Publicis Groupe Ukraine

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“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany

In November 2023, Ukraine celebrated the 10th anniversary of the start of the Revolution of Dignity – an event that significantly influenced the country’s development trajectory.

However, even after 10 years and a full-scale invasion there is still a barrier of misunderstanding between Ukrainians and Europeans. On one hand, most EU citizens agree with the statement that “Ukraine should join the EU when ready.” At the same time, russian propaganda portrays Ukraine as an incapable state and works to sow division within the EU.

A step towards overcoming this barrier of mutual understanding was to be a joint symbolic communication campaign that through the example of the Revolution of Dignity would demonstrate that Ukrainians feel and share European values. Given the tendency to avoid news about Ukraine in Germany, especially negative ones, the campaign aimed to facilitate the publication of quality materials that would reveal context and convey embedded messages.

Since Europeans do not completely believe that they are similar with Ukrainians, perhaps it is worth communicating our common values through the universal language of humanity. It sounds “right” and is understood in various social contexts worldwide. And that language is music.

During the Revolution of Dignity music united, supported, and inspired. Blue and yellow piano “Ukraine” not only served as a musical instrument but also became a physical and symbolic barrier between forces and peaceful protesters. Considering the deep symbolism of the piano the Publicis Ukraine and MSL Ukraine team proposed to create a cultural event alongside another symbolic monument, but for Germans, the iconic Brandenburg Gate.

The culmination of the event was the performance of the EU anthem “Ode to Joy,” in a four-hand rendition as a poignant symbol of Ukraine’s inevitable accession to the European family.

The campaign generated over 50 publications in leading German media, including online, print, and 11 features on major TV channels. The total non-unique publication coverage exceeded 486,100,000, with unique coverage reaching 40,500,000 — all without any media investments. Additionally, the event served as a platform for conveying important messages by official figures.

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“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany
How Visa Created a Community of Brands who care

In 2022 Visa, like other responsible brands, reevaluated its priorities, focusing efforts and resources on support. The company created a non-commercial platform that served as a forum for the coordinated efforts of Visa’s social initiatives and its partners, arising in response to numerous simultaneous needs.

The establishment of the Brands Who Care enabled the consolidation of media channels, businesses, foundations, and those needing assistance for effective aid and support. Visa directed its communication investments to support the platform, emphasizing timely messages on areas requiring immediate assistance. The campaign was created by the Saatchi & Saatchi Ukraine team.

To achieve maximum visibility, the initiatives were presented as Brands who care, rather than directly under the Visa name, which facilitated more effective interaction with the audience. The project garnered significant reach, with over 50,000,000 contacts.

Since the launch of the first collaborations, over 20 initiatives have been organized, and over 80 million hryvnias have been raised. Brands who care community continue to thrive and evolve as a community of socially responsible brands.

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How Visa Created a Community of Brands who care
Regional OdysSEO for the priority. Fixed internet by Kyivstar

Kyivstar gain first place in the fragmented market of the fixed Internet and become “visible” for the non-beneficial algorithms of the search algorithm. Instead of classic SEO-approaches the brand left the template and optimized the landing page for each city and town, where there is a physical possibility of Kyivstar to provide the fixed Internet.

Experimental “local” tactics in SEO increased the visibility of Kyivstar’s fixed Internet in the first positions of organic search results by 3.5 times. Brand №1 has now caught up with itself in the search.

This case received Bronze Award in E-Commerce category at Effie Awards Ukraine.

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Regional OdysSEO for the priority. Fixed internet by Kyivstar
Podorozhnyk – Knows That Helps

Podorozhnyk is one of the TOP-5 pharmacy chains in Ukraine. The brand is growing rapidly, therefore, it needs an update that would reflect its fresh essence, advantages, and values.

The Publicis Ukraine team has rethought the brand identity and key message for the new Podorozhnyk. This is how the slogan appeared: “Podorozhnyk. Knows that helps”. It is based on two main brand advantages. On one hand, the brand has the necessary competencies, knowledge, experience, and resources to tell the client which drugs would be helpful in a specific case. On the other hand, Podorozhnyk cares about its client, offering high-quality drugs with no fakes. Also provides regular discount programs: “Quality available to everyone”, and provides additional services such as “Doctor at the pharmacy” etc.

Then the agency team updated the logo. Over the past years, Podorozhnyk has managed to build brand awareness, so when working with the visual component, it was important to maintain continuity, while reflecting updates and modernizing it. Thus, the recognizable medical cross and plantain leaf were visually rethought in the main green color. They merged into a single entity, where the significant element of the sign is linked to the corresponding word in the logo by color: the cross to the word pharmacy and the leaf to the Podorozhnyk. The logo has become concise and simple to understand, and the font has become lighter, neater, and more open.

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Podorozhnyk – Knows That Helps
#Moneycanchallenge

Can selfies overcome cancer? Children with it have a 90% chance of recovery. But only when they are provided with the necessary treatment. In Ukraine, due to lack of funding and social problems, this figure is much lower, so online donations are very important. Together with Tabletochki Charity Foundation, we decided to increase the number of such donations, making selfies less selfish. That’s how the #MoneyCanChallenge came about.

 

The participant “complemented” his face in the photo with a portrait from a banknote donated to the Tabletochki and passed the call to friends. The flash mob was picked up by users and brands, making it one of the main TV news in the country. Tabletochki raised a considerable amount of money for charity at no cost, turning the instrument of love for oneself into an instrument of love for others.

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#Moneycanchallenge
Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog

CHALLENGE

The category of female hygiene products is highly competitive, where each of the brands in its communications informs about the quality benefits of the product. Differentiation is extremely important for brands like this. It helps to build the affinitive territory. Libresse has set a goal for itself –  To create a world where women can live the life they want, by breaking V-zone taboos, and the Libresse brand will help her feel confident and protected. regardless of the day of the cycle.

