Gold

Mail of Tenderness from Milka

Economic and political crisis in 2014 lead to purchasing power reduction. As a result decline of the chocolate tablets market reached -23%*. In such difficult situation and being 20% more expensive than competitors, Milka had to explain consumer why Milka was worth buying. Decision comes in “emotion”. In contradiction to numerous price promotions of competitors, Milka launched the most emotional promo campaign. We offered people to share their tenderness with close ones creating a real post that delivered real letters of tenderness.
Despite promotion provided no material prizes, we managed to beat the targets: market share grew from 9% to 11.6%.**; sales share in tons grew by 62.5%**.
* Market share in volume, 4^th quarter of 2014 as compared to 4^th quarter of 2013 according to the data of AC Nielsen;
** 4^th quarter of 2014 as compared to 3^rd quarter of 2014 according to the data of AC Nielsen

Agency Name: Saatchi & Saatchi Ukraine
Vladimir Kononskiy – Art Director
Oleksandra Kochubey - Copywriter
Olga Selischeva - Designer
Jana Karimova – Account manager
Tatiana Slivko – Account

Media Agency Name: Starcom Ukraine

Client Name Mondelez Ukraine
Svitlana Tatura, Category Brand Manager, Chocolate

Bronze

Marketing plan for 1095 days

Mivina, that became a common noun, had a complicated task to modernize the whole category, to make it more attractive for the consumers and to escape from the black image of “dog-poor food.”
We have reviewed our target audience and found out that in fact product contents are not so important as taste. And the truth number one is to confide yourself that you love Mivina. That’s why we decided to work on our image through innovations and improvements in order to remove sense of guilt and shame from people who really love us.
The result of our 3-year constant work with audience, launch of new products and their communication, renovation of brand visual style has completely justified invested time and money.

Agency Name: THINKMcCANN
Alexander Netrebchuk, Associate Creative Director
Svetlana Boldyreva, Art Director 
Helen Balova, Strategic Planner
Yuri Sklyaruk, Producer
Julia Golota, Client Service Director
Anna Bobina, Account Director
Anastasiia Kliushnikova, Junior Account Manager

Client Name: Nestle Ukraine
Alona Degtiar, Brand Manager                                  
Valentyna Zhuk, Brand Manager                                   
Olena Polischuk, Brand Manager                                     

Prostokvashino made in Poltavshchyna

«Prostokvashino» - is the leading brand in the market of traditional dairy products. But it faced with a fact that consumer does not perceive it as a Ukrainian brand.
Herewith such key dairy brand parameters as freshness and naturalness the consumer still perceive in direct connection with the localness of production. The campaign goal was to build the perception of the brand «Prostokvashino» as not only the Ukrainian, but the one which produces milk in the Poltava region - the most dairy region of our country. As a result of two months the brand perception started growing successfully: Made in Ukraine + 3,2p.p., Freshness + 5p.p. (first position in the market), Naturalness + 6p.p. (second position in the market)*
* Brand Health Tracking, TNS sept 2015

Agency: Y&R Ukraine
Barsukov D., Creative Director 
Andrietti N., Art-Director
Dzyubenko Y., Senior Coywriter
Shmotolokha I., Production Director 
Skrypchenko A., Account Director

Media Agency: Mec 

Other Agency: BTL Detonate (Qube Agency)

Client Name: Danone Dnipro
Mazur Olga, Marketing Specialist                  
Radysh Alexandra, Brand-Manager                 
Shukaeva Svitlana, Brand Marketing Manager 

Gold

Kvass in a city

“Kvass can be a stylish drink!”
That was the exact decision of a brand-leader “Kvas Taras”, who surprised everybody with a new refreshing novelty, that not only proved that so it is, but gave a good “shake” to the category.

Agency Name: THINKMcCANN
Evgeniy Kaminskiy, Creative Director
Rostislav Visnevy, Creative Group Head                   
Dmitro Nisteruk, Creative Group Head
Victor Vysotskiy, Senior Copywriter                                                         
Olena Gnucheva, Copywriter 
Olena Balova, Strategic Planner
Olga Rozhankivska, Group Account Director
Anastasiya Kostikova, Account Manager
Yuriy Sklyaruk, Producer

Media Agency Name Media Direction Ukraine

Client Name: Carlsberg Ukraine
Andrey Otroschenko, VP Marketing                   
Dmitry Pilipenko, Marketing Manager                       
Svetlana Nikiforets, Brand Manager 

Bronze

Rich Limited Editions

Working in oversaturated category, with a lot of players who occupy the shelf by expanding the taste offers, Rich has set a goal to take second place in the premium juices category. Decision was not simply to extend taste offers, but to create new consumption situations. In the winter time there were punch and mulled wine alcohol-free. In the summer time - tropical fruit cocktails. Rich offered even more reasons to enjoy life. The accent was placed on sampling and as a result of the campaign all the objectives have been exceeded and new points of sales were activated.

Client Name: Coca-Cola Beverages Ukraine 
Kateryna Ryabets, Marketing Manager           
Iryna Chervyts, Juice Brand Manager

Media Agency Name: Carat

Digital Agency Name: COXO Digital

Marketing Services Agency: Havas Engage Ukraine

Silver

Kozats’ka Rada. Cossack in each of us

Background: The year 2015 brought a new round of the military conflict. Against the background of the problems, the consciousness of people grew significantly. The manufactures used patriotic trend – there appeared new vodka brands, such as Zapadenka, Banderivs’ka, Frankivs’ka, Lyubotyn, Get’man, which claimed to the consumers of Kozats’ka Rada. 
Task: To increase the market share. To modernize the image of Kozats’ka Rada. 
Solution: To support patriotic feelings of the target audience, without exploiting the theme of war. To show that a strong, brave, freedom-loving Cossack is in each modern Ukrainian. 
Results: TM Kozats'ka Rada gained its market share by 2.1 p.p. from 4.7% to 6.8%; the sales of the brand grew by 5% while the market fell by 27%. 

Agency Name: Kinograf
Vitaliy Kokoshko, creative director/film director                  
Vira Gliebova, account director                   
Oleh Kyselytsia, senior copywriter
Bogdana Zaets, copywriter                   
Oleg Nekitchuk, art-director

Media Agency Name: Havas Media Ukraine

Other Agency: ТАВР Media (radio)

Client Name: Bayadera Group
Roman Vashkolup, marketing director                   
Dmitriy Samsonenko, creative director Bayadera Group
Inna Sirchenko, Brand Manager TM “Kozats’ka Rada”
Dariya Kovalenko, junior Brand Manager

Bronze

A story about business challenge

A wise man decided to revive the glory of "Tavria" cognac - bring the brand back to life, increase sales, and grab the share in the new segment. 
And he decided: I won’t go that tried and tested way giving my cognac for the French, on the contrary, I will exploit the advantage, which used to be considered a disadvantage, - Ukrainian origin. Because the grapes for "Tavria" production grows in the steppe, caressed by the sun, that is why the drink made out of it has such an extraordinary mild taste. 
And the wise man launched a campaign, and after by the season results he saw that he did everything right, as the brand ranked the 1st position in the desired segment. 

