Agency title
Ogilvy & Mather Ukraine
Alexandra Doroguntsova, creative director
Taras Dzendrovskii, head of art
Evgeniya Dzyubenko, copywriter
Tatiana Shapoval, art director
Irina Pigal, producer
Yana Karymova, account manager
Viktor Ishkov, managing director
Corporate name
PrJSK «Chumak»
Oleg Antonenko, marketing director
Andriy Kravets, senior category manager
Brands "Chumak" and "Torchyn" own 80 % ketchup market, but "Torchyn" is leading. Each year, the competition is more dramatic – tastes are well-known, similar images. Under these conditions, a good fight-tool is unique innovative offer. We decided to make kids’ ketchup. Children hear hundreds of thousands bans from day to day and ketchup is among them. They would suffer forever, if not Chumak - freedoom island in the ocean of constant "no". To this we dedicated our advertising. Growth of "Chumak" ketchup sales -12 %, in money, while market grew - 2%.
Brands "Chumak" and "Torchyn" own 80 % ketchup market, but "Torchyn" is leading. Each year, the competition is more dramatic – tastes are well-known, similar images. Under these conditions, a good fight-tool is unique innovative offer. We decided to make kids’ ketchup. Children hear hundreds of thousands bans from day to day and ketchup is among them. They would suffer forever, if not Chumak - freedoom island in the ocean of constant "no". To this we dedicated our advertising. Growth of "Chumak" ketchup sales -12 %, in money, while market grew - 2%.
Agency title
Ogilvy & Mather Ukraine
Alexandra Doroguntsova, creative director
Taras Dzendrovskii, head of art
Evgeniya Dzyubenko, copywriter
Tatiana Shapoval, art director
Irina Pigal, producer
Yana Karymova, account manager
Viktor Ishkov, managing director
Corporate name
PrJSK «Chumak»
Oleg Antonenko, marketing director
Andriy Kravets, senior category manager
Chips LYUKS take leadership positions on the Ukrainian market; however the brand was not represented in a segment of spicy tastes. The main competitor has launched the similar line long time ago and this launch appeared to be pretty successful. It was required to launch new sub-brand providing minimum consumption of the main portfolio. The complexity consisted in the fact that spicy tastes niche, as well as the main attribute of actuity – fire, have already been occupied by competitor. For advertising we’ve chosen optional attribute being tears, having emphasized that even serious men can drop a tear having tried spicy LYUKS Extreme. The results were extremely successful: brand awareness and advertising line outrun competitive offer plans shipments exceeded 22% and, more importantly, the overall brand sales increased. Thanks to the new line launch the brand has grown in monetary terms by 5% (during January – June period of time) comparing to the similar launch performed year ago. The sub-brand launch became the most successful one in LYUKS portfolio for the past three years. In summary, thanks to the campaign LYUKS has beaten own record.
Agency title
Tabasco
Alexander Smirnov, Creative Director
Valentin Minchuk, Associate Creative Director
Svetlana Gorovenko, Art Director
Oleg Zavgorodniy, Copywriter
Tatyana Kurmaz, Producer
Ekaterina Maslyaeva, Producer
Olena Sukhanova, Director
Marianna Karpenko, Account Director
Anna Shevchenko, Account Manager
Corporate name
PJSC “Kraft Foods Ukraine”
Nataliya Revika, marketing director
Nataliya Paliy, marketing manager
Olena Chazova, senior assistant marketing manager
Nataliya Dedikova, junior brand manager
In 2012, poultry market’s dynamics has changed from growth to stagnation. In response, the majority of players started to dump prices. The market leader, TM "Nasha Ryaba", decided to go a different way - convince consumers that higher prices are justified.
"Nasha Ryaba" decided to appeal to consumer senses, not just explain or prove the reasons to them. What else can be said about the safety of the product more, than the confidence and trust of those, who care about the dearest people in life?!
As a result, sales plans for 2012 were not only sustained, but even exceeded by 6%. Moreover, brand image performance was significantly improved.
Agency title
THINKMcCANN
Evgeniy Kaminskiy, Creative Director
Rostislav Visnevy, Creative Group Head
Evgeniy Zvenigorodskiy, Art Director
Pavel Fedenko, Senior Copywriter
Olga Rozhankovskaya, Group Account Director
Anastasiya Zhurakovskaya, Account Director
Second agency Universal McCann
Corporate name
PJSC “Mironivsky Hliboproduct”
Yaroslav Myhaylovskiy, Marketing Director
Nataliya Pirozhenko, Poultry Meat Direction Marketing Manager
Anna Klimenko, Senior Brand Manager
Our goal is to market in 2012-2013 a nationally successful brand of milk products for children and to become one of industry leaders.
Solution: The idea “Best choice for a child” was crucial during the process of developing the communication strategy and formed the basis of the slogan “Yahotynske for сhildren” is probably the best thing ever made by adults”
This idea was disclosed in all marketing-mix elements: in the product, its price and its exposure, in the promotion program.
Results: The chosen marketing strategy together with the described advertising campaign demonstrated a high efficiency and the results of our actions exceeded the set goalsand surpassed all expectations
Agency title
“Ukrainian Television Company”
Vladimir Veselov, Director
Viktoriya Polischuk, Director of Scenario group
Katheryna Samborska, Art Designer
Alexandr Veselov, General Producer
Alexandr Аndriyashin, Cameraman
Media Agency Maxima Ukraine
Digital Agency CEH. Digital technologies
Corporate name
Milk Alliance
Iryna Chirkova, Chief marketing officer
Vasyl Yushin, Art-project coordinator
Evheniya Plyasova, Brand manager
The Ukrainian pet food market is quite young - it hasn’t even turned 20, and the tradition of feeding animals with 'home' food (including owners’ meals leftovers) is still very strong. Only 39% of Ukrainian cat owners feed their cats with prepared pet food.
Nevertheless the tough economic situation in Ukraine which impacts the family budget spending not in favor of prepared pet food, experts predict that pet food market will continue its growth. So "Mars Ukraine" is aimed to keep the leadership in this market.
We aimed to conduct the effective cat recruitment by means of Whiskas Kitten pouch sampling (wet food for kittens). Thanks to the sophisticated mechanics and approach to media planning, plans for kitten owners registrations were achieved twice quicker recruiting 2/3 new consumers who started to purchase Whiskas regularly after campaign.
Agency title
Talan Group (Talan Communications)
Client service director Olesya Savchenko
Senior Account Manager Tetiana Dotsenko
Corporate name
LLC «Mars Ukraine»
Kateryna Krykun, Brand Manager
Vera Stroeva , Brand Assistant
In 2012 in the portfolio mix confectionery AVK appeared a new product. Specificity of candy was in its soft texture, making it instantly melted in his hands. For the consumer, educated in the best traditions of the Soviet food industry, such a feature of the product is uniquely talked about his poor quality, as real chocolate does not melt.
However, the product had to enter in the top 10 brands of sweets sold by weight in terms of sales in the first six months.
The solution was to use the specific properties of the “soft- melting” as the stronger side of the product , and the product was delivered in a number of European chocolates with the same characteristics - - truffles.
As a result, a new candy with French- Belgian name " Trufalie " became the number one in sales among candies sold by weight, and a sales plan was exceeded by 3.7 times .
Agency title
THINKMcCANN
Eugene Kaminskiy, Creative Director
Eugene Zvenigorodskiy, Art-director
Pavel Fedenko, Sr. copywriter
Mike Tkachenko, Head of Account
Aleksandra Stasenko, Account Manager
Media Agency Carat Ukraine
Corporate name
“AVK” Confectionary Company
Aleksey Bolshov, Marketing Director
Begma Tatiana, Brand Manager
Pepsi Retro campaign was to support sales in 2012/2013 NY holidays, the period of aggressive activity of the competitor. The campaign was based on the limited edition of Pepsi retro bottle and the nostalgic associations with the Soviet Union times and the Pepsi as the 1st brand on its territory. The campaign communicates that our life, both today and yesterday, is full of beautiful things and bright moments – Pepsi always was with the coolest ones and inspired them to enjoy every moment of their lives. The youth has always been youth.
As a result, it was the 1st New Year holidays` period for the last 3 years when Pepsi market share hasn’t decreased due to competitor activity. Moreover, Pepsi market share and sales have grown significantly.
Agency title
BBDO Ukraine
Alexander Pavlovskiy, CEO
Rytis Juodeika, Creative Director
Anna Rybalka, Client Service Director
Iryna Rivkind, Strategic Director
Iryna Kochubey, Account Director
Media Agency Mindshare
Digital Agency Aimbulance
Corporate name
PepsiCo
Anatoliy Gordeev, Marketing Manager
Zhanna Strelnikova, Brand Manager
New Year celebrations are times of intensive consumption, even overconsumption in case of food and alcohol. Thus it is a «Moment of Truth» for Borjomi, which helps to get rid of such feasts’ consequences.
While all the brands try to get associated just with pleasure part of celebrations, during last NY celebrations Borjomi supported us in the most difficult minute and became a sponsor of the day after the celebration.
As a result awareness of Borjomi OOH advertising in the placement period reached Ukranian FMCG advertising industry record. And consequently sales growth significantly exceeded our expectations.
Agency title
Ogilvy&Mather Ukraine
Will Rust, Executive Creative Director
Alexandra Doroguntsova, Creative Director
Taras Dzendrovskiy, Head of Art
Yuriy Zharko, Art Director
Irina Pigal, Producer
Zoriana Kachurak, Client Service Director
Lesya Andreiko, Account Manager
Corporate name
IDS Group Ukraine
Natalya Matusevich, Marketing and Business Development Director at IDS Borjomi International
Oksana Pankina, marketing and PR manager at IDS Borjomi International
Elena Kuvayeva, brand manager at IDS Group Ukraine
The large segment of consumers isn’t satisfied with quality of affordable reconstituted juice. We decided to make real juice. We found consumer’s motive supporting the naturalness and goodness. Despite fresh fruit usefulness, they are uncomfortable - must be washed, leak, fruit skin stucks in teeth. Another thing is "Chumak" juices. Now you can drink fruit. The result - perception of "Chumak" juice on key attributes at the level and higher than the category leader. Based on first 9 months dynamics, brand plans to achieve and exceed the juice market share ( 1.6%).
Agency title
Ogilvy & Mather Ukraine
Alexandra Doroguntsova, creative director
Taras Dzendrovskii, head of art
Evgeniya Dzyubenko, copywriter
Tatiana Shapoval, art director
Irina Pigal, producer
Yana Karymova, account manager
Viktor Ishkov, managing director
Corporate name
PrJSK «Chumak»
Oleg Antonenko, marketing director
Maryna Myhaylyuk, senior category manager
Problem:
"Arsenal", once a key brand in the company with positioning "beer for real men" in 2011 significantly lost its market share. The strength and masculinity promoted by the brand stopped to be relevant to the consumer. The consumers also had developed negative attitude to a strong beer in general as a "beer for alcoholics with alcohol addition". Thus, we needed to improve the image of the brand telling consumers the truth about the strong sort – as a high quality beer brewed with more malt and hops.
Objective:
Stop sales decrease and become the #1 in the strong beer segment.
Solution:
Consumer insight that the one, who does his work thoroughly, deserves the respect and reward laid in the basis of a new communication. We decided to show respect to our consumers and as a reward for the work done to offer them a strong beer "Arsenal" - the brand that adheres to the same vital principles and made thoroughly.
Results:
Total for 2 years communication “Arsenal” increased sales by 33%, the brand has become the undisputed leader of the strong beer segment with a share of 30%, and "Arsenal Strong" - a key sort which provides growth of the brand.
Agency title
THINKMcCANN
Eugene Kaminskiy, creative director
Oleg Borodaj, copywriter
Rostislav Vishnevyj, art-director
Eugene Zvenigorodskij, art-director
Elena Mironova, strategic
Yulia Golota, client service director
Serhey Kallash, account manager
Media Agency Media Direction Ukraine
Corporate name
Carlsberg Ukraine
Andrey Otroschenko, local brands marketing director
Tatyana Gusak, brand manager
Yulia Kirillova, junior brand manager
“Вelyj Medved’” (BМ) is high quality Russian brand established since 2001 with wide product range. The Company’s decision was to localize production of “Belyi Medeved’” in Ukraine and provide product accessibility and affordability for broad audience. Market decline, over cluttered beer proposition for consumers, strong competition in Mainstream and regional sales focus of the Company were the key challenges for the launch and achieving the business objectives. Based on consumer insight which is related to general social aspects it was targeted to make a solid link between realization of relevant consumer needs (taking challenge, comfort providing to family and friends, spending more time with them) and BM beer via new emotional creative platform. The market response showed high appeal and strong interest to the Brand. Volume objective was outperformed up to 194%, making BM brand TOP-7 among ALL beer brands of Ukraine. BM TVC was perceived with a high score of Uniqueness of Impression attribute and benchmarked to the TOP-15 Ukraine’s TVCs (2009-2013). Launch was successful!
