Effie Awards Ukraine 2018 by vrcoalition

Thank you to everyone who participated in the 2018 Effie Awards Ukraine program and congratulations to this year’s winners and finalists. Effie, celebrating its 50th anniversary this year, is a global forum for our industry that exists to lead, inspire and champion both the practice and you, the practitioners of marketing effectiveness, as we grow together during these rapidly changing times. Recognising that effectiveness is situational, Effie celebrates all forms of marketing effectiveness whether it be sales growth, increased awareness or brand affinity. This year’s winners have demonstrated that when real insights lead to big ideas and are executed strategically, brands are wellpositioned to achieve significant, measurable success. The cases represented here are also a celebration of teamwork. Winning an Effie is recognition of strong agency, client and partner collaboration. Thank you to Maxim Lazebnik and the All-Ukrainian Advertising Coalition for leading such an esteemed program, and thank you to all of this year’s entrants, judges, sponsors, and program supporters for your contribution to the Effies and to the evolution of marketing effectiveness in Ukraine. Congratulations, again, to this year’s winners on this worthy and earned recognition. In these changing times, we will continue to look to you to be brave, grow our businesses and move our industry forward. There is much to be learned from your achievement. We look forward to seeing continued success into 2019. Cheers,

Traci Alford President & CEO, Effie Worldwide

Jury GRAND JURY 1. 2. 3. 4. 5.

Pavlo Daniman, Chief Marketing Officer, Kyivstar Yaroslav Koval, Marketing Director, TerraFood Natalia Paliy, Head of Marketing, Philips Ukraine Natalia Revika, Marketing Director, IDS Borjomi Ukraine Borys Tkachov, Head of Strategy & Research, New Products Group

2. 3. 4. 5.

6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23.

25. 26. 27. 28. 29. 30.

JURY 1.

24.

Vadim Abramenko, Sr. Marketing Manager OTC, Teva Irina Andrushenko, Partner, D2 Olena Angelova, Marketing Director, MMC Ukraine Olena Babliak, Marketing Communications Coordinator, Nissan Motor Ukraine Natalia Baidala, Head of Marketing, Mastercard Europe SA in Ukraine, Moldova, Georgia & Central Asia Countries Olga Bakun, Marketing Director, Ecosoft Denis Barlyaev, Marketing Director, Vitmark Ukraine Dmytro Barsukov, CEO, VMLY&R Serhiy Barybin, СOO, The FinTechLab Olena Bashko, Commercial &Marketing Excellence Manager, Alcon Valeriy Batushanskiy, Managing Director, Dentsu media Aleksey Bezugly, Marketing Director, Beverage Trading Company Stanislav Biesiedin, Senior Brand Manager, Bayer Kateryna Biloblovska, Head of Marketing Department, Ukraine and Caucasus, Electrolux Igor Binkovskyi, Sales and Marketing Director, REHAU Natalia Bioko, General Manager, Edipresse Ukraine Alyona Bitsigan, General Director, B4B group Iryna Bondarenko, Managing Director, IdeasFirst Maksim Boritko, Creative Director, Rockets. Growth R&D Nataliya Boyarchuk, CEO, Adsapience Nataliya Bukhalova, CEO, UMG Natalia Bulbuk, Operations Director, TWIGA Ukraine Oksana Bulgakova, Director of Energy

31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52.

Efficiency Project of IQ energy Housing, European Bank for Reconstruction and Development Olga Buzunova, Head of Creative Services, Agama Communications Andrii Chabanov, Marketing Director, Peugeot Citroen Ukraine Tetiana Chernenko, Chief Marketing & Innovation Officer, Alfa Bank Yuriy Chornenkiy, Head of MarCom, Kyivstar Dmytro Danylovych, Marketing Director, GC Alliance Nataliya Dedikova, Operational MD, Nemiroff Yana Dekhtiar, Head of Marketing, Synevo Ukraine Yvetta Delikatnaya, Partner, E’COMM Maksym Demchenko, Head of Strategic Marketing, Tavria House of Vintage cognacs Dmytro Demydov, Chief Marketing Officer, Sushiya Natalia Deyanova, Chief Strategy Officer, Havas Creative Group Ukraine Marina Doroshenko, Senior Marketing Specialist, Lenovo Ukraine Natalia Dorozhenko, Senior Market Manager, Johnson & Johnson Anna Dragunova, Managing Director, Universal Mccann (UM) Ivan Dubinskiy, CEO, Factum Group Dmytro Dzhedzhula, Marketing Director, SOCAR Energy Ukraine Sergii Fedorenko, Сhief Commercial Officer, Ukrgasvydobuvannya (Motor Fuel Brand Shebel) Ivan Filippov, Head of Marketing Ukraine, MHP Nadezhda Fomina, Chief Marketing Officer, Citrus Katerina Gaididei, Area Manager CIS, BROWN FORMAN Tatyana Gontar, Head of Business, FCBKYIV Anastasiia Gorishniakova, Marketing and CatMan Director, Ukraine and Central Europe, Kimberly-Clark Anna Gorkun, CEO, Inkerman Trading House Yaroslava Gres, CEO, Gres Todorchuk PR Dmytro Grushevskyy, New Business Director, Publicis Groupe Ukraine Maryna Grygorenko, Managing Director, Zenith Ukraine Victoria Gubina, CMO, MOYO Iaroslav Gumeniuk, CMO, First Ukrainian International Bank Ievgen Iatsenko, Head of ATL&BTL Department, Renault Ukraine

3 EFFIE AWARDS 2018

Jury 53. Tetiana Iliashenko, Marketing Director, Roshen 54. Tatiana Kaluzhnaja, Head of Marketing, BFI Service 55. Gennadiy Karlinsky, CMO, Apteka Dobrogo Dnya 56. Tetiana Katrych, Business Development and Communication Expert 57. Zoia Khilyk, Client Strategy and Product Director, StarLight Brand Content 58. Maryna Kinchyna, Category Lead Biscuits & Salted Snacks Ukraine & Eurasia, Mondelez Ukraine 59. Viktoriia Kiriienko, Lead Marketing Manager Kitchen Appliances, Philips Ukraine 60. Tatiana Kiyanitsa, Customer Development Manager, Johnson & Johnson Ukraine 61. Kostiantyn Klymenko, Marketing Director, Bayadera Group 62. Mariia Kochmaruk, Operations & Project Director, Hashtag 63. Viktoriia Kochuro, Strategy Director, Vizeum Ukraine 64. Vitaliy Kokoshko, CEO, Owner, Kinograf 65. Sergey Kolesnichenko, Marketing Director, SIA Slot 66. Elena Kolesnikova, Head of Strategy Department, BBDO 67. Sergey Kostin, Managing Director, Initiative Ukraine 68. Alina Kotenko, Managing Director, Havas Media Ukraine 69. Yaroslava Kovalenko, Marketing Director, Ukrsibbank BNP Parribas 70. Maryna Kovtun, Head of Marketing Department, Ultragroup 71. Valentin Kravchenko, Marketing Director, Mareven Food Ukraine 72. Nataliia Kravchenko, Marketing Manager CHC, Sanofi 73. Tatiana Krupenko, Marketing Director, Pernod Ricard 74. Julia Pouzyriova, Chief Customer Officer, Watsons Ukraine 75. Ivan Kucherenko, Managing Partner, DIEVO agency 76. Ievgen Kudriavchenko, CEO, Vintage 77. Anton Kuritsyn, Consumer Marketing Manager, LG Electronics Ukraine 78. Yuliya Kuzmenko, Marketing Manager, adidasUkraine 79. Bohdan Levchenko, CEO, iplace 80. Ievgen Levchenko, Director, Sigma 81. Olena Lobova, Communication Advisor,

Eâ&#x20AC;&#x2122;COMMOFFICE 82. Taras Lopachak, Marketing Director, Hyundai Motor Ukraine 83. Andriy Lovin, Manager of International Consulting Department, Hospico 84. Aleksey Lyah, Co-owner, newage. 85. Olga Mamaeva, Business Development Director, Mullenlowe Adventa 86. Olga Mamakina, Internet Development Project Deputy Director, Pro-Pharma 87. Olena Martynova, Independent Marketing and Media Consultant 88. Arthur Matkovskiy, Chief Marketing Officer, ALLO 89. Maryna Mazarska, CEO, Carat Ukraine 90. Julie Mazour, Managing Director, Geometry Ukraine 91. Irina Metneva, CEO, Creative Director, Vandog Agency 92. Nataliya Morozova, CEO, Havas Creative Group Ukraine 93. Katerina Morozova, Head of InternetMarketing Department, Avtocentr na Stolychnomu 94. Inna Morozova, Marketing Director, Cosmopolite group 95. Dmytro Mosharov, Managing Director, Media First Ukraine 96. Iryna Mushtina, CEO, CF.Digital 97. Kseniya Mykhaylenko, Strategic Director, Optimum Media OMD 98. Svitlana Myronchuk, Client Service Director, ISD Group 99. Oksana Nadyak, Marketing Lead Seeds, Monsanto Ukraine (Bayer Crop Science) 100. Irina Novikova, Board of Directors Member, [bvblogic]; Co-founder, CMO, NANOfluid+ 101. Alexey Osadchiy, Managing Director, Starcom Ukraine 102. Natalie Palina, Marketing Director, Jacobs Douwe Egberts UA&EECA 103. Zhenya Pankratieva, CEO, NobletMedia CIS 104. Maksym Paraska, Chief Marketing Officer, Moneyveo 105. Svitlana Paveletska, Head of Marketing Communications, 1+1 media 106. Vladislav Polonskiy, CEO, Rockets. Growth R&D 107. Tetiana Popova, Managing Partner, ARENA MEDIA EXPERT 108. Nataliia Potasheva, COO, Hoshva DGTL 109. Igor Potiievskiy, CEO, Mediahead 110. Julia Pouzyriova, Chief Customer Officer, Watsons Ukraine

4 EFFIE AWARDS 2018

Jury 111. Masha Prostakova, Product Manager, Acino Ukraine 112. Dmytro Pylypenko, Marketing Director, Carlsberg Ukraine 113. Nataliya Pyrozhenko, Marketing Director, Vivat 114. Elena Pyshnaya, Director of Consumer Health, Dermatological and Urological division, Arterium 115. Mykhailo Rakhmail, Category Marketing Director, Ferrero Ukraine 116. Eugene Razuvaev, Marketing Director, Snack Production 117. Yevgeniya Roik, Marketing Manager, Bunge 118. Dmytro Rozenfeld, Owner, ROZENFELD OFFICE 119. Anna Rudenko, Marketing Director Ukraine, AB InBev Efes 120. Svitlana Rudenko, Senior Brand Manager Borjomi, IDS Borjomi 121. Nonna Ryzha, Head of Marketing & Communications Department, AXA insurance 122. Olena Salyvon, Chief Operating Officer, Grape 123. Iuliia Satyrenko, Head of MarCom Departament, Arteruim 124. Olena Saveniuk, General Manager, Dileo Farma 125. Nataliya Shadrina, Marketing Director, Milk Alliance 126. Olga Shelistova, Head of Marketing Beauty Care, Henkel Ukraine 127. Viktor Sherstiuk, Vice President, MEX ADVERTISING 128. Olga Shevchenko, Marketing Director, Bank Credit Dnipro 129. Elena Shvoryak, Marketing Director, TV Ukraine 130. Vasyl Shylov, Marketing Director, OBOLON 131. Iryna Shynkarenko, Deputy Chairman of the Company of Public Relations, Advertising and Media, Epicentr K 132. Alexander Shyrokov, Managing Director, TBWA\Ukraine 133. Oleksii Simanovych, Owner, Creative Director, Krylia FMCG Branding 134. Larysa Siryk, Commercial Director, TAVR MEDIA 135. Illia Skikevych, Managing Director, Mindshare 136. Ivanna Skulska-Lowe, Managing Director, Publicis Ukraine 137. Tatiana Slivko, Managing Director, Saatchi&Saatchi Ukraine 138. Oksana Slusarchuk, Business Marketing Manager, Personal Care (MG & Beauty), Philips Ukraine

139. Dmitry Spivak, CEO, SEM CEE & Central Asia 140. Marina Stegaylo, Head of Digital and E-Commerce, Yves Rocher 141. Svitlana Stepanenko, CEO, TWIGA Group Ukraine 142. Elena Stoyanova, Marketing Direсtor, PepsiCo Ukraine 143. Olga Sytnyk, New Business Director, Postmen 144. Darya Tafintseva, Director, Ogilvy Ukraine 145. Svitlana Tatura, Senior Brand Manager, The Coca-Cola company 146. Tetiana Tertyshna, Head of Brand and Communications Department, Vodafone Ukraine 147. Inna Tokhtarova, Head of Marketing, KERNEL 148. Olena Tomash, Client Service Director, Michurin 149. Andrii Troian, Head of Marketing Department, Ariston Ukraine 150. Yevhen Tryshyn, Digital Director, Auchan 151. Serhiy Uryn, Managing Director, THINKMcCANN; CEO, razom creative 152. Alla Ustymenko, Managing Director, Adwork 153. Violeta Vanchuk, Head of Marketing, LUXOPTICA 154. Roman Vashkolup, Director of Marketing and Strategic Development, Bayadera Group 155. Maksym Vasyliev, CMO, Persha Pryvatna Brovarnya 156. Olga Vasylieva, Marketing Manager, McDonald’s Ukraine 157. Julia Volokh, Deputy Managing Director, IPSOS 158. Anton Voroniuk, CEO, WebPromoExperts 159. Olga Voronova, Managing Director, Spark Foundry 160. Oleksandra Yasko, Media Manager, Unilever 161. Tatiana Yatsenko, Marketing Director, ASBISUkraine 162. Svitlana Zagidko, Managing Director, Leo Burnett Ukraine 163. Valeriy Zagidko, Senior Marketing Director, Visa 164. Artem Zelenyi, CEO, Zeleni.Agency 165. Tetiana Zhylina, Marketing Director, L’Oreal Ukraine 166. Oleksandr Zubrytskyi, Head of Marketing, NFS&services, UKRNAFTA

5 EFFIE AWARDS 2018

food TURNING MILLENNIUM INTO A STAR Agency

Dentsu Media Ukraine Valeriy Batushanskiy, Managing Director, Dentsu Media Elena Sorokina, Media Director, Dentsu Media Artem Karan, Client Excellence Chief, Dentsu Media Marina Zablotskaya, Account Manager, Dentsu Media Tatyana Pavlenko, Account Director, Dentsu Media Dmitriy Fedchishin, Head of video planning, Dentsu Media Dmitriy Sitnikov, Group Account Director, Dentsu Media

Client

Chocolate factory Millennium Arina Shebanova, Marketing director, CF «Millennium» Evgeniya Stupak, Merketing manager, CF «Millennium»

Being in a situation when we became the most expensive chocolate in the segment that was the main driver of growth and market share for us. Brand needed a solution that would allow not only to hold down the market share, but also to grow in the crucial for us category of chocolate bars We stopped talking about the price and created the effective campaign that could solve emotional problem of consumers. Each media channel played its part of the task by influencing on audience — to draw attention, to accept new values, to induce buying our chocolate more often and in vast numbers. Occupying the 3rd place on the market we managed to eliminate negative influence of competitors on us and to become the main driver of growth of the whole category by showing the biggest growth in it.

