Building market PR cases 2014 №2

1. 1
Cases
examples
of implemented PR-projects
(construction/building market,
№2)

2. Content
 Case 6. PR-moving of «Leacond» Company (leading distributor ТМ DAIKIN in
Ukraine), 2001-2010
 Case №16: Campaign for launching URSA GEO in Ukraine 2012.
 Case №18: Press-tour on the «Miroplast» Companys' factory
 Case №19: Seminar-presentation Daikin
 Case №20: Incentive tour for the partners
 Case №24: Integrated advertising and PR-promotion TM DAIKIN in Ukraine(2012)
 Case № 33: IV conference of Ukrainian dealers DAIKIN, organized by order of
European command-center Daikin Europe N.V.
 Case № 34: KNAUF Ukraine - social media pages(Facebook, Twitter).
implementation and development
 Case № 41: PR-support of opening building materials factories in Ukraine
 Case №44: PR of sanitaryware company
2

3. 3
Case 6. PR-moving of «Leacond» Company
(leading distributor ТМ DAIKIN in
Ukraine), 2001-2013
 Aims and Objectives:
 Forming companys‘ renown and its brands.
 Forming Leacond reputation as best ТМ Daikin
(Japan) tooling supplier, pacer in a premium
segment of Air Conditioning market in Ukraine.
 Forming the chief of the company reputation as an
expert in the market, first person PR
 Forming dealers loyalty, widening dealers net.
 Forming pool of interested journalists.

4. PR-moving
of «Leacond» Company
 Implementation:
 Companys‘ furtherance was staged into 3 phases-
 1 – air conditioning equipment TM Daikin was promoted,
and «Leacond» Company, was promoted by indirection, as а
official supplier.
 2 – «Leacond» Company promotion, as professional and
sustainable partner for dealers of pacer supplier of high-
tech equipment (Daikin goods are promoted by indirection)
 3 –Leacond Companys' head office and top-management
promotion, company fixation in the premium segment of the
market.
 During the annual programs a wide range of tools were used,
combined in a balanced and intensive communications
program.

5. 5
Wide range of PR- events
7 photosessions

6. 6
The contest for journalists
"Fresh thought"
Aims and Objectives:
Forming TM company-client popularity, forming reputation of the
head as an expert of the market
To increase the amount of companys‘ and heads‘ in media mentions.
To increase the amount of sectoral overviews.
To form journalists pool, that are writing about conditioning and
ventilation systems, and to increase their competence.
The contest was held during the 10 years.

7. Maintaining of fan-pages
in popular social networks

8. 8
PR-moving of «Leacond» Company
 Results:
 Formed reputation of the company as a pacer in a premium segment, as a
best supplier of TM Daikin in Ukraine, and one of the leading distributor
on the market on the whole.
 The head of the company is a competent market expert, and constantly
presented in media with comments and evaluations.
 More than 90% of all materials about air conditioning market contain
mentions of relevant information and brand. Media scene is intense, in
every volume of specialized magazines there is an information about
client (news, articles). Total number of editorial publications for the year
2007 amounted to more than 420 in 2008 to over 760 in 2009 - 1200.
 Loyalty of main dealers is formed, the work on the deepening of the
process is on/ Club Golden dealer, annual dealer conference and other
projects. /The dealer network is growing by an average of 30% annually
(350 companies).
 Writing journalist pool is counting 35-40 people yearly.
 In general- company becomes the bets Daikin distributor in Ukraine,
occupies more than 50% of the market brand, compared with two other
distributors (wherein, Leakond entered the market after them).