Agency title
Tabasco
Alexander Smirnov, сreative director
Vladimir Kobets, art director
Irina Ilchenko, copywriter
Olga Shapovalova, copywriter
Tatyana Kurmaz, producer
Olena Sukhanova, director
Olha Galyzina, account director
Corporate name
PJSC “EFES UKRAINE”
Mete Yurtsever, marketing director
Vitaliy Kalyniuk, marketing manager licensed brands of Efes Ukraine
Marina Kinchina, brand manager licensed brands of Efes Ukraine
The brand "Khlibnyi Dar" starts to get older and lose customers. The brand is threatened with extinction.
Objective: Stop fall of the sales of vodka "Khlibnyi Dar".
Solution: Consumers who are experts and connoisseurs of the meals that go with vodka recommend "Khlibnyi Dar" grain collection.
Result: Over the year, this vodka brand increased its sales by almost 1 billion UAH – up to 2.36 billion UAH.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter
Corporate name
National Alcohol Traditions
Dmitriy Samsonenko, marketing director
Sergei Sergeev, brand manager
Regarding market’s interest to crafted traditional beers new product “Chernigivske Osoblyve Recept 28” was launched. It was positioned and communicated as a traditional beer with original taste, brewed for a unique recipe by Chernigiv brewers. For that purpose special visual style, emphasizing on main beer characteristics: craftsmanship, uniqueness, naturalness, authenticity, traditions was developed. All objectives were overfulfilled. With not the largest Voice Share and advertising budget accordingly (Table 3) “Osoblyve” became the most successful beer line extension launched this year on the beer market (1,51% Vol. Share and 1,46% Val. Share, August 2013)*.
* Source: AC Nielsen
Agency title
Havas Worldwide Ukraine
Katya Ilchenko, Client Service & Strategic Planning Director
Andrii Myroniuk, Account Director
Julia Shvedun, Account Manager
Dmitriy Samsonov, Creative Director
Nastya Roganova, Art Director
Media Agency MediaVest Ukraine
Digital Agency Universal McCann
Corporate name
PJSC “SUN InBev Ukraine”
Lukinyuk Tatyana, CEE Brand Director Chernigivske and Value Brands
Shylov Vasili, Group Head Chernigivske
Voloshyna Nataliya, Brand Manager Chernigivske
Baltika experienced a period of stagnation, gradually losing its relevance to consumers, and therefore the market share in the actively growing premium beer segment.
Objective: To strengthen brand position by launching new product Baltika Razlivnoe.
Solution: Since we could only use already created advertising materials, we managed to switch the focus from product to emotional appeal: enjoy the taste of pub beer wherever you want.
Result: During the campaign market share reached the level of 5,5%, which is 0,5% higher than planned, while the sales volume of Razlivnoe exceeded by 15% the expectations.
Agency title
THINKMcCANN
Evgeniy Kaminskiy, Creative Director
Rostislav Vishnevy, Creative Group Head
Pavel Fedenko, Senior Copywriter
Olga Rozhankovskaya, Group Account Director
Sergiy Kallash, Account Manager
Yuriy Sklyaruk, Producer
Media Agency Media Direction Ukraine
Corporate name
PJSC “Carlsberg Ukraine”
Dmitry Chaban, Marketing Manager
Svetlana Nikiforets, Brand Manager
Vodka market is declining: in 2011 by 21.5%; in 2013 — minus 18%. Fight for every tenth of the market share is hard. To maintain and increase their shares, companies launch new products. An old player, Medoff vodka, is losing market share and has to hold its positions, retaining interest in the brand and increasing sales by 5%. The customer was told stories how unexpected softness, that may hide in the hard harsh things, can totally turn the impression about them upside-down.
Sales growth — 18 %, "This is a brand for the people like me" index increased by 36% instead of the planned 10%, "Soft vodka" index has increased by 9%; as a result, Medoff moved from 5th to 4th place in the overall ranking of sales.
Agency title
TBWA Ukraine
Denis Martynets, Creative Director
Elena Kolesnikova, Strategic Director
Dafna Sosnovska, Copywriter
Oksana Batrak, Designer
Anastasia Bodnar, Account manager
Other Agency 2332 films
Corporate name
Crimean Vodka Company
Sergey Kolesnichenko, Marketing director
Roman Moiseev, Group Brand Manager
Problem:
Beermix Market targets at active young people, which are searching for a new experience in everything, including drinks. Consequently, innovations in this segment are crucial. In this case, as shown by studies of the consumer taste preferences, one of the most popular drinks is still rum-cola. The main challenge for Slavutich ICE Mix was to offer consumer a trendy and modern drink on the basis of rum-cola, which would be consistent with the brand image, the main characteristic of which is “refreshing”.
Solution:
The ingredients of the original Cuba Libre cocktail perfectly fit the concept and turned into expressive name, ice-cold refreshment, easy-readable features - Cuba, revolution, freedom, legendary Che. All those mean:
ICE MIX CUBA LIBRE - REVOLUTIONARY REFRESHING.
Results:
The share of Slavutich ICE Mix in the segment increased by 6% compared to 2012 and reached 36%, 2% above the planned figure. Sales of the Slavutich ICE Mix whole portfolio increased by 41% in 2013 compared to 2012.
Agency title
THINKMcCANN
Eugene Kaminskiy, creative director
Rostislav Vishnevyj, art-director
Natalya Koval, art-director
Julia Golota, client service director
Viktor Vysotskij, copywriter
Eugene Fidenko, copywriter
Media Agency Media Direction Ukraine
Corporate name
Carlsberg Ukraine
Andrey Otroschenko, marketing director of local brands
Tetiana Gusak, brand manager
Yulia Kirillova, junior brand manager
It is easy to celebrate with Cidre Royal! Invite your office collegues (15 friends via Facebook) for any occasion and we’ll carry about making the celebration more fun with Cidre Royal (free box of Cidre Royal delivery).
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art-Director
Olga Maevskaya, Account Manager
Anna Novozhylova, Copywriter
Corporate name
«ROYAL FRUIT GARDEN»
Herbert Hauswirth, Founder
Yevgeniy Molodtsov, CEO
Victor Zaychenko, Co-owner, finance director
Sergey Kirpenko, Sales Director
Elena Ivanitskaya, Sales Manager
Idea: Show the benefits of the product through a series of remarkable experiments under low temperatures, the main attribute will be the product while the consumer will be given an opportunity to interact with the product.
We decided that the main message of our campaign should be the innovative factor of the bottle (a complex physical reaction to cold temperatures) and based the communication in the campaign on experiments, that the TA can also take part in.
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art-director
Olga Maevskaya, Account Manager
Anna Novozhylova, Copywriter
Corporate name
Ukrainian distribution company LLC
Blokhin Oleksandr, Brand Manager
Terebinov Igor, Junior Brand Manager
Tuborg relaunch is integrated national campaign in Ukraine. The goal was to recover the brand (after 5-years of constant decrease) both in sales level and in relevancy to its audience
For this purpose in 2013 Tuborg was renovated, in particular its label was turned at 62,5°. Thus, the brand proposed to look at the world at another angle and showed how to do that with its own example. Cymatic phygital installation “Dancing Tuborg” became a core element of the campaign: via slanted web-site a user had a chance to look at the music in a different way – he could literally SEE the music. Tuborg danced to user’s favorite tack in real time. Other communication channels as well prompted users to look at the world at another angle.
Agency title
Liquid7
Anna Menshikova, Creative Director
Konstantin Chekanov, Creative Leader
Anton Golubev, Designer
Lera Kanivets, Copywriter
Artem Tsymbal, Art Director
Media Agency Media Direction
Second Agency Talan Group (Talan Communications)
Corporate name
Carlsberg Group
Dmitriy Pilipenko, Senior brand manager
Competitors produce varieties of vodka, completely copying the "Khlibnyi Dar”
Objective: To make "Khlibnyi Dar" a major bread vodka in Ukraine.
Solution: To promote a product using the tradition of sniffing a flavorous piece of bread after first vodka shot.
Result: 84% of consumers name "Khlibnyi Dar" first in bread vodka category.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Maria Riaboshpyk, art director
Oleg Kiselitsa / Liliia Chorna, copywriters
Corporate name
National Alcohol Traditions
Dmitriy Samsonenko, marketing director
Sergei Sergeev, brand manager
Hansa is not just home appliances, it is a way of self-expression in the kitchen: the territory of creativity and companionship.
We were faced with a not easy task - with a very small budget it was necessary to achieve big goals: to increase brand awareness significantly, differentiating clearly the brand communications from competitors and associating its image with creativity, to get response in sales and increase brand share.
Inspiring creativity, Hansa has transformed a popular format of small home concerts in the kitchen in a unique large-scale event: online home concert of Hansa was broadcasted live on brand’s facebook page globally expanding the boundaries of communication.
The project led to incredibly high results: more than total 22,000 event viewers, free media coverage with total coverage of 1 million people, reaching the highest level of brand awareness in its history in Ukraine, considerable growth in brand share in declining market.
Agency title
TWIGA Ukraine
Svetlana Stepanenko, Managing Director TWIGA Ukraine
Znamin Vyacheslav, Art Director
Fokin Vyacheslav, Creative Director
Ekaterina Alexanyan, Client Service Director
Elena Shabelnikova, Account Manager
Media Agency Media First Ukraine
Corporate name
Hansa Ukraine
Anna Lee, Commercial Director
Victoria Omelchenko, Sales Manager
Maxus is Ukrainian company specializing in the development and implementation of the light sources since 2003. In 2012 the company launched a new generation of lamps Maxus LED on the Ukrainian market. Since the invention of the light bulb in 1879, it's been more than a century, but our relationship to the world has changed. We take it as a given, which has been and always will be. Light as air, still lies in the category of things for which we do not pay attention. The main task for the advertising campaign was to break through the granite layer opinions widely accepted in the community for more than a century, and explain to people that the light can also be the quality and has the brand that is responsible for it.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Surina Aleksandra, Account manager
Media Agency Starcom Ukraine
Corporate name
MAXUS UKRAINE
Tat’yana Nosova, Marketing Director
Elena Prudnikova, Brand manager on B2B segment
Facing the problem of a slow perception indexes growth dynamics that could be a threat for a successful further strategic development of brand Lenovo, an unusual and very precise communication platform was created.
We connected TV-show X-Factor and brand Lenovo in frames of sponsorship , used non- standard approach, as many channels as we could, and voila- great results will not take long!
Agency title
B4B Group
Alyona Bitsigan, director
Sergey Truba, media-director
Svetlana Masyk, account-director
Mikhail Lityuga, creative-director
Victoria Borovetskaya, account-manager
Idhor Davyduk, SMM-manager
Other Agency STB TV Channel
Corporate name
Representative office "Lenovo (Beijing) Limited" in Ukraine
Weijian Zhou, head of representative office
Vaschenko Alina, marketing director
The main challenge for the new campaign was to break through the clutter, to create consumer brand identification with correct benefit, meanwhile continuing to be perceived as a drug worthy of trust. So our creative strategy and implementation was based on consumer insight. To support the idea of the campaign – with Ambrobene life as a never-ending song - we proposed to use a style of a musical for campaign realization. This is an unusual and striking format in the category, allowing in light and entertaining manner to bring the benefits of the medication for cough.
Agency title
Geometry Global
Mazour Julie – Client Service Director
Turta Olesia – Account Director
Baluchinska Olga – Account Manager
Trikoz Nadia – Creative Group Head
Yaroslavtsev Sergey – Senior Art Director
Ushakov Andrew – Creative Director
Media Agency MediaCom Ukraine, MediaWest Ukraine
Corporate name
TEVA Ukraine
Alexandra Dzubenko – Product Manager OTC
Ivan Gerasimovich – Marketing Director OTC
Hepabene is a medicine that belongs to the category of hepatoprotectors (medicines to treat diseases of the liver). Our goal was to highlight Hepabene among competitors, to prevent the fall of its share of the rapidly developing market, and to increase sales.
We built a communication based on the fact that Hepabene helps not only in diseases of the liver, but also acts simultaneously on gall-bladder problems, as the liver and gall-bladder is the whole one interconnected system. Using a symbol of a tandem bike we have demonstrated the relationship of liver and gall-bladder, the importance of their connected function in the body.
As a result of the campaign Hepabene has become a leader in the rapid sales growth in value and units among all competitors, with its growth rate 3 times higher comparing to the category, and reached significant brand share growth in the market.
