Effie Awards Ukraine 2016 by Effie Awards Ukraine

GENERAL PARTNER

The Effies in 2016: Making Marketing Better. It is my pleasure to congratulate you on your role in the 2016 Effie Awards Ukraine. 2016 has been an amazing year for Effie Ukraine as it continues to grow and go from strength to strength. This year, we come together for the 11th time to celebrate the most effective marketing communications in this important market. Each year, we take the opportunity to learn more and to share more in the process: doubles you and your team have learned something in the process of submitting entries and, in turn, those entries will standard as examples of best practices in our industry. Also – I recommend that your team participates in next year’s Effie Ukraine Entry Workshops if you have the chance. They’re a great way to learn how to prepare a strong entry. In Effie’s rich history, besides being the most prestigious effectiveness awards competition globally, we take great pride in our educational heritage. Since 1968, the Effies have been celebrating effectiveness throughout the marketing communications industry. As the global champion of marketing effectiveness, we are committed to celebrating Ideas that Work ™, through 48 competitions across 5 regions, and initiatives such as the Effie Worldwide Case Database, the Effie Effectiveness Index, and resources like the Effie Report & Effie Blog. Ukraine continues to be a strong & prolific market with continued success. Our partner, the All-Ukrainian Advertising Coalition, has been instrumental to the success of Effie Ukraine. We appreciate all entrants, judges, sponsors, and program supporters for your important contribution to the Effies and evolution of marketing effectiveness in Ukraine. We look forward to seeing continued success into 2017. Congratulations again to the 2016 Effie Ukraine Awards winners!

Sincerely,

Neal Davies President & CEO, Eﬃe Worldwide

JURY GRAND JURY

21. Irina Dudka, СЕО, IQ Group 22. Yurii Duma, Senior Brand Manager, Nutricia Ukraine 23. Dmytro Dzhedzhula, Managing Partner, DirectBrand @ OSD Group 24. Natalia Dzhepo, Head of Trade Marketing, LACTALIS Ukraine 25. Nadezhda Fomina, Marketing Director, Prostor 26. Katerina Gaididei, Marketing Manager, Brown Forman Ukraine & CIS 27. Anna Grigoryeva, CEO, MAG MS / part of Media Arts Group 28. Dmitriy Grushevskyy, Digital Director, AGAMA communications 29. Sergey Gulyaev, Corporate Business Commercial Director, lifecell 30. Igor Gusarov, Strategic Director, RAM360 Agency 31. Anya Horuzhenko, Brand Manager, Studio Moderna Ukraine 32. Oksana Hoshva, Founding Partner, DOT_DOT 33. Oksana Hughes, Vice President, ORT Media 34. Ievgen Iatsenko, ATL&BTL Manager, Renault Ukraine 35. Kateryna Ilchenko, Director, Havas Ukraine 36. Yurii Kachkarda, Managing Partner, Smartica/Skykillers 37. Valentin Kalashnik, CEO and Founder, OSD Group 38. Tatyana Kaliuzhna, Marketing Director, Nova Poshta 39. Tatyana Katrich, Managing Director, OMD |Media Direction 40. Zoya Khilyk, Head of Client Strategy Department TV&Digital, StarLight Brand Content 41. Oleg Kinder, Marketing Director, KOMO Ukraine 42. Kostiantyn Klymenko, Director Business Unit Drinks, AVK CONFECTIONERY 43. Vitaliy Kokoshko, CEO, Creative Director, Film Director, Kinograf 44. Elena Kolesnikova, Strategic & New Business Director, BBDO Ukraine 45. Viktoria Konstantinova, Marketing Director UAREE Region, Lenovo 46. Iaroslava Kovalenko, Head of Marketing Department, UkrSibbank BNP Paribas Group 47. Olena Kovalska, Marketing Director, First Ukrainian International Bank 48. Andrei Krolenko, Managing Partner, MediaScope

1. Andrey Otroshchenko, Vice President of Marketing, Carlsberg Ukraine 2. Nataliya Koshevaya, Marketing and E-commerce Director, COMFY 3. Oleg Antonenko, Marketing Director, Chumak 4. Sergey Wenger, Business & Mind Developer 5. Sergii Bratusov, Industry Head - Branding, Google Ukraine 6. Victoria Tsomaya, Marketing Director, Volia 7. Yaroslav Koval, Brand Marketing Manager, Danone Ukraine JURY MEMBERS 1. Dmytriy Adabir, Managing Director, PROVID 2. Irina Andriushchenko, CEO, D2 3. Andrew Andrushenko, Managing Director, Initiative 4. Elena Angelova, Head of Marketing, Mitsubishi Motors Ukraine 5. Mykhailo Avdiushkin, Chief Marketing Officer, Exist.ua 6. Natalia Baidala, Head of Marketing, Mastercard Europe SA in Ukraine, Moldova, Georgia & Central Asia Countries 7. Elena Bakum-Ramola, Director, Saatchi & Saatchi Ukraine 8. Dmitriy Barsukov, CEO, Young and Rubicam Ukraine 9. Nastya Baydachenko, Chief Executive Officer, AdPro 10. Mila Bedrenets, Chief Sales&Marketing Officer, SolarHome 11. Ekaterina Beloblovskaya, Marketing Manager, Electrolux in Ukraine and Caucasus 12. Iryna Bondarenko, Managing Director, IdeasFirst 13. Victoriya Bukhanchenko, Manager of Marketing & CR, Summit Motors Ukraine 14. Andrey Cherepov, Marketing Manager Juices, PepsiCo Ukraine 15. Yuriy Chornenkiy, Head of MarCom, Kyivstar 16. Yana Dekhtiar, Head of Marketing, Synevo Ukraine 17. Mariia Diegtiarova, Brand Manager Personal Care, Beiersdorf Ukraine 18. Natalia Dmitrenko, Chief Marketing Officer, Arricano Real Estate 19. Natalia Doilnitsyna, Communication Manager, Winner Automotive 20. Ivan Dubinskiy, CEO, Factum Group Ukraine

4 EFFIE AWARDS 2016

JURY 49. Tatiana Krupenko, Marketing Director, Pernod Ricard Ukraine 50. Irina Kryvous, Marketing Director, EVYAP Ukraine 51. Kateryna Kryzhanovska, Media & Digital Manager, Nestle Ukraine 52. Oksana Kulikova, Head of Marketing, METRO Cash&Carry Ukraine 53. Marina Kunets, Account Director McDonald's, TBWA\Ukraine 54. Svitlana Kuzavova, Marketing Director, IDS BORJOMI Ukraine 55. Sergey Kyslyakov, Chief of Marketing Department, KOSMO 56. Alexander Lavrov, Director of Marketing of Business Unit of Care, Biosphere 57. Ievgen Levchenko, Director, MAXUS Sigma 58. Dmytro Levyshchenko, Group Brand Manager Impulse Category, Nestle Ukraine 59. Nadezhda Linskaya, Head of Marketing and Advertisement Department, Gulliver 60. Aleksey Lynnyk, Head of Marketing Department, Acme 61. Liubov Martynova, Marketing Director, Ergopack 62. Olena Martynova, Strategic Marketing Director, 1+1 media group 63. Sergii Matiushchenko, Marketing Manager, Groupe SEB Ukraine 64. Marina Mazarskaya, Managing Director, Carat Ukraine 65. Julie Mazour, Managing Director, Geometry Global Ukraine 66. Katerina Mikula, CEO, LaModa 67. Nataliya Morozova, CEO, Havas Group Ukraine 68. Kseniya Mykhaylenko, Strategic Director, Optimum Media OMD 69. Viktoriya Nechyporuk, Marketing Communications Lead, Microsoft Ukraine 70. Maksym Nosenko, Brand Manager of Huggies, Kimberly Clark Ukraine 71. Olga Novichenko, Marketing Director, UFC 72. Irina Novikova, СЕО, AGAMA communications 73. Ekaterina Oguryaeva, Chief Marketing Oﬃcer, VARUS 74. Alexey Osadchiy, Media Director, Starcom 75. Nataliya Palina, Marketing Director, Jacobs Douwe Egberts Ukraine 76. Nataliya Paliy, Head of Marketing, Philips Ukraine 77. Ekaterina Petrova, Director of Marketing and PR, VTB Bank Ukraine

Dmitriy Pilipenko, Marketing Manager, Carlsberg Ukraine 79. Olga Polishchuk, Brand Manager, MARTINI Ukraine and CIS markets 80. Vladislav Polonskiy, CEO, ROCKETS Growth Research & Development 81. Olha Popel, Head of Advertising and Communications, Novus Ukraine 82. Tatiana Popova, Managing Partner, Media Expert Plus 83. Nataliya Pushkina, Marketing Director, Planeta Kino Theatres 84. Nataliya Pyrozhenko, Marketing Director, VIVAT Trading 85. Iryna Raietska, Senior Brand Manager, Nestle Purina Pet Care Ukraine & Moldova 86. Mikhail Rakhmail, Category Marketing Director, Ferrero Ukraine 87. Eugene Razuvaev, Marketing Director, Snack Production 88. Yevgeniya Roik, Head of Marketing Department, BUNGE 89. Svetlana Rudenko, Senior Brand Manager, Henkel Ukraine 90. Nonna Ryzha, Head of Marketing and Communications Department, AXA Insurance 91. Elena Salivon, Сlient Service Director, Grape Ukraine 92. Yuliya Satyrenko, Head of MarCom Department, Arterium Corporation 93. Maryna Sergienko, Head of Corporate Category and Channel Sales Developemnt, Nestle Ukraine 94. Aleksandr Shalunov, General Manager, Unipharm 95. Nataliya Shepel, Marketing Executive North Eastern Europe Central Asia and Caucasus, Discovery Communications Ukraine 96. Victor Sherstyuk, Managing Director, UM 97. Olga Shevchenko, Marketing Director, Bank Credit Dnepr 98. Yulia Shilova, Chief Marketing Oﬃcer, LeBoutique 99. Konstantin Shtytsko, Marketing Director, Vinfort 100. Valentyna Shved-Girnyak, Group Product Manager OTC, ZF POLPHARMA S.A. 101. Elena Shvoryak, Marketing Director, Unilever Ukraine 102. Roman Shykhutsky, Managing Director, Media First Ukraine 78.

5 EFFIE AWARDS 2016

JURY 103. Vasyl Shylov, Marketing Director, ABInBev Ukraine 104. Svitlana Shynkarenko, Managing Director, MullenLowe Adventa 105. Ilja Skikevich, Managing Director, Mindshare 106. Ivanna Slobodyanyuk, Marketing Director, ASUS 107. Oksana Slusarchuk, Marketing Manager, BIC Ukraine 108. Vitaliy Soloviev, Chief Marketig Oﬃcer, BLAGO 109. Dmitry Spivak, CEO, Solutions Europe Media CEE & Central Asia 110. Nataliia Sredniaia, Marketing Director, Foxtrot.Home Appliances 111. Svitlana Stepanenko, CEO, TWIGA Group Ukraine 112. Denis Storozhuk, Managing Director, Zenith 113. Kostiantyn Striukov, СЕО, Vizeum Ukraine 114. Elena Sukhanova, Director, Tabasco 115. Anna Sukhodolska, Communication for Development Specialist, UNICEF Ukraine 116. Tetyana Svyetlova, Director of Channel Brand and Product Promotion Department, TV Channel "Ukraine" 117. Nikolai Takzey, Marketing Director, Philip Morris Ukraine, Georgia, Moldova, Armenia 118. Luda Titarenko, Managing Director, Scholz&Friends Kyiv 119. Nataliya Tkachenko, Marketing Director, Darnitsa 120. Vitaliy Tkachenko, Marketing Director, WOG retail 121. Boris Tkachev, Head of Strategy and Research, New Products Group 122. Mikhael Traverse, Strategy Director, ISD Group 123. Serhiy Uryn, Managing Director, THINKMcCANN 124. Roman Vashkolup, Director of Marketing and Strategic Development, Bayadera Group 125. Olga Vasylieva, Senior Marketing Consultant, McDonald’s Ukraine 126. Yaroslav Vedmid, CEO, Postmen 127. Alexei Virko, Director, Havas Media Ukraine 128. Anton Volnyanskyy, Marketing and Strategy Expert, Personal Consulting 129. Julia Volokh, Deputy Managing Director, KANTAR TNS

130. Irena Yaretyk, Managing Director, Advertising Avenue agency |part of B4B Group 131. Andriy Yaroshenko, CEO, New Strategies Group 132. Vladymir Yuzyuk, Marketing Director, Bukovel 133. Julia Zabrovskaya, Head of Advertising Department, Marketing Oﬃce, "Silpo" 134. Natalia Zadorozhna, Brand Manager TM Zewa, SCA Hygiene Ukraine 135. Svitlana Zagidko, Managing Director, Leo Burnett Ukraine 136. Denis Zakharenko, Director of Mass Market Sales and Marketing Department, Ukrtelecom 137. Anton Zhorin, Director of Marketing Communications, Ukrtelecom 138. Oksana Zhurovich, TV Trading Director, Optimum Media OMD 139. Irina Zolotarevych, Head of PR&GR Practice, AGAMA communications 140. Oleksandr Zubrytskyi, Head of Marketing, UkrNafta 141. Tatyana Сhernenko, Strategic Marketing Director, Alfa Bank

6 EFFIE AWARDS 2016

FOOD ВE HAPPY WITH ACTIVIA

AGENCY

Young & Rubicam LLC Dmitry Barsukov, Creative Director Anastasia Skripchenko, Account Director Anna Kostyleva, Creative Group Head Irina Shmotoloha, Production Director

MEDIA AGENCY

MEC

DIGITAL AGENCY

Ambulance

CLIENT

Danone Dnipro

At some point, the brand has ceased to grow and develop. 43.4% of the audience saw it relevant to themselves, and there was a huge number of players in the «health of digestion» area. It's time for Activia to stop being a "tablet." Active women- who are positive about their central role in the daily care of the family - are our audience. A happy family needs a happy mother, who with a help of self-care gives happiness to her family! Therefore, we have invested happiness in the concrete shell of the 14 days. That is how much time it will take to be happy provided the daily consumption of "Activia". In addition, there are the results of "Activia Challenge": the market share increased to 21.9% in January 2016, while sales for Q1 2016 increased by 7% more than planned!

Viktoriia Mokra, Senior Brand Manager, Activiа

X-FACTOR SPONSORSHIP AGENCY

Subsidiary «Scholz & Friends Kyiv» Irina Boyko, Creative Director Vasyl Moldavchuk, Art Director Valeria Loshmmanova, Group Account Director Marina Rozenbush, Group Account Director

MEDIA AGENCY

CLIENT

Zenith

Limited Liability Company «Nestle Ukraine» Susanna Fiorucci – Business Executive Manager Liliya Dzhura - Group Brand Manager

Rule of chocolate tablets market says: if you are not in top-3 by consideration, your market share will decrease. The main communicational challenge was to balance the opposite efforts in need to increase the level_ of consideration: to convey emotional messages within the high frequency alongside conveying rational messages about product quality. Therefore, Svitoch decided to go for a deeply integrated sponsorship of X-Factor show instead of direct advertising. Svitoch enhances happy moments experienced by contestants during the show and help them to become fully aware that happiness is nearby.

Olga Mikitchak – Brand Manager Ina Nikova, Communication and Marketing Excellence Director Kateryna Kryzhanovska - Media & Digital Manager

8 EFFIE AWARDS 2016

FOOD UNCOMPROMISING MAMAKONTROL AGENCY

Media Direction|OMD Sergey Kostya, Media Planner

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Myronivsky Hliboproduct Ganna Gorbatyuk Top manager on marketing communications

MHP company (Nasha Riaba brand) is the absolute leader on the chicken meat market. The speciﬁcs of the chicken meat market is that 53% of total products is sold without naming the brand, by weight. Starting from early 2012, the chicken meat category has been under strong impact of the eco-trend towards the mass production of farmer’s products. This trend became even more pronounced in 2015 after appearance of large number of focused publication in the mass media of the PR-materials featuring poor quality of the chicken meat due to high content of antibiotics, growth hormones and other adverse substances. As the result, MHP (Nasha Riaba brand) sales fell 23%. It was necessary to take measures that would persuade the consumers to not only choose Nasha Riaba products but also induce them into asking the retailers why the products were sold in non-branded packaging. We need to convince the consumers that the “chicken” products are really different in terms of quality – Nasha Riaba brand is subject to the strictest quality control procedures.

THE WORLD'S FIRST YELLOW TOMATOES KETCHUP AGENCY

Ogilvy & Mather Alexandra Doroguntsova, Creative Director Taras Dzendrovskyy, Head of Art Evgeniya Dzyubenko, Senior Copywriter Tatiana Shapoval, Art Director Irina Pigal, Producer Svitlana Korytko, Account Director

CLIENT

CJSC Chumak Andrey Kravets, Senior Category Manager While looking for new products ideas, we found cooking and eating, albeit different ketchups, became routine. Chumak suggested mothers an innovation: the world's ﬁrst yellow tomatoes ketchup. Having learned from the communication that their dull dinners are over, mothers rushed to try the new product and developed deeper trust to Chumak. Result: for the ﬁrst 9 months of 2016, the sales of Chumak ketchups increased by 22% in tonnes and 33% in monetary terms, Chumak became a brand number 2 by sales gain in 2016 among all the Ukrainian alimentary products.

9 EFFIE AWARDS 2016

FOOD 21 DAYS WITH AXA AGENCY

LLC BE-IT Elnara Imanova, B2C Lead Mariia Samoilenko, Account Manager

CLIENT

PJSC Lantmannen Axa Iryna Chorna, Brand Manager Anna Yarmak, Marketing Director

The category of ready-to-eat breakfast cereals and breakfast culture itself is still building in Ukraine. Also, consumers were not aware that they were buying AXA products even buying them. Only 7 users breakfast cereal category knew about TM AXA. The ﬁrst challenge was the necessity to develop the habit of having healthful breakfast and snacks among women. As well as the explanation of how does each product range of TM AXA can fully meet this need. 21 day, it is an exactly number of days a person needs to build the right habits in the life. The campaign '21 days with AXA' encouraged the audience to eat healthy and make it a good habit in three weeks with AXA products. The website axa21day.com.ua and the oﬃcial brand page on Facebook, bloggers and opinion leaders’ engagement, product mailings for journalists, online advertising support and 17 profound educational advertorials in the key woman magazines and portals. The campaign had wide coverage and positive impact on all business indicators of Lantmannen Axa.

“ASORTIE” LAUNCH

AGENCY

PROVID Sergii Zinoview, Creative Director Illia Anufrienko, Art Director Katia Melnik, Copywriter Andrii Myroniuk, Group Account Director

CLIENT

Myronivsky Hliboproduct Wenger Sergii, Marketing Director Ivan Philippov, National marketing manager of meat category

Nasha Ryaba is a leader of chilled chicken category. Guaranteeing high quality and freshness, it costs more. The local farms and private households trends grow. They have lower price due to lower packaging, logistic and retail expenses. It decreases packaged Ryaba’s sales. That’s why it is necessary to rise packaged chicken sales. To stop sales decrease and grow sales of packaged chicken, the Brand launches innovation in packaging. Assortie – two chicken parts in one pack. The successful campaign not only stops decline but exceeded the plan in several times.

10 EFFIE AWARDS 2016

FOOD DRINK AND WHATEVER AGENCY

AGAMA digital group (CLOUD COMMUNICATIONS LLC) Alexandra Kievtseva, strategist Alexey Novikov, creative director Anton Kudinov, creative leader Anna Shelestun, copywriter Ulyana Shved, copywriter Darya Ponomarenko, designer Anna Zelenskaya, designer Olga Zaimenko, SMM&context head

SECOND AGENCY

CLIENT

Young & Rubicam LLC

DANONE UKRAINE (DANONE DNIPRO LLC) Victoria Mokra, Senior Brand Manager Anna Zakutska, Brand Manager Yuliia Zhemova, Trainee Alexandr Zdrok, Digital Manager

In 2016, Activia launched Activia Drink&Go in order to increase its share in drinkable yoghurts segment by popularizing “on-the-go” consumption occasion, and thus, increasing frequency of consumption within the audience of women 18-24 y.o. Social media (Facebook and Vkontakte) were included into the media mix to ensure maximum targeting of the TA. In order to communicate the message that Activia Drink&Go enabled to combine eating with any activity we created a series of video with vlogers Anna Gres and Sasha Baraboshko. Bloggers recorded their experience of drinking the product in uncommon circumstances and oﬃcial Activia community reposted them announcing photo-contests on each of the topics. Due to the campaign Activia exceeded the plan: the share of Activia in volume in drinkable yoghurts segment constituted 29,6% in July and 31,2% in August instead of planned 29,2%. In value, the ﬁgures were 38,2% and 40,5% correspondingly. The percentage of cannibalization of the traditional yoghurts by the new product constituted 5% instead of 50% allowed by the plan.

MOM-CONTROL

AGENCY

Young & Rubicam LLC D.Barsukov, Creative Director A.Kostyleva, Associate Creative Director A.Skripchenko, Account Director A.Olefir, Production Director N.Gromova, Art Director

CLIENT

PJSC Myronivsky Hliboproduct Sergey Wenger, Marketing Director Ivan Filippov, National Marketing Manager of Poultry Direction

In times of crisis and total savings the leader of the chicken market "Nasha Ryaba" have to prove that high product quality justiﬁes its higher cost versus to competitors. The basis for communication was the insight: if mother feeds her children with products she produce – so it is an undeniable quality and safety guarantee. Therefore, the higher cost of chicken "Nasha Ryaba" will be justiﬁed in the eyes of buyers. There were real employee of the company starred in the video and OOH, so the sincerity was unquestionable, even among skeptics. This has helped the brand not only to preserve but also to increase sales, the market share and important brand attributes.

11 EFFIE AWARDS 2016

FOOD SMACHNI ISTORII TORCHYN

AGENCY

Zenith Denis Storozhuk, Managing Director Vyacheslav Levchenko, Media Director Natalia Ostrovskaya, Strategic Director Maryna Grygorenko, Digital Group Head Madina Zhuraeva, Head of Direction

MEDIA SERVICES AGENCY

Havas Digital

CLIENT

Nestl� Ukraine LLC

Valentyna Zhuk, Senior Brand Manager Torchyn mayonnaise, RTE Sauces, Marinades Iurii Polishchuk, Digital Media Manager

The main reasons of decrease are: product price, which is higher than competitor’s, loyalty to the leader has decreased because of the crisis and what is most important – consumption transformed. People do not eat traditional salads with cold sauces (olivier, shuba and etc.) anymore. New consumptions trends are dictated by new products and ingredients. And Torchyn is not there anymore. The brand has set an ambitious goal - to change the situation of consumption and return cold sauces to the consumer’s daily menu. The problem cannot be solved with simple tools and under the current communication. So that how «Smachni Istorii Torchyn» were born! Casseroles, crea Agency m soups, famous Italian dishes and even desserts - gigabytes of video materials telling how to cook your favorite dishes with the long-familiar cold sauces. Own YouTube platform and useful brand content teach, inspire and provide the result. For the ﬁrst time in 10 years, a brand does not say about the product but gives you a unique experience and brings new moments to the life of the TA... The results exceeded all expectations already in 2015. We not only stopped the decline in sales, but also increased volume by 3%, despite the continued fall in the market (-11%). Researches showed that the brand has been perceived completely differently among the audience and focus attributes showed strong growth. Communication risk was fully justiﬁed and brand Torchyn is no longer just ketchup or mayonnaise, but a trend setter, and a culinary world assistant to Ukrainian audience!

12 EFFIE AWARDS 2016

NON-ALCOHOLIC DRINKS HOW TO TURN A SMALL LOCAL MANUFACTURER INTO A NATIONAL FAVORITE BRAND IN 2 YEARS AGENCY

BBDO Ukraine Anze Jereb, executive Creative Director Denis Keleberdenko, Creative Director Mike Petrusiak, Art Director Pasha Melnyk-Krisachenko, Art Director Julia Kolesnik, Copywriter Dima Kishka, Copywriter Irina Danilevskaya, Client service director Kateryna Makhnakova, Account manager

CLIENT

Carpathian mineral waters

Karpatska Dzherelna will allow you to look so young that no one would believe how old you really are. We have developed brand positioning with the basic value being a sense of youth and joy of life. Last year the brand got its own hero - a Carpathian old man, who lives by the well. As a result, in only 2 seasons a small unpopular local producer from Western Ukraine has turned into a national brand, which is spoken of and which is loved. So what’s now. We are number 3, and we are expanding the factory in 2 times. We did it.

Ella Tsybulya, Marketing Director

THE LEGEND OF CHORNYI (BLACK) TARAS AGENCY

THINKMcCANN Evgene Kaminskiy, Creative Director Dmytro Nisteruk, Creative Group Head Victor Vysotskyi, Creative Group Head Oksana Kapranova, Art Director Olga Kutuzova, Group Account Director Anastasiya Kostikova, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Tetiana Tertyshna, Marketing Manager Svitlana Nikiforets, Brand manager Maryna Beznosyuk, Brand Executive

There are many kvasses, but Chornyi is one. We promote this idea in people’s heads. When citizen prefer modern, trendy drinks to retrograde kvasses, just only differentiation allowed the novelty to become relevant to audience. Thus Chornyi, remaining traditional at the product level, became a completely different at image level. Stylish, unusual outwardly, bright with involvement into communication. Thanks of that we implemented an annual sales plan it three months, built product knowledge comparable to old-timer brands, made sales of “Kvas Taras” portfolio the most successful in history of brand.

13 EFFIE AWARDS 2016

NON-ALCOHOLIC DRINKS CHARGE OF CONFIDENCE ON THE WAY TO SUCCESS AGENCY

Zenith Denis Storozhuk, Managing Director Vyacheslav Levchenko, Media Director Anastasia Livinets, Newcast, Branded Content Head Yulia Lytvynenko, Senior Media Planner|Head of Direction

MARKETING SERVICES AGENCY

StarLightMedia

OTHER AGENCY

M1 channel

CLIENT

Nestlé Ukraine LLC Christos Alevizos, Business Executive Manager Valentina Todorovskaya, Brand Manager Coffee Mixes Ina Nikova, Communication and Marketing Excellence Director Kateryna Kryzhanovska, Media & Digital Manager

2009 Nescafe 3in1 blew up the market with the message "Make mistakes, just don’t stop", but message recall decreased quickly. In the impulse category with high purchase frequency and low level of loyalty for brands it is vital to be a household word. The goal for 2014-2015 was to return the leadership in the coffee mixes category through the "second breath" of the strong communication platform via branded content. As a result the communication platform blew up the audience again receiving more than 1 million earned contacts. 2015 “Nescafe3in1” regained the leadership position in the category and showed the young Ukrainian people that they should not have fear of mistakes on their way to the success!

