While looking for new products ideas, we found cooking and eating, albeit different ketchups, became routine. Chumak suggested mothers an innovation: the world's first yellow tomatoes ketchup. Having learned from the communication that their dull dinners are over, mothers rushed to try the new product and developed deeper trust to Chumak. Result: for the first 9 months of 2016, the sales of Chumak ketchups increased by 22% in tonnes and 33% in monetary terms, Chumak became a brand number 2 by sales gain in 2016 among all the Ukrainian alimentary products.

Agency: Ogilvy & Mather

Alexandra Doroguntsova, Creative Director

Taras Dzendrovskyy, Head of Art

Evgeniya Dzyubenko, Senior Copywriter

Tatiana Shapoval, Art Director

Irina Pigal, Producer

Svitlana Korytko, Account Director

Client: CJSC «Chumak»

Andrey Kravets, Senior Category Manager

Nasha Ryaba is a leader of chilled chicken category. Guaranteeing high quality and freshness, it costs more. The local farms and private households trends grow. They have lower price due to lower packaging, logistic and retail expenses. It decreases packaged Ryaba’s sales. That’s why it is necessary to rise packaged chicken sales. To stop sales decrease and grow sales of packaged chicken, the Brand launches innovation in packaging. Assortie – two chicken parts in one pack. The successful campaign not only stops decline but exceeded the plan in several times.

Agency: PROVID

Sergii Zinoview, Creative Director

Illia Anufrienko, Art Director

Katia Melnik, Copywriter

Andrii Myroniuk, Group Account Director

Client: Myronivsky Hliboproduct

Wenger Sergii, Marketing Director

Ivan Philippov, National marketing manager of meat category

There are many kvasses, but Chornyi is one. We promote this idea in people’s heads. When citizen prefer modern, trendy drinks to retrograde kvasses, just only differentiation allowed the novelty to become relevant to audience. Thus Chornyi, remaining traditional at the product level, became a completely different at image level. Stylish, unusual outwardly, bright with involvement into communication. Thanks of that we implemented an annual sales plan it three months, built product knowledge comparable to old-timer brands, made sales of “Kvas Taras” portfolio the most successful in history of brand.

Agency: THINKMcCANN

Evgene Kaminskiy, Creative Director

Dmytro Nisteruk, Creative Group Head

Victor Vysotskyi, Creative Group Head

Oksana Kapranova, Art Director

Olga Kutuzova, Group Account Director

Anastasiya Kostikova, Account Manager

Yuriy Sklyaruk, Producer

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group (Mediacom)

Client: Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Tetiana Tertyshna, Marketing Manager

Svitlana Nikiforets, Brand manager

Maryna Beznosyuk, Brand Executive

In late 2015, just before the New Year eve, Bayadera Group decided to launch its new vodka to Ukraine’s market. Having 60 competitors and funny name ‘Air’, the new product had to become a serious brand and had to find its identity and its consumer. With the support of intellectual humor and a series of ads teaching how to breathe in and breathe out in the right way, the Ukrainians learned to breathe deeply, while vodka ‘Air’ came to the 8th place by sales.

Agency: Kinograf

Vitaliy Kokoshko, creative director/film director

Vira Hliebova, strategic director

Oleh Kyselytsia, senior copywriter

Bogdana Zaets, copywriter

Media Agency: Havas Media Ukraine

Digital Agency: Newage

Other Agency: ТАВР Media (radio)

Client: Bayadera Group

Roman Vashkolup, The head of the marketing and strategic development department

Dmitriy Samsonenko, The head of the creative development and desig department uliya Chizh, Brand Manager

Somersby is a leader in a constantly growing cider category in Ukraine. But the volume of brand is constantly shrinking due to the growth of new brands and tastes. To save the situation Somersby launches a new and universal taste - Pear! The unique pear shape provided the basis for creative campaign, whose results exceeded all expectations. Sales plan was exceeded twice. From 2015 to 2106 cider market grew up on 54% and only impact of Somersby Pear cider market growth was 41%.

Agency: PROVID

Kyrylo Chichkan, Creative Director

Olga Pozharska, Art Director

Denys Khanenko, Copywriter

Maria Maznieva, Account Executive

Andrii Myroniuk, Group Account Director

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group

Client: Carlsberg Ukraine

Dmytro Pilipenko, Marketing Manager

Kateryna Belska, Junior brand manager

Oksana Lening, Brand Specialist

First hugs belong to mom. Second hugs belong to Huggies. Hugs is not just an expression of love, but according to scientific researches they are vital for normal baby development. The better moms will understand how precious each hug is, the more they will value Huggies Elite Soft for being tender with baby skin, for that extra hug, which the product gives to the baby. To attract Ukrainian moms attention to hugs importance we decided to create a charity program for children who are deprived of them.

Agency: ISD Group

Creative Director: Viktor Shkurba 

Strategy Director: Mikhael Traverse

Art Director: Nataliya Tachinskaya

Creative Group Head: Ihor Tulub

Development: Alexander Savin, Andrew Sergeyev 

Design: Oksana Ermakova, Albina Cholak

Account manager: Sasha Shamsutdinova 

Analyst: Vladimir Bilets

Second Agency: Hoshva PR

Digital Agency: Hashtag

Client: Kimberly-Clark Ukraine

Alyona Churilova, Senior Marketing Manager

Oleksiy Kovalenko, Digital Manager

The launch of Elseve express conditioners has reflected needs of modern Ukrainian women. At the same time this launch was closely related to brand's ambitious goals on redistribution of the haircare products market. As early as in six months, the new product has occupied an important position in its segment and is going to move beyond. Such results have been achieved due to the non-standard (in terms of the category) communication aimed at overcoming barriers in the use of hair conditioners by Ukrainian women.