Agency Name: THINKMcCANN
Eugene Kaminskiy, Creative Director
Rostislav Vyshneviy, Creative Group Head
Elena Gnucheva, Copywriter                                     
Yuri Sklyaruk, Producer
Julia Golota, Client Service Director
Alyona Tkachuk, Account Manager

Client Name: Tavria
Roman Moiseiev, Marketing Director

MartiniRacing

Martini has suffered from vermouth category steady decreasing during last 3 years due to growing alcohol drinks diversity and developing culture of alcohol consumption in Ukraine. To stabilize sales dynamics it was decided to communicate Martini vermouth and sparkling wines in new positioning “Race To Desire” in 2015. Martini Racing was developed as global activation but local touch was necessary for success.  Project aims at engaging consumers through 360 activations around the idea YOUR RACE TO DESIRE. The project focused on Millenials who want to live meaningful, exciting experiences & pursue what they love. As they are digitally native and obsessed with sharing experiences online, major communication aimed at digital owned media development and empowering earned media. Global website was major Hub for participating, but  mechanics was perceived very difficult for local online users. To solve global problem of website and encourage online users to participate we focused on smart paid promotion with conversion-banners, precise targeting and reactivating awared users. To drive Earned media we engaged key celebrities (provocateurs) relevant to our Target Audience to be involved and created reality show worth spreading by Millenials in social media. As result, local touch of Martini Racing succeeded with high share of Ukrainians among participants (29%) and increase of Martini market share (+1,7%% YTD in vermouth and +31% in sparkling wines). And the most exciting is that main prize, Porsche Carrera, is won by Ukrainian guy

Agency Name: Zenith Optimedia Ukraine

Second Primary Agency Name: Ebola / AGAMA Digital Group

PR Agency: Hoshva PR

Other Agency: FILMO

Client Name: BACARDI-MARTINI UKRAINE
Olga Polishchuk, brand-manager Martini

«Your dreams – our inspiration»

Oriflame – one of the biggest international cosmetics company in Ukraine – operates under direct sales model. In 2014 products average price grew significantly, while consumer purchase capabilities fall influenced on company sales staff (“consultants”) confidence on future sales opportunities.
Solution we’ve required to find should:

• Return confidence in future sales to consultants and support premium image to Oriflame

• Make choice for Oriflame cosmetics with grown prices enough rational for brand customers

The only format which could fulfill these requirements being more affinitive and trustful for both target audiences was TV sponsorship, while “Kholostyak” was the most popular TV show in Ukraine among women. We’ve became not only a sponsor of the show. We’ve integrated deeply inside it, stressing TA’s attention on premium image of Oriflame brand, showing different products from new catalogue and usage situations, using emotional background of the show to make Oriflame the most rational choice for our target audience.
As a result, we’ve exceeded all planned business & communications goals.

Agency Name: Media Direction Ukraine | OMD
Evgeniy Scherbina, Planning Group Head
Sergey Romanenko, Senior Media Planner
Elena Petrova, Head of Brand Content Department
Tatyana Katrich, Managing Director

Second Primary Agency Name PROVID

Client Name: Oriflame Cosmetics Ukraine
Yana Khmurova, Marketing & PR manager

Like a DJ

Hansa is an expert in kitchen appliances. By the end of 2013, Hansa was one of the leaders on the market of stoves in Ukraine. But it has small share in the category of built-in hobs and ovens. Thus Hansa commits the challenge to make a leap in development of the most perspective direction of modern built-in kitchen appliances.
To achieve this, we have selected new and the most modern product line of Hansa and cardinally changed brand positioning. Earlier Hansa has been just household appliances for a kitchen, now it becomes stylish and creative gadget for a woman. Any woman can create her culinary masterpieces easily and enthusiastically with Hansa, just like DJ who creates music mixes with DJ stand.

Agency Name: TWIGA‘Idea
Svetlana Stepanenko, CEO
Kateryna Alexanyan, managing director                 
Kateryna Velgan, concept project director                  
Vyacheslav Znamin, art director             
Elena Lapshova, project manager

Second Primary Agency Name Media First Ukraine

Digital Agency Name DIGIBRAND

Client Name: ­Hansa­­­­­­ Ukraine
Anna Novak, Product & Marketing Manager

Bronze

Linex of the first summer for winter brand

Agency Name: Starcom Ukraine
Alexey Osadchiy, Media director                   
Andrey Rybkin, Buying director                   
Anna Farafonova, Media Group Head        
 
Client Name: Sandoz Ukraine
Iryna Kryzhna, OTC Marketing manager
Polina Sokolovych, Brand manager

Everything you are afraid to ask about

How to return sales volume in crisis in the declining market with the highest price in the category? The main problem that faced Pimafucin, medicine for vaginal thrush, is lack of knowledge among women about the disease and unwillingness to discuss that.
Pimafucin is the first that has actualized the problem of vaginal thrush and educate audience through the unique content in the TV show "Let's talk about sex." Everything that a woman was embarrassed to ask aloud, she could ask experts on the Internet platform "Let's talk about women’s topics”.  Advertising campaign allowed Pimafucin to surpass the ambitious goals. 

Agency Name: UM
Victor Sherstyuk, Managing Director
Anna Dragunova, Media Planning Director             
Sergey Kostin, Strategic Director Media Services    
Anastasiia Nazarenko, Media Planner 

Second Primary Agency Name: STB TV Channel

Client Name: "Astellas Pharma Europe B.V" RO in Ukraine
Artem Matveev, Marketing Manager    

Gold

1000 dipers

Key business objective was to keep the volume share that had been obtained by the end of 2014. We wanter to keep the growth trend as well as to stop switching to the cheaper segment (TIER3) and go on with the gender specific diapers communication as a differentiation point from Pampers.
The agency created the «1000 diapers a day» promo that offered to win 1000 diapers for purchasing any Huggies pack. And the lottery took place every day for 3 months. There were created the TV spot and OOH prints. Except the standard OOH we created the citylight with 1000 diapers in it.
As a result there was an immediate volume share growth - 26,5 in July to 29,2 in August (value share for the period - 26,2 to 27,6).

Agency Name: BART&FINK
Oleg Tomin, creative director
Polina Prosviriakova, account director                  
Petro Didenko, art director                 
Marina Ganotska, art director

Media Agency Name: Mindshare

Digital Agency Name: ISD

Client Name: Kimberly-Clark. Huggies

Alyona Churilova, Senior Marketing Manager BCC            
Daria Sergiienko, BCC Brand Manager                 
Kalinichenko Anna, Junior BM

Gold

NEO brand

In recent years telecom market competition was done mainly through price wars and tariff tricks, which led to disappointment of consumers and misled them. Kyivstar decided to change this and change itself for better. Values that formed the basis of the new Kyivstar — Simple, Innovative, Better. Main challenge was to present the new brand in comfortable and appealing way. The big idea based on a simple way for new possibilities. This required massive ATL approach. We managed to absolutely match consumers wants and overdone our objectives.

Agency Name: Adventa LOWE
Alexey Demin, Associate Creative Director                  
Kirill Skykevich, Strategic Planning Director
Olga Dobrotskaya, Account Director                   
Svetlana Shynkarenko, Managing Director   

Media Agency Name: Initiative

Client Name: Kyivstar
Svyatoslav Gorban, CMO                   
Tatiana Svetlova, Head of Marcom Department
Alexandra Pasechnik, Brand manager       

Her name is Ukraine

Our aim was to increase the perception of Kyivstar as a patriotic operator and secure its leadership in this field compared to other telecom providers.
A geographical map is the simplest visual way of showing to people the link between the geography and history of our motherland.
We’ve created a campaign using a private collection of XVI-XVIII centuries European maps, which became the basis for the development in PR, digital and traditional media channels.
The campaign generated over 1500 media publications, while Kyivstar’s “Reputation pulse” reached Excellent mark (78,9 points).