14 EFFIE AWARDS 2016

ALCOHOLIC DRINKS NATURE’S INNOVATION

AGENCY

Kinograf Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

MEDIA AGENCY

Havas Media Ukraine

DIGITAL AGENCY

Newage

OTHER AGENCY

ТАВР Media (radio)

CLIENT

Bayadera Group Roman Vashkolup, The head of the marketing and strategic development department Dmitriy Samsonenko, The head of the creative

Brand Perepelka [Eng. quail] was launched as early as 2012 in Ukraine. Despite a good start and 2.5% share on the vodka market, the brand did not grow and sales started to fall off. The challenge was to put the clock back for Perepelka and return the product on shelves and consumer tables. The solution was to reposition Perepelka for the new target audience by turning the traditional home-distilled drink into a hi-tech eco product. As a result, Perepelka bet the target market share gain and expanded sales – an uneasy task in a down economy and a global decline in vodka market.

development and desig department uliya Chizh, Brand Manager

TO DRINK LIKE TO BREATHE

AGENCY

Kinograf Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

MEDIA AGENCY

Havas Media Ukraine

DIGITAL AGENCY

Newage

OTHER AGENCY

ТАВР Media (radio)

CLIENT

Bayadera Group Roman Vashkolup, The head of the marketing

In late 2015, just before the New Year eve, Bayadera Group decided to launch its new vodka to Ukraine’s market. Having 60 competitors and funny name ‘Air’, the new product had to become a serious brand and had to ﬁnd its identity and its consumer. With the support of intellectual humor and a series of ads teaching how to breathe in and breathe out in the right way, the Ukrainians learned to breathe deeply, while vodka ‘Air’ came to the 8th place by sales.

and strategic development department Dmitriy Samsonenko, The head of the creative development and desig department Uliya Chizh, Brand Manager

16 EFFIE AWARDS 2016

ALCOHOLIC DRINKS GARAGE AND THE GUYS ROCKED UKRAINE AGENCY

THINKMcCANN Eugene Kaminskiy, Creative Director Victor Vysotskiy, Creative Group Head Oksana Kapranova, Art Director Olga Kutuzova, Group Account Director Alyona Tkachuk, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine

Launch «Seth & Riley's Garage»

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

Problem: Launch of a drink aimed at young audiences. The conquest of leadership in the ﬂavored beer segment, and the establishment of a new category of Hard Drinks. Positioning was built on current trends for the youth – crafting and hand made. The origin from garage and unique ritual were the basis of our communication. Youth absurd humor and an original tone of voice served as a creative form for it. Results: Yearly sales target in a 3 month after launch. Garage became №4 among all beer brands of Carlsberg Ukraine by sales and №3 by proﬁt. Garage is perceived as a separate category with a unique product and image characteristics.

BONJOUR, LE KRON!

AGENCY

THINKMcCANN Yuliya Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Junior Art Director Olga Kutuzova, Group Account Director Anastasiya Kostikova, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine

Finding way into the super-premium beer segment is a challenge. Finding way against a backdrop of rising economic recession, "grey" market and presence of a strong competitor is threefold challenge. But the French beer novelty – Kronenbourg 1664 – has beaten the odds. Due to its circumspect strategy and consistent communication, the brand masterfully entered the super-premium segment and bit off a half of competitor’s market share. C'est la victory!

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

17 EFFIE AWARDS 2016

ALCOHOLIC DRINKS PEAR AGENCY

PROVID Kyrylo Chichkan, Creative Director Olga Pozharska, Art Director Denys Khanenko, Copywriter Maria Maznieva, Account Executive Andrii Myroniuk, Group Account Director

MEDIA AGENCY

Media Direction

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Carlsberg Ukraine Dmytro Pilipenko, Marketing Manager

Somersby is a leader in a constantly growing cider category in Ukraine. But the volume of brand is constantly shrinking due to the growth of new brands and tastes. To save the situation Somersby launches a new and universal taste - Pear! The unique pear shape provided the basis for creative campaign, whose results exceeded all expectations. Sales plan was exceeded twice. From 2015 to 2106 cider market grew up on 54% and only impact of Somersby Pear cider market growth was 41%.

Kateryna Belska, Junior brand manager Oksana Lening, Brand Specialist

PROUD TO BE UKRAINIAN

AGENCY

J&I advertising and PR Irina Kuznetsova, Co-creative Director John Bailey, Co-creative Director Evgeniy Okremov, Art Director Elena Bazdyreva, Senior Copywriter Max Semyak, Client Service Director Katerina Zalozna, Account Manager

SECOND AGENCY

“AD HOC” CREATIVE MEDIA LAB” LTD

DIGITAL AGENCY

Admixer Advertising Network

CLIENT

Nemiroff International Vodka Company Tatyana Zheltomirskaya, CMO Dmitry Karpenko, Head of Consumer Research & Strategy Irina Bilichenko, Brand Manager (Ukraine) Marina Ryabovol, Head of PR Olga Andrienko, Head of Trade marketing

Once being a brand leader, during recent years Nemiroff suffered a lot from economic crisis, price wars, absence or irrelevant communication, thus loosing it’s brand equity, market share and consumer base. We had a task of getting back perception of the brand as a leader and strengthening key image attributes that allowed brand success. As a result brand health was improved: BA up to 92% vs 86%; ТОМ 19% vs 15% previous year. Market share reached 16% (April 2016) vs 8,6% (July 2015). Effectiveness of the campaign itself was high as well: brand recognition - 79% (vs 64% benchmark in vodka category), purchase intent – 85% (vs 67% benchmark in vodka category).

18 EFFIE AWARDS 2016

ALCOHOLIC DRINKS #STOPPLAYINGBALLS AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Denis Keleberdenko, Creative Director Kseniya Babankova, Art Director Mike Petrusiak, Art Director Serhiy Malyk, Copywriter Dima Kishka, Digital Copywriter Andrew Bilyk, Digital Copywriter Aleksandr Pyatykh, Designer Denis Krivosheya, DTP Designer Eugenia Timofeeva, Account Director Zhanna Maslova, Account Manager Kateryna Magon, Digital Account Director Kateryna Makhnakova, Digital Account Manager Victor Ishkov, CEO

SECOND AGENCY

Proximity Ukraine

MEDIA AGENCY

Ad hoc creative media lab

DIGITAL AGENCY

Proximity Ukraine

OTHER AGENCY

ADMIXER

CLIENT

Nemiroff Vodka Limited Tatyana Zheltomirskaya, CMO Dmitriy Karpenko, Head of Consumer Research & Strategy Marina Frolova, Head of marketing Ukraine Irina Bilichenko, Brand Manager Ukraine Andrey Sytnik, Head of digital Marina Ryabovol, Head of PR

The objective was to strengthen Nemiroff brand equity as much as possible to ensure less than the planned 70% sales drop after the signiďŹ cant increase in prices. During EURO 2016 do not give in to the overall football hysteria, spend this time more exciting instead of watching TV or sitting in the bar. #StopPlayingBalls. Using only provocative internet hashtag the media coverage was 8.5 million users. Without TV budget, we switched all the public attention to Nemiroff campaign and received more than 500 000 references on the campaign online.

19 EFFIE AWARDS 2016

ALCOHOLIC DRINKS HIKE UNIVERSITY AGENCY

AGAMA digital group (CLOUD COMMUNICATIONS LLC) Georgiy Gogvadze, strategist Alexey Novikov, creative director Anton Kudinov, creative leader Anna Shelestun, copywriter Ulyana Shved, copywriter Anna Zelenskaya, designer Darya Ponomarenko, designer Oksana Shamsutdinova, SMM-manager Olga Zaimenko, SMM&Context Head Sergey Voytenko, account manager Igor Klimenko, project manager

SECOND AGENCY

MullenLowe Adventa

MEDIA AGENCY

MADmedia

MARKETING SERVICES TALAN GROUP AGENCY CLIENT

Obolon

Hike beer brand has not have consistent communicational support for a long time. In 2015 it wasn't supported and lost its positions. The challenge the brand faced in 2016 was to convince the consumer that hike was a modern beer for the youth and to bring its share in volume at the beer market to the level of 2014. Hike community in Facebook was chosen to be the main owned media of the brand. It had 2 content blocks: “life hike street university” and “live your dreams”. We selected events that would become the basis for both content blocks and made hike their sponsor. The events were announced through the media that provided for the TA coverage: OOH, TV and the Internet. The integrated campaign resulted in the growth of the key image attributes of hike: «modern» and «for the youth». In 2016, the sales of hike beer almost returned to the level of 2014 within 9 months and exceeded by 28.68% the level of 2014 within HIGH season and support with communication – May-September.

BACARDI HOME PARTY

AGENCY

Media Direction/ OMD Natasha Mechkalo, Senior Media Planner Vyacheslav Kambarov, Senior Media Planner Aliona Danylchenko, Digital Account Group Head Lubov Rogach, Radio Group Head Anton Ryndin, Junior Project Manager

SECOND AGENCY

AGAMA Digital Group

MARKETING TALAN communications SERVICES AGENCY PR AGENCY

PLEON Talan

CLIENT

BACARDI-MARTINI UKRAINE LLC

Since January 2016 the share of Bacardi rum sales was consistently decreasing. The decrease trend was successfully reversed with relatively small investments compared to competitors and without getting involved in a price war. By creating a DJ contest and supporting it in media, we not only engaged young people to voting, but also gave them music for their favorite home parties. According to statistics, branded Bacardi tracks have brightened more than one party! And the brand managed to regain its share in sales during June and July and prove one more time that understanding the audience needs is no less, if not more important than amount of investments.

20 EFFIE AWARDS 2016

ALCOHOLIC DRINKS IVAN DORN – MARTINI’S CREATIVE LEADER AGENCY

Media Direction/ OMD Katerina Revenko, Senior Media Planner Andrey Pedorenko, HEAD of OOH & Print department Aliona Danylchenko, Digital Account Group Head Lubov Rogach Radio Director

SECOND AGENCY

Ebola / AGAMA Digital Group

PR AGENCY

Hoshva PR

CLIENT

BACARDI-MARTINI UKRAINE LLC

Martini is in the process of global rebranding. This brand puts in the limelight the sponsorship of Williams Martini Racing in Formula 1. How can you promote Martini Racing, if Ukrainians, and all the more so young Ukrainians, are not watching Formula 1 on TV? In Ukraine it was resolved to bring to the fore the brand’s media ambassador leaving Formula content 1 in the background to be in line with the global campaign content. Ivan Dorn was chosen to act as such ambassador to promote his personality, life style, and creative work. Thus, Ivan Dorn actually becomes creative director of Martini in the next 2 years. All creative solutions of the campaign starring Ivan Dorn have been developed either by him personally, or under his creative supervision. As a result of two-year collaboration of Martini and Dorn, the share of the young consumers grew by 40%. By 2016, MARTINI VERMOUT not only conﬁdently retained its share, but managed to increase it in terms of volume. The share of MARTINI PROSECCO within its segment comprised 81%.

21 EFFIE AWARDS 2016

FMCG BORN FOR HUGS AGENCY

ISD Group Creative Director: Viktor Shkurba Strategy Director: Mikhael Traverse Art Director: Nataliya Tachinskaya Creative Group Head: Ihor Tulub Development: Alexander Savin, Andrew Sergeyev; Design: Oksana Ermakova, Albina Cholak Account manager: Sasha Shamsutdinova Analyst: Vladimir Bilets

SECOND AGENCY

Hoshva PR First hugs belong to mom. Second hugs belong to Huggies.

DIGITAL AGENCY

Hashtag

Hugs is not just an expression of love, but according to scientiďŹ c researches they are vital for normal baby development.

CLIENT

Kimberly-Clark Ukraine

The better moms will understand how precious each hug is, the more they will value Huggies Elite Soft for being tender with baby skin, for that extra hug, which the product gives to the baby.

Alyona Churilova, Senior Marketing Manager Oleksiy Kovalenko, Digital Manager

To attract Ukrainian moms attention to hugs importance we decided to create a charity program for children who are deprived of them.

KOTEX 100 YEARS OF EVOLUTION AGENCY

ISD Group Creative Director: Viktor Shkurba Strategy Director: Mikhael Traverse Art Director: Nataliya Tachinskaya Creative Group Head: Ihor Tulub Development: Alexander Savin, Andrew Sergeyev; Design: Oksana Ermakova, Tania Shevereva, Albina Cholak Account manager: Alexandra Zhyla Analyst: Vladimir Bilets

SECOND AGENCY

Hashtag

OTHER AGENCY

Electric Sheep Film Production

Ukrainian girls perceive Kotex as tampon brand only. Basing on this strong association Kotex pads look like a novelty. This is what creates a barrier, because trying something new is always risky. Meanwhile Kotex is one of the leading pads manufacturers in the world!

CLIENT

Kimberly-Clark Ukraine

The strategic decision was to tell girls a 100 years histpry of Kotex pads, which were tested by millions of women all around the world.

Nataliya Korobka, Marketing manager AFFC Nataliya Kotsiuban, Olena Echkenko, Brand Managers FEMC Oleksiy Kovalenko, Digital Manager

22 EFFIE AWARDS 2016

FMCG FOOTBALL COMMUNICATION PLATFORM AGENCY

FCBIdeabox Yulia Kilyachus, Strategic Planning director Aleksey Demin, Creative director

MEDIA AGENCY

Carat Ukraine

DIGITAL AGENCY

ISD Group

CLIENT

Beiersdorf Ukraine Sergey Petrov, Commercial marketing manager

The main goal for NIVEA MEN was an absolute leadership in the strategic male face care category. The main challenge was to build a masculine image to attract the male audience. It was decided to build this masculinity through long-term communication on the very relevant for men football territory. It was based on men’s desire to be successful both in football & life. Thus appeared the story of success in details & NIVEA MEN as one of them. It will deﬁnitely continue, but for now NIVEA MEN has reached its goal and become #1 male care brand.

23 EFFIE AWARDS 2016

HEALTH & BEAUTY REXONA ANTIBACTERIAL AGENCY

Initiative Andrew Andrushenko, Managing Director Sergey Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Yaroslava Shvetsova, Senior Media Planner

OTHER AGENCY

Advance Digital

CLIENT

Unilever Ukraine Elena Shvoryak, Food/HPC Category Manager Aleksandra Iasko, Media Manager Anton Echkenko, Brand Manager

Rexona is the undoubted leader in the Female Deodorant category, but despite the constant activity during 2015 Rexona’s market share was declining. In the beginning of 2016 Unilever has launched a new product deodorant that ﬁghts the cause of the smell - bacteria. Every year since the onset of the long-awaited summer, people begin to suffer from the heat, sweating and as a result, from unpleasant odors caused by bacteria. This is especially relevant for public places. It is an obscene to make a note to the person who smells bad. Therefore, each suffers in silence. We decided to talk out loud about the problem in the moments of the greatest risk of bacterial growth - the peaks of heat, physical activity and stress. We have developed a variety of speciﬁc messages where we actualized the importance of using the product. This approach allowed us to exceed the originally intended purpose of market share.

WOW HAIR RIGHT HERE AND RIGHT NOW, OR ELSEVE’S GREAT CRUSADE TO THE NARROW NICHE OF EXPRESS CONDITIONERS AGENCY

THINKMcCANN Eugene Kaminskiy, Creative Director Yuliya Pidmohylna, Copyrighter Anna Lyubchenko, Art Director Yuliya Golota, Deputy Director of Business Development Yuliya Gurenko, Account Manager Olga Garnaga, Account Executive

MEDIA AGENCY

Zenith

DIGITAL AGENCY

Grape Ukraine

OTHER AGENCY

TVlab Production

CLIENT

L’Oréal Ukraine

The launch of Elseve express conditioners has reﬂected needs of modern Ukrainian women. At the same time this launch was closely related to brand's ambitious goals on redistribution of the haircare products market. As early as in six months, the new product has occupied an important position in its segment and is going to move beyond. Such results have been achieved due to the non-standard (in terms of the category) communication aimed at overcoming barriers in the use of hair conditioners by Ukrainian women.

Olga Skorokhod, Marketing Director Anna Kozlova, Marketing Director Mass Products Kateryna Zakharash, Group Product Manager Hair Care Yuliya Malichenko, Group Product Manager Hair Care Anna Bilogortseva, Product Manager Elseve

25 EFFIE AWARDS 2016

HEALTH & BEAUTY NAKED EMOTIONS AGENCY

YARCHE Alexander Katkov, COO Eugene Ivasyuk, Director of Strategy Anna Launets, Creative Director Ivan Peday, Art Director Anton Pustovoy, Senior Copywriter Alexandra Bantikova, Client Service Director Nataliya Shevnyuk, Account Manager

DIGITAL AGENCY

YARCHE

OTHER AGENCY

VITAMIN FILM STUDIO

CLIENT

HENKEL UKRAINE Olga Svatova, Senior Brand Manager Hair care & Styling

There was a task to develop a TV commercial for "football" line Fa & Schauma Men limited edition, dedicated to the "Euro-2016". Our hero was a streaker, naked guy who was able to catch the attention even during the hottest game. In TV commercial we answered the question "Where is naked fan running to?". To the fan’s shower, where is possible to expose the football emotions with Fa & Schauma! As a result, we even exceeded all ambitious plans for sales and increased brand market share.

SCHOLL HOME PEDICURE AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Evgen Madenov, Art Director

SECOND AGENCY

Hoshva PR

MEDIA AGENCY

Media Expert

CLIENT

Reckitt Benckiser Household & Healthcare Ukraine Oleg Spivak, Marketing Director Dmitry Loboda, Junior Manager

Our task was to launch a new pink electronic foot care device, which was an opportunity to tell customers about other Scholl products. Pedicure salon visit is a luxurious and expensive beauty routine. We suggested our users to create their own pedicure salon at home! We’ve developed a promosite, users could choose ﬁve Scholl products for home pedicure and win this set in a daily draw! To add any product, users needed to become familiar with reviews, videos and product information. To stimulate sales we gave 10% discount on the selected sets for e-commerce purchases.

26 EFFIE AWARDS 2016

HEALTH & BEAUTY SPRING FOREVER AGENCY

GRAPE Ukraine Kirill Chistyakov, Creative Director Yulia Borgulenko, Creator Antonina Panko, Сopywriter Natalia Matvienko, Designer Khrystyna Gladka, Art Director Elena Salivon, Client Service director Roman Gadzhimuradov, Project manager Ivan Skvordiakov, Data head Irina Strona, Account Manager Elena Savchenko, Account Manager Oleg Gubar, Photographer Yulia Gubar, Producer Leana Hristophorova, Stylist

MEDIA AGENCY

Initiative

MARKETING SERVICES Clever Group AGENCY CLIENT

Unilever Ukraine Ltd Elena Shvoryak, Head Marketing Department Yulia Papenko, Brand Manager Alyona Polyakova, Brand Manager

We attracted 3 229 women to actively participate in the campaign. The estimated coverage totaled 2442704 persons. During activation sales rose by 18%. At least 5 women were happy.

27 EFFIE AWARDS 2016

MEDICINES & MEDICAL CARE SERVICES DON’T BE A VEGETABLE AGENCY

TWIGA‘Idea Svetlana Stepanenko, CEO TWIGA Ukraine Katerina Alexanyan, Managing director TWIGA’Idea & TWIGA’GO! Katerina Velgan, Concept project director TWIGA’Idea Igor Sheykin, Creative director TWIGA’Idea

MEDIA AGENCY

CLIENT

ACINO PHARMA START Tatyana Romashova, Product manager Maxim Cherevko, Business-unit manager

Bifren is sedative, taking 5th place in the category according to volume of sales. Challenge was to take it to the next level and become one of top 3 products. All competitors of Bifren communicate their sedative effect. However most of them have side effects – drowsiness and loginess, which are experienced by consumers. We decided to present Bifren as sedative without any consequences to become vegetable, turtle or sloth. As result of advertising campaign on TV it sales appeared to be 4 times higher than planned. Bifren became absolute leader of the category

NO FAMILY FLOWS UNDER LAYING MOTHER AGENCY

SECOND AGENCY

Media First Ukraine

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

Digibrand

CLIENT

Megacom

Riabal is a little-known stomach ache medicine with low business ﬁgures, which has task of cardinal growth in category with an unchallenged leader, No-Shpa. However, unlike No-Shpa, Riabal has an advantage – it alleviates stomach ache faster. Why should women (TA) lose time on stomach aches, when they can spend it with family? Idea: Riabal will return mother back to family really fast with nobody noticing she was sick at all. As a result of campaign both sales an market share of Riabal increased, while No-Shpa – saw) decline. That’s the real turn-over.

Alexander Ishutkin, marketing director Sergey Kiva, product manager

28 EFFIE AWARDS 2016

MEDICINES & MEDICAL CARE SERVICES BORN FOR HUGS AGENCY

SECOND AGENCY

Hoshva PR First hugs belong to mom. Second hugs belong to Huggies.

DIGITAL AGENCY

Hashtag

Hugs is not just an expression of love, but according to scientiﬁc researches they are vital for normal baby development.

CLIENT

Kimberly-Clark Ukraine

The better moms will understand how precious each hug is, the more they will value Huggies Elite Soft for being tender with baby skin, for that extra hug, which the product gives to the baby.

Alyona Churilova, Senior Marketing Manager Oleksiy Kovalenko, Digital Manager

To attract Ukrainian moms attention to hugs importance we decided to create a charity program for children who are deprived of them.

BOBOTIK AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Alina Samarchenko, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

MEDIA AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

ZF POLPHARMA S.A., Representative office in Ukraine Valentyna Shved-Girnyak, Group Product Manager OTC Elena Boichenko Product Manager OTC Andrii Titarenko Digital Marketing Manager

Up to 70% of infants have stomach colics, cry and worry their moms. Anti-colic drug Bobotik set goals of maintaining the market share by contacting 180,000 mums. Insight - instead on competitor-ﬁlled TV, mums use Internet for fast baby-related answers. Solution - inbound-marketing campaign based on mothers searches realized in search advertising that ﬁnds mothers in need, drives to a website, which guides her through colic and symptoms to a solution - Bobotik and a closest and cheapest pharmacy. Result - helpful contacts to 207,000 mothers and +2.6% market share.

29 EFFIE AWARDS 2016

MEDICINES & MEDICAL CARE SERVICES GET THE MAXIMUM AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Maria Lisovskaya, Strategic & Innovation Head Anastasiia Nazarenko, Senior Media Planner Alexandra Melnik, Junior Media Planner

SECOND AGENCY

Linea12/etc

CLIENT

Unipharm, Inc. Alexandr Shalunov, Country Manager Kateryna Yovenko, Marketing Manager Vera Lelitsa, Brand Manager

We had 2 main challenges: to tell about the beneﬁts of TM Vitrum – its triple action, and to get important message across to target audience that a regular and advance vitamins taking makes you protected against colds and ﬂu and doubles your energy to succeed. We put a modern woman in the public eye – a woman, who takes care of herself and her family. Healthy family members are the priority. Her rest is usually postponed. She wants to succeed and does her best to follow daily schedule. But a sudden illness of one of the household may destroy the system. That’s why we decided to show up every woman that «The Ideal life» – when she has enough time to cope with all issues and family is healthy – does exist! It is only necessary to provide her family with advance TM Vitrum vitamins taking.

30 EFFIE AWARDS 2016

PET CARE SHARING CARE AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Maria Lisovskaya, Strategic & Innovation Head

CLIENT

Royal Canin Ukraine, LLC Kateryna Bukhanovska, Sales and Marketing Director Olga Sinkova, Digital Brand Manager

Each cat, each dog is important, regardless of breed, size, color, since each of them is unique. Also homeless animals are also unique, they also need a proper balanced pet food. And company Royal Canin decided to draw people's attention to the needs of homeless animals and enable all who care about to feed stray cats and dogs, using own computers. That is why we have chosen Digital as a communication channel. Supporting communication through social networks with announcements on the pages where our fans informed about the status of project and could share with info with friends and leave reviews. As a result, 740 kg of feed delivered to the shelter â&#x20AC;&#x153;Siriusâ&#x20AC;?.

32 EFFIE AWARDS 2016

HOME FURNISHINGS AND APPLIANCES INNOVATIONS DURING CRISIS: OXYMORON OR GROWTH STRATEGY? AGENCY

Carat Ukraine Dmitriy Nedobiychuk

CLIENT

Philips Ukraine Iryna Berezovska, General Manager Roman Dmytryk, Lead Marketing Manager PC Viktoriya Kiriyenko, Marketing Manager KA Anastasiya Kalachevskaya, Marketing manager GC/FC Viktor Mykhalchuk, Lead Marketing Manager H&W

The challenge of growing business within market instability was accepted by Philips through bet on innovations, despite the ongoing crisis! Our communication task was to increase brand awareness and build brand image, while in business we wanted to keep sales ﬂat and grow market share by 0.5pp. Focus on innovations was implemented in marketing mix, and it helped not only to grow share of innovations, but also protected core business due to total Philips expertise growth. Outstanding business results: double-digit proﬁtable sales growth and +1,2pp Market share.

INNOVATIONS DURING CRISIS: OXYMORON OR GROWTH STRATEGY? AGENCY

Talan Group Natalya Tsvietkova, copywriter Anton Pustovoy, copywrites Evgeny Posokhov, art-director Anna Yarmochenko, PR manager Olga Buzunova, client service director

SECOND AGENCY

AGAMA Digital Group

MEDIA AGENCY

Media Direction

CLIENT

Electrolux Ukraine LLC

After strengthening patriotic mood in 2014, the level of patriotism became at an all-time high. However, in terms of money, economic patriotism is not as powerful as it seems to be. People still didn’t start buying massively products made in Ukraine considering them less qualitative then the same imported models. Ukrainian Electrolux production faces serious mistrust of Ukrainians. Our idea was based on the thing that a good weapon against a stereotype is another strong stereotype. People on the former Soviet Union strongly believe that goods produced in their country for export are much more qualitative. At the same time, Electrolux washing machines produced in Ukraine are exported to 15 countries around the world!

33 EFFIE AWARDS 2016

PRODUCTS & SERVICES FOR CHILDREN BORN FOR HUGS AGENCY

SECOND AGENCY

Hoshva PR First hugs belong to mom. Second hugs belong to Huggies.

DIGITAL AGENCY

Hashtag

Hugs is not just an expression of love, but according to scientiﬁc researches they are vital for normal baby development.

CLIENT

Kimberly-Clark Ukraine

The better moms will understand how precious each hug is, the more they will value Huggies Elite Soft for being tender with baby skin, for that extra hug, which the product gives to the baby.

Alyona Churilova, Senior Marketing Manager Oleksiy Kovalenko, Digital Manager

To attract Ukrainian moms attention to hugs importance we decided to create a charity program for children who are deprived of them.

BABY'S DIGESTIVE HEALTH AND COMFORT AGENCY

AGAMA DIGITAL GROUP Aliona Danylchenko, Account Group Head Yuliya Bobrovskaya, Digital Client Service Director Ruslan Gutnikov, Director of Strategy & Innovation, Strategic & Research

SECOND AGENCY

HAVAS WORLDWIDE DIGITAL

MEDIA AGENCY

Media Direction | OMD

CLIENT

Nutricia Ukraine Kateryna Levchenko, Marketing Director Liliia Usova, Junior Brand Manager Blue House Maryna Gekht, Marketing Spesialist

Digestive Category, where Nutrilon is the leader, has reduced. The only growth driver is the growth of the category. Communications challenge – - Change the pattern in mothers’ behavior about the possibility to solve the problems with symptomatic, - Communicate the advantages of the special-purpose Nutrilon formulas over medicines. Business objectives: to increase sales revenues by 15% Big idea: Troubleshooting symptoms did not resolve the problem. Digital was chosen as the only communications channel with individual tactics of placement and original creative solution. As a result, sales revenue increased by 22%.

