Among those who enjoyed evenings on a balcony overlooking the city during the Sarajevo Film Festival were employees of Bingo Group. Colleagues from Bingo, Dita and other Group companies, including those who had come to Sarajevo from other cities, gathered to enjoy films and the festival atmosphere together. For a company participating as an exclusive sponsor of the Festival for the fourth year, it was important that the people working within the Group were part of the experience it was creating for audiences.
That gathering was one of the ways in which the Our Place platform took on a concrete meaning. Its starting point was belonging: the feeling that emerges when people meet, share experiences and create memories together. The Sarajevo Film Festival already brings people together around such moments, and Bingo Group wanted to bring the festival’s energy to as many of them as possible and build a relationship with audiences that goes beyond traditional sponsorship. It therefore developed its role through content and activities that accompanied both preparations for festival outings and enjoyment of the programme.
Pogledajte ovu objavu na Instagramu.
Style with a Festival Signature
One of those preparations was choosing an outfit. The Trend Zone at Bingo City Center Sarajevo brought the festival atmosphere directly into Bingo, alongside a new clothes shopping experience. During the Festival, the space connected fashion, content and audiences, but it was designed from the outset to be used after the festival days had ended.
Its digital extension was Bingo Festival Fits, content that brought festival style to audiences on social media through outfit combinations inspired by festival outings and the selection available at BCC. This allowed audiences beyond the location itself to follow the Trend Zone experience, while fashion became another way of joining in the festival atmosphere.
At the same time, part of the Sarajevo Film Festival film programme reached audiences in Tuzla through the Bingo Summer Cinema. A special children’s programme opened up the festival experience to the youngest audiences too. The platform thus connected two cities and different reasons for attending: film, entertainment, fashion and socialising, alongside experiences organised for Group employees.
Our Place After the Festival
The Our Place platform was realised through a strategic partnership between Bingo Group and the agency Via Media, with the Sarajevo Film Festival as a key partner. Teams responsible for creative and communications planning, production, event organisation and media relations participated in its delivery.
Social and digital channels, PR, media content and on-site communication connected the individual activities into a shared story. Consistency in the core idea was important to that connection: from clothes shopping to a film screening or an evening with colleagues, every element was intended to offer people a place where they wanted to be and felt they belonged.
Impact was tracked through audience interest and participation in the activations, digital content performance and overall media visibility. Video content generated almost 16 million views, while total engagement with video and static content, including likes, reactions, shares and saves, exceeded 47,500. Digital content thus carried the festival experience beyond the physical locations where the activities took place.
The value of the Our Place platform is also evident in what audiences can continue to use after the Festival. The Trend Zone at Bingo City Center Sarajevo was designed from the outset as a space that would live on beyond the festival days. The Festival served as an opportunity to introduce it and put it to extensive use, while the new clothes shopping experience remained available after the programme ended. The sponsorship thus also produced a more lasting result: a space that continues to develop the festival’s idea of meeting and socialising in everyday life.
