Krenuli smo na (marketinško) putovanje po regiji! Stručni žiriji BalCannesa, regionalnoga natjecanja kreativnosti nagradili su one koji su se istaknuli svojim kreativnim postignućima i dodijelili im status finalista!
A tko je stigao do finala? Od 1. 2. 2024. naportalu Media Marketing i Facebooku BalCannesa od ponedjeljka do petka svakoga dana otkrivaju se po dva projekta finalista – i tako sve do kraja veljače! Život nam se dobrim dijelom preselio u online formate, stoga je i revija projekata BalCannesa ove godine na društvenim mrežama – sve do druženja na Danima komunikacija. Napominjemo, finalisti će biti objavljivani abecednim poretkom po nazivu projekta, stoga ne propustite svakodnevne novosti.
NAZIV PROJEKTA: U Bingu sam | PRIJAVITELJ: ViaMedia | KLIJENT: Bingo | DRŽAVA: Bosna i Herzegovina | KATEGORIJA: Retail
OPIS PROJEKTA: Our objective was to reposition Bingo and make it recognizable as a place where you have everything you could possibly need for living. So we turned Bingo into a home where our ambassador lived for 7 days. He invited his celebrity friends, NBA stars, most popular singers, actors, and influencers into his Bingo home and we turned everything into an extraordinary experience with many games and challenges for the customers. Original content was produced for all different channels and published hourly creating a virtual engaging experience for millions of users. Results: more than 1.6 mil unique users tuned in daily, (not so bad for a country with 1.7 mil FB users), more than 30k comments, more than 5,7 mil users engaged with the content, the watch time was 13 mil minutes which equals 25 years. It became the most visited and loved TikTok account with more than 35k followers and 725k likes. +1 mil EUR PR value.
NAZIV PROJEKTA: Za sve ono što nas spaja | PRIJAVITELJ: Leo Burnett Belgrade | KLIJENT: Heineken | DRŽAVA: Srbija | KATEGORIJA: Alcoholic Beverages
OPIS PROJEKTA: Mainstream segment of beer is falling due to an increase in premium segment of the market. As the largest brand, Zaječarsko is under pressure to stabilize volumes and maintain relevance. The challenge was to strengthen the positive emotion towards the brand among current consumers and to increase interest among competitors’ consumers. The idea of the campaign was to further strengthen Zaječarsko by creating a personal and emotional relationship with consumers. It was realized through a warm story that covers several generations, relevant for both older and younger target groups. The growth trend of the premium segment continued during 2022, while the size of the Mainstream segment to which the Zaječarsko brand belongs, was further reduced. Despite that, during the campaign period, Zaječarsko ensured an increase in market share in the mainstream segment, taking volumes from the other two mainstream players, which led to maintaining leadership position.
Čestitke finalistima, a najbolji među njima zaslužit će nagrade BalCannesa i bit će proglašeni na svečanoj dodjeli nagrada na novom izdanju Dana komunikacija, koji će se održati od 11. do 14. travnja 2024. Vidimo se u Rovinju!