PR > Practices & Specialisms
GRAPE UKRAINE, Kiev / KYIVSTAR / 2015
Overview
Credits
CampaignDescription
Every year Kyivstar runs social campaigns which encourage Ukrainians to learn more about their homeland by means of modern telecom tools. In 2013, Kyivstar developed VKRAINA project – a unique presentation of Ukrainian history. The political turmoil in Ukraine and manipulations over the Ukrainian brands roots strengthened the importance of Vkraina for Kyivstar image as a patriotic Ukrainian company.
Inspired by VKRAINA, Ukrainian designer Mila Negru created a fashion collection with the images of historical maps on cloth. This designer collection underlay the Kyivstar corporate calendar for 2015. It consists of 12 images that demonstrate different periods of Ukrainian history in each month of the fashion calendar. Calendar was released in several formats: limited print edition for Kyivstar business partners, desktop edition on the project website and free mobile application.
Campaign results:
- Over 1.5K publications on TV, online and print.
- According to the weekly number of installations (20k+), the Calendar application became ?1 among all Ukrainian apps.
- The reputation pulse of Kyivstar reached to Excellent level (78,9 points). It’s the highest rate in 2014. Kyivstar lengthened the lead over its key competitor for 8,2 points. Kyivstar has strengthened its perception of the most patriotic national operator in Ukraine and kept the position of a reputational leader in Ukraine.
ClientBriefOrObjective
Kyivstar has been building up on its image of a patriotic brand for many years in a row. In 2009 Kyivstar partnered with Reputation Institute to develop its reputational model.
The research undertaken by the Reputation Institute demonstrated strong correlation between "being patriotic" and "people's love". Kyivstar has been perceived more patriotic than its two major competitors.
This parameter is estimated quarterly and annually by RepInstitute based on the surveys by GFK. According to the last survey (4Q2014), over 53% of respondents say positively when asked if Kyivstar is a patriotic operator. Only 23% said so about its biggest competitor.
Effectiveness
- More than 1500 free media on TV, online and print.
- According to the weekly number of installations (20k+), the Calendar application became ?1 among all Ukrainian apps.
- The reputation pulse of Kyivstar reached to Excellent level (78,9 points). It’s the highest rate in 2014. Kyivstar lengthened the lead over its key competitor for 8,2 points.
- Over 53% of respondents in the Gfk survey say that Kyivstar is a national mobile operator (as opposed to only 23% of the closest competitor), this number has increased by 3% only during Q2014.
Execution
April 2013: Kyivstar launches a web-based multimedia presentation Vkraina. The project offered to spotlight the history of Ukraine through the eyes of European cartographers of XVI-XVIII centuries.
April 2014: Kyivstar and Microsoft present to public Vkraina app for Windows 8/Windows Phone 8.
May 2014: Vkraina travels to Lviv for the open public discussion "Between History and Economics: importance of national identity". It becomes an umbrella project for the patriotic discourse of Kyivstar.
Summer 2014: Vkraina provokes discussions in the regional media. Articles referring to the maps from Vkraina engage readers into learning more about their native lands.
October 2014: Vkraina apperas in Android and iOS
November 2014: Ukrainian designer Mila Negru created a fashion collection with the images of Vkraina maps on cloth.
December 2014: This designer collection underlay the Kyivstar corporate calendar for 2015.
Relevancy
Over years Kyivstar has been perceived as a patriotic operator. It has been the brand's differentiation point which gave Kyivstar a great reputation credit over its competitors. Recent political turmoil in Ukraine led the Ukrainian society to rethink its history, to return to its original European identity in order to have a European future.
Euromaidan revolution and subsequent Russian aggression provoked discussions of the companies origins. Kyivstar which was founded by a Ukrainian for Ukrainians has always percieved itself as a Ukrainian and patriotic company. Vkraina project became Kyivstar haven to build upon its patriotic image.
Strategy
We have created an integrated campaign using branded content, which became the basis for the development in the event, digital and traditional media channels.
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