Agency: THINKMcCANN

Eugene Kaminskiy, Creative Director

Yuliya Pidmohylna, Copyrighter

Anna Lyubchenko, Art Director

Yuliya Golota, Deputy Director of Business Development

Yuliya Gurenko, Account Manager

Olga Garnaga, Account Executive

Media Agency: Zenith

Digital Agency: Grape Ukraine

Other Agency: TVlab Production

Client: Name L’Oréal Ukraine

Olga Skorokhod, Marketing Director

Anna Kozlova, Marketing Director Mass Products

Kateryna Zakharash, Group Product Manager Hair Care

Yuliya Malichenko, Group Product Manager Hair Care

Anna Bilogortseva, Product Manager Elseve

Bifren is sedative, taking 5th place in the category according to volume of sales. Challenge was to take it to the next level and become one of top 3 products. All competitors of Bifren communicate their sedative effect. However most of them have side effects – drowsiness and loginess, which are experienced by consumers. We decided to present Bifren as sedative without any consequences to become vegetable, turtle or sloth. As result of advertising campaign on TV it sales appeared to be 4 times higher than planned. Bifren became absolute leader of the category

Agency TWIGA‘Idea

Svetlana Stepanenko, CEO TWIGA Ukraine

Katerina Alexanyan, Managing director TWIGA’Idea & TWIGA’GO!

Katerina Velgan, Concept project director TWIGA’Idea

Igor Sheykin, Creative director TWIGA’Idea

Media Agency UM

Client ACINO PHARMA START

Tatyana Romashova, Product manager

Maxim Cherevko, Business-unit manager

First hugs belong to mom. Second hugs belong to Huggies. Hugs is not just an expression of love, but according to scientific researches they are vital for normal baby development. The better moms will understand how precious each hug is, the more they will value Huggies Elite Soft for being tender with baby skin, for that extra hug, which the product gives to the baby. To attract Ukrainian moms attention to hugs importance we decided to create a charity program for children who are deprived of them.

Agency: ISD Group

Creative Director: Viktor Shkurba;

Strategy Director: Mikhael Traverse

Art Director: Nataliya Tachinskaya;

Creative Group Head: Ihor Tulub

Development: Alexander Savin, Andrew Sergeyev;

Design: Oksana Ermakova, Albina Cholak

Account manager: Sasha Shamsutdinova;

Analyst: Vladimir Bilets

Second Agency: Hoshva PR

Digital Agency: Hashtag

Client: Kimberly-Clark Ukraine

Alyona Churilova, Senior Marketing Manager

Oleksiy Kovalenko, Digital Manager

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the first phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it - by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

Agency: Aimbulance

Secondary agensy: Agenty Zmin

Client: MasterCard

Ukrtelekom entered IPTV market 4 years after the main competitor, when early adopters were already covered. Company broke the rules: it hasn’t fought for “innovators”, but focused on traditionalists from towns. Developed communication has made it easy to understand the technology and formed a need in service. We’ve shown chosen TA that it is possible to be loving and caring family man, and still stick to personal interests. Stimulation of IPTV subscription was the main communicational goal, and it was successfully reached with wide-coverage channels – TV and internet.

Agency: Subsidiary «Scholz & Friends Kyiv»

Irina Boyko, Creative Director

Vasyl Moldavchuk, Art Director

Valeria Loshmmanova, Group Account Director

Olena Ignatenko, Account Manager

Media Agency: MEC

Digital Agency: MEC

Client: Public Join Stock Company «Ukrtelecom»

Anton Zhorin, Head of the Department of Marketing Communications

Lidiya Babyak, Head of brand management unit

Olena Komendo, Brand Manager

The evolution of communication facilities and high-speed mobile Internet faced mobile operators with unpleasant fact – messengers are progressively eating up a part of telecom traffic. lifecell decided not to accept threats of changing the traditional telecom services consumption and used it to advantage – launched own messenger. BiP attracted consumers with brand-new practical features and unique content, thereby challenging segment leaders with all their armies of loyal users. We have become a messenger that provides truly free communication and hundreds of thousands of new users are now the core of communicator.

Agency: THINKMcCANN

Oleksandr Netrebchuk, Associate Creative Director

Volodymyr Navrotskyi, Creative Group Head

Eugene Zvenyhorodskyi, Creative Group Head

Kateryna Pikul, Copywriter

Anna Lyubchenko, Art Director

Anastasiya Zhurakovska, Account Director

Lyudmyla Lavrenyuk, Account Manager

Media Agency: Media Systems

Digital Agency: AdPro Ukraine

Client: lifecell

life:)’s reputation as operator for youth with cheaper tariffs was established at the market. However, the real level of provided services was much better for a long time, so with the 3G launch in Ukraine the operator decides to change this brand perception and increase credibility in terms of the older audience as well. life:) relaunches brand and becomes lifecell – operator that understands communications needs of different people and to response these needs provides absolute freedom of communication. New visual style and communication materials of this idea achieved the goals – brand managed to strengthen its position and become older in audience perception.

Agency: THINKMcCANN

Oleksandr Netrebchuk, Associate Creative Director

Eugene Zvenyhorodskyi, Creative Group Head

Kateryna Pikul, Copywriter

Olga Rozhankivska, Group Account Director

Anastasiya Zhurakovska, Account Director

Lyudmyla Lavrenyuk, Account Manager

Media Agency: Media Systems

Digital Agency: AdPro Ukraine

Client: lifecell

Bukovel is the fastest growing ski resort in Easter Europe. Until 2014, 70% of the resort’s bookings came from from the offline and online agents. The biggest one, booking.com was selling 6 times more than the official Bukovel platform. We could not compete with booking.com in usability, advertising costs and terms of price. Based on the tracks of Bukovel web-site users (2,6 mln) we creating more valuable winter offers, than just a hotel room price buy hotel: booked a room – Buy a ski pass, visited Bukovel in summer – get back in Winter. And it worked! Sales through booking.com reduced to 1%. 41% of income was generated by bukovel.com with turning 15% of every sale from commission costs into profits!

Agency: Postmen

Yana Batura, Head of Media Department

Yulia Havron, Account Manager

Aleksandra Kazarina, PPC Manager

Daria Maksimova, Web Designer

Client: Bukovel

During the last couple years the competition among smartphone electronics retailers become tougher, and the main players run for creative, unusual and sometimes provocative solutions. 21st of November 2016 new IPhone 7 officially launched in Ukraine. Global experience shows that people are willing to do anything for new Apple gadget. We decided to present 5 iPhones 7 the first 5 people who are officially change the name on iPhone Seven For announcement we used: social networks (2 posts), PR, paid news on Internet (4 posts). The results of this campaign surpass our the expectation – more than 10 mio earned contacts via Internet sites, mentions on TV, youtube, facebook. Sales of Iphone 7 in ALLO were 7 times higher than IPhone 6S in during the first week.

