MOSCOW — KIEV / KIEV — MOSCOW
| Title | MOSCOW — KIEV / KIEV — MOSCOW |
| Brand | S7 AIRLINES |
| Product/Service | S7 AIRLINES |
| Category |
A06. USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
GOOD Moscow, RUSSIA
|
|
Advertising Agency
|
GOOD Moscow, RUSSIA
|
|
Media Agency
|
CARAT Moscow, RUSSIA
|
Credits
| Grisha Sorokin |
GOOD |
Creative Director |
| Grisha Sorokin |
GOOD |
Copywriter |
| Gleb Glonti |
GOOD |
Copywriter |
| Grisha Sorokin |
GOOD |
Art Director |
| Fiodor Sumkin |
GOOD |
Illustrator |
| Katya Bazilevskaya |
GOOD |
Strategy Director |
| Alevtina Kirsanova |
GOOD |
Assistant |
| Evgenija Judzhenich |
GOOD |
Assistant |
The Brief
To promote flights between Moscow and Kiev (flights load decreased during the Russian-Ukrainian conflict).
Describe how the promotion developed from concept to implementation
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. 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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
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.