7 EFFIE AWARDS 2018

25 років інновацій Philips в Україні

Non-alcoholic drinks THE FIRST RULE Agency

YOUNG & RUBICAM UKRAINE Dmitriy Barsukov , CEO/Creative Director, LLC YOUNG AND RUBICAM Anna Kostylova, Associate Creative Director, LLC YOUNG AND RUBICAM Nataliya Gromova, Chief Art Director, LLC YOUNG AND RUBICAM Natalia Shatokhina, Account Director, LLC YOUNG AND RUBICAM Aleksey Olefir, Producer, LLC YOUNG AND RUBICAM

Client

IDS Borjomi Ukraine Nataliia Revika, Marketing Director «IDS Borjomi Ukraine», «IDS Borjomi Ukraine» Iryna Lopot, Маrketing Manager «Morshynska», «IDS Borjomi Ukraine» Vira Stroieva, Brand Manager «Morshynska», «IDS Borjomi Ukraine» Evgeniia Mykhailenko, Brand Manager «Morshynska», «IDS Borjomi Ukraine» Maryna Solovyova, Head of Communications «IDS Borjomi Ukraine», «IDS Borjomi Ukraine»

When you’re a leader, you need to be a leader in everything! How to keep the leadership in the growing market? Strengthen the brand team with new SKU. A special bottle for sports, ideal water which restores hydro balance, and a team of the most successful athletes of the country inspired Ukrainians to take up sports and a creative advertising campaign made the brand fashionable, modern and relevant. As a result, the growth in sales has exceeded the plan by 40 % and the market share has increased by 1.5 times!

9 EFFIE AWARDS 2018

Non-alcoholic drinks A CONFRONTATION OF WORLDS Agency

BBDO Ukraine Anze Jereb, Executive Creative Director, BBDO UKRAINE Denys Keleberdenko, Creative Director, BBDO UKRAINE Elena Kolesnikova Head of Strategy Department, BBDO UKRAINE Rostyslav Vyshnevyi, Art-Director, BBDO UKRAINE Masha Teterin, Head of Branding, BBDO UKRAINE Dima Kishka, Copywriter, BBDO UKRAINE Irina Danilevskaya, Client service director, BBDO UKRAINE Halyna Sokulska, Senior Account manager, BBDO UKRAINE Olga Savkova, Junior Account manager, BBDO UKRAINE Ellina Kriachok, Junior Account manager, BBDO UKRAINE Alexsandra Guliai, Producer, BBDO UKRAINE

Client

PepsiCo Elena Stoyanova, Marketing director of snacks and drinks PepsiCo Ukraine

Pepsi stopped chasing traditional family values and declared that they were the choice of a new generation. As of August 2015, the situation was as follows: Coca-Cola (49.7%) vs. Pepsi (42.8%). Pepsi took that as a challenge. They wanted to become the first market in the region where Pepsi Cola overtook Coca Cola. We are well aware that, in Ukraine, the traditionalists are in the majority. So we had to change their behavior, forcing them to make a choice in favor of Pepsi in everyday life, during the season and on holidays. We needed to take the cola market and shake it. That way, bubbles would pour out of the nose of our competitors when they looked at the reports. We had to catch up and overtake a competitor, which meant to grow at least by 10% (average values). Pepsi decided to inspire people to live how they want, without regard for what’s acceptable and while ignoring haters and traditions. We constantly reminded how important each moment of life was: if you live it, you’ll be satisfied, and won’t worry about what others think of you. Pepsi aimed to grow at least 10% (average values); it grew by 13.3%! According to the results of 2018: Pepsi - 48.7%, Cola Cola 46.7% (Volumes YTD’18, January-September). The highest result was in August 2018, Pepsi’s share grew by 17.5%: Pepsi - 50.3%, Coca Cola - 44.9%. Thus, Pepsi became a market leader in Ukraine and the very first market in the EER region, in which Pepsi was able to beat Coca Cola.

10 EFFIE AWARDS 2018

Alcoholic drinks APERITIVO TIME AGENCY

Rockets. Growth R&D Vladislav Polonskiy, CEO, Rockets. Growth R&D Maxim Boritko, Creative Director, Rockets. Growth R&D Viktoria Makarova, Projects Lead, Rockets. Growth R&D Artem Karelin. Creative Director, Rockets. Growth R&D Alisa Mikulich, COO, Rockets. Growth R&D

CLIENT

Bacardi-Martini Ukraine Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Cocktails Martini & Tonic are advancing 3 months of the summer season. Achieving meaningful business results for a large brand like Martini in such a short time through communication is an achievement. And given the complexity of the implemented campaign, we believe that the project deserves the highest award. All premium brands of alcohol and cocktails based on them, which are oriented on young people, somehow find themselves on the territory of music and parties. We invited a foreign star to train chefs in 40 “A” establishments to combine food and alcohol, synchronized all activity with a large-scale PR campaign and from the beginning of summer, for 3 months, they sold Martini & Tonic cocktails with various snacks as a single product. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture. So we solved the task of building an association between a Martini & Tonic cocktail and a meal with friends.

11 EFFIE AWARDS 2018

Alcoholic drinks ANTI-COMPOTE FROM ANTI-GRANNYE AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director, THINKMcCANN Olena Gnucheva, Creative Group Head, THINKMcCANN Oksana Kapranova, Senior Art Director, THINKMcCANN Mariia Sheremet, Designer, THINKMcCANN Olga Kutuzova, Associated Client Service Director, THINKMcCANN Alena Tkachuk, Senior Account Manager, THINKMcCANN

CLIENT

Carlsberg Ukraine Iryna Kachura, VP Marketing, Carlsberg Ukraine Dmitriy Pilipenko, Senior Brand Manager, Carlsberg Ukraine Yulia Chaikovska, Senior Brand Manager, Carlsberg Ukraine Vitaliy Besedin, Brand Manager, Carlsberg Ukraine

This case shows how the Garage brand managed to launch the novelty, Garage Grannyâ&#x20AC;&#x2122;s Anti-compote, protected from competitor copies, and recruit the young audience to its consumer profile.

12 EFFIE AWARDS 2018

Health & Beauty TRANSFORMATION AGENCY

TABASCO Alexander Smirnov, Creative director, Partner, TABASCO Svetlana Gorovenko, New Business Creative Group Head, art-director, TABASCO Tatyana Belozorova, New Business Creative Group Head, copywriter, TABASCO Тetyana Ilyenko , Group account director, TABASCO Оlga Zhegulina. Producer, TABASCO Anna Mischenko, Sponsorship agent, Celebrity marketing

CLIENT

Henkel Ukraine Roman Lisnyak, Marketing director, Henkel Ukraine Оlga Budnick, Group brand manager, Henkel Ukraine Svetlana Rudenko, Group brand manager, Henkel Ukraine Olena Rachynska, Brand manager, Henkel Ukraine

Despite all the investments, the Syoss brand’s market share didn’t increase. It needed to be urgently fixed, because the haircare products’ market is very competitive. After analyzing, we decided to enhance the image indicators, because it was incomprehensible and not very close to Ukrainians. The brand needed its face and the choice fell on Nata Zhyzhchenko, the ONUKA band’s frontwoman. As a result, there was a visual art-story, where ONUKA manages her style through products, magically transforming them in her hands. This communication became a breakthrough for Syoss’ Ukrainian perception.

THE OPERA NO ONE HEARD AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO, Gres Todorchuk PR Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR Daria Liubimova, Account Director, Gres Todorchuk PR Tetiana Maksymova, PR manager, Gres Todorchuk PR Anastasiia Fed-Titova, PR manager, Gres Todorchuk PR Mykhailo Kryhel, Editor in Chief, Gres Todorchuk PR Nina Korobko, Content manager, Gres Todorchuk PR

CLIENT

NGO Vidchui Andriy Pyshnyy, Founder, NGO VIdchui Liudmyla Pyshna, Head of Charity Fund «Vidchui», NGO VIdchui Darya Gerasimchuk, Executive Director, NGO VIdchui

There is roughly 3 million Ukrainians with hearing impairments of different degree. The majority has no idea about that, though in 60% of cases losing hearing can be prevented by prompt diagnosis. Public organization «Vidchui» wanted to bring to the attention of Ukrainians the need to have their hearing checked. To make people feel what they can lose without checking and taking care of hearing, we took them to the world of absolute silence in the unlikeliest place for it – at the opera. As a result, project audience’s interest to the problem of checking hearing tripled, the total coverage of the project amounted more than 25 million contacts, with a zero budget for media relations there were more than 300 publications in media, Ukrainian opinion leaders and international organizations told about the action.

14 EFFIE AWARDS 2018

Medicines & medical care services FROM BORING MEDICINE TO BRANDSUPPORT FOR EVERY MOM AGENCY

VIVID by Admixer Kateryna Overko, Creative director, VIVID by Admixer Oleg Yeremenko, Art directo, VIVID by Admixer Oleksii Harkavyi, Account manager, VIVID by Admixer Natalia Boronina, Director, VIVID by Admixer

CLIENT

BIOCODEX UKRAINE Alina Slatvitska, Advertising and marketing manager, BIOCODEX UKRAINE Limitations or focus? This case study is about acknowledging the value of sometimes saying no and thinking deeper, not wider. About learning to seeing things differently. Instead of an impersonal drug, we saw a brand that could provide emotional support. We switched our attention from the general public to those we could give something more than just ear drops. And so, after several years of decline and downfall, we were able not just to catch up, but to get ahead of the market growth, increase our share and prove that â&#x20AC;&#x153;less is moreâ&#x20AC;? is really working.

THE THEORY OF LARGE NUMBERS AGENCY

Media First Ukraine Dmytro Mosharov, Media Director, Media First Ukraine Anna Ostapenko, Strategic Planner, Media First Ukraine Anton Bogushev, Senior Strategic Planner, Media First Ukraine Olena Samoylenko, Managing Director, MedInform Ukraine Iryna Prokhorenko, Account Manager, MedInform Ukraine Eugene Kurtev, Chief Strategic Officer, TWIGA Ukraine Svetlana Stepanenko, CEO, TWIGA Ukraine Andrii Provotar, Creative Director, Lovi Video

CLIENT

DILEO Farma Ukraine Vladlen Cherniy, General Manager, DILEO Farma Ukraine Olena Savenyuk, Product Manager, DILEO Farma Ukraine

Tantum Verde is an expensive Italian remedy for sore throat. After a significant UAH devaluation in 2014 the consumer was forced to save its money and began to choose cheaper medicines. It has had a very negative impact on Tantum Verde, since it was the most expensive product in the category. Its price was 2.5 times higher than the average on the market. Therefore, product sales collapsed almost 2 times. The new brand communication confirmed by millions of people around the world has given the consumer compelling reason to choose the product. As a result, Tantum Verde showed the highest growth in sales both by packages and money among its competitors and became the market leader by the end of advertising campaign.

15 EFFIE AWARDS 2018

Medicines & medical care services THE DOBROBUT PEDIATRIC SERVICE RE-BRANDING AGENCY

ekonomika+ Maksim Zoloyedov, Creative director, ekonomika+ Nadiia Barmashina, Creative director, ex ekonomika+ Anna Udovenko, Art director, ex ekonomika+ Yevgeniya Ustinova, Copywriter, self-employed copywriter Mari Kinovych, Illustrator, ex ekonomika+ Iryna Rubis, Strategist, ekonomika+ Anna Berezeyskaya, Client’s partner, ekonomika+

CLIENT

Medical centre “Dobrobut” Olga Lypko, Marketing director, Dobrobut Anastasia Akhmina, Brand manager, Dobrobut

Dobrobut was already the leader in area of private pediatrics in Kiev, but wanted to became a clinic of the first choice, make its pediatric department distinguishable. Problem: The market grew by 5%, while Dobrobut needed 10% growth while keeping their prices high. Now it has not boring pediatricians, but cool detinologists, and the brand is represented by a game—word game, picture game. It was a dual message communication strategy understandable to children and their parent: a childrenologists care about a child, not just treat a problem.

