Food
Gold

Sausagesnack: creating a new category in a year

Each year there are a lot of improvements on meat and sausages market within stable categories, but there are no innovations.

We created the new category on the Ukrainian market called “sausage-snack”, which grows up due to sausages and due to snacks.

In our creative idea we broadcasted the main advantage of sausage-snack KABANOSY — it breaks the limit of typical snacks: it is allowed to eat and to take a snatch

With the help of only one product KABANOSY outranked the peaking sales of 17 products of Dmytruk company. And came with 12,3% of total revenue of all semi-smoked sausages of all brand in national networks.


Agency Name: banda

Client Company Name: DMYTRUK

Contributing companies:

23/32 films

Spark Foundry

Oleksandra Dorohuntsova, Creative Director, banda

Taras Dzendrovskyi, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Yurii Kuznietsov, Art Director, banda

Serhii Artemenko, Copywriter, banda

Valeriia Havryliuk, Junior Copywriter, banda

Alina Mehyd, Account Manager, banda

Bronze

How we won 50% of the chips market thanks to the movies

As for the market leader, with the largest share, it is hardest for us to grow, because each additional point of market share requires great effort and serious investment. We were able to find the right insights into the consumption of chips and the seasonal behavior of our target audience in the winter, offering our chips as a ritual for watching movies at home when it's cold outside and you don't want to go anywhere. Thanks to a simple and understandable idea, intelligently deployed in the maximum number of touchpoints, we were able to increase our market share by 7pp in the course of one promotional campaign, reaching a record 50.5% of the market


Agency Name: Media First Ukraine

Client Company Name: PepsiCo Ukraine

Contributing companies:

OMD Ukraine

Freebrand

TWIGA Digital

TWIGA GO

Dmytro Mosharov, Managing Director, Media First Ukraine

Sergyi Kuzmenko, Strategic Director, TWIGA Ukraine

Olena Stoyanova, Marketing Director Snacks BUCCA (EER), PepsiCo Ukraine

Lesia Shchigol, Digital Marketing Manager PepsiCo, PepsiCo Ukraine

Natalie Sokolyk, Managing Director, TWIGA Digital

Yulia Dediuk, Account Director, TWIGA Digital

Svitlana Gukova, Managing Director, TWIGA GO

Svetlana Stepanenko, CEO, TWIGA Ukraine

Kseniya Mykhaylenko, Strategic Director, OMD Ukraine

Volodymyr Chuprynin, CEO, FreeBrand

Silver

Mini.No words needed when you love

What to do when you work in a market where the main consumption situation sounds like “we eat it when we’re too lazy to cook”? What to do if the consumer is not looking for a specific brand but asks a seller: “what is fresh today?” and “what will you recommend to buy?”.

In this situation, Baschinsky TM could launch not just another thin sausage but could find the niche and create a brand-new product, expand consumption situations and infect the market with their idea!



Agency Name: TBWA Ukraine

Client Company Name: PrJSC Myronivsky Hliboproduct TM «Baschinskiy»

Contributing companies:

Rockets. Growth R&D

Ocean Mediа

ODDEE Agency

Alisa Khomenko, Marketing and advertising manager,PrJSC Myronivsky Hliboproduct TM «Baschinskiy

Euageni Rodyna,Head of Sales and Marketing,PrJSC Myronivsky Hliboproduct TM «Baschinskiy

Mikhail Baschynskyi Head of department PrJSC Myronivsky Hliboproduct TM «Baschinskiy»

Vira Hliebova Strategic Planning Director TBWA Ukraine

Svitlana Tsvelenieva Creative Director TBWA Ukraine

Tatyana Litvin Head of Art TBWA Ukraine

Marina Kunets Account Director TBWA Ukraine

Taisiaya Reut Producer TBWA ukraine

Marina Slivinskaya Senior Account manager TBWA Ukraine

Vlad Polonskiy СЕО Rockets. Growth R&D Ukraine

Non-alcoholic drinks
Bronze

Only humor can defeat boredom

Kvas "Selo i Lyudy" is the most effective launch of a new brand in the category in the last 10 years. With no significant budgets on highly competitive market, we managed to get into the top 3 brands in sales in 1 season. The basis of the result was the concept of the brand, which on the one hand corresponded to all the "codes" of the category, and on the other - fundamentally different from competitors.


Agency Name: Rockets. Growth R&D

Client Company Name: AB InBev Efes

Contributing companies:

Bambuk Design Studio

Vizeum media agency

Anna Rudenko, CMO, AB InBev Efes

Victoria Krutyk, marketing manager, AB InBev Efes

Valeria Gladilina, brand manager, AB InBev Efes

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, СЕО, Rockets. Growth R&D

Finalist

Fruit that recharge!

Jaffa lost market share - from 10,3% in 2013 to 3.3 % in 2016 years. To rebuild positions Jaffa decided to become innovative brand that speaks to audience in the same language and meets its needs.

We used hyperbolic styling to emotionally engage audience, revitalize fruit and show how energetic and lively you can be throughout the day. It helped to reveal rational component, which is also important for our modern consumer. Jaffa – Fruit that recharge.

We used a TV+OLV planning approach to maximize reaching TA and optimize its cost.



Agency Name: Universal McCann Ukraine

Client Company Name: Jaffa

Contributing companies:

UTC FILM PRODUCTION

Anna Dragunova, Managing Director, Universal McCann

Julia Dolya, Client Service Director, Universal McCann

Oksana Stupenko, Media Director, Universal McCann

AnastasiiaBabakova, Media Planner, Universal McCann

Marina Vasilenko, Creative director, UTC FILM PRODUCTION

Alyona Tukaylo , Producer,UTC FILM PRODUCTION

Eugenia Grechko, Marketing manager, Jaffa

Maksym Protopopov, Brand manager, Jaffa

Denis Barlyaev. Commercial Director, Jaffa

Roman Lisnyak, Marketing Director, Jaffa

Alcoholic drinks
Finalist

Martini-WOW-effect

The sponsorship of the festivals is no longer surprising - from the opportunity to build a unique experience of interacting with the brand, it has turned into a banal "alkoloading". Therefore, the brand realized its own festival in order to make young people say WOW again! And build a 360 campaign around the festival.

Sales volumes in the 2019 season increased by 15.3%, so the target is exceeded by 3 times! Brand knowledge has grown from 30% to 36%, preference from 39% to 49%.


Agency Name: Rockets. Growth R&D

Client Company Name: Bacardi-Martini Ukraine

Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine

Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine

Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Health & Beauty
Bronze

o.b. do – is our password!

In order to make voice breakthrough around o.b. after long silence and to engage consumers interact with o.b. through intstagram-challenge, we chose talented Nastya Kamenskyh. She recorded jingle directly associated with the our brand and inspired the audience to do. Thanks to this, we increased brand awareness, trial, increased loyalty in x4 times, turn around Value Share trend from falling to increasing in conditions of aggressive advertising and promotional campaigns from the market leader.


Agency Name: Hoshva PR & DGTL

Client Company Name: Johnson & Johnson Ukraine

Contributing companies:

SKB brothers, LLC
Wavemaker

Natalia Dorozhenko, Senior Market Manager Mass & OTC business, Johnson & Johnson Ukraine

Tetiana Osadcha, Junior brand manager Mass & OTC business, Johnson & Johnson Ukraine

Mariia Rybak, COO, Hoshva PR & DGTL

Viktoria Nutsal, Account Director, Hoshva PR & DGTL

Margarita Lytvinuk, Creative copywritter, Hoshva PR & DGTL

Marina Murashova, Assistant marketing, Johnson & Johnson Ukraine

Anna Budnikova, Brand manager Mass OTC business, Ukraine and CIS, Johnson & Johnson Ukraine

Kateryna Sherbakova, Brand manager, Johnson & Johnson Ukraine

Finalist

Listerine ® "Guarantee of cleanliness” with Olga Freimut

How do you get to a new level of cleanliness and sales in an emerging category that doesn't get the attention of consumers? 82% of people believe that there is no need for category funds. Listerine proved it is. Thanks to Olga Freimut, the brand has changed its perception of standards of cleanliness of the oral cavity. It taught to use a mouthwash those who had not used it before. On behalf of the star, it is widely believed that it is necessary to use Listerine twice a day. Only in that case it will be 100% clean. Who would mind if the country's most famous auditor says so? The brands record-breaking market share - 50.1% - is a clear victory.


Agency Name: Hoshva PR & DGTL

Client Company Name: Johnson & Johnson Ukraine

Contributing companies:

Hoshva PR & DGTL

SKB brothers, LLC
Wavemaker

Natalia Dorozhenko, Senior Market Manager Mass & OTC business, Johnson & Johnson Ukraine

Tetiana Osadcha, Junior brand manager Mass & OTC business, Johnson & Johnson Ukraine

Mariia Rybak, COO, Hoshva PR & DGTL

Victoria Nutsal, Account director, Hoshva PR & DGTL

Finalist

This is not a shaver. This is OneBlade

While setting a new category always has its uncertainty, we consider OneBlade launch a success. Not only we achieved our goals, but we managed to connect to exactly right audience, that could really appreciate what OneBlade gave them. Making a regular consumer our brand ambassador, we based our approach on consume-first basis and gamification of the boring shaving process.
We created new category between two existing ones, without cannibalizing our own sales while attracting audience, dropping from the category that we never played in.


Agency Name: Carat Ukraine

Client Company Name: Philips Ukraine

Contributing companies:

Be—it Agency

Posterscope Ukraine

Natalia Paliy, Head of marketing, Philips Ukraine

Oksana Slusarchuk, Business Marketing Manager, Personal Care & Oral Healthcare, Philips Ukraine

Yulia Arsiriy Yulia, Senior Digital Marketing Manager, Philips Ukraine

Oksana Baliasnikova, PR Manager, Philips Ukraine

Elena Provotorova, Group Account Director, Carat Ukraine

Toma Kiziriia, Strategy&Innovation Leader, Carat Ukraine

Veronika Goncharova, Media Activations Director, Carat Ukraine

Olga Pavlichenko, Digital Activation Manager, Carat Ukraine

Yuliia Potapenko, Non-Standard Media Buyer. Posterscope Ukraine

Anastasia Rudavka, Account Director, Be—it Agency

Medicines & medical care services
Finalist

Scarman: Establishing a New Audience

Considering the ambiguous market situation (overall decline in the category), aggressive competitors activity in standard media, we managed not only to achieve, but also to exceed our goals. It happened with the promotion of Bepanten® Plus in the digital media, using data to refine strategies that directly influenced on the creation of effective creative materials. Also, a major accomplishment is an initiation of working process with a new for brand audience - tattoo community. It is important that, on this scale, Bepanten® Plus has made it first in the category, taking on some risks. Of course, the moment of social responsibility must also be noted, because by introducing this moment into communication we were able to strengthen and consolidate the result.


Agency Name: Isobar Ukraine

Client Company Name: Bayer

Contributing companies:

Heroes Group

Viktoriya Aniskovtseva, Category Head, Bayer

Olena Kormyliuk, Brand Manager, Bayer

Natalya Gordienko, General producer, Heroes Group

Pavel Cherepin, Show runner, Heroes Group

Daria Holynska, Senior Account Manager, Isobar Ukraine

Yaroslav Ogotskiy, Strategic Director, Isobar Ukraine

Ganna Zhukovska, Chief Executive Officer, Isobar Ukraine

Oksana Baryshnikova, Account Director, Isobar Ukraine

Products & services for children
Finalist

Dytynology of Special Development: It's OK to be different

90% of parents of children with autism have seen deviations in their child development even before 1, though in Ukraine they are diagnosed with ASD only after 3 years, when much time is lost and behavioral correction is much more difficult. So we decided to say that early diagnosis is possible. We spoke through the communication channels that are best perceived by the target audience. We spoke so loudly that we received 22,573,000 media impressions and the attendance of the Center reached 8,845 unique visitors (by 143% more than planned).


Agency Name: WARTO

Client Company Name: Dobrobut

Contributing companies:

PaperPlanes Production

Maryna Shvydka, Project Manager, LLC WARTO

Anastasia Ahmina, Brand Manager, Medical Network Dobrobut

Telecommunications services
Bronze

Joice + Teenagers = hangout on top

This case is about how Vodafone decided to recruit new consumers of digital content – teenagers.

Unfortunately, traditional mass-market brand’s communication doesn’t work with this generation. 

So the new tariff-sub-brand appears. It speaks to digital generation on its language and creates stylish and relevant to the TA trend content. 

In such way, Joice by Vodafone broke the rules and arranged the most colorful and up-to-date online hanging out in teenagers’ smartphones.  

Joice top content have made Vodafone the top mobile operator for youth. 

• In three months of campaign Vodafone became a leader in consumers’ perception as the # 1 “Mobile operator for youth”. 

• Joice helped to gain new qualified mobile Internet users to Vodafone database increasing the company’s revenue. 


Agency Name: McCann Kyiv

Client Company Name: Vodafone

Eugene Kaminskiy, Chief Creative Officer, McCann Kyiv

Viktor Vysotskyi, Associate Creative Director, McCann Kyiv

Olha Levytska, Copywriter, McCann Kyiv

Bohdan Musiiets, Copywriter, McCann Kyiv

Marian Shum, Art Director, McCann Kyiv

Liudmyla Lavreniuk, Account Director, McCann Kyiv

Anastasiia Zhurakovska, Group Account Director, McCann Kyiv

Andrii Otroshchenko, Marketing Director, Vodafone Ukraine

Tetiana Tertyshna, Head of Brand and Communications Department, Vodafone Ukraine

Nina Vlasiuk, Senior Brand Manager, Vodafone Ukraine

Finalist

#druhyishans

With the decline of TV viewing and growth of smartphone media consumption, it is increasingly difficult for popular TV shows to retain leadership solely at the expense of television.

#druhyishans allowed to build an online platform that complemented to TV broadcast and driven both online performance and returned general interest to the show, securing its status as the top-rated show in the first six months of 2019.

And most importantly, nobody knows what season 10 will bring, which makes the show interesting and much anticipated.


Agency Name: Postmen

Client Company Name: 1+1 media group

Yaroslav Vedmid, СЕО, Postmen

Alyona Horobets, New Business Director, Postmen

Maria Bezklynska, Strategist, Postmen

Oksana Scherbakova, Art-director, Postmen

Kateryna Riabchenko, SMM manager, Postmen

Alisa Revnova, Creative Copywriter, Postmen

Svitlana Paveletska, Head Of Marketing Communications at 1+1 media

Olga Hudz, Head of PR at 1+1

Andrew Sytnik, Head of Digital Marketing at 1+1

Building industry & real estate
Bronze

UNIT.Home: technologies you want to live in

We had a challenge to sell expensive real-estate at ex motor factory to couples, that did not want to be attached to Ukraine.

We explored the process of decision making within a couple of our target audience and created platform Innovationally.Cosy, which reflected innovational home to men — comfort, which you are afraid to lose in “scientific laboratory”.

UNIT.Home reached the fastest sold-out of the first development stage in Kyiv.

Due to right strategy, brave creative idea and active work of sales team, UNIT.Home managed to sell 580 flats of the first development stage within a month (instead of previously planned 6 months) and started sales of the second development stage 3 months earlier.


Agency Name: banda

Client Company Name: KAN Development, UDP

Contributing companies:

Viter

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Bohdan Hetmanov, Strategist, banda

Ostap Buriak, Strategist, banda

Roman Hurbanov, Copywriter, banda

Illia Pochkun, Art Director, banda

Dmytro Basov, Designer, banda

Iryna Pikalova, Account Manager, banda

Retail & public services
Finalist

Consultants

How to attract new audience, get rid of the barriers for purchasing online and grow online sales channel?

The answer is to convert your employees, sales assistants in INTERTOP into agents of changes, that help to build omnichannel sales system, being a part of it. You should empower them with extra skills, that allow to find the best pair shoes for you, accessories, clothes that match and tell about that in overall 1-year campaign with national coverage. The "Consultants" strategy, where consultants became national stars of the biggest retail INTERTOP and where they test, choose, recommend, has become the reason why INTERTOP has made the absolute record in its history – the online-based sales increased in 1.5 times.



Agency Name: Vandog Agency

Client Company Name: TM Intertop

Iryna Metneva Creative director Vandog Agency

Valerija Tolochyna Marketing director LLC Intertop Ukraine

Fashion. Style. Clothing. Jewelry. Accessories.
Finalist

One Ukrainian brand against an army of Chinese no name

Brand of school supplies Yes — high-quality backpacks with bright and trendy design. But sales dropped, because in the eyes of customers Yes was the same as other diversity of similar goods.

We understood that school is a permanent competition of who is the coolest. And the victory is when a child bring to school something cool.

