Happy Birthday, Internet! World Wide Web has accomplised 25 years. Active development continues, soсial networks are in vanguard of changes.

2. TV MARKET. NOVEMBER 2015
2
WGRP
All 18-54 50k+
Jan-
Nov’14
Jan-
Nov’15
+/-
Pharma 299 375 326 352 9%
Alcohol 231 422 136 987 -41%
Products 108 595 120 474 11%
Non-alcoholic beverages 96 253 105 002 9%
Trade 70 317 98 541 40%
Communications 71 646 89 585 25%
Hygiene 92 067 67 569 -27%
Confectionary 71 771 50 003 -30%
Entertainment 41 354 48 762 18%
Transport 32 145 38 532 20%
Household Chemicals 56 417 38 058 -33%
Cosmetics 54 950 35 714 -35%
Finance 27 541 30 342 10%
Perfumes 20 255 20 278 0%
Household Appliances 13 197 14 696 11%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TOP categories
• 6% activity decrease comparing to the same period
of last year;
• Following categories actively continue to grow:
Communications and Trade;
• Pharma hold leadership and intensified raise due to
cold season start;
• Transport category increasing due to active petrol
brands support (‘Energy’and‘Arctic’);
• Cosmetics and Household Chemicals are the
categories with the greatest decrease due to decline in
investments by major international companies.

3. Trade:
Rozetka.ua, Metro Cash&Carry,
hardware stores and Epicenter are
category drivers in November
Communications:
Mobile and 3G Internet services active
support by providers. Vodafone launch
with image message and new plan
promotion since October.
CHANGES IN TOP CATEGORIES. NOVEMBER 2015
3
Significant increase in January-November 2015 showed following categories:
+40% +25%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

4. TV MARKET. NOVEMBER 2015
TOP advertisers
• Beer companies AB InBev and Carlsberg Group
gradually lost leadership position on TV after Law
restrictions entered into force;
• Nestle & L'Oreal is a constant leader, Unilever grows
leadership with positive activity dynamics in this year;
• Major international companies, such as Kraft Foods,
P&G, Reckitt Benckiser etc., continue investments
reduction;
• Rozetka.ua is a local player with the most active
growth this year.
4
WGRP
All 18-54 50k+
Jan-
Nov’14
Jan-
Nov'15
+/-
Nestle & L'Oreal 61 287 73 433 20%
Carlsberg Group 24 554 30 096 23%
Mondeliz Ukraine (Kraft Foods) 31 874 28 673 -10%
P&G 47 453 28 601 -40%
Unilever 23 560 28 092 19%
Rozetka.ua 6 018 27 518 357%
Farmak 25 069 25 572 2%
AB InBev 22 966 24 805 8%
Ukrtatnafta 22 361 23 760 6%
Novartis 29 066 22 773 -22%
Kyivstar GSM 19 383 22 393 16%
Pepsico 18 880 21 676 15%
MTS GSM 17 580 21 606 23%
Reckitt Benckiser 23 851 19 186 -20%
Sanofi-Aventis 13 229 16 556 25%
TOTAL 1 376 003 1 295 330 -6%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
Local players

5. 0
5
10
15
20
25
30
35
40
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49
Thousands, EqGRP
2015 2014
WEEKLY TV ACTIVITY. JANUARY-NOVEMBER 2015
After a negative trend at the
beginning of the year, situation has
been stabilizing. Starting from mid-
August players have been showing
higherTV activity, than at the same
period of last year.
5Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

6. 2015 TOPICS IN UKRAINE. GOOGLE VERSION
6
MOST POPULAR SEARCHERS
Novini Donecka 50 ottenkov
serogo
Kuzma Skryabin Russkaya vesna
PERSON OF THE YEAR
SERIES OF THE YEAR
Kuhnia 5 Sila kohannia Ferihi
Molodezhka
2 season
Gra prestoliv
5 season
PURCHASE OF THE YEAR
Korrector
osanki
Ukrzalіznicja: kvitkiDollar iPhone 6
Avto NSC Olimpiyskiy;
kvitki
In 2015 people were looked for
information in Google trillions of times.
These requests can tell about what
excites mankind.
In Ukraine, it looks like this
TV SHOW OF THE YEAR
Holostiak 5
Sercia trioh 2
MasterShef 5
Leningrad 46
Kuzma (Skryabin)J. Friske O. Buzina
B. Nemtsov V. Putin
Kuhnia
5 season
Ostanniy moskal Supermodel po-
ukrainski
по-українськи2
Bitva ekstrassensov 16 Holos deti
Source

