AFK Sistema, ERSO and BESK, together with RANEPA students, ignite the spark of dreams
10.03.2023
The Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) hosted the defense of the case projects of AFK Sistema, ERSO and BPGC on fulfilling the dream of 12-year-old resident of Bashkiria Svetlana Islamova as part of the federal campaign "Wish Tree".
For two weeks, PR students developed the concept of a social video to make Svetlana Islamova's dream come true. The girl wished to appear in an advertisement so that her family and friends could see her on television. Svetlana shared her dream as part of the Wishing Tree campaign, organized by the Dream with Me charity fund with the support of the Federal Agency for Youth Affairs (Rosmolodezh).
The balloon with the message was pulled out on New Year's Eve by Oksana Kosachenko, adviser to the President of AFK Sistema. The assets of the AFK Sistema Group, which operate in the Republic of Bashkortostan - the ERSO electrotechnical holding and the Bashkir Electric Grid Company, have joined in the fulfillment of the dream.
To develop the creative part of the group's company, the Institute of Industry Management of the RANEPA was involved. Five groups of three to five students thought through ideas, prepared a scenario plan, mood boards and visual sketches.
The first team developed an idea related to the meaning of the main character's name. Svetlana, the bearer of light, is trying to find herself, and with the realization of her dream, both in life and in the video, the companies BESK and ERSO help her. The second team proposed the idea “from substation to socket and from dream to reality”. The third group came up with the idea of displaying the path of two heroes: Sveta (Islamic) and light (electricity that runs through the wires) to their final goal. The fourth team worked on the issue of responsible electricity consumption. The members of the fifth team settled on the topic “energy of aspirations”, which tells about the solution of the problem of professions of working specialties.
“The creative task for the guys was connected with the real story of the New Year’s wish of a girl from the Republic of Bashkortostan, and this contributed to the fact that students took up the development of video concepts with great interest, immersed themselves in the specifics of our partners’ activities, studied its goals, corporate style and “brand language” — said Vladimir Koreshkov, Associate Professor of the Department of Marketing and Advertising of the Faculty of Market Technologies of IOM RANEPA. — Emotions of the work were added by the fact that the teams did not contact each other while working on the videos. As a result, IOM students received professional feedback from the customer's representatives and unique experience in project work, which brought the whole process as close as possible to real practical activities in the field of advertising and PR. This approach is fully consistent with the philosophy of our institute: "IOM is the territory of practitioners."
The jury declared the second team the winner. Students Anastasia Astrakhantseva, Margarita Varikhanova, Gleb Rusanovsky worked out in detail the scenario plan, storyboard, dialogues. The organizers preferred to keep the concept of the video they invented secret until the project was fully implemented.
The jury included representatives of the contest organizers: Oksana Kosachenko, Vladimir Chernyshov (ERSO), Bulat Khamidullin (BPGC), Oksana Emelyanova (AFK Sistema), Elena Zykina (ERSO), Elena Khairetdinova (ERSO).
“IOM students prepared extraordinary creative projects in a short time,” said jury member Vladimir Chernyshov. — Each of them is valuable and certainly interesting in its own way. One can feel the powerful potential of RANEPA students. They will become cool employees of marketing agencies and PR services. Our professional market needs just such. I hope that this is just the beginning of a great collaboration with the academy, which will develop into large-scale and regular projects.”
“This action has become an example of how an association can not only fulfill a dream, but also benefit everyone who helps to realize it. IOM students had a chance to prove themselves and gain practical work experience, and the companies managed to get acquainted with young professionals who may soon be invited to work in a company of Sistema Group. Many of the concepts are truly amazing. I am especially pleased that elementary students pay special attention to such complex topics as responsible consumption and the sustainability of the energy system,” said Oksana Kosachenko, Advisor to the President of Sistema.
In the meantime, the main character of the future commercial, Svetlana Islamova, has already begun preparing for filming at the TELESHKO children's media school, where ERSO helped her get into. New knowledge will help the girl gain confidence and learn to stay in the frame.
"Wish Tree" is an action of the "Dream with me" charity foundation, which is dedicated to the New Year holidays. Its goal is to give joy and a sense of New Year's magic to those who find themselves in a difficult life situation. The Wishing Tree is a place where people who want to do a good deed find those who need help and give them gifts or make wishes come true. The action has been implemented since 2018 throughout the Russian Federation and every year brings together thousands of caring citizens who are ready to do good deeds. In four years, about 60,000 New Year wishes have been fulfilled. The action is co-organized by the Federal Agency for Youth Affairs (Rosmolodezh) and the Autonomous Non-Commercial Organization “Russia is a Land of Opportunities”.