That is why we made Yes the discoverer of trendy things and simultaneously entering ticket to the club of cool people.

In our communication we talk using the language of school girls — and it worked so great that we surpassed all prognosis of digital campaign effectiveness.

As a result, we not only stopped the sale drop, but also grew up in textile sales by 46% and by 38% in other groups of school supplies.

We are happy that Ukrainian brand successfully compete with army of cheap Chinese no names.



Agency Name: banda

Client Company Name: YES

Contributing companies:

23/32 films

Oleksandra Dorohuntsova, Creative Director, banda

Anastasiia Pecherytsia, Strategist, banda

Yevhen Khagarlytskyi, Junior strategist, banda

Illia Anufriienko, Art Director, banda

Valeriia Havryliuk, Junior Copywriter, banda

Danylo Nesterevych, Designer, banda

Daryna Havrylova, Senior Account manager, banda

Mariia Matvyeyenko, Junior account manager, banda

Foodservice
Bronze

Breakfast in McDonald`s

What to do if your restaurant attendance grows but distributes unevenly? Almost 70% of all visitors come for lunch and dinner. How to attract people for breakfast, if 70% of Ukrainians NEVER dine out for breakfast – they don’t have such a habit, while half of those who do DO NOT GO TO McDonald’s?

We managed to find an insight that turned Breakfasts from the need to eat something quickly, into an important element of the day.

McDonald’s has become the place where you would like to come to start your morning the way you want, not the way it usually happens!



Agency Name: TBWA Ukraine

Client Company Name: McDonald`s Ukraine

Contributing companies:

OMD Optimum Media

Yuliya Badritdinova Marketing and Communication Director McDonald’s Ukraine

Olga Vasylieva Menu & Marketing manager McDonald’s Ukraine

Kseniya Anikina Senior Marketing Consultant McDonald’s Ukraine

Alina Pakharenko Account Manager TBWAUkraine

Tanya Litvin Creative Group Head TBWAUkraine

Svitlana Tsvelenyeva Creative Director TBWAUkraine

Taisiya Reut Producer TBWAUkraine

Energy, Nutrition & Fitness
Finalist

How Hiitworks found its place among the fitness market monsters

For years big players of fitness market imposed standards of how sport club should look like, sell long-term abonements and than their attitude to people made people hate sport. We had great product, but it did not fit “standard”. We needed to persuade people to choose unknown system of workouts and bring all the disappointed in sport back to fitness studio. Hiitworks managed to make fitness clear and easy to include into life for people. It allowed us to become one of the most dynamic studios in Kyiv — within a year we grew from 2 to 6 studios and increased the revenues by 83%.


Agency Name: banda

Client Company Name: hiitworks

Oleksandra Doroguntsova ,Creative Director, banda

Taras Dzendrovskyi Creative Director, banda

Yaroslav Serdiuk, Strategy director, banda

Anastasiia Pecherytsia, Senior Strategist, banda

Anastasiia Markova, Strategy Director, banda

Illia Pochkun, Art Director, banda

Roman Hurbanov, Copywriter, banda

Daryna Havrylova, Senior Account manager, banda

Maria Matvyeyenko, Junior Account Manager, banda

Leisure, entertainment, culture & education, travel & tourism
Gold

From the abandoned factory KievMetroBud to the Top 10 world’s festivals

We decided to keep a niche and non-profit electronic music vibe of the festival so that it would bring us a commercial success in the end.

We succeeded - the festival got in the TOP 10 of the best festivals in the world, the audience grew and made it commercially successful.

We attracted 78% more visitors than last year, and increased revenue from ticket sales by 90%. Now, foreign tourists have another reason to visit Ukraine and change their attitude towards the country.



Agency Name: banda

Client Company Name: Closer

Contributing companies:

ROIBOY agency

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Oleksii Dyvysenko, Art Director, banda

Anton Ivanov, Senior Designer, banda

Євгенія Дворецька, Сініор акаунт менеджер, banda

Yevhen Velychev, Designer, banda

Anastasiia Burhanova, Copywriter, banda

Serhii Vorvykhvost, Copywriter, banda

Masha Dmitrova, Motion designer, banda

Bronze

Global rebranding of Ukraine

The increase of the number of tourists was a priority goal of the new brand for Ukraine. We needed to attract foreigners with the new Ukraine, which differs from information form the media.

As well as to tell that Ukraine is not only “corruption”, “war”, ” revolution” and that Chernobyl is not the only place worth visiting. We decided to tell about Ukraine now. What we create now, where we go now, what we build now and what we develop now.

Thus, our main accent was yellow marked NOW. Interactive pictogram remains notification in social media, makes logo up to date with reference to strong IT source.

Complex work of the state and Ukrainians who caught the idea, helped to become 10 positions higher in touristic attractiveness rating and stay in front of Sri Lanka and Dominican Republic.



Agency Name: banda

Client Company Name: Cabinet of Ministers of Ukraine, Ministry of Information Policy of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Mariia Dmitrova, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Anastasiia Burhanova, Copywriter, banda

Alina Mehyd, Account Manager, banda

Bronze

NAMU: How to beat a 120-year record in museum attendance

New generation thinks that there is nothing interesting in old museum.

And this point forced us to an ambitious mission: to bring life into Ukrainian art.

In communication we integrated heroes from classic paintings to modern context. As a part of design system we created Namu font — unique Ukrainian font based on artworks from different historical periods. It is free for public use now.

The new brand of NAMU impacted the whole Ukrainian culture and set an absolute visiting record within 120 years long history of museum.


Agency Name: banda

Client Company Name: National Art Museum of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Anton Ivanov, Senior Designer, banda

Viktor London, Senior Designer, banda

Dasha Levchuk, Designer, banda

Illia Shulzhenko, Designer, banda

Oleksii Prylipka, Designer, banda

Illia Pochkun, Art Director, banda

Maryna Cherniavska, Copywriter, banda

Finalist

The first in Ukraine urban interactive Ecotrail

Intertop is the #1 retailer in Ukraine that sales shoes for walking. The brand was concerned about the lack of physical activity of Ukrainians and their low environmental awareness.

With the support of the Ministry of Ecology and Natural Resources of Ukraine, Intertop opened the first in Ukraine interactive urban Ecotrail, that through 39 information booths and interactive zones attracts visitors to walk and learn about flora and fauna. The project covered 8 640 000+ contacts, received 300+ publications with 57% of Intertop brand mentions in them. The Ecotrail also received the support of the Ministry of Education and Science of Ukraine and the Kyiv City State Administration.



Agency Name: Gres Todorchuk PR

Client Company Name: Intertop Ukraine

Contributing companies:

Holosiyivskyi National Nature Park

Ministry of Ecology and Natural Resources of Ukraine

Serhii, Badritdinov, CEO, Intertop Ukraine

Valeria, Tolochina, CMO, Intertop Ukraine

Yaroslava, Gres, CEO, Gres Todorchuk PR

Oleksandr, Todorchuk, Creative Director, Gres Todorchuk PR

Daria, Lubimova, Account Director, Gres Todorchuk PR

Yulia, Solovei, Head of Content Department, Gres Todorchuk PR

Oleksandra, Kulinich, Project Manager, Gres Todorchuk PR

Oleksandra, Kosenko, Content Manager, Gres Todorchuk PR

Volodimir, Levis, Co-founder, MVG Group

Financial & Business services
Silver

Taras-OK-guy and Sava-The-Amazing

The task: to keep the leading position of Internet loans in a situation when competitors increased their media-presence drastically offering people great conditions.

The solution: instead of creating “just another campaign” we created a sitcom about adventures of 2 friends: Taras-OK-guy and Sava-The-Amazing. The campaign became a long-lasting meme both off- and online

The results: 62% of all people who spotted the videos on youtube watched skippable ads till the end! Knowledge of the brand increased by 38%, sales increased by 25%. And the most important - the campaign became really noticeable - a lot of people started call each by names of our characters and create memes


Agency Name: Havas Ukraine

Client Company Name: Moneyveo

Maksym, Paraska, Commersial Director, Moneyveo

Taras, Kucheriavyi, Deputy Commercial Director, Moneyveo

Tetiana, Sakhniuk, CEO, Havas Ukraine

Yuliya, Koritska, Account Director, Havas Ukraine

Sergey, Yaroslavtsev, Cretive Director, Havas Ukraine

Valentyn, Bielienkov, Art-Director, Havas Ukraine

Dmytro, Mamontov, Copywriter, Havas Ukraine

Finalist

How to change people's attitude to cashback

The most important thing in cashback is to try it, but it’s not an easy task to persuade knowledgeable online-customers to become users. We explored that the expenses have more psychological impact on our audience than revenues. Letyshops became Robin Hood, who returns their own money to the customers. As a result, the number of users doubled on Ukrainian market, Top of Mind increased from 16% by 27%, аnd Letyshops even became the most popular cashback service in Google for a week.


Agency Name: banda

Client Company Name: Letyshops

Pavlo Vrzhesch, сreative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Pecherytsia, Senior strategist, banda

Anastasiia Markova, Strategy Director, banda

Philip Paster, Strategist, banda

Yurii Kuznietsov, Art Director, banda


Oleksii Prylipka, Junior designer, banda

Alexander Yavorskіy, Сopywriter, banda

Maryna Cherniavka, Copywriter, banda

Yulia Mavrodiy, Account Manager, banda

Media & Self promotion
Silver

Project 70: how to make a brand out of 10 vacancies

We realized that true talents are not always self-confident and decided to open huge portal of great opportunities for them. Our main idea was to focus for one month and put all our efforts we usually spend within a year into searching for new people. No one used similar method in recruiting before, after all it is one of the most important processes in a company.  Even creative companies use ordinary approaches and familiar procedures. The call for recruiting new people was commercial for Banda’s approach: we received 8135 applications and 6 millions contacts with our audience. 


Agency Name: banda

Client Company Name: banda

Edo Ivakin, HR, banda

Oleksandra Dorohuntsova, Creative director, banda

Taras Dzendrovskyy, Creative director, banda

Egor Petrov, Head of Art, banda

Pavlo Vrzhesch, Creative director, banda

Oleksii Prylipka, Junior Designer, banda

Ivan Symonovskyi, Senior Designer, banda

Kateryna Tregub, PR, banda

Illia Anufriienko, Art Director, banda

Anastasiia Burhanova, Copywriter, banda

Finalist

Our ideas go to waste

No one knew the agency from Zhytomyr, which decided to reduce its anchor client's share in the revenue structure by attracting new large customers with complex projects.

We have kissed our audience with the help of a proper inside, digital tools, festival strategy and ingenuity. And we have found new national costumers!

As a result, our average check has increased, and due to that fact sales have also increased.

And the anchor client's share has decreased from 60% to 45%. And our confidence in our strength is increasing day by day.


Agency Name: Doris Advertising

Client Company Name: Doris Advertising

Oleksiy Yakovlev, Producer, Doris Advertising

Sergii Kozlov, Creative director, Doris Advertising

Borys Manokhin, Art director, Doris Advertising

Valentyna Mykhalchuk, Creative Copywriter, Doris Advertising

Other services
Finalist

How to turn a gas station into a place for ideas

ОККО would like to remold itself from petrol station into something new and fix this role in communications.

We found out that idea is the new currency for young generation and OKKO became the place for ideas.

Now it is not necessary to fuel the car, you can just drink coffee and charge your smartphone.

In our creative idea we managed to express OKKO’s ideological commitment in branding and stray away from category’s guidelines in advertising.

As a result, OKKO became more relevant for young audience and increased the market share. And top visiting rate of the network exceeded by 29%.


Agency Name: banda

Client Company Name: ОККО

Contributing companies:

23/32 films

Oleksandra Dorohuntsova, Creative Director, banda

Taras Dzendrovskyy, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Anna Bosa, Strategist, banda

Illia Anufriienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anna Yemelianova, Art Director, banda

Slava Bondar, Junior Designer , banda

Illia Shulzhenko, Designer, banda

Daryna Havrylova, Senior Account Manager , banda

Finalist

Oh, com'on! Pumping Ukrainian women's confidence

Within the last year Work.ua competitors boosted their activity. To save leader’s position we needed to intensify the brand and increase traffic. At the same time, we had to save the sequence of communications in the frame of our long-term strategy “You can do everything”.

We discovered that women are less self-confident than men. In our new Work.ua campaign it believed in women even when they don’t believe in themselves.

We created “TAKAMON!” and in creative solution we used all hesitations. Reached record - 52%Top of Mind and Brand Preference in the history of category for job searching websites.

Organic traffic increased by 34% and the company aimed at B2C - customer, had effect for B2B - employer. We reached record - 52%Top of Mind and Brand Preference in the history of category for job searching websites.



Agency Name: banda

Client Company Name: Work.ua

Contributing companies:

Electric Sheep Film

Pavlo Vrzhesch, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Pecherytsia, Strategist, banda

Valeriia Havryliuk, Junior Copywriter, banda

Daryna Havrylova, Senior Account manager, banda

Illia Anufriienko, Art Director, banda

Oleksandr Yavorskyi, Copywriter, banda

Social & charity
Gold

Mastercard. Brand with purpose

Moving to the multisensory and expanding audience is a global Mastercard strategy. However, mentioning multisensory we cannot ignore the other side of it – inclusivity.

The integration of Mastercard into Atlas Weekend has made the mass event accessible and convenient for people with hearing problems. #MastercardVibes zone and music sign language translators created a unique experience for hearing impaired people and start a new profession in Ukraine – interpreters of music to sign language.

Media attention reached over 17 million contacts (89% free of charge), exceeding the target by 872%.


Agency Name: Adsapience

Client Company Name: Mastercard Ukraine

Contributing companies:

Be—it Agency

McCann Worldgroup Romania

PO Vidchui

Natalia Baidala Marketing Director Mastercard Ukraine

Alexandra Gubar Marketing Manager / Customer Marketing Mastercard Ukraine

Alena Stolyarova Account Director Adsapience

Anna Tsarenko Client Service Director Adsapience

Dragos Vintu Account Director McCann Worldgroup Romania

Bronze

#playWithHeart

Since 2003, Bella Trade has been organizing the annual Seni Cup tournament: a football championship among orphanage students. Life of these people in a boarding institution is painful, pointless and joyless. For some guys, participating in the Seni Cup football tournament, without exaggeration, is the only meaning of life!

But the fans’ stands of the Seni Cup tournament remained empty year after year, because for society on the other side of the boarding walls, this problem is unknown and uninteresting. 

In 2019, we finally brought this important problem to the attention of the media, celebrities and people. With zero media budget our PR campaign and the Facebook and Instagram challenge reached 2.15 million people and created such a large fan community in the stands and online and at the end the Ukrainian Football Federation became the full support partner of Seni Cup 2020! 


Agency Name: MedInform Ukraine

Client Company Name: Bella-Trade

Contributing companies:

TWIGA Ukraine

lovivideo

Media First Ukraine

TWIGA Digital

Anastasiia, Pekaryk, Marketing Director, Bella-Trade

Svitlana, Stepanenko, СЕО, TWIGA Ukraine

Olena, Samoylenko, Managing director, MedInform Ukraine

Diana, Hrynievych, Project Leader, MedInform Ukraine

Lyudmila, Drevetskaya, Account Manager, MedInform Ukraine

Anastasiia, Panko, PR & SMM-manager, MedInform Ukraine

Andrii, Provotar, Creative Director, lovivideo

Anna, Ostapenko, Strategic Planning Head, Media First Ukraine

Kateryna, Shvets, Head of SMM, TWIGA Digital

Kristina, Vurgaft, Client Service Director, MedInform Ukraine

Finalist

Anyone can be anything

In our case, the main challenge was to explode the informational space and switch the audience’s attention from politics and household discussions. Every minute there was a Breaking news or unforeseen situation that could distract the Target Group and media attention. The main and only source was the social network Facebook (namely the personal page of the Kurazh Bazar ideologist and thought leader Alyona Gudkova), which was meant to go viral.The main idea and purpose of the project was to demonstrate the beauty and diversity of the people who are by our side, in order to at least start forming tolerance and acceptance in Ukrainian society, to raise discussion and attract as many people as possible. Thus, exceeding the KPI by almost 1000% not only deserves the award, but is a personal victory for the Kurazh Bazar charitable initiative and the Ukrainian society as a whole.


Agency Name: Kurazh Bazar

Client Company Name: Kurazh Bazar

Kseniia Karhina, photographer

Serhii Sarakhanov, photographer

Roman Pashkovskiy, photographer

Dariia Shramko, photographer

Silver

#smthwentwrong

How to make teenagers interested in the topic of civil rights so that they don"t think they are reading morality? Meet #smthwentwrong - a messenger chat quest where teens help children whose rights are violated. 30 scenarios for everyday rights violations: from a phone taken by a teacher to bullying. Bonus: real lawyer"s help by a code word #smthwentwrong. Results: 5.6 million civil rights thinkers, 3,826 players learning how to defend their rights, and 2,054 children receiving legal aid.