16 EFFIE AWARDS 2018

HOME FURNISHINGS & APPLIANCES, OFFICE EQUIPMENT ELECTROLUX ULTRA SILENCER AGENCY

Postmen DA Yaroslav Vedmid, CEO, Postmen DA Olga Mykhalets, Producer, Postmen DA Sergey Kolesnikov, Account Manager, Postmen DA Denis Seleznev, Film director, Postmen DA Igor Bondarenko, Sound designer, Postmen DA

CLIENT

Electrolux Ekaterina Beloblovskaya, Marketing/TMO Manager Ukraine and Caucasus, Electrolux Oleksandr Medvediev, Digital Marketing Manager, Electrolux

How to turn a lack of competitors into an advantage for your brand? Just think outside the box! Did you know that the quiet Electrolux UltraSilencer Zen vacuum cleaner can not only perfectly clean the apartment, but also help young children to fall asleep? It is on this insight that we built a digital campaign with a promo site, video, bloggers and social media activities. Such a non-standard advantage for a vacuum cleaner, like the silence of work, could conquer the hearts of very demanding Central Asia - mothers with small children. Thus, we managed using only one communication channel to increase the number of sales in the segment of quiet vacuum cleaners, despite the fact that this product is one of the most expensive in the category.

#WARMSTORY AGENCY

Media First Ukraine Svitlana Stepanenko, CEO, TWIGA Ukraine Kateryna Amirkhanova, Creative Director, TWIGA Ukraine Ekaterina Shvets, SMM Manager, TWIGA Digital Natalia Vasylenko, Account Manager, TWIGA Ukraine Dmytro Mosharov, Managing Director, Media First Ukraine Yevgen Skiba, Client Service Director, Media First Ukraine Anna Ostapenko, Strategic Planner, Media First Ukraine Andrii Provotar, Creative Director, Lovi Video

CLIENT

Hansa Ukraine Anna Nowak, Marketing Director, Hansa Ukraine

How could Hansa speak loudly about itself in the pre-New Year season of home appliances sales and high advertising cluster at a minimal cost? The brand decided to become useful to people not only at home, but also outside! And Hansa made the first in Ukraine warm stop of the public transport designed as Hansa oven. On the basis of this ambient media it was conducted an integrated campaign with the effective use of SMM and PR. There were achieved significant results for the brand growth.

18 EFFIE AWARDS 2018

Products & services for children AGU MOMS CHOICE AGENCY

COXO Ivan Holub, Creative Director, COXO Sergiy Kuzmenko, Strategist, COXO Anna Neskoromna, Project Manager, COXO Lisa Lisova, Project Manager, COXO Anastasiya Kurochkina, Designer, COXO Ievgen Volodko, Designer, COXO Oleksandr Kaidannyk, CEO, COXO

CLIENT

PepsiCo

Major challenge for us as well as of the whole category became the growth of mothersâ&#x20AC;&#x2122; trust to commercial baby food. By engaging famous mothers into the project, we launched largescale educational campaign in all key communication platforms which are used by moms. Our project got 2 million views only in bloggersâ&#x20AC;&#x2122; social medias! All these provided the growth in category perception of 16 pp and growth of image-building attributes of the brand up to 8 pp compared to 2017. Thus, the parents-celebrities could provide strong arguments to Ukrainian moms about safety and benefits of commercial baby food.

19 EFFIE AWARDS 2018

Automotive SMALL STEPS TO BIG CHANGES. AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director, BBDO Ukraine Dmytro Ishkov, Art Director, BBDO Ukraine Dima Kishka, Copywriter, BBDO Ukraine Marina Kitaeva, Account Director, BBDO Ukraine Yulia Kluchyshcha, Account Manager, BBDO Ukraine Anna Rykova, Designer, BBDO Ukraine Olena Kolesnikova, Head of strategy department, BBDO Ukraine Masha Teterin, Studio Group Head, BBDO Ukraine Denis Tischenko, DTP Designer, BBDO Ukraine

CLIENT

Toyota-Ukraine

How do you significantly grow the business and attract a younger Camry audience (which has different values and doesn’t want to associate with older Camry owners), while, at the same time, not losing loyal customers? Ambitious goal: 50% growth over 2017, with an expected D/E segment growth of 10%. We decided to combine two growth strategies into one: simultaneously sell to two different audiences while selling each of the exact car they need. In order not to scare away the “native” Camry audience and secure the business, we decided to start th campaign with them. We used the first flight to tell these conservatives about the technological coolness of the new model, and of course, we showed it in the “best” possible automobile color — black. After dealing with retention, we moved to conquest. And in one motion we turned a business class car into a sports sedan. For target audience #2, we prepared a color in advance, ordered them and put them into salons. This had the potential to forever scare away the conservative target audience #1. The cars were red, and we emphasized the design, which would not allow the owner of a pepper-red car to go unnoticed. As a result of the campaign, Toyota Camry sales growth was 74.1% (our goal was 50%) for the month of August with the D/E segment growing by 11%.

20 EFFIE AWARDS 2018

Креативний партнер

Telecommunications services THE END OF VOICE ERA AGENCY

TABASCO Alexander Smirnov, Creative director, Partner, TABASCO Viktoriia Enkina, Client Services Director, TABASCO

CLIENT

Vodafone Ukraine

After the launch, Vodafone still could not get market leadership. So we chose the unlimited 3G as the flagship of our communication to get the victory. We have shown that with the introduction of the new “Unlimited 3G” tariff, the world is changing. All existing stereotypes and rules of mobile communication are destroyed and a completely new world begins. We chose ONUKA – the frontwoman of the band Natalia Zhyzhchenko to play the main role in the project. The campaign became our first loud victory over Kyivstar!

ROAMING “ABORIGINALS” AGENCY

Serviceplan Ukraine Ihor Klymenko, Creative Director, Serviceplan Vasyl Tanasiichuk, Executive Creative Director, Serviceplan Volodymyr Denys, Art Director, Serviceplan Olena Yakovleva, Chief Executive Officer, Serviceplan Alina Boiko, Account Manager, Serviceplan Valentyna Vasylenko, Account Director, Serviceplan

CLIENT

Kyivstar Pavlo Daniman, Marketing Director, Kyivstar Yuriy Chornenkiy, Head of Department, Kyivstar Kateryna Khoruzhenko, Brand Manager, Kyivstar

An ad campaign informs that now everyone can share impressions with his/her loved ones in real time when travelling abroad, freely use mobile data in video format and not worry about the price. Kyivstar data roaming is affordable to everyone. It didn’t take long to see the result of such a favorable offer: 53% of Ukrainians choose Kyivstar among other operators in roaming (#1 choice). Moreover, the increase of traffic consumption in roaming is +248%; and the number of subscribers using mobile data is +63% compared to the prior year.

22 EFFIE AWARDS 2018

Telecommunications services SMART ALTERNATIVE TO UNLIMS AGENCY

MullenLowe Adventa Oksana Оsadchuk, Account Director, MullenLowe Adventa Svitlana Shynkarenko, Managing Director, MullenLowe Adventa Olena Ignatenko, Senior Account Manager, MullenLowe Adventa Olga Bandura, Art Director, MullenLowe Adventa Olena Shramchenko, Senior Copywriter, MullenLowe Adventa

CLIENT

Lifecell Lifecell Marketing Team, Lifecell

The arrival of 3G in Ukraine was supposed be an opportunity for operators to make money on a new technology. But our competitors went the easiest way and launched unlimited data tariffs. We were looking for product, which can be smart alternative for Unlims tarrifs. This is how the “Lifehack” tariff appeared. This tariff offered a completely different pricing and traffic definition: the number of gigabytes in each month depends on the user and his activity, but the fee remained fixed. Lifecell built the ecosystem around the “Lifehack” tariff.

23 EFFIE AWARDS 2018

Retail & public services CARE IN ACTION AGENCY

THINKMcCANN Olexander Netrebchuk, Associated Creative Director, THINKMcCANN Olena Gnucheva, Senior Copyrighter, THINKMcCANN Oksana Kapranova, Senior Art Director, THINKMcCANN Igor Kuzibekov, Art Director, THINKMcCANN Pavel Kovalenko, Strategy Planner, THINKMcCANN Olga Kutuzova, Group Account Director, THINKMcCANN Alena Tkachuk, Senior Account Manager, THINKMcCANN

CLIENT

Fora Oksana Mitskevych, Fora Marketing Director, Fora Yuliya Kovalenko, Brand Manager, Fora

How can Fora, an ex-grocery store, find its unique niche on the market of high standards / low competitors’ prices? Fora customer is not spoiled with care and attention. She needs someone to finally take care of her, to turn shopping into relaxation. Because there is so much care about the others, while so little about yourself! To solve this task we made the complex reconstruction of the brand and сreating communication about the store with a pleasant atmosphere, where everything is thought out to the smallest detail and you are cared of. Which was implemented using the optimal media mix TV and digital + outdoor advertising. The advertising campaign has exceeded all the expectations and continues improving the image indicators of the brand health, attendance frequency and loyalty.

METRO KEEPS PRICES FIT AGENCY

Ogilvy Ukraine

CLIENT

METRO CASH & CARRY UKRAINE

METRO, a warehouse format retailer in remote locations, had aggressive sales growth plans. While its competitors located near our customer’s home also were actively fighting for him. To convince the customer to drive a long way for shopping in METRO, the retailer has decided to become a country priice leader and shouted out to evereone that it kept prices fit, not for promo period, but forgood. Brand managed to get through a real storm of low prices and discount communication, raging in Ukrainian advertising space. This led to an impressive sales growth in comparison to a previous year.

25 EFFIE AWARDS 2018

Foodservice MAESTRO BEEF&CHEDDAR AGENCY

TBWA\Ukraine Marina Kunets, Account Director, TBWA\Ukraine Tanya Litvin, Creative Group Head, TBWA\Ukraine Svitlana Tsvelenyeva, Creative Director, TBWA\Ukraine Ludmila Dmytrenko, Senior Account Manager, TBWA\Ukraine Alina Goncharenko, Senior Copywriter, TBWA\Ukraine Anastasiia Yanovych, Senior Art-Director, TBWA\Ukraine Vera Gliebova, Strategic Director, TBWA\Ukraine

CLIENT

McDonald’s Ukraine Yuliya Badritdinova, Marketing and Communication Director, McDonald’s Ukraine Olga Vasylieva, Marketing Manager, McDonald’s Ukraine

The Maestro launch campaign is a case of brand release to a new level without rebranding and re-positioning. This is a revolution without a revolution. We managed to connect PREMIUM and McDONALD’S. This campaign has several levels of efficiency. 1 The launch of the premium platform is an important strategic step that has allowed the business to expand, due to the new segment. 2 The creative idea has given the opportunity not only to bring information about the novelty, but also improved the perception of the brand as a whole. 3 This launch and its implementation have allowed McDonald’s to stay in the trend and compete with the hipsters’ institutions.

27 EFFIE AWARDS 2018

E & LEISURE, ENTERTAINMENT, CULTURE & EDUCATION, TRAVEL & TOURISM GLOBAL TEACHER PRIZE UKRAINE HOW TO TURN TEACHERS INTO CELEBRITIES AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO, Gres Todorchuk PR Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR Mariia Artemenko, Head of PR, Gres Todorchuk PR Anastasiia Maherramova, PR manager, Gres Todorchuk PR Daria Diadenko, Content manager, Gres Todorchuk PR

CLIENT

NGO Osvitoria Zoya Lytvyn, Founder of NGO Osvitoria, initiator of Global Teacher Prize Ukraine, NGO Osvitoria Olena Severenchuk, Head of Education Development Projects, organizer of Global Teacher Prize Ukraine, NGO Osvitoria Anna Sydoruk, Head of Social Projects and Programs, organizer of Global Teacher Prize Ukraine, NGO Osvitoria

In May 2017 only 39% of Ukrainians considered the profession of a teacher to be important, 82% of Ukrainian teachers considered decline of the social status of teachers to be a problem and media spoke about education mainly in the context of outdated methods of teaching. In such circumstances, a young non-profit organization “Osvitoria” for the first time in the country launched Global Teacher Prize Ukraine, which awards the most innovative teachers. To promote the award among Ukrainians and to influence the public perception of the profession, we decided to turn teachers into stars and make them known throughout the country. As a result, the number of Ukrainians who consider the teacher’s profession important has increased from 39% to 54% and for the first time in the history of the country the teacher entered the the rating of “Top 100 most influential Ukrainians”.

28 EFFIE AWARDS 2018

Financial & Business services SMALL BUSINESS - BIG DEAL CLIENT

Oschadbank Olena Kovalska, Marketing Director, Oschadbank Kateryna Dubyna, Deputy Marketing Director, Oschadbank Yurii Mysan, Head of Marketing Communications, Oschadbank

Oschadbank is the oldest bank in Ukraine. By 2014, 95% of assets were large businesses loans, which generated bad debts and losses. Oschadbank wants to increase loan portfolio through SMEs. How “municipal” bank can become relevant to entrepreneurs, if there are no product advantages? Insight: Entrepreneurs are looking not for banks, but for business support. Solution: Build a category. Oschadbank creates SME support program “Build yours”. Results: Loan portfolio growth by UAH 1.7 billion due to new SMEs. Second place in “SME Loans” according to “50 leading Ukrainian banks” rating.

