Havas engage credentials PPT presentation

1. HAVAS Engage
Ukraine

2. About us

3. About us
− One of the world’s largest advertising groups
− 316 offices in 75 countries all around the world
− 11 000 employees
− Formerly known as Euro RSCG 4D
− Was found in March 2004
− 100% marketing service agency
− In the last 5 years Agency is included into the list of TOP 10
marketing services agencies in Ukraine

4. Our services

5. Agency structure

6. Coverage

7. Our capabilities
− Using network experience and foreign market’s innovations
− Eight years of experience in BTL, Special Events, Trade marketing, Creative
and Digital
− Full regional coverage
− About 30 projects can be run simultaneously
− Creative concepts development
− Stable financial position of the company

8. Clients

9. Current Clients

10. Agency experience

11. Promotion

12. «Bald and happy»
Task
−To develop and implement comprehensive advertising campaign aimed at popularization of
electronics
store network Protoria among the target audience
Challenge
−The campaign is to create buzz and must not be standard. The more discussions – the
better
Results
−Such mechanics took place: each girl could register on the website protoria.ua, come at
appointed day
to Protoria store in shopping mall Dream Town, have her hair shaved and get a new iPad
tablet
−More than 200 girls were registered on the website
−On the day of event girls began gathering near the shop long before the beginning of the
action
−10 girls shaved their heads and got new iPad
−Auction caused an unexpected response – it was discussed on many forums and pages,
hundreds of
people have expressed their opinion, from protest to delight
−The surprise was the presence of television: channel “1+1” devoted its attention to the
auction, though

14. National SMS promo
Task
− Organization of the national promo (via sms) from Elseve TM
Challenge
− To develop simple mechanic, propose relevant for TA gifts
Results
− The agency tasks were: Developing creative concepts promotional site, domain
registration www.elsevepromo.com.ua, website creation software, programming interactive
mechanics SMS, allocation and support short code to send and receive SMS,
development of technical specifications, SMS text writing, placing the car in the mall
Caravan, Dream Town, Metro, production of spiders, holding weekly raffles phone
Samsung S5380 Wave and player Ipod nano 16 gb, forming a list of winners and awarding
of, support short code, coordination of the project
− Number of participants - 31 422
− Promo response - 8%

16. L’Oreal Cannes
Task
− To provide an information about L’Oreal Paris products, to increase brand loyalty and stimulate
a purchase
Challenge
− Project field staff – professional makeup-artists
Results
− L’Oreal Paris is a partner of Cannes Festival for years and for the second time Ukraine
became a part of this amazing event. In malls within biggest Ukrainian cities professional
visagists were helping women to feel themselves at the Cannes red carped. 2 makeup artists
and a photographer were working next to the promo-stand to create a special festival
atmosphere
− Incredible success of the promo is supported by facts:
− around 3,000 promo-hours on the project;
− over 10,300 women took part in this promo;
− almost 2,000 photos were printed

18. Consumer promotion
Task
− Launch Tassimo coffee machine and support consultations and degustation in the outlets
Challenge
− Coverage – 138 outlets in 7 cities
Results
− One of the main goal of the project was to find and train promo staff. Multi system training
included training in the category
− The motivation system was provided for the consultants: salary + bonus + bonus for sales
performance KPI's
− Additional features: support for current promotions, collecting relevant information on
sales, gathering information on competitor activity and other
− Referring to the first project success the client decided to prolong the project for one
more year. 34 outlets is currently working in 6 cities

20. Product launch and sampling
Task
− Product launch and sampling
Challenge
− Wide coverage: total 533 locations in 51 cities for sampling and tasting
Results
− 7 weeks of activity:
Tasting Sampling
256 outlets 277 outlets (business centers, subway
stations)
51 cities
6 cities
100% execution of the plan by the
number of contacts 100% execution of the plan by the
number of contacts

