How do not to lose contact with your loved ones even during the war

The War in Ukraine forced millions of Ukrainians to leave their homes and loved ones. Most of them arrived in Poland. Mobile operators of the country massively started to offer their services for Ukrainian refugees.

Task

To offer the advantages and services of mobile operator Orange Flex to Ukrainian audience; Reach out to them with the information about the special conditions for Ukrainians.

Problem

The majority of Polish mobile operators have already had special offers for Ukrainians.

Challenge

To use the experience of Ukrainian agency to help the brand stand out among the competitors and to deliver the advantages of its products to the Ukrainian audience in native form.

Insight

“Stay in contact!” is the phrase which became a farewell for a lot of Ukrainians before they left for foreign countries because of the War. However, we have seen thousands of messages to Polish mobile operators on chats and we have realized that Ukrainians had literally no idea of how they would stay connected in the future.

Idea

Connect With Your Loved Ones In One Click This affordable and reliable Orange Flex connection helps Ukrainians not to lose the connection with their loved ones.

Solution

To make Ukrainians prepare for their trip abroad beforehand, while still in Ukraine.

To make our communication be word of mouth by not only advertising but also explaining and supporting.

To deliver the info about the important advantage of our brand which is the mobile app e-SIM that would help to install Polish product anywhere.

Realization

We chose the most influential Ukrainian “word of mouth” communication channels such as Telegram publics, Facebook groups which are devoted to helping Ukrainians, and other platforms which are devoted to moving abroad, preparation before moving to foreign countries.

We chose Instagram influencers, who had moved abroad, to reach out to people as close as possible.

We developed quite an emotional key-visual, but we saved the functional advantages in text with the descriptions of key benefits for Ukrainians for future posts.

We managed:

To reach out to more than 320k Ukrainian users and tell them about Orange Flex advantages

To post the materials on more than 14 topic-related platforms on Facebook and Telegram

To get 165 of UGC from the influencers within the framework of this campaign

Our campaign had an impact on the increase of brand awareness among Ukrainians by helping them not to lose the most important nowadays, i.e. connection with home.

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