7. 2015 TOPICS IN UKRAINE. YANDEX VERSION
7
EVENTS OF THE YEAR
Kurs valiut Tarifi na gas Vibory
Eurovidenie Bankrotstvo Delta
Banka
Boevie deystvia v
Debaltsevo
MEN OF THE YEAR WOMAN OF THE YEAR
Kuzma (Skryabin) B. Nemtsov V. Yanukovych (ml.)
O. Buzina O. Jarchuk S. Mihaylov
J. Friske P. Gagarina
Ani Lorak Tina Karol V. Brejneva
TV SHOW OF THE YEAR
Holostiak MasterShef ComedyClub
Supermodel
po-ukrainski
Bitva ekstrassensov Zvazheni ta schaslivi
Yandex has studied what Ukrainians were interested in in last
year. Among top events – currency rate and gas rate growth,
Kuzma Skryabin’s and Janna Friske’s death and pure
entertainment.
S. Loboda
Source

8. CHANGES IN LEGISLATION
8
European programs will occupy 70% of Ukrainian
broadcast
Verkhovna Rada has enacted changes in Law about Television and
Radio broadcasting, due to which 70% of weekly Television
broadcasting should be occupied by European programs. Within
such definition comes programs, created by legal entities, who
are residents of countries, which has ratified European convention
about transfrontier broadcasting.
Law about printed Mass media
Due to the Law about state and municipal printed mass media
reformation, for state government bodies and local self-
government is prohibited to found and co-found printed mass
media with the exception of audiovisual (online) mass media.
Parliamentary Assembly of the Council of Europe has advocated
Ukrainian government for such changes as early as in 2005.
Source

9. CHANGES IN LEGISLATION
9
Changes in advertising constructions payment
in Kiev
Protocol about payment for advert constructions into Kiev
municipal budget instead of Utility Enterprise
Kievreklama, as it was previously, was signed.
Due to the protocol, Kiev City State Administration Finance
department and Town building and Architecture
Department should follow conditions of project“About
payment collection for temporary publicity tools
placement in Kiev usage due to the legislation.”
Such changes will entail growth of municipal budget per
25% in average.
Source

11. OTHER MEDIA TRENDS. TV
11
ForecastedTV placement price from key
players
2016 is coming with increase in prices of advertising
blocks placement on TV.
StarLightMedia is focusing on 35% of inflation for
guarantied placement. Company gives a priority to clients,
who has declared their budgets earlier and have a long-
term contracts.
1+1 media is focusing on the same boost level: 30-35% for
guarantied types of placement.
Critically high advertising blocks fillability have been
seeing from September 2015, what can entail high
demand for advertising even in nighttime hours.
Source

12. OTHER MEDIA TRENDS. TV
12
Verkhovna Rada will create TV channel
Ukraine Tomorrow
Ministry of Informational Policy has previously initiated
UkraineTomorrow creation on TV channel BTB base and
has adopted a bill about international broadcasted TV and
radio company UkraineTomorrow.
Revenues from own content, advertising placement,
charitable contributions and other cash receipts, which
aren’t prohibited by legislation, will be a source of
financing.
English-speaking broadcasting should compose from at
least 50% of programming grid.
BTB (Bank Television)is thematicUkrainian TV channel. It was created
by NationalBank of Ukraine for the purpose of finance literacy rise
among citizens. Bloomberg Televisionis an exclusiveUkrainian
partner.
Source

13. OTHER MEDIA TRENDS. TV
13Source
Kiev provider“Maximum – TV”ends
broadcasting
Multi-channel broadcast provider Maximum TV has
announced about end of it’s activity.
Company was a large market player in Eastern Europe and
provided access to all Ukrainian and some Russian and
foreign TV channels.
One of the reasons of market exit is outdated satellite
technology, which is not relevant to heavily populated
areas.

