New season start: updates, innovations and activity strengthening in media

1. In this issue:
New season start:
updates, innovations and activity
strengthening in media

2. TV MARKET. SEPTEMBER-OCTOBER 2015
2
WGRP
All 18-54 50k+
Jan-
Oct’14
Jan-
Oct’15
+/-
Pharma 258 895 280 723 8%
Alcohol 209 914 119 664 -43%
Products 93 032 109 107 17%
Non-alcoholic beverages 85 628 97 050 13%
Trade 57 313 86 704 51%
Communications 63 217 79 094 25%
Hygiene 83 308 58 520 -30%
Entertainment 37 916 43 933 16%
Confectionary 65 280 43 316 -34%
Household Chemicals 54 451 33 668 -38%
Transport 30 444 33 488 10%
Cosmetics 49 639 30 665 -38%
Finance 24 147 26 813 11%
Perfumes 19 883 18 662 -6%
Household Appliances 11 628 12 388 7%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TOP cathegories
• 7% activity decrease comparing to the same period
of last year;
• Following categories continue to grow:
Communications and Trade;
• Pharma hold leadership and intensified raise due to
cold season start;
• Cosmetics and Household Chemicals– are the
categories with the greatest decrease due to decline in
investments by major international companies;
• Alcohol – further activity decreasing due to entry into
force the law about beer advertising restriction

3. Trade:
Rozetka.ua, hardware stores and
Epicenter are category drivers in
September-October
Communications:
Mobile and 3G Internet services
active support by providers
CHANGES IN TOP CATEGORIES. SEPTEMBER-ОCTOBER 2015
3Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
Significant increase in January-October 2015 showed following categories:
+51% +25%

4. TV MARKET. SEPTEMBER-OCTOBER 2015
TOP advertisers
• Beer companies AB InBev and Carlsberg Group
gradually lost leadership position on TV after Law
restrictions entered into force;
• Nestle & L'Oreal is a constant leader, Unilever grows
leadership with positive activity dynamics in this year;
• Major international companies, such as Kraft Foods,
P&G, Reckitt Benckiser etc., continue investments
reduction;
• Rozetka.ua is a local player with the most active
growth, enters into Top-5 leaders.
4
WGRP
All 18-54 50k+
Jan -
Oct'14
Jan -
Oct'15
+/-
Nestle & L'Oreal 54 503 66 146 21%
Carlsberg Group 23 882 28 991 21%
Unilever 23 366 26 324 13%
Rozetka.ua 4 608 24 783 438%
Mondeliz Ukraine (Kraft Foods) 27 595 24 580 -11%
P&G 42 368 24 177 -43%
AB InBev 21 154 24 109 14%
Farmak 21 796 21 438 -2%
Ukrtatnafta 21 566 21 150 -2%
MTS GSM 15 794 21 086 34%
Novartis 24 932 20 186 -19%
Pepsico 15 193 18 887 24%
Kyivstar GSM 15 586 17 894 15%
Reckitt Benckiser 21 041 16 402 -22%
Coca-cola 9 894 14 716 49%
Total 1 225 336 1 138 713 -7%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
Local players

5. 0
5
10
15
20
25
30
35
40
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43
Thousands, EqGRP
2015 2014
WEEKLY TV ACTIVITY. JAN-OCT 2015
5
After a negative trend at the
beginning of the year and even
while reducing inventory by 25%,
situation is showing a
stabilization and from mid-
September players have been
showing higher TV activity, than
at the same period of last year.
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

6. 6%
11%
15% 16%
0
5
10
15
20
25
30
35
40
36 37 38 39 40 41 42 43 44
Thousands, EqGRP
Political ad TV activity, without political ad
WEEKLY TV ACTIVITY. ELECTIONS PERIOD
6
Political advertising made a
significant contribution in
advertising blocks filling in
elections period.
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
*Data without including regional channels and regional blocks on majority of national channels

