Silver

Football Chips Luyks

For year and a half  Chips Lyuks have lost 18% of a market share*, market itself declined by 18% in 2012*. The main international competitor get in share by 1.5 times as large, local competitor won 6.3%. Task – to stop decline, to build attractive brand image, to launch football pack. Idea - football chips are made of potato grown on a football field! Idea was developed in 360°С campaign. Results: market share decline stopped, Lyuks market share increased by 3 points (the main competitor lost 2 points of market share). 

Agency title

Tabasco 

Alexander Smirnov, Creative Director
Valentin Minchuk, Associated Creative Director
Elena Sukhanova, Director
Svetlana Gorovenko, Junior Art Director
Vladislav Volochai, Creative Group Head
Marianna Karpenko, Account Director

Second Agency Prodigi/Full Contact

Media Agency  Starcom Ukraine
Digital Agency Prodigi
Marketing Services Agency Full Contact 

Corporate name

Kraft Foods Ukraine

Nataliya Revika, Marketing Director (coffe and snack category)
Nataliya Paliy, Marketing Manager
Alyona Chazova, Senior Assistant
Anna Strelchuk, Marketing Trainee

Mivina Mashed Potatoes: make or mar

Task:

In Ukraine, the potato takes the 4th place of consumption, but Mivina mashed potato was not in demand.
The Brand had an urgent task to lift sales, as it was on the verge of closing.

The solution:
After auditing the Brand, it was decided to focus the communication to a mass audience.
Overcoming the barrier of artifice of the product we convinced consumers that the cause rapid cooking of Mivina lies in the technology of processing potatoes with steam. That is why the product is almost ready for consumption in any situation.

The result:
We not only managed to stop the decline in sales, but also exceed the plans of sales for more than 40%.

Agency title

THINK! McCann Erickson

Kateryna Sokolyuk, Strategic Planner
Alexey Demin, Associate Creative Director
Svitlana Boldyreva, Art Director
Viktor Vysotskiy, Copywriter
Yuriy Sklyaruk, Producer
Anna Bobina, Project manager

Media Agency ZenitOptimedia
         
Corporate name

Nestlé Ukraine LLC

Roman Ianovych, Group Brand Manager Instant Food
Valentyna Zhuk, Brand Manager Instant Food

Lightness for Summer Adventures

Dairy market is very competitive and consumers lately became very price-sensitive. How to make people choose Activia that is twice more expensive than most of the dairy? Campaign objectives were to grow Activia sales at 50% in August 2012 comparing to June 2012 before campaign start and at 100% in August 2012 vs August 2011. Activia “Lightness for summer adventures” campaign exceeded all expectations giving the results of sales in volume at 110% during campaign and 135% vs August 2011.

Agency title 

YOUNG AND RUBICAM

Sudienko E., Director
Barsukov D., Creative Director
Valyukh A., Head of Creative Group
Andrietti N., Art Director
Dzyubenko Y., Senior Copywriter
Enkina V., Account Director
Orlovskaya A., Senior Account Manager

Corporate name 

LLC «Danone»

Santos T., Marketing Director
Shukaeva S., Brand Marketing Manager
Radysh A., Junior Brand Manager

Tongues 2

Task:
In 2011 "Hercules" has loudly announced themselves with the launchcampaign "Prepare your tongues!" and was able to stop the negative trend in sales.
This year, the brand had to move to a new round of development.
Solution:
"Prepare your tongues! 2". Now TV was even more like a thriller ... Someone has bitten the ice cream off the billboards and escaped. Others heroes of the outdoor advertising were hiding their ice- cream from people around. There’s nothing to do – you can’t resist “Hercules” – the tongue runs to it.
Results:
Sales plans were exceeded by 30% despite the increase in prices. Plans for the ROI were exceeded by 2.5 times.

Agency title 

Ogilvy & Mather Ukraine 

Alexandra Doroguntsova, creative director
Taras Dzendrovskiy, art director
Irina Pigal, producer
Evgeniy Mirolubenko, project manager
Viktor Ishkov, business director

Corporate name

PJSC “Hercules” 

Natalya Maslo,Deputy director of PJSC “Hercules” ice-cream
Sergey Redko, Head of sector of ice-cream development for PJSC “Hercules”
Roman Baranov, project manager, Capital Strategy Ltd. 
 

“Sate and Wealthy” National Promo

Last year, Hercules has successfully relaunched its frozen-foods product line with new positioning “Home-made dumplings”. This year the campaign weakened and Hercules needed another round.
Solution:
National promo, based on the idea of "With Hercules you can cook not only dumplings, but also win some money – eat and get rich!"
Results:
Despite the increase of the product price, we managed to maintain the level of sales achieved in the past year, and also significantly improve gross margins and smooth the fluctuations in the consumption.

Agency title 

Ogilvy & Mather Ukraine 

Sergey Kolos, copywriter
Dima Lebedev, art director
Yuriy Zharko, art director
Irina Pigal, producer
Evgeniy Mirolubenko, project manager
Viktor Ishkov, business director

Corporate name

PJSC “Hercules”

Ekateryna Elagina, head of frozen semis in PJSC “Hercules”
Roman Baranov, project manager, Capital Strategy Ltd. 

Silver

With Lipton to the stars

Being the main sponsor of X-Factor, Lipton gave all the action winners a chance to see their favorite idols with their own eyes and meet them for a cup of their favorite tea. To tell our target audience of this unique opportunity, was covered all types of advertisement from direct ads in transport to publications in the most popular periodicals and Internet resources.
We turned a singing competition into the unique integrated interactive project and achieved incredible results – by the middle of the project Lipton has already consolidated its reputation of the undeniable leader in category value share.

Agency title

Initiative

Andrew Andrushenko, Managing Director
Irina Bondarchuk, CEO
Kirill Prokhur, Account Director
Dmitry Breus, Senior Planner

Media Agency Initiative
Digital Agency Prodigi
Other Agency STB TV channel

Corporate name

Unilever

Elena Shvoryak, Tea category manager
Olesya Poludnenko, Communication manager
 

Silver

Coca-Cola Euro-2012. Let’s get crazy!

Problem:
Ukraine is the host country for the Euro-2012. Coca-Cola, as a brand that has always supported big football events, had became an Official Partner of the Championship.
But due to the scale of the Event many of the Ukrainian brands uses it in their communications: direct competitor – Pepsi has been using image of Andriy Shevchenko for 2 years in a row; almost all beer brands tell about football and the leadership here is  “Chernigivske”.
Goal:
To develop communication which will make Coca-Cola football brand number 1.
Solution:
Ukraine doesn’t have a “football fans culture” as it is in the European countries. Usually, Ukrainians consider football as a passive activity watching it at home or in the bar.
But Coca-Cola will teach you what is to be a real football fan.
Result:
Coca-Cola became a brand No 1 to be associated with football and Euro-2012 in Ukraine.

Agency title

SAATCHI&SAATCHI UKRAINE

Marina Valeyeva, Client Service Director
Anna Soloviova,  Account Manager
Oleg Lapshin, Creative Director
Sergey Beloshitsky, Copywriter
Konstantin Schneider, Art Director

Media Agency  CARAT UKRAINE: Kseniya Boiko, Account Manager; Anna Khodyka, Account Director

Corporate name

LLC “Coca Cola Ukraine Ltd”

Natalia Chernyshova, Marketing Manager
Tatyana Krupenko, Senior Category Brand Manager SSD
 

Bronze

Coca-Cola vs Zhivchik: fighting for naturalness 2011

Problem:
One of the main tendencies now is the growing number of demanding customers that worry about what products they consume. The functional characteristics are in the foreground now. The Coca-Cola emphasizes on the emotional communication and lost the lead position to TM ‘Zhivchik’, that always highlights its natural ingredients - vitamins and Echinacea extract.
Target:
To change the consumer perception of Coca-Cola as “non-natural” product by disclosing its ingredients.
Solution:
To disclose natural ingredients of Coca-Cola, by neutralising consumers’ negative perception and strengthening the positive attitude towards its unique taste by using the history of 125 years of Coca-Cola whose formula stays unchanged since1886.
Result:
The results of the campaign are two times higher than planned. For the first time in 3 years Coca-Cola overcomes ‘Zhivchik’ and returns its leadership.

