Project that allowed every child in Ukraine,
regardless of social status, geography, or experience,
to try themselves in creative areas and discover their abilities.
EU TALENT.Space
United in Talent!
BACKGROUND
It is a great challenge to discover what your talent is. This is especially true if you are an average Ukrainian kid who has next to no options available to try. You are keen to find out what you can do. But you have no idea where to start.
Addressing the challenge, ‘EU Delegation to Ukraine’ and the MAINSTREAM agency decided to launch a project that would open up the creative side of UA kids and enrich them with the EU values and culture and interact with the ‘EU Delegation to Ukraine’.
How to reach Zoomers if you are an international institution?_
SO LET'S CHANGE IT
Project is created by Millenials (Y)
for Zoomers (Z)
approved by Generation X and Baby Boomers
Start unlocking
young generation
How to hit a precise target?_
research&insight
music | dancing | drawing | cooking
The MAINSTREAM team has designed and created from scratch a platform that provides free video lessons and tasks for children in four creative areas:
SOLUTION
We enhance the image of the ‘EU Delegation to Ukraine’ by using an online platform for developing children’s talents.
Zoomers find the ideal creative professions in Ukraine to be IT specialists, singers, musicians, actors, artists, and choreographers.
67% of young people would like to be taught how to develop their talent
67%
It was also important for us to understand the TA, not just knowing the generation, but understanding the local Zoomers, so we referred to Ukrainian research, according to which:
research&
insight
Get prizes
Study European Union
Do something creative
BIG IDEA
3
2
1
EASY AS
To create a small online world where the laws of effort and creativity work. Everyone who tries to do something will win. Competition rules will be straightforward, and information will be easy to find.
Using storytelling, high-quality visuals, and gamification, we took children to another world that offered opportunities to discover and realize their talents.
EU TALENT.space_
When creating the platform, one of the critical factors was to design a mobile version and the desktop one.
As a result, the mobile format was a priority, as more than 80% of children accessed the platform using their phones.
Should be as clear and easy as 1-2-3.
Well-known Ukrainian influencers shared their experiences with children: choreographer, pastry chef, celebrity guitarist, and artist.
Participants could find four talent directions with descriptions of the contest and a call to action.
According to the results, EU TALENT.Space was chosen as the project name.
We collected possible names and hostings for the project and submitted them to the focus group of teenagers for evaluation.
We designed it in bright colours, primarily visuals and infographics with minimum text. Also, we added animation and simple navigation, allowing zoomers to explore the website with a single click.
VISUAL
01
TECHNICAL
02
OUR TA TOLD US
HOW TO NAME THE PROJECT
03
TALENTS
04
MECHANICS
05
How three pages performed various functions of the project?_
CREATIVITY BOOSTER
MOTIVATION
EDUCATION
AWARENESS BOOSTER
GAMIFICATION
THE EUD PROJECTS PROMOTION
INFORMING
About the EU
This page represents the synergy of the EU Delegation projects in Ukraine devoted to the young population.

Here the children could learn more about camps and festivals, books, and applications that the European Union creates for young Ukrainians.
Euroquiz
After the easy-to-understand info block, young Ukrainians could find a twelve-question quiz and check their knowledge of EU symbols, countries, and other interesting facts.

Those who passed the quiz right soon received branded gifts from the EU Delegation to Ukraine.
Inside the talent direction
Each direction contains video tutorials that were made short (3-12 mins) and have two parts: theory and practice. Using storytelling we shared exciting facts related to the creative direction and natively included information directly related to the EU into the lessons.
How to get the prize?_
START
Complete the task
from the influencer
Post your task performance to the social networks using the hashtag

Add a link to the post in your personal account on the platform
Win branded prizes from the EU Delegation to Ukraine just because
you did your best
We developed a styled colouring book especially for the project as one of the prizes.
It was created with a gamification aspect and included illustrations of the EU countries and exciting facts about each.
RE: PRIZES
Watch
training videos
Choose
a talent
direction
The influencers will give you
not only theory but also practice
If you want you may download supplementary materials
Phygital project for Zoomers?_

We also created a buzz to the EU Delegation owned media channels such as Facebook, Instagram, and YouTube (raised on 280%).
Digital Campaign
We implemented a digital strategy that included targeted advertisements and promo campaigns in social media from opinion leaders.
Media Relations
We managed to hold a media campaign in popular Ukrainian online media about children's education, developing talents, and upbringing.
PR & DIGITAL campaign
EU TALENT.Space gathered thousands of young Ukrainians all over the country. Both a child from a village with 2K dwellers or the one from the million-person city were noticed and rewarded for creativity and endeavour.

Our big victory is that the project lives on after the official competition part is over. We see that even without additional promotion, the project is in demand among the audience and is autonomous, continuing to develop their talents and shape the image of the EU Delegation to Ukraine among zoomers.
The instruments used in creating the platform allowed us to achieve high rates in terms of time the audience spent watching video tutorials and on the site in general.

On average, 74% of participants watched the first video lesson, and 56% of children watched all video lessons in the selected direction.

The average duration of a session was more than two minutes, six times longer than the standard attention span of zoomers.
YOUNGSTERS unlocked
SOCIAL IMPACT
34
QUIZ
WINNERS
47
COMPETITION
WINNERS
6300
UNIQUE
USERS
400
QUIZ
PARTICIPANTS
370
COMPETITION
ENTREES
576k
TOTAL AUDIENCE
COVERAGE
1
SPECIAL
PROJECT
8
BLOGGER
PUBLICATIONS
31
MEDIA
PUBLICATIONS
1.37mln
bloggers’
subscribers