The Idea: The use of postmen to deliver money transfers has become an idea for the development and promotion of the product “From card to home” Bringing the Idea to Life: The purpose of the advertising campaign was to promote the product. The deadlines for fulfilling the goals were too short - less than 5 months. It was important in the conditions of a limited budget to contact with a large number of people with a high effective frequency. For this purpose, it was decided to use television as the main communication channel. On the one hand, its one of the cheapest channels in terms of the cost of contact with the target audience, on the other hand it is the channel with the maximum coverage. The Results: Key indicators efficiency are overfulfilled: the level of Ukrposhta’s knowledge as a company providing money transfer services is overfulfilled by 7%, the level of readiness to use the service is exceeded by 5%.

82 EFFIE AWARDS 2017


Financial & Business services VISA EUROVISION VILLAGE CONTACTLESS ACTIVATION AGENCY

Havas Engage Vladimir Zborovsky Agency Director Uliana Antypenko Project manager Kyrylo Chystyakov Creative Director Elena Goncharevskaya-Yuhova Art-director

SECOND AGENCY CLIENT

BBDO Ukraine Visa International Service Association Valeriy Zagidko Sr. Marketing Director CIS-SEE Nataliia Alieinikova Marketing Manager Olga Dubinina Marketing Manager Denis Yakimchuk Digital & Social Media Marketing Manager Dmitry Zakharov Marketing Manager

PLASTIC AGAINST CASH AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Mikhail Orlov, Art Director Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director

SECOND AGENCY

BusinessCom

OTHER AGENCY

“120Seconds”

CLIENT

PrivatBank Alina Oniscenko, Sr. Marketing & Advertising Manager

This case demonstrates how communication dedicated to such a habitual thing like financial services and payment technologies might be brought to life in an outstanding and emotionallyway, still delivering outstanding business results. Visa was the official partner of Eurovision 2017 and conducted a huge ad campaign. Visa Innovation Stand that we developed and built in the center of EuroVillage, full of versatile contactless activities, made people experience the emotional side of both the brand and contactless technologies. The results of the activation topped the expectations the client and the agency had. The Challenge: To engage consumers into experiential activity that will inspire them to get Visa contactless payment products and to use them in everyday life. The Idea: Visa brought to you the once-in-a-life experience of versatile contactless technologies in Eurovision Village: сome, see and be on the same wavelength! Bringing the Idea to Life: While contactless photo-mirror – the tangible dramatization of payWave technology – immersed visitors into experiential activity, they were exposed to Visa contactless products by four bank partners. The Results: More than 12000 contactless photos had been made by photo-mirror, more than 30 000 Visa contactless products were issued at the stand, the ‘innovative’ perception of the brand became visibly higher. PrivatBank leads the market with a 50.9% share of bank cards. However, when half the country withdraws money on payday, that market share is actually working AGAINST you, rather than for you. People think that keeping money on bank cards is unreliable. But the fact is that possessing physical money creates a physical danger. Solution was atmospheric video clip on social networks and in buses developed by Visa & PrivatBank conveying the idea that by using your bank card, you’d leave pickpockets without work. In just one month: The number of ATM cash withdrawals using PrivatBank cards in Ukraine was reduced by hundreds of millions UAH, and the number of active PrivatBank cards grew by hundreds of thousands. The Challenge: We had to overcome mental barriers and convince people that it is safe to pay by card, in order to reduce the number of ATM cash withdrawals using PrivatBank cards by 300 million UAH and increasing number of active PrivatBank cards by 2%. The Idea: When you use your bank card, you leave pickpockets without work. Bringing the Idea to Life: Solution was atmospheric video clip on social networks and in buses developed by Visa & PrivatBank conveying the idea that by using your bank card, you’d leave pickpockets without work. The Results: In just one month the number of ATM cash withdrawals using PrivatBank cards in Ukraine was reduced by 775 million UAH, and the number of active PrivatBank cards grew by 718,653.

83 EFFIE AWARDS 2017


Financial & Business services CONQUER THE CITY WITH VISA AND UBER AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Mikhail Orlov, Art Director Masha Teterina, Head of Design Studio Olga Bandura, Designer Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director

MEDIA AGENCY CLIENT

Starcom Ukraine Visa International Service Association Olena Bilenka, Marketing Director CIS-SEE Valeriy Zagidko, Sr. Marketing Director CIS-SEE

Uber makes it possible to connect any bank card. This advantage became a main consumer barrier in relation to Visa. Ukrainians pay little attention to which payment card they use, caring more about which bank issued a card. Our task was to get people to consciously choose a Visa card, not a competitor, when registering on Uber. Progressive people have begun to become conscious of consumption. Visa and Uber created an offer exactly for these people. Campaign resulted in increasing active cards by 32%; the numbers of Uber transactions using Visa grew by 95%, almost doubling the pre-campaign figures; moreover, post-campaign result was a 195% increase in the number of transactions on Uber using Visa. The Challenge: Our task was to get people to consciously choose a Visa card, not a competitor, when registering on Uber, thus grow Uber transactions with Visa by 30%, and increase number of active Visa cards by 15%. The Idea: Conquer the city with Visa and Uber. Bringing the Idea to Life: Solution was a series of advertising materials where we graphically depicted Kyiv – with its hills, bridges, sights… and roads, reinforcing this emotional campaign with a rational advantage – a discount for first 3 rides. The Results: Campaign resulted in increasing active Visa cards by 32%; the numbers of Uber transactions using Visa grew by 95%, almost doubling the pre-campaign figures; moreover, post-campaign result was a 195% increase in the number of transactions on Uber using Visa.

84 EFFIE AWARDS 2017


Financial & Business services VISA CROSS BORDER OUTBOUND CAMPAIGN AGENCY

Havas Digital Kyiv Oleksii Morozov, Creative Director Stas Vitkovsky, Sr. Copywriter | Creator Nikita Tsyhankov, Digital Art Director Kateryna Doljenko, Digital Strategist Tania Liubchenko, Account Manager

SECOND AGENCY

Havas Engage

CLIENT

Visa Inc. Natalia Alieinikova, Marketing Manager, CISSEE Yakimchuk Denis, Digital Project Manager

We overfulfilled set KPI’s due to: 1. Successfully chosen campaign timing. 2. The campaign, in addition to business goals was aimed at changing the behavior of cardholders. We did not put restrictions on the amount of purchases in checks and encouraged users to upload even the smallest of their purchases via Visa in order to participate in the promo. This allowed us to increase the code-in transactions and their amount in money. 3. Due to the fact that our campaign was supported by an activation in social networks, we were able to involve needed target audience – those who like traveling like a local. The Challenge: To increase the number of POS transactions with Visa in Europe, inspite of perception “Visa – is for US, for Europe – is Mastercard” The Idea: To convince travelers in the EU not only comfortably pay for their holidays and souvenirs with Visa but also feel local wherever they go Bringing the Idea to Life: We create a communication that support Visa as a card for any, even the most ordinary and small purchases in Europe. During the promo, on the Visa page on Facebook, Orest Zub (well-known travel blogger) was giving tips on how to feel like a local in 13 European countries. Communication in social media led to the website where you could register the receipts paid with Visa card in Europe to get the chance to win a valuable prizes The Results: During the activation, traveling Ukrainians uploaded 11,113 receipts to the website. We totally fulfilled the client’s business goals: The number of POS transactions carried out in Europe by Visa cardholders has increased by 31% YOY over the summer period in 2017. The volume (USD) has also increased: the growth was 3%

85 EFFIE AWARDS 2017


Financial & Business services CHAMPION’S MATCH AGENCY

THINKMcCANN Evhen Kaminskyi, Creative Director Oksana Kapranova, Art Director Olena Gnucheva, Creative Group Head Yuriy Skliaruk, Production Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

SECOND AGENCY CLIENT

Carat Ukraine Mastercard Ukraine Nataliya Baidala, Director Area Marketing

Conducting promo on very specific platform “Football”, and having an extremely narrow special asset (a chance for a child to bring his idols to the field before the final game), which also had many restrictions; we involved a wide range of TA and exceed our plans in a case of increasing card transactions. The Challenge: How to involve not only football fans to the football platform, having a gift, with a huge number of restrictions? The Idea: To fulfill the childhood dream is priceless. Bringing the Idea to Life: We appealed to parent’s feelings. They weren’t a football fans, but they were ready to do all for child’s happiness. We launched a TV commercial reminding in it about importance of dreams for little fans, developed a key-visual and adapted it for a variety of formats from outdoor advertising to digital banners. The Results: We finished with the results, exceeded our original plan: increasing transactions (plan – 30, fact – 40), transaction dynamics increased eight times, against planned – five. We gave to children a fulfillment of their great desire.

WHEN YOU ARE NOT HOLDING YOUR BREATH THAT’S PRICELESS, OR JA‑SURPRISE FOR PRETTY MARINA AGENCY

THINKMcCANN Evhen Kaminskyi, Creative Director Oksana Kapranova, Art Director Olena Gnucheva, Creative Group Head Yuriy Skliaruk, Production Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

SECOND AGENCY CLIENT

Carat Ukraine Mastercard Ukraine Oleksandra Gubar, Marketing Manager Customer Marketing Ukraine

Against the backdrop of an extremely busy clutter of communications of competitors to Eurovision, we were able to break through and solve our ambitious task, increasing the number of transactions and establishing a positive emotional connection of consumers with the brand. The Challenge: To attract people to our promo on the background of tough competition, during the Eurovision. The Idea: To transform every transaction from a boring routine to the opportunity to experience priceless emotions. To live in the music – is priceless. Bringing the Idea to Life: We gave for a biggest Jamala fan a gift – personal contact with her idol, and a trip to the coolest musical ceremony Brit Awards in London, having made a case with her real emotions, and proving that every dream comes true with Mastercard. The Results: We exceed our plan, greatly increasing a number of transactions per promo participants (93 % of constant transactions), and gave for people a real moments of miracle.

86 EFFIE AWARDS 2017


Financial & Business services WITNESSES OF THE LAST WEEK TO THE SALARY AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director Victor Vysotskyi, Creative Group Head Victoriya Nikonenko, Art Director Marian Shum, Art Director Vira Bilostotska, Designer Olga Rozhankivska, Group Account Director Yuliya Gurenko, Senior Account Manager Yuriy Skliaruk, Head of TV production department Larysa Todosiychuk, Producer

MEDIA AGENCY CLIENT

Initiative OTP Bank Volodymyr Mudryi, Board Member Nataliia Slichuk, Head of Marketing Unit Kristina Tsvyk, Marketing Communications Specialist

You might notice such people. Suddenly they are dramatically changed: they become hermits, abandon their habitual way of life and began to eat ascetic food. It seems they are approaching enlightenment... These are witnesses of the last week to the salary. The only thing they want to approach is a salary. And we significantly reduced this sect by showing its members a simple way out of it – a credit card from OTP Bank. The Challenge: How to persuade people to use credit cards if they afraid of them? The Idea: It is unwise to deny yourself in basics, when there is a credit card from OTP Bank. Bringing the Idea to Life: We talked about the life of “witnesses of the last week to the salary” – people who deny themselves in normal life, and break all ties with the world. Their “holiness” simply turned out to be a screen that hides the inability to properly use a credit card. The Results: The use of credit cards among OTP Bank clients grew by one third: from 25.2 % to 34.4 %. The growth in the number of active cards was 19 %, despite the fact that the market as a whole increased by only 0.8 % in the same period.

87 EFFIE AWARDS 2017


Media & Self promotion MUSEUM OF NEWS AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Vita Nozdracheva, project manager Kateryna Nikolaenko, project manager Sergiy Sofin, designer Maria Artemenko head of PR Dariia Yuzhakova, designer Anastasia Titova, PR manager Ludmyla Gytsevych, PR manager Julia Solovey, PR manager Anna Andrusenko, PR manager Daria Lubimova, PR manager Olena Konkova, PR manager

OTHER AGENCY CLIENT

Mystetskyi Arsenal 1+1 media group Oleksandr Tkachenko, CEO Svitlana Paveletska, head of corporate communications and PR Serhij Popov, head of news department Anatolij Shved, technical director at TSN Olena Nesmijan, deputy director of news department Ella Belostotska, editor Hanna Nechaj, PR manager

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of “Mystetskyi Arsenal”, and had the media coverage of 30,000,000 people. The Challenge: In 2017, 5 leading Ukrainian channels or their top programs are celebrating their anniversaries, and the Television Service of News at the 1+1 TV channel needed a project that would distinguish it among its competitors, bring the TV channel offline and force other channels to abandon the noisy celebrations, making 2017 the year of TSN. The Idea: To create a project for the 20th anniversary of the “Television Service of News” at “1+1” channel what would reaffirm the status of “TSN” as the main witness of the most important events in the modern history of Ukraine, give Ukrainians a unique opportunity to touch key artifacts over 26 years of state independence and invite visitors to become creators and heroes of the “TSN” news and turn them into its fans. Bringing the Idea to Life: In 10 halls of “ Mystetskyi Arsenal” with a total area of more than 3400 sq. m. we collected over 100 unique exhibits of the history of independent Ukraine, created 8 zones of virtual reality, recreated the “TSN” TV studio and told visitors about 6 000 major news stories about the history of our state; published 388 exclusive materials and releases about the Museum of News in the country’s leading media; developed additional activations in the form of a selfie-weekend, during which everyone could take photos with the most famous “1+1” hosts. The Results: 100,000 people visited the exhibition in 3 weeks, 3.078.640 hryvnias of income from the cost of entrance tickets were transferred to the development of cultural projects of “Mystetskyi Arsenal”, 100% of media publications about the Museum of News were created on a free, non-commercial basis, the media coverage of the project was 30,000,000 people, the estimated cost of the media campaign was 1,332,399 hryvnia.

88 EFFIE AWARDS 2017


Media & Self promotion POSTMEN VIDEO NIGHT AGENCY

Postmen Ukraine Iaroslav Vedmid, CEO Daria Kvetkina, Project Manager Denis Seleznov, Video Director Snizhana Chernetska, Designer Ira Pavlova, Designer

CLIENT

Postmen Ukraine Valeria Samokish, Account Executive Kate Lutaya, Video Editor Andrey Novikov, Cinematographer Andrey Kvasov, Cinematographer Inna Kazanska, New Business Director Video – a frontier of digital communications, providing ROI for clients, and high margins for agencies. We knew that a key to leadership lies within growth in online video. Given the expansion of internet market and its players, how to grasp attention of the potential clients? How to show our vision? We were giving presentations at forums, until we came up with Postmen Video Night! Best selection of Postmen videos, partnership with Planeta Kino and marketing festivals in Odessa, Kharkiv, Lviv became a bedrock of the event that gathered happy feedbacks marketers and outperformed all business goals. Video is the king! The Challenge: To transform video production service into an advantage over digital agencies without entering the competition with video production studios, gaining direct contact with the audience of marketers and business owners. The Idea: Postmen Video Night – mobile ads on the big screen! Bringing the Idea to Life: Organised Postmen Video Night that showed best video works by Postmen in 4 most populous cities of Ukraine, gathering the audience of marketers, advertisers and business owners. The Results: Apart from happy feedback from guests at each event, the share of video contracts increased from 8% to 18% in the overall sales turnover; tender and partnership invitations from regions - from 2% to 15% in the overall statistics.

89 EFFIE AWARDS 2017


Other services WORK.UA BAM! AND YOU’RE ON A NEW JOB AGENCY

Banda agency Creative director — Pavel Vrzhesch Strategy director — Yaroslav Serdyuk Head of art — Yegor Petrov Strategist — Anya Bosa Art director — Yuriy Kuznetsov Account director — Nastya Guzova

MEDIA AGENCY CLIENT

Navigator Media Work.ua CEO – Arthur Mikhno Creative director – Andriy Borovyk

Work.ua inspires you to act. We stopped talking about numbers and became something more than just a convenient website. We have become for our users a friend who always believes in an excellent outcome, believes in him and inspires for more. The Challenge: To inspire users with the idea of a new job so that a person could not refrain from acting. The Idea: To make the prospect of new work seem real and achievable, we decided to show a chain of changes that follow after a person moves on to a new better job. Bringing the Idea to Life: We made the main character of communication a typical young and ambitious professional, who is already ready to change work. We showed how his life will change if he just dares. “BAM” and he has everything different: a new job, a new corporate machine, a friend envies, and the son-in-law respects. We chose “BAM” not by chance. We were looking for a word that would not only be emotional and convey how easy it is to launch a chain of positive changes, but which we could take over. And as the results showed, “BAM” “went to the people” and made the campaign “viral”. The Results: The interest to the brand increased, even though the main competitor was also actively advertised during this period. The growth of users in relation to 2016 after the advertising campaign has increased by 2 times, the indicator of Top of mind from 40% before the start of the campaign to 52% at the end of the campaign.

90 EFFIE AWARDS 2017


Social & charity BANDA-BANDA AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptiev, Creative Group Head Kirill Bondarenko, Art Director Victoria Enkina, Client Service Director Olga Boyandina, Senior account manager

CLIENT

Philip Morris Ukraine

BALLAD OF THE INFANTRY AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Yevhen Sazhniev, Art Director Olga Zhegulina, Producer Victoria Enkina, Client Service Director

SECOND AGENCY

Consulting company «K&K Group»

OTHER AGENCY

Production House «Lime Lite Studio»

CLIENT

Command of the Ground Forces of the Armed Forces of Ukraine

The “Banda-Banda” music video is not a typical social advertisement, but rather an entertaining and interesting project that talked about a serious problem in a light and casual tone, and thus was able to draw attention of young people and change their view on smuggling, making them think about the right values and goals in life. The Challenge: Without a huge budget, to create an entertaining and interesting product that will attract the attention of teens and affect their perception of contraband. The Idea: Idol of youth DZIDZIO talks about how smuggling is a waste of life. Bringing the Idea to Life: The music video was filmed in a Kiev school and at a real military unit; it showed the future of a smuggler through a real-life story—no prospects and wasted years, while others, choosing legal and rightful paths, achieve much more, slowly but steadily. The Results: The video became the top of the YouTube-channel in the first two days and kept leadership for a week, teenagers from different cities of Ukraine created more than twenty versions of their own cover music videos of the song “Banda-Banda”, and the total coverage for the project amounted to 25 million that is 8 times more than the main goal!

Among many social videos in support of the army and constant repetition of insights frequently covered by “direct competitors”, “Ballad of the Infantry” became a real 2-minute movie that highlighted heroism in a new way and showed the reality of life and service of the largest unit of the Armed Forces of Ukraine, which undeservingly remained behind the scenes. An image that was used as the basis of the campaign was a simple soldier’s shovel; traditionally representing “an instrument of humiliation of the infantry”, in our video it became a new symbol of the Ukrainian Ground Forces. Let’s exceed the target for contract recruitment and return mobilized Ukrainian soldiers home. Let’s stop the next wave of mobilization! The Challenge: In a state of war, to attract the maximum number of contractors to the service, and with the help of building a qualitatively new image, to highlight the Ukrainian Ground Forces among other divisions of the Armed Forces of Ukraine. The Idea: Only infantry knows what great deeds for the sake of the Motherland can be accomplished with the help of a simple soldier’s shovel. Bringing the Idea to Life: The video takes place on a real military training ground, where we used thousands of rounds and hundreds of shells to get the desired result, and instead of the actors, 150 active military personnel of the Ukrainian Ground Forces took part in the shoot. The Results: Overachievement of the target for contract recruitment allowed us not only to bring mobilized Ukrainians back home, but also to stop the next wave of mobilization!

92 EFFIE AWARDS 2017


Social & charity LET IT BE THE CHOCOLATE! AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Ihor Sheykin, Creative Director TWIGA’Idea Kateryna Velgan, Concept Project Director TWIGA’Idea Natalia Bulbuk, Project manager TWIGA Ukraine Roman Shykhutsky, Managing Director Media First Ukraine

SECOND AGENCY

Studio7

MEDIA AGENCY

Media First

DIGITAL AGENCY

TWIGA Digital

CLIENT

Public Organization «Tse Nash Kyiv » Dmitry Fedorenko, Director

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans. And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human. Therefore, this situation affects negatively on the living conditions of us all. PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation… The Challenge: So we had to create the culture of cleaning after the pets from the scratch: we had to relieve the Kievans from the belief that cleaning up after their pets is shameful, and to change the perception of people who do it from “what a freak!” to “heroes”. The Idea: By cleaning poop after the pets we take care of our children’s health! Bringing the Idea to Life: Within total absence of advertising budget, we bet on the provoking creative message that had been placed on the citilights and billboards provided by Kyiv City Administration. The Results: Without spending a hryvnia on this campaign we’ve got such results: - High public resonance due to publications in internet media provided 1.8 million views, and active discussions on social networks - In only 1 month after the campaign the number of dogs’ latrines has increased in 5 times in Kiev with support of City Administration! - Most importantly, the percentage of pet owners who clean feces after their pets has increased from 1% up to 20-50% in locations where dogs latrines are installed.

93 EFFIE AWARDS 2017


Social & charity PLASTIC AGAINST CASH AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Mikhail Orlov, Art Director Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director

SECOND AGENCY

BusinessCom

OTHER AGENCY

“120Seconds”

CLIENT

PrivatBank Alina Oniscenko, Sr. Marketing & Advertising Manager

PrivatBank leads the market with a 50.9% share of bank cards. However, when half the country withdraws money on payday, that market share is actually working AGAINST you, rather than for you. People think that keeping money on bank cards is unreliable. But the fact is that possessing physical money creates a physical danger. PrivatBank leads the market with a 50.9% share of bank cards. However, when half the country withdraws money on payday, that market share is actually working AGAINST you, rather than for you. People think that keeping money on bank cards is unreliable. But the fact is that possessing physical money creates a physical danger. Solution was atmospheric video clip on social networks and in buses developed by Visa & PrivatBank conveying the idea that by using your bank card, you’d leave pickpockets without work. In just one month: The number of ATM cash withdrawals using PrivatBank cards in Ukraine was reduced by hundreds of millions UAH, and the number of active PrivatBank cards grew by hundreds of thousands. The Challenge: We had to overcome mental barriers and convince people that it is safe to pay by card, in order to reduce the number of ATM cash withdrawals using PrivatBank cards by 300 million UAH and increasing number of active PrivatBank cards by 2%. The Idea: When you use your bank card, you leave pickpockets without work. Bringing the Idea to Life: Solution was atmospheric video clip on social networks and in buses developed by Visa & PrivatBank conveying the idea that by using your bank card, you’d leave pickpockets without work. The Results: In just one month the number of ATM cash withdrawals using PrivatBank cards in Ukraine was reduced by 775 million UAH, and the number of active PrivatBank cards grew by 718,653.

94 EFFIE AWARDS 2017


Social & charity FIND PEOPLE MISSING SOCIAL AWARENESS CAMPAIGN AGENCY

PlusOne DA Oksana Kryachko, Project Manager Dmytro Lyhoyi, Creative Director Oleksyi Marahovskyi, Producer Taras Solovei, Art Darector Ksenya Ermak, Advertising Manager Maksym Savanevskyi, Strategist

CLIENT

International Committee of the Red Cross Marie-Servane Desjonqueres, Head of Communications

PAY FOR PEACEFUL SLEEP AGENCY

AGAMA digital group (Liquid7) Artem Karelin, Creative director Maxim Boritko, Creative director Mariya Chaplinskaya, copywriter Kristina Kachmar, Art director Daria Ponomarenko, designer Andrey Galak, QA Nikita Karpov, QA Sergey Uperenko, project manager Dmytro Grushevskyy, Digital director Alexey Novikov, Digital creative director Olga Buzunova, Managing director

SECOND AGENCY CLIENT

Talan Communications (Talan Group) Charitable foundation “Come Back Alive” Vira Prokhyra, PR-coordinator Vitaliy Deynega, Founder

As a topic finding people missed in armed conflict in Eastern Ukraine is emotionally demanding and much ignored by local media. With no funds budgeted for TV or radio broadcasts, we faced a task of encouraging people whose relatives or loved ones missed in action to call the hotline launched by the International Committee of the Red Cross to get proper help. The campaign resulted in many target calls to the hotline received, new cases to search for the MIAs opened and valuable information on the existing cases obtained. We produced video and audio spots all of which were granted status of socially-oriented advertising and aired free of charge by national and regional TV and radio channels. The Challenge: Persuade people that the ICRC understands their problems and could help The Idea: Tell the story that would use an emotional image for the target audience to associate themselves and be appropriate for TV broadcasts. Bringing the Idea to Life: Social Good advertising in media and narrowly-targeted advertising in social media The Results: Over 2,000 calls to the hotline; over 250 calls directly related to finding particular persons; 10 successful cases within the campaign itself; 147 new cases opened Pay for Peaceful Sleep is the case showing how to creatively solve the problem of decreasing donation for ATO zone army needs caused by the ignorance to the war arising among Ukrainians. Campaign was developed and aired using little investment in creative materials and no investment in media. Yet, as the result, not only did the Fund slowed down the decrease in donations, but also received a new tool for raising funds. The Challenge: The Fund needed an engaging campaign that would be executed with little or no investment and, nevertheless, would help the Fund slow down decrease in donations caused by the fact that Ukrainians had got used to the war in the East. The Idea: Mobile application (alarm clock) Wake App In Peace, would remind Ukrainians to pay for their peaceful sleep to those who guard it and would easily be used as a tool for transferring money directly to the Fund. Bringing the Idea to Life: For the realization of the idea, we created the mobile application, and developed communication with specially written and performed Lullaby in its center used as ringtone in the alarm clock, tune in advertising materials and separate content. The Results: With the help of the application Wake App In Peace and communication around it we have successfully actualized the problem of financing of the Ukrainian Army, slowed down decrease in donations to the Fund «Come Back Alive» and, moreover, created the system of micro donations as an additional tool of raising donations to the Fund.

95 EFFIE AWARDS 2017


Social & charity STOP BULLYING! AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Kononovich, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

UNICEF Ukraine Anna Sukhodolska, Communication for Development Specialist

Stopbullying case is worthy an award in this category as it managed to build knowledge of negative and unacceptable activity, to raise problem discussion among parents, children and related audiences and to provide basic recommendations on problem prevention. To do that — a series of content materials and formats was created, which addressed individually kids and adults and united under “Stop bullying!” tagline. As a result, Stopbullying campaign has achieved many goals: over 12 million people were reached by advertising materials, 4,75 million watched educational videos and 95 thousand visited project website. The Challenge: Build knowledge of “bullying” as a negative and unacceptable activity in a modern society, as well as of its components and characteristics; raise problem discussion among parents, children and related audiences (nannies, educators, teachers, trainers); provide basic recommendations on problem prevention and determining child’s involvement in any role of bullying: victims, aggressors, observers. The Idea: Create a series of content materials and formats, which will be relevant to different audience segments, and will reinforce bullying as a serious social problem and motivate learning counteract options. Bringing the Idea to Life: It resulted in multi-channel educational content strategy, which addressed individually kids and adults, but united under “Stop bullying!” tagline. stopbullying.com.ua website was the campaign’s central platform. The Results: In just 5 months, June to October 2017, campaigns’ target audience in Ukraine fully engaged in anti-bullying activities. Over 12 million people were reached by advertising materials, 4,75 million watched educational videos, 95 thousand visited project website, and another 80 thousand watched event in malls.

96 EFFIE AWARDS 2017


Social & charity FACE TO FACE WITH DEATH AGENCY

PROVID Vlad Galyapa, Associated Creative Director Elena Zayats, Project manager

CLIENT

Egis & Ministry of Infrastructure of Ukraine

This is an example of a comprehensive approach to communication of traffic regulations and altering the attitude towards observing and enforcing speed limits among the most impervious audience – drivers. Instead of general statement or gruesome demonstration, bound to impair the perception, we worked out several pinpoint messages, grounded in sociological studies of insights. Each message addressed one of the three main fears of drivers, creating the direct causal link between speeding and the fears coming to life. This approach enabled us to break through the wall of skepticism, working on a basic emotional level, and reach feasible positive response. The Challenge: To change the attitude towards observing speed limits and toughening their enforcement among the most impervious audience – drivers The Idea: To pinpoint the most prominent fears of drivers, their “soft spot”, and strike them precisely where it hurts Bringing the Idea to Life: The insights were delivered through the characters of a nurse, an undertaker, and an emergency serviceman, who directly engaged the audience with short phrases addressing fears as if they had already come to life The Results: 75% of audience who has seen the video materials stated, they make them observe speed limits, and among drivers the attitude towards more strict enforcement of speed limits changed positively across the board, i.e. 20% more agreed to the necessity of harsher fines

97 EFFIE AWARDS 2017


ND

POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS BALLAD OF THE INFANTRY AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Yevhen Sazhniev, Art Director Olga Zhegulina, Producer Victoria Enkina, Client Service Director

SECOND AGENCY

Consulting company «K&K Group»

OTHER AGENCY

Production House «Lime Lite Studio»

CLIENT

Command of the Ground Forces of the Armed Forces of Ukraine

Among many social videos in support of the army and constant repetition of insights frequently covered by “direct competitors”, “Ballad of the Infantry” became a real 2-minute movie that highlighted heroism in a new way and showed the reality of life and service of the largest unit of the Armed Forces of Ukraine, which undeservingly remained behind the scenes. An image that was used as the basis of the campaign was a simple soldier’s shovel; traditionally representing “an instrument of humiliation of the infantry”, in our video it became a new symbol of the Ukrainian Ground Forces. Let’s exceed the target for contract recruitment and return mobilized Ukrainian soldiers home. Let’s stop the next wave of mobilization! The Challenge: In a state of war, to attract the maximum number of contractors to the service, and with the help of building a qualitatively new image, to highlight the Ukrainian Ground Forces among other divisions of the Armed Forces of Ukraine. The Idea: Only infantry knows what great deeds for the sake of the Motherland can be accomplished with the help of a simple soldier’s shovel. Bringing the Idea to Life: The video takes place on a real military training ground, where we used thousands of rounds and hundreds of shells to get the desired result, and instead of the actors, 150 active military personnel of the Ukrainian Ground Forces took part in the shoot. The Results: Overachievement of the target for contract recruitment allowed us not only to bring mobilized Ukrainians back home, but also to stop the next wave of mobilization!

KHABARMAN AGENCY

RAM 360 Agency Evgeniya Gerasimchuk, COO of RAM 360 AGENCY Svyatoslav Kobzenko, creative director Igor Gusarov, strategy director Eugene Proskulikov, PR Strategic Director Miroslava Dyachenko, art-director

CLIENT

Public procurement system ProZorro We have offered an effective solution to one of the most complex communication problems - the restoration of trust in the corrupt system of public procurement. The situation in which we have not had any real example of a successful fight against unfair tendering. The Challenge: How to convince the domestic business that ProZorro can handle corruption in public procurement? The Idea: We must publicly humiliate the “invincible enemy” to do this. We have created Sam Khabarman, a virtual corruptor with whom ProZorro fights step by step Bringing the Idea to Life: Khabarman tells about his adventures on Facebook, gets exposed on boards and city-lights. He is humbled on TV The Results: As a result, domestic companies actively participate in public procurements, and Khabarman becomes a nationwide meme

98 EFFIE AWARDS 2017


POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS HOW LVIV BREWERS FOUGHT PROVINCIAL KITSCH AGENCY

AGAMA Digital Group (Tribal WorldWide) Olga Garaeva, Group Head Alexandr Fedik, SMM Head Artur Adamchuk, Media Head Olga Suvorova, account manager Vladimir Vasilenko, PPC Head

SECOND AGENCY

THINKMcCANN

MEDIA AGENCY

OMD Media Direction

CLIENT

Carlsberg Ukraine Anton Panasenko, leading brand manager Anton Gorbatyuk, junior brand manager Olga Radchenko, specialist Vlad Butramenkov, Media Manager Julia Oschenko, Media Manager

Last years Ukrainian marketing actively uses patriotic themes. Communication and brand attributes are lavishly flavored with yellow-and-blue colors, embroidered blouses, horseshoe moustaches and Cossack trousers, but marketers already realize that both long and short-term effects from these speculative actions are highly questionable. 300-year history brand cannot go this way, because it really appeals to the values of Ukrainians and supports their traditions and cultural development. Therefore, in support of the Eurovision Song Contest, which attracts the maximum attention, we decided to demonstrate to the whole world, who are our Ukrainian people beyond the current political and economic context. We are proud of the results of the campaign: we have got to the top in terms of key image parameters, and we are especially pleased because, following the campaign, Ukrainians named Lvivske “A brand which makes the country proud”! The Challenge: So, what a traditional brand can do to bring the male audience to terms with the “women’s” pop contest and to adapt a Ukrainian brand with deep respect for Ukrainian music to it? The Idea: We were looking for what can unite people and realized that the Ukrainians are proud for many centuries for their unchanging Traditions of hospitality, that unite us today as well as 300 years ago. Bringing the Idea to Life: We have created video and other creative materials to use various types of communications and sponsorship for all 360 °: TV, OOH, DJ, social networks, POS, fan zones, and more. The Results: In May 2017, the brand reached a peak share of 16.1, sales went 15% up compared with May 2016, the brand’s top-ofmind (TOM) awareness gained 15%.

99 EFFIE AWARDS 2017


POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS U-REPORT AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Kononovich, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

UNICEF Ukraine Olena Sakovych, Youth and Adolescent officer Liliya Lyubomudrova, Project coordinator Richard Herts, Youth engagement consultant Sergiy Prokhorov, Communication for Development Officer

U-Report case is worthy an award in this category as it managed to implement international UNICEF program by involving the highest percentage of passive Ukrainian youth to participate and discuss social topics. To do that — multi-channel approach was activated, with using all the content trends relevant to the Z-generation: mobile-based project core, online workshops, messenger chat bots etc. As a result U-Report has achieved many goals, more than 50 thousand participants received 1.5 million messages, which led the Ukrainian youth to active discussion of social topics and participation in civil society building. The Challenge: To implement the new international UNICEF program, called U-Report, which is focused on building a youth civil society by involving the highest percentage of passive Ukrainian youth to participate and discuss social topics. The Idea: Promote U-Report initiative by applying multichannel approach, using all the content trends relevant to the Z-generation: mobile-based project core, online workshops, social network live broadcasts by project ambassadors and even messenger chat bots. Bringing the Idea to Life: The U-Report project basis in Ukraine is based on classic free SMS surveys system, accompanied by a number of innovations: Facebook-bot, design and message re-branding, opinion leaders engagement, creation of interactive and information landing pages, online communities development. The Results: In three quarters of 2017, U-Report has achieved many goals: more than 50 thousand participants received 1.5 million messages, which led the Ukrainian youth to active discussion of social topics and participation in civil society building.

100 EFFIE AWARDS 2017


POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS FACE TO FACE WITH DEATH AGENCY

PROVID Vlad Galyapa, Associated Creative Director Elena Zayats, Project manager

CLIENT

Egis & Ministry of Infrastructure of Ukraine

This is an example of a comprehensive approach to communication of traffic regulations and altering the attitude towards observing and enforcing speed limits among the most impervious audience – drivers. Instead of general statement or gruesome demonstration, bound to impair the perception, we worked out several pinpoint messages, grounded in sociological studies of insights. Each message addressed one of the three main fears of drivers, creating the direct causal link between speeding and the fears coming to life. This approach enabled us to break through the wall of skepticism, working on a basic emotional level, and reach feasible positive response. The Challenge: To change the attitude towards observing speed limits and toughening their enforcement among the most impervious audience – drivers The Idea: To pinpoint the most prominent fears of drivers, their “soft spot”, and strike them precisely where it hurts Bringing the Idea to Life: The insights were delivered through the characters of a nurse, an undertaker, and an emergency serviceman, who directly engaged the audience with short phrases addressing fears as if they had already come to life The Results: 75% of audience who has seen the video materials stated, they make them observe speed limits, and among drivers the attitude towards more strict enforcement of speed limits changed positively across the board, i.e. 20% more agreed to the necessity of harsher fines

101 EFFIE AWARDS 2017


POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS HOW EUROVISION GAVE UKRAINIANS PRIDE IN THEMSELVES AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Designer – Illia Shulzhenko Art Director – Aleksey Dуvysenko Art Director – Maria Dmytrova Copywriter – Anastasia Burganova Design Studio Director – Denys Gerasko Art Director – Ivan Symonovskyi Senior Designer – Dmytro Basov

SECOND AGENCY CLIENT

Republique Eurovision 2017 Song Contest Stuart Barlow – Show producer Eurovision 2017 Barbara Simon – Creative Supervising Director

The notion of celebrating Diversity and necklace symbol are at the heart of Eurovision values: it is all inclusive and all about countries around Europe, and beyond, that joined together to celebrate both our common ground and our unique differences, as well as some great music. The Challenge: Our main challenge was to bring the image of Ukraine and its culture to a new level, to make it clear for the new audiences and to make it attractive for participants, guests of the contest and tourists of European countries. The Idea: To draw attention to the contest with the help of traditional Ukrainian symbols, as well as a slogan that corresponds to modern European realities. Bringing the Idea to Life: At the heart of the visual image of Eurovision 2017, we took traditional Ukrainian beads, the elements of which symbolize the contestants. Bead behind a bead, the countries that take part in the Eurovision Song Contest, together create an amazing feast of music. The Results: Thanks to the notable branding and catching slogan, it was possible to attract record attention to the contest: 182 million viewers across 42 markets. 6 million live streaming sessions in 233 territories, 8.5 million on-demand requests.