Agency Name: GRAPE Ukraine
Iurii Gladkyi, CEO, Chief Creative Officer
Oleksii Morozov, Creative Director
Nataliya Strelchenko, Art Director                
Khrystyna Gladka, Motion Designer
Mikhail Maslivets, Technical Director
Yaroslava Goncharuk, Copywriter
Yulia Borgulenko, Copywriter
Elena Salivon, Client Service Director
Ksenia Pilipenko, Account Manager
Ekaterina Oleynik, Project Manager
Eugeniy Kleptikov, Сameraman

Client Name: Kyivstar
Daria Partas, Senior Communications Officer

Fine Territory communication

To strengthen the position of MTS Ukraine in the western region of the country, we've developed a separate full-fledged communication program "Lviv — the territory of fine communication" to inform people of all tariffs of the western region.
The program had its special language of communication with consumers, different from the one used in national campaigns: tariff Smartphone Zero, Fine tariff, ZadurnO (for free). Dzidzio band was chosen to be the main heroes of the communication. Being the brightest representatives of the local flavor, they recommended MTS Ukraine tariffs, thus allowing the brand to gain trust and loyalty of lvivians. All communication had its own visual identity, distinct from the brand's national brandbook.
With its launch, the program has surpassed all expectations and has shown excellent results right from the start.

Agency Name: TABASCO 
Alexander Smirnov, Creative Director
Eugene Dzyubenko, Copywriter
Tatyana Shapoval, Art Director
Irina Lebedeva, Strategist
Olga Zgegulina, Producer
Tanya Kurmaz, Producer
Olena Sukhanova, Director
Alena Novikova, Account Director
Olga Boyandina, Account Manager

Client Name: MTS Ukraine
Oleg Reshetin, Director of Marketing
Victoria Boyanovskaya, Head of Communications
Allena Skurlatova, expert in marketing communications

Bronze

Operation OLX-ation!

“Operation OLX-ation” case describes situation of finding new brand growth source. After 1.5 year of intensive growth we faced the understanding that further growth of users entering OLX through a desktop version will not be as rapid. In the closest period a slowed organic 5-7% growth of the service use from stationary computers and laptops was forecasted.
The growth of the mobile app use was chosen as a key direction of the long-term brand strategy. The launch of 3G in Ukraine announced in spring 2015 suggested new opportunities for all market players. That’s why on the first stage it was utterly important to inform users of all possibilities and advantages of using OLX mobile app and to set growth rates for all “mobile” indicators.

Agency Name: UM
Victor Sherstyuk, Managing Director         
Anna Dragunova, Media Planning Director
Sergey Kostin, Strategic Director Media Services

Second Primary Agency Name: Fedoriv.com
Digital agency: Netpeak, Newage

Client Name: Emarket Ukraine
Sergey Gapochenko, Executive Director   
Kateryna Onishchenko, Head of Marketing   

Shopping mood

Our task was to create the Internet shop “Chicardi” for girls. But we didn’t want to make the regular Internet shop. We decided to make it special and added short videos displaying our handsome, charismatic sellers packaging products which you just bought.  
The results were incredible. The average bill increased to 200%, girls charred our website persuading friends to buy something. Thus increased brand awareness and brought new clients. Our goal was reached as well, we brought that “offline shopping feeling” to the online and got smiles on girls faces.

Agency Name: Vintage
Eugene Kudryavchenko, Client Service Director                 
Olga Shevchenko, Art Director
Pavel Naumenko, Senior developer                   
Yuri Fresh, designer                   
Dariia Getmanchuk, copywriter   

Client Name: Chicardi
Elena Redko, Co-Founder

Bronze

Anti-crisis program of a fair price protection "Penny Bird"

 In terms of crisis it is important to adapt to new realities as the only way to keep leading position and attract new customers.
Foxtrot chose that approach updating its program of a fair price protection and launching the Penny Bird — a rare bird in Ukrainian market — a price that does not fly.
Results:
Increase of the market share:
·        Market share in offline channel increased from 36% to 42%. The actual increase (6 pp) is 2 times higher than the goal of 3 percentage points of growth.
·         Share in online channel was not only kept, but also showed an increase of 4.8%, reaching 39.8%.  

Agency Name: TABASCO 
Alexander Smirnov, Creative Director
Alexander Koptev, Head of Creative Group
Vitaly Muzh, Strategic Planning Director
Tatiana Shapoval, Art Director
Eugene Dzyubenko, Copywriter
Olga Roza, Account Director
Ruslana Artemenko, Account Manager

Second Agency Name: Full Contact 

Client Name: Foxtrot Household Appliance Retail
Natalya Srednyaya, Marketing Director
Andrey Adamenko, Head of Marketing Communications
Ruslan Klimenko, Brand Manager
Irina Sevostyanik, Head of Trade Marketing

Opening of “Dog Ate Dove"

Kyiv restaurant “Dog ate dove” opened simultaneously with numerous competitors. To stand out  we chose a channel of communication with the possibility of precise targeting–facebook and launched a teaser campaign.  Before the opening we created a community “Dog ate dove” without mentioning about the restaurant where we published posts about the fusion of “old and new”. During opening day we invited all the members of the community and mentioned the restaurant for first time.
We intrigued and reached a goal: 700 visitors at the opening (7 times more than planned), every 0,19 $ invested in advertising converted into 1 visitor, investments returned during first 3 months.

Agency Name: AdPro
Vladimir Kobets, Creative Director
Ivan Vyshchepan, Art Director
Artem Brin, Designer
Mila Yazvinskaya, Senior Copywriter
Elena Chizhova, Project Manager
Kirill Chumak, Account Manager
Filipp Paster, Junior Strategic Planner
Mila Krutchenko, Strategic Director
Iryna Tymoshchenko, Client Service Director
Yana Gorbachova, SMM & PR Director

Client Name: Mazarine
Victor Zaiets, Marketing director

Bronze

Povodyr

Во времена настоящей информационной войны 21-го века, когда все прикованы к экранам телевизоров и обновляют новостную ленту Facebook раз в 30 секунд, было сложно донести какую-либо информацию не касающуюся войны. Когда каждый пытался найти правду в море пропаганды, лжи и просто выдумок, мы призвали не доверять глазам, а только своему сердцу.Так появился слоган кампании “Заплющ очі. Дивись серцем” и ее символ — черная повязка на глаза.

Agency Name: BBDO UKRAINE
Anze Jereb — Creative Director
Denis Keleberdenko — Creative Group Head
Anna Pochtarenko — Copywriter
Dima Kishka — Copywriter
Kseniya Babankova — Art Director
Jura Shypota — Designer

Second Primery Agency: Milk Branding

Digital Agency Name: Studio7

Client Name: Pronto Film
Oles Sanin – Director

AGAMA communications launch

Ukrainian advertising market has had a dramatic 25% downfall in 2014. In the struggle for survival, agencies unleash the price war. The advertising holding company Atlantic Group is unable to compete only in price. Willing to quit price competition, Atlantic Group decides to give a tangible response to the clients’ basic need to control the link between advertising investments and the business result, especially actual in a time of crisis. To deliver on that, Atlantic Group is rebuilding  the whole business model of 12 agencies with more than 300 employees, the new practices and analysis of efficiency are introduced, and a new brand and service are launched.

