LOVARE
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Task:
The LOVARE brand launched its new “Feel the Beauty” communication in classic media. To fully convey the message, we needed to find new channels and formats that would strengthen brand perception, create a viral effect around the new communication platform, and cement the category leader’s role as a trendsetter.
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Solution:
A three-tier campaign was developed to take the new “Feel the Beauty” communication beyond classic ATL and build a surrounding WOW effect.
In the first stage, using Naked Eye technology, Europe’s largest media façade at the Gulliver mall literally burst into bloom in the middle of winter. December placement leveraged the highest-traffic season to maximize reach, while the “darkest” period with the shortest daylight hours contrasted favorably with the bright creative, drawing attention. An additional contest mechanic on social media encouraged UGC against the backdrop of the façade.
The second stage scaled the campaign to 51 digital panels across Kyiv. As a result, the city quite literally “spoke” in LOVARE’s language, boosting reach and ensuring the brand’s visual presence in every district of the capital.
The final highlight was a digital activation on Maidan Nezalezhnosti: Ukrainians’ favorite tea—“Champagne Spritz”—used CGI animation to spray floral magic right in the city center. Support on META and YouTube helped deliver the video to the target audience.
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Result:
105 million contacts in December 2024. Reach — 70% of TA (All 25–54, 100K+). The FakeOOH video was seen by over 3.5 million users. More than 3,000 reposts and engagements on social media.