34 EFFIE AWARDS 2016

PRODUCTS & SERVICES FOR CHILDREN NUTRILON - SMART CHOICE FOR FUTURE OF THE BABY AGENCY

AGAMA DIGITAL GROUP Aliona Danylchenko, Account Group Head Yuliya Bobrovskaya, Digital Client Service Director Ruslan Gutnikov, Director of Strategy & Innovation, Strategic & Research

SECOND AGENCY

HAVAS WORLDWIDE DIGITAL

MEDIA AGENCY

MEC

OTHER AGENCY

Gvardiya Production House

OTHER AGENCY

Pur Pur, design-studio

CLIENT

Nutricia Ukraine Kateryna Levchenko, Marketing Director Liliia Usova, Junior Brand Manager Blue House Maryna Gekht, Marketing Spesialist

The number of the new consumers of baby nutrition category has been decreasing, the market decline. Nutrilon is the leader. Communications challenge â&#x20AC;&#x201C; prevent perception of the packaging change as ordinary "downsizing", explain mothers the rational advantages of the new formats. Business objectives: to increase sales revenue by 20% Big idea: Nutrilon is a smart choice for mothers caring about health and future of the baby. The idea was realized via: products range update; packaging design update; conduct of a promotion campaign. As a result, sales revenue increased by 26%.

35 EFFIE AWARDS 2016

AUTOMOTIVE FACE F-PACE AGENCY

MediaVest Victoria Chernegova, Director Sergey Yakovlev, Account Director Alex Garmash, Digital Strategic Director Tatyana Dehtyarenko, Media Manager Andrey Batmanov, Senior Digital Media Planner Julia Kuts, Context Manager

SECOND AGENCY

CLIENT

Sales House Admixer

Winner Imports Ukraine Ltd Viktoria Kovalchuk, Premium Brands Marketing Communication Manager

How to grab attention of people, who value their time more than money?Low price, discounts or intrusive ads –it’s not Jaguar’s way. Their courage will bring them to the new F-Pace. With new interactive format Canvas on Facebook we accomplished: - 2x increase of average time on brand website - +128% on-site goal completion rate.

RENAULT KADJAR AGENCY

Havas Ukraine Katya Ilchenko, Executive Director Yana Malinovskaya, Account Director Ivan Akinin, Creative Director Yevgen Malyukevych, Senior Copywriter Denys Lohvynenko, Digital Director

DIGITAL AGENCY CLIENT

Havas Digital

Private Joint Stock Company "RENAULT Ukraine" Oksana BOREYKO, Marketing and communication Director Olena FOMIUK, Advertising specialist

At the launch of Kadjar, Renault’s market share in C SUV segment was only 0,56%. Picking up new trend — Domestic Tourism, we created campaign “Go for the life call”. Virtual game, ambitious photo project, panoramic photos with “card board”, photo exhibitions at showrooms gave customers the possibility to explore Ukraine in a new way. Results: 420 test drives realized with 300 planned. CTR exceeded by 83%. 1% market share in a month and a half. Thereby all KPI exceeded the planned ones even before reporting period. v*Internal Renault data

36 EFFIE AWARDS 2016

AUTOMOTIVE MASTERCARD “SUBWAY” AGENCY

Aimbulance

SECOND AGENCY

Agenty Zmin

CLIENT

MasterCard

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the ﬁrst phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

37 EFFIE AWARDS 2016

TELECOMMUNICATIONS SERVICES KYIVSTAR 3G LAUNCH AGENCY

MullenLowe Adventa Alexey Demin, Creative Director Julia Romanova, Art Director Olga Mamaeva, Business Development Director

CLIENT

Kyivstar Svyatoslav Gorban, CMO A 3G technology coming to Ukraine in fact put all the players on an equal footing, so every one of them had to build its image all over again. That’s when the operators’ race began, into which “Kyivstar” was the last to get. “Kyivstar” decided to talk about 3G utility. For this purpose an “#alwaysonline” project was elaborated. Its ecosystem allowed to make every viewer a participant. Media channels were TV, OOH and digital. Reality show format allowed the communication to be convincing and to achieve all the goals.

Tatiana Svetlova, Head of marcom department Alexandra Pasechnik, Brand manager Dmitriy Zakharov, Brand manager

PERSONAL OFFER AGENCY

DDB Ukraine Igor Klymenko, Creative Director Vasilij Tanasiichuk, Creative Group Head Vadim Vaschenko, Strategic Planning Director Elena Yakovleva, Client Service Director Liza Levchenko, Account Director

MEDIA AGENCY

Starcom

DIGITAL AGENCY

Wizard Postproduction & Digital

CLIENT

Kyivstar JSC Svyatoslav Gorban, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Anna Chikalova, Brand Manager

Kyivstar needed to launch a service that would offer individual benefits for subscribers. In 2015 Kyivstar was the first to launch a unique product in mobile service industry – a loyalty program of personal offers for clients – the Personal Offer service. The main goals. To maintain the idea of affordability when services of the brand became twice as expensive as usual ones. To increase the number of subscribers who used the Personal Offer service up to 20% (comparing to the spring campaign). The solution. An integrated national advertising campaign for the Personal Offer promotion. The idea of personal offer was presented through the romantic quest game. The results of the campaign. Planned indicators were exceeded due to the campaign. The number of the autumn offer participants almost doubled comparing to the spring offer. More than 10 million subscribers have called on the number 477 to choose their personal offer. More than 7.8 million subscribers have used their personal offers. More than 1 million subscribers have activated several offers and even more than once. We would also like to admit the increase of the brand offering needed products and services figure: +5% to the equivalent figure in the second quarter of 2015.

39 EFFIE AWARDS 2016

TELECOMMUNICATIONS SERVICES ON VACATION WITH ROAMING AGENCY

MullenLowe Adventa Alexey Demin, Creative Director Julia Romanova, Art Director Vladimir Kononskiy, Creative Group Head

CLIENT

Kyivstar Svyatoslav Gorban, CMO Yuriy Chornenkyy, Head of marcom department Daria Ishchenko, Brand manager

Summer vacations season means to mobile operators more than to consumers: it’s the time of a hot war for extra revenue from roaming using by subscribers. In 2016 all unfavorable for business factors seemed to meet: both two competitors became more active (Vodafone appearance, lifecell’s “Bip” introducing) and Ukrainians’ well-being decrease. From the other side, a consumer myth of super expensive roaming had to be broken. The idea was realized on TV and in digital to cover different audiences. Such strategy allowed to get maximum results on the set goals.

UKRTELECOM INTERACTIVE TV AGENCY

Subsidiary «Scholz & Friends Kyiv» Irina Boyko, Creative Director Vasyl Moldavchuk, Art Director Valeria Loshmmanova, Group Account Director Olena Ignatenko, Account Manager

MEDIA AGENCY

MEC

DIGITAL AGENCY

MEC

CLIENT

Ukrtelekom entered IPTV market 4 years after the main competitor, when early adopters were already covered. Company broke the rules: it hasn’t fought for “innovators”, but focused on traditionalists from towns. Developed communication has made it easy to understand the technology and formed a need in service. We’ve shown chosen TA that it is possible to be loving and caring family man, and still stick to personal interests. Stimulation of IPTV subscription was the main communicational goal, and it was successfully reached with wide-coverage channels – TV and internet.t

Public Join Stock Company «Ukrtelecom» Anton Zhorin, Head of the Department of Marketing Communications Lidiya Babyak, Head of brand management unit Olena Komendo, Brand Manager

40 EFFIE AWARDS 2016

TELECOMMUNICATIONS SERVICES LIFE:) RELOADED AGENCY

THINKMcCANN Oleksandr Netrebchuk, Associate Creative Director Eugene Zvenyhorodskyi, Creative Group Head Kateryna Pikul, Copywriter Olga Rozhankivska, Group Account Director Anastasiya Zhurakovska, Account Director Lyudmyla Lavrenyuk, Account Manager

MEDIA AGENCY

Media Systems

DIGITAL AGENCY

AdPro Ukraine

CLIENT

lifecell

life:)’s reputation as operator for youth with cheaper tariffs was established at the market. However, the real level of provided services was much better for a long time, so with the 3G launch in Ukraine the operator decides to change this brand perception and increase credibility in terms of the older audience as well. life:) relaunches brand and becomes lifecell – operator that understands communications needs of different people and to response these needs provides absolute freedom of communication. New visual style and communication materials of this idea achieved the goals – brand managed to strengthen its position and become older in audience perception.

LAUNCH AMONG MONSTERS AGENCY

THINKMcCANN Oleksandr Netrebchuk, Associate Creative Director Volodymyr Navrotskyi, Creative Group Head Eugene Zvenyhorodskyi, Creative Group Head Kateryna Pikul, Copywriter Anna Lyubchenko, Art Director Anastasiya Zhurakovska, Account Director Lyudmyla Lavrenyuk, Account Manager

MEDIA AGENCY

Media Systems

DIGITAL AGENCY

AdPro Ukraine

CLIENT

lifecell

The evolution of communication facilities and high-speed mobile Internet faced mobile operators with unpleasant fact – messengers are progressively eating up a part of telecom traﬃc. lifecell decided not to accept threats of changing the traditional telecom services consumption and used it to advantage – launched own messenger. BiP attracted consumers with brand-new practical features and unique content, thereby challenging segment leaders with all their armies of loyal users. We have become a messenger that provides truly free communication and hundreds of thousands of new users are now the core of communicator.

41 EFFIE AWARDS 2016

TELECOMMUNICATIONS SERVICES FREE CONTENT AGENCY

MEDIA AGENCY

Starcom

DIGITAL AGENCY

Wizard Postproduction & Digital

CLIENT

Kyivstar JSC Svyatoslav Gorban, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Natalia Pavlova, Brand Manager

When 3G appeared, it got clear that in the closest years main ﬁght between Ukrainian mobile operators will be for smartphone owner who is ready to pay for the mobile Internet as megabyte price is higher than a minute price. That is why streaming services Free Music and Video on the go were created. Subscribers didn’t need to download or buy content, they could just install applications included into those services and use unlimited music and video in the 3G net. The main goals. The company faced a question: how to draw a new format consumer and keep current subscribers base at the same time? To increase the number of subscribers of the mobile Internet up to 45 thousand subscribers. To increase quantity of connections to the Video on the go service up to 2%. The solution. An integrated national advertising campaign for the Free Music and Video on the go services promotion. Today, due to unlimited video and music, all the limits are gone. Amazing and boundless world of media fantasies tears the humdrum. The results of the campaign. In the ﬁrst 7 weeks of the campaign, the quantity of subscribers using the mobile Internet has gone 90 thousand up! 4.2% of the operator current subscriber base has used Video on the go service. Moreover, gaining 600 thousand new subscribers was a pleasant surprise.

42 EFFIE AWARDS 2016

BUILDING INDUSTRY & REAL ESTATE ECHO PARK AGENCY

GRAPE Ukraine Kirill Chistyakov, Creative Director Yulia Borgulenko, Creator Antonina Panko, Copywriter Andrew Mishenko, Senior Designer Khrystyna Gladka, Motion Designer Elena Salivon, Client Service Director Roman Gadzhimuradov, Project Manager Ivan Skvordiakov, Head of Data Ilona Medved, Account Manager Ksenia Pilipenko, Senior Account Manager Danyil Malukha, Media planner

SECOND AGENCY

Inspired Interactive

CLIENT

BD Holding Yanina Badah, Chief Marketing Officer Iurii Norenko, Creative Director Stanislav Shaparenko, Head of Sales Department Anna Pilipenko, PR Manager

In the ﬁrst quarter of the campaign 54% of the apartments of the 1st order have been sold (as of July 2016) – 124% of performance plan for this period. This indicates a high level of trust in the developer, as well as the correct understanding of the complex philosophy and concepts by the targeted audience. The campaign continues to prove its effectiveness, since with the developers global plan - the realization of 100% apartments of the 1st order by the end of 2016 - 79% of apartments were sold by October 3, 2016.

EVROPEYKA AGENCY

GRAPE Ukraine Kirill Chistyakov, Creative Director Oksana Denga, Creator Antonina Panko, Copywriter Evgeny Ordynsky, Art Director Khrystyna Gladka, Motion Designer Elena Salivon, Client Service Director Roman Gadzhimuradov, Project Manager Ivan Skvordiakov, Head of Data Ilona Medved, Account Manager Ksenia Pilipenko, Senior Account Manager Danyil Malukha, Media planner

SECOND AGENCY

Inspired Interactive

CLIENT

BD Holding Yanina Badah, Chief Marketing Officer Iurii Norenko, Creative Director Anna Pilipenko, PR Manager

100 apartments were sold in the first six weeks after the campaign was launched. This figure illustrates the fact that we were able sell twice as many apartments then was originally planned even before active construction at the site began. Secondly, over the four months of the active campaign there were stable 100% performance goals. This allowed the early start of the 3 order sales in November, despite the fact that by the end of 2016 the developer planned to sell only the first 2 lines of the housing program.

44 EFFIE AWARDS 2016

E-COMMERCE BIGL GETTING BIG AGENCY

MediaVest Victoria Chernegova, Director Sergey Yakovlev, Account Director Alex Garmash, Digital Strategic Director Sofiia Tlumak, Media Manager Tatyana Matveeva, Media Manager

SECOND AGENCY

Michurin

CLIENT

Evo Company Alexey Filanovskiy, Head of Marketing Alexey Gubsky, Head of Design Department Maria Popko, Head of Marketing Bigl.ua Alexandra Romanova, Head of Lead Generation Department Tamara Tsarova, Head of Marketing Goodini.ua

Can we deﬁne effectiveness of friendship? Yes, we can! This year Ukrainian e-shoppers have found a new friend – Bigl.ua. He became very popular due to his reliability and good manners. Each month over million people come to visit their friend – what a relationships! Haven’t you met Bigl yet?

WHEN WE ARE TOGETHER, EVERYTHING IS CHEAPER AGENCY

Tabasco Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer

CLIENT

modnaKasta Andrey Logvin, Director Evgeniya Nahai, Marketing manager

On-line fashion segment in Ukraine is becoming more popular. You can buy at marketplaces, in social networks. Those of them win who offer the lowest price. Everyone wants it, and not only at discount periods. But it’s hard to ask for a discount on-line. So we came up with idea “we are together, everything is cheaper” offering maximum discount to all modnaKasta club participants. We increased all 3 planned objectives: grew traﬃc, new comers and transactions on site!

45 EFFIE AWARDS 2016

E-COMMERCE BUKOVEL VS BOOKING – HOTELS VS WINTER AGENCY

Postmen Yana Batura, Head of Media Department Yulia Havron, Account Manager Aleksandra Kazarina, PPC Manager Daria Maksimova, Web Designer

CLIENT

Bukovel Bukovel is the fastest growing ski resort in Easter Europe. Until 2014, 70% of the resort’s bookings came from from the offline and online agents. The biggest one, booking.com was selling 6 times more than the official Bukovel platform. We could not compete with booking.com in usability, advertising costs and terms of price. Based on the tracks of Bukovel web-site users (2,6 mln) we creating more valuable winter offers, than just a hotel room price buy hotel: booked a room – Buy a ski pass, visited Bukovel in summer – get back in Winter. And it worked! Sales through booking.com reduced to 1%. 41% of income was generated by bukovel.com with turning 15% of every sale from commission costs into profits!

PROMO FIESTA AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Irina Konoval, Media Planning Group Head Maria Lisovskaya, Strategic & Innovation Head

SECOND AGENCY

Fedoriv

CLIENT

LLC «EMARKET UKRAINE» Sergey Gapochenko, director Katerina Onishchenko, marketing director Alexandra Kravchenko, offline manager

We knew - everyone loves summer, and in summer everyone wants to relax, go to the parties, and dream of traveling and fiesta, and not worry about everyday tasks, including the buys-sales. We decided, if everybody likes fun and fiesta - they will get the best fiesta with gifts! Uno, dos, tres - just add three announcements in the OLX app and win a trip to Barcelona or many other prizes. We had ambitious goals: to increase application users, and grow the number of announcements! And as a result we showed that it was a grand fiesta. Ole!

46 EFFIE AWARDS 2016

E-COMMERCE OLX-MAN AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Irina Konoval, Media Planning Group Head Maria Lisovskaya, Strategic & Innovation Head

SECOND AGENCY

Fedoriv

CLIENT

LLC «EMARKET UKRAINE» Sergey Gapochenko, director Katerina Onishchenko, marketing director Alexandra Kravchenko, offline manager

We are different. But we are all the same in our desire to be the best: a loving mother, a student who begins his career, athletes who want to be a champion, etc. We have no time to search for a new gadget or sports uniform on different web-sites. We need it right now! We invited great artist Alexey Potapenko to communicate with our target audience: whoever you may be - on OLX will ﬁnd everything you need! Our goal to growth number of desktop and mobile users have been ambitious but as a result – real.

WHAT ARE YOU WILLING TO DO FOR IPHONE 7 AGENCY

Initiative Andrew Andryuschenko, Managing Director Sergey Kostin, Executive Director Julia Khanina, Media Group Head Anna Kireyeva, Senior Media Planner

DIGITAL AGENCY

PR AGENCY

Advance Digital Yuriy Blotsky, Advance Digital Director Aleksandra Boulygina, Media Director of Advance Digital Nataliia Cherednykova, Digital Account Manager

GreenPR Artem Zelenyi, Chief Executive Officer Mariia Ivanyk, PR & Account manager

CLIENT

Group of Companies “ALLO” Evgeniy Rezuev, Marketing Director

During the last couple years the competition among smartphone electronics retailers become tougher, and the main players run for creative, unusual and sometimes provocative solutions. 21st of November 2016 new IPhone 7 officially launched in Ukraine. Global experience shows that people are willing to do anything for new Apple gadget. We decided to present 5 iPhones 7 the first 5 people who are officially change the name on iPhone Seven For announcement we used: social networks (2 posts), PR, paid news on Internet (4 posts). The results of this campaign surpass our the expectation – more than 10 mio earned contacts via Internet sites, mentions on TV, youtube, facebook. Sales of Iphone 7 in ALLO were 7 times higher than IPhone 6S in during the first week.

Ekaterina Kurasova, Head of Marketing Communications Department

47 EFFIE AWARDS 2016

E-COMMERCE METHODOLOGY OF THE E-COMMERCE STRATEGY REALIZATION AGENCY

PROMO Tsaruk Evgeniy, CEO Chumak Kirill, Account Director Tsymbalyuk Vitalyi, Head of Accounts Department Chuchva Egor, Account Manager Konstantin Kirilyuk, SEO Team Lead Kovalenko Oleg, Head of SEO Department Dolenko Mariya, SEO Specialist Danilchenko Andrey, SEO Specialist Taran Evgeniy, SEO Specialist Nevmerzhytskyi Vadym, PPC Team Lead Osypenko Roman, PPC Specialist Skvortsov Igor, PPC Specialist Kusaiko Vladyslav, PPC Specialist Kozhukhova Iryna, Head of PPC Department Valeriya Prihodko, Head of Marketing

SECOND AGENCY

Adpro

CLIENT

Foxtrot Andrey Adamenko, Head of marketing communications

SEO optimization, search and media context, price aggregators, CPA and RTB networks are main conversional communication channels. For getting revenue online stores invest till 90% of marketing budgets in this instruments but customers and the agencies do not use them effectively. Their focus is deflected to the interim KPIs (traffic, conversion, visibility in search engines), which partially reflects the revenue from promotion and divides substantially the responsibilities’ areas. It results in the restricted information exchange, the delay in implementation of project statement for the website and databases, the overlapping and duplicating of the sales data. Conducting a yearly eCommerce campaign on the basis of Agile methodologies of project management twill provide the opportunity to shift to KPI’s business – revenue and ROMI. Cooperation on real sales provides the possibility to turn off the distortion and manipulation with data, reflects the business-efficiency of conducted campaigns. Business results: - The revenue exceeds the yearly target in 31% and the similar figure in 2015 – in 99%2. - General ROMI equals to 1959%, which exceeds the yearly target up to 65% and the similar figure of 2015 up to 39%2.

48 EFFIE AWARDS 2016

RETAIL & PUBLIC SERVICE WOG IS A GOOD MOOD FILLING STATION AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Denis Keleberdenko, Creative Director Mike Petrusiak, Art Director Dmytro Kyshko, Copywriter Irina Danilevskaya, Client service director

CLIENT

WOG Retail Serhiy Koretskiy, CEO Vitaliy Tkachenko, Marketing Director Liudmyla Tybulchuk, Head of Marketing Department

From 2013 WOG brand didn’t have any image-based communication. But many people knew that the company forges ahead and develop actively, improving in all directions. WOG isn’t inferior to the best European companies in service, comfort and barrier-free attitude. The commercial describes an ordinary day on WOG AZK when Jamala stops by the station to buy her favourite Latte and becomes a participant of service delivery to equally important boy whose name is Seriozha. In the same time, the company emphasises that all WOG’s clients are served with the same attention as this little boy from the commercial. Company’s main message is to show that WOG ﬁlls with mood. As a result, we increase all business objectives in non-fuel sales up to 40%.

CRISIS VS SHOES: THE STORY OF ONE VICTORY AGENCY

THINKMcCANN Eugene Kaminskiy, Creative Director Olena Gnucheva, Senior Copywriter Oksana Kapranova, Art Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager Eugene Alekseev, Designer

CLIENT

MTI Mariia Samplavska, Head of Brand Marketing Department Valeriya Tolochina, Marketing Director

Problem: On the background of the crisis and the sharp decline in the purchasing power of the population drop, in sales of the fashion brand of shoes is not surprising – the target audience of stores begins to weigh carefully their need to buy an extra pair of shoes. For us it is important to be a leader not only in the minds, but also in the wallets of consumers. That is why we had to convince our TG that buying a shoe – is not the event where you want to save. At the intersection of visual trends and sincere stories – we made a rational integrated communication, submitting it very emotional. Results: All planned indicators – the average check, revenue, close rate – rose almost 2 times more than expected, both in stores and on certain brands! And 89% of customers of INTERTOP said they really liked the campaign!

50 EFFIE AWARDS 2016

RETAIL & PUBLIC SERVICE WATSONS HWB AWARDS 2015 AGENCY

Hoshva DGTL Anton Yatsenko, Head of Strategy Nastya Guzova, Senior Account Manager Evgen Madenov, Designer Anna Mizina, Account Manager

SECOND AGENCY

Hoshva PR

CLIENT

Watsons Julia Puzyrova, CCO Viktoriya Smolskaya, Marketing Specialist Yulia Osipenko, Branding Manager

“SMARTOMANIA” PROGRAM AGENCY

Tabasco Oleksand Koptev, Creative Group Head Tetyana Shapoval, Art-director Eugeniya Dzubenko, copywriter Olga Zhegulina, producer Olga Roza, account manager

CLIENT

Foxtrot Andrey Adamenko, marketing manager Ruslan Klimenko, brand manager

Watsons holds Health Wellness and Beauty Award — the only award from customers to brands, every year since 2011. Customers vote for their favorite products, share their opinion and identify the best products in most popular categories. This year Watsons HWB Awards emphasizes social value of people choice by marking winners with special Award label and seamless cross-media campaign to reach people whenever is suitable for them to give their votes. So, every Watsons customer voice was heard and helped others to make their choice!

In Ukraine, there is a growing number of retailers that attract a younger audience. And in fact exactly they are the active users and customers of popular smart devices. It is important to get to the wish-list of the youth. That is why Foxtrot has decided to restart the program "Smartomaniya" and is aimed at young and practical people. Buying smart technology with the program "Smartomaniya" now becomes not just buying a phone, but a purchase with the additional beneﬁt for the same money: phone + insurance + warranty + tech support 24/7 = innovative proposal. All phones in Foxtrot are already completed with the additional beneﬁts and "pumped"! Due to updated product and creative ideas in the form of bright plasticine heroes Smartany we have carried out plans for all targets and even exceeded - the planned share of sales in Smartphones group increased by 42%!

51 EFFIE AWARDS 2016

RETAIL & PUBLIC SERVICE WHOLSALE STARTS FROM 3 ITEMS AGENCY

Ogilvy&Mather Alexandra Doroguntsova, Creative Director Taras Dzendrovskyy, Head of Art Alex Yavorskiy, Copywriter Irina Pigal, Producer Natalya Shatokhina, Account Director Tatyana Mastyugina, Account Director Eugenia Savchenko, Account Director

MEDIA AGENCY

MEDIA SCOPE

CLIENT

LLC “Metro Cash and Carry”

Having shifted their focus from the B2B to the B2C segment, METRO is launching a campaign stating that METRO offers the wholesale for everyone, and it starts with as few as the three units. Ukrainians, who considered METRO to be a wholesale supermarket for professional buyers before, were quick to come. Within six months after the initial launch of the campaign, 110% more new customers visited METRO compared to the same period of the previous year.

PRINT TO DIGITAL TRANSITION AGENCY

iplace Ruslan Sukhomlin, Account Manager Nikita Mitsevich, PPC Manager Olga Burenich, Media & Buying Director Bogdan Levchenko, CEO

CLIENT

METRO Cash & Carry Ukraine Oksana Kulikova, Head of Marketing Ievgenii Savchuk, Digital Marketing Manager

In 2015 METRO came as the only player on the product retail market with degressive trend in sales with cumulative inflation in the country for July-December of 2014 in 12%*. Most part of marketing budget was spent of printing and sending of paper promotional catalogues. For the first time in 50 years of company's existence, METRO team decided to refuse slowly from printed catalogues, which have led to expected reduction of loyal visitors up to 20%** Our task was to attract new clients and to build clear model of monitoring of online-activities and offline-business results. With the help of program module and its integration with CRM-system of METRO we connected advertising traffic with offline-activity of customers and defined the most effective formats of creative and goods offer for every channel. This allowed us to implement algorithm of ROI calculation and now we manage advertising campaign based on data about buying history of every client. As a result quantity of new customers of METRO in 2015 in comparison with 2014 increased on 148%**, and part of online, as an attraction channel, rose up from zero to 40%**. * - data: State statictics committee of Ukraine, 2016 ** - data of METRO team

52 EFFIE AWARDS 2016

FOODSERVICE BELGIUM POURING RITUAL AGENCY

Kinograf Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

DIGITAL AGENCY

I-REX

CLIENT

Beer Point LLC

This is a story about how to attract people to your PUB and draw them away from competitors, to almost double seat turnover rate and to spend as low as less USD 4,000 for media placement over 8 months.