UNCLE ZHORA AGENCY

Havas Ukraine Tatyana Sakhnyuk, Executive Director, Havas Ukraine Yuliya Koritskaya, Account Director, Havas Ukraine Sergey Yaroslavtsev, Creative Director, Havas Ukraine Dmytro, Mamontov, Copywriter, Havas Ukraine

CLIENT

Moneyveo Maksym Paraska, Marketing Director, Moneyveo Taras Kucheryavyi, Brand Manager, Moneyveo

How to overcome fears of people to take loans? It should be shown like simple, accessible communication with involving celebrity. So we made a series of humorous videos with Uncle Jorge, who sing the song about relevant situations for loans. The popularity of the campaign gave results that exceeded the plan: it increased the number of advertisement knowledge almost in twice during 1.5 months. Therefore, the communication goals were achieved, as well as the client’s received good business results.

30 EFFIE AWARDS 2018

Media & Self promotion #SCHOOL AGENCY

Postmen DA

CLIENT

1+1 media Svitlana Paveletska, Marketing Director, 1+1 Olena Martynova, Marketing Director Alex Repik, Art-Director, 1+1 Mykola Kononuchenko, Marcom, 1+1 Natalya Vovk, Promo, 1+1 Elina Gameeva, Creative, 1+1 Mike Pihota, Designer, 1+1 Andrew Yaremko, Designer, 1+1 Roksolana Kravchuk, Editor, 1+1 Tetyana Đ˘abachenko, Editor, 1+1 Campaign on seriality # SCHOOL became the most successful in Ukrainian TV for 2018. The project not only exceeded the planned targets for the share (with a target of 10%, received 13% for 18-54, 50+ in the first series), but also became commercially profitable for channel due to income from direct advertising, sponsorship and merchandising project. # The school has formed a huge fan audience in new media (Instagram, Youtube, Viber), which is successfully monetized.

31 EFFIE AWARDS 2018

Delivery. Post servises NOW THE MAIL HAS A SOUL! AGENCY

CF.Digital Diana Bessarab, Project manager, CF.Digital Iryna Mushtina, Director, CF.Digital Eugenia Soloid, UX-designer, CF.Digital Mary Sidorenko, Graphic designer, CF.Digital Olha Tarasyuk, SMM-manager, CF.Digital Alexey Oksymets, Head of SEM, CF.Digital Luiza Yaremenko, PR-manager, CF.Digital

CLIENT

TravelPost Yaroslav Lvovich, Director, TravelPost Alexander Polonsky, Marketing Director, TravelPost

In a short time we were able to show the package delivery service from a new side - to shift the focus from the â&#x20AC;&#x153;boxesâ&#x20AC;? to people. This allowed us to compete with the market leaders, to conquer our niche and get the first users - the plan for the number of registrations was exceeded by 27%. The average cost of registration was $ 1.01 This was achieved, through accurate targeting and shooting into a niche target audience. As well as through use of innovative digital tools and in-depth analytics.

32 EFFIE AWARDS 2018

www.3nrg.tv

+380674027799

info@3nrg.tv

Social & charity #MONEYCANCHALLENGE AGENCY

Leo Burnett Ukraine Svitlana Zagidko, Managing Director, Leo Burnett Ukraine Anatoliy Davydov, Creative Director, Leo Burnett Ukraine Vlad Minchev, Copywriter, Leo Burnett Ukraine Anna Rozum, Designer, Leo Burnett Ukraine

CLIENT

Tabletochki Olga Kudinenko, Founder, Tabletochki Fund Svitlana Pugach, Executive director, Tabletochki Fund Tetyana Rodnina, Fundraising director, Tabletochki Fund Anna Iurovytska, Communication manager, Tabletochki Fund Olga Mazur, Communication&PR team leader, Tabletochki Fund

People like it when their good deeds are recognized by others and they hate it, when their intentions are misunderstood. So together with charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized. By doing so we managed to gather 400K hrn for charity needs and gain 20 000 000 people coverage on zero budget.

HUGGIES. BORN FOR HUGS 2018 AGENCY

ISD Group Nataliya Tachinskaya, Creative director, Art director,ISD Group Yuliia Ovcharenko, Copywriter, ISD Group Nadia Lugowska, Designer, ISD Group Mickael Traverse Strategic director, ISD Group Oksana Shevchuk, Account manager, ISD Group

CLIENT

Kimberly-Clark

In 2015 Huggies decided to step aside from the communicational race against Pampers, which was based on product advantages. Instead, the brand started building trust relationship with consumers, speaking about emotional values of Huggies: the power of Hugs. The brand focused its efforts on the POME subcategory, because the first embraces are the most important and memorable. To convince the Ukrainians of the healing power of hugs to change lives, the brand decided to bring embraces to those who were deprived of them: babies left without mothers and prematurely born babies. As a result of several emotional campaigns the brand gave hugs to hundreds of babies, and the Ukrainians acknowledged Huggies as #1 brand in Ukraine.

34 EFFIE AWARDS 2018

Social & charity UNCOUNTED SINCE 1932 AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO, Gres Todorchuk PR Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR Yuliia Solovei, Head of Content Department, Gres Todorchuk PR Oleksandra Kosenko, Storyteller, Gres Todorchuk PR Serhii Sofin, Designer, Gres Todorchuk PR Viktoriia Nozdrachova, Event Producer, Freelance Dmytro Polishchuk, Digital Photo Retoucher, Freelance

CLIENT

Ukrainian Leadership Academy Roman, Tychkivskyi,Head of the Ukrainian Leadership Academy, Ukrainian Leadership Academy Yarema Dukh, Head of Communications, Ukrainian Leadership Academy Nikita Miekienzin, Director of Photography, Ukrainian Leadership Academy

For 27 years of its independence, Ukraine has tried to get the international audience pay attention to the Holodomor. But the world isn’t interested in the 1932-1933 famine. So to attract the international audience’s attention, we chose the only language that is understood anywhere and at any time – the language of hunger. For one day we opened in Brussels a pop-up restaurant where you could taste dishes from the times of the Holodomor. As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.

35 EFFIE AWARDS 2018

POLITICAL AND PATRIOTIC CAMPAIGNS, STATE CAMPAIGNS AND PROGRAMS UNCOUNTED SINCE 1932 AGENCY

CLIENT

Ukrainian Leadership Academy

Roman, Tychkivskyi,Head of the Ukrainian Leadership Academy, Ukrainian Leadership Academy Yarema Dukh, Head of Communications, Ukrainian Leadership Academy Nikita Miekienzin, Director of Photography, Ukrainian Leadership Academy

As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.

CORRUPTION PARK CONTROVERSY AS A WAY TO DISRUPT INDIFFERENCE AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO, Gres Todorchuk PR Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR Mariia Artemenko, Head of PR, Gres Todorchuk PR Kateryna Teilor, Curator, Freelance Viktoriia Nozdrachova, Event Producer, Freelance Anton Lohov, Painter, Freelance Serhii Sofin, Designer, Gres Todorchuk PR

CLIENT

European Union Anti-Corruption Initiative Eka Tkeshelashvili, Head of Programme, European Union Anti-Corruption Initiative Volodymyr Solohub, Communications Expert, European Union Anti-Corruption Initiative Serhii Derkach, Anti-Corruption Investigation and Prosecution Expert, European Union AntiCorruption Initiative

Newly-created specialized anti-corruption agencies NABU, ARMA, and SAPO counter corruption but don’t have significant support among the population of Ukraine. So we created for the EU AntiCorruption Initiative a “Corruption Park”, which tells about the work of the anti-corruption bodies in a simple way, accessible to the mainstream audience. 30 000 people from 28 countries visited the Park. The percentage of people who believed Ukraine could overcome corruption increased from 59% to 72%. There were over 600 publications about Park in earned media, including CNN, Deutsche Welle, The Washington Post. The general coverage of the project reached 100 000 000 contacts.

36 EFFIE AWARDS 2018

Small Budget BOOK FORUM. REINVENTION AGENCY

PlusOne Taras Solovei, Creative Director, PlusOne Nadiia Rokytianska, Project Manager, PlusOne Volodymyr Khomenko, Cameraman, PlusOne Marharyta Kleshchaeva, Client Service, PlusOne Roman Honcharenko, Art Director, Designer, PlusOne Maria Syvodid, Designer, PlusOne Oleksandra Karaban, Account Executive, PlusOne Olga Postushna, Programmer, PlusOne Maria Samarina, Advertising Manager, PlusOne

CLIENT

Publishers’ Forum Volodymyr Korovko, Director, Cameraman

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!

#WARMSTORY AGENCY

CLIENT

Hansa Ukraine Anna Nowak, Marketing Director, Hansa Ukraine

38 EFFIE AWARDS 2018

Small Budget #FAIRBNB AGENCY

Kinograf Vitaliy Kokoshko, CEO/Owner, Kinograf Oleh Kyselitsia, Creative Director, Kinograf Olga Kokoshko, Strategic Director, Kinograf Oleksandr Titarchuk, Copywriter, Kinograf Bogdana Zayets, Copywriter, Kinograf Anastasiia Zakharova, Copywriter, Kinograf Daniil Tkachenko, Copywriter, Kinograf Dmytro Humenuk, Art Director, Kinograf Olena Sidko, Designer, Kinograf

CLIENT

Beer Point Andriy Fesenko, CEO/Owner, Beer Point

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. Without having a big budget for advertising, the pub didnâ&#x20AC;&#x2122;t just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!

HEMOPHILIA A BUBBLE WRAP HOODIE AGENCY

Havas PR Kyiv Anastasiia Bordiug, COO, Havas PR Kyiv Kyrylo Chystyakov, Creative Director, Havas PR Kyiv

CLIENT

Shire Ukraine Yulia Khyzhuk, Executive Assistant to General Manager CIS, Shire Ukraine

The pharmaceutical company Shire specializes in rare diseases. In particular, hemophilia, which causes problems with blood coagulation. For such patients, an ordinary domestic trauma can become fatal. In honor of the Day of Hemophilia, on April 17, the company drew the societyâ&#x20AC;&#x2122;s attention to the problems of those people. For that, a fashion designer Iryna Krasilnikova developed an unusual hoodie from bubble wrap. Everyone who tries it feels, how people with hemophilia are forced to protect themselves from ordinary injuries. Parcels with the unusual hoodie were sent to opinion leaders. Thanks to their publications, the company told about the problems of patients with hemophilia to 9.43 million Ukrainians.

39 EFFIE AWARDS 2018

Rebranding FRUCTIS RENOVATION OR HOW TO BE ON THE TOP AGAIN AGENCY

Zenith Katerina Mingazirova, director, tvlab Katerina Tiurina, producer, tvlab Maryna Grygorenko, Managing Director, Zenith Mariia Velychko, Strategy Director, Zenith

CLIENT

L’OREAL UKRAINE Anna Kozlova, Marketing Director, Consumer Products division, L’OREAL UKRAINE Iulia Malichenko, Marketing Director, Consumer Products division, L’OREAL UKRAINE Iryna Aizman, Group Brand Manager Hair Care, Consumer Products division, L’OREAL UKRAINE Oleh Yatsuk, Senior brand Manager Hair Care, Consumer Products division, L’OREAL UKRAINE Alina Kobets, Digital Manager, Consumer Products division, L’OREAL UKRAINE Olena Chugaieva, PR-coordinator, Consumer Products division, L’OREAL UKRAINE

The category of hair care products is cluttered by the players. Fructis has long been on the market and has begun to lose its relevance for the young consumer. The international decision was to initiate a relaunch of the brand: on the shelf and in the communication. However, it was important for us to properly support brand in Ukraine with the right messages for our audience. Thanks to the analysis of the Ukrainian consumer, we found the right approach to young girls and offered the most relevant communication for them. We achieved our goals: in addition to increased market share, we significantly rejuvenated the audience. And the activation in social networks #HAIRDANCE_UA became the most successful for L’Oréal Ukraine.

CARE IN ACTION AGENCY

CLIENT

Fora Oksana Mitskevych, Fora Marketing Director, Fora Yuliya Kovalenko, Brand Manager, Fora

How can Fora, an ex-grocery store, find its unique niche on the market and give the brand a new start? Fora customer is not spoiled with care and attention. She needs someone to finally take care of her, to turn shopping into relaxation. Because there is so much care about the others, while so little about yourself! To solve this task we made the complex reconstruction of the brand and сreating communication about the store with a pleasant atmosphere, where everything is thought out to the smallest detail and you are cared of. Which was implemented using the optimal media mix TV and digital + outdoor advertising. The advertising campaign has exceeded all the expectations and continues improving the image indicators of the brand health, attendance frequency and loyalty.

