Australian Open-2019 is one of four Grand Slam’s tournaments, which attracts world’s best players, as well as millions of viewers. All matches are broadcasted live on Eurosport 1 and Eurosport 2 channels. The main task was to promote these broadcasts and increase the number of views.
Pleon Talan team initiated the launch of viral activation with opinion leaders on the cause of Elina Svitolina’s, a popular Ukrainian tennis player, participation in the Australian Open 2019.
We invited titled athletes, famous showmen, popular bloggers and TV personalities to participate in the project. They filmed motivational videos and combined them into a single video clip. Alexey Durnev, Bogdan Yusypchuk, Alexander Skichko, Alexandra Loboda, Alexey Shabanov, Vitaly Gilevich, Myron Markevich, Daniil Zeus Teslenko, Roman Gryschuk, Anna Gres and others wished victory to Svitolina. All opinion leaders engaged, did this free of charge.
The video was published on YouTube. We initiated the video promotion in national online and social media, and encouraged the opinion leaders to repost it themselves.
“We believe! We cheer and watch you try to win your first Grand Slam!” – these words became the video’s key message. In order for millions of Ukrainians around the world to express their support for the tennis player and see her win the matches, we put the links to Eurosport 1 and Eurosport 1 under the video, as well as call to action phrase: “I'd rather be watching Elina Svitolina”.
34 resources, including in social media, have published the motivational video, namely Hromadske, Unian, Delovaya Stolitsa, Telegraph, Znaj.ua, sport.ua, tribuna.com, UkropNews, champion.com.ua, ag.worldpronews.com, sport .bigmir.net, tribuna.com and others.
The message has succesfully reached its audience and Elina herself: she posted it on Twitter 2 hours before the match. Her post has been seen by over 24,300 subscribers, and the video received over 1,600 interactions.
This campaign significantly raised people’s interest in the Australian Open 2019, as evidenced by the Eurosport 1 and Eurosport 2 audience increase during the tournament’s broadcast.
- Development and implementation of integrated communications strategies, CSR programs
- Media, analytics, strategic planning and strategy implementation
- Anti-crisis support, reputation management
- Communications management in time of business transformation and changes
- Representation in international media projects
- SMM-strategy, development and implementation of communications programs
- Partnership programs with opinion leaders & bloggers
PLEON Talan is a full-service PR & Public Affairs agency that provides consulting services for the development and implementation of complex communications solutions, PR strategies, and reputation management.
PLEON Talan in Ukraine has been exclusively representing the international communications network Ketchum, the trendsetter in the field of communications consulting with a successful mentorship and leadership in PR for more than 90 years worldwide, and 11 years in the domestic market– under the brand PLEON Talan.
2011-2012 — Effie Awards Ukraine (the most effective agency of marketing services in Ukraine)
2006-2011 — the most creative agency of Ukraine according to the AAC rating
2013-2015 — the most creative agency of Ukraine according to the AAC rating
2015-2017 — the best advertising campaigns and creative use of media in Ukraine according to the AAC rating
Ketchum is a leading communications company with operations in more than 70 countries across six continents. The winner of 45 Cannes Lions and an unprecedented sixth PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver outstanding results in strategic programming with creative approach and measurable results that build brands and reputations. For more information about Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
Omnicom Public Relations Group is a global group of the three top public relations agencies and specialist agencies working in public affairs, marketing to women, fashion, global health strategy, and corporate social responsibility. It encompasses more than 6,000 PR professionals in more than 330 offices around the world to provide their expertise to companies, government agencies, NGOs and non-profit organizations across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies from the marketing industry offering services in advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding, and research.