Andrey Fesenko, Director

#GOZANIZHKAMI (#GOFORLEGS) AGENCY

Navigator Anna Dovzhenko, Senior Account Manager Yaroslava Borokh,_Account Manager Tatyana Mokrenko, Head of SMM Gleb Pronenko, Head of creative Dariya Kabanova, Managing Director

CLIENT

KFC Marina Seredkina, Marketing Manager Ukraine&Belarus Volodymyr Mandryk, Senior Marketing Manager Ukraine

There was a task to bring a new product to the market - "legs". The main problem of KFC was its budget, which was in 7 times lesser than its main competitorâ&#x20AC;&#x2122;s media budget. The main communication channels for KFC for this very campaign was OOH and SMM. Creative approach and focus on younger audiences produced stunning results from the campaign - sales of "legs" grew by 70% compared with sales of chicken parts (a product that was replaced by legs). A number of KFC loyal customers increased by 3%.

53 EFFIE AWARDS 2016

FOODSERVICE COFFEE ATMOSPHERE IN MCDONALD’S AGENCY

TBWA\Ukraine Marina Kunets, Account Director Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Vladislav Kunets, Creative Group Head Marina Kitaeva, Senior Account Manager

MEDIA AGENCY

OMD Ukraine

CLIENT

McDonald’s Ukraine Ltd Yuliya Badritdinova, Marketing and Communications Director Olga Vasylieva, Senior Marketing Consultant

For the last few years the coffee culture in Ukraine is developing rapidly and freshly grounded coffee is almost no surprise for everybody. The life rhythm of people also is getting faster, this influenced an appearance of intense trend “on-the-go” and changed the structure of markets. McDonald’s since 2011 began to actively develop its coffee expertise. Studies that were conducted in the first quarter of 2015 showed that McDonald's guests, who buy coffee, have become rarer, although the penetration grew. And, despite the fact that consumers do not doubt the quality of the proposed coffee in McDonald's restaurants, they did not have enough variety in drinks. It was necessary without making fundamental changes in the menu, give the consumer the opportunity to diversify coffee drinks, make customer experience special, emotional and memorable. The decision was launching sweet coffee syrups that diversified taste of coffee drinks at McDonald's. Before the start of the communication campaign syrups for coffee drinks, McDonald's has set itself the following objectives: Business: 1. To increase in sales syrup to + 70% 2. To increase in sales coffee to + 15%

4Q’15 vs. 4Q’14 4Q’15 vs. 4Q’14

Communication: To increase brand image attributes for McDonald's coffee campaign compared to the same quarter (October-December 2014) at least to 5 points. The results of the campaign were more than impressive. Due to the diverse and emotional communication, brand image indicators rose in some positions to 13 points. Also signiﬁcantly increased the business objectives: - Increase in sales syrup + 79% - Increasing in sales coffee + 26%

54 EFFIE AWARDS 2016

LEISURE ENTERTAIMENT CULTURE & EDUCATION TRAVEL & TOURISM FOR HAPPY STORIES TO THE 9TH FORUM OF MARKETING DIRECTORS AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Anna Pochtarenko, Creative Group Head Mykhailo Orlov, Art Director Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client service director

CLIENT

Ideas First Iryna Bondarenko, CEO Kateryna Orlova, Project manager

To take fear out of marketing The 9th Ukrainian Marketing Directors Forum concept is bold decisions in marketing. They say to overcome your fear you have to face it. So, we`ve found the common marketing manager’s fears and put them into a classic form – kids horror story. The only recipe to avoid the destiny of our heroes is to gain wisdom and courage from the Forum. We surrounded our audience by fear. Marketing horrors were communicated in 3 TV commercials, 3 radio spots, and series of OOH, press ads, banners, direct mail, and branded gifts. +32% more participants compared to 2015 and +19% new participants.

SBUKOVEL | SPORT BIBLE: TRAIN & COMPETE

AGENCY

Postmen

CLIENT

Bukovel

In 2015 Bukovel turned summer into another high season, and in 2016 dared to bring life to the ski resort in mid-season. The question ‘Who would come to Bukovel in September?’ was the key. Extensive trends studies lead us to the sport enthusiast audience. For each weekend in September we planned a sport competition. We differentiated from other sport events by employing the most challenging distances. As the result, drove hotels’ stay by 66% vs September 2015 (objective – 40%) and obtained loyal “September” audience for the resort.

56 EFFIE AWARDS 2016

FINANCIAL & BUISINESS SERVICES A JUMP AGENCY

Kinograf Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter Oleh Nikitchuk, art-director

MEDIA AGENCY

Mediapartnerstvo Sales House (TV, Metro, OOH)

MEDIA & DIGITAL AGENCY

АІТІ (Internet, OOH)

CLIENT

FUIB

The FUIB (The First Ukrainian International Bank), a large bank for high-profile customers, had been mainly focused on corporate business before 2013. Historically the Bank’s positions were very strong in the east of Ukraine. However, many high-profile customers do not exist anymore on Ukraine’s economic map due to the militarized conflict and the financial crisis. In response to the changed market conditions, the Bank had to diversify its portfolio by developing retail and SME segments. The challenge was to change its posh image of the ‘First Ukrainian Bank’ to that of an open, customer-oriented bank. By launching ‘a Cash Loan’, a simple consumer loan product, and using unusual creative ideas, we could reposition the Bank and substantially expand the share of individuals in the Bank’s portfolio.

Jaroslav Skovron, Head of retail products department Olena Kovalska, Marketing Director Dmytro Dudnik, Head of credit products department Kateryna Dubyna, Head of MarCom

MASTERCARD. FORCES AWAKENING AGENCY

THINKMcCANN Eugene Kaminskiy, Creative Director Viktoriya Nikonenko, Art Director Viktor Vysotskiy, Creative Group Head Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

MEDIA AGENCY

Carat Ukraine

Mastercard sent Ukrainians in the world of Star Wars

MARKETING SERVICES iSmart LLC AGENCY CLIENT

Mastercard Ukraine Tatiana Lutsenko, Program Manager Nataliya Baidala, Marketing Director

The goal was to attract the maximum number of people to the regular payment by Mastercard card. In order to reach the widest possible audience, we have used premiere, that everyone expected, of a new episode of Star Wars. And came with the national promotions, the winners of which were sent to the ﬁlming location. The bright, creative form, with the characters of the saga, we urged Ukrainians feel the Force of the Star Wars world. As a result, promotional participate was almost 10 thousand customers, which is 2 times more than planned. A transactions increased by 32% with the planned 12%.

57 EFFIE AWARDS 2016

FINANCIAL & BUISINESS SERVICES FUIB ANNUAL REPORT 2015: INNOVATIVE FORMAT OF ANTI-CRISIS COMMUNICATIONS PlusOne

AGENCY

Dariya Suzdalova, Account Manager Alexey Marahovskyy, Producer

SECOND AGENCY

TOP LEAD LLC

PR AGENCY

TOP LEAD LLC

CLIENT

FUIB Liliya Zubareva, Communications Director of FUIB Anna Kokoba, Communications Manager

KREDOBANK IS MAKING WONDERS AGENCY

TMA Communications Ludmila Kosovych, Head of Strategic Development Rostislav Vishneviy, Creative Group Head Viktoria Prihodko, Account Manager

MEDIA AGENCY

Universal McCann

CLIENT

Kredobank

Ukrainian banks lost UAH 66.6 bln in 2015 due to the war in Eastern Ukraine and economic crisis. 78 banks were liquidated by National Bank of Ukraine during 2014-2015. FUIB lost UAH1.7 bln in 2015: it could stress our customers and destabilise bank. Our objective was to prevent crisis and to reach more clients and stockholders with strategic highlights and outlook. KPI: to increase reach by over 7 times. To neutralize negative publications about financial results. KPI: >50%. We are the first among Ukrainian banks who efficiently promote innovative annual report as a tool of anti-crisis communications. FUIB published its 2015 Annual Report in the online format on a special website www.pumb.ua/2015 that provides its stockholders with the access to both the traditional version and a simplified one. Key financial indicators were presented in a convenient infographic format.

How can a small regional bank grow on the consumer loans market during the crisis? There is a way! Western Ukrainian Kredobank has set out to increase its portfolio ﬁvefold and expand its operations to Kyiv and Eastern Ukraine. With two times lower budget than its closest competitor, brand awareness at 0.2% in Kyiv and 4.4% nationwide at the start of the campaign, Kredobank surpassed its targets by 127% and increased the spontaneous awareness to 7% nationwide and in the capital. Our secret is the rational product and communication campaign that let's people dream again!

58 EFFIE AWARDS 2016

FINANCIAL & BUISINESS SERVICES MASTERCARD “SUBWAY” AGENCY

Aimbulance

SECOND AGENCY

Agenty Zmin

CLIENT

MasterCard

59 EFFIE AWARDS 2016

MEDIA SELF PROMOTION LIFE WITHOUT DECEPTION AGENCY

TV&radio broadcast company Studio 1+1 Olena Martynova, 1+1 Media Group Marketing Director Olexiy Repik, 1+1 Art Director Vlad Butramenkov, 1+1 Media Group Strategic Analyst Valery Primost, 1+1 Creative Director Natalya Vovk, A Head of Promo Department of 1+1 Olga Klipkova, A Head of 1+1 Media Group Digital Department

CLIENT

TV&radio broadcast company Studio 1+1

After a disastrous first season of the program "Zhittya without deception" in the face of fierce competition from the earlier starters seasons other television channels, our task was not only to attract viewers to its programming, but also to change the profile of the audience. Creative solutions began as an unusual format of the announcement, and an idea that could be heard roll - leading acted as God, before whom confessed sinners products that wanted to get into your paradise - refrigerator. As a result, the second season of the program significantly improved its performance - increasing audience share and its quality - the profile of the program was the match the profile of the channel.

60 EFFIE AWARDS 2016

OTHER SERVICES WINTER FUEL AGENCY

Tabasco Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer

OTHER AGENCY

Design studio

CLIENT

Konzern Galnaftogaz Vasyl Dmytriv, Marketing Director Romana Moroz, Marcom Director Khrystyna Noha, Marketing Manager

Ukrainian fuel market is full of counterfeit, which is 2-3 hryvnia cheaper per liter. OKKO operates in premium segment, and sells only winter fuel during winter. OKKO brings Pulls Diesel Arctica, which cost is even higher. To meet ambitious goals we needed a bold idea which would appeal to core men audience who love to maneuver “on the edge”. We came up with idea which brought us market share growth, Diesel Arctica share growth and just in mid of January made us a leader in winter diesel fuel sales!

ILAYA “BONES” AGENCY

Aimbulance

CLIENT

Ilaya

Private Kyiv clinic ilaya regenerates bone tissue. Treatment technology is the development of its doctors. Initially the client appealed to the agency with another product - Stem Cells Bank and there were two problems: it seemed to be complicated and did not seem credible. We have simpliﬁed the product and changed its positioning: we refused the idea of stem cells bank and allocated the direction of nonunion fracture treatment. Our task was to generate targeted appeals to the clinic in the amount of 9 million hryvnias. Moreover, cost per patient’s attraction should have not exceeded 5% of revenue from the service. In order to overcome the lack of conﬁdence and to attract patients to the clinic we decided to talk about the treatment available and clearly. Not through brochures or advertising texts but through the experience of patients. To do so, we have placed a video on the website about people who had been already saved from amputation of an arm or leg at Ilaya clinic. Patients told their real gritty stories. We have also listed diagnoses for which the treatment is effective and added the video in which doctors and biotechnologists of Ilaya told about regeneration in simple words. Thus we have showed the technology from the all sides so that mistrust and fears did not arise. During two waves of the campaign we have generated 45 hits on 20,619,810 hryvnias; with the previous plans of up to 9 million hryvnias. We exceeded the plan by + 129%.

62 EFFIE AWARDS 2016

OTHER SERVICES WOG IS A GOOD MOOD FILLING STATION AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director Denis Keleberdenko, Creative Director Mike Petrusiak, Art Director Dmytro Kyshko, Copywriter Irina Danilevskaya, Client service director

CLIENT

WOG Retail Serhiy Koretskiy, CEO Vitaliy Tkachenko, Marketing Director Liudmyla Tybulchuk, Head of Marketing Department

YOU REAP WHAT YOU SOW, OR HOW BAYER HELPED FARMERS AGENCY

THINKMcCANN Eugene Zvenyhorodskyi, Creative Group Head Kateryna Pikul, Copyrighter Alla Zagorodnia, Account Director Olga Rozhankivska, Group Account Director Yuliya Gurenko, Account Manager Olena Balova, Strategy Planner

CLIENT

Bayer Ltd Borys Timofeev, Head of Marketing Maksym Iovenko, New Marketing Solutions Team Leader Verena Madry, Project Manager Olga Bigun, Finance Solutions Serhiy Sychevskyi, Agronomic Solutions Oleksandr Zayats, Crop Marketing Solutions

Agricultural solutions from Bayer are unique services for the analysis and development of recommendations in various areas of agribusiness, aimed at increasing the work eﬃciency of an agricultural enterprise. Bayer used them as the basis for the loyalty program, which led to signiﬁcant sales growth. Having expanded its expertise in farmers’ eyes from manufacturer of seeds and plant-protecting agents to expert in all areas of business management, Bayer became source of essential knowledge and full-featured partner for its

63 EFFIE AWARDS 2016

OTHER SERVICES YOUR UPGRADE AGENCY

Resolution Media Ukraine Stanislav Stoyackiy, Creative Director Maksym Kuzmenko, Creative Group Head Vitaliy Gorenko, Art Director Stanislav Raksha, Copywriter

PR AGENCY

News Front

CLIENT

Microsoft Ukraine Viktoriya Nechyporuk, chief marketing officer Elena Lesnichaya, SMB Marketing Lead Oleksandr Kucheruk, marketing manager, Windows Business Group Olena Levitina, Windows Business Group Lead

Project «Your Upgrade» was aimed to overcome the emotional barriers of trust to Windows OS upgrades, which emerged after underwhelming feedback to update of Windows 7 to Windows 8, by showing benefits of upgraded Windows 10 version. Large-scale project was carried out to achieve the goal, in which 4 heroes had to start changing their lives for the better by fulfilling dreams and inspire others. As a result, the number of Windows 10 installations increased by 23% by the end of campaign (1.2 times more than the planned figure).

64 EFFIE AWARDS 2016

OTHER SERVICES #GOWORKOUT AGENCY

Resolution Media Ukraine Stanislav Stoyackiy, Creative Director Maksym Kuzmenko, Creative Group Head Vitaliy Gorenko, Art Director Stanislav Raksha, Copywriter

CLIENT

Microsoft Ukraine Viktoriya Nechyporuk, chief marketing officer Andrey Adamchuk, marketing manager, Office Business Group

Project #GoWorkOut was aimed to break stereotypes about Microsoft Office products as the one, which could be used for ‘in-office’ work only and to show all the benefits of working with Microsoft Office cloud services from anywhere. Two channels of communication were used: SMM support of the project and live presentations of Microsoft Office Online in coworking spaces across Ukraine. As the result, the number of Office 365 (paid version) purchases increased by 21% by the end of campaign (+1% vs planned objective). This was +32 more compared to the results of the previous year same period.

65 EFFIE AWARDS 2016

SOCIAL & CHARITY NOVA POSHTA KYIV HALF MARATHON AGENCY

MullenLowe Adventa Alexey Demin, Creative Director Olga Mamaeva, Business Development Director Vladimir Kononskiy, Creative Group Head

CLIENT

“TOP Run” Dmitriy Chernitskiy, CEO Today the annual ring marathons are the same essential part of any big city life, as the other mass cultural events. Year to year running movement has been spinning up and the number of heat participants also has been increasing, but lately the number of those who are running for the ﬁrst time has signiﬁcantly decreased. Our audience was sure that the marathon is not for them. Realized idea “Runners Confession” was built around stories of the real people and helped to attract 1841 new runners.

INVISIBLE BATTALION AGENCY

Advertising agency “MEX Advertising”

CLIENT

Ukrainian Women's Fund

We conducted "Invisible battalion" research concerning female soldiers whose interests are ignored by by state. Results showed gender inequality in ranks of AFU. Photos and quotes of female soldiers formed “Invisible battalion” calendar, its copies were distributed among public opinion leaders, journalists, top military oﬃcials of state. Main achievement of project: decree of Ministry of Defense of Ukraine №292 dated June 3, 2016 where under female soldiers ﬁrst-ever got opportunity to hold posts previously available only to men. Number of military jobs available for women increased from 0 to more than 100.

67 EFFIE AWARDS 2016

SOCIAL & CHARITY SPLIT INTO ATOMS AGENCY

CLIENT

TV&radio broadcast company Studio 1+1

Working in a highly competitive environment where competitor, TRK Ukraina, previously started with communication of their similar project, we were able to ﬁnd a solution addressed to the desired channel CA - with the relevant reports of the tragedy that occurred 30 years ago, through an emotionally intimate stories of those whom she touched. As a result, the TV channel has won a share of watching by day, halfway necessary social messages to millions of viewers. In didzhitale (SMM), we have also received high coverage of our posts due to the high involvement of Central Asia - more than 21,000 likes / repost. In the air, we have made a unique project by displaying the hourly history 30letney old events.

TRAINEESHIP OF DEAF MUTE/HEARING-IMPAIRED AGENCY

Adpro Ukraine Nastya Baydachenko, CEO Vitaliy Kulko, Production Director Vitaliy Tkalich, Head of Context Igor Tkachenko, Production Manager

CLIENT

Dentsu Aegis Network Ukraine There is a great number of deaf/hearing-impaired people in Ukraine, who are deprived of normal development in professional and social spheres. But the problem with hearing isn’t really an obstacle at the time of such penetration of digital. So, we decided to implement a project of traineeship of the deaf-impaired. Trainees underwent complex educational program curated by experts of the company, communicating via electronic mail, Skype, Facebook. We also created a web-site translating users’ names into sign-language. The following initiative doesn’t require investments and can easily be implemented by others.

68 EFFIE AWARDS 2016

SOCIAL & CHARITY PHILIPS CHARITY CAMPAIGN DYVOSERCE AGENCY

LLC BE-IT Elnara Imanova, B2C Lead

CLIENT

Philips Ukraine LLC Natalia Paliy, Marketing Director

Every year in Ukraine more than 4,000 children are born with congenital malformations of the cardiovascular system. In Kiev Scientiﬁc-Practical Medical Center of Pediatric Cardiology and Cardiac Surgery, these "freaks of nature" reclaim the best Ukrainian specialists. Equipment of the Center is far from modern requirements and сan be renewed only due to charity programs. Traditionally, charity is a boring topic for Ukrainian media and consumers. We decided to prove that charity can be simple, all you need is to come to the store and buy Philips products as a gift to loved ones. Result – Dyvoserce campaign allowed to accumulate UAH 1 000 000. In addition, international charitable organization Philips Foundation contributed to the needs of the Cardiology EUR 30 000.

INTERNET FLASHMOB «GOOD WILL CHALLENGE» AGENCY

Tabasco Oleksandr Smirnov, creative director Tetyana Kurmaz, producer Oleg Zavgorodniy, copywriter Svetlana Gorovenko, art director Tetyana Ilyenko, account director

CLIENT

WWF Ukraine Katya Kurakina, PR manager Valeriia Nemykina, Communications manager

Watching Ukrainians actively respond to social initiatives, we received confirmation that people are willing to help, but do not know what to do and how. They need to give an example, to direct, to help in the organization, and then this movement gains strength and develops due to the initiative of participants. We decided to make a living "library" of good acts by plugging in as many people as possible with the help of mechanics online flash mob "Estafeta dobryh del". And thanks to the flashmob Ukrainians to pay attention to the international campaign

69 EFFIE AWARDS 2016

SOCIAL & CHARITY SUPERMARKET AGENCY

TWIGA’Idea Stepanenko Svetlana, CEO Katerina Alexanyan, Managing Director Katerina Velgan, Concept Project Director Igor Sheykin, Creative Director Lena Lapshova, Senior Account manger

SECOND AGENCY

Media First Ukraine

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

DIGIBRAND

CLIENT

Since 2014 there is a war in Ukraine. And not only on the east. Real information war ﬂares up on TV and in the Internet. Population traditionally trust everything they hear in news. To promote the development of civil society in Ukraine, which involves creating a culture of responsible consumption of information (news) launched a social campaign "Mediahramotnist citizens." Everyone knows how easy it is poisoned by insuﬃcient food. But no one thinks that the news consumption of substandard products can be equally dangerous. Ukraine will live better if we check the quality of information products as carefully as the quality of food that we buy at the supermarket every day.

International Research and Exchanges Board (IREX) Lyubov Vasylchuk, Program Manager Maryna Zinkovska, Program Assistant

BORN FOR HUGS AGENCY

SECOND AGENCY

Hoshva PR First hugs belong to mom. Second hugs belong to Huggies.

DIGITAL AGENCY

Hashtag

Hugs is not just an expression of love, but according to scientiﬁc researches they are vital for normal baby development.

CLIENT

Kimberly-Clark Ukraine

The better moms will understand how precious each hug is, the more they will value Huggies Elite Soft for being tender with baby skin, for that extra hug, which the product gives to the baby.

Alyona Churilova, Senior Marketing Manager Oleksiy Kovalenko, Digital Manager

To attract Ukrainian moms attention to hugs importance we decided to create a charity program for children who are deprived of them.

70 EFFIE AWARDS 2016

SOCIAL & CHARITY SUPERTEAM AGAINST MINES AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Maria Volkova, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

MEDIA AGENCY

Qreachers, Digital Media Agency

OTHER

Aurocraft, Web Production

CLIENT

Unicef Ukraine

Disregard of mine-safety rules leads to thousands victims on Ukrainian post-war territories.UNICEF goal to protect school-kids by reaching 50% of them dispite low TV/Internet access and increasing their mine-behavior by 10%. A solution — education through entertainment. We created “Superteam against mines" based on the rules: “Notice!”, “Bypass!”, “Report!” and “Don’t panic!”, and spread it in the form of comics, t-shirts, school diaries and notebooks. The campaign covered 80% of schoolkids, increases safe mine-behavior up to 12% and left 1 million items with a life-saving information.

SEE THE BLIND AGENCY

Ahead Nadiya Barmashina, Creative Director (at time) Gleb Petrenko, Copywriter Tatyana Valkevich, Client Service Director

CLIENT

Discovery Networks For some people the path of discovery is closed due to vision problems;their troubles are invisible to society in Ukraine.We drew public attention to this and gave people impressions they couldn’t get due to physical limitations.We chose 5 locations in Kyiv and placed plates with artistic descriptions of the views, made in Braille, written by known Ukrainian writers. Leading TV channels featured news stories, more than a hundred print and online publications have mentioned the campaign.KCS amended the city's improvement plan to take into account the needs of the blind.

71 EFFIE AWARDS 2016

SOCIAL & CHARITY INNOVATIONS DURING CRISIS: OXYMORON OR GROWTH STRATEGY? AGENCY

Talan Group Natalya Tsvietkova, copywriter Anton Pustovoy, copywrites Evgeny Posokhov, art-director Anna Yarmochenko, PR manager Olga Buzunova, client service director

SECOND AGENCY

AGAMA Digital Group

MEDIA AGENCY

Media Direction

CLIENT

Electrolux Ukraine LLC

SHARING CARE AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Maria Lisovskaya, Strategic & Innovation Head

CLIENT

Royal Canin Ukraine, LLC Kateryna Bukhanovska, Sales and Marketing Director Olga Sinkova, Digital Brand Manager

72 EFFIE AWARDS 2016

POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS INDEPENDENCE DAY ON 1+1 AGENCY

TV&RADIO BROADCAST COMPANY STUDIO 1+1 Olena Martynova, 1+1 Media Group Marketing Director Olexiy Repik, 1+1 Art Director Vlad Butramenkov, 1+1 Media Group Strategic Analyst Valery Primost, 1+1 Creative Director Natalya Vovk, A Head of Promo Department of 1+1 Olga Klipkova, A Head of 1+1 Media Group Digital Department

CLIENT

TV&RADIO BROADCAST COMPANY STUDIO 1+1

Realizing that there was already a tired society from various patriotic and inspirational campaigns with the task to implement a campaign for its CA (Women25-35, 50+), we decided to show how beautiful our country is. A year before the anniversary of the Independence of the country, the air was launched the project My Krajina, where we have shown our beautiful country with a bird's-eye view. Next, we added video-communication pursuant to the country's national anthem, which does not sound snobbish, but extremely gentle and Digital Activity in SMM. As a result, the channel won watching by day and remained in ﬁrst place in the brand-tracking on the attribute of "patriotism."

MACHINE WASHING STEREOTYPES

AGENCY

TALAN GROUP Natalya Tsvietkova, copywriter Anton Pustovoy, copywrites Evgeny Posokhov, art-director Anna Yarmochenko, PR manager Olga Buzunova, client service director

CLIENT

ELECTROLUX UKRAINE LLC

SECOND AGENCY

AGAMA DIGITAL GROUP

MEDIA AGENCY

MEDIA DIRECTION

74 EFFIE AWARDS 2016

SMALL BUDGET BELGIUM POURING RITUAL AGENCY

KINOGRAF Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

DIGITAL AGENCY

I-REX

CLIENT

BEER POINT LLC

Andrey Fesenko, Director

SWITCH ON YOUR HEAD AGENCY

INITIATIVE Andrew Andrushenko, Managing Director Sergey Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Anastasiya Ivanova, Media Planner

PR AGENCY

GreenPR

SECOND AGENCY

ADVANCE DIGITAL

CLIENT

IDEAS FIRST Unilever Ukraine Elena Shvoryak Aleksandra Iasko, Media Coordinator

Historically, brand Clear has always played within «football territory». At the time of crisis year, we were offered the challenge to increase sales and brand awareness within Euro 2016 with budget that is incommensurable with multimillion investments of other advertisers in conjunction with a football theme. We used the gamification trend and gave rein to our target audience «to turn their heads on» and presented an opportunity to gain a victory, just not getting up from the couch! We have found the most interesting items for the football fan within the online mode and unified our activities by hashtag # включиголову. In the issue, we achieved the targeted traffic to a promotional site with the involving audience. As a consequence, the brand awareness has increased from 20% to 25% and sales increased by 14%.