41 EFFIE AWARDS 2018

NEW TECHNOLOGIES AND/OR MEDIA INNOVATION #WARMSTORY AGENCY

CLIENT

Hansa Ukraine Anna Nowak, Marketing Director, Hansa Ukraine

RASTISHKA! ANIMATE MAGNETS – DISCOVER THE WORLD! AGENCY

Carat Ukraine Marianna Rudyk, Convergent Strategist,Team Lead, Carat Ukraine Tetiana Gryshchenko, Media Activations Manager, Carat Ukraine Karina Magomedrasulova, Group Account Director, Carat Ukraine Konstantin Petrashko, Director, AR. TEAM Ivan Petrashko, iOS developer, AR. TEAM Vladislav Batyshkov, Unity3D developer, AR. TEAM Volodymyr Borisenko, Copywriter, VMLY&Rм

CLIENT

Danone Ukraine Andrey Poluektov, Marketing Director, Danone Ukraine Natalia Savchenko, Brand Marketing Manager Rastishka and Licensed Brands, Danone Ukraine Svetlana Korniyenko, Brand Marketing Manager, Danone Ukraine

Everyday life of a modern kid is full of questions, desires of new experiences, adventures and surprises. Mobile devices and games attract special attention to curious kids. Rastishka realized that it was time for him to change and present for kids a new extreme experience. We created a mobile app with the technology of AR (augmented reality), which allows you to vitalize objects which are pictured on Rastishka yogurt. If you buy Rastishka, your kid can collect the solar system, explore the world of marine animals or a fun alphabet with dinosaurs. We managed to combine product, new technology and brand mission in one solution - a mobile app. It allowed us to grow the market share of the brand, protect our competitors’ position, improve brand performance, and build a database of 350,000 regular users of the app.

43 EFFIE AWARDS 2018

Product/Service Launch MAESTRO BEEF&CHEDDAR AGENCY

CLIENT

McDonald’s Ukraine Yuliya Badritdinova, Marketing and Communication Director, McDonald’s Ukraine Olga Vasylieva, Marketing Manager, McDonald’s Ukraine

YOUR BURGER - YOUR RULES AGENCY

Publicis Ukraine Ivanna Skulska-Lowe, Director, Publicis Lidiya Babyak, Group account director, Publicis Maksym Podolianyuk, Creative director, Publicis Oleg Boroday, Senior copywriter, Publicis Ekateryna Pervukhina, Operational Excellence Director, Zenith Olena Shutuk, Strategic Lead, Zenith Maria Lukash, Head of direction, Zenith Evgeniy Tsyvun, Media Planner, Zenith

CLIENT

Nestle Ukraine Olena Ivaschenko, Group brand manager of cold sauces category, Nestle Kateryna Sigeti, Brand manager of mayonnaise, ready-to-eat sauces and dressings categories, Nestle

“Torchyn” market share was significantly declining in the category of ready to eat sauces. To regain its position brand launched a new product being on the burger trend. It was a special “Burger Sauce”. By communication, we explained that only due to a special sauce any quite unusual combination of ingredients turns into the true tasty burger. As a result: the over-fulfillment of the sales plan, TOP-3 position in the “Torchyn” portfolio and the TOP-1 among the sales of all new products in the category of ready to eat sauces among competitors in the past 3 years.

45 EFFIE AWARDS 2018

Product/Service Launch MICROLAX. HOW TO ENTER IN NEW CATEGORY ‘FAST AND GENTLE’ AND GAIN №4 RANK FOR 6 MONTH AGENCY CLIENT

Hoshva PR Johnson & Johnson Ukraine, LLC Tetiana Osadcha, Junior Market Access Manager, Johnson & Johnson Ukraine, LLC Anna Bobrova, Junior Brand Manager, Johnson & Johnson Ukraine, LLC

Microlax® is a successful launch of the truly quality and efficient product called on to make its customers’ lives better! We believe this is the campaign which deserves award within the category, since the brand Microlax® has been astonishing and at the same time inspiring the entire team with its performance for as long as several consecutive months (and we are positive it will impress our jury)! The launch of the Microlax brand went alongside with implementation of the integrated marketing campaign, which included complex communication with the customer and within the community of professionals (doctors, pharmacists).

SMALL BUSINESS - BIG DEAL CLIENT

Oschadbank Olena Kovalska, Marketing Director, Oschadbank Kateryna Dubyna, Deputy Marketing Director, Oschadbank Yurii Mysan, Head of Marketing Communications, Oschadbank

46 EFFIE AWARDS 2018

Product/Service Launch RETRO-INNOVATION AGENCY

THINKMcCANN Juliia Storchak, Associated creative director, THINKMcCANN Svitlana Polohailo, Senior art director, THINKMcCANN Olha Kutuzova, Associate Customer Service Director, THINKMcCANN Viktor Ilin, Senior Account Manager, THINKMcCANN Valeriia Babko, Copywriter, THINKMcCANN Serhii Kostin, Director of the agency, Initiative Media Kateryna Kozii, Associate Customer Service Director, Initiative Media Anna Dovzhenko, Leading Advertising Specialist, Initiative Media Julia Shcherbak, Digital Lead, Initiative Media

CLIENT

Carlsberg Ukraine Iryna Kachura, Vice President of Marketing, Carlsberg Ukraine Anton Panasenko, Senior Brand Manager, Carlsberg Ukraine Konstantyn Los, Junior Brand Manager, Carlsberg Ukraine Lesia Tarasenko, Marketing Manager, Carlsberg Ukraine

We were able to overcome and rethink the restrictions associated with brand tradition, enter the market of innovations and to revive a variety-legend, based on a real page of history of the Lviv Brewery. The whole launch was conceptually holistic: starting with similarity the appearance of the product and ending with black and white communication in the style of cinema of the 20th century.

ANTI-COMPOTE FROM ANTI-GRANNY AGENCY

CLIENT

47 EFFIE AWARDS 2018

Product/Service Launch A STORY OF VIRAL CONTAMINATION WITH COLORISTA AGENCY

THINKMcCANN Yuliia Gurenko, Account Director, THINKMcCANN Anastasiia Dolinenko, Art Director, THINKMcCANN Kateryna Goryslavets, Copywriter, THINKMcCANN Olena Lozenko, Head of Direction, Zenith

CLIENT

L’Oreal Ukraine Adam Nitetski, General Manager, L’Oreal Ukraine Anna Kozlova, Marketing Director, L’Oreal Ukraine Yuliia Malichenko, Marketing Director, L’Oreal Ukraine Alina Kobets, Digital Manager, L’Oreal Ukraine Anna Bilogortseva, Group product manager, L’Oreal Ukraine Oleksandra Mistulova, Junior product manager, L’Oreal Ukraine

Hair colors of bright unnatural shades are considered as the niche product for nonconformists, but at the same time they attract “good girls”, since the spirit of rebel lives in each of them. How could Colorista encourage young people for the first coloring, overcoming the fear of unpleasant consequences? We refused of rational motivation in favor of inspiring emotions. Be bold, be different, and show yourself in colorful hair. Colorista is not an ordinary hair color, but the hair makeup, so you can quickly turn back to your natural color or change the shade. Our appeal was heard, and the virus of colorful hair spread all over Ukraine rapidly, causing a boom in social networks.

48 EFFIE AWARDS 2018

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING #SCHOOLMANIA AGENCY

Postmen DA Yaroslav Vedmid, CEO, Postmen DA Olena Horobets, Account-manager, Postmen DA Iryna Pavlova, Art-director, Postmen DA Andrew Petrenko, Designer, Postmen DA Bohdan Kordiuk, Media specialist, Postmen DA Yuliia Havron, Strategist, Postmen DA Markian Bilas, SMM manager, Postmen DA

CLIENT

1+1 media Olena Martynova, Director of Strategic Marketing, 1+1 media group Svitlana Paveletska, Director of Marketing Communications, 1+1 media group Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

#SHKOLA was an experiment of the TV channel 1 + 1 - low budget, without its history and professional actors, which was supposed to strengthen the position of 1 + 1 in new media and bring a young audience on the air. The product had its competitors and features, but 1 + 1 took a chance and put its on prime time. The result exceeded all expectations not only significant overfulfillment of KPIs declared (the number of subscribers per page, views on YouTube, large sales of promotional products), but also a general rating on the air, making the best series fall-winter 20172018.

#MONEYCANCHALLENGE AGENCY

CLIENT

50 EFFIE AWARDS 2018

MOST EFFECTIVE USE OF SOCIAL MEDIA MARKETING #FAIRBNB AGENCY

CLIENT

Beer Point Andriy Fesenko, CEO/Owner, Beer Point

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. Everyone could drink beer and celebrate the victory of the beloved team all night. In the morning free toothbrushes, breakfast and on board! The correct use of SMM-media, the receipt a big free media coverage, reposts and likes had to become a key to a successful campaign.

51 EFFIE AWARDS 2018

DATA-DRIVENP/ROGRAMMATIC PHARMA DIGITAL PIONEER, OR HOW TO BECOME A MARKET LEADER VIA DIGITAL AGENCY

Isobar Ukraine Oleksandra Kuts, Deputy Client Service Director, Isobar Ukraine Yaroslav Ogotskiy, Strategy Director, Isobar Ukraine Antonina Smetanina, Senior Project Manager, Isobar Ukraine Yevhen Sazhniev, Art Director, Isobar Ukraine

CLIENT

Bayer Viktoria Aniskovtseva, Category Head, Bayer Olena Kormyliuk, Digital Activation Specialist, Bayer

In the age of the global digital revolution that we are currently witnessing, the use of digital methods and tools has become compulsory for business to remain competitive. Programmatic buying is one for these tools, but a lot of market players (especially the category of pharmacology) do not use its full range of solutions. In our understanding, the effective use of programmatic buying tools is based on the involvement of the platformâ&#x20AC;&#x2122;s potential at all stages of the advertising campaign: the search for insight, the creation and testing of hypotheses, narrowly focused targeting, cost-effective procurement, and optimization of the campaign in real time. This process is cyclical, and the results of one campaign are considered when planning and launching the next. Only in this way is it possible to get the maximum return, which will help companies not only be competitive but also achieve extraordinary results.

53 EFFIE AWARDS 2018

SINGLE IMPACT ENGAGEMENT HOW REBRA&KOTLETY GASTRO-BAR HACKED CHAMPIONS LEAGUE FINAL AGENCY

Saatchi&Saatchi Ukraine Kosta Schneider, Creative Director, Saatchi & Saatchi Ukraine Sergey Beloshitsky, Head of group/Copywriter, Saatchi & Saatchi Ukraine Oleksiy Tertyshnyk, Art Director, Saatchi & Saatchi Ukraine Illya Bondar, Art Director, Saatchi & Saatchi Ukraine Marina Kondriyanenko, Senior Account Manager, Saatchi & Saatchi Ukraine Dmytro Grushevsky, Business Development Director, Publicis Groupe Yulia Meduna, PR Coordinator, Publicis Groupe

CLIENT

Gastrobar Rebra&Kotlety Denis Hanenko, co-founder, Rebra&Kotlety Alexandra Odegova, co-founder, Rebra&Kotlety Mariya Mazneva, art-director, Rebra&Kotlety

Before Champions League final in Kyiv money became more important than hospitality. Kievers cancelled advance bookings to lease apartments at higher prices, hotels and hostels raised their charges up to 50 times. Bars were ready to work 24 hours so that fans could drink more. But Rebra&Kotlety gastrobar followed their own path, having turned the bar into a hostel and placed an ad on Airbnb to receive fans for the final night free of charge. Beds were booked by fans for free within two days and a local bar Rebra&Kotlety became famous: - 45 free publications in Ukrainian and foreign mass-media; - 3 tv-channels made stories about hostel-bar. Which resulted in almost 33 million free contacts and positive image. Thus, a bar from Kyiv hacked Champions League final... at a price of bed linen.

UNCOUNTED SINCE 1932 AGENCY

CLIENT

54 EFFIE AWARDS 2018

SINGLE IMPACT ENGAGEMENT THE OPERA NO ONE HEARD AGENCY

CLIENT

NGO Vidchui Andriy Pyshnyy, Founder ,NGO VIdchui Liudmyla Pyshna, Head of Charity Fund «Vidchui», NGO VIdchui Darya Gerasimchuk, Executive Director, NGO VIdchui

APERITIVO TIME AGENCY

Rockets. Growth R&D Vladislav Polonskiy, CEO, Rockets. Growth R&D Maxim Boritko, Creative Director, Rockets. Growth R&D Viktoria Makarova, Projects Lead, Rockets. Growth R&D Artem Karelin, Creative Director, Rockets. Growth R&D Alisa Mikulich, COO, Rockets. Growth R&D

CLIENT

Usually, stars in advertising are used to attract attention and to associate a certain lifestyle with a brand. In our case, the arrival of star chef Lorenzo Kogo to Kiev was the key driver of all brand marketing activities. Lorenzo Kogo became not just the face of the brand and the reason to believe that Martini was compatible with food, but also helped create a system in which each establishment prepared its own snack recipes for Martini & Tonic cocktails. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture.

55 EFFIE AWARDS 2018

SHORT TERM EFFECTS BEFORE AND AFTER NEW YEAR AGENCY

Rockets. Growth R&D Vladislav Polonskiy, CEO, Rockets. Growth R&D Maxim Boritko, Creative Director, Rockets. Growth R&D Viktoria Makarova, Projects Leader, Rockets. Growth R&D Artem Karelin, Creative Director, Rockets. Growth R&D Alisa Mikulich, СОО, Rockets. Growth R&D

CLIENT

MHP S.A. Ivan Filippov, Head of brands management, MHP S.A. Serhiy Kostya, Head of marketing communications, MHP S.A. Olha Danylyuk, Marketing communications manager, Anna Aleksandrova, Бренд менеджер, MHP S.A.

Being the biggest player on the market, Nasha Ryaba had never before spoken of itself as a national Ukrainian brand. Maintaining a new association with the brand was dictated by commercial necessity, since rational quality messages were no longer effective.