Agency Name: UAMASTER digital agency

Client Company Name: Change Communication

Yvetta Delikatna, Chairwoman, Change Communication

Viktoria Ostapchenko, Project manager, Change Communication

Oleksandra Skoba, Client service director, UAMASTER digital agency

Andrew Manokha, Creative director, UAMASTER digital agency

Yevhen Leibov, Strategist, UAMASTER digital agency

Ilona Slepchik, Creative copywriter, UAMASTER digital agency

Konstantin Kaliukin, Creative copywriter, UAMASTER digital agency

Konstantin Tischenko, Art director, UAMASTER digital agency

Maria Kostiuk, UI/UX designer, UAMASTER digital agency

Bohdan Osypenko, Project manager, UAMASTER digital agency

Finalist

Beam of Dreams / #mychildhooddream

The Beam of Dreams campaign has been launched to change public opinion about dreams and to inspire children to not be afraid to dream.

We had 5 goals: reach as many audiences as possible, collect 100,000 dream drawings, ensure great campaign success, combine cutting edge, non-standard approaches, technological developments and multimedia tools in one project, increase project funding. The campaign successfully achieved results - 101,000 dream drawings were collected, more than 500 million audience contacts were received, NASA supported the campaign, the global space community recognized it as historic, the first time in a social project, new technologies were used in combination, funding increased by 1600%.



Agency Name: 1+1 media

Client Company Name: 1+1 media

Svitlana Paveletska, Director of marketing communications, 1+1 media

Lydia Taran, TV presenter, 1+1 media

Olexandra Loboda, TV presenter, 1+1 media

Nelia Shovkoplyas, TV presenter, 1+1 media

Ludmila Mikhno, Head of Star Promotion, 1+1 media

. Sofia Fedchenko, PR Manager, 1+1 media

Eugene Smirnova, Project Manager, 1+1 media

Alina Pavlushko, PR-manager, 1+1 media

Angelika Fokina, manager, «You Are Not Alone» (Charity Foundation of 1+1 Media)

Finalist

Break the circle of violenсe

Campaigns on domestic violence used to work with its consequences. We launched the first campaign to identify and address the root causes of domestic violence and ambitiously counteract the traditional culture with the aim of eradicating those practices.

The first results of the campaign exceeded our expectations. We have seen a significant increase in awareness of all types of domestic violence, and many Ukrainians have had to reconsider their beliefs about the permissibility of using force against their partners.

We have seen a significant change in the treatment of both “hard” and “soft” forms of violence by target audiences and the general public.


Agency Name: Postmen

Client Company Name: United Nations Population Fund in Ukraine

Yaroslav Vedmid, CEO, Postmen

Yuliia Havron, strategist, Postmen

Nataliia Piatyhina, creative director, Postmen

Anna Seniuk, art director, Postmen

Iryna Pavlova,art director, Postmen

Bohdan Kisil, account manager, Postmen

Nadiia Kovalevych, Communication and Advocacy Associate, United Nations Population Fund in Ukraine

Alona Zubchenko, Program Analyst, Communication and Advocacy, United Nations Population Fund in Ukraine

Political and patriotic campaigns, state campaigns and programs
Finalist

NAMU: how to beat a 120-year record in museum attendance

The National Art Museum of Ukraine is 120 years old. This is the face of Ukrainian art with more than 40 thousands of artifacts of different periods of our history.

It used to be hieratic place, but within 2018 it hosted only 35 thousands of visitors.

New generation thinks that there is nothing interesting in old museum. The first step in communications was to change long official title into more lively one — NAMU. 

We integrated heroes of classical paintings into modern context. As a part of design system we created Namu font — unique Ukrainian font based on artworks from different historical periods. It is free for public use now.

The new brand of NAMU impacted the whole Ukrainian culture and set an absolute visiting record within 120 years long history of museum. 



Agency Name: banda

Client Company Name: National Art Museum of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Egor Petrov, Head of Art, banda

Anton Ivanov, Senior Designer, banda

Illia Pochkun, Art Director, banda

Viktor London, Senior Designe, banda

Oleksii Prylipka, Designer, banda

Illia Shulzhenko, Designer, banda

Maryna Cherniavska, Copywriter, banda

Dasha Levchuk, Designer, banda

Finalist

Global rebranding of Ukraine

Ukraine did not work on its brand before. Tourists and investors formed their attitude from news in media. In the heads of foreigners the image of Ukraine was formed with three key words: corruption, revolution and war.

We created dynamic, open and positive brand, which tells about Ukraine at the moment and make oi more interesting for foreigners. Now is the most interesting. Identity became viral and it allowed the brand to stay relevant.

Ukraine received its face, found its voice and tool for attracting investments, inviting tourists and even uniting people inside the country.



Agency Name: banda

Client Company Name: Cabinet of Ministers of Ukraine, Ministry of Information Policy of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Mariia Dmitrova, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Anastasiia Burhanova, Copywriter, banda

Alina Mehyd, Account Manager, banda

Small Budget
Gold

NAMU: how to beat a 120-year record in museum attendance

The National Art Museum of Ukraine used to be hieratic place, but we got to know that there were no budget for reconstruction and renewing of expositions. State funds were not enough even to pay for public utilities.

There were no media budget and we completed rebranding for free. As a part of design system we created Namu font — unique Ukrainian font based on artworks from different historical periods. It is free for public use now. 

To let our visitors return to NAMU more often, we created global level museum merch: eco-shoppers, socks and stickers.

New brand NAMU set the absolute record in visiting within 120 years history of museum. The news about the renewal of museum reached over 20 million contacts all over Ukraine. 



Agency Name: banda

Client Company Name: National Art Museum of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Egor Petrov, Head of Art, banda

Anton Ivanov, Senior Designer, banda

Illia Pochkun, Art Director, banda

Maryna Cherniavska, Copywriter, banda

Viktor London, Senior Designe, banda

Oleksii Prylipka, Designer, banda

Illia Shulzhenko, Designer, banda

Dasha Levchuk, Designer, banda

Finalist

COMBAT CONDENCED MILK

Не витративши ні гривні для просування чи seo, негативні результати видачі Google ТОП-10 були змінені на 100%. Сконцентрувавшись на ключових блогерах і ЗМІ ми вийшли на рівень спілкування з усією країною,  проект отримав охоплення в більше ніж 10 мільйонів людей. 


Agency Name: TABASCO

Client Company Name: JSC

Оlexander Smirnov, Creative Director, TABASCO

Olena Lapshova, Account Director, TABASCO

Tetyana Belozorova, New Business Creative Group Head, TABASCO

Eugen Pavlovich, Head of Design Group, TABASCO

Michael Suslov, Art Director, TABASCO

Tetyana Belova, PR manager, TABASCO

Valentin Zaporoshcuk, Head of supervisory board of JSC

Sergii Zaporoshcuk, Deputy CEO, JSC

Finalist

Project 70: how to make a brand out of 10 vacancies

Our agency faced the situation when the number of incoming projects became bigger than people who were ready to be involved into them.

Traditional recruiting methods were not relevant to fast growing company. The cost for one recruiter’s services equals 1-1,5 monthly salary of one specialist.

Our main idea was to focus all our efforts, we usually spend for searching people within a year, for only one month.

We planned to spend 100-200 dollars on targeting on Facebook, but from the very beginning the interest to the project was so high that we managed to meet our goals without media budget. We spend nothing for paid vacancies placement and attracted zero recruiters. We hired 18 team members to 5 different teams, received 8 135 applications and 6 million contacts with wide audience. The concentration of talented people was so high that we hired 8 more people.



Agency Name: banda

Client Company Name: banda

Edo Ivakin, HR, banda


Oleksandra Dorohuntsova, Creative director, banda

Taras Dzendrovskyy, Creative director, banda

Egor Petrov, Head of Art, banda


Pavlo Vrzhesch, Creative director, banda

Oleksii Prylipka, Junior Designer, banda


Ivan Symonovskyi, Senior Designer, banda

Kateryna Tregub, PR, banda

Illia Anufriienko, Art Director, banda

Anastasiia Burhanova, Copywriter, banda

Rebranding
Silver

NAMU: The brand for all Ukrainian art

We needed to reload the brand of the National Art Museum of Ukraine to attract young generation to it.

The first step in communications was to change long official title into more lively one — NAMU. We integrated heroes of classical paintings into modern context. As a part of design system we created Namu font — unique Ukrainian font based on artworks from different historical periods. It is free for public use now.

In our communication we came out of frames: “scissored out” the characters from classical paintings and made them the base for branding and advertising.After the opening people start treat NAMU as modern brand, but not an old man.

Now the museum can compete for attention with cinemas and modern art galleries.

Renewed NAMU set absolute record in visiting within 120 years history of museum. And became the initiator of changes in categories.



Agency Name: banda

Client Company Name: National Art Museum of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Egor Petrov, Head of Art, banda

Anton Ivanov, Senior Designer, banda

Illia Pochkun, Art Director, banda

Viktor London, Senior Designe, banda

Oleksii Prylipka, Designer, banda

Illia Shulzhenko, Designer, banda

Maryna Cherniavska, Copywriter, banda

Dasha Levchuk, Designer, banda

Bronze

Non Stop — Energy Never Stops

The main task of the campaign was to preserve the Non Stop (TM) market share on non-alcoholic energetic drinks category. New approach to design and YouTube video was used in OOH and Digital Communication. As a result, position on the market was preserved and client announced new design to the Target Audience.


Agency Name: TS/D Agency

Client Company Name: New Products Group of Companies

Contributing companies:

Dentsu Media
Havas Media Ukraine

Dima Tsapko, CEO, TS/D Agency

Roman Davydyuk, Creative Director, TS/D Agency

Dovgan Gennadiy, Chief Marketing Officer, New Products

Borys Tkachev, Strategic Director, New Products

Olena Chuvakina, Brand Director, New Products

Finalist

KOZAЦЬКА РАDA – UKRAINIAN CHARACTER

KOZAЦЬКА РАDA is a courageous brand that combines elements of national identity. The heraldic symbolism of the brand embodies the character and spirit of the Ukrainian nation. Thanks to the sophisticated artistic and conceptual embodiment of the holistic image of the KOZAЦЬКА РАDA brand, the company has demonstrated excellent growth indicators on the falling market in 2018-2019 years. Today KOZAЦЬКА РАDA is among TOP-3 the most popular vodkas in Ukraine. According to the DRINKS INTERNATIOTAL LONDON agency, in 2019 KOZAЦЬКА РАDA is ranked as the fastest growing alcohol brand in the world. KOZAЦЬКА РАDA - UKRAINIAN CHARACTER!


Agency Name: n/a

Client Company Name: Bayadera Group

Contributing companies:

LEGENDARY HUB

Roman Vаshkolup, СMO, Bayadera Group

Natalia Кazimirova, Brand Manager, Bayadera Group

Max Vashkolup, Supply Director, Bayadera Group

Nikolay Babich, Managing Director Operation, Bayadera Group

Michael Druyan, CEO, LEGENDARY HUB

Andriy Matuzko, CEO, LEGENDARY HUB

Natalia Kozlova, Account Director, LEGENDARY HUB

Yaroslav Zoshuk, CEO, Alcopack

Oleg Oblamskiy, Designer, Bayadera Group

Bronze

Global rebranding of Ukraine

We had to reload brand of the whole country, change the image and attitude to attract foreign investors and tourists. 

To start we detected the main thing to say about Ukraine — “now”. The most interesting that ever happened to Ukraine. this is how the accent marked yellow appeared — NOW.

Ukraine received its own font — Ermilov. The blue pictogram remains notification in social media, works as rubricator and divide visuals by topics, underlining the modern status of Ukraine. Dynamic logo can be transformed and changed. It simplifies using in any format.

After the branding presentation people started using it for their needs. In addition to state support and communication abroad, brand was supported by Ukrainians, who became alive carriers of Ukraine’s new face that change its image in foreigners’ head.



Agency Name: banda

Client Company Name: Cabinet of Ministers of Ukraine, Ministry of Information Policy of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Mariia Dmitrova, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Anastasiia Burhanova, Copywriter, banda

Alina Mehyd, Account Manager, banda

Finalist

How to turn a gas station into a place for ideas

We transformed OKKO brand from petrol station to the place for good ideas.

Our strategy found room in the letter «О!». It changed not only tone of voice, but the visual style. We used energetic colors and refreshed the griffon on the logo with dynamic font and created additional logo for internal communication.

As a result of our strategic idea OKKO received complex recognizable language, brand became humane and emotional.

Well formed image profile helps OKKO be different compared to competitors.

The OKKO visitors differs from other drivers by huge number of people at the age of 40. In the end of the year the brand’s market share increased from 15,1 to 15,8%.


Agency Name: banda

Client Company Name: ОККО

Contributing companies:

23/32 films

Oleksandra Dorohuntsova, Creative Director, banda

Taras Dzendrovskyi, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Anna Bosa, Strategist, banda

Illia Anufriienko, Art Director, banda

Anna Yemelianova, Art Director, banda

Illia Shulzhenko, Designer, banda

Roman Hurbanov, Copywriter, banda

Slava Bondar, Junior Designer, banda

Daryna Havrylova, Senior Account manager, banda

Finalist

Saving Private Apetitna

Youth is a complex matter. All brands dream of winning their sympathy, but few people really succeed. Especially in a category such as chilled chicken - boring and uninteresting.

Almost 3 times increased the volume of sales of TM Apetitna products in the season. Increased brand knowledge to 43%. Strongly surprised the young audience, they would never have thought that pickled chicken could do IT!


Agency Name: Rockets. Growth R&D

Client Company Name: MHP

Contributing companies:

Carat

Bambuk Design Studio

Ivan Filippov, CMO, MHP

Serhiy Kostya, head of MarCom, MHP

Anna Aleksandrova, brand manager, MHP

Olha Danylyuk, MarCom manager, MHP

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Artem Karelin, creative director, Rockets. Growth R&D

New technologies
Gold

Instoptica: fighting for Ukrainians’ eyesight in the belly of the beast

To invite busy young people to have a professional eyesight check we changed traditional approach: switched the test from doctor’s cabinet to Instagram Stories. 

We spent hours in the cabinet of ophthalmologist consulting how to implement the ordinary test to smartphone screen. Instead of one image communication we told a complex story in 11 Stories.

To attract more people have such test we created interactive outdoor commercial. Thus, we created Instagram campaigns outside of Instagram.

Due to unusual approach to commercials in social media, Click-through-rate from Stories to website reached by 69%. Standard CTR is 3%.

The level of online check increased by 25% — to achieve such results with the help of promoters we would need five times bigger budget.



Agency Name: banda

Client Company Name: Luxoptica

Oleksandra Doroguntsova, Creative Director, banda

Taras Dzendrovskiy, Creative Director, banda

Ilia Anufrienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Nazar Mykhalko, Designer, banda

Danylo Nesterevych, Designer, banda

Daryna Havrylova, Senior Account Manager, banda

Finalist

Doors in Metro open – cool offers in break in

In our campaign, on the one hand, we have refined our traditional promotional activity and created Open Doors with the ability to visit a store without a customer card and make purchases from a wide range of products and brands with attractive price offers. On the other hand, while the digital channel has traditionally been built on the capabilities and potential of instruments, we have implemented a superGEO targeted campaign to contact a TA that visited competitors' stores. Thanks to the use of new GEO technology, the offline selling points of competitors' sales points, we have exceeded the results of the campaign.


Agency Name: iplace

Client Company Name: METRO C&C Ukraine

Contributing companies:

Ogilvy&Mather

Ruslan Sukhomlin Senior account manager iplace Богдан Левченко CEO iplace Viktor Zaiets CSD iplace Ievgeniia Dolnyk internet marketing specialist METRO C&C Ukraine Olha Kravchuk head of media marketing departement METRO C&C Ukraine Anton Zhorin СМО METRO C&C Ukraine

Product/Service Launch
Silver

The fastest selling of business-class housing in Kyiv’s history

We had to launch brand and communication that would be relevant during 5 years of construction. And unite the atmosphere of techno park and place to live forever. 

We explored the process of decision making within a couple of our target audience: we called the complex Unit.Home not to place ourselves into one line with cheap real-estate and created platform Innovationally. Cosy, which reflected innovational home to men — comfort, which you are afraid to lose in “scientific laboratory”. 

UNIT.Home reached the fastest sold-out of the first development stage in Kyiv. From the very start of sales it was clear that this brand had successful launch on the market.