75 EFFIE AWARDS 2016

SMALL BUDGET #GOWORKOUT

AGENCY

RESOLUTION MEDIA UKRAINE Stanislav Stoyackiy, Creative Director Maksym Kuzmenko, Creative Group Head Vitaliy Gorenko, Art Director Stanislav Raksha, Copywriter

CLIENT

MICROSOFT UKRAINE Viktoriya Nechyporuk, chief marketing officer Andrey Adamchuk, marketing manager, Office Business Group

76 EFFIE AWARDS 2016

SMALL BUDGET YOUR UPGRADE

AGENCY

RESOLUTION MEDIA UKRAINE Stanislav Stoyackiy, Creative Director Maksym Kuzmenko, Creative Group Head Vitaliy Gorenko, Art Director Stanislav Raksha, Copywriter

PR AGENCY

NEWS FRONT

CLIENT

MICROSOFT UKRAINE Viktoriya Nechyporuk, chief marketing officer Elena Lesnichaya, SMB Marketing Lead Oleksandr Kucheruk, marketing manager, Windows Business Group Olena Levitina, Windows Business Group Lead

77 EFFIE AWARDS 2016

SMALL BUDGET #STOPPLAYINGBALLS

AGENCY

BBDO UKRAINE Anze Jereb, Executive Creative Director Denis Keleberdenko, Creative Director Kseniya Babankova, Art Director Mike Petrusiak, Art Director Serhiy Malyk, Copywriter Dima Kishka, Digital Copywriter Andrew Bilyk, Digital Copywriter Aleksandr Pyatykh, Designer Denis Krivosheya, DTP Designer Eugenia Timofeeva, Account Director Zhanna Maslova, Account Manager Kateryna Magon, Digital Account Director Kateryna Makhnakova, Digital Account Manager Victor Ishkov, CEO

SECOND AGENCY

PROXIMITY UKRAINE

MEDIA AGENCY

AD HOC CREATIVE MEDIA LAB

DIGITAL AGENCY

PROXIMITY UKRAINE

OTHER AGENCY

ADMIXER

CLIENT

NEMIROFF VODKA LIMITED Tatyana Zheltomirskaya, CMO Dmitriy Karpenko, Head of Consumer Research & Strategy Marina Frolova, Head of marketing Ukraine Irina Bilichenko, Brand Manager Ukraine Andrey Sytnik, Head of digital Marina Ryabovol, Head of PR

78 EFFIE AWARDS 2016

SMALL BUDGET SUPERMARKET

AGENCY

TWIGA’IDEA Stepanenko Svetlana, CEO Katerina Alexanyan, Managing Director Katerina Velgan, Concept Project Director Igor Sheykin, Creative Director Lena Lapshova, Senior Account manger

SECOND AGENCY

MEDIA FIRST UKRAINE

MEDIA AGENCY

MEDIA FIRST UKRAINE

DIGITAL AGENCY

DIGIBRAND

CLIENT

INTERNATIONAL RESEARCH AND EXCHANGES BOARD (IREX) Maryna Zinkovska, Program Assistant

CANON PHOTO BATTLE

AGENCY

ITCG Viktor Konovalov, Creative Director Grygoriy Guroshev, SMM Head

CLIENT

CANON UKRAINE Konstiantyn Lutsenko, product manager

ТМ Canon has launched a new range of SLR Cameras EOS for beginners in the diﬃcult market conditions of decreasing demand. There is almost any budget for that campaign. How can you sell simple but not cheap camera to Young Generation who used to make photos with mobile devices? Virus video with battle! Result: 250000 views on YouTube without any promotion or media campaign. Users’ reach level increased by 4 times in the social nets as a result of own content and most importantly Sales of Canon camera increased by 6% compared to previous period. Impressive results for declining market!

79 EFFIE AWARDS 2016

SMALL BUDGET ILAYA “BONES”

AGENCY

AIMBULANCE

CLIENT

ILAYA

80 EFFIE AWARDS 2016

SMALL BUDGET MASTERCARD “SUBWAY”

AGENCY

AIMBULANCE

SECOND AGENCY

Agenty Zmin

CLIENT

MASTERCARD Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the ﬁrst phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it - by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

81 EFFIE AWARDS 2016

SMALL BUDGET WHAT ARE YOU WILLING FOR IPHONE 7 AGENCY

INITIATIVE Andrew Andryuschenko, Managing Director Sergey Kostin, Executive Director Julia Khanina, Media Group Head Anna Kireyeva, Senior Media Planner

Advance Digital

DIGITAL AGENCY

Yuriy Blotsky, Advance Digital Director Aleksandra Boulygina, Media Director of Advance Digital Nataliia Cherednykova, Digital Account Manager

PR AGENCY

GreenPR Artem Zelenyi, Chief Executive Officer Mariia Ivanyk, PR & Account manager

CLIENT

Group of Companies “ALLO” Evgeniy Rezuev, Marketing Director

During the last couple years the competition among smartphone electronics retailers become tougher, and the main players run for creative, unusual and sometimes provocative solutions. 21st of November 2016 new IPhone 7 officially launched in Ukraine. Global experience shows that people are willing to do anything for new Apple gadget. We decided to present 5 iPhones 7 the first 5 people who are officially change the name on iPhone Seven. For announcement we used: social networks (2 posts), PR, paid news on Internet (4 posts). The results of this campaign surpass our the expectation – more than 10 mio earned contacts via Internet sites, mentions on TV, youtube, facebook. Sales of Iphone 7 in ALLO were 7 times higher than IPhone 6S in during the first week.

Ekaterina Kurasova, Head of Marketing Communications Department

BACARDI HOME PARTY AGENCY

MEDIA DIRECTION/ OMD Natasha Mechkalo, Senior Media Planner Vyacheslav Kambarov, Senior Media Planner Aliona Danylchenko, Digital Account Group Head Lubov Rogach, Radio Group Head Anton Ryndin, Junior Project Manager

SECOND AGENCY

AGAMA DIGITAL GROUP

MARKETING TALAN COMMUNICATIONS SERVICES AGENCY

PR AGENCY PLEON TALAN CLIENT

BACARDI-MARTINI UKRAINE LLC

82 EFFIE AWARDS 2016

SMALL BUDGET AURA OF YOUR PERSONALITY

AGENCY

TABASCO Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer Olga Boyandina, account manager

PR AGENCY GREENPR

OTHER AGENCY

RESEARCH AGENCY

CLIENT

KSD AURUM Igor Korovko, Director Yuliya Stolyarova, Marketing manager

Before campaign start KSD Aurum had extremely low brand awareness. While the awareness of competitive brands was almost total and they prevailed in quantity of stores around the country. It was critical for Aurum to build brand awareness. Having researched the audience we came up with idea “Aura of your personality” implementing it only in SMM. Resonating insight, engaging mechanics, accurate involvement of bloggers exceeded our expectations. We got reach of 848750 people, 14 times exceeding the plan! Also, we got 10 669 of new participants and 618 new followers.

FOR HAPPY STORIES TO THE 9TH FORUM OF MARKETING DIRECTORS AGENCY

BBDO UKRAINE Anze Jereb, Executive Creative Director Anna Pochtarenko, Creative Group Head Mykhailo Orlov, Art Director Alisa Kuchinskaya, Copywriter Irina Danilevskaya, Client service director

CLIENT

IDEAS FIRST Iryna Bondarenko, CEO Kateryna Orlova, Project manager

83 EFFIE AWARDS 2016

RENAISSANCE LIVЕ EMOTIONS WITH ZHYVYNKA

AGENCY

YOUNG & RUBICAM LLC Dmitry Barsukov, Creative Director Anastasia Skripchenko, Account Director Anna Kostyleva, Creative Group Head Irina Shmotoloha, Production Director

MEDIA AGENCY

MEC

DIGITAL AGENCY

AGAMA DIGITAL GROUP

CLIENT

DANONE DNIPRO

It was necessary to make Zhyvynka relevant to its new potential customers to reveal unrealized potential of the brand. It was important to save the national value - live yogurt cultures, and at the same time to add an emotionality. We obtain a formula that meets the expectations of the audience - modern working women with children - "a well-being of all households, because of live yogurt cultures (rational), it is the basis for good relations in the family (emotional)." A communication mix brought both emotional and rational components: TV, Packaging, Digital, POSm, OOH. The growth of rational and emotional characteristics of the brand motivated new customers to buy. It allowed to increase sales, market share and other business indicators much more higher than it was planned.

EVERYTHING WILL BE SMOOTH

AGENCY

ADPRO UKRAINE Vladimir Kobets, Creative Director Viktor Tereshchenko, Art Director Mila Krutchenko, Strategic Director Aleksandra Kuts, Deputy Client Service Director Igor Tkachenko, Production Manager

MEDIA AGENCY

VIZEUM UKRAINE

CLIENT

EVYAP TRADING UKRAINE

“ArkoMen” started to lose popularity among the male audience in 2012. Due to outdated brand’s perception the lowest purchase conversion was observed among the young audience(18-35).To improve "ArkoMen’s” perception, we’ve created a trigger for millennials using new technologies and relevant interests of young TA. We shot cool viral videos using 360 format in which we showed the unique properties of "ArkoMen". The native product presence in relevant for TA channel has helped not only to rejuvenate brand’s perception and stop the category share decline, but also to increase it + 4pp.

85 EFFIE AWARDS 2016

RENAISSANCE NATURE’S INNOVATION

AGENCY

KINOGRAF Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

MEDIA AGENCY

HAVAS MEDIA UKRAINE

DIGITAL AGENCY

NEWAGE

OTHER AGENCY

ТАВР MEDIA (RADIO)

CLIENT

BAYADERA GROUP

Roman Vashkolup, The head of the marketing and strategic development department Dmitriy Samsonenko, The head of the creative development and design department Juliya Chizh, Brand Manager

SAUSAGE FROM MEAT

AGENCY

HAVAS MEDIA UKRAINE Yakov Kuznietsov, Media Planner Daria Khairudinova, Junior Media Planner Alexey Kucherenko, Head of TV buying department

“Yatran” is Ukrainian brand with a long history. Over the past few years purchasing power is very reduced and the competition in the category of ﬁnished meat products signiﬁcantly worsened. Considering all challenges of today's market, we have developed a strategy, which helped us to stand out from competitors. We developed new packaging design and non-standard communication strategy, which included activation in social media and TV campaign using non-standard approach (TV billboards and TV sponsorship “The Voice. Children”)

86 EFFIE AWARDS 2016

RENAISSANCE SMACHNI ISTORII TORCHYN

AGENCY

ZENITH Denis Storozhuk, Managing Director Vyacheslav Levchenko, Media Director Natalia Ostrovskaya, Strategic Director Maryna Grygorenko, Digital Group Head Madina Zhuraeva, Head of Direction

MARKETING HAVAS DIGITAL SERVICES AGENCY

CLIENT

NESTLÉ UKRAINE LLC Valentyna Zhuk, Senior Brand Manager Torchyn mayonnaise, RTE Sauces, Marinades Iurii Polishchuk, Digital Media Manager

After 10 years of success on the Ukrainian market, sales of Torchyn brand are falling rapidly. The crisis of 2013 year led to category decrease by 11% and decrease of 8% of Torchyn’s market share. Marketing solutions that used to work before are not able to change the situation. Even great discounts and promotions for customers don’t help. The main reasons of decrease are: product price, which is higher than competitor’s, loyalty to the leader has decreased because of the crisis and what is most important – consumption transformed. People do not eat traditional salads with cold sauces (olivier, shuba and etc.) anymore. New consumptions trends are dictated by new products and ingredients. And Torchyn is not there anymore. The brand has set an ambitious goal - to change the situation of consumption and return cold sauces to the consumer’s daily menu. The problem cannot be solved with simple tools and under the current communication. So that how «Smachni Istorii Torchyn» were born! Casseroles, cream soups, famous Italian dishes and even desserts - gigabytes of video materials telling how to cook your favorite dishes with the long-familiar cold sauces. Own YouTube platform and useful brand content teach, inspire and provide the result. For the ﬁrst time in 10 years, a brand does not say about the product but gives you a unique experience and brings new moments to the life of the TA... The results exceeded all expectations already in 2015. We not only stopped the decline in sales, but also increased volume by 3%, despite the continued fall in the market (-11%). Researches showed that the brand has been perceived completely differently among the audience and focus attributes showed strong growth. Communication risk was fully justiﬁed and brand Torchyn is no longer just ketchup or mayonnaise, but a trend setter, and a culinary world assistant to Ukrainian audience!

87 EFFIE AWARDS 2016

RENAISSANCE YOUR UPGRADE

AGENCY

RESOLUTION MEDIA UKRAINE Stanislav Stoyackiy, Creative Director Maksym Kuzmenko, Creative Group Head Vitaliy Gorenko, Art Director Stanislav Raksha, Copywriter

PR AGENCY

NEWS FRONT

CLIENT

HIKE UNIVERSITY AGENCY

AGAMA DIGITAL GROUP (CLOUD COMMUNICATIONS LLC) Georgiy Gogvadze, strategist Alexey Novikov, creative director Anton Kudinov, creative leader Anna Shelestun, copywriter Ulyana Shved, copywriter Anna Zelenskaya, designer Darya Ponomarenko, designer Oksana Shamsutdinova, SMM-manager Olga Zaimenko, SMM&Context Head Sergey Voytenko, account manager Igor Klimenko, project manager

SECOND AGENCY

MULLENLOWE ADVENTA

MARKETING TALAN GROUP SERVICES AGENCY

MEDIA AGENCY

MADMEDIA

CLIENT

OBOLON

88 EFFIE AWARDS 2016

RENAISSANCE SVITOCH: MISSION REVIVAL

AGENCY

ZENITH Denis Storozhuk, Managing Director Maryna Grygorenko, Digital Group Head Vyacheslav Levchenko, Media Director Maksym Len, Senior Media Planner|Head of Direction

CREATIVE AGENCY

SCHOLZ&FRIENDS KYIV

CLIENT

NESTLÉ UKRAINE LLC Susanna Fiorucci , Business Executive Manager Olga Mikitchak, Senior Brand Manager Ina Nikova, Communication and Marketing Excellence Director Kateryna Kryzhanovska, Media & Digital Manager

Brand-icon of the Lviv chocolate with more than 130 years of history, slowly, but steadily had been losing ground. Brand power built on the Lviv origin and quality assurance was not enough now to stop the fall, even with the regular modiﬁcations of the product We have built an emotional connection through all consumer journey – from TV ad message to enjoyment of the chocolate, using the whole marketing mix. This allowed not only to stop the decline of the brand but also to increase share on the market that was falling.

NO FAMILY FLOWS UNDER LAYING MOTHER AGENCY

TWIGA‘IDEA Svetlana Stepanenko, CEO TWIGA Ukraine Katerina Alexanyan, Managing director TWIGA’Idea & TWIGA’GO! Katerina Velgan, Concept project director TWIGA’Idea Igor Sheykin, Creative director TWIGA’Idea

SECONG AGENCY

MEDIA FIRST UKRAINE

MEDIA AGENCY

MEDIA FIRST UKRAINE

DIGITAL AGENCY

DIGIBRAND

CLIENT

Megacom

Riabal is a little-known stomach ache medicine with low business ﬁgures, which has task of cardinal__ growth in category with an unchallenged leader, No-Shpa. However, unlike No-Shpa, Riabal has an advantage – it alleviates stomach ache faster. Why should women (TA) lose time on stomach aches, when they can spend it with family? Idea: Riabal will return mother back to family really fast with nobody noticing she was sick at all. As a result of campaign both sales an market share of Riabal increased, while No-Shpa – saw) decline. That’s the real turn-over!

Alexander Ishutkin, marketing director Sergey Kiva, product manager

89 EFFIE AWARDS 2016

RENAISSANCE “SMARTOMANIA” PROGRAM AGENCY

TABASCO Oleksand Koptev, Creative Group Head Tetyana Shapoval, Art-director Eugeniya Dzubenko, copywriter Olga Zhegulina, producer Olga Roza, account manager

CLIENT

FOXTROT Andrey Adamenko, marketing manager Ruslan Klimenko, brand manager

90 EFFIE AWARDS 2016

NEW TECHNOLOGIES ANDOR MEDIA INNOVATION FACE F-PACE AGENCY

MEDIAVEST Victoria Chernegova, Director Sergey Yakovlev, Account Director Alex Garmash, Digital Strategic Director Tatyana Dehtyarenko, Media Manager Andrey Batmanov, Senior Digital Media Planner Julia Kuts, Context Manager

SECOND AGENCY

SALES HOUSE ADMIXER

CLIENT

WINNER IMPORTS UKRAINE LTD

How to grab attention of people, who value their time more than money?Low price, discounts or intrusive ads –it’s not Jaguar’s way. Their courage will bring them to the new F-Pace. With new interactive format Canvas on Facebook we accomplished: • 2x increase of average time on brand website • +128% on-site goal completion rate

Viktoria Kovalchuk, Premium Brands Marketing Communication Manager

EVERYTHING WILL BE SMOOTH

AGENCY

MEDIA AGENCY

VIZEUM UKRAINE

CLIENT

EVYAP TRADING UKRAINE

91 EFFIE AWARDS 2016

NEW TECHNOLOGIES ANDOR MEDIA INNOVATION DIGITAL ACTIVATION OF COMMUNICATION PLATFORM SUMMER MOMENTS VIA EMOJIS

AGENCY

HAVAS DIGITAL Inna Nasadyuk, Client Service Director Katerina Doljenko, Strategist Stas Vitkovsky, Senior Copywriter Daria Svetlova, Designer Inna Mazura, Copywriter

MEDIA AGENCY

OMD UKRAINE

CLIENT

PEPSI Strelnikova Zhanna, Brand Manager

How to present the new design and strengthen the innovative image, surprising your TA and being on the edge? Easy - with the ﬁrst digital campaign on Ukrainian market using SHAZAM technology. Pepsi did just that. Brand offered to ﬁll summer with moments and share them with the world, in original and funny way. Only by SHAZAMING the promotional video, the user got access to unique photo-editor by Pepsi and add animated emojis to the photo. Innovative technology, trendy emojis and popular gif format - perfect combination to achieve the goal!

ACTIVIA CHALLENGE

AGENCY

AIMBULANCE

CLIENT

ACTIVIA

To increase the market penetration brand "Activia" needed to expand the audience. Family women from 25 to 35 years have become the core CA. Challenge lied in the development a communication platform for the new TA despite the lack of strong emotional brand beneﬁts. This is how the communication platform "Activіa Challenge" was developed in order to help women feel attractive, healthy and inspired every day. To expand the idea, we have developed a digital platform and an image video. As a result of the campaign the number of sales of the brand "Activia" (in physical terms) increased by 16% compared to the same period last year, and its market share increased by 2% in real terms.

92 EFFIE AWARDS 2016

NEW TECHNOLOGIES ANDOR MEDIA INNOVATION PRINT TO DIGITAL TRANSITION AGENCY

IPLACE Ruslan Sukhomlin, Account Manager Nikita Mitsevich, PPC Manager Olga Burenich, Media & Buying Director Bogdan Levchenko, CEO

CLIENT

METRO CASH & CARRY UKRAINE Oksana Kulikova, Head of Marketing Ievgenii Savchuk, Digital Marketing Manager

SWITCH YOUR HEAD

AGENCY

ADVANCE DIGITAL Yuriy Blotskyy, CEO Irina Tomai, Creator Maria Bochkovskaya, Designer

PR AGENCY

GreenPR

SECOND AGENCY

ADVANCE DIGITAL

CLIENT

IDEAS FIRST Unilever Ukraine Elena Shvoryak Aleksandra Iasko, Media Coordinator

Clear already long period uses a football subject in creation of the brand, forming of its values and a communication platform. During the European Football Championship of 2016 in the conditions of a high involvement of the companies into a football media, it was necessary for Clear to continue to build communication with the consumer by means of a football subject within the limited budget in case of the big competition. The main task which faced a brand, – creation of knowledge among target audience in 2016 in general and during Euro 2016 in particular. We used an innovative platform for communication with the consumer – Coub. Thus, brand awareness grew from 20% to 25%.

93 EFFIE AWARDS 2016

NEW TECHNOLOGIES ANDOR MEDIA INNOVATION WHITE ROCK

AGENCY

ZENITH Denis Storozhuk, Managing Director Maryna Grygorenko, Digital Group Head Natalia Ostrovskaya, Strategic Director Ekaterina Pervukhina, Digital Group Head/Nestle team Maksym Len, Senior Media Planner|Head of Direction Tetiana Onyshchenko, Digital Planner

DIGITAL AGENCY

CLIENT

In 2015 chocolate bars market decreased by 32% in volume and consumer’s choice became more rational. That’s why the main objective was to increase brand’s market share and gain second position in the category. In most cases, traditional approach: SALES HOUSE ADMIXER direct advertising with the prevalence of TV, was used when launching the product in the category of bars. In our case it was necessary to attract the online audience as main for the brand. Thus, it was necessary to look for opportunities and maximize the use of Owned and Earned media. The task was difficult, because NESTLÉ UKRAINE LLC in the category of chocolate it is difficult to become viral and to be the center of attention of the consumer, so the choice fell on Susanna Fiorucci , Business Executive Coub. Not only a category but also consumers were challenged, Manager Ina Nikova, Communication and Marketing and they accepted the challenge with enthusiasm. Social network Coub is as unusual, active and brave, as LION. For the first time in Excellence Director Ukraine, brand allowed users to express "own wild nature" in Maryna Poliakova, Brand Manager creating content that was published and distributed online Kateryna Kryzhanovska, Media & Digital UNCENSORED transmitting the message of the brand. This Manager project is even more unique taking into account that it was implemented without any additional paid media support. Users Yuriy Polishchuk, Digital Media Specialist appreciated the given opportunity and took a very active part in the competition and, as a result, the sales of LION White Rock grew by 13% and the brand gained the 2nd position in the category.

94 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH BIGL GETTING BIG

AGENCY

MEDIAVEST Victoria Chernegova, Director Sergey Yakovlev, Account Director Alex Garmash, Digital Strategic Director Sofiia Tlumak, Media Manager Tatyana Matveeva, Media Manager

SECOND AGENCY

MICHURIN

CLIENT

EVO COMPANY

Alexey Filanovskiy, Head of Marketing Alexey Gubsky, Head of Design Department Maria Popko, Head of Marketing Bigl.ua Alexandra Romanova, Head of Lead Generation Department Tamara Tsarova, Head of Marketing Goodini.ua

96 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH A JUMP AGENCY

KINOGRAF Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter Oleh Nikitchuk, art-director

MEDIA AGENCY

MEDIA & DIGITAL AGENCY

CLIENT

MEDIAPARTNERSTVO SALES HOUSE (TV, METRO, OOH)

АІТІ (INTERNET, OOH)

FUIB Jaroslav Skovron, Head of retail products department Olena Kovalska, Marketing Director Dmytro Dudnik, Head of credit products department Kateryna Dubyna, Head of MarCom

ACTIVIA DRINK&GO AGENCY

YOUNG & RUBICAM LLC Anna Kostylova, Creative Director Nataliya Hromova, Art Director Kateryna Ivanchuk , Group Account Director Olefir Aleksey, Production Director Hulyk Serhiy, copywriter

MEDIA AGENCY

MEC

DIGITAL AGENCY

AGAMA DIGITAL GROUP

OTHER AGENCY

AIMBULANCE

CLIENT

DANONE DNIPRO Viktoriia Mokra, Senior Brand Manager, Activiа

It was important to get through the offers of competitors, avoiding the cannibalization of classic drinking Activia, when we launched drinking Activia D&G. The solution was an unusual package, which refers to functionality and stylish mind and has become a popular "coffee to go". Now drinking yoghurt is not only useful, but also a stylish snack on the go. Masha Efrosinina united in communication both fashion and philosophy of taking care of yourself. The campaign on TV, the Digital campaign, Retail and other channels has allowed the brand to achieve the unusual indicators for such a newcomer in this highly competitive market. In addition, the Activia D&G not only cannibalized, but also gave impetus to the growth of the business indicators classic drinking Activia.

EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH GARAGE AND THE GUYS ROCKED UKRAINE AGENCY

THINKMCCANN Eugene Kaminskiy, Creative Director Victor Vysotskiy, Creative Group Head Oksana Kapranova, Art Director Olga Kutuzova, Group Account Director Alyona Tkachuk, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

MEDIA DIRECTION|OMD

DIGITAL AGENCY

AGAMA DIGITAL GROUP (MEDIACOM)

CLIENT

CARLSBERG UKRAINE

Launch «Seth & Riley's Garage» Problem: Launch of a drink aimed at young audiences. The conquest of leadership in the ﬂavored beer segment, and the establishment of a new category of Hard Drinks. Positioning was built on current trends for the youth – crafting and hand made. The origin from garage and unique ritual were the basis of our communication. Youth absurd humor and an original tone of voice served as a creative form for it. Results: Yearly sales target in a 3 month after launch. Garage became №4 among all beer brands of Carlsberg Ukraine by sales and №3 by proﬁt. Garage is perceived as a separate category with a unique product and image characteristics.

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

KYIVSTAR 3G LAUNCH

AGENCY

MULLENLOWE ADVENTA Alexey Demin, Creative Director Julia Romanova, Art Director Olga Mamaeva, Business Development Director

CLIENT

KYIVSTAR Svyatoslav Gorban, CMO Tatiana Svetlova, Head of marcom department Alexandra Pasechnik, Brand manager Dmitriy Zakharov, Brand manager

A 3G technology coming to Ukraine in fact put all the players on an equal footing, so every one of them had to build its image all over again. That’s when the operators’ race began, into which “Kyivstar” was the last to get. “Kyivstar” decided to talk about 3G utility. For this purpose an “#alwaysonline” project was elaborated. Its ecosystem allowed to make every viewer a participant. Media channels were TV, OOH and digital. Reality show format allowed the communication to be convincing and to achieve all the goals.

98 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH BONJOUR, LE KRON! AGENCY

THINKMCCANN Yuliya Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kateryna Sokol, Junior Art Director Olga Kutuzova, Group Account Director Anastasiya Kostikova, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

MEDIA DIRECTION|OMD

DIGITAL AGENCY

AGAMA DIGITAL GROUP (MEDIACOM)

CLIENT

CARLSBERG UKRAINE

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

TO DRINK LIKE TO BREATHE AGENCY

KINOGRAF Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

MEDIA AGENCY

HAVAS MEDIA UKRAINE

DIGITAL AGENCY

NEWAGE

OTHER AGENCY

ТАВР MEDIA (RADIO)

CLIENT

BAYADERA GROUP

Roman Vashkolup, The head of the marketing and strategic development department Dmitriy Samsonenko, The head of the creative development and design department Alexey Gromovoy, Brand Manager Sergey Sergeyev, Brand Manager

EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH NEW TYPE OF BREAKFAST CEREALS LAUNCH «START DUO BALLS»

CLIENT

LANTMANNEN AXA Anna Yarmak, Marketing Director Anna Zarytska, Brand Manager Anastasia Davydenko, Graphic Designer

Lantmannen Axa Company takes the leading position on the market of breakfast cereals in Ukraine by a considerable margin of its main competitors. With our brand «START!» we were leaders in all key segments except of balls. In addition, there were no news to the consumers over last 4 years. The main channel of communication with our consumers was bright, fun box with renewed hero who has become more suitable for our target audience. Packages of products are represented in bright, visible colors for the grocery shelf that are popular between children and mothers. «Start! Duo Balls» launch was very successful and helps us to become a leader in all kids segments of RTE breakfast cereals in Ukraine.

