Winners & Shortlists

DREAMTRIP. THOUSANDS OF WANTING, ONE WINNER

TitleDREAMTRIP. THOUSANDS OF WANTING, ONE WINNER
BrandCOCA-COLA BEVERAGES UKRAINE
Product/ServiceRICH JUICE
Category C01. WEBSITE
Entrant Company ADPRO|ISOBAR Kiev, UKRAINE
Advertising Agency ADPRO|ISOBAR Kiev, UKRAINE
Credits
Name Company Position
Yuri Lence Adpro|isobar Executive Creative Director
Elizabeth Dergacheva Adpro|isobar Copywriter
Liudmyla Yazvinskaya Adpro|isobar Copywriter
Alexander Astron Adpro|isobar Designer
Iryna Tymoshchenko Adpro|isobar Account Director
Anastasia Voitkevich Adpro|isobar Account Manager
Iryna Chervyts COCA COLA BEVERAGES UKRAINE LIMITED Brand Manager
Valeria Buzivskaya Adpro|isobar Strategic Planner
Mila Krutchenko Adpro|isobar Digital Strategist
Igor Tkachenko Adpro|isobar Digital Production

Creative Execution

We offered TA a unique opportunity to actually hit the trail to a dream-place. We created a world's first digital contest, a promo-site, where people could choose preferable direction and win a sponsored exotic vacation. To build awareness we used banner ads and teaser networks, promoted posts in FB and VK along with search engine advertising, which drived traffic to the promo-site. Besides that, we were the first ones to employ the innovative practice of #hashtag use in Facebook as teaser for contest announcement.

Total campaign reach: 2 766 785 people Total unique promo site visitors: 55 396 Total contest participants: 5 744 (14,8% above KPI) Conversion rate unique visitors to participants: 10,3% - two times the market average of 5% During the campaign period the total pos level reach boosted by 167% in Facebook and by 303% in Vkontakte compared to the same period before the campaign.

Insight I am stuck in my routine and I wish to escape, but only a miracle would make me actually do it Strategy Problem: Living and working in a fast and demanding modern urban environment, TA is overwhelmed by an ever increasing pace of life. They dream about their better future lives, crave to relax their minds and to escape from the vicious circle of every-day life. Idea Promo-site "Dreamtrip" from Rich juice is a great way to escape everyday routine and travel to the seaside. The site keeps reminding people about their dreams by unique blend of sounds, visuals and atmosphere