Agency title
TWIGA Ukraine
Stepanenko Svetlana, Managing Director TWIGA Ukraine
Ekaterina Alexanyan, Client Service Director
Fokin Vyacheslav, Creative Director
Znamin Vyacheslav, Art Director
Corporate name
TEVA Ukraine
Elena Panchenko, Product Manager, OTC
Andrii Obrizan OTC BUM Ukraine
Launch of new tooth paste Colgate Optic White in whitening segment required from Company non-standard steps not to get lost among the competitors. It was decided to communicate the product like a beauty-brand more attractive to our TA - girls 18-24 y.o. Optic White model school was developed and promoted in many communication channels. Everyone received real chance to become a model!
Campaign extremely increased product’s brand awareness, purchase intent, market share. This success helped Colgate to get ahead Blend-a-med by market share in whitening segment already in March, 2013
Agency title
Y&R Kiev
Sudienko E., Director
Barsukov D., Creative Director
Kharkoff Y., Senior Art Director
Tonysheva N., Junior Copywriter
Panichkova N., Account Director
Vasilchenko N., Account Manager
Corporate name
Limited Liability Company “Colgate-Palmolive Ukraine”
Kut E., Marketing Director
Khalilov E., Senior Brand Manager
Piliaieva O., Brand Manager
Chechulina D., Junior Brand Manager
In 2012 Axe was declining in market share and lost poll position in the Category. Having in disposal quite modest budget we had to reverse market share. Revealing consumer insight, we’ve focused on small target groups of trend setters and opinion leaders in order to incentivize young men enough to turn them into a living, breathing media channel that would spread our message to the broader audience. As a result, Axe increased market share and moved from #4 to #2 brand in category while main rivals were declining.
Agency title
Initiative
Andrew Andrushenko, Managing Director
Irina Bondarchuk, Executive Director
Kirill Prokhur, Account Director
Dmitry Breus, Strategic Planning Director
Yaroslav Pavlyuk, Media Planner
Second Agency Escape Digital Marketing Group
Corporate name
Unilever Ukraine
Ekaterina Kryzhanovska, JMCC/Food/HPC
Irina Kryzhnaya, PC Category Manager
Vadim Abramenko, Jr. Deo Brand Manager
In 2009, NIVEA was #2 in the category of shower gels . The main competitor strengthened the status of the leader running the aggressive TV campaign. NIVEA aimed to maintain its share in a growing market, without massive investment in TV advertising. The brand has decided to use the well-known social phenomenon - singing in the shower. It helped to occupy music territory and be appropriately connected to the product - shower gels. Over the three-year online campaign of "Singing in the shower community," NIVEA didn’t lose its market share and won the leadership in the category.
Agency title
ISD Group
Viktor Shkurba, Creative Director
Alina Revenko, New Business Director
Anna Kumaritova, Account Director
Mikhail Traverse, Strategic Director
Stanislav Stoyatsky, Creative Group Head
Corporate name
Beiersdorf Ukraine
Joackim Bentz, Former Marketing Director
Iryna Samborska, Product Manager
Evgeniya Kristya, Product Manager
Sergey Petrov, Marketing&Commercial Director
The new Huggies Ultra Comfort Boys&Girls campaign launched in 11 countries of Eastern Europe in 2013. The positioning strategy and creative materials for the whole region were fully created by Ukrainian agency for the first time in Kimberly-Clark history. The TVC and OOH campaign delivered one clear message - «they are more then just babies, they are boys and girls». As a result Huggies UC win 49% in Ukraine, 23% in Russia and Belarus, 33% in Moldova and 41 in Kazakhstan. Huggies showed record high value market share for the last 3 years while key competitor, Pampers, showed record low value market share for the last year*.
*Nielsen report
Agency title
BART&FINK
Oleg Tomin, creative director
Polina Prosviriakova account director
Marina Ganotskaya, art-director
Peter Didenko, art-director
Media Agency Mindshare
Corporate name
LLC with FI «Kimberly-Clark Ukraine»
Anastasia Gorishnyakova, BCC Senior Marketing Manager
Elena Khiryanova, BCC Brand and trade manager NKA
Daria Sergienko, BCC Brand&Trade Manager
The main challenge for BIC 3 Sensitive was that translation to Russian\Ukrainian word “disposable” means “one-time-use”. So consumers perceive these shavers like a one-time-use shaver, but indeed they are not, they may be used for good shaving for 30 days. Therefore, our task was almost educational - to convey the consumer about that BIC 3 Sensitive can be used multiple times even if they have the name “disposable”.
To solve this problem, we developed a new measurement system , which is equal to 1 BIC, that mean 30 days of a good shaving, and we proposed to measure all events in the men’s life in BICs. Mass communication channels were used for this campaign in OOH, plus we developed stickers with message "1 shaver BIC 3 up to 30 days of good shaving" for packaging.
Agency title
Saatchi & Saatchi Ukraine
Kirill Chistyakov, Creative director
Sergey Beloshitskiy, Copywriter
Vladimir Kononskiy, Art-director
Valeria Loshmanova, Account director
Media Agency Media Direction
Corporate name
BIC Ukraine
Oksana Slusarchuk, Brand&Trade Marketing Manager Shavers & Lighters
Alexander Kapustyuk, Senior Trade Marketing Manager
Severe market conditions and ambitious goals made the launch of Peugeot 208 in Ukraine quite challengeable. Nevertheless by focusing on young adventure seekers and offering them to “LET THEIR BODIES DRIVE” with Peugeot 208 we managed to reach outstanding results in the shortest period. The plans were overfulfilled already in a month after launch and continue growing. The results so far, as of August 2013: 8,3% SOM vs 5% end of the year target, 129 units sold monthly vs 60 planned, being in TOP3 vs TOP5 as an objective*.
*Based on Autoconsulting sales data, August 2013
Agency title
Havas Worldwide Ukraine
Katya Ilchenko, Client Service & Strategic Planning Director
Darya Pereyaslavskaya, Account Director
Alena Gulak, Account Manager
Yuriy Velichko, Art Director
Taras Berestov, Designer
Media Agency OMD OPTIMUM MEDIA Ukraine
Digital Agency Havas Worldwide Digital Kiev
Corporate name
Limited liability company “Peugeot Citroen Ukraine
MAGALI MOREAUMarketing Director
NATALYA AVANESOVA Advertising and Media Manager
Integrated campaign on launching new Citroën C-Elysée sedan on Ukrainian market, including ATL, digital and BTL solutions where all the channels delivered the main idea: We have tested Citroën on 4 mln km of different roads in different conditions and now with certainty suggesting our customers to test it.
As the results quantity of test-drive registrations have exceeded planned numbers by 262%, data base of potential customers was gathered and the number of cars sold for the period of 9 months composed 130%
Agency title
Havas Worldwide Kiev
Yulia Blinova, Designer
Elina Gameeva, Copywriter
Yulia Gastulyak, Account Manager
Yulia Konovalova, Account Executive
Kateryna Burlyay, Client Service Director
Media Agency Optimum Media OMD
Digital Agency Havas Digital
Marketing Services Agency Havas Engage
Corporate name
Peugeot Citroen Ltd
Nicolas Schmid, Marketing Director
Natalia Kataeva, PR Manager
Inna Kuts, Brand Manager
Problem
Fencing is not the most popular sport among Kiev’s children. Today, the number of fencing schools around the city is in times less than the official football or boxing sections. And the ability to fence gracefully is obviously not something that is valued by younger generation.
Objective
Set up 1 fencing class in Darnitsky district of Kiev.
Solution
Emphasis was placed on the fact that fencing is a sport that you do not injure . Our solution was to draw attention to those students who have not yet decided what to do after school , and aggressive sport with which you can get away with bruises they are clearly not attracted .
Result
More than 100 people applied to fencing school’s classes that surely even exceeded all expectations.
Agency title
THINKMcCANN
Yuliya Golota deputy director for business development
Eugene Kaminskiy, creative director
Koval Natalia, art director
Odyagailo Stanislav, designer
Sokolyuk Kateryna, senior strategist
Corporate name
Fencing school
Ruslan Tymoshenko, coach
For attraction of new male clients to sport club “Fitness Academy” were created media that became that became attractive and practical to man at the same time – it’s card with attractive girls that is subscription for one free visit of sport club.
One small card demonstrated to potential consumers:
1. Trainers of “Fitness Academy” really attractive girls;
2. There are all necessary conditions for power trainings in the sport club;
3. Time and timetable everybody can choose/correct for their wish.
Results: During the first week free training visited 127 men, during the first month – 418. From visitors of free training 192 bought member card and became permanent visitors of sport club “Fitness Academy”. Thus grow of quantity male clients of sport club exceeded expectations and were 28%.
Agency title
MEX Advertising
Aleksandr Mykytenko –Director
Irina Shchemelova – BTL & PR director
Artem Karan – Account director
Elena Gula – Event-manager
Ogienko Olga – PR-manager
Media Agency Media Expert
Corporate name
Sport club “Fitness Academy”
DenisenkoTetiana, director
The rapid development of the advertising industry has led to industry of advertising festivals appeared. Today, many believe that the festival industry is too complacent and self-awarded and has nothing to do with what the advertising agency represents in everyday life. It is difficult to give an exact number of advertising festivals, only Gunn Report rating takes into account 45 main festivals; the number of "second league" festivals is anyone's guess. Kiev International Advertising Festival 2013 promo campaign had clear objectives: to increase knowledge and gain publicity in the international media. Advertising Festival should earn awards at other advertising festivals.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Oleg Pashkovsky, Digital Director
Digital Agency ISD Group
Corporate name
Kyiv International Advertising Festival (KIAF)
Maxim Lazebnik, Executive Director of the All-Ukrainian Advertising Coalition
modnaKasta – is an online shopping club where you can buy branded items at a discount. But Ukrainians weren’t used to buy clothes and shoes online.
Objective: to increase the amount of online shop visitors and convert visitors to buyers.
Solution: to emphasize the big discount in communication, which makes fashion brands available. To promote online store on the TV.
Result: during the campaign, 2 million unique visitors visited online-store and the number of orders exceeded 110,000 per month.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Liliia Chorna /Oleg Kiselitsa, copywriters
Maria Riaboshpyk, art director
Media Agency Aiti/Carat
Corporate name
modnaKasta.ua
Andriy Logvin, CEO
Elena Annenko, marketing director
Marina Shyian, brand manager
Two competing beer places were opened right next to the «Beer Point» pub. Pub attendance reduced drastically.
Objective: stop the outflow of visitors and return attendance to the previous level.
Solution: we offered office employees who work in Podil not to wait for the weekend. An executioner, a diver and a trainer by personal examples encouraged managers to relax in the pub after a hard workday.
Result: attendance of «Beer Point» was not only back to the previous level, but also exceeded it by 21%, and profit from business lunches increased by 26.5%.
Agency title
Kinograf
Vitaliy Kokoshko, creative director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter
Liliia Chorna, art director
Dmitrii Smirnyi, designer
Media Agency IQ Media
Digital Agency UCT
Corporate name
Beer Point LLC
Andrey Fesenko, director
life:) is resisting Kyivstar and MTS in mobile internet offers. The goal is to reinforce the perception of life:) as the best operator for smartphones and increase the number of subscribers. It was necessary to convince consumers that just life:) gives an opportunity to use smartphone at full force and for competitive rates. We identified the device with its owner & showed that a user will be able to use his smartphone at full force with life:). life:) reached up to 49% in "The best tariffs for mobile Internet & up to 46% in «№1 brand for smartphones".
Agency title
Y&R Advertising
Sudienko E., Managing director
Barsukov D., Creative Director
Kostyleva A., Head of Creative Group
Gromova N., Art Director
Zvarykin D., Copywriter
Babyak L., Account Director
Digital Agency AdPro
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
During New Year holidays MTS decided to give the subscribers an opportunity to communicate freely, losing track of time and forgetting about the payments. That’s why subscription fee was canceled and new tariffication system “pay as you go” was set — 0.70 UAH/day fee is withdrawn only if you call.
Main objectives: To inform mobile communication subscribers of the promotion and create the communication for message delivery in an effective way. To provide the activation of prepaid starter packages at the level of 1 million. To build consumer’s credibility — at least 50% of consumers had to consider the operator's offer as fair. To catch up and possibly overtake Ad Recall of the main competitor.
Solution: Integrated national advertising campaign for 0 WITHOUT SUBSCRIPTION FEE offer support with the involvement of Ukrainian boxer Oleksandr Usyk as a main hero.
Campaign’s results: Total activation of the prepaid starter packages exceeded the targeted plan almost by 2 times — instead of the targeted 1 million of the activations MTS got 2 007 488 activations.
