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CampaignsCroatiaPR

Maksimir Park closedown!

May 26, 2017

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Just for a little bit. On the European Day of Parks, creative shop Bruketa&Žinić has delivered a PR stunt for WWF, the global preservation of nature organization. The main goal was to encourage people to ask themselves what would it look like if nature wouldn’t have time for us, as we often don’t have time for nature.

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Surprise! On the morning of May 24th, the European Day of Parks, the largest park in the Croatian capital Zagreb – Maksimir Park – appeared to be “closed down”. It looked as if people couldn’t enter their favourite spot for recreation or taking a walk. But soon WWF issued a public release with the message – “Nature doesn’t have time for you today.”

According to WMF, the lack of time is an excuse for not caring for nature. An excuse that is not acceptable. By symbolically closing down Maksimir Park, WWF wanted to show what would it look like if nature wouldn’t have time for us for a change.

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EventsSlovenia

24th Golden Drum announces three new international speakers

May 26, 2017

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Cüneyt Devrim, Managing Partner at Project House HAVAS Istanbul, Alberto Mattiello, Head of 'Future Thinking' Project at J. Walter Thompson Miami, and Emma Wilkie, Managing Director at The Gunn Report will step on stage at 24th Golden Drum in October

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Cüneyt Devrim has co-founded digital agency Project House İstanbul. He is also a co-founder of Direct Marketing Association of Turkey and Interactive Advertising Bureau (IAB Turkey). Alberto Mattiello is a technology and marketing expert with 18 year of experience. He started the “Future Thinking Project” for J. Walter Thompson – an international, innovation-accelerator hub helping companies find a sweet spot between marketing, technological innovation and emerging business models. Well known face at the GD stage, Emma Wilkie is a director of The Gunn Report Ltd in United Kingdom. As well as focusing on running the business, Wilkie is also the person who researches and creates The Report and oversees production of the publication.

24th Golden Drum will take place on 18-20 October Grand Hotel Union in Ljubljana.

BlogPeopleSerbia

The thirteen most powerful words in advertising

May 24, 2017

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by Una Kostandinović, social media manager, Drive

Una Kostandinović, Social Media Manager agencije Drive

Advertising is the eternal search for the answer to two simple questions:

  1. What the customer is thinking when buying a product, and
  2. How can a seller influence that decision?

However, to understand what makes a good marketing message, we will first have to go through a short analysis of human motivation.

Maslow’s hierarchy of needs

American psychologist Maslow argued that human behavior is always the result of one (or more) of the five basic human needs, such as:

Physiological needs – hunger, thirst, shelter, clothing and sex;

Safety – the need for physical, emotional and financial security;

Social needs – the need for love and belonging;

Esteem – need for achievement, care and respect;

Self-actualization – the need to achieve one’s own full potential.

Successful message should address at least one of these five needs, in order to meet the user’s needs, desires and aspirations.

After this explanation, we can start with our list.

Which are the 13 most powerful words in advertising?

Now – A word that has been used so often that it’s slowly beginning to lose its power. Its power lies in the fact that it creates the feeling in a consumer that they must act urgently in order to take advantage of an offer. This is associated with the primordial fear of man not to lose something that could ensure survival. This principle is also called the scarcity principle, and is increasingly used in modern advertising, through messages like “Only two vacancies remain” or “Offer is valid only today”.

Easy – Believe it or not, it is embedded in the human consciousness not to do any work the hard way, if there is an easier way to do it. Thousands of years ago, a man would pick an apple from a tree from the lower branches, just because it’s easier that way. Today, this concept of ease and speed is even more important if one considers the lack of free time which modern man faces, which is why they tend to go with simple, easy solutions that will not require any additional effort.

Free – Consumers are not willing to take risks, because excessive consumption of money creates financial uncertainty. Therefore, the human brain leans towards a positive reaction when something is offered for free, because any dissatisfaction with the purchased product will not lead to financial imbalance, and the concept of free offers brings benefit to the brand as well because it creates a viral effect, positive reactions and the word-of-mouth.

New – Everyone wants to have something new, because the new is better than the old – it’s improved and nicer. New products are not always more favorable or more useful, but when making the purchase decisions, users don’t think rationally. Neurologists found that the pursuit of novelty is rooted deep in our consciousness. New things activate the center for rewards in the human brain, which may be related to several millennia of development of human civilization and the constant striving for progress and improving existing technology.

