Effie Awards Ukraine'15 catalogue by Vrk Projects

Organizers:

General partner:

The Effies in 2016: Making Marketing Better

I would like to congratulate the 2015 Effie Ukraine winners and to thank participants for their important role in the Effie Awards. This year – we celebrate the year’s most effective marketing communications in the world’s most prestigious effectiveness awards competition. Winners have learned and shared throughout the Effie Awards process – and those entries will stand as examples of best practice in our industry. Winners stand as examples of learning & how we can all share knowledge to Make Marketing Better. Since 1968, the Effies have been celebrating effectiveness throughout the marketing communications industry. As the global champion of marketing effectiveness, we are committed to celebrating Ideas that Work™, through 46 competitions across 5 regions, and initiatives such as the Effie Worldwide Case Database, the Effie Effectiveness Index, and resources like the Effie Report & Effie Blog. Ukraine continues to be a resilient & fruitful market with continued success. Some of the world’s most effective work stems from Ukraine, as evidenced by Banda Agency, which were ranked in the #1 Most Effective Independent Agency in the 2015 Effie Effectiveness Index. In 2015, we celebrate an important milestone in Ukraine - Effie Ukraine’s 10th anniversary as an official Effie program. Our partner, the All-Ukrainian Advertising Coalition, has been invaluable to the program’s success. We appreciate all entrants, judges, sponsors, and program supporters for your outstanding contribution to the Effies and evolution of marketing effectiveness in the region. We look forward to seeing continued success into 2016. Congratulations to the 2015 Effie Ukraine Awards winners!

Sincerely,

Neal Davies President & CEO, Effie Worldwide

Chairman Nataliya Koshevaya, Marketing and E-commerce Director, COMFY

Jury members 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71.

Dmytryi Adabir, Managing Director, PROVID Natalya Akhmerova, Marketing Director of Household Business, Biosphere Ekaterina Alexanyan, Managing Director, TWIGA`Idea & TWIGA GO! Anastasia Anastasenkova, Head of Off-Air Promo Division, TV Channel “Ukraine” Andrew Andruschenko, Managing Director, Initiative Irina Andryushchenko, Chief Development Officer, StarLightMedia Group Oleg Antonenko, Marketing Director, Chumak Yuliya Badritdinova, Marketing and Communications Director, McDonald’s Ukraine Elena Bakum-Ramola, Director, Saatchi & Saatchi Ukraine Mila Bedrenets, Head of Marketing, Platinum Bank Ekaterina Beloblovskaya, Head of Marketing Department Ukraine and Caucasus, Electrolux LLC Alyona Bitsigan, General Director, B4B Group Dmitry Bolsunovsky, Creative Director and Partner, Michurin Iryna Bondarenko, Managing Director, IdeasFirst Oksana Bulgakova, Head of Information Support, Prominvestbank Inna Denyak, Head of Marketing Department, Bayer Igor Didok, Head of Retail Practice, FEDORIV Vasyl Dmytriv, Marketing Director, OKKO Ivan Dubinskiy, CEO, Factum Group Ukraine Dmytro Dzhedzhula, Managing Partner, DirectBrand @ OSD Group Katerina Gaididei, Marketing Manager, Brown Forman Ukraine & CIS Sergey Gapochenko, General Manager, OLX Ukraine and Central Asia Sergey Germashev, Director, Full Contact Iurii Gladkyi, CEO, Grape Ukraine Marianna Glotova, Chief Marketing Officer, Terra Food Group Aleksandr Glushkov, Brand Portfolio Development Director, Drink Distribution System Liliya Gorelaya, Head, OSDirect @ OSD Group Sergey Gulyaev, Chief Marketing Officer, life:) Igor Gusarov, Strategy Director, RAM 360° Roman Havrysh, Managing Partner, AIMBULANCE Oksana Hughes, Vice President, ORT Media Nataliia Iakunina, Head of Ukrainian Headquarters, vk.com Katya Ilchenko, Executive Director, Havas Worldwide Ukraine Maxim Ilichov, Business Manager, AUKRO.ua Tymofiy Ivanov-Malyavin, Marketing Communications and Direct Touchpoint, Sony Ukraine Yurii Kachkarda, Partner and CEO, Smartica/Skykillers Tatyana Kaliuzhna, Marketing Director, Nova Poshta Serhiy Kaminskiy, Area Head of Brands UMB, British American Tobacco Tatiana Katrich, Managing Director, MD|OMD UKRAINE Alla Kibets, Deputy Marketing Director, Obolon Natalie Kireeva, PR Coordinator, Hyundai Motor Ukraine Sergey Kleimenov, Managing Director, Paritet-Toys Vitaliy Kokoshko, Owner, Creative Director, Director, Kinograf Sergey Kolesnichenko, Marketing Director, Eastern Beverage Elena Kolesnikova, Strategic and New Business Director, BBDO Ukraine Elena Kononchuk, Managing Partner, IQ Group Viktoria Konstantinova, UAREE Marketing Manager, Lenovo Ukraine Yaroslav Koval, Brand Marketing Manager, Danone Ukraine Olena Kovalska, Marketing Director, First Ukrainian International Bank Valentin Kravchenko, Marketing Director, VUSO Tatiana Krupenko, Marketing Director, Pernod Ricard Ukraine Kateryna Krykun, Senior Category Brand Manager of Chocolate, Ukraine, Algeria and Israel, Mondelez Ukraina Alexander Kryshtal, Head of Marketing, CRM and Digital Division, Raiffeisen Bank Aval Iryna Kryvous, Marketing Director, Evyap Ukraine Kateryna Kryzhanovska, Media & Digital Manager, Nestle Ukraine Alexander Kulyk, Head of Marketing Department, STADA Ukraine Elena Kuvaeva, Brand Manager, TM Borjomi, IDS Borjomi Interantional Sergiy Kyslyakov, Head of Marketing Department, Kosmo Anastasiya Makova, Strategic Planning Director, StarLight Sales Konstantin Malyshev, Head of Marketing Department, INDAR Yurii Markevych, Head of Marketing of ОТС, FARMAK Tatiana Marushevskaya, Director of Operations and Marketing, Microsoft Ukraine Artem Matveev, Marketing Manager, Astellas Pharma Europe B.V. Marina Mazarskaya, Managing Director, Carat Ukraine Julie Mazour, Managing Director, Geometry Global Ukraine Olena Mironova, TV Audience Measurement Director, Television Industry Committee Nataliya Morozova, Managing Director, Havas Engage Ukraine Kateryna Moskovchuk, Marketing Director, MARS UKRAINE Dmytro Moskvichov, Marketing Director, NOVUS Ukraine Kseniya Mykhaylenko, Strategic Director, Optimum Media OMD Yuriy Mykolyshyn, Marketing Manager, Intel Ukraine

72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. 121. 122. 123. 124. 125. 126. 127. 128. 129. 130. 131. 132. 133. 134. 135. 136. 137. 138. 139. 140. 141. 142. 143. 144.

Maxim Nosenko, Brand Manager, Huggies Iryna Novik, Coordinator, Infiniti Ukraine Irina Novikova, CEO, AGAMA communications Alexey Novitskyi, Marketing Director, Bosnalijeka Kateryna Oguryaeva, Head of Marketing Department, VARUS Andrey Otroshchenko, Vice President of Marketing, Carlsberg Ukraine Nataliya Paliy, Marketing Director, Jacobs Ukraina Tatiana Panasenko, P&S/Portfolio Chassis Manager, Imperial Tobacco Sergii Petrov, Commercial Marketing Manager, Beiersdorf Ukraine Valeriy Piont, Head of Marketing and Sales Department, MEDA in CIS Yaroslav Ploshko, Partner, CMS Group Olga Polischuk, Brand Manager CIS and Ukraine, Martini Vermouth and Sparkling Vladislav Polonskiy, Business Development Director, AGAMA communications Tatiana Popova, Deputy Minister of Information Policy of Ukraine Svitlana Prokhorets, Leader of Advertisement Department, Velyka Kishenya Julia Ptizyna, Communications and Reputation Director, White House Management Vadym Pustotin, Director, Sledopyt Nataliya Pyrozhenko, Head of Marketing, Ukraine and Georgia, AVON Cosmetics Mikhail Rakhmail, Marketing Director, Ferrero Ukraine Oleg Reshetin, Marketing Director, MTS Ukraine Yulia Romanova, Marketing Director, Biola Olga Romashchenko, Marketing Director, Pripravka Victoria Ruban, Head of Public Relations, MTS Ukraine Nonna Ryzha, Head of Marketing and Communications Department, AXA Insurance Maxim Sabelnikov, Marketing Director, Dorovsky Real Estate Yulia Satyrenko, Head of Marcom Department, Arterium Aleksey Selivanov, Marketing Director, EXIST.UA Tetiana Shapoval, Head of Retail Business Development, Credit Agricole Bank Nataliya Shepel, Marketing Executive in North Eastern Europe, Discovery Networks Ilona Sherenas, Category Director of Chocolate of Turkey, Ukraine and Eurasia, Mondelez Ukraine Victor Sherstyuk, Managing Director, UM Inna Shevchenko, Advertising Manager, Nissan Motor Ukraine Oksana Shevchenko, Brand Manager, Nescafe Dolce Gusto Olga Shevchenko, Marketing Director, Bank Credit Dnepr Konstantin Shtytsko, Marketing Director, Vinfort Vladislav Shulga, Head of Marketing and Sales, Intertelecom Elena Shvoryak, Senior Manager, Marketing and Trade Marketing of FOOD categories, Unilever Roman Shykhutsky, Managing Director, Media First Ukraine Vasiliy Shylov, Marketing Director, SUN InBev Ukraine Svitlana Shynkarenko, Managing Director, Adventa LOWE Iryna Shynkarenko, Deputy Chairman for Corporate Communications and Advertising, Public Relations and Media, Epicentr K Oksana Slusarchuk, Marketing Manager, BIC Ukraine Vladislav Solomin, Business Unit Manager Respiratory BU, GlaxoSmithKline Ukraine Vitaliy Soloviev, Chief Marketing Officer, Bereg Group Holding Dmitry Spivak, CIS CEO, Solutions Europe Media Nataliia Sredniaia, Marketing Director, Foxtrot Sergey Starush, CEO, Media Arts Group Ukraine Roman Stepanovskiy, Marketing Director, MOYO Oksana Stets, Strategic Marketing Director, Ternopil Dairy Factory Vyacheslav Suhomlinov, Executive Director, Tarantino Family Elena Sukhanova, Director, Tabasco Darya Tafintseva, Operations Director, Ogilvy & Mather Ukraine Andrii Titarenko, Digital Marketing Manager, ZF POLPHARMA S.A. Ludmila Titarenko, Managing Director, Scholz & Friends Kyiv Boris Tkachev, Head of Strategy and Research, New Products Group Valeriya Tolochina, Marketing Director of Shoes and Apparel Division, MTI Oleg Tomin, Owner and Creative Director, BART&FINK Yevhen Tryshyn, Marketing Director, Coral Travel Victoria Tsomaya, Marketing Director, Volia Ella Tsybulia, Marketing Director, Carpathian Mineral Waters Serhiy Uryn, Managing Director, THINKMcCANN Roman Vashkolup, Director of Marketing and Strategic Development, Bayadera Group Yaroslav Vedmid, Founder and CEO, Postmen Alexei Virko, Managing Director, Havas Media Ukraine Anton Volnyanskyy, Marketing and Strategy Expert, Personal Consulting Pavel Vrzhesch, Co-founder, Banda Agency Yana Yanova, Head of Marketing and Advertising, Philips Ukraine Vladymir Yuzyuk, Marketing Director, Bukovel Denis Zakharenko, Director of Mass Market Sales and Marketing Department, Ukrtelecom Oksana Zhuravel, Head of Marketing, METRO Cash&Carry Ukraine Kateryna Zinchenko, Head of Media, Kyivstar Iryna Zolotarevych, Head of PR&GR Services, AGAMA communications Vitaliy Tkachenko, Marketing Director, WOG

Food

Delicious Stories by Torchyn Agency

HAVAS Worldwide Digital Kiev Olga Kazkova, Account Director Ruslan Dobzhynsky, Senior Account Manager Alexandr Zelenko, Creative Director Anna Kremzel, Designer

Client

Nestle Olena Ivashchenko, Brand Manager Kateryna Dolzhenko, Junior Manager

Torchyn drove category growth via building new consumption occasions. We developed unique video recipes with our products having key role, and placed them on YouTube to address consumers’ need – deliver result guarantee and diversify menu within existing product set’. Culinary lovers were brought to YouTube channel via context advertising, YouTube channel promotion, and TV. «Delicious stories by Torchyn» became the most successful branded YouTube channel in Ukraine. Torchyn became #1. Culinary brand in UA recipe search. This resulted in growth. Of consumption frequency and market share, and improved the brand image.

Food

Korolevskiy Sedevr – the symbol of love Agency

Y&R Ukraine Barsukov D., Creative Director Gromova N., Art-Director Kostyleva A., Creative Group Head Shmotolokha I., Production Director Enkina V., Client Service Director Babyak L., Account Director

Media Agency AITI Advertising Agency LLC (Carat Ukraine) Client

AVK Confectionary Cherepenya Galina, Marketing Research & Media Manager Berezovaya Zaryana, Brand Manager

EFFIE AWARDS | Ukraine 2015

A market continued dropping in the segment of chocolates at the beginning of 2015. There was a challenging task for the brand «Korolevskiy Shedevr» – not only to keep its position, but also increase a market share at the period when consumers are interested in chocolates less than ever. Chocolates are a first thing to give up consuming in crisis times. So it was necessary to create a strong emotional reason for buying the «Korolevskiy Shedevr». Woman always want to have a constant confirmation that they still are loved and love still the same like at first date. «Korolevskiy Shedevr» has become a symbol of reminding to woman that she is loved by her man who is ready to do great deeds and accomplishments.

Food

Prostokvashino made in Poltavshchyna Agency

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

Media Agency Mec Digital Agency New Strategies Group Other Agency BTL Detonate (Qube Agency) Client

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

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

* Brand Health Tracking, TNS sept 2015

Food

Fair liter Agency

BART&FINK Oleg Tomin, creative director Polina Prosviriakova, account director Petro Didenko, art director Marina Ganotska, art director Irina Ilchenko, copywriter

Media Agency Media Systems Marketing Services Agency BART&FINK Client

Shedriy dar / KERNEL Inna Tokhtarova, Head of Marketing Mariana Holota, Specialist in labeling, packaging and advertising Mykhailo Pannov, Project Manager Olena Vernik, Trade Marketing Manager

EFFIE AWARDS | Ukraine 2015

2015 forced many FMCG producers to go for desperate measures – decrease the package volume to keep the illusion of the previous price. Of course they keep it quite. The sunflower oil brands was not an exceotion. «Shedry Dar» didn’t change the package thus becoming on of the most expensive brand. But it decided to win the challenge. The agency created the OOH campaign and the TVC afterwards that claimed that not every liter is actually liter. Shedry Dar – excellence without surprises. The result was 67% volume growth and 27% growth via average September sales.

Food

Hrusteam. Crispy jokes Agency

Geometry Global Ukraine Nadezhda Trikoz, Creative Group Head Sergey Yaroslavtsev, art director Olesia Turta, Account Director

Media Agency Optimum Media (OMD) Украина Client

Hrusteam Valeriya Rozhkova, brand manager Marina Stavinskaya, brand manager

In the end of 2014 the brand Hrusteam launched budget-format pack (35 g) to protect market share from competitors. However, with such gap in price (up to 50% for the same size) it was not enough. Consumers needed not only to be informed about the new format, but also to have something more to justify the reason to overpay. Taking into account that crackers are usually used in the company, one of the most important attributes of the brand is brand image. The most predetermining factor for the image construction was a selection of the target audience. So we decided to take a chance and build communication not for the main target audience – teens, as our competitors did, but attracting young people for whom crackers are the best snack for beer.

Food

Mail of Tenderness from Milka Agency

Saatchi & Saatchi Ukraine Vladimir Kononskiy, Art Director Oleksandra Kochubey, Copywriter Olga Selischeva, Designer Jana Karimova, Account manager Tatiana Slivko, Account manager

Media Agency Starcom Ukraine Client

Mondelez Ukraine Svitlana Tatura, Category Brand Manager, Chocolate

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

EFFIE AWARDS | Ukraine 2015

Food

Dirol «For Him and for Her» – first time on the market a special gum for guys and girls Agency

Saatchi & Saatchi Ukraine Kostantin Schneider, Art Director Sergey Beloshitsky, Copywriter Olga Selishcheva, Designer Tatiana Slivko, Account Director

Media Agency Starcom Ukraine Client

Mondelez Ukraine Hanna Semchuk-Neshchadym, Brand Manager

During market fall Dirol has launched two new SKU. To avoid ignorance from consumers’ side agency decided to present new flavors as tastes for differences – guys and girls. Big idea of the campaign referred to the message to be careful in mixing it up. But, such a message have pushed consumer to try flavors of opposites. Market share of Dirol grew by +11,4pp, and the competitor lost -10,5pp. Sales of Dirol were beaten by +55% 46% of new products sales were performed by competitor’s consumers.

Food

Marketing plan for 1095 days Agency

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

Client

Nestle Alona Degtiar, Brand Manager Valentyna Zhuk, Brand Manager Olena Polischuk, Brand Manager

EFFIE AWARDS | Ukraine 2015

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

Food

Caring Test Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Natalia Koval, Art Director Olena Gnucheva, Copywriter Olga Rozhankivska, Group Account Director Anastasiya Kostikova, Account Manager Yulia Golota, Client Service Director Vitaliy Davydenko, Designer

Second Primary Agency Universal McCann Client

PJSC «Myronivsky Hliboproduct» Yaroslav Mykhaylovskiy, Marketing Director Anna Klimenko, Marketing Manager

The trademark «Nasha Ryaba» felt confident in working with traditional media, but with the new media, particularly with social networks, it had great difficulty. Against the backdrop of the endless stream of «kittens», life hacking, funny videos, politics, war and crisis, the brand of chicken was clearly losing the battle for the attention of the Internet audience, and its core value – care – did not cause a significant interest. Decision proved to be a today’s popular format of online test. Test «What care do you need?» helped users not only to get the answer to this question, but also to bring their friends to the implementation of the recommendations of a care expert brand «Nasha Ryaba».

Food

Gratitude for care Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Rostislav Vishneviy, Creative Group Head Natalia Koval, Art Director Olena Gnucheva, Copywriter Olga Rozhankivska, Group Account Director Anastasiya Kostikova, Account Manager Yulia Golota, Client Service Director Yuriy Sklyaruk, Producer

Second Primary Agency Momentum Media Agency 1 Vizeum Media Agency 2 Universal McCann Other Agency

Master AD

Client Name

PJSC «Myronivsky Hliboproduct»

Yaroslav Mykhaylovskiy, Marketing Director Anna Klimenko, Marketing Manager Yulia Moskvina, Marketing Manager

EFFIE AWARDS | Ukraine 2015

Financial crisis? Traditional loss of demand during the fall season? Competitors dumping? TM «Nasha Ryaba» proved that it is possible to find a simple solution in such a complicated situation. Individual approach to customers in the framework of the annual promotions, helped to neutralize the circumstances.

Food

Cheese that can surprise Agency

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

Second Primary Agency ZenithOptimedia Ukraine

Client

KOMO Ukraine Oleg Kinder, Marketing Director Tetiana Bot’, Brand Manager

How can such a traditional, familiar from the childhood product like fused cheese surprise us? TM «KOMO» proved that impossible is nothing and came in the market with the line of new products with unusual flavors. The secret of success is not only the unusual combination of tastes, but also the fact that these fused cheeses are much more than a quick snack with a sandwich. They can make a lot of different dishes special and inspire to the experiments even recognized culinary experts. Sales results were also impressive. New products were sold so well that they exceed in sales even traditional bestseller of the category such as «Druzhba», «Holland», «Russian».

Food

Romantic spring with Raffaello Agency

Media Direction|OMD Ekaterina Revenko, Media Planner Elena Petrova, Head of Non-standard media solutions department Dmitriy Sakhno, Senior Media Planner Elena Meylakh, TV Planner

Marketing Services Agency Solution House

Client

Ferrero Ukraine Elena Melnik, Brand manager Marina Polyakova, Junior Brand Manager Anna Bondarchuk, Brand manager

EFFIE AWARDS | Ukraine 2015

Rafaello – undisputed leader in the category of sweets in boxes during the last two years. The category has been stagnating in recent years. It’s been hard to attain growth like never before whereas «rational» consumers switch to cheaper weighed out confectionary. Sweets in boxes are especially desirable during romantic holidays. Brand Raffaello with reputation of a sophisticated and delicate present, perfectly polished through the years always thoroughly prepare before the season to fight actively and try to increase the market share. The challenge in 2015 was to overextend ourselves, which means to surpass the pre-crisis level of sales by 5%. But how to perform best if the price has almost doubled? Complex multi-level communication with each step carefully aligned with the consumer journey enabled us to successfully reach and even overfulfill all the required indicators.