Agency title
SAATCHI&SAATCHI UKRAINE

Marina Valeyeva, Client Service Director
Anna Soloviova,  Account Manager
Oleg Lapshin, Creative Director
Sergey Beloshitsky, Copywriter
Konstantin Schneider, Art Director
Media Agency  CARAT UKRAINE: Kseniya Boiko, Account Manager; Valeriya Buzivska, Account Director
            

Corporate name
LLC “Coca Cola Ukraine Ltd”

Natalia Chernyshova, Marketing Manager
Tatyana Krupenko, Senior Category Brand Manager SSD
 

Coffee crafted specially for morning

Task
In the situation when premium brands make a massive intervention in mainstream segment to stop consumers outflow and fix the Loyal customers share on the level of year 2011.
Решение
To strengthen our positions in the area were our main competitor has a weakest position – on a territory of first morning cup which is necessary to wake up.
Результат
Loyal customers share growth to 25%.

Agency title    

THINK! McCann Erickson

Serhiy Uryn, Director
Alexey Demin, Associated Creative Director
Mike Tkachenko, Head of Account

Media Agency  Zenith Optimedia Ukraine

Corporate name    

Nestle Ukraine

Oxana Arzhaeva, BEM Bevarages category
Anna Roche, Marketing Manager in Pure Soluble category

Gold

BUD. King of beers

«Sun InBev Ukraine» launched new brand «BUD» in superpremium segment. Campaign’s idea «Bud. King of beers» allowed brand to attract consumers’ attention and declare ambitions for leadership in the segment. Developed communication strategy and non-standard creative materials allowed to overfulfil plan by market share and raise brand awareness. Evaluating innovations in premium segment we can state that «BUD» is the most successful innovation of last two years. Results achieved during 5 months after the campaign’s launch proved that appearance of a new market player in Ukraine had been a success. «BUD» proved its being the king of beers in Ukraine.   

Agency title

Adventa Lowe 

Aleksey Pasichnyk, Creative Director
Vladimir Kuchmarenko, Creative Group Head
Mikhail Orlov, Senior Art Director
Vadim Andriyevskyy, Copywriter
Igor Sheykyn, Copywriter
Elena Shevchenko, Account Director

Second Agency  Universal McCann
Media Agency Media Vest
        
Corporate name

SUN InBev Ukraine

Tatyana Lukinyuk, Marketing Director
Veronika Stepanyuk, Brand Manager Premium Brands
Nataliya Voloshyna, Brand Manager

Baltika 3. Rise To a New Level

Objective: to stop the sales decline of Baltika 3 in terms of stagnant market and tough competition
Solution: make Baltika 3 the key entry point on premium segment for the mainstream consumers
The result: the level of sales was not only preserved but also increased by 10%

Agency title

THINK! MCCANN ERICKSON

Eugene Kaminskiy, Creative Director 
Eugene Zvenigorodskiy, Art Director 
Pavel Fedenko, Copywriter 
Elena Mironova, Strategic Director
Olga Rozhankivska, Group Account Director
Sergey Kallash, Account Manager

Media Agency    Media Direction

Corporate name

Carlsberg Ukraine

Elena Dzhagaryan, Marketing Director
Dmitry Chaban, Senior Brand Manager
Svetlana Nikiforets, Brand Manager of TM “Baltika”

VideoSnatch

Task:

In order to prepare a good start of the summer and communicate new Tuborg positioning «Grab the Now!»., it was decided to go with a pre-seasonal promo. Promo had also to improve image indexes: relevance and buying intention.
Solution:
Digital promotion with an interactive four-part online movie series, where users could "take" almost everything (!) that catched their eye in the film as a gift.

Results:
For the first time in several years we managed to return positive dynamics to the brand. Relevance and buying intention indexes doubled.
 

Agency title 

Ogilvy & Mather Ukraine

Mykhail Valeev, creative director
Will Rust, executive creative
Alexandra Doroguntsova, creative director
Irina Pigal, producer
Viktor Ishkov, business director

Media Agency   Media Direction
Digital Agency  Fix Digital

Corporate name

Carlsberg Ukraine

Yaroslav Koval, marketing vice-president
Kateryna Gaydidey, Marketing manager of licensed brands
Viktoria Aniskovtseva, brand manager ТМ Tuborg
Alla Shurova, brand specialist ТМ Tuborg 
 

Johnnie Walker Walk with Giants

Johnnie Walker is one of the most popular whisky brands in Ukraine, but consumers in general do not know what it stands for. Johnnie Walker wanted to show consumers how it inspires personal growth, and decided to use “Walk with Giants” global campaign.

We found Alexander Rodnyansky as the perfect character to become the brand ambassador.  Exclusively with Johnnie Walker, Alexander shared his story of success and his interpretation of the slogan “Keep Walking”.

As a result online campaign “Walk with Giants” had significant positive impact on brand equity and increased sales above the targets.

Agency title

AIMBULANCE

Roman Havrysh, Managing partner/ Strategic Director
Vladimir Smirnov, Digital Art Director 
Victor Dubrovin, Business Development Director
Dmitry Silantiev, Senior designer/Art-director
Digital Agency AIMBULANCE
         
Corporate name

DIAGEO Ukraine

Olga Andreenkova, Marketing Director

Silver

Galinka Launch

The Ukrainian detergent market is a battlefield of well established brands. The market share is stable in the last years with little market fluctuations. The longer term growth can be achieved via new line extensions launch in the portfolio, attracting new segments of consumers addressing their specific needs.
Being a subbrand of Gala, Galinka already had established product characteristics in terms of washing powder and the quality of a detergent. What people needed in addition in the baby segment is a gentle solution for their baby clothes, by a brand they trust.

Agency title     

G2-GREY Ukraine

Julie Mazour, Client Service Director
Olga Beliaeva, Strategic Planning Director
Andrew Ushakov, Creative Director
Olesia Turta, Senior Account Manager
Nadia Trikoz, Senior Copywriter
Sergiy Yaroslavtsev, Senior Art Director
Daria Fesyura, Junior Account Manager 
Media Agency          MediaCom Ukraine, MediaWest Ukraine              

Corporate name

Procter&Gamble

Tikhon Oleinikov, BM Tide/Myth/Gala/Dreft EE
Nikita Zakharchenko, Laundry EE & CAR ABM Delivery
Natalia Nesmachnaya, Laundry EE & CAR BM Delivery
Gayane Iosifyan, BM Tide/Dreft EE
Agnieshka Orlik, Laundry СEE MD
 

Silver

“Snow Panda” toilet paper launch

Objective:

To launch the new brand of toilet paper which on average costs 50-60% more than other average “white toilet paper” and sell 6 millions of rolls during first half year after the launch.

Solution:
After analysis of white toilet paper assortment presented on the shelve we made a decision that all communication of the new brand should work for same idea. Starting from the package and finishing with all advertising materials.

Results:
It was sold 9 millions of rolls instead of planned 6 millions of rolls which was 50% more than planned.

