Golden case from PROVID for EFFIE Conference Ukraine 2009

Release Date: 12/16/2009

The most effective agency of the year accordingly EFFIE Awards Ukraine 2009 related how the WPI network colleagues succeeded to get 40% MINI sales increase in times of market fall. The project was awarded the most prestigious EFFIE 2009 in New York.

The WPI international network of independent advertisings agencies won 3 from all 24 EFFIE Awards 2009 in New York this year. One of the winner cases was presented by PROVID at “the most effective” EFFIE Conference 2009 in Kyiv. The case is interesting by difficult business tasks, approach to idea realization in communication channels. Integrated creative and media teams worked at project implementation. The explosive thinking and clear calculation resulted in 40% MINI sales increase in times of market fall. The MINI Clubman waiting list enlarged to 4 months during 90 days after the launch. This case demonstrates the possibilities of effective creative decision.

Elena Mironova, Strategy Planning Director, PROVID advertising agency:
“It’s important to talk about break of stereotypes though any of the market players hardly ever do this. There are a lot of arguments – force of habit, fear of risk, of spoiling what already works as it is… Hence there are evident decisions and predicted results. This case is interested because the client have had courage to launch campaign that was losing in accordance with research results despite category anticipating sales increase. The advertising agency in its turn wasn’t afraid of solving different business tasks by one campaign. And it found an interesting go. The campaign aimed at strengthening of brand image characteristics that works in long-term perspective due to stereotypes has provided perfect immediate results. Dare we?”