22. Launch of the new fast-food
Task
− To develop and implement an idea of creative opening of the new fast-food café
“Kryla”
Challenge
− There is a lot of fast-food cafés at the Dream Town Shopping mall. Opening of the café
“Kryla” should be creative to distinguish café among competitors
Results
− Agency has developed an idea of linking the name of the fast-food “Kryla” (Wings) and
an airplane theme
− Stewardesses and a pilot (promoters) were announcing the opening of the café in one
of the biggest Ukrainian mall in a creative way: they asked if visitors know a way to a
café and distributed fliers with information about the action
− Guest had a chance “to fly” – to jump on a trampoline and get more presents
− We’ve got a positive feedback from customers and a client
− Around 300 kg of chicken wings were sold out on the fist 2 days

24. Consumer promotion
Task
− Somersby sidre degustation and consultations in the outlets (12 cities; 60 outlets)
Challenge
− Agency had to take into consideration Ukrainian law (alcohol drinks consumption is
prohibited at the public places)
Results
− Two promoters ran the degustation of new product in-store getting the customers the
age of 18+ involved in
− Special decoration tent in the form of apple garden was used as a promo stand. Product
was presented with special ice box
− Also promoters had the customers to do a special marketing research and to get the
prizes for it
− Degustation contacts amount - 104 597
− Degustation contacts amount ended up taking part in the marketing research - 12 593

26. National promo
Task
− Organization of the national promo (via sms) “Presents for all the family” from Milka
chocolate
Challenge
− To conduct hourly drawings
Results
− The agency tasks were: promo web-site design - milkapromo.com.ua, prize fund
production, provision of the hourly drawings, presents delivery to the winners
− The number of promotional products: 5 mln. 500 thousands
− During the promo:
− 800 002 correct codes sent,
− 456 007 of unique participants,
− responses about the results of the promo campaign exceeded the plan for
200% and made up 14,54%

28. Trade marketing

29. Production and placement
of POSM
− HAVAS Engage Ukraine had won a 3 years contract on placing POSM materials for all
Kraft Foods brands
− Here are some of the projects:
− Luks TM, Young potatoes taste: 8 trade networks, 125 sales points
− Barni TM, Strawberries taste: 6 trade networks, 150 sales points
− Jacobs ТМ, Espresso: 20 trade networks, 100 sales points
− TUK ТМ, Bacon taste: 6 trade networks, 149 sales points
− Luks TM, Potato Sraws: 5 trade networks, 139 sales points
− Korona TM: 165 sales points
− Korona TM + DeLux: 165 sales points
− Luks TM, Veal with sauce taste: 190 sales points
− Milka ТМ: 165 sales points
− And many others

31. Placement of POSM
Task
− Placement of the POSM materials in Bank departments
Challenge
− Quantity of Bank departments – 384, Quantity of POSM types – 94, timing – 10 days
(from getting POSM till full placement)
Results
− Agency has developed a split for 94 kinds of POS materials
− 11.5 tonnes of paleographic materials were received from contractors and sorted
according to needs of the Bank branches
− 94 kinds of POS materials were placed in 384 offices in 11 regions of Ukraine in strict
accordance with the priorities of placement, developed by the Client
− Photo report on each office was provided as well as documents for receiving POSM
signed by the heads of each of 384 branches

33. Merchandising program
Task
− Merchandising program “Gold fever”. Coverage: Millionaires cities, 427 sales points
Challenge
− To provide best placing for Bacardi-Martini products without paying to outlets for
shelves
Results
− For 3 months merchandisers visited sales points and evaluated their work in
accordance with the developed standards in each category of the sales point
− With the help of pocket computers they noted the information about facing,
presentment, prices of Bacardi-Martini products and their competitors (more than 70
positions)
− All the data were put into the specially developed program – 24/7, the Client had
access to the data, their analyses and the reports on a twenty-four hour basis
− The best sales points were rewarded: the first place – 1 ounce of gold, the second
place – 10 grams of gold, the third place – 1 gram of gold
− As the result, the facing of the products increased by 60%