9. Case 16
Campaign for launching URSA GEO in Ukraine 2012.
 Client: Enterprise with foreign investment “URSA” a subsidiary of the Spanish group URALITA. The
main products made by the company - high-quality heat and sound insulating materials
 The object of promotion: New line of environmentally friendly materials URSA GEO
 Aim: Announcing and PR- support entry into Ukrainian market with new product line of heat
and sound insulating materials URSA GEO.
 Special aspects of activity:
 Announcing URSA GEO was conducted with the help of number of articles and news, that were
published in specialized building media and also with the banner advertisement on a popular
building portals in Ukraine.
 The key point was the public relations activities at the exhibition InterBudExpo 2012:
• Press-briefing, with the attending of top-management of Russian and Ukrainian offices, that was
devoted to the derivation to the Ukrainian market range of materials for "green building» URSA
GEO;
• a series of video interviews with representatives of URSA, dedicated to entering the line URSA
GEO on the market;
• Large-scale representation of URSA GEO exhibition in partnership with the key ID building
sphere: ACC-media, Edipresse Ukraine , Murator Ukraine.
9

10. Campaign for launching URSA GEO in Ukraine at I quarter of
2012: announcing of URSA new product line
10

11. Campaign for launching URSA GEO in Ukraine at
I quarter of 2012: activity on exhibition
InterBudExpo 2012
11

12. Results
In result the realization of comprehensive program of renewed product line, targeted audience
was effectively informed about new URSA GEO product line, that was worthy presented on the
Ukrainian market.
Emphasis was placed on the target audience:
 Visitors of the exhibition InterBudExpo 2012 (on the URSA stand and on the publishing houses
partners stands );
 Journalist of specialized and business media (on press-briefing in terms of InterBudExpo
exhibition 2012 were presented mere than 30 journalists including 20 representatives of
specialized media, and also 3 TV channels) herewith, according to results of press-
conference more than 100 editorial publications came out, incl. – over 50 publications on
post-release event;
 Final consumers and experts(information was conveyed via the Internet (banner ads, news,
announcements on specialized portals)
 Wide audience (thanks to news on the site, news agencies and outlets scenes on TV news
about the launch of the product line was URSA GEO aired for a mass audience)
In a short time it was managed
effectively to attract the attention of the
target audience to yield of a new line
environmentally friendly materials to
"green construction» URSA GEO
12

13. Case 18
Press-tour on the «Miroplast» Companys' factory
 Client: «MIROPLAST» - the biggest Ukrainian manufacturer of profiled PVC systems for
metal-steel windows. «MIROPLAST» produces profiles to ТМ «WDS», «Olimpia» and others.
 Time and place of the event : July 20 2012 ,factory «MIROPLAST», Dnepropetrovsk.
 The event format : Press-tour with press-briefing and demonstration of products manufacturing.
 Aim of the event: to inform media and targeted audience about a company and its brands,
company popularization, public demonstration of high-quality modern Ukrainian production.
 Participants of the event: management of "MIROPLAST“ Company, invited representatives of
media

14.  Was conducted a press briefing, which aroused great interest
among journalists.
 Factory Tour for media representatives.
 Post-briefing with the renewal of the dialogue
between the representatives of the company
and journalists.
14
Press-tour to «MIROPLAST» factory

15. Maintaining of fan-pages
in popular social networks

16. Event results
 26 media representatives took part in the press-conference( TV, news agencies,
portals etc.) 3 national TV channels attended. Journalists were able to take comments
from the company's management during the press briefing and post-briefing, and to
see the whole process of production - advanced profile systems.
 Following the results 269 editorial publications came out (including pieces on TV).
 Publications, corresponding to learned information during press-tour, were actively
published more than for a month after the event.
 Following the results of press-tour publications were shown in different media: on sites
of news agencies, in core publications, business media, on TV and Internet portals. In
such manner all targeted audience of «MIROPLAST» company was straddled.
16

17. Case19: Seminar-presentation
for Daikin
Presentation of DAIKIN new flagship product -
VRV IV system
Seminar-presentation for Daikin : November,
29, 2012. NSC Olimpiyskiy, «Champion» hall
Aim of the event: official market launch of the
new fourth-generation multi-zone systems VRV
IV, the production of DAIKIN Corporation
(Japan). Awarding prizes to the best dealers.
Speakers: Kristof Piersman– responsible for
sales Daikin Europe N.V. in East Europe
regions and CIS countries. And Maksim
Mihailichenko- – engineer specialist of business
development, the representative of the Moscow
office of Daikin Europe N.V.