Food

How SEMKI has outsmarted hamster and peasant Agency

Media Direction | OMD Sergey Kostya, Media Planner

Digital Agency AGAMA Digital Group Client

SGROUP Corporation Anna Gladilevska, head of design and promotion department

In the second half of 2014 S.I.GROUP (major snacks producer with a diversified brand portfolio) has splitted into two competitive corporations: S.GROUP and SnackProduction. SEMKI, the absolute brand leader in seeds category, remained with S.GROUP. Deeply understanding the category, the new competitor creates a competing brand – San Sanych. At the same time, another brand (Khomka) also aggressively plans to raise market share. The key communications challenge was to prevent switching the consumers from SEMKI to active competitors during the peak season in 2015. One of the aggravating factors was the loss of distribution network in the most profitable regions, the total revenue of which was about 32%.

Food

Play with food Agency

Media Direction | OMD Sergey Kostia, Media Planner

Digital Agency AGAMA Digital Group Client

SGROUP Corporation Anna Gladyrevska, head of design and promotion department

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

EFFIE AWARDS | Ukraine 2015

Food

Tasty stories on the map Agency

Publicis Visage Olesya Drashkaba, creative director Ruslan Palamarchuk, art director Pavel Mandryk, copywriter Katerina Kolchanova, account manager Inna Kvitko, Group Account Director

Client

Torchyn Sokolova Nataliia, Brand manager Ketchup and Mustard

Being a leader on a mustard market with a share of 33%, Torchyn set the task to increase sales of the mustards with a mild flavor – «Amerykanska», «Bavarska» and «Dizhonska». As the 80% of the existing customers of mustards prefer sharp tastes, communication call was not just to introduce the Torchyn products, but to find the audience and teach it the consumption of the new product. The decision was to appeal to sauces consumers, and offer them mild mustard not as the mustard but as the available sauce that adds the bright new tastes to dishes that gave +35% increase in sales of mild mustards.

Food

Cheese art school Agency

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

Second Primary Agency TWIGA’GO! Media Agency MediaFirst Ukraine Digital Agency DIGIBRAND Client

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

EFFIE AWARDS | Ukraine 2015

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

Food

Olivie Agency

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

Client

Baschinskiy Mikhail Borisovich Baschinskiy, Head of Meat and Sausage Products Department Evgeniya Rodina, National Manager of Trade Marketing and Advertising In the TV commercial we have created two office characters who are arguing about who loves «Olivier» sausage by Baschynskyi the most. Based on the well-familiar insight – competitive spirit lives in every boy from his childhood, which can be expressed like: «My dad is stronger than yours. No, mine is!» – we unleashed the dispute flywheel up to curious heights

Food

Fileyni Agency

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

Client

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

EFFIE AWARDS | Ukraine 2015

In order to be heard by all the mothers, in the TV commercials we have selected a format that allows us to show as many characters and situations of consumption, as well as courses that can be made with sausages, as possible. To make every mother recognize herself and her loved ones. Thus the story of summer, mosquitoes, chickens in the garden, father’s breakfast, little swimmers, lonely bus stop in the woods, and a night bus was born... along with the story of the mothers who can treat themselves with a moment of rest. All thanks to the «Fileini.»

Food

Khomka Agency

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

Client

Leader Snack Tatiana Minko, Marketing director Anton Volnyanskiy, Marketing director Elena Bondaruk, Brand manager

Our strategy is to move from the «Snacks» category to the «Entertainment» category in order to become a part of watching the show, walking in the park or relaxing at the country house. It is not about being food, but a habit, a nice addition to other pleasant activities. Understandable, pronounced advantage of the brand: With Khomka time flies in a more interesting way. We want to pick up the sense of it, this «the magic of the moment.»

Non-alcoholic drinks

Jacobs Monarch Crema Agency

Havas Worldwide Ukraine Katya Ilchenko, Executive Director Nataliia Blazhkun, Account Manager Maksym Artemenko, Creative Director Maxim Nazarov, Art Director

Media Agency Starcom Ukraine Client

Public Joint-Stock Company «Jacobs Ukraina» Nataliya Paliy, Marketing Director PrJSC Jacobs Ukraina Oksana Nadyak, Senior Brand Manager R&G and On Demand

EFFIE AWARDS | Ukraine 2015

Long-term development strategy of Jacobs Monarch brand in the capacity of coffee market leader in Ukraine resides in building up the coffee consumption per capita, level of which is significantly lower than in neighboring countries. 37% of instant coffee consumers in Ukraine consume it not more often than twice a week due to the taste barrier: the taste of coffee is perceived by them as excessively strong. In order to promote coffee consumption in this segment, innovative product Jacobs Monarch Crema, which has a mild taste and soft cream, was launched. Within 6-months period new Jacobs Monarch Crema yielded for the company 4.7% market value share and 3.6% market volume share. Planned goals were reached 3 months ahead of schedule while incrementation substantially exceeded target level – 55% against 35% planned.

Non-alcoholic drinks

Rich Limited Editions Client

Coca-Cola Beverages Ukraine Limited Kateryna Ryabets, Marketing Manager Iryna Chervyts, Juice Brand Manager

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

Non-alcoholic drinks

5 minutes vacation campaign Agency

J. Walter Thompson Ukraine Anna Smirnova, Managing Director Bondareva Anna, Account Manager Vladislav Volochai, Creative Director David Gor, Art Director

Media Agency Starcom Ukraine Client

PJSC Jacobs Ukraina Nataliya Paliy, Marketing Director Natalia Revika, General Manager

Jacobs 3in1 «5 minutes vacation» campaign launch aimed to make Jacobs 3in1 stand out among competitors, deeply connect Jacobs 3in1 with audience in a fresh, interactive communication platform and become top of mind choice. We needed to create connection with the consumer via interactive platform, to educate consumer on 3in1 consumption experience, increase loyalty among TA and lead coffee mixes category. Chosen communication channels: On-line activation through campaign web-site, display campaign, TV spots & in-store. With «5 minutes vacation» launch Jacobs 3in1 reached out #1 Marketing position* with gained sales growth +60% vs Sep 14* and growing value share growth +1 pp**.

Source: *AC Nielsen Sep’15 **AC Nielsen Sep’15 vs Apr’15

EFFIE AWARDS | Ukraine 2015

Non-alcoholic drinks

Open your Coca-Cola Agency

Adventa LOWE Aleksey Demin, Associate Creative Director Zhanna Sidorskaya, Client Service Director Elena Shevchenko, Account Director Marina Mostovaya, Art Director Alina Goncharenko, Copywriter

Second Primary Agency A-Group Advertising Agency Media Agency Carat Digital Agency Miritec Other Agency

Liquid7 / AGAMA Digital Group

Client

Coca-Cola Ukraine Limited

To bring brand love of youth back Coca-Cola decided to turn the product into the communication tool perfectly suited for youngsters. Its activity was based on the worldwide Share a Coke campaign, where nicknames, statuses, situations, moods and call to actions were added to the names. Each stage of communication reflected a new stage in youth’s life. As a result all goals were overfulfilled and Love of youngsters became the best reward of the campaign

Tatyana Krupenko, ICM Manager Olga Molchanova, Sparkling Category Manager Aleksey Bekh, Connection Planning Manager

Non-alcoholic drinks

Karpatska Dzherelna Agency

BBDO Ukraine Anze Jereb, Creative Director Denis Keleberdenko, Creative Group Head Pasha Melnyk-Krisachenko, Art Director Dima Kishka, Copywriter Irina Danilevskaya, Account Director

Client

Carpathian mineral waters Ella Tsybulya, Marketing Director

Sales of mineral water have a strong seasonal dependence, and peak is between April and September, when the real fight begins. During this period, we have challenged the giants – national and international, with the battle for consumer attention and sip. Just before «high season of mineral waters» we have created video about origin of «Karpatska Dzherelna» and its magical influence on our bodies. Comparing the results before and after the campaign, we have received an increase of a market share and sales in Ukraine. «Karpatska Dzherelna. Rejuvenating water.»

EFFIE AWARDS | Ukraine 2015

Non-alcoholic drinks

Pepsi Retro 3.0 Agency

BBDO UKRAINE Eugene Kurtev, Head of Strategy Anze Jereb, Creative Director Denis Keleberdenko, Creative Group Head Mike Petrusiak, Art Director Iryna Kochubey, Account Director

Other Agency Production

Pronto Film

Other Agency Set designer

PatokaStudio

Client

PepsiCo Ukraine Alexey Popov, Junior Brand Manager

Pepsi Retro 3.0 campaign aimed to support brand in NY period, while the main competitor`s activity traditionally is very massive. Communication was based on the idea that fashionable trends appear on and later pass away, Pepsi is cool and fashionable forever. Execution: the Art-Installation with more than 100 items, gadgets and gismos which, once upon a time, were cool and even iconic. The communication channels used: TV, online, OOH, BTL. The campaign resulted to increase in repertoire purchase, increase of loyal consumers almost to 10%, and splash of important image attributes such as «Is a brands that is setting the trends», «Brand that you love» and others.

Non-alcoholic drinks

Kvass in a city Agency

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

Media Agency Media Direction Ukraine Client

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

EFFIE AWARDS | Ukraine 2015

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

Non-alcoholic drinks

Pepsi #sorry_mom Agency

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

Client

PepsiCo Ukraine Zhanna Strelnikova, Category Brand Manager / CSD, Water & Energy Anatoliy Gordeev, Beverages Marketing PepsiCo EER Popov Aleksey, Junior Brand Manager (CSD/LIT)

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

Non-alcoholic drinks

Lipton or brew Agency

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

Client

Unilever Ukraine Elena Shvoryak, Senior GTM (BB&CM) Manager, FOOD Categories Nadezhda Fomina, Brand Manager FOOD Categories Olga Zenevich, Jr. Brand Manager Lipton

EFFIE AWARDS | Ukraine 2015

Lipton has shown negative dynamics of the market share in 2014, which was caused by the forced increase of the product price and negative perceptions of Lipton as a poor quality tea. Our task was to reverse this negative trend and influence on the perception of consumers. We decided to arrange social experiment as a solution. We made ordinary people to taste two teas blindly and asked for their opinion. The experiment has shown that Ukrainians prefer Lipton when they consider their own taste. As a result of the campaign, we have stopped the decline in the Lipton market share and increased it by 0.4%. The sales increased by 12,7%, the rejection rate decreased by 24% compared with the period before the campaign, and the SBA has grown by 34%.

Alcoholic drinks

Kozats’ka Rada. Cossack in each of us Agency

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

Media Agency Havas Media Ukraine Other Agency ТАВР Media (radio) Client Name Bayadera Group Roman Vashkolup, marketing director Dmitriy Samsonenko, creative director Bayadera Group Inna Sirchenko, Brand Manager TM «Kozats’ka Rada» Dariya Kovalenko, junior Brand Manager

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

Alcoholic drinks

Koblevo. «2 suns» Agency

Kinograf Vitaliy Kokoshko, creative director/film director Vira Gliebova, strategic director Bogdana Zaets, copywriter Lesia Boiko, copywriter Alexey Kozak, senior copywriter Sergey Artemenko, art-director Oleg Nekitchuk, art-director

Media Agency Havas Media Ukraine Other Agency

ТАВР Media (radio)

Client

Bayadera Group Roman Vashkolup, marketing director Dmitriy Samsonenko, creative director Bayadera Group Oleg Zvonarev, Brand Manager TM «Koblevo»

EFFIE AWARDS | Ukraine 2015

Background: In 2014, the Crimea was annexed. Many Crimean wines disappeared from the shelves and their consumers switched to Inkerman – the leader of the wine market. Koblevo ranked 2nd and there was no chance to change the situation, as the gap was growing – the freed-up consumers of Crimean wines were passing to competitors. Task: To assume leadership by market share and attract former consumers of Crimean wines. Solution: To speak about the unique climate where the vines of Koblevo grow and the uniqueness of Koblevo wine. Results: TM Koblevo raised its market share from 10% to 15.8% and ranked first, getting ahead of Inkerman by 2.1 p.p.

Alcoholic drinks

Khlibnyi Dar – vodka No.1 in Ukraine Agency

Kinograf Vitaliy Kokoshko, creative director/film director Vira Gliebova, strategic director Bogdana Zaets, copywriter Igor Karakuts, copywriter Kerill Novak, copywriter

Media Agency Havas Media Ukraine Client

Bayadera Group Roman Vashkolup, marketing director Dmitriy Samsonenko, creative director Bayadera Group Denis Lushchishin, head of liqueur and vodka department Sergey Sergeyev, Brand Manager ТМ «Khlibnyi Dar»

Background: The year 2014, the country is in political and economic crisis. The prices are rising, and the wages are falling. Verkhovna Rada raises the excise tax on vodka. Khlibnyi Dar grows in price by 10 hryvnas. People revise their consumer baskets and change usual brands. The sharp rise in prices threatens the loss of market share. Task: To hold the lead, and give the consumer a reason to be proud of his choice, to justify the increased price. Solution: To convey the message «Leader of sales» without pathos, in a confidential manner. Results: 54% of the consumers came to believe Khlibnyi Dar the market leader. The brand not only retained its share, but gained it from 15.4% to 19.9%.

Alcoholic drinks

Khlibnyi Dar. For those who turn the Earth Agency

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

Media Agency Havas Media Ukraine Digital Agency SPN Communications Other Agency

ТАВР Media (Radio)

Client

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

EFFIE AWARDS | Ukraine 2015

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

Alcoholic drinks

Stella Cinema Agency

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

Digital Agency Proximity Ukraine Client

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Daria Selynna, Senior Brand Manager Stella Artois and Licensed Brands

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

Alcoholic drinks

Prague in your hand Agency

BBDO UKRAINE Anze Jereb, Creative Director Martynas Birskys, Head of design studio Pasha Melnyk, Art Director Mariya Teterina, Designer Konstantin Kondrashin, Designer Denis Kryvosheya, Prepress specialist Natalia Liseeva, Account Director Iryna Kolisnyk, Account Manager

Client

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Ukraine Konstantin Tamirov, Marketing Director Russia Ekaterina Zrazhevskaya, Senior Brand Manager, Staropramen UK Darya Maltceva, Brand Manager, Staropramen Russia Glib Ivanov, Brand Assistant Premium Brands, Ukraine

EFFIE AWARDS | Ukraine 2015

What`s in the heart of Staropramen brand? The Prague itself in all it`s versatility, the ancient streets with amazing architecture and echo of glorious times in every brick. We have made a journey through the ages and architecture that influenced the face of Prague. And implemented it into limited edition can series, which were emphasised by authentic legends on backside. Thats how the art was canned…

Alcoholic drinks

Robert Doms Club Agency

GRAPE Ukraine Aleksei Morozov, Creative director Stepan Barkholenko, Creator Oksana Denga, Copywriter Larisa Kopach, SMM-manager Natalia Strelchenko, Art director Evgeniy Ordynskii, Art director Natalia Matvienko, designer Andrey Mishchenko, designer Kristina Gladkaya, motion designer Elena Salivon, Production director Ekaterina Oleynik, Production manager Ivan Skvordyakov, Head of data Inna Yarovaya, New-business director Ksenia Pilipenko, Account manager

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Львівське» Katerina Druzhynskaya, trade mark specialist Anna Dembitskaya, trade mark specialist Vita Murenko, trade mark specialist

To create a long-term platform in social media, «Livske Robert Doms» brand had to find its distinctive, unique topic, which would be relevant to the consumers’ interests. We have decided to make the brand conquer new segment – national crafted beer in Ukrainian Facebook and created «Robert Doms Club» – a community for crafters, people who value exclusive attention to the product of create it themselves. Over 16 thousand people became fans, the group was the leader in growth for 5 times, 4 times the Club was No 1 in engagement levels.

Alcoholic drinks

Legendary Words Agency

GRAPE Ukraine Aleksei Morozov, Creative director Stepan Barkholenko, Creator Elena Salivon, Production director Ekateryna Oleinyk, Production manager Evgeniy Ordynskyi, Art director Yaroslava Goncharuk , Copywriter Arkadyi Pasechnyk, Video art director Iurii Homovskyi, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Marina Rybitskaya, Account manager

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Lvivske» Lesya Slabka, National trade mark Manager Anna Dembitskaya, trade mark specialist

EFFIE AWARDS | Ukraine 2015

Brand «Lvivske» acted as a sponsor of «Okean Elzy» band jubilee tour, focusing on the opportunity to develop the musical territory in its communication. The campaign’s goal was to secure Lvivske’s positions in the territory of Ukrainian music. Idea – every Ukrainian can directly participate in the jubilee tour of the legendary rock-band. Through an interactive website users created 10 fan-videos using 1203 words from Okean Elzy songs. The project covered over 1 mln users, while Lvivske became the most popular beer of 2014 among Ukrainian users of social media.

Alcoholic drinks

Celebration in «Lvivske» style Agency

THINKMcCANN Alexandr Netrebchuk, Associate Creative Director Julia Storchak, Creative Group Head Svitlana Polohaylo, Senior Art Director Kirill Skikevich, Chief Strategy Officer Julia Golota, Client Service Director Olga Kutuzova, Group Account Director Olga Kashpur, Account Manager Yuriy Sklyaruk, Producer

In the year of its 300th anniversary, «Lvivske» has decided to give customers a special experience, and invited Ukrainians of different generations to celebrate the anniversary on the Beer Festival in Lviv.

Second Primary Agency Momentum Media Agency Media Direction Ukraine Digital Agency Grape Ukraine Client

Carlsberg Ukraine Andrey Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Lesya Slabka, Senior Brand Manager Anna Dembitskaya, Junior Brand Manager Vita Murenko, Brand Specialist

Alcoholic drinks

About soft bar atmosphere Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Rostislav Vyshneviy, Creative Group Head Dmitry Nisteruk, Creative Group Head Viktor Vysotskiy, Senior Copywriter Julia Golota, Client Service Director Olga Rozhankivska, Group Account Director Serhiy Kallash, Senior Account Manager Yuriy Sklyaruk, Producer

Second Primary Agency Grape Ukraine Media Agency Media Direction Ukraine Client

Carlsberg Ukraine Andrey Otroschenko, VP Marketing Anton Panasenko, Brand Manager Alina Moskalenko, Brand Specialist

EFFIE AWARDS | Ukraine 2015

Launch of a new product Baltika Razlivnoe Myagkoe with unique product characteristics became a successful solution for the entire Baltika brand portfolio. Atypical for the brand and draft beer segment communication has given Baltika new actual values of brewing expertise and taste enjoyment. Baltika Razlivnoe Myagkoe did what could not do anything else – to stop the rapid decline in market share and sales of the parent brand Baltika, which was going through hard times.

Alcoholic drinks

A story about business challenge Agency

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

Client

Tavria Roman Moiseiev, Marketing Director

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

Alcoholic drinks

MartiniRacing Agency

Zenith Optimedia Ukraine

Second Primary Agency Ebola / AGAMA Digital Group PR Agency

Hoshva PR

Other Agency

FILMO

Client

BACARDI-MARTINI UKRAINE

Martini has suffered from vermouth category steady decreasing during last 3 years due to growing alcohol drinks diversity and developing culture of alcohol consumption in Ukraine. To stabilize sales dynamics it was decided to communicate Martini vermouth and sparkling wines in new positioning «Race To Desire» in 2015. Martini Racing was developed as global activation but local touch was necessary for success. Project aims at engaging consumers through 360 activations around the idea YOUR RACE TO DESIRE. The project focused on Millenials who want to live meaningful, exciting experiences & pursue what they love. As they are digitally native and obsessed with sharing experiences online, major communication aimed at digital owned media development and empowering earned

EFFIE AWARDS | Ukraine 2015

media. Global website was major Hub for participating, but mechanics was perceived very difficult for local online users. To solve global problem of website and encourage online users to participate we focused on smart paid promotion with conversion-banners, precise targeting and reactivating awared users. To drive Earned media we engaged key celebrities (provocateurs) relevant to our Target Audience to be involved and created reality show worth spreading by Millenials in social media. As result, local touch of Martini Racing succeeded with high share of Ukrainians among participants (29%) and increase of Martini market share (+1,7%% YTD in vermouth and +31% in sparkling wines). And the most exciting is that main prize, Porsche Carrera, is won by Ukrainian guy!

