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Young Cannes Lions Belarus 2019, Client. Team 6

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Anna Shutova

Velcom is the largest mobile operator in Belarus, with over 4.89 million subscribers representing 50% of the country's population. Voka is Velcom's digital TV platform that provides subscriptions to TV channels, films, series, sports and music broadcasts across devices like smartphones, smart TVs, and set-top boxes. The platform aims to raise awareness of violence against women through a marketing campaign promoting its exclusive film and series premieres, with messaging during violent scenes encouraging users to speak out about the issue. The campaign's goals are to gain 55,000 new subscribers, increase views of highlighted content, and generate over 200,000 discussions about addressing violence.

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2 VELCOM IS THE BIGGEST MOBILE OPERATOR IN BELARUS. MORE THAT 4,89 MILLION PEOPLE ARE VELCOM CLIENTS, WHICH IS 50% OF THE POPULATION OF THE COUNTRY. ОUR MISSION: SIDE-BY-SIDE WITH OUR CUSTOMERS WE ARE MOVING AHEAD TO IMPROVE PEOPLE’S LIVES BY UPGRADING THEM WITH BREAKTHROUGH COMMUNICATION SERVICES. OUR MOTTO: TOMORROW IS YOURS. WORLD ONLINE-CINEMAS, SPORT AND MUSIC LIVE-BROADCASTS. BRAND WITHIN THE TELECOMMUNICATION COMPANY VELCOM VOKA IS AVAILABLE ON ANY DEVICE AS A MULTISCREEN: FROM THE SMARTPHONE TO SMART TV, STB, FOR ANY MOBILE OPERATOR. BRAND VOKA VOKA (IN BELARUSSIAN LANGUAGE MEANS EYE) – DIGITAL INTERACTIVE TV PLATFORM WITH SUBSCRIPTIONS ON TV CHANNELS, POPULAR FILMS AND SERIES, ONLINE-CINEMAS, SPORT AND MUSIC LIVE-BROADCASTS. BRAND WITHIN THE TELECOMMUNICATION COMPANY VELCOM VOKA IS AVAILABLE ON ANY DEVICE: FROM THE SMARTPHONE TO SMART TV, STB ISA MULTISCREEN, FOR ANY MOBILE OPERATOR. ALSO VOKA HAS BRANDED OFFLINE CINEMA. COMPANY OVERVIEW
3 EVERY THIRD WOMAN AT LEAST ONCE WAS FACED WITH DIFFERENT TYPES OF VIOLENCE WORLDWIDE. PROBLEM: DIFFERENT TYPES OF VIOLENCE IS NOT HOT TOPIC IN THE SOCIETY, THAT’S WHY VICTIM DID NOT TELL THAT THEY HAVE A PROBLEM. IT NOT ONLY CONCERNS WOMEN IT TOUCHS MEN AND RETIRED PEOPLE. THEY DID NOT HAVE VOICE OR EVEN DID NOT CALL FOR HOT LINE SUPPORT. THEY ARE SILENT. THE ONLY TRIGER TO A STATEMENT IS A THREAT OF LIFE. CHALLENGE: TO RAISE AWARENESS AMONG THE TARGET AUDIENCE. MAKE PEOPLE SHARE PROBLEM AND UNDERSTAND, THAT EACH TYPE OF VIOLENCE LEADS TO PUNISHMENT. BACKGROUND & PROBLEM 48,9% OF WOMAN, ALMOST EVERY SECOND, FACED PSYCHO- LOGICAL VIOLENCE FROM A PARTNER; 16,9% OF WOMAN HAVE EVER BEEN SEXUALLY ABUSED; 28,4% OF WOMAN HAVE EVER BEEN PHYSICALLY ABUSED; 16,3% OF WOMAN HAVE EVER BEEN ECONOMICALLY ABUSED;
4 PREFERENCES: LIKE TO WATCH FILM/SERIES/TV AND ARE READY TO PAY FOR GOOD UNIQUE CONTENT AND HAVE ALL THE UPDATES. SMART USERS. EXPECTATION OF A FAVORITE PREMIERE AND THE CHANCE TO WATCH IT WITH THE WHOLE WORLD ARE SPECIAL FEELINGS OF CONTENT CONSUMERS. USERS WANT TO HAVE CONTENT, WHICH THEY WILL SEE FIRST TO SHARE FEELINGS WITH FILM-COMMUNITY. + VIOLENCE CAN BE SEEN ONLY IN PARTNER RELATIONSHIP. UNIQUE CONTENT CAN BE WATCHED ONLY BY VOKA USERS TET-A-TET. TARGET AUDIENCE 25-45 AGE 55% MALE 45% FEMALE
