Pobeda is a Russian low-cost airline within the Aeroflot Group.
If this were my brief
Strengthen Gen Z loyalty to the brand and increase the share of customers aged 18–25.
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Context · Insight · Solution
Context
Pobeda is one of Russia’s best-known low-cost airlines, strongly associated with affordable flights. Yet it lacks an established loyal following among younger people: awareness is high, but perceptions are cold and functional. Communication focuses mainly on price, so people know the brand without having an emotional reason to choose it.
Audience
The brief targets a generation of spontaneous getaways and short trips. Flights are often considered for a weekend or a few days, not just a long holiday — reflecting Gen Z habits and broader cultural shifts.
Insight
I don’t want my whole life to be about saving for distant milestones. I want to do things for myself now: change my surroundings, try something new and feel free, even on a small budget.
The solution
Build communication around affordable freedom. Make buying a ticket easier than finding an excuse.
Communication narrative
All you need to feel free is a backpack and POBEDA.
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Kilometres You Can Afford Today
Insight
I can’t afford a home of my own yet, but I don’t want to wait years to feel I’m living my own life. I need an affordable way to feel free right now.
Idea
Contrast two prices of freedom: a square metre of Moscow property and a Pobeda ticket. Owning square metres may remain a long-term goal, but kilometres of travel are within reach today.
Execution
Launch creatives in Moscow’s youth parks, gardens and urban spaces. Each placement compares the average cost of one square metre of housing with a specific destination, ticket price and trip scenarios: see the sea, try local food, head to the mountains or change cities for a weekend.
My visualisation
Why it works
Use the generation’s familiar housing-price tension without dramatising it, turning it into a positive possibility. The contrast between very different sums makes affordable travel tangible and supports the idea that freedom needs only a backpack and Pobeda.
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Swipe & Fly
Insight
I want to take off on a trip, but my friends’ dates, budgets and plans never line up. I don’t want to go alone, and I’m tired of waiting until everyone is free. I want travel companions who share not just my route, but my idea of a good trip.
Idea
Help Pobeda passengers find people who share not only their destination and dates, but their preferred way to travel.
Execution
Launch a travel-companion service on Pobeda’s website or app. Users create short profiles with destinations, dates, interests and travel preferences. The algorithm suggests people with similar plans. A mutual match opens a chat, leading directly to joint ticket booking and a personalised route promo code.
My visualisation
Why it works
Remove one barrier to spontaneous travel — having no one to go with — and turn Pobeda from an airline into a service that helps the trip happen. For the brand, this means more app engagement, conversion to joint bookings and emotional closeness with younger audiences.
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Around the Country with Pobeda
Insight
I want a change of scene, even for a couple of days, but a short trip still feels like a big undertaking: packing, deciding where to go and what to see. I want to know how to bring only what I need and have memorable experiences without days of preparation or a long holiday.
Idea
Create a mascot — a branded Pobeda backpack — as a travelling character in its own right. It shows that a big adventure sometimes needs only a backpack and a ticket.
Execution
Launch an episodic social series: the backpack travels Pobeda’s routes across Russian cities. Each episode becomes a local guide to unexpected places, food, people, tips and a ready-made short-break itinerary. Selected episodes are collaborations with local projects.
My visualisation
Why it works
Turn a much-discussed restriction — hand luggage — into a recognisable character and positive symbol of mobility. The brand gains recurring reach-building content, organic views, more valuable merchandise and a stronger association with affordable travel.
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Additional activations
Carry-on backpacks people actually use
Idea & execution
The key is an unusual technical solution: compact packing for a substantial amount of belongings, plus built-in scales to monitor weight. The drop could be given to creators or offered in giveaways. More effectively, reward airline customers after a certain number of flight hours or miles, encouraging repeat travel.
Why it works
Turn a much-discussed brand restriction into a useful, desirable object. The technical solution answers the objection that Pobeda’s hand-luggage allowance cannot hold much.
My visualisation
An aircraft in collaboration with an artist
Idea & execution
Turn an aircraft into a moving expression of the narrative. A bold design created with an artist reflects the brand’s communication.
Why it works
The aircraft becomes a story in its own right: media coverage and photographs take communication beyond the brand’s own channels.
A cross-category brand collaboration
Idea & execution
Partner with a beauty brand or retailer to create men’s and women’s travel beauty kits: miniature essentials for hand-luggage-only trips.
Why it works
Reach the same target audience in another category and turn travelling light into a useful product. The beauty partner gains a way to introduce new items.