Найбільший продавець телебачення та інтернету в країні

Політика єдиного вікна

+380 44 495 77 88 question@starlightsales.com.ua

FMCG

«Your dreams – our inspiration» Agency

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

Second Primary Agency PROVID Client

Oriflame Cosmetics Ukraine Llc. Yana Khmurova, Marketing & PR manager

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

FMCG

All-Ukrainian story of hugs Agency

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

Second Primary Agency Hashtag Other Agency

Bart&Fink

Client

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

EFFIE AWARDS | Ukraine 2015

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

FMCG

Kotex Tampons Experiment Agency

ISD Group Viktor Shkurba, Creative Director Nataliya Tachinskaya, Executive Producer / Art Director Mikhael Traverse, Strategy Director Ihor Tulub, Creative Group Head Olesia Diachenko, Alexandra Zhyla, Svetlana Mironchuk, Vladimir Bilets

Second Primary Agency Hashtag Other Agency

Electric Sheep Film production

Client

Kimberly-Clark Ukraine Nataliya Korobka, Marketing manager AFFC Nataliya Voloshyna, Brand Manager FEMC Oleksiy Kovalenko, Digital Manager

During their period girls become insecure because of the fear of being «exposed» in front of strangers. We wanted to demonstrate that girls can stay confident with Kotex tampons, attractive and sexy even under the watchful gaze of others. We have prepared a psychological experiment, in which the girls participating had to figure out which of them came for shooting during their periods. While trying on the task spectators became participants of the experiment without knowing it. The outcome was unexpected — tach of them had «these» days. The sudden turnaround conveys the primary message — with Kotex no one would guess that you have «these» days.

FMCG

Kotex Fashion Service Agency

ISD Group Viktor Shkurba, Creative Director Mikhael Traverse, Strategy Director Sergey Komlev, Mykolay Yuhnov, Maria Prokopenko, Designers: Ihor Tulub, Senior Copywriter Alexander Savin, Alexey Nasirov, Development Olesia Diachenko, Alexandra Zhyla, Account Manager Vladimir Bilets, Analyst

Primary Agency Hashtag Other Agency

Pif Paf production

Client

Kimberly-Clark Ukraine Nataliya Korobka, Marketing manager AFFC Nataliya Voloshyna, Brand Manager FEMC Oleksiy Kovalenko, Digital Manager

EFFIE AWARDS | Ukraine 2015

Kotex pad’s advertising was always delicate. It was neither about «experienced girlfriends», nor about cutting the product with scissors. The brand position was built around the femininity and sexuality of stylish and modern girls. The problem was that image and style of the brand’s limit were reached. There was a necessity of expansion of other segments with traditional approach to personal hygiene. The challenge was supported by the fact that extension should not harm basic positioning. How can we deliver the functional benefits of the product without compromising contemporary image?

Home furnishings and appliances

Switch 2-in-1 Primary Agency

GRAPE Ukraine

Aleksei Morozov, Creative director Artem Kuchin, Creator Elena Salivon, Production director Ekaterina Oleynik, Production manager Nataliya Strelchenko, Art director Yaroslava Goncharuk, Copywriter Arkadiy Pasechnik, Video-art director Iurii Homovskii, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Ivan Skvordyakov, Head of data Daniil Maluha, Media manager Oksana Bogdanova, Account director

Client

Intel Ukraine Yuri Mykolyshin, Marketing director

Intel: a choice without a choice On the eve of 2015, when new, thin, stylish, powerful laptops flooded the market, it was time to promote the «2-in-1» class device running on Intel processor: a laptop when you need it, a tablet when you want it. We created an interactive cartoon which we published on the website of a popular web-supermarket. The project covered around 700 000 people. Almost 60 000 participants completed the story and received personal recommendations, almost 500 devices were sold during the first month of the project.

Home furnishings and appliances

Ukrainian engineers impress the world! Agency

TABASCO Creative Agency Alexander Smirnov, Creative Director Tatiana Kurmaz, Producer Eugenia Dzyubenko, Copywriter Tatiana Shapoval, Art Director Svetlana Korytko, Account Director

Second Primary Agency Full Contact Client

Impression Electronics Georgiy Cherniavsky, General Director Evgeniy Tolchinin, Marketing Director Anastasia Livshyts, PR Manager

EFFIE AWARDS | Ukraine 2015

ТМ Impression Electronics is the only Ukrainian brand of mobile electronics developed by Ukrainian engineers that provides a low cost. However, the consumer has a stereotype that Ukrainian equipment cannot be of high quality. Today it is important more than ever to show by deeds that Ukrainian engineers are able to impress the world and to do this not only abroad and for abroad, but at home and for the Ukrainians. The launch of a unique art installation took place in Kiev on the 26th of September, 2015. Ukrainian engineers of Impression Electronics transformed the cultural and historical sigh into unique art installation – the first Ukrainian digitalmonument to Hetman Bohdan Khmelnytsky. PR media coverage made about 50 million people.

Home furnishings and appliances

Like a DJ Agency

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

Second Primary Agency MediaFirst Ukraine Digital Agency DIGIBRAND Client

Hansa Ukraine Anna Novak, Product & Marketing Manager

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

Home furnishings and appliances

MOYO.UA Agency

Banda Agency Pavel Klubnikin, Creative Director Yaroslav Serdiuk, Head of Strategy Egor Petrov, Head of Arts Vadym Tkachuk, Art Director Yuriy Rusovskiy, Designer Anna Goncharova, Copywriter Anna Olkhovets, Account Director

Client

MOYO Dmitri Basov, General Manager Natalya Gorokhova, Marketer Our strategy is to become the symbol of the «smooth online purchase.» Before, you had to take risks in order to save money, but now there is moyo.ua. We found our own territory between the large shops and online stores. The best part of the story is that the sales have increased not only during the campaign, but also continued to actively grow further, indicating that we have chosen the right strategy.

EFFIE AWARDS | Ukraine 2015

Medicines & medical care services

Linex of the first summer for winter brand Agency

Starcom Ukraine Alexey Osadchiy, Media director Andrey Rybkin, Buying director Anna Farafonova, Media Group Head

Client

Sandoz Ukraine Iryna Kryzhna, OTC Marketing manager Polina Sokolovych, Brand manager

Linex – is a leader in the category of probiotics – medicines, that regulate the organism’s microflora. Year after year, TV commercials and pharmacists recommendations have built up a stereotype with people: if you are taking antibiotics – you should compensate its negative consequences using Linex. Cold seasons are periods when antibiotics are consumed more often. So gradually Linex as a brand has become big, successful and... associated mostly with cold periods of the year. Being an imported product, Linex was more than others negatively affected by the consequences of economic downturn – even loyal consumers started to switch to a cheaper local analogues. By the end of winter season-2015 Linex market share dropped down to the historical low of 22%. Under such a dramatic performance it was getting too dangerous to simply sit and wait for the next cold autumn season. We decided that Linex should use upcoming summer season as a new communication territory. And our main challenge was to make this first summer Linex campaign as relevant as possible for our consumers. The fact the Linex team in Ukraine didn’t have assigned creative agency stimulated our creativity and the search of new executional ideas in media. Linex pharmacological properties account for a great number of consumption occasions, that we haven’t yet discussed with our target audience. Diarrhea, related to seasonal increase of fresh

vegetables and fruits in the dietary intake, was chosen as a basis for the Linex summer communication. Our target audience’s tendency to the superficial self-treatment is well-known. While buying something «for the tummy» in the pharmacy, average Ukrainian first of all looks for a medicine to relief the symptoms. Using high level of awareness and advocacy of Linex brand we suggested an alternative approach during our summer campaign : a medicine that would not only relief the symptoms but help to fight with the origins of the disease – problems with the microflora’s imbalance. To amplify the effect of our communication a spectacular and efficient solution was invented in OOH. We have created a concept of «bushboards» – regular billboards that were partially covered by nearby tree leaves of bushes. A special message was placed on all carrier that had a direct idiomatic connotation with the disease: «Diarrhea? Do not hide in the bushes». Tree crown that is normally trimmed by vendors has become our natural extender and also allowed to optimize cost of ad campaign by more than 50% . As a result the idea of human body microflora protection in advertising resonated with real flora protection in a big and hot city. Campaign results exceed all expectations. First Linex summer advertising campaign not only helped to stop market share deterioration but resulted in market share increase up to 13%. During the first week of ad campaign sales uplift was 21% – record breaking performance for Linex marketing communication activities since 2013. Linex discovered new seasonal opportunities to grow faster than the market and be less depended from periods of Cold&Flue

Medicines & medical care services

Everything you are afraid to ask about Agency

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

Second Primary Agency Name STB TV Channel Client

Astellas Pharma Europe B.V Artem Matveev, Marketing Manager

EFFIE AWARDS | Ukraine 2015

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

Medicines & medical care services

Magnicor brand communication launch campaign Agency

SEM Ukraine Dmitry Spivak, SEM CIS CEO Alla Radchenko, SEM Ukraine Director

Media Agency Nostra Communications Client

Public company «Kyiv Vitamin Factory» Roman Matkivskyy, Deputy General Director in charge of Distribution Spartak Seleznev, Head of Marketing Valeriy Savin, Product manager

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

Medicines & medical care services

All-Ukrainian story of hugs Agency

Second Primary Agency Hashtag Other Agency

Bart&Fink

Client

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

EFFIE AWARDS | Ukraine 2015

Medicines & medical care services

Kotex Fashion Service Agency

Primary Agency Hashtag Other Agency

Pif Paf production

Client

Kimberly-Clark Ukraine Nataliya Korobka, Marketing manager AFFC Nataliya Voloshyna, Brand Manager FEMC Oleksiy Kovalenko, Digital Manager

Medicines & medical care services

Kotex Tampons Experiment Agency

Second Primary Agency Hashtag Other Agency

Electric Sheep Film production

Client

Kimberly-Clark Ukraine Nataliya Korobka, Marketing manager AFFC Nataliya Voloshyna, Brand Manager FEMC Oleksiy Kovalenko, Digital Manager

EFFIE AWARDS | Ukraine 2015

Products and services for children

Alphabet of Profession Agency

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

Media Agency Mec Other Agency 1 ILL& MATES illustrating agency Other Agency 2 J&A Advertising Client

Danone Dnipro Andrey Romanyuk, Brand Marketing Manager

Brand «Rastishka» is the market leader in its category. It becomes difficult to keep a leadership from year to year. The focus on two different TA (mothers and children) is a hard challenge for brand. It was decided to focus on the promotional campaign with a message directed to two target audiences in 2015. That is why the idea «ABCs professions» was created – it contains 33 magnets with alphabet and the image of the main character of the brand «Dino» in the role of a profession, supported by the bright fact about each of the profession. The Brand gave to parents a simple tool in helping their childrens’ development in an easy and relaxed form, and children got an opportunity to collect an alphabet. As a result – the «Rastishka» campaign increased its market share by 5% and sales by 60%.

Products and services for children

1000 dipers Agency

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

Media Agency Mindshare Digital Agency ISD Marketing Services Agency BART&FINK Client

Kimberly-Clark. Huggies Daria Sergiienko, BCC Brand Manager Kalinichenko Anna, Junior BM

EFFIE AWARDS | Ukraine 2015

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

Products and services for children

All-Ukrainian story of hugs Agency

Second Primary Agency Hashtag Other Agency

Bart&Fink

Client

Kimberly-Clark Ukraine

Alyona Churilova, Marketing manager Huggies Maksym Nosenko, Brand manager Huggies Daria Sergienko, Brand manager Huggies Oleksiy Kovalenko, Digital Manager

Telecommunications services

The Next Big Thing 2015 Client

1+1 media Galyna Grubliak, Head of Corporate Communications Department Kateryna Ladvyshchenko, Head of Digital Promotion Group Tetiana Vakula, PR Manager Hanna Khoroshkovata, PR Specialist

The need to fill broadcasting space with new high-quality content forced Ukraine’s media market to intensely search for fresh ideas for television series and shows. However, the domestic market is rather limited; that is why various formats of TV series and shows «roam» from one channel to another. In order to find fresh and bold ideas, we decided to appeal to those who know the best what the viewing preferences of Ukrainians are, namely to the audience. We created a platform where anyone interested could share their ideas. Within two months of gathering ideas, we received around 800 video presentations of new TV series and shows, and this number was much higher than planned originally. The best ideas from our participants were awarded with cash prizes, and the TV series based on the Grand Prix winning idea is already under production by 1+1 Media. In addition, we expanded our creative talent pool; some of the Contest participants were invited to interviews with top managers of the Group.

EFFIE AWARDS | Ukraine 2015

Telecommunications services

Her name is Ukraine Agency

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

Client

Kyivstar Daria Partas, Senior Communications Officer

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

Telecommunications services

Interactive TV Agency

Leo Burnett Ukraine Tatiana Fedorenko, Creative Director Svetlana Zagidko, Client Service Director Sergey Molokovich, Senior Art Director Vladimir Navrotskiy, Senior Copywriter Oksana Matchuk, Account Manager

Media Agency MEC Client

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

EFFIE AWARDS | Ukraine 2015

It was a serious challenge for Ukrtelecom to win on the market with lots of offers from direct competitors, as well as satellite and cable services. We have focused on 50+K cities were Ukrtelecom had advantage of technical coverage. Our audience due to crisis was forced to cut down expenses, especially, for entertainment. In order to address this issue we created a campaign offering affordable way of interesting and exciting staying at home. The result was that in 6 months Ukrtelecom became key IPTV provider in Ukraine.

Telecommunications services

Intercity calls Agency

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

Media Agency MEC Client

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

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

Telecommunications services

Kyivstar. Free roaming Agency

Initiative Andrey Andrushenko, Managing Director Dmitriy Breus, Strategic Director Zhanna Kobzareva, Media Group Head Yaroslava Shvetsova, Senior Media Planner

Second Primary Agency Adventa Lowe Digital Agency Advance Digital Client

Kyivstar Sviatoslav Gorban, Marketing Director Tatiana Svetlova, Head of Marketing Communications Department Dmitry Zakharov, Brand Manager Viktoriya Kirilenko, Head of Media unit

EFFIE AWARDS | Ukraine 2015

In 2014, the popularity of roaming service has significantly decreased because of the economic and political crisis. Kyivstar launched a new product «Free Roaming», but consumers were completely not aware of this tariff. Our solution was to integrate brand in all stages of tourist’s preparation for the trip, using opinion leaders. The key element was popular Ukrainian travel TV show «Heads and Tails», while TV hosts of the program became our brand ambassadors. We went out of the scope of the program and used TV hosts in other communication channels.

Telecommunications services

NEO brand Agency

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

Media Agency Initiative Client

Kyivstar JSC Svyatoslav Gorban, CMO Tatiana Svetlova, Head of Marcom Department Alexandra Pasechnik, Brand manager

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

Telecommunications services

Tower Agency

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

Media Agency Initiative Client

Kyivstar JSC Svyatoslav Gorban, CMO Tatiana Svetlova, Head of Marcom Department Dmitry Zakharov, Brand manager

EFFIE AWARDS | Ukraine 2015

The Kyivstar’s income from international calls has reduced by the second half of 2014 despite of big base of subscribers, who periodically call abroad. The agency got a tricky task: to tell about the service, so that potential subscribers do not even think about alternative ways of communication. We have set the task to create a deep, emotional TVC, which would touch every viewer. And this how the TVC idea appeared: «There is nothing more important than sharing stories with your family.» The proposed solution not only increased the number of calls, but also raised highly social topic that was actively discussed.

Telecommunications services

Saint Nicholas Agency

TABASCO advertising agency Alexander Smirnov, Creative Director Sergei Maluk, Copywriter Vladzimir Kobets, Art Director Vitaliy Muzh, Strategist Olga Zgegulina, Producer Olena Sukhanova, Director Alena Novikova, Account Director

Client

MTS Ukraine Oleg Reshetin, Director of Marketing Victoria Boyanovskaya, Head of Communications Alexey Kharchenko, Senior expert of Marketing Communications

The last year and a half was a difficult period for Ukrainians. Due to financial instability and the sense of insecurity of the future, consumer activity is gradually decreasing in all areas. To ensure a long-term customer retention, MTS Ukraine developed a new service «A year without subscription fee» — 50% discount for the annual subscription fee. To convey the message, we’ve chosen the main Christmas character — Grandfather Frost / Saint Nicholas. With the help of MTS Ukraine, he can find lots of activities even after the winter holidays, and at the same time forget about the monthly fee for the whole year! The campaign became one of the most successful campaigns in the history of MTS Ukraine, and brought excellent business results!

Telecommunications services

High-speed 3G Agency

TABASCO advertising agency Alexander Smirnov, Creative Director Eugene Dzyubenko, Copywriter Tatyana Shapoval, Art Director Irina Lebedeva, Strategist Olga Zgegulina, Producer Olena Sukhanova, Director Alena Novikova, Account Director Tatyana Mastyugina, Account Manager

Client

MTS Ukraine Oleg Reshetin, Director of Marketing Victoria Boyanovskaya, Head of Communications Alexey Kharchenko, Senior expert of Marketing Communications

EFFIE AWARDS | Ukraine 2015

Following the acquisition of 3G network licenses by all mobile operators, it was necessary to break the status quo in the sector, and provide leadership in the mobile Internet for MTS Ukraine. At launch, the brand was in third place in perception of the mobile Internet. The campaign was implemented in two stages: 1. We appealed to consumers with a powerful image message that inspired people to be the first in 3G with MTS Ukraine. 2. We focused on securing a categorical key advantage of mobile 3G Internet—the speed—to ourselves. As a result of the campaign, MTS Ukraine became a leader in the perception of mobile 3G Internet among Ukrainian users.

Telecommunications services

Fine Territory communication Agency

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

Client

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

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

Telecommunications services

Set-up of e-commerce system for VOLIA Primary Agency AGAMA Digital Group Julia Bobrovskaya, client service director Pavel Shchugarev, e-commerce specialist Artem Denisov, context manager Svetlana Danilyuk, media planner Alexandra Svintsitskaya, account manager

Second Primary Agency PROVID Media Agency Media Direction | OMD Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

EFFIE AWARDS | Ukraine 2015

Volia is a leading nationwide telecommunications provider. The market of telecommunications providers in Ukraine is high-tech and very competitive. According to deep Internet penetration in Ukraine (about 68%) Volia considered web-channel as a strategically important tool to attract new subscribers. Our challenge was to build and enhance it as much as possible. Analyzing the results, we faced with lots of questions: Why the increase of traffic doesn’t convert into sales increase? Why offline ad messages don’t work online? Where to find a relevant user? How to convince users to order services on the web-site? That is why we had to transform our strategy from monthly planning tools (as it was before) into the complex long-term approach in order to build an effective online-channel to attract new clients, to increase the share of the channel in total volume and to achieve sales KPIs.

Telecommunications services

life:) 3G+ Launch Agency

Subsidiary «Scholz & Friends Kyiv» Irina Boyko, Creative Group Head Mikhail Krivorouk, Creative Director Elena Tverdohleb, Art Director Orest Zagorskyi, Senior Account Manager Zhanna Maslova, Account Executive

Client

ASTELIT Sergey Gulyaev, Chief Marketing Officer Nazar Smal, Head of Consumer Marketing Victoria Slobodian, Leading Marketing Communications Specialist Tatiana Sosyura, Leading Marketing Communications Specialist

Being #3 operator life:) faced the challenge to communicate 3G launch with much smaller media budget compared to competitors. On the 3G auction life:) bought the most expensive frequencies. This caused huge buzz in media, gave possibility to communicate maximum 3G speed and was used to differentiate from competitors. We developed sub-brand 3G+, whose name reflected competitive advantage. Space station «3G+» became communication key visual emphasizing fastest possible speed and enabling participation of the first Ukrainian astronaut Leonid Kadenyuk. To increase image attributes wide-coverage channels TV and OOH were used.

Telecommunications services

Will to innovations! Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Media Agency Media Direction Client

TM «VOLIA» Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom Department Iryna Kishchenko, MarCom manager

EFFIE AWARDS | Ukraine 2015

Volia had to switch without any loss the subscribers`base (18 300 people) to new modems functioning in EuroDocsis 3.0 standard, with aim to switch all the Volia company`s customers to the new technology. Thanks to the correct communication 100% modem change was fulfilled, without customers loss and the result had been achieved 2 months ahead of the deadline, which allowed to upgrade the network 2 months before the planned date. Notwithstanding the idea had the negative insight, the wise creative and media strategy allowed not just to save the satisfaction level of the customers, but to increase it by 16%.

