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Communication rebranding UKLON

Communication rebranding UKLON

New strategy and advertising campaign for the Ukrainian car call service.

New strategy and advertising campaign for the Ukrainian car call service.

The largest Ukrainian car call service

UKLON is a Ukrainian IT company whose product is useful and important for every modern person. It is a car call service that serves millions of trips every month. During its existence, the Uklon is constantly improving the product, adding many features Uklon that primarily increase the level of comfort of users.

The largest Ukrainian car call service

UKLON is a Ukrainian IT company whose product is useful and important for every modern person. It is a car call service that serves millions of trips every month. During its existence, the Uklon is constantly improving the product, adding many features Uklon that primarily increase the level of comfort of users.

How to become your own?

Of course, such a large product faces great challenges. Being in a very competitive market, among international players, we, together with UKLON, aimed to consolidate all the communication of the brand under one roof, find our own special voice, speak one understandable language and become "ours in the dock" for everyone.

How to become your own?

Of course, such a large product faces great challenges. Being in a very competitive market, among international players, we, together with UKLON, aimed to consolidate all the communication of the brand under one roof, find our own special voice, speak one understandable language and become "ours in the dock" for everyone.

Click-click and focus groups on Zoom

First of all Uklon, we held several workshops with the Uklon team to understand the values of the company and the product itself. Click: Do you want to be quiet? Click. Want to call drivers? Click: Whatever you want , you slay and go as you want. Then we went to talk to people and find out something useful from them. But frankly, we did not go anywhere, but for the first time conducted in-depth interviews and focus groups in Zoom, because it still took place during strict self-isolation. Nevertheless, they understood for themselves a very interesting thing that has become our main insight:

Click-click and focus groups on Zoom

First of all Uklon, we held several workshops with the Uklon team to understand the values of the company and the product itself. Click: Do you want to be quiet? Click. Want to call drivers? Click: Whatever you want , you slay and go as you want. Then we went to talk to people and find out something useful from them. But frankly, we did not go anywhere, but for the first time conducted in-depth interviews and focus groups in Zoom, because it still took place during strict self-isolation. Nevertheless, they understood for themselves a very interesting thing that has become our main insight:

People often come up with reasons to take a taxi: "When I buy something on the way home from work in a supermarket, I take more in order not to go on the subway, because now it is difficult for me and I will definitely take a taxi," they said, looking at us in the webcam.

People often come up with reasons to take a taxi: "If I buy something on the way home from work in a supermarket, I take more in order not to go on the subway, because now it is difficult for me and I would rather take a taxi," they said directly, looking at us in a webcam.

Strategic message: "Your movement is your rules!"

The idea of the new strategy is that Uklon with the help of the main product and in particular the microservices of the application helps people live by their personal rules Uklon, and buzz from this state. The strategic message is simple and clear: "Your movement is your rules!". And the videos showed that it is not necessary to "torture" yourself and invent some nonsense in order to get somewhere comfortably and as you want. Just click – and op, and wuh, and you're in place!

Strategic message: "Your movement is your rules!"

The idea of the new strategy is that Uklon with the help of the main product and in particular the microservices of the application helps people live by their personal rules Uklon, and buzz from this state. The strategic message is simple and clear: "Your movement is your rules!". And the videos showed that it is not necessary to "torture" yourself and invent some nonsense in order to get somewhere comfortably and as you want. Just click – and op, and wuh, and you're in place!

The banners made a light twist and told about all that are and which are not, the rules and signs that you need to go to the Uklon. For those who do not know what else to invent in order to still take comfortable trips, we left hints and, to be clearer, tied them to the context of locations or targeting to certain target groups.

The banners made a light twist and told about all that are and which are not, the rules and signs that you need to go to the Uklon. For those who do not know what else to invent in order to still take comfortable trips, we left hints and, to be clearer, tied them to the context of locations or targeting to certain target groups.

Uklon

Chief Marketing Officer – Vadym Ishchenko

Head of Creative by Agata Gradova

PR manager – Angelina Dorofeeva

I am IDEA

Creative Director – Igor Finaskin

Strategy Director – Aram Simonyan

Junior Art Director – Yulia Didchenko

Copywriter – Dima Gorbenko

Account Manager – Katya Shynkaruk

Uklon

Chief Marketing Officer – Vadym Ishchenko

Head of Creative by Agata Gradova

PR manager – Angelina Dorofeeva

I am IDEA

Creative Director – Igor Finaskin

Strategy Director – Aram Simonyan

Junior Art Director – Yulia Didchenko

Copywriter – Dima Gorbenko

Account Manager – Katya Shynkaruk

Adje' Prodburo

Director – Yevhen Holovatenko

DOP – Ilya Maksimenko

1st AD – Alina Yatsyk

Producer – Nikita Kukoba

Assystent producer – Natalia Bereza

Production designer – Katya Platovska

Production menjer – Andrey Naumchuk

Casting – Easy Casting Agency

Stylists – weRelease studio

Grimer – Olena Dotsenko

Playback by Max Levchenko (DiPlay)

Behind the scenes by Vlad Dorofeev, Danil Privet

Locale service – Sergey Bilak (TOP Location)

Music by Max Sikalenko

Sound by Alexander Pustarnakov, Propeller

Post-production producer – Natalia Bereza

Colorist – Yerlan Tanayev

Post-production – Camaradas

Adje' Prodburo

Director – Yevhen Holovatenko

DOP – Ilya Maksimenko

1st AD – Alina Yatsyk

Producer – Nikita Kukoba

Assystent producer – Natalia Bereza

Production designer – Katya Platovska

Production menjer – Andrey Naumchuk

Casting – Easy Casting Agency

Stylists – weRelease studio

Grimer – Olena Dotsenko

Playback by Max Levchenko (DiPlay)

Behind the scenes by Vlad Dorofeev, Danil Privet

Locale service – Sergey Bilak (TOP Location)

Music by Max Sikalenko

Sound by Alexander Pustarnakov, Propeller

Post-production producer – Natalia Bereza

Colorist – Yerlan Tanayev

Post-production – Camaradas