Ukrainian agency VIVID teams up with Polish telecommunications provider Oranger Polska S.A for the campaign
Due to the war in Ukraine, VIVID’s personnel were forced to flee the country. Their major goal was to save the agency, support its team, and return to their home country after the war to continue working there.
Having realised that their skills could be beneficial on the European market, the members of the team began looking for new clients there. As a result, VIVID began working with Orange Polska in less than a month.
The brand’s task was to communicate with Ukrainians who lived in Poland before the war, as well as with Ukrainian refugees.
Masha Kuzmenok, creative director of VIVID: “Most of the team moved to Poland after the war broke out in our country. So we have already conducted a brand TA research because we were constantly in touch with our Ukrainian relatives and friends. And our work has become our daily life.
“We had all the insights, we knew about the Ukrainian mentality, the channels of Ukrainian refugees, how to communicate with them. We knew that the feeling of support and home could warm their hearts.
“Therefore, we added familiar Ukrainian cities to the campaign’s visual, and for the video we took the branded voice of one of the largest Ukrainian TV channels. To make it sound like it is coming from home.”
It is very important for all Ukrainians abroad to keep in touch with their relatives in Ukraine during the war. And it’s not that easy when you’re in another country. They constantly need a good connection because they can’t miss a call from their loved ones.
VIVID’s team decided to show that ORANGE FLEX helps you be in touch between Poland and Ukraine. Two countries in one application. And even if you are safe, you will be in touch and will not miss a minute with your loved ones in Ukraine.
The Orange advertising campaign is divided into three parts and is distributed through several platforms, including social media, Telegram, and Viber groups. These messengers are rarely used by the Polish audience. These are, nonetheless, quite popular channels among Ukrainians. And the Ukrainian agency gained the trust of the client, while convincing Orange to invest in such non-common distribution channels. For each of them, VIVID created banners and videos with an emotional and delicate message: “Connect with your loved ones in one click.”