Agency Name: Talan Group
Maxim Boritko, creative director
Nataliya Pinchuk, PR-director                

Second Primary Agency Name: AGAMA Digital Group

Other Agency: Scholz&Friends

Client Name: AGAMA communications
Vladislav Polonskiy, Business Development Director
Irina Novikova, CEO
Tatiana Vasilenko, Executive Chairman
Dmitriy Grushevskiy, Digital director
Irina Zolotarevich, Director of PR&GR services

OKKO - experiment

The main marketing struggle in the market of full service filling stations in Ukraine is carried out between OKKO and WOG networks. In addition to fuel, they also actively promote additional services and products, which bring a significant part of the profit.
The task was set before the agency: to build up OKKO's competent and significant presence on the background of the already successful communication “The coffee-est coffee at WOG”.
To achieve this goal, it was decided to conduct a “blind” experiment — we invited professional barista, bakers and chefs to taste the products at OKKO stations. They were able to appreciate the quality and taste of food and drinks at OKKO, and the campaign itself has shown excellent results

Agency Name: TABASCO advertising agency
Alexander Smirnov, Creative Director
Olena Sukhanova, Director
Olga Zhegulina, Producer
Michael Dragan, Ivan barbule, Copywriters
Mikhail Suslov, Art Director

Client Name: OKKO
Vasily Dmitriev, Marketing Director of "Galnaftogaz"
Romana Malanyak, head of the advertising department of "Galnaftogaz"

Silver

McHappy Day

"McHappy Day" is an annual charity program. It is held every November since 2002 in all McDonald’s restaurants in Ukraine. For the previous 12 years results have been growing, but 2014 turned to be tough. With an unstable political and economical situation, huge amount of volunteer organizations gathering money McHappy Day appeared to look less significant.
Objectives for 2014 year campaign:
- Fundraising during the McHappy Day program in November 2014 an amount of 3 500 000 UAH to have a possibility making the purchase of specialized ambulance for the Amosov Institute.
- To increase awareness of the charity program "Happy Day at McDonald's" for at least 10 points.
After the campaign was launched, the results exceeded the expectations.
- Fundraising exceeded the plan and it was gathered 4 601 021 UAH which is more than was expected.
- With the help of image communication an awareness of the charity program was increased from 6% (data in October 2014) till 34% (data in December 2014).
The money was spent to purchase the ambulance which is already helping to save children's lives. We are doing it already for 13 years in Ukraine. And we will continue.

Agency Name: TBWA Ukraine
Marina Kunets, Account Director                   
Anton Savchuk, Creative Group Head                   
Inna Kramar, Art Director                   
Olena Saltseva, Account Manager

Media Agency Name: OMD Ukraine
 
Client Name: McDonald’s Ukraine
Yuliya Badritdinova, Marketing and Communication Director                   
Anastasiya Datsko, Senior Marketing Consultant                   
Anastasiya Zrazhevskaya, Head of PR Department                    

Silver

Povodyr

During the real 21st century information war – when all the eyes were glued to TV screens, constantly refreshing news on Facebook, it was hard to get any other than war information to the people. While everyone was occupied with the search for truth among propaganda, lies and purely unreal information, we called upon the people not to trust their eyes, but only to their hearts. So the campaign slogan appeared “Close your eyes. Watch with your heart” and a symbol of black eye bandage.

Agency Name: BBDO UKRAINE
Anze Jereb — Creative Director
Denis Keleberdenko — Creative Group Head
Anna Pochtarenko — Copywriter
Dima Kishka — Copywriter
Kseniya Babankova — Art Director
Jura Shypota — Designer

Second Primery Agency: Milk Branding

Digital Agency Name: Studio7

Client Name: Pronto Film
Oles Sanin – Director

Bronze

New horizons

Ukrainian market of business education is not growing, and competition for students is becoming tenser. How to attract more students to kmbs if its MBA programs are the most expensive among all Ukrainian competitors?
We decided not to talk about traditional management instruments like management, marketing, finance etc. Instead, we communicated about perspectives opened by studying at kmbs. Since kmbs provides environment for development of leaders, who think and act in a fundamentally different way, and see the things that are not seen by the others.
As a result, students’ inflow kmbs programs doubled vs our initial targets!

Agency Name: TWIGA’Idea
Svetlana Stepanenko, CEO
Ekaterina Alexanyan,  Managing director
Fokin Vyacheslav, Creative Director
Znamin Vyacheslav, Art Director
Chumak Nadezhda, Project manager

Second Primary Agency Name MediaFirst Ukraine

Digital Agency Name: DIGIBRAND

Marketing Services Agency: TWIGA’GO

Client Name: Kyiv-Mohyla Business School
Lipinska Alla, marketing director
Pavlo Bilodid, marketing manager   

Mantra-marketing

Despite the dramatic decrease in demand in the context of active war in July 2014, Platinum Bank restarted its loan program after a 9-month pause. The climate of uncertainty was negatively affecting public decision making and staff efficiency and Platinum Bank decided to address their fears by promoting the “Everything is going to be fine” motto, repeating it through massive BTL activities, which were made by guerilla teams of employees. Nearly 2 millions copies of differenet "mantra" materials were disseminated. The audience gave a rather emotional, positive response, and the goal was achieved. Team spirit rose among staff, and the sales plan targets were successfully reached.

Client Name: Platinum Bank
Bedrenets Liudmyla, Head of marketing
Oleinyk Andzhei, Chief Sales and Marketing Officer
Slyvinska Vira, Head of marketing communication unit                
Drobina Tetiana, Brand Manager                   
Uriupova Tetiana, Marketing specialist               
Savchenko Vadim, Head of design sector

Stella Cinema

Stella Artois was always about cinema. Naturally - Stella sponsors Cannes film festival!
This year as well - they wanted to tell that to everyone!
We present you - a Cannes limited edition cans.
A thriller, drama and love story with glamorous Cote d’Azur scenery.
Four intriguing episodes make us to wait for the prolongation.
For cinema and story lovers - we have hidden clues that reveal supporting storylines and characters.
All these little puzzles of a story then lead to the premiere of the short movie - in the internet.
Results were marvelous - campaign got huge attention even before the complete launch.

Agency Name: BBDO UKRAINE
Anze Jereb — Creative Director
Denis Keleberdenko — Creative Group Head
Martynas Birskys - Head of design studio
Mike Petrusiak - Art Director
Julia Kolesnik - Copywriter
Mariya Teterina  - Designer
Olga Bandura   - Illustrator
Natalia Liseeva  - Account Director
Iryna Kolisnyk - Account Manager

Digital Agency Name: Proximity Ukraine

Client Name: SUN InBev Ukraine 
Vasiliy Shylov - Marketing Director
Daria Selynna - Senior Brand Manager Stella Artois and Licensed Brands

Intercity

With drastically decreasing landline phone category Ukrtelecom faced serious challenge as it was key company’s cash cow. As it was impossible to resist mobile category in youth segment we focused on older people. It was expensive for them to communicate with relatives in another cities calling to different mobile operators.  We created a campaign offering 500 free minutes of intercity calls to help them to maintain strong relationship with their close people. Campaign demonstrated strong results. This helped us almost to stop category decrease and stabilize cash-cow of the company.