Saving – Saving money is another principle deeply embedded in our consciousness, because it is associated with the need for financial security. Of course, the willingness to spend money on our product depends on user’s financial situation, but the experience of sellers say that even the wealthiest consumers are not immune to discounts and good deals.

Safe (secure) – Whether it comes to financial security, the safety of toys for a child, or airbag in the new car, it represents another basic human need (just behind the physiological needs).

Proven – The use of this word is associated with the elimination of the fear of risk and fear of the unknown. When you have a brand new product that you want to put on the market, you are facing a situation in which consumers are exposed to something that is unknown to them. In human consciousness, new types of products, or products from unknown manufacturers, create a feeling of fear and suspicion. Therefore, a good solution to offer a product to consumers is to immediately offer some proof that this new product gives good results (for example – “Proven – eight out of ten women claimed that this shampoo improved the quality of their hair within a week.”). That’s why today you can often see brands communicating a product through product reviews or testimonials in which a person says that the product is incredible. Even UX designers recommend that the sales page of your site includes several “user” statements about the positive effects of your product in order to encourage visitors to click on the Buy button.

Love – From advertisements for diapers that “protect the ones you love most,” to the message “You’ll love the floral notes of your new perfume”, associations with love give the product a strong emotional basis on which the later (ir)rational purchase decision is based.

Discovery (Discover) – When copywriters use this word, their goal is to encourage the feeling that consumer will get something new to learn, and that the product is worth one’s attention and time. Like opening a gift, discovering something unknown causes excitement in users and the desire for adventure. This is further connected with the fact that the insistence on discovery brings users back to childhood, the period of security and new knowledge.

Guarantee – In advertising, a guarantee is a promise that the company gives to the consumer, and that gives credibility to your offer. This sort of thing is especially effective when it comes to financial guarantees that promise a refund if the product does not meet the expectation, as it further reduces consumer’s fear of risk and fear of adverse outcomes.

Health(y) – This not only refers to physical health, but in general the wellbeing in the sense of physical and mental, financial, emotional… The concept of health is linked to the issues of life, because the instinct for survival is the essence of the most basic physiological needs.

Results – This is a word whose power lies in the fact that the consumer has the feeling that this purchase is rational – “I’ll buy it because it gives results, then it makes sense to invest in such a product.” A result is a confirmation that the product has a clear function and brings a change in one’s life, because it’s not about mere meeting of some desire, but there is a clear intention and positive consequences. This word tells the consumer what they will gain from this purchase, what will happen after use of the product and why it is important that they buy the product and achieve the results.

You – In its rightful first place! When the message contains the word “You”, it is personal, because it speaks directly to the consumer. This word addresses the person’s personal desire, need, passion, one’s personal problems, offers solutions for personal dilemma… And every man wants a product that is designed exactly for them, for their tastes and habits. The follow-up of this personal address is the creation of many portals, microsites and blogs whose names begin with “my”, which further encourages the feeling that the product or service is something owned.

Emotions, not rationality

Advertising messages should address consumer’s rationality, because the process of buying is not rational itself. Instead, focus on messages that penetrate deep into the subconscious and emotions of users. If you don’t believe me, see for example how you react when on a product it says it is environmentally friendly, it doesn’t pollute the environment, and the factory in which the product is made uses special filters, etc. Such a message will delight a small number of those who have a developed environmental consciousness, because they rationally think about the future of the planet, but most will not be touched by that message on the emotional level. Although it is a very important issue for the future of mankind, such messages need to be enriched by evoking some of the basic needs, such as “Save the planet because it is the future of your children” or “Save the planet because, due to global warming and the increase in water level, your home might be affected too.”

When creating messages, keep in mind what is it that the consumers want to receive from you and what is it that drives them, because by discovering consumer’s motivations you also discover the path to their emotion.

Original text is available at the agency’s blog.

CampaignsMacedonia

Even when you’re offline, you’re online

May 23, 2017

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McCann Skopje created a promotional campaign for Vip's new offering "Combo Box". With the service, everyone in Macedonia can now get a fast internet straight to his/her home. Or cottage, as we can see in the ad.

A small group walks through country side where bandwith is usually bad to say the least. Thanks to new Vip’s service, that is not the case as we can see older couple enjoying their time – online!

