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integrated
marketing
solutions
UA EN

Prozorro

Integrated communication campaign

Task

Public procurement reform has updated the system of government tenders, but not its reputation. We faced the challenge of promoting the state online procurement system.

Challenge

Fighting corruption for so long has been the subject of speculation that society feels less and less likely to change. It was necessary not just to change the tone of state communications, but to overcome the stereotypes - the entrepreneurs simply did not believe that the tender could be won without nepotism.

Our approach

  • Created a unique anti-hero Khabarman (Bribeman), who became the personification of a corrupted-loser
  • Launched his page on social networks and developed a banner campaign on leading sites
  • Demonstrated how Prozorro overcomes anti-hero
  • Conducted an Outdoor campaign in 5 major cities

Our approach

  • Created a unique anti-hero Khabarman (Bribeman), who became the personification of a corrupted-loser
  • Launched his page on social networks and developed a banner campaign on leading sites
  • Demonstrated how Prozorro overcomes anti-hero
  • Conducted an Outdoor campaign in 5 major cities

Business results

  • The number of registrations in the system after the campaign grew by 73%
  • Coverage of the target audience - 11 million people
  • More than 5 thousand friends of Khabarman (Bribeman) on Facebook
  • More than 250,000 interactions in social networks
  • Khabarman (Bribeman) has become a real online meme that symbolizes the progressive fight against corruption
habarman
habarman
habarman