Due to right strategy, brave creative idea and active work of sales team, UNIT.Home managed to sell 580 flats of the first development stage within a month (instead of previously planned 6 months) and started sales of the second development stage 3 months earlier. 



Agency Name: banda

Client Company Name: KAN Development, UDP

Contributing companies:

Viter

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Bohdan Hetmanov, Strategist, banda

Ostap Buriak, Strategist, banda

Roman Hurbanov, Copywriter, banda

Illia Pochkun, Art Director, banda

Dmytro Basov, Designer, banda

Iryna Pikalova, Account Manager, banda

Bronze

How goodwine made the most human loyalty program

Implementing the new loyalty program we faced the total animus toward such programs, as well as unwillingness to learn something new.

We explored that goodwine brand loyalty was created by its people. And made staff to become the new goodwine identity: created individual illustrations foe each team member and unique design for each loyalty card.

Our loyalty program became humanity program. Within a year over 40 000 people registered in it, 85% of active clients passed to new program, we explored their customs and managed to increase the frequency of shop attendance by 12%.


Agency Name: banda

Client Company Name: goodwine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Illia Anufriienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Yevheniia Dvoretska, Senior Account Manager, banda

Iryna Pikalova, Account Manager, banda

Bronze

Only humor can defeat boredom

Kvass "Selo i Lyudy" is probably the most effective launch of a new brand in the category in the last 10 years. With no significant budgets in the highly competitive market, we managed to get into the top 3 brands in sales in 1 season. The basis of the result was the concept of the brand, which on the one hand corresponded to all the "codes" of the category, and on the other - fundamentally different from competitors.


Agency Name: Rockets. Growth R&D

Client Company Name: AB InBev Efes

Contributing companies:

Vizeum media agency

Bambuk Design Studio

Anna Rudenko, CMO, AB InBev Efes

Victoria Krutyk, marketing manager, AB InBev Efes

Valeria Gladilina, brand manager, AB InBev Efes

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Silver

Veni, vidi, hanging out.

This case is about how Vodafone decided to recruit new consumers of digital content – teenagers.

Unfortunately, traditional mass-market brand’s communication doesn’t work with this generation.

So the new tariff-sub-brand appears. It speaks to digital generation on its language and creates stylish and relevant to the TA trend content.

In such way, Joice by Vodafone broke the rules and arranged the most colorful and up-to-date online hanging out in teenagers’ smartphones.

Joice top content have made Vodafone the top mobile operator for youth.

• In three months of campaign Vodafone became a leader in consumers’ perception as the # 1 “Mobile operator for youth”.

• Joice helped to gain new qualified mobile Internet users to Vodafone database increasing the company’s revenue.



Agency Name: McCann Kyiv

Client Company Name: Vodafone

Eugene Kaminskyi, Chief Creative Officer, McCann Kyiv

Viktor Vysotskyi, Associate Creative Director, McCann Kyiv

Olha Levytska, Copywriter, McCann Kyiv

Bohdan Musiiets, Copywriter, McCann Kyiv

Marian Shum, Art Director, McCann Kyiv

Liudmyla Lavreniuk, Account Director, McCann Kyiv

Anastasiia Zhurakovska, Group Account Director, McCann Kyiv

Andrii Otroshchenko, Marketing Director, Vodafone Ukraine

Tetiana Tertyshna, Head of Brand and Communications Department, Vodafone Ukraine

Tetiana Bevz, Brand Manager, Vodafone Ukraine

Bronze

Sausagesnack: creating a new category in a year

“Dmytruk” reequipped the whole production for new product KABANOSY, but 5 months after the launch sales of it were about 150 000 items in a months.

We understood that for special segment of life-hackers snacks are not very nutritious and sausages are too traditional. At the same time KABANOSY — both sausage and snack. Our strategic decision was to create mixed type of product — new category, which would grow as sausage and as snacks.

In our creative we voiced the key advantage of KABANOSY — it cancel the limit for snack break: you can eat it or bite it.

Within half a year the number of sales in items grew by 329%. As a result KABANOSY reached 12,3% of total income of all brands producing semi-smoked sausages and selling them in 9 national networks.


Agency Name: banda

Client Company Name: DMYTRUK

Contributing companies:

23/32 films

Spark Foundry

Oleksandra Dorohuntsova, Creative Director, banda

Taras Dzendrovskyi, Creative Director, banda

Yaroslav Serdiuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Yurii Kuznietsov, Art Director, banda

Serhii Artemenko, Copywriter, banda

Valeriia Havryliuk, Junior Copywriter, banda

Alina Mehyd, Account Manager, banda

Finalist

Ideal Not-milk

Already in the first half of 2019, the annual sales plan of "Ideal Nemoloko" was fulfilled and now exceeded almost twice! "Ideal Nemoloko" is being sold 10 times more than its competitors. In the first year, our Ukrainian product occupied almost 30% of the market and became the founder of a new food category! The first post about the novelty in October last year, during the first 4 days, was reposted by more than 40 publications for free.


Agency Name: TABASCO

Client Company Name: Loostdorf Ltd

Contributing companies:

PR agency «Warto»

Media agency «Spark Foundry»

Media agency «Media Solutions Ukraine»

Natalia Veremchuk, Marketing director, Loostdorf Ltd

Victoria Bondarenko, Senior Account manager, TABASCO

Оlexander Smirnov, Creative Director, TABASCO

Tetiana Ilienko, Group Account Director, TABASCO

Eugen Pavlovich, Head of design group, TABASCO

Tetyana Belozorova, New Business Creative Group Head, TABASCO

Victoria Enkina, Director, TABASCO

Most effective use of social media marketing
Gold

Instoptica: fighting for Ukrainians’ eyesight in the belly of the beast

SMM-campaigns are usually measured by online involvement. Luxoptica managed to quickly develop business-results: we led 3000 young Ukrainians to professional eye examination and 988 of them became the clients of Luxoptica. The level of offline examinations increased by 25% — to reach such results with the help of promoters would cost five times as much. Сlick-through-rate equalled 69% while the standard index for optics is 3%. We entered the enemy’s lair and tried to improve the eyesight of young Ukrainians using Instagram Stories, so that other brands would continue publish cats in their social media.


Agency Name: banda

Client Company Name: Luxoptica

Oleksandra Dorohuntsova, Creative Director, banda

Taras Dzendrovskyi, Creative Director, banda

Illia Anufriienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Nazar Mykhalko, Designer, banda

Danylo Nesterevych, Designer, banda

Daryna Havrylova, Senior Account Manager, banda

Finalist

#druhyishans

The #druhyishans platform generated 10 million views on Instagram in first weeks, provided up to 6,2 million reach on Facebook official page and 1,3 million on Instagram. During the campaign, the platform reached 11 million Ukrainians. These indicators were achieved organically, with a budget of $ 200 for the entire campaign. The platform was built on viral and UGC mechanics, transforming ordinary users into national and regional celebrities.

More importantly, the social media boom contributed to the growth of television formats, providing top ratings.


Agency Name: Postmen

Client Company Name: 1+1 media group

Yaroslav Vedmid, СЕО, Postmen

Alyona Horobets, New Business Director, Postmen

Maria Bezklynska, Strategist, Postmen

Oksana Scherbakova, Art-director, Postmen

Kateryna Riabchenko, SMM manager, Postmen

Alisa Revnova, Creative Copywriter, Postmen

Svitlana Paveletska, Head Of Marketing Communications at 1+1 media

Olga Hudz, Head of PR at 1+1 TV

Andrew Sytnik, Head of Digital Marketing at 1+1

Silver

#IYAPROIDUTEST

ММ «Добробут» на старті проекту провела дослідження, яке показало, що люди бояться терміну «рак», лікаря-онколога, обстеження, але не бояться свого комп’ютера. Тому для зміни «негативного» сприйняття громадськістю онкологічних захворювань, подолання страху перед діагнозом, інформування про доступність, простоту, а головне – про важливість ранньої діагностики - ми створили онлайн-тест та анімаційного героя ІЯ, яка не лякає, а спонукає пройти тест. Ми запустили челлендж у соціальних мережах «#ІЯПРОЙДУТЕСТ», який привернув увагу мільйонів українців.


Agency Name: WARTO

Client Company Name: Medical network "Dobrobut"

Contributing companies:

Оlexander Smotrich
Grape: creative solutions agency

Inna Didenko, Project Manager, LCC communication agency WARTO

Alina Khara, Brand Manager, Medical network "Dobrobut"

Single Impact Engagement
Gold

COMBAT CONDENCED MILK

TM ICHNYA is the leader of the condensed milk category. The city of Ichnya after the large-scale explosions in the arsenal of MDU 09.10.18 began to resemble a horror movie. Google searches have turned a brand association into a nightmare. It was necessary to restore the truth about the brand and to tell everyone that everything was in order with the factory.By the day of the Armed Forces of Ukraine TM ICHNYA released a limited-edition batch of condensed milk in support of the army, which became a real proof that the plant is fully operational and continues to do its work. The negative results of Google"s Top 10 searches were reversed by 100%, with more than 10 million people coverage of the project.


Agency Name: TABASCO

Client Company Name: JSC

Оlexander Smirnov, Creative Director, TABASCO

Olena Lapshova, Account Director, TABASCO

Tetyana Belozorova, New Business Creative Group Head, TABASCO

Eugen Pavlovich, Head of Design Group, TABASCO

Michael Suslov, Art Director, TABASCO

Tetyana Belova, PR manager, TABASCO

Valentin Zaporoshcuk, Head of supervisory board of JSC

Sergii Zaporoshcuk, Deputy CEO, JSC

Evgenia Ruban, Digital Account Director, TABASCO

Finalist

Cool!

Case is unique in that it shows aggressive growth in the share of a new player in the well-established category, where the leader occupies monopoly positions for many years, is a consumer standard of taste and form, and has previously not allowed any of the brands to reach even 10% of the market share.


Agency Name: Rockets. Growth R&D

Client Company Name: Roshen

Contributing companies:

Carat

Tetyana Ilyashenko, CMO, Roshen

Olena Tarasyuk, MarCom manager, Roshen

Olga Safonik, brand manager, Roshen

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Tetyana Holovan, еx-senior brand manager, Roshen

Anastasia Panina, category manager, Roshen

Short Term Effects
Gold

#IYAPROIDUTEST

At the start Dobrobut MC conducted a study which showed that people are afraid of the term «cancer», oncologist, examination, but in the same time, aren’t afraid of their computer. Therefore, to change the "negative" public perception of cancer, to overcome the fear of diagnosis, to inform about accessibility, simplicity, and most importantly - the importance of early diagnosis - we have created an online test and an animated character called «IYA». We launched a Challenge on social networks #IYAPROIDUTEST that attracted the attention of millions of Ukrainians. 


Agency Name: WARTO

Client Company Name: Medical network "Dobrobut"

Contributing companies:

Оlexander Smotrich
Grape: creative solutions agency

Inna Didenko, Project Manager, LCC communication agency WARTO

Alina Khara, Brand Manager, Medical network "Dobrobut"

Silver

How to get all the recruiters jealous in a month

Our agency needed to increase the number of people. When we used classical approach we managed to find only 2-3 new team members within a month. It was the main obstacle for business growth.Our main idea was to focus all our efforts, we usually spend for searching people within a year, for only one month.As soon as the project started we started to receive over 50 applications in each of direction a day.Our goal for a month (500 applications) was overpassed on the third day of the project.On 15th day of the project we fixed 4500 applications.The final number was 16 times bigger than we planned — 8135 application. The concentration of talents was so high that we hired eight more people additionally.


Agency Name: banda

Client Company Name: banda

Edo Ivakin, HR, banda


Oleksandra Dorohuntsova, Creative director, banda

Taras Dzendrovskyy, Creative director, banda


Egor Petrov, Head of Art, banda


Pavlo Vrzhesch, Creative director, banda

Oleksii Prylipka, Junior Designer, banda


Ivan Symonovskyi, Senior Designer, banda

Kateryna Tregub, PR, banda

Illia Anufriienko, Art Director, banda

Anastasiia Burhanova, Copywriter, banda


Bronze

Only humor can defeat boredom

Kvass "Selo i Lyudy" is probably the most effective launch of a new brand in the category in the last 10 years. With no significant budgets in the highly competitive market, we managed to get into the top 3 brands in sales in 1 season. The basis of the result was the concept of the brand, which on the one hand corresponded to all the "codes" of the category, and on the other - fundamentally different from competitors.


Agency Name: Rockets. Growth R&D

Client Company Name: AB InBev Efes

Contributing companies:

Vizeum media agency

Bambuk Design Studio

Anna Rudenko, CMO, AB InBev Efes

Victoria Krutyk, marketing manager, AB InBev Efes

Valeria Gladilina, brand manager, AB InBev Efes

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Silver

Noncactus: three sold-outs in one month

In just one month, we managed to create a brand of creative conference out of literally nothing, make three hyper-fast sold-out tickets, and bring together 2,700 people who are passionate about creativity but at the same time do not want to attend typical events.

Noncactus became the largest creative conference in Ukraine, organized in record-breaking short - term without announcing the topics of lectures and musical line-up.



Agency Name: banda

Client Company Name: banda


Pavlo Vrzhesch, Creative Director, banda


Egor Petrov, Creative Director, banda



Yaroslav Serdiuk, Creative Director, banda


Yurii Rusovskyi, Senior Designer, banda


Oleksii Prylipka Junior Designer, banda



Ievgen Velychev Designer, banda


Yevheniia Dvoretska Senior Account Manger, banda

Alyona Zykova Junior Account Manager, banda


Kateryna Tryhub PR , banda


Valeriia Havryliuk SMM, banda


Bronze

The fastest selling of business-class housing in Kyiv’s history

We had to launch brand and communication that would be relevant during 5 years of construction. And unite the atmosphere of techno park and place to live forever. 

We explored the process of decision making within a couple of our target audience: we called the complex Unit.Home not to place ourselves into one line with cheap real-estate and created platform Innovationally. Cosy, which reflected innovational home to men — comfort, which you are afraid to lose in “scientific laboratory”. 

UNIT.Home reached the fastest sold-out of the first development stage in Kyiv. From the very start of sales it was clear that this brand had successful launch on the market.

Due to right strategy, brave creative idea and active work of sales team, UNIT.Home managed to sell 580 flats of the first development stage within a month (instead of previously planned 6 months) and started sales of the second development stage 3 months earlier. 


Agency Name: banda

Client Company Name: KAN Development, UDP

Contributing companies:

Viter

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Roman Hurbanov, Copywriter, banda

Bohdan Hetmanov, Strategist, banda

Ostap Buriak, Strategist, banda

Illia Pochkun, Art Director, banda

Dmytro Basov, Designer, banda

Iryna Pikalova, Account Manager, banda

Finalist

That's right

Case is unique in that it shows aggressive growth in the share of a new player in the well-established category, where the leader occupies monopoly positions for many years, is a consumer standard of taste and form, and has previously not allowed any of the brands to reach even 10% of the market share.


Agency Name: Rockets. Growth R&D

Client Company Name: Roshen

Contributing companies:

Carat

Tetyana Ilyashenko, CMO, Roshen

Olena Tarasyuk, MarCom manager, Roshen

Olga Safonik, brand manager, Roshen

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Tetyana Holovan, еx-senior brand manager, Roshen

Anastasia Panina, category manager, Roshen

Long-term Effectiveness
Silver

IQOS: From "is that a powerbank?" to TOP 5 in Google

Every third adult smoker of medium + segment is using IQOS, 8 out of 10 users are fully converted with a 59% NPS. Also, Google put IQOS among top5 products of the year 2018 in Ukraine


Agency Name: NEOS

Client Company Name: Philip Morris Ukraine

Contributing companies:

BART&FINK

Hoshva PR & DGTL

Dmytro Zinchenko, Head of Digital, UA, Caucasus & Moldova, Philip Morris Ukraine

Bohdan Nahaylo, Head of Consumer Experience, Philip Morris Ukraine

Mykhailo Shurinov, Sales Director, Philip Morris Ukraine

Oleg Tomin, Creative Director, BART&FINK

Mariia Rybak, COO, Hoshva PR & DGTL

Sergiy Volchkovych, CEO, NEOS

Natalia Kucherenko, Client Service Director, NEOS

Daryna Sorochenko, Senior Account Manager, NEOS

Karina Yezikyan, Account Manager, NEOS

Bronze

What a fruit! How KIVI TV's conquered the market

How to conquer the market of smart TV's and steal leadership from world-renown brands being a new Ukrainian brand? Exactly, by being smart in the Ukrainian way. We could not give customers a celebrity name. Instead, we provided them with an opportunity to feel like experts and make the right choice themselves, based on functions and quality, instead of brand promises. This is how KIVI has increased the Ukrainians' self-esteem and its market share at the same time, becoming one of the market leaders, along with Samsung and LG.



