Silver

Price of care or how to ensure high profitability of the product

What is more important, "rational" or "emotions"? And what if the rational arguments are not enough? Advice from "Nasha Ryaba": do not hesitate to be honest, do not be afraid to talk about the deep feelings of love and care, even if it is just about chicken. Proof of this is the campaign about how parents trust "Nasha Ryaba" in matters of caring for their babies.

Agency – THINKMcCANN

Evgeniy Kaminskiy, Creative Director
Rostislav Visnevy, Creative Group Head
Natalia Koval, Art Director
Victor Vysotsky, Senior copywriter
Olena Gnucheva, Copywriter
Olga Rozhankovskaya, Group Account Director
Anastasiya Kostikova, Account Manager
Katerina Sokolyuk, Strategic Planning Director
Yuriy Sklyaruk, Producer

Second Agency    Universal McCann

Client - PJSC “Mironivsky Hliboproduct”

Yaroslav Myhaylovskiy, Marketing Director
Yulia Moskvina,  Poultry Meat Direction Marketing Manager
Anna Klimenko, Senior Brand Manager

Korona's leopard mischief

During more than 17 years Korona was built as a romantic brand that brought woman to her dream world. Being a hostage of the image Korona found itself not relevant for the young audience and started to lose its market share. The negative tendency had to be stopped. But how was it possible to change Korona perception whose image was built for years? It was necessary not to talk but to behave like modern girls do – be in trend, provoke, be up to mischief. That was why Korona took emergency measures. The provocative leopard print was chosen for reincarnation. “KORONA becomes LOEPARD. Admit you like it” – that was the message Korona used in the channels of maximum coverage to make the launch of the new pack look like a redesign of the range. Later Korona explained that leopard was just a limited edition, a joke. Korona simply made a joke and encouraged girls to follow. The leopard mischief of Korona caused public outcry and was energetically discussed in media. As a result while the campaign was run it was managed to stop the negative tendency of market share reduction and even start its growth as well as rejuvenate the brand perception.

Agency - Saatchi & Saatchi Ukraine

Kirill Chistyakov, Creative director
Tatiana Slivko, Account director

Media Agency Starcom Ukraine
Digital Agency Saatchi & Saatchi Ukraine Digital department
 
Client - Mondelez International

Kateryna Chmil, Brand manager
Natalia Revika, Marketing director

Nutella. Vse Bude Dobre!

In 2013, Nutella, a long time leader in the category of hazelnut spreads with cocoa, is looking for the ways to expand. The share of competitors is small, and Nutella has won strong and stable positions. For the further growth it is not enough to support global communication of the product consumption for breakfast. And the brand decides to choose a new strategy - training of consumers to new ways of the product consumption. And thus increase the frequency of purchase. As part of the campaign "Vse Bude Dobre!" consumers not only could learn new recipes 
Of dishes with Nutella from culinary experts as well as create their own versions of desserts with hazelnut spread. As a result, purchase frequency has been increased and this has led to an increase in sales of Nutella by 13%, which is twice more than the planned figure!

Agency - Media Direction Ukraine

Sveta Taborskikh Media Group Head
Dima Sakhno Senior Media Planner
Lena Krivenko Media Planner

Other Agency   Starlight Commercial Production
 
Client - Ferrero Ukraine LLC

Lesya Iefimenko Group brand manager
Anna Bondarchuk Brand manager

Work Hard Relax Hard Campaign

Jacobs 3in1 “Work Hard. Relax hard” campaign launch was aimed to make Jacobs 3in1 Mixes to stand out among competitors, deeply connect Jacobs 3in1 with the audience in a fresh, interactive communication platform and become top of mind choice. We needed to create connection with the consumer via interactive platform; to educate consumer on 3in1 consumption experience increase loyalty among TA and lead coffee mixes category. 
Communication channel: TV-spot, digital promo, banner campaign, Out-Of-Home, in-store
After Work Hard Relax Hard Campaign launch Jacobs 3in1 reached out for #1 Market position, growing Value  market share by +6.3pp (+80% vs plan)*. The “Work Hard. Relax Hard” campaign resulted in sell-out growth by +20% (+100% vs plan)*
We did manage to gain Image differentiation among the audience vs our Competitors The best Coffee mix for socializing: + 8,7 pp vs 
Nescafe 3in1. Coffee mix that bring spontaneity to my life + 7,7pp vs Nescafe 3in1.  Coffee mix that brings about an invigorating break  + 6,7 pp vs Nescafe 3in1 (Ipsos, Jun-Jul’13 wave)
  Source: **  Mondelez Ukraine internal data
** AC Nielsen Retail audit; Mixes Market Share development in value, %, Jan 2005 - Dec 2013

Agency - JWT UKRAINE 

Anna Smirnova, Client Service Director
Olga Zoria, Group Account Director
Tatiana Goncharuk, Account Manager
Evgeniy Malyukevych, Copywriter
Pavel Melnik, Art Director
Slava Denis, Creative Director

Media Agency    Starcom Ukraine

Client - Mondelez Ukraina

Andrey Borduzhan, Junior Brand Manager on Jacobs 3in1
Olena Kharchenko, Marketing Manager, Coffee Category
Natalia Revika, Marketing Director

«Morshinska» Growth

"Morshinska" is most expensive Ukrainian mineral water, while being leader among the mineral water in Ukraine. The worsening of situation in the country in 2013-2014 entailed a serious economic crisis. The lack of stability and confidence in the future was an occasion to reconsider their habitual consumption of goods and services for many. Despite the significant market decline-"Morshinska" successfully fulfilled goals by the communication results of 2014: The market share increased by 0.7p.p.;The number of regular users has increased by 0.1p.p.;The number of consumers who drank Morshinska the last 30 days, exceeded last year's result by 1.0p.p.

Agency – Young&Rubicam Kiev

Sudienko E., Director
Barsukov D., Creative Director
Kostyleva A., Head of creative group
Gromova N., Art Director
Enkina V., Client Service Director
Gorkun O., Account Manager 

Client - IDS Group

Svetlana Kuzavova, Marketing Director 
Polina Ivershen`, Brand Manager 

Bronze

«Khlіbnyi Dar» for the New Year table

Situation: "Khlebniy Dar" is often perceived as a simple vodka for regular consumption situations. Sales of the brand are being significantly reduced on the New Year due to the fact that people for the holiday table prefer to buy status vodka, such as "Khortytsya», "Nemiroff" and others.
Objective: To convert the vodka "Khlebniy Dar" into an attribute of the holiday table and not to give in the market share to "Khortytsya» and "Nemiroff".
Solution: The connoisseurs of vodka appetizers recommend "Khlebniy Dar" to be served at the New Year's table.
Results: "Khlebniy Dar" TM becomes №1 according to the New Year sales.