VDNG: HOW TO RETURT LOVE TO A STATE ENTERPRISE AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Senior Copywriter – Anna Goncharova Copywriter – Anastasia Burganova

CLIENT

VDNH CEO – Maxim Bakhmatov Director of Development – Max Yakover Art Director – Olga Safina In order to make VDNG a favorite place, we have been working to make the space of the complex expressive, thus creating and complementing the unique atmosphere of the VDNH. We are open to everyone and for everyone. We believe that we can do better, work better, live better. We are optimistic and we want to share and recharge all our guests. Do not postpone the moment, change your life, embody your dreams, change the world - that’s what the new VDNH says. The Challenge: To make VDNG a favorite place for everyone. The Idea: Create a unique visual language. Bringing the Idea to Life: We built the style on a recognizable rice VDNH - column. The Results: The number of visits has grown significantly.

102 EFFIE AWARDS 2017


Small Budget KYIV SOTKA AGENCY

Tabasco Group Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptev, Creative Group Head Victoria Enkina, Client Service Director

DIGITAL AGENCY

Sigma Digital

OTHER AGENCY

Full Contact

CLIENT

Commonwealth of companies Sergiy Kharchyuk, Head of project initiator in Kyiv Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years. With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! The Challenge: As traditional media didn’t work, We needed to find a new, extremely efficient and inexpensive promotional instrument for targeting a very particular segment of audience. The Idea: To communicate only with those who like bicycles and only in the comments to their posts. Bringing the Idea to Life: Our audience has already proved to be active in sharing their personal events in social media, so we developed a system we called SMAI—the social media artificial intelligence – a smart bot which was contacting targeted audience in Facebook. The Results: Every third contacted person responded, giving us 1400 of registrations, which exceeded the aim at 20%.

104 EFFIE AWARDS 2017


Small Budget THE SECRET OF BIALOWIEZA FOREST. GEOGRAPHICAL DETECTIVE AGENCY

Vizeum Ukraine Kostiantyn Striukov, СЕО Victoria Kochuro, Media Director Julia Zamostyana, Client Service Director Dmitry Milichihin, Group Account Director Oleksandr Kovalyov, Account Manager

CLIENT

Roust Ukraine Nadezhda Shvets, Marketing Director of Ukraine, Kazakhstan, Middle Asia, Baltics, Caucasus Nino Tonakanian, Marketing Analysis Specialist Thanks to conducted deep qualitative and quantitative researches of Zubrówka brand image and consumption, we managed to discover the insights about the difference of mark perception in Ukrainian regions and, based on them, to develop an ideal campaign to enable overcome the 30%-price growth, save Zubrówka share of market and also increase brand health and image indexes. The Challenge: To overcome the negative sales effect of 30%-price growth and correct the wrong perception of Zubrówka brand in several regions as Belorussian vodka. The Idea: • Shifting the focus of creative from Bialowieza forest on Poland and delivering a right brand positioning; • choosing key cities of East and Center as communication core and also do not forget about West as strategically important region. Bringing the Idea to Life: Were chosen a media channels (Radio and Digital), it which we: • avoiding misfires and misses, “caught” our regional audience; • very quickly and relatively inexpensive updated creative materials; • reached needed audience volume to achieve the business goal of the brand. The Results: • All planned media coverage and conversion rates (for Digital) were overfulfilled; • brand health indicators were significantly improved in all focus regions of Ukraine; • despite the difficulties in trade marketing and work with retail chains, as well as the reduction in the geography of product sales, due to a more significant contribution of media activity to sales in fact (+37% to the plan), in 5 months we fully achieved the business objectives of the first half-year and expect the over-fulfillment of the brand’s sales plan in total for the year.

105 EFFIE AWARDS 2017


Small Budget WHOISIT? AGENCY

BART&FINK Oleg Tomin, Creative Director Irina Ilchenko, Creative Group Head Petro Didenko, Head of Art Department

CLIENT

whoisit? Elena Zubreiychuk, Director

Brilliant example of bold idea’s power. When your brand is young and you have close-to-zero budget there’s always a way out to build awareness if you do something really outstanding. The Challenge: We needed to attract maximum attention before the Mercedes-Benz Fashion Days (main fashion event in Ukraine). The Idea: To create an OOH campaign that should become #1 newsbreak in Kiev. Bringing the Idea to Life: We literally delivered the brand’s key message and made 5 posters (10 citylights) with girls kissing each other under the slogan «WE LOVE WOMEN» The Results: We had a huge number of free publicity literally next several days after campaign launched. All fashion-magazines mentioned young brand in their news feeds. At Mercedes-Benz Fashion Days there was one young brand that attracted the most attention.

106 EFFIE AWARDS 2017


Small Budget BREAKING PRICES FOR SAUCES AGENCY

iplace Ruslan Sukhomlin, Account Manager Iryna Dydash, Head of PPC Olga Burenich, Media & Buying Director Viktor Zaiets, CSD Bogdan Levchenko, CEO

SECOND AGENCY CLIENT

Ogilvy & Mather Ukraine Metro Cash&Carry Ukraine Oksana Kulikova, Head of Marketing Vadim Ishchenko, Marketing Manager Dmytro Pastukh, Digital Marketing Specialist Within the scope of the communication campaign “Breaking Prices”, METRO launched repricing in the category of ready-made sauces expecting to double their sales according to the outcomes of the campaign. The complexity of the task consisted in the fact that the sales in the category of ready-made sauces in METRO as well as on the market as a whole - for a number of reasons, such as drop in income, a trend on healthy lifestyle and healthy nutrition - has been declining for 5 consecutive years, having dropped to 1.4 kg of sauces per person per year, and the goods themselves are not traffic-forming, that is the customers won’t drive to METRO through the whole city just to buy some sauce. Having formed an insight, that food should be not only healthy, but also delicious, we used a number of unique creative ideas and slogans (for example, “pasta + pesto = the besto”) within the advertising campaign in the Internet. In our media strategy, we focused only on the top-priority segments of the target audience: existing buyers of sauces from METRO, as well as similar consumers who are not yet customers of the network. As a result of the campaign, we managed to increase the target sales of sauces per customer by 5.5 times over a month, having increased the penetration in the category by 31%. The Challenge: To double the sales in the category of sauces, despite a 5-year decline in the consumption of sauces in Ukraine. The Idea: By means of the BIG DATA processing tools, to highlight the key consumer for the category, to scale it in a digital channel, as well as to encourage these customers to purchase sauces from METRO by demonstrating a wide range of memorable creative ideas. Bringing the Idea to Life: Having formed an insight, that food should be not only healthy, but also delicious, we used a number of unique creative ideas and slogans (for example, “pasta + pesto = the besto”) within the advertising campaign, having focused only on the top-priority segments of the target audience: existing buyers of sauces from METRO, as well as similar consumers who are not yet customers of the network. The Results: As a result of the campaign, we managed to increase the target sales of sauces per customer by 5.5 times over a month, having increased the penetration in the category by 31%.

107 EFFIE AWARDS 2017


Small Budget FREE BEER FOREVER AGENCY

Beer Point, a Kyiv pub, has been on the market for 8 years. There are no trends or news in it, but the pub had to create a stir and gain new customers. The media placement budget was as low as $3,000. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. Owing to the viral effect the pub has become wellknown in Ukraine The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

DRAW YOUR CAPITAL AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Elena Lapshova, Account Director TWIGA’Idea Svetlana Gukova, BTL Director TWIGA’GO! Igor Sheykin, Creative Director TWIGA’Idea Yana Pyatenko, Digital Head TWIGA Digital

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

TWIGA Digital

MARKET‑ ING SER‑ VICES

TWIGA’GO!

CLIENT

VINFORT Shtytsko Konstantin, Marketing Director

STOLI STOLICHNAYA – it is a premium vodka, which is represented in more than 170 countries of the world and is included into 3 largest vodka brands in the world. Despite the fact that STOLI STOLICHNAYA has been produced in the European Union (Latvia) for many years, the majority of Ukrainians still perceived this product as a Russian, by associating with the historic homeland of this brand, the Soviet Union, and its capital Moscow. After the military aggression of Russia social protests began all over the country: Ukrainians massively announced a boycott to Russian goods. Loyalty to STOLI declined and sales dropped dramatically. The Challenge: The brand was faced with the task of changing the perception of STOLI vodka as a Russian product among Ukrainian consumers to save the life of the in Ukraine. The Idea: In Slavic languages, the name Stolichnaya means «A Country’s Capital». But… who said it is about Russian capital? Everyone has its own capital. Bringing the Idea to Life: STOLI STOLICHNAYA is the original vodka enjoyed by original people, so we decided to bring this idea to life in an original way: we organized a national graphic design contest for legendary international vodka STOLICHNAYA “Draw Your Capital” as you see it. We implemented an integrated project with PR campaign in mass media, involving people in social networks and in retail. The Results: The project formed a high PR-resonance and interest in the brave brand, which significantly influenced the fate of STOLI STOLICHNAYA in Ukraine, radically changing the negative sales trend into the direction of growth

108 EFFIE AWARDS 2017


Small Budget LET IT BE THE CHOCOLATE! AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Ihor Sheykin, Creative Director TWIGA’Idea Kateryna Velgan, Concept Project Director TWIGA’Idea Natalia Bulbuk, Project manager TWIGA Ukraine Roman Shykhutsky, Managing Director Media First Ukraine

SECOND AGENCY

Studio7

MEDIA AGENCY

Media First

DIGITAL AGENCY

TWIGA Digital

CLIENT

Public Organization «Tse Nash Kyiv » Dmitry Fedorenko, Director

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans. And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human. Therefore, this situation affects negatively on the living conditions of us all. PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation… The Challenge: So we had to create the culture of cleaning after the pets from the scratch: we had to relieve the Kievans from the belief that cleaning up after their pets is shameful, and to change the perception of people who do it from “what a freak!” to “heroes”. The Idea: By cleaning poop after the pets, we take care of our children’s health! Bringing the Idea to Life: Within total absence of advertising budget, we bet on the provoking creative message that had been placed on the citilights and billboards provided by Kyiv City Administration. The Results: Without spending a hryvnia on this campaign we’ve got such results: - High public resonance due to publications in internet media provided 1.8 million views, and active discussions on social networks - In only 1 month after the campaign the number of dogs’ latrines has increased in 5 times in Kiev with support of City Administration! - Most importantly, the percentage of pet owners who clean feces after their pets has increased from 1% up to 20-50% in locations where dogs latrines are installed.

109 EFFIE AWARDS 2017


Small Budget 3 WEEKS CHALLENGE AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestle Ukraine Tetiana Sviatenko, Communication and Marketing Excellence Director Mark El Khoury, Business Executive Manager Daria Bilonozhko, Brand manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital marketing manager

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer’s confidence, the brand turned its consumers into Purina One’s ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One. The Challenge: How, in a short time and with a minimum budget for promotion, to return the focus of attention of the qualitysensitive consumer to quality and justify the higher cost of the product. The Idea: To give the audience an opportunity to get a NEW experience of care and proper nutrition, tested by many cat owners, confirmed by real cats, guaranteed by the high quality of Purina One. Bringing the Idea to Life: Confirming quality in a new way: creating a unique community to receive real experience of interaction with a brand - product testing The Results: We not only increased brand consideration thanks to image attribute growth «Are better quality than other cat food brands», but also increased market share in conditions of super premium segment fall and switching to cheaper brands

110 EFFIE AWARDS 2017


Small Budget OLD THINGS AND MODERN CHILDREN AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Julia Solovey, team leader Andrij Buldakov, videocontent manager

CLIENT

DEC life school Natalia Tarchenko, co-founder of “DEC life school” Svitlana Zaluzhna, head of project at “DEC life school”, innovations director Svitlana Bulkahova, academic director at “DEC life school” Iryna Bondarenko, brand manager at “DEC life school”

JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

Less than a month before the launch of “DEC life school”. Fee rate is 5 times higher than the average market price. The main challenge was that the entire budget planned for the launch of the school was spent on its inventory. Having a zero budget for marketing, in just 6 days we created a Facebook video that has around 2 000 000 views and increased the number of subscribers by 717%. We attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget. The Challenge: To open the first VIP-level alternative school in Ukraine we had less than one month to attract 15 new clients, each of whom would bring $1,000 a month to the school budget. The Idea: Having a zero budget for marketing, we set a goal to shoot a video that in an easy and entertaining form would convey to parents the idea that “If we give up unnecessary old things, then we should stop giving our children unnecessary knowledge” and would allow “DEC life school” to open its doors in a timely manner. Bringing the Idea to Life: In just 6 days we created an idea, found a prop, shot a video on an iPhone, edited it and published on the company Facebook page that had only 434 followers at the time. The Results: The video has around 2 000 000 views, 22,000 likes, 35,000 reposts; the number of subscribers of the Facebook increased by 717%, and most importantly, we successfully attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget. With a limited budget, we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of innovative communication channels coupled with high-quality and engaging branded content. Thanks to strategically right selection of communication channels, the project helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand and a small budget. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

111 EFFIE AWARDS 2017


Small Budget HASBRO GAMES – PICK YOUR OWN! AGENCY

OMD Media Direction Sergey Romanenko, Media Group Head Elena Vlasik, Head of Department NonStandard Media Solutions Evgeny Scherbina, Group Planning Director Anton Ryndin, Project manager of NonStandard Media Solutions Tatiana Katrich, Managing Director

CLIENT

Hasbro Holger Mies, Business Development Director Yuliya Korshunova, Junior Brand Manager

Hasbro is one of the world’s largest makers of toys and board games. Well-known brands such as Transformers, My Little Pony and others are in high demand in Ukraine. However, the company’s portfolio includes a number of games that are little known or sought-after, but which have a sales growth potential. These are Operation, Hungry Hungry Hippos, Elefun & Friends, Crocodile Dentist and Shark Chase. Our objective was to unlock their potential. The solution that we found to generate a demand for these “little-known” games cost several times cheaper than direct TV advertising but was nearly as effective. The content (Play & Learn show) produced in cooperation with one of the country’s largest children’s TV channels helped the products stand out from advertising clutter while integration into the content of the show provided for the natural perception of the games, increased attention to them and allowed us to meet all the objectives. The Challenge: Generate a demand for five little-known Hasbro games without a budget for direct advertising. The Idea: Children never get bored with Hasbro and their moms are confident that these games are good for their little ones. Bringing the Idea to Life: Tailor-made content on a TV channel specifically for Hasbro games The Results: A ~1,5 increase in demand for the games with minimal media investment

REBRANDING OF VDNH AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Senior Copywriter – Anna Goncharova Copywriter – Anastasia Burganova

CLIENT

VDNH CEO – Maxim Bakhmatov Director of Development – Max Yakover Art Director – Olga Safina

In order to make VDNG a favorite place, we have been working to make the space of the complex expressive, thus creating and complementing the unique atmosphere of the VDNH. We are open to everyone and for everyone. We believe that we can do better, work better, live better. We are optimistic and we want to share and recharge all our guests. Do not postpone the moment, change your life, embody your dreams, change the world - that’s what the new VDNH says. The Challenge: To make VDNG a favorite place for everyone. The Idea: Create a unique visual language. Bringing the Idea to Life: We built the style on a recognizable rice VDNH - column. The Results: The number of visits has grown significantly.

112 EFFIE AWARDS 2017


Small Budget CHILL, BEER BASED LIGHT ALCOHOLIC BEVERAGE AGENCY

Leo Burnett Ukraine Vitaliy Tkach, Creative Director Anatoliy Davydov, Creative Director Dariya Brisanyuk, Junior Art Director Stanislav Aristov, Senior Designer Andrey Lutsenko, Group Account Director Roman Berezin, Account Manager Maxim Leshchenko, Strategic Director

CLIENT

Sun InBev Ukraine Vasiliy Shylov, Marketing Director Ukraine Daria Selynna, Brand Manager

Chill launch is a great example of how true consumer insight allows tailoring product concept that doesn’t just differentiate the brand on the market but makes it distinct and salient. Rival company Carlsberg opened the category of HARD drinks in Ukraine with its S&R Garage so we have decided to change the rules a bit and launch first of a kind EASY drink. The challenge was intensified by already existing category of light alcoholic beverages as Longer, Shake, etc. that occupy the territory of high energy and fun. We have found out that reflecting and approaching any situation at easy is becoming popular amongst 18-24 audience and is considered wiser and more beneficial as an attitude to life. Therefore we went on and created EASY DRINK – CHILL. That lets you chill in a funky and stylish way. Not only we managed to put a foot in the door of partying territory targeting those who take time to chill at the party, but we also tapped into an emerging trend of taking it easy! Results came fast and were overwhelming: in 4 months after launched CHILL managed to score at 126% of planned sales volume, 54% of total brand awareness vs. 35% planned – and notice WITHOUT any media campaign just trade marketing and product on shelf. The Challenge: To launch a successful brand in newly opened category of beer based light alcoholic beverages not going head to head to the first mover S&R Garage by Carlsberg and not falling into light alcoholic beverages category along with cocktail based drinks (e.g. Longer, Shake, etc.). The Idea: To use the territory, opposite to partying and active fun – the territory of “taking it easy” attitude to life, that appeared to be an emerging trend amongst 18-24 target audience. Hence the concept of EASY drink that allows to “take it easy” / relax / chill in a funky and stylish manner. Bringing the Idea to Life: We have taken the word that younger audience uses to symbolize that “taking it easy” attitude – CHILL – and turned it into the brand name. Simple SKU names – Sweet, Sour, and Spicy – underline the idea of EASY choice. To wrap the idea into strong visual stereotype we used well know animals that by nature have a charm of staying CHILLED and using neo-Memphis modern graphic style put these animals on the product in a stylish and modern way to deliver the message of CHILLING and not bothering anyone! The Results: Results came fast and were overwhelming: in 4 months after launched CHILL managed to score at 126% of planned sales volume, 54% of total brand awareness vs. 35% planned – and it was done WITHOUT any media campaign, just trade marketing and product on shelf.

113 EFFIE AWARDS 2017


Small Budget WHITE WEDNESDAY BUKOVEL SALE DAY AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuiia Havron, Account Director Oleksandra Kazarina, Head of Media Anna Seniuk, Art Director Igor Atamachuk, motion designer

CLIENT

Bukovel

Bukovel is №1 ski resort in Eastern Europe in terms of growth dynamics. Its business approach is to make customers buy skipasses before the season starts. Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days. We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday. We provoked strong emotions and combined them with a social media post that sales. As the result we spent 0 UAH and exceeded our goal by 9,8%. The Challenge: To sell skipasses before the season start by maximum. The Idea: To make the first snow day a real celebration, when emotions matter more than rational choice. Bringing the Idea to Life: By provoking the ‘first snow’ emotion, we gave no other choice but to make them buy: a post-reminder about 55% skipass discount. The Results: The day of the first snow became White Wednesday. With 0 UAH spent we exceeded our goal in sales by 9,8%.

114 EFFIE AWARDS 2017


Rebranding SELFIE AGENCY

Having moved the competition from the market of sorbents to the territory of cosmetic products, Eliminal Gel has become the only product solving the problem from inside. Thus, we have achieved the increase of the market share by 2.38% among sorbents, having managed to take the audience from the adjacent market of cosmetics. The Challenge: We have taken up the market share in the oversaturated category of sorbents, having positioned ourselves in the new territory. The Idea: Spend time on emotions, not on their treatment in photo editors. Bringing the Idea to Life: The key message – Eliminal Gel is the only filter your skin needs – was delivered through the TV commercial playing up a life situation of the target audience, where they are taking selfies. The Results: With the smaller amount of investment into communication (as compared with the previous one), the rate of sales and, consequently, the market share have been increased

Vandog Agency Irina Metnyova, Creative director Paul Romanyuk , Junior art director Andrey Gorovoy, Account director

CLIENT

Orisil Pharm Maksim Kischak, CEO Nataliya Kischak, CMO

THE WAY OF THE SAMURAI AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Yuriy Skliaruk, Producer Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY

Zenith

CLIENT

Nestle Ukraine Alina Bozhniuk, Brand Manager BU Culinary, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle

How from a practically “niche” exotic product – soy sauce, which has been perceived exclusively as a sauce for sushi, to grow a universal guest in the kitchen of Ukrainian audience and, moreover, to expand this audience? Impossible is nothing, decided the Client`s and the Agencies` teams, and embodied an effective integrated case from the change of product perception to the stage-by-stage rebranding that allowed not only to receive admirable results but, moreover, continues to work in real time for further achievements. The Challenge: A stranger among his own: soy sauce – only for sushi. The Idea: A new look at ordinary products. Bringing the Idea to Life: Image creation of the “liquid” seasoning for any dishes and stage-by-stage rebranding into the well-known Ukrainian brand. The Results: We have significantly exceeded our goals to be achieved in sales and image indicators, and the most importantly, we attracted new audience according to the set goals. And this is only the beginning.

116 EFFIE AWARDS 2017


Rebranding REBRANDING OF “UKRPOSHTA” – IMAGE UPDATING CAMPAIGN AGENCY

SIGMA UA Alexandr Bloshitsa, TV Buying Director Natalia Yaseneva, Media Group Head / Наталья Ясенева, Медиа груп хэд Maria Radul, Media Planner / Мария Радул, медиа плэнер Ruslan Samatov, TV buyer

CLIENT

UKRPOSHTA Olena Gorb, Head of Division of Marketing of Financial and Post-Logistics Services Egor Chernev, Head of Product Marketing Department

Ukrposhta is one of the largest companies in Ukraine. In a very short period, real changes were made: corporate reform was carried out, a new team of managers and employees came in, new services were launched. Products Ukrposhta become more convenient and quality, go to another level, become really competitive. To confirm the changes, a new brand identity was developed. In addition, they developed a strategy, defined new values and the essence of the brand. The country needs a highquality state post. The main post of the country. The Challenge: Ukrposhta annually lost market share and from the unconditional leader became the second company. The Idea: The country needs a high-quality state post. Customers want to get the most innovative products that will be convenient and cheap Bringing the Idea to Life: It was important in the conditions of a limited budget to contact with a large number of people with a high effective frequency. For this goal, it was decided to use television as the main communication channel. This, on the one hand, is one of the cheapest channels in terms of the cost of contact with the TA, on the other hand it is the channel with the maximum coverage. In addition, they also used another instruments, such as outdoor advertising and the Internet, the purpose was to increase the number of contacts with the audience. The Results: Key performance indicators were achieved: - the level of Ukrposhta knowledge as a company providing money transfer services is overfulfilled by 7%, the level of readiness to use the service is overfulfilled by 5%; - the level of Ukrposhta’s knowledge as a company providing express delivery services is overfulfilled by 8%, the level of readiness to use the service is exceeded by 39%.

117 EFFIE AWARDS 2017


Rebranding MANIFESTO AGENCY

TBWA\Ukraine Svetlana Tsvelenyeva, Creative Director Olga Perepelytsia, Account Director Angela Zalevskaya, Account Manager Anton Momot, Art Director Vladymyr Kyryluk, Art Director

CLIENT

SUN InBev Ukraine Vasiliy Shylov, Marketing Director of SUN InBev company Anna Rudenko, Marketing Manager Brand Group Chernigivske and Value Brands Elena Chmyshuk, Senior Manager Brand Group Chernigivske and Value Brands Natalya Trushkovska, Chernigivske Brand Team Assistant

Manifesto campaign is a rare instance of successful rebranding of one of the biggest Ukrainian brands. Being a long-term market leader and a brand with decades of history – Chernigivske started to lose its appeal and touch with the consumers which affected brand health and MS. Finding new meanings and relevance in a drastically changed social landscape of post-revolutionary Ukraine - was a task that required deep understanding of both people and our own brand. So that the change would come fitting to what we are and persuasive to our audience. Difficult task to tackle, and yet - we’ve done it! The Challenge: The challenge for the brand that has been a favorite of Ukrainians for decades – was to reinvent itself to stay relevant in socially changed Ukraine of 2017. The Idea: Great things start when you believe in yourself - we’ve got the history and charisma to prove i Bringing the Idea to Life: We created a Manifesto about how success starts with faith - told on our own story of growing from a small local brewery to nation’s most popular beer, and real-life examples of everyday-heroes who dared to follow their dreams. The Results: Measurable positive change in brand image, brand preference and MS KPIs proved numerically what we have heard emotionally from our consumers: Chernigivske has succeeded in promoting a cause that resonated deeply with people and brought new relevance to our brand.

118 EFFIE AWARDS 2017


Rebranding RENEWED BRAND OF EUROVISION 2017 AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Designer – Illia Shulzhenko Art Director – Aleksey Dуvysenko Art Director – Maria Dmytrova Copywriter – Anastasia Burganova Design Studio Director – Denys Gerasko Art Director – Ivan Symonovskyi Senior Designer – Dmytro Basov

SECOND AGENCY CLIENT

Republique Eurovision 2017 Song Contest Stuart Barlow – Show producer Eurovision 2017 Barbara Simon – Creative Supervising Director

The notion of celebrating Diversity and necklace symbol are at the heart of Eurovision values: it is all inclusive and all about countries around Europe, and beyond, that joined together to celebrate both our common ground and our unique differences, as well as some great music. The Challenge: Our main challenge was to bring the image of Ukraine and its culture to a new level, to make it clear for the new audiences and to make it attractive for participants, guests of the contest and tourists of European countries. The Idea: To draw attention to the contest with the help of traditional Ukrainian symbols, as well as a slogan that corresponds to modern European realities. Bringing the Idea to Life: At the heart of the visual image of Eurovision 2017, we took traditional Ukrainian beads, the elements of which symbolize the contestants. Bead behind a bead, the countries that take part in the Eurovision Song Contest, together create an amazing feast of music. The Results: Thanks to the notable branding and catching slogan, it was possible to attract record attention to the contest: 182 million viewers across 42 markets. 6 million live streaming sessions in 233 territories, 8.5 million on-demand requests.

REBRANDING OF VDNH AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Senior Designer – Anton Ivanov Senior Copywriter – Anna Goncharova Copywriter – Anastasia Burganova

CLIENT

VDNH CEO – Maxim Bakhmatov Director of Development – Max Yakover Art Director – Olga Safina

In order to make VDNG a favorite place, we have been working to make the space of the complex expressive, thus creating and complementing the unique atmosphere of the VDNH. We are open to everyone and for everyone. We believe that we can do better, work better, live better. We are optimistic and we want to share and recharge all our guests. Do not postpone the moment, change your life, embody your dreams, change the world - that’s what the new VDNH says. The Challenge: To make VDNG a favorite place for everyone. The Idea: Create a unique visual language. Bringing the Idea to Life: We built the style on a recognizable rice VDNH - column. The Results: The number of visits has grown significantly.

119 EFFIE AWARDS 2017


Rebranding FROM A FADING BRAND FOR THE CHOSEN ONES INTO A THRIVING BRAND FOR EVERYONE IN 2 YEARS AGENCY

Ogilvy & Mather Ukraine Tatyana Dzen, Associate Creative Director Evgeniya Dzyubenko, Associate Creative Director Alex Yavorskiy, Copywriter Tatyana Bazhanova, Account Director Elena Melnichenko, Account Manager

MEDIA AGENCY CLIENT

OMD Media Direction METRO Cash & Carry Ukraine Vadim Ishchenko, Marketing Manager Oksana Andreyeva, Senior specialist on advertising and marketing activities

A long time ago METRO was a desired place for shopping for final costumers. But when a lot of supermarkets appeared close to door everyone forgot about Metro with cards system only for self-employed and located in remoted area. Brand opened its doors for everyone and launched new communication platform «Wholesale for all» to re-conquer costumers. During two years we were revealing that Metro added new meaning of wholesale, namely: wholesale is not only for self employed, it is for everyone; wholesale is for all life situations and begins with only 3 items; wholesale is truly low prices, and after all wholesale is joyful. As the result sales growth outpaces the category growth by 1.5 items during last two years. The Challenge: METRO couldn’t withstand in the fight for business clients with small unfair suppliers. Because of that the company made decision to restore in shopping centers end users who chose a lot of supermarkets near the door instead of METRO. At the same time METRO planned increase sales only for already existing shopping centers, while competitors are growing due to the expansion of their networks. The Idea: At METRO, there is wholesale for ALL and it is appropriate for ALL life situations. Bringing the Idea to Life: METRO launched new platform “wholesale for all”. And told costumers what is Wholesale from METRO with the help of few campaigns: - it is appropriate for all life situation and begins with 3 items - wholesale is for ALL ALL ALL, because Client card is easy to get - wholesale is truly low prices - after all wholesale is joyful The Results: As the result sales growth outpaces the category growth by 1.5 items during last two years. And this result is achieved without opening new shopping centers!

120 EFFIE AWARDS 2017


IA

NEW TECHNOLOGIES AND/OR MEDIA INNOVATION KYIV SOTKA AGENCY

Tabasco Group Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptev, Creative Group Head Victoria Enkina, Client Service Director

DIGITAL AGENCY

Sigma Digital

OTHER AGENCY

Full Contact

CLIENT

Commonwealth of companies Sergiy Kharchyuk, Hhead of project initiator in Kyiv Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years. With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! The Challenge: As traditional media didn’t work, We needed to find a new, extremely efficient and inexpensive promotional instrument for targeting a very particular segment of audience. The Idea: To communicate only with those who like bicycles and only in the comments to their posts. Bringing the Idea to Life: Our audience has already proved to be active in sharing their personal events in social media, so we developed a system we called SMAI—the social media artificial intelligence – a smart bot which was contacting targeted audience in Facebook. The Results: Every third contacted person responded, giving us 1400 of registrations, which exceeded the aim at 20%.

122 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION MIVINA: THE BATTLE OF TASTES AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Yuriy Skliaruk, Producer Anna Bobina, Account Director Alina Golub, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestle Ukraine Alona Degtiar, Group Brand Manager, Cold Sauces Culinary BU, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle Ukraine

Despite the falling popularity of fast food, we raised the Mivina sales and returned its Throne in the category. Referring to the theme of The Games of Thrones, we launched two tastes and started a taste battle, the outcome of which depended on Eaters. We created a site, developed a key-visual and shot a commercial. Moreover, we launched OOH at universities and video in cinemas, created Coub channel and developed stickers for Viber. A squad of promoters supported the campaign. Thus, we raised the sales of Mivina, modernized the brand and returned its Noodle throne! The Challenge: Rapid loss of market share due to the outflow of consumers to an active and cheaper competitor, against the background of a general decline in the popularity of fast-food products among young audiences. The Idea: The battle of two new tastes, the outcome of which depends on consumers. Bringing the Idea to Life: Web site Game of Tables. Commercial and key-visual. OOH. Coub channel and Viber stickers. BTL campaign. SMM. The Results: We raised the sales of Mivina (from -16 % to +34Â %), modernized the brand (+19 points) and returned its Noodle throne!

123 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION CHRISTMAS SALES IN SEPTEMBER AGENCY

iplace Ruslan Sukhomlin, Account Manager Iryna Dydash, Head of PPC Olga Burenich, Media & Buying Director Viktor Zaiets, CSD Bogdan Levchenko, CEO

SECOND AGENCY CLIENT

Ogilvy & Mather Ukraine Metro Cash&Carry Ukraine Oksana Kulikova, Head of Marketing Vadim Ishchenko, Marketing Manager Dmytro Pastukh, Digital Marketing Specialist

Despite good dynamics of turnover growth over the current financial year (October 2016 - September 2017), METRO team faced an almost impractical task: in one month by the end of the financial year, to fulfill an ambitious monthly sales plan equivalent to the New Year sales plan, in order to strengthen its position among the TOP 3 of the largest food retailers in Ukraine. The complexity of the task consisted in the fact that over the last 8 years METRO had not opened a single new store, while the competitors’ networks have been extensively developing all that time, as well as in the fact that the advertising activity of the company was already at nearly the maximum level. To achieve our goal, we decided to use a media allocation model based on the mnemic theory. This approach allowed us to show METRO advertisements to 94% of the target audience at least 12 times, which was enough to exceed the planned targets by 1.8 times in September 2017 and attract 4.5 times more new customers than it had been expected. The Challenge: In one month by the end of the financial year, to fulfill an ambitious monthly sales plan equivalent to the New Year sales plan. The Idea: Using the mathematical model of multichannel planning in each of the three sub-segments of the METRO target audience, to reach out to 7 out of 10 consumers at least 12 times per month, which as a result will allow both to increase traffic in September 2017 in order to fulfill business tasks, and to strengthen the desire to visit shopping centers in October-December 2017 according to the outcomes of the advertising campaign. Bringing the Idea to Life: Having developed a mathematical model of multichannel accumulation of coverage, based on the mnemic theory, to cover at least 70% of the target audience of METRO at the frequency of 12+, taking into account the accumulation of coverage in other media. The Results: METRO advertisements were shown to 94% of the target audience at least 12 times, which was enough to exceed the planned targets by 1.8 times in September 2017 and attract 4.5 times more new customers than it had been expected.

124 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION FREE BEER FOREVER AGENCY

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

Beer Point, a Kyiv pub, has been on the market for 8 years. There are no trends or news in it, but the pub had to create a stir and gain new customers. The media placement budget was as low as $3,000. The classic approach to media would hardly work given the tasks and the available budget, so we’ve taken a new look at media. To create a stir around Beer Point, we’ve placed an ad 2,000 km away from the pub – in Brussels, in front of the building of the European Parliament. Beer Point promised to stand free beer to all members of the European Parliament for visa-free travel for Ukrainians. The viral effect has made the pub popular both in Belgium and in Ukraine. The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

125 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION MUSEUM OF NEWS AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Vita Nozdracheva, project manager Kateryna Nikolaenko, project manager Sergiy Sofin, designer Maria Artemenko head of PR Dariia Yuzhakova, designer Anastasia Titova, PR manager Ludmyla Gytsevych, PR manager Julia Solovey, PR manager Anna Andrusenko, PR manager Daria Lubimova, PR manager Olena Konkova, PR manager

OTHER AGENCY CLIENT

Mystetskyi Arsenal 1+1 media group Oleksandr Tkachenko, CEO Svitlana Paveletska, head of corporate communications and PR Serhij Popov, head of news department Anatolij Shved, technical director at TSN Olena Nesmijan, deputy director of news department Ella Belostotska, editor Hanna Nechaj, PR manager

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of “Mystetskyi Arsenal”, and had the media coverage of 30,000,000 people. The Challenge: In 2017, 5 leading Ukrainian channels or their top programs are celebrating their anniversaries, and the Television Service of News at the 1+1 TV channel needed a project that would distinguish it among its competitors, bring the TV channel offline and force other channels to abandon the noisy celebrations, making 2017 the year of TSN. The Idea: To create a project for the 20th anniversary of the “Television Service of News” at “1+1” channel what would reaffirm the status of “TSN” as the main witness of the most important events in the modern history of Ukraine, give Ukrainians a unique opportunity to touch key artifacts over 26 years of state independence and invite visitors to become creators and heroes of the “TSN” news and turn them into its fans. Bringing the Idea to Life: In 10 halls of “Mystetskyi Arsenal” with a total area of more than 3400 sq. m. we collected over 100 unique exhibits of the history of independent Ukraine, created 8 zones of virtual reality, recreated the “TSN” TV studio and told visitors about 6 000 major news stories about the history of our state; published 388 exclusive materials and releases about the Museum of News in the country’s leading media; developed additional activations in the form of a selfie-weekend, during which everyone could take photos with the most famous “1+1” hosts. The Results: 100,000 people visited the exhibition in 3 weeks, 3.078.640 hryvnias of income from the cost of entrance tickets were transferred to the development of cultural projects of “Mystetskyi Arsenal”, 100% of media publications about the Museum of News were created on a free, non-commercial basis, the media coverage of the project was 30,000,000 people, the estimated cost of the media campaign was 1,332,399 hryvnia.

126 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION PAY FOR PEACEFUL SLEEP AGENCY

AGAMA digital group (Liquid7) Artem Karelin, Creative director Maxim Boritko, Creative director Mariya Chaplinskaya, copywriter Kristina Kachmar, Art director Daria Ponomarenko, designer Andrey Galak, QA Nikita Karpov, QA Sergey Uperenko, project manager Dmytro Grushevskyy, Digital director Alexey Novikov, Digital creative director Olga Buzunova, Managing director

SECOND AGENCY CLIENT

Talan Communications (Talan Group) Charitable foundation «Come back alive» Vira Prokhyra, PR-coordinator Vitaliy Deynega, Founder

Pay for Peaceful Sleep is the case showing how to creatively solve the problem of decreasing donation for ATO zone army needs caused by the ignorance to the war arising among Ukrainians. As the idea foresaw a very peculiar way to use both application developed under it and the media materials, campaign realization required little investment. Yet, as the result, not only did the Fund slowed down the decrease in donations, but also received a new tool for raising funds. The Challenge: The Fund needed an engaging campaign that would be executed with little or no investment and, nevertheless, would help the Fund slow down decrease in donations caused by the fact that Ukrainians had got used to the war in the East. The Idea: Mobile application (alarm clock) Wake App In Peace, would remind Ukrainians to pay for their peaceful sleep to those who guard it and would easily be used as a tool for transferring money directly to the Fund. Bringing the Idea to Life: For the realization of the idea, we created the mobile application, and developed nonstandard communication with specially written and performed Lullaby in its center used as ringtone in the alarm clock, tune in advertising materials and separate content. The Results: With the help of the application Wake App In Peace and communication around it we have successfully actualized the problem of financing of the Ukrainian Army, slowed down decrease in donations to the Fund «Come Back Alive» and, moreover, created the system of micro donations as an additional tool of raising donations to the Fund.