Telecommunications services

To each his own! Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Second Primary Agency Media Direction | OMD Digital Agency AGAMA Digital Group Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

August-September is a strategically important season for any, the success of this period to a large extent defines the dynamics of gaining new clients in the second part of the year and it influences the annual result significantly. But there appeared a «small» difference between 2014 and 2015 in Ukraine – the customer has changed: in February customer sentiment index dropped to its minimal level since 2009, and the current citizens welfare has dropped to the lowest index in 15 years. Challenge for communication: sales tasks remain the same, resources for promotion are identical to those of 2014, but the consumer has changed.

Telecommunications services

VOLIA. TV + Internet by price of cafe single visit Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Second Primary Agency Media Direction | OMD Digital Agency AGAMA Digital Group Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

EFFIE AWARDS | Ukraine 2015

Volia Company is the leader in providing integrated TV and Internet services. Despite the loss of market share, 2014 was a successful year for the Company. 2015 was threatening a number of difficulties, because Ukrainians began to cut their costs even of these services. Since Volia was providing 100% legal content, it had to raise prices because of the devaluation. Keeping its position has become the key Company’s objective. The advertising budget hasn’t changed, so looking for the untapped communications opportunities has become the main challenge. We had to find the message, which would preserve the level of response to advertising. Also we had to improve the conversion rate from «call» to «purchase» under the significant deterioration of the trade offer attractiveness.

E-commerce

Switch 2-in-1 Agency

GRAPE Ukraine Aleksei Morozov, Creative director Artem Kuchin, Creator Elena Salivon, Production director Ekaterina Oleynik, Production manager Nataliya Strelchenko, Art director Yaroslava Goncharuk, Copywriter Arkadiy Pasechnik, Video-art director Iurii Homovskii, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Ivan Skvordyakov, Head of data Daniil Maluha, Media manager Oksana Bogdanova, Account director

Client

Intel Ukraine Yuri Mykolyshin, Marketing director

E-commerce

Shopping mood Agency

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

Client

Chicardi Elena Redko, Co-Founder

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

EFFIE AWARDS | Ukraine 2015

E-commerce

«Operation OLX-ation!» Agency

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

Second Primary Agency Fedoriv.com (creative agency) Media Agency UM Client

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

E-commerce

«OLX – Rent and Sell Anything!» Agency

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

Second Primary Agency Fedoriv.com (creative agency) Media Agency UM Client

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

EFFIE AWARDS | Ukraine 2015

This case describes the situation that faces OLX brand at the beginning of 2015 in its Real Estate section. It has leading position by visitors number among all online services but was low-efficient – the realtors used OLX to duplicate their ads and place «fakes» without being interested in real feed-back; the users has no hope for a quick success in finding a real offer from a property owner. Brand find strategic solution in changing the product and its quality. We set a limit on the number of free ads and offered paid advertisement packages for those who wants to sell more. Building relevant communication in media mix allowed to inform all 2 target groups about changes.As the result, the quality and liquidity indexes of Real Estate section grew up more than 1.5 times that satisfied OLX users, realtors and the platform.

E-commerce

Set-up of e-commerce system for VOLIA Primary Agency

AGAMA Digital Group

Julia Bobrovskaya, client service director Pavel Shchugarev, e-commerce specialist Artem Denisov, context manager Svetlana Danilyuk, media planner Alexandra Svintsitskaya, account manager

Second Primary Agency PROVID Media Agency Media Direction | OMD Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

E-commerce

Svitmam e-commerce project Agency

ISD Group Viktor Shkurba, Creative Director Mikhael Traverse, Strategy Director Dmytro Prutkin, Sergey Komlev, Catherine Korobeiko, Mykolay Yuhnov, Designers Olesia Diachenko, Svetlana Mironchuk, Alexandra Zhyla, Account Manager Andrew Sergyeyev, Aleksei Nasirov, Polina Karpenko, Development Vladimir Bilets, Analyst

Client

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

EFFIE AWARDS | Ukraine 2015

«Svit mam» is Ukrainian social network for mums which was found in 2010. Since that year, it has been developing with Huggies support and staying a brand’s media channel for super precise targeting of certain target audience. In the condition of economic crises brand needed new income sources, that is why a launch of own E-commerce project was a logical development step. The main challenge was to launch a direct sales platform while not investing additional resources in creation of offline infrastructure.

E-commerce

MOYO.UA Agency

Client

Retail & public services

Anti-crisis program of a fair price protection «Penny Bird» Agency

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

Second Agency Full Contact advertising agency Client

Foxtrot Household Appliance Stores Network Natalya Srednyaya, Marketing Director Ruslan Klimenko, Brand Manager Irina Sevostyanik, Head of Trade Marketing

EFFIE AWARDS | Ukraine 2015

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

Retail & public services

Wine and МЕТRO Agency

AdPro Mila Krutchenko, Strategic Director Iryna Tymoshchenko, Client Service Director Yana Gorbachova, SMM & PR Director Ekaterina Pervukhina, Group Account Director Kristina Usenok, Junior Account Manager

PR Agency

PointeR Agency

Client

Metro Cash&Carry Oksana Kulikova (Zhuravel), Head of Marketing Margarita Lavrenyuk, Content Specialist Tatyana Shumska, Buyer of Wine & Spirits Oleksii Gizhko, Senior Sommelier

To stop the decrease of the alcohol category, METRO makes the assortment more diverse, optimizes prices with the help of direct import of wine. To form new perception of alcohol in METRO, in one of Kyiv shopping malls a wine department was opened which needed a quick building of awareness among TA. We made a non-standard solution for Ukrainian retail: Three days of campaign with a single channel of communication – facebook bloggers. The campaign finished with an active discussion. Results exceed expectations and non-standard approach turned out to be quite appropriate: more than 56 thousand reach (84% of weekly visiting), 200% of it was viral. For the first time during last 3 years we stopped the decrease of wine category!

Retail & public services

Media campaign of Eva on the Internet Agency

AdPro Kirill Chumak, Account Manager Veronica Logvinovskaya, Buying Director Mila Krutchenko, Strategic Director Iryna Tymoshchenko, Client Service Director Igor Yaschuk, Group Head of Media Planner Vitaly Tkalich, Head of Context

Client

EVA Ambris Elena, Head of advertising Anna Grishina, Marketing director

EFFIE AWARDS | Ukraine 2015

Because of the lowering of purchasing power of consumers EVA’s competitors put accent on the Internet audience as the most solvent. The brand had a difficult task: to strengthen its positions among the Internet audience and single out from competitors. On the basis of Big Data and econometric model of behavior of consumer before purchasing a long-term media campaign with particular hours and days targeting was planned. Due to such planning, communication of the brand was maximally relevant and up-to-the-minute, what raised the indicators of brand health immensely: awareness by 4%, visits by 17%, consumption by 12%.

Retail & public services

Boomerang Agency

Banda Agency Pavel Klubnikin, Creative Director Yaroslav Serdiuk, Head of Strategy Egor Petrov, Head of Arts Vadym Tkachuk, Art Director Anna Goncharova, Copywriter Mikhail Verbitsky, Designer Anna Olkhovets, Account Director

Client

Velyka Kyshenia Larisa Guzhvinskaya, Marketing Director of Velyka Kyshenia Svetlana Prokhorets, Head of Advertising Yuliya Tretiak, Head of External Communications

We found the consumer insight that could help us break through the wall of indifference: «Yes, Tatiana has to be thrifty now.» But she feels uncomfortable that it becomes her responsibility. The realization that this is a necessary measure puts some negative pressure on her. «We can very effectively take advantage of this, if we change the approach and message. We can suggest Tatiana earn on her daily shopping with us and our new loyalty program which will make Tatiana’s shopping in Velyka Kyshenia work for her

Retail & public services

MOYO.UA Agency

Client

EFFIE AWARDS | Ukraine 2015

Foodservice

Opening of «Dog Ate Dove» Agency

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

Client

Mazarine Victor Zaiets, Marketing director

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

Foodservice

McMenu Agency

TBWA Ukraine Marina Kunets, Account Director Anton Savchuk, Creative Group Head Aleksandra Shablya, Art Director Marina Kitaeva, Account Manager

Media Agency OMD Ukraine Client

McDonald’s Ukraine Yuliya Badritdinova, Marketing and Communication Director Olga Vasilyeva, Senior Marketing Consultant Alena Kirilyuk, Marketing Consultant

EFFIE AWARDS | Ukraine 2015

McMenu is the most promising offer in McDonald`s, providing opportunity for great values for consumers such as ability to have lunch in combination of favorite dishes with 20% discount. This offer is highly relevant nowadays as it allows consumers to save money. The challenge was to overcome consumer’s barriers of buying McMenu and make this offer clear. Communication was arranged in 2 parts of flights. First flight communicated clear message on the minimum discount of 20% (being up to 27% for some offers). Second part of flight, started in 2015 communicated variety in McMenu, with accent on fries and drinks variety. The result exceeded the expectations. McMenu sales increased by 34%, rather than the expected 25 %. Thanks to the growth of McMenu there was made the main contribution to the growth of visits and sales, thus the Brand image attribute «I get what I pay for» grew up to 5% vs. 3% – before the campaign was launched (*data BusinessAnalityca, BHT 2011-2015).

Leisure, entertainment, culture & education, travel & tourism

Romantic Thailand Agency

Global Marketing & Communications Nicholas Dimitroff, Chief Executive Officer Yuriy Yudenko, Managing Director Kyselevych, Senior Account Manager Anton Butylskyi, Senior Internet Manager Tatiana Kukarina, PR Manager

Client

Tourism Authority of Thailand Konstantin Kinel, Marketing Director

The outbound tourism market in Ukraine has been decreasing due to the reduced purchasing power and hryvnia devaluation with the tourist demand shifting toward more affordable destinations. In this context, to stimulate Ukrainians to travel to the Kingdom of Thailand, we suggested drawing their attention to the country’s top-notch offer in wedding tourism. As the main promotion tool, we launched an online reality show about Thai wedding adventures of loving couples. The international project Romantic Thailand embraced 6 countries: Ukraine, Russia, Kazakhstan, Belarus, Azerbaijan, and Georgia.

Leisure, entertainment, culture & education, travel & tourism

New Horizons Agency

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

Second Primary Agency MediaFirst Ukraine Digital Agency DIGIBRAND Marketing Services Agency TWIGA’GO Client

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

EFFIE AWARDS | Ukraine 2015

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

Leisure, entertainment, culture & education, travel & tourism

«Povodyr» Agency

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

Second Primery Agency Milk Branding Digital Agency Studio7 Client

Pronto Film Oles Sanin, Director

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

Leisure, entertainment, culture & education, travel & tourism

Who needs contest of effectiveness? Agency

THINKMcCANN Olexandr Netrebchuk, Associate Creative Director Anastasiya Zhurakovska, Account Director Lyudmyla Lavrenyuk, Account Manager Eugene Zvenygorodsky, Creative Group Head Yuriy Sklyaruk, Producer

Second Primary Agency Gvardiya Film Client

All-Ukrainian Advertising Coalition Maxim Lazebnik, Executive Director

EFFIE AWARDS | Ukraine 2015

This is a story how a targeted message that Effie contest – is the only contest in Ukraine that draws attention to the most important thing in creative work – its effectiveness, attracted the attention of advertising agencies and perceived them to participate in the project in the crisis year 2014

Leisure, entertainment, culture & education, travel & tourism

Sunny Bible: Mountains in the sea Agency

Postmen Yaroslav Vedmid, CEO Yana Holub, SMM Director Nadiia Samarina, Art Director Polina Belousova, Community Manager Daria Maksimova, Web Designer

Client

Bukovel Vladimir Yuzyuk, Marketing Director

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

Leisure, entertainment, culture & education, travel & tourism

Nova Poshta Kyiv HalfMarathon – The main running event in Ukraine Agency

Postmen Yaroslav Vedmid, CEO Oleksandr Baiura, Account Director Ann Seniuk, Graphic designer Sergii Pushkar, Motion Designer Inna Voevodina, Сommunity manager

Client

Run Ukraine Mikhail Tkachenko, Marketing Director

EFFIE AWARDS | Ukraine 2015

Nova Poshta Kyiv HalfMarathon – 6th halfmarathon. The last events grow by product changes by adding more simple distances (10,5,3, km). This year the task was to become the main running event in Ukraine. By increasing of the price registration fee and sad economic situation we need to grew by 20% and gather 6000 participants. This task can be only solved in communication field. We connect an old and new auditory by communication message «If I can do it you can do it». Social media is the easiest way to connect friends. They become channel #1 for registrations. 26th april 2015 there were 6200 participants, income of registrations was 76% but we didn’t stop on it.

Financial & Business services

The financial literacy lessons for children Agency

BART&FINK Oleg Tomin, creative director Prosviriakova, account director Petro Didenko, art director Marina Ganotska, art director

Media Agency Mediascope, Mediadirection Digital Agency ITCG Marketing Services Agency BART&FINK Client

Platinum Bank Mila Bedrenets, Head of marketing

2015 was the hardest for the last 20 years for banks and the key objective was to attract as much deposit funds as possible. PlatinumBank had never built it’s image attributes so when it became vital to have them PlatinumBank should have build it from point zero. Agency created the campaign, that was supposed to make the bank image as the one with the strong future. We claimed «better future can start in whatever present». We told about PlatinumBank’s inancial studies program for kids from small towns and villages that was being conducted since 2010. We explained that when you invest in something proper you receive something proper – your better future. The result was in essential growth of attracted money (+51%), retention of existing clients growth and brand awareness growth (+3pp).

Financial & Business services

«OLX – Rent and Sell Anything!» Agency

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

Second Primary Agency Fedoriv.com (creative agency) Media Agency UM Digital Agency Netpeak, Newage Client

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

EFFIE AWARDS | Ukraine 2015

This case describes the situation that faces OLX brand at the beginning of 2015 in its Real Estate section. It has leading position by visitors number among all online services but was low-efficient – the realtors used OLX to duplicate their ads and place «fakes» without being interested in real feed-back; the users has no hope for a quick success in finding a real offer from a property owner. Brand find strategic solution in changing the product and its quality. We set a limit on the number of free ads and offered paid advertisement packages for those who wants to sell more. Building relevant communication in media mix allowed to inform all 2 target groups about changes. As the result, the quality and liquidity indexes of Real Estate section grew up more than 1.5 times that satisfied OLX users, realtors and the platform.

Financial & Business services

Adventures of a marketer at the pawnshop Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Anna Bobina, Account Director Alena Tkachuk, Account Manager Oksana Kapranova, Art Director Viktor Vysotskiy, Copywriter

Client

Pawnshop «Skarbnitsa» Darina Karlshtein, Marketing Director

It is believed that such business as pawnshops do not need marketing: what is difficult to take jewelry and exchange it for cash? But like in any business «to grow, or die» is fair statement for pawnshops. Guided by this principle pawnshop «Skarbnitsa» could use its image stereotypes to engage new audiences.

Financial & Business services

«New premium» from UKRSIBBANK Agency

THINKMcCANN Svetlana Boldyreva, Art director Elena Gnucheva, Copywriter Elena Balova, Strategic Planner Julia Golota, Client Service Director Alyona Tkachuk, Account Manager

Client

UKRSIBBANK Nataliia Dovganishyna, Head of Brand and Communications

In the flow of samely premium proposals from Ukrainian banks «UKRSIBBANK» had a challenging goal: to reconsider the premium segment of Ukrainians. In 2014 holding of young, perspective, ever-evolving business owners and top managers became a question of vital importance for European bank. A team developed and presented the really premium product, both inside and outside, that was completely adequate for new Ukrainian middle class.

EFFIE AWARDS | Ukraine 2015

Financial & Business services

MasterCard MoneySend Agency

Aimbulance Roman Havrysh, Chief Strategy Officer Volodymyr Smirnov, Creative Director Dmytro Kudinov, Media Director Inna Makoterska, Account Director Denys Rostolopa, Art Director

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

MasterCard has encountered problems after launching the online transaction service MoneySend. It turned out that Ukrainians don’t use the activated cards they have been given. 46% of cards remain inactive and 75% of all card transactions is cash withdrawal after receiving funds on users’ accounts. Older people don’t know how to use online services. We chose students as drivers in the category, so they taught parents to use MoneySend. The goal was to increase the number of transactions by 50%. The solution was a School of money transfers, an interactive game where Grandma trained the students’ endurance by asking questions about online translations. We have surpassed the planned KPIs by 41% and generated 203,628 transactions beyond the plan.

Financial & Business services

Mastercard Champions League Agency

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

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

EFFIE AWARDS | Ukraine 2015

Ukrainians do not use activated cards. 46% of cards remain inactive and 75% of all card transactions are cash withdrawal as soon as funds are on users’ accounts. Our task was to motivate people to use their cards at the points of sale. We have developed an online activity where fans express their emotions and support their favorite football team. The catalyst of fan emotions became a trip to the Champions League final, which was the main prize of the campaign,. To get it, users had to make their payments with MasterCard and register the receipts . As a result, the growth dynamics of active cards has increased 7 times and has grown up to 16% from 2%.

Media & Self promotion

AGAMA communications launch Client

MasterCard Ukraine

Agency

Talan Group Maxim Boritko, creative director Nataliya Pinchuk, PR-director

Second Primary Agency AGAMA Digital Group Other Agency

Scholz&Friends

Client

AGAMA communications Irina Novikova, CEO Tatiana Vasilenko, Executive Chairman Dmitriy Grushevskiy, Digital director Irina Zolotarevich, Director of PR&GR services

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

Other services

«Words help» Agency

AdPro Vladimir Kobets, Creative Director Ivan Vyshchepan, Art Director Mila Yazvinskaya, Senior Copywriter Kirill Chumak, Account Manager Mila Krutchenko, Strategic Iryna Tymoshchenko, Client Service Director Igor Tkachenko, Production Manager Vitaliy Kulko, Production Directo Roman Popik, Context Manager Anastasia Baydachenko, CEO Veronica Logvinovskaya, Buying Director

Other Agency

Positive pictures production

Client

UNICEF Anna Sukhodolska, Communication and Development UNICEF Ukraine

EFFIE AWARDS | Ukraine 2015

1.7 million children suffered because of hostilities in the east of Ukraine. Children, who were the eyewitnesses of traumatic events, often cannot cope with their reactions on their own. Campaign «Words Help» had an aim to inform about adults about the problem and deliver a message that it’s easy to help children saying kind words. The site of the project contains information about the signs of stress and psychologist’s pieces of advice. Everybody could leave kind words at the site which were converted into air balloons and granted to children during celebration organized for refugees from ATO zone. Throughout the campaign 14 000 people learned about the problem.

Other services

Adventures of a marketer at the pawnshop Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Anna Bobina, Account Director Alena Tkachuk, Account Manager Oksana Kapranova, Art Director Viktor Vysotskiy, Copywriter

Client

Pawnshop «Skarbnitsa» Darina Karlshtein, Marketing Director

Other services

OKKO – experiment Agency

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

Client

OKKO Vasily Dmitriev, Marketing Director of «Galnaftogaz» Romana Malanyak, head of the advertising department of «Galnaftogaz»

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

EFFIE AWARDS | Ukraine 2015

Other services

Celebration w/o walruses (margin) Agency

MICHURIN creative agency Dmitry Bolsunovskiy, Creative Director Elena Dikusarova, Copywriter Anna Lubchenko, Designer Natalia Yaroshenko, Designer

Client

Premier Liga Denis Bazanov, Marketing Director

While the market is swarming with numerous promotional offers we made another promo with unique communication. It turned out that in case the consumer is not given handouts in form of discount, but he is welcomed by an adequate partnership offer – the effect of the promo can be magnified.

Social & charity

McHappy Day Agency

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

Media Agency OMD Ukraine Client

McDonald’s Ukraine Yuliya Badritdinova, Marketing and Communication Director Anastasiya Datsko, Senior Marketing Consultant Anastasiya Zrazhevskaya, Head of PR Department

EFFIE AWARDS | Ukraine 2015

«McHappy Day» is an annual charity program. It is held every November since 2002 in all McDonald’s restaurants in Ukraine. For the previous 12 years results have been growing, but 2014 turned to be tough. With an unstable political and economical situation, huge amount of volunteer organizations gathering money McHappy Day appeared to look less significant. Objectives for 2014 year campaign: 1. Fundraising during the McHappy Day program in November 2014 an amount of 3 500 000 UAH to have a possibility making the purchase of specialized ambulance for the Amosov Institute. 2. To increase awareness of the charity program «Happy Day at McDonald’s» for at least 10 points. After the campaign was launched, the results exceeded the expectations. 1. Fundraising exceeded the plan and it was gathered 4 601 021 UAH which is more than was expected. 2. With the help of image communication an awareness of the charity program was increased from 6% (data in October 2014) till 34% (data in December 2014). The money was spent to purchase the ambulance which is already helping to save children’s lives. We are doing it already for 13 years in Ukraine. And we will continue.