Agency – Kinograf

Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter

Media Agency  StarLightMedia, Inter Media Group Limited, «1+1 Media», Media Group Ukraine
 
Client - National Alcohol Traditions

Dmitriy Samsonenko, marketing director
Sergei Sergeev, brand manager

Bronze

Zubrowka. Back to origin

Many of us have heard about Zubrowka, many – have tried this grass drink, but a few of us really know that authentic Polish Zubrowka – is a brand with 600 years of history, heritage and traditions of vodka production from Polish part of Belovezhskaya Puscha. We had to make Zubrowka popular in sub premium segment facing following barriers: Polish vodkas historically are not popular in Ukraine, sub premium segment is almost completely represented by Russian brands and the Ukrainians has strong preferences towards clear vodkas.
But with help of communication, which dips consumers into the brand’s world and delivers unique Zubrowka qualities, the brand managed to win the sympathy of the Ukrainians and became on of the leaders in sub premium segment.

Agency – PROVID

Sergey Zinoviev, creative director 
Yevgenia Ustinova, copywriter
Aleksey Vakhnik, art director
Elena Zayats, account manager

Client - Premier Distribution Company 

Valeria Gorbarenko, Senior Brand Manager
Shvets Nadiia, Senior brand Manager

The First Music Resort, or How to Conquer The Hearts of Youth

Despite of difficult economic conditions and fierce competition within the segment, Tuborg managed to increase its sales, thereby strengthened its position in the market. 
Thanks to creative approach to solving marketing problems, understanding the needs of the target audience and a proper planning of brand’s integrated marketing campaign, Tuborg team managed to give an adequate respond to such a complex marketing challenge.

Agency – THINKMcCANN

Evgeniy Kaminskiy, Creative Director
Rostislav Visnevy, Creative Group Head
Natasha Koval, Art Director
Elena Gnucheva, Copywriter
Olga Rozhankovskaya, Group Account Director
Sergey Kallash, Senior Account Manager
Artem Afanasiev, Junior Account Manager
Yuriy Sklyaruk, Producer
 
Client - Carlsberg Ukraine

Andrey Otroschenko, Vice-President on Marketing
Dmitriy Pilipenko, Marketing Manager
Yulia Agakishieva, Manager on National Trademark
Katerina Belskaya, Brand Specialist

Bronze

Change your color – it is time for changes!

On the total beauty market there is a direct correlation between the market share and the price. Coloration category is not an exception. While prices decrease, market shares grow. Once the price starts to increase – the market share declines. Consumers are extremely sensitive to the price in times of crisis.
 
April 2014: Garnier Color Sensation is planning promo campaign, but  promo price of Garnier Color Sensation might be higher than competitors by 15-20%, as it is not possible to predict the depth and scale of competitors promo activities.
 
As it is not possible to rely on the price factor only during the promo period, it is important to offer an additional advantage to the consumer.

that’s why marketing team planned to strengthen the positioning on the market and its brand awareness. Based on the research marketing team decided to play on the emotional motivation for hair coloring.

That’s how the idea appeared: "Appearance transformation, through cardinal change of hair color with GARNIER COLOR SENSATION, which helps you to succeed".
 
Results:

• Value market share has grown during the campaign to its record level;
• Value evolution reached 23%, while the market growth was only 13%.

Agency - Publicis Visage

Viktoriya Makarova, Managing Director 
Miroslava Mikhnenko, Client Service Director
Ivanna Schneider, Senior Account Manager
Andrey Timoschuk, Art-Director
Viktoria Bodnarchuk, Copyrighter 
Julia Gorobets, Producer

Media Agency    ZenithOptimedia

Client - L'Oreal Ukraine

Thibault De Saint Victor, Marketing Director (Garnier & Maybelline)
Marina Shindina, Katerina Sadovnikova, Group Brand Manager (Garnier Hair Care & Coloration)
Irina Aizman, Junior Product Manager (Garnier Coloration)

Silver

Valera Spasay

In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was flooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun — filled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act. 

Agency - Banda Agency

Pavel Klubnikin, Creative Director 
Yaroslav Serdiuk, Head of Strategy 
Egor Petrov, Head of Arts
Vadym Tkachuk, Art Director 
Anna Kashcheeva, Copywriter 
Anna Olkhovets, Account Director

Digital Agency Indi
Other Agency Production – Electric Sheep Film

Client – Viasat

Vasyl Borodchuk, Marketing Director 
Lyudmila Levchenko, Brand Manager

Bronze

Menopause or what do women fear?

Lifemin plays in the category of menopause symptoms relief. But in Ukraine menopause is dreaded by women and tabooed by society to an extent that key category player Remens (roughly 50%MS) was not even positioned directly against menopause, and focus group participants literally feared to pronounce the word “menopause”. Lifemin’s straightforward yet deeply intimate “Confession” TVC aimed to make menopause “normal” again and help women enjoy their age and their life. This brought Lifemin from #5 to #2 position in the category with MS grown from 6% to 18%.

Agency – Milk Branding

Maxim Lesnyak, Director
Yulia Polosmak, Managing Director

Client - PRO-PHARMA

Anastasia Lutsenko, Marketing Director

Gold

Froozy Launch

Appraising new business potential of a new segment, «Chumak» decided to launch an innovative product in kid’s juices category — fruit smoothie. As we know kids like cool stuff, moms like natural and healthy stuff. Thus we launched «Froozy» — 100% natural fruit smoothie in a cool pack. It’s easy to throw it into a schoolbag and then sip throw a straw, slurping loudly. TV spot demonstrated how cool it is to drink «Froozy». As a result, an absolute leader in kid’s juice category (53%) with sales growth 134% vs planned.

Agency - Ogilvy & Mather Ukraine

Alexandra Doroguntsova, creative director
Taras Dzendrovskii, head of art
Evgeniya Dzyubenko, copywriter
Tatiana Shapoval, art director
Irina Pigal, producer
Alexandra Savonik, account director

Second Agency    Milk Branding

Client - Chumak

Oleg Antonenko, marketing director
Olga Yurachkivska, senior category manager Groceries

Bronze

2013 year campaign

Despite the fact that “Barni” has its special niche of children's products, we had a difficult challenge to build special communication: to contact children via message for moms. Due to complex programs which were realized during the year (the image company support, two national promotions, the launch of new flavor, the sampling, games on the packaging, etc.), the brand not only changed the negative trend in sales (2012 vs 2011 amounted - 5% in monetary) to a positive, also reach growth in the amount of 23 % . These results confirmed and strengthened the leading position of Barni in the cookies and biscuit’category.

