Winners & Shortlists

MOSCOW — KIEV / KIEV — MOSCOW

TitleMOSCOW — KIEV / KIEV — MOSCOW
BrandS7 AIRLINES
Product/ServiceS7 AIRLINES
Category B03. CONSUMER SERVICES
Entrant Company GOOD Moscow, RUSSIA
Advertising Agency GOOD Moscow, RUSSIA
Media Agency CARAT Moscow, RUSSIA
Credits
Name Company Position
Grisha Sorokin GOOD Creative Director
Grisha Sorokin GOOD Copywriter
Gleb Glonti GOOD Copywriter
Grisha Sorokin GOOD Art Director
Katya Bazilevskaya GOOD Strategy Director
Fiodor Sumkin GOOD Illustrator
Alevtina Kirsanova GOOD Assistant
Evgenija Judzhenich GOOD Assistant

The Campaign

S7 Airlines, remarkable for it's green planes, launched this peace campaign in Russia and Ukraine at the same time. More than 20 billboards and video-screens, smart-located and huge, were involved in the campaign in Kiev and Moscow. Airline, staying out of politics connects people of two countries. Target audience in both countries has friends and relatives abroad, the campaign was a tribute to people of two countries.

The Brief

The target audience is active young travellers in Russia and Ukraine. Airline, staying out of politics connects people of two countries. Target audience in both countries has friends and relatives abroad, the campaign was a tribute to people of two countries.

Results

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.

Execution

On the 14th of March print appeared in biggest Russian newspaper. The page raised huge buzz in Russian blogs and social network. Never before newspaper page in Russia was instagrammed that much. During the next night poster appeared on biggest Kiev and Moscow OOH facilities. Including 500SQM banner in central Kiev and 4000SQM video building in Moscow. The newspaper page was used as posters in S7 offices and other locations. Airline staff got special badges. Geo-Targeted banners appeared on biggest Russian and Ukrainian websites. Due to this order the campaign worked like an avalanche.

The Situation

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. Target audience in both countries has friends and relatives abroad.

The Strategy

Airline for peace.