Agency: Initiative

Andrew Andryuschenko, Managing Director

Sergey Kostin, Executive Director

Julia Khanina, Media Group Head

Anna Kireyeva, Senior Media Planner

Digital Agency: Advance Digital

PR Agency: GreenPR

Client: Group of Companies “ALLO”

Evgeniy Rezuev, Marketing Director

Ekaterina Kurasova, Head of Marketing Communications Department

Having shifted their focus from the B2B to the B2C segment, METRO is launching a campaign stating that METRO offers the wholesale for everyone, and it starts with as few as the three units. Ukrainians, who considered METRO to be a wholesale supermarket for professional buyers before, were quick to come. Within six months after the initial launch of the campaign, 110% more new customers visited METRO compared to the same period of the previous year.

Agency Ogilvy&Mather

Alexandra Doroguntsova, Creative Director

Taras Dzendrovskyy, Head of Art

Alex Yavorskiy, Copywriter

Irina Pigal, Producer

Natalya Shatokhina, Account Director

Tatyana Mastyugina, Account Director

Eugenia Savchenko, Account Director

Media Agency: MEDIA SCOPE

Client: LLC “Metro Cash and Carry”

In 2015 Bukovel turned summer into another high season, and in 2016 dared to bring life to the ski resort in mid-season. The question ‘Who would come to Bukovel in September?’ was the key. Extensive trends studies lead us to the sport enthusiast audience. For each weekend in September we planned a sport competition. We differentiated from other sport events by employing the most challenging distances. As the result, drove hotels’ stay by 66% vs September 2015 (objective – 40%) and obtained loyal “September” audience for the resort.

Agency: Postmen

Client: Bukovel

Mastercard sent Ukrainians in the world of Star Wars The goal was to attract the maximum number of people to the regular payment by Mastercard card. In order to reach the widest possible audience, we have used premiere, that everyone expected, of a new episode of Star Wars. And came with the national promotions, the winners of which were sent to the filming location. The bright, creative form, with the characters of the saga, we urged Ukrainians feel the Force of the Star Wars world. As a result, promotional participate was almost 10 thousand customers, which is 2 times more than planned. A transactions increased by 32% with the planned 12%.

Agency: THINKMcCANN

Eugene Kaminskiy, Creative Director

Viktoriya Nikonenko, Art Director

Viktor Vysotskiy, Creative Group Head

Anna Bobina, Account Director

Anastasiya Klushnikova, Account Manager

Media Agency: Carat Ukraine

Marketing Services Agency: iSmart LLC

Client: Mastercard Ukraine

Tatiana Lutsenko, Program Manager

Nataliya Baidala, Marketing Director

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the first phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it - by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

Agency: Aimbulance

Second agency: Agenty Zmin

Client: MasterCard

From 2013 WOG brand didn’t have any image-based communication. But many people knew that the company forges ahead and develop actively, improving in all directions. WOG isn’t inferior to the best European companies in service, comfort and barrier-free attitude. The commercial describes an ordinary day on WOG AZK when Jamala stops by the station to buy her favourite Latte and becomes a participant of service delivery to equally important boy whose name is Seriozha. In the same time, the company emphasises that all WOG’s clients are served with the same attention as this little boy from the commercial. Company’s main message is to show that WOG fills with mood. As a result, we increase all business objectives in non-fuel sales up to 40%.

Agency: BBDO Ukraine

Anze Jereb, Executive Creative Director

Denis Keleberdenko, Creative Director

Mike Petrusiak, Art Director

Dima Kishka, Copywriter

Irina Danilevskaya, Client service director

Client: WOG Retail

Serhiy Koretskiy, CEO

Vitaliy Tkachenko, Marketing Director

Liudmyla Tybulchuk, Head of Marketing Department

Disregard of mine-safety rules leads to thousands victims on Ukrainian post-war territories.UNICEF goal ― to protect school-kids by reaching 50% of them dispite low TV/Internet access and increasing their mine-behavior by 10%. A solution — education through entertainment. We created “Superteam against mines" based on the rules: “Notice!”, “Bypass!”, “Report!” and “Don’t panic!”, and spread it in the form of comics, t-shirts, school diaries and notebooks. The campaign covered 80% of school- kids, increases safe mine-behavior up to 12% and left 1 million items with a life-saving information.

Agency: Smartica/Skykillers

Yurii Kachkarda, Client Service Director

Svetlana Lobanova, Creative Director

Daria Shigaevа, Chief Strategy

Anatolii Kozhukhar, Art Director

Maria Volkova, Account Manager

Second Agency: Qreachers, Digital Media Agency

Media Agency: Qreachers, Digital Media Agency

Other Agency: Aurocraft, Web Production

Client: Unicef Ukraine

For some people the path of discovery is closed due to vision problems;their troubles are invisible to society in Ukraine.We drew public attention to this and gave people impressions they couldn’t get due to physical limitations.We chose 5 locations in Kyiv and placed plates with artistic descriptions of the views, made in Braille, written by known Ukrainian writers. Leading TV channels featured news stories, more than a hundred print and online publications have mentioned the campaign.KCS amended the city's improvement plan to take into account the needs of the blind.

Agency: Ahead

Nadiya Barmashina, Creative Director (at time)

Gleb Petrenko, Copywriter

Tatyana Valkevich, Client Service Director

Client: Discovery Networks

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the first phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it - by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

Agency Aimbulance

Second Agency: Agenty Zmin 

Client MasterCard

This is a story about how to attract people to your PUB and draw them away from competitors, to almost double seat turnover rate and to spend as low as less USD 4,000 for media placement over 8 months.