Agency - Havas Worldwide Ukraine

Katya Ilchenko, Executive Director & Strategic Planning Director
Tanya Sakhnyuk, Account Director
Nastya Melegik, Account Manager
Ekaterina Amirhanova, Art Director
Galina Shtefan, Art-Designer

Media Agency    Starcom

Client - Mondelez Ukraina

Veronica Tsyban, Head of cookies and biscuit category
Vera Ponomarenko, Brand Manager
Hanna Kyselyova, Brand Manager

Gold

Salaam

Crimea 2013. life:) faces the problem of a dramatic sales decrease. It was decided  to fight not for every single subscriber, but for a big target group at once. The Crimean Tatar community was selected as a potential target audience. A special tariff was developed for their needs. Taking into account traditionalism of Crimean Tatars, it was necessary to develop the communication, which would be able to convince them to change their habits and switch to life:). What could persuade a traditionalist to change his habits? Only an old  tradition. We based the whole communication on the cultural context and found the most effective way to deliver the product advantages. As a result all the KPIs were exceeded several times.

Agency - SCHOLZ & FRIENDS KYIV

Elena Grishakova, Account Director
Nikolay Pastushenko, Senior Account Manager
Maryana Zelenko, Account Executive
Mikhail Krivorouk, Creative Director
Ira Boyko , Group Creative Head, Copywriter
Anna Timkov, Art Director


Client - ASTELIT

Denis Zakharenko, Marketing Director
Anton Zhorin, Head of Marketing Communications
Olena Iakovenko, Senior Brand Manager
Sergey Gulyaev, Marketing Department Coordinator
Anton Volnyanskyy, Head of Marketing Department of East Region

Bronze

Tell about Ukraine

In the spring of 2014 Ukraine is going through a difficult period. Many Ukrainians stop communicating with their relatives and friends abroad due to differences in political views and civic stand. This entails the risk of decreasing of traffic of calls abroad. Thus was born a creative idea that encourages Ukrainians more call their relatives and friends and keep close relations. Business target of the campaign was to fulfill the plan for connections to the tariff and to stimulate using of the service. The idea of promotion of tariff service through the prism of actual emotional needs was very effective. The campaign has completely fulfilled the aims set.

Agency – Tabasco

Alexander Smirnov, Creative Director
Vladimir Kobec, Art Director
Sergey Malyk, Copywriter
Elena Sukhanova, Director

Client - MTS UKRAINE

Oleg Reshetin, Marketing Director
Victoria Boyanovskaya, Head of Communications
Olga Frolova, Expert of Marketing Communications

Bronze

Switch off panic. Switch on Slando!

Slando summer advertising campaign with motto «Switch off panic. Switch on Slando!» was caused by  necessity to support Ukrainians in difficult economic period after changes in 2014.
Communication was focused on positive emotions, which could give people the feeling of confidence in tomorrow and prompt consumer’s simple and effective way of additional earnings that could be received with Slando.ua help. 
At the same time despite general instability and traffic decrease in Crimea, Donetsk and Luhansk regions brand was faced with tasks: 1) to increase number of site visits in general and in some promising thematic categories 2) to increase the number of C2C classifieds (ads in goods’ purchase-sale segment) 3) to increase number of site mobile version users. 
All objectives were successfully achieved with 360° multimedia placing strategy also combining traditional media channels with interesting non-standard and thematic sponsorship projects.

Agency – UM

Victor Sherstyuk, Managing Director
Iryna Yuferova, Media Planning Director
Sergey Kostin, Strategic Director Media Services
Tetiana Martynenko, Media Planning Group Head
Natalya Belaya, Media Planner

Second Agency    Fedoriv.com 
Digital Agency    Digital DNA

Client - Emarket Ukraine (Slando)

Sergey Gapochenko, Executive Director
Kateryna Zamurenko, Head of Marketing 
Aleksandra Kravchenko, Marketing Manager

The new reality of COMFY or how to tell about multichannel easily

This case is about one of the market leaders in offline sales of equipment and electronics COMFY that didn’t play by the classic rules of e-commerce in the fight for consumer in online segment. Instead of this COMFY created a new format for the Ukrainian market - multichannel retailer. And in a simple way it is a store with a lot of "entries" for the customer. 
In the result of this campaign there was growth of sales and average check online.

Agency – THINKMcCANN

Alexandr Netrebchuk, Associative Creative Director
Evgeniy Zvenigorodskiy, Art Director
Pavel Fedenko, Creative Group Head
Kateryna Sokolyuk, Strategic Planning Director
Anna Bobina, Account Director
 
Client - COMFY TRADE

Natalia Koshevaya, Marketing Director
Tatiana Kornienko, Head of Promotion Department
Alexandr Zhilyaev, Head of Brand Development Department

Tasty Jackpot of Colonel Sanders

KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an effective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills. 
Decision: to use Internet as the only communication channel, to involve people to interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu. 
Results: ТОМ +100%, sales +43 000 new bills.

Agency – AIMBULANCE

Roman Havrysh, Chief Strategy Officer
Vladimir Smirnov, Creative Director
Dmytro Kudinov, Media Director
Denys Rostolopa, Art Director
Alexey Maksymenko, Copywriter

Client - YUM! Restaurants International Russia & CIS

Volodymyr Mandryk, Senior Marketing Manager Ukraine

Bronze

Turkey Unlimited

Turkey has always been a leader in the category of beach tourism among Ukrainians. But in 2012 the number of tourists decreased despite general active market growth. 
The main problem of Turkey was a drop of interest to all-inclusive vacations. Now tourists need more - and even attractions. So we decided to change the positioning of the country by Ukrainians. Advertising campaign showed, that Turkey is not limited with the border of a hotel territory, TURKEY IS UNLIMITED in its history, culture, nature, sightseeings, entertainment... 
As a result, 2013 became a record-breaking year for Turkey in amount of Ukrainian tourists in the history. The growth of the tourist flow was two times higher than planned, and two times faster than the dynamics of the market.

Agency - TWIGA Ukraine

Svetlana Stepanenko, CEO TWIGA Ukraine
Ekaterina Alexanyan, Managing Director TWIGA Idea
Fokin Vyacheslav, Creative Director
Znamin Vyacheslav, Art Director
Lapshova Elena, Account Manager

Second Agency MedInform Ukraine
Media Agency Media First Ukraine
Digital Agency Digibrand Ukraine

Client - Ministry of Tourism and Culture of Turkey

Vladislav Mihaylov, Counsel Assistant of Turkey Tourism

Gold

Duh…

Having an objective to slow the deposit portfolio decrease and hold out as a purely Ukrainian bank, Platinum Bank used competitors advertising with the copy: “Who if not us”, answered “Duh.. we” and put on the next bill board. Photo of this two advertising next to each other was seeded in the social networks and became viral. It spread so widely that it allowed bank to accomplish the objective without conventional huge media budget.

