Most Ukrainians continue to shave with one-off razors. Launching a new Philips electric shaver, we realized that our main task was to convince users to buy electric shavers.

The most intuitive way is always the most obvious, so we filled the citylight at the stop with many disposable razors, demonstrating how much they needed where one Philips electric shaver can easily manage.

Good coffee may be a reason for a driver to stop at the patrol station. From other hand good coffee may be the only reason for pedestrians to visit the patrol station.   

We realized that coffee as an emotional communication center  would involve two audiences at once and also would set up positive associations to the stations in general.  

We chose non-standards to complete this challenge: 3D WOG branded paper cup with illumination .

Despite of small number of constructions and the fact that OOH was the only channel to communicate, the campaign exceed the expectations in several times. Coffee sales grew up by 25%. Petrol sales grew up by 10% and exceeded those indicators of other petrol stations, and once again proved the effectiveness of non-standard formats.

Yaris is the most compact car in Ukraine. This makes it perfect for big cities where people spend a lot of time to find a free parking place. We understood that to tell about this advantage was not enough. It must be shown.

To show the advantages of Toyota Yaris we chose the balcony in the central part of the city. For the start we just posted an ad of the parking lot there. It caused laugh and puzzlement among drivers who shared photos of the ad in social networks.

But when people began to get used to the ad, we stepped on and really parked Yaris on the balcony of the fourth floor.

A freshness of this project was caused not only by the waves of photos and video in social networks, but also by the interest of other media. TV and radio were talking about the campaign. An integrated approach had a big value in growth of the client's business indicators. Toyota Yaris sales increased 16 times compared to the previous year.

Taking cold medicines one wants not only to recover, but also to be cared for.

We decided to help Grippostad (STADA) to share care not only with those who have already fallen ill, but also become a hero who would prevent others from caching a cold.

That is why we installed a special bus stop with UFO lamps, USB charging and free Wi-Fi. In such way we have demonstrated Grippostad care to our consumers.

This social project helped STADA to get the award “Social company of the year”.

Every day people are wasting at least 10 minutes at bus stop while waiting for the transport. These 10 minutes are infinitely boring once and in the evenings - also a very cold once.

Together with Sushiya we decided to fix this situation and create a bus stop free from boredom. The stop was in the Kyiv center and was completed with innovative bubble system that could change color and respond to movements.

Waiting for the bus passengers plunged into the restaurant atmosphere right on the stop, and especially hungry people could scan the QR code on the stop wall and get a compliment from the restaurant.

During the campaign, just one stop attracted more than 500'000 visitors. Additionally, the innovative nature of the bubble system that was firstly used in outdoor advertising, attracted the attention of specialized editions and added digital PR for Sushiya.

NIVEA Pure & Natural new line products are made from 95% naturally sourced ingredients. Our task was not only announce, but also to stand out with it, because women regularly hear statements about naturalness from other cosmetics brands.

We understood that there was nothing more natural than nature. So we decided to bring nature to where it had never been – in the subway. For the first time in the history of the Kiev subway, the station was decorated with fresh plants: an installation of 300 pots with a fern was created at the end of the station; 3D models of Pure & Natural products were placed on its background.

The project helped NIVEA to stand out from its competitors. As a result, brand awareness increased by 73%. ROI of the project was 317%.

Task: Transfer the key message of family traditions and values by creating Christmas mood, catch consumer attention. Build maximum reach while using minimum quantity of outdoor advertising panels.

Solution: According to CCS* research and Posterscope Ukraine own poll, non-standard extenders for billboards (illuminated especially) efficiency not only increase Ad Recall and Brand Recognition indicators for 3-6 times, but in case of quality creative also increase the level of loyalty to the product and the desire to buy it. We recommended to use eye catching 6х3 non-standard billboards in Kyiv. To deliver Christmas brand concept we used dynamically lit extenders, which are especially relevant in short daylight period. We increased campaign period from one to two months and accomplished the precise selection of every construction for budget optimization and reach maximization.