Agency title

THINK! McCann Erickson

Creative Director, Eugine Kaminsky
Creative Group Head, Dmitry Nisteruk
Senior Copywriter, Oleg Boroday
Designer, Alena Biletskaya
Client Service Director, Olga Maslova 

Media Agency MediaWest
Digital Agency Peppermint interactive

Corporate name

Global ABC

Marketing Director, Aleksey Filanovsky 
Brand Manager, Irina Vapniar
Brand Manager, Elena Bondaruk

Bronze

MAGNE-B6 premium 2012 ‘Angry Director’ campaign

Have you ever felt symptoms of stress: irritation, fatigue, sleep disorder? The lack of Magnesium can be the reason.
MAGNE-B6 ‘Angry Director’ campaign is the case on successful brand repositioning via entering a new sedative market with the new product line extension (MAGNE-B6 premium) and at the same time maintaining its leading TOP 3 position at the saturated vitamins market.
We face stress quite often in our life, but with MAGNE-B6 premium we own the secret of ‘iron nerves’, because the product contains Magnesium (the metal by its nature).

Agency title 

Publicis Visage

Angela Poddubna, Managing Director
Miroslava Mikhnenko, Client Service Director
Olesya Drashkaba, Creative Director
Ruslan Palamarchuk, Art Director
Viktoria Bodnarchuk, Copywriter
Elena Budyk, Account Director
Title Maria Kosheleva, Senior Account Manager

Media Agency   ZenithOptimedia Ukraine

Corporate name 

Sanofi Ukraine

Victor Chorny, Head of Business CHC
Victoria Petrenko, Head of Marketing CHC
Valentyn Kharchenko, Family care & Well-being Category Manager
Еlena Kohtyuk, Brand Manager
 

No time to be sick

The category of hot drinks for cold and flu is one of the biggest segments in the pharmaceutical market of Ukraine. 70% of the market is shared among 4 brands: Pharmacitron, Coldrex, Fervex and Theraflu (only the 4th place).

There is low differentiation between the brands. According to the study by Ipsos (January 2012 g), 61% of Ukrainians seek pharmacists’ advice and this is the main driving force for Farmatsitron - #1 brand in the category. But due to corporate policy, Theraflu’s the main channels of promotion are the only traditional channels.

The objectives:
1. To increase sales by 18% *.
2. To increase brand awareness by 7%**.
3. To increase consumption by 5%**.

Results: the brand moved from the 4th to the 2nd place in the category.

1. Sales increased * by 21,6%  
2. Brand awareness increased ** by 9,5%
3. Consumption increased** by 7,5%

*data from SMD, Dec’11 YTD
**data from Ipsos Brand Tracker, wave 2 Jan’12

Agency title

Saatchi&Saatchi

Oleg Lapshin, Creative Director
Marina Valeeva, Client Service Director
Natalia Oksenenko, Account Director
Elena Goncharuk, Copywriter
Andrey Krysenkov, Art Director
Denis Prutenko, Producer

Media Agency MEC
  
Corporate name

Novartis Consumer Health S.A.

Olga Bogolepova, Marketing Manager a.i.
Natalia Kravchenko, Brand Manager
 

Stop TB in Ukraine

In today's world every day we meet so much horror, disasters and catastrophes that even fatal diseases sometimes are secondary. But here's the problem of tuberculosis in Ukraine, which is at the national level. Every hour in Ukraine registered 4 patients with TB, and every hour of one such patient dies. People never pay much attention to facts and   huge figures. Human does not believe that something bad can happen to him. This is human nature.
It was necessary to draw people's attention to the TB problem and make people care their health. And it happened. The activities of the Foundation "Evolution of Ukraine" and, in particular, the program "Stop TB in Ukraine" has a national outcry. The problem was noticed at all levels. Ukrainian President Viktor Yanukovich signed the law "On amendments to the Law on the struggle against tuberculosis."

Agency title

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Maria Tsarik, Account Manager

Production         23/32

Corporate name 

Rinat Akhmetov Foundation “Evolution of Ukraine”

Kristina Vilyura, Assistant of Communication and Social Mobilization Department

Bronze

Share the love

History of PUMA is such classic story. Strategy and behavior of Puma for 21 century were terribly chaotic, and this caused  total fall in sales and the threat of relegation to the “second league” of sports brands.
But what to do one of the great sports brand and talk about professional sport in the country of the future Euro 2012 without Adidas and Nike budgets?
And we found way out. Our idea was based on PUMA  platform "Love = Football" and was to help all football fans make Valentine's Day special. The campaign was so successful that originally planned for Ukraine, it has been adapted and launched in 6 countries: Russia, Poland, Austria, Czech Republic, Slovakia and Spain.

Agency title

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Maria Tsarik, Account Manager

Production         23/32
Digital studio     Shaman studio

Corporate name

PUMA Ukraine

Arthur Odesiuk, Marketing Director
Pavel Kolesnik, Marketing Coordinator

Gold

Toyota Yaris - ideal for city

In 2011 Toyota Yaris had some 1% market share in competition segment. By spring 2012 Toyota Motors aimed to triple sales rate in comparison with the same period of 2011. Also the challenge was to increase share by 3,5% in competition segment.
As a result – 2 stage non standard integrated campaign was developed. We promoted Yaris as a vehicle which ideally meets urban traffic standards. The campaign resulted in overperfomance of all goals and objectives.

Agency title 

B.I.T.A. Advertising

Vladimir  Volodarskiy, General Director
Svyatoslav Spector, Creative Director
Irina Soloviova, Account Manager
Michael  Petrusyak, Art Director
Ilya Jivotovsky, Designer
Yuri Babinetz, Copywriter

Corporate name

CFI Toyota-Ukraine 

Maryna Didkovskaya, Advertising & PR Specialist
Olena Komko, Advertising & PR Assistant Manager
Alina Martynenko, Advertising & PR Specialist
 

Promotion of a restyled Peugeot 107

In 2012, Peugeot Ukraine has set an ambitious objective: to double the Peugeot 107 sales turnover. What made this project difficult is a fierce competition within the segment and absence of budget to finance media support. So, the idea was conceived to promote the Peugeot 107 as a trendy accessory. Every woman who bought the Peugeot 107 received designer leather gloves as a gift. Employing exclusively communication at the dealerships, Peugeot 107 became the leader in the B1 segment. During the first 9 months of 2012 the sales turnover two times exceeded the plan.

Agency title

HAVAS WORLDWIDE UKRAINE

Katherine Ilchenko, Client Service Director & Strategic Planning Director
Helen Guk, Group Account Director
Darya Pereyaslavskaya, Account Director
Oksana Lihota, Account Manager
Nikita Lazorenko, Senior Copywriter
Yuri Velichko, Art Director
Taras Lopuzhanskiy, Junior Art Director

Corporate name

PSA Peugeot Citroen 

Olesj Shkuratov, Marketing Director
Tetyana Bovkun, Marketing Communication Manager

Image campaign «Road», product campaign «Roulette»

The Communication task is a repositioning the brand as the most Euroshina quality. The campaign consisted of two phases.

The campaign "you driving ability depends on tireservice" showed the importance of using the services of quality service, the campaign "Tire - is not a game" has brought to customers the idea that the correct tire affect their lives.

After spending 45 725 UAH, have exceeded sales targets by 129%, exceeding the sales plan for the period of 2011 was 84%, showing an increase of the gross profit by 45% in 2012 compared to 2011.
As a result, the second phase of the average check increased by 39%. Services began to be better off target audience.