Client - Platinum Bank

Bedrenets Liudmyla Head of marketing
Davydenko Alexandr Deputy to Head of marketing
Olejnik Andrzej Chief Sales&Marketing Officer
Savchenko Vadym Senior designer
 
Media Agency  Maxima Ltd
Digital Agency  ProfDigital

Night coffee at OKKO

Night-time fuel sales used to be constant and predictable. However, since this market has shrunk significantly due to the increase in prices on oil products and military activities in the East of Ukraine, a downward trend in sales in the OKKO filling complexes chain became noticeable.
Bamboo Studio was involved in the developing of advertising materials, whose main aim was to draw customers’ attention to the campaign “Night Coffee”. These materials are meant to keep existing clients as well as attract new ones, and consequently increase the sales of oil products at OKKO gas filling complexes.

Agency - «Bambuk» Design Studio

Oles Kucherenko, Art Director  
Olexander Nesterenko, Technical Director

Client - Concern Galnaftogaz

Moroz Romana, Head of Advertising

Bronze

First Mobile Aid

Lack of knowledge about first aid has become a problem of high priority in 2014. National operator Kyivstar has decided to create an affordable mobile resource with the necessary information, videos, map of the location of hospitals and emergency buttons. Together with the specialists of the clinic Boris we created and developed mobile application for smartphones that support ios and android systems. Application became №1 in the category ‘medical’ and number 19 of Ukrainian Applestore with 20 thousand downloads.

Agency - GRAPE Ukraine

Iurii Gladkyi, CEO
Oksana Bogdanova, Account Director
Oleksii Morozov, Creative Director
Stepan Barkholenko, Creator
Elena Salivon, Production Director
Arkadiy Pasechnik, Video Art Director
Yuriy Khomovskyy, Motion Designer
Ilya Gladko, Designer/Creator
Vladimir Boyko, Developer
Igor Dorogokuplia, Developer
Dmytro Ivanov, Developer
Yvgen Troschiy, Developer
Maksim Morokko, Developer
Oleksandra Alokhina, Copywriter

Client – KYIVSTAR

Tatiana Petsko, Manager of Corporate Social Responsibility
Mikhail Shuranov, Chief Corporate Affairs Officer

Ukraine. Tempered by pain

2014 awakened the civil society of Ukraine. Volunteers started hundreds of “Support the Army” projects. What lacked was a campaign to support the volunteers themselves, telling them their efforts were not in vain. “Tempered by Pain” campaign told the civil society that suffering made us stronger and we had to continue the fighting. Campaign provoked the unprecedented resonance. With a zero budget and a self-made video we started a public discussion about national identity. The video got more views than all army-support ads combined and was broadcasted by major TV-channels.

Agency - Adventa LOWE

Svetlana Shynkarenko, Managing Director
Alexey Demin, Associate Creative Director
Ihor Dehtyarenko, Copywriter
Ivan Peday, Art Director
Ksenia Kostenko, Account Manager

Second Agency    Lime Lite Studio, Production Company
Other Agency    Mental Drive, Post-production

Client - ADV Group Ukraine

Gold

A Letter to the Blind Government

The last children's book in Braille type was published in Ukraine 23 years ago. The government does not see any problem with this. The PR campaign, we launched in search of partners, was joined by lots of common people who were willing to help. When the problem became seeable on a national scale, we informed the public officials that they were the only ones who failed to see it – we sent a letter to our blind government. It was official letter in Braille type. 

Agency - Talan Group

Iryna Novikova, CEO
Maksim Boritko, Creative Director
Evgeny Posokhov, Art Director
Pavel Khaylo, Copywriter
Viktorija Klimenko, project manager
 
Client - National Assembly of Disabled people of Ukraine (NAPDU)

Natalia Skripka, executive director
 

Bronze

Refuel with coffee

“Refuel with coffee” - a local campaign for improving the image of WOG through an emotional trigger – coffee.
The formats of outdoor advertising were used: 3D designs with LED lights for billboards, as well new specially created formats for subways (cross-walk).
The results exceeded the target: 25% increase on coffee sales, 10 % increase in fuel sales, image indexes improved for 31%.

Agency - Master Ad

Vlad Stanitsky, Art Director
Alexey Dotsenko, Strategist
Elen Tsarova, Business Development Manager
 
Client – WOG

Vitaly Tkachenko, Marketing Director
Ludmila Churak, Advertising manager
Marta Drobot, Head of marketing projects

“Ideal Couple” - Tefal new ceramic category launch

During 60 years Tefal has been widely known for non-stick utilities. In 2013, for the first time in its history Tefal presented new ceramic category. How to promote new line without cannibalizing old one, with a budget below USD 50,000? Solution - integrated campaign ‘Ideal couple’ appealing to woman perfect dream. Each coating is essential for varying occasions, and together they are an ideal couple. Alliance with French chef, press event and advertorials in key media, digital campaign, points-of-sale materials. Result – wide coverage, Tefal both linea share and sales growth, while the market remained flat and consumer purchasing power fell.

Agency - PRP

Julia Gumenyak, IMC Lead              
Elnara Imanova, Senior Account Manager
Miroslava Gribova, B2C dpt Manager

Media Agency    Mindshare

Client - Groupe SEB Ukraine

Matiuschenko Sergii, Marketing Manager
Andreyenkova Olga, Tefal Brand Manager

Bread is the message

To deliver a message to consumers: Nutella tastes the best with bread we looked around and found a non-traditional media that itself delivered the right message. The media was bread – the most demanded product in the store. We put a print on paper bags, in which freshly baked bread is packed. Free sample with Nutella became part of the print and allowed consumers to appreciate the taste of Nutella at its very best – with bread.

Agency - Talan Group

Anna Shtyn, project manager
Maksim Boritko, Creative Director
Evgeny Posokhov, Art Director
 
Client - Ferrero Ukraine

Alona Bondarets, Trade marketing dpt

Enjoy aiia

How can a small Ukrainian company in the business of promotional products enter international markets with a product line that is not very price competitive and with a very limited budget? It can be done with a great unifying idea. By taking company’s mission of social responsibility, we managed to hit the global trend of responsible marketing and find a way to make this campaign attractive not only to the TA, but also to those who were producing it. Making it a cost effective solution in terms of production, placement through the international advertising festivals and reaching the brand awareness level among the TA. Not to mention the fact that the world got just a bit better.

