Chernigivske Film, Digital Yes I am Ukrainian by GRAPE Ukraine

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Yes I am Ukrainian

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Industry Beers and Ciders
Media Film, Digital, Interactive & Mobile
Market Ukraine
Agency GRAPE Ukraine
Creative Director Sergey Milyuk
Art Director Nataliya Strelchenko
Released June 2013

Credits & Description

Advertiser: SUNINBEV UKRAINE
Agency: GRAPE UKRAINE
Category: Social Media & Viral Marketing
Advertising campaign: THE BOOK WITH RECORD NUMBER OF AUTHORS
Brand Manager Promo/BTL: Anna Zakutskaya (SUN Inbev Ukraine)
Production Director: Elena Salivon (Grape Ukraine)
Technical Director: Mikhail Maslivets (Grape Ukraine)
Chief Executive Officer: Iurii Gladkyi (Grape Ukraine)
Digital Strategy Director: Sergey Kuzmenko (Grape Ukraine)
Creative Director: Sergey Milyuk (Grape Ukraine)
Cee Chernigivske And Value Brands Director: Tatyana Lukinyuk (SUN Inbev Ukraine)
Digital Specialist: Daria Selynna (SUN Inbev Ukraine)
SMM Director: Denis Yakimchuk (Grape Ukraine)
Art Director: Nataliya Strelchenko (Grape Ukraine)
Account Manager: Karina Zhuravlova (Grape Ukraine)
Group Brand Manager Chernigivske: Vadim Vaschenko (SUN Inbev Ukraine)
Public Relations Manager: Valerie Chayka (Grape Ukraine)

Implementation
Chernigivske believes that every Ukrainian is worth writing a book about. So we launched the “Yes! I am Ukrainian” project as an interactive book with a record number of authors. Ukrainians expressed their faith in the motherland by filling the book with their views and ideas. The book got a record number of authors. This made project get huge PR and media coverage in all major media in Ukraine. On bookmark as a campaign image, there was a QR code, which led directly to the Facebook application. So we made every avatar in social media, a new media channel.

Client Brief Or Objective
Chernigivske is the leading national beer brand. Its brand essence is to support the national dignity of Ukrainians. On July the 3rd, 2012, before Independence Day, Parliament adopted a controversial law, which cancelled the primary status of Ukrainian language as the single official one. This issue became #1 in the country. Many Ukrainians took to the streets to proclaim their position and emphasize their national identity. Still, most people stayed at home. So, we created media to enable anyone to declare their point of view. We expressed a general insight of the country in a simple SOCIAL ACT, declaring: “Yes! I am Ukrainian”.

Outcome
1. 26,000+ new fans in social networks.2. 11m media reach contacts.3. 9m contacts of earned publicity.4. Brand community grown by a quarter!5. App became #1 in Ukraine, due to the audience grow in brand community.6. The first book with 6,500 authors was published.7. Thousands of Ukrainians expressed their national dignity.

Execution
1. Chernigivske's brand essence is to support the national dignity of Ukrainians.The book as special media enabled anyone in Ukraine to declare their point of view, and supported national dignity of Ukrainians. The book was published and passed to the Ukrainian National History Museum, raising the national dignity of all the authors.2. Ukrainian national symbols are predominantely sad. We managed to create a positive one. It was the contemporary image of national symbol.