Agency title

Michurin

Bolsunovsky Dmitriy, Creative Director
Kobzenko Svyatoslav, Art-director
Dikusarova Elena, Copywriter
Vyshepan Ivan, Designer
Levchenko Elizaveta, Group Account Director

Corporate name 

LTD «The first tire company» brand «Euroshina»

Beschastnyh Nikita, director
 

Discover the potential of your car with Ekto from Lukoil

Task:

For the three-month campaign:
1) Increase the number of repertory consumers from 16% to 20%
2) Reduce rejecters from 26% to 20%

Solution:
Depart from the consumer insight reverent attitude to their car and as "amp" message fuel quality Lukoil use EKTO - branded fuel company.

Results:
We were able to attract consumers to Lukoil from WOG, Shell, OKKO, share of costs of each of which is 3-4 times higher than the share of Lukoil and ranged from 20 to 35%.
The campaign also worked on EKTO having increased customer base from 3% to 10%, allowing the company to sell more marginal fuel.

Agency title

THINK! McCann Erickson

Elena Mironova, Strategic Planning Director
Alexey Demin, Associated Creative Director
Svitlana Boldyreva, Art-director
Viktor Vysotskiy, Copywriter
Olga Maslova, Client Service Director
Alla Ledin, Senior Account Manager
Olga Kashpur, Account Executive

Media Agency Universal McCann
            
Corporate name 

«LUKOIL - Ukraine»

Ekaterina Klugvant - Braim
 

Bronze

Traffic policeman

European football championship became a real challenge for Ukraine. Within two years our country had to renovate its face. Build roads and stadiums, airports, purchase train. But that was not the hardest part. The hardest was to make road police start speaking English! And we decided to use the obvious problem to the society’s best interest, and, of course, to our client’s – English language school Speak Well – too.

While everyone mocks Ukrainian road police being unprepared to meet foreign guests. We decided to give the nation hero-policeman! Just before Euro 2012, we suggested creating a video, which was funny and anti-provocative at the same time. Unexpectedly it will make amends for our brave policemen. So, two Russian-speaking tourists, on purpose play foul with inspector, trying to make him believe that they are English-speaking foreigners. They are sure, that policeman will be scared of English language and will let them go. However in our story, the inspector is not dodging the situation. Despite the expectations, he talks to driver in fluent English, without any hesitation.  Foreigners are in shock and the whole society is excited about our hero-policeman!

Soon the story will get continuation and the country will find out about its hero. Our hero policemen will be interviewed at his English school  "SPEAK WELL".

Agency title

PROVID 

Kirill Chichkan, Creative Director
Sergii Zinoviev, Creative Director
Olga Pozharska, Art-Director
Denis Khanenko, Copywriter
Dmitriy Adabir, Managing Director

Digital Agency   Liquid7 Digital Content House 
Production House Toy Pictures 
Postproduction  Wizard Post 

Media agency     Media Direction

Corporate name

Speak Well 

Yuriy Malashenko, Director
 

Ping Pong Pitch

PUMA faced the threat of relegation to the “second league”. The lack of single-minded brand purpose was hitting PUMAʼs bottom line and they needed a dramatic fix. In 2008 they got it. When the new platform “PUMA Social” appeared.
All carried PUMA activity remained unnoticed in Ukraine and brand awareness was tiny. After analyzing hobbies and sports interests, we "dug" a sport which surprisingly was left unattended by all the brands and suited us perfectly - ping-pong. Ping-pong definitely has its aesthetics, and it just deserves a second chance to make it to "wipe the dust" and turned into a popular phenomenon of modern metropolitan life. Favorite game from the Soviet time, this is probably the only game in which you can hold in one hand a bottle of beer and in the other - the racket. The very thing that united the sporting interest (rivalry) and fun conversation.

Agency title

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Maria Tsarik, Account Manager

Corporate name

PUMA Ukraine 

Arthur Odesiuk, Marketing Director
Pavel Kolesnik, Marketing Coordinator

Bronze

Antistadiums

For Comfy communication to stand out in cluttered informational realm before the Euro 2012, PROVID created the campaign uniting most of football fans – those who won't get to the stadiums during Euro matches. The campaign «Antistadiums» emphasizes the benefits of watching football matches on your «home» stadium with household appliances that you can buy in Comfy stores.

Agency title

Provid 

Dmitriy Adabir, managing director 
Kirill Chichkan, creative director 
Lesha Vakhnik, art-director 
Yevgenia Ustinova, copywriter
 Elena Zayats, account director 
Valeria Scherbina, account executive 
Second Agency  Talan Group (Talan Communications)

Corporate name

LLC “Comfy Trade”

Natalya Koshevaya, marketing director 
Tatyana Kornienko, head of promotion department 
Aleksandr Zhilyaev, head of brand development department 
Julia Dzyuba, brand development department manager
 

Prepare your hands

Campaign on opening of new Comfy store in Kiev was challenged to reach ambitious plans of traffic and sale in the opening day, to exceed KPIs of former opening in Kiev in 2011, to gain Kiev share in chain sales.
While shopping, a person needs quick and skillful hands in order to be able to grab purchases. We proposed our Kiev citizens to prepare their hands to grab super offers on the opening of Comfy store.
Due to communication strategy and idea we made a bright opening and achieved targets!

Corporate name

LTD “Comfy Trade” 

Nataliya Koshevaya, Marketing Director
Aleksander Zhilyaev, Head of Brand development department
Yuliya Dzyuba, leading specialist on brand development and promotion

Second Agency           Provid
Media Agency            Avantime
Digital Agency           For Force
Marketing Services Agency          Lazer studio

Gold

life:). New communication platform

To increase existing market share, subscribers base and revenue life:) needed to make the brand more visible and attractive to the TA, fill it with new values. For further communication the whole world was specially developed. The new communication platform "The World of Communication" and unique visual identity were created.  life:) increased its revenue by 17.4%, the subscriber base by 6.45%, market share by 2% during the period of campaign. A number of rational and emotional brand’s attributes raised. 

Agency title 

YOUNG AND RUBICAM

Sudienko E., Director
Barsukov D., Creative Director
Kostyleva A., Head of Creative Group
Tymoshchuk A., Art Director
Tulub I., Copywriter 
Panichkova N., Account Director

Media Agency Media Systems

Corporate name

LLC «ASTELIT» 
Zakharenko D., Deputy General Director – Marketing
Zhorin A., Head of Marketing Communications Department
Yakovenko E., Senior Brand Manager
Gulyaev S., Head of Key Region Marketing Division
Volnyanskyy A., Head of East Region Marketing Division
Koss O., Head of West Region Marketing Division

Silver

“SIMPLY CHEAPER” tariff

life :) is fighting for a place in the sun in the eastern region of Ukraine, where historically MTS is undisputed market leader. Optimistic task of subscribing growth − +10% comparing to the period when the campaign started. We were to show as simple and emotional, that life :) was actually cheaper and helped saving money. Rabbit and cabbage became a symbol of saving. As a result, the subscriber base grew by 40% above the target of 10% growth. Monthly connections rose by 200-300% over the same period previous year. 

Agency title 

YOUNG AND RUBICAM 

Sudienko E., Director
Barsukov D., Creative Director
Kostyleva A., Head of Creative Group
Tymoshchuk A., Art Director
Tulub I., Copywriter
Panichkova N., Account Director

Media Agency Media Systems

Corporate name

LLC «ASTELIT» 

Zakharenko D., Deputy General Director – Marketing
Zhorin A., Head of Marketing Communications Department
Yakovenko E., Senior Brand Manager
Volnyanskyy A., Head of East Region Marketing Division
Pavlov A., Leading Marketing Communication Specialist
 

Bronze

Disappearing villages – a new market for Kyivstar mobile Internet

From 2008 till 2010 mobile modem market was growing intensely. But in 2011 tendencies changed and mobile modem sales started to decrease. Success of the campaign «Disappearing villages – a new market for mobile Internet» could be provided by the further market growth. To stimulate the sales we paid attention to a new target audience of potential consumers – the villagers. The strategy was a right one – in the second half of 2011 modem sales grew by 25%, mobile Internet penetration via modem reached the 12% mark and «Kyivstar» restored its leading positions according to the most important indexes. 

