2. Content
Case №26 Lenovo 2013.
Case 7. PR-moving ТМ ColorWay (consumable materials, 2007-2010)
Case 12: Launch of TM «ColorWay» new product group (April-May 2011)
Case № 27: PR-moving of the distributor in the IT market
PR-case № 31:Organization of 100 Anniversary of the 3M in the world
Case №32: PR-moving of software developer for accounting (ABBYY-Ukraine)
Case№40: PR-moving DKT corporation, TOSHIBA brand, NOTEBOOKS category
Case №42: “Opening of the shop "
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3. Case 26: Integrated PR-moving on the PC + market:
Lenovo Company
Client: Lenovo Ukraine
Performer: Publicity Creating
Aims and objectives :
• PR of the product: close work with media on coverage of new Lenovo products launch:
smartphones, tablets, notebooks / ultrabooks, monoblocks (All-in-one), desktops, as
well as providing editorial reviews of new devices in the relevant media
• Timely and full-coverage of Lenovo Company‘s events in Ukraine and in the world, PR-
moving of the first person of Lenovo Company in Ukraine .
• PR-supporting of Lenovo smartphones launching on Ukrainian market
• Leadership in the ranking of media-citedness among all PC +market players
• PR-support of Lenovo products for corporate clients
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4. The proposed solution
Acquittal of Lenovo press-office functions by Publicity Creating, results on 4 moths of work in
hand, July-October 2013:
• written and sent in the media 28 press releases, received more than 2,200 publications in Ukrainian
mass media with the mention of the brand Lenovo
• issued on the testing of more than 70 units of Lenovo devices, received over 60 reviews of Lenovo
products in more than 20 media, which is an absolute record for all 5 years of the company's activities on
the Ukrainian market
• ensured the presence of leading Ukrainian mass media on the top events of Lenovo in the world with
subsequent media coverage
• press office promptly provides media representatives with Lenovo speakers commentaries, at the same
time -generates newsbreaks for publications
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5. The proposed solution
Press events for the Lenovo Company:
Press lunch for representatives of the target authoritative media
The press lunch was attended by 13 representatives of the most relevant for Lenovo's business and IT
publications and news agencies, including: Expert, Investgazeta Capital, UNIAN, Computer review, CHIP,
and others.
Following the results of a press lunch the publication about new Lenovo products came out, as well as
plans and prospects of the company were presented for media at the event.
Press conference about Launch the new line of Lenovo smartphones oin the Ukrainian market, led
by the flagship product K900.
The event was attended by 87 journalists from specialized, business, mass media,
magazines, TV, as well as representatives of leading news agencies.
Following the results of a press lunch more than 150 publications were published in the
media, including - 3 TV reports.
The press event was acknowledged as one of the most successful in the history of Lenovo
in Eastern and Central Europe.
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6. The proposed solution
PR of the First person, Lenovo representatives in Ukraine and Lenovo corporate direction
Head of Lenovo Ukraine was the main speaker at Lenovo press events, as the industry experts and a
successful manager.
Come out interviews and first person comments in relevant/ leading media in Ukraine, particularly –
Companion, Smartphone.ua and so on
In the press center "LigaBusinessInform“ an expert online-conference with Head of Corporate Sales
of Lenovo was conducted . During the Internet conference Lenovo experts have received more
than 20 questions from visitors to the portal Liga.net . Following the results of an online
conference about 70 publications in the Ukrainian media were received. 6
7. Case 7. ТМ ColorWay PR-moving
(expendable materials for printing, 2007-2010)
Aims and objectives:
Launching of the new brand,
entering the TOP5 consumable
products market
Formation of the brand
awareness
Formation of the company's
top-manager reputation as the
market expert.
Forming dealers loyalty,
expanding dealers network.
8. The proposed solution
During the annual complex program a wide range of tools was
used, combined in a balanced and intense communication
program.
Key elements:
Articles in the regional and specialized press,
press-releases,
press conferences and round tables,
corporate events (seminars, dealer conferences)
participation in exhibitions,
campaign for customers and partners,
calling on independent testing of products among consumers and
professional users,
advertising campaign on the Internet (contextual advertising,
banners, posting news)
Photo-sessions
Strategic documents were developed annually - PR-moving
concept, a comprehensive media plan, a number of ideas,
information model and subject articles Regularly carried out
consulting.
9. The project implementation
1. Informing the target audiences about the new TM ColorWay, justification for the
selection of compatible consumables, compared with the original.
2. Increasing knowledge of TM. Promotion of "Rubin" and TM ColorWay as a
professional and reliable partner with whom you can evolve and earn.
3. Formation a pool of loyal journalists and interest to the market of consumables, as a
separate, important segments of IT.
4. Fastening the company in the top three market leaders. Formation of loyalty and
further development of the affiliate network. Promotion of TM for target audiences.
10. Obtained results
The company is the informational leader in the industry. Total number
of editorial publications for 2009 was more than 1,130.
Sales volume ColorWay (mln. USD.) Increased by 120% in 2009
compared to 2008, despite a general decline in the market of IT, due to
the crisis.
Formed dealers’ loyalty, a work to deepen this process (dealer conference
and other projects). The dealers network is growing by an average
of 50% annually.
During 4 years of cooperation TM ColorWay from the new, unknown brand
has grown to one of the leaders of the Ukrainian market of consumables
(TOP-5). Products and the company have received awareness, become
attractive to customers and partners, have a good reputation.