Agency - VGNC Creative Digital Agency

Alexey Sobolev, Creative Director / Film Director / DOP
Misha Koroteev, Creative Director / Film Director / DOP
Anton Kolisnyk, Digital Creative Director
Anna Soboleva, Business Development Director / Executive Producer
Evgen Lekh, Postproduction Supervisor

Other Agency   Vintage
 
Client - aiia Limited Co

Julia Shilova, Marketing Director
Andrey Klimenko, Managing Partner

Borjomi piano

Borjomi has been legendary water since Soviet times. Today the world is becoming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their positions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close" water. Therefore, the main challenge facing the campaign, was to develop the image of Borjomi as a unique, modern and innovative brand. With strictly limited budget the image of Borjomi needed a drastic rejuvenation.

Agency - Banda Agency

Pavel Klubnikin, Creative Director
Yaroslav Serdiuk, Head of Strategy
Egor Petrov, Head of Arts
Vadym Tkachuk, Art Director
Anna Kashcheeva, Copywriter
Oleg Pashkovsky, Digital Director

Digital Agency Indi
PR Agency Agency 42
Other Agency Production – Electric Sheep Film
 
Client - IDS Borjomi International

Natalia Matusevich, Business Development & Marketing Director
Oksana Pankina, Marketing and Corporate PR Manager
Elena Kuvaeva, Brand Manager

Welcome to UnBig world

Due to the events, which took place in 2014, the market of consumer electronics got in the 9-point storm. 
Dollar growth dynamics has led to a sharp decline in consumer activity. Under these circumstances, retailers begun to balance on the verge of profitability. Competition has increased rapidly and position of weak players has shaken noticeably. MOYO retail chain of digital tech consists of only 48 stores of modest size. Without being outstanding in any point, and come with a real low budget, the brand ought to immediately interest new customers and make them enter the store. Everything was at a stake.

Agency - Banda Agency

Pavel Klubnikin, Creative Director 
Yaroslav Serdiuk, Head of Strategy 
Egor Petrov, Head of Arts 
Vadym Tkachuk, Art Director 
Maxim Nazarov, Art Director 
Mihail Verbitsky, Designer 
Anton Ivanov, Designer 
Anna Kashcheeva, Copywriter 
Anna Olkhovets, Account Director

Digital Agency Indi

Client – MOYO

Roman Stepanovskij, Marketing Director 
Dmitri Basov, General Manager 
Natalya Gorokhova, Marketer

From distant seas to own home

Due to market development and increased competition (main competitor TM Norven), the Ukrainian seafood producer Flagman began to lose its leading positions. In 2011-2012 sales dropped to 23%. The campaign objective was to stop decline and start recovering the ground. The main competitor has already occupied the territory of Norwegian origin of his products, so the Agency recommended to build communication based on emotional RTB. So was born following creative idea: Flagman experts, when choosing products on world markets, choose them for their children too. The advertising campaign was implemented during the crisis period from October to December 2013, as a result sales have increased by 23.5%!

Agency - Tabasco

Alexander Smirnov, Creative Director
Valentin Minchyuk, Associated Creative Director
Valeria Gamrekelidze, Art Director
Oleg Zavgorodniy, Сopywriter
Olga Roza, Account Director

Media Agency Maxus-Sigma

Client - ISG «Intertational Seafood Group»

Natalia Spitchak, Marketing Director
Marina Serkova, Brand Manager

Duh…

Having an objective to slow the deposit portfolio decrease and hold out as a purely Ukrainian bank, Platinum Bank used competitors advertising with the copy: “Who if not us”, answered “Duh.. we” and put on the next bill board. Photo of this two advertising next to each other was seeded in the social networks and became viral. It spread so widely that it allowed bank to accomplish the objective without conventional huge media budget.

Client - Platinum Bank

Bedrenets Liudmyla Head of marketing
Davydenko Alexandr Deputy to Head of marketing
Olejnik Andrzej Chief Sales&Marketing Officer
Savchenko Vadym Senior designer

Media Agency Maxima Ltd
Digital Agency  ProfDigital

Bread is the message

To deliver a message to consumers: Nutella tastes the best with bread we looked around and found a non-traditional media that itself delivered the right message. The media was bread – the most demanded product in the store. We put a print on paper bags, in which freshly baked bread is packed. Free sample with Nutella became part of the print and allowed consumers to appreciate the taste of Nutella at its very best – with bread.

Agency - Talan Group

Anna Shtyn, project manager
Maksim Boritko, Creative Director
Evgeny Posokhov, Art Director

Client - Ferrero Ukraine

Alona Bondarets, Trade marketing dpt

Gold

Froozy launch

Appraising new business potential of a new segment, «Chumak» decided to launch an innovative product in kid’s juices category — fruit smoothie. As we know kids like cool stuff, moms like natural and healthy stuff. Thus we launched «Froozy» — 100% natural fruit smoothie in a cool pack. It’s easy to throw it into a schoolbag and then sip throw a straw, slurping loudly. TV spot demonstrated how cool it is to drink «Froozy». As a result, an absolute leader in kid’s juice category (53%) with sales growth 134% vs planned.

Agency - Ogilvy & Mather Ukraine

Alexandra Doroguntsova, creative director
Taras Dzendrovskii, head of art
Evgeniya Dzyubenko, copywriter
Tatiana Shapoval, art director
Irina Pigal, producer
Alexandra Savonik, account director

Second Agency                Milk Branding
 
Client - Chumak

Oleg Antonenko, marketing director
Olga Yurachkivska, senior category manager Groceries

Silver

Salaam

Crimea 2013. life:) faces the problem of a dramatic sales decrease. It was decided  to fight not for every single subscriber, but for a big target group at once. 
The Crimean Tatar community was selected as a potential target audience. A special tariff was developed for their needs. 
Taking into account traditionalism of Crimean Tatars, it was necessary to develop the communication, which would be able to convince them to change their habits and switch to life:).
What could persuade a traditionalist to change his habits? Only an old  tradition. 
We based the whole communication on the cultural context and found the most effective way to deliver the product advantages. As a result all the KPIs were exceeded several times.