127 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

We have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of innovative communication channels coupled with high-quality and engaging branded content. Thanks to strategically right selection of communication channels, the project helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

128 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION SPONSORSHIP WITHOUT “LOGO CEMETERY” AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

CLIENT

ATLAS WEEKEND Dmitriy Sidorenko, Co-owner Yehor Kiryanov, PR-director Evaluation of sponsorship packages is traditionally done for clients by media agencies on the principle “what would we get by investing the same money in direct advertising”. The mock-ups of events in almost any sponsor’s media package are covered with logos of sponsors with conditional gradations - general (slightly more), honorable (slightly less), information and so on. As a result, both the sponsors and their agencies, low value, as well as the value of such sponsorship manifestations. We had a simple and understandable task: FIND A SOLUTION, INCREASING THE VALUE AND EVALUATING VALUE OF MEDIA WITHIN THE FRAMEWORK OF THE PACKAGE WITHOUT INCREASING THE VOLUMES OF ITS PURCHASE The Challenge: In order to estimate the size of the sponsorship manifestation in the billboards, the calculation is based on the standard formula for the market: the cost of placing one carrier is multiplied by the% of the layout that the sponsor’s logo has and multiplied by the total number of carriers. Will we be able to increase the estimated value and placement value for the sponsor, remaining in the same logic of calculations? The Idea: Instead of one poster with all the sponsors, make three posters with an exclusive manifestation of each sponsor Bringing the Idea to Life: The solution allowed the sponsors not just to stand “somewhere near”, but to synchronize their own brand communication with the festival’s communication, meeting their own requirements for the beech brand, image characteristics and expecting increased attention to the layouts due to the relevance of the festival The Results: The growth of the estimated media effectiveness has grown 6.6 times! Atlas Weekend was the first festival to use this innovation.

129 EFFIE AWARDS 2017


NEW TECHNOLOGIES AND/OR MEDIA INNOVATION INVITATION IN BAD ENGLISH AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuliia Havron, Account Director Anna Seniuk, Art Director Iryna Pavlova, Designer Igor Atamachuk, motion designer

CLIENT

Bukovel

‘Invitation in Bad English’ campaign is built on the insight that travelers have adopted global mindset and one common language – Bad English. Realizing this, we reshaped our approach to international marketing, which implied creating websites, banners, videos and translating everything to each national language. Instead, we shoot series of very simple video-invitations to Bukovel, which meant to sell authenticity and character, not rooms and skipasses. We launched video via Bukovel’s Facebook platform, which is 6th biggest ski community in the world. And it worked, videos went viral both abroad and in Ukraine. People, publics, media outlets liked it and shared, spreading our message further and further, driving revenues from global tourists up. The Challenge: Increase number of international tourists in Bukovel. The Idea: Carpathian hutsults invite international tourist in ‘Bad English’ in an authentic manner. Bringing the Idea to Life: Series of simple and funny videos spread via Bukovel own social media channels, that aim to sell authenticity, but not rooms or skipasses. The Results: Growth of revenues from international tourists, record low costs per contact & discovery of new markets.

130 EFFIE AWARDS 2017


Product/Service Launch IT’S NOT A JOKE AGENCY

TABASCO Alexander Smirnov, Creative Director, Partner Aleksandr Koptiev, Creative Group Head Kirill Bondarenko, Art Director Svetlana Korytko, Account Director Helena Lapshova, Senior Account Manager

CLIENT

NOBEL Cem Demirci, Head of Representative Office: Inna Tatar, Head of Marketing Department Diana Belokobylianskaya, Product Manager Alexander Voitenko, Product Manager

It is a unique case about tea for flu and cold TaylolfenHot campaign on a tight market, in a falling category with a late start. A new drug with a difficult name was able to break through a huge competitor’s clutter and win consumer choice, show growth while others fell. Consumer trend – faddism was put in the basis of communication. People become obsessed with food, more often they go to restaurants. Taste and comfort become extremely important for them, even when they choose a medicine. Medicine like food/ drinks can be tasty and bring pleasure, in addition to its direct action against flu. The Challenge: Break through the clutter of multimillion investors in the Ukrainian media market without the required 10 million USD entry fee to the leadership club, to convince the consumer that his choice should fall precisely on the very memorable new name of the unknown remedy TaylolfenHot. The Idea: TaylolfenHot is a delicious flu and cold remedy, and it’s not a joke. Bringing the Idea to Life: The action of an amusing commercial takes place in a gourmet restaurant - in the place where everyone comes for pleasure and comfort, the greatest connoisseur of taste, the chef who removes symptoms of flu, gets pleasure from the taste of TaylolfenHot. The Results: The campaign period was characterized by a rapid market decline, but Taylolfen grew by 37% - the best result in the category and it’s not a joke

LAUNCH OF THE “SHEBELINSKE PALNE” AGENCY

Maxus Sigma Ievgen Levchenko, Director Maria Radul, Media Planer Alexander Bloshchitsa, Tv Buying Director Nataliya Yaseneva, Planning Group Director

CLIENT

Ukrgaz Ludmila Churak, Marketing manager

“Shebelinske Palne” is the only one gasoline made from Ukrainian oil. So, we should bring the closest product to each consumer in Ukraine and tell it understandable for everyone. The Challenge: The challenge is to change the imagination of Ukrgaz like a low-quality producer of gasoline. The Idea: “Shebelinske Palne” is produced for every citizen of Ukraine. Bringing the Idea to Life: During to preparing the communication strategy, we were decided to choose several instruments: TV, Digital, OOH, PR. The Results: Increase in tons +62% - sale of fuel during marketing communication (June-July) in 2017 year compared with 2016.

132 EFFIE AWARDS 2017


Product/Service Launch MULTIPLEX LAVINAMALL NEW CINEMA LAUNCH AGENCY

Havas Digital Kyiv Oleksii Morozov, Creative Director Stas Vitkovsky, Sr. Copywriter | Creator Anton Busko, Digital Art Director Kateryna Doljenko, Digital Strategist Elena Nekrasova, Senior Account Manager

CLIENT

Multiplex Holding Maxim Korkodym, Head of Digital Vitaliy Pisarenko, Commercial Director Due to the correct strategy, effective planning and daring creative materials, we managed to exceed the set goals and keep these indicators at the same level, after the end of the campaign. The Challenge: To ensure the high attendance of a newly opened cinema in fresh built shopping mall which is distant from city center. The Idea: Attract young audience by offering them what they are constantly striving for - “Be the first ...” - to feel all the benefits of a new, freshly built movie theater. Bringing the Idea to Life: Precisely targeted media campaign that broadcasts the call “Be the first” with daring creative materials. The Results: Exceeded KPI’s in terms of attendance, leading the movie theater to the 1st place in profitability among all the theatres of the Multiplex network.

ZTE SMARTPHONES LAUNCH CAMPAIGN IN UKRAINE AGENCY

Havas Kyiv Kseniya Morozova, Managing Director & Business Development Director Natalia Kovtun, Account Director Alexander Kulakov, Creative Director Maria Korotkevich, Copywriter Artem Gusev, Art Director Mihail Golovachko, Head of Design

DIGITAL AGENCY CLIENT

Havas Digital Ukraine ZTE Ukraine Huan Cai, CEO ZTE Device Group Maksym Donich, Sales Director Yuliya Scherbaneva, Head of Marketing Communication Department Inna Kaniuka, Marketing Specialist

This case proves that even in such a competitive market like smartphones new affordable Chinese brand could be launched quickly and efficiently. Instead of going down the conventional path of declaring one or another functional feature and communicating it, we bet on building resonance with our consumers’ aspirations. We created distinctive and emotional TV-campaign ‘ZTE for generation Z’. Being empowered by media digital strategy of precise affinity, the communication generated visible growth of sales for the brand. The Challenge: To break communication clutter in order to create for ZTE brand an unquestionable reason to be in consumers hearts and hands The Idea: ZTE is for Generation Z Bringing the Idea to Life: Inspirational TV-reel was adapted for online media and had been aired with precisely specific targeting at the range of indicators correlating with young audience (beyond socio-demographic characteristics) The Results: Sales grew up to 68% and generated for ZTE brand 1,4% share of smartphone market in Ukraine

133 EFFIE AWARDS 2017


Product/Service Launch «LOVE LANGUAGE» BRAND MILUPA AGENCY

Havas Ukraine Oleksandra Knyazeva, Senior Manager Tetiana Sakhniuk, Client Service Director Ivan Akinin, Creative Director Antonina Nikishina, Copywriter Kateryna Ilchenko, Director

CLIENT

Danone Nutricia ELN Kateryna Levchenko, Marketing Director

Baby food is a high-risk category. For this reason, the launch of new baby food products always has a fairly long period of resistance and inertia of consumers. Considering that competitors are focusing on rational advantages and a long market presence, and our goal is life-loving mum who is inclined to trust her heart and the opinion of others, we bet on love: Delicious and healthy «Milupa» puree is a new way of saying «I love you» to a baby, and every 3rd mother of Ukraine knows this. The goals for launching a new category in the brand portfolio should be achieved in 7 months, by the end of 2017. But the first month of the campaign showed that the chosen strategy was the right decision. According to the results of July 2017, «Milupa» purees received: MS Mainstream segment – 6,6 %, BA Prompted – 48 %,BA Spontaneous – 15 %,Ever tried – 10 % The Challenge: To launch new product – puree Milupa on high competitive and resistant baby food market, using emotional message. The Idea: Delicious and healthy «Milupa» puree is a new way of saying «I love you» to a baby, and every 3rd mother of Ukraine knows this. Bringing the Idea to Life: TV, Internet, sampling, support in trade The Results: According to the results of July 2017, «Milupa» purees received: MS Mainstream segment – 6,6 %, BA Prompted – 48 %, BA Spontaneous – 15 %, Ever tried – 10 %

LITTLE KITCHEN HELPERS AGENCY

Kinograf Vitaliy Kokoshko, CEO Oleg Kiselitsa, Creative Director Vera Glebova, Client Service Director Bogdana Zayets, Copywriter Marta Simanovich, Designer

SECOND AGENCY CLIENT

MOKASTDIO Lesaffre Ukraine Igor Semin, CEO Marina Skripchenko, Commercial Director Nadezhda Skripchenko, Marketing Manager

Launching a product usually requires huge media weight and a mix of communication channels. However the brand Duhmyana Hata has gained its market share using one communication channel and flight. The share of the brand is three times greater than that of its immediate competitor. The success of the product launch was achieved by precise selection of the audience, understanding of buying habits in this category and using the seasonality. The Challenge: To overcome the traditional attitude that live yeast can only be bought from ‘a woman at a local farmers’ market’. The Idea: To animate Duhmyana Hata Yeast and to attract the audience of moms and grandmas through their children. Bringing the Idea to Life: A cartoon featuring small yeasts, little kitchen helpers, who immediately won children’s hearts and stuck in parents’ memory. The Results: The six times increase in the sales of Duhmyana Hata Yeast through retail chains.

134 EFFIE AWARDS 2017


Product/Service Launch LET IT BE THE CHOCOLATE! AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Ihor Sheykin, Creative Director TWIGA’Idea Kateryna Velgan, Concept Project Director TWIGA’Idea Natalia Bulbuk, Project manager TWIGA Ukraine Roman Shykhutsky, Managing Director Media First Ukraine

SECOND AGENCY

Studio7

MEDIA AGENCY

Media First

DIGITAL AGENCY

TWIGA Digital

CLIENT

Public Organization «Tse Nash Kyiv » Dmitry Fedorenko, Director

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans. And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human. Therefore, this situation affects negatively on the living conditions of us all. PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation… The Challenge: So we had to create the culture of cleaning after the pets from the scratch: we had to relieve the Kievans from the belief that cleaning up after their pets is shameful, and to change the perception of people who do it from “what a freak!” to “heroes”. The Idea: By cleaning poop after the pets we take care of our children’s health! Bringing the Idea to Life: Within total absence of advertising budget, we bet on the provoking creative message that had been placed on the citilights and billboards provided by Kyiv City Administration. The Results: Without spending a hryvnia on this campaign we’ve got such results: - High public resonance due to publications in internet media provided 1.8 million views, and active discussions on social networks - In only 1 month after the campaign the number of dogs’ latrines has increased in 5 times in Kiev with support of City Administration! - Most importantly, the percentage of pet owners who clean feces after their pets has increased from 1% up to 20-50% in locations where dogs latrines are installed.

135 EFFIE AWARDS 2017


Product/Service Launch MAXIMUM TASTE – MINIMUM CALORIES! YOU DON’T NEED SUGAR TO ENJOY. YOU DON’T NEED A STAGE TO MAKE A CONCERT AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Nikita Pogrebnoy, Art Director Alexey Gorshkov, video producer Alina Gromova Client Service Director Sergey Rapp, Accout Director Andrey Mityanov, Digital Account Manager Ilona Stepanova, Mastermind

MEDIA AGENCY CLIENT

Optimum Media OMD Ukraine PepsiCo Lesia Shchygol, Digital Manager

Millennials are active users of social networks and digital area in general, at first they evaluate the emotion and thereafter evaluate the rational advantage. We are using relevant message and viral video for build awareness Pepsi Black in social media. The Challenge: leader in non sugar category The Idea: Pepsi Black says that just as you don’ t need any extra things or tons of money to experience maximum moments. Maximum concert. No stage. Bringing the Idea to Life: We created a viral video with a street musician and Dmitry Shurov (Pianoboy). In the center of Kiev, a street musician sang a Pianoboy’s song. Suddenly, the singer himself came out of the crowd and finished the song with the musician. The Results: Four months after the launch of Pepsi Black its Relative market share was 116.

RUSH IN BOLDLY AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Yulia Vivcharyk, Digital Copywriter Nikita Pogrebnoy, Art Director Egor Vdovenko, Designer Maxim Lomakin, Senior Account Vitaly Mikulinskiy, Accout Director Andrey Mityanov, Digital Account Manager Olya Tertyshnaya, Client Service Director

CLIENT

Pernod Ricard Tatiana Krupenko, Marketing Director Eugene Semenenko, Creative Excellence Manager Irina Brezvin, Brand Manager

Excellent result for Becherovka portfolio. Launching a new product Becherovka Lemond for a young target audience led to an improvement in the situation of the parent brand The Challenge: Cement leadership in the category «bitters», winning back MS from Jägermeister, rejuvenate the target audience of the brand The Idea: We decided not to adapt the product world rational communication, but to create an original message exclusively for the Ukrainian young audience and branding, which would help renew and rejuvenate the parent brand Bringing the Idea to Life: We used three key channels to launch Becherovka Lemond. Digital - facebook, instagram, off trade - special price during launch period and bright & creative visibility, on trade - lemond Parties in key cities Kyiv, Odesa, Lviv, Kharkiv, Dnipro The Results: Becherovka Lemond takes about 17% of overall Becherovka sales, regained leadership in Bitters: BCH 49.8% vs JAG 42.8% JJ 2017 (Nielsen)

136 EFFIE AWARDS 2017


Product/Service Launch OLD THINGS AND MODERN CHILDREN AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Julia Solovey, team leader Andrij Buldakov, videocontent manager

CLIENT

DEC life school Natalia Tarchenko, co-founder of “DEC life school” Svitlana Zaluzhna, head of project at “DEC life school”, innovations director Svitlana Bulkahova, academic director at “DEC life school” Iryna Bondarenko, brand manager at “DEC life school”

Less than a month before the launch of “DEC life school”. Fee rate is 5 times higher than the average market price. The main challenge was that the entire budget planned for the launch of the school was spent on its inventory. Having a zero budget for marketing, in just 6 days we created a Facebook video that has around 2 000 000 views and increased the number of subscribers by 717%. We attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget. The Challenge: To open the first VIP-level alternative school in Ukraine we had less than one month to attract 15 new clients, each of whom would bring $1,000 a month to the school budget. The Idea: Having a zero budget for marketing, we set a goal to shoot a video that in an easy and entertaining form would convey to parents the idea that “If we give up unnecessary old things, then we should stop giving our children unnecessary knowledge” and would allow “DEC life school” to open its doors in a timely manner. Bringing the Idea to Life: In just 6 days we created an idea, found a prop, shot a video on an iPhone, edited it and published on the company Facebook page that had only 434 followers at the time. The Results: The video has around 2 000 000 views, 22,000 likes, 35,000 reposts; the number of subscribers of the Facebook increased by 717%, and most importantly, we successfully attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget.

137 EFFIE AWARDS 2017


Product/Service Launch LAUNCH OF FUNCTIONAL RANGE OF SANDORA ESSENTIALS AGENCY

Geometry Global Ukraine Julie Mazour, Managing Director Yana Isayenko, Group Account Director Aleksandra Kuzmenko, Senior Account manager Nadiia Trikoz, Creative Director Sergey Yaroslavtsev, Creative Group Head

CLIENT

Sandora Andriy Gotun, Senior Brand manager Sandora & Frutz Yuliia Miglovets, Brand Manager Sandora

The Challenge: To launch a new range successfully under condition of economic recession when the factors of fruit juice comprehension as a natural and fresh product considerably suffered. The Idea: Simple solution to difficult problems. Bringing the Idea to Life: The platform “Simple solution” describes three main problems of city people and laughs at difficult ways of fighting with these problems, showing the new product as the most simple and effective way to fight low immunity, chronic fatigue, and obesity. The Results: - the first goal: to achieve 1% market share for the first half a year. We achieved it faster – for the first 5 months; the excess of the goal for that period was 80%; market share for the reported period was 1,8%. It is a very high index for the juice category. - the second goal: to get above average in the quantitative testing of the creative. We achieved this and even more – communication and message delivery were estimated as “almost perfect”. - the third goal: to influence the whole Sandora portfolio, reflecting in the main attributes for the product: it helps me to live a healthy life, it powers me up, useful product, - thus, enhancing the main brand and the category in general. All set goals are perfectly achieved and the indexes have grown (Helps me to live a healthy life from5 to 11, powers me up from 0 to 7, Useful product from -6 to 7). Consumers are full of energy and become healthier while we are proud of our work.

138 EFFIE AWARDS 2017


Product/Service Launch THE BLUEBERRY RAIN IS CONQUERING THE TERRITORY AGENCY

PROVID Kirill Chichkan, Creative Director Olga Khanenko, Art Director Daria Gordiichuk, Copywriter Andrii Myroniuk, Group Account Director Maria Mazneva, Account Manager

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Dmitriy Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Oksana Lening, Junior Brand Manager

HASBRO GAMES – PICK YOUR OWN! AGENCY

OMD Media Direction Sergey Romanenko, Media Group Head Elena Vlasik, Head of Department NonStandard Media Solutions Evgeny Scherbina, Group Planning Director Anton Ryndin, Project manager of NonStandard Media Solutions Tatiana Katrich, Managing Director

CLIENT

Hasbro Holger Mies, Business Development Director Yuliya Korshunova, Junior Brand Manager

Somersby with blueberry juice “blew up” the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations. The Challenge: Become the number one cider among non-apple tastes. The Idea: To rain down with seasonal blueberry on the territory of all Ukraine and organize incredible blueberry fun. Bringing the Idea to Life: Fill TV and Internet with cool spots and dye hair of our craziest loyal consumers into the blueberry color. The Results: The most successful launch comparing to all competitors Hasbro is one of the world’s largest makers of toys and board games. Well-known brands such as Transformers, My Little Pony and others are in high demand in Ukraine. However, the company’s portfolio includes a number of games that are little known or sought-after, but which have a sales growth potential. These are Operation, Hungry Hungry Hippos, Elefun & Friends, Crocodile Dentist and Shark Chase. Our objective was to unlock their potential. The solution that we found to generate a demand for these “little-known” games cost several times cheaper than direct TV advertising but was nearly as effective. The content (Play & Learn show) produced in cooperation with one of the country’s largest children’s TV channels helped the products stand out from advertising clutter while integration into the content of the show provided for the natural perception of the games, increased attention to them and allowed us to meet all the objectives. The Challenge: Generate a demand for five little-known Hasbro games without a budget for direct advertising. The Idea: Children never get bored with Hasbro and their moms are confident that these games are good for their little ones. Bringing the Idea to Life: Tailor-made content on a TV channel specifically for Hasbro games The Results: A ~1,5 increase in demand for the games with minimal media investment

139 EFFIE AWARDS 2017


Product/Service Launch WITNESSES OF THE LAST WEEK TO THE SALARY AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director Victor Vysotskyi, Creative Group Head Victoriya Nikonenko, Art Director Marian Shum, Art Director Vira Bilostotska, Designer Olga Rozhankivska, Group Account Director Yuliya Gurenko, Senior Account Manager Yuriy Skliaruk, Head of TV production department Larysa Todosiychuk, Producer

MEDIA AGENCY CLIENT

Initiative OTP Bank Volodymyr Mudryi, Board Member Nataliia Slichuk, Head of Marketing Unit Kristina Tsvyk, Marketing Communications Specialist

You might notice such people. Suddenly they are dramatically changed: they become hermits, abandon their habitual way of life and began to eat ascetic food. It seems they are approaching enlightenment... These are witnesses of the last week to the salary. The only thing they want to approach is a salary. And we significantly reduced this sect by showing its members a simple way out of it – a credit card from OTP Bank. The Challenge: How to persuade people to use credit cards if they afraid of them? The Idea: It is unwise to deny yourself in basics, when there is a credit card from OTP Bank. Bringing the Idea to Life: We talked about the life of “witnesses of the last week to the salary” – people who deny themselves in normal life, and break all ties with the world. Their “holiness” simply turned out to be a screen that hides the inability to properly use a credit card. The Results: The use of credit cards among OTP Bank clients grew by one third: from 25.2 % to 34.4 %. The growth in the number of active cards was 19 %, despite the fact that the market as a whole increased by only 0.8 % in the same period.

MAKE MARTINI YOUNG AGAIN AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MEDIA AGENCY

OMD | Media Direction

DIGITAL AGENCY

NEOS Digital

PR AGENCY HOSHVA PR OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova , Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row. The Challenge: To launch new Martini & Tonic sub-brand, it was necessary to find a platform that would simultaneously build awareness and generate trials. The Idea: Such a platform was Atlas Weekend music festival. Bringing the Idea to Life: Martini became not just a sponsor, but part of the festival. Communication “with friends” allowed the brand to integrate seamlessly into the festival’s posters. Martini & Tonic brought the festival to a new level of hospitality. The Results: The coverage of 69% of the audience at a frequency of 3+ 302,068 sample contacts for 5 days of the festival + 13.3% increase in absolute volume in bottles (Apr-Sep, 2017/2016)

140 EFFIE AWARDS 2017


Product/Service Launch “BA-A-A-ALYKOVI” AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Art Director - Maria Dmitrova Copywriter - Anastasia Burganova Designer - Slava Bondar Account manager - Yevheniia Dvoretskaya

CLIENT

Baschinskiy Head of the ICU - Mikhail Borisovich Bashchinsky National Marketing and advertising Manager Eugenia Rodina

When there was time to think about the ad campaign for new sausages of the brand ‘“Baschinskiy”, we just could not forget about talanted ukrainian voices and made it easier to sing along. Thus, the karaoke-hit “Balykovi” was created, which turns 30 seconds of ad block into the festival of song and sausages. The Challenge: Make everyone want to buy new tasty sausage “Balykova” by “Baschinskiy” The Idea: Create such a commercial, that people would want to create their own versions, make taxi-drivers sing along during traffic jams and make cashiers whistle the melody, counting change. Bringing the Idea to Life: We created the video-hit with karaoke, during which sea sceneries are changed to mountaneous views and old castles, but the main character is still the tasty balykova sausage. The Results: The campaign illustrated high results.

NOW LISTEN CAREFULLY AGENCY

Banda agency Creative Director – Pavlo Vrzhesch Head of Strategy – Yaroslav Serdiuk Head of Art – Yegor Petrov Art Director - Maria Dmitrova Copywriter - Anastasia Burganova Designer - Slava Bondar Account manager - Yevheniia Dvoretskaya

CLIENT

Baschinskiy Head of the ICU - Mikhail Borisovich Bashchinsky National Marketing and advertising Manager Eugenia Rodina

Men love grill and everything that is fried on it: grilled meat, grilled vegetables, grilled bread. How can we address to the men, so that they can hear us with their brutal male ears? How to make it possible to hear about the fragrant and juicy ready chicken fillet grilled from “Bashchinsky” in a way that men forget about everything and rush to buy them? We have created a real alphamale with a rattling name Grigory Grills, who knows everything about the grill, chicken and life. The Challenge: Ensure, that when men hear about fragrant and juicy ready chicken fillet grilled from “Bashchinsky” they forget about everything and run to buy them. The Idea: Create the hero, whom men trust. Bringing the Idea to Life: We have created a real alpha-male with a rattling name Grigory Grills, who knows everything about the grill, chicken and life. The Results: The campaign illustrated high results.

141 EFFIE AWARDS 2017


Product/Service Launch CHILL, BEER BASED LIGHT ALCOHOLIC BEVERAGE AGENCY

Leo Burnett Ukraine Vitaliy Tkach, Creative Director Anatoliy Davydov, Creative Director Dariya Brisanyuk, Junior Art Director Stanislav Aristov, Senior Designer Andrey Lutsenko, Group Account Director Roman Berezin, Account Manager Maxim Leshchenko, Strategic Director

CLIENT

Sun InBev Ukraine Vasiliy Shylov, Marketing Director Ukraine Daria Selynna, Brand Manager

Chill launch is a great example of how true consumer insight allows tailoring product concept that doesn’t just differentiate the brand on the market but makes it distinct and salient. Rival company Carlsberg opened the category of HARD drinks in Ukraine with its S&R Garage so we have decided to change the rules a bit and launch first of a kind EASY drink. The challenge was intensified by already existing category of light alcoholic beverages as Longer, Shake, etc. that occupy the territory of high energy and fun. We have found out that reflecting and approaching any situation at easy is becoming popular amongst 18-24 audience and is considered wiser and more beneficial as an attitude to life. Therefore we went on and created EASY DRINK – CHILL. That lets you chill in a funky and stylish way. Not only we managed to put a foot in the door of partying territory targeting those who take time to chill at the party, but we also tapped into an emerging trend of taking it easy! Results came fast and were overwhelming: in 4 months after launched CHILL managed to score at 126% of planned sales volume, 54% of total brand awareness vs. 35% planned – and notice WITHOUT any media campaign just trade marketing and product on shelf. The Challenge: To launch a successful brand in newly opened category of beer based light alcoholic beverages not going head to head to the first mover S&R Garage by Carlsberg and not falling into light alcoholic beverages category along with cocktail based drinks (e.g. Longer, Shake, etc.). The Idea: To use the territory, opposite to partying and active fun – the territory of “taking it easy” attitude to life, that appeared to be an emerging trend amongst 18-24 target audience. Hence the concept of EASY drink that allows to “take it easy” / relax / chill in a funky and stylish manner. Bringing the Idea to Life: We have taken the word that younger audience uses to symbolize that “taking it easy” attitude – CHILL – and turned it into the brand name. Simple SKU names – Sweet, Sour, and Spicy – underline the idea of EASY choice. To wrap the idea into strong visual stereotype we used well know animals that by nature have a charm of staying CHILLED and using neoMemphis modern graphic style put these animals on the product in a stylish and modern way to deliver the message of CHILLING and not bothering anyone! The Results: Results came fast and were overwhelming: in 4 months after launched CHILL managed to score at 126% of planned sales volume, 54% of total brand awareness vs. 35% planned – and it was done WITHOUT any media campaign, just trade marketing and product on shelf.

142 EFFIE AWARDS 2017


Product/Service Launch KINOMAMA AGENCY

Postmen Yaroslav Vedmid, CEO Olga Sytnik, Account Manager Anna Seniuk, Art Director Natalia Kuzmina, Craft designer Kateryna Melnyk, Media Analyst

CLIENT

Planeta Kino Oksana Khvalova, Director of cinemas in Lviv

There were no similar products in Ukraine before the launch of “KinoMama” sessions! We were able to create a new product and to find an unfilled niche not only in the growing film market, but also in the whole entertainment field. Our discovered audience digital moms - allowed solving business problems. Without any investments in PR, we received a large number of positive reviews in the national media. We created a product: unique and indemand for our market. The Challenge: To fill the cinema in a non-business time and make it “convenient” for children with parents and for childfree audiences: to solve the problem of “baby-hating”. The Idea: Young moms have become the key to solving the two challenges facing us: they are able to come to the cinema in the morning and they won’t mind seeing the same moms with kids in a room. Bringing the Idea to Life: The solution was the creation of a new product - KinoMama - a special session only for moms with kids 0+ with a muffled sound, a brighter light during the screening, so that children would not get scared and could even fall asleep, and moms would be able to rest. The Results: We increased the occupancy of morning sessions by 2 times, income grew by 300%, we were praised in media publications, but most importantly – we made moms happy!

143 EFFIE AWARDS 2017


L

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING KYIV SOTKA AGENCY

Tabasco Group Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptev, Creative Group Head Victoria Enkina, Client Service Director

DIGITAL AGENCY

Sigma Digital

OTHER AGENCY

Full Contact

CLIENT

Commonwealth of companies Sergiy Kharchyuk, Head of project initiator in Kyiv Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years. With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! The Challenge: As traditional media didn’t work, We needed to find a new, extremely efficient and inexpensive promotional instrument for targeting a very particular segment of audience. The Idea: To communicate only with those who like bicycles and only in the comments to their posts. Bringing the Idea to Life: Our audience has already proved to be active in sharing their personal events in social media, so we developed a system we called SMAI—the social media artificial intelligence – a smart bot which was contacting targeted audience in Facebook. The Results: Every third contacted person responded, giving us 1400 of registrations, which exceeded the aim at 20%.

145 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING PITBULL BATTLE AGENCY

ODDEE Agency BAZAR IVAN Creative Director ALINA TSYGANOK Creative Supervisor

CLIENT

New Products Group Elena Selutina Director of Corporate Communications & PR Boris Tkachev Director of Research & Strategy Oksana Tsygankova Group brand manager (till march 2017)

This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the project as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the cross-functional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull The Challenge: Continue the strategy of brand communication. VK page reach >= 1M The Idea: Strategic aim was to build protected brand’s territory for a long time. To make the brand of Pit Bull a promoter of rap culture, brand that helps young rappers and supports them to express themselves Bringing the Idea to Life: We created the site as a platform for the RAP contest. Produced one viral video. The Results: 2.2K registrations, 1.2M vk page reach, 837K video’s views, 1 offline event with full sold-out

146 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING “MAKE IT HAPPEN” WITH MAYBELLINE NEW YORK AGENCY

TV lab Olexandr Khmyrov, Executive producer, Director Olena Gusak, Alina Producers Viktoria zaliznyuk, Producers Matochkina Alina, Producers Nikita Bulgakov, Director Katya Tyurina, Director Katya Miazova, Director Ruslan Mingazirov, DOP Andrew Yakovlew, DOP Dmitry Pustovarov Editor Oleksandr Dysenko, Compositing Oleksandr Troshilo, Motion graphics

SECOND AGENCY CLIENT

Zenith L’Oreal Zhylina Tatiana Vladimirovna, Marketing manager makeup category L’Oreal Paris, Maybelline NY Kobets Alina Nikolaevna, Digital Manager Consumer Product Division Kulikova Maria Sergeevna, Product Manager Maybelline NY

The category of make-up cosmetics in Ukraine is highly differentiated and is represented by a huge number of brands that are fighting for popularity among users. The threat from own brands of trading networks and direct sellers via catalogs constantly grows. For Maybelline New York it was increasingly hard to keep the leadership position in the category of make-up cosmetics, which reflected in the decline in market share in 2016. Also, according to the results of the study, it turned out that the consumer is not ready to pay more for the value of the brand, believing that its products could be cheaper. Increasing the value in the perception of the consumer was possible only through strong image support and the formation of an emotional connection with the brand. For successful communication with the goal of retaining market leadership and building the image of Maybelline New York, standard communication with high coverage was not enough. That’s why we used the insights of our audience to build a single communication platform that would convey the brand positioning and help build a connection with the consumer. The main media channel for our audience of young girls is digital, and preference for online time spent - watching videos with relevant content. The main channel for video consumption is YouTube. That’s why we decided to create video content with the coolest brand ambassador and use YouTube brand channel as the main point of contact with the audience. Make-up lessons, fun product videos, engaging contest mechanics - all this together was so interesting to our audience that the growth of YouTube channel and involvement in content surpassed all our boldest expectations! We can proudly say that thanks to a set of solutions based on the study of the motives and interests of the target audience, the brand managed to achieve incredible business results, as well as media efficiency indicators. The Challenge: In the conditions of tough competition and switching to cheaper brands, it was extremely important for us to retain the market share, but not through promo and price wars, but by creating an emotional connection and increasing the value of the brand in the minds of the consumer. The Idea: Maybelline New York allows each girl not just to upgrade her cosmetic bag, but to become self-confident, easily try on the trendiest make-up from the New York podiums and MAKE IT HAPPEN! Bringing the Idea to Life: Taking as a basis the international platform of Maybelline New York “Make it happen”, we adapted it in accordance with the insights of the audience and built a full communication with the consumer, using our own video content with an outstanding ambassador (Nadya Dorofeeva) on the brand YouTube channel, as the most relevant media channel for young girls. The Results: Thanks to a set of solutions based on the study of the motives and interests of the target audience, the brand managed not only to retain leadership in the category of decorative cosmetics, but also to increase market share. And also, what is not less important, to arise interest and engage the audience in the content, thus increasing the brand’s preference.

147 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING VISIT GENEVA AGENCY

ISD Group Creative director: Viktor Shkurba; Strategy Director: Mikhail Traverse; Art director: Viktor Shkurba; Development: Andrey Sergeev; Design: Maxim Gurov; Creative copywriter: Aliya Nisapova; Account manager: Maria Kochmaruk; Analyst: Vladimir Bilets;

CLIENT

Geneva Tourism & Conventions Foundation Tamara Tawil, Market Manager - Overseas Countries

We gained outstanding results, using only the resourŃ e of social media: really precise targeting and interactive, engaging mechanics. This algorithm allowed us to create supercustomized personal messages, which considered favors and interests of each user. The Challenge: Rich tourists pass through Geneva on the way to the Alps, but do not spend a single day in the city. The Idea: An entertaining and intuitive test, which results in a personalized Geneva tour plan, unexpectedly relevant to the user`s interests. Bringing the Idea to Life: We started with clever targeting, and then offered to the target audience on facebook to pass the intuitive test, which resulted with a really personalized Geneva tour plan for every person. The Results: 72.5% of people passed the test, and for the first time in 2.5 years, the number of nights spent in Geneva by tourists from Ukraine and Russia began to grow, not to decrease.

148 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING STORY OF HOW WE HAVE EARNED “LEMONS” ON LEMONS TOGETHER WITH DUDES AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director Victor Vysotskyi, Creative Group Head Oksana Kapranova, Art Director Illya Yankovsky, Сopywriter Mariya Sheremet, Designer Olga Kutuzova, Group Account Director Olena Tkachuk, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Dmytro Pylypenko, Marketing Manager Yuliya Kyryllova, Senior Brand Manager Viktoriya Khalanska, Brand Executive

S&R Garage has its brand heroes – Seth, Riley and Joe. They are hanging out in the garage and making Garage with lemons and ice. Later on, the competitors started to copy their style, and in order to keep the leadership we used something, that differs Garage from others – lemons. Dudes started to do foolish challenges with lemons in their garage, put their faces on limited edition cans, and their Ukrainian protégé started a lemon vlog. We told guys and chicks about our dudes to make them remember, that Garage is an expert of naturalness. The Challenge: How can an alcohol brand prove, that it is all natural? The Idea: Garage is an expert of naturalness, as it knows everything about lemons. Bringing the Idea to Life: We used slang of youth to communicate with our audience online and offline. The Results: Since the Garage was launched, the beer mix category began to grow rapidly, and in 2017 it grew by as much as 78 %! Garage became not just a leader of the category, not just increased its market share twice in 1 year and reached the 43 % level – we stole the leadership of our main competitor Obolon, whose share fell to 19 %! Without releasing innovations, we managed to get a new consumer. Comparing to 2016, the percentage of younger audience was doubled and reached a level of 44 %, which is 4 times higher than similar data in the beer category.

149 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING CITRUS FIT CHALLENGE AGENCY

MokCo digital agency Tetyana Mokrenko, Managing partner Hlib Pronenko, partner Iuliia Isakova, project manager Olga Livik Copywriter Dmitry Panchenko designer Dmitry Foya Media strateg

OTHER AGENCY

Syndicate production

CLIENT

POMERANCH

We managed to create a very successful proactivity for the client, revealing the full potential of social networks and solving the client’s problems with almost triple excess of KPI. - Engage users to interaction with brand - Generate sales growth - Solve the brand’s problem by building an association “Citrus is sport” - Solve tactical tasks: collect a database of registrations (participants) We managed to do it in a short time and at low cost, due to good creativity, giveaway outline and targeting tools in social networks The Challenge: Collect the database of the potential customers and boost sales in the category of sports and fitness gadgets The Idea: Challenge the potential customers: to perform sport exercises with Citrus during 12 days. Bringing the Idea to Life: Social media promo campaign for users with the participation of influencers and giveaways from Citrus. The Results: We exceeded the registrations KPI tree times. Increased sales up to 18%. The sales growth remained even after the end of promo campaign.