14. OTHER MEDIA TRENDS. TV
14
Ukrainian TV air will be widen by 3 LatvianTV
channels
NationalTelevision and Radio Broadcasting Council of
Ukraine included Latvian TV channels“Kino 1”,“Sport 1”and
“Sport 2”in a list of permitted to broadcasting in Ukrainian
territory.
“Kino 1”theme is film demonstration, and“Sport 1”,“Sport 2”
contain sport content.
TV channels satisfy European convention requirements and
don’t contain erotic or violent content.
TV channels will broadcast on Russian language 24 hours
per day.
Source

15. OTHER MEDIA TRENDS. TV
15
STB completely switches to wide-format
broadcasting
TV channel has switched to broadcasting in 16:9 format
since December. Such actions are caused by motion to
progress side and desire to satisfy standards and modern
techniques level.
Broadcast will be provided in all digital TV networks:
digital, cable and satellite TV.
PreviouslyTV channels Ukraina and ICTV have switched to
such format.
Source

16. OTHER MEDIA TRENDS. TV
16Source
RussianTV channels“Illusion+”and
“Mnogoseriynoe TV”prohibition
RussianTV channel“Illusion+”, which had been
broadcasted prohibited interactive quizzes got under a
ban of National Television and Radio Broadcasting Council
of Ukraine. In reply TV channel promised to change
program concept, but prohibit still remains. It’ll be
allowed to provide documents to reconsideration only
after new version launch.
“MnogoseriynoeTV”was excluded from adapted
broadcasters list because of series“Likvidatcia”
broadcasting with M. Porechenkov in the lead role.
National Council has been forbidding about 20 Russian TV
channels over the last 1,5 year.

17. OTHER MEDIA TRENDS. TV+INTERNET
17
UA|TV is broadcasting all over the world now
TV channel UA|TV has started to broadcast all over the
world, where Internet access is available, from the middle
of November. TV channel goal is to spread objective and
truly information about events in Ukraine to give
Ukrainian expat an opportunity to know about events on
motherland.
Launch became possible due to partnership with online-
cinema MEGOGO.
Viewing is adapted to various devices and platforms,
including media-player DUNE HD and electronic book
readers Pocketbook.
Source

18. OTHER MEDIA TRENDS. OOH
18
BigBoard stations will be equipped by USB-
connectors and free WI-FI
BigBoard and Utility Enterprise“Kievpastrans”are
preparing a project, which in nearest future will allow to
charge gadgets and use free Internet while waiting on a
station.
Currently one of central Kiev stations is already in testing
progress: it already has WI-FI access, also it’s exploring the
possibilities of watching cameras connection for the
purpose of safety zones creation around the station and
interactive projects realization.
Equipment is testing on weather changes influence also.
Source

19. OTHER MEDIA TRENDS. INTERNET
19
Fs.ua is returning
FS.to owners in partnership with“Arma-Ukraine”are
launching cinema on domain FS.ua with legal content
after a problems because of Ukrainian Anti-pirate
Association complaints. Portal is already available in
network, but It’s working in test mode yet.
Other popular sites connection and legalization, for which
platforms are creating now, is a next step.
It’s promises about 1000 legal films for users.
Source

20. OTHER MEDIA TRENDS. INTERNET
20
“Odnoklassniki”have improved analytics for
internet-marketers
Social network expands analytic tools opportunities.
Among new metrics are data viewing over a chosen
period, detailed information on audience geography and
data export in required format (.xls, .csv). It’ll help to
recognize, which audience is more interested in content.
Remind, that data about coverage, involvement, inverse
relationship and detailed information about sex, age,
responses about publications and clickthrough geography
became known previously.
Source

21. OTHER MEDIA TRENDS. INTERNET
21
Facebook continues experiments with video
ads
Social network has added a button“Call to action”in
sponsor video spots. Button“tap to go to this site”has
appeared in lower left spot corner, clicking on which is
followed by conversion to advertiser’s site.
Also Facebook continues experiments in 360-degree video
field. Devices, on which spots are available, list was widen
by apps for iOS and Samsung Gear VR.
In the capacity of users support, social network has
launched site with additional hints about creation and
settings for such video downloading.
Source

22. OTHER MEDIA TRENDS. INTERNET
22
Vkontakte updates
Advertising exchange functionality update
Now user can leave an application in personal message,
indicating desired placement time. For time economy
advertiser will stay on a page with available advertising
space list. In case of refuse it’s possible to choose another
available placement variants.
User’s communication with brand service launch
For the purpose of contact between users and company
representatives simplification a personal messages in
groups and public pages service was launched. Also an
average answer from brand time is shown. It plans to
broaden opportunities in future.
Source