Agency Name: Leo Burnett Ukraine
Tatiana Fedorenko, Creative Director                  
Dmytro Gunkovsky, Client Service and Strategic Planning Director               
Sergey Molokovich, Senior Art Director           
Vladimir Navrotskiy, Senior Copywriter                 
Anastasia Shalatonina, Senior Account Manager

Media Agency Name: MEC

Client Name: Ukrtelecom 
Denys Zakharenko, Business Development Director, B2C
Anton Zhorin, Marketing Communications Director
Lidiya Babyak, Head of brand management unit

Bronze

Rexona Match’n’Catch

Through years Rexona’s market share often uses to decline, slowing down its growth trend. We had to reverse negative tendency and straighten consumer’s perception as a stylish brand.
Revealing TA insight, we developed multi-screen activation with special Mobile platform and called it Match’n’Catch. Mobile platform were set as a central part of sponsorship project “Ukrainian Supermodel”.
We proposed consumer engaging mechanic which lies in scope of their existing interest and as a result reverse declining trend in off-season period and reach significant growth of Rexona SOM from 29.0% to 30.6%. 

Agency Name: Initiative
Andrew Andrushenko, Managing Director
Irina Bondarchuk, Executive Director
Kirill Prokhur, Account Director
Ilona Dyachenko, Media Group Head
Yaroslav Pavlyuk, Senior Media Planner

Second Primary Agency Name Advance Digital

Other Agency New Channel TV station

Client Name: Unilever Ukraine
Ekaterina Kryzhanovska, JMCC/Food/HPC
Irina Kryzhnaya, PC Category Manager
Vadim Abramenko, Jr. Deo Brand Manager
Anton Echkenko, Brand Builder Marketing Deo/Skin

Pepsi #sorry_mom

On the Ukrainian market Pepsi lags from Coca-Cola as 42% of people choose Coca-Cola, 19% choose Pepsi, and 39% are Switchers. Therefore, it is important for the brand not just to boost sales, but to build relationship with teenagers who are the core target audience of Pepsi. We have updated the brand in the relevant points of contact in order to increase sales and the "Do you love" indicator. We took the idea to use Internet memes as an extremely popular popular format. Based on that, we have created a platform where users created memes #sorry_mom and shared them in social networks. Thanks to this activity we have generated 59,431,040 Earned Media contacts. Pepsi's market share in the "cola" segment has increased by 10%, the sales grew by 26%, and the "Do you love" indicator has increased by 81%, 4% and 10% compared with the same period last year.

Agency Name: Aimbulance
Roman Havrysh, Chief Strategy Officer
Volodymyr Smirnov, Creative Director
Dmytro Kudinov, Media Director
Inna Makoterska, Account Director
Anastasia Baula, Art Director

Client Name: PepsiCo Ukraine
Zhanna Strelnikova, Category Brand Manager / CSD, Water & Energy
Anatoliy Gordeev, Beverages Marketing PepsiCo EER
Popov Aleksey, Junior Brand Manager (CSD/LIT) 
Denis Rostolopa, art director
 

Gold

Play with food

In the second half of 2014 S.I.GROUP (major snacks producer with a diversified brand portfolio) has splitted into two competitive corporations: S.GROUP and SnackProduction.
The leading brand in dried crafts category – Flint – remained with the new competitor, alongside with the brand team and distribution network. Within a short time, S.GROUP had to restore the portfolio – to develop and launch a new brand to compete in the most profitable category, which is as big as 24% of the entire snacks category. The new brand Snekkin was launched. 

Agency Name: Media Direction | OMD
Sergey Kostia, Media Planner

Digital Agency Name: AGAMA Digital Group

Client Name: SGROUP Corporation
Anna Gladyrevska, head of design and promotion department

Silver

Kvass in a city

“Kvass can be a stylish drink!”
That was the exact decision of a brand-leader “Kvas Taras”, who surprised everybody with a new refreshing novelty, that not only proved that so it is, but gave a good “shake” to the category.

Agency Name: THINKMcCANN
Evgeniy Kaminskiy, Creative Director
Rostislav Visnevy, Creative Group Head                   
Dmitro Nisteruk, Creative Group Head
Victor Vysotskiy, Senior Copywriter                                                         
Olena Gnucheva, Copywriter 
Olena Balova, Strategic Planner
Olga Rozhankivska, Group Account Director
Anastasiya Kostikova, Account Manager
Yuriy Sklyaruk, Producer

Media Agency Name Media Direction Ukraine

Client Name: Carlsberg Ukraine
Andrey Otroschenko, VP Marketing                   
Dmitry Pilipenko, Marketing Manager                       
Svetlana Nikiforets, Brand Manager 

Bronze

All-Ukrainian story of hugs

There is nothing more important and valuable than first hugs of mum. It is the fundamental moment in the life of a child — the first touch of his mother. It is his source of first warmth, tenderness and love in this world.
The next hugs belong to diapers as doctors fold babies in them right after mum’s breast. Huggies Elite Soft are as tender as first mother’s hugs.

Agency Name: ISD Group
Creative Director: Viktor Shkurba; Strategy Director: Mikhael Traverse;
Video Art Direction: Nataliya Tachinskaya, Pavel Fedorov;
Designers: Sergey Komlev, Mykolay Yuhnov;
Account Manager: Olesia Diachenko, Svetlana Mironchuk, Alexandra Zhyla;
Development: Aleksei Nasirov; Analyst: Vladimir Bilets.

Second Primary Agency Name: Hashtag

Other Agency: Bart&Fink

Client Name: Kimberly-Clark Ukraine
Alyona Churilova, Marketing manager Huggies
Maksym Nosenko, Brand manager Huggies
Daria Sergienko, Brand manager Huggies
Oleksiy Kovalenko, Digital Manager

Cheese that can surprise

The summary should be written as though it will be judged. Using at least three complete sentences summarize the case and its goal. Indicate objectives and how the evidence of results directly relates to those objectives (concrete numbers or percentages vs. general terms like "record sales" or "big success"). Think of the case summary as a long tweet, mini-case, or an elevator speech. 

Agency Name: THINKMcCANN
Eugene Kaminskiy, Creative Director
Svetlana Boldyreva, Art Director
Ekaterina Pikul, Copywriter
Helen Balova, Strategic Planner
Yuri Sklyaruk, Producer
Julia Golota, Client Service Director
Alla Zagorodnyaya, Account Director
Yuliia Gurenko, Account Manager

Second Primary Agency Name: ZenithOptimedia Ukraine

Client Name: KOMO Ukraine
Oleg Kinder, Marketing Director                 
Tetiana Bot', Brand Manager

Olivie

In the TV commercial we have created two office characters who are arguing about who loves "Olivier" sausage by Baschynskyi the most. Based on the well-familiar insight - competitive spirit lives in every boy from his childhood, which can be expressed like: "My dad is stronger than yours. No, mine is!" - we unleashed the dispute flywheel up to curious heights

Agency Name: Banda Agency­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­
Pavel Klubnikin, Creative Director
Yaroslav Serdiuk, Head of Strategy
Vadym Tkachuk, Art Director
Anna Goncharova, Copywriter
Anna Olkhovets, Account Director

Client Name: Baschinskiy
Mikhail Borisovich Baschinskiy, Head of Meat and Sausage Products Department
Evgeniya Rodina, National Manager of Trade Marketing and Advertising

Opening of “Dog Ate Dove"

Kyiv restaurant “Dog ate dove” opened simultaneously with numerous competitors. To stand out  we chose a channel of communication with the possibility of precise targeting–facebook and launched a teaser campaign.  Before the opening we created a community “Dog ate dove” without mentioning about the restaurant where we published posts about the fusion of “old and new”. During opening day we invited all the members of the community and mentioned the restaurant for first time.
We intrigued and reached a goal: 700 visitors at the opening (7 times more than planned), every 0,19 $ invested in advertising converted into 1 visitor, investments returned during first 3 months.

