Play for Ukraine

Yaroslav Vedmid Idea & Strategy Postmen Olga Mykhalets  Creative Producer  Postmen Daria Tarasevych Creative Copywriter Postmen Daria Varenyk Account Manager Postmen Oleksandra Bosa Graphic Designer Postmen Ira Pavlova Art Director Postmen Yegor Kadomtsev Editor Postmen Igor Bondarenko Sound Designer  Postmen Mariia Romanchenko Designer Postmen Olena Plakhova Reputation Management Director at Nova Group of Companies Nova Post Olena Umerenko Head of the Corporate Social Responsibility Department Nova Post Odarka Bordun Social Projects Communication Manager Nova Post

Brief Since 2022, 7 million Ukrainians have settled abroad, staying connected to their roots. Nova Post, Ukraine’s number one delivery service, expanded globally. The challenge: raise awareness of Nova Post locations abroad while deepening its bond with Ukrainians both at home and overseas. Idea "Play for Ukraine" united Ukrainians around a shared desire for victory. Tennis champion Elina Svitolina became the campaign’s face, with the red tennis ball symbolizing personal triumphs. Every small win counts. Execution We invited Ukrainians to share their winning stories on the Play for Ukraine website. In exchange, 100,000 signed red tennis balls, each representing a victory, were sent as rewards. Participants could pick them up at Nova Post offices, discovering the Nova post locations nearby. Results In 5 months, the campaign reached 50 million people. UGC drove the buzz, with people posting unboxing videos that went viral. The first video alone sparked 14,000 stories. On TikTok, the campaign gained 1,260,000 views. The Play for Ukraine website saw 218,000 visitors, collecting over 62,000 stories, mostly from kids and teens – the future of Nova Post. The campaign strengthened Nova Post’s bond with Ukrainians and attracted new customers, all united by the belief that small wins lead to great triumphs.