Agency - SCHOLZ & FRIENDS KYIV

Elena Grishakova, Account Director
Nikolay Pastushenko, Senior Account Manager
Maryana Zelenko, Account Executive
Mikhail Krivorouk, Creative Director
Ira Boyko , Group Creative Head, Copywriter
Anna Timkov, Art Director

Client - ASTELIT

Denis Zakharenko, Marketing Director
Anton Zhorin, Head of Marketing Communications
Olena Iakovenko, Senior Brand Manager
Sergey Gulyaev, Marketing Department Coordinator
Anton Volnyanskyy, Head of Marketing Department of East Region

Cocktail for Monica Bellucci, or how correct targeting raises sales

Beer mixes’ consumers are young people, who can easily switch to the new flavors. After a successful Slavutich ICE Mix Cuba Libre launch in 2013, our goal in 2014 was to offer an innovation for the youth audience that will not cannibalize other products in Slavutich ICE Mix portfolio. 
It was decided to launch a revolutionary product appealing purely to female audience – beermix with a flavor of popular cocktail Margarita. For its promotion we created girls dream world, not just an advertising image. 
The chosen strategy paid off - Slavutich ICE Mix’s share in the segment reached 41% (+ 7p.p), the entire line sales increased by 10% in 2014 compared to 2013.

Agency – THINKMcCANN

Eugene Kaminskiy, Creative Director
Rostislav Vishneviy, Creative Group Head
Dmitry Nisteruk, Creative Group Head
Victor Vysotskiy, Senior Copywriter
Julia Golota, Client Service Director
Kateryna Sokolyuk, Strategic Planning Director
Olga Kutuzova, Group Account Director

Media Agency    Media Direction Ukraine

Client - Carlsberg Ukraine

Andrey Otroschenko, VP Marketing
Tatiana Tertyshnaya, Senior Brand Manager
Yulia Kirillova, Junior Brand Manager

Bronze

Jack’s Friends Club

The fall of the market and constant consumers switching between brands, makes one-time campaigns with high media pressure ineffective. Continuous and frequency consumer contact is needed. Therefore, Facebook becomes a key channel for customer retention. Jack Daniel’s made a bid for true fans of the brand creating for them Jack’s Friends Club - real friends, not virtual fans. Community members shared branded content without extra motivation, recruiting friends in the club. Community became leader by engagement and size among whisky brands in Ukraine. This allowed the brand to restore its position in market, and become its leader.

Agency - AGAMA Digital Group

Anna Belous, digital account manager
Olga Buzunova, client service director
Konstantin Chekanov, copywriter
Anna Menshikova, creative director
Marina Sulim, art-director
Anatoliy Kozhukhar, designer

Media Agency  Media Direction Ukraine
Marketing Services Agency       B4B, BTL and Event Full Service
 
Client - Brown-Forman Ukraine

Kateryna Gaididey, Marketing Manager - Ukraine/CIS
Tatyana Mykhalovskaya, Jack Daniel's Ukraine Brand manager

Gold

Valera Spasay

In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was flooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun — filled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.

Agency - Banda Agency

Pavel Klubnikin, Creative Director 
Yaroslav Serdiuk, Head of Strategy 
Egor Petrov, Head of Arts 
Vadym Tkachuk, Art Director 
Anna Kashcheeva, Copywriter 
Anna Olkhovets, Account Director

Digital Agency Indi
Other Agency Production – Electric Sheep Film

Client – Viasat

Vasyl Borodchuk, Marketing Director 
Lyudmila Levchenko, Brand Manager

Bronze

Slando became OLX

In Y2014 Naspers group made the strategic decision to expand the international presence of OLX brand on global level thus there was a rebranding of local site of group - Slando.ua in September-October of Y2014 in Ukraine.
The main communication task was to run rebranding in Ukraine on a tight timetable and save all the achievements (4,5 mln. visitors of the site monthly) and loyal users in short-term period.
It was important for the brand not to repeat the experience of other countries where visits on site decreased by 10% or more as result of rebranding and the goals also were to keep number of visits on site and number of new ads added and to reach 30% of TOM level vs 0% before rebranding in situation of traffic general decrease in Crimea, Luhansk and Donetsk regions.
2 waves of media communication (teaser and stories) in traditional and non-traditional media and non-standard activations provide the overfulfillment of all planned indicators and 34% TOM achievement from first weeks of rebranding.

Agency – UM

Victor Sherstyuk, Managing Director
Iryna Yuferova, Media Planning Director
Sergey Kostin, Strategic Director Media Services
Tetiana Martynenko, Media Planning Group Head
Natalya Belaya, Media Planner

Second Agency Fedoriv.com 
Digital Agency Digital DNA

Client - Emarket Ukraine (Slando)

Sergey Gapochenko, Executive Director
Kateryna Zamurenko, Head of Marketing 
Aleksandra Kravchenko, Marketing Manager

Bronze

Change your color – it is time for changes!

On the total beauty market there is a direct correlation between the market share and the price. Coloration category is not an exception. While prices decrease, market shares grow. Once the price starts to increase – the market share declines. Consumers are extremely sensitive to the price in times of crisis.
 
April 2014: Garnier Color Sensation is planning promo campaign, but  promo price of Garnier Color Sensation might be higher than competitors by 15-20%, as it is not possible to predict the depth and scale of competitors promo activities.
 
As it is not possible to rely on the price factor only during the promo period, it is important to offer an additional advantage to the consumer.

that’s why marketing team planned to strengthen the positioning on the market and its brand awareness. Based on the research marketing team decided to play on the emotional motivation for hair coloring.

That’s how the idea appeared: "Appearance transformation, through cardinal change of hair color with GARNIER COLOR SENSATION, which helps you to succeed".
 
Results:

• Value market share has grown during the campaign to its record level;
• Value evolution reached 23%, while the market growth was only 13%.

Agency - Publicis Visage

Viktoriya Makarova, Managing Director 
Miroslava Mikhnenko, Client Service Director
Ivanna Schneider, Senior Account Manager
Andrey Timoschuk, Art-Director
Viktoria Bodnarchuk, Copyrighter 
Julia Gorobets, Producer

Media Agency    ZenithOptimedia

Client - L'Oreal Ukraine

Thibault De Saint Victor, Marketing Director (Garnier & Maybelline)
Marina Shindina, Katerina Sadovnikova, Group Brand Manager (Garnier Hair Care & Coloration)
Irina Aizman, Junior Product Manager (Garnier Coloration)

Buy, cook, drive!

“Buy Nasha Ryaba, enjoy tasty chicken and go ahead! on your new car!”. This is how “Nasha Ryaba” convinced its consumers to help with overfulfilment of sales plans and leveling of decline in consumption of chicken meat in the low autumn season of 2013.

