LOCAL BAR AGAINST NATIONAL SHAME

ClientGASTRO-BAR REBRA&KOTLETY
Category A06. Retail
TitleLOCAL BAR AGAINST NATIONAL SHAME
Product/ServiceGASTRO-BAR REBRA&KOTLETY
Entrant SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Idea Creation SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
PR SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Credits
Name Company Position
Kosta Schneider Saatchi&Saatchi Ukraine Creative Director
Yana Tymko Saatchi&Saatchi Ukraine Copywriter
Illya Bondar Saatchi&Saatchi Ukraine Art Director
Alexey Tertyshnyk Saatchi&Saatchi Ukraine Art Director
Tatiana Slivko Saatchi&Saatchi Ukraine Client Service
Daryna Vladimirova Saatchi&Saatchi Ukraine PR Manager
Yulia Meduna Saatchi&Saatchi Ukraine PR Consultant
Dmytro Grushevsky Saatchi&Saatchi Ukraine Business Development Director

Why is this work relevant for PR?

We used the Champions League Final as a reason to build awareness and good reputation for the gastro-bar “Rebra & Kotlety” . Using a non-standard idea, we achieved a unique PR effect. “Rebra & Kotlety” became the headliner of national TV and online media. We received over 40 million impressions & over 100 free media publications. Local bar became the famous all over the country.

Background

When Champions League Final came to Kyiv, we’ve lost our best feature - hospitality. There were only money and profit in minds. Owners of the apartments canceled reservations to resell it more expensive later. B&B prices increased in 50-60 times. The biggest European media wrote about Ukrainian’s greediness. The Liverpool FC officials appealed to UEFA to ask help in dealing with crazy prices for housing in Kyiv. It was a national shame!

Describe the creative idea

To earn back our reputation of hospitable nation, gastro-bar “Rebra & Kotlety” decided to lose money. We transformed gastro-bar into a free hostel for European fans and listed it on Airbnb. Day later fans have booked all beds in our Hostel-Bar. On May 26, they arrived in Kyiv.

Describe the strategy

We transformed gastro-bar into a free hostel for European fans and listed it on Airbnb. Day later fans have booked all beds in our Hostel-Bar. On May 26, they arrived in Kyiv.

Describe the execution

We transformed gastro-bar into a free hostel for European fans and listed it on Airbnb. Day later fans have booked all beds in our Hostel-Bar. On May 26, they arrived in Kyiv.

List the results

“Rebra & Kotlety” became the headliner of national TV and online media. We received over 100 million impressions. Local bar became the pride of the whole country. Hospitality pushed the greediness away from media titles. Sometimes you should lose in some money to get more valuable thing.