Agency name

Adventa Lowe 
Svetlana Shynkarenko, Managing Director
Kirill Skikevich, Strategic Planning Director
Alexey Pasichnik, Creative Director
Igor Karakuts, Creative Group Head
Olga Mamaeva, Account Director
Olga Dobrotskaya, Senior Account manager

Media agency name MEC

Corporate name

Kyivstar Company

Nelya Uss Head of Department Business Unit Mass Segment
Тatiana Svetlova, Kyivstar Brand manager
Yuriy Chornenkiy, Kyivstar Brand manager
 

Fixed «Home Internet» from Kyivstar

Fixed Internet market in 2010 was formed and divided between two key players – «Ukrtelecom» and «Volya». And for this reason «Kyivstar» as Internet provider had to offer the consumers something new to attract their attention and consolidate its positions in the market. The solution was found within the framework of the campaign promoting a service «Bonuses for mobile communication». Paying for Internet-traffic consumers received bonuses for mobile payments. New service enabled «Kyivstar» to take a second place in providers’ rating and according to the number of subscribers and leave its competitors behind according to the «Brand Loyalty» and «Customer Satisfaction» indexes.

Agency name

Adventa Lowe

Svetlana Shynkarenko, Managing Director
Kirill Skikevich, Strategic Planning Director
Alexey Pasichnik, Creative Director
Igor Karakuts, Creative Group Head
Olga Mamaeva, Account Director

Media agency name MEC

Corporate name

Kyivstar Company

Nelya UssHead of Department Business Unit Mass Segment
Yuliya Reminyaka, Marketing manager
Stas Ostrenko, Brand manager

djuice 5 copecs

Campaign «djuice 5 copecks» presented a revolutionary offer in the market of mobile communication in Ukraine, taking into account tough competition of zero tariffing in the first half of 2011. It covered all subscribers interested in cheap calls on other operators’ numbers. The main campaign’s idea was that new tariff from djuice was more beneficial than usage of a few mobile phones. The results were amazing: brand had exceeded the plan by quantity of subscribers connected more than twice and managed to achieve high image rates, compared with the main competitors. 

Agency title

Adventa Lowe 

Svetlana Shynkarenko, Managing Director
Kirill Skikevich, Strategic Planning Director
Alexey Pasichnik, Creative Director
Yevgen Gozheyshiy, Creative Group Head
Anna Balycheva, Account Director

Media Agency MEC Ukraine

Corporate name

Kyivstar GSM Company 
Nelya Uss Head of Department Business Unit Mass Segment
Julia Vestfal (Andreeva)
Alexandra Pasichnik, djuice Brand manager

National advertising campaign for summer promotion 2012 Full Zero support

By the start of EURO-2012 MTS decided to please its customers by offering a new Full Zero crash service. MTS subscribers had the opportunity to say goodbye to any constraints within the network and communicate freely, oblivious to the time and payment.

The main objective: to inform the mobile communication subscribers about the promo and insure increase of the new subscribers connection to MTS according to the business plan for the 3 quarter 2012. 
The solution: integrated national advertising campaign for summer promotion 2012 Full Zero support with Nicolay Valuev starring.

Campaign results: the conducted advertising campaign demonstrated the high level of advertising and MTS brand recognition. As a result of the campaign the objective for the new mobile subscribers’ connection was substantially over-fulfilled.
 

Agency title

DDB Ukraine 

Igor Klymenko, creative director
Sasha Shablya, creative group head
Olga Lukyanenko, copywriter
Dmitry Spivak, client service director
Angela Rodionova, group account director
Liza Levchenko, senior account manager
Anatoliy Bezrukov, producerSecond Agency production studio Radioactive Film

Media Agency: Maxima Ukraine

Corporate name

MTS Ukraine 

Svyatoslav Gorban, marketing director
Denis Lopatko, marketing communications director
Victoria Boyanovskaya, marketing communications department manager
Vladislav Yarovoy, brand manager
 

Silver

Banking. German Style

Banking. German Style

Ogilvy & Mather Ukraine    

Bank Forum Commerzbank Group

Silver

Loan in 10 minutes

“Renascence Credit” Bank specializes in multipurpose loans. In 2012 bank’s strategic aim is to become a full-time player in consumer loans segment.
The main task was to increase multipurpose loans issued  monthly average sum by 30%.
The idea of the campaign: to demonstrate that thanks to “Renascence Credit” bank financial issues can be dealt with in 10 minutes, wherever and whenever, as long as there is a phone nearby.
After the first “10 minutes” advertising campaign issued multipurpose loans monthly average sum increased 1.7 times and the financial plan was exceeded by 30%, spontaneous brand awareness increased up to 17% Amount of applications via call-canter increased 4 times.

Agency title

Kinograf

Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Konstantin Sen, art directors
Sergii Gulyk, copywriter
Ivan Peday, designer

Media Agency  Media Direction Ukraine
         
Corporate name

Renaissance Credit 

Yaroslav Skovron, Head of Product and Business Development Department
Olena Kovalska, Head of Marketing
Kateryna Dubyna, Marketing Manager
 

Bronze

2,14

“Renascence Credit” Bank specializes in consumer loans and plans to use summer time to expand its client base.
There was a need to attract at least 15 000 new customers.
However, “Renascence Credit” Bank has no good options over the competition - their interest rates are the same.
“2.14” advertising campaign delivered a simple message: one loan payment is as much as a price on one egg. These specifics marked-out the bank among competitors and focused the attention on “Renascence Credit” offer.
After campaign’s end 20 000 new customers were attracted instead of 15 000 planned, which exceeded initial goal by 34%.

Agency title

Kinograf 
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Liliia Chorna, art director
Oleg Kiselitsa, copywriter
Ivan Peday, designer

Media Agency Maxus Sigma, MD Media Direction Ukraine

Corporate name 

Renaissance Credit

Yaroslav Skovron, Head of Product and Business Development Department
Olena Kovalska, Head of Marketing
Kateryna Dubyna, Marketing Manager
 

Even more interests on deposits in Erste Bank!

DESPITE THE SITUATION IN UKRAINIAN BANKING SECTOR WHICH SUFFERED FROM FINANCIAL CRISIS AND LOSS OF PEOPLE’S TRUST, ERSTE BANK STRUGGLES TO WIN TRUST OF CLIENTS TO INCREASE DEPOSITS VOLUME WHICH IS THE CORE FACTOR OF DEVELOPMENT AND SURVIVAL IN BANKING SECTOR.

CAMPAIGN IDEA: “THE BANK DOES MATTER”
BRIGHT CREATIVE SOLUTION AND COMPETENT MEDIA MIX ENSURED IMPRESSIVE RESULTS: AMOUNT OF UAH TERM DEPOSITS INCREASED ON 190%*. BRAND AWARENESS INCREASED FROM 14,7% TO 26%*. AD RECALL EXCEEDED PLANNED LEVEL BY 7PP AND REACHED 37%*.

*NBU STATISTICS, GFK, AD TRACKING BY IMAS INT
 

Agency title  

YOUNG&RUBICAM 

Eugenia Sudienko, Director
Dmitriy Barsukov, Creative Director 
Kristina Morozova, Copywriter
Vladimir Kononskiy, Art-Director 
Nina Vasilchenko, Account Manager 
Svetlana Baryshnikova, Account Director Media Agency  MEC

Media Agency  MEC

Corporate name

Public Company “Erste Bank”

Nataliya Rodina, Head of Marketing
Oleksandra Nudchenko, Head of advertising and marketing research
 

Banda Agency Launch

“If you do not like something, change it”.