Agency – THINKMcCANN

Evgeniy Kaminskiy, Creative Director
Rostislav Visnevy, Creative Group Head
Natalia Koval, Art Director
Olena Gnucheva, Copywriter
Olga Rozhankovskaya, Group Account Director
Anastasiya Kostikova, Account Manager
Yuriy Sklyaruk, Producer

Second Agency Momentum
Media Agency Universal McCann

Client - Mironivsky Hliboproduct

Yaroslav Myhaylovskiy, Marketing Director
Yulia Moskvina,  Poultry Meat Direction Marketing Manager
Natalia Chornogal, Brand manager of TM “Nasha Ryaba”

Vyshyvanka

Kyivstar is one of the most attractive employers in country. With 4 500 employees team Kyivstar does everything so that each employee feel his importance in life of company. Unifying events are regularly held in company. Especially difficult is to involve employees from all regions of Ukraine.
For this, “Vyshyvanka’s Day” became an interactive basis that had been existing for several years in company. This holiday we used as main digital tool. In three weeks we joined 90% of employees who gave more than 6,500 votes for their colleagues’ works.

Agency - GRAPE Ukraine

Iurii Gladkyi, CEO
Oksana Bogdanova, Account Director
Elena Salivon, Production Director
Artem Kuchin, Creator
Nataliya Strelchenko, Art Director
Iurii Gusinskiy, Designer
Olena Martynova, Designer
Oleksandra Alokhina, Copywriter
Zakhar Kornev, Developer
Oleksandr Kozlov, Developer
Alexandr Rojnov, Flash Developer

Client – KYIVSTAR

Tatiana Petsko, Manager of Corporate Social Responsibility
Mikhail Shuranov, Chief Corporate Affairs Officer

Gold

Kyivstar. More Emotions – Less Expenses

The war of "zeros", discounts, promotions devalued mobile communication for the consumers. Kyivstar promo materials completed tactical objectives, but the overall picture looked inconsistent, ineffective in the long run. Kyivstar began to lose its customers. 
The challenge – to win the price war without lowering prices. 
The decision – to create a new competitive advantage based on emotions, not money. 
The proposed solution allowed brand to stop the outflow of customers, increase subscribers’ base, improve image performance and allocate brand’s advertising out of the clutter of the competitors with bigger media budgets.

Agency - Adventa LOWE

Alexey Demin, Associative Creative Director 
Dmitriy Simonov, Creative Group Head 
Denis Urusov, Copywriter 
Olga Dobrotskaya, Account Director 
Elena Komendo, Senior Account Manager

Media Agency    Initiative

Client - Kyivstar JSC

Svyatoslav Gorban, CMO 
Tatiana Svetlova, Head of Marcom department

KENWOOD – DEMONSTRATE TO SELL

Being the kitchen machines world leader and innovator, KENWOOD has built up and occupied the Ukrainian market becoming the absolute leader (MS increased from 34% (2011) to 60% (2013)).
And that's all because of the right chosen strategy—DEMONSTRATE TO SELL .
KENWOOD has been integrated into the best national cooking TV-shows (Master Chief etc.): demonstrated and taught Ukrainians to use the kitchen machine and its attachments.
Year by year deep trust were built, by proving that premium quality KENWOOD products are durable and multifunctional, turning cooking lover into professional!

Agency - MediaCom Ukraine

Rostyslav Kostenko, Managing Director
Nadya Khotenyuk, Strategic Planning Director
Alexander Falendysh, Media Planning Group Head
Olga Kokot, Group Head of Sponsorship

Second Agency STB TV Channel
Other Agency Starlight Commercial Production

Client - De’Longhi Ukraine LLC (De’Longhi, Kenwood, Braun, Ariete)

Rimma Narushevich, Marketing Director
Svetlana Romanova, Brand Manager Kenwood

Silver

Culinary expert

Tulchinka is a leader of the spread category in Ukraine. But from 2011 the market began decreasing rapidly because of black PR of spreads. Our task was to form correct understanding of the product and raise its consumption. 
Spread – is not butter, it is better… It combines the best from butter and vegetable oil, and that is why spread is an ideal product for baking, roasting, stewing, side dishes, not only for sandwiches. The campaign integrated together sponsorship of the TV-show “Vse Bude Dobre” on STB with culinary expert Tatiana Litvinova and media supported sales promotion.
In the result all target indexes: sales, market share, awareness, consumption and loyalty were exceeded, target audience started to understand spread benefits.

Agency - TWIGA Ukraine

Svetlana Stepanenko, General director
Ekaterina Alexanyan, Managing director 
Vyacheslav Fokin Creative director 
Vyacheslav Znamin, Art director 
Helen Lapshova (Shabelnikova), Account-manager

Client - Terra Food

Marianna Glotova, Marketing and Strategy Director
Irina Zhyvotova, Markeing Director
Natalia Petrik, Brand manager of butter/spread category
Natalia Dogadaeva, Marketing development manager of butter/spread category
Kseniya Kaunenko, Head of trade-marketing department
 

Tasty Jackpot of Colonel Sanders

KFC opened in Ukraine just in 2012 (when McDonald’s had been working here for 15 years). Conditions: only 5 restaurants, higher prices. Challenge: to build an effective communication for increasing brand awareness on +50% to TOM and sales on +20 000 bills.
Decision: to use Internet as the only communication channel, to involve people to interactive game with guaranteed prizes. The prize became a reason for sharing information about KFC and visiting restaurants to get the prize and to try the menu.
Results: ТОМ +100%, sales +43 000 new bills.

Agency – AIMBULANCE

Roman Havrysh, Chief Strategy Officer
Vladimir Smirnov, Creative Director
Dmytro Kudinov, Media Director
Denys Rostolopa, Art Director
Alexey Maksymenko, Copywriter
 
Client - YUM! Restaurants International Russia & CIS

Volodymyr Mandryk, Senior Marketing Manager Ukraine

Valera Spasay

In anticipation of the 2014 FIFA World Cup in Brazil advertising clutter was flooded with football related content. Kaleidoscope of Brazilian beaches, range of beautiful goals by Messi and Ronaldo, as well as Gold Cup shining in the rays of the sun — filled the air. We knew it was our perfect chance, which falls once in 4 years. It was time to act.

Agency - Banda Agency 

Pavel Klubnikin, Creative Director 
Yaroslav Serdiuk, Head of Strategy 
Egor Petrov, Head of Arts 
Vadym Tkachuk, Art Director 
Anna Kashcheeva, Copywriter 
Anna Olkhovets, Account Director

Digital Agency Indi
Other Agency Production – Electric Sheep Film

Client – Viasat

Vasyl Borodchuk, Marketing Director 
Lyudmila Levchenko, Brand Manager

Silver

Menopause or what do women fear?