Agency: Kinograf

Vitaliy Kokoshko, creative director/film director

Vira Hliebova, strategic director

Oleh Kyselytsia, senior copywriter

Bogdana Zaets, copywriter

Digital Agency: I-REX Client Beer Point LLC

Andrey Fesenko, Director

Riabal is a little-known stomach ache medicine with low business figures, which has task of cardinal__ growth in category with an unchallenged leader, No-Shpa. However, unlike No-Shpa, Riabal has an advantage – it alleviates stomach ache faster. Why should women (TA) lose time on stomach aches, when they can spend it with family? Idea: Riabal will return mother back to family really fast with nobody noticing she was sick at all. As a result of campaign both sales an market share of Riabal increased, while No-Shpa – saw) decline. That’s the real turn-over!

Agency: TWIGA‘Idea

Svetlana Stepanenko, CEO TWIGA Ukraine

Katerina Alexanyan, Managing director TWIGA’Idea & TWIGA’GO!

Katerina Velgan, Concept project director TWIGA’Idea

Igor Sheykin, Creative director TWIGA’Idea

Second Agency: Media First Ukraine

Media Agency: Media First Ukraine

Digital Agency: Digibrand

Client: Megacom

Alexander Ishutkin, marketing director

Sergey Kiva, product manager

It was necessary to make Zhyvynka relevant to its new potential customers to reveal unrealized potential of the brand. It was important to save the national value - live yogurt cultures, and at the same time to add an emotionality. We obtain a formula that meets the expectations of the audience - modern working women with children - "a well-being of all households, because of live yogurt cultures (rational), it is the basis for good relations in the family (emotional)." A communication mix brought both emotional and rational components: TV, Packaging, Digital, POSm, OOH. The growth of rational and emotional characteristics of the brand motivated new customers to buy. It allowed to increase sales, market share and other business indicators much more higher than it was planned.

Agency: Young & Rubicam LLC

Dmitry Barsukov, Creative Director

Anastasia Skripchenko, Account Director

Anna Kostyleva, Creative Group Head

Irina Shmotoloha, Production Director

Media Agency: MEC

Digital Agency: Agama Digital Group

Client: Danone Dnipro

After 10 years of success on the Ukrainian market, sales of Torchyn brand are falling rapidly. The crisis of 2013 year led to category decrease by 11% and decrease of 8% of Torchyn’s market share. Marketing solutions that used to work before are not able to change the situation. Even great discounts and promotions for customers don’t help. The main reasons of decrease are: product price, which is higher than competitor’s, loyalty to the leader has decreased because of the crisis and what is most important – consumption transformed. People do not eat traditional salads with cold sauces (olivier, shuba and etc.) anymore. New consumptions trends are dictated by new products and ingredients. And Torchyn is not there anymore. The brand has set an ambitious goal - to change the situation of consumption and return cold sauces to the consumer’s daily menu. The problem cannot be solved with simple tools and under the current communication. So that how «Smachni Istorii Torchyn» were born! Casseroles, cream soups, famous Italian dishes and even desserts - gigabytes of video materials telling how to cook your favorite dishes with the long-familiar cold sauces. Own YouTube platform and useful brand content teach, inspire and provide the result. For the first time in 10 years, a brand does not say about the product but gives you a unique experience and brings new moments to the life of the TA... The results exceeded all expectations already in 2015. We not only stopped the decline in sales, but also increased volume by 3%, despite the continued fall in the market (-11%). Researches showed that the brand has been perceived completely differently among the audience and focus attributes showed strong growth. Communication risk was fully justified and brand Torchyn is no longer just ketchup or mayonnaise, but a trend setter, and a culinary world assistant to Ukrainian audience!

Agency: Zenith

Denis Storozhuk, Managing Director

Vyacheslav Levchenko, Media Director

Natalia Ostrovskaya, Strategic Director

Maryna Grygorenko, Digital Group Head

Madina Zhuraeva, Head of Direction

Ekaterina Pervukhina, Zenith, Group Head of Digital / Nestle Team

Marketing Services Agency: Havas Digital

Client: Nestlé Ukraine LLC

Valentyna Zhuk, Senior Brand Manager Torchyn mayonnaise, RTE Sauces, Marinades

Iurii Polishchuk, Digital Media Manager

Anna Grischuk, Nestle, Brand Manager group Torchyn, Cold Sauces

In 2015 METRO came as the only player on the product retail market with degressive trend in sales with cumulative inflation in the country for July-December of 2014 in 12%*. Most part of marketing budget was spent of printing and sending of paper promotional catalogues. For the first time in 50 years of company's existence, METRO team decided to refuse slowly from printed catalogues, which have led to expected reduction of loyal visitors up to 20%** Our task was to attract new clients and to build clear model of monitoring of online-activities and offline-business results. With the help of program module and its integration with CRM-system of METRO we connected advertising traffic with offline-activity of customers and defined the most effective formats of creative and goods offer for every channel. This allowed us to implement algorithm of ROI calculation and now we manage advertising campaign based on data about buying history of every client. As a result quantity of new customers of METRO in 2015 in comparison with 2014 increased on 148%**, and part of online, as an attraction channel, rose up from zero to 40%**. * - data: State statictics committee of Ukraine, 2016 ** - data of METRO team

Agency: iplace

Ruslan Sukhomlin, Account Manager

Nikita Mitsevich, PPC Manager

Olga Burenich, Media & Buying Director

Bogdan Levchenko, CEO

Client: METRO Cash & Carry Ukraine

Oksana Kulikova, Head of Marketing

Ievgenii Savchuk, Digital Marketing Manager

In late 2015, just before the New Year eve, Bayadera Group decided to launch its new vodka to Ukraine’s market. Having 60 competitors and funny name ‘Air’, the new product had to become a serious brand and had to find its identity and its consumer. With the support of intellectual humor and a series of ads teaching how to breathe in and breathe out in the right way, the Ukrainians learned to breathe deeply, while vodka ‘Air’ came to the 8th place by sales.