Agency Name: McCann Kyiv

Client Company Name: KIVI

Contributing companies:

MEDIA SOLUTIONS UKRAINE LLC

WTF_Consulting

Ispace

Olha Rozhankivska, Client Service Director, McCann Kyiv

Yuliia Gurenko, Account Director, McCann Kyiv

Oleksandr Netrebchuk, Associate Creative Director, McCann Kyiv

Anna Lyubchenko, Art Director, McCann Kyiv

Oleksiy Boichuk, Copywriter, McCann Kyiv

Yevhen Rudenko , CEO, KIVI

Vadym Ishchenko, Head of communications, KIVI

Yaroslav Gumeniuk, CMO, KIVI

Myroslava Kosovych, Head of marketing, KIVI

Bronze

WORK.UA: Three-year-long confidence shot

For three years we consistently broadcasted the new strategy and successfully restarted the brand.

Work.ua has become injection of confidence, with which you can do everything.  

We started with “BAM! — and you are on the new job” campaign — knocked out the jelly phase, in which Ukrainians get stuck on the old work.

We continues with “TAKAMON! Your CV is great!” campaign — applied to women, who usually stumble about changing the job. Within 3 years we set a record in category — overpassed 50% for Top of Mind and attribute “The best website for searching the job”.

But the most important is that people started feeling grateful for the confidence kindly provided by Work.ua. And the brand that existed on the Ukrainian market for 10 years finally found its mission. and it’s going to develop this mission in further communication.


Agency Name: banda

Client Company Name: Work.ua

Contributing companies:

Electric Sheep Film

Pavlo Vrzhesch, creative director, banda

Yaroslav Serdyuk Strategy director, banda

Egor Petrov, Head of Art, banda

Anna Bosa, Strategist, banda

Anastasiia Guzova, Senior Account Manager, banda

Yurii Kuznietsov, Art director, banda

Finalist

ОГО ЯКА ПЕРЕМОЖНА КАМПАНІЯ

Consumer wants not the cheapest but the best! That is why Mareven Food Europe has taken a strategic decision – to launch not just another flavor but a NEW TYPE of product for the category – Rollton instant eggs noodle with natural vegetables and convenient packaging that is more expensive as compared to instant vermicelli. And that has worked! Successful and effective campaign “WOW!” stimulated growth of market share of Mareven Food Europe at the expense of the competitor, as a result Mareven Food Europe became the LEADER of the category.


Agency Name: Saatchi&Saatchi Ukraine

Client Company Name: Mareven Food Europe

Contributing companies:

Сarat Ukraine

Mai Van Minh CEO Mareven Food Europe

Valentyn Kravchenko CMO Mareven Food Europe

Andriy Toloknov Marketing Category Manager Mareven Food Europe

Kostya Shnaider Creative Director Saatchi & Saatchi Ukraine

Illya Bondar Art Director Saatchi & Saatchi Ukraine

Dmytro Lukyanchuk Copywriter Saatchi & Saatchi Ukraine

Dmytro Moloshnikov Designer Saatchi & Saatchi Ukraine

Galina Piont Account Manager Saatchi & Saatchi Ukraine

Yulia Sokolova Head of Production Saatchi & Saatchi Ukraine

Sophia Barannikova Junior Production Manager Saatchi & Saatchi Ukraine

Shopper Marketing
Finalist

Brand+Trade=Successful Kvas

With no significant budgets in the highly competitive market, we managed to get into the top 3 brands in sales in 1 season. The result was based on Brand (a concept that on the one hand matched all category codes, and on the other was fundamentally different from competitors) and Trade (fantastic efforts to integrate a new product on the shelfs and retailers space).


Agency Name: Rockets. Growth R&D

Client Company Name: AB InBev Efes

Contributing companies:

Vizeum media agency

Bambuk Design Studio

Anna Rudenko, CMO, AB InBev Efes

Victoria Krutyk, marketing manager, AB InBev Efes

Valeria Gladilina, brand manager, AB InBev Efes

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Loyalty
Finalist

How goodwine made the most human loyalty program

Implementing the new loyalty program, we faced the total animus toward such programs, as well as unwillingness to learn something new.

We explored that goodwine brand loyalty was created by its people. And made staff to become the new goodwine identity: created individual illustrations foe each team member and unique design for each loyalty card.

Our loyalty program became humanity program. Within a year over 40 000 people registered in it, 85% of active clients passed to new program, we explored their customs and managed to increase the frequency of shop attendance by 12%.


Agency Name: banda

Client Company Name: goodwine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Illia Anufriienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Yevheniia Dvoretska, Senior Account Manager, banda

Khrystyna Ika, Illustrator, banda

Experiential Marketing
Silver

Mastercard. Brand with purpose

Moving to the multisensory and expanding audience is a global Mastercard strategy. However, mentioning multisensory we cannot ignore the other side of it – inclusivity.

The integration of Mastercard into Atlas Weekend has made the mass event accessible and convenient for people with hearing problems. #MastercardVibes zone and music sign language translators created a unique experience for hearing impaired people and start a new profession in Ukraine – interpreters of music to sign language.

Media attention reached over 17 million contacts (89% free of charge), exceeding the target by 872%.


Agency Name: Adsapience

Client Company Name: Mastercard Ukraine

Contributing companies:

Be—it Agency

McCann Worldgroup Romania

PO Vidchui

Natalia Baidala Marketing Director Mastercard Ukraine

Alexandra Gubar Marketing Manager / Customer Marketing Mastercard Ukraine

Alena Stolyarova Account Director Adsapience

Anna Tsarenko Client Service Director Adsapience

Dragos Vintu Account Director McCann Worldgroup Romania

Finalist

Let’s PUMB, PUMB, PUMB!

How can PUMB Bank win the hearts and wallets of the young audience by providing them with a new card product experience? The Bank staked on the real benefits, helping young people to solve their actual problems at musical festivals. They go there for positive emotions, but they should spend a lot of time on things they do not get pleasure from (queues at the entrance and at the bar, loss of money, rest, tip, etc.). Festival card from FUIB became a ticket to the world of only bright and positive emotions. The Bank developed for them a new unique product, the first Ukrainian Festival Card, which gives everything and at once, maximum benefits, and showed the best customer experience. That brought significant results for the brand. Let's PUMB, PUMB, PUMB! 


Agency Name: TWIGA UKRAINE

Client Company Name: PUMB

Contributing companies:

TWIGA GO!

Lovi Video

Media First Ukraine

TWIGA Digital

Natalia Denydenko, Head of Marketing Communications & Brand Management, PUMB

Lyudmyla Kuzina, Marketing Communications Manager, PUMB

Irina Kischenko, Marketing Communications Manager, PUMB

Dmitro Polischuk, Head of Retail Products, PUMB

Anna Lebedeva, Executive Director, TWIGA Idea

Svitlana Gukova, Operations Director, TWIGA’GO!

Olena Andrievskaya, Сlient Service Director, TWIGA’GO!

Yulia Laktina, Senior Account Manager, TWIGA’GO!

Andriy Provotar, Creative Director, Lovi Video

Mihael Karapetyan, Creative Head, TWIGA Ukraine

Business Challenge/David vs. Goliath
Bronze

What a fruit! How KIVI TV's conquered the market

How to conquer the market of smart TV's and steal leadership from world-renown brands being a new Ukrainian brand? Exactly, by being smart in the Ukrainian way. We could not give customers a celebrity name. Instead, we provided them with an opportunity to feel like experts and make the right choice themselves, based on functions and quality, instead of brand promises. This is how KIVI has increased the Ukrainians' self-esteem and its market share at the same time, becoming one of the market leaders, along with Samsung and LG.


Agency Name: McCann Kyiv

Client Company Name: KIVI

Contributing companies:

MEDIA SOLUTIONS UKRAINE LLC

Ispace

WTF_Consulting

Olha Rozhankivska, Client Service Director, McCann Kyiv

Yuliia Gurenko, Account Director, McCann Kyiv

Oleksandr Netrebchuk, Associate Creative Director, McCann Kyiv

Anna Lyubchenko, Art Director, McCann Kyiv

Oleksiy Boichuk, Copywriter, McCann Kyiv

Yevhen Rudenko , CEO, KIVI

Vadym Ishchenko, Head of communications, KIVI

Yaroslav Gumeniuk, CMO, KIVI

Myroslava Kosovych, Head of Marketing, KIVI

Finalist

KABANOSY. A daredevil who challenged the sausage kings

“Dmytruk” was the most successful regional producers of traditional sausages, well-known in Volyn region.

And if we look 2-3 years ahead — there were no chances to become national player. It was possible only if the company was big or extremely unique.

The company chose the way of uniqueness and stopped production for several months: reequipped the enterprise for innovation, that was something between meat and sausage and snack category.

We launched the new category on Ukrainian market, which grew thanks to both meat and sausages and snack categories. In creative we translated key advantage of our product — it cancel the limit of snack breaks: you may eat it and bite it too.

As a result KABANOSY reached 12,3% of total income of all brands producing semi-smoked sausages and selling them in 9 national networks. “Dmytruk” became national player.


Agency Name: banda

Client Company Name: DMYTRUK

Contributing companies:

23/32 films

Spark Foundry

Oleksandra Dorohuntsova, Creative Director, banda

Taras Dzendrovskyi, Creative Director, banda

Yaroslav Serdiuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Yurii Kuznietsov, Art Director, banda

Serhii Artemenko, Copywriter, banda

Valeriia Havryliuk, Junior Copywriter, banda

Alina Mehyd, Account Manager, banda

Single Communication Channel
Gold

Anyone can be anything

In our case, the main challenge was to explode the informational space and switch the audience’s attention from politics and household discussions. Every minute there was a Breaking news or unforeseen situation that could distract the Target Group and media attention. The main and only source was the social network Facebook (namely the personal page of the Kurazh Bazar ideologist and thought leader Alyona Gudkova), which was meant to go viral.The main idea and purpose of the project was to demonstrate the beauty and diversity of the people who are by our side, in order to at least start forming tolerance and acceptance in Ukrainian society, to raise discussion and attract as many people as possible. Thus, exceeding the KPI by almost 1000% not only deserves the award, but is a personal victory for the Kurazh Bazar charitable initiative and the Ukrainian society as a whole.


Agency Name: Kurazh Bazar

Client Company Name: Kurazh Bazar

Kseniia Karhina, photographer

Serhii Sarakhanov, photographer

Roman Pashkovskiy, photographer

Dariia Shramko, photographer

Finalist

Refresh Confidence

Sprite decided to bring up the topic socially important for youth and people who faced hating and bulling. We created SMM campaign #refreshconfidence that was meant to “refresh” confidence of thousands of young people in Ukraine. 

When you are confident in yourself, you are strong and other’s aggression will not stop you. 

With one SMM campaign we have driven important brand metrics:  

• Cool brand +12pp, that 4 times exceeded the target 

• BLS grew by 0,4, that exceeded the target by 0.1 

• Recruiting of the youth (16-24) grew by 12pp, that exceeded the target 12 times  

Furthermore, sales of cans has grown by 71% that is 7 times more than KPI. 


Agency Name: Saatchi&Saatchi Ukraine

Client Company Name: Coca-Cola Ukraine

Contributing companies:

Starcom Urkraine

Volta One

Khrystyna Pysarevska, Brand Manager, Coca-Cola Ukraine

Yulia Korkonos, Brand Manager, Coca-Cola Ukraine

Yurii Shypota, Art Director, Coca-Cola Ukraine

Kosta Schneider, Creative Director, Saatchi & Saatchi Ukraine

Sergey Beloshitsky, Associative Creative Director, Saatchi & Saatchi Ukraine

Illya Bondar, Art Director, Saatchi & Saatchi Ukraine

Marina Kondriyanenko, Senior Account Manager, Saatchi & Saatchi Ukraine

Ulyana Lysenenko, Integration Team Lead, Starcom Ukraine

Elena Shevchuk, Integration Team Manager, Starcom Ukraine

Otari Arutiunian, CEO, Volta One

Sponsorship
Gold

Mastercard. Brand with purpose

Moving to the multisensory and expanding audience is a global Mastercard strategy. However, mentioning multisensory we cannot ignore the other side of it – inclusivity.

The integration of Mastercard into Atlas Weekend has made the mass event accessible and convenient for people with hearing problems. #MastercardVibes zone and music sign language translators created a unique experience for hearing impaired people and start a new profession in Ukraine – interpreters of music to sign language.

Media attention reached over 17 million contacts (89% free of charge), exceeding the target by 872%.


Agency Name: Adsapience

Client Company Name: Mastercard Ukraine

Contributing companies:

Be—it Agency

McCann Worldgroup Romania

PO Vidchui

Natalia Baidala Marketing Director Mastercard Ukraine

Alexandra Gubar Marketing Manager / Customer Marketing Mastercard Ukraine

Alena Stolyarova Account Director Adsapience

Anna Tsarenko Client Service Director Adsapience

Dragos Vintu Account Director McCann Worldgroup Romania

Finalist

Sponsorship as a bridge to the hearts of the audience

Parimatch efficiently used national stars in advertising to create a betting culture in Ukraine. Corresponding competitive reaction followed, but choosing random celebrities for their ads begun to distort the betting category understanding and attracted non-target audience. How to avoid the budgets and celebrity levels race, as it leads only to company depletion and growth of new customer value? Again, we have differentiated qualitatively by using the right ambassadors in the right way to attract quality active betting enthusiasts, which has allowed us to maintain ROI and increase profits.


Agency Name: Digital Choo

Client Company Name: Parimatch

Illia Kurochkin, Deputy CEO Parimatch Ukraine, Parimatch

Nataliia Gilevych, Head of Marketing, Parimatch

Ekaterina Amirkhanova, Сreative director, Parimatch

Iryna Kurochkina, Founder& CEO, Digital Choo

Vladimir Kobets, Сreative director, Digital Choo

Anastasia Kovalenko, Сopywriter, Digital Choo

Oleg Profatylo, Chief Strategy Officer, Digital Choo

Alina Demidova, Account Manager, Digital Choo

Gold

Lvivske and Movie that Unites

This case shows how Lvivske supported the Ukrainian film project "Zakhar Berkut" and managed to unite people around this huge event, bring them to cinemas, improve the image of " brand that unites" and "brand I can trust", catch up with the main competitor on volume share, and on value share even ahead!

The brand has helped to lead people to cinemas, managed to enhance its image of "brand that unites" and "brand I trust", to catch up with the main competitor on volume share, and on value share even ahead!


Agency Name: McCann Kyiv

Client Company Name: Carlsberg Ukraine

Contributing companies:

Initiative Media

FILM UA

Iryna Kachura, Vice President of Marketing, Carlsberg Ukraine

Anton Panasenko, Marketing Director, Carlsberg Ukraine

Konstantin Los, Brand Manager, Carlsberg Ukraine

Anastasiia Doliuk, Brand Specialist, Carlsberg Ukraine

Julia Storchak, Associated Creative director, McCann Kyiv

Natalia Spivak, Junior Art Director, McCann Kyiv

Valeria Babko, Copywriter, McCann Kyiv

Olga Kutuzova, Client Service Director, McCann Kyiv

Yuliya Andrushko, Junior Accaunt manager, McCann Kyiv

Viktor Ilin, Senior Account Manager, McCann Kyiv

Oleksandra Berezanska, Designer, McCann Kyiv

Seasonal Marketing
Gold

How we won 50% of the chips market thanks to the movies

As for the market leader, with the largest share, it is hardest for us to grow, because each additional point of market share requires great effort and serious investment. We were able to find the right insights into the consumption of chips and the seasonal behavior of our target audience in the winter, offering our chips as a ritual for watching movies at home when it's cold outside and you don't want to go anywhere. Thanks to a simple and understandable idea, intelligently deployed in the maximum number of touchpoints, we were able to increase our market share by 7pp in the course of one promotional campaign, reaching a record 50.5% of the market


Agency Name: Media First Ukraine

Client Company Name: PepsiCo Ukraine

Contributing companies:

OMD Ukraine

Freebrand

TWIGA Digital

TWIGA GO

Dmytro Mosharov, Managing Director, Media First Ukraine

Sergyi Kuzmenko, Strategic Director, TWIGA Ukraine

Olena Stoyanova, Marketing Director Snacks BUCCA (EER), PepsiCo Ukraine

Lesia Shchigol, Digital Marketing Manager PepsiCo, PepsiCo Ukraine

Natalie Sokolyk, Managing Director, TWIGA Digital

Yulia Dediuk, Account Director, TWIGA Digital

Svitlana Gukova, Managing Director, TWIGA GO

Svetlana Stepanenko, CEO, TWIGA Ukraine

Kseniya Mykhaylenko, Strategic Director, OMD Ukraine

Volodymyr Chuprynin, CEO, FreeBrand

Bronze

An elder in the garden — season sales in Comfy

Traditionally, refrigerators are sold more in the summer, but it was important for us to increase our sales results year-over-year.