Lifemin plays in the category of menopause symptoms relief. But in Ukraine menopause is dreaded by women and tabooed by society to an extent that key category player Remens (roughly 50%MS) was not even positioned directly against menopause, and focus group participants literally feared to pronounce the word “menopause”. Lifemin’s straightforward yet deeply intimate “Confession” TVC aimed to make menopause “normal” again and help women enjoy their age and their life. This brought Lifemin from #5 to #2 position in the category with MS grown from 6% to 18%.

Agency - Milk Branding

Maxim Lesnyak, Director
Yulia Polosmak, Managing Director
 
Client - PRO-PHARMA

Anastasia Lutsenko, Marketing Director

Borjomi piano

Borjomi has been legendary water since Soviet times. Today the world is becoming innovative and business reacts to it. Even the most powerful brands that do not rebuild to keep up with this global trend start to lose their positions to new players. Studies have shown that young audience had no longer perceived Borjomi as “spiritually close" water. Therefore, the main challenge facing the campaign, was to develop the image of Borjomi as a unique, modern and innovative brand. The image of Borjomi mineral water as a respectable water with a rich past needed a drastic rejuvenation.

Agency - Banda Agency

Pavel Klubnikin, Creative Director 
Yaroslav Serdiuk, Head of Strategy 
Egor Petrov, Head of Arts 
Vadym Tkachuk, Art Director 
Anna Kashcheeva, Copywriter 
Oleg Pashkovsky, Digital Director

Digital Agency Indi
PR Agency Аgency 42
Other Agency Production – Electric Sheep Film

Client - IDS Borjomi International

Natalia Matusevich, Business Development & Marketing Director 
Oksana Pankina, Marketing and Corporate PR Manager 
Elena Kuvaeva, Brand Manager

Bronze

When 250 thousand voices sing as a single, or how to create an experiational platform

Brand “Lvivske” enters musical platform to strengthen connection with consumers. For the last 2 years it has enabled “Lvivske” to overtake its main competitor working on the football area on indicators of "love brand", "brand for someone like you", "brand you trust".

Agency – THINKMcCANN

Kirill Skіkevich, Chief Strategy Officer Creative and Marketing Services ADV Group Ukraine
Alexandr Netrebchuk, Associated Creative Director
Julia Storchak, Creative Group Head
Svitlana Polohaylo, Senior Art Director
Julia Golota, Client Service Director
Olga Kutuzova, Group Account Director
Olga Kashpur, Account Manager

Media Agency    Media Direction Ukraine

Client - Carlsberg Ukraine

Andrey Otroschenko, VP Marketing
Taras Matsypura, Marketing Manager
Lesya Slabka, Brand Manager
Yulia Borisenko , Junior Brand Manager
Vіta Murenko, Brand Specialist
Anna Dembіtskaya, Brand Specialist

«Khlіbnyi Dar» for New Year table

Situation: "Khlebniy Dar" is often perceived as a simple vodka for regular consumption situations. Sales of the brand's are being significantly reduced on the New Year due to the fact that people for the holiday table prefer to buy status vodka, such as "Khortytsya», "Nemiroff" and others.
Objective: To convert the vodka "Khlebniy Dar" into an attribute of the holiday table and not to give in the market share to "Khortytsya» and "Nemiroff".
Solution: The connoisseurs of vodka appetizers recommend "Khlebniy Dar" to be served at  the New Year's table.
Results: "Khlebniy Dar" TM becomes №1 according to the New Year sales.

Agency – Kinograf

Vitaliy Kokoshko, creative director/film director
Viktoriia Makarova, strategic director
Andrii Latanskyi, creative group head
Oleg Kiselitsa, copywriter

Media Agency  StarLightMedia, Inter Media Group Limited, «1+1 Media», Media Group Ukraine
 
Client - National Alcohol Traditions

Dmitriy Samsonenko, marketing director
Sergei Sergeev, brand manager

Silver

Beluy Ugol versus hangover or how to discover the new segment and gain the victory in it

The objective of the hangover remedy “Beluy Ugol DOBROE UTRO” was to change consumers’ perception and prove that absorbent is able to relive the hangover, rather than become another coal for indigestion.
With the help of vivid creativity we convinced customers that there is no need to fight with headache and other consequences of evening’s fun in the morning, if the reason of alcohol intoxication is neutralized. Only cheerful after-party mess is not excluded from all morning consequences.
As a result, targets were exceeded: amid competitors’ sale decrease, brand showed 160% increase compared to the planned 50%.  

Agency – THINKMcCANN

Alexandr Netrebchuk, Associated Creative Director
Julia Storchak, Creative Group Head
Pavel Fedenko, Creative Group Head
Olga Kutuzova, Group Account Director
Olga Kashpur, Account Manager
Yuriy Sklyaruk, TV Producer
 
Client - OmniFarma Kiev

Oleg Kurchenko, Cofounder
Lina Golovko, Marketing-manager

Silver

Nutella. Maslenitsa

Nutella is the leader in the category of Hazelnut spreads with cocoa on the market of Ukraine. During the years of the promotion the brand has achieved a lot - a high level of awareness and distribution, many people have tried it and liked its taste. But it’s early to stop and it’s necessary to search for new niches to increase sales and consumption. Traditional pancakes on Maslenitsa - the perfect seasonal niche for the growth of Nutella.
Ukrainians like pancakes and actively cook them in honor of the holiday, and Nutella is a perfect addition. And during the advertising campaign we were able to prove it. Through its active sponsorship integration into the cooking programs, Nutella was able to increase sales by 25% in comparison with last year's figures

Agency - Media Direction Ukraine

Sveta Taborskikh Media Group Head
Dima Sakhno Senior Media Planner
Katya Revenko Media Planner
 
Client - Ferrero Ukraine 

Lesya Iefimenko Group brand manager
Anna Bondarchuk Brand manager

Mood box

With minimum of media investments our task was to minimize the influence of ‘low season’ and also strengthen consumer loyalty, which often suffers from occasional delays in food delivery.
Understanding that stress at work and hunger are true reason of dissatisfaction, we decided to transform anger into joy.  We virally motivated people to share small gifts with each other turning food delivery into good mood delivery.
Results have twice exceeded the plan: Facebook weekly reach grew by 350%, share of ‘Mood box’ orders reached 25%, monthly orders increased by 19% vs previous year.  

Agency - Leo Burnett Ukraine

Dmytro Gunkovsky, Client Service Director
Natalia Dundina, Tatiana Fedorenko, Creative Directors
Max Kuzmenko, Copywriter
Kateryna Denysenko, Producer
Maria Plotnikova, Art Director
 
Client - PING-PONG food delivery service

Oleg Svist, CEO & Founder