Social & charity

«Words help» Agency

AdPro Vladimir Kobets, Creative Director Ivan Vyshchepan, Art Director Mila Yazvinskaya, Senior Copywriter Kirill Chumak, Account Manager Mila Krutchenko, Strategic Director Iryna Tymoshchenko, Client Service Director Igor Tkachenko, Production Manager Vitaliy Kulko, Production Director Roman Popik, Context Manager Anastasia Baydachenko, CEO Veronica Logvinovskaya, Buying Director

Other Agency

Positive pictures production

Client

UNICEF Anna Sukhodolska, Communication and Development UNICEF

Social & charity

In a clean world children don’t get sick Agency

Initiative Andrew Andrushenko, Managing Director Irina Bondarchuk, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Tatiana Kucherenko, Media Planner

Second Primary Agency Advance Digital PR Agency

Clever

Client

Unilever Ukraine Ekaterina Kryzhanovska, JMCC/Food/HPC Irina Kryzhnaya, PC Category Manager Ekaterina Donets, Jr. ННС Brand Manager Olga Kolesnik, Jr. ННС Brand Manager

EFFIE AWARDS | Ukraine 2015

Being an absolute category leader, in 2014 Domestos faced triple media budgets cuts and quit the race for TV SOV in 2014. The challenge we faced – to build communication within the limited budget. This issue transformed into a project «In a clean world children don’t get sick» We created a full-scale digital platform, where introduced to the parents tools for communicating the message in clear and distinctive form, like educational toons and posts, exciting competition, online-game. As a result Brand Loyalty level up from 28% to 30% comparing to the Q1/2014.

Social & charity

XXX Date Agency

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

Media Agency Qreachers Other Agency

Aurocraft (Digital Production)

Client

UNICEF Ukraine Anna Sukhodolska, Communication for Development Officer Elena Sakovich, Head of programs for youth and Development UNICEF

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

Social & charity

Innovate tourism with MTS Agency

Advertising agency «Mex Advertising» Artem Karan, Client Service Director

Client

Mobile communications operator «MTS Ukraine» Tamara Kidruk, Expert in external relations «MTS Ukraine»

In Poltava and Chernivtsi the innovative route was created. The city’s symbols are developed such as funny anthropomorphic characters, serving as «guides»: Horseshoe and Hedgehog. These characters attracted attention to QR-codes, generated and assigned to each historical monument. QR-codes and charactersguides were plotted on stone tablets mounted in the cover sidewalk leading to the historical monuments. Hovering mobile device on QR-code, everyone gets the full information about the object. For this purpose it was created an online resource visualizing the map of the route and containing the complete data base of the each location.

EFFIE AWARDS | Ukraine 2015

Social & charity

Victory Day Agency

TABASCO advertising agency Alexander Smirnov, Creative Director Olena Sukhanova, Director Olga Zgegulina, Producer Mikhail Dragan, Ivan Barbul, Copywriters Mikhail Suslov, Art Director

Client

News resistance Tymchuk Dmytro, project manager

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

Social & charity

Ministry of Defence of Ukraine Agency

Banda Agency Pavel Klubnikin, Creative Director Yaroslav Serdiuk, Head of Strategy Egor Petrov, Head of Arts

Client

Ministry of Defence of Ukraine Oleksandr Danilyuk, Adviser to the Minister of Defence

The project tells the story of ordinary men who daily perform their military duty to Ukraine with honor and dedication. Each of them could be a person you once saw in the park, met in line at the store or bank, for there is no man who would be specially born for war, and now we all have to protect our homeland.

EFFIE AWARDS | Ukraine 2015

Political and patriotic campaigns, state campaigns and programs

GAS INDEPENDENCE Agency

Plus One Digital Agency Dmitry Likhovoy, Creative Director / Managing Partner Taras Solovey, Art Director Petro Mazur, Art Designer Roman Goncharenko, Designer

Client

Ministry Of Regional Development Of Ukraine Trubenko Lesia, Press Secretary to the Minister

Ukraine is in danger due to gas dependence. Gas boilers are mostly used in private houses. We must convince their owners to replace gas boilers for those using alternative types of fuel! People who use gas boilers buy matches. Therefore matchbox is the key communication channel we use to deliver the message: Gas dependence kills! We have created a powerful symbol to deliver this message via design of matchbox. When the matchbox is open the gas-burner image at the face side looks like a grinning skull, reminding of lethal danger. We offer solution: info hot line number at the back side of the box, motivating people to call and check what it takes to replace their gas boilers and where they can get credit to do that. Challenge: very limited budget covering only the cost of producing 4 mln matchboxes sold all over Ukraine. Results: in 1 month the volume of credits people got for gas boiler replacement has increased by UAH 46 mln. The number of phone calls on info hot line has increased by 30%.

Political and patriotic campaigns, state campaigns and programs

«Povodyr» Agency

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

Second Primery Agency Milk Branding Digital Agency Studio7 Client

Pronto Film Oles Sanin, Director

EFFIE AWARDS | Ukraine 2015

Political and patriotic campaigns, state campaigns and programs

Victory Day Agency

TABASCO advertising agency Alexander Smirnov, Creative Director Olena Sukhanova, Director Olga Zgegulina, Producer Mikhail Dragan, Ivan Barbul, Copywriters Mikhail Suslov, Art Director

Client

News resistance Tymchuk Dmytro, project manager

Political and patriotic campaigns, state campaigns and programs

50 inventions bestowed by Ukraine to the world Agency

Direct96 Oleksandr Ivanishyn, art-director Maria Kuznetsova, Geogre Matviychuk, Viktoria Gerasik, Alexander Sanchenko, Nataliia Zakashanska, Mariia Omelchuk, Kateryna Hirych, Mykola Honcharov, Oleksiy Samovarov, Andrii Bekh, Max Demchenko, Oleksandra Shablia, Dmitry Mesyaninov, Ara Badiya, Olga Tereshchenko, Lera Sxemka, Mike Petrusiak, Mike Pikhota, Dmytro Bolsunvsâ&#x20AC;&#x2122;ky, Ann Liubchenko, Dima Tsapko, Olga Shevchenko, Oleksiy Divisenko, Denis Negomedzianov, Roman Davydyuk, Yevheniya Tyshchuk, Vadim Shabatin, designers

Client

Ukraine Crisis Media Center Gennadiy Kurochka, CEO

EFFIE AWARDS | Ukraine 2015

Art-project of scientific and technical inventions made by Ukrainians at different times and in different sectors and that affected the progress in general or in specific sectors. Art-project that showed to the world the huge contribution of Ukrainians in the development of mankind. Art-project that help Ukrainians realize themselves and show to everyone theirselves as a full part of the world and show that we as a nation had given to the mankind.

Political and patriotic campaigns, state campaigns and programs

Government assistance is looking for you Agency

MADMEDIA Dmitry Katrich, Director MADMEDIA Yevgeniya Bondarenko, Senior Media Planner

Second Primary Agency Name PROVID Other Agency

ООО «Мега Полис Плюс»

Client

Secretariat of Cabinet of Ministers (Ukraine)

The government initiated granting people whose income doesn’t cover utilities bills. The majority of people don’t trust the governmental initiatives. In autumn 2015 it was the sharp question for the most disadvantaged groups of people in Ukraine. Different channels of communication were used to raise the trust in Subsidies. They showed that Subsides it is simple. As a result, 1.5 mln people asked for the Subsidies for the period October, 2014 – May, 2015, which is 1500 times more than it was at the beginning of 2014.

Political and patriotic campaigns, state campaigns and programs

Ministry of Defence of Ukraine Agency

Banda Agency Pavel Klubnikin, Creative Director Yaroslav Serdiuk, Head of Strategy Egor Petrov, Head of Arts

Client

Ministry of Defence of Ukraine Oleksandr Danilyuk, Adviser to the Minister of Defence The project tells the story of ordinary men who daily perform their military duty to Ukraine with honor and dedication. Each of them could be a person you once saw in the park, met in line at the store or bank, for there is no man who would be specially born for war, and now we all have to protect our homeland.

EFFIE AWARDS | Ukraine 2015

Small budget

Wine and МЕТRO Agency

AdPro Mila Krutchenko, Strategic Director Iryna Tymoshchenko, Client Service Director Yana Gorbachova, SMM & PR Ekaterina Pervukhina, Group Account Director Kristina Usenok, Junior Account Manager

PR Agency

PointeR Agency

Client

Metro Cash&Carry Oksana Kulikova (Zhuravel), Head of Marketing Margarita Lavrenyuk, Content Specialist Tatyana Shumska, Buyer of Wine & Spirits Oleksii Gizhko, Senior Sommelier

To stop the decrease of the alcohol category, METRO makes the assortment more diverse, optimizes prices with the help of direct import of wine. To form new perception of alcohol in METRO, in one of Kyiv shopping malls a wine department was opened which needed a quick building of awareness among TA. We made a non-standard solution for Ukrainian retail: Three days of campaign with a single channel of communication –facebook bloggers. The campaign finished with an active discussion. Results exceed expectations and non-standard approach turned out to be quite appropriate: more than 56 thousand reach (84% of weekly visiting), 200% of it was viral. For the first time during last 3 years we stopped the decrease of wine category!

Small budget

Mantra-marketing Client

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

EFFIE AWARDS | Ukraine 2015

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

Small budget

In a clean world children don’t get sick Agency

Initiative Andrew Andrushenko, Managing Director Irina Bondarchuk, Executive Director Kirill Prokhur, Account Director Ilona Dyachenko, Media Group Head Tatiana Kucherenko, Media Planner

Agency

Advance Digital

PR Agency

Clever

Client

Unilever Ukraine Ekaterina Kryzhanovska, JMCC/Food/HPC Irina Kryzhnaya, PC Category Manager Ekaterina Donets, Jr. ННС Brand Manager Olga Kolesnik, Jr. ННС Brand Manager

Being an absolute category leader, in 2014 Domestos faced triple media budgets cuts and quit the race for TV SOV in 2014. The challenge we faced – to build communication within the limited budget. This issue transformed into a project «In a clean world children don’t get sick». We created a full-scale digital platform, where introduced to the parents tools for communicating the message in clear and distinctive form, like educational toons and posts, exciting competition, online-game. As a result Brand Loyalty level up from 28% to 30% comparing to the Q1/2014.

Small budget

The first Ukrainian organic ice cream «Eskimos-Organic» Agency Doris Advertising Oleksii Yakovliev, Digital Director Sergii Kozlov, Creative Director Borys Manokhin, Art Director Valentyna Mykchalchuk, Copywriter Pavlo Shyshkovskyi, Head of creative group

Client

Rud’ Company Volodymyr Trokoz, Commercial Director

Despite the difficult situation at the start of 2015, the «Rud» company has decided to create a new category in the domestic ice cream market and confirm the status of the market leader. Our task was to bring the product onto the market under conditions of purchasing power decrease and small organicoriented audience among Ukrainian people. Solution: — To use internet as the only communication channel, given the limited budget;

EFFIE AWARDS | Ukraine 2015

— To segment audience and direct advertising messages towards its representatives (we have targeted on «innovators» and « early adopters»); — To provide rational justification of high ice cream price; — To attract consumers to share their lifestyles, preferences and hobbies via light activation site. Special prize fund was an incentive to share information about a brand on social networks. Result: sales plan was exceeded by 44.8%; the product has successfully taken its position on the market, creating favorable conditions for further expansion of the category.

Small budget

1 BIC – new time system Agency

Saatchi&Saatchi Elena Bakum-Ramola, Director Kirill Chistyakov, Creative Director Vladimir Kononskiy, Art Director Sergey Beloshitsky, Copywriter Valeria Loshmanova, Account Director

Media Agency Maxus Sigma Client

BIC Ukraine Anna Tokarenko, Brand&Trade Manager Shavers

Disposable razors are perceived by most consumers – as a product that can be used only once. Strategic task was to deliver the message that with 1 BIC3 razor a man gets up to one month of impeccable shaving. To deliver message we invented a new measurement system: BIC is equal to 30 days of good shaving. We measure important events in mans` life: football championship lasts for 10 BICs In spite of market decline the targets had been achieved. 1. Sales growth +62% 2. Market share grew from 6,6 to 8,6%

Small budget

Stella Cinema Agency

Digital Agency Proximity Ukraine Client

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Daria Selynna, Senior Brand Manager Stella Artois and Licensed Brands

EFFIE AWARDS | Ukraine 2015

Small budget

New Horizons Agency

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

Second Primary Agency MediaFirst Ukraine Digital Agency DIGIBRAND Marketing Services Agency TWIGA’GO Client

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

Small budget

Prague in your hand Agency

Client

EFFIE AWARDS | Ukraine 2015

Small budget

Adventures of a marketer at the pawnshop Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Anna Bobina, Account Director Alena Tkachuk, Account Manager Oksana Kapranova, Art Director Viktor Vysotskiy, Copywriter

Client

Pawnshop «Skarbnitsa» Darina Karlshtein, Marketing Director

Small budget

Who needs contest of effectiveness? Agency

Second Primary Agency Name Gvardiya Film Client

All-Ukrainian Advertising Coalition Maxim Lazebnik, Executive Director

EFFIE AWARDS | Ukraine 2015

Small budget

3G+. Budget– Agency

Client

Small budget

Will to innovations! Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Media Agency Media Direction Client

TM «VOLIA» Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom Department Iryna Kishchenko, MarCom manager

EFFIE AWARDS | Ukraine 2015

Small budget

Mastercard MoneySend Agency

Aimbulance Roman Havrysh, Chief Strategy Officer Volodymyr Smirnov, Creative Director Dmytro Kudinov, Media Director Inna Makoterska, Account Director Denys Rostolopa, Art Director

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader MasterCard has encountered problems after launching the online transaction service MoneySend. It turned out that Ukrainians don’t use the activated cards they have been given. 46% of cards remain inactive and 75% of all card transactions is cash withdrawal after receiving funds on users’ accounts. Older people don’t know how to use online services. We chose students as drivers in the category, so they taught parents to use MoneySend. The goal was to increase the number of transactions by 50%. The solution was a School of money transfers, an interactive game where Grandma trained the students’ endurance by asking questions about online translations. We have surpassed the planned KPIs by 41% and generated 203,628 transactions beyond the plan.

Renaissance

Intercity calls Agency

Media Agency MEC Client

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

EFFIE AWARDS | Ukraine 2015

ǌǡǌ ǭǼǱǹǰ ȱ 1 ǿ ǽǮȑǾȑ ǵ ǼȑǶ ǻǺǽǻȑǷȈ

Best Global Brands

ǍǱǳǶǺȄǾǺǮǹǺ ǹǬ ǾǱǼǴǾǺǼȑȒ ǟǶǼǬȒǹǴ

D[D XNUDLQH FRP ǗȑȂǱǹǳȑȒ ǐǱǼǲȀȑǹǻǺǽǷǿǯ ǽǱǼȑȋ ǌǎ ȱ Ǯȑǰ Ǽ ǽǱǼȑȋ ǌǏ ȱ Ǯȑǰ Ǽ

Renaissance

VKP Re-branding campaign Agency

Leo Burnett Ukraine Tatiana Shumilovich, Managing Director Dmytro Gunkovsky, Client Service and Strategic Planning Director Eugenia Savchenko, Account Manager Oleg Samokhin, Art Director Denys Savchenko, Senior Art Director Maryan Shum, Designer Illia Havrylov, Digital Designer

Client

Vasil Kisil & Partners Klaudia Shevelyuk, Chief Operating Officer Lidiya Gudyr-Poritskaya, Client Manager Olga Shevchenko, PR manager Andriy Stelmashchuk, Managing Partner

In front of internal and external challenges, VKP was forced to undertake an action to reinsure its own position. We started from the brand. Visual identity, created in 90s, looked very old-fashioned and conservative. We wanted to create a modern clear brand, which would deliver Law firm’s values – leadership, reputation, quality, innovations & people. And we created a new brand VKP. Re-branding was supported by campaign, declaring firm’s leadership over changes. Campaign generated really positive perception in the b2b segment across international key markets, as well as in Ukraine.

Renaissance

A story about business challenge Agency

Client

Tavria Roman Moiseiev, Marketing Director

EFFIE AWARDS | Ukraine 2015

Renaissance

Atlantic Group presents AGAMA communications Agency

Talan Group Maxim Boritko, creative director Nataliya Pinchuk, PR-director

Second Primary Agency AGAMA Digital Group Other Agency

Scholz&Friends

Client

AGAMA communications Irina Novikova, CEO Tatiana Vasilenko, Executive Chairman Dmitriy Grushevskiy, Digital director Irina Zolotarevich, Director of PR&GR services

New technologies and/or Media innovation

Her name is Ukraine Agency

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

Client

Kyivstar Daria Partas, Senior Communications Officer

EFFIE AWARDS | Ukraine 2015

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

New technologies and/or Media innovation

Switch 2-in-1 Agency

GRAPE UKRAINE Aleksei Morozov, Creative director Artem Kuchin, Creator Elena Salivon, Production director Ekaterina Oleynik, Production manager Nataliya Strelchenko, Art director Yaroslava Goncharuk, Copywriter Arkadiy Pasechnik, Video-art director Iurii Homovskii, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Ivan Skvordyakov, Head of data Daniil Maluha, Media manager Oksana Bogdanova, Account director

Client

Intel Ukraine Yuri Mykolyshin, Marketing director

New technologies and/or Media innovation

Rexona Match’n’Catch Agency

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

Second Primary Agency Advance Digital Other Agency

New Channel TV station

Client

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

EFFIE AWARDS | Ukraine 2015

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

New technologies and/or Media innovation

Stella Cinema Agency

Digital Agency Proximity Ukraine Client

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Daria Selynna, Senior Brand Manager Stella Artois and Licensed Brands

New technologies and/or Media innovation

Ukrainian engineers impress the world! Agency

TABASCO Creative Agency Alexander Smirnov, Creative Director Tatiana Kurmaz, Producer Eugenia Dzyubenko, Copywriter Tatiana Shapoval, Art Director Svetlana Korytko, Account Director

Client

Impression Electronics Georgiy Cherniavsky, General Director Evgeniy Tolchinin, Marketing Director Anastasia Livshyts, PR Manager

EFFIE AWARDS | Ukraine 2015

ТМ Impression Electronics is the only Ukrainian brand of mobile electronics developed by Ukrainian engineers that provides a low cost. However, the consumer has a stereotype that Ukrainian equipment cannot be of high quality. Today it is important more than ever to show by deeds that Ukrainian engineers are able to impress the world and to do this not only abroad and for abroad, but at home and for the Ukrainians. The launch of a unique art installation took place in Kiev on the 26th of September, 2015. Ukrainian engineers of Impression Electronics transformed the cultural and historical sigh into unique art installation – the first Ukrainian digital-monument to Hetman Bohdan Khmelnytsky. PR media coverage made about 50 million people.

New technologies and/or Media innovation

Customer is King Agency

VOLIA/ Telesvit Anna Mikhaelian, Head of Customer experience Yulia Schevchenko, Head of online support

Second Primary Agency PROVID Media Agency Media Direction|OMD Digital Agency AGAMA Digital Group Client

VOLIA Anna Mikhaelian, Head of Customer experience Yulia Schevchenko, Head of online support

In 2014, when social media and Internet penetration experienced their growing numbers, VOLIA pondered how it could make life for its more than 1,8 million users easier, how to unite them and give them an opportunity to easily get answers to their questions or discuss acute problems. We launched VOLIA Club — a hi-tech platform with vast opportunities to manage a huge number of inquiries from the users both online and in the social media — with an insignificant involvement of VOLIA’s moderators. Our Customers became our experts as part of our team.