23. OTHER MEDIA TRENDS. INTERNET
23
New mobile advertising opportunities in
Instagram
Instagram has adopted a“Karusel”functional with the help
of Power Editor in Instagram API and Facebook.
Also such new tools are now available for users:
• advertiser can adjust optimal showing and cover
frequency, it’ll influence on price characteristics;
• conversion optimization on the assumption of goals
opportunity has appeared;
• Facebook Ads Manager is available to advertising
management, it expands advertising campaign
placement, edition and control opportunities for SMB
segment.
Source

24. OTHER MEDIA TRENDS. INTERNET
24
Google will alert about advertising
Requirements, which was laid down by developers
concerning to advertising blocks in apps presence
are speak for such changes. All apps in Google Play
Store with advertising content will have an appropriate
marks starting from January 2016.
Changes has already applied to advert in mobile. Sites,
which contain a full-screen app installation advert will
reduced in search results starting from November.
As an alternative, Google recommend banners for app
installation to web-masters.
Source

25. OTHER MEDIA TRENDS. INTERNET
25Source
Launch of updated social network Google+
After a temporary break social network has launched in
new appearance once more. Changes has touched not
only design, but also a functionality.
Now social network provides groups on interests, named
“Communities”and posts, which are divided on themes –
“Collections”. Updates are targeted on uniting people with
a similar interests and making a social network usage as
much as possible easy.

26. OTHER MEDIA TRENDS. INTERNET
26
Purchase services became available to
AdWords’clients
As It was reported previously, YouTube has tested a new
advertising formats – Shopping Ads and TrueView. Now
this services went out of testing and are available to
advertisers in AdWords interface.
TrueView represents by itself a service with own trade
advert purchase in own advertising spot opportunity.
Clicking on link, user will be redirected on company’s site
and will be able to make a purchase. Thanks to Shopping
Ads launch advertisers will be able to settle video
campaigns, basing on goals.
YouTube has announced a rates assignments on CPA
model base opportunity for TrueView video campaigns,
which are directed on increase of number of app
installation.
Source

27. OTHER MEDIA TRENDS. RADIO
27
“Prosto radio”and“Narodnoe radio”has
changed a program conception
It was increased a number of entertainment and music
programs on“Narodnoe radio”, compensating it by
additional time for music.
“Prosto radio”came under a significant reduction in
entertainment and musical programs and in return hours
for musical compositions were increased.
Such changes are based on listeners’congestion by
informational rubrics.
Source

28. OTHER MEDIA TRENDS. PRESS
28
New female magazine“Woman Magazine”
launch
Production center New People Production has launched
new magazine for woman –“Woman Magazine”. Issue
position itself as a“smart gloss for new formation woman”.
Glosses cherry on top is an“animated”cover.
Content for gloss will choose not only a professional
journalists, but also bloggers and opinion leaders. Such
structure will provide materials’uniqueness.
Periodicity is once in 2 months. First December issue with
stylistic Irina Bilyk in cover is available in sale.
Source

29. OTHER MEDIA TRENDS. PRESS
29
Newspaper“Day”has refused from printed
Russian - language version
“Day”newspaper is updating: editorial staff has made an
accent on Ukrainian and English versions and refused from
Russian. Such actions are based on demand absence of
such product. Now Russian version is available only on
newspaper's internet site.
Also changes has concerned a design: now it’s left more
coloured broadsides for photos. Newspaper will be
published on Tuesdays, Wednesdays and Thursdays in A3
format.
Previously a newspaper was published in Russian almost
20 years.
Source

31. GLOBAL MEDIA TRENDS. OOH
Source 31
Google billboards in real time mode
Google is testing premium-billboards with DoubleClick
technology, which are similar to programmatic, in London
since October. Digital screens are placed in big throng
places : in public transport, on the roads and near Trade
Centers.
Targeting will take into account time, weather, audience,
places and even local events and competitions. Google
has involved advertising and outdoor companies’forces
for project realization.
Lack of such format is complexity in audience preferences
calculation. Nevertheless, such format is very innovative
and, in successful testing case, It’s predicted to him to
contribute significant changes in advertising business.