Agency Name: AdPro
Vladimir Kobets, Creative Director
Ivan Vyshchepan, Art Director
Artem Brin, Designer
Mila Yazvinskaya, Senior Copywriter
Elena Chizhova, Project Manager
Kirill Chumak, Account Manager
Filipp Paster, Junior Strategic Planner
Mila Krutchenko, Strategic Director
Iryna Tymoshchenko, Client Service Director
Yana Gorbachova, SMM & PR Director

Client Name: Mazarine
Victor Zaiets, Marketing director

Cheese Art School

Lactalis is a world leader in cheese manufacturing, but in Ukraine it occupies a small market share in the category of elite cheeses with the brands President and Galbani. The reason is that Ukrainians know primarily only Russian and Dutch cheeses. Thus we have faced the challenges to create a culture of elite cheeses consumption (Camembert, Brie, feta, mozzarella etc.), to grow loyalty and to increase sales of President and Galbani.
Knowledge is better to acquire in school. This is why the Cheese Art School has been created! This idea has laid into the basis of principally new promotion system in cheese category, and for the first time united all possible communication channels.

Agency Name: TWIGA‘Idea
Svetlana Stepanenko, CEO
Kateryna Alexanyan, managing director
Kateryna Velgan, concept project director
Vyacheslav Znamin, art director
Eugenia Milyutina, BTL account director
Alena Andrievskaya, project manager 

Second Primary Agency Name: TWIGA’GO!


Media Agency Name: MediaFirst Ukraine

Digital Agency Name: DIGIBRAND
       

Client Name: Lactalis-Ukraine
Natalia Dzhepo, Group Brand Manager
Julia Petruk, Trade marketing manager,BTL&POSM

Silver

MartiniRacing

Martini has suffered from vermouth category steady decreasing during last 3 years due to growing alcohol drinks diversity and developing culture of alcohol consumption in Ukraine. To stabilize sales dynamics it was decided to communicate Martini vermouth and sparkling wines in new positioning “Race To Desire” in 2015. Martini Racing was developed as global activation but local touch was necessary for success.  Project aims at engaging consumers through 360 activations around the idea YOUR RACE TO DESIRE. The project focused on Millenials who want to live meaningful, exciting experiences & pursue what they love. As they are digitally native and obsessed with sharing experiences online, major communication aimed at digital owned media development and empowering earned media. Global website was major Hub for participating, but  mechanics was perceived very difficult for local online users. To solve global problem of website and encourage online users to participate we focused on smart paid promotion with conversion-banners, precise targeting and reactivating awared users. To drive Earned media we engaged key celebrities (provocateurs) relevant to our Target Audience to be involved and created reality show worth spreading by Millenials in social media. As result, local touch of Martini Racing succeeded with high share of Ukrainians among participants (29%) and increase of Martini market share (+1,7%% YTD in vermouth and +31% in sparkling wines). And the most exciting is that main prize, Porsche Carrera, is won by Ukrainian guy

Agency Name: AGAMA Digital Group
Maxim Boritko, integrated and media projects creative lead
Alexey Novikov, digital creative director
Anna Launets, copywriter Name, Title Max Demchenko, designer
Kateryna Bykova, designer
Yuriy Potekhin, account manager
​Sergey Voytenko, account manager

Media agency: ZenithOptimedia Ukraine  

PR Agency: Hoshva PR

Other Agency: FILMO

Client Name: BACARDI-MARTINI UKRAINE
Olga Polishchuk, brand-manager Martini
 

Bronze

Рovodyr

During the real 21st century information war – when all the eyes were glued to TV screens, constantly refreshing news on Facebook, it was hard to get any other than war information to the people. While everyone was occupied with the search for truth among propaganda, lies and purely unreal information, we called upon the people not to trust their eyes, but only to their hearts. So the campaign slogan appeared “Close your eyes. Watch with your heart” and a symbol of black eye bandage.

Agency Name: BBDO UKRAINE
Anze Jereb — Creative Director
Denis Keleberdenko — Creative Group Head
Anna Pochtarenko — Copywriter
Dima Kishka — Copywriter
Kseniya Babankova — Art Director
Jura Shypota — Designer

Second Primery Agency: Milk Branding
 

Digital Agency Name: Studio7

Client Name: Pronto Film
Oles Sanin – Director

Operation OLX-ation!

“Operation OLX-ation” case describes situation of finding new brand growth source. After 1.5 year of intensive growth we faced the understanding that further growth of users entering OLX through a desktop version will not be as rapid. In the closest period a slowed organic 5-7% growth of the service use from stationary computers and laptops was forecasted.
The growth of the mobile app use was chosen as a key direction of the long-term brand strategy. The launch of 3G in Ukraine announced in spring 2015 suggested new opportunities for all market players. That’s why on the first stage it was utterly important to inform users of all possibilities and advantages of using OLX mobile app and to set growth rates for all “mobile” indicators.

Agency Name: UM
Victor Sherstyuk, Managing Director         
Anna Dragunova, Media Planning Director
Sergey Kostin, Strategic Director Media Services

Second Primary Agency Name: Fedoriv.com  
Digital agency: Netpeak, Newage

Client Name: Emarket Ukraine (OLX)
Sergey Gapochenko, Executive Director   
Kateryna Onishchenko, Head of Marketing   

Victory Day

After the Revolution of Dignity, Ukraine faced military conflict with Russian Federation. Tension grew immensely before Victory Day, manipulated during informational war. Key challenge was to find moments of unity for Ukrainians and we addressed them with a call for peace, based on mutual understanding between heroes of the past and heroes of nowadays. Campaign has broken informational blockade. Films were aired at Ukrainian, Russian, Belarus and international media channels.  Overall coverage made about 15 million people in Ukraine and 25 million people in Russia.

Gold

Marketing plan for 1095 days

Mivina, that became a common noun, had a complicated task to modernize the whole category, to make it more attractive for the consumers and to escape from the black image of “dog-poor food.”
We have reviewed our target audience and found out that in fact product contents are not so important as taste. And the truth number one is to confide yourself that you love Mivina. That’s why we decided to work on our image through innovations and improvements in order to remove sense of guilt and shame from people who really love us.
The result of our 3-year constant work with audience, launch of new products and their communication, renovation of brand visual style has completely justified invested time and money.

