Bronze

Ketchup for children

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

Tasty to tears

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

Nasha Ryaba. She will like it!

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

Gold

Pepsi Retro

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 

Bronze

Sponsor of January 1st

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

Gold

Arsenal. Made thoroughly

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

Gold

Big Heart

“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

Bronze

Khortytsia Ice Experiments

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. Re-launch campaign. (The great comeback).

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

Grain Collection

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

Medoff. The world could do with some mildness.

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

Online home concert

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

Bronze

Lenovo X-Factor Sponsorship

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 

Ambrobene

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 

Silver

Colgate Optic White Model School

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

Bronze

Axe NMD

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

NIVEA Singing in the Shower Community - a long-term digital communication platform for NIVEA Shower Gels

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   

Peugeot Launch 208

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

Gold

Fencing VS boxing

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

Seductive fitness

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

Bronze

You wanted, I got it

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

Bronze

Tariff “life:) Crazy day”

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 

National advertising campaign for new-year offer 0 WITHOUT SUBSCRIPTION FEE promotion

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

Hello Kvartal communication platform

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

Bronze

1 hryvnia 90 kopecks

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

Gold

AdFaces – face of the advertising market

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

Termless campaign on collecting clothes and food for homeless and poor individuals in Kiev organized by Charity Fund “Social partnership”

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”

Bronze

National campaign supporting the launch of flagship smartphone model НТС One

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

Football World Cup 2014

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

Fencing VS boxing

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

Hard Working – Good Beering

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

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

On sheer enthusiasm

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

Bronze

Regain the trust

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

Maxus “Back to success”

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

Silver

AXE vs NMD

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. Re-launch campaign. (The great comeback).

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

Online home concert

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 Moments

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)

Gold

Refresh Yourself, Amigos!

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

Gold

Big Heart

“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

Silver

Colgate Optic White Model School

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

Silver

Luxury reborn

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

Bronze

HrusTeam Launch

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

National campaign supporting the launch of flagship smartphone model НТС One

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

Keep silent about the taste of Dirol Mystery, otherwise we will come for you

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

New Renault Sandero Launch

“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

Gold

Online home concert

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

Silver

SMM for Mimibear Community

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

Bronze

Khortytsia Ice Experiments

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

AXE vs NMD

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

Bronze

It is probably the best thing ever made by adults!

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

Bronze

Petcube – stay closer to your pet

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

Refuel with apartments at WOG

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

Money fresh

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

Bronze

NIVEA Singing in the Shower Community - a long-term digital communication platform for NIVEA Shower Gels

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   

Silver

FIND IN SPACE, DELIVER TO THE BANK

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

Bronze

Small business with big brand

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

Bronze

Grain Collection

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

Healthy tandem

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