APERITIVO TIME AGENCY

Rockets. Growth R&D Vladislav Polonskiy, CEO, Rockets. Growth R&D Maxim Boritko, Creative Director, Rockets. Growth R&D Viktoria Makarova, Projects Lead, Rockets. Growth R&D Artem Karelin, Creative Director, Rockets. Growth R&D Alisa Mikulich, COO, Rockets. Growth R&D

CLIENT

Cocktails Martini & Tonic are promoting during 3 months of the summer season. Achieving meaningful business results for a large brand like Martini in such a short time through communication is an achievement. And given the complexity of the implemented campaign, we believe that the project deserves the highest award. We invited a foreign star to train chefs in 40 “A” establishments to combine food and alcohol, synchronized all activity with a large-scale PR campaign and from the beginning of summer, for 3 months, they sold Martini & Tonic cocktails with various snacks as a single product. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture. So we built an association between a Martini & Tonic cocktail and a meal with friends.

57 EFFIE AWARDS 2018

SHORT TERM EFFECTS #SCHOOLMANIA AGENCY

CLIENT

1 + 1 channel was weak in new media and in fact did not have a young audience on the air. #SHKOLA was an experiment of the TV channel, with short-term goals, to attract a young audience on the air. During its creation, 1 + 1 did not bet on it, planning in the day slot. But the result exceeded all expectations not only significant over-fulfillment of KPIs declared (the number of subscribers on the page, view on YouTube, large sales of promotional products, but also a general rating on the air, becoming the best serials of the autumn-winter 2017-2018 year.

BOOK FORUM. REINVENTION AGENCY

CLIENT

Publishers’ Forum Volodymyr Korovko, Director, Cameraman

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go! Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!

58 EFFIE AWARDS 2018

SHORT TERM EFFECTS #FAIRBNB AGENCY

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. We placed our banner on realmadridnews.com and our print in “The Non-League Paper”. In the morning the biggest European and Ukrainian media wrote about us! Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!

CLIENT

Beer Point Andriy Fesenko, CEO/Owner, Beer Point

AXA START THE MORNING PROPERLY AGENCY

Initiative Serhii Kostin, Managing Director of the agency, Initiative Media Yuliia Khanina, Media group head, Initiative Media Kseniia Husak, Advertising planning specialist, Initiative Media

CLIENT

Lantmanen AXA Anna Zarytska, Marketing Director, PJSC “Lantmanen AXA” Iryna Chorna, Brand manager, PJSC “Lantmanen AXA” Anastasiia Davydenko, Дизайнер, PJSC “Lantmanen AXA” Yuliia Medvetska, Junior brand manager, PJSC “Lantmanen AXA” Daryna Pohorila, Digital specialist, П PJSC “Lantmanen AXA”

When finding an insight for the female audience, the brand AXA showed how to make breakfast not only fast but also correct. And the right multimedia campaign in the mass media, using close-to-consumer messages, allowed not only to create a hype and raise the KPI of the brand, but also to overcome all the marketing goals which were set.

59 EFFIE AWARDS 2018

LONG-TERM EFFECTIVENESS MARTINI. REBOOT. AGENCY

Rockets. Growth R&D Vladislav Polonskiy, CEO, Rockets. Growth R&D Maxim Boritko, Creative Director, Rockets. Growth R&D Viktoria Makarova, Projects Lead, Rockets. Growth R&D Artem Karelin, Creative Director, Rockets. Growth R&D Alisa Mikulich, COO, Rockets. Growth R&D

CLIENT

The launch of the Martini & Tonic cocktail is an example of a consistent 3-year launch of a new alcoholic product on the market through mass events sponsorship. The usual way: go to the mass advertising on TV, which is limited by law, but gives a wide coverage and cheap cost of contact. The “trimmed” format of inter-program sponsorship prohibits fully displaying the product and talking about its characteristics. You can only communicate the trademark. But for Martini & Tonic, it was the perception of the aging brand Martini that was a key barrier. Therefore, we had to find a new halfway. Thanks to the strategy “Build knowledge through trial”, the project has become the best-practive not only within the international company Bacardi-Martini, but in the entire category.

HUGGIES. BORN FOR HUGS 2018 AGENCY

ISD Group Nataliya Tachinskaya, Creative director, Art director,ISD Group Yuliia Ovcharenko, Copywriter, ISD Group Nadia Lugowska, Designer, ISD Group Mickael Traverse, Strategic director, ISD Group Oksana Shevchuk, Account manager, ISD Group

CLIENT

Kimberly-Clark

61 EFFIE AWARDS 2018

LONG-TERM EFFECTIVENESS A CONFRONTATION OF WORLDS AGENCY

BBDO Ukraine Anze Jereb, Executive Creative Director, BBDO UKRAINE Denys Keleberdenko, Creative Director, BBDO UKRAINE Elena Kolesnikova, Head of Strategy Department, BBDO UKRAINE Rostyslav Vyshnevyi, Art-Director, BBDO UKRAINE Mike Petrusiak, Art-Director Masha Teterin, Head of Branding, BBDO UKRAINE Dima Kishka, Copywriter, BBDO UKRAINE Irina Danilevskaya, Client service director, BBDO UKRAINE

CLIENT

PepsiCo Elena Stoyanova, Marketing director of snacks and drinks PepsiCo Ukraine

62 EFFIE AWARDS 2018

LONG-TERM EFFECTIVENESS HOW GARAGE REVIVED A NONTRENDY CATEGORY AND BECAME ITS LEADER AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director, THINKMcCANN Olena Gnucheva, Creative Group Head, THINKMcCANN Oksana Kapranova, Senior Art Director, THINKMcCANN Victor Vysotskiy, Creative Group Head, THINKMcCANN Mariia Sheremet, Designer, THINKMcCANN Olga Kutuzova, Associated Client Service Director, THINKMcCANN Alena Tkachuk, Senior Account Manager, THINKMcCANN

CLIENT

This case about how Garage in 3 years revived the non-trendy category of beermixes, strengthened its leadership position and made it interesting for the young audience.

Carlsberg Ukraine Iryna Kachura, VP Marketing, Carlsberg Ukraine Dmitriy Pilipenko, Senior Brand Manager, Carlsberg Ukraine Yulia Chaikovska, Senior Brand Manager, Carlsberg Ukraine

KOMON TO THE PROCESSED CHEESE MARKET! AGENCY

THINKMcCANN Yevhen Kaminskyi, Creative Director, THINKMcCANN Olena Gnucheva, Creative Group Head, THINKMcCANN Dmytro Nisteruk, Creative Group Head, THINKMcCANN Anna Liubchenko, Art Director, THINKMcCANN Olha Rozhankivska, Associated Client Service Director, THINKMcCANN Yuliia Gurenko, Account Director, THINKMcCANN Olha Garnaga, Junior Account Manager, THINKMcCANN

CLIENT

KOMO UKRAINE Oleh Kinder, Marketing Director, KOMO UKRAINE Tetiana Kucheruk, Brand Manager, KOMO UKRAINE

What would you do if you are a leader on the market of hard cheeses, but among the processed ones you are pulling up the rear? You will launch a product with unique flavors and even take a typical product benefit and turn it into your own USP. In three years the brand shook up all the category, attracted new consumers and became the third on the market, having increased its share by 7.5 times.

63 EFFIE AWARDS 2018

LONG-TERM EFFECTIVENESS HOW TO BECOME CHEESEREOUS PLAYER AGENCY

CLIENT

KOMO UKRAINE Oleh Kinder, Marketing Director, KOMO UKRAINE Iryna Stopa, Brand Manager, KOMO UKRAINE Polina Yaremenko, Brand Manager, KOMO UKRAINE

When the market declines, consumption decreases and prices rise, it seems the only way to save volume of production is to find ways to reduce prices and focus on the best-selling products. So does the majority. But KOMO has decided to resist the temptation of short-term results. In the course of 3 years, through the gradual introduction of marketing and communication strategy, and avoiding prices decline, the brand has not only maintained its position, but also increased sales, developed own range of varieties, strengthened leadership on the shelf of packaged cheeses and significantly strengthened the image.

64 EFFIE AWARDS 2018

LOYALTY #FAIRBNB AGENCY

CLIENT

Beer Point Andriy Fesenko, CEO/Owner, Beer Point

In the period of the usual outflow of clients, pub Beer Point had to find the most loyal to the pub culture audience and work with it. The beginning og the summer outflow coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 for a night. In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. We created an event on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer and celebrate the victory of the beloved team all night. In the morning free toothbrushes, breakfast and on board!

65 EFFIE AWARDS 2018

Digital Signage

Рішення для професіоналів

Дисплеї IDS і тотеми

IDS LED прозорий постер

IDS LED непрозорий постер

Настінний IDS

IDS LED цифрові полиці

IDS LED Прозорі відеостіни

IDS LED Непрозорі відеостіни

IDS похилий тотем

Prestigio підтримує прагнення до індивідуальності. Слоган бренду «Живи по-своєму» передає свободу від стереотипів і важливість самовираження. Ваші запити на рішення Prestigio Ви можете надсилати за адресою: prestigiomb@asbis.ua

EXPERIENTIAL MARKETING GIVE THE FIRE ON THE FESTIVAL AGENCY

CLIENT

MHP S.A. Ivan Filippov, Head of brands management, MHP S.A. Serhiy Kostya, Head of marketing communications, MHP S.A. Olha Danylyuk, Marketing communications manager Anna Aleksandrova, Brand manager, MHP S.A.

To increase the yield of pickled meat, “Apetytna” packaging was grown from 1 kg to 1.4 kg. Because of this, the price per SKU rised by 68%. This reduces the attractiveness of the product for the current audience: men 30+ years. For older men, marinating meat is an important ritual. While young people go on a picnic spontaneously and more willingly pay for a ready-made solution. “Apetytna” becomes youth and offers to give fire. Previously, “Apetytna” promoted through direct advertising focused on the process (“And who marinates meat?”), But now the focus is on quick results (“Fire!”) And fun under the open sky.

LET’S PUMB, PUMB, PUMB! AGENCY

TWIGA UKRAINE Anna Lebedeva, Executive Director, TWIGA Idea Svitlana Gukova, Operations Director, TWIGA’GO! Alena Andrievskaya, Сlient Service Director, TWIGA’GO! Ylia Laktina, Senior Account Manager, TWIGA’GO! Andrey Provotar, Creative Director, Lovi Video Mikael Karapetian, Creative Head, TWIGA Ukraine Vlad Ivasiuk, Copywriter, TWIGA Idea

CLIENT

FUIB Iaroslav Gumeniuk, Marketing Director, FUIB Nataliya Demydenko, Head of Marketing Communications & Brand Management, FUIB Lyudmyla Kuzina, Marketing Communications Manager, FUIB Iryna Kishchenko, Marketing Communications Manager, FUIB Dmitro Polishuk, Head of Retail Products, FUIB Stanislav Kolomoets, Head of Debit card team, FUIB

How can FUIB Bank win the hearts and wallets of the young audience by providing them with a new card product experience? The Bank staked on the real benefits, helping young people to solve their actual problems at musical festivals. They go there for positive emotions, but they should spend a lot of time on things they do not get pleasure from (queues at the entrance and at the bar, loss of money, rest, tip, etc.). Festival card from FUIB became a ticket to the world of only bright and positive emotions. The Bank developed for them a new unique product, the first Ukrainian Festival Card, which gives everything and at once, maximum benefits, and showed the best customer experience. That brought significant results for the brand. Let’s PUMB, PUMB, PUMB!

67 EFFIE AWARDS 2018

EXPERIENTIAL MARKETING APERITIVO TIME AGENCY

Rockets. Growth R&D Vladislav Polonskiy, CEO, Rockets. Growth R&D Maxim Boritko, Creative Director, Rockets. Growth R&D Viktoria Makarova, Projects Lead, Rockets. Growth R&D Artem Karelin, Creative Director, Rockets. Growth R&D Alisa Mikulich, COO, Rockets. Growth R&D

CLIENT

Usually, stars in advertising are used to attract attention and to associate a certain lifestyle with a brand. In our case, the arrival of star chef Lorenzo Kogo to Kiev was the key driver of all brand marketing activities. Lorenzo Kogo became not just the face of the brand and the reason to believe that Martini was compatible with food, but also helped create a system in which each establishment prepared its own snack recipes for Martini & Tonic cocktails. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer â&#x20AC;&#x153;everywhere and for everyoneâ&#x20AC;?, but a whole culture.

68 EFFIE AWARDS 2018

BUSINESS CHALLENGE/DAVID VS. GOLIATH #SCHOOLMANIA AGENCY

CLIENT

Channel 1 + 1 was traditionally weak in new media and in fact did not have a young audience on the air. The series #SHKOLA, which was originally created for adults, after focus groups showed that it can also work for a young audience. We understood that the main desire of youngsters to be popular, visible, appreciated. Therefore, we created Top.school, a platform where every student can feel you celebrity - # SCHOOL - creating celebrities. Daily! We managed to create an unprecedented ecosystem that worked in a bundle of broadcast-online-offline and in 1 month to become the top-rated series this season.