150 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

Due to a limited budget, we have chosen Facebook, the most popular social network among our target users, as our communication channel. Thanks to it multi-functional platform, it allowed us to integrate innovative solutions (a chatbot) into Facebook Messenger, as well as to use media promotion tools with the most sensible cost per contact. Thus, we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of social media marketing. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

151 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING WHITE WEDNESDAY - BUKOVEL SALE DAY AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuiia Havron, Account Director Oleksandra Kazarina, Head of Media Anna Seniuk, Art Director Igor Atamachuk, motion designer

CLIENT

Bukovel

Bukovel is №1 ski resort in Eastern Europe in terms of its growth dynamics. Its social media accumulated 370 thousands of fans. Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days. We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday. Working exclusively in social media, we provoked strong emotions and combined them with a social media post that sales. Without any extra costs we exceeded our goal by 9,8% The Challenge: To sell skipasses before the season start by maximum. The Idea: To make the first snow day a real celebration, when emotions matter more than rational choice. Bringing the Idea to Life: By provoking the ‘first snow’ emotion, we gave no other choice but to make them buy: a post-reminder about 55% skipass discount. The Results: The day of the first snow became White Wednesday. Without any extra costs we exceeded our goal in sales by 9,8%.

152 EFFIE AWARDS 2017


MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING OSCAR-TOTALIZER AGENCY

Postmen Yaroslav Vedmid, CEO Olga Sytnik, Account Manager Anna Seniuk, Art Director Natalia Kuzmina, Craft designer Kate Lutaya, Editor

CLIENT

Planeta Kino

Clients, whose first contact with the brand occurred via posts in social networks as part of the Oscar-totalizer campaign, strengthened the target core of the brand, which brings the company 80% of revenue. Working with the client through a single digital channel has allowed us to build a loyal audience and generate millions of revenues. The Challenge: Create a platform that would cover the entire film market and provide an inflow of new customers. The Idea:The Oscars is the main event followed by film lovers in dozens of countries around the world! Bringing the Idea to Life: To create an Oscar-totalizer, a game that will attract all the country’s film-fans to Planeta Kino: from a post in a social network to a landing page, from a contact to a purchase. The Results: Every year we cover the entire online cinema audience and attract new customers who generate millions of revenues year in, year out.

INVITATION IN BAD ENGLISH AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuliia Havron, Account Director Anna Seniuk, Art Director Iryna Pavlova, Designer Igor Atamachuk, motion designer

CLIENT

Bukovel

‘Invitation in Bad English’ campaign is built on the insight that travelers have adopted global mindset and one common language – Bad English. What’s more, authenticity becomes the key when choosing next destination. Thus, we asked Carpathians hutsuls to invite international tourists and shoot series of very simple videos. It meant to sell authenticity and character, not rooms and skipasses. We launched video via Bukovel’s Facebook platform, which is 6th biggest ski community in the world. And it worked, videos went viral both abroad and in Ukraine. People, publics, media outlets liked it and shared, spreading our message further and further, driving revenues from global tourists up. The Challenge: Increase number of international tourists in Bukovel. The Idea: Carpathian hutsults invite international tourist in ‘Bad English’ in an authentic manner. Bringing the Idea to Life: Series of simple and funny videos spread via Bukovel own social media channels, that aim to sell authenticity, but not rooms or skipasses. The Results: Growth of revenues from international tourists, record low costs per contact & discovery of new markets.

153 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT KYIV SOTKA AGENCY

Tabasco Group Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptev, Creative Group Head Victoria Enkina, Client Service Director

DIGITAL AGENCY

Sigma Digital

OTHER AGENCY

Full Contact

CLIENT

Commonwealth of companies Sergiy Kharchyuk, Head of project initiator in Kyiv Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years. With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! The Challenge: As traditional media didn’t work, We needed to find a new, extremely efficient and inexpensive promotional instrument for targeting a very particular segment of audience. The Idea: To communicate only with those who like bicycles and only in the comments to their posts. Bringing the Idea to Life: Our audience has already proved to be active in sharing their personal events in social media, so we developed a system we called SMAI—the social media artificial intelligence – a smart bot which was contacting targeted audience in Facebook. The Results: Every third contacted person responded, giving us 1400 of registrations, which exceeded the aim at 20%.

155 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager Anton Gorbatyuk, Junior Brand Manage Olga Radchenko, Trademark Specialist

FREE BEER FOREVER AGENCY

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

Traditions of hospitality that unite us. We tried to support this image of “Lvivske” with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular “female” contest. We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with “Lvivske”. The Challenge: How to combine the male audience around the pop «women’s» competition as a traditional brand? The Idea: Our traditions of hospitality unite us today just as 300 years ago Bringing the Idea to Life: In order to “get in touch” with as many people as possible, we used various types of communications and sponsored sponsorship for all 360. The Results: As a result, in May 2017 the brand reached the peak share – 16,1%; increased sales by 15% and raised Top of Mind indicator by 15%. Consumers increasingly frequently use social media to find how and where to spend their leisure time. That’s why it was necessary to develop an advertising campaign to create a stir around Beer Point in the Internet. The pub has had no budget for a long-term coherent campaign. The shot must have been quick and precise. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. The viral effect has created a stir in social media and made the pub well-known in Ukraine. The pub continues to reap the rewards of such bright single involvement. The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

156 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT LET IT BE THE CHOCOLATE! AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Ihor Sheykin, Creative Director TWIGA’Idea Kateryna Velgan, Concept Project Director TWIGA’Idea Natalia Bulbuk, Project manager TWIGA Ukraine Roman Shykhutsky, Managing Director Media First Ukraine

SECOND AGENCY

Studio7

MEDIA AGENCY

Media First

DIGITAL AGENCY

TWIGA Digital

CLIENT

Public Organization «Tse Nash Kyiv » Dmitry Fedorenko, Director

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans. And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human. Therefore, this situation affects negatively on the living conditions of us all. PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation… The Challenge: So we had to create the culture of cleaning after the pets from the scratch: we had to relieve the Kievans from the belief that cleaning up after their pets is shameful, and to change the perception of people who do it from “what a freak!” to “heroes”. The Idea: By cleaning poop after the pets, we take care of our children’s health! Bringing the Idea to Life: Within total absence of advertising budget, we bet on the provoking creative message that had been placed on the citilights and billboards provided by Kyiv City Administration. The Results: Without spending a hryvnia on this campaign we’ve got such results: - High public resonance due to publications in internet media provided 1.8 million views, and active discussions on social networks - In only 1 month after the campaign the number of dogs’ latrines has increased in 5 times in Kiev with support of City Administration! - Most importantly, the percentage of pet owners who clean feces after their pets has increased from 1% up to 20-50% in locations where dogs latrines are installed.

157 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT 3 WEEKS CHALLENGE AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestle Ukraine Tetiana Sviatenko, Communication and Marketing Excellence Director Mark El Khoury, Business Executive Manager Daria Bilonozhko, Brand manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital marketing manager

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer’s confidence, the brand turned its consumers into Purina One’s ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One. The Challenge: How, in a short time and with a minimum budget for promotion, to return the focus of attention of the qualitysensitive consumer to quality and justify the higher cost of the product. The Idea: To give the audience an opportunity to get a NEW experience of care and proper nutrition, tested by many cat owners, confirmed by real cats, guaranteed by the high quality of Purina One. Bringing the Idea to Life: Confirming quality in a new way: creating a unique community to receive real experience of interaction with a brand - product testing The Results: We not only increased brand consideration thanks to image attribute growth «Are better quality than other cat food brands», but also increased market share in conditions of super premium segment fall and switching to cheaper brands

158 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT MY BURGER AGENCY

For the first time, McDonald’s Ukraine has dared to meet the tastes of Ukrainians by introducing a unique digital platform where burgers could be created almost by hand on their own recipe. The original format of the campaign, several stages of the competition and communication with the consumer in online and offline channels has affected both the communication and business indicators. The Challenge: Raise the pleasure of visiting in terms of perceptions of the diversity of offerings and enable visitors to proactively participate in the selection of ingredients. The Idea: The ability to create your own burger recipe for McDonald’s has led to total burger obsession. Bringing the Idea to Life: The campaign consists of 4 stages: 2 virtual and 2 real ones. Each stage solves its communication task. The Results: As a result of the campaign, we not only did not tolerate the deterioration of brand attitudes due to changes in trends in consumer expectations, but also significantly increased image attributes, attendance and sales.

TBWA\Ukraine Marina Kunets, Account Director Oksana Matchuk, Senior Account Manager Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Alina Goncharenko, Senior Copywriter Anton Momot, Art Director

MEDIA AGENCY

OMD Ukraine

DIGITAL AGENCY

Tribal DDB Warsaw

PR AGENCY Be-It Agency CLIENT

McDonald’s Ukraine Yulia Badritdinova, Marketing and Communications Director Olga Vasylieva, Marketing Manager Andriy Dembovsky, Marketing Coordinator

JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

Owing to the fact that we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of innovative communication channels coupled with high-quality and engaging branded content. Thanks to strategically right selection of communication channels, the project helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

159 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT 300K IN 5 DAYS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

DIGITAL AGENCY

NEOS Digital

PR AGENCY Hoshva PR MEDIA AGENCY

Media Direction

OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova, Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers. Since the 70’s, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication. In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season. In fact, Martini & Tonic became the new Martini sub-brand. The Challenge: The traditional strategy of launching an alcohol brand: in parallel with advertising, to stimulate a trial in HoReCa with the help of promotional offers. To get a meaningful response in the market it is necessary to sampling a minimum of 250,000 people. Will Martini & Tonic manage this task for the first summer of 2017? The Idea: THE BIGGEST FESTIVAL AS REACTIVE PLATFORM OF SAMPLES AND COMMUNICATIONS Bringing the Idea to Life: We began to study the events popular among the target audience. The most popular festival was Atlas Weekend. In 2017 the festival planned to grow 2 times, to pass 5 days, according to forecasts it was supposed to visit 300,000 guests. The dates of the festival fell right at the height of the summer season - June 28. The ideal moment for the first cocktail sample: to appear in the circle of friends at the brightest event of the year. The festival allowed making both a record number of sample cocktails and launching on its own platform communication support for Martini & Tonic. For the aging Martini to appear in the context of such a youth event it was an opportunity to refresh the image in the eyes of new consumers. The Results: Result: 302,068 sample contacts for 5 days at the height of the season This is 3 times more than the quantity of beer sold (a traditional drink of festivals) and subject to the availability of other “habitual” drinks in the menu - rum / cola, whiskey / cola, gin / tonic. Over 5 days of the festival, 21% more sample-cocktails were sold than planned for the entire summer season. This result exceeded expectations of not only the Ukrainian but also the global office of Bacardi-Martini: according to the results of the season, during the 5 days of the festival, 20% of the sample contacts of all the markets of Eastern Europe were sold. Throughout the world, Martini has never sponsored music festivals. Today the project with Atlas Weekend is the best practice of the company at the global level.

160 EFFIE AWARDS 2017


SINGLE IMPACT ENGAGEMENT WHITE WEDNESDAY BUKOVEL SALE DAY AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuiia Havron, Account Director Oleksandra Kazarina, Head of Media Anna Seniuk, Art Director Igor Atamachuk, motion designer

CLIENT

Bukovel

Bukovel is the fastest growing ski resort in Eastern Europe. It has accumulated the biggest snow enthusiasts’ community in Ukraine on its social media. Its business approach is to sell hotel rooms and skipasses before the season starts. Having noticed that the last sales day brings by 88% more revenues than any other day, we decided to increase them by creating new peak days. We found it – the first snow day, or White Wednesday. By combining our audience’s overexcitement about the snow with a post that sales, we reached 2mln people and our sales goal was exceeded by 9,8%. The Challenge: To sell skipasses before the season start by maximum. The Idea: To make the first snow day a real celebration, when emotions matter more than rational choice. Bringing the Idea to Life: By provoking the ‘first snow’ excitement among the audience we used that as a trigger and made a postreminder about 55% skipass discount. The Results: Reaching 2 mln people with just 1 post, we exceeded our goal in sales by 9,8%. The day of the first snow became White Wednesday.

OSCAR-TOTALIZER AGENCY

Postmen Yaroslav Vedmid, CEO Olga Sytnik, Account Manager Anna Seniuk, Art Director Natalia Kuzmina, Craft designer Kate Lutaya, Editor

CLIENT

Planeta Kino

Clients, whose first contact with the brand occurred via posts in social networks as part of the Oscar-totalizer campaign, strengthened the target core of the brand, which brings the company 80% of revenue. Working with the client through a single digital channel has allowed us to build a loyal audience and generate millions of revenues. The Challenge: Create a platform that would cover the entire film market and provide an inflow of new customers. The Idea: The Oscars is the main event followed by film lovers in dozens of countries around the world! Bringing the Idea to Life:To create an Oscar-totalizer, a game that will attract all the country’s film-fans to Planeta Kino: from a post in a social network to a purchase. The Results: Every year, through the digital channel alone, we cover the entire online cinema audience and attract new customers who generate millions of revenues year in, year out.

161 EFFIE AWARDS 2017


SHORT TERM EFFECTS KYIV SOTKA AGENCY

Tabasco Group Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptev, Creative Group Head Victoria Enkina, Client Service Director

DIGITAL AGENCY

Sigma Digital

OTHER AGENCY

Full Contact

CLIENT

Commonwealth of companies Sergiy Kharchyuk, Head of project initiator in Kyiv

BALLAD OF THE INFANTRY AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Yevhen Sazhniev, Art Director Olga Zhegulina, Producer Victoria Enkina, Client Service Director

SECOND AGENCY CLIENT

Consulting company «K&K Group» Command of the Ground Forces of the Armed Forces of Ukraine

Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years. With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! The Challenge: As traditional media didn’t work, We needed to find a new, extremely efficient and inexpensive promotional instrument for targeting a very particular segment of audience. The Idea: To communicate only with those who like bicycles and only in the comments to their posts. Bringing the Idea to Life: Our audience has already proved to be active in sharing their personal events in social media, so we developed a system we called SMAI—the social media artificial intelligence – a smart bot which was contacting targeted audience in Facebook. The Results: Every third contacted person responded, giving us 1400 of registrations, which exceeded the aim at 20%. Among many social videos in support of the army and constant repetition of insights frequently covered by “direct competitors”, “Ballad of the Infantry” became a real 2-minute movie that highlighted heroism in a new way and showed the reality of life and service of the largest unit of the Armed Forces of Ukraine, which undeservingly remained behind the scenes. An image that was used as the basis of the campaign was a simple soldier’s shovel; traditionally representing “an instrument of humiliation of the infantry”, in our video it became a new symbol of the Ukrainian Ground Forces. Let’s exceed the target for contract recruitment and return mobilized Ukrainian soldiers home. Let’s stop the next wave of mobilization! The Challenge: In a state of war, to attract the maximum number of contractors to the service, and with the help of building a qualitatively new image, to highlight the Ukrainian Ground Forces among other divisions of the Armed Forces of Ukraine. The Idea: Only infantry knows what great deeds for the sake of the Motherland can be accomplished with the help of a simple soldier’s shovel. Bringing the Idea to Life: The video takes place on a real military training ground, where we used thousands of rounds and hundreds of shells to get the desired result, and instead of the actors, 150 active military personnel of the Ukrainian Ground Forces took part in the shoot. The Results: Overachievement of the target for contract recruitment allowed us not only to bring mobilized Ukrainians back home, but also to stop the next wave of mobilization!

163 EFFIE AWARDS 2017


SHORT TERM EFFECTS HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager Anton Gorbatyuk, Junior Brand Manage Olga Radchenko, Trademark Specialist

Traditions of hospitality that unite us. We tried to support this image of “Lvivske” with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular “female” contest. We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with “Lvivske”. The Challenge: How to combine the male audience around the pop «women’s» competition as a traditional brand? The Idea: Our traditions of hospitality unite us today just as 300 years ago Bringing the Idea to Life: In order to “get in touch” with as many people as possible, we used various types of communications and sponsored sponsorship for all 360. The Results: As a result, in May 2017 the brand reached the peak share – 16,1%; increased sales by 15% and raised Top of Mind indicator by 15%.

SELFIE AGENCY

Vandog Agency Irina Metnyova, Creative director Paul Romanyuk , Junior art director Andrey Gorovoy, Account director

CLIENT

Orisil Pharm Maksim Kischak, CEO Nataliya Kischak, CMO

Having moved the competition from the market of sorbents to the territory of cosmetic products, Eliminal Gel has become the only product solving the problem from inside. Thus, we have achieved the increase of the market share by 2.38% among sorbents, having managed to take the audience from the adjacent market of cosmetics. The Challenge: We have taken up the market share in the oversaturated category of sorbents, having positioned ourselves in the new territory. The Idea: Spend time on emotions, not on their treatment in photo editors. Bringing the Idea to Life: The key message – Eliminal Gel is the only filter your skin needs – was delivered through the TV commercial playing up a life situation of the target audience, where they are taking selfies. The Results: With the smaller amount of investment into communication (as compared with the previous one), the rate of sales and, consequently, the market share have been increased

164 EFFIE AWARDS 2017


SHORT TERM EFFECTS RATIONAL LOANS FOR EMOTIONAL NEEDS AGENCY

TMA Communications Uriy Gorbachevskiy, Creative Director Mikhael Karapetyan, Senior Copywriter Anna Tsarenko, Group Account Director Ludmila Kosovych, Strategic Director Viktoriya Prihodko, Senior Account Manager

CLIENT

Kredobank Khrystyna Loktyeva, Deputy Head of Marketing Department The story is about how effective media and creative strategy can put cash loand in bank on the new level of sales thanks to repositioning to a new target audience with better solvency level. Successfully chosen format of 10” video communication with bright idea, with was not used for banking category before, make this product very visible in aggressive environment of banking advertising. The Challenge: Having conservative bank product (cash loan) without any meaningful differences or benefits comparing to competitors including non-banking financial institutions we should change TA profile from 56-65 years old to 25-50 years old and make average amount of provided loan. The Idea: We decided to touch delicate psychological factor – consumer need in improvement of his own emotional well-being In other words, we appeal to common human behavior – to satisfy the desire in any circumstances – “Like it? Buy it!”. In advertising language it sounds like Rational loans for emotional needs Bringing the Idea to Life: Nonstandard creative concept, implemented in series of 10” dynamic spots plus effective media mix (TV, OOH, Internet) targeted on new audience The Results: Exceeded target sales KPI on 12% (overall increase reached 47%) for the whole campaign period. Target sales KPIs (+35% increase) were reached in advance – for 1,5 month instead of planned 2 month For the last 2 weeks of campaign we reached +12% of sales increase on top Average amount of loan increased 2,14 times (from 7 000 UAH up to 15 000 UAH, total increase reached 114%), what is 64% more than planned. Kredobank awareness increased on 5% – from 14% to 19% Sales increase in Central Ukraine gained 29,2%.

165 EFFIE AWARDS 2017


SHORT TERM EFFECTS ARCTICA LAUNCH AGENCY

TBWA\Ukraine Svetlana Tsvelenyeva – Creative Director Olga Perepelytsia – Account Director Anton Momot – Art Director Taras Bai – Junior Art Director

DIGITAL AGENCY CLIENT

AGAMA DIGITAL GROUP Eastern Bevrage Trading Bezugly Aleksey, Marketing Director Kushch Dmytro, Group Brand Manager (vodka) Skripchenko Olga, Junior Brand Manager (vodka)

This case is a successful example of unconventional thinking and going against the trend on all possible stages: growing on a declining market, asking premium price for an extremely price sensitive product, making more value by adding less ingredients, being rationally persuasive with an emotional communication, and eventually winning more than it seemed possible. The Challenge: Launch a new vodka brand that would be 10 UAH more expensive than the average market price on a falling market, hyper-sensitive to price, with a huge number of players with history and large advertising budgets, and the highest level of communication restrictions. The Idea: Seduce with purity where everyone tries to convince with additives. Bringing the Idea to Life: We created our world of crystal purity, arctic DOLCE VITA, filling it with everything that men appreciate so much – feminine beauty and a sense of ownership of the whole world. The Results: In first 3 month achieved 0.9% volume market share when the ambition was to get 0.6% (half of the share of the wellestablished segment leader “Persha Gildiya”) and became №9 overall on the vodka market in terms of brand image.

DREAM ALL DAY, ACT EVERY MINUTE AGENCY

Engine Stas Stoyackiy, Creative Director Alexey Smehov, Creative Director Vasiliy Nechaev, Strategic planner Vitaliy Gorenko, Art Director Olya Svidro, Designer Oksana Gonchar, Copywriter Iuliana Pianykh, Copywriter Galya Alomova, Copywriter Alexandr Davidok, digital producer Dasha Postnikova, Account manager Vitalina Makakenko, Account manager Vika Prudnyk, Client Service Director Olya Tertyshnaya, Client Service Director

MEDIA AGENCY CLIENT

Optimum Media OMD Ukraine

Henkel (Ukraine) Svetlana Rudenko, Group brand manager

We got the maximum market share in the history of the Fa brand in Ukraine. All this thanks not increasing media budget or crazy discounts, but using relevant message with local insights. The Challenge: Win hearts of millennials in low loyalty category “shower gels” during high season and endless price wars. The Idea: Fa motivate users not just to dream, but to constantly act on the embodiment of their desires. Bringing the Idea to Life: On website users can choose their dreams from many categories, creates, download and share with the world very-own dream-map. The Results: 16,4% - maximum market share for women’s shower gels in the history of the Fa brand in Ukraine.

166 EFFIE AWARDS 2017


SHORT TERM EFFECTS BREAKING PRICES FOR SAUCES AGENCY

Iplace Ruslan Sukhomlin, Account Manager Iryna Dydash, Head of PPC Olga Burenich, Media & Buying Director Viktor Zaiets, CSD Bogdan Levchenko, CEO

SECOND AGENCY CLIENT

Ogilvy & Mather Ukraine Metro Cash&Carry Ukraine Oksana Kulikova, Head of Marketing Vadim Ishchenko, Marketing Manager Dmytro Pastukh, Digital Marketing Specialist Within the scope of the communication campaign “Breaking Prices”, METRO launched repricing in the category of ready-made sauces expecting to double their sales according to the outcomes of the campaign. The complexity of the task consisted in the fact that the sales in the category of ready-made sauces in METRO as well as on the market as a whole - for a number of reasons, such as drop in income, a trend on healthy lifestyle and healthy nutrition - has been declining for 5 consecutive years, having dropped to 1.4 kg of sauces per person per year, and the goods themselves are not traffic-forming, that is the customers won’t drive to METRO through the whole city just to buy some sauce. Having formed an insight, that food should be not only healthy, but also delicious, we used a number of unique creative ideas and slogans (for example, “pasta + pesto = the besto”) within the advertising campaign in the Internet. In our media strategy, we focused only on the top-priority segments of the target audience: existing buyers of sauces from METRO, as well as similar consumers who are not yet customers of the network. As a result of the campaign, we managed to increase the target sales of sauces per customer by 5.5 times over a month, having increased the penetration in the category by 31%. The Challenge: To double the sales in the category of sauces, despite a 5-year decline in the consumption of sauces in Ukraine. The Idea: By means of the BIG DATA processing tools, to highlight the key consumer for the category, to scale it in a digital channel, as well as to encourage these customers to purchase sauces from METRO by demonstrating a wide range of memorable creative ideas. Bringing the Idea to Life: Having formed an insight, that food should be not only healthy, but also delicious, we used a number of unique creative ideas and slogans (for example, “pasta + pesto = the besto”) within the advertising campaign, having focused only on the top-priority segments of the target audience: existing buyers of sauces from METRO, as well as similar consumers who are not yet customers of the network. The Results: As a result of the campaign, we managed to increase the target sales of sauces per customer by 5.5 times over a month, having increased the penetration in the category by 31%.

167 EFFIE AWARDS 2017


SHORT TERM EFFECTS ZTE SMARTPHONES LAUNCH CAMPAIGN IN UKRAINE AGENCY

Havas Kyiv Kseniya Morozova, Managing Director & Business Development Director Natalia Kovtun, Account Director Alexander Kulakov, Creative Director Maria Korotkevich, Copywriter Artem Gusev, Art Director Mihail Golovachko, Head of Design

MEDIA AGENCY

Havas Digital Ukraine

DIGITAL AGENCY

Havas Digital Ukraine

CLIENT

ZTE Ukraine Huan Cai, CEO ZTE Device Group Maksym Donich, Sales Director Yuliya Scherbaneva, Head of Marketing Communication Department Inna Kaniuka, Marketing Specialist

FREE BEER FOREVER AGENCY

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

This case proves that even in such a competitive market like smartphones new affordable Chinese brand could be launched quickly and efficiently. Instead of going down the conventional path of declaring one or another functional feature and communicating it, we bet on building resonance with our consumers’ aspirations. We created distinctive and emotional TV-campaign ‘ZTE for generation Z’. Being empowered by media digital strategy of precise affinity, the communication generated visible growth of sales for the brand. The Challenge: To break communication clutter in order to create for ZTE brand an unquestionable reason to be in consumers hearts and hands The Idea: ZTE is for Generation Z Bringing the Idea to Life: Inspirational TV-reel was adapted for online media and had been aired with precisely specific targeting at the range of indicators correlating with young audience (beyond socio-demographic characteristics) The Results: Sales grew up to 68% and generated for ZTE brand 1,4% share of smartphone market in Ukraine Consumers increasingly frequently use social media to find how and where to spend their leisure time. That’s why it was necessary to develop an advertising campaign to create a stir around Beer Point in the Internet. The pub has had no budget for a long-term coherent campaign. The shot must have been quick and precise. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. The viral effect has created a stir in social media and made the pub well-known in Ukraine. The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

168 EFFIE AWARDS 2017


SHORT TERM EFFECTS LET IT BE THE CHOCOLATE! AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Ihor Sheykin, Creative Director TWIGA’Idea Kateryna Velgan, Concept Project Director TWIGA’Idea Natalia Bulbuk, Project manager TWIGA Ukraine Roman Shykhutsky, Managing Director Media First Ukraine

SECOND AGENCY

Studio7

MEDIA AGENCY

Media First

DIGITAL AGENCY

TWIGA Digital

CLIENT

Public Organization «Tse Nash Kyiv » Dmitry Fedorenko, Director

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans. And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human. Therefore, this situation affects negatively on the living conditions of us all. PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation… The Challenge: So we had to create the culture of cleaning after the pets from the scratch: we had to relieve the Kievans from the belief that cleaning up after their pets is shameful, and to change the perception of people who do it from “what a freak!” to “heroes”. The Idea: By cleaning poop after the pets we take care of our children’s health! Bringing the Idea to Life: Within total absence of advertising budget, we bet on the provoking creative message that had been placed on the citilights and billboards provided by Kyiv City Administration. The Results: Without spending a hryvnia on this campaign we’ve got such results: - High public resonance due to publications in internet media provided 1.8 million views, and active discussions on social networks - In only 1 month after the campaign the number of dogs’ latrines has increased in 5 times in Kiev with support of City Administration! - Most importantly, the percentage of pet owners who clean feces after their pets has increased from 1% up to 20-50% in locations where dogs latrines are installed.

169 EFFIE AWARDS 2017


SHORT TERM EFFECTS 3 WEEKS CHALLENGE AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestle Ukraine Tetiana Sviatenko, Communication and Marketing Excellence Director Mark El Khoury, Business Executive Manager Daria Bilonozhko, Brand manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital marketing manager

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer’s confidence, the brand turned its consumers into Purina One’s ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One. The Challenge: How, in a short time and with a minimum budget for promotion, to return the focus of attention of the qualitysensitive consumer to quality and justify the higher cost of the product. The Idea: To give the audience an opportunity to get a NEW experience of care and proper nutrition, tested by many cat owners, confirmed by real cats, guaranteed by the high quality of Purina One. Bringing the Idea to Life: Confirming quality in a new way: creating a unique community to receive real experience of interaction with a brand - product testing The Results: We not only increased brand consideration thanks to image attribute growth «Are better quality than other cat food brands», but also increased market share in conditions of super premium segment fall and switching to cheaper brands

170 EFFIE AWARDS 2017


SHORT TERM EFFECTS STRAKHONICH/FEARNIGHT AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Nikita Pogrebnoy, Art Director Egor Vdovenko, Designer Maxim Lomakin, Senior Account Vitaly Mikulinskiy, Accout Director

OTHER AGENCY CLIENT

Impacto Jameson Denis Maximov, Brand Manager Eugene Semenenko, Creative Excellence Manager

We developed a Ukrainian alternative to Halloween and came up with our own neologism – a unique holiday on the eve of All Saints Day – Strakhonich (Fearnight). The Challenge: Premium whiskeys (like any other alcoholic drinks) do not have many opportunities for a product promotion due to the legislation restrictions. We need to increase the emotional connection between the brand and Halloween. It is an excellent occasion to go out with friends to a bar or celebrate at home The Idea: We decided not to adapt the product world rational communication, but to create an original message exclusively for the Ukrainian young audience and branding, which would help renew and rejuvenate the parent brand Bringing the Idea to Life: Communication “Strakhonich” was promoted comprehensively in communication channels (OOH, ontrade,off-trade):»Strakhonich»,”Strakhoznyzhky (Feardiscounts) for Strakhonich», “Strakhodrіnk for Strakhonich» The Results: The sales plan for the period from October 2016 to January 2017 was 162,778 liters; we overfulfilled the plan by 33,688 liters, which was 121 percent (21 percent of growth).

SUCCESS FORMULA AGENCY

AG Communications Group Kirill Tereshchenko, Director Tatiana Pashaian, Client Service Director Mariya Kozievskaya, Account Manager Alexey Veres, Design Team Lead Sergey Serdyk, Senior Designer Alexander Sosnovskiy, Web development

MEDIA AGENCY

OMD Media Direction Ukraine

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Dmytro Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Olga Kashpur, Junior Brand Manager

Sales of Baltika 7 show decline for 3 years in a row (-6,3% in 2014, -20% in 2015 and -11% в 2016). Campaign task – withhold sales on level of 2016. Using success communications platform, brand had stated: success – is not an accident. In digital-centered project brand had developed modern success formula, containing 7 ingredients, powered by true video stories of 7 trusted successful opinion leaders. Baltika 7 content has opened the nature of success. Actual content and media strategy resulted in total stop of brand decline with even +1% sales growth after only 2 month of communication! The Challenge: Recover brand’s business using success communication platform on background of dramatic brand downfall The Idea: Baltika 7 states: success – is not an accident, formula of success – exists! Bringing the Idea to Life: A digital-centered project uniting video stories of 7 trusted opinion leaders, with massive online, OOH and TV support The Results: After only 2 month of communication – total stop of brand decline with even +1% sales growth.

171 EFFIE AWARDS 2017


SHORT TERM EFFECTS JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

Owing to the fact that we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of innovative communication channels coupled with high-quality and engaging branded content. Thanks to strategically right selection of communication channels, the project within the shortest possible period of time helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

172 EFFIE AWARDS 2017


SHORT TERM EFFECTS DON’T RUIN YOUR LIFE FEAST AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Anna Mizina, Account Manager Irina Kolokot, Account Manager Yana Bogdanova, Art Director

SECOND AGENCY

Hoshva PR

CLIENT

Synevo Ukraine

We had a very challenging goal — to inspire people to make a preventive health checkup for the diseases “that would never happen to them”. Taking into account, that the campaign is still running, we already exceeded the planned KPI by 2 times. In addition, the previous year results were multiplied by dozens times. Such fast results show that campaign was based on relevant insight & media was chosen correctly. The Challenge: Make Ukrainians change their mind about “the deceases that would never happen to them” & motivate them to check their health The Idea: We decided not to scare people, but to create a positive mood with “Don’t let deceases ruin your life party” concept Bringing the Idea to Life: We’ve created a series of cute animated videos where deceases acted like party poopers in order to get people’s attention and created a website where people could test their risk and get a discount for medical check-up in Synevo The Results: Videos went viral and we’ve exceeded all planned KPIs on medical check-up orders just in the beginning of our campaign

Bogdan Kidon, Head of Marketing and Sales Synevo Ukrainе

SCARE OR DARE. VEET SENSITIVE PRECISION LAUNCH CAMPAIGN AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Alyona Sylchuk, Account Manager Evgen Madenov, Art Director

SECOND AGENCY

Hoshva PR

MEDIA AGENCY

Media Expert

CLIENT

Reckitt Benckiser Household & Healthcare Ukraine Oleg Spivak, Marketing Director Olha Etke, Junior Activation Manager Veet

Veet Sensitive Precision Trimmer launch was aimed to challenge the trimmer category as well as to compete with the regular razors in women’s daily routine. The project is a great example of non-standard approach to engaging users in digital channel. Our emotional campaign showed that women are tender and they deserve better. The Challenge: Women are got used to regular razors. They have already forgotten how good it feels to shave without irritation and pain. The Idea: In order to demonstrate that Veet Sensitive Precision removes hair without any pain, we offered women to shave their most sensitive ones — their men! Bringing the Idea to Life: In Veet Scare or Dare Game we offered girls to challange their men to shave themselves with a regular razor or epilator. If they succeed, they would get the Veet trimmer for free. And if they fail, they would have to buy this trimmer for their beloved. The Results: Only 37 men have successfully shaved themselves and won trimmers for their girls. The rest of men were not brave enough, so the online sales share increased to 23% and Veet brand revenue grew by 179%

173 EFFIE AWARDS 2017


SHORT TERM EFFECTS CHAMPION’S MATCH AGENCY

THINKMcCANN Evhen Kaminskyi, Creative Director Oksana Kapranova, Art Director Olena Gnucheva, Creative Group Head Yuriy Skliaruk, Production Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

SECOND PRIMARY AGENCY

Carat Ukraine

CLIENT

Mastercard Ukraine

Conducting promo on very specific platform “Football”, and having an extremely narrow special asset (a chance for a child to bring his idols to the field before the final game), which also had many restrictions; we involved a wide range of TA and exceed our plans in a case of increasing card transactions in a short period of time. The Challenge: How to involve not only football fans to the football platform, having a gift, with a huge number of restrictions? The Idea: To fulfill the childhood dream is priceless. Bringing the Idea to Life: We appealed to parent’s feelings. They weren’t a football fans, but they were ready to do all for child’s happiness. We launched a TV commercial reminding in it about importance of dreams for little fans, developed a key-visual and adapted it for a variety of formats from outdoor advertising to digital banners. The Results: We finished with the results, exceeded our original plan: increasing transactions (plan – 30, fact – 40), transaction dynamics increased eight times, against planned – five. We gave to children a fulfillment of their great desire.

Nataliya Baidala, Director Area Marketing

WHEN YOU ARE NOT HOLDING YOUR BREATH THAT’S PRICELESS, OR JA‑SURPRISE FOR PRETTY MARINA AGENCY

THINKMcCANN Evhen Kaminskyi, Creative Director Oksana Kapranova, Art Director Olena Gnucheva, Creative Group Head Yuriy Skliaruk, Production Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

SECOND PRIMARY AGENCY CLIENT

Carat Ukraine Mastercard Ukraine Oleksandra Gubar, Marketing Manager Customer Marketing Ukraine

Against the backdrop of an extremely busy clutter of communications of competitors to Eurovision, we were able to break through and solve our ambitious task, increasing the number of transactions and establishing a positive emotional connection of consumers with the brand in a short period of time. The Challenge: To attract people to our promo on the background of tough competition, during the Eurovision. The Idea: To transform every transaction from a boring routine to the opportunity to experience priceless emotions. To live in the music – is priceless. Bringing the Idea to Life: We gave for a biggest Jamala fan a gift – personal contact with her idol, and a trip to the coolest musical ceremony Brit Awards in London, having made a case with her real emotions, and proving that every dream comes true with Mastercard. The Results: We exceed our plan, greatly increasing a number of transactions per promo participants (93 % of constant transactions), and gave for people a real moments of miracle.

