MOSCOW — KIEV / KIEV — MOSCOW
| Title | MOSCOW — KIEV / KIEV — MOSCOW |
| Brand | S7 AIRLINES |
| Product/Service | S7 AIRLINES |
| Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
|
Entrant Company
|
GOOD Moscow, RUSSIA
|
|
Advertising Agency
|
GOOD Moscow, RUSSIA
|
|
Media Agency
|
CARAT Moscow, RUSSIA
|
Credits
| Grisha Sorokin |
GOOD |
Creative Director |
| Gleb Glonti |
GOOD |
Copywriter |
| Grisha Sorokin |
GOOD |
Copywriter |
| Grisha Sorokin |
GOOD |
Art Director |
| Fiodor Sumkin |
GOOD |
Illustrator |
| Katya Bazilevskaya |
GOOD |
Strategy Director |
| Alevtina Kirsanova |
GOOD |
Assistant |
| Evgenija Judzhenich |
GOOD |
Assistant |
Results and Effectiveness
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.
Creative Execution
More than 20 billboards and video-screens, smart-located and huge, were involved in the campaign in Kiev and Moscow. Newspapers, Magazines, souvenirs and internet banners were also used. All the outdoor ads were placed simultaneously. Biggest OOH in Kiev and biggest OOH in Moscow were booked. All the preparations took 5 days before the launch.
Insights, Strategy and the Idea
On march 15th, the time when tension in Ukraine are coming to its peak, when anti-Russian protests growth and regular citizens of both countries are baffled by contradictive reports, S7 Airlines, remarkable for it's green planes, launched this peace campaign in Russia and Ukraine at the same time.