Agency Name: THINKMcCANN
Alexander Netrebchuk, Associate Creative Director
Svetlana Boldyreva, Art Director 
Helen Balova, Strategic Planner
Yuri Sklyaruk, Producer
Julia Golota, Client Service Director
Anna Bobina, Account Director
Anastasiia Kliushnikova, Junior Account Manager

Client Name: Nestle
Alona Degtiar, Brand Manager                                  
Valentyna Zhuk, Brand Manager                                   
Olena Polischuk, Brand Manager                                     

Bronze

Magnicor brand communication launch campaign

Your brand is a Ukrainian antithrombotic medicine without advertising history. Two big international brands invest in advertising heavily and dominate the market with 87 per cent volume share altogether. The situation is set in crisis-stricken fall of 2014. What shall be done?
Magnicor (KVZ) answered the call by developing brand positioning and launching nationwide ad campaign.
Can anyone grow in both share and volume on the shrinking market? Can you get from lowest ranks to number 2 in the category or even become a leader in the category?
Yes, you can if the TA analysis helped you find a strong consumer insight and correct message tonality. And the message is tailored to medical video style and differentiates your communication from the competition.
Do you need to outgun your competition on the advertising budget to become a category leader?
Not necessary. Sometimes to get there it is enough to analyze media consumption of the TA and concentrate efforts on the single communication channel. In Magnicor’s case, it was TV.
The results: sales volume increased 10-fold after the 6-week TV campaign. It helped Magnicor become the leader in antithrombotic medicine category in both volume and calue (UAH) by the end of December 2014.

Agency Name: SEM Ukraine
Dmitry Spivak, SEM CIS CEO
Alla Radchenko, SEM Ukraine Director

Media Agency Name: Nostra Communications

Client Name: Kyiv Vitamin Factory
Roman Matkivskyy, Deputy General Director in charge of Distribution
Spartak Seleznev, Head of Marketing           

300 years of contemporaneity

This is a story about that, how the brand with 300 years of history overcomes the calls of contemporaneity, due to rich experience and ability to look forward. The results of long-term marketing and communication strategy are not only striking sales growth, but also the loyalty of many Ukrainians.

Агентство: THINKMcCANN
Олександр Нетребчук, асоційований креативний директор
Юлія Сторчак, керівник креативної групи
Світлана Полохайло, старший арт-директор
Кирило Скікевич, керівник стратегічного підрозділу
Юлія Голота, керівник відділу по роботі з клієнтами
Ольга Кутузова, керівник групи по роботі з клієнтами
Ольга Кашпур, менеджер по роботі з клієнтами
Юрій Склярук, продюсер

Второе агентство: Grape Ukraine

Медиа агентство: Media Direction Ukraine
​
Агентство маркетинговых сервисов: Momentum

Клиент: Carlsberg Ukraine
Андрій Отрощенко, віце-президент з маркетингу
Тарас Маципура, менеджер з маркетингу
Леся Слабка, старший бренд-менеджер
Анна Дембіцька, молодший бренд-менеджер
Віта Муренко, спеціаліст із ТМ

Khlibnyi Dar - vodka No.1 in Ukraine

Background: In 2015, the crisis in the country is deepening. The sales of Khlibnyi Dar begin to fall, as its target audience is low-income – the crisis affects these people first. 
The brand will either attract new buyers, who have money, or risk losing the lead. 
Task: To stop market share falling by attracting more status target audience, and, at the same time, not to lose the existing consumers. 
Solution: To speak about the common thing for all men – their work. To create an ode in honor of those who turn the Earth by their daily work. 
Results: Khlibnyi Dar attracted new consumers and retained the existing ones. Its market share increased from 18.4% to 20.7% and the number of loyal consumers became the largest in the alcohol market. 

Agency Name: Kinograf
Vitaliy Kokoshko, creative director/film director                  
Vira Gliebova, account director
Oleh Kyselytsia, senior copywriter
Andrey Latanskiy, copywriter
Bogdana Zaets, copywriter                   
Oleg Nekitchuk, art-director

Media Agency Name: Havas Media Ukraine

Client Name: Bayadera Group
Roman Vashkolup, marketing director                   
Dmitriy Samsonenko, creative director Bayadera Group
Sergey Sergeyev, Brand Manager ТМ «Khlibnyi Dar» 

XXX Date

Ukraine is HIV epidemic. Up to 13% of «disadvantaged» teenagers are infected, but assume: «HIV — concerns only addicts and prostitutes" and don't see risks in unprotected sex. To achieve UNICEF goals — reaching 60% of teens and increasing in-hospital HIV tests by 50%, we launched a narrow-targeted erotic advertising in Vkontakte that led to a videosite, where teenagers had virtual unprotected sex, and then received SMS messages from an online partner with information about HIV infection and testing. Results: 78% audience coverage and 2,5 times increase in clinic tests.

Agency Name: Smartica/Skykillers
Yuriy Kachkarda, CEO
Dasha Shigaeva, Strategy Head
Svetlana Lobanova, Creative Director
Olya Chernenkaya, Art Director
Aleksandr Kuzmuk Creative Strategist
Vladimir Gavrilkiv, Account Director

Media Agency Name: Qreachers

Other Agency: Aurocraft (Digital Production)

Client Name:UNICEF Ukraine
Anna Sukhodolska, Communication for Development Officer
Елена Сакович, Руководитель программ по молодежи и развитию ЮНИСЕФ

Silver

Anti-crisis program of a fair price protection "Penny Bird"

In terms of crisis it is important to adapt to new realities as the only way to keep leading position and attract new customers.
Foxtrot chose that approach updating its program of a fair price protection and launching the Penny Bird — a rare bird in Ukrainian market — a price that does not fly.
Results:
Increase of the market share:
·        Market share in offline channel increased from 36% to 42%. The actual increase (6 pp) is 2 times higher than the goal of 3 percentage points of growth.
·         Share in online channel was not only kept, but also showed an increase of 4.8%, reaching 39.8%.  

Agency Name: TABASCO  
Alexander Smirnov, Creative Director
Alexander Koptev, Head of Creative Group
Vitaly Muzh, Strategic Planning Director
Tatiana Shapoval, Art Director
Eugene Dzyubenko, Copywriter
Olga Roza, Account Director
Ruslana Artemenko, Account Manager

Second Agency Name: Full Contact  

Client Name: Foxtrot Household Appliance Retail
Natalya Srednyaya, Marketing Director
Andrey Adamenko, Head of Marketing Communications
Ruslan Klimenko, Brand Manager
Irina Sevostyanik, Head of Trade Marketing

Cheese Art School

 Lactalis is a world leader in cheese manufacturing, but in Ukraine it occupies a small market share in the category of elite cheeses with the brands President and Galbani. The reason is that Ukrainians know primarily only Russian and Dutch cheeses. Thus we have faced the challenges to create a culture of elite cheeses consumption (Camembert, Brie, feta, mozzarella etc.), to grow loyalty and to increase sales of President and Galbani.
Knowledge is better to acquire in school. This is why the Cheese Art School has been created! This idea has laid into the basis of principally new promotion system in cheese category, and for the first time united all possible communication channels.

Agency Name: TWIGA‘Idea
Svetlana Stepanenko, CEO
Kateryna Alexanyan, managing director
Kateryna Velgan, concept project director
Vyacheslav Znamin, art director
Eugenia Milyutina, BTL account director
Alena Andrievskaya, project manager 

Second Primary Agency Name: TWIGA’GO!