70% of consumers formed an estimate of the promotion as “fair” one. New-year commercial Ad Recall exceeded the average for MTS advertising (66%) by 17% and reached a historic high of 83% for MTS at Liking Score level of 86%.
Agency title
DDB Ukraine
Igor Klymenko, Creative director
Olga Lukyanenko, Senior copywriter
Julia Yashyna, Strategic planning director
Liza Levchenko, Senior account manager
Anatoliy Bezrukov, Producer
Media Agency AA «MediaWest»
Corporate name
MTS Ukraine
Denis Lopatko, Marketing communications director
Victoria Boyanovskaya, Marketing communications department manager
Vladislav Yarovoy, Brand manager
Is it possible to build a bridge between the two generations? Sure! And this bridge is djuice!
Objectives. We need to keep both subscribers responding to low-price proposals and our leading position on the market. At the same time we need to attract those who haven’t paid any attention to djuice before!
Solution. We launch new creative platform “Hello, Kvartal!” Only humor – a “magic” component can make two generations meet!
Results. We exceeded market rates in both audiences – youngsters and mass market. Brand’s image indicators including “interesting”, “outstanding” and “exciting” grew by 35%.
Agency title
Adventa Lowe
Svetlana Shynkarenko, Managing Director
Zoryana Kachurak
Alexey Demin, Creative Director
Anna Balycheva, Account Director
Corporate name
Kyivstar GSM Company
Svyatoslav Gorban, Commerce and Strategic Development Director
Tatiana Svetlova. Head of Marcom
Alexandra Pasichnik, Brand manager
Consumer knowledge is a key to success
Mobile Internet market stagnation forced Kyivstar to find alternative ways of growth. Dwellers of smaller towns became this new opportunity. But Product itself is not enough to attract new subscribers- strong emotional benefit based on consumer insight should be found and become the key driver.
Such consumer truth has been revealed – “Whatever happens, Mobile Internet from KS won’t cost me more than 1UAH/day –I’m so confident in this that could easily “share” my Internet with complete strangers”. Insight- driven campaign helped win back the leadership on the market and exceed the objectives set.
Agency title
Adventa Lowe
Svetlana Shynkarenko, Managing Director
Kirill Skikevich, Strategic Planning Director
Alexey Pasichnik, Creative Director
Dmitriy Simonov, Creative Group Head
Olga Dobrotskaya, Account Director
Media Agency MEC
Corporate name
Kyivstar
Sviatislav Gorban, Director of commerce & strategic development
Tatiana Svetlova, Head of Marcom
MTS came to market with a revolutionary new range of tariffs Super MTS 3D Null in which all subscribers can control themselves their expenses on the basic services (calls, Internet, SMS) at the time of their usage and pay for them only after usage. The tariffs were never so simple and convenient!
Main objectives: To inform mobile communication subscribers of the promotion and create the communication for message delivery in an effective way. To increase number of the prepaid subscriptions to MTS according to company’s plan for 2013. To catch up and possibly overtake Ad Recall of the main competitor.
Solution: Integrated national advertising campaign for Super MTS 3D Null tariff range support with the involvement of Ukrainian boxer Oleksandr Usyk as a main hero. In a creative idea free minutes, SMS and MB transformed into 0 in three dimensions, in other words, in 3D 0. Thus the idea to make the first Ukrainian TV commercial in 3D started up.
Campaign’s results: The activation of MTS starter packages with MTS 3D 0 prepaid service exceeded the targeted plan (2.4%) by times and showed an increase of 15%.
Thus, the activation of MTS starter packages with prepaid service showed an almost 6 times increase in comparison with 2012 year! The total number of the subscribers in Super MTS 3D Null tariffs exceeded 2 million subscribers!
TV advertising caught interest in the proposal of 68% of population (50% was planned) and aroused a desire to learn more about the tariff among 64% of population (40% was planned).
MTS 3D 0 Ad Recall exceeded the average for MTS advertising (66%) by 23% and reached a historic high of 89% for mobile communication category; the TVC became the most memorable advertisement for the 1st half of 2013.
Agency title
DDB Ukraine
Igor Klymenko, Creative director
Olga Lukyanenko, Senior copywriter
Julia Yashyna, Strategic planning director
Liza Levchenko, Senior account manager
Anatoliy Bezrukov, Producer
Media Agency AA «MediaWest»
Corporate name
MTS Ukraine
Denis Lopatko, Marketing communications director
Victoria Boyanovskaya, Marketing communications department manager
Vladislav Yarovoy, Brand manager
In mid-2013, almost all the banks in the country offered cash loans. The number of credit programs increased twice. Borrower base his choice on the cost-effectiveness of the deal.
Objective: to increase the amount of loans by 30% compared to the same period last year without lowering the interest rate.
Solution: instead of the frightening annual interests, we showed in the video available daily loan payment - 1.90 UAH.
Result: the amount of loans issued during the campaign increased by 60%.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa/Liliia Chorna, copywriters
Liliia Chorna, art director
Dmitrii Smirnyi, designer
Media Agency Maxus-Sigma
Corporate name
Renaissance Credit
Yaroslav Skovron, Head of Product and Business Development Department
Olena Kovalska, Head of Marketing
Kateryna Dubyna, Marketing Manager
Zakabluk, Oleksandr, Marketing Specialist
Our target audience has a stereotype that in order to get a big credit limit they have to collect a lot of documents.
Objective: increase the loaned amount by 100% compared to the period before the campaign.
Solution: bank "Renaissance Credit" breaks the idea of loans - now you can get 50,000 UAH without income proof.
Result: the number of calls to the call-center increased by 6 times. The growth in loans was 137% and 210% at the peak.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter
Liliia Chorna, designer
Media Agency Maxus-Sigma
Corporate name
Renaissance Credit
Yaroslav Skovron, Head of Product and Business Development Department
Olena Kovalska, Head of Marketing
Kateryna Dubyna, Marketing Manager
Zakabluk, Oleksandr, Marketing Specialist
Sostav.ua - profile resource dedicated to advertising and communications industry, pioneer in providing the latest information confronted with the problem of the perception by its target audience.
To strengthen the image of Sostav.ua as a recognized expert of the market, we developed an application AdFaces - unique project, which shows the frame structure of advertising market.
Due to successful realization of the idea targets have been exceeded, and usually skeptical "advertisement makers" actively participated in the project.
If you aren’t at map of advertising market, do you exist at all?
Agency title
Advert.ua
Irina Kosakovskaya, Managing Director
Alexander Kirilyuk, Head of Creative Group
Yuriy Kolomiets, Art Director
Mariia Obzhylian, Project Manager
Anastasiya Gorodetskaya – Web – Designer
Corporate name
Sostav.ua (LTD "REKLAMNA KOALICIYA")
Evgenia Babaets, editor of chief
The main objective of News delivered briefly campaign was to increase Delo.ua brand awareness and total amount of unique user on 50%.
Delo.ua makes the businessman’s life easier by delivering important news briefly. In order to emphasize the importance and briefness of news we picked non-standard advertising format – postage stamps. The series of stamps appeared in press. The same brief news idea was transferred to radio spots.
As a result the amount of website visitors increased on 300%, monthly unique visitors number increased on 81% owing to 3,6mln monthly visitors.
Agency title
Leo Burnett Ukraine
Tatiana Fedorenko, Creative Director
Denys Savchenko, Senior Art Director
Volodymyr Navrotskyi, Senior Copywriter
Maria Plotnikova, Illustrator
Denis Loveiko, Illustrator
Daria Skrybchenko, Illustrator
Anna Olkhovets, Senior Account Manager
Corporate name
LLC “Ekonomika Publishing”
Irina Rubis, Ekonomika Communication Hub General Manager
Katerina Venzhik, Delo.ua Editor-in-chief
The Fund “Social partnership” is a volunteer organization that provides homeless people with clothes and food, operating on the basis of “Stefania” center in Kiev. However, it’s not that easy to collect donations for the abovementioned purposes from ordinary citizens, who are convinced that “the streeters will spend everything on booze”. We’ve developed two visuals for purposes of two campaigns: food and clothes collection. The first print communicated the following message: “homeless people can’t drink away food stuff donated for them”, while the second visual reminded that “the only home for a homeless is his clothes”. Common objective for both communications was to show people that it’s not necessary to donate homeless money, it’s sufficient to share with them something they simply can’t survive without. As a result of the campaign, lasting from May till October, there was collected 21 000 pieces of clothes, and within one weekend people have donated 350 kg of food stuff. The Fund has never experienced such an outstanding amount of help.
Agency title
Tabasco
Alexander Smirnov, creative director
Valentin Minchuk, associated creative director
Veronika Velichko, PR manager
Natasha Telitsyna, art director
Aliona Krapivka, copywriter
Corporate name
The All-Ukrainian Charity Fund “Social partnership”
Artem Makeev, President of Fund “Social partnership”
We created digital-campaign to support the launch of flagship smartphone model НТС One. Our objectives were to introduce the flagship to the audience, and create virtual user experience. The campaign started with the teaser, and then we launched series of activities in virtual НТС One 3-D world, where key objects represented smartphone’s features. Campaign results: more then 30 000 promo activities participants, 200 000 unique visitors on the promo site, viral reach on social networks – more than 2 000 000 people. Moreover, the НТС One sales exceeded the objectives twofold.
Agency title
Tribal DDB Ukraine
Yulia Yashina, Research & strategic director
Igor Karimov, Art Director
Eugen Tkachenko, Designer
Olga Cheban, Copywriter
Gleb Alyokhin, SMM&Project Manager
Maxim Volotsky, SMM specialist
Sergey Breus , Programmer
Anton Tovstenko, Programmer
Media Agency Optimum Media OMD Ukraine
Corporate name
HTC Ukraine
Tarabunskaya Elena, Marketing Manager
Sabadash Julia, Country Manager
VIASAT HD-segment launched before EURO 2012 started losing audience in January 2013. We needed to increase number of users by 50% and to raise interest to HD-package with lack of media budget.
We decided to use the best content for HD-TV – football – to create truly valuable offer for users. Idea “Watching football in HD – is the same as watching it at stadium” was complemented with a promo-offer – a chance to win 2 tickets for Football World Cup 2014. As a result number of effective call-center contacts increased by 5%, HD-package sales – by 84%, ARPU – by 6%.
Agency title
Leo Burnett Ukraine
Tatiana Fedorenko, Creative Director
Sergii Molokovich, Senior Art Director
Volodymyr Navrotskyi, Senior Copywriter
Dmitriy Barannikov, Designer
Ludmila Dmytrenko, Account Manager
Corporate name
Viasat (LLC “Vision TV”)
Lyudmyla Levchenko, Brand Manager
Vasyl Borodchuk, Marketing Director
Problem
Fencing is not the most popular sport among Kiev’s children. Today, the number of fencing schools around the city is in times less than the official football or boxing sections. And the ability to fence gracefully is obviously not something that is valued by younger generation.
Objective
Set up 1 fencing class in Darnitsky district of Kiev.
Solution
Emphasis was placed on the fact that fencing is a sport that you do not injure . Our solution was to draw attention to those students who have not yet decided what to do after school , and aggressive sport with which you can get away with bruises they are clearly not attracted .
Result
More than 100 people applied to fencing school’s classes that surely even exceeded all expectations.
Agency title
THINKMcCANN
Yuliya Golota deputy director for business development
Eugene Kaminskiy, creative director
Koval Natalia, art director
Odyagailo Stanislav, designer
Sokolyuk Kateryna, senior strategist
Corporate name
Fencing school
Ruslan Tymoshenko, coach
Two competing beer places were opened right next to the «Beer Point» pub. Pub attendance reduced drastically.
Objective: stop the outflow of visitors and return attendance to the previous level.
Solution: we offered office employees who work in Podil not to wait for the weekend. An executioner, a diver and a trainer by personal examples encouraged managers to relax in the pub after a hard workday.
Result: attendance of «Beer Point» was not only back to the previous level, but also exceeded it by 21%, and profit from business lunches increased by 26.5%.
Agency title
Kinograf
Vitaliy Kokoshko, creative director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter
Liliia Chorna, art director
Dmitrii Smirnyi, designer
Media Agency IQ Media
Digital Agency UCT
Corporate name
Beer Point LLC
Andrey Fesenko, director
It is easy to celebrate with Cidre Royal! Invite your office collegues (15 friends via Facebook) for any occasion and we’ll carry about making the celebration more fun with Cidre Royal (free box of Cidre Royal delivery).
