Work we are
proud of

In 2022 Visa, like other responsible brands, reevaluated its priorities, focusing efforts and resources on support. The company created a non-commercial platform that served as a forum for the coordinated efforts of Visa’s social initiatives and its partners, arising in response to numerous simultaneous needs.

The establishment of the Brands Who Care enabled the consolidation of media channels, businesses, foundations, and those needing assistance for effective aid and support. Visa directed its communication investments to support the platform, emphasizing timely messages on areas requiring immediate assistance. The campaign was created by the Saatchi & Saatchi Ukraine team.

To achieve maximum visibility, the initiatives were presented as Brands who care, rather than directly under the Visa name, which facilitated more effective interaction with the audience. The project garnered significant reach, with over 50,000,000 contacts.

Since the launch of the first collaborations, over 20 initiatives have been organized, and over 80 million hryvnias have been raised. Brands who care community continue to thrive and evolve as a community of socially responsible brands.

The celebration of Kyivstar’s 25th anniversary was supposed to be the highlight of 2022. However, due to the war, traditional approaches to business and media planning no longer worked.

In the realities of full-scale war, Kyivstar reduced its media budgets by 30%. Consumer behavior changed, but the positioning of the brand “Human Connection” became even more relevant. The campaign for a new tariff for the 25th anniversary with the option of donations for the army was launched as a special crisis solution in wartime to save the lives of Ukrainian defenders and literally restore human connections in the de-occupied cities. The key challenge was optimizing the media support of the campaign.

The basis of the planning was Big Data from previous campaigns. Based on this, we created a new approach to planning, using econometric attribution modeling of users’ actual actions. Our data-driven strategy led to a significant shift in the TV and digital media split from 70/30 to a more effective 35/65. We managed to identify the most influential communication methods, thus increasing the amount of direct communication (SMS, push notifications, etc.) and additionally the share of display components in digital tools due to its economic efficiency and higher conversion rates in donation activations.

For continuous tracking of results and accuracy, we created live dashboards.

Results:

x2.5 Activation of the superpower “Helping the Armed Forces of Ukraine”

+20 p.p. Contribution to the restoration of Ukraine

+4 p.p. Brand connection

+4 p.p. Market leadership in mobile communications

Selling OTC pharmaceuticals online is one of the most challenging ventures in performance marketing. However, with the advent of Covid-19, we identified a potential opportunity. Specifically, we anticipated a surge in online sales and a transition of users from offline to online platforms.

We took the initiative to become market pioneers, establishing the most transparent and effective collaboration with online retailers. We successfully launched Performance Marketing for Sandoz drugs, transforming the Black Box Pharma eRetail Media market into a clear, comprehensible, real-time analytical system. This allows for clear tracking of our advertising campaigns’ business results and boosts sales by attracting new users.

Podorozhnyk is one of the TOP-5 pharmacy chains in Ukraine. The brand is growing rapidly, therefore, it needs an update that would reflect its fresh essence, advantages, and values.

The Publicis Ukraine team has rethought the brand identity and key message for the new Podorozhnyk. This is how the slogan appeared: “Podorozhnyk. Knows that helps”. It is based on two main brand advantages. On one hand, the brand has the necessary competencies, knowledge, experience, and resources to tell the client which drugs would be helpful in a specific case. On the other hand, Podorozhnyk cares about its client, offering high-quality drugs with no fakes. Also provides regular discount programs: “Quality available to everyone”, and provides additional services such as “Doctor at the pharmacy” etc.

Then the agency team updated the logo. Over the past years, Podorozhnyk has managed to build brand awareness, so when working with the visual component, it was important to maintain continuity, while reflecting updates and modernizing it. Thus, the recognizable medical cross and plantain leaf were visually rethought in the main green color. They merged into a single entity, where the significant element of the sign is linked to the corresponding word in the logo by color: the cross to the word pharmacy and the leaf to the Podorozhnyk. The logo has become concise and simple to understand, and the font has become lighter, neater, and more open.

This is a showcase of how Lenovo, a hi-tech electronics brand, thinks not only about the functional features of its products, but also takes care of both product usage conditions and client’s comfort.

Creating of Lenovo Meowbook – laptop for cats – added more emotions into the user-brand relationships as well as highlighting such a problem as ‘device damaging from cat’s fur’ which became communicative innovation in this category.

Virus orientation, originality, and non-standard merging of high technologies and additional customer care allowed Lenovo to be organically discussed in media and got 9.5 million impressions.

Every year, before the Children’s Day, the Tabletochki Charity Foundation, together with Leo Burnett, launches fundraising campaigns for the treatment of children with cancer. These actions are so periodic that it is becoming increasingly difficult to reach people.

For 2020, the fund has set a MEGAGOAL in general: to shoot a video for a digital campaign that will raise a million hryvnias! And this at a time when people, in addition to the fate of cancer patients, were also worried about the virus, lockdown, uncertainty, unemployment… Additional condition: the foundation wanted to show in the video a real child who beat cancer thanks to philanthropists.

We have developed a script for the video. The main role was played by a former ward of the foundation – 9-year-old Artem. He became proof of the effectiveness of care and a symbol of a possible happy ending.

This is a story about how we succeeded in finding a touchpoint with the most difficult and inapprehensible audience for all marketers – the Z generation. Against the backdrop of a growing market, a strong competitor, and a falling share of Garnier Pure, we were able to succeed.
Our decision, on the one hand, was obvious – to choose the brand ambassador. But on the other hand, not everyone is able to find the right one. The one to whom teenagers could look up to and was interesting to watch.

We chose Open Kids and did not lose out. Business results and increased attention to communication with girls from the music band serve as evidence.

Now our audience feels that with Pure they are the coolest ones!

tvlab – creative partner of the project.