70 EFFIE AWARDS 2018

Single Communication Channel Electrolux Ultra Silencer AGENCY

POSTMEN DA Yaroslav Vedmid, CEO, Postmen DA Olga Mykhalets, Producer, Postmen DA Sergey Kolesnikov, Account Manager, Postmen DA Denis Seleznev, Film director, Postmen DA Igor Bondarenko, Sound designer, Postmen DA

CLIENT

Electrolux Ekaterina Beloblovskaya, Marketing/TMO Manager Ukraine and Caucasus, Electrolux Oleksandr Medvediev, Digital Marketing Manager, Electrolux How to turn a lack of competitors into an advantage for your brand? Just think outside the box! Did you know that the quiet Electrolux UltraSilencer Zen vacuum cleaner can not only perfectly clean the apartment, but also help young children to fall asleep? It is on this insight that we built a digital campaign with a promo site, video, bloggers and social media activities. Such a non-standard advantage for a vacuum cleaner, like the silence of work, could conquer the hearts of very demanding Central Asia - mothers with small children. Thus, we managed using only one communication channel to increase the number of sales in the segment of quiet vacuum cleaners, despite the fact that this product is one of the most expensive in the category.

#MONEYCANCHALLENGE AGENCY

CLIENT

71 EFFIE AWARDS 2018

Single Communication Channel THE THEORY OF LARGE NUMBERS AGENCY

CLIENT

DILEO Farma Ukraine Vladlen Cherniy, General Manager, DILEO Farma Ukraine Olena Savenyuk, Product Manager, DILEO Farma Ukraine

A STORY OF VIRAL CONTAMINATION WITH COLORISTA AGENCY

THINKMcCANN Yuliia Gurenko, Account Director, THINKMcCANN Anastasiia Dolinenko, Art Director, THINKMcCANN Kateryna Goryslavets, Copywriter, THINKMcCANN Olena Lozenko, Head of Direction, Zenith

CLIENT

L’Oreal Ukraine Anna Bilogortseva, Group product manager, L’Oreal Ukraine Oleksandra Mistulova, Junior product manager, L’Oreal Ukraine

72 EFFIE AWARDS 2018

Sponsorship SPONSORSHIP AS A KEY HERO FOR MARKET GROWTH AGENCY

Carat Ukraine Elena Provotorova, Group Account Director, Carat Ukraine Toma Kiziriia, Ecosystems Architect, Carat Ukraine Veronika Goncharova, Media Activation Manager, Carat Ukraine Yaroslav Mudryak, Head of Strategy, Master of Integration, The Story Lab Ukraine Anastasiia Yogan, Account Manager, Isobar Ukraine

CLIENT

Philips Ukraine Natalia Paliy, Head of marketing, Philips Ukraine Nika Kirienko, Marketing Manager Kitchen Appliance, Philips Ukraine Ivanna Genyk, Trade Shopper Marketing Specialist, Philips Ukraine Ivanna Berezhanska, Head of Trade Marketing Department, Philips Ukraine

With the help of Sponsorship activation MultiOven category started growing in Ukraine. Campaign effectiveness was almost 3 times higher than during TV activation, while the cost went yo to 2 times lower. Philips has grown Value Market share in all segments on Kitchen Appliances category, due to building brand positioning in the category through expertise in Healthy Nutrition. That has generated impact on brand loyalty in other segments of Kitchen Appliances.

74 EFFIE AWARDS 2018

Seasonal Marketing BEER CLIMATE CHANGE AGENCY

THINKMcCANN Yevgeny Kaminsky, Creative Director, THINKMcCANN Julia Storchak, Leader of the creative group, THINKMcCANN Svetlana Polohailo, Senior art director, THINKMcCANN Olga Kutuzova, Group account manager, THINKMcCANN Victor Ilin, Account Manager, THINKMcCANN

CLIENT

Carlsberg Ukraine Taras Makupurra, Marketing Manager, Carlsberg Ukraine Andriy Otroshchenko, Marketing Director, Carlsberg Ukraine Anton Panasenko, Brand Manager, Carlsberg Ukraine Catherine Chmil, Brand Manager, Carlsberg Ukraine Olga Radchenko, Trademark Specialist, Carlsberg Ukraine

#FAIRBNB AGENCY

CLIENT

Beer Point Andriy Fesenko, CEO/Owner, Beer Point

The case shows how brand communication can neutralize the influence of the weather that had negative influence on beer consumption in the past. The brand managed to make a cold and rainy May hot in terms of sales

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. It caused a lot of negative emotions among both the foreign fans and the conscious Ukrainians. In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!

76 EFFIE AWARDS 2018

Seasonal Marketing SEASON OF HOT POTAGE SOUPS AGENCY

THINKMcCANN Anastasiia Zhurakovska, Account Director, THINKMcCANN Liudmyla Lavreniuk, Senior Account Manager, THINKMcCANN Oksana Kapranova, Senior Art Director, THINKMcCANN Viktor Vysotskiy, Creative Group Head, THINKMcCANN Olena Gnucheva, Creative Group Head, THINKMcCANN

CLIENT

Nestle Ukraine Nataliia Shendryk, Senior Brand Manager, Nestle Ukraine Liudmyla Shabelnyk, Brand Manager, Nestle Ukraine Kateryna Miliukova, Junior Brand Manager, Nestle Ukraine Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle Ukraine Olena Kharytonova, Business Executive Officer BU Culinary, Nestle Ukraine

Total universal seasonings market has declined by more than one third over the past 3 years.The main occasion for seasoning consumption is a traditional soup in the cold season that is losing popularity. If without soup you can easily live in the hot season, then with the onset of cold weather, our body requires a warming and nourishing first. Torchyn opens the season of hot potage soups: we have driven Torchyn Seasoning â&#x20AC;&#x153;10 Vegetablesâ&#x20AC;? consumption through the cooking of hot cream soups gaining popularity - cream cheese, french onion, gazpacho and pumpkin soups. For the first time in 3 years of fall trend, the brand showed a positive growth trend in sales at the end of the season, increasing both the repurchase and the trial.

77 EFFIE AWARDS 2018

Corporate Reputation MHP START. EMPLOYER’S BRAND FOR NEW SPECIALISTS AGENCY

Grape Elena Salivon, Chief Operating Officer, Grape Yuriy Gladky, CEO, Grape Oksana Denga, Creative Group Head, Grape Natalia Tsvietkova, Senior Copywriter, Grape Andriy Mishenko, Art Director, Grape Ksenia Sokur, Business Development Director, Grape Elena Holovatyuk, Strategist, Grape Roman Gadzhimuradov, Production Director, Grape Kirill Chistyakov, Creative Director of the project

CLIENT

Myronivsky Hliboproduct Ksenia Prozhogina, HR & Communications Director, Myronivsky Hliboproduct Kateryna Korchenko, Head of Internal and External Communications, Myronivsky Hliboproduct

MHP is one of the largest employers in Ukraine and requires more and more young specialists each year. However, they are in no hurry to choose the agricultural sector as their future career – they consider it not prestigious and promising enough, plus MHP as an employer is not attractive enough for them. Well, what can we do about it? We can improve its brand as an employer with the help of the MHP START program, which will lead young people toward a big goal – to feed the world together. The main idea was given form in a video manifesto, which became a source of content for online and offline channels. Since the launch of the campaign, MHP’s recognition as an employer among young specialists has increased by 48%.

THE IDEAS PEOPLE AGENCY

1+1 media Svitlana Paveletska, Director of Marketing Communications, 1+1 media Tetiana Tregobchuk, Head of corporate communications department, 1+1 media Yana Liakhovych, Head of Internal Communications, 1+1 media Tetiana Syerova, PR-Specialist, 1+1 media Oleksiy Ankhimov, Senior Photographer, 1+1 media Ivan Arzhanov, Designer, 1+1 media Olga Kuzmuk, Designer, 1+1 media Inna Gasiak, Digital-PR Manager, 1+1 media Irina Rubis, CEO, Ekonomika+ Roman Sulima, CEO, CustomLAB

«The Ideas Pdeas» is a large-scale project of 1+1 media staff that is being implemented as part of the brand’s renewal of the group’s employer and consists of a series of interviews, photo reportages and special events. Over the course of 10 months, the campaign has been able to tell the story of 90 employees whose professions have been given unique nymphs. A photo of 12 colleagues-winners of the internal voting was on billboards in the center of the capital, and in June 2018 the first #festivalPeopleItook place, which gathered 1000 guests. Coverage of materials #TheIdeasPeople in social networks reach over 600,000, and the number of preferences is more than 100,000. This is the first project in the media area of Ukraine that opens up all the tricks of the television.

79 EFFIE AWARDS 2018

Youth Marketing GIVE THE FIRE AGENCY

CLIENT

#SCHOOLMANIA AGENCY

CLIENT

80 EFFIE AWARDS 2018

Youth Marketing THE BASE KYIV AGENCY

DTF Agency Dmytro Sobol, Team leader, DTF Agency Taras Evtushenko, CEO, DTF Agency Ivan Sutiagin, Technical crew coordinator, DTF Agency Olexandra Buniuk, Location manager and communication with participants, DTF Agency Yuliia Sosnovska, Communication manager, DTF Agency Maksim Tarhov, Art-director, DTF Agency Olexander Kovalenko, Head of SMM, DTF Agency

CLIENT

adidas Andriy Riabets, Senior specialist Sport Marketing, adidas Yuliia Kuzmenko, Marketing manager, adidas Anastasia Nikolaychuk, Junior brand-manager, adidas

Champions League Final taking place in Kyiv caused brand activities by lots of companies even ones not related to sport. adidas as event sponsor had to represent itself with something valuable and be perceived as football events partner. Teenager tournament planed by brand grew up into the football space The BASE Kyiv construction with 6000 m2 space and 10-day long program with professionals and beginner players involved. 5500 athletes got conditions for training, competitions and meetings, and adidas project stood out of the other sponsors presentations.

PIT BULL BATTLE V AGENCY

#ODDEE Alina Tsyganok, Creative director, ODDEE Ivan Bazar, CEO, ODDEE

CLIENT

New Products Group Boris Tkachev, Director of Research & Strategy, New Products Group Elena Selutina, Director of Corporate Communications & PR, New Products Group Gennady Dovgan, Marketing director, New Products Group Elena Chuvakina, Team leader Brand managers, New Products Group Juliya Chiz, Brand manager Pit Bull Energy, New Products Group

The idea of creating an online rap platform, built on the insights of the target audience, a new market format for implementation with the use of live battles and star judges, effectively planned cross-media support with a focus in the digital, which gave a mega-push organic traffic in social networks of the brand, support for a limited special product series - all this has led to the protection of the market share of Pit Bull, has allowed him to survive in the face of aggressive actions of competitors. Through the Pit Bull Battle platform, the youth showed themselves, expressed their thoughts, and it built a strong link between the brand and the audience. We have reached their trust, and as a result, high loyalty. The most important indicator was the fact that, due to the campaign, we not only saved the market share in conditions of aggressive competition, but also grew in it (from 20% to 21%)

81 EFFIE AWARDS 2018

Youth Marketing YOUR BURGER - YOUR RULES AGENCY

CLIENT

Nestle Ukraine Olena Ivaschenko, Group brand manager of cold sauces category, Nestle Kateryna Sigeti, Brand manager of mayonnaise, ready-to-eat sauces and dressings categories, Nestle

“Torchyn” market share was significantly declining in the category of ready to eat sauces. To regain its position brand launched a new product being on the burger trend. It was a special “Burger Sauce”. By communication, we explained that only due to a special sauce any quite unusual combination of ingredients turns into the true tasty burger. As a result: the over-fulfillment of the sales plan, TOP-3 position in the “Torchyn” portfolio and the TOP1 among the sales of all new products in the category of ready to eat sauces among competitors in the past 3 years.

DURNEV WATCHES STORIES (HOW IT ALL BEGAN) AGENCY

Havas Digital Kiev Denis Logvinenko, CEO, Havas Digital Kiev Olexii Morozov, Creative Director, Havas Digital Kiev Anastasia Kunts, Art Director, Havas Digital Kiev Inna Mazura, Senior Copywriter, Havas Digital Kiev Elena Nekrasova, Senior Account Manager, Havas Digital Kiev Valeriy Artyukhov, Project Manager, Havas Digital Kiev Yulia Lytvynenko, Media Director, Zenith the ROI Agency

CLIENT

Nestle Ukraine Iryna Liashevych, Brand Manager, Nestle Ukraine Anna Snigur, Group Brand Manager, Nestle Ukraine

To convey the essence of the brand, “Reveal your wild nature”, we decided to combine all the trends, formats, and activities that are currently popular among the brand’s TA: bloggers, Versus battles, cosplay, video games and hate watching. In the center of communication, there was a promotional website styled like a fighting game, where we published the videos with our two heroes, wildDurnev and wildMurafa. For a month, users came up with challenges for them–of any degree of strangeness, complexity, and improbability. Every week, each hero got one task from the list made by the TA. The “Durnev watches stories” meme appeared during our project and instantly turned into a popular YouTube show.

82 EFFIE AWARDS 2018

Youth Marketing ANTI-COMPOTE FROM ANTI-GRANNY AGENCY

CLIENT

This case shows how the Garage brand managed to launch the actual novelty for youth Garage Granny’s Anti-compote, protected from competitor copies. Thanks to this, Garage strengthened its leadership in the segment and recruited a young audience into the brand’s profile.

83 EFFIE AWARDS 2018

Branded content & Branded Utility #SCHOOLMANIA AGENCY

CLIENT

Channel 1 + 1 was traditionally weak in new media and in fact did not have a young audience on the air. The series # SCHOOL, which was originally created for adults, after focus groups showed that it can also work for a young audience. We understood that the main desire of youngsters to be popular, visible, appreciated. Therefore, we created Top.school, a platform where every student can feel you celebrity - # SCHOOL - creating celebrities. Daily! We managed to create an unprecedented ecosystem that worked in a bundle of broadcast-online-offline and in 1 month to become the top-rated series this season.