INSIGHT & IDEA

Globally, powerful communication has been developed for the Libresse. All our #історіїVсередині need to be heard. To know each other. To help each other. To see each other. And no woman can be forced to hide what she feels inside. Changes in communication have also affected the brand’s appearance.

Decision: not just to scale a new brand message, but to engage women to share their own stories: to learn one, to help one, to see one. Our #історіїVсередині must be heard.

IMPLEMENTATION

To be seen: attracting coverage media: TV + Digital, connecting Discovery Ads in YT and organically received a significant number of social network shares.

To be heard: A sexual podcast with The Village, to break taboos around sex and the V-zone.

To be discerning: By making influencers the voices of the brand who told their stories by launching WOM on social media

To be informed: Drove traffic to the website with paid search by posting a fun period’s test on Wonderzine.

RESULTS

  • 70% reach TA
  • More than 1М views
  • +3 p.p. TOM
  • +1 p.p. value share of the premium period pads segment
  • +3 p.p. “Brand, which breaking intimate zone taboos” attribute
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Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog
DigiVision for SausageSnack

We faced a challenge to break into the everyday life of people with a new product Kabanosy – long, thin sausages made from natural meat, positioned in between the meat-sausage and snack category. Until 2019 the product was unknown to both Ukrainian customers and distributors. Retail shops didn’t understand in which division the product should be sold, customers were puzzled whether to make sandwiches or eat Kabanosy with beer.

New product inspired us for a new approach for mixing media channels. We turned the classical media mix upside down and developed “DigiVision”, where digital plays a leading role in generating reach and TV is playing a secondary role. Non-standard and effective usage of media allowed Kabanosy to become a leader of the category of Snack and Meat products with minimal investment and significantly grew monthly sales.

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DigiVision for SausageSnack
Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

Issuing new active payment cards with many transactions is becoming more and more difficult every year when it comes to a large bank. Standard audience targeting tools no longer work.

Thanks to the psychographic segmentation of the target audience, done with the help of partners, we were able to reach a new level of personalization. As a result, we improved our media metrics, got more active customers who made more transactions, determined which segments performed better and applied our knowledge to optimize our next campaigns.

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Message personalization and psychographics in campaigns by Visa and their partner PrivatBank
Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

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A la guerre comme a la guerre – Do your things with a French accent

A la guerre comme a la guerre – Do your things with a French accent

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The honey that shouldn’t exist

The honey that shouldn’t exist

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Carol for Charity – How we turned Shazam into a Donation Platform

Carol for Charity – How we turned Shazam into a Donation Platform

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Brave Together with Maybelline New York

Brave Together with Maybelline New York

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Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

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Keep calm & carry-on big data

Keep calm & carry-on big data

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Increasing sales for PrivatBank with SEO and AI

Increasing sales for PrivatBank with SEO and AI

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How to turn the Pharma eRetail Media market black box into effective performance marketing?

How to turn the Pharma eRetail Media market black box into effective performance marketing?

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Plasticine stories on sensitive issues by Publicis Ukraine

Plasticine stories on sensitive issues by Publicis Ukraine

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Exclusive Packaging for Svitoch Exclusive

Exclusive Packaging for Svitoch Exclusive

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Changing the Symbolism with the Motherland Pride

Changing the Symbolism with the Motherland Pride

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Your favorite clothes look new much longer!

Your favorite clothes look new much longer!

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Be the King of your Jungle

Be the King of your Jungle

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National Art Museum of Ukraine (NAMU): NAMU Lions

National Art Museum of Ukraine (NAMU): NAMU Lions

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LENOVO: MEOWBOOK

LENOVO: MEOWBOOK

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‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

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The Best Side of Molokiia

The Best Side of Molokiia

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The Ukrainian Creative Awards

The Ukrainian Creative Awards

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Save the animals with Save Wild

Save the animals with Save Wild

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Classic Picnic #SOUNDwiththeCITY

Classic Picnic #SOUNDwiththeCITY

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When you can look whatever, look great with Garnier Fructis Superfood

When you can look whatever, look great with Garnier Fructis Superfood

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Become a Hero with Men Expert

Become a Hero with Men Expert

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Nescafé 3in1 integration in music clip to engage young trendy audience

Nescafé 3in1 integration in music clip to engage young trendy audience

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Through rationality and expertise to the consumer’s heart

Through rationality and expertise to the consumer’s heart

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How to find a new audience to boost brand leaders growth

How to find a new audience to boost brand leaders growth

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Get your head in the game with Lion together

Get your head in the game with Lion together

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Fructis Renovation or how to be on the TOP again

Fructis Renovation or how to be on the TOP again

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Dirol Blogger Academy

Dirol Blogger Academy

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The very same feeling when you’re with Pure the coolest one

The very same feeling when you’re with Pure the coolest one

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Take it smoothie – Molokiia

Take it smoothie – Molokiia

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Clients

Sandoz
Save Wild
Visa
Essity
Дарниця
P&G
Ukrsibbank PNR Paribas Group
Coca-Cola HBC
Lactalis
Mango
METRO
Reckitt Benckiser
Nestle
Eurocar
Kyivstar
Sanofi
FCA
Electrolux
White Rock
Samsung
OLX
Molokia
B&H
Lotos
Duracell
StarLadder
Peugeot Citroen
Raiffeisen Bank
L`Oreal Ukraine
Таблеточки
Unity Bars
LVMH
Carlsberg Ukraine
ABInBEV
Philip Morris
Arterium
Mondelez
Beiersdorf
Coty
Winner
NAMU
КОМО
Дмитрук
Клуб Сиру
Chumak
Renault
Stellantis
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