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art-Director
Olga Maevskaya, Account Manager
Anna Novozhylova, Copywriter
Corporate name
«ROYAL FRUIT GARDEN»
Herbert Hauswirth, Founder
Yevgeniy Molodtsov, CEO
Victor Zaychenko, Co-owner, finance director
Sergey Kirpenko, Sales Director
Elena Ivanitskaya, Sales Manager
Sports brand Saucony, founded in 1898, has never been so great and famous as Nike or Adidas. But it always had an audience, a group of loyal customers, professional athletes, who appreciate the highest quality brand. In an effort to gain a new audience and to attract young people in Kiev, we were forced to act in conditions of strictly limited budget. What was needed was an idea that can generate self-sustaining buzz around the brand.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Corporate name
EUROLINE Ltd.
Olga Shamsutdinova, Marketing manager
Hansa is not just home appliances, it is a way of self-expression in the kitchen: the territory of creativity and companionship.
We were faced with a not easy task - with a very small budget it was necessary to achieve big goals: to increase brand awareness significantly, differentiating clearly the brand communications from competitors and associating its image with creativity, to get response in sales and increase brand share.
Inspiring creativity, Hansa has transformed a popular format of small home concerts in the kitchen in a unique large-scale event: online home concert of Hansa was broadcasted live on brand’s facebook page globally expanding the boundaries of communication.
The project led to incredibly high results: more than total 22,000 event viewers, free media coverage with total coverage of 1 million people, reaching the highest level of brand awareness in its history in Ukraine, considerable growth in brand share in declining market.
Agency title
TWIGA Ukraine
Svetlana Stepanenko, Managing Director TWIGA Ukraine
Znamin Vyacheslav, Art Director
Fokin Vyacheslav, Creative Director
Ekaterina Alexanyan, Client Service Director
Elena Shabelnikova, Account Manager
Media Agency Media First Ukraine
Corporate name
Hansa Ukraine
Anna Lee, Commercial Director
Victoria Omelchenko, Sales Manager
Target: To attract attention to the UZARA medicine, build up awareness about the product and raise consumers’ buying intention, which would help reach the business goals – boosting product sales by 20%.
Solution: To find a relevant communication channel, inclining the consumer to comfortably and freely check the advertisement, in the directly connected to the problem place.
Place and time
Branding the toilet cabins in Crimea Aquaparks during the summer season; visualization of the problem in an optical illusion.
Results: Business goal is over-performed
Agency title
Master Ad Ukraine
Marina Soykina, Business Development Director
Tsarova Elen, Business Development Manager
Vlad Stanitsky, Art Director
Second Agency AITI/Carat
Corporate name
Stada Arzneimittel AG
Andrey Tuchkov, product manager
Alexander Kulik, Head of Marketing Department
Problem:
Nasha Ryaba is the biggest Ukrainian franchiser, whose dealer network stability was threatened by the risk of transfer of big franchisees to the competitor.
Objective:
Against the background of enhancing relationship with existing partners, to expand the network by engaging 10% new franchisees to cooperation within 12 months.
Solution:
Instead of experienced businesspeople, targeting the newcomers to business, who place more importance on guaranteed and stable profit rather than on overprofitability of an outlet. Crossing the barrier of fear to start the business all alone and transforming the perception of an impersonal franchasing business model into the comprehensible format.
Result:
The budget, which would be insufficient to cover even birthday greetings to every franchisee within the loyalty program, has lead to objectives outperformance: the dealer network has expanded by 20% in 6 months.
Agency title
THINKMcCANN
Evgeniy Kaminskiy, Creative Director
Evgeniy Zvenigorodskiy, Art Director
Victor Vysotskiy, Copywriter
Olga Rozhankovskaya, Group Account Director
Anastasiya Zhurakovskaya, Account Director
Second Agency Universal McCann
Corporate name
PJSC “Mironivsky Hliboproduct”
Yaroslav Myhaylovskiy, Marketing Director
Nataliya Pirozhenko, Poultry Meat Direction Marketing Manager
Anna Klimenko, Senior Brand Manager
In 2009, NIVEA was #2 in the category of shower gels . The main competitor strengthened the status of the leader running the aggressive TV campaign. NIVEA aimed to maintain its share in a growing market, without massive investment in TV advertising. The brand has decided to use the well-known social phenomenon - singing in the shower. It helped to occupy music territory and be appropriately connected to the product - shower gels. Over the three-year of online campaign "Singing in the shower community," NIVEA didn’t lose its market share and won the leadership in the category.
Agency title
ISD Group
Viktor Shkurba, Creative Director
Alina Revenko, New Business Director
Anna Kumaritova, Account Director
Mikhail Traverse, Strategic Director
Stanislav Stoyatsky, Creative Group Head
Corporate name
Beiersdorf Ukraine
Joackim Bentz, Former Marketing Director
Iryna Samborska, Product Manager
Evgeniya Kristya, Product Manager
Sergey Petrov, Marketing&Commercial Director
CV Cover is a company engaged in the manufacture of shoes, created by Kharkov entrepreneurs in 2001 and faced with serious difficulties in 2011.
This is a story, telling how a company with a low budget can achieve dramatic results and completely change the brand.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Corporate name
CV Cover
Sergey Panchenko, Marketing Director
Svetlana Petlyagina, brand manager
The production budget for Kiev International Advertising Festival was 0 USD. All Ideas must be brought to life with internal resources of the agency. No Hollywood directors, visual effects, rental locations and professional actors.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Oleg Pashkovsky, Digital Director
Digital Agency ISD Group
Corporate name
Kyiv International Advertising Festival (KIAF)
Maxim Lazebnik, Executive Director of the All-Ukrainian Advertising Coalition
The company engaged in the manufacture of footwear with an annual turnover of 500 million pairs and developed distribution network in the former CIS countries appeared at the brink of collapse in 2011. Business started to decrease, losing sales for 2009, 2010 and 2011. Cv Cover was facing the threat of extinction from the shelves of retailers. It became clear that if the situation will not change in the nearest future — the brand could not be saved.
There was a strong demand for decisive and rapid steps to transform the brand image and increase the sales. This is the story of how one radical message can change the position of the brand in the market.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Corporate name
CV Cover
Sergey Panchenko, Marketing Director
Svetlana Petlyagina, brand manager
The rapid development of Ukrainian energy-saving light sources market has opened up new opportunities for Maxus company. However, advances have played a cruel joke with Maxus. At the end of 2009, when the market has already been won and Ukrainians were looking forward to new products from the company, Maxus failed to set new ambitious goals on time. As a result, managers began to lose its effectiveness, and the company - the competitiveness and market position. The company entered the most difficult period of stagnation management.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Surina Aleksandra, Account manager
Media Agency Starcom Ukraine
Corporate name
MAXUS UKRAINE
Tat’yana Nosova, Marketing Director
Elena Prudnikova, Brand manager on B2B segment
The brand "Khlibnyi Dar" starts to get older and lose customers. The brand is threatened with extinction.
Objective: Stop fall of the sales of vodka "Khlibnyi Dar".
Solution: Consumers who are experts and connoisseurs of the meals that go with vodka recommend "Khlibnyi Dar" grain collection.
Result: Over the year, this vodka brand increased its sales by almost 1 billion UAH – up to 2.36 billion UAH.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter
Corporate name
National Alcohol Traditions
Dmitriy Samsonenko, marketing director
Sergei Sergeev, brand manager
Challenge: off-season period, shifting of media landscape among the TA, optimized media budget. Strategy/implementation: strategy was to incentivize young people enough to turn them into human media that would spread brand message to the broader audience. Using vital consumer’s insight that young people rarely have problems with “whom and when”, but as it usually occurs have “no place to go”, Axe offered the solution.
Results: about 180 brand-ambassadors among the TA, more than 600 branded generated content, free media coverage multiplied in 33 times, about 6 000 users joined the club via social media. AXE moved from #4 up to #2 brand in category
Agency title
Escape
Dmytro Grushevsky, Chief Executive Officer
Oleksand Katkov, Chief Strategy Officer
Aleksey Novikov, Chief Creative Officer
Anna Launets, Associate Creative Director
Anton Pustovoy, Senior Copywriter
Aleksey Kondakov, Art Director
Aleksandr Nichiporchuk, Designer
Elizbeth Vnukova, Designer
Dariia Nagornaya, Director of Web Development
Serhiy Malykhin, SMM Director
Darya Senkevich-Davidets, Client Service and New Business Director
Oksana Ovsyannikova, Project Manager
Marina Grygorenko, Director of Strategic Planning
Tatiana Ischenko, Media Director
Oleg Sokolov, Media Manager
Second Agency Initiative
Corporate name
Unilever
Vadim Abramenko, Brand Manager
Kateryna Kryzhanovska, Media Manager (HPC,FOOD)
Elena Shvets, Personal Care Marketing Manager
Tuborg relaunch is integrated national campaign in Ukraine. The goal was to recover the brand (after 5-years of constant decrease) both in sales level and in relevancy to its audience
For this purpose in 2013 Tuborg was renovated, in particular its label was turned at 62,5°. Thus, the brand proposed to look at the world at another angle and showed how to do that with its own example. Cymatic phygital installation “Dancing Tuborg” became a core element of the campaign: via slanted web-site a user had a chance to look at the music in a different way – he could literally SEE the music. Tuborg danced to user’s favorite tack in real time. Other communication channels as well prompted users to look at the world at another angle.
Agency title
Liquid7
Anna Menshikova, Creative Director
Konstantin Chekanov, Creative Leader
Anton Golubev, Designer
Lera Kanivets, Copywriter
Artem Tsymbal, Art Director
Second Agency Talan Group (Talan Communications)
Media Agency Media Direction
Corporate name
Carlsberg Group
Dmitriy Pilipenko, Senior brand manager
Hansa is not just home appliances, it is a way of self-expression in the kitchen: the territory of creativity and companionship.
We were faced with a not easy task - with a very small budget it was necessary to achieve big goals: to increase brand awareness significantly, differentiating clearly the brand communications from competitors and associating its image with creativity, to get response in sales and increase brand share.
Inspiring creativity, Hansa has transformed a popular format of small home concerts in the kitchen in a unique large-scale event: online home concert of Hansa was broadcasted live on brand’s facebook page globally expanding the boundaries of communication.
The project led to incredibly high results: more than total 22,000 event viewers, free media coverage with total coverage of 1 million people, reaching the highest level of brand awareness in its history in Ukraine, considerable growth in brand share in declining market.
Agency title
TWIGA Ukraine
Svetlana Stepanenko, Managing Director TWIGA Ukraine
Znamin Vyacheslav, Art Director
Fokin Vyacheslav, Creative Director
Ekaterina Alexanyan, Client Service Director
Elena Shabelnikova, Account Manager
Media Agency Media First Ukraine
Corporate name
Hansa Ukraine
Anna Lee, Commercial Director
Victoria Omelchenko, Sales Manager
Pepsi explored that in today’s world time perception of youngsters differs from grownups. The future and the past don’t exist for them. They live for now.
The TA research showed that Ukrainian youth (15 to 24) felt the same. That’s why we’ve got a task to show them Pepsi as a catalyst for ‘now’ moments. We wanted them to make sure that each moment becomes more interesting and meaningful with Pepsi.
We’ve developed an online-platform “Pepsi Moments” which helped teen-agers to enhance the moments of their life.
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Inna Makoterska, Account Director
Olga Polyakh, Account Manager
Anya Novozhylova, Copywriter
Corporate name
Sandora LLC
Anatoliy Gordeev, CSD Marketing Manager Pepsi-Cola Ukraine
Zhanna Strelnikova, Brand manager (Pepsi)
Popov Aleksey, Junior Brand Manager(CSD)
For the first time in history of advertising festivals – promo campaign continued after the festival, gaining momentum after its completion. The main campaign was launched just after the ceremony all the winners have been announced. Grand Prix, gold, silver and even bronze – the best of the best advertising works for the year – were named and advertising people got new objects of hate. During the gala ceremony, the film was presented, in which unlucky creatives, looking absently, were thinking over the circumstances of their failure to win. Slogan reported: "Ads that make me mad because they're not mine", and invited everyone to a specially created promo website winners.kiaf.ua.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Oleg Pashkovsky, Digital Director
Digital Agency ISD Group
Corporate name
Kyiv International Advertising Festival (KIAF)
Maxim Lazebnik, Executive Director of the All-Ukrainian Advertising Coalition
Social project “Mobile library” – this is free of charge unique e-books collection accessible for reading for all smartphone users. For project was produced non-standard media in the form of open air library, where were placed QR-codes. There are more than 500 books of different genres including classic and books of modern foreign and Ukrainian authors in library.
Results:
“Mobile library” opened in the five cities of Ukraine: Kiev, Lviv, Odessa, Vinnitsa, Zhitomir.
On the first day – about 50 thousand visitors.
