Europe | WARC

Whiskas KIT: How cat content grew up to drive digital growth

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.

National Index of Anxieties: New tool for public opinion & sentiment monitoring

Case Study • SABRE Awards, In2 EMEA, PR Agency Marketing, Silver, 2020

CROS, an agency, released its first expert product for the general public, the National Index of Anxieties, to confirm its expertise in analytics and research in Russia.

Lukoil: New future for Khanty people in Western Siberia

Case Study • SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020

Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.

Nornickel: Fountain of Goodness

Case Study • SABRE Awards, In2 EMEA, Best Use of Blogs, Gold, 2020

Nornickel, a mining company, encouraged a company culture of benevolence in Russia by launching the Goodness Fountain, an employee program filled with unique stories of social good.

Roche: Standing still for 7 more years – Raising awareness of the forgotten patients

Case Study • SABRE Awards, In2 EMEA, Best in Brand Animation, Gold, 2020

Roche, a pharmaceutical company, increased awareness of primary progressive multiple sclerosis in Russia by launching an educational website that featured an informative video.

Viber: Saving Siberian Tiger

Case Study • SABRE Awards, Gold, EMEA, 2020

Viber, a software company, helped WWF bring attention to the severe endangerment of the Siberian Tiger in Russia by creating a sticker pack and an online community for people to discuss the issue.

The Gulag History Museum: SURVIVORS. Graphic Novels based on Gulag former prisoners' true stories

Case Study • SABRE Awards, Gold, EMEA, 2020

The GULAG History Museum, a museum in Russia, increased visitors by creating a graphic novel that told the true recollections of the Gulag victims.

NIVEA: The All-Russian Initiative 'Vote For Your Skating Rink!'

Case Study • SABRE Awards, Gold, EMEA, 2020

NIVEA, a personal care brand, increased its association with care in Russia by launching a nationwide program that revived abandoned neighbourhood skating rinks.

Trivial Pursuit: Trivial Pursuit Hotel

Case Study • Lysenko Evgeniya, Burtseva Tatyana, Borisova Daria, WARC Awards, Entrant, Effective Innovation, 2020

Trivial Pursuit the board game attracted attention and educated consumers about the mechanic of the game by creating the Trivial Pursuit Hotel in Russia.

Voltaren: Osteoscan

Case Study • Dania Azymova, Alexandra Kondrashtina, Dmitry Anureev, WARC Awards, Shortlisted, Effective Innovation, 2020

Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.

Theraflu: Flu Tracker

Rankings • WARC Effective 100, 2020

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Yandex, Getir look to on-demand grocery delivery

News • 05/02/2020

A new wave of online shopping options promises ever quicker delivery, with 10 to 15 minutes the benchmark for services like Russia’s Yandex Lavka and Turkish app Getir which offer a range of basic items held in a network of small warehouses.

AXE: Artificial intelligence and targeting real deoderant shoppers

Case Study • Barsegyan Lilita, Ksenia Zazulova, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Male personal care brand Axe used AI in Russia to retarget its ads and communicate with the real deodorant shoppers.

Axe: Starladder 2018

Case Study • Filatov Dmitriy, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Axe, the leading deodorant brand in Russia, created a branded online shop to increase sales via e-commerce.

Beeline: TV attribution model based on Beeline big data

Case Study • Artem Lopukhin, Alexander Komissarov, Marina Bormot, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Telecommunications brand Beeline used a TV analytics approach based on Big Data to build awareness and promote its tariffs and services in Russia.

Inmarko: Talking Ice Cream

Case Study • Paley Nataliya, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Ice cream brand Inmarko used a precisely targeted media mix to stand out from the crowd and boost sales during the World Cup in Russia.

Utair: Where You Belong

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.

Alibaba partners with Russia's top social network

News • 26/07/2019

Online shopping accounts for just 4% of all retail sales in Russia, but Mail.ru, the parent company of the country’s top social network VK, is confident that a partnership with Alibaba, the Chinese e-commerce giant, will boost activity.

AXE: Starladder 2018

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

AXE, the personal hygiene brand, connected with e-sports fan by sponsoring e-sports league StarLadder and integrating a promo code into match live streams for fans in Russia.

Duracell: Duracell: Changing the Recycling Game

Case Study • SABRE Awards, EMEA, Public Education , Gold, 2019

Battery manufacturer Duracell joined NGOs, retailers and government in establishing battery-recycling infrastructure and sustainable business practices in Russia – which has a battery recycling rate of 1.5%, compared with an EU average of 45%.

Aeroflot Airlines: Aeroflot’s Sulimov Dogs as Special Children’s Guardian Angels

Case Study • SABRE Awards, EMEA, Transportation & Logistics, Gold, 2019

Russian airline Aeroflot created a pet therapy programme for autistic children, using its own sniffer dogs, to celebrate its 95th anniversary and grow brand love.

Buman Media: Annual survey of the Russian PR industry

Case Study • SABRE Awards, In2 EMEA, Thought Leadership in PR, Gold

Buman Media, a Russian PR consultancy, highlighted key trends for the communications industry in Russia through a large-scale survey.

Whiskas K.I.T.: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Gold and Long-Term Idea Award, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

Sony PS4 Pro: TNT Play Football Party

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Content Strategy, 2019

PlayStation (PS), the console brand owned by Sony, sought to boost sales in Russia by appealing to a younger audience through their interest in gaming and the upcoming 2018 FIFA World Cup.

Google: Year in Search

Case Study • Evgeniya Lysenko, Karina Tufan, Evgeniya Nechaeva, Denis Lapshinov, WARC Awards, Entrant, Effective Content Strategy, 2019

Google, the leading multinational search engine, strengthened its leadership position in Russia by using popular culture to create a Year in Search video.