Mickey the Brave & co. shine in a new, Braveheart-inspired campaign for telecom Vipnet. Bruketa & Žinić OM created an epic TV ad, when the bunch smashes their enemies in the name of free... superfast internet.
The campaign features a variety of promotional materials, including digital and YES, memes!
Marketing consumer director: Lordan Kondić
Director of brand and marketing commmunications: Marija Jakeljić
Senior marketing communication specialist: Željka Mojzeš
Campaign coordinator: Vedran Hrgović
Digital media planning and communication specialist: Mila Perović
In one of our previous articles, we explored what video games can teach us about UI and UX design. Since we all love gaming, we can’t remember when was the last time we had so much fun writing an article so we figured, hell, we should do this more often.
The gaming industry has been a powerhouse industry for more than three decades. Like with any other industries that are popular, make so much money and have so many gifted professionals, there is a lot to be learned from it, and while gaming industry set its own standards in terms of high-quality marketing, we will explore what gaming industry can teach people about marketing in general and, trust us, there is a lot to be learned from it.
NICHES ARE NOT RULES SET IN STONE
Throughout the gaming history, countless of, mostly low budget, niche games have been made. Most of them gain little to no traction and remain in their respective niches until they become forgotten. That’s completely understandable, as niche games usually appeal to a small, specific segment of gamers. However, there have been some games that have enjoyed tremendous success, despite being develop to cater to a particular niche.
Super Meat Boy is a perfect example of such game. Released in 2010, this surprisingly difficult platformer was nothing more than a low budget game being made by a small team of developers relatively unknown outside the indie gaming world. Fast forward a couple of years, the game sold more than a million copies, creating a cult following and inspiring a whole new (kinda) genre. What happened?
Super Meat Boy was released during a time where 2D platformers were considered to be a thing of past. It was a love letter to 90s, especially to the games such as Super Mario Bros. and Ghost ‘n Goblins. Precision jumping, over the top difficulty, simple and addictive gameplay. Just like its predecessors, Super Meat Boy had it all.
The reason the game was so successful, outside of obviously being a great game, is that it introduced the mechanics in a simple and elegant way. The game was extremely intuitive and easy to get in to (albeit being incredibly hard to master). On top of that, it’s design was surprisingly modern as it did everything modern successful games do – it was fast paced, had great replay value and had an unique design. By doing that, it didn’t only appeal to needs of a particular niche that was yearning for classic, old school difficult platforming, but it succeeded in making other gamers realize that this particular need exists in them. It sparked their interest for something they might not even be aware of.
It’s hard to say that the game created a need for difficult gameplay and 2D platformer revival, as needs are not created that easily, but it obviously sparked a need that was buried deep inside gamers worldwide, and it did just that by being designed that way. It wasn’t too niche-y in a way that games such as I Wanna Be the Guy are. It was a game that everyone could play and enjoy, whether they were looking for old school or modern mechanics.
Again, there is a lot to be learned from Super Meat Boy. When building a business, you shouldn’t be afraid of targeting a particular niche. A niche is not a definite amount of people. Just because X amount of people constitutes a certain niche, it doesn’t mean that you can’t influence that niche to become X+n.
Let’s say you’re conducting a market research to explore the options of launching a new product. Your research tells you that this particular niche is simply too small for the product to be profitable. At this point, most of the people become discouraged and abandon the idea. And this makes sense if you think about it. That’s too much of a risk. If you ask us, this is a big mistake as people tend to forget that a niche can be expanded just as easily.
You could either:
Expand the features of your product to target the needs of multiple niches.
Expand the niche itself by making people realize that they need the product.
Imagine you’re producing some power tool. Usually, you’re selling your tools to a specific niche who in turn uses the same tools to offer services to public. You could potentially try to persuade the public to buy the tools to save money in the long run because now they don’t need the middle-men. They can do that themselves by using your tools. Worst case scenario – you lose the niche, but end up selling products to a broader customer audience. Best case scenario – you get to keep them both. Either way, you win.