Agency: Kinograf

Vitaliy Kokoshko, creative director/film director

Vira Hliebova, strategic director

Oleh Kyselytsia, senior copywriter

Bogdana Zaets, copywriter

Media Agency: Havas Media Ukraine

Digital Agency: Newage

Other Agency: ТАВР Media (radio)

Client: Bayadera Group

Roman Vashkolup, The head of the marketing and strategic development department

Dmitriy Samsonenko, The head of the creative development and design department

Alexey Gromovoy, Brand Manager Sergey Sergeyev, Brand Manager

There are many kvasses, but Chornyi is one. We promote this idea in people’s heads. When citizen prefer modern, trendy drinks to retrograde kvasses, just only differentiation allowed the novelty to become relevant to audience. Thus Chornyi, remaining traditional at the product level, became a completely different at image level. Stylish, unusual outwardly, bright with involvement into communication. Thanks of that we implemented an annual sales plan it three months, built product knowledge comparable to old-timer brands, made sales of “Kvas Taras” portfolio the most successful in history of brand.

Agency: THINKMcCANN

Evgene Kaminskiy, Creative Director

Dmytro Nisteruk, Creative Group Head

Victor Vysotskyi, Creative Group Head

Oksana Kapranova, Art Director

Olga Kutuzova, Group Account Director

Anastasiya Kostikova, Account Manager

Yuriy Sklyaruk, Producer

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group (Mediacom)

Client: Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Tetiana Tertyshna, Marketing Manager

Svitlana Nikiforets, Brand manager

Maryna Beznosyuk, Brand Executive

Somersby is a leader in a constantly growing cider category in Ukraine. But the volume of brand is constantly shrinking due to the growth of new brands and tastes. To save the situation Somersby launches a new and universal taste - Pear! The unique pear shape provided the basis for creative campaign, whose results exceeded all expectations. Sales plan was exceeded twice. From 2015 to 2106 cider market grew up on 54% and only impact of Somersby Pear cider market growth was 41%.

Agency: PROVID

Kyrylo Chichkan, Creative Director

Olga Pozharska, Art Director

Denys Khanenko, Copywriter

Maria Maznieva, Account Executive

Andrii Myroniuk, Group Account Director

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group

Client: Carlsberg Ukraine

Dmytro Pilipenko, Marketing Manager

Kateryna Belska, Junior brand manager

Oksana Lening, Brand Specialist

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the first phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it - by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

Agency: Aimbulance

Second Agency: Agenty Zmin

Client: MasterCard

ТМ Canon has launched a new range of SLR Cameras EOS for amateurs in the difficult market conditions of decreasing demand. The budget for campaign was very small J How can you sell simple but expensive camera to Young Generation who used to make photos with mobile devices? Viral video with battle! Result: 250000 views on YouTube without any promotion or media campaign. Users’ reach level increased by 4 times in the social nets as a result of own content and most importantly - Sales of Canon camera increased by 6% compared to previous period. Impressive results for declining market!

Agency: ITCG

Viktor Konovalov, Creative Director

Grygoriy Guroshev, SMM Head

Client: Canon Ukraine

Konstiantyn Lutsenko, product manager

Problem: Launch of a drink aimed at young audiences. The conquest of leadership in the flavored beer segment, and the establishment of a new category of Hard Drinks. Positioning was built on current trends for the youth – crafting and hand made. The origin from garage and unique ritual were the basis of our communication. Youth absurd humor and an original tone of voice served as a creative form for it. Results: Yearly sales target in a 3 month after launch. Garage became №4 among all beer brands of Carlsberg Ukraine by sales and №3 by profit. Garage is perceived as a separate category with a unique product and image characteristics.

Agency: THINKMcCANN

Eugene Kaminskiy, Creative Director

Victor Vysotskiy, Creative Group Head

Oksana Kapranova, Art Director

Olga Kutuzova, Group Account Director

Alyona Tkachuk, Account Manager

Yuriy Sklyaruk, Producer

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group (Mediacom)

Client: Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Dmytro Pilipenko, Marketing manager

Yuliya Kirillova, Brand manager

Kateryna Kurus, Brand executive

When 3G appeared, it got clear that in the closest years main fight between Ukrainian mobile operators will be for smartphone owner who is ready to pay for the mobile Internet as megabyte price is higher than a minute price. That is why streaming services Free Music and Video on the go were created. Subscribers didn’t need to download or buy content, they could just install applications included into those services and use unlimited music and video in the 3G net. The main goals. The company faced a question: how to draw a new format consumer and keep current subscribers base at the same time? To increase the number of subscribers of the mobile Internet up to 45 thousand subscribers. To increase quantity of connections to the Video on the go service up to 2%. The solution. An integrated national advertising campaign for the Free Music and Video on the go services promotion. Today, due to unlimited video and music, all the limits are gone. Amazing and boundless world of media fantasies tears the humdrum. The results of the campaign. In the first 7 weeks of the campaign, the quantity of subscribers using the mobile Internet has gone 90 thousand up! 4.2% of the operator current subscriber base has used Video on the go service. Moreover, gaining 600 thousand new subscribers was a pleasant surprise.

Agency: DDB Ukraine

Igor Klymenko, Creative Director

Vasilij Tanasiichuk, Creative Group Head

Vadim Vaschenko, Strategic Planning Director

Elena Yakovleva, Client Service Director

Liza Levchenko, Account Director

Media Agency: Starcom

Digital Agency: Wizard Postproduction & Digital

Client: Kyivstar JSC

Svyatoslav Gorban, Marketing Director

Yuriy Chornenkiy, Head of Marketing Communications Department

Natalia Pavlova, Brand Manager

Disregard of mine-safety rules leads to thousands victims on Ukrainian post-war territories. UNICEF goal ― to protect school-kids by reaching 50% of them dispite low TV/Internet access and increasing their mine-behavior by 10%. A solution — education through entertainment. We created “Superteam against mines" based on the rules: “Notice!”, “Bypass!”, “Report!” and “Don’t panic!”, and spread it in the form of comics, t-shirts, school diaries and notebooks. The campaign covered 80% of school- kids, increases safe mine-behavior up to 12% and left 1 million items with a life-saving information.

