Title | MOSCOW — KIEV |
Brand | S7 AIRLINES |
Product/Service | S7 AIRLINES |
Category |
A01. POSTERS |
Entrant Company
|
GOOD Moscow, RUSSIA
|
Advertising Agency
|
GOOD Moscow, RUSSIA
|
Media Agency
|
CARAT Moscow, RUSSIA
|
Credits
Grisha Sorokin |
GOOD |
Creative Director |
Grisha Sorokin |
GOOD |
Art Director |
Grisha Sorokin |
GOOD |
Copywriter |
Gleb Glonti |
GOOD |
Copywriter |
Gleb Glonti |
GOOD |
Producer |
Grisha Sorokin |
GOOD |
Producer |
Katya Bazilevskaya |
GOOD |
Strategy Director |
Alevtina Kirsanova |
GOOD |
Assistant |
Evgenija Judzhenich |
GOOD |
Assistant |
Brief Explanation
The main challenge was not to be political, but recognizable.
The Brief
To promote flights between Moscow and Kiev (flights load decreased during the Russian Ukrainian conflict).
How the final design was conceived
We needed something that doesn't look like an advertising or political statement. Handcrafted illustration, inspired by hippie culture became the best solution.
Indication of how successful the outcome was in the market
More then 50 000 000 validated contacts with campaign in Russia and Ukraine in digital and outdoor.
Hundreds of thousands of positive posts, re-tweets and likes in social media engaging people and leading news media in both countries.
71,2% of posts and publications are extremely positive, 25.8 are neutral, 3% are negative. More then 40% daily S7.ru traffic growth affected solely by the campaign.
Web-site transactions for promoted destination for both countries grew over 60% during the campaign period. Destination flight load level grew more then 40%.
8% growth of total S7 sales (all destinations) during the campaign period.