During the first week – 50 thousand downloads.
During the first month – more than 500 thousand of eyes contacts.
Get 212 publication in media free of charge, from them print and e-publications – 177, 16 TV-news stories and 19 outputs on the radio.
Agency title
Advertising agency “Mex Advertising”
Aleksandr Mykytenko –Director
Irina Shchemelova – BTL & PR director
Artem Karan – Account director
Elena Gula – Event-manager
Ogienko Olga – PR-manager
Corporate name
Mobile operator “MTS Ukraine”
Victoria Ruban, head of public relation department “MTS Ukraine”
Tetiana Stetsenko, expert in external relations “MTS Ukraine”
In 2013 we’ve got a task to relaunch the car-brand SEAT on the Ukrainian market.
We know that people pay more attention on online researches and the websites of the brands while choosing a car. And we wanted to add emotions to this routine process. Online resources basically give users technical details, and our website breaks this tradition.
We’ve created pure ENJOYNEERING website. The main role here is allotted not to the text information but to visual sources that allow to feel light and fresh mood of this car.
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art Director
Viktoria Konoplyova, Account Manager
Corporate name
Porshe Ukraine
Lastivka Denis, SEAT Marketing Manager
Problem:
Beermix Market targets at active young people, which are searching for a new experience in everything, including drinks. Consequently, innovations in this segment are crucial. In this case, as shown by studies of the consumer taste preferences, one of the most popular drinks is still rum-cola. The main challenge for Slavutich ICE Mix was to offer consumer a trendy and modern drink on the basis of rum-cola, which would be consistent with the brand image, the main characteristic of which is “refreshing”.
Solution:
The ingredients of the original Cuba Libre cocktail perfectly fit the concept and turned into expressive name, ice-cold refreshment, easy-readable features - Cuba, revolution, freedom, legendary Che. All those mean:
ICE MIX CUBA LIBRE - REVOLUTIONARY REFRESHING.
Results:
The share of Slavutich ICE Mix in the segment increased by 6% compared to 2012 and reached 36%, 2% above the planned figure. Sales of the Slavutich ICE Mix whole portfolio increased by 41% in 2013 compared to 2012.
Agency title
THINKMcCANN
Eugene Kaminskiy, creative director
Rostislav Vishnevyj, art-director
Natalya Koval, art-director
Julia Golota, client service director
Viktor Vysotskij, copywriter
Eugene Fidenko, copywriter
Media Agency Media Direction Ukraine
Corporate name
Carlsberg Ukraine
Andrey Otroschenko, local brands marketing director
Tetiana Gusak, brand manager
Yulia Kirillova, junior brand manager
“Вelyj Medved’” (BМ) is high quality Russian brand established since 2001 with wide product range. The Company’s decision was to localize production of “Belyi Medeved’” in Ukraine and provide product accessibility and affordability for broad audience. Market decline, over cluttered beer proposition for consumers, strong competition in Mainstream and regional sales focus of the Company were the key challenges for the launch and achieving the business objectives. Based on consumer insight which is related to general social aspects it was targeted to make a solid link between realization of relevant consumer needs (taking challenge, comfort providing to family and friends, spending more time with them) and BM beer via new emotional creative platform. The market response showed high appeal and strong interest to the Brand. Volume objective was outperformed up to 194%, making BM brand TOP-7 among ALL beer brands of Ukraine. BM TVC was perceived with a high score of Uniqueness of Impression attribute and benchmarked to the TOP-15 Ukraine’s TVCs (2009-2013). Launch was successful!
Agency title
Tabasco
Alexander Smirnov, сreative director
Vladimir Kobets, art director
Irina Ilchenko, copywriter
Olga Shapovalova, copywriter
Tatyana Kurmaz, producer
Olena Sukhanova, director
Olha Galyzina, account director
Corporate name
PJSC “EFES UKRAINE”
Mete Yurtsever, marketing director
Vitaliy Kalyniuk, marketing manager licensed brands of Efes Ukraine
Marina Kinchina, brand manager licensed brands of Efes Ukraine
Launch of new tooth paste Colgate Optic White in whitening segment required from Company non-standard steps not to get lost among the competitors. It was decided to communicate the product like a beauty-brand more attractive to our TA - girls 18-24 y.o. Optic White model school was developed and promoted in many communication channels. Everyone received real chance to become a model!
Campaign extremely increased product’s brand awareness, purchase intent, market share. This success helped Colgate to get ahead Blend-a-med by market share in whitening segment already in March, 2013
Agency title
Y&R Kiev
Sudienko E., Director
Barsukov D., Creative Director
Kharkoff Y., Senior Art Director
Tonysheva N., Junior Copywriter
Panichkova N., Account Director
Vasilchenko N., Account Manager
Corporate name
Limited Liability Company “Colgate-Palmolive Ukraine”
Kut E., Marketing Director
Khalilov E., Senior Brand Manager
Piliaieva O., Brand Manager
Chechulina D., Junior Brand Manager
Tsarsky, a multi-functional fitness complex, was expecting a good start even with the unlucky market conditions. The strong belief in this was based on getting the "world seeners" on board and involved. They have become the key factor in achieving the business results that company was aiming for and therefore the main goal for the PR was to find the right tone to attract this auditorium to Tsarsky. The whole story is about getting the Kyiv's elites loyalty even in the oversaturated market with many competitors and create a new category on the market of fitness.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Surina Aleksandra, Account manager
Second Agency Startbahnwest AG
Corporate name
TSARSKY CITY RESORT
Yevgeniya Dneprova, Marketing Director
The agency task was to launch new product on Ukraine market, build high awareness, and contribute brand interest and demand. As a result all quantitative and qualitative indexes were overcome. The proof is essential sales growth and growth of all consumption indexes.
Agency title
BBDO
Alexander Pavlovskiy, CEO
Rytis Yuodeika, Creative Director
Anna Rybalka, Client Service Director
Media Agency OMD
Corporate name
Sandora LLC
Levchuk Sergey, Brand Manager
Naumov Andrey, Commercial Director
We created digital-campaign to support the launch of flagship smartphone model НТС One. Our objectives were to introduce the flagship to the audience, and create virtual user experience. The campaign started with the teaser, and then we launched series of activities in virtual НТС One 3-D world, where key objects represented smartphone’s features. Campaign results: more then 30 000 promo activities participants, 200 000 unique visitors on the promo site, viral reach on social networks – more than 2 000 000 people. Moreover, the НТС One sales exceeded the objectives twofold.
Agency title
Tribal DDB Ukraine
Yulia Yashina, Strategic Planning Director
Igor Karimov, Art Director
Eugen Tkachenko, Designer
Olga Cheban, Copywriter
Gleb Alyokhin, SMM&Project Manager
Maxim Volotsky, SMM specialist
Sergey Breus , Programmer
Anton Tovstenko, Programmer
Media Agency Optimum Media OMD Ukraine
Corporate name
HTC Ukraine
Tarabunskaya Elena, Marketing Manager
Sabadash Julia, Country Manager
A big challenge is confronting Dirol (Orbit meets all the need of consumer) we should surprise consumer. That’s why we mystified new SKU Dirol Mystery and launched it as limited edition. On the product packing we put only an interrogation mark ‘?’ and no usual pictures of a fruit.
We created ‘The club of silence’ in Facebook and Vkontakte to boom mystical product. At this stage we do not say what the product is but only invite to join us and keep silent for 3 days. Those who did not manage to keep silent and babbled out are excluded from our group
2 weeks after the reveal came – the mysterious product is the chewing gum Dirol Mystery. Taste of the chewing gum remained a mystery. If by chance you have cracked the mystery – keep silent otherwise ‘we’ will come for you. . Therefore the message about ‘mysteriousness’ was an important motivation to learn more about the product and to try it of course.
Agency title
Saatchi & Saatchi Ukraine
Kirill Chistyakov, Creative director
Alexey Aksenov, Head of digital department
Tatiana Slivko, Account director
Media Agency Starcom Ukraine
Digital Agency Saatchi & Saatchi Ukraine Digital department
Corporate name
Mondelez International
Valentyn Danylyuk, Brand manager
Anna Snihur, Category manager
Natalia Revika, Marketing director
“Youth affordable to everyone” campaign sets an example of not only successfully achievement of business results, but as well strengthening brand health on decreasing market.
Renault Sandero managed to overachieve all the goals set due to thoroughly planned detailed marketing strategy and communication based on the insight of the target audience to support youth life style despite the changes the age brings.
Thanks to the new Renault Sandero it is easy to stay young, as this car helps to maintain usual youthful style of life.
Agency title
Publicis Visage
Angela Poddubna, Managing Director
Miroslava Mikhnenko, Client Service Director
Olesya Drashkaba, Creative Director
Danila Torbovskiy, Copywriter
Katerina Kolchanova, Account Manager
Media Agency Optimum Media | OMD
Corporate name
JC Renault Ukraine
Bruno Benayer, Marketing Director
Alla Lebedeva, Advertising Manager
Stas Ryabtsev, Digital Manager
modnaKasta – is an online shopping club where you can buy branded items at a discount. But Ukrainians weren’t used to buy clothes and shoes online.
Objective: to increase the amount of online shop visitors and convert visitors to buyers.
Solution: to emphasize the big discount in communication, which makes fashion brands available. To promote online store on the TV.
Result: during the campaign, 2 million unique visitors visited online-store and the number of orders exceeded 110,000 per month.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Liliia Chorna /Oleg Kiselitsa, copywriters
Maria Riaboshpyk, art director
Media Agency Aiti/Carat
Corporate name
modnaKasta.ua
Andriy Logvin, CEO
Elena Annenko, marketing director
Marina Shyian, brand manager
Chips LYUKS take leadership positions on the Ukrainian market; however the brand was not represented in a segment of spicy tastes. The main competitor has launched the similar line long time ago and this launch appeared to be pretty successful. It was required to launch new sub-brand providing minimum consumption of the main portfolio. The complexity consisted in the fact that spicy tastes niche, as well as the main attribute of actuity – fire, have already been occupied by competitor. For advertising we’ve chosen optional attribute being tears, having emphasized that even serious men can drop a tear having tried spicy LYUKS Extreme. The results were extremely successful: brand awareness and advertising line outrun competitive offer plans shipments exceeded 22% and, more importantly, the overall brand sales increased. Thanks to the new line launch the brand has grown in monetary terms by 5% (during January – June period of time) comparing to the similar launch performed year ago. The sub-brand launch became the most successful one in LYUKS portfolio for the past three years. In summary, thanks to the campaign LYUKS has beaten own record.
Agency title
Tabasco
Alexander Smirnov, Creative Director
Valentin Minchuk, Associate Creative Director
Svetlana Gorovenko, Art Director
Oleg Zavgorodniy, Copywriter
Tatyana Kurmaz, Producer
Ekaterina Maslyaeva, Producer
Olena Sukhanova, Director
Marianna Karpenko, Account Director
Anna Shevchenko, Account Manager
Corporate name
PJSC “Kraft Foods Ukraine”
Nataliya Revika, marketing director
Nataliya Paliy, marketing manager
Olena Chazova, senior assistant marketing manager
Nataliya Dedikova, junior brand manager
Case describes launch of Listerine mouthwash in Ukraine at the beginning of 2012. Main and starting component of communication strategy was professional programme for dentists running in Ukrainian cities-millionaires. Basic motive for the campaign was ‘professional recommendation is the pillar to success for Listerine product’. We made customers get acquainted with the product at their dentists’ as we knew they should get the idea ‘things my dentist use are the best for me’. Consequently, Listerine launch was supported by TV and print campaigns and in-store activities. As a result product over performed its initial targets set for 2012 and got a perfect basis for further improvement.
Agency title
TEDDY GROUP AGENCY
Yulia Kevish, Head of Agency in Ukraine
Media Agency MEC (GroupM Company)
Digital Agency Smartica/Skykillers
PR Agency PRP Group
Marketing Services Agency FULL Contact
Corporate name
Johnson&Johnson, Ukraine
Anna Guk, Marketing Director
Natalia Dorozhenko, Brand Manager Listerine
Oksana Tkachuk, Brand Manager
Maxus is Ukrainian company specializing in the development and implementation of the light sources since 2003. In 2012 the company launched a new generation of lamps Maxus LED on the Ukrainian market. We knew that the standard methods of communication will not help. Just talk about the qualities of the new LED bulbs, listing their unique characteristics and benefits – all these just does not work. Despite the fact that the LED consumes 10 times lower works, 50 times longer and is environmentally friendly light source - lamp is not the product from which people are waiting for a change. In order not to fall backwards onto the market in 2013, we had to act differently.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Surina Aleksandra, Account manager
Media Agency Starcom Ukraine
Corporate name
MAXUS UKRAINE
Tat’yana Nosova, Marketing Director
Elena Prudnikova, Brand manager on B2B segment
Our goal is to market in 2012-2013 a nationally successful brand of milk products for children and to become one of industry leaders.