174 EFFIE AWARDS 2017


SHORT TERM EFFECTS 99% DISCOUNT WITHOUT MARGIN LOSS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MARKETING SERVICES MAG MS AGENCY CLIENT

NOVUS Elena Berezhnaya, Communications manager

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar) Every player is ready to lower the margin for increasing sales. NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality? The Challenge: 1. RECEIPTS QUANTITY INCREASMENT 2. AVERAGE RECEIPT INCREASMENT BY SELLING MORE MARGINAL PRODUCTS The Idea: 99% DISCOUNT, WHICH DOESN’T KILL THE MARGIN Bringing the Idea to Life: CREATIVE STRATEGY Before the holidays come, people live in stress throughout the month before New Year comes. They prepare and choose which presents to choose, food to cook, where to buy and how to save money. Instead of reminding about upcoming holidays, we decided to aim on helping people with their preparations. “WE PREPARED SO YOU SHOULD NOT”. This became the main idea of communication. MEDIA STRATEGY “Switchers” and “Loyals” were put together into one advertising campaign funnel, where every phase of their customer needs could resolve different tasks, which anyway leaded to common desirable effect. The Results: 1. Number of transactions: +11% comparably to the month before the Campaign 2. Average receipt: +16% comparably to the same period of the previous year

175 EFFIE AWARDS 2017


SHORT TERM EFFECTS 300K IN 5 DAYS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

DIGITAL AGENCY

NEOS Digital

PR AGENCY Hoshva PR MEDIA AGENCY

Media Direction

OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova, Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers. Since the 70’s, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication. In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season. In fact, Martini & Tonic became the new Martini sub-brand. The Challenge: The traditional strategy of launching an alcohol brand: in parallel with advertising, to stimulate a trial in HoReCa with the help of promotional offers. To get a meaningful response in the market it is necessary to sampling a minimum of 250,000 people. Will Martini & Tonic manage this task for the first summer of 2017? The Idea: THE BIGGEST FESTIVAL AS REACTIVE PLATFORM OF SAMPLES AND COMMUNICATIONS Bringing the Idea to Life: We began to study the events popular among the target audience. The most popular festival was Atlas Weekend. In 2017 the festival planned to grow 2 times, to pass 5 days, according to forecasts it was supposed to visit 300,000 guests. The dates of the festival fell right at the height of the summer season - June 28. The ideal moment for the first cocktail sample: to appear in the circle of friends at the brightest event of the year. The festival allowed making both a record number of sample cocktails and launching on its own platform communication support for Martini & Tonic. For the aging Martini to appear in the context of such a youth event it was an opportunity to refresh the image in the eyes of new consumers. The Results: Result: 302,068 sample contacts for 5 days at the height of the season This is 3 times more than the quantity of beer sold (a traditional drink of festivals) and subject to the availability of other “habitual” drinks in the menu - rum / cola, whiskey / cola, gin / tonic. Over 5 days of the festival, 21% more sample-cocktails were sold than planned for the entire summer season. This result exceeded expectations of not only the Ukrainian but also the global office of Bacardi-Martini: according to the results of the season, during the 5 days of the festival, 20% of the sample contacts of all the markets of Eastern Europe were sold. Throughout the world, Martini has never sponsored music festivals. Today the project with Atlas Weekend is the best practice of the company at the global level.

176 EFFIE AWARDS 2017


SHORT TERM EFFECTS RENAULT MEGANE SEDAN AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Oksana Moyseenko, Media Group Head Alexandr Turubarov, Digital Director Yana Malinovskaya, Group Account Director Marta Kalynets, Account Manager Oleg Boroday, Senior Copywriter Olga Vasilyeva, Art-Director Viktor Kolesnikov, Designer Olga Poltoratskaya, Designer

SECOND AGENCY

Publicis Ukraine

DIGITAL AGENCY

Resolution Media Ukraine

CLIENT

RENAULT Ukraine Oksana BOREYKO, Marketing and communication Director Ievgen IATSENKO, Head of ATL&BTL Department Olena FOMIUK, Advertising specialist

Different media-tools were used (ATL, BTL, Digital) which helped to reach and overcome the KPIs, and also to create halo-effect with the help of non-paid media (psychological test on the landing page. The results of this test were shared actively in SM by users themselves). The Challenge: To come back to C-class (taking into account strong positions of German and Japanese brands) with the help of Renault Megane Sedan legend+ help of Megane and to sell solid amount of Megane cars in complete package. The Idea: Giving the possibility to a client to feel himself as CEO in his own eyes as well as in the eyes of his colleagues. Bringing the Idea to Life: Besides standard ATL-communication, we’ve created landing-page where user could pass the test “Which CEO you are” (with possibility to share in SM), book the testdrive and also get CEO-gifts in case of Megane buying (expansive watches or individual suit sewing); and in dealership centers the clients were welcomed by doormen who opened the doors and assisted to the customer offering him/her to pass the test-drive. The Results: All KPIs were overfulfilled before the reporting period ended: the number of attracted customers to the dealer network exceeded by 2 times (1075 test drives vs. 500 test drives planned), sales of Renault Megan in the C-class exceeded by 42% (plan from April to June – 60 cars – reached 85 cars).

177 EFFIE AWARDS 2017


LONG-TERM EFFECTIVENESS PITBULL BATTLE AGENCY

ODDEE Agency BAZAR IVAN Creative Director ALINA TSYGANOK Creative Supervisor

CLIENT

New Products Group Elena Selutina Director of Corporate Communications & PR Boris Tkachev Director of Research & Strategy Oksana Tsygankova Group brand manager (till march 2017)

This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the project as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the crossfunctional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull The Challenge: To find a solution with relevant communication that completely fits brand’s TA ovide one-sentence summary. The Idea: Strategic aim was to build protected brand’s territory for a long time. To make the brand of Pit Bull a promoter of rap culture, brand that helps young rappers and supports them to express themselves Bringing the Idea to Life: We created the site as a platform for the RAP contest The Results: 6.2K registrations | uploaded 8.7K songs | 1,2M reach | Market share +10% | Awarness +6% | consumption +8% | Loyslity +5%

179 EFFIE AWARDS 2017


LONG-TERM EFFECTIVENESS «MILUPA» — CREATING A BRAND‑LEADER AGENCY

Havas Ukraine Kateryna Ilchenko, Director Anastasiya Roganova, Art Director Ivan Akinin, Creative Director Nikyta Lozarenko, Copywrite

CLIENT

Milupa, Danone Nutricia ELN Kateryna Levchenko, marketing director

In 2013 there were three leaders in the baby food market (mixes, cereal, puree): «Nestle» (21.9 % SOM in Value), «Nutricia» (18.9%), No. 3 Khorolsky Combine (12.7%). To obtain a convincing leadership in the segment, «Nutricia» makes a decision to launch the «Milupa» brand in the mass segment and begin its development from the cereal segment (25 % SOM in Value till the end 2013). The main problem of the launch of the new brand in the baby food market is the buyer’s inertia to taste something new, because the end user of the product are kids, so for moms the main criterion for choosing food remains safety. We had to convince mothers of Ukraine that «Milupa» is a great solution for them and their babies. We solved it with idea “Harmony of benefit and taste thanks to 80-years of success in Europe”. Launch of cereals was so successful that the leader position in the segment was achieved in a year, which was a good basis for the development of the brand. In 2014 «Milupa» cookies were launched to expand the range. In 2016 with the launch of a new package, the brand hero— Bear cub Nyam-Nyam was introduced — to further emphasize the pleasure of children from taste. Taking into account the conquests of the brand it was announced that every 3rd mother of Ukraine chooses «Milupa» cereal. In 2017, a range of puree from the «Milupa» brand was introduced with a message that the choice of tasty and wholesome «Milupa» purees is the way to take care of the baby for most mothers in Ukraine. With the launch of the «Milupa» puree line, it has a full menu for babies complimentary feeding. In order to draw attention of mothers to the fact that they can provide a full complementary diet with the help of a trusted brand, there was launched the campaign «Menu for the whole day» in the autumn of 2017. The Challenge: The main problem of the launch of the new brand in the baby food market is the buyer’s inertia to taste something new, because the end user of the product are kids, so for moms the main criterion for choosing food remains safety. We had to convince mothers of Ukraine that «Milupa» is a great solution for them and their babies. The Idea: Harmony of benefit and taste thanks to 80-years of success in Europe Bringing the Idea to Life: TV, Internet, sampling, support in trade The Results: The strategic task of lengthen the lead over the main competitor «Nutricia» vs «Nestle» was successfully solved with the launch of «Milupa». At the time of registration, «Nutricia»’s share is 34% against «Nestle»’s share of 20%.

180 EFFIE AWARDS 2017


LONG-TERM EFFECTIVENESS BORN FOR HUGS 2017 AGENCY

Agency - ISD Group Creative Director, Executive producer:Nataliya Tachinskaya; Strategy Director: Mikhael Traverse; Art Director:Nataliya Tachinskaya; Creative Group Head: Ihor Tulub ; Copywriter: Juliya Ovcharenko; Development: Andrew Sergeyev; Design: Nadya Lugovskaya; Account manager: Svetlana Myronchuk; Analyst: Vladimir Bilets

CLIENT

Kimberly-Clark Ukraine Echkenko Elena, brand-manager Anastasiya Gorishnyakova, Marketing Director, Ukraine & Central Europe Maksim Nosenko, POME Brand Manager

KVASS TARAS. A TRILOGY OF REFRESHMENT. AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director Dmytro Nisteruk, Creative Group Head Victor Vysotskyi, Creative Group Head Olena Gnucheva, Senior Copywriter Illya Yankovskyi, Copywriter Oksana Kapranova, Art Director Viktoriya Nikonenko, Art Director Olga Kutuzova, Group Account Director Anastasiya Kostikova, Account Manager

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Tetiana Tertyshna, Marketing Manager Svitlana Nikiforets, Brand Manager Nina Yeroshina, Junior Brand Manager Maryna Beznosiuk, Brand Executive

For 3 years in a row Huggies leads the emotional communication, delivering the main brand values. More than that: they carry the charity mission, drawing the attention of the society on the children deprived of mother`s hugs and providing help for them. In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand awareness, market share, trial purchase). The Challenge: How to take a share from the competitor, who’s brand name has became an appellative for the whole category, in a multi-year declining market and in terms of the competitor’s superiority at investing in TV advertising? The Idea: Haggies believes in the power of hugs and helps to provide them for those babies to whom they are most vital. Bringing the Idea to Life: Born For Hugs is a communication with the duration of three years, aimed at consistently demonstrating the magical power of embraces and helping to gather resources for children deprived of motherly hugs. The Results: Huggies Elite Soft has took #1 position in market share and brand awareness in the diaper segment for the newborns. What to do if kvass with its archaic image does not fit into the modern world, Or can such a traditional and archaic beverage like kvass become fashionable and modern? In the conditions of the market stagnation, we were able to do what nobody could do to us: created the kvass the image of a youth drink, while not losing older consumers, cracking stereotypes about the “incommensurability” of kvass, launching non-standard novelties White and Black kvass. Thanks to a comprehensive strategy, we not only gave Kvass a new life, but also changed the whole category. Thanks to innovative communication, our kvass has turned into a trendy, refreshing, modern beverage. The Challenge: Conduct a revolution in the kvass market and make it a fashionable and topical beverage for modern consumers. The Idea: Kvass is a natural refreshment and taste, which residents of the metropolis can not resist. Bringing the Idea to Life: Our plan was designed for 3 years, during the course of work we launched 2 unusual novelties – White and Black kvass, as well as updated the image of the oldtimers of the category Kvas Taras Khlibnyi. The Results: Our upgrade revolution ended with stunning results: we managed not only to retain leadership, but also to increase the market share (from 24 % to 43 %) by almost 2 times, increase the volume of sales of bottled kvass by 77 % and improve the image of the category on a number of indicators: stylish, modern drink +24 pp, drink for youth +14 pp, refreshing and light drink +12 pp.

181 EFFIE AWARDS 2017


SHOPPER MARKETIN DRAW YOUR CAPITAL AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Elena Lapshova, Account Director TWIGA’Idea Svetlana Gukova, BTL Director TWIGA’GO! Igor Sheykin, Creative Director TWIGA’Idea Yana Pyatenko, Digital Head TWIGA Digital

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

TWIGA Digital

MARKETING SERVICES TWIGA’GO! AGENCY CLIENT

VINFORT Shtytsko Konstantin, Marketing Director

STOLI STOLICHNAYA – it is a premium vodka, which is represented in more than 170 countries of the world and is included into 3 largest vodka brands in the world. Despite the fact that STOLI STOLICHNAYA has been produced in the European Union (Latvia) for many years, the majority of Ukrainians still perceived this product as a Russian, by associating with the historic homeland of this brand, the Soviet Union, and its capital Moscow. After the military aggression of Russia social protests began all over the country: Ukrainians massively announced a boycott to Russian goods. Loyalty to STOLI declined and sales dropped dramatically. The Challenge: The brand was faced with the task of changing the perception of STOLI vodka as a Russian product among Ukrainian consumers to save the life of the in Ukraine. The Idea: In Slavic languages, the name Stolichnaya means «A Country’s Capital». But… who said it is about Russian capital? Everyone has its own capital. Bringing the Idea to Life: STOLI STOLICHNAYA is the original vodka enjoyed by original people, so we decided to bring this idea to life in an original way: we organized a national graphic design contest for legendary international vodka STOLICHNAYA “Draw Your Capital” as you see it. We implemented an integrated project with PR campaign in mass media, involving people in social networks and in retail. The Results: The project formed a high PR-resonance and interest in the brave brand, which significantly influenced the fate of STOLI STOLICHNAYA in Ukraine, radically changing the negative sales trend into the direction of growth

182 EFFIE AWARDS 2017


SHOPPER MARKETIN SCHOOL BUS AGENCY

SIGMA UA SIGMA UA Alexandr Bloshitsa, TV Buying Director Mykyta Tereshchenko, Media Group Head Anton Bondar, R&D head Viktor Chorny, senior mediaplanner

SECOND AGENCY CLIENT

AA8 SC BIC Ukraine Tatiana Krikun, Brand&Trade Manager Oksana Slusarchuk, Sales Manager

BIC stationery products range perfectly fits the needs of school classes and exercising. ¾ of sales in the category are concentrated in three summer months, so called “Back to school” season. The successful campaign including direct TV ads, integrated sponsorship project, OOH, transport ads and YouTube onlinevideo ads was supported with original POS-promo campaign in big retail points which contributed strongly in fulfilling the business objectives with over-delivery and obvious behavioral effect causing sales structure change to the needed direction. The Challenge: To repeat previous year success in sales growth and change the sales structure for logistics & monitoring convenience by implementing media campaign within Back to School season (Jun-Aug) The Idea: Along with BA driving and keeping voice parity in media with competitors, to educate TA about specific features of high-quality stationery products and re-direct purchases from marketplaces and school bazaars to big stores and online. Bringing the Idea to Life: In addition to the basic media campaign, equip big retail points with original POS-materials to provide campaign with in-store promo support The Results: Business objectives fulfilled with over-delivery: growth of sales in both units and UAH, structure of sales modified in the needed direction (big stores & supermarkets and online sales share boosted above KPIs set)

183 EFFIE AWARDS 2017


SHOPPER MARKETIN MY BURGER AGENCY

My Burger Marina Kunets, Account Director Oksana Matchuk, Senior Account Manager Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Alina Goncharenko, Senior Copywriter Anton Momot, Art Director

MEDIA AGENCY

OMD Ukraine

DIGITAL AGENCY

Tribal DDB Warsaw

PR AGENCY Be-It Agency CLIENT

McDonald’s Ukraine Yulia Badritdinova, Marketing and Communications Director Olga Vasylieva, Marketing Manager Andriy Dembovsky, Marketing Coordinator

For the first time, McDonald’s Ukraine has dared to meet the tastes of Ukrainians by introducing a unique digital platform where burgers could be created almost by hand on their own recipe. The original format of the campaign, several stages of the competition and communication with the consumer in online and offline channels has affected both the communication and business indicators. The Challenge: Raise the pleasure of visiting in terms of perceptions of the diversity of offerings and enable visitors to proactively participate in the selection of ingredients. The Idea: The ability to create your own burger recipe for McDonald’s has led to total burger obsession. Bringing the Idea to Life: The campaign consists of 4 stages: 2 virtual and 2 real ones. Each stage solves its communication task. The Results: As a result of the campaign, we not only did not tolerate the deterioration of brand attitudes due to changes in trends in consumer expectations, but also significantly increased image attributes, attendance and sales.

MAKE MARTINI YOUNG AGAIN AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MEDIA AGENCY

OMD | Media Direction

DIGITAL AGENCY

NEOS Digital

PR AGENCY HOSHVA PR OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova , Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row. The Challenge: To launch new Martini & Tonic sub-brand, it was necessary to find a platform that would simultaneously build awareness and generate trials. The Idea: Such a platform was Atlas Weekend music festival. Bringing the Idea to Life: Martini became not just a sponsor, but part of the festival. Communication “with friends” allowed the brand to integrate seamlessly into the festival’s posters. Martini & Tonic brought the festival to a new level of hospitality. The Results: The coverage of 69% of the audience at a frequency of 3+ 302,068 sample contacts for 5 days of the festival + 13.3% increase in absolute volume in bottles (Apr-Sep, 2017/2016)

184 EFFIE AWARDS 2017


SHOPPER MARKETIN 99% DISCOUNT WITHOUT MARGIN LOSS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MARKETING SERVICES MAG MS AGENCY CLIENT

NOVUS Elena Berezhnaya, Communications manager

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar) Every player is ready to lower the margin for increasing sales. NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality? The Challenge: 1. RECEIPTS QUANTITY INCREASMENT 2.AVERAGE RECEIPT INCREASMENT BY SELLING MORE MARGINAL PRODUCTS The Idea: 99% DISCOUNT, WHICH DOESN’T KILL THE MARGIN Bringing the Idea to Life: CREATIVE STRATEGY Before the holidays come, people live in stress throughout the month before New Year comes. They prepare and choose which presents to choose, food to cook, where to buy and how to save money. Instead of reminding about upcoming holidays, we decided to aim on helping people with their preparations. “WE PREPARED SO YOU SHOULD NOT”. This became the main idea of communication. MEDIA STRATEGY “Switchers” and “Loyals” were put together into one advertising campaign funnel, where every phase of their customer needs could resolve different tasks, which anyway leaded to common desirable effect. The Results: 1. Number of transactions: +11% comparably to the month before the Campaign 2. Average receipt: +16% comparably to the same period of the previous year

185 EFFIE AWARDS 2017


EXPERIENTIAL MARKETING HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Traditions of hospitality that unite us. We tried to support this image of “Lvivske” with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular “female” contest. We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with “Lvivske”. The Challenge: How to combine the male audience around the pop «women’s» competition as a traditional brand? The Idea: Our traditions of hospitality unite us today just as 300 years ago Bringing the Idea to Life: In order to “get in touch” with as many people as possible, we used various types of communications and sponsored sponsorship for all 360. The Results: As a result, in May 2017 the brand reached the peak share – 16,1%; increased sales by 15% and raised Top of Mind indicator by 15%.

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager

MIVINA: THE BATTLE OF TASTES AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Yuriy Skliaruk, Producer Anna Bobina, Account Director Alina Golub, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestle Ukraine, Mivina Alona Degtiar, Group Brand Manager, Cold Sauces Culinary BU, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle Ukraine

Despite the falling popularity of fast food, we raised the Mivina sales and returned its Throne in the category. Referring to the theme of The Games of Thrones, we launched two tastes and started a taste battle, the outcome of which depended on Eaters. We created a site, developed a key-visual and shot a commercial. Moreover, we launched OOH at universities and video in cinemas, created Coub channel and developed stickers for Viber. A squad of promoters supported the campaign. Thus, we raised the sales of Mivina, modernized the brand and returned its Noodle throne! The Challenge: Rapid loss of market share due to the outflow of consumers to an active and cheaper competitor, against the background of a general decline in the popularity of fast-food products among young audiences. The Idea: The battle of two new tastes, the outcome of which depends on consumers. Bringing the Idea to Life: Web site Game of Tables. Commercial and key-visual. OOH. Coub channel and Viber stickers. BTL campaign. SMM. The Results: We raised the sales of Mivina (from -16 % to +34 %), modernized the brand (+19 points) and returned its Noodle throne!

187 EFFIE AWARDS 2017


EXPERIENTIAL MARKETING VISA EUROVISION VILLAGE CONTACTLESS ACTIVATIO AGENCY

Havas Engage Vladimir Zborovsky Agency Director Uliana Antypenko Project manager Kyrylo Chystyakov Creative Director Elena Goncharevskaya-Yuhova Art-director

SECOND AGENCY CLIENT

BBDO Ukraine Visa International Service Association Valeriy Zagidko Sr. Marketing Director CIS-SEE Nataliia Alieinikova Marketing Manager Olga Dubinina Marketing Manager Denis Yakimchuk Digital & Social Media Marketing Manager Dmitry Zakharov Marketing Manager

RENAULT MEGANE SEDAN AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Oksana Moyseenko, Media Group Head Alexandr Turubarov, Digital Director Yana Malinovskaya, Group Account Director Marta Kalynets, Account Manager Oleg Boroday, Senior Copywriter Olga Vasilyeva, Art-Director Viktor Kolesnikov, Designer Olga Poltoratskaya, Designer

SECOND AGENCY

Publicis Ukraine

DIGITAL AGENCY

Resolution Media Ukraine

CLIENT

Private Joint Stock Company “RENAULT Ukraine” Oksana BOREYKO, Marketing and communication Director Ievgen IATSENKO, Head of ATL&BTL Department Olena FOMIUK, Advertising specialist

This case demonstrates how traditional advertising activities might be reinforced through outstanding and emotionallyengaging customer experiential activity. Visa was the official partner of Eurovision 2017 and conducted a huge ad campaign. Visa Innovation Stand that we developed and built in the center of EuroVillage, full of versatile contactless activities, made people experience the emotional side of both the brand and contactless technologies. The results of the activation topped the expectations the client and the agency had. The Challenge: To engage consumers into experiential activity that will inspire them to get Visa contactless payment products and to use them in everyday life. The Idea: Visa brought to you the once-in-a-life experience of versatile contactless technologies in Eurovision Village: сome, see and be on the same wavelength! Bringing the Idea to Life: While contactless photo-mirror – the tangible dramatization of payWave technology – immersed visitors into experiential activity, they were exposed to Visa contactless products by four bank partners. The Results: More than 12000 contactless photos had been made by photo-mirror, more than 30 000 Visa contactless products were issued at the stand, the ‘innovative’ perception of the brand became visibly higher.

Different media-tools were used (ATL, BTL, Digital) which helped to reach and overcome the KPIs, and also to create halo-effect with the help of non-paid media (psychological test on the landing page. The results of this test were shared actively in SM by users themselves). The Challenge: To come back to C-class (taking into account strong positions of German and Japanese brands) with the help of Renault Megane Sedan legend+ help of Megane and to sell solid amount of Megane cars in complete package. The Idea: Giving the possibility to a client to feel himself as CEO in his own eyes as well as in the eyes of his colleagues. Bringing the Idea to Life: Besides standard ATL-communication, we’ve created landing-page where user could pass the test “Which CEO you are” (with possibility to share in SM), book the test-drive and also get CEO-gifts in case of Megane buying (expansive watches or individual suit sewing); and in dealership centers the clients were welcomed by doormen who opened the doors and assisted to the customer offering him/her to pass the test-drive. The Results: All KPIs were overfulfilled before the reporting period ended: Renault Megan’s sales share in C-class increased by 3 times (7,4% vs. 2,4%), the number of attracted customers to the dealer network exceeded by 50% (1469 vs. 1000 test drives).

188 EFFIE AWARDS 2017


EXPERIENTIAL MARKETING MY BURGER AGENCY

TBWA\Ukraine Marina Kunets, Account Director Oksana Matchuk, Senior Account Manager Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Alina Goncharenko, Senior Copywriter Anton Momot, Art Director

MEDIA AGENCY

OMD Ukraine

DIGITAL AGENCY

Tribal DDB Warsaw

PR AGENCY Be-It Agency CLIENT

McDonald’s Ukraine Yulia Badritdinova, Marketing and Communications Director Olga Vasylieva, Marketing Manager Andriy Dembovsky, Marketing Coordinator

For the first time, McDonald’s Ukraine has dared to meet the tastes of Ukrainians by introducing a unique digital platform where burgers could be created almost by hand on their own recipe. The original format of the campaign, several stages of the competition and communication with the consumer in online and offline channels has affected both the communication and business indicators. The Challenge: Raise the pleasure of visiting in terms of perceptions of the diversity of offerings and enable visitors to proactively participate in the selection of ingredients. The Idea: The ability to create your own burger recipe for McDonald’s has led to total burger obsession. Bringing the Idea to Life: The campaign consists of 4 stages: 2 virtual and 2 real ones. Each stage solves its communication task. The Results: As a result of the campaign, we not only did not tolerate the deterioration of brand attitudes due to changes in trends in consumer expectations, but also significantly increased image attributes, attendance and sales.

189 EFFIE AWARDS 2017


EXPERIENTIAL MARKETING 99% DISCOUNT WITHOUT MARGIN LOSS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MARKETING SERVICES MAG MS AGENCY CLIENT

NOVUS Elena Berezhnaya, Communications manager

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar) Every player is ready to lower the margin for increasing sales. NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality? The Challenge: 1. RECEIPTS QUANTITY INCREASMENT 2. AVERAGE RECEIPT INCREASMENT BY SELLING MORE MARGINAL PRODUCTS The Idea: 99% DISCOUNT, WHICH DOESN’T KILL THE MARGIN Bringing the Idea to Life: CREATIVE STRATEGY Before the holidays come, people live in stress throughout the month before New Year comes. They prepare and choose which presents to choose, food to cook, where to buy and how to save money. Instead of reminding about upcoming holidays, we decided to aim on helping people with their preparations. “WE PREPARED SO YOU SHOULD NOT”. This became the main idea of communication. MEDIA STRATEGY “Switchers” and “Loyals” were put together into one advertising campaign funnel, where every phase of their customer needs could resolve different tasks, which anyway leaded to common desirable effect. The Results: 1. Number of transactions: +11% comparably to the month before the Campaign 2. Average receipt: +16% comparably to the same period of the previous year

190 EFFIE AWARDS 2017


EXPERIENTIAL MARKETING 300K IN 5 DAYS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

DIGITAL AGENCY

NEOS Digital

PR AGENCY Hoshva PR MEDIA AGENCY

Media Direction

OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova, Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers. Since the 70’s, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication. In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season. In fact, Martini & Tonic became the new Martini sub-brand. The Challenge: The traditional strategy of launching an alcohol brand: in parallel with advertising, to stimulate a trial in HoReCa with the help of promotional offers. To get a meaningful response in the market it is necessary to sampling a minimum of 250,000 people. Will Martini & Tonic manage this task for the first summer of 2017? The Idea: THE BIGGEST FESTIVAL AS REACTIVE PLATFORM OF SAMPLES AND COMMUNICATIONS Bringing the Idea to Life: We began to study the events popular among the target audience. The most popular festival was Atlas Weekend. In 2017 the festival planned to grow 2 times, to pass 5 days, according to forecasts it was supposed to visit 300,000 guests. The dates of the festival fell right at the height of the summer season - June 28. The ideal moment for the first cocktail sample: to appear in the circle of friends at the brightest event of the year. The festival allowed making both a record number of sample cocktails and launching on its own platform communication support for Martini & Tonic. For the aging Martini to appear in the context of such a youth event it was an opportunity to refresh the image in the eyes of new consumers. The Results: Result: 302,068 sample contacts for 5 days at the height of the season This is 3 times more than the quantity of beer sold (a traditional drink of festivals) and subject to the availability of other “habitual” drinks in the menu - rum / cola, whiskey / cola, gin / tonic. Over 5 days of the festival, 21% more sample-cocktails were sold than planned for the entire summer season. This result exceeded expectations of not only the Ukrainian but also the global office of Bacardi-Martini: according to the results of the season, during the 5 days of the festival, 20% of the sample contacts of all the markets of Eastern Europe were sold. Throughout the world, Martini has never sponsored music festivals. Today the project with Atlas Weekend is the best practice of the company at the global level.

191 EFFIE AWARDS 2017


+38 (044) 377-7479

www.ga.ua

www.facebook.com/ga.ukraine/ Öèôðîâèé îôñåòíèé äðóê

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1000

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5000 м2

Виробництво та логiстика

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м2/добу

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BUSINESS CHALLENGE/DAVID VS. GOLIATH THE SECRET OF BIALOWIEZA FOREST. GEOGRAPHICAL DETECTIVE AGENCY

Vizeum Ukraine Kostiantyn Striukov, СЕО Victoria Kochuro, Media Director Julia Zamostyana, Client Service Director Dmitry Milichihin, Group Account Director Oleksandr Kovalyov, Account Manager

CLIENT

Roust Ukraine Nadezhda Shvets, Marketing Director of Ukraine, Kazakhstan, Middle Asia, Baltics, Caucasus Nino Tonakanian, Marketing Analysis Specialist Thanks to conducted deep qualitative and quantitative researches of Zubrówka brand image and consumption, we managed to discover the insights about the difference of mark perception in Ukrainian regions and, based on them, to develop an ideal campaign to enable overcome the 30%-price growth, save Zubrówka share of market and also increase brand health and image indexes. The Challenge: To overcome the negative sales effect of 30%-price growth and correct the wrong perception of Zubrówka brand in several regions as Belorussian vodka. The Idea: • Shifting the focus of creative from Bialowieza forest on Poland and delivering a right brand positioning; • choosing key cities of East and Center as communication core and also do not forget about West as strategically important region. Bringing the Idea to Life: Were chosen a media channels (Radio and Digital), it which we: • avoiding misfires and misses, “caught” our regional audience; • very quickly and relatively inexpensive updated creative materials; • reached needed audience volume to achieve the business goal of the brand. The Results: • All planned media coverage and conversion rates (for Digital) were overfulfilled; • brand health indicators were significantly improved in all focus regions of Ukraine; • despite the difficulties in trade marketing and work with retail chains, as well as the reduction in the geography of product sales, due to a more significant contribution of media activity to sales in fact (+37% to the plan), in 5 months we fully achieved the business objectives of the first half-year and expect the over-fulfillment of the brand’s sales plan in total for the year.

193 EFFIE AWARDS 2017


BUSINESS-TO-BUSINESS BREAD IS ART AGENCY

Kinograf Vitaliy Kokoshko, CEO Oleg Kiselitsa, Creative Director Vera Glebova, Strategic Planning Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

CLIENT

Lesaffre Igor Semin, CEO Marina Skripchenko, Commercial Director Nadezhda Skripchenko, Marketing Manager The category leader has to develop the market on which it operates itself. That’s exactly what Lesaffre has done. The company could modernize the Ukrainian bread baking market and literally expand horizons for its B2B partners. The Bakery & Business Conference has positioned Lesaffre as an innovator in the bread baking industry and helped it to increase the sales of its more premium products for bread baking. The Challenge: To modernize the Ukrainian bread baking market. The Idea: To present bread as an art in the modern style. Bringing the Idea to Life: Visual identity designed in the Cubisminspired style and unique paintings with bread recipes written in cipher. The Results: Lesaffre’s market share grew by 10%; the quality of calls to the company has been changed. Now Lesaffre is perceived as an innovator of the Ukrainian bread baking market.

194 EFFIE AWARDS 2017


BUSINESS-TO-BUSINESS MILLENNIALS GUARANTEED AGENCY

ROCKETS. Growth R&D Vladislav Polonskiy Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

DIGITAL AGENCY CLIENT

NEOS Digital Agency ATLAS WEEKEND Dmitriy Sidorenko, Co-owner Yehor Kiryanov, PR-director

Atlas Weekend is the largest music festival in Ukraine. Launched in a politically and economically difficult for Ukraine in 2015, as early as 2016, the festival attracted 140,000 spectators, united the best Ukrainian artists and was accommodated on the site suitable for such an event - VDNKh. In 2017, the Festival set an ambitious goal: to gather 300,000 spectators during 5 days of the festival. For qualitative changes, funding was needed. Sponsors are a strategic source of money for the festival, but the budgets necessary for the festival traditionally went into the media, and the remaining projects were financed by a residual principle. To meet growth goals, the only option was to help marketing directors completely rethink the value of the festival for their brands. The Challenge: QUANTITATIVE INDICATORS: 1. Increase sponsor revenues 2. Increase the average check of the sponsorship contract QUALITATIVE INDICATORS 3. Improve the quality of the festival’s sponsorship portfolio by attracting major international brands The Idea: Millennials with a guarantee for brand growth Bringing the Idea to Life: 1. Audience as the main value of the festival 2. The sponsor buys the involvement and response of the target audience, expressed in a specific action, and not just a media package 3. The sponsor receives guarantees for the implementation of marketing KPIs 4. This approach completely rebooted the perception of the effectiveness of the festival. The Results: 1. Increase in proceeds from sponsors by 2.9 times 2. 2.3 times the average check of the sponsorship contract 3. In 2017, among the sponsors of the festival for the first time appeared such international brands as Martini, Toyota, BUD, Coca-Cola

195 EFFIE AWARDS 2017


BUSINESS-TO-BUSINESS REMOVE JURISPRUDENCE FROM THE JURASSIC PERIOD AGENCY

Ogilvy & Mather Ukraine

CLIENT

AEQUO

AEQUO is newly founded legal company with ambition to provoke on innovations the jurisprudence of Ukraine which had frozen in 00s. On the way to this goal, as well as to become the undisputed leader of opinions in jurisprudence, AEQUO organized a start-up competition AEUO Legal Tech Challenge. The challenge was to persuade young start-aperes to participate in a contest organized by a young company, rather than a wellknown association, and also to attract interest from the legal community to the competition and innovations in this field. 2 years ago this topic was not interesting to clients or lawyers. The bold tone of voice of the campaign promoted unexpectedly high interest, both from innovators and from the legal community. The number of applications was 4 times bigger than it was expected by start-up experts. After the first announce of the competition mass media writes about AEQUO in terms of innovations three times more frequent The Challenge: In order to move Ukraine’s jurisprudence towards innovations and to become undisputable opinion leader in law sphere, AEQUO, young juridical firm, organized AEQUO Legal Tech Challenge, a start-ups competition. The challenge was to convince young start-uppers to take part in the competition, organized by a young company, not a reputable association, as well as to provoke jurudical community’s interest to the competition and innovations in the sphere. The Idea: Legal sphere decided to rejuvenate to the age of startuppers and adopted their courage. Bringing the Idea to Life: Visuals comparing nowadays state of JURisprudence with JURasic period, which it is the right time to quit, and a whole range of similar brave materials advertised the competition in locations where young start-uppers and potential clients gather, online and offline. The Results: Young and brave tone of voice of the competition promotion campaign helped to receive 3 times more applications than start-up experts had forecasted, as well as helped increase the number of innovation related mentions of AEQUO in mass media.

196 EFFIE AWARDS 2017


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Single Communication Channel AXE tattoo salon AGENCY

Initiative Andrew Andrushenko, Managing Director Sergei Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Yaroslava Shvetsova, Senior Media Planner

SECOND AGENCY CLIENT

D2 Unilever Ukraine Yulia Papenko, Marketing Manager, Deo & Skin Cleansing Aleksandra Iasko, Media Manager Elena Shvoryak, Head of Marketing

Using one media channel (Internet) and just one tool (social network), we were able not only to optimize the campaign budget, but also to exceed the originally set goals, namely: successfully launched the new SKU, covering almost the entire audience within the minimum budget, without having creative materials. The Challenge: Declare about the new AXE You product to the target audience and deliver its key message #YouGotSomething, in the absence of creative materials, with a limited budget The Idea: Virtual tattoo salon as a tool for the original declaration of love in honor of the 14th of February from AXE Bringing the Idea to Life: The brand offered users a special editor with the help of which you can make a “virtual� tattoo with the name of your partner on your photo, make a share presenting a unique declaration of love The Results: Two months after the launch of the product, it took 16.9% in the AXE brand portfolio, and in addition, sales grew by 20% in February 2017 vs. February 2016. The special project gained more than 60,000 visitors, 11,090 authorizations on the site, 10 206 made tattoos and 6,124 shares in social networks.

198 EFFIE AWARDS 2017


Single Communication Channel BANDA-BANDA AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptiev, Creative Group Head Kirill Bondarenko, Art Director Victoria Enkina, Client Service Director Olga Boyandina, Senior account manager

CLIENT

Philip Morris Ukraine

The “Banda-Banda” music video is not a typical social advertisement, but rather an entertaining and interesting project that talked about a serious problem in a light and casual tone, and thus was able to draw attention of young people and change their view on smuggling, making them think about the right values and goals in life. The Challenge: Without a huge budget, to create an entertaining and interesting product that will attract the attention of teens and affect their perception of contraband. The Idea: Idol of youth DZIDZIO talks about how smuggling is a waste of life. Bringing the Idea to Life: The music video was filmed in a Kiev school and at a real military unit; it showed the future of a smuggler through a real-life story—no prospects and wasted years, while others, choosing legal and rightful paths, achieve much more, slowly but steadily. The Results: The video became the top of the YouTube-channel in the first two days and kept leadership for a week, teenagers from different cities of Ukraine created more than twenty versions of their own cover music videos of the song “Banda-Banda”, and the total coverage for the project amounted to 25 million that is 8 times more than the main goal!

