Case Study: how to use national traditions to promote internal communications

1. VYSHYVANKA
using national traditions
to promote internal
communications

2. BRAND
«Kyivstar» is No. 1
operator in the mobile
communications, one
of the best brands in
Ukraine Operator’s services are used by
more than 25 million of mobile
subscribers and by more than
800 thousand users of fixed-line
internet.
“Kyivstar” mobile network is one
of the best in Europe and covers
all the cities and towns of
Ukraine, as well as more than 28
thousand rural settlements, all
main national and regional roads,
most of the sea and river shores.

3. The team of
«Kyivstar» — about
4,500 professionals
who work in Ukraine.
!
Engage in internal
communication
employees of this
size is always a
difficult task.
TEAM

4. BENCHMARK
Campaign «Thinking of You», which was
held on July 24, 2012 in Kiev, entered
the Ukrainian Book of Records.
!
The record was set in the
category of «Business.
Mass events» for the
construction of the largest
«live» logo of more than
1,300 employees Kyivstar.

5. CHALLENGE:
Engage in communication
employees throughout
Ukraine

6. For many years the whole
team of Kyivstar celebrates
«Vyshyvanka Day» on the
last working day before the
Independence Day of
Ukraine on August 24.
Employees come to work in
vyshyvankas, proving that it is not
only the cultural heritage, but also
fashionable clothes

7. In an interactive project
"Design your own vyshyvanka",
every employee in the virtual
atelier could make a unique
ornament of the national shirt.
Authors of the best,
8 most popular
vyshyvankas were
rewarded.
SOLUTION

8. SOLUTION
Project contains detailed
information about the history
of vyshyvanka, patterns origin,
meaning, and other regional
characteristics.

9. 8 BEST
vyshyvankas
were sewn by
Lviv masters

10. RESULTS
6500
90% !
!
!
More than
of employees visited
an interactive
atelier
600
!
!
unique vyshyvankas
were created
!
!
!
votes for
vyshyvankas by
colleagues

11. TREND
In addition to the mass
publications in the
online media, the project
became a global trend.
!
«Vyshyvanka» appeared
on the front page of the
trendhunter.com, which
tracks and publishes the
current global trends in
various areas

12. https://vimeo.com/99819091