7. CHANGES IN LEGISLATION
7
Suggestion about pharmaceutical products advertising prohibition in Ukraine
A new law in draft about introduction of changes into Laws“About medicaments”and“About advertising”was registered in
Verkhova Rada.
Due to initiated legislation, only the advertising of medical techniques, prevention, diagnostic and rehabilitation techniques,
which are approved in Ukraine in accordance with established order are permitted.
In such advertising prohibited usage of:
referring to therapeutic effect relative to diseases, which are immedicable or hardly curable;
doctors or others medical workers as well as people, imitating doctor’s appearance presence;
referring to medical properties of such articles, If such properties aren’t confirmed legislatively.
Folk medicine services and people, who provide them, advertising is possible only if there’s an appropriate permission to
practice.
It’s suggested, that such changes will permit to lower level of self-treatment among citizens.

8. CHANGES IN LEGISLATION
8
President enacted the bill about media
transparency
The Law obliges TV channels and radio stations to expose
an information about their owners and called to raise
property’s transparency in point of television and radio
organizations and program service providers.
Online mass media, which gain licenses from state, should
furnish the documents about media property structure
and final beneficiaries to National council on television
and radio broadcasting and promulgate this information
on their web sites within the six months.
Also, off-shore and Russian companies are not allowed to
be a channel and radio owners in Ukraine.

10. OTHER MEDIA TRENDS. TV
10
UBR channel has changed program
broadcasting conception
National council on television and radio broadcasting
decided to changeTV channel format from educational-
informational to informational.
Scientific-educational programs volume was reduced in
favor of informational-analytical and journalistic programs.
The main part of TV product is in-house production.
UBRis Ukrainian TV channel, which broadcast since 2009. Committee
of Media Holding “VestiUkraina” directors decided to concentrate on
UBRchannel developmentand affirm new concept in 2015.

11. OTHER MEDIA TRENDS. TV
11
TV channel MusicBox HD started it’s
broadcasting in Ukraine
MusicBox HD is a music channel, which duplicates a
MusicBox UA air in high definition (1080i).
All new in-house production music videos and
programs are transmitted in high definition (FULL HD)
format. Music videos, which were made in 4:3 format are
converting in HD format with improved quality.
TV channels logo will be the same – animated with
popup‘HD’inscription.
Channel viewing is available in cable Ukrainian
networks.

12. OTHER MEDIA TRENDS. TV+RADIO
12
Ukrainian TV and radio started broadcasting
on temporary occupied Lugansk region
Concern RRT (Radio broadcasting, Radio communication
andTV) implemented an appropriate transmitters, so now
citizens of occupied territories, which are located closer to
separation line, have an opportunity to inquire news from
free part of Ukraine.
“Radio Puls”(Lugansk All-Ukrainian State Television and
Radio Broadcasting company) program is broadcasted on
a frequency 99,5 MHz and TV – on 25th channel. Signals
partly reach Lugansk. It’s promised to raise transmitter’s
power after government funding.

13. OTHER MEDIA TRENDS. OOH
13
Outdoor Advertising Association has
presented All-Ukrainian public online
advertising construction base
Project will allow to raise market transparency, reduce
shadow angle size and improve quality of services.
Base is realized on the basis of Yandex maps on the
website legal.outdoor.org.ua. Besides the options of
photo/media schemes displaying on city maps and search
filters, there is an opportunity to import completed
address programs of advertising campaigns by codes.
Base also analyze surfaces legality and put out a report on
official Ukrainian Outdoor Advertising Association form.
All providers can pass his surfaces to add into a data base
for free. After checking up for legality surfaces are plotted
on map.

14. OTHER MEDIA TRENDS. OOH
14
Risk of advertising prohibition in historical
centers of Ukrainian cities
Ministry of Culture develops legislative changes about
culture heritage objects preserving. one such changes
example is a prohibition of advertising placement in
historical centers, on state historical significant
monuments and UNESCO memorials.
In security or buffer memorial’s area It’ll be available only
stylized and socially important advertising placement.
Thereby, Ukrainian cities will look like European, where
advertising in historical places is absent or ordered.