ECHO PARK AGENCY

GRAPE UKRAINE Kirill Chistyakov, Creative Director Yulia Borgulenko, Creator Antonina Panko, Copywriter Andrew Mishenko, Senior Designer Khrystyna Gladka, Motion Designer Elena Salivon, Client Service Director Roman Gadzhimuradov, Project Manager Ivan Skvordiakov, Head of Data Ilona Medved, Account Manager Ksenia Pilipenko, Senior Account Manager Danyil Malukha, Media planner

SECOND AGENCY

INSPIRED INTERACTIVE

CLIENT

BD HOLDING Yanina Badah, Chief Marketing Officer Iurii Norenko, Creative Director Stanislav Shaparenko, Head of Sales Department Anna Pilipenko, PR Manager

100

EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH

EVROPEYKA AGENCY

GRAPE UKRAINE Kirill Chistyakov, Creative Director Oksana Denga, Creator Antonina Panko, Copywriter Evgeny Ordynsky, Art Director Khrystyna Gladka, Motion Designer Elena Salivon, Client Service Director Roman Gadzhimuradov, Project Manager Ivan Skvordiakov, Head of Data Ilona Medved, Account Manager Ksenia Pilipenko, Senior Account Manager Danyil Malukha, Media planner

SECOND AGENCY

INSPIRED INTERACTIVE

CLIENT

BD HOLDING

Yanina Badah, Chief Marketing Officer Iurii Norenko, Creative Director Anna Pilipenko, PR Manager

LAUNCH AMONG MONSTERS AGENCY

THINKMCCANN Oleksandr Netrebchuk, Associate Creative Director Volodymyr Navrotskyi, Creative Group Head Eugene Zvenyhorodskyi, Creative Group Head Kateryna Pikul, Copywriter Anna Lyubchenko, Art Director Anastasiya Zhurakovska, Account Director Liudmyla Lavreniuk, Account Manager

MEDIA AGENCY

MEDIA SYSTEMS

DIGITAL AGENCY

ADPRO UKRAINE

CLIENT

LIFECELL

101 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH

HOW TO TURN A SMALL LOCAL MANUFACTURER INTO A NATIONAL FAVORITE BRAND IN 2 YEARS

AGENCY

CLIENT

CARPATHIAN MINERAL WATERS Ella Tsybulya, Marketing Director

Karpatska Dzherelna will allow you to look so young that no one would believe how old you really are. We have developed brand positioning with the basic value being a sense of youth and joy of life. Last year the brand got its own hero - a Carpathian old man, who lives by the well. As a result, in only 2 seasons a small unpopular local producer from Western Ukraine has turned into a national brand, which is spoken of and which is loved. So whatâ&#x20AC;&#x2122;s now. We are number 3, and we are expanding the factory in 2 times. We did it.

102 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH

REXONA ANTIBACTERIAL

AGENCY

INITIATIVE Andrew Andrushenko, Managing Director Sergey Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Yaroslava Shvetsova, Senior Media Planner

OTHER AGENCY

Advance Digital

CLIENT

UNILEVER UKRAINE Elena Shvoryak, Food/HPC Category Manager Aleksandra Iasko, Media Manager Anton Echkenko, Brand Manager

Rexona is the undoubted leader in the Female Deodorant category, but despite the constant activity during 2015 Rexona’s market share was declining. In the beginning of 2016 Unilever has launched a new innovative product - deodorant that ﬁghts the cause of the smell - bacteria. Every year since the onset of the long-awaited summer, people begin to suffer from the heat, sweating and as a result, from unpleasant odors caused by bacteria. This is especially relevant for public places. It is an obscene to make a note to the person who smells bad. Therefore, each suffers in silence. We decided to talk out loud about the problem in the moments of the greatest risk of bacterial growth - the peaks of heat, physical activity and stress. We have developed a variety of speciﬁc messages where we actualized the importance of using the new product. This approach allowed us to exceed the originally intended purpose of market share.

103 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH

WOW HAIR RIGHT HERE AND RIGHT NOW, OR ELSEVE’S GREAT CRUSADE TO THE NARROW NICHE OF EXPRESS CONDITIONERS AGENCY

THINKMCCANN Eugene Kaminskiy, Creative Director Yuliya Pidmohylna, Copyrighter Anna Lyubchenko, Art Director Yuliya Golota, Deputy Director of Business Development Yuliya Gurenko, Account Manager Olga Garnaga, Account Executive

MEDIA AGENCY

ZENITH

DIGITAL AGENCY

GRAPE UKRAINE

OTHER AGENCY

TVLAB PRODUCTION

CLIENT

L’ORÉAL UKRAINE

“ASORTIE” LAUNCH

AGENCY

PROVID Sergii Zinoview, Creative Director Illia Anufrienko, Art Director Katia Melnik, Copywriter Andrii Myroniuk, Group Account Director

MEDIA AGENCY

Myronivsky Hliboproduct Wenger Sergii, Marketing Director Ivan Philippov, National marketing manager of meat category

Nasha Ryaba is a leader of chilled chicken category. Guaranteeing high quality and freshness, it costs more. The loc farms and private households trends grow. They have lower al price due to lower packaging, logistic and retail expenses. It decreases packaged Ryaba’s sales. That’s why it is necessary to rise packaged chicken sales. To stop sales decrease and grow sales of packaged chicken, the Brand launches innovation in packaging. Assortie – two chicken parts in one pack. The successful campaign not only stops decline but exceeded the plan in several times.

104 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH

THE LEGEND OF CHORNYI (BLACK) TARAS AGENCY

THINKMCCANN Eugene Kaminskiy, Creative Director Dmytro Nisteruk, Creative Group Head Victor Vysotskyi, Creative Group Head Oksana Kapranova, Art Director Olga Kutuzova, Group Account Director Anastasiya Kostikova, Account Manager Yuriy Sklyaruk, Producer

MEDIA AGENCY

MEDIA DIRECTION|OMD

DIGITAL AGENCY

AGAMA DIGITAL GROUP (MEDIACOM)

CLIENT

CARLSBERG UKRAINE

Andriy Otroschenko, VP Marketing Tetiana Tertyshna, Marketing Manager Svitlana Nikiforets, Brand manager Maryna Beznosyuk, Brand Executive

THE WORLD'S FIRST YELLOW TOMATOES KETCHUP AGENCY

OGILVY & MATHER Alexandra Doroguntsova, Creative Director Taras Dzendrovskyy, Head of Art Evgeniya Dzyubenko, Senior Copywriter Tatiana Shapoval, Art Director Irina Pigal, Producer Svitlana Korytko, Account Director

CLIENT

CJSC CHUMAK Andrey Kravets, Senior Category Manager

While looking for new products ideas, we found cooking and eating, albeit different ketchups, became routine. Chumak suggested mothers an innovation: the world's ﬁrst yellow tomatoes ketchup. Having learned from the communication that their dull dinners are over, mothers rushed to try the new product and developed deeper trust to Chumak. Result: for the ﬁrst 9 months of 2016, the sales of Chumak ketchups increased by 22% in tonnes and 33% in monetary terms, Chumak became a brand number 2 by sales gain in 2016 among all the Ukrainian alimentary products.

105 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH WHITE ROCK

AGENCY

DIGITAL AGENCY

CLIENT

106 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH LAUNCH OF THE LINE OF HOUSEHOLD CHEMICALS AGENCY

MAXUS SIGMA Ievgen Levchenko, Director Anastasija Mihailovskaya, Planning Group Director Svetlana Mikityuk, Senior Media Manager Alexander Bloshchitsa, Tv Buying Director

SECOND AGENCY

UTC

MEDIA AGENCY

MAXUS SIGMA

CLIENT

BIOSPHERE CORPORATION

To further expand the business and strengthen the image of TM Freken Bok, which is a leader in the category of goods for home Nataliya Akhmerova, Household Marketing care, has launched a line of products in the category of household chemicals in the eco-segment. But it turned out that consumers Director of Biosphere Corporation do not think about the danger of conventional household Olga Zhevlakova, Brand manager of chemicals. Thus was launched the TV video showing the TM Freken Bok comparison of traditional and environmentally friendly household Svetlana Sverdlina, Development chemicals, then the campaign was supported by television and Manager of Category Household sponsorship activity in retail outlets. As a result, brand Freken Bok share of sales in liters in the segment amounted to 21%, and the chemicals segment itself has grown from 2.0% to 3.1% of the entire category Irina Derkach, Group Manager of of household chemicals.

Category Household Chemicals

#GOZANIZHKAMI (#GOFORLEGS) AGENCY

NAVIGATOR Anna Dovzhenko, Senior Account Manager Yaroslava Borokh,_Account Manager Tatyana Mokrenko, Head of SMM Gleb Pronenko, Head of creative Dariya.Kabanova, Managing Director

CLIENT

KFC Marina Seredkina, Marketing Manager Ukraine&Belarus Volodymyr Mandryk, Senior Marketing Manager Ukraine

107 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH PEAR

AGENCY

PROVID Kyrylo Chichkan, Creative Director Olga Pozharska, Art Director Denys Khanenko, Copywriter Maria Maznieva, Account Executive Andrii Myroniuk, Group Account Director

DIGITAL AGENCY

AGAMA DIGITAL GROUP

MEDIA AGENCY

MEDIA DIRECTION

CLIENT

CARLSBERG UKRAINE Dmytro Pilipenko, Marketing Manager Kateryna Belska, Junior brand manager Oksana Lening, Brand Specialist

108 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH MASTERCARD “SUBWAY”

AGENCY

AIMBULANCE Kyrylo Chichkan, Creative Director Olga Pozharska, Art Director Denys Khanenko, Copywriter Maria Maznieva, Account Executive Andrii Myroniuk, Group Account Director

SECOND AGENCY

Agenty Zmin

CLIENT

MASTERCARD

Mastercard - an international company specialized in payment solutions and technologies. Contactless payment technology was launched in Ukraine in 2011, but these cards were not used on a regular basis. To form a habit to pay by a contactless card, Mastercard contactless terminals were onstalled in the subway. For a company this is a perspecive segment in terms of the frequency and the number of transactions - every day 1.5 million travel by subway. The challenge our agency faced: to increase the number of transactions on the contactless cards on the subway at least twice in 6 months. In the ﬁrst phase of the campaign we have explained to passengers in the subway how to pay tolls by contactless cards. Thus we developed the design of posters and turnstiles. During the second phase we developed a promotional campaign and created a video about the precious moments with Mastercard. Internet was chosen to become a communication channel. By the end of the campaign the number of transactions in the metro has grown by 360% compared to the period before the campaign. Campaign results have also affected consumer behavior beyond the subway. Cardholders who payed tolls on the subway were more likely to pay by contactless card in retail outlets. Their frequency has increased by 54%. However, the frequency increased and the average check has grown with it - by 71%. Movie about the priceless moments was watched 2.3 million times (79% of views were received organically).

109 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH LIFE:) RELOADED

AGENCY

THINKMCCANN Oleksandr Netrebchuk, Associate Creative Director Eugene Zvenyhorodskyi, Creative Group Head Kateryna Pikul, Copywriter Olga Rozhankivska, Group Account Director Anastasiya Zhurakovska, Account Director Lyudmyla Lavrenyuk, Account Manager

MEDIA AGENCY

MEDIA SYSTEMS

DIGITAL AGENCY

ADPRO UKRAINE

CLIENT

LIFECELL

110 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH YOU REAP WHAT YOU SOW, OR HOW BAYER HELPED FARMERS AGENCY

THINKMCCANN Eugene Zvenyhorodskyi, Creative Group Head Kateryna Pikul, Copyrighter Alla Zagorodnia, Account Director Olga Rozhankivska, Group Account Director Yuliya Gurenko, Account Manager Olena Balova, Strategy Planner

CLIENT

BAYER LTD Borys Timofeev, Head of Marketing Maksym Iovenko, New Marketing Solutions Team Leader Verena Madry, Project Manager Olga Bigun, Finance Solutions Serhiy Sychevskyi, Agronomic Solutions Oleksandr Zayats, Crop Marketing Solutions

111 EFFIE AWARDS 2016

PRODUCTSERVICE LAUNCH ILAYA “BONES”

AGENCY

AIMBULANCE

CLIENT

ILAYA

112 EFFIE AWARDS 2016

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING #GOWORKOUT

AGENCY

RESOLUTION MEDIA UKRAINE Stanislav Stoyackiy, Creative Director Maksym Kuzmenko, Creative Group Head Vitaliy Gorenko, Art Director Stanislav Raksha, Copywriter

CLIENT

MICROSOFT UKRAINE Viktoriya Nechyporuk, chief marketing officer Andrey Adamchuk, marketing manager, Office Business Group

114 EFFIE AWARDS 2016

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING #EVERYTHINGUNDERCONTROL

AGENCY

HOSHVA DGTL Anton Yatsenko, Head of Strategy Nastya Guzova, Senior Account Manager Dariya Boyko, Account Manager

SECONG AGENCY

HOSHVA PR

MEDIA AGENCY

ZENITH UKRAINE

CLIENT

L'OREAL UKRAINE Aleksandra Sinozatska, Brand Director Karolina Gaidamaka, Product Manager

AURA OF YOUR PERSONALITY

AGENCY

TABASCO Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer Olga Boyandina, account manager

PR AGENCY GREENPR

OTHER AGENCY

RESEARCH AGENCY

CLIENT

KSD AURUM Igor Korovko, Director Yuliya Stolyarova, Marketing manager

115 EFFIE AWARDS 2016

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING WHITE ROCK

AGENCY

DIGITAL AGENCY

CLIENT

LION core audience "lives" online and a platform that would give new possibilities was needed, in contrast to the overloaded VK and FACEBOOK and maximize the use of Owned and Earned media. SALES HOUSE ADMIXER The choice fell on Coub, a social network where the primary audience is youth. The project LION WHITE ROCK on the page Coub was created and the message of the brand was placed. For the ﬁrst time in Ukraine, brand allowed users to express "own NESTLÉ UKRAINE LLC wild nature" in creating content that was published and distributed online UNCENSORED transmitting the message of the Susanna Fiorucci , Business Executive brand. Manager Ina Nikova, Communication and Marketing Users could create Coub and spread it with the hashtag #LIONWHITEROCK. Excellence Director Users appreciated the given opportunity and took a very active Maryna Poliakova, Brand Manager part in the competition and, as a result, the sales of LION White Kateryna Kryzhanovska, Media & Digital Rock grew by 13% and the brand gained the 2nd position in the Manager category.

Yuriy Polishchuk, Digital Media Specialist

CANON PHOTO BATTLE

AGENCY

ITCG Viktor Konovalov, Creative Director Grygoriy Guroshev, SMM Head

CLIENT

CANON UKRAINE Konstiantyn Lutsenko, product manager

116 EFFIE AWARDS 2016

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING #GOZANIZHKAMI (#GOFORLEGS) AGENCY

NAVIGATOR Anna Dovzhenko, Senior Account Manager Yaroslava Borokh,_Account Manager Tatyana Mokrenko, Head of SMM Gleb Pronenko, Head of creative Dariya.Kabanova, Managing Director

CLIENT

KFC Marina Seredkina, Marketing Manager Ukraine&Belarus Volodymyr Mandryk, Senior Marketing Manager Ukraine

There was a task to bring a new product to the market - "legs". The main problem of KFC was its budget, which was in 7 times lesser than its main competitor’s media budget. The main communication channels for KFC for this very campaign was OOH and SMM. Creative approach and focus on younger audiences produced stunning results from the campaign - sales of "legs" grew by 70% compared with sales of chicken parts (a product that was replaced by legs). A number of KFC loyal customers increased by 3%.

HIKE UNIVERSITY AGENCY

SECOND AGENCY

MULLENLOWE ADVENTA

MARKETING TALAN GROUP SERVICES AGENCY

MEDIA AGENCY

MADMEDIA

CLIENT

OBOLON

117 EFFIE AWARDS 2016

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING DRINK & WHATEVER

AGENCY

AGAMA DIGITAL GROUP (CLOUD COMMUNICATIONS LLC) Alexandra Kievtseva, strategist Alexey Novikov, creative director Anton Kudinov, creative leader Anna Shelestun, copywriter Ulyana Shved, copywriter Darya Ponomarenko, designer Anna Zelenskaya, designer Olga Zaimenko, SMM&context head

SECOND AGENCY

CLIENT

YOUNG & RUBICAM LLC

DANONE UKRAINE (DANONE DNIPRO LLC) Victoria Mokra, Senior Brand Manager Anna Zakutska, Brand Manager Yuliia Zhemova, Trainee Alexandr Zdrok, Digital Manager

ACTIVIA CHALLENGE

AGENCY

AIMBULANCE

CLIENT

ACTIVIA

118 EFFIE AWARDS 2016

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING WHAT ARE YOU WILLING FOR IPHONE 7

AGENCY

INITIATIVE Andrew Andryuschenko, Managing Director Sergey Kostin, Executive Director Julia Khanina, Media Group Head Anna Kireyeva, Senior Media Planner

DIGITAL AGENCY

Advance Digital

PR AGENCY

GreenPR

Yuriy Blotsky, Advance Digital Director Aleksandra Boulygina, Media Director of Advance Digital Nataliia Cherednykova, Digital Account Manager

Artem Zelenyi, Chief Executive Officer Mariia Ivanyk, PR & Account manager

CLIENT

During the last couple years the competition among smartphone electronics retailers become tougher, and the main players run for creative, unusual and sometimes provocative solutions. 21st of November 2016 new IPhone 7 officially launched in Ukraine. Global experience shows that people are willing to do anything for new Apple gadget. We decided to present 5 iPhones 7 the first 5 people who are officially change the name on iPhone Seven. For announcement we used: social networks (2 posts), PR, paid news on Internet (4 posts). The results of this campaign surpass our the expectation – more than 10 mio earned contacts via Internet sites, mentions on TV, youtube, facebook. Sales of Iphone 7 in ALLO were 7 times higher than IPhone 6S in during the first week.

Group of Companies “ALLO” Evgeniy Rezuev, Marketing Director Ekaterina Kurasova, Head of Marketing Communications Department

119 EFFIE AWARDS 2016

SHORT TERM EFFECTS GARAGE AND THE GUYS ROCKED UKRAINE AGENCY

MEDIA AGENCY

MEDIA DIRECTION|OMD

DIGITAL AGENCY

AGAMA DIGITAL GROUP (MEDIACOM)

CLIENT

CARLSBERG UKRAINE

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

NOVA POSHTA KYIV HALF MARATHON

AGENCY

MULLENLOWE ADVENTA Alexey Demin, Creative Director Olga Mamaeva, Business Development Director Vladimir Kononskiy, Creative Group Head

CLIENT

“TOP RUN” Dmitriy Chernitskiy, CEO Today the annual ring marathons are the same essential part of any big city life, as the other mass cultural events. Year to year running movement has been spinning up and the number of heat participants also has been increasing, but lately the number of those who are running for the ﬁrst time has signiﬁcantly decreased. Our audience was sure that the marathon is not for them. Realized idea “Runners Confession” was built around stories of the real people and helped to attract 1841 new runners.

121 EFFIE AWARDS 2016

SHORT TERM EFFECTS NAKED EMOTIONS AGENCY

OTHER AGENCY

VITAMIN FILM STUDIO

DIGITAL AGENCY

YARCHE

CLIENT

HENKEL UKRAINE

Olga Svatova, Senior Brand Manager Hair care & Styling Tatiana Shushkevich, Junior Brand Manager, Body Care

EVERYTHING WILL BE SMOOTH

AGENCY

MEDIA AGENCY

VIZEUM UKRAINE

CLIENT

EVYAP TRADING UKRAINE

122 EFFIE AWARDS 2016

SHORT TERM EFFECTS

EVROPEYKA AGENCY

SECOND AGENCY

INSPIRED INTERACTIVE

CLIENT

BD HOLDING Yanina Badah, Chief Marketing Officer Iurii Norenko, Creative Director Anna Pilipenko, PR Manager

LAUNCH AMONG MONSTERS AGENCY

MEDIA AGENCY

MEDIA SYSTEMS

DIGITAL AGENCY

ADPRO UKRAINE

CLIENT

LIFECELL

123 EFFIE AWARDS 2016

SHORT TERM EFFECTS

CRISIS VS SHOES: THE STORY OF ONE VICTORY AGENCY

THINKMCCANN Eugene Kaminskiy, Creative Director Olena Gnucheva, Senior Copywriter Oksana Kapranova, Art Director Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager Eugene Alekseev, Designer

CLIENT

MTI There was a task to bring a new product to the market - "legs". The main problem of KFC was its budget, which was in 7 times lesser than its main competitor’s media budget. The main communication channels for KFC for this very campaign was OOH and SMM. Creative approach and focus on younger audiences produced stunning results from the campaign - sales of "legs" grew by 70% compared with sales of chicken parts (a product that was replaced by legs). A number of KFC loyal customers increased by 3%.

Mariia Samplavska, Head of Brand Marketing Department Valeriya Tolochina, Marketing Director

CRISIS VS SHOES: THE STORY OF ONE VICTORY AGENCY

HOSHVA DGTL Anton Yatsenko, Head of Strategy Nataliya Potasheva, Client Service Director Oleksandra Mykhailova, Senior Account Manager

SECOND AGENCY

HOSHVA PR

MEDIA AGENCY

MEDIA EXPERT

CLIENT

RECKITT BENCKISER HOUSEHOLD & HEALTHCARE UKRAINE Oleg Spivak, Marketing Director Dmitry Loboda, Junior Manager

124 EFFIE AWARDS 2016

SHORT TERM EFFECTS

DON’T BE A VEGETABLE

AGENCY

MEDIA AGENCY

CLIENT

ACINO PHARMA START Tatyana Romashova, Product manager Maxim Cherevko, Business-unit manager

SUPERMARKET

AGENCY

TWIGA’IDEA Stepanenko Svetlana, CEO Katerina Alexanyan, Managing Director Katerina Velgan, Concept Project Director Igor Sheykin, Creative Director Lena Lapshova, Senior Account manger

SECOND AGENCY

MEDIA FIRST UKRAINE

MEDIA AGENCY

MEDIA FIRST UKRAINE

DIGITAL AGENCY

DIGIBRAND

CLIENT

INTERNATIONAL RESEARCH AND EXCHANGES BOARD (IREX) Lyubov Vasylchuk, Program Manager Maryna Zinkovska, Program Assistant

125 EFFIE AWARDS 2016

SHORT TERM EFFECTS

HOW TO TRANSFORM ELECTION’S “WEEK OF SILENCE” INTO HALLOWEEN ANTICIPATION AGENCY

CARAT UKRAINE Pavlo Tayanovsky, Director of Innovation and Transformation Natalia Papanova, Media Director Olga Mamay, Digital Convergence Director Oxana Dolzhanska, Group Account Director Denis Kotovsky, Account Executive

SECOND AGENCY

MASTER AD

MEDIA AGENCY

UMG (UNIVERSAL MEDIA GROUP)

DIGITAL AGENCY

ADPRO

CLIENT

PERNOD RICARD UKRAINE Tatiana Krupenko, Head of Marketing Denis Maksimov, Brand Manager

Brand challenge: To create a brand association with Halloween celebration by applying typical Jameson easy-and-smart approach to the obstacles. Media Objective: To build max reach of “the Jameson’s Halloween Party” announcement in TOP 6 cities during Oct 2015 by monthly OOH campaign. Media Market situation: October’15 OOH sold-out had jumped up to 98% due to national Parliament elections campaigns. Insight: This is an easy obstacle for Jameson. Due to the law all election campaigns have to be cut one week before election day, i.e. last week of October. That means one week of empty boards all around the country, when political Witches and Wizards have already gone, but Halloween Bats and Pumpkins just started it’s arrival. Post-election weekly Halloween campaign promised to become great mood refresher & emotional detox. Brand got triple beneﬁt from one week OOH presence: a huge amount of carriers + best coverage + great rate discounts. Solution: weekly OOH campaign supported by Digital and Radio components in frame of origin budget. The communication was focused on huge amount of outdoor formats with the key locations covering & news and lifestyle digital sites & radio stations with a high TA concentration. Media results: 68 % Total Reach 1+ vs 23 % Reach 1+ available in OOH with one month presence (CCS Planner, Agency research). 252 OOH boards in best locations for one week vs. 63 boards for monthly campaign with same budget (Doors Consulting, Oct 2015). Business Results: Sales Volume of Jameson Original in Oct: +25% vs. Sales Plan (Pernod Ricard Ukraine internal data). Volume Market Share YTD ON15: 24.1%, +2.5pp vs. YTD PY (Retail Audit Nielsen ON’15). Jameson achieved co-leadership in Volume MS in the category ﬁrst time in the history.

126 EFFIE AWARDS 2016

SHORT TERM EFFECTS

WINTER FUEL

AGENCY

TABASCO Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer

OTHER AGENCY

DESIGN STUDIO

CLIENT

KONZERN GALNAFTOGAZ

Vasyl Dmytriv, Marketing Director Romana Moroz, Marcom Director Khrystyna Noha, Marketing Manager

FREE CONTENT AGENCY

DDB UKRAINE Igor Klymenko, Creative Director Vasilij Tanasiichuk, Creative Group Head Vadim Vaschenko, Strategic Planning Director Elena Yakovleva, Client Service Director Liza Levchenko, Account Director

MEDIA AGENCY

STARCOM

DIGITAL AGENCY

WIZARD POSTPRODUCTION & DIGITAL

CLIENT

KYIVSTAR JSC Svyatoslav Gorban, Marketing Director Yuriy Chornenkiy, Head of Marketing Communications Department Natalia Pavlova, Brand Manager

127 EFFIE AWARDS 2016

SHORT TERM EFFECTS

COFFEE ATMOSPHERE IN MCDONALD’S

AGENCY

TBWA\UKRAINE Marina Kunets, Account Director Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Vladislav Kunets, Creative Group Head Marina Kitaeva, Senior Account Manager

MEDIA AGENCY

OMD UKRAINE

CLIENT

MCDONALD’S UKRAINE LTD Yuliya Badritdinova, Marketing and Communications Director Olga Vasylieva, Senior Marketing Consultant

In the last few years the culture of coffee consumption in Ukraine is developing rapidly. Coffee rhythm quickly picked up most of the existing operators, and it also served by new players. McDonald's from 2011 began to actively increase its coffee expertise. After studies in the first quarter of 2015, it was noted that visits to McDonald's, who bought coffee declined, although penetration increased. Despite the fact that consumers have no doubt about the quality of drinks at McDonald's, but they lacked diversity. It was necessary, by not making fundamental changes in the menu, to give consumer the opportunity to diversify coffee drinks, by making customer coffee experience special, emotional and memorable. This decision was sweet syrups to coffee that diversified taste of coffee drinks at McDonald's. Before the start of the communication campaign syrups for coffee drinks, McDonald's has set itself the following objectives: Business: 1. To increase in sales syrup to + 70% vs. Oct'15 to Oct '14 2. To increase in sales coffee to + 15% vs. Oct'15 to Oct '14 Communication: To increase brand image attributes for McDonald's coffee campaign compared to the same quarter (October-December 2014) at least to 5 points. The results of the campaign were more than impressive. Due to the diverse and emotional communication, brand image indicators rose in some positions to 13 points. Also significantly increased the business objectives: - Increase in sales syrup + 79% - Increasing in sales coffee + 26%

128 EFFIE AWARDS 2016

SHORT TERM EFFECTS

ARTISHOCK MODERN ART FESTIVAL

AGENCY

LEO BURNETT UKRAINE Vitaliy Tkach, Creative Director Dariya Brisanyuk. Art-Director Svitlana Zagidko, Director

CLIENT

KOKTEBEL JAZZ FESTIVAL Ganka Tretyak, Artishock curator Liliya Mlinarych, Koktebel Jazz Festival President

Being quite young educational initiative in culture and arts, Artishock, the modern are festival took on 2 strategic challenges: to regain visitors after the relocation and to draw public attention to modern art. The insight of cultural blindness of Ukrainians on modern art was used to create effective communication materials, executed with elements of Braille system. Posters picturing famous generic cultural images of Mona Lisa, self-portrait of Van Gogh and Girl Peaches wearing black glasses were used to make an accent on poor knowledge and cultural blindness on modern art.

