Cannes Lions

Millions of good deeds

LIMITED LIABILITY COMPANY EPICENTR K (EPICENTR K LLC), Kiev / EPICENTR / 2021

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Overview

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Credits

Overview

Background

Epicentr is a socially responsible business. Main brand values:

- to develop the market and economy of Ukraine

- to set the trend of a social responsibility

- to help small and medium-sized businesses in crisis situations

Goals:

• Despite the difficult economic situation in Ukraine Epicentr provides financial grants to ambitious Ukrainians who had strong ideas for creating/improving small or medium-sized business to bringing them to life.

• To combine the social component with creating owns content for Epicentr's Youtube Channel

The project "Millions of Good Deeds" is a bold acceptance of the challenge - to develop the economy of Ukraine during the pandemic and quarantine. We decided to inspire the operating business to get out of the crisis and give a chance to start a new one for those who have long dreamed of their own business, by creating a reality show in which business.

Idea

The idea of the project is to support the starting of the business and the creation of content that inspires ambitious future entrepreneurs to start their own business, and big business not afraid to take on social responsibility. For idea realization, we decided to create a “Millions of good deeds.”

It is a bold acceptance of the challenge - to develop the economy of Ukraine during the pandemic and quarantine. We decided to inspire the operating business to get out of the crisis and give a chance to start a new one for those who have long dreamed of their own business.

We chose a non-standard format for idea implementation - an interactive reality show on Epicentr's YouTube channel, that became a whole story created together with the project's participants. The goal was to provide 20 grants for the own businesses development.

Strategy

Our approach was about creatively business ideas support. The project was not only about financial support for the participants' business ideas implementation but also about the inspiration for Ukraine's economic development and the creation of a culture of business assistance in crisis situations.

Target audience - Ukrainians full of ideas and a desire to develop their own business. These are both owners of small and medium-sized businesses and future entrepreneurs who have only a cool idea for their own business. The campaign was targeted at audiences over the age of 18 without gender distribution. After all, gender did not matter in any way for us.

To assess the situation, we used data from state statistics and our own financial and analytical department

Execution

1. We used TV Ad, Digital Ad, OOH, Radio Ad, own marketing tools for promotion.

2. The selection of the grant's owners was in several stages:

• Potential participants have to register and describe their business idea.

• Among all applications, the organizers randomly selected 40 participants for the semifinals

• In the final, commission selected 20 business projects. The authors of these projects got grants worth up to 500,000 UAH (near $17,8 thnd) each.

3. The project created its own video content on YouTube – a reality show and viewers could see the entire process of selecting winners on the Epicenter YouTube channel.

This step helped us to accumulate an interested audience on our own platform. In addition, in our content, we were not limited by formats and could maximize the potential of the project in the format of reality competitions."

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