This, of course, is easier said than done, but the point we’re making is clear – niches are not permanent constructs. If a particular niche needs to be expanded, a good marketer will find a way to do so. If a particular niche needs to be created, a good marketer will do so. People are extremely emotional and habitual creatures that do a lot of things because it’s their habit to do them. That habit can in fact be broken and modified. If it’s broken, a new, larger niche, is born.
PATCHING THINGS UP AND CATERING TO YOUR CUSTOMERS
In early March of 2016, Blizzard released a new update for Diablo 2. Patch 1.14a was the first patch for Diablo 2 released in nearly 5 years and it surprised a lot of people since it was widely thought that the once extremely popular game was basically dead (which it wasn’t). Although the patch was rather small, resolving some compatibility issues, this kind of dedication to existing player-base is what made Blizzard so powerful.
By releasing patches, video game developers are constantly improving the gaming experience and there are a lot of examples of patches being significantly rich with improvements that they tremendously increased the longevity of their respective games. By constantly monitoring their games and acknowledging gamer’s desires, it’s possible to keep the game alive for an extended period of time. This, however, requires developers to test a lot and have good communication with their player base in order to tackle problems as soon as possible. Communication is the key here.
Another example that immediately springs to my mind is currently the most popular game on the planet – League Of Legends. See, in League (and in other online games as well), there is this thing called “Meta” (short for metagame). Meta describes the game’s current play style and is constantly evolving as new features are being added and new play styles being invented. Due to this dynamism, LOL‘s creators, Riot, are constantly releasing new patches and updates to address the current meta. It’s this approach that keeps the players engaged and prevents the game from becoming dull.
Similar to what Riot and other game developers are doing, marketers need to address the needs of certain markets. Sometimes, marketers are able to directly influence the state of “market meta”, but most of the times the market is out of their control, especially when it comes to the Internet where groups and niches behave like autonomous organism, with their respective norms, rules and behaviour. A successful marketer is the one that tracks those “market meta” shifts, learns their respective patterns and makes the best use of whatever knowledge they have. If possible, they will try to influence that particular meta and change it to fit their needs
Something similar can be seen in various web growth hacks that are popping around on a daily basis. All of those hacks are efficient because they exploit the current “Internet meta”. Once a particular growth hack becomes overused, it loses its effectiveness rather quickly. That’s why it’s important for marketers to monitor what’s happening in the current “Internet meta” to come up with effective solutions that drive results.
One area of marketing where I find this to be particularly applicable is SEO. Due to the SEO’s non-linear nature and reliance on various tricks, SEO software developers should always monitor what happens in SEO “meta” and adjust the software accordingly. This, of course, is not limited to SEO software. Basically, any software/service that addresses the needs of a particular field that is dynamic and fluid can benefit from this example. Industry trends are hectic and changing at unprecedented rate, which makes it increasingly important to adapt to new trends. Fail to adapt and you risk losing customers and audience because someone else will do just that.
Like we said, communication is the key here. By communicating with relevant groups, you’ll be able to understand the state of things rather quickly. For example, if you’re an SEO enthusiast, joining SEO forums or reading SEO blogs is simply mandatory if you want to be up to date with newest SEO trends. You need to communicate with the target audience in order to understand how a particular niche works. Once you do that, it’s up to you to decide whether you’ll obey the rules of your “market’s meta” or you’re going to experiment and change them to your liking. The true success lies in the latter, but that’s a daunting task in its own right.
Markets are a lot like games, except that most of the markets don’t have a governing body or an owner. Each market has its own set of problems that can and should be fixed (patched), just every product. Also, markets are extremely dynamic, ESPECIALLY on the Internet. “Market meta” shifts are often occurrences and you have the power (just like Riot has when it comes to LOL) to use your knowledge to get the best out of those shifts.
