The agency became a key partner of the project, taking full responsibility for developing the creative idea, concept, and mechanics, selecting and engaging guest hosts, sourcing and managing the production team, and shaping the promotion strategy. Thanks to this comprehensive role, the agency helped align the brand’s strategic objectives with creative ideas and seamless production execution.
CHALLENGE
The team faced a complex, multi-layered challenge:
-
To demonstrate the scale of the company and showcase several diverse areas at once — positioning Kyivstar not only as Ukraine’s largest telecom operator, but also as a digital leader and a socially responsible brand.
-
To highlight the company’s role and contribution to ensuring connectivity, supporting the Ukrainian economy, and strengthening national defense capabilities.
-
To increase subscriber loyalty.
APPROACH
To achieve these goals, we chose video as the core format — an entertaining series with documentary elements, where invited celebrities and Kyivstar employees complete real work tasks together.
Our goal was to create a project in which complex technological processes feel accessible, human, and engaging. During the concept development stage, we defined “Mission Kyivstar” as a five-episode short-form series, with each episode focusing on a key area of the company’s operations:
-
Mobile communication as a complex technological process.
-
Network stability during electricity outages.
-
National digitalization through innovative solutions.
-
New communication standards and network coverage expansion.
-
Implementation of initiatives critical for Ukraine and support during the most challenging moments.
The project was built around three key pillars:
Brand image impact: reinforcing Kyivstar’s role as a national-scale industry leader.
Emotional connection: deep audience engagement through real human stories.
Multi-channel distribution: reaching diverse audiences via YouTube, Kyivstar TV, Instagram, and TikTok.
Our allies were humor, unexpected situations, and charismatic hosts — stand-up comedian Vasyl Baidak and Amil Nasirov, a member of the Kurgan & Agregat band. When selecting the hosts, we focused on the 26–35 target audience and key qualities such as improvisation skills, a strong sense of humor, and natural on-screen chemistry.
Alongside the celebrity hosts, Kyivstar employees from different levels participated in the filming — from call center operators and field engineers to chatbot trainers and large-scale project coordinators. This casting choice allowed us to replace dry statistics with real people, authentic dialogue, and genuine improvisation.
RESULTS
-
Kyivstar received high-quality brand content that is not tied to a specific news hook and can continue attracting attention for years after launch.
-
Over 5 million views and engagements, including promotional content across multiple platforms.
-
551,000+ views on YouTube.
-
3,200,000+ views of promotional content on social media.
-
241,000+ media reach, among other results.
According to Kyivstar’s internal data, the project increased brand perception as a technology leader by +4%.