Solution: The idea “Best choice for a child” was crucial during the process of developing the communication strategy and formed the basis of the slogan “Yahotynske for сhildren” is probably the best thing ever made by adults”
This idea was disclosed in all marketing-mix elements: in the product, its price and its exposure, in the promotion program.
Results: The chosen marketing strategy together with the described advertising campaign demonstrated a high efficiency and the results of our actions exceeded the set goalsand surpassed all expectations
Agency title
“Ukrainian Television Company”
Vladimir Veselov, Director
Viktoriya Polischuk, Director of Scenario group
Katheryna Samborska, Art Designer
Alexandr Veselov, General Producer
Alexandr Аndriyashin, Cameraman
Media Agency Maxima Ukraine
Digital Agency CEH. Digital technologies
Corporate name
Milk Alliance
Iryna Chirkova, Chief marketing officer
Vasyl Yushin, Art-project coordinator
Evheniya Plyasova, Brand manager
Regarding market’s interest to crafted traditional beers new product “Chernigivske Osoblyve Recept 28” was launched. It was positioned and communicated as a traditional beer with original taste, brewed for a unique recipe by Chernigiv brewers. For that purpose special visual style, emphasizing on main beer characteristics: craftsmanship, uniqueness, naturalness, authenticity, traditions was developed. All objectives were overfulfilled. With not the largest Voice Share and advertising budget accordingly (Table 3) “Osoblyve” became the most successful beer line extension launched this year on the beer market (1,51% Vol. Share and 1,46% Val. Share, August 2013)*.
* Source: AC Nielsen
Agency title
Havas Worldwide Ukraine
Katya Ilchenko, Client Service & Strategic Planning Director
Andrii Myroniuk, Account Director
Julia Shvedun , Account Manager
Dmitriy Samsonov , Creative Director
Nastya Roganova , Art Director
Media Agency MediaVest Ukraine
Digital Agency Universal McCann
Corporate name
PJSC “SUN InBev Ukraine”
Lukinyuk Tatyana, CEE Brand Director Chernigivske and Value Brands
Shylov Vasiliy, Group Head Chernigivske
Voloshyna Nataliya, Brand Manager Chernigivske
Ukrainian market is on the top of popularity of plasma and LCD- TVs supporting HD-quality. At the same time, 57 % of the population have no possibility to connect to a digital cable television. VOLIA launched a new service "VOLIA Smart HD". The service allows to watch digital TV on the full TV screen using Internet from any provider.
The company had to announce a new service for the Ukrainian market, to convey its main benefits to the consumer and to begin active sales .
As a result of the low-budget Internet campaign, average number of clients’ requests regarding the new service activation exceeded the plan by 36,6%. Unique visits of "VOLIA Smart HD" info page increased more than twice .
Agency title
SCHOLZ & FRIENDS KYIV
Marina Rozenbush, Group Account Director
Mariya Kanifolska, Account manager
Mikhail Krivorouk, Creative Director
Olga Rumyantseva, Copywriter
Media Agency AdPro
Corporate name
LLC Telesvit (VOLIA)
Iaroslav Gumeniuk, Marketing Director
Oleksandra Kravchenko, Head of Brand Management Department
Maryna Kriher, Head of Marcom Department
We were able to launch a new trademark “Snow Panda. Luxury” and gain leadership in the category due to a mix of media and creative strategies.
The specifics of the media planning was that the traditional TV flight was preceded by an online teaser campaign. Based on the Big Idea that in the Luxury world even toilet paper is perfect, we have created three TV commercials and three viral teasers for the Internet within the budget of UAH 40,000 for planting.
Hits reached 283,040 thousand.
As a result of the campaign in the first quarter 1.2 million rolls of toilet paper were sold, which made up at least 15% of the premium segment.
After viewing the ad 65% of the respondents could immediately recall the “Snow Panda. Luxury” advertising.54% expressed the intention to buy the product after viewing.
Agency title
Michurin Creative Agency
Irina Metneva, Creative Director
Sergey Prokopchuk, Art Director
Mikhail Dragan, Copyrighter
Lyubov Adamskaya, Account Director
Second Agency GRAPE Ukraine
Digital Agency Branson Digital
Other Agency 2332 Films
Corporate name
Global ABC
Daria Yegorycheva, Marketing Head
Hansa is not just home appliances, it is a way of self-expression in the kitchen: the territory of creativity and companionship.
We were faced with a not easy task - with a very small budget it was necessary to achieve big goals: to increase brand awareness significantly, differentiating clearly the brand communications from competitors and associating its image with creativity, to get response in sales and increase brand share.
Inspiring creativity, Hansa has transformed a popular format of small home concerts in the kitchen in a unique large-scale event: online home concert of Hansa was broadcasted live on brand’s facebook page globally expanding the boundaries of communication.
The project led to incredibly high results: more than total 22,000 event viewers, free media coverage with total coverage of 1 million people, reaching the highest level of brand awareness in its history in Ukraine, considerable growth in brand share in declining market.
Agency title
TWIGA Ukraine
Svetlana Stepanenko, Managing Director TWIGA Ukraine
Znamin Vyacheslav, Art Director
Fokin Vyacheslav, Creative Director
Ekaterina Alexanyan, Client Service Director
Elena Shabelnikova, Account Manager
Media Agency Media First Ukraine
Corporate name
Hansa Ukraine
Anna Lee, Commercial Director
Victoria Omelchenko, Sales Manager
Today, specialized Snow Panda communities are the absolute leaders in the category of toilet paper. And they hold the leading positions among the entire group of non-food products, both in the number of fans, and the involvement index: “Mimibears" consistently rank among TOP 10 in Socialbakers statistics in terms of TAT, whereas in June they became number 1. This allows suggesting the brand loyalty. After all, unlike the vast majority of communities, “Mimibears" hardly hold any prize draws and lotteries, building a dialogue with consumers.
The double loyalty growth within a year is also confirmed by MMI data.
Agency title
Branson Digital
Irina Metneva – creative director
Elena Kondratenko - strategist
Viacheslav Kobzenko – art director
Maksim Kot – copywriter
Anna Solomakhina – project manager
Second Agency Michurin
Digital Agency Grape Ukraine
Corporate name
ABC Global
Filanovskiy Alexey, marketing director
Bondaruk Elena, marketing manager
Idea: Show the benefits of the product through a series of remarkable experiments under low temperatures, the main attribute will be the product while the consumer will be given an opportunity to interact with the product.
We decided that the main message of our campaign should be the innovative factor of the bottle (a complex physical reaction to cold temperatures) and based the communication in the campaign on experiments, that the TA can also take part in.
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art-director
Olga Maevskaya, Account Manager
Anna Novozhylova, Copywriter
Corporate name
Ukrainian distribution company LLC
Blokhin Oleksandr, Brand Manager
Terebinov Igor, Junior Brand Manager
Challenge: off-season period, shifting of media landscape among the TA, optimized media budget. Strategy/implementation: strategy was to incentivize young people enough to turn them into human media that would spread brand message to the broader audience. Using vital consumer’s insight that young people rarely have problems with “whom and when”, but as it usually occurs have “no place to go”, Axe offered the solution.
Results: about 180 brand-ambassadors among the TA, more than 600 branded generated content, free media coverage multiplied in 33 times, about 6 000 users joined the club via social media. AXE moved from #4 up to #2 brand in category
Agency title
Escape
Dmytro Grushevsky, Chief Executive Officer
Oleksand Katkov, Chief Strategy Officer
Aleksey Novikov, Chief Creative Officer
Anna Launets, Associate Creative Director
Anton Pustovoy, Senior Copywriter
Aleksey Kondakov, Art Director
Aleksandr Nichiporchuk, Designer
Elizbeth Vnukova, Designer
Dariia Nagornaya, Director of Web Development
Serhiy Malykhin, SMM Director
Darya Senkevich-Davidets, Client Service and New Business Director
Oksana Ovsyannikova, Project Manager
Marina Grygorenko, Director of Strategic Planning
Tatiana Ischenko, Media Director
Oleg Sokolov, Media Manager
Second agency Initiative
Corporate name
Unilever
Vadim Abramenko, Brand Manager
Kateryna Kryzhanovska, Media Manager (HPC,FOOD)
Elena Shvets, Personal Care Marketing Manager
Chernigivske is leading national beer brand. It's brand essence to support the national dignity of Ukrainians.
On July the 3rd, 2012, Parliament adopted a controversial law, which cancelled the primary status of Ukrainian language as the single official one. This issue became #1 in the country.
So, we created media to enable anyone to declare their point of view. We expressed a general insight of the country in a simple social act, declaring: “Yes! I am Ukrainian”, as an interactive book with record number of authors.
Agency title
GRAPE Ukraine
Iurii Gladkiy, Chief Executive Officer
Karina Zhuravleva, Senior Account Manager
Ksenia Shevchuk, Senior Account Manager
Elena Salivon, Production Director
Mikhail Maslivets, Technical Director
Natalia Strelchenko, Art Director
Sergey Kuzmenko, Digital Strategy Director
Sergey Milyuk, Creative Director
Corporate name
Sun InBev Ukraine
Tatiana Lukinyuk, Marketing Director
Vadim Vashchenko, Group Brand Manager
Task
Create easy and involving online mechanics with 2 Confederations Cup Final trips as the main prize. Engage consumers to sign up and generate 8.000 leads.
Idea
The Agency created online mechanics which promoted itself by engaging consumers into “chain” activity of creating and sharing virtual BUD football balls.
To win, the player had to find as many branded virtual balls, as possible. But that was the “ordinary” part.
We added crucial detail, which changed everything: everyone could create and share own ball, making the promotion grow by itself exponentially!
Agency title
RAPP Ukraine
Dana Vereshchagina, Managing Director
Victoria Ponomaryova, Account Director
Sergii Pryadko, Art Director
Olexii Kravets, Technical Director/Head of Development
Second agency Universal McCann
Corporate name
PJSC “SunUnBev Ukraine”
Veronika Stepanyuk, Brand Manager
Daria Selynna, CRM manager
In terms of media limitations for non-sponsors during European football tournament in Poland and Ukraine in 2012 Nike required a brand-owned media platform for unlimited deep interaction with its core audience for the championship period. Creation of Nike Football Ukraine as the most appealing and engaging football community in Vkontakte was a great solution as it allowed to reach brand’s TA segment, develop key access point to brand’s initiatives and product, created the platform for unique, relevant and clear football communication with football lovers for the Euro 2012 period.
Agency title
B4B Group
Alyona Bitsigan, director
Dmitrii Gunkovskiy, account-director
Olga Latysheva, account-manager
Sergey Poznyak, SMM-manager
Corporate name
Delta Sport, LLC
Aleksandar Tomasevic, Marketing Director
It is easy to celebrate with Cidre Royal! Invite your office collegues (15 friends via Facebook) for any occasion and we’ll carry about making the celebration more fun with Cidre Royal (free box of Cidre Royal delivery).
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art-Director
Olga Maevskaya, Account Manager
Anna Novozhylova, Copywriter
Corporate name
«ROYAL FRUIT GARDEN»
Herbert Hauswirth, Founder
Yevgeniy Molodtsov, CEO
Victor Zaychenko, Co-owner, finance director
Sergey Kirpenko, Sales Director
Elena Ivanitskaya, Sales Manager
Our goal is to market in 2012-2013 a nationally successful brand of milk products for children and to become one of industry leaders.
Solution: The idea “Best choice for a child” was crucial during the process of developing the communication strategy and formed the basis of the slogan “Yahotynske for сhildren” is probably the best thing ever made by adults”
This idea was disclosed in all marketing-mix elements: in the product, its price and its exposure, in the promotion program.
Results: The chosen marketing strategy together with the described advertising campaign demonstrated a high efficiency and the results of our actions exceeded the set goalsand surpassed all expectations
Agency title
“Ukrainian Television Company”
Vladimir Veselov, Director
Viktoriya Polischuk, Director of Scenario group
Katheryna Samborska, Art Designer
Alexandr Veselov, General Producer
Alexandr Аndriyashin, Cameraman
Media Agency Maxima Ukraine
Digital Agency CEH. Digital technologies
Corporate name
Milk Alliance
Iryna Chirkova, Chief marketing officer
Vasyl Yushin, Art-project coordinator
Evheniya Plyasova, Brand manager
Petcube is a gadget that was designed to help pet owners stay close to their pets. Using a smartphone app they could see their pets, talk to them, and play with them using a laser pointer.