Media Agency Name: MediaFirst Ukraine

Digital Agency Name: DIGIBRAND
     
Client Name: Lactalis-Ukraine
Natalia Dzhepo, Group Brand Manager
Julia Petruk, Trade marketing manager,BTL&POSM

Silver

Povodyr

During the real 21st century information war – when all the eyes were glued to TV screens, constantly refreshing news on Facebook, it was hard to get any other than war information to the people. While everyone was occupied with the search for truth among propaganda, lies and purely unreal information, we called upon the people not to trust their eyes, but only to their hearts. So the campaign slogan appeared “Close your eyes. Watch with your heart” and a symbol of black eye bandage.

Agency Name: BBDO UKRAINE
Anze Jereb — Creative Director
Denis Keleberdenko — Creative Group Head
Anna Pochtarenko — Copywriter
Dima Kishka — Copywriter
Kseniya Babankova — Art Director
Jura Shypota — Designer

Second Primery Agency: Milk Branding

Digital Agency Name: Studio7

Client Name: Pronto Film
Oles Sanin – Director

Bronze

Branch solutions for Business

A difficult economic situation compelled small and medium enterprises to look for new ways to optimize their charges. Telecommunications market was the one that was able to meet the entrepreneurs’ requests. However the core audience stayed indifferent to mobile operators’ proposals.
The challenge was to find the way to convince consumers of the ability of Kyivstar to be a reliable business partner for them.
The solution was to make a series of posters for 5 main business branches with real entrepreneurs’ photos, their quotes about effectiveness of Kyivstar services and effectiveness index.
The proposed solution allowed brand to increase the number of business solutions users.

Agency Name: Adventa LOWE        
Alexey Demin, Associate Creative Director                  
Dmitriy Simonov, Creative Group Head                   
Olga Dobrotskaya, Account Director                   
Oksana Osadchuk, Account Manager            

Client Name: Kyivstar      
Svyatoslav Gorban, CMO                   
Tatiana Svetlova, Head of Marcom Department
Daria Ishchenko, Brand manager                   

Bronze

«Your dreams – our inspiration»

Oriflame – one of the biggest international cosmetics company in Ukraine – operates under direct sales model. In 2014 products average price grew significantly, while consumer purchase capabilities fall influenced on company sales staff (“consultants”) confidence on future sales opportunities.
Solution we’ve required to find should:
- Return confidence in future sales to consultants and support premium image to Oriflame
- Make choice for Oriflame cosmetics with grown prices enough rational for brand customers
The only format which could fulfill these requirements being more affinitive and trustful for both target audiences was TV sponsorship, while “Kholostyak” was the most popular TV show in Ukraine among women. We’ve became not only a sponsor of the show. We’ve integrated deeply inside it, stressing TA’s attention on premium image of Oriflame brand, showing different products from new catalogue and usage situations, using emotional background of the show to make Oriflame the most rational choice for our target audience.
As a result, we’ve exceeded all planned business & communications goals.

Agency Name: Media Direction | OMD
Evgeniy Scherbina, Planning Group Head
Sergey Romanenko, Senior Media Planner
Elena Petrova, Head of Brand Content Department
Tatyana Katrich, Managing Director

Second Primary Agency Name PROVID

Client Name: Oriflame Cosmetics Ukraine
Yana Khmurova, Marketing & PR manager

Everything you are afraid to ask about

How to return sales volume in crisis in the declining market with the highest price in the category? The main problem that faced Pimafucin, medicine for vaginal thrush, is lack of knowledge among women about the disease and unwillingness to discuss that.
Pimafucin is the first that has actualized the problem of vaginal thrush and educate audience through the unique content in the TV show "Let's talk about sex." Everything that a woman was embarrassed to ask aloud, she could ask experts on the Internet platform "Let's talk about women’s topics”.  Advertising campaign allowed Pimafucin to surpass the ambitious goals. 

Agency Name: UM
Victor Sherstyuk, Managing Director
Anna Dragunova, Media Planning Director             
Sergey Kostin, Strategic Director Media Services    
Anastasiia Nazarenko, Media Planner 

Second Primary Agency Name: STB TV Channel

Client Name: "Astellas Pharma Europe B.V" RO in Ukraine
Artem Matveev, Marketing Manager    

Silver

Sunny Bible: Mountains in the sea

Bukovel is Ukraine's principal ski resort with millions of tourists visiting it in the winter. However, summer brings considerably less visitors as Ukrainians traditionally do not see mountains as a summer resting location and prefer the sea.
So, how could a ski resort draw people in the summer? By creating a sea of its own!
How realistic is it for a place with no sea to sell itself as a sea rest? Quite so. And earn $1141 for every meter of the beach too.“Sea in the Mountains” campaign turns a lake into a sea, a winter resort into the most popular beach in the country, and, ultimately, Bukovel into an all-year-round resort.

Linex of the first summer for winter brand

Linex - is a leader in the category of probiotics - medicines, that regulate the organism's microflora. Year after year, TV commercials and pharmacists recommendations have built up a stereotype with people: if you are taking antibiotics - you should compensate its negative consequences using Linex. Cold seasons are periods when antibiotics are consumed more often. So gradually Linex as a brand has become big, successful and... associated mostly with cold periods of the year.
Being an imported product, Linex was more than others negatively affected by the consequences of economic downturn  - even loyal consumers started to switch to a cheaper local analogues. By the end of winter season-2015 Linex market share dropped down to the historical low of 22%.  Under such a dramatic performance it was getting too dangerous to simply sit and wait for the next cold autumn season.
We decided that Linex should use upcoming summer season as a new communication territory. And our main challenge was to make this first summer Linex campaign as relevant as possible for our consumers. The fact the Linex team in Ukraine didn’t have assigned creative agency stimulated our creativity and the search of new executional ideas in media.
Linex pharmacological properties account for a great number of consumption occasions, that we haven't yet discussed with our target audience. Diarrhea, related to seasonal increase of fresh vegetables and fruits in the dietary intake, was chosen as a basis for the Linex summer communication.
Our target audience's tendency to the superficial self-treatment is well-known. While buying something "for the tummy" in the pharmacy, average Ukrainian first of all looks for a medicine to relief the symptoms. Using high level of awareness and advocacy of Linex brand we suggested an alternative approach during our summer campaign :  a medicine that would not only relief the symptoms but help to fight with the origins of the disease – problems with the microflora's imbalance.
To amplify the effect of our communication a spectacular and efficient solution was invented in OOH. We have created a concept of “bushboards” – regular billboards that were partially covered by nearby tree leaves of bushes.  A special message was placed on all carrier that had a direct idiomatic connotation with the disease: “Diarrhea? Do not hide in the bushes”. Tree crown that is normally trimmed by vendors has become our natural extender and also allowed to optimize cost of ad campaign by more than 50% . As a result  the idea of human body microflora protection in advertising resonated with real flora protection in a big and hot city.
Campaign results exceed all expectations. First Linex summer advertising campaign not only helped to stop market share deterioration but resulted in market share increase up to 13%. During the first week of ad campaign sales uplift was 21% - record breaking  performance for Linex marketing communication activities since 2013.  Linex discovered new seasonal opportunities to grow faster than the market and be less depended from periods of Cold&Flue

Agency Name: Starcom Ukraine
Alexey Osadchiy, Media director                   
Andrey Rybkin, Buying director                   
Anna Farafonova, Media Group Head        
 
Client Name: Sandoz Ukraine
Iryna Kryzhna, OTC Marketing manager
Polina Sokolovych, Brand manager