Ukrainian  market of advertising agencies is like a national football championship. it has its  premier and second league and its own tough rules. And if a new independent agency appears on the market, it meets number of challenges. Huge advertising Goliaths are running the show and small David has to be really smart to stay alive and thrive. This is the story how to gain profit and get invitations from “premier league” clients.
People like what is interesting for them,not what you are trying to sell them, so “Banda” became their field of interest at first 3 months.

Agency title

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Maria Tsarik, Account Manager

Corporate name

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter

Gold

Let's Do It Ukraine!

The goals of the public initiative “Let's clean-up Ukraine!” lies in finding and uniting caring people ready to participate in volunteer cleanups and clean their country. Last year the event gathered 20 000 participants. This year we decided to shock the public. The results of real scientific experiment, showing how the country died in 9 days, turned out to be a PR-newsmaker that became the base for all further communications. On the day of the cleanup 51 056 volunteers (32% more than planned and 132% more than in 2011), 50 companies and 110 cities joined the event; 550 volunteers-organizers; and 5422.03 cubic meters of garbage were gathered.

Agency title   

Tabasco 

Alexander Smirnov, creative director
Valentyn Minchuk, associated creative director
Vladyslav Volochay, creative group head
Vladimir Kobets, art-director
Alexandra Kochubey, copywriter
Tatyana Kurmaz, agency producer

Second Agency  Prodigi/Full Contact
Digital Agency  Prodigi, Tribal DDB
Marketing Services Agency  Full Contact

Corporate name 

Сivic initiative «Let's Do It Ukraine!»

Oksana Tjupa, chief coordinator responsible for partnership
Yuriy Pivovarenko, project coordinator
Volodymyr Garkusha, head of civic initiative «Let's Do It Ukraine!»
Kateryna Strypko, founder of the civic initiative «Let's Do It Ukraine!»
Natalya Khomiak, communication coordinator
 

Silver

Live on an equals. The long-term communications program for National Assembly of Disabled people of Ukraine

“Live on equal” campaign for National Assembly of People with Disabilities in Ukraine aims to support people with disabilities. These people are outside of the corporate and social activities mainstream of large companies and business in general. Live on equal campaign idea is person is more important than his disability! Idea essence was implemented through different steps, with a range of instruments which forms unified campaign – equal and tolerant society creation in Ukraine. The main goals are to increase city adaptability for people with disabilities, create unified accessible places online map for people with disabilities, drawing public attention to the problem of lives of people with disabilities in the way of tolerant attitude to such people, drawing partners to NAPDU.
Campaign is still in process, but two years cooperation has exceeded its goals in many times.

Agency title

Talan Group (Talan Communications, Pleon Talan, Clever Force) 

Maksim Boritko, Creative Director
Svetlana Dolinskaya, Creative Group Head
Vladimir Kleimenov, Art Director
Anna Riznyk, Project Manager
Elena Molodtsova, Digital Manager
Elena Runets, PR Manager

Media Agency Media Direction
Digital Agency Liquid7 Digital Content House

Corporate name

National Assembly of Disabled people of Ukraine

Natalia Skripka, Executive Director
Olga Zhyrbenko, Head of Information Department
 

Gold

The lower the temperature outside, the higher the discount

Task:
To persuade customers to buy ice cream in winter, when only thinking about ice-cream makes you feel cold.
solution:
Specialized online shop selling "Hercules" ice-cream. Ice-cream is sold with a discount in this shop – the colder the temperature outside is, the higher is the discount. The ice-cream will be delivered right to your warm office or apartment by the heroes from the packages – Panda, Squirrel or Pilot. This shopping experience will make you forget about all the frost.
Results:
Sales plan for 7 off-season months has been exceeded by 40% in 4 months (during the campaign + tail effect after the end)!

Agency title 

Ogilvy & Mather Ukraine 

Mykhail Valeev, creative director
Alexandra Doroguntsova, creative director
Yuriy Zharko, art director
Irina Pigal, producer
Evgeniya Dzubenko, copywriter
Viktor Ishkov, business director

Corporate name

PJSC “Hercules”  

Natalya Maslo, head of PJSC “Hercules” ice-cream
Roman Baranov, project manager, Capital Strategy Ltd. 

Gold

Traffic policeman

European football championship became a real challenge for Ukraine. Within two years our country had to renovate its face. Build roads and stadiums, airports, purchase train. But that was not the hardest part. The hardest was to make road police start speaking English! And we decided to use the obvious problem to the society’s best interest, and, of course, to our client’s – English language school Speak Well – too.

While everyone mocks Ukrainian road police being unprepared to meet foreign guests. We decided to give the nation hero-policeman! Just before Euro 2012, we suggested creating a video, which was funny and anti-provocative at the same time. Unexpectedly it will make amends for our brave policemen. So, two Russian-speaking tourists, on purpose play foul with inspector, trying to make him believe that they are English-speaking foreigners. They are sure, that policeman will be scared of English language and will let them go. However in our story, the inspector is not dodging the situation. Despite the expectations, he talks to driver in fluent English, without any hesitation.  Foreigners are in shock and the whole society is excited about our hero-policeman!

Soon the story will get continuation and the country will find out about its hero. Our hero policemen will be interviewed at his English school  "SPEAK WELL".

Agency title

PROVID
Kirill Chichkan, Creative Director
Sergii Zinoviev, Creative Director
Olga Pozharska, Art-Director
Denis Khanenko, Copywriter
Dmitriy Adabir, Managing Director

Digital Agency  Liquid7 Digital Content House 
Production House Toy Pictures
Postproduction Wizard Post 

Media agency     Media Direction

Сorporate name  

Speak Well 

Yuriy Malashenko, Director
 

Silver

Blue bird

The campaign was aimed at promotion of the loans, issued at household appliances stores, such as “Foxtrot”, “Eldorado”, “Comfy”, “Technopolis”, etc.
In autumn 2012 appliances stores together with competition hold a joint action “0% loan interest”.
The idea: to hold a weekly laptops lottery among those, who have applied for a loan at “Renascence Credit” counter.
The lottery was announced by a blue bird of luck, which brightly marked-out “Renascence Credit” counter among the competition monotony. We’ve decided to use the whole space of a trading hall to make our message more notable. And our birds scattered in the air of the store!
After campaign’s end issued loans sum increased by 16%.

Agency title

Kinograf

Vitaliy Kokoshko, creative director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa / Sergii Gulyk, copywriters
Mariya Ryaboshlyk, art director
Vladimir Nuzhnyy, illustrator

Marketing Services Agency   Vdala Sprava

Corporate name

Renaissance Credit

Yaroslav Skovron, Head of Product and Business Development Department
Olena Kovalska, Head of Marketing
Kateryna Dubyna, Marketing Manager
 

Bronze

Let's Do It Ukraine!

The goals of the public initiative “Let's clean-up Ukraine!” lies in finding and uniting caring people ready to participate in volunteer cleanups and clean their country. Last year the event gathered 20 000 participants. This year we decided to shock the public. The results of real scientific experiment, showing how the country died in 9 days, turned out to be a PR-newsmaker that became the base for all further communications. On the day of the cleanup 51 056 volunteers (32% more than planned and 132% more than in 2011), 50 companies and 110 cities joined the event; 550 volunteers-organizers; and 5422.03 cubic meters of garbage were gathered.