Our strategic solution was to forget that large household appliances are grand and massive, and to promote it as a gadget, that arises curiosity and emotions

On the large household appliance market, we have created our own style of communication, which we have called "weirder than a weird": shown as strange, but lightsome and funny things win over rational explanations and stereotypical domesticity.

We talked about such a traditional and boring thing as a refrigerator, through the lens of hilarious sur-stories.

As a result, sales grew by 45% year-on-year, the video was recognized above the benchmark in the category and correctly identified as Comfy.



Agency Name: banda

Client Company Name: Comfy

Pavlo Vrzhesch, Creative Director, banda

Yuriy Kuznetsov, Art director, banda

Sergii Vorvikhvost, Copyriter, banda

Daryna Havrylova, Senior Account Manager, banda

Bronze

Hot wintAR after icy summer

After losing its leadership in market share in summer 2018, Coca-Cola had the last chance to regain the leadership - the New Year campaign. We changed the audience of the New Year campaign to younger ones and made focus on innovative content. All our consumers need for the New Year mood was a Coca-Cola can and a smartphone, with which they could not only watch the clip of beloved Monatik with updated New Year jingle but also interact with the content. A new approach to the New Year campaign helped us achieve our goals


Agency Name: Starcom

Client Company Name: Coca-Cola

Contributing companies:

Saatchi&Saatchi Ukraine

Performics Ukraine

Kamran Iskenderov, General Manager, The Coca-Cola Company

Darya Sergiienko, Senior Brand Manager, The Coca-Cola Company

Yuliia Pryimak, Junior Brand Manager, The Coca-Cola Company

Olga Voronova, Managing Director, Starcom Ukraine

Oleksii Osadchyi, Chief Strategy Officer, Starcom Ukraine

Evgeniy Cherepenya, Strategic Planning Lead, Starcom Ukraine

Ulyana Lysenenko, Integration Team Lead, Starcom Ukraine

Finalist

Only humor can defeat boredom

Kvass "Selo i Lyudy" is probably the most effective launch of a new brand in the category in the last 10 years. With no significant budgets in the highly competitive market, we managed to get into the top 3 brands in sales in 1 season. The basis of the result was the concept of the brand, which on the one hand corresponded to all the "codes" of the category, and on the other - fundamentally different from competitors.


Agency Name: Rockets. Growth R&D

Client Company Name: AB InBev Efes

Contributing companies:

Vizeum media agency

Bambuk Design Studio

Anna Rudenko, CMO, AB InBev Efes

Victoria Krutyk, marketing manager, AB InBev Efes

Valeria Gladilina, brand manager, AB InBev Efes

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Silver

A business conference in the holiday season

When we planned to hold Noncactus, we were almost trapped, because the conference market was so over-saturated, especially in the hot hustly business season (spring and autumn).

So we decided to risk and to make an event on June 27, the so-called "dead season" - kind of season when you don't even have to make a conflict check, because the holiday season is just beginning, and all-important business forums will start only on September 1.

Thus, we were able to stand out among all other typical conferences and manage to bring together 3000 creative Ukrainians together in record-breaking short - term just before they go on vacation.



Agency Name: banda

Client Company Name: banda

Pavlo Vrzhesch Creative Director, banda


Egor Petrov Creative Director, banda


Yaroslav Serdiuk Creative Director, banda

Yurii Rusovskyi Senior Designer, banda



Oleksii Prylipka Junior Designer, banda


Ievgen Velychev Designer, banda



Yevheniia Dvoretska Senior Account Manger, banda



Alyona Zykova Junior Account Manager, banda


Kateryna Tryhub PR , banda

Valeriia Havryliuk SMM, banda

Bronze

Give me more!

Case is unique in that it shows aggressive growth in the share of a new player in the well-established category, where the leader occupies monopoly positions for many years, is a consumer standard of taste and form, and has previously not allowed any of the brands to reach even 10% of the market share.


Agency Name: Rockets. Growth R&D

Client Company Name: Roshen

Contributing companies:

Carat

Tetyana Ilyashenko, CMO, Roshen

Olena Tarasyuk, MarCom manager, Roshen

Olga Safonik, brand manager, Roshen

Artem Karelin, creative director, Rockets. Growth R&D

Maxim Boritko, ex-creative director, Rockets. Growth R&D

Victoria Makarova, producer, Rockets. Growth R&D

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Tetyana Holovan, еx-senior brand manager, Roshen

Anastasia Panina, category manager, Roshen

Finalist

Borjomi: So, you’ve got temper

Borjomi is a legendary brand, which is popular for over 130 years. 

Years of communication based on rational attributes led to the situation when Borjomi was treated like healthy mineral water, essential part of banquet. That is why market share in spring and summer declined.

We needed to correct associations of people about Borjomi and add new situations of consuming the product. 


We were looking for something that would unite people and Borjomi. And found character. This is how strategy “Character activator” appeared. We filmed a manifest for people who are not afraid to stay themselves.

Thanks to our campaign and integration of Borjomi into daily life we managed not only to avoid traditional weakness of sales in spring-summer period, but also expand market share by 2,3%. The same strategy was implemented by the brand in 8 more countries. 




Agency Name: banda

Client Company Name: Borjomi

Contributing companies:

23/32 films

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Markova, Strategy Director, banda

Anastasiia Pecherytsia, Strategist, banda

Anastasiia Burhanova, Copywriter, banda

Alina Mehyd, Account Manager, banda

Illia Pochkun, Art Director, banda

PR, Corporate Reputation
Gold

Little dream – big Christmas tree

Since 2014, Rozetka - the largest online-retailer in Ukraine has been supporting soldiers in the ATO area but has never talked about that. We needed to create a project that can tell about the brand's social responsibility, supporting its philosophy «Every time just what you need». 

In Rozetka stores we’ve collected greetings from Ukrainians, decorated 100 Christmas trees with them and delivered gifts to the hotspots of Ukraine. The project got almost 400 000 views on Rozetka's Facebook page, covered 9mln+ contacts and the brand was mentioned in 97% of publications.


Agency Name: Gres Todorchuk PR

Client Company Name: Rozetka

Contributing companies:

seek.studio

Vladyslav Chechotkin, CEO, Rozetka

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Daria Lubimova, Account Director, Gres Todorchuk PR

Yanina Korsun, Project Manager, Gres Todorchuk PR

Ksenia Shyrokova, Director and cameraman, seek.studio

Natalya Voronkova, Volunteer, Volunteer Hundred

Silver

How one parents’ day got the whole agency emotional

Parents’ Day appeared to be the most emotional day in the history of our agency. We launched the flash mob of frankness and not only in our office.

Publications about our parents were much more popular, got more likes, comments and reposts than publications about our creative works. 

After two successful Parents’ Days we decided to share this experience with other companies.

We gathered HR-directors and marketing directors from Grammarly, Genesis, EY, Lifecell, Deloitte, Luxoft, Competera, Райффайзен Банк, Ciklum, UniSender, Coca-Cola etc.

And we do know exactly that 5 companies have already held such day and five companies more are planning to organise it in their offices. 

Our Parents’ Day was a great newsbreak, as we got free publications on bit.ua, sostav.ua, БЖ and we were special guests of the radio “Golos stolytsi” and “Aristocrats”. We were invited to become speakers at HR Directors’ Forum and Smart HR conference. 

We dream that every company in Ukraine would hold such day in the office.

 


Agency Name: banda

Client Company Name: banda

Olena Kryzhanovska, Head of Scrum, banda

Alexandra Malkova, Project Manager, banda

Anastasiia Olimska, Office Manager, banda

Kateryna Tryhub, PR, banda

Edo Ivakin, HR, banda

Gold

Stars against fakes

«Abibas» in the underground, «Louis Buitton» in market layouts, «iFone» with three SIM-cards… Fake is the problem of any successful brand. The same story happened to the Polish vodka «Żubrówka».

Instead of aggressively fighting the Żubrówka fakes, we shot a commercial for them. For people to see the misery of fakes themselves. Doppelgangers of Angelina Jolie, Jason Statham, Johnny Depp and even Oleg Vinnik in person were invited to participate in commercial shooting. Generally speaking, the fakes advertised the fakes!

The campaign hit as much as 4.3 million in reach, traffic was 149% higher than planned through organic, and brand awareness increased 5%.



Agency Name: Havas Digital Kyiv

Client Company Name: Roust Ukraine

Olexii Morozov, Creative Director, Havas Digital Kyiv

Yulia Borgulenko, Senior Creator, Havas Digital Kyiv

Аndrei Kidenko, Designer, Havas Digital Kyiv

Alyona Garashchuk, Account Director, Havas Digital Kyiv

Anna Nikolayewa, Media Head, Havas Digital Kyiv

Oksana Miroshnichenko, Media Director, Havas Digital Kyiv

Viktoriya Stepanova, Media Account, Havas Digital Kyiv

Andrey Kobirinka, Acting Marketing Director Ukraine, Roust Ukraine

Nadezhda Shvets, Marketing Director, Roust Ukraine

Finalist

Reading is fun with Happy Meal

McDonald’s: Make reading fun

In February 2019 McDonald's offered books as a choice in Happy Meal Readers program. However, many Ukrainian parents don’t read to their kids. To persuade them, we showed that reading can be fun both for parents and kids.

“The Happy Meal book invasion” started with dinosaur’s footprint installation and contest for the biggest dino fan. Multi-artist MONATIK showed that reading can spark imagination in a promo video and a public reading with popular theater. Moms influencers joined the campaign in social media reading to their kids .

+1pp in ‘brand trust’ and ‘allows kids and families to have fun together’ reputational indexes . +20% in books sales in the first weeks vs plan 




Agency Name: Be—it Agency

Client Company Name: McDonald's Ukraine

Youth Marketing
Bronze

From the abandoned factory KievMetroBud to the Top 10 world’s festivals

Brave's audience is Ukrainian and foreign youth who love electronic music.

We noticed that magic of abandoned buildings is exactly what they’ve fallen in love once, and used this idea in our brand-communication.

The festival got in the TOP 10 of the best festivals in the world, the audience grew and made it commercially successful.

We attracted 78% more visitors than last year, and increased revenue from ticket sales by 90%. Now, foreign tourists have another reason to visit Ukraine and change their attitude towards the country.



Agency Name: banda

Client Company Name: Closer

Contributing companies:

Viter

ROIBOY agency

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Oleksii Dyvysenko, Art Director, banda

Anastasiia Burhanova, Copywriter, banda

Serhii Vorvykhvost, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yevhen Velychev, Designer, banda

Masha Dmitrova, Motion designer, banda

Yevheniia Dvoretska, Senior Account Manager, banda

Finalist

#laysmoviegon

We have successfully found and tested for effectiveness a new channel of communication with young people in order to solve a specific and extremely practical task - to attract a young audience in Lay's national promo.

We knew that promo prizes is not enough incentive for Ukrainian youth to participate in promo, they demanded the cool entertainment from brands for that, and only after receiving them would they possibly buy the product.

Being aware of the risk related to entering a new social network, the advisability of which we could not confirm with the data, we nevertheless risked to do something new to get the different results. A campaign was created with the original format of a movie-parody challenge in collaboration with top Ukrainian bloggers in TikTok and Like.

And the result was fast to come: just in a few days - a significant increase in promo codes submission, increased activity of participants, and, ultimately, brand success. And all this is the first successful brand challenge for Ukrainian audience in TikTok and Like



Agency Name: Media First Ukraine

Client Company Name: PepsiCo Ukraine

Contributing companies:

TWIGA Ukraine

Lovi Video

TWIGA Digital

Dmytro Mosharov, media director, Media First Ukraine

Sergyi Kuzmenko, Strategic Director, TWIGA Ukraine

Olena Stoyanova, Marketing Director Snacks BUCCA (EER), PepsiCo Ukraine

Lesia Shchigol, Digital Marketing Manager PepsiCo, PepsiCo Ukraine

Natalie Sokolyk, Managing Director, TWIGA Digital

Yulia Dediuk, Account Director, TWIGA Digital

Kateryna Shvets, Head of SMM, TWIGA Digital

Svetlana Stepanenko, CEO, TWIGA Ukraine

Andrii Provotar, Creative Director, Lovi Video

Tatiana Pavlenko, Account Manager, Lovi Video

Finalist

Get your head in the game with Lion together

In chocolate bars category, where brand is chosen emotionally and spontaneously, we work with young audience. This generation don’t trusts advertising and selects brands that it really loves, considers cool.

Our task was to find massive territory for communication on which brand would look organically. We have chosen for ourselves the cybersport, which is polarized among young people and is actively developing. But what we needed was involving emotional communication. We became the first sponsor of bars of Kyiv tournament on mega-popular game in Ukraine - Dota 2.

Thanks to native integration into the tournament itself, as well as large-scale support with announcement, we were able to not only reach and engage the audience, but also achieve goals.


Agency Name: Zenith

Client Company Name: Nestle Ukraine

Iryna Liashevych, Brand Manager, Nestle

Anna Snigur, Group Brand Manager, Nestle

Roman Ianovych, Business Executive Officer, Nestle

Anastasia Livinets, Branded Content Director, Publicis Groupe

Natalia Miroshnichenko, Branded Content Lead, Publicis Groupe

Elena Shutuk, Strategist, Zenith

Anna Vorobey, Head of Direction, Zenith

Katerina Kopanchuk, Media planner, Zenith

Maryna Grygorenko, Managing Director, Zenith

Finalist

Put your loice, it’s Joice!

This case is about how Vodafone decided to recruit new consumers of digital content – teenagers.

Unfortunately, traditional mass-market brand’s communication doesn’t work with this generation. 

So the new tariff-sub-brand appears. It speaks to digital generation on its language and creates stylish and relevant to the TA trend content. 

In such way, Joice by Vodafone broke the rules and arranged the most colorful and up-to-date online hanging out in teenagers’ smartphones.  

Joice top content have made Vodafone the top mobile operator for youth. 

• In three months of campaign Vodafone became a leader in consumers’ perception as the # 1 “Mobile operator for youth”. 

• Joice helped to gain new qualified mobile Internet users to Vodafone database increasing the company’s revenue. 


Agency Name: McCann Kyiv

Client Company Name: Vodafone

Eugene Kaminskiy, Chief Creative Officer, McCann Kyiv

Viktor Vysotskyi, Associate Creative Director, McCann Kyiv

Olha Levytska, Copywriter, McCann Kyiv

Bohdan Musiiets, Copywriter, McCann Kyiv

Marian Shum, Art Director, McCann Kyiv

Liudmyla Lavreniuk, Account Director, McCann Kyiv

Anastasiia Zhurakovska, Group Account Director, McCann Kyiv

Andrii Otroshchenko, Marketing Director, Vodafone Ukraine

Tetiana Tertyshna, Head of Brand and Communications Department, Vodafone Ukraine

Nina Vlasiuk, Senior Brand Manager, Vodafone Ukraine

Finalist

Only Coke CAN do this

Market share of Сoca-Cola in COLA category grew up to 54.8% and put the brand on the position of the leader of the category.

During 3 months of the campaign, we got incredible growth of brand metrics among teens:

growth of Brand Love Scoreт to 0.7рр, that 7 (!) times overcame the KPI

growth of For someone like me to 9.4рр, that 18 (!) times overcame the KPI

Recruiting of teens grew by 13.3рр, that 13 (!) times overcame the KPI

Even more, we received all-time high +73% of Coca-Cola can sales that was not a seasonal SKU.



Agency Name: Saatchi&Saatchi Ukraine

Client Company Name: Coca-Cola

Kamran Iskenderov General Manager Coca-Cola

Darya Sergiienko Senior Brand Manager Coca-Cola

Yulia Pryimak Junior Brand Manager Coca-Cola

Kosta Schneider Creative Director Saatchi & Saatchi Ukraine

Sergey Beloshitsky Associative Creative Director Saatchi & Saatchi Ukraine

Oksana Vovkovinska Art Director Saatchi & Saatchi Ukraine

Marina Kondriyanenko Senior Account Manager Saatchi & Saatchi Ukraine

Julia Sokolova Head of Production Saatchi & Saatchi Ukraine

Sophia Barannikova Junior Production Manager Saatchi & Saatchi Ukraine

Natalia Metelnytska SMM Team Leader Performics Ukraine

Branded content & Branded Utility
Gold

World of Discoveries

World of Discoveries- branded PLUSPLUS cartoon that successfully met the goals set for broadcasting, its basic communication channel: (reaching 61.64% of target audience - above average share).  

