Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The editorial board of the leading Slovenian magazine for marketing, advertising and communications, the Marketing Magazine, organized the selection of the best campaign in Slovenia for 2017. Among the 130 advertising campaigns that were presented in the section “Izbor MM”, 11 campaigns entered the shortlist. The final choice on the Campaign of the Year was left to readers of Marketing Magazine, who could vote for their favorite on Facebook.
Mercator’s campaign Ste, kar jeste (You are, what you are) received the highest number of votes, and thus became the Campaign of the Year 2017.
Success of the campaign is evident from the business results: With this campaign, Mercator has raised its share by 14% in the key target group of 18-35 year-olds.
In creating this campaign, Mercator’s marketing department closely collaborated with the ArnoldVuga agency, which won the pitch for this client in the spring of 2017, with this exact concept.
The success of the campaign, apart from client and agency experts, was significantly contributed to by director Sašo Podgoršek, photographer Primož Bregar and the song No Roots by German singer Alice Merton.