Kyiv — Moscow
Kyiv — Moscow
S7 Airlines
S7 Airlines
Campaign
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Outdoor
The largest outdoor spaces in Moscow and Kyiv were booked on short notice, boldly displaying "Moscow — Kyiv" messages, while newspaper ads and online banners collectively created an avalanche effect.
"Київ — Москва" and "Москва — Київ" translate respectively as "Kyiv — Moscow" and "Moscow — Kyiv"
"Київ — Москва" and "Москва — Київ" translate respectively as "Kyiv — Moscow" and "Moscow — Kyiv"
The campaign was remarkably successful, garnering positive feedback from tens of millions of people and also driving extraordinary business results for the airline.
The campaign was remarkably successful, garnering positive feedback from tens of millions of people and also driving extraordinary business results for the airline.
On March 14, a print ad appeared in Russia's largest newspaper, immediately sparking significant buzz on Russian blogs and social media. Never before had a newspaper page in Russia been shared so extensively on Instagram. By the next night, large-scale outdoor ads appeared on major sites in Kyiv and Moscow, including a 500 sqm banner in central Kyiv and a massive 4,000 sqm video installation in Moscow.
The original newspaper ad was also repurposed into posters for S7 offices and various locations, while airline staff received special badges. Geo-targeted digital banners simultaneously launched on leading Russian and Ukrainian websites, amplifying the campaign's momentum and creating an avalanche effect.
Results
The campaign generated over 50,000,000 validated contacts across digital and outdoor media in Russia and Ukraine.
Hundreds of thousands of positive social media posts, retweets, and likes engaged audiences and drew coverage from leading news outlets in both countries.
Sentiment analysis showed that 71.2% of posts and articles were extremely positive, 25.8% neutral, and only 3% negative.
Daily traffic to S7.ru increased by more than 40%, driven exclusively by the campaign.
Website transactions for the promoted destinations rose by over 60%, and flight occupancy for these destinations grew by more than 40%.
Additionally, total S7 sales across all destinations increased by 8% during the campaign period.
Year
2014
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Kyiv — Moscow
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S7 Airlines
Campaign
+
+
Outdoor
/ About the project
The largest outdoor spaces in Moscow and Kyiv were booked on short notice, boldly displaying "Moscow — Kyiv" messages, while newspaper ads and online banners collectively created an avalanche effect.
The largest outdoor spaces in Moscow and Kyiv were booked on short notice, boldly displaying "Moscow — Kyiv" messages, while newspaper ads and online banners collectively created an avalanche effect.
/ Credits
Client:
Harmony, Inc.
Creative Director:
Elvis Bennet
Art Director:
Joseph Lewis
/ Year
2014
OTHER
PROJECTS
Get in touch
The largest outdoor spaces in Moscow and Kyiv were booked on short notice, boldly displaying "Moscow — Kyiv" messages, while newspaper ads and online banners collectively created an avalanche effect.
"Київ — Москва" and "Москва — Київ" translate respectively as "Kyiv — Moscow" and "Moscow — Kyiv"
The campaign was remarkably successful, garnering positive feedback from tens of millions of people and also driving extraordinary business results for the airline.
On March 14, a print ad appeared in Russia's largest newspaper, immediately sparking significant buzz on Russian blogs and social media. Never before had a newspaper page in Russia been shared so extensively on Instagram. By the next night, large-scale outdoor ads appeared on major sites in Kyiv and Moscow, including a 500 sqm banner in central Kyiv and a massive 4,000 sqm video installation in Moscow.
The original newspaper ad was also repurposed into posters for S7 offices and various locations, while airline staff received special badges. Geo-targeted digital banners simultaneously launched on leading Russian and Ukrainian websites, amplifying the campaign's momentum and creating an avalanche effect.
Results
The campaign generated over 50,000,000 validated contacts across digital and outdoor media in Russia and Ukraine.
Hundreds of thousands of positive social media posts, retweets, and likes engaged audiences and drew coverage from leading news outlets in both countries.
Sentiment analysis showed that 71.2% of posts and articles were extremely positive, 25.8% neutral, and only 3% negative.
Daily traffic to S7.ru increased by more than 40%, driven exclusively by the campaign.
Website transactions for the promoted destinations rose by over 60%, and flight occupancy for these destinations grew by more than 40%.
Additionally, total S7 sales across all destinations increased by 8% during the campaign period.
Executive Producer
Ilya Stewart
Producer
Ilya Dzhincharadze
Production Assistant
Anna Tafrova
Editor
Yury Karih
Music
Alexey Vorobyev
Sound Design
Yury Nazarov
Photographer
Pavel Bakaev
Year
2014
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