35. Special Events

36. Coca-crazy fan club
(Official Fan Zones in Ukrainian
Host Cities)
Task
− Provide engaging platform which would build teen and young adult enthusiasm for
Coca-Cola and UEFA EURO 2012
Challenge
− To provide event of international level
Results
− Crazy Fan Club designing, creating and constructing in four host cities
− When Fan Club activation were on air –customers were encouraged to participate in
different Crazy Fan Coke activities, buy products and collect special stamps, then
they can exchange them into the prizes
− Prizes: paper glasses and tattoos; horns and hair-caps; boom-bangers and T-shirts
− Activations: Football Goal zone, Fan Karaoke, Scream Machine, Kicker, Fan Maker
Zone (make-up), Fan Pass Point (plastic cards with prints); Cut-out for making
pictures, Big balloons games with fans

38. Citroen DS launch
Task
− To launch a new range of cars – DS – for Ukrainian journalists and bloggers
Results
− Event consisted of 3 parts: press-conference, test-drive and show. Among guests
there were target journalists, bloggers and Ukrainian celebrities. Each of them had a
chance to feel benefits of Citroen DS cars during the test-drive
− Event was held in suburb restaurant Praha and guests could enjoy extreme-drive
show of one of the fastest and powerful Citroen DS car

40. ECO-event Save the beach
Task
− To promote an international social responsibility event and save one of the Ukrainian
beaches
Results
− This activity had several stages: voting for the most dirty beach to be cleaned,
cleaning of the beach and Corona Extra beach party for participants
− Girls in promo-clothes were asking people on the beach if they want to take part in
social event. The one who agreed received cleaning tools and branded bandanas.
After Africa beach was cleaned all garbage people could take free Corona Extra beer
and take part in beach activities and Corona Extra party
− Over 150 people took part in cleaning the beach;
− Around 1,700 kg of garbage were taken out;
− Positive coverage in press

42. New Year corporate party
Task
− New Year corporate party for the employees of the Kraft Foods company – The
“Chocoland”
Results
− The event was organized in romantic style of chocolate “Korona” and dedicated to
the 15’th anniversary of the brand
− At the entrance each guest received an exclusive decoration as a gift– golden pin in
the shape of a crown and the map of “Chocoland”
− Guests’ New Year’s mood was maintained by the masters who held master classes
of creating New Years decorations, original bags and T-shirts
− Show program: Ukrainian variety stars, Best employees awarding, drawing of the
expensive rings, New Year auction
− Dainty dishes, world variety star’s performance – Lara Fabian created the most
unforgettable impressions about the party!

44. Creative

45. Alfa Bank
Task:
−To develop an advertising campaign
Results:
−Agency has developed the creative concept of the campaign
−Agency has designed and produced:
− Outdoor and press advertisement
− POS materials
− Website
− Radiospots
− A positive feedback from consumers on the design of the materials
− Increased brand awareness
− Media coverage about the campaign

47. Foxtrot
Task:
− A 1 year creative services contract
Results:
− POS-materials design
− Outdoor advertising and press layouts design
− Development of a loyalty program corporate style (“Foxtrot” loyalty
program for TOP- and VIP-clients).
− Web
− Development of radio ads and coordination of their production

49. Beefeater
Task
−To develop a promo with gifts
Results
−The Agency has developed the design of the gift sets in the concept of DJ Battle as well
as produced POS materials
−The following materials were developed and produced:
−Promo pack: a bottle of Beefeater and a branded USB in the shape of vinyl disk, shelf
talker, pallet
− Neck hanger
− Flier
− Table tent for HoReCa
− Invitations to the Beefeater DJ Battle party
−As the result, sales increased by 34% in comparison with the same period in the
previous year

51. Malibu
Task
− To develop a promo with gifts
Results
− The Agency has developed the design and produced POS materials and gift sets:
− Promo-pack: a bottle of Malibu and branded glasses
− Demonstration stand
− Magnets for the refrigerators with the recipe of the Pina Colada cocktail printed
on them
− Shelf talkers
− Shelf stoppers
− Result: Sales increased by 28% in comparison with the same period in the previous
year

54. Thank you!
Iryna Miroshnychenko
New Business Manager
M +38 067 220 03 31
Т +38 044 287 54 22
F +38 044 287 70 38
E Iryna.Miroshnychenko@havasengage.com.ua
W www.havasengage.com.ua
79, Volodymyrska str., 2nd floor