Speakers

Avi Shchupak

lifecell

She is a Head of Marketing Communications at lifecell Ukraine, a jury member of the Effie Europe 2023.

Avi has over 15 years of experience in marketing and communications. Her career path started in global and local creative agencies with such brands as Nokia, J&J, GSK, Indesit, and Vodafone.

For the last 5 years, Avi has been working at lifecell which has been preferred by subscribers when porting numbers from other operators (MNP) for the fourth year in a row.

Advertising and Promotion

11:40-12:00

Connecting to Reality: brands communications on the second year of full-scale war. Successful stories and failures from lifecell

Discussion panel

Download the presentation

Key issue: Marketers believe that people still expect brands to show care and mention volunteering, charity, and extremely high level of social responsibility in wartime communications. Well, is it so?

In its own research, lifecell found that despite the fact the war remains the major issue in the Ukrainian context, the audience is already ready to perceive other topics in brand communications. Moreover, by continuing to use narratives of the beginning of 2022, brands do not stand out from the competitors.

The report highlights:

1. How did lifecell survive at the beginning of the war, when all the company’s resources were redirected to rebuilding the damaged infrastructure and advertising budgets were cut. What was communicated and done.

2. Audience insights regarding marketing communications of brands in 2023: what tone of voice will be appropriate in communications in the coming year.

3. Cases of how lifecell changed its communication in response to mood and context changes in the society.

4. Shit happens: examples of unsuccessful communication solutions.