32. GLOBAL MEDIA TRENDS. INTERNET
32
Google has presented a native programmatic –
advertising for mobile video
Mobile video developers, who use a DoubleClick
technology, thanks to Google now can create a full-screen
video-advertising for mobile devices.
DobleClick technology idea incur an opportunity to give
the most relevant advertising for passersby.
At the present time technologies work in apps and in the
nearest time they will be available for cross-platform
native advertising.
One of first clients was eBay company, what has permitted
to increase advertising involvement and CTR.
Source

33. GLOBAL MEDIA TRENDS. INTERNET
33
Yahoo: new products adoption and struggle with advertising blockers
Yahoo has caught a tendency of struggle with advertising blockers. Now for users, who block online-advertising, access to e-
mail is closed: service shows a message with request to deactivate blocker to continue work. Users has expressed disapproval by
such actions.
The Washington Post and City AM keep the same politics.
Also company has adopted a new advertising product YahooProductAds: multi-platform trade advertising, which permit
advertisers to cover required audience just as with help of searching so a display advert.
Improved targeting, broaden cover and involving messages are among advantages.
Source

34. GLOBAL MEDIA TRENDS. INTERNET
34
Google has offered to collect a payment from
users for advertising absence
“Support people, who create an Internet”– such appeal
company has launched with a goal to get out Internet -
users from obsessive advertising.
Google Contributor service is already available for learning
for a little payment, but only for those, who has received
an invitation. Others can put themselves on a waiting list.
At a charge from 1 to 3 $ in a month instead of advertising
it’ll appear empty pages or gratitude inscription.
Among partners are The Unuion, Imgur, Urban Dictionary
and Mashable. Collected money are planned to divide
among company and site developers.
Source

35. GLOBAL MEDIA TRENDS. INTERNET
35
Musical direction development in social networks
YouTube has launched a new YouTubeMusic service
Free version is available for everyone, also paid version don’t contain advertising and cover YouTubeRed subscribers. Base
contains about 30M musical tracks, music video, concert’s records and karaoke names. Service can generate daily playlist, based
on users’preferences, but as opposed to Google Play Music, It excludes own lists creation opportunity.
Facebook has launched a music function Music Stories
It’s a new posts publication format. Use a service can only IPhone users, sharing by tracks from streaming Apple Music and
Sportife services. Social network promises to wider partners’list.
Source

36. GLOBAL MEDIA TRENDS. INTERNET
36
Facebook has proposed advertising format for
users with weak connection
New advertising block Slideshow will be useful for markets
with slow and discontinuous connection, for example,
Indian. Social network will define a connection speed and
will show usual video or slide show.
Service simplifies video creation: user need to choose from
2 to 5 images and indicate a video duration (5-15 min).
In the nearest time it’ll be available to create Slide Show in
Power Editor and Advertising Manager. It’s not excluded,
that such advert will appear in Instagram.
Source

37. GLOBAL MEDIA TRENDS. INTERNET
37Source
YouTube will permit third party services to
estimate their advertising effectiveness
YouTube gave advertisers an opportunity to check by
themselves how many users has watched their advertising.
Now third party services will be able to estimate their
advert campaigns effectiveness.
First companies, which will try new functionality, will be
comScore, DoubleVerify, Integral AdScience and Moat.
Previously It was proposed to advertisers to use Active
View system for analysis campaigns’effectiveness.

38. GLOBAL MEDIA TRENDS. INTERNET
38
Instagram tests interactive advert with 3D
Touch usage
In conjunction with agiotage around iPhone 6s launch, 3D
Touch function has found a popularity. Instagram has
caught up this innovation and already testing new
advertising type.
Advertisers can place more than one product image inside
of post, which user will be able to view with help of more
strong touch on some photo area.
Due to function“Buy now”, which has appeared this
summer, user can instantly made a purchase with help of
payment system Apple Pay, what will allow to avoid
payment card data input and recognize user by
fingerprints.
Source

39. GLOBAL MEDIA TRENDS. PRESS+INTERNET
39
VR app by NewYork Times launch
NYT became first Mass media, which have published it’s
own virtual reality“NYT VR”app. App will permit to view
panoramas and plunge into a virtual reality of events.
Child photos, who has lost a house because of war and BP
Walking New York video, telling about Times’cover
creation, became first materials.
App is available on iOS and Android platforms, also NYT
recommends to use a Google Cardboard VR helmet in
complete.
Source