CampaignsCutie of the week

Cuties of the Week – AA Insurance’s Puppies

May 22, 2017

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Insurance can be a pretty boring topic. In its newest campaign accompanied by a set of humorous ads, AA Insurance and DDB employ stuff that people do care about. One of them obviously is puppies.

However, the whole campaign has some fun touches — like the puppies going in and out of the shot to mean you either “care” or “don’t care.” “AA Insurance really care about their customers and they have the awards that prove it. However, the truth is that people don’t think about, let alone care about insurance, until they need it. What they may care about is grannies, puppies or delicious looking pancakes,” Shane Bradnick, DDB New Zealand executive creative director, commented in a statement “So, we thought if we put those things in front of a giant logo, and it made people smile, laugh or even hungry, then it may also help them remember that AA Insurance offers home and contents, and to sign up before they actually need insurance.”

CroatiaPeople

“The next day we found it great and simple” Fran Mubrin and Matko Buntić, Young Lions Croatia 2017 Winners

May 19, 2017

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At Dani komunikacija 2017, Croatia saw the second edition of Young Lions contest for young creatives aged 30 years or younger. Last year’s runners-up Fran Mubrin and Matko Buntić of 404 emerged victorious with “Green print”. They will compete at world-stage aka the global Young Lions competition in June. Since we're roughly inbetween their national and global competition, we talked about the experience and what lies ahead in June.

Fran Mubrin and Matko Buntić. Slavko Midzor/PIXSELL
Fran Mubrin and Matko Buntić. Slavko Midzor/PIXSELL

You won a trip to French Riviera and advertising Olympics. How does that feel?

The feeling is great! We are very thankful to the organisers for the opportunity and the brilliant competition, and we are especially proud of the result and looking forward to going to Cannes. Above all, for us this was a great opportunity to show our creative skills on a global level and we cannot wait to enjoy the rich festival programme and spending time with the participants.

Did you feel any pressure coming to the competition?

Zero pressure ☺. One of the reasons is that we have attended the competition last year and won the second place so we already knew how it works. Besides, we approached the competition completely relaxed with the goal of having fun working on our idea.

Winning never feels bad. What really amazed you and what shocked you about the experience?

Each victory is sweet, and the feeling is even better when you know that your idea won in the cyber category and it won the Grand Prix in competition of 19 very talented teams. During the contest we did not experience too many shocks or excitement, but the experience was so interesting that after 24 hours of work the final idea seemed boring and a bit crazy, and when we looked at it the next day we found it great and simple.

Tell us about your winning work. Where did the initial idea come from? How would you describe your approach to work at YL?

Our work during the competition was similar to what we do on projects in the agency, but we tried to be as unrestrained and relaxed as possible. Not to go into too much detail, because 24 hours pass quickly, we ourselves have set our specific deadlines and the sprint-phase of coming up with the idea, and we started off by making a good insight based on briefing that had to be transformed into the idea that builds on modern technology later on, and here is what it looked like:

Insight

In the world of today everyone wants to be environmentally conscious. Following this trend, corporations and individuals promote themselves as eco-friendly on a daily basis, but in the long run only a few of them leave a trace bigger than a like, share or a comment.

mobiteli
Solution

“Green Print” is a donation campaign which does not “spam” the user with advertisements, but utilizes the moment in which the user uses the ecological and quick payment method on any device with TOUCH ID technology implemented. In partnership with the bank the user is enabled to confirm and complete every purchase with the digital “Green Print”.

With each purchase completed by “Green Print” the user takes part in the project and leaves their own unique digital “trace” on the website that monitors the course of the action. The bank included in the project counts and displays all “Green Prints” on the website and raises awareness of the project. Each trace left has its value and at the end of the campaign the bank, in the name of all the participants, donates funds for the Green Telephone.

web

In your opinion, what makes a powerful campaign in Cyber?

A good cyber campaign consists of a good insight, simplicity and innovativeness of the idea which has to be in accordance with the technology and time we live in. We would like to emphasize the importance of employing the unused space for digital communication during the making of the cyber idea and of trying to create as much interaction with the user as possible.

Finally, share some words of wisdom with our readers.

If you have the opportunity, apply to more competitions like this because the experience is great and really worth missing sleep. If you are interested in cyber creativity, invest even more energy because the new media and IoT provide significantly more room for creative communication than we are using it now.