15. OTHER MEDIA TRENDS. INTERNET
15
AdBlock started to show an‘Acceptable ads’
Adblock, one of the most popular ad blocking extensions
for the Chrome web browser with more than 40 million
users announced to its user base that it has been sold and
that it has joined Adblock Plus' acceptable ads program.
To be in the program ads must be static, mainly text, and
positioned in a way that doesn’t distract from the primary
content on the page.

16. OTHER MEDIA TRENDS. INTERNET
16
Google innovations
New targeting opportunities in Google AdWords
Customer Match tool will allow advertisers to download mailing list of users, establish a rates and create advertisements, which
are focused on audience from mailing list.
Extension“similar audiences”is available for re-targeting lists in context-media Google network. Now It’s available to build them
on CRM audience activity basis.
Both tools will be able to be targeted on YouTube and Gmail. Launch all over the world is planned in the nearest time.
Native ads in Gmail
New ads are displayed at the top of“Promotional actions”tab in“Inbox”folder and is available both in web and mobile versions.
Users will be able to resend to each other advertising posts and save them in“Inbox”folder.
Advertisers pay only for clicks by ads, which users made to display ads. Payment for clicks inside ads isn’t collected.

17. OTHER MEDIA TRENDS. INTERNET
17
Facebook has laucnhed new lead generation
tool Lead Ads for all advertisers
Tool will allow advertisers to automatize new registration
forms filling and sending, appropriated for user’s contact
data collection. Fb integrated this functionality by SRM-
platforms, thanks to which brands will be able not only
collect information in real time mode but also use received
data in other directions: sales, marketing and client
service.
Besides, now companies can customize forms for
automatic lead’s generation, by using open questions or
questions with multiple choice.

18. OTHER MEDIA TRENDS. INTERNET
18
Facebook and Instagram started blocking
links to Vkontakte
When you try to post a link https://vk.com in a personal
message or a new entry in Facebook and in the comments
under the photo in Instagram message as follows:“the
Materials that you’re trying to share includes a link that is
registered by our security system as unsafe”. After
the publication of the reference to“Vkontakte”desktop
version of Facebook proposes to conduct online computer
scan for malware, which is necessary to download the
program F-Secure Online Scanner.
The references of“Vkontakte”on the users page, photos
and videos are sent without any problems.
Previously“Vkontakte”has ceased to maintain an active hyperlink on
Instagram.Many people linked it with the release of their own lenses,
theRussian social networkcalled Snapster.

19. OTHER MEDIA TRENDS. INTERNET
19
Promo posts has appeared in“Odnoklassniki”
New advertising format will allow to target the audience
outside the communities thanks to rb.mail.ru and
MyTarget systems.
Promo posts allow to raise community publications
coverage with detailed targeting on target audience. In
this case advertiser receives a viral effect from post for free.
In users feed, who aren’t signed on community, post will
be displayed with“Sign”button, what additionally brings
new subscribers to community.
Paid posts in Vkontakte appeared as late as in thespring.

20. OTHER MEDIA TRENDS. INTERNET
20
“Vkontakte”has launched advertising posts
on Android
Now when creating advertising post or editing It, user can
choose the placement options – all platforms, mobile
devices or only personal computers. Advertising creation
is available in personal account.
Thanks to“Posts promotion”option advertiser is permitted
to place ads in user’s feed on behalf of company’s
community and also It doesn’t depend on whether
network user is signed on it or no.
Advertising posts in appearance are similar to usual, but
they have a tick“Advertising post”.

21. 21
Ukrainian radio resumed broadcasting in Crimea
Now it’s possible to find Ukrainian radio stations on medium AM frequencies in occupied Crimea.
It’s spoken in National council on television and radio broadcasting in Ukraine press service message.
Ukrainian radio (UR – 1), Worldwide service UTR and Odessa radio“Mayak”are available.
OTHER MEDIA TRENDS. RADIO

22. OTHER MEDIA TRENDS. RADIO
22
GfK Ukraine held up Radio ES (European
Station) research
Radio network“Radio ES”(JSC“Radio Company Gala”)
went out from radio audience research, provided by GfK
Ukraine through the request of branch association Radio
Committee.
On the part of radio station had raised a claims to research
quality and given data representativeness.
Collaboration was held up by the research company
initiative. According to GfK Ukraine, the situation was
caused by default on financial obligations on the part of
radio station: first wave of research wasn’t paid, then as
now the third wave already has been finishing.

