Kyivstar Promo, Case study I LOVE UKRAINE by Ogilvy & Mather Kyiv

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I LOVE UKRAINE

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Industry Internet Service Providers
Media Promo & PR, Case study
Market Ukraine
Agency Ogilvy & Mather Kyiv
Released October 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: KYIVSTAR
Product/Service: INTERNET PROVIDING SERVICES
Agency: SPN OGILVY PUBLIC RELATIONS
Chief of Corporate Affairs: Zhanna Revnova (Kyivstar)
Communication Specialist: Nina Vasiliova (Kyivstar)
Communication Specialist: Alexey Popov (Kyivstar)
Practice Head: Iryna Manukovskaya (Spn Ogilvy)
Managing Director: Oksana Zavoyko (Prodigi)
Account Director: Juilya Sushko (Spn Ogilvy)
Senoir Account Manager: Evgeniy Babich (Spn Ogilvy)
Account Manager: Ruslan Gadzhiev (Spn Ogilvy)
Team Lead: Slava Baransky (Prodigi)
Account Manager: Anvar Azizov (Prodigi)
Account Manager: Victoriya Prudnyk (Spn Ogilvy)
Media placement: Press-Event - Kyiv, Ukraine - 19.10.2011
Media placement: Facebook Engegement Activity - Ukraine - 19.10.11
Media placement: Lvov Flower Clock Monument Opening - Lvov, Ukraine - 21.10.11
Media placement: Odessa Heart Of Love Monument Openin - Odessa, Ukraine - 21.10.11
Media placement: Dnipropetrovsk Family Banch Monument Opening - Dnipropetrovsk, Ukraine - 25.10.11
Media placement: Editorials In National And Regional Media - Ukraine - 31.10.11

Summary of the Campaign
Kyivstar is a leading provider of telecommunication services in Ukraine, the only national mobile company. It’s business opportunities lies in additional services providing. In a situation where competitors are providing aggressive price propositions, Kyivstar needed to create such kind of communication so every Ukrainian would be proud of.

To show Ukrainians simplicity and importance of Kyivstar’s additional services usage - we gave them simple tool and reason to use it! Kyivstar inspired Ukrainians to share their love to Ukraine in simplest way by capturing beauties which surrounds us every day and share them with all Ukraine creating real Ukraine on-line face on ILoveUkraine.com.ua social hub. We grabbed mass audience attention by announcing the ATL campaign leaded by a legendary Ukrainian actor. We engaged with social media activation by encouraging all activities in project popularization through Facebook and reward them with Kyivstar services.

Though, I Love Ukraine movement has begun: 3 new city monuments were established, Ukrainian celebrities joined the project, I Love Ukraine even was featured in the New Year issue of one the most popular TV show in Ukraine “Vecherniy Kvartal”. 100 000+ photos (45 per hour) were uploaded in 3 months, more than 13 000 unique places were discovered, 25% of photos were uploaded via mobile devices. 587 unique media hits were generated, Kyivstar social media footprint increased on 1493%. More than 45% of all subscribers would prefer Kyivstar as their No.1 mobile operator, which is higher than any competitor’s. 76,8% of all mobile subscribers recognized Kyivstar company as national pride.

The Situation

Consumers have already mastered basic ways of mobile phone usage, so the further sales potential lied within additional mobile phone services – mobile and FTTB internet being the key ones. Thus, all market leaders started fighting for their internet services to become main company for consumers and Kyivstar wasn’t leader in internet services providing. Such a market situation created a strong challenge for all participants – to become a more preferable telecommunication brand for consumers. Though, necessity of emotional bound between brand and consumer became crucial for Kyivstar brand.

The Goal
After deep studies and series of focus groups we discovered the most urgent and emotional topic for each Ukrainian heart – National pride idea which is always trendy for young nations such as Ukrainians are.
I Love Ukraine program is called to improve the Kyivstar Brand preference index (indicator of the most more preferable telecommunication brand among competitors) and improve the Kyivstar perception as national pride company. To achieve these goals we needed to generate nationwide WOM discussion and media coverage; promote habit of internet services usage among on mass market audience - existing and potential internet users: 15-30, men and women.

The Strategy
Kyivstar inspires Ukrainians to share their love to Ukraine in simplest way by capturing beauties which surrounds us every day and share them with all Ukraine creating real Ukraine on-line face! By using any mobile device with camera and internet access everyone can upload places they like for free in ILoveUkraine.com.ua social hub. The campaign’s social goal is to encourage Ukrainians to discover the unknown places of their motherland to make them proud of their country. The heart of the campaign was a social hub - ILoveUkraine.com. To create culture of mms and internet usage we opened special number for Kyivstar users, so they could upload their photos to website by mms sending. And also mobile access for Kyivstar users for website was free. So every user could start to use internet and mms features for free in simple and understandable way.

Execution
Grabbing attention with:
• Announcing ATL campaign leaded by legendary Ukrainian movie and theatre actor who talked about his love to his country
• Press-event for national and regional media
• Social media activation: live translation from press-conference, specially created application which helps to view all ILoveUkraine.com.ua content just in Facebook was launched
Engaging to action:
• Three new city monuments were esteblished by Kyivstar with the support of local authorities
• We encourage all consumers’ activities in project popularization via specially created application where all posts on behalf of I Love Ukraine were marked by the campaign logo, which helped Kyivstar separate project communication from Kyivstar brand news. By analyzing fans’ activity - comments, likes, etc. and rewarding the most active ones with Kyivstar services due to their activity level
• Special editorial projects based on social hub content with nationwide and regional media
• Involving Kyivstar employees to content sharing and creation via inner competition

Documented Results
• 45% of all Ukrainian mobile subscribers would choose Kyivstar services (+4% for a year). This is more than any of the competitors’ results!
• 76,8% of all mobile subscribers recognized Kyivstar company as national pride (+23,4% from 2010, more than competitors recognition)
• 647 771 unique people visited I Love Ukraine hub only for the 1st 3 months, 100 000+ photos were uploaded by users on the website, general speed of photos uploading reached 45 per hour
• 20% of all visits came from mobile devices
• 587 unique media hits were generated (on-line, off-line, TV)
• Kyivstar Facebook community grew on 1493%, more than
600 000 Facebook users were covered (more than 40% of all Ukrainians in Facebook)
• More than 24 484 comments were created by fans monthly in Facebook community, with more than 600 comments for each post
• I love Ukraine communications on Facebook gave more than 18% of all I love Ukraine.com.ua traffic