199 EFFIE AWARDS 2017


Single Communication Channel NASH SIK. THE BEST IS NOT ONLY FOR CHILDREN. AGENCY

Young and Rubicam Kostyleva A., Creative Director Gromova N., Art Director Skrypchenko A., Client Service Director Olefir A., production director

CLIENT

Vitmark Ukraine Denis Barlyaev, Head of Marketing Department

The advertising campaign “The best not only for children” was able to create and communicate the value of the brand “Nash Sik”. The advertising campaign correctly united all the rational attributes of the brand (for which it is preferred by loyal traditionalists), as well as emotional characteristics (on the territory of care) that are important for repertory consumers. Thus, the brand for 6 months could increase the share of sales among repertoire consumers, having bitten off a significant piece of share from its main competitor, which for a long time built up a strong emotional territory. The advertising campaign has become an effective marketing mix tool, thanks to which the brand has strengthened its position among its loyal customers and was able to attract and retain the segment of repertoire consumers on its side. So the brand was able not only to increase its market share by 6.7 points in 2016 against 2015, but also to keep the indicators on the share in 2017 (Q1-Q3 average share indicator of 31.6%). The Challenge: The brand was faced with the threat of losing its uniqueness in the juice category, because it lacked an emotional territory, and the basic attributes of quality and naturalness were actively attacked by competitors: “Sadochok” ¬- through emotional communication, and “Halicia” - through a specific rational advantage (direct press). The Idea: What’s good for children is good for everyone Bringing the Idea to Life: Our response was the advertising campaign “the best is not only for children”, which is based on a touching and emotional history of children caring about their parents. The Results: After the first month of the launch of the campaign, the brand increased its indicator “Consumption most often” according to the goal (+5 points), and in September 2016 it reached 40% (in April 2016 21%) that exceeded the set goal by +14 points. The brand managed to improve the perception among repertory consumers through all the main image characteristics, having bypassed its main competitor, “Sadochok”. Thanks to a houghtful combination of rational characteristics in the advertising campaign, the high-quality indicators important for the brand are not simply preserved, but also significantly grew: high quality 51% July-August 2016, against 42% in FebruaryMarch 2016, i.е. + 9 points.

200 EFFIE AWARDS 2017


Single Communication Channel COLOSSAL BIG SHOT. HOW TO RECONQUER THE MASCARA MARKET AND INCREASE VALUE OF THE BRAND WITH THE HELP OF STYLE AGENCY

TV lab Olena Gusak, Producer Nikita Bulgakov, Director Olexandr Petrochenko, DOP Andriy Borovko, Editor,colorist Andriy Borovko, Editor,colorist Mingazirov Ruslan, Editor,colorist Oleksandr Dysenko, Compositing

CLIENT

MAYBELLINE NEW YORK Zhylina Tatiana Vladimirovna, Marketing manager makeup category L’Oréal Paris, Maybelline NY Kobets Alina Nikolaevna, Digital Manager Consumer Product Division Riaguzova Mariia Andreevna, Group Product Manager Maybelline NY Kulikova Maria Sergeevna, Product Manager Maybelline NY

For a long time, Maybelline New York Colossal line had been holding top positions in the mascara category, but in 2016 the considerable recession started. As it turns out, a consumer is not ready to “overpay”, all the brand products are too similar for her, and it is very easy to switch to offers of competitors. Therefore, the launch of the new product of 2017, Colossal Big Shot, should return the lost market and image positions, and build a new communicational model for the brand. Key factors for the communication have become the evoking of strong emotions via stylish video in the format of pop-hits musical cover together with online channel of distribution: pages in social media of the brand and Nadia Dorofeeva, the idol of young girls. The Challenge: To return the lost market and image positions, to build a new communicational model for the brand from the point of view of key message (what to say and in what format) and from the point of view of media (which channel to use). The Idea: Colossal Big Shot – be in style with Maybelline New York! Bringing the Idea to Life: Stylish video in the format of native music clip with Nadia Dorofeeva, as well as its teasers, which were distributed via the channel of the brand and celebrity. The Results: Over-fulfillment of the media indications objectives and, as the result, the Colossal Big Shot mascara is number two in sales.

201 EFFIE AWARDS 2017


Single Communication Channel FREE BEER FOREVER AGENCY

Beer Point, a Kyiv pub, has been on the market for 8 years. There are no trends or news in it, but the pub had to create a stir and bring new customers. The media placement budget was as low as $3,000. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. With the only communication channel – OOH, Beer Point has created a stir in Brussels and has gained Ukrainian free media! The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

VISIT GENEVA AGENCY

ISD Group Creative director: Viktor Shkurba; Strategy Director: Mikhail Traverse; Art director: Viktor Shkurba; Development: Andrey Sergeev; Design: Maxim Gurov; Creative copywriter: Aliya Nisapova; Account manager: Maria Kochmaruk; Analyst: Vladimir Bilets;

CLIENT

Geneva Tourism & Conventions Foundation Tamara Tawil, Market Manager - Overseas Countries

We gained outstanding results, using only the resourсe of social media: really precise targeting and interactive, engaging mechanics. This algorithm allowed us to create supercustomized personal messages, which considered favors and interests of each user. The Challenge: Rich tourists pass through Geneva on the way to the Alps, but do not spend a single day in the city. The Idea: An entertaining and intuitive test, which results in a personalized Geneva tour plan, unexpectedly relevant to the user`s interests. Bringing the Idea to Life: We started with clever targeting, and then offered to the target audience on facebook to pass the intuitive test, which resulted with a really personalized Geneva tour plan for every person. The Results: 72.5% of people passed the test, and for the first time in 2.5 years, the number of nights spent in Geneva by tourists from Ukraine and Russia began to grow, not to decrease.

202 EFFIE AWARDS 2017


Single Communication Channel LET IT BE THE CHOCOLATE! AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Ihor Sheykin, Creative Director TWIGA’Idea Kateryna Velgan, Concept Project Director TWIGA’Idea Natalia Bulbuk, Project manager TWIGA Ukraine Roman Shykhutsky, Managing Director Media First Ukraine

SECOND AGENCY

Syndicate production

MEDIA AGENCY

Media First

DIGITAL AGENCY

TWIGA Digital

CLIENT

Public Organization «Tse Nash Kyiv» Dmitry Fedorenko, Director

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans. And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human. Therefore, this situation affects negatively on the living conditions of us all. PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation… The Challenge: So we had to create the culture of cleaning after the pets from the scratch: we had to relieve the Kievans from the belief that cleaning up after their pets is shameful, and to change the perception of people who do it from “what a freak!” to “heroes”. The Idea: By cleaning poop after the pets, we take care of our children’s health! Bringing the Idea to Life: Within total absence of advertising budget, we bet on the provoking creative message that had been placed on the citilights and billboards provided by Kyiv City Administration. The Results: Without spending a hryvnia on this campaign we’ve got such results: -High public resonance due to publications in internet media provided 1.8 million views, and active discussions on social networks -In only 1 month after the campaign the number of dogs’ latrines has increased in 5 times in Kiev with support of City Administration! -Most importantly, the percentage of pet owners who clean feces after their pets has increased from 1% up to 20-50% in locations where dogs latrines are installed.

203 EFFIE AWARDS 2017


Single Communication Channel 3 WEEKS CHALLENGE AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestlé Ukraine Tetiana Sviatenko, Communication and Marketing Excellence Director Mark El Khoury, Business Executive Manager Daria Bilonozhko, Brand manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital marketing manager

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer’s confidence, the brand turned its consumers into Purina One’s ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One. The Challenge: How, in a short time and with a minimum budget for promotion, to return the focus of attention of the qualitysensitive consumer to quality and justify the higher cost of the product. The Idea: To give the audience an opportunity to get a NEW experience of care and proper nutrition, tested by many cat owners, confirmed by real cats, guaranteed by the high quality of Purina One. Bringing the Idea to Life: Confirming quality in a new way: creating a unique community to receive real experience of interaction with a brand - product testing The Results: We not only increased brand consideration thanks to image attribute growth «Are better quality than other cat food brands», but also increased market share in conditions of super premium segment fall and switching to cheaper brands

204 EFFIE AWARDS 2017


Single Communication Channel SMART HOME AGENCY

Communication Unlimited Ukraine

SECOND AGENCY

Full Contact Agency Ukrtelecom

CLIENT

Anton Zhorin, Marketing Director of Mass Segment Maryna Kriger, Head of Marketing Communication Department Oksana Pustovalova, Group Brand Manager The market is full of offers of the high-speed Internet while we offer the lower speed Internet yet with a wider coverage. The coverage of the greater part of Ukraine is our edge but another thing is important for the biggest cities – it is the speed and a possibility to get all the services from one source. We would like to offer our subscribers an opportunity to feel how active their life at home can be using our high-speed Internet because we have created the home of the future, the «Smart Home», with its smart coffee machine, online games console and watching popular global channels on Interactive TV including those of HD quality. As a result of BTL campaign we were able to get 2048 requests (though 1200 had been planned) from new subscribers for access to our network during 40 days – in Kyiv, Kharkiv, Lviv, and Odesa. The Challenge: When the project was launched our competitors already offered the service of the high-speed Internet while the speed of our Internet was up to 20 Mb/s. The Idea: The «New Network» of the Internet by Ukrtelecom offers our subscribers to try the high-speed Internet and to experience what the «Smart Home» is. Bringing the Idea to Life: We have created the «Smart Home» of the future for our subscribers to feel how interesting their life can be in their homes using our high-speed Internet. The Results: As a result of BTL campaign we were able to get 2048 requests (though 1200 had been planned) from new subscribers for access to our network during 40 days – in Kyiv, Kharkiv, Lviv, and Odesa.

205 EFFIE AWARDS 2017


Single Communication Channel FAMILY IDYLL AGENCY

TBWA\Ukraine Svetlana Tsvelenyeva – Creative Director Olga Perepelytsia – Account Director Anton Momot – Art Director Taras Bai – Junior Art Director

CLIENT

Universal Agency “Pro-Pharma” Marina Zalyubovska - Product Manager Department of OTC Victoria Charupa - Marketing Manager Department of OTC “Family Idyllic” campaign advertises a potency and libido strengthening medicine. On one hand - it’s easy to sell what people want. On the other hand - in consumer habits we were going head to head with products boasting nearly magical properties of “here and now” effect. Not only Pravenor was never intimidated by such competition, it has identified changing consumer habits as its long-term objective - starting with this campaign! Judging by the fact that by the end of campaign overall category volume has grown by nearly 50% driven by Pravenor - some of Ukrainian men did listen to us! The Challenge: Our challenge was to come up with communication that would get our consumerы so interested and inspired by the product that they would agree to a “postponed” effect - compared to the products they are using now. The Idea: An “impossible” man in his 40s - demonstrating sexdrive and capabilities of a 16-year-old. Bringing the Idea to Life: Juxtapose a life of tireless love-hungry man “inspired” by Pravenor Forte to dull dramas and tragedies category pictures as a rule. The Results: Our communication worked so well - that it has tripled Pravenor Forte MS for the campaign period and has also driven a 44% growth in category volume.

206 EFFIE AWARDS 2017


Single Communication Channel JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER

team301

CLIENT

Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

Bayadera Logistic Elite

Due to a limited budget, we have chosen Facebook, the most popular social network among our target users, as our communication channel. Thanks to its multi-functional platform, it allowed us to integrate innovative solutions (a chatbot) into Facebook Messenger, as well as to use media promotion tools with the most sensible cost per contact. Thus, we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of a single communication channel. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

207 EFFIE AWARDS 2017


Single Communication Channel SMART MEDIA CAMPAIGN AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Grechyshnykov, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

MEDIA AGENCY

Qreachers, Digital Media Agency SG PRODUCTION LTD

CLIENT

Olena Shyshkova, Brand Manager Maryna Tereshchenko, Promotion Manager Alexandr Livanov, Head of Digital

Ahmad case is worthy an award in this category as it managed to sustain brand awareness and market share without investing in ATL and TV-flights in situation of competitor’s powerful media support and pressure from the growing coffee trend.To do that — smart media approach was activated, with than 800 creatives and tested them on 500+ narrow audience segments. As a result media showed significant marketing and business results — brand reached # 2 position in brand awareness and preference tea market ratings and increased its sales by becoming the # 3 brand for tea consumption in Ukraine. The Challenge: To sustain Ahmad brand awareness and market share without investing in ATL and TV-flights In situation of absence of any brand communication, competitor’s powerful media support and pressure from the growing coffee trend. The Idea: To use smart media placement with a numerous unique creatives and formats to determine the audience segments, which will be relevant to a particular product line. Bringing the Idea to Life: We created more than 800 creatives and tested them on 500+ narrow audience segments in order to find correlations, optimize the engagement and reduce the overall campaign cost. The Results: In addition to hundreds of millions impressions served, almost 350,000 site visits and high-quality target audience reach, the non-standard media placement aired for Ahmad from October 2016 till March 2017 showed significant marketing and business results — brand reached # 2 position in brand awareness and preference tea market ratings and increased its sales by becoming the # 3 brand for tea consumption in Ukraine.

208 EFFIE AWARDS 2017


Single Communication Channel WINNER GROUP UKRAINE. FOR THOSE WHO CONQUER AGENCY

CF.Digital Yuliana Kobylinskaya - Project manager Eva Shnaider - UX Designer Anastasia Karida - Promo project manager Aleksey Oksymets - Marketing Analyst Vladymyr Yarmolenko – Front-end

CLIENT

Winner Group Ukraine

We created an effective brand communication system for WGU with its own managed platform and measurable promotion channels. Having launched an advertising campaign in June 2016, it took only 1,5 month to get the first object rented. In February 2017, all the client’s objects were rented directly without the participation of intermediary agencies, respectively, commission payments on the objects were 0 UAH. The Challenge: We developed from scratch the client’s company for renting Premium Real Estate, introduced its service to the broad market, using only digital channels. The Idea: While you conquer the world, WGU will take care of your home. 10 seconds to make a decision and you will never worry about everyday problems. Bringing the Idea to Life: The basis of our success is the correctly targeted audience and the concept of “Simply clever” - everything should be clear in seconds: what kind of object it is, how it looks, where is it located, how much it costs, how to find a way to it. The Results: The average downtime of objects decreased by 8 times, efficiency of object’s renting increased by 35%, with a planned index of 30%, and the total revenue of the company increased by 340%.

209 EFFIE AWARDS 2017


Single Communication Channel OSCAR-TOTALIZER AGENCY

Postmen Yaroslav Vedmid, CEO Olga Sytnik, Account Manager Anna Seniuk, Art Director Natalia Kuzmina, Craft designer Kate Lutaya, Editor

CLIENT

Planeta Kino

Clients, whose first contact with the brand occurred via posts in social networks as part of the Oscar-totalizer campaign, strengthened the target core of the brand, which brings the company 80% of revenue. Working with the client through a single digital channel has allowed us to build a loyal audience and generate millions of revenues. The Challenge: Create a platform that would cover the entire film market and provide an inflow of new customers. The Idea: The Oscars is the main event followed by film lovers in dozens of countries around the world! Bringing the Idea to Life:To create an Oscar-totalizer, a game that will attract all the country’s film-fans to Planeta Kino: from a post in a social network to a purchase. The Results: Every year, through the digital channel alone, we cover the entire online cinema audience and attract new customers who generate millions of revenues year in, year out.

210 EFFIE AWARDS 2017


Sponsorship GOL CHEMPIONA AGENCY

Vizeum Ukraine Kostiantyn Striukov, СЕО Julia Zamostyana, Client Service Director Kateryna Kozii, Group Account Director Olga Solomko, Account Manager

CLIENT

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Elena Chmyshuk, Senior brand manager To keep and strengthen Chernihivske No. 1 position as a “brand associated with football” after losing the title of the National Team of Ukraine sponsor in favor of Persha Pryvatna Brovarnya (PPB), and to extend our communication possibilities of the football platform, we revealed a new audience of football amateur players for us, and realized their cherished dream - in the light of searchlights on a huge field in front of the enthusiastic crowd, to kick a best goal, which will be seen and appreciated by thousands of people with our own cross-media project “Gol Chempiona”. The Challenge: Losing the opportunity to sponsor the National Team of Ukraine and support the brand’s football platform The Idea: The project, that will allow football amateur players to become famous, demonstrating their skills in scoring bright goals in front of the whole country Bringing the Idea to Life: Creation of own brand heading “Gol Chempiona” inside the football-analytical program “Pro Futbol”, in which well-known football personalities determined the brightest goals, chosen among the downloaded videos on the digital platform of the project, and awarded their authors valuable prizes to the players The Results: Chernihivske retained the number 1 position as a brand-football expert, despite the loss of the contract with FFU and the huge difference in investments in the football platform with the new official sponsor of the National team – PPB

212 EFFIE AWARDS 2017


Sponsorship DOMESTOS – THE EXPERT OF CLEANLINESS! AGENCY

Initiative Andrew Andrushenko, Managing Director Sergei Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Angelika Ischenko, Media Planner

SECOND AGENCY

Starlight Brand Content

DIGITAL AGENCY

Starlight Digital

CLIENT

Unilever Ukraine Alexey Popov, Marketing Manager, HouseHold Care & Beverages Aleksandra Iasko, Media Manager Elena Shvoryak, Head of Marketing

While consumers switched to cheaper cleaning products, we reminded the housewives how important safety and convenience in everyday life are. We did it with the help of a project, which is popular among our target audience. The category of cleaning products is not the most suitable product for integration into TV shows. Nevertheless, we were able to find such a show, through which we are not just simply integrate our product, but also build the brand image as an expert of purity. The Challenge: Keep and restore the market share of the brand, while consumers switch to cheaper products. The Idea: Integrate the category of cleaning products in the TV show “Revizor” - a project that is trusted by the audience. Bringing the Idea to Life: Sponsorship project “Revizor” and mobile app “Revizor”. The Results: New image of the brand as an expert of purity and overfulfilment of our business goals.

HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager Anton Gorbatyuk, Junior Brand Manage Olga Radchenko, Trademark Specialist

While consumers switched to cheaper cleaning products, we reminded the housewives how important safety and convenience in everyday life are. We did it with the help of a project, which is popular among our target audience. The category of cleaning products is not the most suitable product for integration into TV shows. Nevertheless, we were able to find such a show, through which we are not just simply integrate our product, but also build the brand image as an expert of purity. The Challenge: Keep and restore the market share of the brand, while consumers switch to cheaper products. The Idea: Integrate the category of cleaning products in the TV show “Revizor” - a project that is trusted by the audience. Bringing the Idea to Life: Sponsorship project “Revizor” and mobile app “Revizor”. The Results: New image of the brand as an expert of purity and overfulfilment of our business goals.

213 EFFIE AWARDS 2017


Sponsorship UKRAINIAN WOMEN ARE SUPERMODELS AGENCY

Media First Ukraine Svetlana Stepanenko, CEO TWIGA Ukraine Roman Shikhutsky, Managing director Media First Ukraine Anna Ostapenko, Project manager Media First Ukraine Katerina Amirkhanova, Creative director TWIGA Idea Elena Samoylenko, Managing director MedInform Ukraine

SECOND AGENCY

TWIGA Idea

MEDIA AGENCY

Media First

MARKETING MedInform Ukraine SERVICES AGENCY PR AGENCY

LoviVideo

CLIENT

BELLA TRADE Anastasia Pekaryk, Marketing director

Bella is a brand of feminine hygiene products, which is among the TOP-3 by brand awareness in the category, but is an outsider by the consumption and loyalty of young women with the smallest share of young users among competitors. But the growth zone of this market is the inflow of new users - young girls. The Challenge: Bella needs to break the longstanding stereotype that it was created only for older women, and to attract the young ones. The Idea: Every Ukrainian girl deserves to be a supermodel. Bringing the Idea to Life: Media project with the deep integration of Bella as a sponsor in the popular youth reality show “Supermodel po-ukrainsky� in combination with inspirational TV clips and the virus campaign on the Internet. The Results: Bella not only increased its share of the young audience significantly, moving from the last place to the second in the category, but also made a grand breakthrough, having achieved such result for the first time in its history in Ukraine since 2003.

214 EFFIE AWARDS 2017


Sponsorship ON THE SAME WAVELENGTH WITH EUROVISION 2017 AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Ksenia Babankova, Art Director Serhiy Malyk, Copywriter Irina Danilevskaya, Client Service Director Marina Kitaeva, Account Director Alla Ivanova, Account Manager Ekaterina Skorobogataya, Account Manager

SECOND AGENCY

Havas Engage

MEDIA AGENCY

Starcom Ukraine

PR AGENCY

Noblet Media CIS

CLIENT

Visa International Service Association Valeriy Zagidko, Sr. Marketing Director CIS-SEE Olena Bilenka, Marketing Director CIS-SEE Olga Dubinina, Marketing Manager CIS-SEE Natalia Aleinikova, Marketing Manager CIS-SEE Denis Yakimchuk, Marketing Manager CIS-SEE Dmitry Zakharov, Marketing Manager CIS-SEE Katerina Matiushchenko, Marketing Manager CIS-SEE It’s no secret that Ukrainians don’t see a difference between payment systems. So we had to get a Millenials to make an emotional choice, then reinforce their decision with Visa’s tangible benefits. Thus we became a sponsor of the 2017 Eurovision Song Contest in order to get on the same wavelength as our audience. Visa took the audience to the world of music, and stimulated the use of Visa PayWave by various contests. A million people followed content on Visa Facebook and visa. com.ua. Campaign resulted in increasing active contactless Visa cards during, and, most importantly, after the campaign, by 19% and 26% respectively. The number of Visa contactless card transactions exceeded our plan 4 times over. The Challenge: Ukrainians don’t see a difference between payment systems, and we needed to become the priority card in the consumer’s wallet in order to increase number of active Visa contactless cards by 10% and number of transactions with Visa contactless cards: by 15%. The Idea: We’re on the same wavelength as you. Bringing the Idea to Life: Visa became a sponsor of the 2017 Eurovision Song Contest in order to get on the same wavelength as the audience and created real eco-system bringing the audience to the world of music. The Results: Campaign resulted in increasing active contactless Visa cards during, and, most importantly, after the campaign, by 19% and 26% respectively; the number of Visa contactless card transactions exceeded our plan 4 times over; the continued growth of the number of transactions during the post-campaign period shows the significant impact that the sponsorship project had on the perception of the Visa brand.

215 EFFIE AWARDS 2017


Sponsorship UKRAINE INVITES FOR COFFEE. JACOBS INVITES TO EUROVISION AGENCY

GOODMEDIA Artem Gostev, Art Director Mariya Gosteva, idea Andriy Nesterenko, Director Alexey Nazaruk, DOP Viktor Maykov, Production Manager Kirill Timoshenko, Producer

SECOND AGENCY

SAATCHI & SAATCHI

MEDIA AGENCY

MEDIA EXPERT

MARKETING SERVICES HAVAS ENGAGE UKRAINE AGENCY PR AGENCY HOSHVA PR CLIENT

Jacobs Douwe Egberts Ukraina Natalie Palina Marketing Director, UA and EECA Iryna Tkachenko Marketing Manager, Instant Coffee Category, Ukraine Pavlo Prus Brand Manager, Instant Coffee Category Oleksandra Kostyuk Marketing Intelligence and Category Development Lead, Ukraine & EECA Inna Myronyuk Junior Brand Manager, R&G Coffee Category and Superpremium brands Tetyana Andreyushyna Internal Communications specialist Antonina Iskorostenska Shopper Marketing Coordinator, Modern Trade

This sponsorship is the example of phenomenal match of values, prominence and scale of the brand-sponsor and the event being sponsored. All these factors multiplied by the best-in-class execution allowed JACOBS to gain market share, increase brand awareness, fuel uplift in retail Clients’ sales and interfere main competitor’s plans to benefit from Eurovision with any of its product categories. The Challenge: Leading mass-market brand from which consumers have not heard any big news for a long time. The Idea: Amaze consumers with the extraordinary power of JACOBS’ Magic Aroma. Bringing the Idea to Life: Sponsor 2017 Eurovision Song Contest – the most anticipated international event of the year in Ukraine. “Ukraine invites for coffee. Jacobs invites to Eurovision”. The Results: Brand Awareness growth, Volume and Value Share of Market growth, Sales growth at Key Account clients (retail chains) plus lifted team-spirit in the organization.

216 EFFIE AWARDS 2017


Sponsorship MAKE MARTINI YOUNG AGAIN AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MEDIA AGENCY

OMD | Media Direction

DIGITAL AGENCY

NEOS Digital

PR AGENCY HOSHVA PR OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova , Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row. The Challenge: To launch new Martini & Tonic sub-brand, it was necessary to find a platform that would simultaneously build awareness and generate trials. The Idea: Such a platform was Atlas Weekend music festival. Bringing the Idea to Life: Martini became not just a sponsor, but part of the festival. Communication “with friends” allowed the brand to integrate seamlessly into the festival’s posters. Martini & Tonic brought the festival to a new level of hospitality. The Results: The coverage of 69% of the audience at a frequency of 3+ 302,068 sample contacts for 5 days of the festival + 13.3% increase in absolute volume in bottles (Apr-Sep, 2017/2016)

217 EFFIE AWARDS 2017


Seasonal Marketing SORRY, HONEY! OR THE RIGHT CAUSE AS A GUARANTEE OF AN EFFECTIVE ADVERTISING CAMPAIGN AGENCY

COXO Sergiy Kuzmenko, strategist Eugene Golovatenko, creative director Anna Neskoromna, project manager Bohdan Nedilyuk, art director

PR AGENCY Engine CLIENT

Pepsico Ukraine Lesya Schigol, Brand Engagement Senior Supervisor

Like the main competitor, Pepsi actively invests in building relations with football fans as a key sponsor of the UEFA Champions League. We were the only ones who saw and used the coincidence of the dates of the best games of the Champions League with the most popular and romantic holidays in the year, celebrated in Ukraine (February 14, Valentine’s Day, and March 8, Women’s Day), and campaigned on football grounds, referring to football fans through their girlfriends, while traditionally football brands have given way to advertising campaigns of brands playing in the territory of romance and love. The Challenge: How can a soft drink brand expect to surprise football fans and attract their attention in a country where the most traditional “football beverage” is beer? The Idea: Since in 2017 the first matches of the Champions League fell on March 8 and February 14, the two most romantic holidays of the year, we decided to appeal to football fans through their women. Bringing the Idea to Life: We surprise the football fans by launching an advertising campaign, which appealed to their women with a request to forgive men and let them watch football these days The Results: Taking into account that Pepsi had no other communication besides the Sorry, honey! campaign at the time, the campaign results according to AC Nielsen exceeded all expectations: - 1.5 pp Value Share growth of the main Pepsi brand at the end of March 2017 against January 2017 - 2.5 pp Volume Share growth of the main Pepsi brand at the end of March 2017 against January 2017

219 EFFIE AWARDS 2017


Seasonal Marketing DREAM ALL DAY, ACT EVERY MINUTE AGENCY

Engine Stas Stoyackiy, Creative Director Alexey Smehov, Creative Director Vasiliy Nechaev, Strategic planner Vitaliy Gorenko, Art Director Olya Svidro, Designer Oksana Gonchar, Copywriter Iuliana Pianykh, Copywriter Galya Alomova, Copywriter Alexandr Davidok, digital producer Dasha Postnikova, Account manager Vitalina Makakenko, Account manager Vika Prudnyk, Client Service Director Olya Tertyshnaya, Client Service Director

MEDIA AGENCY

Optimum Media OMD Ukraine

CLIENT

Fa, Henkel

We got the maximum market share in the history of the Fa brand in Ukraine. All this thanks not increasing media budget or crazy discounts, but using relevant message with local insights. The Challenge: Win hearts of millennials in low loyalty category “shower gels” during high season and endless price wars. The Idea: Fa motivate users not just to dream, but to constantly act on the embodiment of their desires. Bringing the Idea to Life: On website users can choose their dreams from many categories, creates, download and share with the world very-own dream-map. The Results: 16,8% - maximum market share for women’s shower gels in the history of the Fa brand in Ukraine.

220 EFFIE AWARDS 2017


Seasonal Marketing UKRAINE INVITES FOR COFFEE. JACOBS INVITES TO EUROVISION AGENCY

GOODMEDIA Artem Gostev, Art Director Mariya Gosteva, idea Andriy Nesterenko, Director Alexey Nazaruk, DOP Viktor Maykov, Production Manager Kirill Timoshenko, Producer

SECOND AGENCY

SAATCHI & SAATCHI

MEDIA AGENCY

MEDIA EXPERT

MARKETING SERVICES HAVAS ENGAGE UKRAINE AGENCY PR AGENCY HOSHVA PR CLIENT

Jacobs Douwe Egberts Ukraina Natalie Palina Marketing Director, UA and EECA Iryna Tkachenko Marketing Manager, Instant Coffee Category, Ukraine Pavlo Prus Brand Manager, Instant Coffee Category Oleksandra Kostyuk Marketing Intelligence and Category Development Lead, Ukraine & EECA Inna Myronyuk Junior Brand Manager, R&G Coffee Category and Superpremium brands Tetyana Andreyushyna Internal Communications specialist Antonina Iskorostenska Shopper Marketing Coordinator, Modern Trade

This sponsorship is the example of phenomenal match of values, prominence and scale of the brand-sponsor and the event being sponsored. All these factors multiplied by the best-in-class execution allowed JACOBS to gain market share, increase brand awareness, fuel uplift in retail Clients’ sales and interfere main competitor’s plans to benefit from Eurovision with any of its product categories. The Challenge: Leading mass-market brand from which consumers have not heard any big news for a long time. The Idea: Amaze consumers with the extraordinary power of JACOBS’ Magic Aroma. Bringing the Idea to Life: Sponsor 2017 Eurovision Song Contest – the most anticipated international event of the year in Ukraine. “Ukraine invites for coffee. Jacobs invites to Eurovision”. The Results: Brand Awareness growth, Volume and Value Share of Market growth, Sales growth at Key Account clients (retail chains) plus lifted team-spirit in the organization.

221 EFFIE AWARDS 2017


Seasonal Marketing FREE BEER FOREVER AGENCY

In summer, Beer Point runs out of clients because it has no open-air terrace or facade signs on a busy street. Prospective clients prefer to drink beer at an outdoor bar. The pub required a very visible campaign to gain customers in summer. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised Beer Point in Belgium. The pub has become well-known among the members of the European Parliament and popular in Kyiv. Owing to successful work with a newsworthy event, Beer Point could overcome summer outflow of clients. The Challenge: To create a stir around a classic pub. The Idea: To stand free beer to members of the European Parliament for visa-free travel. Bringing the Idea to Life: To place an outdoor ad of a Kyiv pub near the European Parliament in Brussels. The Results: Having spent as little as $3,000, Beer Point has become known in Brussels and popular in Kyiv.

Kinograf Vitaliy Kokoshko, CEO Olga Kokoshko, Strategy Director Oleg Kiselitsa, Creative Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

SECOND AGENCY

Rapport Belgium

MEDIA AGENCY

UM (Universal McCann)

CLIENT

Beer Point Andrey Fesenko, Director

STRAKHONICH/FEARNIGHT AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Nikita Pogrebnoy, Art Director Egor Vdovenko, Designer Maxim Lomakin, Senior Account Vitaly Mikulinskiy, Accout Director

CLIENT

Jameson Denis Maximov, Brand Manager Eugene Semenenko, Creative Excellence Manager

We developed a Ukrainian alternative to Halloween and came up with our own neologism – a unique holiday on the eve of All Saints Day – Strakhonich (Fearnight). The Challenge: Premium whiskeys (like any other alcoholic drinks) do not have many opportunities for a product promotion due to the legislation restrictions. We need to increase the emotional connection between the brand and Halloween. It is an excellent occasion to go out with friends to a bar or celebrate at home The Idea: We decided not to adapt the product world rational communication, but to create an original message exclusively for the Ukrainian young audience and branding, which would help renew and rejuvenate the parent brand Bringing the Idea to Life: Communication “Strakhonich” was promoted comprehensively in communication channels (OOH, ontrade,off-trade):»Strakhonich»,”Strakhoznyzhky (Feardiscounts) for Strakhonich», “Strakhodrіnk for Strakhonich» The Results: The sales plan for the period from October 2016 to January 2017 was 162,778 liters; we overfulfilled the plan by 33,688 liters, which was 121 percent (21 percent of growth).

222 EFFIE AWARDS 2017


Seasonal Marketing VISA CROSS BORDER OUTBOUND CAMPAIGN AGENCY

Havas Digital Kyiv Oleksii Morozov, Creative Director Stas Vitkovsky, Sr. Copywriter | Creator Nikita Tsyhankov, Digital Art Director Kateryna Doljenko, Digital Strategist Tania Liubchenko, Account Manager

SECOND AGENCY

Havas Engage

CLIENT

Visa Inc. Natalia Alieinikova, Marketing Manager, CISSEE Yakimchuk Denis, Digital Project Manager

We overfulfilled set KPI’s due to: 1) Successfully chosen campaign timing. 2) The campaign, in addition to business goals was aimed at changing the behavior of cardholders. We did not put restrictions on the amount of purchases in checks and encouraged users to upload even the smallest of their purchases via Visa in order to participate in the promo. This allowed us to increase the code-in transactions and their amount in money. 3) Due to the fact that our campaign was supported by an activation in social networks, we were able to involve needed target audience – those who like traveling like a local. The Challenge: To increase the number of POS transactions with Visa in Europe, inspite of perception “Visa – is for US, for Europe – is Mastercard” The Idea: To convince travelers in the EU not only comfortably pay for their holidays and souvenirs with Visa but also feel local wherever they go Bringing the Idea to Life: We create a communication that support Visa as a card for any, even the most ordinary and small purchases in Europe. During the promo, on the Visa page on Facebook, Orest Zub (well-known travel blogger) was giving tips on how to feel like a local in 13 European countries. Communication in social media led to the website where you could register the receipts paid with Visa card in Europe to get the chance to win a valuable prizes The Results: During the activation, traveling Ukrainians uploaded 11,113 receipts to the website. We totally fulfilled the client’s business goals: The number of POS transactions carried out in Europe by Visa cardholders has increased by 31% YOY over the summer period in 2017. The volume (USD) has also increased: the growth was 3%

223 EFFIE AWARDS 2017


Seasonal Marketing BACK TO SCHOOL AGENCY

SIGMA UA SIGMA UA Alexandr Bloshitsa, TV Buying Director Mykyta Tereshchenko, Media Group Head Anton Bondar, R&D head Viktor Chorny, senior mediaplanner

SECOND AGENCY CLIENT

Saatchi & Saatchi Ukraine SC BIC Ukraine Tatiana Krikun, Brand&Trade Manager Oksana Slusarchuk, Sales Manager

BIC stationery products range perfectly fits the needs of school classes and exercising. ¾ of sales in the category are concentrated in three summer months, so called “Back to school” season. Thus, advertising and promo activities are performed seasonally in three summer months (Jun-Aug) to maximize impact on consumers’ behavior and take as much ROI as possible. Seasonal media campaign support was performed in 2016 for the first time and resulted in explosive sales growth, which discovered the potential of the category capacity. The successful campaign including direct TV ads, integrated sponsorship project, OOH, transport ads and YouTube online-video ads resulted in fulfilling the business objectives with over-delivery and obvious behavioral effect causing sales structure change to the needed direction. The Challenge: To repeat previous year success in sales growth and change the sales structure for logistics & monitoring convenience by implementing media campaign within Back to School season (Jun-Aug) The Idea: Along with BA driving and keeping voice parity in media with competitors, to educate TA about specific features of high-quality stationery products and re-direct purchases from marketplaces and school bazaars to big stores and online. Bringing the Idea to Life: A seasonal campaign was designed and implemented. Media vehicles used: Direct ads on TV (Alliance, 4 weeks); sponsorship project on 1+1 morning show (8 programs with product placement and usage on air + announces); OOH in major cities (sites placed near main points of sales, partly co-branded with partner supermarket networks); Kyiv & Kharkiv subway ads inventory (backlites); YouTube online-video ads; POS in-store promo support The Results: Business objectives fulfilled with over-delivery: multiple times growth of sales in both units and UAH, structure of sales modified in the needed direction (big stores & supermarkets and online sales share boosted above KPIs set)

224 EFFIE AWARDS 2017


Seasonal Marketing LVIV HOSPITALITY IN THE EUROVISION SEASON AGENCY

AGAMA Digital Group (Tribal WorldWide) Olga Garaeva, Group Head Alexandr Fedik, SMM Head Artur Adamchuk, Media Head Olga Suvorova, account manager Vladimir Vasilenko, PPC Head

SECOND AGENCY

THINKMcCANN

MEDIA AGENCY

OMD Media Direction

CLIENT

Carlsberg Ukraine Anton Panasenko, leading brand manager Anton Gorbatyuk, junior brand manager Olga Radchenko, specialist Vlad Butramenkov, media Manager Julia Oschenko, media Manager

There are not so many seasonal music gigs to make Ukrainians particularly interested. . One such event that Lvivske has been eyeing for a while is the Eurovision Song Contest, whose mission is to bring together different European cultures. The contest is a harbinger of an entertainment and festival season as well as the first warm days of the year. By supporting Eurovision Song contest in Ukraine, the brand could unite people around music and Ukrainian traditional spring festive happy mood, show genuine Ukrainian hospitality and significantly improve brand’s image and business indicators. The Challenge: So, what a traditional brand can do to bring the male audience to terms with the “women’s” pop contest and to adapt a Ukrainian brand with deep respect for Ukrainian music to it? The Idea: We were looking for what can unite people and realized that the Ukrainians are proud for many centuries for their unchanging Traditions of hospitality, that unite us today as well as 300 years ago. Bringing the Idea to Life: We have created video and other creative materials to use various types of communications and sponsorship for all 360 °: TV, OOH, DJ, social networks, POS, fan zones, and more. The Results: In May 2017, the brand reached a peak share of 16.1, sales went 15% up compared with May 2016, the brand’s top-ofmind (TOM) awareness gained 15%.

