LOCAL BAR AGAINST NATIONAL SHAME
|Title||LOCAL BAR AGAINST NATIONAL SHAME|
|Entrant||SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE|
|Idea Creation||SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE|
|PR||SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE|
|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.
BackgroundWhen 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 ideaTo 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 strategyWe 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 executionWe 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.
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