The project was successfully integrated into the most organic environment for educational content-school:

-recommendations of the Ministry of Education and Science of Ukraine concerning the cartoon’s usage during lessons;

-integration into textbooks for the 1-2 grades (through the QR-code represented next to the brand character - a unique experience on the Ukrainian market).

The brand is monetized through licences sold in 6 categories.



Agency Name: Gravis LLC (PLUSPLUS TV Channel)

Client Company Name: Gravis LLC (PLUSPLUS TV Channel)

Ivanna Naida, General Producer, Gravis LLC

Anna Gonchar, General Director, Gravis LLC

Oksana Danyliuk, Marketing Manager, Gravis LLC

Oleksander Holezdrenko, Head of promo and design, director, Gravis LLC

Edik Katykhin, Atr - director, Gravis LLC

Anastasiia Savastiyanova Concept designer a.rubanova@1plus1.tv Gravis LLC

Ievgen Kharuk, Concept designer , Gravis LLC

Lilia Halaida, Broadcast designer, animator, Gravis LLC

Anastasiia Panasiuk, Broadcast designer, animator, Gravis LLC

Tetiana Vasiliaka, Copywriter, Gravis LLC

Bronze

Pit Bull Fight

Not being able to compete for consumers on media budgets with premium brands, as the category grows, our brand needed a new solution that could bring it the lead. Pit Bull Fight media project is the first Ukrainian Internet show in the format of a fight tournament. Thanks to effective communication with a new segment of the target audience, we were able to stand out from other players and attract new consumers. Having spent half the money on media promotion than our competitors on average over this period, we created a new advertising tool! 



Agency Name: ODDEE Agency

Client Company Name: New Products Group

Contributing companies:

NEOS Digital Agency

Gennadii Dovgan, Chief Marketing Officer, New Products Group

Elena Chuvakina, Head of Brand Department, New Products Group

Boris Tkachev, Director of Research & Strategy, New Products Group

Iuliia Chizh, Head of TM management group Department of Marketing, New Products Group

Valentyna Agisheva, Digital manager, New Products Group

Ivan Bazar, Creative director, ODDEE Agency

Alina Tsyganok, Creative Supervisor, ODDEE Agency

Yauheni Adamenko, Director, operator, ODDEE Agency

Nazarii Lisnyi, project manager, ODDEE Agency

Native advertising
Silver

Refresh Confidence

Sprite decided to bring up the topic socially important for youth and people who faced hating and bulling. We created SMM campaign #refreshconfidence that was meant to “refresh” confidence of thousands of young people in Ukraine. 

When you are confident in yourself, you are strong and other’s aggression will not stop you.

With one SMM campaign we have driven important brand metrics:   

• Cool brand +12pp, that 4 times exceeded the target  

• BLS grew by 0,4, that exceeded the target by 0.1  

• Recruiting of the youth (16-24) grew by 12pp, that exceeded the target 12 times   

Furthermore, sales of cans has grown by 71% that is 7 times more than KPI. 


Agency Name: Saatchi&Saatchi Ukraine

Client Company Name: Coca-Cola Ukraine

Contributing companies:

Starcom Ukraine

Volta One

Khrystyna Pysarevska, Brand Manager, Coca-Cola Ukraine

Yulia Korkonos, Brand Manager, Coca-Cola Ukraine

Yurii Shypota, Art Director, Coca-Cola Ukraine

Kosta Schneider, Creative Director, Saatchi & Saatchi Ukraine

Sergey Beloshitsky, Associative Creative Director, Saatchi & Saatchi Ukraine

Illya Bondar, Art Director, Saatchi & Saatchi Ukraine

Marina Kondriyanenko, Senior Account Manager, Saatchi & Saatchi Ukraine

Ulyana Lysenenko, Integration Team Lead, Starcom Ukraine

Elena Shevchuk, Integration Team Manager, Starcom Ukraine

Otari Arutiunian, CEO, Volta One

Celebrity Sells
Gold

“Vremia i Steklo” hanging out with Joice

This case is about how Vodafone decided to recruit new consumers of digital content – teenagers.

Unfortunately, traditional mass-market brand’s communication doesn’t work with this generation.

So the new tariff-sub-brand appears. It speaks to digital generation on its language and creates stylish and relevant to the TA trend content.

In such way, Joice by Vodafone broke the rules and arranged the most colorful and up-to-date online hanging out in teenagers’ smartphones.

Joice top content have made Vodafone the top mobile operator for youth.

• In three months of campaign Vodafone became a leader in consumers’ perception as the # 1 “Mobile operator for youth”.

• Joice helped to gain new qualified mobile Internet users to Vodafone database increasing the company’s revenue.


Agency Name: McCann Kyiv

Client Company Name: Vodafone

Eugene Kaminskiy, Chief Creative Officer, McCann Kyiv

Viktor Vysotskyi, Associate Creative Director, McCann Kyiv

Olha Levytska, Copywriter, McCann Kyiv

Bohdan Musiiets, Copywriter, McCann Kyiv

Marian Shum, Art Director, McCann Kyiv

Liudmyla Lavreniuk, Account Director, McCann Kyiv

Anastasiia Zhurakovska, Group Account Director, McCann Kyiv

Andrii Otroshchenko, Marketing Director, Vodafone Ukraine

Tetiana Tertyshna, Head of Brand and Communications Department, Vodafone Ukraine

Nina Vlasiuk, Senior Brand Manager, Vodafone Ukraine

Silver

Listerine ® "Guarantee of cleanliness” with Olga Freimut

How do you get to a new level of cleanliness and sales in an emerging category that doesn't get the attention of consumers? 82% of people believe that there is no need for category funds. Listerine proved it is. Thanks to Olga Freimut, the brand has changed its perception of standards of cleanliness of the oral cavity. It taught to use a mouthwash those who had not used it before. On behalf of the star, it is widely believed that it is necessary to use Listerine twice a day. Only in that case it will be 100% clean. Who would mind if the country's most famous auditor says so? The brand's record-breaking market share - 50.1% - is a clear victory.


Agency Name: Hoshva PR & DGTL

Client Company Name: Johnson & Johnson Ukraine

Contributing companies:

SKB brothers, LLC
Wavemaker

Natalia Dorozhenko, Senior Market Manager Mass & OTC business, Johnson & Johnson Ukraine

Tetiana Osadcha, Junior brand manager Mass & OTC business, Johnson & Johnson Ukraine

Mariia Rybak, COO, Hoshva PR & DGTL

Viktoria Nutsal, Account Director, Hoshva PR & DGTL

Margarita Lytvinuk, Creative copywritter, Hoshva PR & DGTL

Marina Murashova, Assistant marketing, Johnson & Johnson Ukraine

Anna Budnikova, Brand manager Mass OTC business, Ukraine and CIS, Johnson & Johnson Ukraine

Cross Media Storytelling
Gold

To “see” old-fashioned Coca-Cola’s NY song as a new story

In summer 2018 Coca-Cola had ambitious goals: to return the lost leadership. The main focus was made on the New Year's campaign and traditional New Year communication was presented as cross-media storytelling in interesting for youth audience manner. A stylish can with a special redesign at the heart of the eco-system, "Holiday ..." which was performed by Monatik, super content that can be interacted with help of AR technology and the presence in all relevant media channels – all this enabled brand to win its positionю


Agency Name: Starcom

Client Company Name: Coca-Cola

Contributing companies:

Saatchi&Saatchi Ukraine

Performics Ukraine

Kamran Iskenderov, General Manager, The Coca-Cola Company

Darya Sergiienko, Senior Brand Manager, The Coca-Cola Company

Yuliia Pryimak, Junior Brand Manager, The Coca-Cola Company

Olga Voronova, Managing Director, Starcom Ukraine

Oleksii Osadchyi, Chief Strategy Officer, Starcom Ukraine

Evgeniy Cherepenya, Strategic Planning Lead, Starcom Ukraine

Ulyana Lysenenko, Integration Team Lead, Starcom Ukraine

Finalist

#forgetaboutage

Thanks to a set of special projects and publications in the media, information and media coverage of the #forgetaboutage campaign amounted to 11 million people. In particular, from the moment of launch to the end of September 2019, more than 1000 project materials with a total coverage of 100,000 and 20 TV scenes with coverage of 10 million people were released. As part of the 1+1 media senior internship program conducted in August-October 2019, more than 1,800 applications were received, of which 14 finalists were selected to join the internship status.


Agency Name: 1+1 media

Client Company Name: 1+1 media

Contributing companies:

1+1 media

Svitlana Paveletska, Director of marketing communications, 1+1 media

Yana Liakhovych, Head of internal communications, 1+1 media

Tetiana Kashuba, PR-specialist, 1+1 media

Tetiana Tregobchuk, Head of corporate communications, 1+1 media

Tetiana Sierova, PR-manager, 1+1 media

Mykhailo Pikhota, Designer, 1+1 media

Olha Kuzmuk, Designer, 1+1 media

Viktoriia Shyrochkina, Photographer

Dmitriy Shvachka, Digital project manager, 1+1 media

Inna Gasiak, Head of digital promotion group, 1+1 media

Silver

Oh, com'on! Pumping Ukrainian women's confidence

We discovered that women are less self-confident than men. In our new Work.ua campaign it believed in women even when they don’t believe in themselves.

We created phrase “TAKAMON!” and disintegrated it into different communication channels. In 30 seconds TV-commercial we worked with all women’s hesitations, which we researched in focus groups.

For digital we made less formal and more funny video eggs. In outdoor advertising we did not forget to support men, who also stumble about changing the job. Bigboard heroes followed our target audience with banner advertising.

As a result cross-media campaign Work.ua reached record - 52%Top of Mind and Brand Preference in the history of category for job searching websites.



Agency Name: banda

Client Company Name: Work.ua

Contributing companies:

Electric Sheep Film

Pavlo Vrzhesch, Creative Director, banda

Yaroslav Serdyuk, Strategy Director, banda

Anastasiia Pecherytsia, Strategist, banda

Valeriia Havryliuk, Junior Copywriter, banda

Oleksandr Yavorskyi, Copywriter, banda

Daryna Havrylova, Senior Account manager, banda

Illia Anufriienko, Art Director, banda

Finalist

#druhyishans

With a fixed and strict format of the show, we created a communication territory that boosted online and rating indicators of television broadcast.

From the first weeks the #druhyishans project generated 10 million views on Instagram, provided up to 6.2 million reach per month on Facebook and 1.3 million reach on Instagram. Having covered 11 million Ukrainians during the entire campaign. These indicators were achieved organically. The platform was built on viral and UGC mechanics, transforming ordinary users into national and regional celebrities.

And most importantly, no one knows how the 10th season will look like, which makes the show even more interesting and anticipating.


Agency Name: Postmen

Client Company Name: 1+1 media group

Yaroslav Vedmid, СЕО, Postmen

Alyona Horobets, New Business Director, Postmen

Maria Bezklynska, Strategist, Postmen

Oksana Scherbakova, Art-director, Postmen

Kateryna Riabchenko, SMM manager, Postmen

Alisa Revnova, Creative Copywriter, Postmen

Svitlana Paveletska, Head Of Marketing Communications at 1+1 media

Olga Hudz, Head of PR at 1+1 TV

Andrew Sytnik, Head of Digital Marketing at 1+1

Brand Experience
Silver

Mastercard. Brand with purpose

Moving to the multisensory and expanding audience is a global Mastercard strategy. However, mentioning multisensory we cannot ignore the other side of it – inclusivity.

The integration of Mastercard into Atlas Weekend has made the mass event accessible and convenient for people with hearing problems. #MastercardVibes zone and music sign language translators created a unique experience for hearing impaired people and start a new profession in Ukraine – interpreters of music to sign language.

Media attention reached over 17 million contacts (89% free of charge), exceeding the target by 872%.


Agency Name: Adsapience

Client Company Name: Mastercard Ukraine

Contributing companies:

Be—it Agency

McCann Worldgroup Romania

PO Vidchui

Natalia Baidala Marketing Director Mastercard Ukraine

Alexandra Gubar Marketing Manager / Customer Marketing Mastercard Ukraine

Alena Stolyarova Account Director Adsapience

Anna Tsarenko Client Service Director Adsapience

Dragos Vintu Account Director McCann Worldgroup Romania

Finalist

Project 70: how to make a brand out of 10 vacancies

The most important thing for us in the whole project was the following: switch from classic open vacancies to creation of great exciting game.

For Project 70 we created own style, website, naming and cut promo video about project and our people. Just like every serious brand Project 70 had its own merch: eco-bags, peakies, football and notebooks.

It was important to use all creative skills in this project to show how important this project and creativity in general were for Banda.

We managed to involve even those, who never thought about changing the job. And the necessity of changing work became fun.

As a result we received 6 million contacts of our audience and 8135 applications. Even those who received refusal became our fans.



Agency Name: banda

Client Company Name: banda

Edo Ivakin, HR, banda


Oleksandra Dorohuntsova, Creative director, banda


Taras Dzendrovskyy, Creative director, banda


Egor Petrov, Head of Art, banda


Pavlo Vrzhesch, Creative director, banda


Oleksii Prylipka, Junior Designer, banda



Ivan Symonovskyi, Senior Designer, banda


Kateryna Tregub, PR, banda


Illia Anufriienko, Art Director, banda

Anastasiia Burhanova, Copywriter, banda


Finalist

What if parents find out what their kids are engaged in

To stand out from others on the market and show ourselves, we usually share not only the completed projects but also the special inner culture that makes Banda so unique. 

Thanks to the event dedicated to Parents Day, we received the loyalty and interest of hundreds like-minded new companies. Right now, we are negotiating with 4 companies about future projects, and have already signed a contract with one.

Our posts on social networks reached 83,000 users in total, many of whom were not subscribed to us. 

Moreover, Parents' Day was highlighted in the array of the media resources: bit.ua, sostav.ua, cases.media, BZ – they all wrote about us for free. Called us on the “Holos stolytsiu” and “Aristokraty” radio station, also invited us to give a speech at the Forum of HR Directors and Smart HR.




Agency Name: banda

Client Company Name: banda

Olena Kryzhanovska, Head of Scrum, banda

Alexandra Malkova, Project Manager, banda

Anastasiia Olimska, Office Manager, banda

Kateryna Tryhub, PR, banda

Edo Ivakin, HR, banda

Finalist

Only Coke CAN do this

Market share of Сoca-Cola in COLA category grew up to 54.8% and put the brand on the position of the leader of the category.

During 3 months of the campaign, we got incredible growth of brand metrics among teens:

growth of Brand Love Scoreт to 0.7рр, that 7 (!) times overcame the KPI

growth of For someone like me to 9.4рр, that 18 (!) times overcame the KPI

Recruiting of teens grew by 13.3рр, that 13 (!) times overcame the KPI

Even more, we received all-time high +73% of Coca-Cola can sales that was not a seasonal SKU.



Agency Name: Saatchi&Saatchi Ukraine

Client Company Name: Coca-Cola

Kamran Iskenderov General Manager Coca-Cola

Darya Sergiienko Senior Brand Manager Coca-Cola

Yulia Pryimak Junior Brand Manager Coca-Cola

Kosta Schneider Creative Director Saatchi & Saatchi Ukraine

Sergey Beloshitsky Associative Creative Director Saatchi & Saatchi Ukraine

Oksana Vovkovinska Art Director Saatchi & Saatchi Ukraine

Marina Kondriyanenko Senior Account Manager Saatchi & Saatchi Ukraine

Julia Sokolova Head of Production Saatchi & Saatchi Ukraine

Sophia Barannikova Junior Production Manager Saatchi & Saatchi Ukraine

Natalia Metelnytska SMM Team Leader Performics Ukraine

Finalist

The Game is started. Test yourself

It is believed, gaming is a niche that is not available to the general public, and therefore gaming products cannot be a consumer category. The various form factors, configurations, and restrained design of Lenovo Legion gaming products are suitable for players of all ages and occupations. To prove this, Lenovo allowed non-professional players from 22 to 73 to show their own "I" in gaming equipment at a professional tournament. This decision provoked an indisputable WOW effect in the industry, a strong media interest and helped to exceed KPI by 48%.