5 PRODUCT SOLUTIONINTEGRATED VOKA SUBSCRIPTION WITH ONLY PREMIER FILM,SERIES PREMIERES AND LIVE-BROADCASTING. CORE BRUNCH OF THE SUBSCRIPTION CONTENT: ITEMS WITH ADDITIONAL INFO ABOUT SCENES WITH VIOLENCE. MECHANISM OF THE PROBLEM REPORT: WHILE YOU SEE THE SCENE WITH ANY KIND OF VIOLENCE THE SOUND IS OFF AND YOU SEE THE MESSAGE ON THE SCREEN «SILENCE = VIOLENCE» WITH EXPLANATION OF THE VIOLENCE TYPE AND PUNISHMENT MEASURES. SHARING: IN ORDER TO SIGNAL ABOUT YOUR PARTICIPATION OF SHARING THE PROBLEM YOU ARE TRIGGERED TO SHARE NEW SUBSCRIPTION AND CONTENT WITH YOUR FRIENDS IN SOCIAL MEDIA WITH THE HELP OF BRANDED BUTTON.YOU ARE TELLING THAT THIS TYPE OF VIOLENCE BEHAVIOR IS NOT GOOD IN REAL LIFE YOU SHOULD THINK FIRST AND SHARE THE PROBLEM – IT’S JUST MOVIE. THIS WAY WE CAN SHOW NOT ONLY BAD CASES, BUT ALSO GREAT – POSITIVE CASES, E.X MOVIE «1+1». WE’RE SEARCHING TREND VIDEOS AT OUT PLATFORM AND INTEGRATE THIS COMMUNICATION IN CONTENT WITH HIGH INTEREST TO INVOLVE BIG AMOUNT OF USERS.
6 SHARE THE PROBLEM SILENCE = VIOLENCE THE FOLLOWING SCENES CONTAIN INCIDENTS OF SEXUAL ABUSE. PUNISHMENT: CRIMINAL LIABILITY
7 MARKETING STRATEGYPROMOTING SUBSCRIPTION AND INCREASING SIGN-UPS. MOTIVATING USERS SHARE VIDEO AND SUBS PAGE, CARRY MESSAGE OF SHARING YOUR VOICE. TONE OF VOICE & KEY MESSAGE: ASSOCIATIONAL AND ENGAGING. USING USUAL ENTERTAINMENT BEHAVIOR WITH THE GOAL OF FINDING NEW INSIGHTS OF PROBLEM AROUND US IN EVERYDAY SURROUNDINGS. “MOVIE YOUR VOICE” – COMBINATION OF PRODUCT & PROBLEM TASK – SPEAK LOUD TO AWARE ABOUT THE PROBLEM. MEDIA & PRODUCT DELIEVERING STRATEGY: - CRM (SMS, E-MAILING, CALL-CENTRE) – RECORDING A MESSAGE - VELCOM SERVICE & SALES CENTRES – POS, TV BRANDED ZONE WITH CONTENT & QUANTITY OF MOVIERS SHARING IT - PRODUCT BUNDLES WITH INTERNER - OOH (KV WITH SCREEN & FILM “BUTTONED” SCENES) - DIGITAL (MEDIA, CONTEXT, PORTALS, SOCIAL MEDIA FLASHMOB) - RADIO – ACTORS MESSAGES RECORD - EVENT – USING EXCITING VELCOME OFFLINE CINEMA TO MAKE SPECIAL CONTENT PRESENTATIONS - PR – WORKING WITH FILM CRITICS, ACTORS TO SHOOT ADDRESSING TO VOKA USERS
8 AGENSY TASKCAMPAIGN CONCEPT & PROMOTION STRATEGY, KV, BUTTON BRANDING, PROMO VIDEO (FOR DIGITAL). BUDGET CREATIVITY & PRODUCTION 25.000$ TRADE 35.000$ MEDIA PLAN 140.000$ KPI’S 55.000 NEW SUBSCRIBERS 75.000 TOP CONTENT VIEWING MORE THAN 200 000 TALKS ABOUT VIOLENCE. MORE THAN 100 MEDIA MENTIONS MORE THAN 4000 MENTIONING AT SOCIAL MEDIA WITH #MOVIEYOURVOICE TIMELINE: 01.04 – 30.09 BENEFITS FOR UNFPA – NEW CHANNEL OF COMMUNICATION, SIMPLE, FREE, FAST NOTIFICATION AND AWARENESS OF THE PROBLEM FOR TARGET AUDIENCE, USING BRAND POWER, HUGE PRODUCT SUBSCRIBERS BASE TO AWARE & SHARE PROBLEM. FOR VOKA VELCOM – NEW SUBSCRIBERS, LOYALTY GROWTH, POSITIVE BRAND PERCEPTION, RETENTION. FOR CLIENTS – UNIQUE PREMIERS ON VOKA, SPECIAL OFFERS FOR VELCOM CINEMA, SOCIAL RESPONSIBILITY SHARING (OFFLINE CINEMA IN TOP CINEMA NETWORK IN BELARUS WITH VOKA BRANDED HALL)

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Young Cannes Lions Belarus 2019, Client. Team 6