129 EFFIE AWARDS 2016

SHORT TERM EFFECTS

#GOZANIZHKAMI (#GOFORLEGS) AGENCY

NAVIGATOR Anna Dovzhenko, Senior Account Manager Yaroslava Borokh,_Account Manager Tatyana Mokrenko, Head of SMM Gleb Pronenko, Head of creative Dariya.Kabanova, Managing Director

CLIENT

KFC Marina Seredkina, Marketing Manager Ukraine&Belarus Volodymyr Mandryk, Senior Marketing Manager Ukraine

SUPERTEAM AGAINST MINES

AGENCY

SMARTICA/SKYKILLERS Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Maria Volkova, Account Manager

SECOND AGENCY

QREACHERS, DIGITAL MEDIA AGENCY

MEDIA AGENCY

QREACHERS, DIGITAL MEDIA AGENCY

OTHER AGENCY

AUROCRAFT, WEB PRODUCTION

CLIENT

UNICEF UKRAINE

Disregard of mine-safety rules leads to thousands victims on Ukrainian post-war territories. UNICEF goal to protect school-kids by reaching 50% of them dispite low TV/Internet access and increasing their mine-behavior by 10%. A solution — education through entertainment. We created “Superteam against mines" based on the rules: “Notice!”, “Bypass!”, “Report!” and “Don’t panic!”, and spread it in the form of comics, t-shirts, school diaries and notebooks. The campaign covered 80% of school- kids, increases safe mine-behavior up to 12% and left 1 million items with a life-saving information.

130 EFFIE AWARDS 2016

SHORT TERM EFFECTS ILAYA “BONES”

AGENCY

AIMBULANCE

CLIENT

ILAYA

131 EFFIE AWARDS 2016

SHORT TERM EFFECTS

ACTIVIA CHALLENGE

AGENCY

AIMBULANCE

CLIENT

ACTIVIA

MASTERCARD. FORCES AWAKENING

AGENCY

THINKMCCANN Eugene Kaminskiy, Creative Director Viktoriya Nikonenko, Art Director Viktor Vysotskiy, Creative Group Head Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

MEDIA AGENCY

CARAT UKRAINE

Mastercard sent Ukrainians in the world of Star Wars

MARKETING ISMART LLC SERVICES AGENCY

CLIENT

MASTERCARD UKRAINE Tatiana Lutsenko, Program Manager Nataliya Baidala, Marketing Director

132 EFFIE AWARDS 2016

SHORT TERM EFFECTS

THE LEGEND OF CHORNYI (BLACK) TARAS AGENCY

MEDIA AGENCY

MEDIA DIRECTION|OMD

DIGITAL AGENCY

AGAMA DIGITAL GROUP (MEDIACOM)

CLIENT

CARLSBERG UKRAINE

Andriy Otroschenko, VP Marketing Tetiana Tertyshna, Marketing Manager Svitlana Nikiforets, Brand manager Maryna Beznosyuk, Brand Executive

PROMO FIESTA

AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Irina Konoval, Media Planning Group Head Maria Lisovskaya, Strategic & Innovation Head

SECOND AGENCY

FEDORIV

CLIENT

LLC «EMARKET UKRAINE» Sergey Gapochenko, director Katerina Onishchenko, marketing director Alexandra Kravchenko, offline manager

133 EFFIE AWARDS 2016

SHORT TERM EFFECTS WHAT ARE YOU WILLING FOR IPHONE 7

AGENCY

INITIATIVE Andrew Andryuschenko, Managing Director Sergey Kostin, Executive Director Julia Khanina, Media Group Head Anna Kireyeva, Senior Media Planner

DIGITAL AGENCY

Advance Digital

PR AGENCY

GreenPR

Yuriy Blotsky, Advance Digital Director Aleksandra Boulygina, Media Director of Advance Digital Nataliia Cherednykova, Digital Account Manager

Artem Zelenyi, Chief Executive Officer Mariia Ivanyk, PR & Account manager

CLIENT

During the last couple years the competition among smartphone electronics retailers become tougher, and the main players run for creative, unusual and sometimes provocative solutions. 21st of November 2016 new IPhone 7 officially launched in Ukraine. Global experience shows that people are willing to do anything for new Apple gadget. We decided to present 5 iPhones 7 the first 5 people who are officially change the name on iPhone Seven. For announcement we used: social networks (2 posts), PR, paid news on Internet (4 posts). The results of this campaign surpass our the expectation – more than 10 mio earned contacts via Internet sites, mentions on TV, youtube, facebook. Sales of Iphone 7 in ALLO were 7 times higher than IPhone 6S in during the first week.

Group of Companies “ALLO” Evgeniy Rezuev, Marketing Director Ekaterina Kurasova, Head of Marketing Communications Department

134 EFFIE AWARDS 2016

SHORT TERM EFFECTS

BACARDI HOME PARTY

AGENCY

SECOND AGENCY

AGAMA DIGITAL GROUP

MARKETING TALAN COMMUNICATIONS SERVICES AGENCY

PR AGENCY PLEON TALAN CLIENT

BACARDI-MARTINI UKRAINE LLC

135 EFFIE AWARDS 2016

LONG TERM EFFECTIVENESS

FOOTBALL COMMUNICATION PLATFORM

AGENCY

FCBIDEABOX Yulia Kilyachus, Strategic Planning director Aleksey Demin, Creative director

MEDIA AGENCY

CARAT UKRAINE

DIGITAL AGENCY

ISD GROUP

CLIENT

BEIERSDORF UKRAINE Sergey Petrov, Commercial marketing manager

137 EFFIE AWARDS 2016

LONG TERM EFFECTIVENESS ROLLTON NOODLES IS NOT A SNACK, IT’S THE BASIS FOR ANY OF YOUR MEAL AGENCY

SAATCHI&SAATCHI UKRAINE Konstantin Shneider – Creative Director Phillip Hopta – Art Director Sergey Beloshitsky – Senior Copywriter Julia Bilyk – Account Manager

MEDIA AGENCY

CLIENT

CARAT UKRAINE

MAREVEN FOOD UKRAINE / ROLLTON Mai Van Minh – General Director Evgenyi Lozytsky – Marketing Director Vadim Paurchak, Brand Manager

Mivina was main leader with 94% of market share. Rollton that occupied 6% of market share. Mivina position its product as easy solution to satisfy hunger. For Rollton that was kind of challenge – to fight with Mivina, and task was to find the better way to do this. On a first stage of communication tactical “quality” campaign was on air to fight with barrier & build awareness. On a second stage national promo was launched to generate trial among TA. On a third stage with new equity TVC Rollton communicate new platform “Rollton is a basis for any of your meal”. And was the main difference vs competitor who talked about “snacking”. Results were great – Rollton won 49% of market share within 3 years.

1 BIC – NEW TIME MEASUREMENT SYSTEM AGENCY

SAATCHI&SAATCHI UKRAINE Elena Bakum-Ramola, Managing Director Sergey Beloshitsky, Copywriter Kosta Schneider, Creative Director Natalia Oksenenko, Group Account Director

MEDIA AGENCY

MAXUS SIGMA

CLIENT

BIC UKRAINE Oksana Slusarchuk, Marketing Manager Anna Tokarenko, Brand&Trade Manager Shavers

Disposable razors are perceived by most consumers - as a product that can be used only once. Strategic task was to deliver the message that with 1 BIC3 razor a man gets up to one month of impeccable shaving. To deliver message we invented a new measurement system: BIC is equal to 30 days of good shaving. We measure important events in mans` life: football championship lasts for 10 BICs Market share of BIC3 during the campaign grew by 3.5 p.p. Growth of BIC3 sales 3 times exceeded market grows.

138 EFFIE AWARDS 2016

LONG TERM EFFECTIVENESS IVAN DORN – MARTINI’S CREATIVE LEADER AGENCY

MEDIA DIRECTION/ OMD Katerina Revenko, Senior Media Planner Andrey Pedorenko, HEAD of OOH & Print department Aliona Danylchenko, Digital Account Group Head Lubov Rogach Radio Director

SECOND AGENCY

EBOLA / AGAMA DIGITAL GROUP

PR AGENCY

HOSHVA PR

CLIENT

BACARDI-MARTINI UKRAINE LLC

139 EFFIE AWARDS 2016

SHOPPER MARKETING CRISIS VS SHOES: THE STORY OF ONE VICTORY AGENCY

CLIENT

MTI Mariia Samplavska, Head of Brand Marketing Department Valeriya Tolochina, Marketing Director

ACTIVIA CHALLENGE AGENCY

Aimbulance

CLIENT

Activia

140 EFFIE AWARDS 2016

SHOPPER MARKETING INNOVATIONS DURING CRISIS: OXYMORON OR GROWTH STRATEGY? AGENCY

Talan Group Natalya Tsvietkova, copywriter Anton Pustovoy, copywrites Evgeny Posokhov, art-director Anna Yarmochenko, PR manager Olga Buzunova, client service director

SECOND AGENCY

AGAMA Digital Group

MEDIA AGENCY

Media Direction

CLIENT

Electrolux Ukraine LLC

HELP STIKEEZ TO GET ON THE SCREENS! AGENCY

Carat Ukraine Denis Kotovskiy Olga Mamay Toma Kiziria Lilia Pervak

DIGITAL AGENCY

Wizard Postproduction & Digital

OTHER AGENCY

Lisenbart animation studio (креативное агентство)

CLIENT

Silpo Yulia Zabrovskaya Lesia Shaturskaya

Challenges: - New experience in the contest with complex mechanics - Narrow target audience - Lack of TV support and usage only one media channel - Limited budget Media results: - cumulative reach ~ 750 thousand families with children. - generated ~ 95 ths transitions to stikeez.silpo.ua. - 313 contest videos uploaded after moderation (449 videos were uploaded in total). Business results: - ROI of the Stikeez campaign is 6 pp. - total turnover in the promotional period increased by 10% compared to the period before campaign. Marketing results: - growth of products turnover among loyal members Stikeez was 28%.

141 EFFIE AWARDS 2016

SHOPPER MARKETING BABY'S DIGESTIVE HEALTH AND COMFORT AGENCY

AGAMA DIGITAL GROUP Aliona Danylchenko, Account Group Head Yuliya Bobrovskaya, Digital Client Service Director Ruslan Gutnikov, Director of Strategy & Innovation, Strategic & Research

SECOND AGENCY

HAVAS WORLDWIDE DIGITAL

MEDIA AGENCY

Media Direction | OMD

CLIENT

Nutricia Ukraine Kateryna Levchenko, Marketing Director Liliia Usova, Junior Brand Manager Blue House Maryna Gekht, Marketing Spesialist

NESCAFE. 3 WAVES OF SHOPPER SUCCESS AGENCY

GEOMETRY GLOBAL UKRAINE ENTERPRISE Julie Mazour, Managing Director Nadya Trikoz, Creative Director Sergey Yaroslavtsev, Creative Group Head

CLIENT

Nestle Ukraine Ltd. In mid-2014, Ukrainian FMCG market appeared in crisis. Buyers reduced consumption and switched to buying in discounters instead of supermarkets. ATB is one of the key customers of "Nestle", it is the largest and fastest growing network in Ukraine in terms of sales and number of stores; and "Nescafe" is strategic for the company. In 2014, the sales share of "Nescafe" in ATB were 18% of national sales. To stop the negative trend in coffee category, the company decided to invest to the shopper marketing programs of ATB.

142 EFFIE AWARDS 2016

SHOPPER MARKETING COFFEE ATMOSPHERE IN MCDONALD’S AGENCY

TBWA\Ukraine Marina Kunets, Account Director Svetlana Tsvelenyeva, Creative Director Tanya Litvin, Creative Group Head Vladislav Kunets, Creative Group Head Marina Kitaeva, Senior Account Manager

MEDIA AGENCY

OMD Ukraine

CLIENT

McDonald’s Ukraine Ltd Yuliya Badritdinova, Marketing and Communications Director Olga Vasylieva, Senior Marketing Consultant

4Q’15 vs. 4Q’14 4Q’15 vs. 4Q’14

143 EFFIE AWARDS 2016

SHOPPER MARKETING MILKA SANDWICH – IN SHOPPER MARKETING WE TRUST AGENCY

Saatchi&Saatchi Ukraine Konstantin Shneider – Creative Director Andrey Krysenkov – Art Director Sergey Beloshitsky – Senior Copywriter Jana Karimova – Account Director

SECOND AGENCY

Havas Engage (BTL Agency)

MEDIA AGENCY

Starcom Ukraine

CLIENT

Mondelez Ukraine/Milka Svitlana Tatura – Category Brand Manager Chocolate

Because of the crisis the chocolate category fell for 28,5%* and most players started price wars. Milka as the most expensive chocolate (20%* more expensive than other players) wanted to keep its market share not attending to price wars. But how can Milka attract consumer not playing in price reductions? Milka has risked launching an innovation – a product no one has expected. Chocolate with…unexpected combination. As the competitors were actively running campaigns in-store it was decided to pay especial attention to points of sale and use shopper marketing. Such an unexpected combination of ingredients dictated creative approach, to combine things in an interesting way - double surfaces of stoppers, wobblers, sliding doors starting from entrance zone to transition, destination and ﬁnally, impulse. This approach was very successful - in shops where shopper marketing approach had been realized sales were 253%* higher than in points of sale where it had not been realized.

144 EFFIE AWARDS 2016

SHOPPER MARKETING NUTRILON - SMART CHOICE FOR FUTURE OF THE BABY AGENCY

AGAMA DIGITAL GROUP Aliona Danylchenko, Account Group Head Yuliya Bobrovskaya, Digital Client Service Director Ruslan Gutnikov, Director of Strategy & Innovation, Strategic & Research

SECOND AGENCY

HAVAS WORLDWIDE DIGITAL

MEDIA AGENCY

MEC

OTHER AGENCY

Gvardiya Production House

OTHER AGENCY

Pur Pur, design-studio

CLIENT

Nutricia Ukraine Kateryna Levchenko, Marketing Director Liliia Usova, Junior Brand Manager Blue House Maryna Gekht, Marketing Spesialist

145 EFFIE AWARDS 2016

SHOPPER MARKETING SPRING FOREVER AGENCY

MEDIA AGENCY

Initiative

MARKETING SERVICES Clever Group AGENCY CLIENT

Unilever Ukraine Ltd Elena Shvoryak, Head Marketing Department Yulia Papenko, Brand Manager Alyona Polyakova, Brand Manager

We attracted 3 229 women to actively participate in the campaign. The estimated coverage totaled 2442704 persons. During activation sales rose by 18%. At least 5 women were happy.

146 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL BIGL GETTING BIG AGENCY

MediaVest Victoria Chernegova, Director Sergey Yakovlev, Account Director Alex Garmash, Digital Strategic Director Sofiia Tlumak, Media Manager Tatyana Matveeva, Media Manager

SECOND AGENCY

Michurin

CLIENT

HOW TO TURN A SMALL LOCAL MANUFACTURER INTO A NATIONAL FAVORITE BRAND IN 2 YEARS AGENCY

CLIENT

Carpathian mineral waters Ella Tsybulya, Marketing Director

148 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL LAUNCH AMONG MONSTERS AGENCY

MEDIA AGENCY

Media Systems

DIGITAL AGENCY

AdPro Ukraine

CLIENT

lifecell

#GOZANIZHKAMI (#GOFORLEGS) AGENCY

Navigator Anna Dovzhenko, Senior Account Manager Yaroslava Borokh,_Account Manager Tatyana Mokrenko, Head of SMM Gleb Pronenko, Head of creative Dariya Kabanova, Managing Director

CLIENT

KFC Marina Seredkina, Marketing Manager Ukraine&Belarus Volodymyr Mandryk, Senior Marketing Manager Ukraine

149 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL ROLLTON NOODLES IS NOT A SNACK,IT’S THE BASIS FOR ANY OF YOUR MEAL AGENCY

Saatchi&Saatchi Ukraine Konstantin Shneider – Creative Director Phillip Hopta – Art Director Sergey Beloshitsky – Senior Copywriter Julia Bilyk – Account Manager

MEDIA AGENCY CLIENT

Carat Ukraine

Mareven Food Ukraine / Rollton Mai Van Minh – General Director Evgenyi Lozytsky – Marketing Director Vadim Paurchak, Brand Manager

NO FAMILY FLOWS UNDER LAYING MOTHER AGENCY

SECOND AGENCY

Media First Ukraine

MEDIA AGENCY

Media First Ukraine

DIGITAL AGENCY

Digibrand

CLIENT

Megacom

Alexander Ishutkin, marketing director Sergey Kiva, product manager

150 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL BUKOVEL VS BOOKING – HOTELS VS WINTER AGENCY

Postmen Yana Batura, Head of Media Department Yulia Havron, Account Manager Aleksandra Kazarina, PPC Manager Daria Maksimova, Web Designer

CLIENT

THROW DOWN THE KING OF THE MOUNTAIN AGENCY

Maxus-Sigma Ievgen Levchenko, director Mykyta Tereshchenko, media group head Alexandr Bloshchitsa, TV-buying director

CLIENT

BIC Ukraine Oksana Slusarchuk, Marketing manager Anna Tokarenko, Brand&Trade manager (shavers)

On background there is far ahead standing category leader (Gillette) with highest shares of market, voice on air and advertising spends. The task was to win the competition against it within two years and provide parity in advertising voice and signiﬁcant business growth. The investment was limited for the task. The case shows the way to the victorious end of small brand ﬁght against the overwhealming leader.

151 EFFIE AWARDS 2016

BUSINESS-TO-BUSINESS YOU REAP WHAT YOU SOW, OR HOW BAYER HELPED FARMERS AGENCY

CLIENT

152 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL BELGIUM POURING RITUAL

AGENCY

Kinograf Vitaliy Kokoshko, creative director/film director Vira Hliebova, strategic director Oleh Kyselytsia, senior copywriter Bogdana Zaets, copywriter

DIGITAL AGENCY

I-REX

CLIENT

Beer Point LLC

Andrey Fesenko, Director

SINGLE COMMUNICATION CHANNEL AGENCY

Adpro Ukraine Vladimir Kobets, Creative Director Viktor Tereshchenko, Art Director Mila Krutchenko, Strategic Director Aleksandra Kuts, Deputy Client Service Director Igor Tkachenko, Production Manager

MEDIA AGENCY

Vizeum Ukraine

CLIENT

EVYAP TRADING UKRAINE

“ArkoMen” started to lose popularity among the male audience in 2012. Due to outdated brand’s perception the lowest purchase conversion was observed among the young audience (18-35). Knowing the fact that young audience doesn’t accept direct advertising we relied on content - we shot cool viral videos in which we showed the unique properties of "ArkoMen" from the perspective of interests of young TA. The native product presence in relevant channel has helped not only to rejuvenate brand’s perception and stop the category share decline, but also to increase it + 4pp.

153 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL DON’T BE A VEGETABLE AGENCY

MEDIA AGENCY

CLIENT

ACINO PHARMA START Tatyana Romashova, Product manager Maxim Cherevko, Business-unit manager

AURA OF YOUR PERSONALITY AGENCY

Tabasco Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer Olga Boyandina, account manager

CLIENT

KSD Aurum Igor Korovko, Director Yuliya Stolyarova, Marketing manager Before campaign start KSD Aurum had extremely low brand awareness. While the awareness of competitive brands was almost total and they prevailed in quantity of stores around the country. It was critical for Aurum to build brand awareness. Having researched the audience we came up with idea “Aura of your personality” implementing it only in SMM. Resonating insight, engaging mechanics, accurate involvement of bloggers exceeded our expectations. We got reach of 848750 people, 14 times exceeding the plan! Also, we got 10 669 of new participants and 618 new followers.

154 EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL BOBOTIK AGENCY

Smartica/Skykillers Yurii Kachkarda, Client Service Director Svetlana Lobanova, Creative Director Daria Shigaevа, Chief Strategy Anatolii Kozhukhar, Art Director Alina Samarchenko, Account Manager

SECOND AGENCY

Qreachers, Digital Media Agency

MEDIA AGENCY

Qreachers, Digital Media Agency

OTHER AGENCY

Aurocraft, Web Production

CLIENT

ZF POLPHARMA S.A.,

Representative office in Ukraine Valentyna Shved-Girnyak, Group Product Manager OTC Elena Boichenko Product Manager OTC Andrii Titarenko Digital Marketing Manager

WHAT ARE YOU WILLING TO DO FOR IPHONE 7 AGENCY

Initiative Andrew Andryuschenko, Managing Director Sergey Kostin, Executive Director Julia Khanina, Media Group Head Anna Kireyeva, Senior Media Planner

DIGITAL AGENCY

PR AGENCY

Advance Digital Yuriy Blotsky, Advance Digital Director Aleksandra Boulygina, Media Director of Advance Digital Nataliia Cherednykova, Digital Account Manager

GreenPR Artem Zelenyi, Chief Executive Officer Mariia Ivanyk, PR & Account manager

CLIENT

Group of Companies “ALLO” Evgeniy Rezuev, Marketing Director Ekaterina Kurasova, Head of Marketing Communications Department

155

EFFIE AWARDS 2016

SINGLE COMMUNICATION CHANNEL BABY'S DIGESTIVE HEALTH AND COMFORT AGENCY

AGAMA DIGITAL GROUP Aliona Danylchenko, Account Group Head Yuliya Bobrovskaya, Digital Client Service Director Ruslan Gutnikov, Director of Strategy & Innovation, Strategic & Research

SECOND AGENCY

HAVAS WORLDWIDE DIGITAL

MEDIA AGENCY

Media Direction | OMD

CLIENT

Nutricia Ukraine Kateryna Levchenko, Marketing Director Liliia Usova, Junior Brand Manager Blue House Maryna Gekht, Marketing Spesialist Digestive Category, where Nutrilon is the leader, has reduced. The only growth driver is the growth of the category. Communications challenge – - Change the pattern in mothers’ behavior about the possibility to solve the problems with symptomatic, - Communicate the advantages of the special-purpose Nutrilon formulas over medicines. Business objectives: to increase sales revenues by 15% Big idea: Troubleshooting symptoms did not resolve the problem. Digital was chosen as the only communications channel with individual tactics of placement and original creative solution. As a result, sales revenue increased by 22%.

156 EFFIE AWARDS 2016

SPONSORSHIP X-FACTOR SPONSORSHIP AGENCY

Subsidiary «Scholz & Friends Kyiv» Irina Boyko, Creative Director Vasyl Moldavchuk, Art Director Valeria Loshmmanova, Group Account Director Marina Rozenbush, Group Account Director

MEDIA AGENCY

CLIENT

Zenith

Limited Liability Company «Nestle Ukraine» Susanna Fiorucci – Business Executive Manager Liliya Dzhura - Group Brand Manager

Olga Mikitchak – Brand Manager Ina Nikova, Communication and Marketing Excellence Director Kateryna Kryzhanovska - Media & Digital Manager

GET THE MAXIMUM AGENCY

SECOND AGENCY

Linea12/etc

CLIENT

Unipharm, Inc. Alexandr Shalunov, Country Manager Kateryna Yovenko, Marketing Manager Vera Lelitsa, Brand Manager

157 EFFIE AWARDS 2016

SPONSORSHIP HOW TO GET THE SHOPPING EXPERIENCE SITTING IN FRONT OF THE TV SCREENS AGENCY

MEDIASCOPE Andrei Krolenko, Managing Partner Kristina Kovalchuk, Media Director Tatiana Kunitskaya, Media Account Manager Yana Daragan, Buying Director Irina Glukhovskaya, TV Planner

SECOND AGENCY

Starlight Brand Content

CLIENT

METRO Cash and Carry Ukraine Oksana Kulikova, Head of Marketing Tetiana Budilo, Print & Media Manager Oksana Andreyeva, Senior specialist on advertising and marketing activities

The years 2013-2015 were difficult for the retailing. The low price has become the basic tool of the rivals in the battle for the purchaser. But the price communication of METRO was not accepted by the consumers because of the perception barriers of the network (only bulk purchase, it is difficult to obtain the card, poor assortment and high prices). Our challenge is to overcome the barriers and change the perception: “METRO is for me”. We decided to make the unique brand attributes as the advantages for the consumers – be the professional of your home. We have chosen the “Master Chef” sponsorship since the project perfectly reveals the key idea. Main efforts of the adjustment of the perception we entrusted to the branded content: we wanted to "bring" the TV viewer inside the METRO to demonstrate and make people feel the shopping experience in trade centers. As a result, we fought the barriers and increased the attractiveness of the network. And METRO has significantly increased the sales in UAH currency and in terms of volumes in 2015.

158 EFFIE AWARDS 2016

SPONSORSHIP UNCOMPROMISING MAMAKONTROL AGENCY

Media Direction|OMD Sergey Kostya, Media Planner

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Myronivsky Hliboproduct Ganna Gorbatyuk Top manager on marketing communications

159 EFFIE AWARDS 2016

SPONSORSHIP IVAN DORN – MARTINI’S CREATIVE LEADER AGENCY

Media Direction/ OMD Katerina Revenko, Senior Media Planner Andrey Pedorenko, HEAD of OOH & Print department Aliona Danylchenko, Digital Account Group Head Lubov Rogach Radio Director

SECOND AGENCY

Ebola / AGAMA Digital Group

PR AGENCY

Hoshva PR

CLIENT

BACARDI-MARTINI UKRAINE LLC

160 EFFIE AWARDS 2016

SEASONAL MARKETING GARAGE AND THE GUYS ROCKED UKRAINE AGENCY

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine

Launch «Seth & Riley's Garage»

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

BONJOUR, LE KRON!

