Winners & Shortlists

VYSHYVANKA

TitleVYSHYVANKA
BrandKYIVSTAR
Product/ServiceCORPORATE EVENT
Category C01. USE OF DIGITAL IN A PR CAMPAIGN
Entrant Company GRAPE UKRAINE Kiev, UKRAINE
Media Agency GRAPE UKRAINE Kiev, UKRAINE
Credits
Name Company Position
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.