Agency title   

Tabasco

Alexander Smirnov, creative director
Valentyn Minchuk, associated creative director
Vladyslav Volochay, creative group head
Vladimir Kobets, art-director
Alexandra Kochubey, copywriter
Tatyana Kurmaz, agency producer

Second Agency  Prodigi/Full Contact
Digital Agency  Prodigi, Tribal DDB
Marketing Services Agency  Full Contact

Corporate name

Сivic initiative «Let's Do It Ukraine!»

Oksana Tjupa, chief coordinator responsible for partnership
Yuriy Pivovarenko, project coordinator
Volodymyr Garkusha, head of civic initiative «Let's Do It Ukraine!»
Kateryna Strypko, founder of the civic initiative «Let's Do It Ukraine!»
Natalya Khomiak, communication coordinator
 

Bronze

Banda Agency Launch

“If you do not like something, change it”.

Ukrainian  market of advertising agencies is like a national football championship. it has its  premier and second league and its own tough rules. And if a new independent agency appears on the market, it meets number of challenges. Huge advertising Goliaths are running the show and small David has to be really smart to stay alive and thrive. This is the story how to gain profit and get invitations from “premier league” clients.
People like what is interesting for them,not what you are trying to sell them, so “Banda” became their field of interest at first 3 months.

Agency title

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Maria Tsarik, Account Manager

Corporate name

Banda Agency

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter

Always finishes building

Objectives: to stop the decline of “Kyivmiskbud” revenues till the end of 2011 and to fix them at the level of 2010.
Solution: to focus on consumers, who dream of an apartment in a new building, but are forced to buy apartment at the secondary market because of fear to lose both money and apartment due to a series of scandals with frozen construction. Inform these customers about the main advantage of “Kyivmiskbud” over other developers – “Kyivmiskbud” always finishes all its buildings.
Result: the objectives have been achieved and even exceeded by 29%.

Agency title

THINK! MCCANN ERICKSON 

Eugene Kaminskiy, Creative Director 
Eugene Zvenigorodskiy, Art Director 
Oleg Boroday, Copywriter 
Anastasiya Zhurakovskaya, Senior Account Manager
Katerina Novikova, Strategic Manager 
Dudko Konstantin, Designer

Media Agency    UM Kyiv

Corporate name

PAO HC "Kyivmiskbud"

Arkadiy Bondarev, Vice-President
Vadim Novozhilov, Head of Marketing and Advertising Department
Egor Arsenyev, Manager

Discover a Hero Inside You

Discovery Channel (DC) is one of the top TV channels in the world, but not in Ukraine. Promo campaign objectives were 40,000 unique website visits, 8000 promo participants and viral coverage 1:3. We developed a professional psychological test revealing the hero in each of us. "Discover a hero inside you” test results were closely associated with DC show hosts. Campaign objectives were exceeded: viral coverage reached 1:7, 70 000 people participated in the promo, and we got 400,000 site visits.

Agency name   

Prodigi digital agency

Oksana Zavoyko, director
Artur Matkovskiy, client service director
Alexander Medvedev, senior account manager
Vitaly Tkach, creative head 
Svetlana Baran, art director
Viktoriya Martyniuk, designer

Corporate name

Discovery  Communications Ukraine Ltd

Irina Branitskaya, Marketing Lead North East Europe 

Get into genius head

What kind of intellectual breakthrough would happen if we could get into genius’ head just for one day and learn how to think like he does? The similarity of brain and walnut allowed us to demonstrate the result of seminars of TALENTari training center. Boxes with exciting content were sent to companies’ directors, marketing and PR managers, advertising agencies’ directors, who are interested in their employee’s development (3 BTL agencies, 7 advertisers).

Agency title

Talan Group (Talan Communications)

Maxim Boritko, сreative director
Vladimir Kleimenov, art director
Nikolay Babichev,designer
Tamila Belichenko, project manager

Corporate name

TALENTari

Daria Shkil, project manager
Ivetta Delikatnaya, chief talent officer

Silver

Always finishes building

Objectives: to resume a positive attitude to the legendary "Kyivmiskbud" and stop the decline of its revenues.

Solution: to remind the audience about the "Kyivmiskbud" as a reliable builder and emphasize its main advantage over other developers – “Kyivmiskbud” always finishes all its buildings.

Result: with minimal media budget “Kyivmiskbud” annual revenue grew for 30%, and the advertising campaign was recognized by experts as one of the best in the category of real estate.

Agency title 

THINK! MCCANN ERICKSON 

Eugene Kaminskiy, Creative Director 
Eugene Zvenigorodskiy, Art Director 
Oleg Boroday, Copywriter 
Anastasiya Zhurakovskaya, Senior Account Manager
Katerina Novikova, Strategic Manager 
Dudko Konstantin, Designer

Media Agency    UM Kyiv
        

Corporate name

PAO HC "Kyivmiskbud"

Arkadiy Bondarev, Vice-President
Vadim Novozhilov, Head of Marketing and Advertising Department
Egor Arsenyev, Manager

Brand Relaunch

Task: «Hercules», the leader on the Ukrainian market of frozen foods began to lose its positions in all key indicators – sales and preference. The task was to stop this negative trend and change the association with low-grade "junk food" to the perception of ravioli as a delicacy.
Solution: The two-staged advertising campaign was launched to build image of ravioli "Hercules" as of homemade ravioli, giving the warmest emotions to the consumer. Package redesign was also made to show the high quality of the package content.
Results: Plans for certain image parameters were exceeded, while in terms of sales not only the negative trend has stopped, but also have received a significant increase, despite the fact that the price of the product within a few stages of the campaign has repeatedly raised.

Agency title 

Ogilvy & Mather Ukraine 

Mykhail Valeev, creative director
Yuriy Zharko, art director
Evgeniya Dzubenko, copywriter
Irina Pigal, producer
Evgeniy Mirolubenko, project manager
Svetlana Polyakova, project manager

Media Agency UM

Corporate name

PJSC “Hercules” 
Ekateryna Elagina,head of frozen semis in PJSC “Hercules”
Andrey Boyechko, Business partner , Capital Strategy Ltd.
Roman Baranov, project manager, Capital Strategy Ltd. 

Bronze

FIT BUNS

For sport-club “Fitness-Academy” promotion, in cooperation with a bakery which supplies bread to a local supermarket it was released the idea of creation “Fit Buns” – low-calorie, diet bread in individual packaging.
To take advantage of a promotional offer, you need  to buy FIT BUNS packaging, stylized male press, cut out a coupon for a free visit and with it come to a sport-club.
As a result of advertising campaign:
-- More then 30 000 people saw “Fitness-Academy” advertising campaign;
-- 2996 “Fit buns” packages were sold off, 658 visitors came with a free visit coupon, 217 of them bought the club card. The increased number of fitness club members is 25%.

Agency title  

MEX Advertising Agency

Media Agency  Media-Expert/Havas Media
         

Corporate name 

Sport-Club «Fitness-Academy»  

 Tatiana Denisenko, General Manager
 

Bloggers in Hotels

Digity is a full-cycle digital advertising agency. From the beginning we’ve been focusing on creation of integrated campaigns based on social networks. Crew of our agency is a highly profecional specialists, who have big experience not only in digital marketing, but in other spheres as well (PR, BTL, ATL, production). This knowledge helps us to provide phygital solutions at the junction of of the real and digital world.

