The beginning of the year is the right time to analyze achievements of the previous one and to plan tasks for the next one. Recalling the campaigns of 2019, we would like to specifically point out the collaboration of TM “Lvivske” and the Ukrainian action film “The Rising Hawk”.
Sponsorship is a huge industry in the world, which operates tens of billions of dollars and grows year by year. Global top players are actively using this effective tool to promote and strengthen their brands.
Along with growth and development of film production in Ukraine, more and more companies allocate funds for sponsorships in their marketing budgets, and choose for that the Ukrainian content.
In 2019, the FILM.UA Group made a world-class historical movie involving Hollywood and Ukrainian stars. And for the first time, the brand campaign held in partnership with a Ukrainian movie received the highest Effie Awards Ukraine in the Sponsorship category.
“From the very start we believed that this story was doomed to success, as everything coincided:
The world of “The Rising Hawk” became the basis for 360° campaign for TM “Lvivske”, which was jointly developed by Brandly/FILM.UA Group and McCann Kyiv agencies, where they combined styles of both brands, created unique content, and covered as many as possible of the target audience.
TM “Lvivske” was integrated into “The Rising Hawk” promotional campaign: trailers and viral videos, movie soundtrack, outdoor advertising, posters and cinematic designs seen by nearly 17 million people across Ukraine.
The brand also used identity and footage from the movie in its own promotional material. We mean TV commercials and sponsor videos, as well as teasers in digital. The latter had over 5.5 million views. At that, 98% watched them to the end.
The brand created a licensed limited edition beer range that instantly disappeared from the shelves. And the planned 10 million bottles transformed into 40 million ones to meet the huge consumer demand.
Valuable prizes, the design of which combined the brand and the movie identity, were raffled off among the fans.
The brand campaign was supported by Ukrainian stars, which made possible to create additional branded content and earn media. Yurii Horbunov, Jamala, Fagot, lead singer of TNMK group, read excerpts from the novel "Zakhar Berkut" by Ivan Franko on which the movie is based against the background of the movie poster bearing the band logo.
Moreover, the brand became part of grand premiere shows in various cities of Ukraine, which were aggravated by viral commercials and vivid events: Odesa Film Festival and the exhibition at Lviv Beer Museum (“Lvivarnya”). More than 13,000 visitors learned how the movie costumes were created, from a sketch to a character of that time.
And a few words about the real results:
Through the partnership, “Lvivske” became the market leader, beating its main competitor.
The brand has significantly improved its image indicators.
“Entering the movie platform is a new challenge for “Lvivske” and an important stage of the brand development. We have built our cooperation around genuine Ukrainian values and ideas that unite us all. We tried not only to tell about our partnership, but also to encourage people to visit cinemas. We are proud that over 500,000 Ukrainians watched “The Rising Hawk”, we are proud of the rapid development of the Ukrainian cinema, and we are pleased to promote it and become part of it. We are grateful to all the participants of this really great project, who united for the sake of such important and important things!”, – Marketing Director, TM “Lvivske”, Anton Panasenko.
Synergy with the Ukrainian cinema can be effective: it may bring specific business results for the brand and win the hearts of millions!