New technologies and/or Media innovation

VOLIA. Win-win between TV & call-center Agency

Media Direction|OMD Lesya Kuzmenko, Strategy planning director Maria Dyachenko, Analyst Aleksey Kudrya, Senior Media Planner Dmitriy Sakhno, Senior Media Planner Andrey Pedorenko, Head of OOH and Print department

Second Primary Agency PROVID Digital Agency AGAMA Digital Group Marketing Services

Agency Solution House

Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

EFFIE AWARDS | Ukraine 2015

New technologies and/or Media innovation

Pepsi #sorry_mom Agency

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

Client

PepsiCo Ukraine Zhanna Strelnikova, Category Brand Manager / CSD, Water & Energy Anatoliy Gordeev, Beverages Marketing PepsiCo EER Popov Aleksey, Junior Brand Manager (CSD/LIT)

New technologies and/or Media innovation

Mastercard Champions League Agency

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

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

EFFIE AWARDS | Ukraine 2015

New technologies and/or Media innovation

Lipton or brew Agency

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

Client

Unilever Ukraine Elena Shvoryak, Senior GTM (BB&CM) Manager, FOOD Categories Nadezhda Fomina, Brand Manager FOOD Categories Olga Zenevich, Jr. Brand Manager Lipton

Product/Service Launch

Anti-crisis program of a fair price protection «Penny Bird» Agency

Second Primary Agency Full Contact advertising agency Client

Foxtrot Household Appliance Stores Network Natalya Srednyaya, Marketing Director Ruslan Klimenko, Brand Manager Irina Sevostyanik, Head of Trade Marketing

EFFIE AWARDS | Ukraine 2015

Product/Service Launch

Jacobs Monarch Crema Agency

Havas Worldwide Ukraine Katya Ilchenko, Executive Director Nataliia Blazhkun, Account Manager Maksym Artemenko, Creative Director Maxim Nazarov, Art Director

Media Agency Starcom Ukraine Client

Public Joint-Stock Company «Jacobs Ukraina» Nataliya Paliy, Marketing Director PrJSC Jacobs Ukraina Oksana Nadyak, Senior Brand Manager R&G and On Demand

Product/Service Launch

Opening of «Dog Ate Dove» Agency

Client

Mazarine Victor Zaiets, Marketing director

EFFIE AWARDS | Ukraine 2015

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

Product/Service Launch

Licking only. Not biting Agency

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

Marketing Services Agency BART&FINK Client

Lіmo / Lvіvsky holodkombіnat Oksana Yaremko, Marketing Director

In order to increase «Limo» brand awareness the company decided to launch new product line – ice-cream dedicated to 50th factory anniversary – «Limo 1965». We clearly realized that there’s no sense in appealing to the Soviet past so we created the idea that stated – Limo 1965 is made with observing that old rules for kids could go on breaking adults’ rules. We found a funny insight – for decades mothers are saying the same stuff when giving to their kids an ice-cream for the first time – «hey, don’t bite, lick it» We took it as a symbol of something that doesn’t change for ages. Just like Limo’s ultimate quality. As a result the plan was exceeded almost three times and the volume share grew 13,4% to 17,2% that made «Limo» number 2 volume player after the strong leader «Rud».

Product/Service Launch

Magnicor brand communication launch campaign Agency

SEM Ukraine Dmitry Spivak, SEM CIS CEO Alla Radchenko, SEM Ukraine Director

Media Agency Nostra Communications Client

Public company «Kyiv Vitamin Factory» Roman Matkivskyy, Deputy General Director in charge of Distribution Spartak Seleznev, Head of Marketing Valeriy Savin, Product manager

EFFIE AWARDS | Ukraine 2015

market? Can you get from lowest ranks to number 2 in the category or even become a leader in the category? Yes, you can if the TA analysis helped you find a strong consumer insight and correct message tonality. And the message is tailored to medical video style and differentiates your communication from the competition. Do you need to outgun your competition on the advertising budget to become a category leader? Not necessary. Sometimes to get there it is enough to analyze media consumption of the TA and concentrate efforts on the single communication channel. In Magnicor’s case, it was TV. The results: sales volume increased 10-fold after the 6-week TV campaign. It helped Magnicor become the leader in antithrombotic medicine category in both volume and calue (UAH) by the end of December 2014.

Product/Service Launch

Dirol «For Him and for Her» – first time on the market a special gum for guys and girls Agency

Saatchi & Saatchi Ukraine Kostantin Schneider, Art Director Sergey Beloshitsky, Copywriter Olga Selishcheva, Designer Tatiana Slivko, Account Director

Media Agency Starcom Ukraine Client

Mondelez Ukraine Hanna Semchuk-Neshchadym, Brand Manager

Product/Service Launch

«New premium» from UKRSIBBANK Agency

THINKMcCANN Svetlana Boldyreva, Art director Elena Gnucheva, Copywriter Elena Balova, Strategic Planner Julia Golota, Client Service Director Alyona Tkachuk, Account Manager

Client

UKRSIBBANK Nataliia Dovganishyna, Head of Brand and Communications

EFFIE AWARDS | Ukraine 2015

Product/Service Launch

About soft bar atmosphere Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Rostislav Vyshneviy, Creative Group Head Dmitry Nisteruk, Creative Group Head Viktor Vysotskiy, Senior Copywriter Julia Golota, Client Service Director Rozhankivska, Group Account Director Serhiy Kallash, Senior Account Manager Yuriy Sklyaruk, Producer

Media Agency Media Direction Ukraine Client

Carlsberg Ukraine Andrey Otroschenko, VP Marketing Anton Panasenko, Brand Manager Alina Moskalenko, Brand Specialist

Product/Service Launch

Kvass in a city Agency

Media Agency Media Direction Ukraine Client

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

EFFIE AWARDS | Ukraine 2015

Product/Service Launch

Cheese that can surprise Agency

Second Primary Agency Name ZenithOptimedia Ukraine Client

KOMO Ukraine

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

Oleg Kinder, Marketing Director Tetiana Bot’, Brand Manager

Product/Service Launch

Ukrainian engineers impress the world! Agency

TABASCO Creative Agency Alexander Smirnov, Creative Director Tatiana Kurmaz, Producer Eugenia Dzyubenko, Copywriter Tatiana Shapoval, Art Director Svetlana Korytko, Account Director

Second Primary Agency Full Contact Client

Impression Electronics Georgiy Cherniavsky, General Director Evgeniy Tolchinin, Marketing Director Anastasia Livshyts, PR Manager

EFFIE AWARDS | Ukraine 2015

ТМ Impression Electronics is the only Ukrainian brand of mobile electronics developed by Ukrainian engineers that provides a low cost. However, the consumer has a stereotype that Ukrainian equipment cannot be of high quality. Today it is important more than ever to show by deeds that Ukrainian engineers are able to impress the world and to do this not only abroad and for abroad, but at home and for the Ukrainians. The launch of a unique art installation took place in Kiev on the 26th of September, 2015. Ukrainian engineers of Impression Electronics transformed the cultural and historical sigh into unique art installation – the first Ukrainian digital-monument to Hetman Bohdan Khmelnytsky. PR media coverage made about 50 million people.

Product/Service Launch

High-speed 3G Agency

Client

MTS Ukraine Oleg Reshetin, Director of Marketing Victoria Boyanovskaya, Head of Communications Alexey Kharchenko, Senior expert of Marketing Communications

Product/Service Launch

Fine Territory communication Agency

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

Client

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

EFFIE AWARDS | Ukraine 2015

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

Product/Service Launch

Like a DJ Agency

TWIGAâ&#x20AC;&#x2DC;Idea Svetlana Stepanenko, CEO Kateryna Alexanyan, managing director Kateryna Velgan, concept project director Vyacheslav Znamin, art director Elena Lapshova, project manager

Second Primary Agency MediaFirst Ukraine Digital Agency DIGIBRAND Client

Hansa Ukraine Anna Novak, Product & Marketing Manager

Product/Service Launch

AGAMA communications launch Agency

Talan Group Maxim Boritko, creative director Nataliya Pinchuk, PR-director

Second Primary Agency AGAMA Digital Group Other Agency

Scholz&Friends

Client

AGAMA communications Irina Novikova, CEO Tatiana Vasilenko, Executive Chairman Dmitriy Grushevskiy, Digital director Irina Zolotarevich, Director of PR&GR services

100

EFFIE AWARDS | Ukraine 2015

Ukrainian advertising market has had a dramatic 25% downfall in 2014. In the struggle for survival, agencies unleash the price war. The advertising holding company Atlantic Group is unable to compete only in price. Willing to quit price competition, Atlantic Group decides to give a tangible response to the clientsâ&#x20AC;&#x2122; basic need to control the link between advertising investments and the business result, especially actual in a time of crisis. To deliver on that, Atlantic Group is rebuilding the whole business model of 12 agencies with more than 300 employees, the new practices and analysis of efficiency are introduced, and a new brand and service are launched.

Product/Service Launch

Online Self Care Agency

VOLIA/ Telesvit Anna Mikhaelian, Head of customer experience Katerina Gamova, Head of self-care portal Alena Radchenko, Content manager

Second Primary Agency PROVID Media Agency Media Direction|OMD Digital Agency AGAMA Digital Group Client

VOLIA Anna Mikhaelian, Head of customer experience Katerina Gamova, Head of self-care portal Alena Radchenko, Content manager

Resulting from the problems with the service on the stage of active business growth a negative image of the provider was formed. The part of this image was an viewpoint that Volia is doing only the things, profitable to the company only, without paying attention to the users’ requests. Due to the set of function and intuitional web-interface any user can solve his issues and problems relating to Volia service. And it’s FULLY SELF-SERVICED!

Product/Service Launch

Play with food Agency

Media Direction | OMD Sergey Kostia, Media Planner

Digital Agency AGAMA Digital Group Client

SGROUP Corporation Anna Gladyrevska, head of design and promotion department

101

EFFIE AWARDS | Ukraine 2015

Product/Service Launch

life:) 3G+ Launch Agency

Client

Product/Service Launch

All-Ukrainian story of hugs Agency

Second Primary Agency Hashtag Other Agency

Bart&Fink

Client

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

102

EFFIE AWARDS | Ukraine 2015

Product/Service Launch

Boomerang Agency

Client

Velyka Kyshenia Larisa Guzhvinskaya, Marketing Director of Velyka Kyshenia Svetlana Prokhorets, Head of Advertising Yuliya Tretiak, Head of External Communications

Product/Service Launch

Olivie Agency

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

Client

103

EFFIE AWARDS | Ukraine 2015

Product/Service Launch

Fileyni Agency

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

Client

Baschinskiy Mikhail Borisovich Baschinskiy, Head of Meat and Sausage Products Department Evgeniya Rodina, National Manager of Trade Marketing and Advertising In order to be heard by all the mothers, in the TV commercials we have selected a format that allows us to show as many characters and situations of consumption, as well as courses that can be made with sausages, as possible. To make every mother recognize herself and her loved ones. Thus the story of summer, mosquitoes, chickens in the garden, father’s breakfast, little swimmers, lonely bus stop in the woods, and a night bus was born... along with the story of the mothers who can treat themselves with a moment of rest. All thanks to the «Fileini.»

Product/Service Launch

Mastercard Champions League Agency

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

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

104

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

Wine and МЕТRO Agency

PR Agency

PointeR Agency

Client

Metro Cash&Carry Oksana Kulikova (Zhuravel), Head of Marketing Margarita Lavrenyuk, Content Specialist Tatyana Shumska, Buyer of Wine & Spirits Oleksii Gizhko, Senior Sommelier

To stop the decrease of the alcohol category, METRO makes the assortment more diverse, optimizes prices with the help of direct import of wine. To form new perception of alcohol in METRO, in one of Kyiv shopping malls a wine department was opened which needed a quick building of awareness among TA. We made a non-standard solution for Ukrainian retail: Three days of campaign with a single channel of communication –facebook bloggers. The campaign finished with an active discussion. Results exceed expectations and non-standard approach turned out to be quite appropriate: more than 56 thousand reach (84% of weekly visiting), 200% of it was viral. For the first time during last 3 years we stopped the decrease of wine category!

Most effective use of social media marketing

Opening of «Dog Ate Dove» Agency

Client

Mazarine Victor Zaiets, Marketing director

106

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

Romantic Thailand Agency

Global Marketing & Communications Nicholas Dimitroff, Chief Executive Officer Yuriy Yudenko, Managing Director Anna Kyselevych, Senior Account Manager Anton Butylskyi, Senior Internet Manager Tatiana Kukarina, PR Manager

Client

Tourism Authority of Thailand Konstantin Kinel, Marketing Director

Most effective use of social media marketing

Robert Doms Club Agency

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Львівське» Katerina Druzhynskaya, trade mark specialist Anna Dembitskaya, trade mark specialist Vita Murenko, trade mark specialist

107

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

Legendary Words Agency

GRAPE Ukraine Aleksei Morozov, Creative director Stepan Barkholenko, Creator Elena Salivon, Production director Ekateryna Oleinyk, Production manager Evgeniy Ordynskyi, Art director Yaroslava Goncharuk, Copywriter Arkadyi Pasechnyk, Video art director Iurii Homovskyi, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Marina Rybitskaya, Account manager

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Lvivske» Lesya Slabka, National trade mark Manager Anna Dembitskaya, trade mark specialist

Most effective use of social media marketing

Caring Test Agency

Second Primary Agency Universal McCann Client

PJSC «Myronivsky Hliboproduct» Yaroslav Mykhaylovskiy, Marketing Director Anna Klimenko, Marketing Manager

108

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

Sunny Bible: Mountains in the sea Agency

Postmen Yaroslav Vedmid, CEO Yana Holub, SMM Director Nadiia Samarina, Art Director Polina Belousova, Community Manager Daria Maksimova, Web Designer

Client

Bukovel Vladimir Yuzyuk, Marketing Director

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

Most effective use of social media marketing

Nova Poshta Kyiv HalfMarathon – The main running event in Ukraine Agency

Postmen Yaroslav Vedmid, CEO Oleksandr Baiura, Account Director Ann Seniuk, Graphic designer Sergii Pushkar, Motion Designer Inna Voevodina, Сommunity manager

Client

Run Ukraine Mikhail Tkachenko, Marketing Director

109

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

MartiniRacing Agency

Ebola / AGAMA Digital Group Maxim Boritko, integrated and media projects creative lead Alexey Novikov, digital creative director Anna Launets, copywriter Max Demchenko, designer Kateryna Bykova, designer Yuriy Potekhin, account manager

Second Primary Agency ZenithOptimedia Ukraine PR Agency

Hoshva PR

Other Agency

FILMO

Client

BACARDI-MARTINI UKRAINE

was necessary for success. Project aims at engaging consumers through 360 activations around the idea YOUR RACE TO DESIRE. The project focused on Millenials who want to live meaningful, exciting experiences & pursue what they love. As they are digitally native and obsessed with sharing experiences online, major communication aimed at digital owned media development and empowering earned media. Global website was major Hub for participating, but mechanics was perceived very difficult for local online users. To solve global problem of website and encourage online users to participate we focused on smart paid promotion with conversionbanners, precise targeting and reactivating awared users. To drive Earned media we engaged key celebrities (provocateurs) relevant to our Target Audience to be involved and created reality show worth spreading by Millenials in social media. As result, local touch of Martini Racing succeeded with high share of Ukrainians among participants (29%) and increase of Martini market share (+1,7%% YTD in vermouth and +31% in sparkling wines). And the most exciting is that main prize, Porsche Carrera, is won by Ukrainian guy!

Most effective use of social media marketing

Svitmam e-commerce project Agency

Client

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

110

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

Pepsi #sorry_mom Agency

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

Client

PepsiCo Ukraine Zhanna Strelnikova, Category Brand Manager / CSD, Water & Energy Anatoliy Gordeev, Beverages Marketing PepsiCo EER Popov Aleksey, Junior Brand Manager (CSD/LIT)

Most effective use of social media marketing

Mastercard MoneySend Agency

Aimbulance Roman Havrysh, Chief Strategy Officer Volodymyr Smirnov, Creative Director Dmytro Kudinov, Media Director Inna Makoterska, Account Director Denys Rostolopa, Art Director

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

111

EFFIE AWARDS | Ukraine 2015

Most effective use of social media marketing

Cheese art school Agency

TWIGAâ&#x20AC;&#x2DC;Idea Svetlana Stepanenko, CEO Kateryna Alexanyan, managing director Kateryna Velgan, concept project director Vyacheslav Znamin, art director Eugenia Milyutina, BTL account director Alena Andrievskaya, project manager

Second Primary Agency TWIGAâ&#x20AC;&#x2122;GO! Media Agency MediaFirst Ukraine Digital Agency DIGIBRAND Client

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

Short Term Effects

Celebration w\o walruses (margin) Agency

MICHURIN creative agency Dmitry Bolsunovskiy, Creative Director Elena Dikusarova, Copywriter Anna Lubchenko, Designer Natalia Yaroshenko, Designer

Client

Premier Liga Denis Bazanov, Marketing Director

112

EFFIE AWARDS | Ukraine 2015

Thanks to precisely chosen communication the one day campaign demonstrates the results of a long term campaign. The promo rush lead to the growth of the long term demand.

Short Term Effects

Agency Name GRAPE Ukraine Aleksei Morozov, Creative director Artem Kuchin, Creator Elena Salivon, Production director Ekaterina Oleynik, Production manager Nataliya Strelchenko, Art director Yaroslava Goncharuk, Copywriter Arkadiy Pasechnik, Video-art director Iurii Homovskii, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Ivan Skvordyakov, Head of data Daniil Maluha, Media manager Oksana Bogdanova, Account director

Client

Intel Ukraine Yuri Mykolyshin, Marketing director

Short Term Effects

«Fans Win The International» promo campaign Agency

Natus Vincere Group E-sports Marketing Agency Alexander Kokhanovskyy, CEO Gleb Alyokhin, Marketing Director Igor Karimov, Creative Director Aleksey Kondakov, Art Director Yevgen Tkachenko, Designer Sergey Breus, Web-programmer Cheban, Senior Copywriter Andrey Cherednychenko, Senior Account Manager

Client

EGB.COM Aleksandr Kazinovich, Marketing Director

114

EFFIE AWARDS | Ukraine 2015

In e-sports, like in conventional sports, usually fans are just passive viewers. They cheer on their favorite teams, but they never win themselves. We decided to change their gaming experience completely and give them an opportunity to win the greatest e-sports tournament in the world. This was possible thanks to the betting service EGB.com. The promo activity gained popularity among fans, and allowed us to meet our marketing objectives: to support the EGB’s rebranding and bring immediate financial results to our client. In addition, the campaign had zero media budget, and all prizes were virtual.

Short Term Effects

Everything you are afraid to ask about Primary Agency

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

Second Primary Agency STB TV Channel Client

Astellas Pharma Europe B.V. Artem Matveev, Marketing Manager

Short Term Effects

Opening of «Dog Ate Dove» Agency

Client

Mazarine Victor Zaiets, Marketing director

115

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Romantic Thailand Agency

Client

Tourism Authority of Thailand Konstantin Kinel, Marketing Director

Short Term Effects

1000 dipers Agency

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

Agency

Mindshare

Digital Agency ISD Marketing Services Agency BART&FINK Client

Kimberly-Clark. Huggies Daria Sergiienko, BCC Brand Manager Kalinichenko Anna, Junior BM

116

EFFIE AWARDS | Ukraine 2015

The key objective was to keep in summer (low season) market share that brand won in 2014 and go on with the gender specific diapers communication as a differentiation point from Pampers. The agency created the «1000 diapers a day» promo that offered to win 1000 diapers for purchasing any Huggies pack. And the lottery took place every day for 3 months. There were created the TV spot and OOH prints. Except the standard OOH we created the citylight with 1000 diapers in it. As a result there was an immediate volume share growth – 26,5 in July to 29,2 in August (value share for the period – 26,2 to 27,6).

Short Term Effects

Winter money Agency

BART&FINK Oleg Tomin, creative director Polina Prosviriakova, account director Petro Didenko, art director Marina Ganotska, art director Irina Ilchenko, copywriter

Media Agency Mediascope, Mediadirection Digital Agency ITCG Marketing Services Agency BART&FINK Client

Platinum Bank Mila Bedrenets, Head of marketing

The key objective of every bank in late 2015 was attracting deposits without the right of early termination. That’s why PlatinumBank developed «Winter money» deposit offering 28% for those whose money winter in PlatinumBank. For the 28% rate doesn’t look too desperate, we created a promo that offered +3% bonus to those who don’t terminate their deposit for at least 6 months. The agency shot the TVC and developed the KV that were telling that winter wheat brings the biggest harvest. Just like the deposit «Winter money». As a result we attracted 73 mln hrn (+22% to plan) within less then a month. The number of new deposits were almost twice higher then previous months.

Short Term Effects

Magnicor brand communication launch campaign Agency

SEM Ukraine Dmitry Spivak, CIS CEO Alla Radchenko, SEM Ukraine Director

Media Agency Nostra Communications Client

Public company «Kyiv Vitamin Factory» Roman Matkivskyy, Deputy General Director in charge of Distribution Spartak Seleznev, Head of Marketing Valeriy Savin, Product manager

117

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Rexona Match’n’Catch Agency

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

Second Primary Agency Advance Digital Other Agency

New Channel TV station

Client

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

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

Short Term Effects

XXX Date Agency

Media Agency Qreachers Other Agency

Aurocraft (Digital Production)

Client

UNICEF Ukraine Anna Sukhodolska, Communication for Development Officer Elena Sakovich, Head of programs for youth and Development UNICEF

118

EFFIE AWARDS | Ukraine 2015

Short Term Effects

From movie screen to real life Primary Agency Advertising agency «Mex Advertising» Client

Telecommunication services provider VOLIA

A group of TV-channels «Cine+» is an endless source of entertainments. To emphasize this fact there were involved groups of movie heroes such as actors dressed like heroes of different genres movies and cinema stars’ impersonators. For maximum effect major cities as Kyiv and Lviv were selected. Groups of movie heroes appeared in the most unexpected and crowded places. Actors persuasively were playing roles of movie characters descended from the screen. Movie heroes entertained the audience and handed out business cards with the Cine+ logo and necessary information about new favorable conditions for connecting to surprised public.