  • 2. 2 VELCOM IS THE BIGGEST MOBILE OPERATOR IN BELARUS. MORE THAT 4,89 MILLION PEOPLE ARE VELCOM CLIENTS, WHICH IS 50% OF THE POPULATION OF THE COUNTRY. ОUR MISSION: SIDE-BY-SIDE WITH OUR CUSTOMERS WE ARE MOVING AHEAD TO IMPROVE PEOPLE’S LIVES BY UPGRADING THEM WITH BREAKTHROUGH COMMUNICATION SERVICES. OUR MOTTO: TOMORROW IS YOURS. WORLD ONLINE-CINEMAS, SPORT AND MUSIC LIVE-BROADCASTS. BRAND WITHIN THE TELECOMMUNICATION COMPANY VELCOM VOKA IS AVAILABLE ON ANY DEVICE AS A MULTISCREEN: FROM THE SMARTPHONE TO SMART TV, STB, FOR ANY MOBILE OPERATOR. BRAND VOKA VOKA (IN BELARUSSIAN LANGUAGE MEANS EYE) – DIGITAL INTERACTIVE TV PLATFORM WITH SUBSCRIPTIONS ON TV CHANNELS, POPULAR FILMS AND SERIES, ONLINE-CINEMAS, SPORT AND MUSIC LIVE-BROADCASTS. BRAND WITHIN THE TELECOMMUNICATION COMPANY VELCOM VOKA IS AVAILABLE ON ANY DEVICE: FROM THE SMARTPHONE TO SMART TV, STB ISA MULTISCREEN, FOR ANY MOBILE OPERATOR. ALSO VOKA HAS BRANDED OFFLINE CINEMA. COMPANY OVERVIEW
  • 3. 3 EVERY THIRD WOMAN AT LEAST ONCE WAS FACED WITH DIFFERENT TYPES OF VIOLENCE WORLDWIDE. PROBLEM: DIFFERENT TYPES OF VIOLENCE IS NOT HOT TOPIC IN THE SOCIETY, THAT’S WHY VICTIM DID NOT TELL THAT THEY HAVE A PROBLEM. IT NOT ONLY CONCERNS WOMEN IT TOUCHS MEN AND RETIRED PEOPLE. THEY DID NOT HAVE VOICE OR EVEN DID NOT CALL FOR HOT LINE SUPPORT. THEY ARE SILENT. THE ONLY TRIGER TO A STATEMENT IS A THREAT OF LIFE. CHALLENGE: TO RAISE AWARENESS AMONG THE TARGET AUDIENCE. MAKE PEOPLE SHARE PROBLEM AND UNDERSTAND, THAT EACH TYPE OF VIOLENCE LEADS TO PUNISHMENT. BACKGROUND & PROBLEM 48,9% OF WOMAN, ALMOST EVERY SECOND, FACED PSYCHO- LOGICAL VIOLENCE FROM A PARTNER; 16,9% OF WOMAN HAVE EVER BEEN SEXUALLY ABUSED; 28,4% OF WOMAN HAVE EVER BEEN PHYSICALLY ABUSED; 16,3% OF WOMAN HAVE EVER BEEN ECONOMICALLY ABUSED;
  • 4. 4 PREFERENCES: LIKE TO WATCH FILM/SERIES/TV AND ARE READY TO PAY FOR GOOD UNIQUE CONTENT AND HAVE ALL THE UPDATES. SMART USERS. EXPECTATION OF A FAVORITE PREMIERE AND THE CHANCE TO WATCH IT WITH THE WHOLE WORLD ARE SPECIAL FEELINGS OF CONTENT CONSUMERS. USERS WANT TO HAVE CONTENT, WHICH THEY WILL SEE FIRST TO SHARE FEELINGS WITH FILM-COMMUNITY. + VIOLENCE CAN BE SEEN ONLY IN PARTNER RELATIONSHIP. UNIQUE CONTENT CAN BE WATCHED ONLY BY VOKA USERS TET-A-TET. TARGET AUDIENCE 25-45 AGE 55% MALE 45% FEMALE
  • 5. 5 PRODUCT SOLUTIONINTEGRATED VOKA SUBSCRIPTION WITH ONLY PREMIER FILM,SERIES PREMIERES AND LIVE-BROADCASTING. CORE BRUNCH OF THE SUBSCRIPTION CONTENT: ITEMS WITH ADDITIONAL INFO ABOUT SCENES WITH VIOLENCE. MECHANISM OF THE PROBLEM REPORT: WHILE YOU SEE THE SCENE WITH ANY KIND OF VIOLENCE THE SOUND IS OFF AND YOU SEE THE MESSAGE ON THE SCREEN «SILENCE = VIOLENCE» WITH EXPLANATION OF THE VIOLENCE TYPE AND PUNISHMENT MEASURES. SHARING: IN ORDER TO SIGNAL ABOUT YOUR PARTICIPATION OF SHARING THE PROBLEM YOU ARE TRIGGERED TO SHARE NEW SUBSCRIPTION AND CONTENT WITH YOUR FRIENDS IN SOCIAL MEDIA WITH THE HELP OF BRANDED BUTTON.YOU ARE TELLING THAT THIS TYPE OF VIOLENCE BEHAVIOR IS NOT GOOD IN REAL LIFE YOU SHOULD THINK FIRST AND SHARE THE PROBLEM – IT’S JUST MOVIE. THIS WAY WE CAN SHOW NOT ONLY BAD CASES, BUT ALSO GREAT – POSITIVE CASES, E.X MOVIE «1+1». WE’RE SEARCHING TREND VIDEOS AT OUT PLATFORM AND INTEGRATE THIS COMMUNICATION IN CONTENT WITH HIGH INTEREST TO INVOLVE BIG AMOUNT OF USERS.