225 EFFIE AWARDS 2017


Seasonal Marketing JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER AGENCY

team301

CLIENT

Bayadera Logistic Elite Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

In the context of a seasonal decline of interest to the Johnnie Walker brand, we have created an edutainment chatbot quiz, the first of its kind in Ukraine, which is a striking example of effective use of innovative communication channels coupled with highquality and engaging branded content. Thanks to strategically right selection of communication channels, the project helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

226 EFFIE AWARDS 2017


Seasonal Marketing THE BLUEBERRY RAIN IS CONQUERING THE TERRITORY AGENCY

PROVID Kirill Chichkan, Creative Director Olga Khanenko, Art Director Daria Gordiichuk, Copywriter Andrii Myroniuk, Group Account Director Maria Mazneva, Account Manager

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Dmitriy Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Oksana Lening, Junior Brand Manager

Somersby with blueberry juice “blew up� the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations. The Challenge: Become the number one cider among non-apple tastes. The Idea: To rain down with seasonal blueberry on the territory of all Ukraine and organize incredible blueberry fun. Bringing the Idea to Life: Fill TV and Internet with cool spots and dye hair of our craziest loyal consumers into the blueberry color. The Results: The most successful launch comparing to all competitors

227 EFFIE AWARDS 2017


Seasonal Marketing MAKE MARTINI YOUNG AGAIN AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MEDIA AGENCY

OMD | Media Direction

DIGITAL AGENCY

NEOS Digital

PR AGENCY HOSHVA PR OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova , Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row. The Challenge: To launch new Martini & Tonic sub-brand, it was necessary to find a platform that would simultaneously build awareness and generate trials. The Idea: Such a platform was Atlas Weekend music festival. Bringing the Idea to Life: Martini became not just a sponsor, but part of the festival. Communication “with friends” allowed the brand to integrate seamlessly into the festival’s posters. Martini & Tonic brought the festival to a new level of hospitality. The Results: The coverage of 69% of the audience at a frequency of 3+ 302,068 sample contacts for 5 days of the festival + 13.3% increase in absolute volume in bottles (Apr-Sep, 2017/2016)

228 EFFIE AWARDS 2017


Seasonal Marketing 99% DISCOUNT WITHOUT MARGIN LOSS AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MARKETING SERVICES MAG MS AGENCY CLIENT

NOVUS Elena Berezhnaya, Communications manager

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar) Every player is ready to lower the margin for increasing sales. NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality? The Challenge: 1. RECEIPTS QUANTITY INCREASMENT 2. AVERAGE RECEIPT INCREASMENT BY SELLING MORE MARGINAL PRODUCTS The Idea: 99% DISCOUNT, WHICH DOESN’T KILL THE MARGIN Bringing the Idea to Life: CREATIVE STRATEGY Before the holidays come, people live in stress throughout the month before New Year comes. They prepare and choose which presents to choose, food to cook, where to buy and how to save money. Instead of reminding about upcoming holidays, we decided to aim on helping people with their preparations. “WE PREPARED SO YOU SHOULD NOT”. This became the main idea of communication. MEDIA STRATEGY “Switchers” and “Loyals” were put together into one advertising campaign funnel, where every phase of their customer needs could resolve different tasks, which anyway leaded to common desirable effect. The Results: 1. Number of transactions: +11% comparably to the month before the Campaign 2. Average receipt: +16% comparably to the same period of the previous year

229 EFFIE AWARDS 2017


Seasonal Marketing COMFY. HOW TO SEIZE THE SEASON AND GRAB THE CATEGORY AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Creative director — Alexandra Doroguntsova Creative director — Taras Dzendrovskyy Art director - Yury Kuznetsov Copywriter — Sergey Vorvyhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Increase in sales in the category of large household appliances through the promotion of the category “Refrigerators” The Challenge: To support the dynamics of sales growth The Idea: Show that in Comfy a large selection of technology Bringing the Idea to Life: With the help of the song they told about a wide range of equipment The Results: leadership in the sale of refrigerators

COMFY. LOVE SEASON AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Art director - Yury Kuznetsov Copywriter — Sergey Vorvyhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Significantly increased the knowledge of the brand and the sale of seasonal products The Challenge: Create a non-standard seasonal campaign and stand out among competitors in the high season The Idea: It is bright and noticeable that Comfy stores have a large selection of seasonal products Bringing the Idea to Life: With the help of the song they told about a wide range of gifts. The Results: Increased sales

230 EFFIE AWARDS 2017


Seasonal Marketing WHITE WEDNESDAY - BUKOVEL SALE DAY AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuiia Havron, Account Director Oleksandra Kazarina, Head of Media Anna Seniuk, Art Director Igor Atamachuk, motion designer

CLIENT

Bukovel

Bukovel is №1 ski resort in Eastern Europe in terms of growth dynamics. The resort has accumulated the biggest snow enthusiasts community in Ukraine on its social media. Its business approach is to make customers book all the hotel rooms and buy skipasses before the season starts. Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days. We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday. 89% of all 2016/17 season skipasses were sold during autumn pre-sales. The Challenge: To sell skipasses before the season start at maximum. The Idea: To make the first snow day a real celebration, when emotions matter more than rational choice. Bringing the Idea to Life: By provoking the ‘first snow’ emotion, we gave no other choice but to make them buy: a post-reminder about 55% skipass discount. The Results: The day of the first snow became White Wednesday. 89% of all 2016/17 season skipasses were sold during autumn pre-sales.

231 EFFIE AWARDS 2017


Seasonal Marketing OSCAR-TOTALIZER AGENCY

Postmen Yaroslav Vedmid, CEO Olga Sytnik, Account Manager Anna Seniuk, Art Director Natalia Kuzmina, Craft designer Kate Lutaya, Editor

CLIENT

Planeta Kino

Clients, whose first contact with the brand occurred via posts in social networks as part of the Oscar-totalizer campaign, strengthened the target core of the brand, which brings the company 80% of revenue. Working with the client through a single digital channel has allowed us to build a loyal audience and generate millions of revenues. The Challenge: Create a platform that would cover the entire film market and provide an inflow of new customers. The Idea: The Oscars is the main event followed by film lovers in dozens of countries around the world! Bringing the Idea to Life: To create an Oscar-totalizer, a game that will attract all the country’s film-fans to Planeta Kino: from a post in a social network to a landing page, from a contact to a purchase. The Results: Using a seasonal campaign, we cover the entire online cinema audience and attract new customers, who generate millions of revenues year in, year out.

232 EFFIE AWARDS 2017


Seasonal Marketing INVITATION IN BAD ENGLISH AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuliia Havron, Account Director Anna Seniuk, Art Director Iryna Pavlova, Designer Igor Atamachuk, motion designer

CLIENT

Bukovel

‘Invitation in Bad English’ campaign is built on the insight that travelers have adopted global mindset and one common language – Bad English. What’s more, authenticity becomes the key when choosing next destination. Thus, we asked Carpathians hutsuls to invite international tourists to Bukovel and shoot series of very simple videos. We launched the campaign prior to Eurovision, when many global tourists already have booked trips to Ukraine. Timing worked perfectly, the video went viral online. What’s more, it became a part of video reel at Eurovision fan zone at Sofiivska square in Kyiv. The felt the effects of campaign in rising sales, record low cost per contact and discovery of new markets. The Challenge: Increase number of international tourists in Bukovel. The Idea: Carpathian hutsults invite international tourist in ‘Bad English’ in an authentic manner. Bringing the Idea to Life: Series of simple and funny videos spread via Bukovel own social media channels, that aim to sell authenticity, but not rooms or skipasses. The Results: Growth of revenues from international tourists, record low costs per contact & discovery of new markets.

233 EFFIE AWARDS 2017


Corporate Reputation HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager Anton Gorbatyuk, Junior Brand Manage Olga Radchenko, Trademark Specialist

Traditions of hospitality that unite us. We tried to support this image of “Lvivske” with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular “female” contest. We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with “Lvivske”. The Challenge: How to combine the male audience around the pop «women’s» competition as a traditional brand? The Idea: Our traditions of hospitality unite us today just as 300 years ago Bringing the Idea to Life: In order to “get in touch” with as many people as possible, we used various types of communications and sponsored sponsorship for all 360. The Results: As a result, in May 2017 the brand reached the peak share – 16,1%; increased sales by 15% and raised Top of Mind indicator by 15%.

BREAD IS AN ART AGENCY

Kinograf Vitaliy Kokoshko, CEO Oleg Kiselitsa, Creative Director Vera Glebova, Strategic Planning Director Bogdana Zayets, Copywriter Yevgeniy Petrusenko, Art Director Marta Simanovich, Designer

CLIENT

Lesaffre Igor Semin, CEO Marina Skripchenko, Commercial Director Nadezhda Skripchenko, Marketing Manager The category leader has to develop the market on which it operates itself. That’s exactly what Lesaffre has done. The company could modernize the Ukrainian bread baking market and literally expand horizons for its B2B partners. The Bakery & Business Conference has positioned Lesaffre as an innovator in the bread baking industry and helped it to increase the sales of its more premium products for bread baking. The Challenge: To modernize the Ukrainian bread baking market. The Idea: To present bread as an art in the modern style. Bringing the Idea to Life: Visual identity designed in the Cubisminspired style and unique paintings with bread recipes written in cipher. The Results: Lesaffre’s market share grew by 10%; the quality of calls to the company has been changed. Now Lesaffre is perceived as an innovator of the Ukrainian bread baking market.

235 EFFIE AWARDS 2017


Corporate Reputation HOW TO BRING PEOPLE TO WORK IN THE MOST AGENCY

BBDO Ukraine Executive Creative Director - Anze Jereb Strategic Planning & New Business Director Elena Kolesnikova Creative Group Head - Anna Pochtarenko Art Director - Kseniya Babankova Copywriter - Serhiy Malyk Designers - Lena Denisevich, Vadim Kulinchenko 3D Designer - Dmitriy Shishkin DTP Designer - Denis Krivosheya Account Director — Eugenia Timofeeva Account Managers – Yuliya Dedyuk, Zhanna Maslova

MEDIA AGENCY

AITI/Carat

OTHER AGENCY

Mediaedge:cia

CLIENT

Silpo-Food Marketing Director - Dmitriy Tzygankov Advertising Manager - Yuliya Zabrovskaya HR Brand Manager – Alisa Pavlova

Work in grocery retail is associated with rude salesladies, difficult work and total hopelessness. How could it become attractive for job seekers? Silpo has always been special thanks to its gentle attitude towards people. We leveraged this to build the visuals for outdoor advertising and digital. The number of applicants increased by 24%, instead of 20%. The website’s recruitment section saw a 244% visitors increase (instead of 50%). Moreover, we once again proved that all products exist first and foremost in our head. Silpo earned the top place in the “Supermarket Employer” ratings, jumping from third in just a year. The Challenge: What could we say to make Silpo attractive to job seekers— without making offers similar to competitors’ or changing their stores. The Idea: Silpo employees are our strength, the main feature that distinguishes us from other supermarkets with their hospitality and positive attitude. Bringing the Idea to Life: We created a series of visuals showing bear cubs, kittens and bunnies working in Silpo. They became a cute and kind part of Silpo’s brand image. The Results: Like always, good won in the end. We received a ton of likes and repots, increased the number of visits to the recruitment section of the website and increased the number of CVs submitted. The Silpo supermarket chain became the top employer in the “Supermarket Employer” ratings.

236 EFFIE AWARDS 2017


Corporate Reputation MUSEUM OF NEWS AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Vita Nozdracheva, project manager Kateryna Nikolaenko, project manager Sergiy Sofin, designer Maria Artemenko head of PR Dariia Yuzhakova, designer Anastasia Titova, PR manager Ludmyla Gytsevych, PR manager Julia Solovey, PR manager Anna Andrusenko, PR manager Daria Lubimova, PR manager Olena Konkova, PR manager

OTHER AGENCY CLIENT

Mystetskyi Arsenal 1+1 media group Oleksandr Tkachenko, CEO Svitlana Paveletska, head of corporate communications and PR Serhij Popov, head of news department Anatolij Shved, technical director at TSN Olena Nesmijan, deputy director of news department Ella Belostotska, editor Hanna Nechaj, PR manager

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of “Mystetskyi Arsenal”, and had the media coverage of 30,000,000 people. The Challenge: In 2017, 5 leading Ukrainian channels or their top programs are celebrating their anniversaries, and the Television Service of News at the 1+1 TV channel needed a project that would distinguish it among its competitors, bring the TV channel offline and force other channels to abandon the noisy celebrations, making 2017 the year of TSN. The Idea: To create a project for the 20th anniversary of the “Television Service of News” at “1+1” channel what would reaffirm the status of “TSN” as the main witness of the most important events in the modern history of Ukraine, give Ukrainians a unique opportunity to touch key artifacts over 26 years of state independence and invite visitors to become creators and heroes of the “TSN” news and turn them into its fans. Bringing the Idea to Life: In 10 halls of “Mystetskyi Arsenal” with a total area of more than 3400 sq. m. we collected over 100 unique exhibits of the history of independent Ukraine, created 8 zones of virtual reality, recreated the “TSN” TV studio and told visitors about 6 000 major news stories about the history of our state; published 388 exclusive materials and releases about the Museum of News in the country’s leading media; developed additional activations in the form of a selfie-weekend, during which everyone could take photos with the most famous “1+1” hosts. The Results: 100,000 people visited the exhibition in 3 weeks, 3.078.640 hryvnias of income from the cost of entrance tickets were transferred to the development of cultural projects of “Mystetskyi Arsenal”, 100% of media publications about the Museum of News were created on a free, non-commercial basis, the media coverage of the project was 30,000,000 people, the estimated cost of the media campaign was 1,332,399 hryvnia.

237 EFFIE AWARDS 2017


Corporate Reputation REMOVE JURISPRUDENCE FROM THE JURASSIC PERIOD AGENCY

Ogilvy & Mather Ukraine

CLIENT

AEQUO

AEQUO is newly founded legal company with ambition to provoke on innovations the jurisprudence of Ukraine which had frozen in 00s. On the way to this goal, as well as to become the undisputed leader of opinions in jurisprudence, AEQUO organized a start-up competition AEUO Legal Tech Challenge. The challenge was to persuade young start-aperes to participate in a contest organized by a young company, rather than a wellknown association, and also to attract interest from the legal community to the competition and innovations in this field. 2 years ago this topic was not interesting to clients or lawyers. The bold tone of voice of the campaign promoted unexpectedly high interest, both from innovators and from the legal community. The number of applications was 4 times bigger than it was expected by start-up experts. After the first announce of the competition mass media writes about AEQUO in terms of innovations three times more frequent The Challenge: In order to move Ukraine’s jurisprudence towards innovations and to become undisputable opinion leader in law sphere, AEQUO, young juridical firm, organized AEQUO Legal Tech Challenge, a start-ups competition. The challenge was to convince young start-uppers to take part in the competition, organized by a young company, not a reputable association, as well as to provoke jurudical community’s interest to the competition and innovations in the sphere. The Idea: Legal sphere decided to rejuvenate to the age of startuppers and adopted their courage. Bringing the Idea to Life: Visuals comparing nowadays state of JURisprudence with JURasic period, which it is the right time to quit, and a whole range of similar brave materials advertised the competition in locations where young start-uppers and potential clients gather, online and offline. The Results: Young and brave tone of voice of the competition promotion campaign helped to receive 3 times more applications than start-up experts had forecasted, as well as helped increase the number of innovation related mentions of AEQUO in mass media.

238 EFFIE AWARDS 2017


Youth Marketing AXE tattoo salon AGENCY

Initiative Andrew Andrushenko, Managing Director Sergei Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Yaroslava Shvetsova, Senior Media Planner

SECOND AGENCY CLIENT

D2 Unilever Ukraine Yulia Papenko, Marketing Manager, Deo & Skin Cleansing Aleksandra Iasko, Media Manager Elena Shvoryak, Head of Marketing

Using one media channel (Internet) and just one tool (social network), we were able not only to optimize the campaign budget, but also to exceed the originally set goals, namely: successfully launched the new SKU, covering almost the entire audience within the minimum budget, without having creative materials. The Challenge: Declare about the new AXE You product to the target audience and deliver its key message #YouGotSomething, in the absence of creative materials, with a limited budget The Idea: Virtual tattoo salon as a tool for the original declaration of love in honor of the 14th of February from AXE Bringing the Idea to Life: The brand offered users a special editor with the help of which you can make a “virtual� tattoo with the name of your partner on your photo, make a share presenting a unique declaration of love The Results: Two months after the launch of the product, it took 16.9% in the AXE brand portfolio, and in addition, sales grew by 20% in February 2017 vs. February 2016. The special project gained more than 60,000 visitors, 11,090 authorizations on the site, 10 206 made tattoos and 6,124 shares in social networks.

239 EFFIE AWARDS 2017


Youth Marketing BANDA-BANDA AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptiev, Creative Group Head Kirill Bondarenko, Art Director Victoria Enkina, Client Service Director Olga Boyandina, Senior account manager

CLIENT

Philip Morris Ukraine

The “Banda-Banda” music video is not a typical social advertisement, but rather an entertaining and interesting project that talked about a serious problem in a light and casual tone, and thus was able to draw attention of young people and change their view on smuggling, making them think about the right values and goals in life. The Challenge: Without a huge budget, to create an entertaining and interesting product that will attract the attention of teens and affect their perception of contraband. The Idea: Idol of youth DZIDZIO talks about how smuggling is a waste of life. Bringing the Idea to Life: The music video was filmed in a Kiev school and at a real military unit; it showed the future of a smuggler through a real-life story—no prospects and wasted years, while others, choosing legal and rightful paths, achieve much more, slowly but steadily. The Results: The video became the top of the YouTube-channel in the first two days and kept leadership for a week, teenagers from different cities of Ukraine created more than twenty versions of their own cover music videos of the song “Banda-Banda”, and the total coverage for the project amounted to 25 million that is 8 times more than the main goal!

240 EFFIE AWARDS 2017


Youth Marketing PITBULL BATTLE AGENCY

ODDEE Agency BAZAR IVAN Creative Director ALINA TSYGANOK Creative Supervisor

CLIENT

New Products Group Elena Selutina Director of Corporate Communications & PR Boris Tkachev Director of Research & Strategy Oksana Tsygankova Group brand manager (till march 2017)

This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the project as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the cross-functional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull The Challenge: Continue the strategy of brand communication. VK page reach >= 1M The Idea: Strategic aim was to build protected brand’s territory for a long time. To make the brand of Pit Bull a promoter of rap culture, brand that helps young rappers and supports them to express themselves Bringing the Idea to Life: We created the site as a platform for the RAP contest. Produced one viral video. The Results: 2.2K registrations, 1.2M vk page reach, 837K video’s views, 1 offline event with full sold-out

241 EFFIE AWARDS 2017


Youth Marketing DREAM ALL DAY, ACT EVERY MINUTE AGENCY

Engine Stas Stoyackiy, Creative Director Alexey Smehov, Creative Director Vasiliy Nechaev, Strategic planner Vitaliy Gorenko, Art Director Olya Svidro, Designer Oksana Gonchar, Copywriter Iuliana Pianykh, Copywriter Galya Alomova, Copywriter Alexandr Davidok, digital producer Dasha Postnikova, Account manager Vitalina Makakenko, Account manager Vika Prudnyk, Client Service Director Olya Tertyshnaya, Client Service Director

MEDIA AGENCY

Optimum Media OMD Ukraine

CLIENT

Fa, Henkel

We got the maximum market share in the history of the Fa brand in Ukraine. All this thanks not increasing media budget or crazy discounts, but using relevant message with local insights. The Challenge: Win hearts of millennials in low loyalty category “shower gels” during high season and endless price wars. The Idea: Fa motivate users not just to dream, but to constantly act on the embodiment of their desires. Bringing the Idea to Life: On website users can choose their dreams from many categories, creates, download and share with the world very-own dream-map. The Results: 16,4% - maximum market share for women’s shower gels in the history of the Fa brand in Ukraine.

MIVINA: THE BATTLE OF TASTES AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Yuriy Skliaruk, Producer Anna Bobina, Account Director Alina Golub, Junior Account Manager

SECOND PRIMARY AGENCY CLIENT

Zenith Nestle Ukraine, Mivina Alona Degtiar, Group Brand Manager, Cold Sauces Culinary BU, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle Ukraine

Despite the falling popularity of fast food, we raised the Mivina sales and returned its Throne in the category. Referring to the theme of The Games of Thrones, we launched two tastes and started a taste battle, the outcome of which depended on Eaters. We created a site, developed a key-visual and shot a commercial. Moreover, we launched OOH at universities and video in cinemas, created Coub channel and developed stickers for Viber. A squad of promoters supported the campaign. Thus, we raised the sales of Mivina, modernized the brand and returned its Noodle throne! The Challenge: Rapid loss of market share due to the outflow of consumers to an active and cheaper competitor, against the background of a general decline in the popularity of fast-food products among young audiences. The Idea: The battle of two new tastes, the outcome of which depends on consumers. Bringing the Idea to Life: Web site Game of Tables. Commercial and key-visual. OOH. Coub channel and Viber stickers. BTL campaign. SMM. The Results: We raised the sales of Mivina (from -16 % to +34 %), modernized the brand (+19 points) and returned its Noodle throne!

242 EFFIE AWARDS 2017


Youth Marketing COLOSSAL BIG SHOT. HOW TO RECONQUER THE MASCARA MARKET AND INCREASE VALUE OF THE BRAND WITH THE HELP OF STYLE. AGENCY

TV lab Olena Gusak, Producer Nikita Bulgakov, Director Olexandr Petrochenko, DOP Andriy Borovko, Editor,colorist Andriy Borovko, Editor,colorist Mingazirov Ruslan, Editor,colorist Oleksandr Dysenko, Compositing

CLIENT

MAYBELLINE NEW YORK Zhylina Tatiana Vladimirovna, Marketing manager makeup category L’Oréal Paris, Maybelline NY Kobets Alina Nikolaevna, Digital Manager Consumer Product Division Riaguzova Mariia Andreevna, Group Product Manager Maybelline NY Kulikova Maria Sergeevna, Product Manager Maybelline NY

For a long time, Maybelline New York Colossal line had been holding top positions in the mascara category, but in 2016 the considerable recession started. As it turns out, a consumer is not ready to “overpay”, all the brand products are too similar for her, and it is very easy to switch to offers of competitors. Therefore, the launch of the new product of 2017, Colossal Big Shot, should return the lost market and image positions, and build a new communicational model for the brand. Key factors for the communication have become the evoking of strong emotions via stylish video in the format of pop-hits musical cover together with online channel of distribution: pages in social media of the brand and Nadia Dorofeeva, the idol of young girls. The Challenge: To return the lost market and image positions, to build a new communicational model for the brand from the point of view of key message (what to say and in what format) and from the point of view of media (which channel to use). The Idea: Colossal Big Shot – be in style with Maybelline New York! Bringing the Idea to Life: Stylish video in the format of native music clip with Nadia Dorofeeva, as well as its teasers, which were distributed via the channel of the brand and celebrity. The Results: Over-fulfillment of the media indications objectives and, as the result, the Colossal Big Shot mascara is number two in sales.

243 EFFIE AWARDS 2017


Youth Marketing UKRAINIAN WOMEN ARE SUPERMODELS AGENCY

Media First Ukraine Svetlana Stepanenko, CEO TWIGA Ukraine Roman Shikhutsky, Managing director Media First Ukraine Anna Ostapenko, Project manager Media First Ukraine Katerina Amirkhanova, Creative director TWIGA Idea Elena Samoylenko, Managing director MedInform Ukraine

SECOND AGENCY

TWIGA Idea

MEDIA AGENCY

Media First

MARKETING MedInform Ukraine SERVICES AGENCY PR AGENCY

LoviVideo

CLIENT

BELLA TRADE Anastasia Pekaryk, Marketing director

Bella is a brand of feminine hygiene products, which is among the TOP-3 by brand awareness in the category, but is an outsider by the consumption and loyalty of young women with the smallest share of young users among competitors. But the growth zone of this market is the inflow of new users - young girls. The Challenge: Bella needs to break the longstanding stereotype that it was created only for older women, and to attract the young ones. The Idea: Every Ukrainian girl deserves to be a supermodel. Bringing the Idea to Life: Media project with the deep integration of Bella as a sponsor in the popular youth reality show “Supermodel po-ukrainsky� in combination with inspirational TV clips and the virus campaign on the Internet. The Results: Bella not only increased its share of the young audience significantly, moving from the last place to the second in the category, but also made a grand breakthrough, having achieved such result for the first time in its history in Ukraine since 2003.

244 EFFIE AWARDS 2017


Youth Marketing STORY OF HOW WE HAVE EARNED “LEMONS” ON LEMONS TOGETHER WITH DUDES AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director Victor Vysotskyi, Creative Group Head Oksana Kapranova, Art Director Illya Yankovskyi, Copywriter Mariya Sheremet, Designer Olga Kutuzova, Group Account Director Olena Tkachuk, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Dmytro Pylypenko, Marketing Manager Yuliya Kyryllova, Senior Brand Manager Viktoriya Khalanska, Brand Executive

S&R Garage has its brand heroes – Seth, Riley and Joe. They are hanging out in the garage and making Garage with lemons and ice. Later on, the competitors started to copy their style, and in order to keep the leadership we used something, that differs Garage from others – lemons. Dudes started to do foolish challenges with lemons in their garage, put their faces on limited edition cans, and their Ukrainian protégé started a lemon vlog. We told guys and chicks about our dudes to make them remember, that Garage is an expert of naturalness. The Challenge: How can an alcohol brand prove, that it is all natural? The Idea: Garage is an expert of naturalness, as it knows everything about lemons. Bringing the Idea to Life: We used slang of youth to communicate with our audience online and offline. The Results: The category of beer mix began to grow rapidly since the Garage started, and in 2017 it grew by as much as 78 %!! Garage became not only a leader in the category, not only increased its share in 2 years and went up to 43 %, we managed incredible, we shook the head and perpetual leader in the segment - Obolon, whose share fell to 19 %!! Without releasing innovation, we managed to get a new consumer. Relative to 2016, the percentage of younger audiences has doubled, reaching a level of 44 %, which is 4 times higher than similar data in the beer category.

245 EFFIE AWARDS 2017


Youth Marketing U-REPORT AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria ShigaevĐ°, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Kononovich, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

MEDIA AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

UNICEF Ukraine Olena Sakovych, Youth and Adolescent officer Liliya Lyubomudrova, Project coordinator Richard Herts, Youth engagement consultant Sergiy Prokhorov, Communication for Development Officer

U-Report case is worthy an award in this category as it managed to implement international UNICEF program by involving the highest percentage of passive Ukrainian youth to participate and discuss social topics. To do that — multi-channel approach was activated, with using all the content trends relevant to the Z-generation: mobile-based project core, online workshops, messenger chat bots etc. As a result U-Report has achieved many goals, more than 50 thousand participants received 1.5 million messages, which led the Ukrainian youth to active discussion of social topics and participation in civil society building. The Challenge: To implement the new international UNICEF program, called U-Report, which is focused on building a youth civil society by involving the highest percentage of passive Ukrainian youth to participate and discuss social topics. The Idea: Promote U-Report initiative by applying multichannel approach, using all the content trends relevant to the Z-generation: mobile-based project core, online workshops, social network live broadcasts by project ambassadors and even messenger chat bots. Bringing the Idea to Life: The U-Report project basis in Ukraine is based on classic free SMS surveys system, accompanied by a number of innovations: Facebook-bot, design and message re-branding, opinion leaders engagement, creation of interactive and information landing pages, online communities development. The Results: In three quarters of 2017, U-Report has achieved many goals: more than 50 thousand participants received 1.5 million messages, which led the Ukrainian youth to active discussion of social topics and participation in civil society building.

246 EFFIE AWARDS 2017


Youth Marketing THE BLUEBERRY RAIN IS CONQUERING THE TERRITORY AGENCY

PROVID Kirill Chichkan, Creative Director Olga Khanenko, Art Director Daria Gordiichuk, Copywriter Andrii Myroniuk, Group Account Director Maria Mazneva, Account Manager

MEDIA AGENCY

OMD Media Direction

DIGITAL AGENCY

AGAMA Digital Group (Tribal Worldwide, Kyiv)

CLIENT

Carlsberg Ukraine Dmitriy Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Oksana Lening, Junior Brand Manager

Somersby with blueberry juice “blew up” the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations. Effie has partnered with the PVBLIC Foundation to support the UN’s 2030 Agenda for Sustainable Development and its 17 Sustainable Development Goals (SDGs). Please help us to recognize the achievements of our industry in creating positive change by providing the below information: The Challenge: Become the number one cider among non-apple tastes. The Idea: To rain down with seasonal blueberry on the territory of all Ukraine and organize incredible blueberry fun. Bringing the Idea to Life: Fill TV and Internet with cool spots and dye hair of our craziest loyal consumers into the blueberry color. The Results: The most successful launch comparing to all competitors

247 EFFIE AWARDS 2017


Youth Marketing MAKE MARTINI YOUNG AGAIN AGENCY

ROCKETS Growth R&D Vladislav Polonskiy, CEO Maxim Boritko, creative director Victoria Makarova, strategy director Alisa Mikulich, managing director

MEDIA AGENCY

OMD | Media Direction

DIGITAL AGENCY

NEOS Digital

Martini launched new sub-brand Martini & Tonic on Ukrainian market. For the first time in its worldwide history the brand sponsored a music festival for communication launch. The use a festival as a platform for communication was 2-in-1 solution: build awareness and generate trials. Traditional launching strategies through the media or HoReCa do not have such capabilities separately. The project allowed Martini to increase sales volumes in absolute terms by 13.3%, despite the fact that the category of vermouth in Ukraine has been declining for three years in a row. The Challenge: To launch new Martini & Tonic sub-brand, it was necessary to find a platform that would simultaneously build awareness and generate trials. The Idea: Such a platform was Atlas Weekend music festival. Bringing the Idea to Life: Martini became not just a sponsor, but part of the festival. Communication “with friends” allowed the brand to integrate seamlessly into the festival’s posters. Martini & Tonic brought the festival to a new level of hospitality. The Results: The coverage of 69% of the audience at a frequency of 3+ 302,068 sample contacts for 5 days of the festival + 13.3% increase in absolute volume in bottles (Apr-Sep, 2017/2016)

PR AGENCY HOSHVA PR OTHER AGENCY

NEBO Event Management

CLIENT

BACARDI-MARTINI UKRAINE Anastasia Yershova , Sales and Marketing assistant Sergey Ostapchuk, on-trade manager

HOW TO TURN COMFY INTO A STORE OF THE FUTURE AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Head of Strategy – Yaroslav Serdiuk Art director - Yury Kuznetsov Copywriter — Sergey Vorvyhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Our idea was based on the idea that the new Comfy becomes the strongest competitor for itself. For us, the only way to achieve success is to be a little better than yesterday. Such a philosophy allows us not to limit ourselves to communication only about prices. We say that we try to be better in everything than we were yesterday. The Challenge: High competition with online retailers and the emergence of new, interesting formats in retail led to the fact that the usual retailers are outdated in the eyes of consumers. We have become a dinosaur category. The Idea: We swing a good mood. Bringing the Idea to Life: They found a unique voice and a way to amuse and cheer up and at the same time talk about rational things that work to excite consumers. New Comfy - steeper cool! The Results: Sales of stores increased

248 EFFIE AWARDS 2017


Youth Marketing THE ORANGE EXPERIMENTS AGENCY

Serviceplan Ukraine (Plan.Net) Artem Kuchin, Creative Director Roman Kovalchuk, Account Manager, Producer Lera Gavrilyuk, Junior Creator Maria Isay, Art Director

MEDIA AGENCY

Optimum Media Ukraine

CLIENT

PepsiCo Ukraine Lesia Shchygol, Brand Engagement Senior Supervisor, Digital Dmitriy Kryzhanovskiy, Brand Manager Maksym Tovkach, Brand Manager Zhanna Strelnikova, Marketing Manager

Mirinda had to compete for the attention of a sophisticated target audience, with a much smaller budget than the main competitor had. Key characteristics of this audience: the constant drop in TV views and the attention shift from the one subject to another. One have to compete for the attention of this audience constantly and it is almost impossible to keep it. Youtube was chosen as a main channel for branded video-show, that merged the three popular interests of the audience in one project. Mirinda has become an integral part of the content “on an equal footing” with gadgets and bloggers. Business results exceeded planned KPI’s enormously. The response to the content from the audience was staggering - all the indicators exceeded the market benchmarks by 40%. The Challenge: Comparing to the competitor Mirinda had smaller budget and had to compete for the attention of a very complicated target audience that does not watch much of the TV, doubts everything and switches attention from one subject to another incredibly fast. The Idea: YouTube show “Citrus experiments” - unusual reviews of the desired gadgets in the bloggers’s experiments format. Bringing the Idea to Life: Bloggers had at their disposal 16 different gadgets were used and conducted 6 experiments, where Mirinda cans served as a universal measure of the coolness of gadgets. The Results: The advertising campaign boosted a significant increase in Mirinda’s sales in summer period comparing to the previous year. Additionally, the impact of the content on the audience was measured by the special research - YouTube Brand Lift. The campaign received the highest rating by all indices - Best In Class.

249 EFFIE AWARDS 2017


Branded content & Branded Utility GOL CHEMPIONA AGENCY

Vizeum Ukraine Kostiantyn Striukov, СЕО Julia Zamostyana, Client Service Director Kateryna Kozii, Group Account Director Olga Solomko, Account Manager

CLIENT

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Elena Chmyshuk, Senior brand manager To keep and strengthen Chernihivske No. 1 position as a “brand associated with football” after losing the title of the National Team of Ukraine sponsor in favor of Persha Pryvatna Brovarnya (PPB), and to extend our communication possibilities of the football platform, we revealed a new audience of football amateur players for us, and realized their cherished dream - in the light of searchlights on a huge field in front of the enthusiastic crowd, to kick a best goal, which will be seen and appreciated by thousands of people with our own cross-media project “Gol Chempiona”. The Challenge: Losing the opportunity to sponsor the National Team of Ukraine and support the brand’s football platform The Idea: The project, that will allow football amateur players to become famous, demonstrating their skills in scoring bright goals in front of the whole country Bringing the Idea to Life: Creation of own brand heading “Gol Chempiona” inside the football-analytical program “Pro Futbol”, in which well-known football personalities determined the brightest goals, chosen among the downloaded videos on the digital platform of the project, and awarded their authors valuable prizes to the players The Results: Chernihivske retained the number 1 position as a brand-football expert, despite the loss of the contract with FFU and the huge difference in investments in the football platform with the new official sponsor of the National team – PPB

251 EFFIE AWARDS 2017


Branded content & Branded Utility 3 WEEKS CHALLENGE AGENCY

THINKMcCANN Julia Storchak, Creative Group Head Marian Shum, Art Director Olena Gnucheva, Senior Copywriter Anna Bobina, Account Director Oksana Shkilniuk, Junior Account Manager

SECOND AGENCY CLIENT

Zenith Nestlé Ukraine Tetiana Sviatenko, Communication and Marketing Excellence Director Mark El Khoury, Business Executive Manager Daria Bilonozhko, Brand manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital marketing manager

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product? Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase. Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer’s confidence, the brand turned its consumers into Purina One’s ambassadors. The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One. The Challenge: How, in a short time and with a minimum budget for promotion, to return the focus of attention of the qualitysensitive consumer to quality and justify the higher cost of the product. The Idea: To give the audience an opportunity to get a NEW experience of care and proper nutrition, tested by many cat owners, confirmed by real cats, guaranteed by the high quality of Purina One. Bringing the Idea to Life: Confirming quality in a new way: creating a unique community to receive real experience of interaction with a brand - product testing The Results: We not only increased brand consideration thanks to image attribute growth «Are better quality than other cat food brands», but also increased market share in conditions of super premium segment fall and switching to cheaper brands

252 EFFIE AWARDS 2017


Branded content & Branded Utility SUCCESS FORMULA AGENCY

AG Communications Group Kirill Tereshchenko, Director Tatiana Pashaian, Client Service Director Mariya Kozievskaya, Account Manager Alexey Veres, Design Team Lead Sergey Serdyk, Senior Designer Alexander Sosnovskiy, Web development

MEDIA AGENCY

OMD Media Direction Ukraine

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Dmytro Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Olga Kashpur, Junior Brand Manager

Sales of Baltika 7 show decline for 3 years (-6,3% in 2014, -20% in 2015 and -11% в 2016). Campaign task – withhold sales on level of 2016. Using success communications platform, brand had stated: success – is not an accident. In digital-centered project brand developed modern success formula, that contained 7 ingredients, powered by true video stories of 7 successful opinion leaders. Video-stories – live branded modern content, that opened the nature of success, and transmitted brand positioning. Actual content and media strategy resulted in total stop of brand decline with even +1% sales growth after only 2 month of communication! The Challenge: Recover brand’s business using success communication platform on background of dramatic brand downfall. The Idea: Baltika 7 states: success – is not an accident, formula of success – exists! Bringing the Idea to Life: A digital-centered project uniting video stories of 7 trusted opinion leaders, with massive online, OOH and TV support. The Results: After only 2 month of communication – total stop of brand decline with even +1% sales growth.

