The team at Megapolis Holding and the media agency Zenith Ukraine brought to life a delightful summer project for the Nesquik brand in the Kiev Metro.

Advertising in the metro is one of the most effective marketing methods. It allows for a high-quality reach across a wide audience, and the non-traditional approach contributes to supporting the brand's positive image. During the circulation of the branded train on the Sviatoshynsko-Brovarska metro line, the campaign garnered over 2,000,000 contacts. Such impressive results are indicative of the high effectiveness of metro advertising and well-chosen placements.

The advertising campaign was launched in two formats:

  • Internal Branding of Train Cars: One train on the Sviatoshynsko-Brovarska metro line was entirely branded. The train, running from 6 am until the metro closes, "narrates" how delicious and nutritious breakfast can be for each passenger.
  • Advertisement Placement on Video Monitors: Nesquik brand videos were displayed on video monitors inside the branded train. The video screens operate up to 18 hours a day, with 95% of that time dedicated to showing Nesquik advertisements. A significant advantage of this format is that passengers see only this information, along with social advertising, without any other ad noise.

The familiar blue train cars from the outside turned out to be unexpectedly vibrant and eye-catching from the inside, working wonderfully due to the element of surprise. Passengers eagerly examined the advertising story in the metro car. To reinforce the impact of the branding, the video was also broadcasted on the video monitors inside the train cars.

As we know, lovers of tasty and nutritious breakfasts can be very diverse in age and income level. Therefore, advertising in the Kiev Metro was the perfect choice to achieve the expected results for the Nesquik campaign. If you want to be sure of the effectiveness of your advertising, work with us!

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