Agency: Smartica/Skykillers

Yurii Kachkarda, Client Service Director

Svetlana Lobanova, Creative Director

Daria Shigaevа, Chief Strategy

Anatolii Kozhukhar, Art Director

Maria Volkova, Account Manager

Second Agency: Qreachers, Digital Media Agency

Media Agency: Qreachers, Digital Media Agency

Other: Agency Aurocraft, Web Production

Client: Unicef Ukraine

During the last couple years the competition among smartphone electronics retailers become tougher, and the main players run for creative, unusual and sometimes provocative solutions. 21st of November 2016 new IPhone 7 officially launched in Ukraine. Global experience shows that people are willing to do anything for new Apple gadget. We decided to present 5 iPhones 7 the first 5 people who are officially change the name on iPhone Seven For announcement we used: social networks (2 posts), PR, paid news on Internet (4 posts). The results of this campaign surpass our the expectation – more than 10 mio earned contacts via Internet sites, mentions on TV, youtube, facebook. Sales of Iphone 7 in ALLO were 7 times higher than IPhone 6S in during the first week.

Agency: Initiative

Andrew Andryuschenko, Managing Director

Sergey Kostin, Executive Director

Julia Khanina, Media Group Head

Anna Kireyeva, Senior Media Planner

Digital Agency: Advance Digital

PR Agency: GreenPR

Client: Group of Companies “ALLO”

Evgeniy Rezuev, Marketing Director

Ekaterina Kurasova, Head of Marketing Communications Department

Mivina was main leader with 94% of market share. Rollton that occupied 6% of market share. Mivina position its product as easy solution to satisfy hunger. For Rollton that was kind of challenge – to fight with Mivina, and task was to find the better way to do this. On a first stage of communication tactical “quality” campaign was on air to fight with barrier & build awareness. On a second stage national promo was launched to generate trial among TA. On a third stage with new equity TVC Rollton communicate new platform “Rollton is a basis for any of your meal”. And was the main difference vs competitor who talked about “snacking”. Results were great – Rollton won 49% of market share within 3 years.

Agency: Saatchi&Saatchi Ukraine

Konstantin Shneider – Creative Director

Phillip Hopta – Art Director

Sergey Beloshitsky – Senior Copywriter

Julia Bilyk – Account Manager

Media Agency: Carat Ukraine

Client: Mareven Food Ukraine / Rollton

Mai Van Minh – General Director

Evgenyi Lozytsky – Marketing Director

Vadim Paurchak, Brand Manager

In the last few years the culture of coffee consumption in Ukraine is developing rapidly. Coffee rhythm quickly picked up most of the existing operators, and it also served by new players. McDonald's from 2011 began to actively increase its coffee expertise. After studies in the first quarter of 2015, it was noted that visits to McDonald's, who bought coffee declined, although penetration increased. Despite the fact that consumers have no doubt about the quality of drinks at McDonald's, but they lacked diversity. It was necessary, by not making fundamental changes in the menu, to give consumer the opportunity to diversify coffee drinks, by making customer coffee experience special, emotional and memorable. This decision was sweet syrups to coffee that diversified taste of coffee drinks at McDonald's. Before the start of the communication campaign syrups for coffee drinks, McDonald's has set itself the following objectives: Business: 1. To increase in sales syrup to + 70% vs. Oct'15 to Oct '14 2. To increase in sales coffee to + 15% vs. Oct'15 to Oct '14 Communication: To increase brand image attributes for McDonald's coffee campaign compared to the same quarter (October-December 2014) at least to 5 points. The results of the campaign were more than impressive. Due to the diverse and emotional communication, brand image indicators rose in some positions to 10 points. Also significantly increased the business objectives: - Increase in sales syrup + 79% - Increasing in sales coffee + 26%

Agency: TBWAUkraine

Marina Kunets, Account Director

Svetlana Tsvelenyeva, Creative Director

Tanya Litvin, Creative Group Head

Vladislav Kunets, Creative Group Head

Marina Kitaeva, Senior Account Manager

Media Agency: OMD Ukraine

Client: McDonald’s Ukraine Ltd

Yuliya Badritdinova, Marketing and Communications Director

Olga Vasylieva, Senior Marketing Consultant

Bukovel is the fastest growing ski resort in Easter Europe. Until 2014, 70% of the resort’s bookings came from from the offline and online agents. The biggest one, booking.com was selling 6 times more than the official Bukovel platform. We could not compete with booking.com in usability, advertising costs and terms of price. Based on the tracks of Bukovel web-site users (2,6 mln) we creating more valuable winter offers, than just a hotel room price buy hotel: booked a room – Buy a ski pass, visited Bukovel in summer – get back in Winter. And it worked! Sales through booking.com reduced to 1%. 41% of income was generated by bukovel.com with turning 15% of every sale from commission costs into profits!

Agency: Postmen

Yana Batura, Head of Media Department

Yulia Havron, Account Manager

Aleksandra Kazarina, PPC Manager

Daria Maksimova, Web Designer

Client: Bukovel

Up to 70% of infants have stomach colics, cry and worry their moms. Anti-colic drug Bobotik set goals of maintaining the market share by contacting 180,000 mums. Insight - instead on competitor-filled TV, mums use Internet for fast baby-related answers. Solution - inbound-marketing campaign based on mothers searches realized in search advertising that finds mothers in need, drives to a website, which guides her through colic and symptoms to a solution - Bobotik and a closest and cheapest pharmacy. Result - helpful contacts to 207,000 mothers and +2.6% market share.

Agency: Smartica/Skykillers

Yurii Kachkarda, Client Service Director

Svetlana Lobanova, Creative Director

Daria Shigaevа, Chief Strategy

Anatolii Kozhukhar, Art Director

Alina Samarchenko, Account Manager

Second Agency: Qreachers, Digital Media Agency

Media Agency: Qreachers, Digital Media Agency

Other: Agency Aurocraft, Web Production

Client: ZF POLPHARMA S.A., Representative office in Ukraine

Valentyna Shved-Girnyak, Group Product Manager OTC

Elena Boichenko Product Manager OTC

Andrii Titarenko Digital Marketing Manager

This is a story about how to attract people to your PUB and draw them away from competitors, to almost double seat turnover rate and to spend as low as less USD 4,000 for media placement over 8 months.