18. Seminar-presentation Daikin :
results
o More than 200 representatives of companies - dealers of DAIKIN HVAC
equipment in Ukraine from all regions of the country - took part in the event.
o After new system VRV IV presentation took place an award ceremonial
program for DAIKIN dealers "High sales in peak season“, with present
presentation (Apple laptops and tables).

19. Case : Incentive tour for the partners
 Client: LEACOND Сompany – official distributor of DAIKIN (Japan) corporation
equipment and HOVAL (Liechtenstein) in Ukraine
 Executors: ProEvents, Publicity Creating
 Placement:
 Incentive tour №1 Kiev - Medzhibozh - Kamenetz-Podolskiy- Kiev
 Incentive tour №2 Kyiv-Lviv-Olesko-Dubno-Pidhirtsi-Kiev
 Period:
 1 – December, 2012
 2- October, 2013
Aims and Objectives :
 To encourage LEACOND Company partners - Daikin equipment dealers - for effective
cooperation
 To strengthen the loyalty of partners to the company, to motivate them for further
cooperation
 To present Daikin new equipment to LEACOND partners –systems VRV IV, and also
to demonstrate the situation on air conditioning market of Ukraine in whole.
 To create a positive, and friendly atmosphere in group, together with competitive
spirit.
19

20. Incentive tour №1 , 2012
 Organization and carrying out the event for the Leacond partners-incentive tour –of
the castles of Podolia.
 During the incentive tour more than 40 representatives of Leacond Company-
partners from Odessa, Simferopol, Nikolaev, Lvov and other cities of Ukraine have
visited ancient castles in Medzhibozh and Kamenetz-Podolskiy
 In the best tradition of incentive tours, the event combined in itself two key areas:
 OFFICIAL:
• Leadership conference of Leacond, presentation of the results 2012 on the air conditioning
market in Ukraine and worldwide
• Presentation of the new Daikin's equipment
• INFORMAL:
• sightseeing tours of the region (the fortress in Medzhibozh and Kamenetz, a tour of the old
city in Kamenetz-Podolskiy);
• quest "Keys to Success", which competed in the knowledge of the climate equipment, wit, skill
and team spirit of "Cossacks" and “Knights“ teams
• Banquet in the best restaurant of Kamenetz-Podolskiy, with the participation of folk and jazz
bands
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21. Incentive tour№2 , 2013
 Organization and carrying out activities for the Leacond Company's
partners - Incentive Tour "Golden Horseshoe of Lviv“ During the incentive
travel more than 45 representatives of Leacond partner Companies from
different regions of Ukraine visited the ancient castles of of Lviv and Lviv
region.
 The event combined in itself 2 key areas :
 OFFICIAL:
• Leadership conference of Leacond, presentation of the results in 2013 on the air
conditioning market in Ukraine
• Presentation of the new Daikin products
• INFORMAL :
• Lviv sightseeing, visiting ancient forts and castles in Olesko, Dubno, Pidgirtsi
• quest "Treasures of the Golden Horseshoe", in which two teams competed the
“Lions" and “Tigers“-in the knowledge of the climate equipment, erudition,
dexterity. Banquet in the country complex restaurant "Ancient City" with the
participation of folk groups, and reconstruction of medieval knights fighting.

22. During the tour – the report on social networking
sites was done

23. The Results
 Incentive tours for Leacond partners synthesized a team-practice (contests, creative
competitions quest), informal communication and formal part - conference.
 The variety of such practices, as well as interesting excursions in the picturesque
castles Podolia, Lviv region led to the fact that 3 days of incentive tour were held in a
friendly, full of interesting events atmosphere, and become memorable for the
participants.
 Quests "Keys to Success", "Treasures of the Golden Horseshoe" gave the opportunity
to each of the participants on tour to express themselves, to feel the friendly support
of colleagues, and also to highlight the overall atmosphere of incentive tours.
 The incentive-tour format has allowed dealers to learn better about each other and
about their partner - Leacond, to feel a team of like-minded persons.
 Incentive tours increased partners loyalty to Leacond Company, since it brought only
positive emotions to participants(informal part), and also demonstrated
professionalism and Leacond employees deep knowledge (official part). 23