Agency title

Digity

Timofey Yefimov, director 
Alla Mart, SMM director 
Evelina Gorelik, account manager
Yaroslav Biletsky, SMM manager 

Corporate name

TezTour

Andryk Josef, general director / Андрик Йосиф, генеральный директор
Maslov Arkadiy, commercial director
 

COCA-COLA Opens its Formula 2011

Problem:
One of the main tendencies now is the growing number of demanding customers that worry about what products they consume. The functional characteristics are in the foreground now. The Coca-Cola emphasizes on the emotional communication and lost the lead position to TM ‘Zhivchik’, that always highlights its natural ingredients - vitamins and Echinacea extract.
Target:
To change the consumer perception of Coca-Cola as “non-natural” product by disclosing its ingredients
Solution:
Release the Coca-Cola’s formula in the format of 20 sec bumpers where hosts of the most popular tv show tell about ingredients as an interesting fact – “Did you know that”. This allowed us to avoid negative associations with standard advertising and be noticeable.
Result:
The results of the campaign have doubled. Coca-Cola overcomes ‘Zhivchik’ and returns to the leading position.

Agency title

SAATCHI&SAATCHI UKRAINE

Marina Valeyeva, Client Service Director
Anna Soloviova,  Account Manager
Oleg Lapshin, Creative Director
Sergey Beloshitsky, Copywriter
Konstantin Schneider, Art Director
Media Agency CARAT UKRAINE: Kseniya Boiko, Account Manager; Valeriya Buzivska, Account Director
            
Corporate name

LLC “Coca Cola Ukraine Ltd”
 Natalia Chernyshova, Marketing Manager
Tatyana Krupenko, Senior Category Brand Manager SSD
 

With Lipton to the stars

Being the main sponsor of X-Factor, Lipton gave all the action winners a chance to see their favorite idols with their own eyes and meet them for a cup of their favorite tea. To tell our target audience of this unique opportunity, was covered all types of advertisement from direct ads in transport to publications in the most popular periodicals and Internet resources.
We turned a singing competition into the unique integrated interactive project and achieved incredible results – by the middle of the project Lipton has already consolidated its reputation of the undeniable leader in category value share.

Agency title

Initiative 

Andrew Andrushenko, Managing Director
Irina Bondarchuk, CEO
Kirill Prokhur, Account Director
Dmitry Breus, Senior Planner

Media Agency Initiative
Digital Agency Prodigi
Other Agency STB TV channel

Corporate name

Unilever 

Elena Shvoryak, Tea category manager
Olesya Poludnenko, Communication manager
 

Pure&Natural

Task: To attract special attention towards the Pure&Natural novelty and increase the purchase intent, fulfilling the business goals of brand growth

Decision: To find the moment where the heavy consumer traffic, gloomy mood, sharp shortage of positive emotions and free time united in one. And transform all these into the best experience of day, week, and month.
TIME AND MOMENT (OFF LINE SITE):
The blooming oasis on Teatral’naya metro station, where one could dip form cold and damp April street:    750 natural ferns, towards which the natural ficus corridor led, and on the platform projectors Pure & Natural video was transmitted.
ON-LINE-RICH-BANNERS (which increase the campaign’s reach)
The flowerpots were placed on billboards together with vivid spring visuals
HIDDEN EASTER EGG
For the most curious ones: hidden Lenin statue.

Result: Overfulfilment of business plans.
Stereotype that special projects are image, but expensive is destroyed (ROI - 317%)

Agency title

AITI/CARAT Ukraine

Buzivska Valeria, Account Director
Gridina Valeriya, Account Manager
Pozdnyakova Ekaterina, Account Manager
Second Agency  DRAFT FCB
Other Agency MASTER AD

Corporate name

LLC Beiersdorf Ukraine 
Joachim Benz, Marketing Manager
Makshyk Olena, Brand Manager
 

The lower the temperature outside, the higher the discount

Task:
To persuade customers to buy ice cream in winter, when only thinking about ice-cream makes you feel cold.
solution:
Specialized online shop selling "Hercules" ice-cream. Ice-cream is sold with a discount in this shop – the colder the temperature outside is, the higher is the discount. The ice-cream will be delivered right to your warm office or apartment by the heroes from the packages – Panda, Squirrel or Pilot. This shopping experience will make you forget about all the frost.
Results:
Sales plan for 7 off-season months has been exceeded by 40% in 4 months (during the campaign + tail effect after the end)!

Agency title 

Ogilvy & Mather Ukraine 

Mykhail Valeev, creative director
Alexandra Doroguntsova, creative director
Yuriy Zharko, art director
Irina Pigal, producer
Evgeniya Dzubenko, copywriter
Viktor Ishkov, business director

Corporate name

PJSC “Hercules”

Natalya Maslo, head of PJSC “Hercules” ice-cream
Roman Baranov, project manager, Capital Strategy Ltd. 

Silver

Banda Agency Launch

“If you do not like something, change it”.

Ukrainian  market of advertising agencies is like a national football championship. it has its  premier and second league and its own tough rules. And if a new independent agency appears on the market, it meets number of challenges. Huge advertising Goliaths are running the show and small David has to be really smart to stay alive and thrive. This is the story how to gain profit and get invitations from “premier league” clients.
People like what is interesting for them,not what you are trying to sell them, so “Banda” became their field of interest at first 3 months.
 

Agency title

Banda Agency 

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Maria Tsarik, Account Manager

Corporate name 

Banda Agency 

Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
 

Bronze

“Snow Panda” toilet paper launch

Objective:

To launch the new brand of toilet paper which on average costs 50-60% more than other average “white toilet paper” and sell 6 millions of rolls during first half year after the launch.

Solution:
After analysis of white toilet paper assortment presented on the shelve we made a decision that all communication of the new brand should work for same idea. Starting from the package and finishing with all advertising materials.

Results:
It was sold 9 millions of rolls instead of planned 6 millions of rolls which was 50% more than planned.

Agency title

THINK! McCann Erickson

Creative Director, Eugine Kaminsky
Creative Group Head, Dmitry Nisteruk
Senior Copywriter, Oleg Boroday
Designer, Alena Biletskaya
Client Service Director, Olga Maslova 

Media Agency MediaWest
Digital Agency Peppermint interactive

Corporate name

Global ABC 
Marketing Director, Aleksey Filanovsky 
Brand Manager, Irina Vapniar
Brand Manager, Elena Bondaruk

Great Eight

In summer 2011 another crisis wave provokes dollar and Euro rates fluctuation. As a result, customers are not sure where and in which currency should their savings be kept. Tough competition is going on: who can offer more?
Under these circumstances “Credit Dnepr” defines the goal to attract 25 mln. USD deposits in 3 months.
The solution was the launch of a unique offer “Group of Eight” - deposit kept in eight currencies, which ensures the most reliable protection for savings. As a result of the campaign in 3 months 35.5 mln. USD deposits were attracted.

Agency title

Kinograf

Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Nataliia Gromova, art director
Sergii Gulyk / Konstantin Chernykh, copywriters
Ivan Peday, designer

Corporate name

Credit Dnepr Bank

Kateryna Krasnova, Advisor of Chairman of the Board of Communications
Andrey Yasnogorodskyi, Head of Marketing
Alexey Alyokhin, Head of Development
 

Services launch campaign

PROVID has created the campaign promoting COMFY service products: service delivery, installation, IT service and the Program of extended service. COMFY has become the first company in the market of household appliances and electronics, which inform its customers about the benefits of professional services.
«It’s better to trust the professionals» – it is the key message of a new advertising campaign that warns consumers against their own attempts to deal with the new appliances. Campaign objective is to increase knowledge about these products and generate demand. In addition, to show that consumers save both time and money and nerves if they trust professionals.

Agency title

Provid 

Dmitriy Adabir, managing director 
Kirill Chichkan, creative director 
Lesha Vakhnik, art-director
Yevgenia Ustinova, copywriter
Elena Zayats, account director
Valeria Scherbina, account executive 

Corporate name
LLC “Comfy Trade”

Natalya Koshevaya, marketing director 
Tatyana Kornienko, head of promotion department
Aleksandr Zhilyaev, head of brand development department
Julia Dzyuba, brand development department manager