Yahoo Japan 2022by Koichi Kawajiri
Koichi Kawajiri is a Tokyo-based journalist specializing in advertising, who has been covering Cannes Lions for more than 15 years. He wrote an article about my campaign.
Returning invited speaker for the leading FMCG industry conference
Talked about effective creativity, building campaigns with celebrities, brand strategy, innovation, and trends in the creative and marketing industry; how to use emotions while creating advertising strategies and campaigns.
Organizers of Effie Ukraine invited me to talk about a shortlisted case that my team and I created for the Zhyvynka by Danone brand. I talked about the strategies we used to revive a brand that seemed to be dead through the effective use of emotions.
Presentation at Cannes Film Festival
A short film of my screenplay Yin and What to Do with It was featured at the short film corner at the Cannes Film Festival. I presented as part of the Ukrainian delegation.
The publication of the leading professional organization Retail Association of Ukrainian is one of many that have featured work created by my team and me. The publication recognized a campaign for the "Morshynska" bottled water brand as among the best Ukrainian campaigns of the year, alongside such brands as Coca-Cola, Under Armor, and Guinness.
We developed a communication platform, a new bottle design, and a print campaign featuring Olympic champions for the Morshynska brand. This successful creative advertising campaign made the brand fashionable, modern and relevant. As a result, sales growth has exceeded the plan by 40% and the market share has increased by 1.5 times.
In our campaign for Morshynska, the right choice of brand ambassadors, brand message, and execution was the key to our success. Brand attributes have yielded results that exceeded all expectations: the brand has become inspiring, action-oriented, modern, fashionable, and relevant.
In this compelling campaign, real employees of a small local chicken producer starred in the video and Out of Home advertising, This helped elevate the brand into a national favorite: sales grew by 4% in Q2'16 compared to Q2'15, the share of total production volume (MS) increased by +7 percentage points in Q2'16 compared to Q2'15. In market research on the brand, "The safest chicken" image attribute grew from 48% to 59%, "High quality of the brand justifies a higher cost compared to other brands" has grown to 59% from 51%, “Is trustworthy" grew to 73% from 66%.
Partners' Effie. Bronze. 2016OMD Media Direction Ukraine
Based on a creative platform developed by my team and me, a campaign for a leading chicken producer was created. We successfully helped establish the message that the Nasha Riaba brand is subject to the strictest quality control procedures.
Effie shortlist. Bronze. 2016. Celebrity sells.
In the campaign for the Nasha Riaba chicken brand, we took the innovative approach of treating employees of the company as celebrities. This compelling concept brought results (see above).
Effie shortlist. 2014Non alcoholic drinks
Despite the revolution and the war, Morshynska successfully fulfilled goals as a result of our communication efforts in 2014. Market share increased by 0.7 percentage points; the number of regular users increased by 0.1 percentage points; the number of consumers who drank Morshynska in the last 30 days exceeded the previous year's result by 1.0 percentage points.
Our "World of Communication" creative platform for life:) mobile operator drove rapid growth. life:) increased its revenue by 17.4%, its subscriber base by 6.45%, and its market share by 2% during the period of the campaign. A number of rational and emotional brand attributes rose considerably.
Our campaign for the Travel life:) mobile operator led to increased revenue and traffic. The number of subscribers increased by 100%, revenue increased by 21%, and Internet traffic increased 2.4 times compared to the previous year.
Our campaign for the life:) mobile operator, "life:) crazy day" rate plan was intended to increase the sales of the plan by 10% in the 3rd quarter compared to the 2nd quarter of 2012. Our results exceeded these benchmarks: comparing September and August 2012, sales rose 16%, and the number of life:) mobile Internet users increased by 10%, reaching over 1 million customers.