24. Case №24: Integrated advertising and PR-moving
campaign for TM DAIKIN in Ukraine (2012)
 Client: Daikin Europe N.V. – European headquarter of Daikin Industries corporation
(Japan) – the biggest world manufacturer of HVAC equipment
 Promotion objects : ТМ DAIKIN, Daikin new products (RAC, air cleaners, climate systems), Daikin
Europe N.V. as a partner(loyalty program for dealers)
Aims:
• Increasing recognition of TM DAIKIN among the target audience
• Target audience familiarization with new TM DAIKIN products
• Hardening dealers loyalty to ТМ DAIKIN HVAC equipment and Daikin Europe N.V company
 Performance features:
PR-moving of TM DAIKIN program had a complex character, which included variety of activities:
Advertising and PR-campaign:
• TV (sponsorship of consumer and sport programs)
• Radio (commercials)
• Internet ( banners and articles in business and Internet-resources)
• Press (articles in business and specialized media)
 Loyalty scheme for dealers «High sales in peak season»:
• Creating and supporting specialized site for dealers program www.daikin-loyalty.com.ua
• Organization presentation-seminar of a new flagship DAIKIN product, during which prizes were bestowed to
dealers-winners of loyalty program.

25. Advertising and PR-campaign to promote
TM Daikin in Ukraine
25

26. Website for DAIKIN dealers (Loyalty program)
26

27. Presentation of VRV IV system
and prizes to winners of loyalty program
27

28. Results
As a result of a comprehensive program of advertising and PR-moving TM DAIKIN in Ukraine in 2012
targeted audience was effectively informed about new TM Daikin products and about TM Daikin
in whole. Also strengthening dealers loyalty to TM Daikin climate technologies.
Emphasis was placed on the target audience:
Dealers of TM Daikin climatic technologies in Ukraine:
 In loyalty program «High sales in peak season» took active role 38 dealers of TM Daikin
 In seminar-presentation of new flagship DAIKIN product –system VRV-IV – about 200
representatives of dealer companies took part
 Final consumers of DAIKIN household appliances :
 Internet-users (on whom banner advertisement and articles in Internet-editions were directed);
 TV audience
 Radio listeners
 Readers of business and wide range press
 Final consumers of industrial and semi-industrial DAIKIN equipment - readers of
specialized press
During the period of program implementation it
was managed to strengthen the promotion of
TM Daikin reputation as an ultramodern energy-
efficient climate technology, and contribute to
strengthening the position of TM Daikin on the
market HVAC equipment in a difficult for the
market time
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29. Case № 33: IV conference of Ukrainian dealers of DAIKIN, organized
by order of European headquarter - Daikin Europe N.V.
The conference was held at the Hotel Limak Limra
(Kemer, Turkey). Event was attended by more than 250
representatives of TM DAIKIN dealer-companies, from
all regions of Ukraine.

30. Special guests of the conference were representatives of Daikin Europe NV
Kristof Peirsman and Koen Van Wynendaele. During the conference reports
were also made by the leaders of the three distribution companies,
representing Daikin in Ukraine

31. During the conference entertainment program and sporting events were organized.
Thus, a traditional DAIKIN football championship was held. And at the end of each day
were evening events in the format of the gala dinners.

32. The concert program included performances by Ukrainian stars - "Alibi“ group, Tina
Karol, and Turkish artists of the original genre (fakir show).

33. At the end of the evening was the final
grandiose fireworks, after which guests
were endured huge cake. As the emcee
was Maxim Nelipa

34. Publicity Creating implemented a full range of services for the
development, organization and conducting the conference. The first
phase included creation the concept of the conference, corporate
identity, scenarios of all activities under the project, preparation of
necessary materials (quest pack and others), informing the parties,
working with numerous contractors. The second stage is connected
directly to the conference conduction in Turkey. The client praised the
level of organization of the event and the quality of services provided
by the agency.

