Work we are
proud of

In Ukraine, Pride events do not have a long history. COVID-19 in 2020 made it even more difficult, as all Pride events were canceled and switched to online, which reduced the audience dramatically. Online involves only LGBTQ+ activists. Offline Pride events are a moment of visibility for a wide audience. KyivPride and Saatchi & Saatchi had a difficult task – during a pandemic they needed a campaign that spread online Pride events across the country.

We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones and the Dronarium Ukraine team we attached a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness of gender equality. It was an upside-down shift in symbolism that immediately resonated with society.

The task was to make our Pride event visible in Kyiv during COVID-19 pandemic restrictions. But our stunt made Kyiv’s Pride visible all over the world with more than 100 million impressions in the first three days. The Motherland Monument stunt was recognized as the EVENT OF THE YEAR in Ukraine & Eastern Europe.

The Motherland Pride won several awards in the biggest world festivals on creativity and efficiency, such as Effie Awards Ukraine 2021, Cannes Lions 2021 and 2022, Andy Awards 2021, Golden Drum 2021, AD Stars 2021, D&D 2022, and The One Show 2022.

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.

The Ukrainian Creative Awards festival took place in Odesa from May 29 to June 1. It is a large-scale event in the creative market of the country, which brings together the most ideological and inspired creative people. Creativity is their natural way of life, so we believe that such people are the real driving force that can change the world. Thus was born our idea for the advertising campaign of the festival “Creativity — Ukrainian national idea”, thanks to which the creative flair in itself could be discovered and supported by everyone.

Challenge

COVID-19 and the introduction of strict quarantine restrictions are events that have greatly affected all of us and forced us to change our usual way of life. Now people had to get used to living in self-isolation and connect with the world (work, friends, relatives) by various devices and messengers. The situation contributed to the surge in popularity of the video conferencing format.

Many not only locked themselves at home but in themselves too. This influenced a lot of the beauty industry. After all, people began to pay much less attention to their appearance.

 Solution

We decided to utilize this trend – and encourage people who have become hostages of their homes to be more open and “see” each other online more often. Yes, see each other! And start turning on cameras. And with the help of Garnier Fructis Superfood people who could look like whatever looked super.

In the super-premium pet food segment where Purina Pro Plan plays, brands use rational communication that emphasizes their expertise. After all, this is what pure-blooded pets owners value, and they are the main consumers in the segment.

To stand among the competitors we drastically changed the rules of the game in the category and focused on the development of our own communication channels instead of using paid communication channels.

We developed a content strategy that was really useful for pet owners. It was a long-term thought-out strategy to be implemented in 3 stages: branded content creation; its scaling with the TV section; exclusive communication with the audience on the own cat show.

We were the first and the only in the category to choose this kind of path. And our bold trend-based solution has helped the brand to win the love of pet owners. Our market share has grown 2 times in 3 years, and brand perception has improved significantly!

For years the Chewing Gum category was represented by 2 leading brands: Orbit and Dirol. Orbit was a prominent player both in media investments and sales. Meanwhile, Dirol was #2 brand and eventually fell into the stasis where ad investment maintained the existing level of brand awareness while losing its positions in brand usage, consideration, and market share. Yet, Dirol decided to refresh its positioning and appeal to a younger audience – Generation Z.

Looking for an interesting youth territory we came upon bloggers trend. A big part of the audience is not only interacting with blogger content but dreaming of becoming one. Willing to help people with video content we created a Dirol Blogger Academy. Participants of the project had the possibility to learn how to become a blogger with special lessons from popular influencers, and the winner got 1 mln. views on Youtube for promotion of personal channel.

This project reflected the audience’s dreams vowed prominent brand slogan “Dirol. Inspires with taste” and positively affected brand sales.

Issuing new active payment cards with many transactions is becoming more and more difficult every year when it comes to a large bank. Standard audience targeting tools no longer work.

Thanks to the psychographic segmentation of the target audience, done with the help of partners, we were able to reach a new level of personalization. As a result, we improved our media metrics, got more active customers who made more transactions, determined which segments performed better and applied our knowledge to optimize our next campaigns.