| Title | VYSHYVANKA |
| Brand | KYIVSTAR |
| Product/Service | CORPORATE EVENT |
| Category |
C01. USE OF DIGITAL IN A PR CAMPAIGN |
|
Entrant Company
|
GRAPE UKRAINE Kiev, UKRAINE
|
|
Media Agency
|
GRAPE UKRAINE Kiev, UKRAINE
|
Credits
| Iurii Gladkyi |
GRAPE UKRAINE |
Ceo |
| Oksana Bogdanova |
GRAPE UKRAINE |
Senior Account Manager |
| Artem Kuchin |
GRAPE UKRAINE |
Creator |
| Elena Salivon |
GRAPE UKRAINE |
Production Director |
| Nataliya Strelchenko |
GRAPE UKRAINE |
Art Director |
| Iurii Gusinsky |
GRAPE UKRAINE |
Designer |
| Olena Martynova |
GRAPE UKRAINE |
Designer |
| Zakhar Kornev |
GRAPE UKRAINE |
Developer |
| Oleksandra Alokhina |
GRAPE UKRAINE |
Copywriter |
| Oleksandr Kozlov |
GRAPE UKRAINE |
Developer |
| Alexandr Rojnov |
GRAPE UKRAINE |
Developer |
The Campaign
Vyshyvanka’s Day is The Kyivstar’s corporate culture holiday. In such way the company employees feel our country and spend time together.
But the great number of offices and the huge team (more than 4 500 people) don’t allow to carry out general activities in order to maintain team spirit and consolidation. Majority of employees from different offices were even insensible of each other existence.
Therefore we decided to use digital channel for organization the unifying activities in order to increase employees’ loyalty to the corporate culture, national values and to Kyivstar in general.
Vyshyvanka was chosen as a symbol of Ukrainian identity. Vyshyvanka is a piece of traditional Ukrainian clothing that looks like a loose white cotton shirt with embroidery on it.
To get feedback from our users we decided to make an embroidery constructor and to conduct the competition with voting. And the winners were presented with vyshyvankas, which were made by Lviv masters with individual design.
The Brief
And the goal was to unite all regions and offices which did not even know each other.
Our target audience was Kyivstar employees.
Results
As a result, more than 90% of employees take part in this project. Employees of different offices could communicate with each other, vote for created vyshyvsnkas and rejoice for the winners.
Competition between winners was reinforced with the ability to create each own unique patterns.
Thereby more than 600 unique vyshyvankas were created. To create each shirt users took from 5 to 20 minutes at the average.
And more than 6,500 votes for vyshyvankas were received. Thus it demonstrated a big users’ interest towards the project and a high depth of view.
Execution
We created online Vyshyvanka’s constructor: with its help every employee could create his/her own embroidered shirt or/and his/her own unique ornament, combining different constructor’s patterns.
The Situation
Kyivstar corporate celebration of Vyshyvanka’s Day was conducted on the last working day before the Independence Day of Ukraine for four years already. However there was no strong unifying factor for the corporate culture. Therefore we should organize and unify the company team somehow. To deal with it we chose digital channel and vyshyvanka as Ukrainian symbol.
The Strategy
To create digital communication for all office employees, which could unite the team and raise the team spirit.