23. OTHER MEDIA TRENDS. RADIO
23
Romany radio Chiriklо started broadcasting in Ukraine
Radio works in digital format on the web-site radiochiriklo.com/. It’ll be available on FM-frequency soon.
Radio conception is based on Netherlandian radio station experience. Besides Netherlands, such purely Romanes media-
sources have already works in Balkan-Carpathian region countries, Sweden, Spain and Russia.
New radio project goal is overcoming of negative stereotypes about Romanes, discrimination an segregation.
Radio mission is to provide voice to Romanes, spread information about ethno-national politics and state programs. Culture
component: Romanes music history, it’s modern directions, Romanes history and culture, their modern life etc.
Chiriklo will broadcast in Ukrainian (75%) and Romanes (25%). Two podcasts will be translated into Russian and English. Content
is figured on wide listenership, including youth. It’ll be spread in social networks and through mobile app.

24. OTHER MEDIA TRENDS. RADIO
24
“Ukrainian radio”resumed broadcasting
“Ukrainian radio”resumed transmitters’operation, which
were cut off on September, 9 because of budget financing
restriction.
UR – 1 will work in usual volumes, day break on powerful
transmitter, which cover the south of Ukraine and Crimea,
will be cancelled. Also“Promin”and“Kultura”channels
network resuming its work.
Broadcasting return became possible thanks to
collaborative actions of state organizations in charge of
financing enhancement.

25. OTHER MEDIA TRENDS. PRESS
25
“Media Group Ukraine”gained publishing
rights for Vogue in Ukraine
Vogue in Ukraine will be published by“Media Group
Ukraine”under license agreement Conde Nast
International. First common issue will be the October,
2015.
Vogue mission is to represent culture and world in fashion.
Ukrainian issue is a magazine with Ukrainian character,
heroes and hue. Vogue goal is to be №1 issue about
fashion and beauty.
Vogue publishesin USA since 1892. It was launched in Ukrainein
June2012and became one of 21 international“fashion bible” issues.
Also Vogue publishesin USA, Great Britain, France, Italy, Germany,
Spain, Russia and many other countries.

26. 26

27. GLOBAL MEDIA TRENDS. ООН
27
Respublika App
Respublika retail chain has implemented a new
technology iBeacon trackers in mobile app“Respublika”
with support from Getsy.co and made it possible for all
mobile users in Russia. New iBeacon technology will make
it easier for customers to be orientated inside the shop,
find the necessary stuff, and get push notices about
special offers and discounts.
Getsy beacons will be able to define micro-geo-location
and sent different content about product – news, videos,
photos, detailed description and special offers when
consumer is in a special zone or near defined item.
For interaction with products it’s enough to turn on
Bluetooth and run the application.

28. GLOBAL MEDIA TRENDS. INTERNET
28
Google is testing a new AdSense ad format for mobile
Google is calling them anchor/overlay ads and vignette ads.
The Anchor/overlay ads (320x50) are ads that are mobile specific and they stick to the edge of the user's screen and are easy for
the user to dismiss.
The vignette ads are also mobile only and are full screen ads that appear between the page loads on your site and can also be
dismissed by your users.

29. GLOBAL MEDIA TRENDS. INTERNET
29
YouTube has launched paid version
The new option is called YouTube Red. It costs $9.99 per
month and will be available for purchase on October 28th,
starting in the US, then rolling out worldwide. Along with
removing ads, subscribers will be able to save videos for
offline viewing, and keep videos running in the
background on mobile.
YouTube Red subscription permits to play materials on any
devices.
People who have already signed onto that service will get
an access to exclusive content (various shows and movies)
since the start of 2016.
Service isn’t available in Ukraine yet.