The head of the company is one of the most authoritative experts of the
market, assists with the comments and ratings in sectoral media reviews.
11. Case 12: Launch of a new TM ColorWay
product group (April-May 2011)
Aims and Objectives:
Bring a new product group
to market - cleaners TM
«ColorWay»
To enter into practice new
generic word / concept to
product group - "chistilki“
To form the basis for the
development of contact
with the target audience of
TM
12. The proposed solution
Advertising campaign in 3 major radio stations in Ukraine - Russian Radio, Kiss FM
and Rocks in the form of short (5 seconds) phrases with high intensity output
(every 30 minutes). The original phrases drew attention of listeners to the various
situations in which you need to use «chistilki» ColorWay, as well as to the brand
itself. Over 4 weeks were withdrawn on the air 16 various audio clips from
"negative" and "positive" meaning, which alternated.
Creation and development sites in social networks (Vkontakte, Facebook,
Twitter)
Creating and filling the blog
Writing and distributing articles about the product (purpose, benefits, and
typical situations of use)
Carrying photo and video sessions with examples of the use of products and
advices to consumers.
Case with photo:
http://www.publicity.com.ua/en/cases/projects/launch-of-a-new-product-group-
fast-and-in-a-new-way.html
For the widest dissemination of information on «chistilki» and achieving a
high level of knowledge about TM and commodity group were used the
following tools:
13. Obtained results
In just 4 weeks of intensive campaign were achieved :
The appearance of information about the product group in TOP-10 Google
(by request "chistilki")
Wide coverage of the target audience, introduction with the new product
group (Total Reach - 888,90 thousand people)
Getting 280 friends in social networks
Getting 113 publications on the Internet
Thus, in a short time and with a small budget was successfully
implemented launch of the new product group - cleaners of TM
ColorWay.
At the same time, were used original methods, new media, as well as
the efficient synthesis of 2 informational channels - radio and the
Internet. It was also been launched into practice a new word for a
generic product group - "chistilki."
14. Case № 27: PR-moving of the distributor in the IT market
Due to the developed strategy and its embodiment during 5 years,
the company K-TRADE - has been recognized as one of the
leading distributors and manufacturers of PCs in Ukraine and
became one of the leaders among other IT-companies (3-5 place
in the ranking of IT newspaper "Business" and the winner in the
ranking of publishing house ITC).
16. The development of scenario and
conducting activities at the
company stand
Contests, inviting celebrities and others.
17. Attracting visitors of the exhibition attention to the stand
of the company in the pavilion
18. More than 10 press events representatives of international brands for
business and specialized media
19. PR-case № 31: Organization 100-th
anniversary of the 3M
(President-Hotel, Ukraine)
20. Press conference dedicated to the 100-th anniversary of
the corporation ZM, was attended by over 50 partners 3M
in Ukraine from all regions and more than 30 journalists
from the specialized and business media (at the end, came
out more than 100 publications)
21. During the press conference, Frank Huber, CEO of 3M
(East) AG, the head of 3M Representative office in
Ukraine acquainted the participants with financial
performance of 3M in the world. The total annual sales
work out more than $ 16 billion.
22. In the second part of the event was organized a solemn
buffet with live entertainment.
The Agency has prepared all the necessary documents for the solemn
event: from script development of activities to the press pack (in
particular, was created a brochure "3M 100 years ").
23. On the 100th anniversary of 3M Company also the PR-campaign in
press was held - a series of articles about the most outstanding
inventions of 3M Corporation, such as Post-it, Scotch, or light-
reflecting tape came out in leading business media of Ukraine.
24. In addition, during the cooperation, the agency has promoted a
variety of new 3M products, informing journalists and other target
audiences.
25. Case №32:
PR-moving of software developer for
accounting (ABBYY-Ukraine)
1.1. PR-moving
1.2. Series of PR-trainings
26. Comprehensive program of PR moving on two fronts: economic
distribution of software 1C:, and selling OCR FineReader of the
ABBYY Company Software House.
27. The program included - a series of articles in the media, press-releases
and media relations, participation in surveys, conducting press events
and other forms.
28. Employees of the ABBYY-Ukraine Company, following the
result of training sessions, improved their competence,
could develop a strategy for a year and then successfully
carry out a series of PR-activities.
34. Organization of a campaign to promote notebooks
TOSHIBA in Ukraine 2002-2003,conferences, forums,
press-releases,a series of articles, actions on radio
channels
37. Repeated carrying out actions on FM-channels for the
promotion of DKT showroom and NOTEBOOKS
category, action "Mobile Zarnitsa", 2003 - one of the
first Interactive actions in Ukraine.
38. Case №42: "The “turnkey” opening of the shop"
Organization of supermarket "Digital World“ opening in Kiev,
m.Petrovka, more than 300 guests, contests, lottery, emcee,
press event, photo-report.
39. Opening of the UNITRADE Shop, on Khreschatyk Street,
conducting press events, work with journalists, more
than 100 guests, photo report.
40. The action on FM channel "Money in the
washing machine", dedicated to the opening of
home appliances and electronics «VICOTEC»,
Lev Tolstoy Street, Kyiv.
More than 120
participants, maintenance,
organization, report.
41. Welcome:
Publicity Creating,
company of strategic communications
Web-site:
www.publicity.com.ua
e-mail: info@publicity.com.ua
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