253 EFFIE AWARDS 2017


Branded content & Branded Utility JOHNNIE WALKER CHAT BOT AGENCY

DIEVO Andrii Chuiko, creative strategist Andrey Romanenko, media director Natalya Shved, account manager Anton Pustovoy, copywriter Daniil Yasinev, designer

SECOND AGENCY

Solutions Europe Media

MEDIA AGENCY

NOSTRA Media

OTHER

team301 Bayadera Logistic Elite

CLIENT

Lesya Sudarskaya, Marketing Director, Diageo portfolio Bayadera Ukraine Ivan Pavlyk, Brand Manager Johnnie Walker Irina Zheldak, Brand Manager Johnnie Walker Valentina Bunina, Senior Customer Development Manager, Diageo portfolio Bayadera Ukraine Yana Akmuradova, Off-Trade Customer Manager, Diageo portfolio Bayadera Ukraine

With the help of the unique branded content, we have created an edutainment chatbot quiz, the first of its kind in Ukraine. Thanks to strategically right selection of communication channels, the project helped not only raise interest to the Johnnie Walker brand, but also enhance sales growth of the brand in summer, despite a small budget, as well as legal restrictions on alcoholic and low-alcoholic drinks advertising in Ukraine. The Challenge: To attract attention to Johnnie Walker brand, as well as to the new summer cocktail Johnnie Ginger and the ways to enjoy it, despite the overall seasonal decline in the interest to the brand. The Idea: The first of its kind in Ukraine edutainment chatbot quiz in Facebook Messenger with giveaway from Johnnie Walker. Bringing the Idea to Life: We have created: a chatbot quiz on Johnnie Walker’s Facebook page which was active from 6 pm on Friday till 12 am on Monday; 135 brand questions and giveaways; promo posts; and did use new ads on Facebook which start a dialogue with the brand page. The Results: The project resulted in raising the level of interest to the brand Johnnie Walker from 5 to 20 points due to the Google Trends statistics and it’s more than the initial goal by 25%. The project reached 1,284,566 Ukrainian Facebook users. As a result, Johnnie Walker Red Label’s sales grew by 1.5% from 52,7% in the spring to 54,2% at the end of the summer.

254 EFFIE AWARDS 2017


Branded content & Branded Utility HASBRO GAMES – PICK YOUR OWN! AGENCY

OMD Media Direction Sergey Romanenko, Media Group Head Elena Vlasik, Head of Department NonStandard Media Solutions Evgeny Scherbina, Group Planning Director Anton Ryndin, Project manager of NonStandard Media Solutions Tatiana Katrich, Managing Director

CLIENT

Hasbro Holger Mies, Business Development Director Yuliya Korshunova, Junior Brand Manager

Hasbro is one of the world’s largest makers of toys and board games. Well-known brands such as Transformers, My Little Pony and others are in high demand in Ukraine. However, the company’s portfolio includes a number of games that are little known or sought-after, but which have a sales growth potential. These are Operation, Hungry Hungry Hippos, Elefun & Friends, Crocodile Dentist and Shark Chase. Our objective was to unlock their potential. The solution that we found to generate a demand for these “little-known” games cost several times cheaper than direct TV advertising but was nearly as effective. The content (Play & Learn show) produced in cooperation with one of the country’s largest children’s TV channels helped the products stand out from advertising clutter while integration into the content of the show provided for the natural perception of the games, increased attention to them and allowed us to meet all the objectives. The Challenge: Generate a demand for five little-known Hasbro games without a budget for direct advertising. The Idea: Children never get bored with Hasbro and their moms are confident that these games are good for their little ones. Bringing the Idea to Life: Tailor-made content on a TV channel specifically for Hasbro games The Results: A ~1,5 increase in demand for the games with minimal media investment

255 EFFIE AWARDS 2017


Branded content & Branded Utility THE ORANGE EXPERIMENTS AGENCY

Serviceplan Ukraine (Plan.Net) Artem Kuchin, Creative Director Roman Kovalchuk, Account Manager, Producer Lera Gavrilyuk, Junior Creator Maria Isay, Art Director

MEDIA AGENCY

Optimum Media Ukraine

CLIENT

PepsiCo Ukraine Lesia Shchygol, Brand Engagement Senior Supervisor, Digital Dmitriy Kryzhanovskiy, Brand Manager Maksym Tovkach, Brand Manager Zhanna Strelnikova, Marketing Manager

Mirinda had to compete for the attention of a sophisticated target audience, with a much smaller budget than the main competitor had. Key characteristics of this audience: the constant drop in TV views and the attention shift from the one subject to another. One have to compete for the attention of this audience constantly and it is almost impossible to keep it. Youtube was chosen as a main channel for branded video-show, that merged the three popular interests of the audience in one project. Mirinda has become an integral part of the content “on an equal footing” with gadgets and bloggers. Business results exceeded planned KPI’s enormously. The response to the content from the audience was staggering - all the indicators exceeded the market benchmarks by 40%. The Challenge: Comparing to the competitor Mirinda had smaller budget and had to compete for the attention of a very complicated target audience that does not watch much of the TV, doubts everything and switches attention from one subject to another incredibly fast. The Idea: YouTube show “Citrus experiments” - unusual reviews of the desired gadgets in the bloggers’s experiments format. Bringing the Idea to Life: Bloggers had at their disposal 16 different gadgets were used and conducted 6 experiments, where Mirinda cans served as a universal measure of the coolness of gadgets. The Results: The advertising campaign boosted a significant increase in Mirinda’s sales in summer period comparing to the previous year. Additionally, the impact of the content on the audience was measured by the special research - YouTube Brand Lift. The campaign received the highest rating by all indices - Best In Class.

256 EFFIE AWARDS 2017


Branded content & Branded Utility CINEMA CUPS AGENCY

Postmen Yuliia Havron, Account Director Inna Tabachenko, Creative Copywriter Yaroslav Vedmid, CEO Nataliia Kuzmina, Craft Designer Ihor Bondarenko, Sound Designer Anna Seniuk, Art Director

CLIENT

Planeta Kino

In 2016, Planeta Kino invested in settting up Kinomarkets – shops with snacks, thus we had to recover inverstments. We had to find a new way of selling the most popular snack – popcorn. Realizing, that people follow us on social media for new releases, we decided to promote popcorn via them. We crafted 5 stop-motion premiere trailers. Popcorn cup became both shooting location and material of which the characters were made of. Our trailers were posted on social media and rotated in Planeta Kino cinemas. Eventually, popcorn sales increased by 21,2% comparing with 2016, and helped to cover all expenses. The Challenge: How to sell popcorn in a way that would be appealing to movie fans? The Idea: People follow us for new releases, so why not show them what they want, but in a different format? Bringing the Idea to Life: We crafted 5 premier trailers with stop motion technique, posted them on social media and rotated them at Planeta Kino. The Results: During campaign period, sales increased by 21,2% comparing with the same period in 2016.

257 EFFIE AWARDS 2017


Branded content & Branded Utility INVITATION IN BAD ENGLISH AGENCY

Postmen DA Yaroslav Vedmid, CEO Yuliia Havron, Account Director Anna Seniuk, Art Director Iryna Pavlova, Designer Igor Atamachuk, motion designer

CLIENT

Bukovel

‘Invitation in Bad English’ campaign is built on the insight that travelers have adopted global mindset and one common language – Bad English. What’s more, authenticity becomes the key when choosing next destination. Thus, we asked Carpathians hutsuls to invite international tourists to Bukovel and shoot series of very simple videos. It meant to sell authenticity and character, not rooms and skipasses. And it worked, videos went viral both abroad and in Ukraine. People, publics, media outlets liked it and shared, spreading our message further and further, driving revenues from global tourists up. The Challenge: Increase number of international tourists in Bukovel. The Idea: Carpathian hutsults invite international tourist in ‘Bad English’ in an authentic manner. Bringing the Idea to Life: Series of simple and funny videos spread via Bukovel own social media channels, that aim to sell authenticity, but not rooms or skipasses. The Results: Growth of revenues from international tourists, record low costs per contact & discovery of new markets.

258 EFFIE AWARDS 2017


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NATIVE ADVERTISING DOMESTOS – THE EXPERT OF CLEANLINESS! AGENCY

Initiative Andrew Andrushenko, Managing Director Sergei Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Angelika Ischenko, Media Planner

SECOND AGENCY

Starlight Brand Content

DIGITAL AGENCY

Starlight Digital

CLIENT

Unilever Ukraine Alexey Popov, Marketing Manager, HouseHold Care & Beverages Aleksandra Iasko, Media Manager Elena Shvoryak, Head of Marketing

While consumers switched to cheaper cleaning products, we reminded the housewives how important safety and convenience in everyday life are. We did it with the help of a project, which is popular among our target audience. The category of cleaning products is not the most suitable product for integration into TV shows. Nevertheless, we were able to find such a show, through which we are not just simply integrate our product, but also build the brand image as an expert of purity. The Challenge: Keep and restore the market share of the brand, while consumers switch to cheaper products. The Idea: Integrate the category of cleaning products in the TV show “Revizor” - a project that is trusted by the audience. Bringing the Idea to Life: Sponsorship project “Revizor” and mobile app “Revizor”. The Results: New image of the brand as an expert of purity and overfulfilment of our business goals.

UKRAINIAN WOMEN ARE SUPERMODELS AGENCY

Media First Ukraine Svetlana Stepanenko, CEO TWIGA Ukraine Roman Shikhutsky, Managing director Media First Ukraine Anna Ostapenko, Project manager Media First Ukraine Katerina Amirkhanova, Creative director TWIGA Idea Elena Samoylenko, Managing director MedInform Ukraine

SECOND AGENCY

TWIGA Idea

MEDIA AGENCY

Media First

MARKETING MedInform Ukraine SERVICES AGENCY PR AGENCY CLIENT

LoviVideo BELLA TRADE Anastasia Pekaryk, Marketing director

Bella is a brand of feminine hygiene products, which is among the TOP-3 by brand awareness in the category, but is an outsider by the consumption and loyalty of young women with the smallest share of young users among competitors. But the growth zone of this market is the inflow of new users - young girls. The Challenge: Bella needs to break the longstanding stereotype that it was created only for older women, and to attract the young ones. The Idea: Every Ukrainian girl deserves to be a supermodel. Bringing the Idea to Life: Media project with the deep integration of Bella as a sponsor in the popular youth reality show “Supermodel po-ukrainsky” in combination with inspirational TV clips and the virus campaign on the Internet. The Results: Bella not only increased its share of the young audience significantly, moving from the last place to the second in the category, but also made a grand breakthrough, having achieved such result for the first time in its history in Ukraine since 2003.

260 EFFIE AWARDS 2017


Celebrity Sells BANDA-BANDA AGENCY

TABASCO GROUP Aleksandr Smirnov, Creative Director, Partner Aleksandr Koptiev, Creative Group Head Kirill Bondarenko, Art Director Victoria Enkina, Client Service Director Olga Boyandina, Senior account manager

CLIENT

Philip Morris Ukraine

The “Banda-Banda” music video is not a typical social advertisement, but rather an entertaining and interesting project that talked about a serious problem in a light and casual tone, and thus was able to draw attention of young people and change their view on smuggling, making them think about the right values and goals in life. The Challenge: Without a huge budget, to create an entertaining and interesting product that will attract the attention of teens and affect their perception of contraband. The Idea: Idol of youth DZIDZIO talks about how smuggling is a waste of life. Bringing the Idea to Life: The music video was filmed in a Kiev school and at a real military unit; it showed the future of a smuggler through a real-life story—no prospects and wasted years, while others, choosing legal and rightful paths, achieve much more, slowly but steadily. The Results: The video became the top of the YouTube-channel in the first two days and kept leadership for a week, teenagers from different cities of Ukraine created more than twenty versions of their own cover music videos of the song “Banda-Banda”, and the total coverage for the project amounted to 25 million that is 8 times more than the main goal!

261 EFFIE AWARDS 2017


Celebrity Sells HOW LVIV BREWERS ARRANGED EUROUNVISION AGENCY

THINKMcCANN Yevhen Kaminsky, Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Art Director Olga Kutuzova, Group Account Director Viktor Ilin, Account Manager Yuriy Sklyaruk, Producer

SECOND AGENCY

MOMENTUM

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Anton Panasenko, Brand Manager Katerina Chmil, Brand Manager Anton Gorbatyuk, Junior Brand Manage Olga Radchenko, Trademark Specialist

Traditions of hospitality that unite us. We tried to support this image of “Lvivske” with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular “female” contest. We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with “Lvivske”. The Challenge: How to combine the male audience around the pop «women’s» competition as a traditional brand? The Idea: Our traditions of hospitality unite us today just as 300 years ago Bringing the Idea to Life: In order to “get in touch” with as many people as possible, we used various types of communications and sponsored sponsorship for all 360. The Results: As a result, in May 2017 the brand reached the peak share – 16,1%; increased sales by 15% and raised Top of Mind indicator by 15%.

262 EFFIE AWARDS 2017


Celebrity Sells REINFORCING COLOR NATURALS BRAND EQUITY VIA ATTRACTION OF LOCAL STAR AMBASSADOR AGENCY

TV Lab Executive producer: Olexandr Khmyrov Producer: Kateryna Tyurina Director: Olexandr Khmyrov DOP: Andrew Yakovlew Editor: Dmitry Pustovarov Compositing: Oleksandr Dysenko Color correction: Konstantin Leshchina

SECOND AGENCY CLIENT

Zenith L’Oréal Adam Nitecki, General Manager CPD Division Alexander Kazantsev, Marketing Director Garnier in Central&Eastern Europe Alla Protsenko, Group Product Manager Coloration Category Marina Shylova, Junior Product Manager Garnier Coloration

In 2016, Color Naturals was in a rather difficult situation: the brand lost market share and reduced the gap with its main competitor Palette ICC by 1.6 p.p., which was extremely dangerous and could undermine our market leadership, which, in the current situation, would be extremely difficult to return. This happened because of the scarce funds of the consumer, who, in the conditions of economy, preferred cheaper offers (both Palette ICC and private brands). We understood that it was necessary to urgently strengthen the equity of the brand and our decision was to create an image of a brand with which a woman could associate herself and for which she would pay more. The choice fell on the well-known Ukrainian singer Tina Karol, as the brand ambassador, which best translates the brand values. Thanks to Tina’s involvement and smart media support, Color Naturals grew faster than the market (by 17.0%, with the market growing by 15.5%), increased market share, and the shade of Tina #8 grew in popularity (from 17th place in 2016 to the 13th place in 2017 in the retail chain Eva). The Challenge: In the face of increasing competition from private brands, competitors, that are breathing down our neck and limited funds of consumers, we had not only to attract our consumer with one-day promo, but to increase the value of our product, work for the long term perspective. The Idea: Nourished hair means better color. Approved by Tina Karol. Bringing the Idea to Life: Tina Karol, who was chosen as the ambassador of the Garnier brand in general and the product of Color Naturals in particular, with the help of various media channels, broadcasted the values and benefits of our hair dye to the audience. The Results: By June 2017, the brand grew faster than the market: by 17.0% while the market grew by 15.5%; the market share increased by 0.2 pp. in units; Blond segment in the portfolio of Color Naturals grew and amounted to 22% in units.

263 EFFIE AWARDS 2017


Celebrity Sells MAXIMUM TASTE – MINIMUM CALORIES! YOU DON’T NEED SUGAR TO ENJOY. YOU DON’T NEED A STAGE TO MAKE A CONCERT AGENCY

Engine Alexey Smehov, Creative Director Oksana Gonchar, Senior Copywriter Nikita Pogrebnoy, Art Director Alexey Gorshkov, video producer Alina Gromova Client Service Director Sergey Rapp, Accout Director Andrey Mityanov, Digital Account Manager Ilona Stepanova, Mastermind

MEDIA AGENCY CLIENT

People believe in a coincidence, many celebrities and dozens of media wrote that Pianoboy’s concert had been an advertisement for the new Pepsi Black The Challenge: High level of pr buzz The Idea: Pepsi Black says that just as you don’ t need any extra things or tons of money to experience maximum moments. Maximum concert. No stage. Bringing the Idea to Life: We created a viral video with a street musician and Dmitry Shurov (Pianoboy). In the center of Kiev, a street musician sang a Pianoboy’s song. Suddenly, the singer himself came out of the crowd and finished the song with the musician. The Results: We got 785 post and more 2,5 millions of social media coverage, total views 300 230

Optimum Media OMD Ukraine PepsiCo Lesia Shchygol, Digital Manager

DARE TO CHANGE WITH PALETTE AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Olga Schupak, Senior Account Manager Evgen Madenov, Art Director

MEDIA AGENCY CLIENT

OMD Optimum Media Ukraine Henkel Ukraine Kseniia Udovytsia, Brand Specialist Hair Color Dare to change with Palette is a great example of inspirational project where Ukrainian celebrities didn’t just “recommend brand”, but inspired customers and delivered Palette brand mission. Also, this project wasn’t just “blah-blah”, but it helped a lot of women to change their life by real advices & dids The Challenge: Recruit the customers of more “young” and emotional brand Garnier The Idea: Dare to change your life with Palette Bringing the Idea to Life: We’ve created the inspirational video stories for each target audience segment together with Ukrainian selebrities Liliya Rebryk, Victoria Gres & Masha Tymoshenko and provided the girls with tools to convert inspiration into action The Results: Women loved the project, so the Palette brand managed to get and keep a record share of sales in the category and outperformed the Garnier brand

264 EFFIE AWARDS 2017


Celebrity Sells U-REPORT AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria ShigaevĐ°, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Kononovich, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

MEDIA AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

UNICEF Ukraine Olena Sakovych, Youth and Adolescent officer Liliya Lyubomudrova, Project coordinator Richard Herts, Youth engagement consultant Sergiy Prokhorov, Communication for Development Officer

U-Report case is worthy an award in this category as it managed to implement international UNICEF program by involving the highest percentage of passive Ukrainian youth to participate and discuss social topics. To do that — multi-channel approach was activated, with using all the content trends relevant to the Z-generation: mobile-based project core, online workshops, messenger chat bots etc. As a result U-Report has achieved many goals, more than 50 thousand participants received 1.5 million messages, which led the Ukrainian youth to active discussion of social topics and participation in civil society building. The Challenge: To implement the new international UNICEF program, called U-Report, which is focused on building a youth civil society by involving the highest percentage of passive Ukrainian youth to participate and discuss social topics. The Idea: Promote U-Report initiative by applying multichannel approach, using all the content trends relevant to the Z-generation: mobile-based project core, online workshops, social network live broadcasts by project ambassadors and even messenger chat bots. Bringing the Idea to Life: The U-Report project basis in Ukraine is based on classic free SMS surveys system, accompanied by a number of innovations: Facebook-bot, design and message re-branding, opinion leaders engagement, creation of interactive and information landing pages, online communities development. The Results: In three quarters of 2017, U-Report has achieved many goals: more than 50 thousand participants received 1.5 million messages, which led the Ukrainian youth to active discussion of social topics and participation in civil society building.

265 EFFIE AWARDS 2017


Celebrity Sells WHEN YOU ARE NOT HOLDING YOUR BREATH THAT’S PRICELESS, OR JASURPRISE FOR PRETTY MARINA AGENCY

THINKMcCANN Evhen Kaminskyi, Creative Director Oksana Kapranova, Art Director Olena Gnucheva, Creative Group Head Yuriy Skliaruk, Production Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

SECOND AGENCY CLIENT

Against the backdrop of an extremely busy clutter of communications of competitors to Eurovision, we were able to break through and solve our ambitious task, increasing the number of transactions and establishing a positive emotional connection of consumers with the brand. The Challenge: To attract people to our promo on the background of tough competition, during the Eurovision. The Idea: To transform every transaction from a boring routine to the opportunity to experience priceless emotions. To live in the music – is priceless. Bringing the Idea to Life: We gave for a biggest Jamala fan a gift – personal contact with her idol, and a trip to the coolest musical ceremony Brit Awards in London, having made a case with her real emotions, and proving that every dream comes true with Mastercard. The Results: We exceed our plan, greatly increasing a number of transactions per promo participants (93 % of constant transactions), and gave for people a real moments of miracle.

Carat Ukraine Mastercard Ukraine Oleksandra Gubar, Marketing Manager Customer Marketing Ukraine

HOW TO TURN COMFY INTO A STORE OF THE FUTURE AGENCY

Banda agency Creative director — Pavlo Vrzhesch Head of art — Yegor Petrov Head of Strategy – Yaroslav Serdiuk Art director - Yury Kuznetsov Copywriter — Sergey Vorvyhvost Account manager — Daryna Gavrilova

CLIENT

COMFY Marketing director — Natalia Koshevaya Head of Brand and Digital Marketing — Alexander Zhilyaev Head of Marketing Communication — Tatyаna Kornienko

Our idea was based on the idea that the new Comfy becomes the strongest competitor for itself. For us, the only way to achieve success is to be a little better than yesterday. Such a philosophy allows us not to limit ourselves to communication only about prices. We say that we try to be better in everything than we were yesterday. The Challenge: High competition with online retailers and the emergence of new, interesting formats in retail led to the fact that the usual retailers are outdated in the eyes of consumers. We have become a dinosaur category. The Idea: We swing a good mood. Bringing the Idea to Life: They found a unique voice and a way to amuse and cheer up and at the same time talk about rational things that work to excite consumers. New Comfy - steeper cool! The Results: Sales of stores increased

266 EFFIE AWARDS 2017


Cross Media Storytelling DRAW YOUR CAPITAL AGENCY

TWIGA’Idea Svetlana Stepanenko, CEO TWIGA Ukraine Elena Lapshova, Account Director TWIGA’Idea Svetlana Gukova, BTL Director TWIGA’GO! Igor Sheykin, Creative Director TWIGA’Idea Yana Pyatenko, Digital Head TWIGA Digital

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

TWIGA Digital

MARKETING SERVICES TWIGA’GO! AGENCY CLIENT

VINFORT Shtytsko Konstantin, Marketing Director

STOLI STOLICHNAYA – it is a premium vodka, which is represented in more than 170 countries of the world and is included into 3 largest vodka brands in the world. Despite the fact that STOLI STOLICHNAYA has been produced in the European Union (Latvia) for many years, the majority of Ukrainians still perceived this product as a Russian, by associating with the historic homeland of this brand, the Soviet Union, and its capital Moscow. After the military aggression of Russia social protests began all over the country: Ukrainians massively announced a boycott to Russian goods. Loyalty to STOLI declined and sales dropped dramatically. The Challenge: The brand was faced with the task of changing the perception of STOLI vodka as a Russian product among Ukrainian consumers to save the life of the in Ukraine. The Idea: In Slavic languages, the name Stolichnaya means «A Country’s Capital». But… who said it is about Russian capital? Everyone has its own capital. Bringing the Idea to Life: STOLI STOLICHNAYA is the original vodka enjoyed by original people, so we decided to bring this idea to life in an original way: we organized a national graphic design contest for legendary international vodka STOLICHNAYA “Draw Your Capital” as you see it. We implemented an integrated project with PR campaign in mass media, involving people in social networks and in retail. The Results: The project formed a high PR-resonance and interest in the brave brand, which significantly influenced the fate of STOLI STOLICHNAYA in Ukraine, radically changing the negative sales trend into the direction of growth

267 EFFIE AWARDS 2017


Cross Media Storytelling RENAULT MEGANE SEDAN AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Oksana Moyseenko, Media Group Head Alexandr Turubarov, Digital Director Yana Malinovskaya, Group Account Director Marta Kalynets, Account Manager Oleg Boroday, Senior Copywriter Olga Vasilyeva, Art-Director Viktor Kolesnikov, Designer Olga Poltoratskaya, Designer

SECOND AGENCY

Publicis Ukraine

DIGITAL AGENCY

Resolution Media Ukraine

CLIENT

RENAULT Ukraine Oksana BOREYKO, Marketing and communication Director Ievgen IATSENKO, Head of ATL&BTL Department Olena FOMIUK, Advertising specialist

Different media-tools were used (ATL, BTL, Digital) which helped to reach and overcome the KPIs, and also to create halo-effect with the help of non-paid media (psychological test on the landing page. The results of this test were shared actively in SM by users themselves). The Challenge: To come back to C-class (taking into account strong positions of German and Japanese brands) with the help of Renault Megane Sedan legend+ help of Megane and to sell solid amount of Megane cars in complete package. The Idea: Giving the possibility to a client to feel himself as CEO in his own eyes as well as in the eyes of his colleagues. Bringing the Idea to Life: Besides standard ATL-communication, we’ve created landing-page where user could pass the test “Which CEO you are” (with possibility to share in SM), book the test-drive and also get CEO-gifts in case of Megane buying (expansive watches or individual suit sewing); and in dealership centers the clients were welcomed by doormen who opened the doors and assisted to the customer offering him/her to pass the test-drive. The Results: All KPIs were overfulfilled before the reporting period ended: Renault Megan’s sales share in C-class increased by 3 times (7,4% vs. 2,4%), the number of attracted customers to the dealer network exceeded by 50% (1469 vs. 1000 test drives).

268 EFFIE AWARDS 2017


Cross Media Storytelling PEPSI EUROVISION AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Nаtaliia Kutsa, Strategic Planning Head Denis Nizovoy, Media Group head Irina Mertvischeva, Account manager Oksana Zhurovich, TV Trading Director Tatyana Unichenko, TV-Sponsorship manager

SECOND AGENCY

Starlight Brand Content

DIGITAL AGENCY

COXO

MARKETING SERVICES AV-Group (BTL agency) AGENCY PR AGENCY Engine CLIENT

Sandora Elena Stoyanova, Marketing Director CSD Dmitriy Kryzhanovskiy, Brand Manager Pepsi Lesya Shchigol, Brand Engagement Senior Supervisor, Digital

Pepsi showed unique “know-how” strategy: how to achieve effective marketing results not only for brand itself but for respective category segment – Cola’s by building complex creative story with help of numerous touchpoints of integrated sponsorship. The Challenge: To protect and strengthen cola drinks segment consumption against the backdrop of the growing pressure of other LRB products and meantime to strengthen Pepsi position among Cola’s. The Idea: To make bright brand story and performance within the most popular European musical event – Eurovision Song Contest’2017, held in Ukraine, and also ESC National Selection. Bringing the Idea to Life: Using integrated sponsorship’s opportunities to build 360 degrees of Pepsi presence within Eurovision National Selection and Eurovision Song Contest 2017 in numerous media channels including ATL, BTL, SMM, PR. The Results: Cola drinks strengthened their position in market share from 13% to 15% among LRB despite the growth in activity in other categories while Pepsi sales has grown by 16%.

269 EFFIE AWARDS 2017


Cross Media Storytelling LAY’S SMILE AGENCY

Optimum Media Ukraine Kseniya Mikhaylenko, Strategy Director Denis Nizovoy, Media Group Head Natalia Kutsa, Head of Strategic department Elena Gladirevskaya,_Account Manager Stanislav Skripnik, Digital Coordinator Pavlo Lubianyi, Senior Project Manager(«FREE BRAND»)

SECOND AGENCY

FREE BRAND

CLIENT

Sandora Elena Stoyanova, Marketing Director CSD and Snacks Valeriya Rozhkova, Snacks Marketing Manager Anna Prokopenko, Lay’s Brand Manager Lesia Shchygol, Brand Engagement Senior Supervisor, Digital

One simple “Smile” Idea has united the product, the season, all the marketing tools and micro-moments into the mass campaign. This idea turned into the wholesome brand’s story via crossmedia communication with all consumers regardless of their social or demographic signs. Also, it turned into social campaign of park lightning. In result Lay’s became the category growth driver, making the uplift of 8 p.p. in branded chips. Lay’s has grown +22% vs. the same period of 2016 while rest decreased. (*Nielsen sales data, Volume in kg, w/o Private label) The Challenge: Strengthen Lay’s leadership by market share in chips category; increase the gap against key competitor; generate additional sales of chips, stimulating consumer interest to the category. The Idea: SMILE makes your everyday brighter and more positive. Smile with Lay’s! Bringing the Idea to Life: The concept of micro-moments of positive was realized through: • the use of non-typical mix of copies for this category in TV and digital (different copies for different target audiences); • the embodiment of strategy of visual series in OOH; • reach and traffic based digital campaign; • vloggers and opinion leaders usage; • smile packaging on the shelves. Also, the smiles of participants in our social initiative will help to lighten up one of the parks in Ukraine. The Results: Gap by market share with the nearest competitor reached ABSOLUTE HISTORIC MAXIMUM of +9p.p.* during the period of Lay’s Smile campaign. The consumer’s interest in chips has strongly increased due to campaign: • The category has grown by + 8% for the first time in four years;** • The main growth factor was the incremental sales volume of Lay’s chips *Nielsen sales data, ** Nielsen sales data Volume in kg, w/o Private label)

270 EFFIE AWARDS 2017


Cross Media Storytelling MUSEUM OF NEWS AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO Oleksandr Todorchuk, creative director Vita Nozdracheva, project manager Kateryna Nikolaenko, project manager Sergiy Sofin, designer Maria Artemenko head of PR Dariia Yuzhakova, designer Anastasia Titova, PR manager Ludmyla Gytsevych, PR manager Julia Solovey, PR manager Anna Andrusenko, PR manager Daria Lubimova, PR manager Olena Konkova, PR manager

OTHER AGENCY CLIENT

Mystetskyi Arsenal 1+1 media group Oleksandr Tkachenko, CEO Svitlana Paveletska, head of corporate communications and PR Serhij Popov, head of news department Anatolij Shved, technical director at TSN Olena Nesmijan, deputy director of news department Ella Belostotska, editor Hanna Nechaj, PR manager

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of “Mystetskyi Arsenal”, and had the media coverage of 30,000,000 people. The Challenge: In 2017, 5 leading Ukrainian channels or their top programs are celebrating their anniversaries, and the Television Service of News at the 1+1 TV channel needed a project that would distinguish it among its competitors, bring the TV channel offline and force other channels to abandon the noisy celebrations, making 2017 the year of TSN. The Idea: To create a project for the 20th anniversary of the “Television Service of News” at “1+1” channel what would reaffirm the status of “TSN” as the main witness of the most important events in the modern history of Ukraine, give Ukrainians a unique opportunity to touch key artifacts over 26 years of state independence and invite visitors to become creators and heroes of the “TSN” news and turn them into its fans. Bringing the Idea to Life: In 10 halls of “Mystetskyi Arsenal” with a total area of more than 3400 sq. m. we collected over 100 unique exhibits of the history of independent Ukraine, created 8 zones of virtual reality, recreated the “TSN” TV studio and told visitors about 6 000 major news stories about the history of our state; published 388 exclusive materials and releases about the Museum of News in the country’s leading media; developed additional activations in the form of a selfie-weekend, during which everyone could take photos with the most famous “1+1” hosts. The Results: 100,000 people visited the exhibition in 3 weeks, 3.078.640 hryvnias of income from the cost of entrance tickets were transferred to the development of cultural projects of “Mystetskyi Arsenal”, 100% of media publications about the Museum of News were created on a free, non-commercial basis, the media coverage of the project was 30,000,000 people, the estimated cost of the media campaign was 1,332,399 hryvnia.

271 EFFIE AWARDS 2017


Cross Media Storytelling SUCCESS FORMULA AGENCY

AG Communications Group Kirill Tereshchenko, Director Tatiana Pashaian, Client Service Director Mariya Kozievskaya, Account Manager Alexey Veres, Design Team Lead Sergey Serdyk, Senior Designer Alexander Sosnovskiy, Web development

MEDIA AGENCY

OMD Media Direction Ukraine

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Dmytro Pilipenko, Marketing Manager Lesya Tarasenko, Senior Brand Manager Olga Kashpur, Junior Brand Manager

Sales of Baltika 7 show decline for 3 years (-6,3% in 2014, -20% in 2015 and -11% в 2016). Campaign task – withhold sales on level of 2016. Using success communications platform, brand had stated: success – is not an accident. In digital-centered project brand developed modern success formula, that contained 7 ingredients, powered by true video stories of 7 successful opinion leaders. Video-stories – live branded modern content, that opened the nature of success, and transmitted brand positioning. Actual content and media strategy resulted in total stop of brand decline with even +1% sales growth after only 2 month of communication! The Challenge: Recover brand’s business using success communication platform on background of dramatic brand downfall. The Idea: Baltika 7 states: success – is not an accident, formula of success – exists! Bringing the Idea to Life: A digital-centered project uniting video stories of 7 trusted opinion leaders, with massive online, OOH and TV support. The Results: After only 2 month of communication – total stop of brand decline with even +1% sales growth.

272 EFFIE AWARDS 2017


Cross Media Storytelling STOP BULLYING! AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Aleksandr Kononovich, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

UNICEF Ukraine Anna Sukhodolska, Communication for Development Specialist Stopbullying case is worthy an award in this category as it managed to build knowledge of negative and unacceptable activity, to raise problem discussion among parents, children and related audiences and to provide basic recommendations on problem prevention. To do that — a series of content materials and formats was created, which addressed individually kids and adults and united under “Stop bullying!” tagline. As a result, Stopbullying campaign has achieved many goals: over 12 million people were reached by advertising materials, 4,75 million watched educational videos and 95 thousand visited project website.. The Challenge: Build knowledge of “bullying” as a negative and unacceptable activity in a modern society, as well as of its components and characteristics; raise problem discussion among parents, children and related audiences (nannies, educators, teachers, trainers); provide basic recommendations on problem prevention and determining child’s involvement in any role of bullying: victims, aggressors, observers. The Idea: Build knowledge of “bullying” as a negative and unacceptable activity in a modern society, as well as of its components and characteristics; raise problem discussion among parents, children and related audiences (nannies, educators, teachers, trainers); provide basic recommendations on problem prevention and determining child’s involvement in any role of bullying: victims, aggressors, observers. Bringing the Idea to Life: It resulted in multi-channel educational content strategy, which addressed individually kids and adults, but united under “Stop bullying!” tagline. stopbullying.com.ua website was the campaign’s central platform. The Results: In just 5 months, June to October 2017, campaigns’ target audience in Ukraine fully engaged in anti-bullying activities. Over 12 million people were reached by advertising materials, 4,75 million watched educational videos, 95 thousand visited project website, and another 80 thousand watched event in malls.

273 EFFIE AWARDS 2017


Cross Media Storytelling UKRAINE INVITES FOR COFFEE. JACOBS INVITES TO EUROVISION AGENCY

GOODMEDIA Artem Gostev, Art Director Mariya Gosteva, idea Andriy Nesterenko, Director Alexey Nazaruk, DOP Viktor Maykov, Production Manager Kirill Timoshenko, Producer

SECOND AGENCY

SAATCHI & SAATCHI

MEDIA AGENCY

MEDIA EXPERT

MARKETING SERVICES HAVAS ENGAGE UKRAINE AGENCY PR AGENCY HOSHVA PR CLIENT

Jacobs Douwe Egberts Ukraina Natalie Palina Marketing Director, UA and EECA Iryna Tkachenko Marketing Manager, Instant Coffee Category, Ukraine Pavlo Prus Brand Manager, Instant Coffee Category Oleksandra Kostyuk Marketing Intelligence and Category Development Lead, Ukraine & EECA Inna Myronyuk Junior Brand Manager, R&G Coffee Category and Superpremium brands Tetyana Andreyushyna Internal Communications specialist Antonina Iskorostenska Shopper Marketing Coordinator, Modern Trade

This case is the example of artfully weaving one story through several media with engagement of complex sponsorship into homogeneous brand communication. Best-in-class integration of the multilayered media storytelling allowed JACOBS to gain market share, increase brand awareness, fuel uplift in retail Clients’ sales and interfere main competitor’s plans to benefit from Eurovision with any of its product categories. The Challenge: Leading mass-market brand from which consumers have not heard any big news for a long time. The Idea: Amaze consumers with the extraordinary power of JACOBS’ Magic Aroma. Bringing the Idea to Life: Sponsor 2017 Eurovision Song Contest – the most anticipated international event of the year in Ukraine. “Ukraine invites for coffee. Jacobs invites to Eurovision”. The Results: Brand Awareness growth, Volume and Value Share of Market growth, Sales growth at Key Account clients (retail chains) plus lifted team-spirit in the organization.

274 EFFIE AWARDS 2017


Cross Media Storytelling WORK.UA BAM! AND YOU’RE ON A NEW JOB AGENCY

Banda agency Creative director — Pavel Vrzhesch Strategy director — Yaroslav Serdyuk Head of art — Yegor Petrov Strategist — Anya Bosa Art director — Yuriy Kuznetsov Account director — Nastya Guzova

MEDIA AGENCY

Navigator Media

CLIENT

Work.ua CEO – Arthur Mikhno Creative director – Andriy Borovyk

Work.ua inspires you to act. We stopped talking about numbers and became something more than just a convenient website. We have become for our users a friend who always believes in an excellent outcome, believes in him and inspires for more. The Challenge: To inspire users with the idea of a new job so that a person could not refrain from acting. The Idea: To make the prospect of new work seem real and achievable, we decided to show a chain of changes that follow after a person moves on to a new better job. Bringing the Idea to Life: We made the main character of communication a typical young and ambitious professional, who is already ready to change work. We showed how his life will change if he just dares. “BAM” and he has everything different: a new job, a new corporate machine, a friend envies, and the son-in-law respects. We chose “BAM” not by chance. We were looking for a word that would not only be emotional and convey how easy it is to launch a chain of positive changes, but which we could take over. And as the results showed, “BAM” “went to the people” and made the campaign “viral”. The Results: The interest to the brand increased, even though the main competitor was also actively advertised during this period. The growth of users in relation to 2016 after the advertising campaign has increased by 2 times, the indicator of Top of mind from 40% before the start of the campaign to 52% at the end of the campaign.

275 EFFIE AWARDS 2017

Effie Awards Ukraine 2017  
Effie Awards Ukraine 2017  
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