30. GLOBAL MEDIA TRENDS. INTERNET
30
YouTube will launch a purchase function in
video spots
Google will launch new Shopping Ads tool inside the own
video hosting YouTube. Tool will permit advertisers to
place ads in their videos, by clicking on which it’ll be
available to make a purchase.
Payment model: only for clicks by ads.
Shopping Ads format will be similar to Cards and TrueView
for shopping, YouTube users will be able to find and click
on icon“i”at the top right video corner to see ads.
New advertising type testing in YouTube is planned for
Autumn.

31. GLOBAL MEDIA TRENDS. INTERNET
31
Advertising has appeared in Start menu in
Windows 10
In new Windows 10 update has appeared place for
advertising in Start menu. Microsoft is describing them as
‘Suggested apps‘. At this stage software developers don’t
pay for placement. Function is oriented on helping users
to find useful apps and opportunities.
Now new apps are recommended only to test participants
and ads demonstration could be turned off. In case of
successful testing, this innovation will take place in release
version.

32. GLOBAL MEDIA TRENDS. INTERNET
32
Mozilla is launching advertising in Firefox
Now when opening new tab in Firefox browser users will
see“Suggested tiles”.
Innovation presents a content from partners, among
which areYahoo, Fortune, Quartz, Make-a-Wish
Foundation and Electronic Frontier Foundation.
Content is based on previous user’s requests. As for now
function is free of charge, but Mozilla consider a possibility
of monetization.
Personal users data wouldn’t be tracked and
recommendations turning off is available at any point.

33. GLOBAL MEDIA TRENDS. INTERNET
33
Instagram expands boundaries
Photo hosting intend to provide a platform not only for
huge advertisers, but also for small business, by adopting
the 30-seconds video spots (previously it was 15-seconds).
For brands, which planning a new product launch is
suitable purchase option Marquee, which permits to reach
users at the launching stage.
Also Instagram has updated CTA-buttons functional (‘Buy
Now’,‘Sign up’and‘Learn more’), what will help to attract
tourism and entertainment, electronic commerce and
retail industries advertisers.
Servicehas complementedstandardsquared photos by portrait and
album formatsfrom the late summer.

34. GLOBAL MEDIA TRENDS. INTERNET
34
Facebook and Instagram news
Like and Share buttons track interests
Facebook and Instagram users data, based on Like and Share, will help target ads more accurately: it’s possible to choose
demonstration of interest-based advertising in settings.
Previously network conducted experiments with the purpose of assembling users’data, but this caused arguments and displease
among human rights activists. Now social network’s management is affirming, that politics due to cookie-files is totally
transparent.
Facebook has launched targeting tools forTV-advertisers
New metric TRP (Total rating point) provides planning, purchase and measuring ads opportunities together with TV-campaigns.
Project realization became possible due to Facebook partnership with Nielsen and Millward Brown Digital analytic companies.
Now It’s available to control total TRP for social network and TV, analyze advertising campaign results in mobile and provide
mobile polling.

35. GLOBAL MEDIA TRENDS. INTERNET
35*Advertising-communication holding Wire and Plastic Products (WPP) head
Facebook changes approaches to ads
measuring
Such actions partly are an answer to strident Martin
Sorrel’s* attack. According to him, traditional measuring
model began to show signs of strain, also Facebook’s
video metric, which counts 3 seconds as video viewing is
ludicrous.
Previously audience interaction with spot took into
account from 3rd second of viewing, now purchase
structure has changed and social network convinces
advertisers, that users will see their spot fully.
Also there’s an opportunity to estimate unique views
quantity and see which cover was organic and which was
reached due to paid promotion.

36. GLOBAL MEDIA TRENDS. INTERNET
36
Apple removes some adblockers from the App
Store over privacy concerns
Apple has removed certain content blocking apps from
the App Store over concerns that users’data could be
exposed to third parties. According to company, such
actions oriented to protecting customer privacy and
security.
Been Choice, one of the apps that Apple took down,
blocked ads in browsers as well as in apps.
Company is working closely with these developers to
quickly get their apps back on the App Store, while
ensuring customer privacy and security is not at risk.

