Kyivstar is a leading provider of telecommunication services in Ukraine, the only national mobile company. It’s business opportunities lies in additional services providing. In a situation where competitors are providing aggressive price propositions, Kyivstar needed to create such kind of communication so every Ukrainian would be proud of.

To show Ukrainians simplicity and importance of Kyivstar’s additional services usage - we gave them simple tool and reason to use it! Kyivstar inspired Ukrainians to share their love to Ukraine in simplest way by capturing beauties which surrounds us every day and share them with all Ukraine creating real Ukraine on-line face on ILoveUkraine.com.ua social hub. We grabbed mass audience attention by announcing the ATL campaign leaded by a legendary Ukrainian actor. We engaged with social media activation by encouraging all activities in project popularization through Facebook and reward them with Kyivstar services.

Though, I Love Ukraine movement has begun: 3 new city monuments were established, Ukrainian celebrities joined the project, I Love Ukraine even was featured in the New Year issue of one the most popular TV show in Ukraine “Vecherniy Kvartal”. 100 000+ photos (45 per hour) were uploaded in 3 months, more than 13 000 unique places were discovered, 25% of photos were uploaded via mobile devices. 587 unique media hits were generated, Kyivstar social media footprint increased on 1493%. More than 45% of all subscribers would prefer Kyivstar as their No.1 mobile operator, which is higher than any competitor’s. 76,8% of all mobile subscribers recognized Kyivstar company as national pride.

Grabbing attention with: • Announcing ATL campaign leaded by legendary Ukrainian movie and theatre actor who talked about his love to his country• Press-event for national and regional media• Social media activation: live translation from press-conference, specially created application which helps to view all ILoveUkraine.com.ua content just in Facebook was launchedEngaging to action: • Three new city monuments were esteblished by Kyivstar with the support of local authorities• We encourage all consumers’ activities in project popularization via specially created application where all posts on behalf of I Love Ukraine were marked by the campaign logo, which helped Kyivstar separate project communication from Kyivstar brand news. By analyzing fans’ activity - comments, likes, etc. and rewarding the most active ones with Kyivstar services due to their activity level• Special editorial projects based on social hub content with nationwide and regional media • Involving Kyivstar employees to content sharing and creation via inner competition

• 45% of all Ukrainian mobile subscribers would choose Kyivstar services (+4% for a year). This is more than any of the competitors’ results!

• 76,8% of all mobile subscribers recognized Kyivstar company as national pride (+23,4% from 2010, more than competitors recognition)• 647 771 unique people visited I Love Ukraine hub only for the 1st 3 months, 100 000+ photos were uploaded by users on the website, general speed of photos uploading reached 45 per hour• 20% of all visits came from mobile devices • 587 unique media hits were generated (on-line, off-line, TV) • Kyivstar Facebook community grew on 1493%, more than 600 000 Facebook users were covered (more than 40% of all Ukrainians in Facebook)• More than 24 484 comments were created by fans monthly in Facebook community, with more than 600 comments for each post• I love Ukraine communications on Facebook gave more than 18% of all I love Ukraine.com.ua traffic