  • 6. 6 SHARE THE PROBLEM SILENCE = VIOLENCE THE FOLLOWING SCENES CONTAIN INCIDENTS OF SEXUAL ABUSE. PUNISHMENT: CRIMINAL LIABILITY
  • 7. 7 MARKETING STRATEGYPROMOTING SUBSCRIPTION AND INCREASING SIGN-UPS. MOTIVATING USERS SHARE VIDEO AND SUBS PAGE, CARRY MESSAGE OF SHARING YOUR VOICE. TONE OF VOICE & KEY MESSAGE: ASSOCIATIONAL AND ENGAGING. USING USUAL ENTERTAINMENT BEHAVIOR WITH THE GOAL OF FINDING NEW INSIGHTS OF PROBLEM AROUND US IN EVERYDAY SURROUNDINGS. “MOVIE YOUR VOICE” – COMBINATION OF PRODUCT & PROBLEM TASK – SPEAK LOUD TO AWARE ABOUT THE PROBLEM. MEDIA & PRODUCT DELIEVERING STRATEGY: - CRM (SMS, E-MAILING, CALL-CENTRE) – RECORDING A MESSAGE - VELCOM SERVICE & SALES CENTRES – POS, TV BRANDED ZONE WITH CONTENT & QUANTITY OF MOVIERS SHARING IT - PRODUCT BUNDLES WITH INTERNER - OOH (KV WITH SCREEN & FILM “BUTTONED” SCENES) - DIGITAL (MEDIA, CONTEXT, PORTALS, SOCIAL MEDIA FLASHMOB) - RADIO – ACTORS MESSAGES RECORD - EVENT – USING EXCITING VELCOME OFFLINE CINEMA TO MAKE SPECIAL CONTENT PRESENTATIONS - PR – WORKING WITH FILM CRITICS, ACTORS TO SHOOT ADDRESSING TO VOKA USERS
  • 8. 8 AGENSY TASKCAMPAIGN CONCEPT & PROMOTION STRATEGY, KV, BUTTON BRANDING, PROMO VIDEO (FOR DIGITAL). BUDGET CREATIVITY & PRODUCTION 25.000$ TRADE 35.000$ MEDIA PLAN 140.000$ KPI’S 55.000 NEW SUBSCRIBERS 75.000 TOP CONTENT VIEWING MORE THAN 200 000 TALKS ABOUT VIOLENCE. MORE THAN 100 MEDIA MENTIONS MORE THAN 4000 MENTIONING AT SOCIAL MEDIA WITH #MOVIEYOURVOICE TIMELINE: 01.04 – 30.09 BENEFITS FOR UNFPA – NEW CHANNEL OF COMMUNICATION, SIMPLE, FREE, FAST NOTIFICATION AND AWARENESS OF THE PROBLEM FOR TARGET AUDIENCE, USING BRAND POWER, HUGE PRODUCT SUBSCRIBERS BASE TO AWARE & SHARE PROBLEM. FOR VOKA VELCOM – NEW SUBSCRIBERS, LOYALTY GROWTH, POSITIVE BRAND PERCEPTION, RETENTION. FOR CLIENTS – UNIQUE PREMIERS ON VOKA, SPECIAL OFFERS FOR VELCOM CINEMA, SOCIAL RESPONSIBILITY SHARING (OFFLINE CINEMA IN TOP CINEMA NETWORK IN BELARUS WITH VOKA BRANDED HALL)