I Love Ukraine - campaign summary

2. Client
Kyivstar is one of the top telecommunication brands in
Ukraine. Its competitors use low-price strategy. That’s why in
late 2011 we decided to concentrate on the image building.
Campaign Goals
To build the image of the company that unites all Ukrainians,
make it more preferable than competitors and raise its
perception as a national pride brand.
Challenge
Ukraine is historically divided into two parts: Western Ukraine
that is loyal to Europe and Eastern Ukraine that is loyal to
Russia. Difficult political context complicates this situation. So
how a company can be percepted by consumers as national in
a country without common national spirit?

3. Campaign Idea
According to our survey, 75% of all Ukrainians consider
themselves patriots. And the most frequent point of national
honor is the beauty of Ukraine. So we decided to engage
people in creating the portrait of lovely Ukraine.
Campaign Implementation
We presented a site called “I LOVE UKRAINE” and asked people
to share their love to Ukraine by uploading photos of it’s beauty.
We provided cool features:
- possibility to upload photos via MMS and mobile application
- free mobile Internet access for Kyivstar users
- artistic photo filters
- photo linking with online maps

5. Results
• In 1 month 100,000 beautiful photos were uploaded by
people.
• 60 days later we got more than 1,000,000 visits.
• Average user spent on fully branded site 7 minutes.
• Over 30% of all visits and uploads were made with mobile
devices.
• We got a great total reach with 587 media hits and 70,000
mentions in social media.
• 4 months later regular survey surprised everyone. Kyivstar
brand preference index grew up to 45%.
• 76.8% of all mobile subscribers recognised Kyivstar as a
national pride brand.