Short Term Effects

Stella Cinema Agency

Digital Agency Proximity Ukraine Client

SUN InBev Ukraine Vasiliy Shylov, Marketing Director Daria Selynna, Senior Brand Manager Stella Artois and Licensed Brands

119

EFFIE AWARDS | Ukraine 2015

Short Term Effects

MBA education Agency

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

Second Primary Agency MediaFirst Ukraine Media Agency MediaFirst Ukraine Digital Agency DIGIBRAND Marketing Services Agency TWIGA’GO! Client

Kyiv-Mohyla Business School [kmbs] Lipinska Alla, marketing director Pavlo Bilodid, marketing manager

Short Term Effects

«Povodyr» Agency

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

Second Primery Agency Milk Branding Digital Agency Studio7 Client

Pronto Film Oles Sanin, Director

120

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Prague in your hand Agency

Client

Short Term Effects

Pepsi Retro 3.0 Agency

BBDO UKRAINE Eugene Kurtev, Head of Strategy Anze Jereb, Creative Director Denis Keleberdenko, Creative Group Head Mike Petrusiak, Art Director Iryna Kochubey, Account Director

Other Agency Production

Pronto Film

Other Agency Set designer

PatokaStudio

Client

PepsiCo Ukraine Alexey Popov, Junior Brand Manager

121

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Legendary Words Agency

GRAPE Ukraine Aleksei Morozov, Creative director Stepan Barkholenko, Creator Elena Salivon, Production director Ekateryna Oleinyk, Production manager Evgeniy Ordynskyi, Art director Yaroslava Goncharuk, Copywriter Arkadyi Pasechnyk, Video art director Iurii Homovskyi, Motion designer Zahar Kornev, Senior developer Aleksandr Kozlov, Developer Marina Rybitskaya, Account manager

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Lvivske» Lesya Slabka, National trade mark Manager Anna Dembitskaya, trade mark specialist

Short Term Effects

«Operation OLX-ation!» Agency

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

Second Primary Agency Fedoriv.com (creative agency) Media Agency UM Client

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

122

EFFIE AWARDS | Ukraine 2015

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

Short Term Effects

«OLX – Rent and Sell Anything!» Agency

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

Second Primary Agency Fedoriv.com (creative agency) Media Agency UM Digital Agency Netpeak, Newage Client

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

This case describes the situation that faces OLX brand at the beginning of 2015 in its Real Estate section. It has leading position by visitors number among all online services but was low-efficient – the realtors used OLX to duplicate their ads and place «fakes» without being interested in real feed- back; the users has no hope for a quick success in finding a real offer from a property owner. Brand find strategic solution in changing the product and its quality. We set a limit on the number of free ads and offered paid advertisement packages for those who wants to sell more. Building relevant communication in media mix allowed to inform all 2 target groups about changes. As the result, the quality and liquidity indexes of Real Estate section grew up more than 1.5 times that satisfied OLX users, realtors and the platform.

Short Term Effects

Adventures of a marketer at the pawnshop Agency

THINKMcCANN Eugene Kaminskiy, Creative Director Anna Bobina, Account Director Alena Tkachuk, Account Manager Oksana Kapranova, Art Director Viktor Vysotskiy, Copywriter

Client

Pawnshop «Skarbnitsa» Darina Karlshtein, Marketing Director

123

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Who needs contest of effectiveness? Agency

Second Primary Agency Gvardiya Film Client

All-Ukrainian Advertising Coalition Maxim Lazebnik, Executive Director

Short Term Effects

Cheese that can surprise Agency

Second Primary Agency ZenithOptimedia Ukraine Client

KOMO Ukraine Oleg Kinder, Marketing Director Tetiana Bot’, Brand Manager

124

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Ukrainian engineers impress the world! Agency

TABASCO Creative Agency Alexander Smirnov, Creative Director Tatiana Kurmaz, Producer Eugenia Dzyubenko, Copywriter Tatiana Shapoval, Art Director Svetlana Korytko, Account Director

Client

Impression Electronics Georgiy Cherniavsky, General Director Evgeniy Tolchinin, Marketing Director Anastasia Livshyts, PR Manager

ТМ Impression Electronics is the only Ukrainian brand of mobile electronics developed by Ukrainian engineers that provides a low cost. However, the consumer has a stereotype that Ukrainian equipment cannot be of high quality. Today it is important more than ever to show by deeds that Ukrainian engineers are able to impress the world and to do this not only abroad and for abroad, but at home and for the Ukrainians. The launch of a unique art installation took place in Kiev on the 26th of September, 2015. Ukrainian engineers of Impression Electronics transformed the cultural and historical sigh into unique art installation – the first Ukrainian digital-monument to Hetman Bohdan Khmelnytsky. PR media coverage made about 50 million people.

Short Term Effects

Victory Day Agency

TABASCO advertising agency Alexander Smirnov, Creative Director Olena Sukhanova, Director Olga Zgegulina, Producer Mikhail Dragan, Ivan Barbul, Copywriters Mikhail Suslov, Art Director

Client

News resistance Tymchuk Dmytro, project manager

125

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Fast results from setting-up a e-commerce system for VOLIA Agency

AGAMA Digital Group Julia Bobrovskaya, client service director Pavel Shchugarev, e-commerce specialist Artem Denisov, context manager Svetlana Danilyuk, media planner Alexandra Svintsitskaya, account manager

Second Primary Agency PROVID Media Agency Media Direction | OMD Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

Short Term Effects

MartiniRacing Agency

AGAMA Digital Group/Ebola Maxim Boritko, integrated and media projects creative lead Alexey Novikov, digital creative director Anna Launets, copywriter Max Demchenko, designer Kateryna Bykova, designer Yuriy Potekhin, account manager

Second Primary Agency ZenithOptimedia Ukraine PR Agency

Hoshva PR

Other Agency

FILMO

Client

BACARDI-MARTINI UKRAINE Olga Polishchuk, BM «Martini & SPW»

126

EFFIE AWARDS | Ukraine 2015

as global activation but local touch was necessary for success. Project aims at engaging consumers through 360 activations around the idea YOUR RACE TO DESIRE. The project focused on Millenials who want to live meaningful, exciting experiences & pursue what they love. As they are digitally native and obsessed with sharing experiences online, major communication aimed at digital owned media development and empowering earned media. Global website was major Hub for participating, but mechanics was perceived very difficult for local online users. To solve global problem of website and encourage online users to participate we focused on smart paid promotion with conversionbanners, precise targeting and reactivating awared users. To drive Earned media we engaged key celebrities (provocateurs) relevant to our Target Audience to be involved and created reality show worth spreading by Millenials in social media. As result, local touch of Martini Racing succeeded with high share of Ukrainians among participants (29%) and increase of Martini market share (+1,7%% YTD in vermouth and +31% in sparkling wines). And the most exciting is that main prize, Porsche Carrera, is won by Ukrainian guy!

Short Term Effects

Romantic spring with Raffaello Agency

Media Direction | OMD Ekaterina Revenko, Media Planner Elena Petrova, Head of Non-standard media solutions department Dmitriy Sakhno, Senior Media Planner Elena Meylakh, TV Planner

Marketing Services Agency Solution House Client

Ferrero Ukraine Elena Melnik, Brand manager Marina Polyakova, Junior Brand Manager Anna Bondarchuk, Brand manager

Rafaello – undisputed leader in the category of sweets in boxes during the last two years. The category has been stagnating in recent years. It’s been hard to attain growth like never before whereas «rational» consumers switch to cheaper weighed out confectionary. Sweets in boxes are especially desirable during romantic holidays. Brand Raffaello with reputation of a sophisticated and delicate present, perfectly polished through the years always thoroughly prepare before the season to fight actively and try to increase the market share. The challenge in 2015 was to overextend ourselves, which means to surpass the pre-crisis level of sales by 5%. But how to perform best if the price has almost doubled? Complex multilevel communication with each step carefully aligned with the consumer journey enabled us to successfully reach and even overfulfill all the required indicators.

Short Term Effects

VOLIA. TV + Internet by price of cafe single visit Agency

Media Direction | OMD Lesya Kuzmenko, Strategy planning director Maria Dyachenko, Analyst Aleksey Kudrya, Senior Media Planner Dmitriy Sakhno, Senior Media Planner Andrey Pedorenko, Head of OOH and Print department

Second Primary Agency PROVID Digital Agency AGAMA Digital Group Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

127

EFFIE AWARDS | Ukraine 2015

Short Term Effects

3G in Ukraine. Ready, set, result Agency

Client

Short Term Effects

To each his own! Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Second Primary Agency Media Direction | OMD Digital Agency AGAMA Digital Group Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

128

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Will to innovations! Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Media Agency Media Direction Client

TM «VOLIA» Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom Department Iryna Kishchenko, MarCom manager

Short Term Effects

Pepsi #sorry_mom Agency

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

Client

PepsiCo Ukraine Zhanna Strelnikova, Category Brand Manager / CSD, Water & Energy Anatoliy Gordeev, Beverages Marketing PepsiCo EER Popov Aleksey, Junior Brand Manager (CSD/LIT)

129

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Mastercard MoneySend Agency

Aimbulance Roman Havrysh, Chief Strategy Officer Volodymyr Smirnov, Creative Director Dmytro Kudinov, Media Director Inna Makoterska, Account Director Denys Rostolopa, Art Director

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

Short Term Effects

Mastercard Champions League Agency

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

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

130

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Lipton or brew Agency

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

Client

Unilever Ukraine Elena Shvoryak, Senior GTM (BB&CM) Manager, FOOD Categories Nadezhda Fomina, Brand Manager FOOD Categories Olga Zenevich, Jr. Brand Manager Lipton

Short Term Effects

MOYO.UA Agency

Client

MOYO Dmitri Basov, General Manager Natalya Gorokhova, Marketer Our strategy is to become the symbol of the ÂŤsmooth online purchase.Âť Before, you had to take risks in order to save money, but now there is moyo.ua. We found our own territory between the large shops and online stores. The best part of the story is that the sales have increased not only during the campaign, but also continued to actively grow further, indicating that we have chosen the right strategy.

131

EFFIE AWARDS | Ukraine 2015

Short Term Effects

Olivie Agency

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

Client

Long-term Effectiveness

Her name is Ukraine Agency

Client

Kyivstar Daria Partas, Senior Communications Officer

132

EFFIE AWARDS | Ukraine 2015

Long-term Effectiveness

Marketing plan for 1095 days Agency

Client

Nestle Alona Degtiar, Brand Manager Valentyna Zhuk, Brand Manager Olena Polischuk, Brand Manager

Long-term Effectiveness

300 years of contemporaneity Agency

Second Primary Name Grape Ukraine Media Agency Media Direction Ukraine Marketing Services Agency Momentum Client

Carlsberg Ukraine Andriy Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Lesya Slabka, Senior Brand Manager Anna Dembitska, Junior Brand Manager Vita Murenko, Brand Specialist

133

EFFIE AWARDS | Ukraine 2015

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

Long-term Effectiveness

Program with long-term-effectiveness Agency

Client

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

“Svit mam” is Ukrainian social network for mums which was found in 2010. Since that year, it has been developing with Huggies support and staying a brand’s media channel for super precise targeting of certain target audience. In the condition of economic crises brand needed new income sources, that is why a launch of own E-commerce project was a logical development step. The main challenge was to launch a direct sales platform while not investing additional resources in creation of offline infrastructure.

Shopper marketing

Anti-crisis program of a fair price protection «Penny Bird» Agency

Second Primary Agency Full Contact advertising agency Client

Foxtrot Household Appliance Stores Network Natalya Srednyaya, Marketing Director Ruslan Klimenko, Brand Manager Irina Sevostyanik, Head of Trade Marketing

135

EFFIE AWARDS | Ukraine 2015

Shopper marketing

Switch 2-in-1 Agency

Client

Intel Ukraine Yuri Mykolyshin, Marketing director

Shopper marketing

Gratitude for care Agency

Second Primary Agency Momentum Media Agency 1 Vizeum Media Agency 2 Name Universal McCann Other Agency

Master AD

Client

PJSC «Myronivsky Hliboproduct» Yaroslav Mykhaylovskiy, Marketing Director Anna Klimenko, Marketing Manager Yulia Moskvina, Marketing Manager

136

EFFIE AWARDS | Ukraine 2015

Shopper marketing

Set-up of e-commerce system for VOLIA Agency

Second Primary Agency PROVID Media Agency Media Direction | OMD Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

Shopper marketing

«Demand, Offer and TV stars» Agency

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

Second Primary Agency PROVID Client

Oriflame Cosmetics Ukraine Yana Khmurova, Marketing & PR manager

137

EFFIE AWARDS | Ukraine 2015

Shopper marketing

To each his own Agency

Second Primary Agency PROVID Digital Agency AGAMA Digital Group Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

Shopper marketing

VOLIA. Win-win between TV & call-center Agency

Media Direction | OMD Lesya Kuzmenko, Strategy planning director Maria Dyachenko, Analyst Aleksey Kudrya, Senior Media Planner Dmitriy Sakhno, Senior Media Planner Andrey Pedorenko, Head of OOH and Print department

Second Primary Agency PROVID Digital Agency AGAMA Digital Group Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

138

EFFIE AWARDS | Ukraine 2015

Shopper marketing

Lipton or brew Agency

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

Client

Unilever Ukraine Elena Shvoryak, Senior GTM (BB&CM) Manager, FOOD Categories Nadezhda Fomina, Brand Manager FOOD Categories Olga Zenevich, Jr. Brand Manager Lipton

Shopper marketing

Cheese art school Agency

Second Primary Agency TWIGAâ&#x20AC;&#x2122;GO! Media Agency MediaFirst Ukraine Digital Agency DIGIBRAND Client

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

139

EFFIE AWARDS | Ukraine 2015

Shopper marketing

Boomerang Agency

Client

Velyka Kyshenia Larisa Guzhvinskaya, Marketing Director of Velyka Kyshenia Svetlana Prokhorets, Head of Advertising Yuliya Tretiak, Head of External Communications

Business Challenge/David vs. Goliath

Celebration w\o walruses (margin) Agency

MICHURIN creative agency Dmitry Bolsunovskiy, Creative Director Elena Dikusarova, Copywriter Anna Lubchenko, Designer Natalia Yaroshenko, Designer

Client

Premier Liga Denis Bazanov, Marketing Director Thanks to precisely chosen communication small local gas and petroleum station network observes long queues at their stations while the networks of national scale even with more favorable price offers can’t brag about positive dynamics.

140

EFFIE AWARDS | Ukraine 2015

MARKETING MEDIA REVIEW

#7-8 (127)

MMR.UA

źŮŶŻƈŪŹƅ ŷųŻƈŪŹƅ

MARKETING MEDIA REVIEW

#3-4 (2) АПРЕЛЬ-МАЙ 2015

MMR.UA

Business Challenge/David vs. Goliath

Whistling crayfish Agency

HAVAS WORLDWIDE KIEV Alexander Kulakov, Creative director Kateryna Burlyay, Client Service Director Olha Dobzhynska, Account Director Eugene Ivasyuk, Strategic planner Alexander Zelenko, Digital creative

Digital Agency HAVAS WORLDWIDE DIGITAL KIEV Client

Intertelecom Olesya Zakovryazhina, Deputy Director of Intertelecom sales and marketing department for advertising

Until February 2015 on a national scale 3G was available only to Intertelecom CDMA subscribers. On February 23rd 2015 MTS Ukraine, Kyivstar and life:) received 3G licenses. GSM-operators decided to launch commercial 3G and skim the cream off the subscribers anticipating for 3G in GSM. Intertelecom had only about a month before the Big Three get hold of the market. Thanks to the «Whistling crayfish» campaign that played on waiting for 3G for too long, mobile market’s David Intertelecom increased sales by 486,6% compared to the same period last year.

Business Challenge/David vs. Goliath

Magnicor brand communication launch campaign Agency

SEM Ukraine Dmitry Spivak, SEM CIS CEO Alla Radchenko, SEM Ukraine Director

Media Agency Nostra Communications Client

Public company «Kyiv Vitamin Factory» Roman Matkivskyy, Deputy General Director in charge of Distribution Spartak Seleznev, Head of Marketing Valeriy Savin, Product manager

142

EFFIE AWARDS | Ukraine 2015

Business Challenge/David vs. Goliath

Karpatska Dzherelna Agency

BBDO Ukraine Anze Jereb, Creative Director Denis Keleberdenko, Creative Group Head Pasha Melnyk-Krisachenko, Art Director Dima Kishka, Copywriter Irina Danilevskaya, Account Director

Client

Carpathian mineral waters Ella Tsybulya, Marketing Director

Business Challenge/David vs. Goliath

«Povodyr» Agency

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

Second Primery Agency Milk Branding Digital Agency Studio7 Client

Pronto Film Oles Sanin, Director

143

EFFIE AWARDS | Ukraine 2015

Business Challenge/David vs. Goliath

Young SNEKKING vs tough pirate FLINT Agency

Media Direction | OMD Sergey Kostia, Media Planner

Digital Agency AGAMA Digital Group Client

SGROUP Corporation Anna Gladyrevska, head of design and promotion department

Business Challenge/David vs. Goliath

Khomka Agency

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

Client

Leader Snack Tatiana Minko, Marketing director Anton Volnyanskiy, Marketing director Elena Bondaruk, Brand manager Our strategy is to move from the «Snacks» category to the «Entertainment» category in order to become a part of watching the show, walking in the park or relaxing at the country house. It is not about being food, but a habit, a nice addition to other pleasant activities. Understandable, pronounced advantage of the brand: With Khomka time flies in a more interesting way. We want to pick up the sense of it, this «the magic of the moment.»

144

EFFIE AWARDS | Ukraine 2015

Business-to-Businesss

VKP Re-branding campaign Agency

Client

Vasil Kisil & Partners Klaudia Shevelyuk, Chief Operating Officer Lidiya Gudyr-Poritskaya, Client Manager Olga Shevchenko, PR manager Andriy Stelmashchuk, Managing Partner

Business-to-Businesss

Branch solutions Agency

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

Client

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

145

EFFIE AWARDS | Ukraine 2015

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

Business-to-Businesss

AGAMA communications for business growth Agency

Talan Group Maxim Boritko, creative director Nataliya Pinchuk, PR-director

Second Primary Agency AGAMA Digital Group Other Agency

Scholz&Friends

Client

AGAMA communications Irina Novikova, CEO Tatiana Vasilenko, Executive Chairman Dmitriy Grushevskiy, Digital director Irina Zolotarevich, Director of PR&GR service

Single Communication Channel

Switch 2-in-1 Primary Agency

GRAPE Ukraine

Client

Intel Ukraine Yuri Mykolyshin, Marketing director

146

EFFIE AWARDS | Ukraine 2015

Single Communication Channel

Khlibnyi Dar – vodka No.1 in Ukraine Agency

Kinograf Vitaliy Kokoshko, creative director/film director Vira Gliebova, strategic director Bogdana Zaets, copywriter Igor Karakuts, copywriter Kerill Novak, copywriter

Media Agency Havas Media Ukraine Client

Single Communication Channel

GAS INDEPENDENCE Agency

Plus One Digital Agency Dmitry Likhovoy, Creative Director / Managing Partner Taras Solovey, Art Director Petro Mazur, Art Designer Roman Goncharenko, Designer

Client

Ministry Of Regional Development Of Ukraine Trubenko Lesia, Press Secretary to the Minister

Ukraine is in danger due to gas dependence. Gas boilers are mostly used in private houses. We must convince their owners to replace gas boilers for those using alternative types of fuel! People who use gas boilers buy matches. Therefore matchbox is the key communication channel we use to deliver the message: Gas dependence kills! We have created a powerful symbol to deliver this message via design of matchbox. When the matchbox is open the gas burner image at the face side looks like a grinning skull, reminding of lethal danger. We offer solution: info hot line number at the back side of the box, motivating people to call and check what it takes to replace their gas boilers and where they can get credit to do that. Challenge: very limited budget covering only the cost of producing 4 mln matchboxes sold all over Ukraine. Results: in 1 month the volume of credits people got for gas boiler replacement has increased by UAH 46 mln. The number of phone calls on info hot line has increased by 40%.