41. UKRAINIAN CASE. OUTDOOR
CAMPAIGN: “Don’t hide in bushes”, Linex, Ukraine, 2015
SITUATION: Linex sales decreased in time of economic crisis due to consumers
shifting on low cost local analogues. To the end of winter season 2015 Linex share
declined to historical minimum of 22%.
GOAL: to spend summer noticeably for consumer at first time for Linex.
SOLUTION: Linex proposed not only to stop diarrhea , but to dispose it’s deep
reason - a microflora imbalance.
Creative and simultaneously effective way of optimization was usage of
“bushboards” - standard billboards with partly overlap by tree crown. Brand placed
special message: “Don’t hide in bushes”. “Harmful” tree crowns usually cut by
contractors, were used as “Useful” extenders, which gave a possibility to save 50%
of placement cost. Thus safety of human microflora in advertisement was
expressed by safety of real flora in big hot city.
RESULTS:
• +13% increase of Linex share;
• +21% sales growth on the first week of campaign (historical record for the last 3
years).
41

42. UKRAINIAN CASE. MULTIMEDIA CAMPAIGN
CAMPAIGN: “Match’n’Catch”, Rexona, Ukraine, 2015
SITUATION: Every year Rexona suffer from market share decrease in off-season,
which slow down brand positive trend.
GOAL: to stop decrease and intensify brand image features as stylish and
fashionable.
SOLUTION: to use consumers love to fashion, high Smartphone usage and wide
cover on TV by multimedia activation. Instead of targeting on audience, brand
proposed consumers to target on advertising. For this purpose consumers had to
download mobile application “Match`n`Catch” and collect logos Rexona during
project “Supermodel po-ukrainski” on New Channel, on banners to win
“fashionable” prizes. For announcement were used such media channels as
websites Rexona and New Channel, TV announcements, mobile ads, SMM and
mobile context.
RESULTS:
• 75 000 users visited Rexona website for 2,5 week of campaign;
• 50 000 logos were scanned by participants;
• stop of decrease brands share in off-season;
• Rexona market share increase from 29% to 30,6%.
42

43. CAMPAIGN: Reverse April Fool, BMW, New Zealand, 2015
GOAL: to continue annual tradition on April 1st.
SOLUTION: On April 1st, a BMW dealership in New Zealand placed a
newspaper advertisement. At the bottom, it added an “April Fool’s Day
Special” coupon. The coupon said that the first person to bring the
coupon and ask for “Tom”, would be able to trade their old car for a new
BMW. Most readers thought it was an April Fools' Day joke. But one lucky
woman took them up on it. Dealer came through on the promise and
she drove away with $50k car.
RESULTS:
• a video on YouTube with over 1.3 million views;
• over 140,000 positive articles about the dealership and its giveaway;
• a ton of free coverage on television and radio shows, and some
newspaper column mentions as well;
• increased customer satisfaction, loyalty, and sales.
WORLD CASE. PROMO & ACTIVATION
43

44. CAMPAIGN: Selfless Mirror, Heineken,Taiwan, 2014
SITUATION: Many people drink to fast and go wasted without even
noticing and having to end their night earlier.
GOAL: to vacate the importance of drinking as the reasonable pace to
extend the nightlife fun.
SOLUTION: After the club is closed the restroom was divide for two
parts. Both sides looked exactly the same. A piece of transporting glass
“the mirror” was inserted in between them with hidden camera around
it. 2 pairs of twins were arranged to stay in front of the mirror on both
sides to perform synchronized acting to create the illusion of a mirrored
image. The next day people’s reaction were recorded.
RESULTS:
• a video on YouTube exceeded over1.5 million views in 1 month;
• over 200 shares on FB and more than 600K likes;
• people asked for the location of this restroom.
WORLD CASE. AMBIENT MEDIA
44