MILLENNIALS ARE A STRANGE BUNCH, BUT YOU ALREADY KNEW THAT.
Most of us who have siblings share a similar story. Here’s one from our colleague: “Here I was, 6 or 7 years old, playing Sonic the Hedgehog on my Sega Genesis. My younger brother had two options – either to watch me play or watch me play and pretending he was playing. For many of you who had older siblings, this was often the case. They would hug the console and all you could do was watch.” That, we suppose, wasn’t really fun.
Now, imagine if someone told you that 20 years in the future, watching other people play would be almost as popular as playing them. Sounds ridiculous, right? Enter Twitch.
In case you haven’t heard of it, Twitch is a live streaming platform (think of Youtube) that primarily focuses on video games and people streaming themselves playing various video games. Basically, you have hundreds of thousands of younger siblings, watching people play games and even donate money to support the channel.
Now, this might sound silly to some, but that’s the way things go nowadays. Millenials are a wild bunch and even Millenials, such as us, have hard time figuring out just what the hell is going on. A successful marketer knows that Millenials are strongly leaning towards individualism (although a case can be made against that claim, but that’s another story) and require an approach that’s completely different from the marketing of the past.
What can be learned?
Although we honestly believe that platforms such as Twitch are a goldmine when it comes to learning what modern marketing can and should do, we are going to focus on just two takeaways here:
Raw content is king, but you already knew that. Or did you?
During last two year, there has been a lot of talk about Beme – a video messaging app that was supposed to be a revolutionary by enabling users to distribute content that was genuine, raw and unedited. Long story short, this relatively hyped app failed to get substantial traction. A lot of explanations were given, but most of them focus on one premise – Beme failed because it was based on the utopian idea that people want to share that kind of “boring” content. After all, people want to project idealistic versions of themselves (one of the main reasons Instagram is so popular). Sounds legit, right?
Well, while this explanation makes sense when it comes to Beme, it’s not necessarily true. Twitch is a perfect example that authentic content can become popular. The reason why Twitch has been so successful in this segment is that this authentic content is engaging. Users are encouraged to participate and to communicate. Twitch doesn’t alienate streamers and viewers. Instead, it brings them closer.
In this age of brand authenticity, brands are constantly trying to emulate this. Unfortunately, just like Beme, they often times fail because they are, well, boring. Authenticity doesn’t have to be boring, just like faking things doesn’t guarantee success. Instagram isn’t the only network out there that enables you to project the idealistic version of yourself, but it’s the most successful one, by far. It’s successful because it gives it a human touch, whether we’re talking about photo dimensions that are reminiscent of old school polaroid photos or warm filters that remind you of summer ’69 or whatever.
Beme’s fault wasn’t it’s authenticity. It failed because it was boring, failed in engaging people to create meaningful content and had a terrible UX. Its storytelling was bad.
This is where Twitch gets things right. It presents streamers, albeit being kind of rockstars in the gaming community, as normal people who like to have fun while playing games. It’s raw, but not robotic. It’s authentic in a way that you feel as if you’re watching your older brother playing Sonic the Hedgehog, minus the frustration element.
Brands of the future are brands that are authentic. That much is clear. SUCCESSFUL brands of the future are the ones that feel like your pen pal. That’s true authenticity.
In 2014, a “social experiment”, called Twitch Plays Pokemon took place. Using Twitch, thousands of players were simultaneously inputting commands in hopes of finishing the game. As you might have guessed, chaos ensued and it took sixteen days for the collective hive mind to finally finish the game. This is a neat little experiment, one that can teach us about how people interact and explores some nice social dynamics. However, I won’t delve too deep into Twitch Plays Pokemon, but one thing that’s worth noting is just how good Twitch is at being interactive.
A huge reason why Twitch is so popular is that users can actively engage with each other and with the stream itself. By giving viewers a platform to interact with other viewers and streamers, people are encouraged to participate in gameplay and in the course of the stream.
