The Board of the All-Ukrainian Advertising Coalition – the biggest marketing communications specialists’ organization in the Ukraine – has elected Irina Kuznetsova, DIALLA Communications General Manager, as a Chairman of the Board.
Irina Kuznetsova has been a leader of the Coalition for the past 10 years.
On December 4th the winners of the EFFIE Awards Ukraine 2008 were announced.
DIALLA Communications is proud to announce that it was awarded a Bronze EFFIE for the campaign we developed for Siemens washing machines (B/S/H/ Home Appliances). This is the third EFFIE award in DIALLA’s portfolio. In the past two years, the agency was also awarded for the campaigns developed for Samsung Electronics (2006) and Dr. Reddy’s Laboratories (2007).
Campaign summary:
In 2006, Siemens share of the premium segment in the automatic washing machines category was 10.8%. The campaign’s objective was to revive sliding sales sustained during most of 2007 in order to preserve the brand’s share. Creative strategy was developed based on the product’s USP - automatic spots removal system. As a result, the communication emphasized, not the technical specifications of the appliance, but rather described the product from a different perspective - as a solution to a problem. The key message “Spots? It’s not a problem for Siemens any more” was intended to reduce consumer pre-/post-purchase dissonance and communicate the product’s additional value. The effectiveness of the creative strategy and the media tactics surpassed the client’s expectations. In the last quarter of 2007, Siemens had not only retained its share, but experienced a 37% increase due to switching the potential buyers’ preferences, bringing its share to 14.8% of the market in the premium segment within the category.