Agency Name: Adsapience

Client Company Name: Lenovo in Ukraine

Contributing companies:

Spark Foundry Ukraine

Charity Foundation Lifelover

GameInside

Maryna Doroshenko Senior Marketing Specialist Lenovo in Ukraine

Maryna Kaydash Sr. Co-Marketing Specialist Lenovo in Ukraine

Viktoria Grechok Business Leader Adsapience

Liliya Cherevko Senior Account Manager Adsapience

Viacheslav Gevlich Account Executive Adsapience

Anton Savchuk Creative Director Adsapience

Taras Bay Art Director Adsapience

Ekaterina Parpina Designer Adsapience

Anna Kuznetsova Senior PR Specialist Lenovo in Ukraine

Finalist

How goodwine made the most human loyalty program

Many brands talk about uniqueness. Goodwine allowed to feel it. Thanks to positive new visual style it started talking with clients. It has become more cosy and with the new loyalty program — more advantageous.

We discovered that loyalty is made of good wine people. And we made the staff of good wine brand’s identity: illustrated each team member and created unique design of card for each customer. Because there is no similar clients with similar bought items.

Presentation video of loyalty program became the image communication for goodwine.

Our loyalty program became humanity program. Within a year over 40 000 people registered in it, 85% of active clients passed to new program, we explored their customs and managed to increase the frequency of shop attendance by 12%


Agency Name: banda

Client Company Name: goodwine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Illia Anufriienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Yevheniia Dvoretska, Senior Account Manager, banda

Iryna Pikalova, Account Manager, banda

Finalist

Durnev, Freud and shame on you

You’re Nescafe 3in1. Everyone knows about you, but the category falls. Young people, once devoted to coffee mixes, are switching to roasted coffee. A major competitor historically leader on all fronts. Your turn?

Start to speak your TA language, to feel their insights and go all in: launch the first Internet Intuition challenge led by cool heroes - Durnev, «babushka» and Freud.The result is stunning: we gained 2% of Value Share, and exceeded TOM's benchmarks by almost 2 times. Therefore, it is enough to judge the cover - #chatbeforeyoujudge


Agency Name: Havas Digital Kyiv

Client Company Name: Nestle Ukraine

Contributing companies:

Zenith the ROI Agency

Ivan Grynchuk, Senior Brand Manager, Nestle Ukraine

Oleksandr Isaienko, Brand Manager, Nestle Ukraine

Olexii Morozov, Creative Director, Havas Digital Kyiv

Daria Bessonova, Senior Copywriter, Havas Digital Kyiv

Andrii Chernichenko, Copywriter, Havas Digital Kyiv

David Kaliushko, Designer, Havas Digital Kyiv

Аndrei Kidenko, Designer, Havas Digital Kyiv

Alyona Garashchuk, Account Director, Havas Digital Kyiv

Anastasiya Yogan, Senior Account Manager, Havas Digital Kyiv

Maria Shukaliuk, Head of Direction, Zenith the ROI Agency

Media innovation/Idea
Gold

Instoptica: fighting for Ukrainians’ eyesight in the belly of the beast

Traditionally new visitors for optics are attracted by promoters with leaflets and promo-codes or banners or in the Internet. In general the effectiveness of these measures equals 3%. It’s more difficult to communicate with youngsters, because they do not think about their health and ignore commercials. 

We decided to teleport the eye check from doctor’s cabinet to Instagram Stories, where we made interactive test.

We created interactive interactive outdoor to attract more people. And made Instagram campaign outside of Instagram.

Due to unusual approach to commercials in social media, Click-through-rate from Stories to website reached by 69%.

The level of online check increased by 25% — to achieve such results with the help of promoters we would need five times bigger budget.



Agency Name: banda

Client Company Name: Luxoptica


Oleksandra Doroguntsova, Creative Director, banda

Taras Dzendrovskiy, Creative Director, banda

Ilia Anufrienko, Art Director, banda

Roman Hurbanov, Copywriter, banda

Nazar Mykhalko, Designer, banda

Danylo Nesterevych, Designer, banda

Daryna Havrylova, Senior Account Manager , banda

Finalist

Pit Bull Fight

Not being able to compete for consumers on media budgets with premium brands, as the category grows, our brand needed a new solution that could bring it the lead. Pit Bull Fight media project is the first Ukrainian Internet show in the format of a fight tournament. Thanks to effective communication with a new segment of the target audience, we were able to stand out from other players and attract new consumers. Having spent half the money on media promotion than our competitors on average over this period, we created a new advertising tool! 



Agency Name: ODDEE Agency

Client Company Name: New Products Group

Contributing companies:

NEOS Digital Agency

Gennadii Dovgan, Chief Marketing Officer, New Products Group

Elena Chuvakina, Head of Brand Department, New Products Group

Boris Tkachev, Director of Research & Strategy, New Products Group

Iuliia Chizh, Head of TM management group Department of Marketing, New Products Group

Valentyna Agisheva, Digital manager, New Products Group

Ivan Bazar, Creative director, ODDEE Agency

Alina Tsyganok, Creative Supervisor, ODDEE Agency

Yauheni Adamenko, Director, operator, ODDEE Agency

Nazarii Lisnyi, project manager, ODDEE Agency

Finalist

#laysmoviegon

We have successfully found and tested for effectiveness a new channel of communication with young people in order to solve a specific and extremely practical task - to attract a young audience in Lay's national promo.

We knew that promo prizes is not enough incentive for Ukrainian youth to participate in promo, they demanded the cool entertainment from brands for that, and only after receiving them would they possibly buy the product.

Being aware of the risk related to entering a new social network, the advisability of which we could not confirm with the data, we nevertheless risked to do something new to get the different result. A campaign was created with the original format of a movie-parody challenge in collaboration with top Ukrainian bloggers in TikTok and Like.

And the result was fast to come : just in a few days - a significant increase in promo codes submission, increased activity of participants, and, ultimately, brand success. And all this is the first successful brand challenge for Ukrainian audience in TikTok and Like



Agency Name: Media First Ukraine

Client Company Name: PepsiCo Ukraine

Contributing companies:

TWIGA Ukraine

Lovi Video

TWIGA Digital

Dmytro Mosharov, media director, Media First Ukraine

Sergyi Kuzmenko, Strategic Director, TWIGA Ukraine

Olena Stoyanova, Marketing Director Snacks BUCCA (EER), PepsiCo Ukraine

Lesia Shchigol, Digital Marketing Manager PepsiCo, PepsiCo Ukraine

Natalie Sokolyk, Managing Director, TWIGA Digital

Yulia Dediuk, Account Director, TWIGA Digital

Kateryna Shvets, Head of SMM, TWIGA Digital

Svetlana Stepanenko, CEO, TWIGA Ukraine

Andrii Provotar, Creative Director, Lovi Video

Tatiana Pavlenko, Account Manager, Lovi Video

Target audience reach in media campaign
Finalist

Emotional Targeting

When a local leader develops the category to the level it becomes noticeable among global players, their budget infusions lead to the artificial market inflation and decrease of ROI when attracting new clients. How can this local leader avoid the budget war that leads only to company depletion and growth of new customer value? We betted on quality. Brand emotionally targeted true betting enthusiasts, becoming embodiment of all fire and drive that the game brings. Attracting those active clients allowed to maintain ROI level and increase income in the background of artificially inflated budgets and market. 


Agency Name: Digital Choo

Client Company Name: Parimatch

Illia Kurochkin, Deputy CEO Parimatch Ukraine, Parimatch

Nataliia Gilevych, Head of Marketing, Parimatch

Ekaterina Amirkhanova, Сreative director, Parimatch

Iryna Kurochkina, Founder& CEO, Digital Choo

Vladimir Kobets, Сreative director, Digital Choo

Anastasia Kovalenko, Сopywriter, Digital Choo

Oleg Profatylo, Chief Strategy Officer, Digital Choo

Alina Demidova, Account Manager, Digital Choo

Finalist

How to find new audience to boost brand-leader’s growth

Casting Crème Gloss as a historical leader in ammonia-free hair dyes has always been positioned as a brand for the first dyeing. Our focus audience is girls younger than 35 years old, because hair color without ammonia does not suit older women. But since the launch the audience of brand became much older and we did not attract girl aged 16-24 y.o. who color their hair for the first time.

The main goal is to use upcoming rebranding and consider a strategy that would help to attract the new audience attention without losing the existing one and stimulate the brand growth.

Analizing two TA segments (F 16-24 and F 25-34), we realized that each of them has a completely different background. Therefore, we built our communication taking into account individual triggers. The right message helped rejuvenate the audience and strengthen the perception of Casting Crème Gloss as the best dye for the first coloring.

In just a month of the campaign, we have achieved a record market share since the brand existed.


Agency Name: Zenith

Client Company Name: L'Oréal Ukraine

Olga Skorokhod , General Manager, L’Oreal Ukraine

Yuliia Malichenko, Marketing Director, L’Oreal Ukraine

Alina Kobets, Digital Manager, L’Oreal Ukraine

Anna Bilogortseva, Group brand manager, L’Oreal Ukraine

Maria Vrochynska, Group brand manager, L’Oreal Ukraine

Aleksandra Mistulova, Junior brand manager, L’Oreal Ukraine

Maryna Grygorenko, Managing Director, Zenith

Mariia Velychko, Strategic Director, Zenith

Olena Lozenko, Head of Direction, Zenith

Irina Romanchenko, Digital Head, Zenith

Finalist

Narrow targeting for wide diagonal or how large Samsung TVs have become sales giants in the new segment

If you are a leader, you must be a conqueror, trendsetter, strategist. This is how Samsung created a segment of large-inch TVs, became the main player in it, and paved the way for its further development. In order to accomplish this, instead of the traditional media mix, we used the principle of three “T” - “Target - Test - and Target again”. This principle became our strategic approach both to the choice of a communication channel, and to the entire subsequent implementation of the project. Using only the advertising support for the video clip on Youtube, we achieved significant results: become the leader of the 75 + inch segment, become the main driver of this segment and increased sales by more than 7 times compared to the same period last year.

Samsung became the driver of the market for large TV diagonals, having only one advertising campaign and using only one media channel. An emotional video, the presence of an advertising message at the right time, in the right place and for an interested audience, helped to increase sales by 7 times, and show that a large diagonal is not for large apartments, but for large specter of positive emotions.


Agency Name: Starcom

Client Company Name: Samsung Electronics

Contributing companies:

Cheil Ukraine

Esse House Production

Kateryna Kuznetsova, Head of marketing communication CE, Samsung Electronics

Oleksii Yemets, Integration Team Senior Manager, Starcom

Olga Radkovskaya, Integration Team Lead, Starcom

Vladyslava Denys, Creative Director, Cheil Ukraine

Eugene Ovchar, Sr. Art Director, Cheil Ukraine

Olexii Pasichnyk, Director, Esse House Production

Alevtyna Shkliarevych, Executive producer, Esse House Production

Engaged Community
Bronze

Nekaktus: all the creatives under one roof

We found our unique and interesting audience at the intersection of two spheres: people who are passionate about creativity but do not like attending conferences.

That is why we have created our own format of the event that’ll tell about creativity: event combined with food, drinks, lectures, networking and musical line-up.

The number of followers of Banda Instagram, which had previously been actively developing for 3 years, rapidly increased from 15 to 20 thousand in just a month before the festival. After that, the audience began to increase steadily by +1000 fans every month.

Having gathered all the creative people of Kyiv and other Ukrainian regions, we formed a community, which is behind creative future of our country, and saw our mission in action - to convince people that creativity in Ukraine matters.



Agency Name: banda

Client Company Name: banda

Pavlo Vrzhesch Creative Director, banda

Egor Petrov Creative Director, banda


Yaroslav Serdiuk Creative Director, banda


Yurii Rusovskyi Senior Designer, banda


Oleksii Prylipka Junior Designer, banda


Ievgen Velychev Designer, banda


Yevheniia Dvoretska Senior Account Manger, banda


Alyona Zykova Junior Account Manager, banda


Kateryna Tryhub PR , banda


Valeriia Havryliuk SMM, banda


Finalist

FRIENDS - Community for girls

Girls want to get quality content and advice from trusted people. This is especially true for sensitive issues of feminine hygiene.

Considering the peculiarities of information consumption of our target audience, we aim to bring important and necessary things in friendly and entertaining format with the help of influencers through the Kotex brand community on YouTube and Instagram platforms. 

Our strategic approach to communicating with the target audience, based on feedback and results, evidences the success of the campaign in the right direction. With this project, the brand has been able to make a significant breakthrough, which has not been reached in recent years. 



Agency Name: U.N.C.L.E.

Client Company Name: Kimberly Clark Ukraine

Nataliia Onyshchenko Digital manager Ukraine and Central Europe Kimberly-Clark Ukraine

Anastasiya Gorishnyakova Marketing Director Ukraine and Central Europe Kimberly-Clark Ukraine

Andrey Zubenko CEO U.N.C.L.E.

Victor Naumkin CDO U.N.C.L.E.

Olga Eksaurova Project Manager U.N.C.L.E.

Ihor Mellou Film Director U.N.C.L.E.

Oleksiy Golembiovskiy Film Editor U.N.C.L.E.

Karina Lirchuk Content Manager U.N.C.L.E.

Finalist

How to make Ukrainians ambassadors for the brand of Ukraine

To change the image of Ukraine in the eyes of foreigners, the country needed new brand.

We had to impact foreigners and change their attitude to Ukraine. But we realised that if we would not make Ukrainians ambassadors of Ukraine, we fail. The global branding was heard, seen and read by 22 million of people. Simple and open logo is available for everyone. It still can be placed to any carrier. It quickly spread, even became meme. People shared Ukraine NOW in social media, branded kiosks, announcements, avatars, decoded notebooks and smartphones with stickers.

For this new brand we created volunteer video: Ukrainian business community and musicians supported project with free video and audio materials. Thus, Ukrainians created community around the brand of new Ukraine and attracted the attention of tourists and investors.



Agency Name: banda

Client Company Name: Cabinet of Ministers of Ukraine, Ministry of Information Policy of Ukraine

Pavlo Vrzhesch, Creative Director, banda

Egor Petrov, Head of Art, banda

Yaroslav Serdyuk, Strategy Director, banda

Mariia Dmitrova, Art Director, banda

Roman Hurbanov, Copywriter, banda

Anton Ivanov, Senior Designer, banda

Yurii Rusovskyi, Senior Designer, banda

Yevhen Velychev, Designer, banda

Anastasiia Burhanova, Copywriter, banda

Alina Mehyd, Account Manager, banda

Media Content Partnerships
Gold

COMFY. THE VOICE. KIDS

In this campaign, we used the partnership with the media channel of “ The VOICE. KIDS” show to create a native and new format of the advertising communication. We organically embedded our campaign creative, which did not look like advertising for the sake of advertising and did not distract viewers from watching the show. We embedded our commercials into a children's talent show to convey to our audiences our message about categories that is positively reflected in our commercial results. We succeeded in meeting our goals, namely to increase sales in each category and increase our market share in the selected categories. Sales enhanced by 8% more than planned, market share by 0.5% with an expected 0.2%.


Agency Name: I am IDEA

Client Company Name: COMFY

Igor Finashkin, creative director, I am IDEA

Aram Simonian, account director, I am IDEA

Victoriia Moskofidi, art director, I am IDEA

Dmytro Horbenko, Copywriter, I am IDEA

Yaroslav Chepurniak,Head of Content & Creative, COMFY

Oleksandr Zhylyayev, Head of Brand, COMFY

Natalia Koshevaya, Marketing director, COMFY

Belyayeva Antonina, Head of Digital, COMFY

Finalist

For girls of all ages

After years of successful communication in the area of beauty and fashion, brand Bella faced with a problem: falling sales and audience loyalty. As it turns out, times have changed and the audience is no longer interested in the modeling industry.

To stop the downward trend, reverse sales growth and consumer love, we needed to find a new compelling communication platform and a sponsorship project to communicate it.

We decided not to go the way of competitors who portray a woman as strong and courageous as a man. We found an insight inherent in the mentality of Ukrainian women: every woman sometimes needs to feel like a girl, regardless of her age. This insight became the basis of new brand communication and was embodied in a new "girl" campaign with sponsorship of popular series #School on TV 1 + 1



Agency Name: Media First Ukraine

Client Company Name: Bella Trade

Contributing companies:

MedInform Ukraine

Lovi Video

TWIGA Digital

TWIGA Ukraine

Dmytro Mosharov, Managing Director, Media First Ukraine

Anna Ostapenko, Strategic Planner, Media First Ukraine

Natalie Sokolyk, Managing Director, TWIGA Digital

Olena Samoilenko, Managing Director, MedInform Ukraine

Lyudmila Drevetska, Account Manager, MedInform Ukraine

Anastasia Pekaryk, Marketing Director, Bella Trade

Serhii Kuzmenko, Strategic Director, TWIGA Ukraine

Andrii Provotar, Creative Director, Lovi Video

Arut Arshakian, PR Manager, Lovi Video

Svetlana Stepanenko, CEO, TWIGA Ukraine