JSC “Ukrgazvydobuvannya”
and “Naftogaz of Ukraine”
Approached us with a mission:
“Help the brand discover a breath of fresh air through a new tone of voice.”
Naftogaz?
Yes, the biggest gas production company in Central and Eastern Europe.
Naftogaz annually contributes to 15% of the general Ukraine’s budget. This company cares about the country’s economic success and, in fact, acts as a guarantor of our future.
Task scope:
1. Tone of voice
  • investigate successful and unsuccessful practices of similar worldwide brands
  • analyze all the communication mistakes and achievements before the company came to us
  • spread the slogan to all brand’s communication platforms
  • crystalize a new tone of voice
  • provide examples
  • develop a tone of voice for the followers’ questions and answers
  • propose innovations to strengthen the brand
Tone of voice
We cannot tell about the mistakes and successes of competing companies, but we can talk about the general archetype. We created it to understand how the brand is speaking.
We combined
A RULER
who has everything under control and turns any mistakes to his advantage.
A RESEARCHER
who is used to combating injustices and looking for ways to save energy.
By combining these two contradicting images, we got
PROMETHEUS
Prometheus gifted people with fire. Naftogaz is a modern Prometheus: it gifts people warmth, enriches the country, and doesn’t let it be held hostage to its neighbor’s power.
“Prometheus’ goal is to help people save the land they live on.”
Based on this image, Naftogaz becomes:
— Wise and thoughtful; speaks to the point.
— Talks using simple language with no complex expressions.
— Doesn’t shy away from using spoken Ukrainian.
— Humorous even in the middle of a tough situation.
— Doesn’t tolerate manipulations, fraud, and injustice.
He gives serious information on social media but doesn’t forget about clear comparisons and colloquial jokes.
Why did we fall in love with Naftogaz?
Because it became akin to an ordinary Ukrainian, who complains about his tough fate, jokes, and returns to work again. And for its courage to mock texts full of clichés and dry, official style.
Here is a paradox: when you see the “Naftogaz of Ukraine” name, you think all brand information will be super complicated and all-to-clerical. But then you’re surprised it’s the other way around. It jokes and talks like you, kind of. And that’s how you become its fan.
“If Prometheus had a page about the importance, value, and history of fire, it would be the page of “Ukrgazvydobuvannya.”
Not everyone is interested in the country’s gas potential. “What’s this all about?” — someone would ask. We’re the ones making sure fewer questions like these appear. We turn confusing brands into clear and honest ones.
Unfortunately, our tale ends here: the war has started. We believe that we will fill this case with examples pretty soon, showing how our Prometheus makes our efforts come true and talk in his authentic voice, the voice he’s loved, cited, and liked for.
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