The public organization “DiXi Group” announces a call for proposals to select a service provider for creating and launching social advertising aimed at early preparation for the heating season and reducing electricity consumption among the population.
DiXi Group is a Ukrainian think tank that has been working in the energy sector since 2008. Our vision is irreversible reforms through sustainable energy development, decarbonisation, good governance, transparency and competition in the markets. Our mission is to implement innovative solutions and fair rules for accessible, high-quality, and clean energy.
One of the activities of DiXi Group is strengthening Ukraine’s energy resilience.
Given the increasing intensity of Russian missile attacks on Ukrainian energy facilities, the situation in the energy system remains challenging. Even in the absence of further infrastructure damage, the electricity deficit will persist both in summer and in the upcoming heating season, regardless of weather conditions. The main idea of the social advertising is to encourage the population to save electricity, consume it sparingly, and prepare for the cold period in advance.
The final determination of the target audience (TA) will be made in collaboration with the service provider. The preliminary vision of the TA (which may be narrowed or expanded) includes Ukrainian citizens living in cities with the highest levels of energy consumption and their suburbs (approximately 8 million people in total). The approximate age range of the TA is 20 to 60 years old. This includes students and the working population (mainly families with children), who are engaged during the day and for whom the typical period of peak electricity consumption is morning and evening.
Variation of advertising platforms: from central television and streaming platforms to advertising in/on public transport and YouTube/bloggers.
The tentative duration of the advertising campaign is 4 months (September, October, November, December).
Expected results:
- Technical task for creating social advertising prepared jointly with the customer;
- Writing scripts and other necessary materials;
- Approval and development of social advertising;
- Supporting the launch and distribution of social advertising, tracking the effectiveness and adjusting the format or changing distribution platforms if necessary or requested by the customer.
- Preparation of a detailed report on the results of the advertising campaign.
Expected tasks:
- Preparation of Technical Task for Creating Social Advertising:
- Researching the information field and existing information campaigns, references on similar topics and their audience perception, as well as formats and platforms for distribution;
- Brainstorming with the customer to determine the target audience, key messages of social advertising, triggers that will enhance its popularity, appropriate brand representation of the organization, and providing recommendations on the content and format of social advertising, as well as distribution channels;
- Preparing detailed technical task for the creation and launch of social advertising.
2. Writing the Script and Other Necessary Materials:
- Developing ideas and key messages to be used in the advertising, getting them approved by the customer, and testing them;
- Preparing the script and other necessary materials for creating the social advertising;
- Selecting and forming proposals regarding the format(s) of social advertising and its distribution channels based on the advertising goals and the target audience description;
- Preparing and approving the script with the customer.
3. Creating the Social Advertising:
- Developing social advertising according to the formats approved jointly with the customer;
- Testing the social advertising and final approval by the customer based on the test results.
4. Supporting the Launch, Distribution, and Analysis of Results:
- Negotiating with platforms for placement the advertising (TV, streaming platforms, public transport, online media resources/influencers, etc., as approved by the customer);
- Monitoring the effectiveness of the social advertising and adjusting the format or changing/adding distribution platforms as needed (based on current indicators of platform or format inefficiency) or at the customer’s request;
5. Preparation of a detailed report on the results of the advertising campaign:
- Preparing a detailed report on the results of the advertising campaign (number of people reached, comparison of platform/format effectiveness, number of comments and public reactions, visibility of advertising in the information space, trends in electricity consumption in the country before the launch, during the period, and at the end, etc.) and presenting it to the customer.
Estimated Service Provision Period: Up to 6 Months (including preparation, launch, promotion, and measurement of results).
The proposals will be evaluated based on the following criteria:
- Experience in performing relevant work and a portfolio of similar projects;
- Timeframe for producing the social advertising;
- Expected hourly rate for services;
- Expected cost of services for the production and placement of social advertising (preparing technical task, writing the script, testing, launch support, distribution, effectiveness tracking, final reporting, etc.).
The full package of documents must include scanned copies:
Completed application for participation in the full competitive selection, which can be found at the link: https://bit.ly/3IM5udK
Price offer in accordance with the above requirements https://bit.ly/3RqLBO4.
For legal entities, please attach the following scanned copies:
- Certificate of taxpayer registration.
- Certificates or extracts from the Unified State Register of Legal Entities.
For an individual, please attach the following scanned copies:
- Certificates or extracts from the Unified State Register.
Having an in-house production will be an advantage.
For further information, please contact the designated person at DiXi Group.
Contact information:
Viktor Chornysh
Senior Supply Manager,
NGO “DIXI GROUP”
18A Instytutska St., office 2
м. Kyiv, 01021
Tel./Fax: (+38 044) 253 66 94
Mobile: (+380 050) 257 00 65
E-mail: vchornysh@dixigroup.org