Result: This approach allowed to achieve visibility of the key message, 75% Kyiv citizens reach, 35M contacts with Kyiv citizens and city guests. Original advertising message allowed to reduce the frequency indicator towards reach. Quality technical solution enabled to convey the essence of communication and create positive Christmas emotions, demonstrate family values and family traditions, moreover emphasize that brand supports them and cultivates.

Advertising campaign results according to Nasha Ryaba brand health tracking:

• 27% of Kyiv citizens memorized billboards with nonstandard lighting
• 64% of those who saw the advertisements liked it, moreover 32% of them liked it very much

Kyiv audience not only saw the advertising, but also confirmed positive liability to it and memorized Nasha Ryaba as brand which cherishes consumer values – family and family traditions.

*Consumer Connection System

#mycocacola project was created for everybody to find something special and personal in Coca-Cola – own name, friend’s name or amusing greeting. But what if it was not enough?

For those who didn’t find the message they were looking for we created interactive DOOH project, which allowed to share your own message with Coca-Cola on the biggest interactive video screens of the country. To do that you only had to write it on the promoter’s tablet.

Messages were shared not only on the screens, but in social media also. People were boasting and telling friends online raising interest to the project.

This project was a part of #mycocacola integrated campaign, wherein generated itself more 500'000 contacts.

A task:

To retain the brand leadership in the information space in 2017 by means of outdoor advertising, to consolidate the image of the most popular and sold automobile brand in the Ukrainian market, to promote the growth of loyalty to the brand.                                                                                                                               

Decision:

After the crisis in 2014-2015, the automotive market began to recover and grow since 2016, and the investments significantly increased in the media category. At the same time for Toyota, outdoor advertising has been and remains the most important and effective communication channel for conveying the advantages of new models to both motorists and those who plan to become them. In fact, this media channel is relevant for the category and in 50% is credible (according to CCS 2015*). The analysis of competitors' activity in outdoor advertising for 2016 (according to Doors Consulting) showed insufficiently effective use of this media channel in terms of the level of advertising impact (in GRP). Both in the category and for the average market level in outdoor. Brands-competitors used it not systematically and point-like: medium-priced brands were placed on cover billboards, and expensive ones - on large image formats, several automobile dealers were present on board-pointers to points of sale.

Joint efforts of Vizeum and Posterscope developed an annual media strategy to achieve Toyota's market goals. It was on such media benchmarks as a sufficient level of influence for leadership and maximizing coverage:

- the level of advertising impact in GRP is not lower than the average level of key average market advertising campaigns (TOP50) and higher than the nearest competitor minimum by 15% in Kiev and 50% in cities with a population of more than one million

-  coverage of the general audience of sales geography was at least 75%, target audience at least - 70%

- the cost of 1% coverage is not lower than the average by category

At the tactical level, the Posterscope placement formed a multi-format offer and successfully implemented a series of advertising campaigns for the support and launch of Toyota Corolla, Camry, RAV4, Prado, Land Cruiser 200 in 2017.

Results:

Media:

- the level of advertising impact in GRP was at the average level of key market advertising campaigns (top 50) and higher than that of the nearest competitor by 19% in Kiev and 65% in cities with a population of one million (averaged over the year)

- the general audience coverage of sales geography was at least 75%, target audience - at least 70% in cities, with an effective frequency of contact (increased for new products to 35 contacts per campaign)

- the cost of 1% coverage is lower than the average in the category due to the use of the formats mix at the envelope-forming (billboards) and image (superboards, backlits)

Business:

- Following the results of 2017 Toyota is the sales leader of cars:

- # 1 in sales volume - 9,515 cars

- With a market share of 11.85%

- Increase in sales by 25.5%

Thus, including through the achievement of the set media indicators in outdoor, the brand retains leadership in the category, ensuring the achievement of its business goals.

Data:Doors Consulting 2014-2017, CCS (Consumer Connection Study - a specialized study of Dentsu Aegis holding, devoted to the study of consumer behavior in contact with advertising manifestations, consumer perception of TM and media, is held once a year in 50 countries, since 2011 is also held in Ukraine) , http://www.autoconsulting.com.ua/article.php?sid=40482 , an expert assessmentPosterscope Ukraine