G-04-28. The book with record number of authors

Agency	GRAPE Ukraine
Creative head	Sergey Milyuk
Author of idea	Sergey Milyuk
Product	Chernigivske
Description	Brief. Brand essence of Chernigivske beer is to lift the national dignity of Ukrainians. Solution. 1. Chernigivske believes that every Ukrainian is worthy writing a book about. So we launched “Yes! I am Ukrainian” project as an interactive book with record number of authors. 2. We made a Facebook application as an interactive book. This special media enabled anyone in Ukraine to declare their point of view, and supported national dignity of Ukrainians. 3. The book got record number of authors, was published and passed to the Ukrainian National History Museum, raising the national dignity of all the authors. This made project to got huge PR and media coverage in all major media in Ukraine. 4. Ukrainian national symbols are predominantely sad. We managed to create a positive one. A bookmark as a campaign image became a new national symbol with high popularity in social media. On bookmarks, there was a QR code, which led directly to the Facebook application. So we made every avatar in social media, a new media channel which lead to app. Results. 1. 26 000+ new fans in social networks. 2. 11 000 000 media reach contacts. 3. 9 000 000 contacts of earned publicity. 4. Brand community grow by a quarter! 5. App became #1 in Ukraine, due to the audience grow in brand community. 6. The first book with 6500 authors was published. 7. Thousands of Ukrainians expressed their national dignity.
Team members	Sergey Kuzmenko, digital strategy director Nataliya Strelchenko, art director Aleksandra Alokhina, copywriter Elena Salivon, production director Mikhail Maslivets, technical director Karina Zhuravlova, account manager

http://weneedawards.com/chernigivske/iamukrainian/index.html

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