For two weeks, PR students developed the concept of a social video to make Svetlana Islamova's dream come true. The girl wished to appear in an advertisement so that her family and friends could see her on television. Svetlana shared her dream as part of the Wishing Tree campaign, organized by the Dream with Me charity fund with the support of the Federal Agency for Youth Affairs (Rosmolodezh).
The balloon with the message was pulled out on New Year's Eve by Oksana Kosachenko, adviser to the President of AFK Sistema. The assets of the AFK Sistema Group, which operate in the Republic of Bashkortostan - the ERSO electrotechnical holding and the Bashkir Electric Grid Company, have joined in the fulfillment of the dream.
To develop the creative part of the group's company, the Institute of Industry Management of the RANEPA was involved. Five groups of three to five students thought through ideas, prepared a scenario plan, mood boards and visual sketches.
The first team developed an idea related to the meaning of the main character's name. Svetlana, the bearer of light, is trying to find herself, and with the realization of her dream, both in life and in the video, the companies BESK and ERSO help her. The second team proposed the idea “from substation to socket and from dream to reality”. The third group came up with the idea of displaying the path of two heroes: Sveta (Islamic) and light (electricity that runs through the wires) to their final goal. The fourth team worked on the issue of responsible electricity consumption. The members of the fifth team settled on the topic “energy of aspirations”, which tells about the solution of the problem of professions of working specialties.
“The creative task for the guys was connected with the real story of the New Year’s wish of a girl from the Republic of Bashkortostan, and this contributed to the fact that students took up the development of video concepts with great interest, immersed themselves in the specifics of our partners’ activities, studied its goals, corporate style and “brand language” — said Vladimir Koreshkov, Associate Professor of the Department of Marketing and Advertising of the Faculty of Market Technologies of IOM RANEPA. — Emotions of the work were added by the fact that the teams did not contact each other while working on the videos. As a result, IOM students received professional feedback from the customer's representatives and unique experience in project work, which brought the whole process as close as possible to real practical activities in the field of advertising and PR. This approach is fully consistent with the philosophy of our institute: "IOM is the territory of practitioners."
The jury declared the second team the winner. Students Anastasia Astrakhantseva, Margarita Varikhanova, Gleb Rusanovsky worked out in detail the scenario plan, storyboard, dialogues. The organizers preferred to keep the concept of the video they invented secret until the project was fully implemented.
The jury included representatives of the contest organizers: Oksana Kosachenko, Vladimir Chernyshov (ERSO), Bulat Khamidullin (BPGC), Oksana Emelyanova (AFK Sistema), Elena Zykina (ERSO), Elena Khairetdinova (ERSO).
“IOM students prepared extraordinary creative projects in a short time,” said jury member Vladimir Chernyshov. — Each of them is valuable and certainly interesting in its own way. One can feel the powerful potential of RANEPA students. They will become cool employees of marketing agencies and PR services. Our professional market needs just such. I hope that this is just the beginning of a great collaboration with the academy, which will develop into large-scale and regular projects.”
“This action has become an example of how an association can not only fulfill a dream, but also benefit everyone who helps to realize it. IOM students had a chance to prove themselves and gain practical work experience, and the companies managed to get acquainted with young professionals who may soon be invited to work in a company of Sistema Group. Many of the concepts are truly amazing. I am especially pleased that elementary students pay special attention to such complex topics as responsible consumption and the sustainability of the energy system,” said Oksana Kosachenko, Advisor to the President of Sistema.
In the meantime, the main character of the future commercial, Svetlana Islamova, has already begun preparing for filming at the TELESHKO children's media school, where ERSO helped her get into. New knowledge will help the girl gain confidence and learn to stay in the frame.
"Wish Tree" is an action of the "Dream with me" charity foundation, which is dedicated to the New Year holidays. Its goal is to give joy and a sense of New Year's magic to those who find themselves in a difficult life situation. The Wishing Tree is a place where people who want to do a good deed find those who need help and give them gifts or make wishes come true. The action has been implemented since 2018 throughout the Russian Federation and every year brings together thousands of caring citizens who are ready to do good deeds. In four years, about 60,000 New Year wishes have been fulfilled. The action is co-organized by the Federal Agency for Youth Affairs (Rosmolodezh) and the Autonomous Non-Commercial Organization “Russia is a Land of Opportunities”.