35. Case № 34: KNAUF Ukraine - pages in social media (Facebook,
Twitter) - implementation and development

36. On pages highlighting the work of the company, industry news, Internet users
are getting familiar with the new products. Brand also shares his advice to
consumers about the proper selection and use of building materials.

37. Generation of interesting content that is updated regularly, allow you to increase
pages fan audience significantly and expand the circle of loyal customers. Gradually
rising rates of engagement - for example, the number of questions and comments
from users, reposts appeared in specialized groups.

38. Organizing press-tour for JOURNALISTS in Lviv
The event was attended by journalists from national and regional media, in
particular, «Bud Expert», «Building aspects», «Real Home», «Mіzhnarodna
Arhіtekturna Maisternia" "Dim Іdey “ and others.
Guests learned a lot about the company "Knauf", its activities in Ukraine and, in particular,
in the Western Region.

39. For "Kerameya" was organized press conference in agency "Ukrainian News" on
"State and development prospects of elite materials in Ukraine", and also PR-
campaigns in media and events as part of specialized exhibitions were held.
Company factory is situated in Sumy town - at the time of opening manufacturing
line allowed to produce 30 millions items of clinker per year.
Case № 41: PR-support of opening building materials factories in Ukraine
1. «Kerameya» Company, Sumy,
2. «TechnoNikol» Company, Dneprodzerginsk

40. The project for the opening of the plant was realized with the support of
investment by venture capital fund Horizon Capital. Investment in the
launching of production line of clinker TM ClinKERAM was 18 mln.
dollars.US. http://www.youtube.com/watch?v=D-uCT-zoGzs

41. For "TekhnoNIKOL" (Russia), one of the largest
manufacturers of roofing materials in Europe, press
conference dedicated to opening of the plant
"TekhnoNIKOL" in Ukraine was organized in the UNIAN
conference hall. The event aroused great media interest.

42. Total investment in the construction of the plant, located
in Dneprodzerzhainsk, worked out 8 million. Euro.
It was planed in the next 3 years after the opening to
invest other 3 million euros into enterprise development

43. Publications
in business press

44. Case №44: PR of sanitaryware company
Perennial promotion of company UNITECH BAU (plumbing and heating
the production of Germany, Switzerland):
-Annual PR-service,
- organization of the company's involvement in the largest
construction exhibition,
-the organization of entertaining and educational activities for partners
-development and implementation of actions for designers and
architects
Formation creative products (original models, articles, releases,
slogans and texts for printing, photo shooting).

45. Publications in the specialized press

46. Promo action “Use every day"

47. Promo action “Use every day" was directed on the recognition of TM
"Unitech Bau» nonstandard sales pitch allowed to draw attention to the
campaign:
At the crossroads of Kiev were distributed 40,000 rolls of toilet paper in
the original wrapper. This handout directly related to plumbing, fully was
meant as a concept of “Use every day." Addresses of shops "Unitech Bau"
were listed on the wrapper rolls and thus consumers were informed about
where in Kiev they can get qualitative sanitary appliances. The action
became a vivid example of how epatage may be civilized. Rolls were
distributed by promoters in branded clothes and costumed characters:
"Soap" and "Sponge".

48. Organization of "Unitech Bau" participation in the largest construction
exhibition.
Concept development, overseen the design of the stand, development of
participation program , including a show at the booth, which included non-
standard "Defile in terry robes," contests for visitors, promoters work in
the exhibition halls. As well as preparation of souvenir products, printing,
photo-report. Stand "Unitech Bau" was recognized as the most pictorial in
the exhibition and daily up to the active program collected hundreds of
visitors who filled the aisles and even the neighboring stands.

49. Promotion at the booth to attract the attention of
visitors and partners

50. Development and organization of the exhibition "Installing
WALL-HUNG WATER CLOSET in real time" at the booth,
which caused great interest among the specialists

51. Promo for TM «Hansa» on FM radio channels, the final action took place at
the company's booth, prizes distribution to the winners was made by the
official representative of Hansa in Eastern Europe

52. The final of the annual loyalty action to customers, rewarding with
valuable gifts, certificates, Ecard

53. Organization of "turnkey" annual corporate
event

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