CampaignsCroatia

Did Barcaffe and Imago Ogilvy listen to each other?

May 19, 2017

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The world is full of people who have a lot to say. But what we actually need is someone who is a good listener. That’s is the main message behind the new creative platform of the Slovenian coffee brand Barcaffe. The campaign aimed at Slovenian market comes in collaboration with Slovenian musician Rok Trkaj.

“This is one of those campaigns where you feel that you placed the brand where it naturally belongs, and that you got just right what is important to people. The world is indeed full of selfish people who only want to say something, but so few people know how to listen,” said Igor Mladinović, Chief Creative Officer of Imago Ogilvy. “Barcaffe is one of those who listen, someone who is open for any topic for years. There are two potentially happy moments in every campaign. The first is when you come up with the idea, and the second is when the client recognizes it as good. This is one of those campaigns.”

BusinessEvents

7 regional marketing experts in EACA Euro Effie Awards 2017 Jury

May 17, 2017

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7 senior industry professionals from the region will evaluate entries at this year's EACA Euro Effie Awards: Niko Kušar, Vesna Žabkar, Irena Setinšek, Maja Čulig, Mojca Pesendorfer, Matevž Šmalc and Zvonimir Seki. The jury is headed by Alexander Schlaubitz, vice president of marketing at Lufthansa.

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Vesna Žabkar, professor of Marketing and Vice-Dean at University of Ljubljana, Faculty of Economics (Slovenia), Irena Setinšek, executive director at Institute for market and media Research Mediana (Slovenia), Maja Čulig , group head of marketing at Addiko Bank (Croatia), Mojca Pesendorfer, head of marketing at Atlantic Grupa (Slovenia), Matevž Šmalc, head of brand experience at A1 Slovenia, and Zvonimir Seki, marketing and trade marketing director at Jamnica (Croatia) will evaluate works in round 1.

Niko Kušar, Head of Marketing Communications at Telekom Slovenije (Slovenia), will serve as round 2 judge.

The judging procedure is conducted in two rounds to select the most effective cases of the year. Judging in Round 1 will be done online between 5-16 June. Round 2 takes place in Brussels, during which the Round 2 Jury meets to evaluate the finalists’ cases, including the creative material.

Uncategorized

Design Plus: The Future Voyagers

May 17, 2017

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By Mark Tungate, editorial director, Epica

Alejo Verlini (left), the Bluesmart case, and its designer Ale Sarra.
Alejo Verlini (left), the Bluesmart case, and its designer Ale Sarra.

Meet the new luggage brand that packs a hi-tech punch.

“Until recently the last big innovation in luggage was when they stuck wheels on it,” observes Ale Sarra. And he should know, as he’s head of industrial design at Bluesmart, the Buenos Aires-based start-up that has set out to revolutionize luggage.

As its name suggests, the company is all about “smart luggage”: connected bags that tell you how much they weigh and where they are, among other things. For the moment only a compact carry-on is available, but larger items will be launched soon.

“This began three years ago as a conversation between myself and two friends who travelled a lot for work,” says Alejo Verlini, co-founder of Bluesmart, who ran his own design agency at the time. “We all agreed that travel was a wonderful thing – because it opened your mind to different cultures – but that the journey itself was often a hassle.”

They all had stories, he said, about lost luggage. “We realized that while there were many products that were using new technology to meet the higher expectations of consumers, there had been no real innovation in luggage.”

Straight away, they began exchanging ideas about a hi-tech suitcase that could signal its location anywhere in the world, link to the airline to provide updated flight details and even send alerts about gate changes.

“There were a million possibilities, but in the end we decided to concentrate on a few realistic pain points: lost or stolen luggage, paying for overweight luggage, and devices with dead batteries.”

Having raised some capital from friends and family, they went to China to find out how they could bring their idea to life. “We realized that the luggage supply chain was very old-fashioned; the guys who make bags and wheels and handles don’t speak the same language as the guys who make phones and tablets. So our first challenge was to bring the worlds of luggage and electronics closer together.”

They also tore apart “about 250 bags” to find out how they were made and what customers liked about them. Finally, they produced ten working units, choosing a carry-on model because it was the most iconic product among their target market of “super-frequent travellers”. The model and a related video became the basis of a crowd-funding campaign that generated pre-orders worth two million dollars in 20 days.

