A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
G-05-01. AdFaces: faces of the advertising market
| Agency | ADVERT.UA |
| Creative head | Irina Kosakovskaya, Managing Director |
| Author of idea | Alexander Kirilyuk, Head of Creative Group |
| Product | Mass Media/ Sostav.ua |
| Description | Today Sostav.ua is the main specialized resource, dedicated to advertising and communications industry, a pioneer in providing the latest information on new products and market trends. However, despite the industry leader in providing relevant, Sostav.ua has encountered a number of problems, belonging to the opposite perception of the resource among his direct target audience in social network. This was reflected in the following indicators: the absence of stable community growth and low user engage. Respectively, we have been challenged to strengthen the image Sostav.ua in the social network Facebook, and as a result increase the number of subscribers and engage rate in community. Heart of our communication and at the same time, a major barrier it is our target audience - employees of advertising and communications market, professionals, specialists who know all the tricks and subtleties of the industry. Most of them – people who are skeptical about the work of competitors, as well as about any third-party advertising projects. We realize that whimsical audience would respond to the project only in case of non-standard approach. Our non-standard solution was not to use standard means to win the audience, but to use it to achieve our goal. Solution: facebook¬-application AdFaces - unique project, which shows the frame structure of advertising market and Sostav.ua - as an integral part of it. With AdFaces everyone can add to the map of the advertising market a company in which he works and himself, this info place in social feed, invite colleagues and look at the employees of other advertising companies. And since we are implementing the project in the complete absence of media budget, the bet was placed precisely on the viral effect, because seeing a colleague on the map of the advertising market, everyone wants to add himself too. Due to successful realization of the idea targets have been exceeded, and usually skeptical "advertisement makers" actively participated in the project. If you aren’t at map of advertising market, do you exist at all? |
| Advertiser | Ukrainian Advertising Coalition/ Sostav.ua |
| Team members | Irina Kosakovskaya, Managing Director Alexander Kirilyuk, Head of Creative Group Yuriy Kolomiets, Art Director Mariia Obzhylian, Project Manager Olga Kolomiyets, PR-manager Anastasiya Gorodetskaya – Web - Designer |