HUGGIES CLUB YOUTUBE COMMUNITY AGENCY

U.N.C.L.E. Andrey Zubenko, CEO, U.N.C.L.E. Victor Naumkin, CDO, U.N.C.L.E.

CLIENT

Kimberly-Clark Nataliia Onyshchenko, Digital manager Ukraine and Central Europe, LLC «Kimberly-Clark Ukraine» Anastasiya Gorishnyakova, Marketing Director Ukraine and Central Europe, LLC «KimberlyClark Ukraine» Olena Echkenko, Brand manager, LLC «Kimberly-Clark Ukraine»

Huggies Club is a YouTube community that is continually filled with branded video content for pregnant women and moms. Due to experts, popular bloggers and notable parents, women can get useful information, be inspired by interesting examples of effective parenthood and have access to answers to many questions in one place. Content topics are selected at the intersection of brand positioning and audience interests. Covering 18% of the YouTube Target audience, Huggies Club channel has become one of the top-notch channels for moms and pregnant women (second after Dr. Komarovskyy channel), contributing significantly in keeping brand market positions.

85 EFFIE AWARDS 2018

NATIVE ADVERTISING #FAIRBNB AGENCY

CLIENT

Beer Point Andriy Fesenko, CEO/Owner, Beer Point

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. We created an event on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer and celebrate the victory of the beloved team all night. In the morning free toothbrushes, breakfast and on board! Beer Point became a non-official sponsor of the event! A small Ukrainian pub defended not only its positions, but also the reputation of Ukraine!

HOW TO OVERTAKE THE GROWTH OF THE MARKET TEN TIMES, ENDANGERING THE PRODUCT TEN TIMES AGENCY

Havas Digital Kiev Denis Logvinenko, CEO, Olexii Morozov, Creative Director Yulia Borgulenko, Senior Copywriter Elena Nekrasova, Senior Account Manager Valeriy Artyukhov, Project Manager

CLIENT

ASBIS Ukraine Tatyana YatsenkoMarketing Director, ASBIS Ukraine Maryna Lozovytska, Channel Marketing Manager Logitech UA, ASBIS Ukraine

The new brand of speakers is entering the market when one giant monopolist dominates and distribution opportunities are critically limited. When introducing the Ultimate Ears brand to the market, we needed extraordinary creative idea to break into the lives of consumers. The #TestTheSound idea allowed us to do this. As a result, we spent 10% of the value of one speaker on its sale. The campaign lasted less than two months, but made the brand â&#x20AC;&#x153;talkable,â&#x20AC;? thanks to which in less than six months, the brand occupied almost 2% of the market.

87 EFFIE AWARDS 2018

NATIVE ADVERTISING E-KATALOG. HOW TO MAKE SOMEONE`S CONTENT TO WORK FOR YOU AGENCY

Black Box Dmytro Shvets, Co-founder, Black Box Yevgeny Minka, Co-founder, Black Box Alexander Malinovsky, Co-founder, Black Box Vladislav Savytskyi, Head of YouTube, Black Box

CLIENT

NADAVI TRADE SYSTEM Anatoly Skripnyak, Founder, E-katalog

People do not like advertising, they like to watch the stories of other people, their idols. And new idols are no longer rock stars and movie actors, itâ&#x20AC;&#x2122;s bloggers. And we decided to become part of their stories. Without using traditional media, the E-katalog has been integrated into more than 2,500 blogger stories. And thus E-katalog has been able to show that new channels of communication are more effective than others. As result we showed the highest growth in the category of + 462%

88 EFFIE AWARDS 2018

Celebrity Sells THE VERY SAME FEELING WHEN YOU’RE WITH PURE THE COOLEST ONE AGENCY

Zenith Katerina Mingazirova, Director, tvlab Victoria Zaliznyuk, Producer, tvlab Maryna Grygorenko, Managing Director, Zenith Evgeniya Shcherban, Account Group Head, Zenith Olena Lozenko, Head of direction, Zenith Mariia Velychko, Strategy Director, Zenith

CLIENT

L’Oreal Ukraine Tetiana Boiar, Group Brand Manager, L’Oreal Ukraine Ksenia Solomko, Brand Manager, L’Oreal Ukraine

This is a story about how we succeeded in finding a touch point with the most difficult and inapprehensible audience for all marketers - the Z generation. Against the backdrop of a growing market, a strong competitor and a falling share of Garnier Pure, we were able to succeed. Our decision, on the one hand, was obvious - to choose the brand ambassador. But on the other hand, not everyone is able to find the right one. The one to whom teenagers could look up to and was interesting to watch. We chose Open Kids and did not lose out. Business results and increased attention to communication with girls from the music band serves as evidence. Now our audience feels that with Pure they are the coolest ones!

“TO THE LEGENDARY FINAL WITH THE LEGENDARY SASHO” AGENCY

THINKMcCANN Alla Zagorodnia, Head of Account, THINKMcCANN Anna Pastovenska, Account Executive, THINKMcCANN Viktor Vysotskiy, Creative Group Head, THINKMcCANN Igor Kuzibekov, Art Director, THINKMcCANN Oleksiy Andryuschenko, Senior designer, THINKMcCANN

CLIENT

Mastercard-Ukraine Tatiana Lutsenko, Marketing Manager, Mastercard Ukraine Natalia Baidala, Marketing Director, Mastercard Ukraine Alexandra Gubar, Marketing Manager, Mastercard Ukraine Dmytro Kornev, Marketing Manager, Mastercard Ukraine

Due to engagement of A. Shovkovskiy as brand ambassador we managed to to maximize usage if sponsorship actives, significantly grow card usage and strengthen territory of football for brand

89 EFFIE AWARDS 2018

Celebrity Sells HOW THE BALD ONE EARNED A SPOT ON THE COUCH AGENCY

Digital Choo Marketing Agency Iryna Kurochkina, CEO, Digital Choo Volodymyr Kobets, Сreative director, Digital Choo Olga Pozharska, Art Director, Digital Choo Yevhen Shuklin, Art Director, Digital Choo Anastasiia Kovalenko, Сopywriter, Digital Choo Oleg Profatylo, Head of Strategy Department, Digital Choo Nataliya Streltsova, Senior Account Manager, Digital Choo Liudmyla Milenina, Head of Digital Department, Digital Choo

CLIENT

Parimatch Ilya Kurochkin, Marketing director, Parimatch Natali Gilevych, Head of Acquisition UA Marketing department Parimatch, Parimatch

Parimatch faced a problem - the potential for growth was limited by category penetration (<10% TA), which was caused by negative bookmaking perception in the CIS. It was possible to ensure the business growth indicators by changing the attitude to bookmaking and expanding the TA. Using non-standard sitcom format with TOP national stars of Kvartal 95 and multi-channel approach we presented Parimatch and betting to the masses as a harmonious part of the modern lifestyle and family comfort of Ukrainians. 10% of those who have not previously bet on sports, want to learn more about the service. 12% of those who had not previously bet on the sport, talked about the improvement of the brand’s perception Thanks to the videos, the public realized that “betting is fun” and “activity for the whole family”.

CELEBRITY ALPHABET AGENCY

Gres Todorchuk PR Yaroslava Gres, CEO, Gres Todorchuk PR Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR Daria Liubimova, Account Director, Gres Todorchuk PR Anastasiia Fed-Titova, PR manager, Gres Todorchuk PR Dmytro Peretrutov, Photographer, Freelance Serhii Sofin, Designer, Gres Todorchuk PR Dmytro Polishchuk, Digital Photo Retoucher, Freelance

CLIENT

NGO Vidchui Andriy Pyshnyy, Founder, NGO VIdchui Liudmyla Pyshna, Head of Charity Fund «Vidchui», NGO VIdchui Darya Gerasimchuk, Executive Director, NGO VIdchui

250 000 Ukrainians speak sign language, it’s the 5th spread language in the country; but people without hearing impairments almost never learn sign language, so ¼ million of Ukrainians feel isolated from the society. NGO «Vidchui» wanted to encourage Ukrainians to learn sign language and created “Celebrity Alphabet”. In the photoproject popular Ukrainian celebrities show 33 letters of Ukrainian sign alphabet. All Ukrainian schools – about 16 thousand – received «Celebrity Alphabet», so more than 4 million children can now learn sign language. Also «Vidchui» and Minister for Education and Science Liliya Hrynevych signed a memorandum of cooperation in developing inclusive society and popularizing sign language learning.

90 EFFIE AWARDS 2018

Celebrity Sells HOW TO TRIPLE DIGIT ROI AGENCY

Carat Ukraine Elena Provotorova, Group Account Director, Carat Ukraine Toma Kiziriia, Ecosystems Architect, Carat Ukraine Dmitriy Nedobiychuk, Media Activation Manager, Carat Ukraine Nataliia Kramarenko, Account Manager, Carat Ukraine Anastasiia Yogan, Account Manager, Isobar Ukraine

CLIENT

Philips Ukraine Natalia Paliy, Head of marketing, Philips Ukraine Oksana Slusarchuk, Business Marketing Manager, Personal Care, Philips Ukraine Marina Shcherbyna, Marketing Specialist Beauty, Philips Ukraine Oksana Baliasnikova, PR Manager, Philips Ukraine

Philips Ukraine had a disappointing New Year campaign for photoepilator Lumea in 2016 but still believed enough in the product to try one more time. This didn’t mean that we had more money to try – actually, we had even less of them. Which called for unexpected solutions. For the first time in Philips Ukraine history we fought for our right to switch all the global materials with a local Star, understanding, that such a complex product as photoepilator calls for a hero our audience can connect to. We got the permition and we made sure our audience learned about Lumea new face through more intimate materials that just through TVCs. The results were overwhelming, we reached 235% of ROI while actually spending even less on this campaign, than we did in previous year (considering the inflation between 2016 and 2017 it is even more impressive).

IN SPORT WE TRUST AGENCY

YOUNG & RUBICAM UKRAINE Dmitriy Barsukov, CEO/Creative Director, LLC YOUNG AND RUBICAM Anna Kostylova, Associate Creative Director, LLC YOUNG AND RUBICAM Nataliya Gromova, Chief Art Director, LLC YOUNG AND RUBICAM Natalia Shatokhina, Account Director, LLC YOUNG AND RUBICAM Aleksey Olefir, Producer, LLC YOUNG AND RUBICAM

CLIENT

Who will show better than anyone that sport brings satisfaction, gives strength, and leads to success? Of course, the athletes who have achieved the highest results! The right choice of brand ambassadors is the key to the success of the entire campaign. The choice of the athletes, personal attributes of perception have exactly coincided with the “Morshynska Sport” brand attributes have yielded results that exceeded all expectations. The brand has become an inspiration to action, modern, fashionable, and relevant!

91 EFFIE AWARDS 2018

Cross Media Storytelling BEFORE AND AFTER NEW YEAR AGENCY

CLIENT

#SCHOOLMANIA AGENCY

CLIENT

1 + 1 was weak in the new media and did not have a young audience on the air, it was busy with a strong competitor to Kiev during the day and night, the New Channel. The series # School was a 1 + 1 experiment to broadcast a young audience to itself by launching a cross-media platform, in which the audience from digital petered into the air and physical communication with the brand offline. # The school was supposed to collect a share in the air of 10% (18-54) and 12% (Ukraine). Get on the page of the series up to 30,000 subscribers, run the value brand School.

92 EFFIE AWARDS 2018

Cross Media Storytelling PIT BULL BATTLE V AGENCY

#ODDEE Alina Tsyganok, Creative director, ODDEE Ivan Bazar, CEO, ODDEE

CLIENT

BOOK FORUM. REINVENTION AGENCY

CLIENT

Publishers’ Forum Volodymyr Korovko, Director, Cameraman

93 EFFIE AWARDS 2018

Cross Media Storytelling A BALL CAN START PRICELESS STORIES AGENCY

CLIENT

Despite threat of main competitor activation with FIFA World Cup and limitations of restricted market on sponsorship activation usage, Mastercard managed to maximize usage if sponsorship actives, significantly grow card usage and strengthen territory of football for brand.

GRAND SHOW ÂŤLIGA ZIROKÂť CLIENT

TV Ukraine Sveta Berezhna, Brand Manager, TV Ukraine Denis Sakharuk, Broadcast Promo Director, TV Ukraine Maria Pinchuk, PR Director, TV Ukraine Irina Evstifeeva, Art Director, TV Ukraine Anna Kysel, Media Manager, TV Ukraine Olex Losev, Digital Manager, TV Ukraine Roma Shoma, Promo Director, TV Ukraine Dasha Golubkova, Promo Producer, TV Ukraine Tolik Syabro, Entertainment Director, TV Ukraine Olena Shvoriak, Marketing Director, TV Ukraine The audience of our channel is very loyal and traditional. We respect our viewers and offer ous not only for entertainment but also to convey some meaning and meet our social mission. That is why simply an entertainment program or a concert were not an option when relaunching the music genre and developing a habit of celebrating special events with our channel. The idea to use the UEFA CLF as a major reason to unite the Ukrainians around an event everyone can be proud of solved a number of tactical and strategic tasks: it laid a basis for television viewing during celebrations, extended our audience and positively influenced the image of the channel.

94 EFFIE AWARDS 2018