148

EFFIE AWARDS | Ukraine 2015

Single Communication Channel

«Fans Win The International» promo campaign Agency

Natus Vincere Group E-sports Marketing Agency Alexander Kokhanovskyy, CEO Gleb Alyokhin, Marketing Director Igor Karimov, Creative Director Aleksey Kondakov, Art Director Yevgen Tkachenko, Designer Sergey Breus, Web-programmer Olga Cheban, Senior Copywriter Andrey Cherednychenko, Senior Account Manager

Client

EGB.COM Aleksandr Kazinovich, Marketing Director

Single Communication Channel

Wine and МЕТRO Agency

PR Agency

PointeR Agency

Client

Metro Cash&Carry Oksana Kulikova (Zhuravel), Head of Marketing Margarita Lavrenyuk, Content Specialist Tatyana Shumska, Buyer of Wine & Spirits Oleksii Gizhko, Senior Sommelier

149

EFFIE AWARDS | Ukraine 2015

To stop the decrease of the alcohol category, METRO makes the assortment more diverse, optimizes prices with the help of direct import of wine. To form new perception of alcohol in METRO, in one of Kyiv shopping malls a wine department was opened which needed a quick building of awareness among TA. We made a non-standard solution for Ukrainian retail: Three days of campaign with a single channel of communication –facebook bloggers. The campaign finished with an active discussion. Results exceed expectations and non-standard approach turned out to be quite appropriate: more than 56 thousand reach (84% of weekly visiting), 200% of it was viral. For the first time during last 3 years we stopped the decrease of wine category!

Single Communication Channel

Opening of «Dog Ate Dove» Agency

Client

Mazarine Victor Zaiets, Marketing director

Single Communication Channel

Magnicor brand communication launch campaign Agency

SEM Ukraine Dmitry Spivak, SEM CIS CEO Alla Radchenko, SEM Ukraine Director

Media Agency Nostra Communications Client

Public company «Kyiv Vitamin Factory» Roman Matkivskyy, Deputy General Director in charge of Distribution Spartak Seleznev, Head of Marketing Valeriy Savin, Product manager

150

EFFIE AWARDS | Ukraine 2015

Single Communication Channel

XXX Date Agency

Media Agency Qreachers Other Agency

Aurocraft (Digital Production)

Client

UNICEF Ukraine Anna Sukhodolska, Communication for Development Officer Elena Sakovich, Head of programs for youth and Development UNICEF

Single Communication Channel

Robert Doms Club Agency

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Львівське» Katerina Druzhynskaya, trade mark specialist Anna Dembitskaya, trade mark specialist Vita Murenko, trade mark specialist

151

EFFIE AWARDS | Ukraine 2015

Single Communication Channel

Ukrainian engineers impress the world! Agency

TABASCO Creative Agency Alexander Smirnov, Creative Director Tatiana Kurmaz, Producer Eugenia Dzyubenko, Copywriter Tatiana Shapoval, Art Director Svetlana Korytko, Account Director

Client

Impression Electronics Georgiy Cherniavsky, General Director Evgeniy Tolchinin, Marketing Director Anastasia Livshyts, PR Manager

ТМ Impression Electronics is the only Ukrainian brand of mobile electronics developed by Ukrainian engineers that provides a low cost. However, the consumer has a stereotype that Ukrainian equipment cannot be of high quality. Today it is important more than ever to show by deeds that Ukrainian engineers are able to impress the world and to do this not only abroad and for abroad, but at home and for the Ukrainians. The launch of a unique art installation took place in Kiev on the 26th of September, 2015. Ukrainian engineers of Impression Electronics transformed the cultural and historical sigh into unique art installation – the first Ukrainian digital-monument to Hetman Bohdan Khmelnytsky. PR media coverage made about 50 million people.

Single Communication Channel

TV spring with Raffaello Agency

Media Direction | OMD Ekaterina Revenko, Media Planner Elena Petrova, Head of Non-standard media solutions department Dmitriy Sakhno, Senior Media Planner Elena Meylakh, TV Planner

Marketing Services Agency Solution House Client

Ferrero Ukraine Elena Melnik, Brand manager Marina Polyakova, Junior Brand Manager Anna Bondarchuk, Brand manager

152

EFFIE AWARDS | Ukraine 2015

Single Communication Channel

«Demand, Offer and TV stars» Agency

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

Second Primary Agency PROVID Client

Oriflame Cosmetics Ukraine Yana Khmurova, Marketing & PR manager

Single Communication Channel

Mastercard MoneySend Agency

Aimbulance Roman Havrysh, Chief Strategy Officer Volodymyr Smirnov, Creative Director Dmytro Kudinov, Media Director Inna Makoterska, Account Director Denys Rostolopa, Art Director

Client

MasterCard Ukraine Natalia Baidala, Marketing Leader

153

EFFIE AWARDS | Ukraine 2015

Business-to-Businesss

World’s first interactive milk degustation Agency

Yarche digital, Kiev Danil Martinov, CMO Timur Karimov, Creative Director Gleb Gavrilyuk, Creative Director Vera Gospodarenko, Senior Copywriter Julia Oborskaya, Copywriter Nastia Merkulova, Web Designer Katerina Chernyavskaya, Web Designer Taya Zhabinskaya, Retouching Aleksandr Bobin, Project manager Avetis Vakofyan, Project manager Eugene Gubich, Digital Producer Yuriy Golovanov, Technical Director

Digital Agency Yarche digital, Kiev Client

Premialle

Premialle – is the perfect milk, in a perfect package, created on the perfect factory. But how to show its preferences to consumer who is not yet familiar with the brand? To tell about all the benefits, it was necessary to organize milk degustation for those who are the really like milk — milk gourmet. That’s what we did. But we did it online. The users had managed the degustation in real time by using the second screen technology

Marianna Glotova, Director of Marketing and Strategy

Sponsorship

Khlibnyi Dar – vodka No.1 in Ukraine Agency

Kinograf Vitaliy Kokoshko, creative director/film director Vira Gliebova, strategic director Bogdana Zaets, copywriter Igor Karakuts, copywriter Kerill Novak, copywriter

Media Agency Havas Media Ukraine Client

154

EFFIE AWARDS | Ukraine 2015

Sponsorship

Everything you are afraid to ask about Agency

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

Second Primary Agency STB TV Channel Client

Astellas Pharma Europe B.V. Artem Matveev, Marketing Manager

Sponsorship

Legendary Words Agency

Second Primary Agency THINK McCANN Client

Carlsberg Ukraine, ТМ «Lvivske» Lesya Slabka, National trade mark Manager Anna Dembitskaya, trade mark specialist

156

EFFIE AWARDS | Ukraine 2015

Sponsorship

Celebration in «Lvivske» style Agency

Second Primary Agency Momentum Media Agency Name Media Direction Ukraine Digital Agency Grape Ukraine Client

Carlsberg Ukraine Andrey Otroschenko, VP Marketing Taras Matsypura, Marketing Manager Lesya Slabka, Senior Brand Manager Anna Dembitskaya, Junior Brand Manager Vita Murenko, Brand Specialist

Sponsorship

ABC of the Morning, Breakfast 1+1 Agency

OMD Optimum Media Ukraine Elena Provotorova, Senior Account Manager Oksana Zhurovich, Manager Director of Sponsorship Department

Second Primary Agency TBWA Ukraine Client

McDonald’s Ukraine Yuliya Batritdinova, Marketing & Communication Director Olga Vasylieva, Senior Marketing Consultant

157

EFFIE AWARDS | Ukraine 2015

Breakfast is lack subcategory due to «eating-home» habits of consumers in UA market. McDonald’s – QSR category leader, was challenged to develop this category. With the existed special offer (Breakfast-Menu) the Big Idea was to create a special content in the most popular Morning show. Business target: to increase morning visits. Result +1% in 1Q2015 vs. 1Q2014. Additionally sales growth by 16% (in items) in Jan-May2015 vs. Jan-May2014. Communication targets: Awareness of Breakfast offer growth at least by 5%. Result – KPI increased from 65% (Jan’14-Dec’14) up to 76% (Jan’15-Sep’15).

Sponsorship

TV spring with Raffaello Agency

Media Direction | OMD Ekaterina Revenko, Media Planner Elena Petrova, Head of Non-standard media solutions department Dmitriy Sakhno, Senior Media Planner Elena Meylakh, TV Planner

Marketing Services Agency Solution House Client

Ferrero Ukraine Elena Melnik, Brand manager Marina Polyakova, Junior Brand Manager Anna Bondarchuk, Brand manager

Sponsorship

«Your dreams – our inspiration» Agency

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

Second Primary Agency PROVID Client

Oriflame Cosmetics Ukraine Yana Khmurova, Marketing & PR manager

158

EFFIE AWARDS | Ukraine 2015

Seasonal marketing

LINEX OR THE FIRST SUMMER FOR WINTER BRAND Agency

Starcom Ukraine Alexey Osadchiy, Media director Andrey Rybkin, Buying director Anna Farafonova, Media Group Head

Media Agency Starcom Ukraine Client

Sandoz Ukraine Iryna Kryzhna, OTC Marketing manager Polina Sokolovych, Brand manager

audience. Diarrhea, related to seasonal increase of fresh vegetables and fruits in the dietary intake, was chosen as a basis for the Linex summer communication. Our target audience’s tendency to the superficial self-treatment is wellknown. While buying something «for the tummy» in the pharmacy, average Ukrainian first of all looks for a medicine to relief the symptoms. Using high level of awareness and advocacy of Linex brand we suggested an alternative approach during our summer campaign : a medicine that would not only relief the symptoms but help to fight with the origins of the disease – problems with the microflora’s imbalance. To amplify the effect of our communication a spectacular and efficient solution was invented in OOH. We have created a concept of «bushboards» – regular billboards that were partially covered by nearby tree leaves of bushes. A special message was placed on all carrier that had a direct idiomatic connotation with the disease: «Diarrhea? Do not hide in the bushes». Tree crown that is normally trimmed by vendors has become our natural extender and also allowed to optimize cost of ad campaign by more than 50% . As a result the idea of human body microflora protection in advertising resonated with real flora protection in a big and hot city. Campaign results exceed all expectations. First Linex summer advertising campaign not only helped to stop market share deterioration but resulted in market share increase up to 13%. During the first week of ad campaign sales uplift was 21% – record breaking performance for Linex marketing communication activities since 2013. Linex discovered new seasonal opportunities to grow faster than the market and be less depended from periods of Cold&Flue

Seasonal marketing

Rich Limited Editions Media Agency Carat Digital Agency COXO Digital Marketing Services Agency Havas Engage Ukraine Client

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

160

EFFIE AWARDS | Ukraine 2015

Seasonal marketing

Pepsi Retro 3.0 Agency

BBDO UKRAINE Eugene Kurtev, Head of Strategy Anze Jereb, Creative Director Denis Keleberdenko, Creative Group Head Mike Petrusiak, Art Director Iryna Kochubey, Account Director

Other Agency Production

Pronto Film

Other Agency Set designer

PatokaStudio

Client

PepsiCo Ukraine Alexey Popov, Junior Brand Manager

Seasonal marketing

Sunny Bible: Mountains in the sea Agency

Postmen Yaroslav Vedmid, CEO Yana Holub, SMM Director Nadiia Samarina, Art Director Polina Belousova, Community Manager Daria Maksimova, Web Designer

Client

Bukovel Vladimir Yuzyuk, Marketing Director

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

161

EFFIE AWARDS | Ukraine 2015

Seasonal marketing

Romantic spring with Raffaello Agency

Media Direction|OMD Ekaterina Revenko, Media Planner Elena Petrova, Head of Non-standard media solutions department Dmitriy Sakhno, Senior Media Planner Elena Meylakh, TV Planner

Marketing Services Agency Solution House

Client

Ferrero Ukraine Elena Melnik, Brand manager Marina Polyakova, Junior Brand Manager Anna Bondarchuk, Brand manager

Seasonal marketing

How SEMKI has outsmarted hamster and peasant Agency

Media Direction | OMD Sergey Kostya, Media Planner

Digital Agency AGAMA Digital Group Client

SGROUP Corporation Anna Gladyrevska, head of design and promotion department

162

EFFIE AWARDS | Ukraine 2015

Seasonal marketing

To each his own Agency

Media Direction | OMD Lesya Kuzmenko, Strategy planning director Maria Dyachenko, Analyst Aleksey Kudrya, Senior Media Planner Dmitriy Sakhno, Senior Media Planner Andrey Pedorenko, Head of OOH and Print department

Second Primary Agency PROVID Digital Agency AGAMA Digital Group Marketing Services Agency Solution House Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

Seasonal marketing

Volia win-win combination or how to save some money after New Year holidays Agency

PROVID Sergey Zinoview, Creative Director Ivan Boyko, Art Director Katerina Chanysheva, Copywriter Lyudmila Kuzina, Account Manager Olena Guk, Group Account Director

Second Primary Agency Media Direction | OMD Digital Agency AGAMA Digital Group Client

VOLIA Victoria Tsomaya, Marketing Director Nataliia Demydenko, Head of MarCom department Iryna Kishchenko, MarCom manager

163

EFFIE AWARDS | Ukraine 2015

Seasonal marketing

Lipton or brew Agency

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

Client

Unilever Ukraine Elena Shvoryak, Senior GTM (BB&CM) Manager, FOOD Categories Nadezhda Fomina, Brand Manager FOOD Categories Olga Zenevich, Jr. Brand Manager Lipton

164

EFFIE AWARDS | Ukraine 2015

Contacts 1+1 media 04080, Kyiv, Kyrylivska str., 23 +38 044 490 01 01 media.1plus1.ua

Initiative 04050, Kyiv, Pimonenko str., 13, building 4A, floor 5, office 51 +38 044 495 28 62 initiative.kiev.ua

AdPro 01033, Kyiv, Gaidara str., 58/10, 5th Floor +380 (44) 490 5484 www.adpro.ua Adventa LOWE 04050, Kyiv, M.Pymonenka str., 13, Bld. 5, +38 044 495 28 60 www.lowe.com.ua AGAMA Digital Group 01033, Kyiv, Zhylyanska str., 31 +380 44 461 14 07 www.agama-communications.com AIMBULANCE 04050, Kyiv, Pymonenko str., 13-ж, 2-й корпус +38 044 303 96 91 aimbulance.com Astellas Pharma Europe B.V. RO in Ukraine 04050, Kyiv, Pimonenka str., 13, 6A/floor 5, office 52 +38 044 494 13 28 www.umww.com Banda Agency 01054, Kyiv, 11 Chekhovskiy lane, of.13 +380(67) 462 06 80 http://www.heybanda.com BART&FINK 01030, Kyiv, Khmelnytskogo str., 32, +380 44 234 56 17 www.bartfink.com BBDO Ukraine 04070, Kyiv, Sahaidachnoho str., 25b, floor 6 +38 044 353 49 27 www.bbdo.ua Coca-Cola Beverages Ukraine 07442, Kyiv, Brovary district, Village of Velyka Dymerka, 51st km of St.-Petersburg Highway +38 044 490 07 07 coca-colahellenic.com.ua Direct96 Kyiv, Staronavodnytska str., 2-20 +380 44 490 90 88 www.osdgroup.com.ua Doris Advertising 03067, Kyiv, Mashynobudivna str., 37 office 305, “I-LAND Center” +38 (044) 222-52-53 doris.agency Geometry Global Ukraine 04071, Kyiv, Verkhniy Val str., 4A +38 044 590 51 11 www.geometry.com Global Marketing & Communications 01001, Kyiv, T. Shevchenka Provulok (Lane), 7/1 Office 4, +380 44 278 73 31 globalmarketing.com.ua

Publicis Visage 01033, Kyiv, Zhylianska str., 31, +38 044 594 56 00 publicis-visage.com.ua

ISD Group 01001, Kyiv, Khreshyatik str., 15, office 119 +38 044 569 51 84 www.isd-group.com

Saatchi&Saatchi Ukraine 01601, Kyiv, Bulvarno-Kudriavska Str., 24, 3rd floor, +38 044 494 49 09 saatchi.com.ua

J. Walter Thompson Ukraine 03680, Kyiv, N. Amosova str., 12 +380 44 461 7916 www.jwt.com.ua

Scholz&Friends Kyiv 01033, Kyiv, Zhylyanska str., 31, +380 44 501 29 09 www.s-f.com/kyiv/

Kinograf 04050, Kyiv, Artema str., 79, apt. 78 +380 044 230 81 10/12 www.kinograf.com

SEM Ukraine 01004, Kyiv, Baseyna str., 9-G, office 24 +380 44 496 07 61 www.semworldgroup.com

Leo Burnett Ukraine 01054, Kyiv, Bulvarno-Kudryavska str., 24 Building 2 +38 044 490 90 60 leoburnett.ua

Smartica/Skykillers 01030, Kyiv, Bohdana Khmelnytskoho str., 50-B +38 (044) 223 70 60 www.smartica.com.ua

MADMEDIA 01033, Kyiv, Zhilyanskaya str., 31, +380 44 461 14 09 madmedia.com.ua

Starcom Ukraine Kyiv, Bulvarno-Kudriavska Str., 24, 2nd floor +38 044 494 49 04 www.starcom.kiev.ua

Media Direction Ukraine | OMD 01033, Kyiv, Zhylyanskaya str., 31, +380 44 461 14 11 www.md.kiev.ua

TABASCO advertising agency 03680, Kyiv, Krasnoarmiyska str., 72, 9th floor +380 44 496 28 tabasco.com.ua

Mex Advertising 03035, Kyiv, Surikova str., 3, building 8-b +38 044 569 72 10 www.mex.com.ua MICHURIN creative agency 03680 , Kyiv, Bozhenko str., 86B, office 220 +38 (044) 592 38 43 michurin.com.ua MICHURIN creative agency 03680, Kyiv, Bozhenko str., 86B, office 220, +38 044 592 38 43 michurin.com.ua Natus Vincere Group E-sports Marketing Agency 03039, Kyiv, Nauki ave., 3 (business center “Sunflower”), 12th floor +38 044 364 37 45 nvg.gg OMD Optimum Media Ukraine 01032, Kyiv, Shevchenko blv., 33B, Floor 12 +38 044 220 1770 www.omd.com

Platinum Bank 03680, Kyiv, Amosova str., 12 0 800 308 308 platinumbank.com.ua

Talan Group 04071, Kyiv, Verkhniy Val str., 4A +38 044 590 51 11 www.geometry.com TBWA\Ukraine 01011, Kyiv, Rybal’skaya str., 22, Business Center Bashnya +380 44 594 7733 www.tbwa.com.ua THINKMcCANN 04050, Kyiv, Pymonenko str., 13, Business Center Forum, bldg 6a, fl.5, +38 044 494 28 35 www.think-mccann.com.ua TWIGA’Idea 04070, Kyiv, 23/8 Sagaydachnogo str +380 044 461 97 63 twiga.com.ua UM 04050, Kyiv, Pimonenka str., 13, 6A/floor 5, office 52 +38 044 494 13 28 www.umww.com Vintage 03039, Kyiv, Mendeleeva str., 37, +380 44 331 00 97 vintage.com.ua

Plus One Digital Agency 04119, Kyiv, Velyka Vasylkivska str., 72a, office 76a 044-228-06-20 plusone.com.ua

Y&R Ukraine 03680, Kyiv, Amosova str., 12 +38 044 461 79 09 yr.com.ua

HAVAS Worldwide Digital Kiev 04071, Kyiv, Vozdvizhenskaya str., 41 +38 044 451 84 42 havaswwdigital.com.ua

Postmen 01054, Kyiv, Dmitrievskaya str., 80, office 13 +38 044 482 39 43 www.postmen.com.ua

Yarche 04071, Kyiv, Vozdvyzhens’ka str., 10-B, Apt.7 +38 044 592 34 59 yarche.ua

Havas Worldwide Ukraine 01004, Kyiv 9a Lva Tolstogo Street +380 44 596-50-51 http://www. havaswwukraine.com.ua

Provid 01033, Kyiv, Zhylyanska str., 31 +380 44 461 14 14 https://www.facebook.com/PROVIDagency

ZenithOptimedia Ukraine 01601, Kyiv, Bulvarno-Kudriavska Str., 24, Build. 2 +380 44 492-9980 www.zenithoptimedia.com.ua

GRAPE Ukraine 01032, Kyiv, Saksaganskogo str., 106, оffice 22 +38 044 383 84 33, +38 093 217 61 37, +38 050 311 18 74 www.grapeukraine.com