“That’s when we said to ourselves, ‘This has become a reality now.’” So they set up shop in Hong Kong and went into production, shipping the pre-ordered units nine months later. As of today, they have shipped more than 40,000 units all over the world.

The Bluesmart suitcase links to an app that enables the user to track it via GPS and check its weight. It automatically locks if you walk too far away. And when you walk back again you can use it to charge your devices as you’re waiting at the gate. The case is approved by all the major airline associations, and compliant with FAA, DOT and TSA, so while it attracted a few strange questions in the early days, it’s now a more familiar sight on x-ray conveyor belts.

TECH MEETS LUXE

Design-wise, the sleek case deliberately makes a statement. “It’s a conversation starter,” says Alejo. “Our customers love other telling people about it, because what they’re actually saying is, ‘I’m a modern traveller – so I’m investing in the future of travel.’”

In other words, the case is a self-branding device, like a luxury fashion item. No surprise then that it’s available at high-end stores like Saks in New York and Selfridges in London. It also won the Red Dot Design Award “Best of the Best” category in 2016. Style-wise, it can compete with most of its non-connected counterparts.

“We wanted a product that expressed the technology without looking like R2D2,” Alejo explains. “So we were very careful to mix polycarbonate with fabric. The fabric adds a sense of style, and the pouch at the front enabled us to show just how easy it is to remove your laptop, which is vital for our customers.”

The handle’s blue bars create a stand-out effect to get that conversation started. The blue wheels were the final flourish. “Every traveller loves wheels, they are an icon of movement. So we decided to make our wheels special. They literally elevate the product.”

The company does everything in-house, from design and manufacturing to marketing, which relies largely on word-of-mouth. “The community is always helping us,” says Alejo. “Because of the app, we have a direct relationship with our users. We can reach out to them anywhere in the world, anytime, and ask them very specific questions. That’s the strongest source of knowledge we have.”

Social influencers and mainstream journalists have been quick to pick up on the product. “It’s because they can approach it from lots of angles: technology, design, travel, fashion – there are stories to tell and content to create.”

Sports stars like runner Hussein Bolt and skateboarder Tony Hawk have enthusiastically adopted the product with no prompting from the company. Hawk even posted a jokey film of himself chasing a Bluesmart suitcase on his skateboard. At the end of the clip, when allowed only one carry-on item, he chucks his board aside.

Bluesmart owners tend to be male – 70 per cent of them, to be exact – but the company is working on ways of attracting more female customers. “In terms of the colours and the lines, our cases are quite masculine. Unfortunately this is still something very common with technology-oriented products. But now that we’ve created this new category – smart luggage – we can create different interpretations of that.”

The company’s ultimate vision is that “everything you carry with you should be connected”. He adds with a smile: “Once you know that, you can imagine how far we could go.”

BusinessCampaignsSlovenia

Apple Bandit – Your personality is amusing

May 16, 2017

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Union brewery and Pristop notified Slovenian consumers about the arrival of cider Apple bandit ("Jabolčni tat") with an integrated campaign.

Apple bandit showed its real character through a TV ad takeover, continued with stealing attention of the customers at point-of-sales and on social media.

We created a web activation on our pages where we revealed the secret on how to catch the »bandit«, which is with an ice cold glass, and enabled customers to order it for the party via web platform. Truth be told, Apple bandit would not be Apple bandit if he hadn’t trick us a little bit more – he is walking around with a taste of apple and elder,« the agency remarked. Enough talk, it is time to have fun with an actual Jabolčni tat so he will not be known only as a metaphor but as an actual drink.

 

Credits:

Client’s representatives: Igor Škof, Mateja Kosak Maljevec, Rumen Kolev

Account executive: Melita Božič

Creative director: Aljoša Bagola

Project manager: Tea Rojec

Art director: Matija Kocbek

Copywriter: Peter Zabret

Designers: Urban Zotel, Matija Kocbek

Project manager assistant: Alja Nike Skrt

Associate designers: Uroš Krašovec, Matic Klemen

Digital project manager: Tina Švegelj, Tea Kovačič Ban

Head of content marketing: Tina Šubic Konda

Media agency: Media Publikum

Media strategist: Alenka Burica

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