37. GLOBAL MEDIA TRENDS. OOH
37
Cell phone charging stations in shop
Retailers has found an excellent way to attract bigger
amount of customers in their shops. Project was realized
due to ChargeItSpot company, which developed charging
station for mobile phones. Station contains 8 sections,
each of which are closable, what gain an opportunity
bravely go shopping without any concern that
smartphone can disappear.
According to developers purchase quantity increased up
to 54%. Such charge kiosks has already placed by Neiman
Marcus, Bloomingdale’s, Whole Foods, Under Armour,
Bergdorf Goodman and Urban Outfitters.

38. GLOBAL MEDIA TRENDS. PRESS
38
Uber has launched It’s first magazine
New edition Arriving Now publishing was confined to
FashionWeek in New York and contained professional
advices, fashion establishments and details about coming
events. One of style setter Olivia Palermo adorned
magazine cover and told about favorite shops, trends and
her love to New York.
Previously Uber was engaged in quarterly Momentum
edition publishing for drivers about health, personal care
and insider advices.
Popular service Airbnb follows the same tendency: It has
it’s own periodical edition Pineapple.

39. GLOBAL MEDIA TRENDS. FUTURE
39
Advertising in Virtual reality environment
In the nearest future It’s planning to create advertising
network for virtual reality. American company Airpush
took upon oneself a revolution in advertising industry.
Company attends to place the most famous brands in
virtual reality environment.
Airpush developers created tools, which permit to
integrateVirtualSky in any VR app and load content
instantly.
In experts’view virtual reality can pick up speed and
became conventional phenomenon by 2018.

41. UKRAINIAN CASE. SOCIAL NETWORK
CAMPAIGN: “Support your team together with Mastercard”,
Mastercard, Ukraine, 2015
SITUATION: Mastercard, the permanent UEFA Champions League sponsor, keeps
looking for the new ways of supporting football fans every year
GOAL: let fans to express emotions in a unique way
SOLUTION: A football fan on a website received an avatar customized and
revived with it’s own emotions. The face recognition system track the users
mimicry through a webcamera and imitated it on the avatars face. Fans recorded
joy, anger, happiness or sorrow caused by matches of their favourite teams.
Everyday they could share their reaction on championship events with friends on
social networks. Users have a lot of additional preferences to making their own
avatars, that reflected their emotions very accurately. Fans had an opportunity to
win certificates on a purchase in sport online-shop or mobile recharge.
RESULTS:
• 85K emotions avatars were created;
• 78K emotions shared;
• 6,2M earned media contacts.
41

42. CAMPAIGN: Nike Air Max 95 Collectables, Nike, Hong Kong,
2015
SITUATION: Nike Air Max 95 is one of the most iconic and sought
after sneakers all the time. Twenty years on from original launch, they
were being re-released again in Hong Kong.
GOAL: to increase awareness and drive traffic into the Nike stores
IDEA: Tapping into the mid-90’s craze of collecting exclusive trading
cards and limited edition sneakers, local artists created a specially
designed series of collectable cards showcasing the AIR MAX 95 range
to mark the re-release of this all-time favourite shoe with a throwback
to 1995 in Hong Kong. The original card machines were installed in-
store. People came back daily to try and collect them all. Special rare
cards unlocked limited edition sneakers or design and customise their
very own pair of Air Max 95.
RESULTS:
These cards gained awareness across the city and internationally. As a
result it drove traffic to the Nike stores:
• +23% increase in store traffic;
• +56% increase in shoe sell through.
WORLD CASE. AMBIENT MEDIA
42

43. CAMPAIGN: #LITTLEMONEYBIGFUN, KFC, Romania, 2015
GOAL: KFC wanted to draw attention to its cheapest ever meal deal
IDEA: KFC Romania aimed to prove that you don’t need lots of money to
have lots of fun. The fast food brand parodied the #RichKidsOfInstragram
with their very own #LittleMoneyBigFun hashtag campaign, powered by a
site that challenges fans to pick famous rich kids Instagram photos, reshoot
it in a fun, low budget way, upload it on online generator and share the
merged result on social media.
RESULTS:
• #1 leading twitter topic in Romania;
• over 1 Mln Euro in free media;
• KFC sales went up 21%.
WORLD CASE. SOCIAL NETWORK
43

