UKRPOSHTA EMOTIONS DELIVERY
|Category||A11. Consumer Services|
|Title||UKRPOSHTA EMOTIONS DELIVERY|
|Entrant||SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE|
|Idea Creation||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|
|Tatiana Slivko||Saatchi&Saatchi Ukraine||Client Service|
Why is this work relevant for PR?You can buy an advertising during Eurovision Song Contest or you can create the music video to give hard of hearing people a unique unbranded content to help them join a Eurovision voting process. We have chosen second one, because it could help us launch new Ukrposhta communication platform «Delivery of emotions». This music video has given a huge PR effect for the brand. We have received over 100 million of impressions. Content beat the Advertisement.
BackgroundEurovision song contest was always open for everyone but not for hard of hearing people. They see the picture, but can’t hear music, can’t feel its emotions.
Describe the creative ideaWe want to deliver emotions and to give to hard hearing people the opportunity to evaluate all songs and to take part in the voting process. We have created a sign language music video.
Describe the strategyThe first time in Ukraine a song performed by a Ukrainian participant in Eurovision was adapted into sign language and performed artistically by a deaf actor.
Describe the executionWe have created a sign language music video. But it was only the beginning. We’d made a website where everyone could create a sign language music video with other Eurovision songs. In the broadcasting day, we have synchronized these videos with the event live-translation. That even hard hearing people could enjoy songs and vote for them.
List the resultsThe response was instant. In only two days over 120 resources and media wrote about us. Main Ukrainian TV-channels showed the video. We received over 100 million of impressions. That’s how the National Ukrainian Post Service Ukrposhta has delivered its most valuable parcel - emotions. As a result, Ukrposhta became one of the main hero of the Eurovision contest without a sponsorship.
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