It is this engagement that is a large part of authenticity I already talked about. Brands need to engage people in the process of building the brand, especially when it comes to millenials.
They want to be engaged and participate in growth of their favorite brands. They want to create stories, not just receive them. They want to participate in various online dynamics, no matter how strange that might sound. Viewers, not streamers, are the backbone of Twitch and it is their enjoyment and experience that will ultimately determine its fate. So far, it looks more than stellar. A great marketer knows the value of engaging the audience.
Zagreb-based Imago Ogilvy created a new, international campaign for Slovenian beer brand Laško. Starring the brewery's mascot Goldhorn, campaign communicates the message Laško has always been the beer of the experienced.
Meet mr. Goldhorn, Laško brewery’s mascot of many years. He stars in a series of three television ads, sharing his wisdom and therefore highlighting the brand’s values. Also, he has the answer to the tough question: “What do you want?”.
The advantage the experience and tradition have against resourcefulness and eternal quest for novelties are the foundation of the campaign, the agency remarks. That being said, Laško reminds you that when you know who you are, you do not have to prove anything … and you always know what you are going to do.
“We are pleased that the campaign, originally aimed at Croatian market, has been recognised by other markets in the region. It shows we did our homework of doing research of Laško’s consumers and the values it embodies. We are convinced that experienced beer drinkers will enjoy the campaign as much as they enjoy Laško beer, ” said Goran Bader, author of the campaign at Imago Ogilvy. Besides Croatia, the campaign aims at the markets of Bosnia and Herzegovina, Serbia and Montenegro.
Organisers of the Weekend Media Festival set the date for its 10th edition. The largest communication festival in SEE will be held between 21 and 24 September 2017 in Rovinj.
“The tenth anniversary means that we did an excellent job, but it has also been a great challenge. We expect this tenth edition to be a turning point and we are preparing something truly special with really high standards, something that the visitors will be able to notice in both appearance and content“, remarked Tomo Ricov, Weekend Media Festival Director.
The Festival has positioned itself as a principal place where new communication trends, technological innovation. “Through the past ten years, we always tried to change something to make Weekend even better. It started out as a media-marketing festival, and now it has become a festival of business, technology and creativity which include media and marketing. For our tenth anniversary, we are preparing a bigger and more significant program with bigger breakthroughs and I am sure that everyone will be delighted,” says Nikola Vrdoljak, Weekend Program Director.
In the past ten years, the festival has welcomed over 50.000 participants, 1.000 speakers, 40.000 media, marketing and PR experts, 4.000 students and 5.500 accredited journalists from the region.
Croatia at Days of communication 2017 festival. At 2017 Effie Awards Croatia, the agency scored both Grand Prix and Gold for “Scratch for a reason” and additional Gold for “Our places rule”. It kind of makes sense they're taking over this week for "Our top 10" list of the best campaigns they've ever created.
2017 seems like a successful continuation of highly successful year 2016 for the agency. Previously, they’ve been named the agency of the year at Days of communication 2016 and won Golden Sempler at Sempl 2016 for the best targeted campaign. The main tool the agency uses is pretty simple and it is called “The Work The Work The Work”. That also happens to be the worldwide mantra of BBDO global network with offices in 81 countries.
Campaign: Scratch with a reason (2016)
Client: Ožujsko pivo, humanitarian project for testicular cancer
“To show that Žuja knows what is important to men, we went a little nuts and showed balls by touching a sensitive matter – the problem of testicular cancer. We showed how a small movement with your hand can make a big movement in the country. In one year 46 lives were saved.”
Campaign: Our places rule (2016)
Client: Ožujsko pivo
“From Špičkovina to Svinjarevci, every town out of 7.500 in Croatia has its identity and roots. Ožujsko beer celebrates every single one – however funny it may be named. And that is why it is the favorite beer all over Croatia.”