AGENCY

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

161 EFFIE AWARDS 2016

SEASONAL MARKETING ON VACATION WITH ROAMING AGENCY

MullenLowe Adventa Alexey Demin, Creative Director Julia Romanova, Art Director Vladimir Kononskiy, Creative Group Head

CLIENT

Kyivstar Svyatoslav Gorban, CMO Yuriy Chornenkyy, Head of marcom department Daria Ishchenko, Brand manager

CRISIS VS SHOES: THE STORY OF ONE VICTORY AGENCY

CLIENT

MTI Mariia Samplavska, Head of Brand Marketing Department Valeriya Tolochina, Marketing Director

162 EFFIE AWARDS 2016

SEASONAL MARKETING SPORT BIBLE AGENCY

Postmen

CLIENT

Bukovel

HIKE UNIVERSITY AGENCY

SECOND AGENCY

MullenLowe Adventa

MEDIA AGENCY

MADmedia

MARKETING SERVICES TALAN GROUP AGENCY CLIENT

Obolon

163 EFFIE AWARDS 2016

SEASONAL MARKETING THE LEGEND OF CHORNYI (BLACK) TARAS AGENCY

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine Andriy Otroschenko, VP Marketing

REXONA ANTIBACTERIAL AGENCY

Initiative Andrew Andrushenko, Managing Director Sergey Kostin, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Yaroslava Shvetsova, Senior Media Planner

OTHER AGENCY

Advance Digital

CLIENT

Unilever Ukraine Elena Shvoryak, Food/HPC Category Manager Aleksandra Iasko, Media Manager Anton Echkenko, Brand Manager

164 EFFIE AWARDS 2016

SEASONAL MARKETING WINTER FUEL AGENCY

Tabasco Oleksandr Smirnov, Creative Director Oleksand Koptev, Creative Group Head Kyryl Bondarenko, Art-director Olga Zhegulina, producer

OTHER AGENCY

Design studio

CLIENT

Konzern Galnaftogaz Vasyl Dmytriv, Marketing Director Romana Moroz, Marcom Director Khrystyna Noha, Marketing Manager

GET THE MAXIMUM AGENCY

SECOND AGENCY

Linea12/etc

CLIENT

Unipharm, Inc. Alexandr Shalunov, Country Manager Kateryna Yovenko, Marketing Manager Vera Lelitsa, Brand Manager

165 EFFIE AWARDS 2016

SEASONAL MARKETING HOW TO TRANSFORM ELECTION’S “WEEK OF SILENCE” INTO HALLOWEEN ANTICIPATION AGENCY

Carat Ukraine Pavlo Tayanovsky, Director of Innovation and Transformation Natalia Papanova, Media Director Olga Mamay, Digital Convergence Director Oxana Dolzhanska, Group Account Director Denis Kotovsky, Account Executive

SECOND AGENCY

Master AD

MEDIA AGENCY

UMG (Universal Media Group)

DIGITAL AGENCY

AdPro

CLIENT

Pernod Ricard Ukraine Tatiana Krupenko, Head of Marketing Denis Maksimov, Brand Manager

166 EFFIE AWARDS 2016

SEASONAL MARKETING YOU REAP WHAT YOU SOW, OR HOW BAYER HELPED FARMERS AGENCY

CLIENT

167 EFFIE AWARDS 2016

CORPORATE REPUTATION FUIB ANNUAL REPORT 2015: INNOVATIVE FORMAT OF ANTI-CRISIS COMMUNICATIONS AGENCY

PlusOne Dariya Suzdalova, Account Manager Alexey Marahovskyy, Producer

SECOND AGENCY

TOP LEAD LLC

PR AGENCY

TOP LEAD LLC

CLIENT

FUIB Ukrainian banks lost UAH 66.6 bln in 2015 due to the war in Eastern Ukraine and economic crisis. 78 banks were liquidated by National Bank of Ukraine during 2014-2015. FUIB lost UAH1.7 bln in 2015: it could stress our customers and destabilise bank. Our objective was to prevent crisis and to reach more clients and stockholders with strategic highlights and outlook. KPI: to increase reach by over 7 times. To neutralize negative publications about financial results. KPI: >50%. We are the first among Ukrainian banks who efficiently promote innovative annual report as a tool of anti-crisis communications. FUIB published its 2015 Annual Report in the online format on a special website www.pumb.ua/2015 that provides its stockholders with the access to both the traditional version and a simplified one. Key financial indicators were presented in a convenient infographic format.

Liliya Zubareva, Communications Director of FUIB Anna Kokoba, Communications Manager

INNOVATIONS DURING CRISIS: OXYMORON OR GROWTH STRATEGY? AGENCY

Talan Group Natalya Tsvietkova, copywriter Anton Pustovoy, copywrites Evgeny Posokhov, art-director Anna Yarmochenko, PR manager Olga Buzunova, client service director

SECOND AGENCY

AGAMA Digital Group

MEDIA AGENCY

Media Direction

CLIENT

Electrolux Ukraine LLC

169 EFFIE AWARDS 2016

CORPORATE REPUTATION MASTERCARD “SUBWAY” AGENCY

Aimbulance

CLIENT

MasterCard

170 EFFIE AWARDS 2016

CORPORATE REPUTATION UNCOMPROMISING MAMAKONTROL AGENCY

Media Direction|OMD Sergey Kostya, Media Planner

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Myronivsky Hliboproduct Ganna Gorbatyuk Top manager on marketing communications

171 EFFIE AWARDS 2016

YOUTH MARKETING GARAGE AND THE GUYS ROCKED UKRAINE AGENCY

MEDIA AGENCY

Media Direction|OMD

DIGITAL AGENCY

AGAMA Digital Group (Mediacom)

CLIENT

Carlsberg Ukraine

Launch «Seth & Riley's Garage»

Andriy Otroschenko, VP Marketing Dmytro Pilipenko, Marketing manager Yuliya Kirillova, Brand manager Kateryna Kurus, Brand executive

#GOZANIZHKAMI (#GOFORLEGS) AGENCY

Navigator Anna Dovzhenko, Senior Account Manager Yaroslava Borokh,_Account Manager Tatyana Mokrenko, Head of SMM Gleb Pronenko, Head of creative Dariya Kabanova, Managing Director

SECOND AGENCY

Master AD

CLIENT

KFC Marina Seredkina, Marketing Manager Ukraine&Belarus Volodymyr Mandryk, Senior Marketing Manager Ukraine

172 EFFIE AWARDS 2016

YOUTH MARKETING CHARGE OF CONFIDENCE ON THE WAY TO SUCCESS Zenith

AGENCY

Denis Storozhuk, Managing Director Vyacheslav Levchenko, Media Director Anastasia Livinets, Newcast, Branded Content Head Yulia Lytvynenko, Senior Media Planner|Head of Direction

MARKETING SERVICES AGENCY

StarLightMedia

OTHER AGENCY

M1 channel

CLIENT

“SMARTOMANIA” PROGRAM AGENCY

Tabasco Oleksand Koptev, Creative Group Head Tetyana Shapoval, Art-director Eugeniya Dzubenko, copywriter Olga Zhegulina, producer Olga Roza, account manager

CLIENT

Foxtrot Andrey Adamenko, marketing manager Ruslan Klimenko, brand manager

173 EFFIE AWARDS 2016

YOUTH MARKETING HIKE UNIVERSITY AGENCY

SECOND AGENCY

MullenLowe Adventa

MEDIA AGENCY

MADmedia

MARKETING SERVICES TALAN GROUP AGENCY CLIENT

Obolon

WHITE ROCK AGENCY

Zenith Denis Storozhuk, Managing Director Maryna Grygorenko, Digital Group Head Natalia Ostrovskaya, Strategic Director Ekaterina Pervukhina, Digital Group Head/Nestle team Maksym Len, Senior Media Planner|Head of Direction Tetiana Onyshchenko, Digital Planner

DIGITAL AGENCY

Sales House Admixer

CLIENT

Nestl� Ukraine LLC Susanna Fiorucci , Business Executive Manager Ina Nikova, Communication and Marketing Excellence Director Maryna Poliakova, Brand Manager Kateryna Kryzhanovska, Media & Digital Manager Yuriy Polishchuk, Digital Media Specialist

LION core audience "lives" online and a platform that would give new possibilities was needed, in contrast to the overloaded VK and FACEBOOK and maximize the use of Owned and Earned media. The choice fell on Coub, a social network where the primary audience is youth. The project LION WHITE ROCK on the page Coub was created and the message of the brand was placed. For the ﬁrst time in Ukraine, brand allowed users to express "own wild nature" in creating content that was published and distributed online UNCENSORED transmitting the message of the brand. Users could create Coub and spread it with the hashtag #LIONWHITEROCK. Users appreciated the given opportunity and took a very active part in the competition and, as a result, the sales of LION White Rock grew by 13% and the brand gained the 2nd position in the category.

174 EFFIE AWARDS 2016

YOUTH MARKETING IVAN DORN – MARTINI’S CREATIVE LEADER AGENCY

Media Direction/ OMD Katerina Revenko, Senior Media Planner Andrey Pedorenko, HEAD of OOH & Print department Aliona Danylchenko, Digital Account Group Head Lubov Rogach Radio Director

SECOND AGENCY

Ebola / AGAMA Digital Group

PR AGENCY

Hoshva PR

CLIENT

BACARDI-MARTINI UKRAINE LLC

BACARDI HOME PARTY

AGENCY

SECOND AGENCY

AGAMA Digital Group

MARKETING TALAN communications SERVICES AGENCY PR AGENCY

PLEON Talan

CLIENT

BACARDI-MARTINI UKRAINE LLC

175 EFFIE AWARDS 2016

BRANDED CONTENT CHARGE OF CONFIDENCE ON THE WAY TO SUCCESS AGENCY

Zenith Denis Storozhuk, Managing Director Vyacheslav Levchenko, Media Director Anastasia Livinets, Newcast, Branded Content Head Yulia Lytvynenko, Senior Media Planner|Head of Direction

MARKETING SERVICES AGENCY

StarLightMedia

OTHER AGENCY

M1 channel

CLIENT

RENAULT KADJAR AGENCY

Havas Ukraine Katya Ilchenko, Executive Director Yana Malinovskaya, Account Director Ivan Akinin, Creative Director Yevgen Malyukevych, Senior Copywriter Denys Lohvynenko, Digital Director

DIGITAL AGENCY CLIENT

Havas Digital

Private Joint Stock Company "RENAULT Ukraine" Oksana BOREYKO, Marketing and communication Director Olena FOMIUK, Advertising specialist

177 EFFIE AWARDS 2016

BRANDED CONTENT SINGLE COMMUNICATION CHANNEL AGENCY

MEDIA AGENCY

Vizeum Ukraine

CLIENT

EVYAP TRADING UKRAINE

“ArkoMen” started to lose popularity among the male audience in 2012. Due to outdated brand’s perception the lowest purchase conversion was observed among the young audience (18-35). Knowing the fact that young audience doesn’t accept direct advertising we relied on content - we shot cool viral videos in which we showed the unique properties of "ArkoMen" from the perspective of interests of young TA. The native product presence in relevant channel has helped not only to rejuvenate brand’s perception and stop the category share decline, but also to increase it + 4pp.

THIS IS OURS AND THIS IS YOURS AGENCY

Gravis LLC

2014. Some TV channels stated there was no such country as Ukraine, others called to ﬁght for it. PLUSPLUS launched This Is Ours and This Is Yours project to give children the background knowledge that would form their own attitude. PLUSPLUS branded characters became ambassadors introducing Ukraine to children. For the ﬁrst time ever the Ministry of Education recommended branded cartoons as learning and teaching aids. Nationwide contest. Students created stories and illustrations about their homeland. 25 winning stories became cartoons. Exhibition of all works became the national record-breaker.

178 EFFIE AWARDS 2016

BRANDED CONTENT HOW TO GET THE SHOPPING EXPERIENCE SITTING IN FRONT OF THE TV SCREENS AGENCY

MEDIASCOPE Andrei Krolenko, Managing Partner Kristina Kovalchuk, Media Director Tatiana Kunitskaya, Media Account Manager Yana Daragan, Buying Director Irina Glukhovskaya, TV Planner

SECOND AGENCY

Starlight Brand Content

CLIENT

METRO Cash and Carry Ukraine Oksana Kulikova, Head of Marketing Tetiana Budilo, Print & Media Manager Oksana Andreyeva, Senior specialist on advertising and marketing activities

SWITCH YOUR HEAD AGENCY

Advance Digital Yuriy Blotskyy, CEO Irina Tomai, Creator Maria Bochkovskaya, Designer

MEDIA AGENCY CLIENT

Initiative

Unilever Ukraine Elena Shvoryak Aleksandra Iasko, Media Coordinator

179 EFFIE AWARDS 2016

BRANDED CONTENT SMACHNI ISTORII TORCHYN

AGENCY

Zenith Denis Storozhuk, Managing Director Vyacheslav Levchenko, Media Director Natalia Ostrovskaya, Strategic Director Maryna Grygorenko, Digital Group Head Madina Zhuraeva, Head of Direction

MEDIA SERVICES AGENCY

Havas Digital

CLIENT

Nestl� Ukraine LLC

Valentyna Zhuk, Senior Brand Manager Torchyn mayonnaise, RTE Sauces, Marinades Iurii Polishchuk, Digital Media Manager

180 EFFIE AWARDS 2016

BRANDED CONTENT HAPPY CO-AUTHORSHIP WITH THE BRANDED CONTENT AGENCY

Zenith Denis Storozhuk, Managing Director Maryna Grygorenko, Digital Group Head Vyacheslav Levchenko, Media Director Anastasia Livinets, Branded Content Group Head Maksym Len, Senior Media Planner|Head of Direction

CREATIVE Scholz&Friends Kyiv AGENCY CLIENT

Nestl� Ukraine LLC Susanna Fiorucci , Business Executive Manager Olga Mikitchak, Senior Brand Manager Ina Nikova, Communication and Marketing Excellence Director Kateryna Kryzhanovska, Media & Digital Manager Iurii Polishchuk, Digital Media Specialist

At the beginning of 2015 Svitoch has the most vulnerable position among the TOP 4 concerning the intention of buying. The brand had to ﬁnd effective and simple way to convey an emotional message happiness is nearby and to make the brand desirable. To make the audience believe the brand and the message it was necessary not only to go on TV, but to become a part of what is inspiring and impressive. Branded content has 2 times more potential to attract the attention of the audience than a TV commercial in the advertising block. The audience ﬁlls in the daily routine with being involved in characters from the TV and are letting through themselves their success and downfalls. Svitoch through the branded content has attracted the audience to be co-authors of happiness. Switch from the number of contacts (SOV) to active engagement with consumers happened – from a TV commercial in the advertising block to the real experience and live emotions according to the habits of audience (media consumption). As a result 86,000 wishes of happiness were created and Svitoch has built an emotional connection with the audience, becoming a brand of chocolate that inspires you to create special moments.

181 EFFIE AWARDS 2016

BRANDED CONTENT UNCOMPROMISING MAMAKONTROL AGENCY

Media Direction|OMD Sergey Kostya, Media Planner

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Myronivsky Hliboproduct Ganna Gorbatyuk Top manager on marketing communications

182 EFFIE AWARDS 2016

BRANDED CONTENT ACTIVIA CHANGES IMAGE AGENCY

Young & Rubicam LLC Anna Kostylova, Associate Creative Director Nataliya Hromova, Art Director Kateryna Ivanchuk , Group Account Director Olefir Aleksey, Production Director

MEDIA AGENCY

MEC

DIGITAL AGENCY

Ambulance

CLIENT

Danone Dnipro

At that point, the brand ceased to grow and develop, the number of competitors increased. Brand Ambassador Olga Freimuth still looked beautiful and the audience trusted her. But one question still bothered us—how her values correlated with the values of Activia? The market share before the start of the campaign amounted to 18.9%. To improve the performance of the brand, we needed to ensure its transition to a new development level. It was decided to make the Activia an essential attribute of happiness. For women, happiness - it is a happy family. We thus needed a famous, good-looking, and successful woman in a happy marriage, which would deﬁnitely evoke trust. Masha Efrosinina is an example of how taking care of yourself is the foundation of a happy family. The result of such cooperation with Masha was an increase in product sales from 1268t in Q3'15 to 2094 t. In Q3'16 that is + 65% and up 35 percentage points higher than planned, and its market share increased to 22.2%.

Viktoriia Mokra, Senior Brand Manager Activiа

MASTERCARD. FORCES AWAKENING AGENCY

THINKMcCANN Eugene Kaminskiy, Creative Director Viktoriya Nikonenko, Art Director Viktor Vysotskiy, Creative Group Head Anna Bobina, Account Director Anastasiya Klushnikova, Account Manager

MEDIA AGENCY

Carat Ukraine

Mastercard sent Ukrainians in the world of Star Wars

MARKETING SERVICES iSmart LLC AGENCY CLIENT

Mastercard Ukraine Tatiana Lutsenko, Program Manager Nataliya Baidala, Marketing Director

183 EFFIE AWARDS 2016

BRANDED CONTENT WOG IS A GOOD MOOD FILLING STATION BBDO Ukraine

AGENCY

Anze Jereb, Executive Creative Director Mike Petrusiak, Art Director Dmytro Kyshko, Copywriter Irina Danilevskaya, Client service director

CLIENT

WOG Retail From 2013 WOG brand didn’t have any image-based communication. But many people knew that the company forges ahead and develop actively, improving in all directions. WOG isn’t inferior to the best European companies in service, comfort and barrier-free attitude. The commercial describes an ordinary day on WOG AZK when Jamala stops by the station to buy her favourite Latte and becomes a participant of service delivery to equally important boy whose name is Seriozha. In the same time, the company emphasises that all WOG’s clients are served with the same attention as this little boy from the commercial. Company’s main message is to show that WOG ﬁlls with mood. As a result, we increase all business objectives in non-fuel sales up to 40%.

Vitaliy Tkachenko, Marketing Director Liudmyla Tybulchuk, Head of Marketing Department

LAUNCH AMONG MONSTERS AGENCY

MEDIA AGENCY

Media Systems

DIGITAL AGENCY

AdPro Ukraine

CLIENT

lifecell

184 EFFIE AWARDS 2016

BRANDED CONTENT IVAN DORN – MARTINI’S CREATIVE LEADER AGENCY

Media Direction/ OMD Katerina Revenko, Senior Media Planner Andrey Pedorenko, HEAD of OOH & Print department Aliona Danylchenko, Digital Account Group Head Lubov Rogach Radio Director

SECOND AGENCY

Ebola / AGAMA Digital Group

PR AGENCY

Hoshva PR

CLIENT

BACARDI-MARTINI UKRAINE LLC

OLX-MAN AGENCY

UM Victor Sherstyuk, Managing Director Anna Dragunova, Media Planning Director Irina Konoval, Media Planning Group Head Maria Lisovskaya, Strategic & Innovation Head

SECOND AGENCY

Fedoriv

CLIENT

LLC «EMARKET UKRAINE» Sergey Gapochenko, director Katerina Onishchenko, marketing director Alexandra Kravchenko, offline manager

185 EFFIE AWARDS 2016

BRANDED CONTENT UNCOMPROMISING MAMAKONTROL AGENCY

Media Direction|OMD Sergey Kostya, Media Planner

DIGITAL AGENCY

AGAMA Digital Group

CLIENT

Myronivsky Hliboproduct Ganna Gorbatyuk Top manager on marketing communications

186 EFFIE AWARDS 2016

CONTACTS Participant Name

Address

Phone

Website

AdPro Ukraine

4th ﬂoor 50-V Gaiydara Str., 01033, Kyiv

380 44 490-54-84

http://www.adpro.ua/

Advanced Digital

13, Pimonenko str., building 6A. ﬂoor 1, oﬃce 15

380 44 390 70 44 380 44 390 70 54

http://advancedigital.com.ua/

AGAMA digital group

31, Zhylyanska Str., 01033, Kiev

380 44 594 93 01

http://agama-communications.com/

Ahead

Kyiv, 01001, 32V Esplanadna Str.

380 44 374-05-65

http://ahead.com.ua

Aimbulance

Mykoly Pymonenka Str., 13 Zh, Kyiv, 04050

380 44 303 96 91

http://aimbulance.com/

BBDO Ukraine

Kyiv,04070, 25B P. Sahaidachnoho street, oﬃce 7

380 443 534 927

http://www.bbdo.ua

Be-it Agency

04070, Kyiv, 33 Sahaydachnoho street

380 444 952 960

http://www.be-it.agency/

Carat Ukraine

58/10 Haidara Street, Kyiv 01033, Ukraine

380 444 988 454

http://carat.kiev.ua/

DDB Ukraine

72 Velyka Vasylkivska Str., 27-th ﬂoor, 03680, Ukraine, Kiev

380 44 593 14 14

http://www.ddb.com

FCBIdeabox

Ukraine, 04050, Kyiv, 13 Pymonenka str., building 1A, oﬃce 11

380 44 393 40 00

http://ideabox.com.ua/

Geometry Global Ukraine

4A Verkhniy Val str., city Kyiv, 04071

380 445 905 111

http://www.geometry.com/ua/

GRAPE Ukraine

106 Saksaganskogo Street, Oﬃce 22, Kiev, 01032

380 44 383 84 33

https://grapeukraine.com/ua

Havas Media Ukraine

Киев, ул. Пимоненко,13, корпус 1В/52 04050

380 44 494 19 58

http://www.havasmedia.com/

Havas Worldwide Digital Kiev

Kyiv, 01033, Vozdvyzhenskaya, 41

380 44 451 84 41

http://havaswwdigital.com.ua/

Havas Worldwide Ukraine

41 Vozdvyzhens’ka street, Kyiv, 04071, Ukraine

380 44 451 83 03

http://www.havaswwukraine.com.ua/

380 44 593 14 04

380 44 451 83 17 Hoshva DGTL

80 Dmytrivska str., 4th ﬂoor, Kyiv 01135

380 44 364 14 33

http://hoshva.com.ua/

Initiative

Forum Business City, 13 Pimonenko str., building 4A/32,

380 44 495 28 62

http://www.initiativemedia.com.ua/

iplace

8, Bolsunovska St., 8th Floor, Kyiv 01014, Ukraine

380 44 459 07 70

http://iplace.ua/

ISD Group

15 Khreshyatik st., oﬃce 119 01001 Kyiv Ukraine

380 44 569 51 84

http://www.isd-group.com/

ITCG

BC “Komod”, 10 ﬂoor , Kyiv, 02002

380 44 364 73 71

http://itcg.ua/

J&I advertising and PR

Ukraine, 01004, Kiev, 6 Velyka Vasilkivska str., oﬃce 12

380 44 235 83 64

https://www.facebook.com/JI.advertising

Kinograf

04050, Kyiv, 79 Sichovykh Stril'tsiv (ех Artema) oﬃce 78

380 44 230 81 10/12

http://www.kinograf.com

Lantmannen Axa

Boryspyl, 08300, Privokzalna str.3

380 44 451 63 65

http://lantmannen.ua/

Leo Burnett Ukraine

Ukraine, Kyiv, vul. Bulvarno-Kudryavskaya 24, building 2, 01054

380 44 490 90 60 380 44 490 90 70

http://www.leoburnett.ua

Maxus Sigma

30V Phizkultury str, oﬃce 602, Kyiv, Ukraine 03150

380 44 390 58 50

http://maxus-sigma.com.ua/

MEDIASCOPE

Kiev, 04071, 41 Vozdvizhenskaya st., oﬃce 470

380 44 220 10 44

http://mediascope.com.ua

Mediavest

24 Bulvarno-Kudryavska Str., Kyiv, 01601, Ukraine

380 494 49 14

http://mediavest-spark.com/

380 494 49 15 MEX Advertising

03035, Kyiv, 3 Surikova str., building 8-b

380 44 569 72 10

http://www.mex.com.ua

MullenLowe Adventa

Bld. 5, M.Pymonenka St., Kyiv, Ukraine, 04050

380 44 495 28 60

http://adventa.mullenlowe.com/

Navigator

01033, Kyiv, 58/10 Gaidara Str., Ukraine

380 44 498 8438

http://www.navigatormedia.com.ua

Ogilvy & Mather Ukraine

4a Verkhniy Val Str., 04071 Kyiv, Ukraine

380 44 220 29 20

http://www.ogilvy.com.ua

OMD|Media Direction

01033, Kyiv, 31 Zhylyanska str., BC Capital Hall

380 44 461 14 11

http://md.kiev.ua/

Philips Ukraine

4 Mykoly Grinchenka st., Horizon Park Business Center Building #2, Floor 4, 03680, Kyiv, Ukraine

38 044 490 98 48

http://www.philips.ua/

Plus Plus (Gravis)

Kyrylivska st., 23, Kyiv, 04080, Ukraine

380 44 490 01 01

http://plus-plus.tv/

PlusOne

04119, 72a, oﬃce 76a V. Vasylkivska street

380 44 228 06 20

http://plusone.com.ua/

Postmen

Kyiv, 01135, Dmytrivska 80, oﬃce 13,

380 44 482 39 43

http://www.postmen.com.ua

PROMO

Kiev, 01032, Saksaganskogo Str, 70A, oﬃce 506

380 44 545-52-25

http://promo.ua/

PROVID

Kyiv, 01033, 31, Zhylyanska St.

380 44 461 14 14

http://provid.ua/

Resolution OMD Ukraine

Kyiv 01032, 33B Shevchenko Boulevard

380 44 220 17 70

http://resolutionmedia.com.ua/

Saatchi&Saatchi Ukraine

Kyiv, 01601, Bul’varno-Kudriavska street 24

380 44 494 49 09

http://saatchi.com.ua/

Scholz & Friends Kyiv

31, Zhylyanska str., Kyiv, Ukraine, 01033

380 44 501 29 09

http://www.s-f.com/kyiv/

Smartica/Skykillers

Ukraine, Kyiv, 01004, 9a Lva Tolstogo Str., oﬃce 402

380 44 223 70 60

http://smarticaskykillers.com/

Studio 1+1

04080, Ukraine, Kyiv, vul. Kyrylivska 23

380 44 490 01 01

http://www.1plus1.ua

TABASCO

Kyiv, Velyka Vasylkivska str 72, ﬂoor 9

38 044 496 28 10

http://www.tabasco.com.ua

TALAN GROUP

Ukraine, Kyiv, 01033, Zhylianska Str. 31

380 44 594 99 99

http://talan.kiev.ua

TBWA\Ukraine

Business Center Bashnya, 22, Rybal'skaya st., Kiev, 01011, Ukraine

380 50 470 89 13

http://www.tbwa.com.ua/

THINKMcCANN

13 Pymonenko Str, bldg 6A, ﬂoor 5, oﬃce 53, Business Center Forum, 04050 Kyiv, Ukraine

380 44 494 28 35

http://think-mccann.com.ua/

TMA Communications

13a Frunze st., Kiev 04080

380 44 581 11 71

http://www.tma-ukraine.com.ua

TWIGA Idea

04070, Ukraine, Kiev, 23/8 Sagaydachnogo str

380 44 461 97 63

http://twiga.com.ua/

Kyiv, 04050, 13 Pimonenka str., 6A/ﬂoor 5, oﬃce 52

380 44 494 13 28

http://www.umww.com/

YARCHE

10-B, Vozdvyzhens'ka St., Apt.7, Kiev, Ukraine, 04071

380 44 232 26 11

http://yarche.ua/

Young & Rubicam

Kyiv 03110 Pirogovskogo str, 19/4

380 44 201 06 77

http://yr.com.ua

Zenith

Kyiv, 01601, 24, Bulvarno-Kudriavs’ka str.

380 44 492 99 80

http://zenithoptimedia.com.ua/