Agency: Kinograf

Vitaliy Kokoshko, creative director/film director

Vira Hliebova, strategic director

Oleh Kyselytsia, senior copywriter

Bogdana Zaets, copywriter Digital Agency I-REX

Client: Beer Point LLC

Andrey Fesenko, Director

The years 2013-2015 were difficult for the retailing. The low price has become the basic tool of the rivals in the battle for the purchaser. But the price communication of METRO was not accepted by the consumers because of the perception barriers of the network (only bulk purchase, it is difficult to obtain the card, poor assortment and high prices). Our challenge is to overcome the barriers and change the perception: “METRO is for me”. We decided to make the unique brand attributes as the advantages for the consumers – be the professional of your home. We have chosen the “Master Chef” sponsorship since the project perfectly reveals the key idea. At the expense of various types of activity we fought the barriers and increased the attractiveness of the network. As a result METRO has significantly increased the sales in UAH currency and in terms of volumes in 2015.

Agency: MEDIASCOPE

Andrei Krolenko, Managing Partner

Kristina Kovalchuk, Media Director

Tatiana Kunitskaya, Media Account Manager

Yana Daragan, Buying Director

Irina Glukhovskaya, TV Planner

Second Agency: Starlight Brand Content

Client: METRO Cash and Carry Ukraine

Oksana Kulikova, Head of Marketing

Tetiana Budilo, Print & Media Manager

Oksana Andreyeva, Senior specialist on advertising and marketing activities

Martini is in the process of global rebranding. This brand puts in the limelight the sponsorship of Williams Martini Racing in Formula 1. How can you promote Martini Racing, if Ukrainians, and all the more so young Ukrainians, are not watching Formula 1 on TV? In Ukraine it was resolved to bring to the fore the brand’s media ambassador leaving Formula content 1 in the background to be in line with the global campaign content. Ivan Dorn was chosen to act as such ambassador to promote his personality, life style, and creative work. Thus, Ivan Dorn actually becomes creative director of Martini in the next 2 years. All creative solutions of the campaign starring Ivan Dorn have been developed either by him personally, or under his creative supervision. As a result of two-year collaboration of Martini and Dorn, the share of the young consumers grew by 40%. By 2016, MARTINI VERMOUT not only confidently retained its share, but managed to increase it in terms of volume. The share of MARTINI PROSECCO within its segment comprised 81%.

Agency: OMD Media Direction Ukraine

Katerina Revenko, Senior Media Planner

Andrey Pedorenko, HEAD of OOH & Print department

Aliona Danylchenko, Digital Account Group Head

Lubov Rogach Radio Director

Second Agency: Ebola / AGAMA Digital Group

PR Agency: Hoshva PR

Client: BACARDI-MARTINI UKRAINE LLC

In 2015 Bukovel turned summer into another high season, and in 2016 dared to bring life to the ski resort in mid-season. The question ‘Who would come to Bukovel in September?’ was the key. Extensive trends studies lead us to the sport enthusiast audience. For each weekend in September we planned a sport competition. We differentiated from other sport events by employing the most challenging distances. As the result, drove hotels’ stay by 66% vs September 2015 (objective – 40%) and obtained loyal “September” audience for the resort.

Agency: Postmen

Client: Bukovel

There are many kvasses, but Chornyi is one. We promote this idea in people’s heads. When citizen prefer modern, trendy drinks to retrograde kvasses, just only differentiation allowed the novelty to become relevant to audience. Thus Chornyi, remaining traditional at the product level, became a completely different at image level. Stylish, unusual outwardly, bright with involvement into communication. Thanks of that we implemented an annual sales plan it three months, built product knowledge comparable to old-timer brands, made sales of “Kvas Taras” portfolio the most successful in history of brand.

Agency: THINKMcCANN

Evgene Kaminskiy, Creative Director

Dmytro Nisteruk, Creative Group Head

Victor Vysotskyi, Creative Group Head

Oksana Kapranova, Art Director

Olga Kutuzova, Group Account Director

Anastasiya Kostikova, Account Manager

Yuriy Sklyaruk, Producer

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group (Mediacom)

Client: Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Tetiana Tertyshna, Marketing Manager

Svitlana Nikiforets, Brand manager

Maryna Beznosyuk, Brand Executive

Hike beer brand has not have consistent communicational support for a long time. In 2015 it wasn't supported and lost its positions. The challenge the brand faced in 2016 was to convince the consumer that hike was a modern beer for the youth and to bring its share in volume at the beer market to the level of 2014. Hike community in Facebook was chosen to be the main owned media of the brand. It had 2 content blocks: “life hike street university” and “live your dreams”. We selected events that would become the basis for both content blocks and made hike their sponsor. The events were announced through the media that provided for the TA coverage: OOH, TV and the Internet. The integrated campaign resulted in the growth of the key image attributes of hike: «modern» and «for the youth». In 2016, the sales of hike beer almost returned to the level of 2014 within 9 months and exceeded by 28.68% the level of 2014 within HIGH season and support with communication – May-September.

Agency AGAMA digital group (CLOUD COMMUNICATIONS LLC)

Georgiy Gogvadze, strategist

Alexey Novikov, creative director

Anton: Kudinov, creative leader

Anna Shelestun, copywriter

Ulyana Shved, copywriter

Anna Zelenskaya, designer

Darya Ponomarenko, designer

Oksana Shamsutdinova, SMM-manager

Olga Zaimenko, SMM&Context Head

Sergey Voytenko, account manager

Igor Klimenko, project manager

Second Agency: MullenLowe Adventa

Media Agency: MADmedia

Marketing Services Agency: TALAN GROUP

Client: Obolon

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the first phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the

Agency: Aimbulance

Second agency: Agenty Zmin

Client: MasterCard

Launch «Seth & Riley's Garage» Problem: Launch of a drink aimed at young audiences. The conquest of leadership in the flavored beer segment, and the establishment of a new category of Hard Drinks. Positioning was built on current trends for the youth – crafting and hand made. The origin from garage and unique ritual were the basis of our communication. Youth absurd humor and an original tone of voice served as a creative form for it. Results: Yearly sales target in a 3 month after launch. Garage became №4 among all beer brands of Carlsberg Ukraine by sales and №3 by profit. Garage is perceived as a separate category with a unique product and image characteristics.