Campaign: Less is more (2016)
“Using exceptional film craft we set the bar very high for the whole region following the German recipe: simplicity.”
Campaign: Christmas 2017
Client: Croatian Telecom
“To show the main benefit of the product – a mobile package for the whole family, which brings it closer together, we made a warm ad for the cold days during holiday season.”
Campaign: Cook freely (2015)
“To make the long-lasting, traditional brand Vegeta appealing for younger consumers, we created a new communication platform “Cook freely” that highlights expression and freedom (trough cooking). Don’t follow rules, but your (gut) feeling (the same philosophy we have in BBDO as well;).”
Campaign: Croatia – Full of Life (2015)
Client: Croatian tourist board
“To show Croatia is more than just sun&sea destination, we created the “Full of Life” platform that unites all communication inviting tourists all year round to visit our beautiful country. Its digital component such as croatiafeeds.com and the Out of Office Award play a key role in creating a unique communication with different target groups.”
Campaign: Submarine (2011)
Client: Croatian auto club (Hrvatski autoklub, HAK)
“We made an ad. But unlike the others, we actually MADE this one. A giant submarine was build and transported all over Croatia over a month to promote the new featured service from HAK – assistance on the sea.”
Campaign: Best man (2016)
“Using a local insight about Croatian (or should we say Balkan) weddings, we created a funny commercial for non-purpose loans about the troubles of being the best man.”
Campaign:: Taste the pleasure from Prague (2016)
“As the global lead agency for Staropramen, the number one Czech beer, we decided to give a little taste of the Prague way of living (and thinking!). We created a Staropramen world that includes swing, streets, food and enjoying life (and a great beer).”
Campaign: Growing up (2015)
“For the most beloved cookie of the region, Plazma, we wanted to show how the love starts from the earliest age. We felt the love back because it was aired on five different markets of the exYu region.”
McCann Zagreb, agency of the year in Croatia, and OOH provider Outdoor Akzent teamed up for an interesting project. Half job ad, half an assignment, the candidates will not have it easy.
The campaign could be without a doubt featured in our MMJobs section. However, Outdoor Akzent is looking for a person who will be in charge of media buying. Nothing new until one realizes the company posted a job ad on its own medium – a billboard. To be more exact, on 6 billboards. Furthermore, the ad also works as a test for potential candidates.
by Tamara Vasiljević, Account Assistant at Degordian
Where to begin when exploring the wide world of social media? We’ve got a comprehensive guide to help you get started.
Have you ever asked yourself how it all works with social media? Who are those people behind websites, ads and social media profiles, promoting the next collection of shoes to shop online, or the brands politely chatting with you every day?
If you’ve ever considered social media as a hobby, a full-time job, or an extension of your business, but you’re not sure where to start, stay tuned because we have prepared the essential SM starter pack!
BACK TO BASICS
Social media platforms like Facebook, Instagram, Twitter or LinkedIn nurture very strong relationships with other businesses and agencies in order to help them promote and advertise their services or products through these platforms to the end users and building one big digital ecosystem. So, how can an ordinary flower shop create a huge number of followers on Facebook page or have that lovely content on Instagram?
Well, we all had to start somewhere, right? So, let me begin with lesson one – start with the basics, and get familiar with the possibilities that these platforms provide.
All these SM networks have developed a great solution – platforms for business users, like Facebook for business, Instagram for business, LinkedIn for business and many more, which can help you to get started and guide you through the basics of advertising. And, most importantly, you can find the latest news and new features, like new generation of 360 or livestreaming videos, Dynamic or Canvas ads that we have today.
Also, don’t forget their blogs – Instagram blog and YouTube blog which are very useful when it comes to their own practices as well as best practices of other businesses, that can give you lots of awesome ideas to promote your business or brand.
BETWEEN THEORY AND PRACTICE – BLOGS
Oh, those social media bloggers. We are in love with them too, because they work so passionately writing about latest social media trends, news, tips, opinions, reviews and data-backed information.