45. CAMPAIGN: Pepsi Max Unbelievable Bus Shelter, Pepsi,
Great Britain, 2014
GOAL: As a part of Pepsi Max “Unbelievable” campaign brand wanted
to create great content that would bring the “unbelievable” nature of
the drink to life and bring bright experience to people’s daily life.
SOLUTION: Brand created an augmented reality bus shelter. Pepsi
transformed a digital 6-sheet poster to show a live feed of the road
ahead, giving the illusion of a see-through display. But as people
watched, a series of unbelievable scenarios appeared to unfold, from
giant laser-shooting robots, to passers-by being abducted by flying
saucers. The public reaction was captured and content was shared
through the Internet.
RESULTS:
• a video on YouTube exceeded over 5-6 mln views and counting, over
87% of which are earned;
• a PR reach of over 581 mln;
• over 120 K interactions on social networks.
WORLD CASE. DOOH
45

46. CAMPAIGN:The S5 Pulse Challenge, Swisscom Samsung Galaxy
S5, Switzerland, 2014
SITUATION:The web is an effective medium to reach the multilanguage
nation in one shot. Online users account for more than 85% of popualtion and
50% people use smartphones .
GOAL: to launch the new Samsung Galaxy S5 – the world’s first smartphone
that can measure pulse with an integrated heart rate sensor.
SOLUTION: A special webpage invited to test new feature at a unique event:
The S5 Pulse Challenge. A game with only one rule: Keep your heart rate under
100 bpm to win the S5. The contestants were thrown into the most unnerving
and terrifying experiment to see how much they could take. People all over
Switzerland joined the event via live-streaming banners on the biggest swiss
news sites. On the microsite users could support contestants in the game with
messages tagged with #s5challenge. A film on Youtube went viral within a few
days helping the campaign to spread around the world.
RESULTS:
• 3,18 mln unique views with more than 9,8 million ad media contacts, and
4,375 million ad impressions on Facebook;
• more than 1,4 mln people watched the S5 Pulse Challenge via livestream and
the film that landed on Youtube after the event got over 400.000 views;
• the Samsung Galaxy S5 becoming a bestseller in the Swisscom stores.
WORLD CASE. DIGITAL AND EVENT
46

47. CAMPAIGN: Last Year’s Prices Billboard, Migros supermarket,
Turkey, 2015
GOAL: to draw attention on fact that even though the inflation rate being
high in Turkey, Migros Private Label products still have last year’s prices.
SOLUTION: To say Migros didn’t raise it’s prices, they choose to create a
sense of time travel. In order to do this, they combined last year’s billboard and
this year’s over the same lay-out.
RESULTS:
• the affordability perception has increased from 20% to 34% (it’s 5 time bigger
than Migros expectation);
•the revenue in PL category has increased 38,2%.
WORLD CASE. OUTDOOR
47

48. Interesting page
The most long expected and the most magic
time – New Year and Christmas holidays will
come soon.
Today we offer You to see a set of beautiful,
kind and nice New Year advertising, to feel the
taste of coming holidays, flavour of pine
needle and mandarins.
Enjoy!

49. 49
9-meters porcelain fir tree, which is composed
of old porcelain cups and plates called“Tree of
taste”has decorated a main Hasselt square,
Belgium. Authors of idea are Inge Vanluyd and
Stephan Vanbergen, desiner firm MOOZ.
It’s not first time, when LEGO shows creative in
New Year trees creation. This time they created a
huge fir tree and Santa Clause’s sleigh on square
in front of Trade center in Sidney, Australia.
Construction was accompanied by luminous
show, imitating Christmas carols.
Interesting page

50. 50
Brands are unconquerable in their desire to attract attention by New Year
attributes.
Such New Year trees collection from chancellery, fashion clothes and even
washing powder brands.
Interesting page

51. 51
Video, which has flown all over the Internet and
collected millions of views: about harmful Judith
Kerr’s Mog cat. Video tells as cat destroys a
kitchen in Christmas Eve. Sainsbury brand choose
a sharp contrast with competitors, who all over
the year were involved in price war and make a
focus on holiday magic.
Video“Snowman journey”from Britain retailer
chain under a slogan“Give a little more love this
Christmas”: touching story about two snowmen
and about kind actions, which happen in
Christmas.
Interesting page

52. 52
We wish You
in the coming 2016 year an optimized budgets, KPI’s
increase, leadership in share of market, CPT decrease,
maximum coverage and loyal target audience!
And we, of course, will help You in all goals
achieving!
Happy New Year 