Agencies task was to attract $100000 through Kickstarter to launch Petcube into mass production. But there were already similar projects and they never got up further than $80000.
We were able to create an engaging presentation, which led to reaching the goal in six days and on 31-st day doubling the objective allocating $200000.
Agency title
VGNC
Alexey Sobolev, Creative Director / Film Director / DOP
Misha Koroteev, Creative Director / Film Director / DOP
Anna Soboleva, Business Development Director / Executive Producer
Anastasia Novikova, Producer
Boris Petrenko, Production Manager
Corporate name
Petcube Inc.
Andrey Klen, Creative Director
Yaroslav Azhnyuk, CEO
Alex Neskin, inventor, CTO
Summer is a strategically important season for the market of gas station networks. To achieve more, taking into consideration activation of marketing efforts from competitors, we created original promo “Refuel with apartments at WOG”. Promo participants had the chance to win one of three apartments in Kyiv and instant prizes. As a result the average receipt increased by 8% and traffic at one gas station increased by 14%, which tremendously exceeded original targets.
Leo Burnett Ukraine
Tatiana Fedorenko, creative director
Sergey Molokovich, senior art-director
Pavel Mandryk, copywriter
Kseniya Morozova, client service director
Anna Olkhovets, senior account manager
Katerina Duda, producer
Second agency Prototype Production
Corporate name
“Zolotij Ekvator” Ltd.
Sergyj Koretskyj, managing director
Vitalij Leonchuk, marketing director
Ludmila Tybolchuk, head of marketing
Taking out a loan we are always dream about better life and changes that could happen with us with the help of needed money.
In the TV copy we let the hero to taste big money. Manager of the bank is making money fresh in front of the bank’s client and gives him to taste it – dipping him into the world of opportunities with 100 000 UAH.
Agency title
PROVID
Dmitriy Adabir, Director
Elena Guk, Group account director
Zinoview, Creative Director
Denis Khanenko, copywriter
Olga Pozharskaya, Art-director
Corporate name
ПАО «ОТП Банк»
Danilova Ilona, marketing director
Popova Olga, Head of marcom sector
More companies appear on the advertising market, however, considerable number of players stay in shade. Also absence of service that could structure knowledge about market and this leads Sostav.ua and Adcoalition to start work on systematization.
In complicated situation it was necessary to obtain a clear association: Sostav.ua - partner you can trust.
To solve the problem we developed an application AdFaces, which shows the frame structure of advertising market.
Planned results were exceeded in 2 weeks.
If you aren’t at map of advertising market, do you exist at all?
Agency title
Advert.ua
Irina Kosakovskaya, Managing Director
Alexander Kirilyuk, Head of Creative Group
Yuriy Kolomiets, Art Director
Mariia Obzhylian, Project Manager
Anastasiya Gorodetskaya – Web - Designer
Corporate name
Sostav.ua (LTD " REKLAMNA KOALICIYA")
Evgenia Babaets, editor of chief
It is easy to celebrate with Cidre Royal! Invite your office collegues (15 friends via Facebook) for any occasion and we’ll carry about making the celebration more fun with Cidre Royal (free box of Cidre Royal delivery).
Agency title
Aimbulance
Roman Havrysh, Strategic Director
Vladimir Smirnov, Creative Director
Denis Rostolopa, Art-Director
Olga Maevskaya, Account Manager
Anna Novozhylova, Copywriter
Corporate name
«ROYAL FRUIT GARDEN»
Herbert Hauswirth, Founder
Yevgeniy Molodtsov, CEO
Victor Zaychenko, Co-owner, finance director
Sergey Kirpenko, Sales Director
Elena Ivanitskaya, Sales Manager
“Children” cheese is recommended for children starting from 3 years old, but grown-ups will be eating it! Because it is made for children and is high quality!
Grownups are tired of cute and sweet children videos about love and care, therefore we took a different approach – came up with a story about an over-caring mother, who treats her son with obsessive concerns throughout his lifetime. And almost the only product that receives approval of the demanding mother is the “children” cheese.
Agency title
PROVID
Dmitriy Adabir, Director
Elena Guk, Group account director
Serhii Zinoview, Creative Director
Vlad Galyapa, copywriter, Creative Group Head
Stas Khorolskiy, Art-director
Media Agency Media Direction
Digital Agency Liquid 7
Corporate name
ООО «Клуб Сыра»
Arseniy Belyukin, Director
Yurchenko Elena, marketing manager
Kyiv's luxury auditorium is virtually being spoon-fed with the idea of luxury fitness. That's why it became obvious for us that our main accent can't be simply "best with the best set of best offers and services for the chosen ones". It doesn't make sense as it's too easy to get unnoticed in the crowd of "best", "exclusive" and "luxurious". We needed a new format, an idea as brave and aggressive that it will stand out not only in communication as really promoting something fresh, but as well will take a lion's share of luxury auditorium from the premier league players. The advertising campaign that took off 3 months prior to the opening had a very clear mission: catch and win attention of this elite crowd in Kyiv within a very short period of time.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Anna Olkhovets, Account Director
Surina Aleksandra, Account manager
Second Agency Startbahnwest AG
Corporate name
TSARSKY CITY RESORT
Yevgeniya Dneprova, Marketing Director
In 2009, NIVEA was #2 in the category of shower gels . The main competitor strengthened the status of the leader running the aggressive TV campaign. NIVEA aimed to create the long-term communication platform and to maintain its share without huge investment in TV. The brand has decided to use the well-known social phenomenon - singing in the shower. It helped to occupy music territory and be appropriately connected to the product - shower gels. Over the three-year online campaign of "Singing in the shower community," NIVEA didn’t lose its market share and won the leadership in the category.
Agency title
ISD Group
Viktor Shkurba, Creative Director
Alina Revenko, New Business Director
Anna Kumaritova, Account Director
Mikhail Traverse, Strategic Director
Stanislav Stoyatsky, Creative Group Head
Corporate name
Beiersdorf Ukraine
Joackim Bentz, Former Marketing Director
Iryna Samborska, Product Manager
Evgeniya Kristya, Product Manager
Sergey Petrov, Marketing&Commercial Director
Can a just opened bank, with minimal investments in campaign , win depositors over from a big competitor with millionary budgets, existing on the market for 20 years? Can a 9% deposit rate be more alluring, than 11% rate and a trip to Maldivas?
Of course!
Goal
Attract 25 million USD of deposits.
Restrictions
Low deposit rate; strong competitors; budget less than 80 thousands USD.
Solution
Turn weak points into strong: concentrate on one medium - the Internet; offer control over money instead of high deposit rate and prizes.
Result
32 million USD of deposits – 28% more than planned; leading SOV in the Internet in the category of banks...
Agency title
AdPro|Isobar
Alexey Garmash, Senior Strategic Planner
Eugene Radchenko, Group Account Director
Veronica Logvinovskaya, Media Director
Alexander Marchuk, Head of context group
Vitaly Ivanenko, Designer
Nastya Baydachenko, CEO
Corporate name
Public joint-stock company "FIDOBANK"
Dubova Lesya, Head of marketing communication
Tsarenko Anna, Head of marketing activity
Zaiets Viktor, Head of image and product advertising diection
CV Cover, a company engaged in the manufacture of shoes, created by Kharkov entrepreneurs in 2001 and faced the threat of extinction in 2011, challenged the shoe market and its major players, by changing the rules of the game. This is a history of radical measures, which have led brand to radical change.
Agency title
Banda Agency
Pavel Klubnikin, Creative Director
Egor Petrov, Senior Art Director
Yaroslav Serdiuk, Senior Copywriter
Corporate name
CV Cover
Sergey Panchenko, Marketing Director
Svetlana Petlyagina, brand manager
Problem:
“Nasha Ryaba” TM is not just a recognized producer of cooled fowl, but also the biggest Ukrainian franchiser. However, in the last years the dealer network has suffered from internal monopolies. Its stability was threatened by the possible transfer of big franchisees to the competitor.
Solution:
We decided to address not to experienced businesspeople, but to newcomers, who place more importance on stability and guaranteed profit, than on overprofitability of an outlet. In order to cross the barrier of fear to start the business all alone, we have transformed the perception of an impersonal franchasing business model into the comprehensible format.
Result:
The objectives have been outperformed: thanks to opening the new shops, the dealer network has expanded by 20%.
Agency title
THINKMcCANN
Evgeniy Kaminskiy, Creative Director
Evgeniy Zvenigorodskiy, Art Director
Victor Vysotskiy, Copywriter
Olga Rozhankovskaya, Group Account Director
Anastasiya Zhurakovskaya, Account Director
Second Agency Universal McCann
Corporate name
PJSC “Mironivsky Hliboproduct”
Yaroslav Myhaylovskiy, Marketing Director
Nataliya Pirozhenko, Poultry Meat Direction Marketing Manager
Anna Klimenko, Senior Brand Manager
"There's not our audience," "This is a network for startups", these are strong stereotypes of Ukrainian marketers regarding Odnoklassniki social network. 5 million Ukrainians enter the network every day. And it seems where are none of Ukrainian marketers who are spending SMM-budgets in Vkontakte and FB. How to increase advertising sales at Odnoklassniki?
We hold a "Budget Battle " Contest among Ukrainian marketing directors to motivate them and their environment to study the real facts about Odnoklassniki. To get the budget, they had to record a short video message: "Why my brand needs a media budget at Odnoklassniki."
As a result advertising sales increased by 120% .
Agency title
OS-Direct Marketing Group
Liliya Gorelaya, Managing Partner
Alexandr Tkachenko, strategist
Olga Zayats, Project Manager
Maria Kuznetsova, designer
Corporate name
«Odnoklassniki»
Alexander Izryadnov, Director of Marketing and Strategic Communications
The brand "Khlibnyi Dar" starts to get older and lose customers. The brand is threatened with extinction.
Objective: Stop fall of the sales of vodka "Khlibnyi Dar".
Solution: Consumers who are experts and connoisseurs of the meals that go with vodka recommend "Khlibnyi Dar" grain collection.
Result: Over the year, this vodka brand increased its sales by almost 1 billion UAH – up to 2.36 billion UAH.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter
Corporate name
National Alcohol Traditions
Dmitriy Samsonenko, marketing director
Sergei Sergeev, brand manager
Hepabene is a medicine that belongs to the category of hepatoprotectors (medicines to treat diseases of the liver). Our goal was to highlight Hepabene among competitors, to prevent the fall of its share of the rapidly developing market, and to increase sales.
We built a communication based on the fact that Hepabene helps not only in diseases of the liver, but also acts simultaneously on gall-bladder problems, as the liver and gall-bladder is the whole one interconnected system. Using a symbol of a tandem bike we have demonstrated the relationship of liver and gall-bladder, the importance of their connected function in the body.
As a result of the campaign Hepabene has become a leader in the rapid sales growth in value and units among all competitors, with its growth rate 3 times higher comparing to the category, and reached significant brand share growth in the market.
Agency title
TWIGA Ukraine
Stepanenko Svetlana, Managing Director TWIGA Ukraine
Ekaterina Alexanyan, Client Service Director
Fokin Vyacheslav, Creative Director
Znamin Vyacheslav, Art Director
Corporate name
TEVA Ukraine
Elena Panchenko, Product Manager, OTC
Andrii Obrizan OTC BUM Ukraine
modnaKasta – is an online shopping club where you can buy branded items at a discount. But Ukrainians weren’t used to buy clothes and shoes online.
Objective: to increase the amount of online shop visitors and convert visitors to buyers.
Solution: to emphasize the big discount in communication, which makes fashion brands available. To promote online store on the TV.
Result: during the campaign, 2 million unique visitors visited online-store and the number of orders exceeded 110,000 per month.
Agency title
Kinograf
Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Liliia Chorna /Oleg Kiselitsa, copywriters
Maria Riaboshpyk, art director
Media Agency Aiti/Carat
Corporate name
modnaKasta.ua
Andriy Logvin, CEO
Elena Annenko, marketing director
Marina Shyian, brand manager
Cinema Café is the city’s one-of-the-kind café for true movie fans! To convey the image to the target group we decided to launch Ukraine’s first marathon to survive with the prize pool of 10 000 uah. Our rationale was not only about attracting the audience with a relatively small prize pool. It was about the chance to participate in the event unique for the country which was the key motivator for the active young people we were addressing.
Agency title
Arriba!
Max Burtsev, creative director
Igor Mishchenko, creative group head
Maksym Zaselian, copywriter
Nikolay Mironov, copywriter
Viktor Goncharenko, designer
PR Agency Ostrogliad PR Consulting
Corporate name
Cinema Cafe
Viacheslav Nekrasov, director
Natalia Plohuta, advertising manager