Written by agency ’geeks’, these blogs have plenty of interesting tips and tricks for social media and advertising.
Hubspot blog is one of my favourites – it is oriented on content marketing, CRM and sales. I’ve even subscribed to their newsletter, so that I can always be up-to-date with their freshest articles. Agora Pulse blog is also great when it comes to social media marketing tools, and Buffer Social blog provides great news and cases in SM and online marketing.
I often visit Social Media Today blog when I want to find out more about on social business and content marketing, WeRSM, a blog about social media platform news, or Socialmedia Examiner, which explains how to use social media to connect with customers and drive traffic. They are the leaders in this field, and thanks to them now you can really take advantage of social media.
Learning from someone’s achievements and mistakes and collecting valuable social media tips from them makes your path easier, so dig into Peg Fitzpatrick’s blog, or read about Danny Brown’s experiences with SM and marketing.
For those of you who considered taking a more serious approach to SM and your digital channels – you should definitely visit blogs with data-driven takes on social media strategies, content marketing, creativity, user behavior and metrics.
Socialmouths is a blog with where you can always pick up some valuable information about content marketing, and Convince and convert combines content marketing, social media, analytics, email and organic search. Also, Marketing insider group is a blog which connects content marketing with measurable results.
On a typical Friday evening you just want to watch series with a bunch of popcorns, right? Well, I dare you to turn off that new episode of your favorite show, and instead watch video tutorials on Lynda and learn new business, creative and tech skills from industry experts. Lynda really helped me a lot with figuring out not just SM, but all other spheres of digital marketing.
Familiar with worldwide known TED talks? Their mission to spread ideas, usually in the form of short, powerful talks about business, technology, design or global issues is building an online community of inspiring people eager to share their ideas and curious souls.
ONLINE COURSES & CERTIFICATES – VALIDATE YOUR KNOWLEDGE
When it comes to continuous learning, online courses and certificates are my biggest recommendation – taking these courses can enhance your knowledge and skills beneficial for your working career.
Social media courses on Coursera, Udemy and edX are just one of the hundreds of courses created by the world’s top educational institutions. The advantages of these online courses are huge – you can choose your favorite topics to learn, organize your lessons around your daily activities, test your knowledge and have a certificate from the best universities in the world. Coursera and edX provide free courses with a possibility to pay for an university certificate after the course, while Udemy requires a fee before you enroll.
Back when I began my SM exploring, I have also tried Dot Native and The ADBL free bootcamps for learning how to begin with building your social media and digital campaigns, so I gladly recommend that you give it a try. And, after you take the course, they provide you the certificate badge to add on your LinkedIn profile as proof of your knowledge.
Not so SM, but very useful to get a wider picture of digital for me was Google AdWords Certification. It helps you in learning how your small business can easily grow online with low budget investment, have more online visits, make more conversions and, most of all, with the right target audience rapidly become a leading star in online advertising.
Like Google Certification, Digital garage powered by Google also offers free courses which unites SM and online advertising, and can help you with growing your business or career. You can learn about Google Display and Search advertising, mobile ads, video promotion, and test yourself after every course. Passing these courses earn you a certification from Google and IAB Europe and you can add them to your CV and LinkedIn profile, too.
WEBINARS – FACE TO FACE
If you haven’t experienced the priceless value of webinars, now is the time! Webinar sessions are great because you can get answers to your questions in real time and they often turn into great discussions with the presenters. Social Media Today webinars or Content marketing institute webinars have interesting webinars about social media.
Some of my friends recommended that I try on-demand free Hootsuite webinar, and these 60-minute webinars with extraordinary speakers are an amazing way to adopt new directions of digital strategies in various industries. You can try it too and give us your feedback. 🙂
Enjoying in good reads of the greatest names in this field can also help you see the other side of the coin. For example, I’d like to thank Joe Praveen Sequeira for writing a book Unleash the Power of Social Media Marketing, which introduced me some basic SM terms and strategies in a simplified and understandable language for a beginner.