44. WORLD CASE. SOCIAL CAMPAIGN
44
CAMPAIGN : Pay with blood, Untold Festival and National Blood
Centre, Romania, 2015
PROBLEM: Romania has a big issue regarding blood donations. It ranked second
to last in Europe for active blood donors (less than 2% of population). Hospitals
desperately need blood. Only 0,2% of young people are donors
GOAL: to change the mentality of young people and show that donating blood
can be part of their everyday life
SOLUTION: The biggest music festival in Romania Untold organized in
Transylvania, region associating for Dracula and the vampires stories. Festival
teamed up with National Blood Centre and launched a national campaign to
collect blood donations. Each person that donated during campaign received a
free pass or discount to Untold.
RESULTS:
• more than 3 М Earned Media were reached thanks to media and celebrity (DJ’s
and singers) support;
• 129 М impressions;
• hundreds of people queued to donate blood, transfusion centre had to extend
schedule and the fridges were full.

45. CAMPAIGN : Moving Track, Run With Heart Foundation in partnership
with Warner Music, Universal and Sony, Poland, 2015
SITUATION: Over 50% of young people don’t do any exercises
GOAL: to help curb the childhood obesity epidemic by finding an effective
and fun way to kids to get moving.
SOLUTION: the 'Run With Heart Foundation' in partnership with Warner
Music, Universal and Sony have launched mobile site “Moving tracks”. The
simple site lets kids listen to exclusive, unreleased songs, but on one
condition the track only plays when GPS detects they are actually running.
RESULTS:
• the project is ongoing and already reached over 500 K people;
• after 2 weeks launch lots of free earned media were talking about
application.
WORLD CASE. MOBILE APPLICATION
45

46. For sure, all of us have heard about marketing wars between car giants, Coca Cola and
Pepsi, McDonalds and Burger King.
In this issue we’ll tell You about unfamiliar, but no less interesting advertising brands’
confrontation.
And although David Ogilvy wrote, that‘Advertising shouldn’t be aggressive – don’t
confuse advertising campaign with war’, by no means all market players adhere to this
principle.
Enjoy!
Interesting page
46

47. INTERESTING PAGE
47
Indian advertising wars
Considerable marketing struggle were sparked between airline
companies in Hyderabad.
All started, when JetAirways decided to make a rebranding, where
one of points was uniform changing, about which they decided to
inform by billboard with title‘We’ve changed’.
Airline company Kingfisher intercepted, placing above title‘We
made them to change!!’and agitation to use their services.
But one more aggressive was GoAir competitors’behavior, who
placed oneself higher, than others:‘We’ve not changed. We’re still
the smartest way to fly’.

48. INTERESTING PAGE
48
PlayStation 4 vs Xbox One
Fight between companies happened,
when, while launching new Xbox One,
Microsoft for their gaming consoles
advertising decided to hit to
PlayStations’4 raw spot, notably an
opportunity to share by accounts and
games.
To the effect company even screened
spot, which demonstrates as easy It’s to
share by game: simply give a box for
friend.

49. INTERESTING PAGE
49
Despite that fact, that in Russia advertising with brand-competitor mention is prohibited, ways to prohibition overcoming usually
discovers.
In this way Danone company called on from TV screens ‘ Don’t wait a miracle, drink Danone’ and Knorr, hinting at opponent Maggi,
voiced the following: ‘Real sup – any magic’.
Also represent You shining and demonstrative struggle examples on billboards.

50. INTERESTING PAGE
50
In modern world a hundreds of brands, trade marks,
company names and products surround us.
To this end, we propose you to play a little: in the next
slide dispose brands due to products, which are
appropriate them.
Solution you’ll find further.
Have a good luck in quest!

51. 51

53. See you in the next
issue!