Over the years, Kyivstar was perceived as a patriotic service provider. It was a distinguishing factor that gave the brand a significant reputational advantage over its competitors.
Recent political events in Ukraine forced the Ukrainian society to take a fresh look at its history and start a search for the roots of the national identity in order to build a European future. The Revolution of Dignity and the subsequent military aggression provoked debates about the origins and roots of various companies.
In 2009, Kyivstar began collaboration with the Reputation Institute to develop its reputation model. Surveys conducted by the Reputation Institute attested to the fact that there is a significant positive correlation between “being a patriot” and “public affection”. Kyivstar was perceived as a more patriotic company than its two main competitors. This parameter is evaluated quarterly and annually by the Reputation Institute based on GFK survey. Maintaining this association became one of the main communication tasks.
We set the goal to increase the perception of Kyivstar as a patriotic service provider, securing its leadership position in this respect among all telecommunications service providers.
Each year Kyivstar offers the Ukrainian public socio-educational programs urging Ukrainians to learn more about their country. The programs are created with a focus on attracting a wide range of people: politicians, scientists, historians, students, pupils and all those who love and are interested in the history of Ukraine.
A map for man is one of the simplest and vivid ways of demonstrating a connection with the geography and history of the country through pictures. Maps of countries as part of their history are one of the most important factors of “visualization” and formation of the national identity.
Andriy Osadchuk, a board member of Kyivstar, owns a private collection of European maps of the XVI–XVIII centuries. Each map is a special view of Ukraine on the part of the then-Europeans, with all the diversity of its division, boundaries and names: from the ancient ideas of Ptolemy about Sarmatia to the detailed description of Ukraine on the maps of the French military engineer Guillaume Levasseur de Beauplan.
The collector provided Kyivstar with a permission to digitize part of his collection that includes about 200 original ancient maps relating to the territory of modern Ukrainian lands.
We have created a campaign based on the collection of Andriy Osadchuk taken as the foundation for development in PR, digital and traditional communication channels:
• April 2013: Kyivstar launches the online multimedia presentation Vkraina.com. The resource provides a glimpse into the history of Ukraine through the eyes of European cartographers of XVI-XVII centuries. • April 2014: Kyivstar and Microsoft present Vkraina application for Windows 8 / Windows Phone 8. • May 2014: Vkraina project became the basis for public debate “Between History and Economy: the Important Role of National Identity” in Lviv. The resource becomes an umbrella project for the patriotic direction of Kyivstar. • Summer 2014: Vkraina generates debate in regional media. Articles with references to maps from Vkraina encourage readers to learn more about their native lands. • October 2014: Android and iOS-versions of Vkraina project appear. • November 2014: Ukrainian designer Mila Negru creates fashion collection Vkraina with map prints on clothing and accessories, and presents it to the public. • December 2014: the fashion collection of Mila Negru becomes the leitmotif for the development of the corporate calendar of Kyivstar for 2015.
The campaign development involved a content platform – i.e. the website of multimedia collection vkraina.com, Kyivstar social platform, accounts of the brand in Facebook, Vkontakte and Twitter – and covered all formats of the project development in the news section of the corporate resource of Kyivstar (kyivstar.ua.)
As a result of the campaign, we achieved the following indicators:
oMore than 1,500 reports on TV, in online and print media in Ukraine and abroad. oAccording to the weekly ranking of downloads (20k+), Vkraina Calendar took the lead among all Ukrainian applications (December 2014). oThe reputation pulse of Kyivstar reached the level of ‘Excellent’ (78.9 points). This is the highest indicator for 2014. Kyivstar increased the lead over its main competitor by 8.2 points. More than 53% of respondents in the GFK study called Kyivstar the national service provider (as compared to 23% who named national the nearest competitor).
Some materials about the project, for example, the article “Maps in Hand: What Old Maps Tell of Ukraine» (http://life.pravda.com.ua/person/2014/07/10/174784/) reached record figures for the Ukrainian media – more than 17 thousand shares in Facebook.
During 3 years after the launch of the project in 2013, Vkraina.com site has been visited by over 500 thousand people from more than 100 countries worldwide. Today, the maps are in open access and they are used in schools, universities, and specialized educational activities. Based on Vkraina.com materials, souvenirs, jewelry and clothing are produced. The project format has no validity period or relevance restrictions; on the contrary, it keeps on attracting new users to explore the history of Ukraine in a multimedia format.
KIEV, 01032, UKRAINE