Mark W. Schaefer’s Social Media Explained explains fundamental strategies of social media marketing, and Content Chemistry by Andy Crestodina can help you understand search engine optimization, social media and email marketing.
These are just some of the great books often recommended for beginners, as well as professionals eager to improve their game.
TREND NEWS – STAY INFORMED
While you’re making your first morning coffee and preparing yourself for reading a bunch of emails, catch a moment to read some of the best trending social media and tech news in Digital Trends, or if you’re more into tech, digital culture and entertainment content, try Mashable.
I also found Think with Google very interesting and useful when it comes to trends, research and behind-the-scenes looks at digital campaigns across various industries, platforms and audiences.
Covering the best insights and analysis, with trends in media, marketing, advertising and technology, it always amuses me to read Ads of the world, Ad week, Ad Age and Entrepreneur, which are great online sources for campaigns and digital strategies of global brands you most likely look up to.
WORKWORKWORK – WORKING ONLINE, BEST PRACTICE
As in the real world, so in digital ‘Theory is nothing without good practice’, so if you want to earn some extra money and yet upgrade your expertise and skills, you can always get a gig on Fiverr, the world’s largest marketplace for services. It’s recommended for beginners to test their skills, and also for freelancers who are not the 9 to 5 job types. If you are focused on creating a high-quality product as quickly as possible without advertising your service, Fiverr is great place for you.
Still young but rapidly developing, social media demands constant learning and a steady pace with all new technologies that come along. You may be thinking ‘It’s easy for you’. Now, yes, but believe me, it was not. Lots of reading, exploring and learning were and are, as digital marketing grows, in front of me.
It may seem like you are beginning from scratch – just remember that it will be the hardest, but most valuable road you shall pass.
And, if you ever get on the crossroad and the path leads you to social media and digital in general, just remember that you have it all in one place right here in this blog.
What do dogs think of tick and flea bites? In a new campaign by ZOO agency ZOO for Bayer brands Advantix and Foresto dogs tell, well, sing, their opinion.
The actors in the video are Jessica, Delko, Jazz, Mimi, Thobias and Molly who met at the shooting for the first time. But this did not stop them, since they share similar problems, to sing about them in unison.
The creative idea is to present Advantix and Foresto, Bayer’s protection from ticks and fleas, in a memorable and appealing way. The products reject and kill the pests before they manage to bite the furry pets. At the same time, there are a lot of competitive products in the market, which act on pests only after they bite. “Although our pets can not speak, we believe they do not like to be bitten, and that is how the Every bite is yuck song was made. With the song, we position Bayer’s brands as products that provide protection without bite,” explained the agency.
The campaign includes TV spot, posters, leaflets and outdoor advertising, while the digital activities consist of display and Facebook ads, branded content and micro site. The campaign was launched in Croatia, but the concept will be adapted to other CEE markets.
Studio Sonda, Croatian creative studio for design and communications, decided to take a different approach in award designing. The most read author in Istria didn’t receive her statue, but something more valuable.
Each year, the Festival BOOKtiga – this year’s takes place on April 20-22 in Poreč, Croatia – awards the most read book in the region of Istria. The task of Studio Sonda was to create a suitable award for the author. “Instead of creating a statue – as it would be expected – we decided to send a library sample of the awarded book on a one-month journey through the Istrian libraries. Then we invited readers to write their comments,” explain the designers of this special award. The author, Mani Gotovac, received her own book (the novel Snebivaš me) back, but filled with comments and wrapped in a golden paper. Her response was invaluable, such as the prize she was given.
Señor agency produced a new campaign for Franck to celebrate their 125th anniversary. It’s a reminder on how “face to face” contacts give people more genuine satisfaction than “Facebook” socialising. Señor and Franck campaign will serve as a reminder of warm human contacts all year round.