Agency: THINKMcCANN

Eugene Kaminskiy, Creative Director

Victor Vysotskiy, Creative Group Head

Oksana Kapranova, Art Director

Olga Kutuzova, Group Account Director

Alyona Tkachuk, Account Manager

Yuriy Sklyaruk, Producer

Media Agency: OMD Media Direction Ukraine

Digital Agency: AGAMA Digital Group (Mediacom)

Client: Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Dmytro Pilipenko, Marketing manager

Yuliya Kirillova, Brand manager

Kateryna Kurus, Brand executive

2014. Some TV channels stated there was no such country as Ukraine, others called to fight for it. PLUSPLUS launched This Is Ours and This Is Yours project to give children the background knowledge that would form their own attitude. PLUSPLUS branded characters became ambassadors introducing Ukraine to children. For the first time ever the Ministry of Education recommended branded cartoons as learning and teaching aids. Nationwide contest. Students created stories and illustrations about their homeland. 25 winning stories became cartoons. Exhibition of all works became the national record-breaker.

Agency: Gravis LLC

After 10 years of success on the Ukrainian market, sales of Torchyn brand are falling rapidly. The crisis of 2013 year led to category decrease by 11% and decrease of 8% of Torchyn’s market share. Marketing solutions that used to work before are not able to change the situation. Even great discounts and promotions for customers don’t help. The main reasons of decrease are: product price, which is higher than competitor’s, loyalty to the leader has decreased because of the crisis and what is most important – consumption transformed. People do not eat traditional salads with cold sauces (olivier, shuba and etc.) anymore. New consumptions trends are dictated by new products and ingredients. And Torchyn is not there anymore. The brand has set an ambitious goal - to change the situation of consumption and return cold sauces to the consumer’s daily menu. The problem cannot be solved with simple tools and under the current communication. So that how «Smachni Istorii Torchyn» were born! Casseroles, cream soups, famous Italian dishes and even desserts - gigabytes of video materials telling how to cook your favorite dishes with the long-familiar cold sauces. Own YouTube platform and useful brand content teach, inspire and provide the result. For the first time in 10 years, a brand does not say about the product but gives you a unique experience and brings new moments to the life of the TA... The results exceeded all expectations already in 2015. We not only stopped the decline in sales, but also increased volume by 3%, despite the continued fall in the market (-11%). Researches showed that the brand has been perceived completely differently among the audience and focus attributes showed strong growth. Communication risk was fully justified and brand Torchyn is no longer just ketchup or mayonnaise, but a trend setter, and a culinary world assistant to Ukrainian audience!

Agency: Zenith

Denis Storozhuk, Managing Director

Vyacheslav Levchenko, Media Director

Natalia Ostrovskaya, Strategic Director

Maryna Grygorenko, Digital Group Head

Madina Zhuraeva, Head of Direction

Ekaterina Pervukhina, Zenith, Group Head of Digital / Nestle Team

Marketing Services Agency: Havas Digital

Client: Nestlé Ukraine LLC

Valentyna Zhuk, Senior Brand Manager Torchyn mayonnaise, RTE Sauces, Marinades

Iurii Polishchuk, Digital Media Manager

Anna Grischuk, Nestle, Brand Manager group Torchyn, Cold Sauces

MHP company (Nasha Riaba brand) is the absolute leader on the chicken meat market. The specifics of the chicken meat market is that 53% of total products is sold without naming the brand, by weight. Starting from early 2012, the chicken meat category has been under strong impact of the eco-trend towards the mass production of farmer’s products. This trend became even more pronounced in 2015 after appearance of large number of focused publication in the mass media of the PR-materials featuring poor quality of the chicken meat due to high content of antibiotics, growth hormones and other adverse substances. As the result, MHP (Nasha Riaba brand) sales fell 23%. It was necessary to take measures that would persuade the consumers to not only choose Nasha Riaba products but also induce them into asking the retailers why the products were sold in non-branded packaging. We need to convince the consumers that the “chicken” products are really different in terms of quality – Nasha Riaba brand is subject to the strictest quality control procedures.

Agency: OMD Media Direction Ukraine

Sergey Kostya, Media Planner

Digital Agency AGAMA Digital Group

Client: Myronivsky Hliboproduct

Ganna Gorbatyuk Top manager on marketing communications

Jamala says, “Everything began when I drove to WOG filling station on the way from my tour and sang Rihanna’s song Work just for fun. There are such words as work, work, work. It sounded like the name of WOG. Company’s executives saw my creative approach on the Instagram and invited me to the meeting.” Jamala is optimistic and positive and we have noticed her similarity with WOG brand image. Our campaign explained consumer brand’s values adding some emotional coloring to each WOG service. Company’s main message is to show that WOG fills with mood. As a result, we increase all business objectives in non-fuel sales up to 40

Agency: BBDO Ukraine

Anze Jereb, Executive Creative Director

Denis Keleberdenko, Creative Director

Mike Petrusiak, Art Director

Dima Kishka, Copywriter

Irina Danilevskaya, Client service director

Client: WOG Retail

Serhiy Koretskiy, CEO

Vitaliy Tkachenko, Marketing Director

Liudmyla Tybulchuk, Head of Marketing Department

MHP company (Nasha Riaba brand) is the absolute leader on the chicken meat market. The specifics of the chicken meat market is that 53% of total products is sold without naming the brand, by weight. Starting from early 2012, the chicken meat category has been under strong impact of the eco-trend towards the mass production of farmer’s products. This trend became even more pronounced in 2015 after appearance of large number of focused publication in the mass media of the PR-materials featuring poor quality of the chicken meat due to high content of antibiotics, growth hormones and other adverse substances. As the result, MHP (Nasha Riaba brand) sales fell 23%. It was necessary to take measures that would persuade the consumers to not only choose Nasha Riaba products but also induce them into asking the retailers why the products were sold in non-branded packaging. We need to convince the consumers that the “chicken” products are really different in terms of quality – Nasha Riaba brand is subject to the strictest quality control procedures

Agency: OMD Media Direction Ukraine

Sergey Kostya, Media Planner

Digital Agency: AGAMA Digital Group

Client: Myronivsky Hliboproduct

Ganna Gorbatyuk Top manager on marketing communications