Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
The McCann Skopje agency has created a new campaign for the Vip telecommunications company, in which it plays with interesting concepts that allude to the great new range of mobile tariff packages for all online experts and those who want to become such.
At the heart of the campaign are the habits and techniques that mark our lives on social networks, so the offer is tailored to those who communicate their lives and follow the lives of others in a vertical format, and those who are not hesitant to share their opinion on almost any topic.
On the occasion of the new campaign Vladimir Simić, Creative Director of McCann Skopje, said: „The biggest challenge for this campaign is that we address very different people. Today, everyone is an ‘online expert’ in a way, and they use social networks in different ways. That is why the videos that make up the core of the campaign are very different, but created on the same idea, for the same brand.
On the other hand, it is always a bit weird to do a campaign where the central thing is something very basic, everyday, and something that is a medium in itself. Fortunately, we didn’t have to tell anyone what Facebook or Instagram is.
The good thing is that the client, Vip, understand its users well, but they also understand our ideas. The same applies to the director, production company, director of photography … we quickly reached an understanding that we are doing something that is exciting for all of us.
Particularly satisfying is that everyone in the agency could somehow participate in this campaign and to recognize their own contribution in the end product.“
To find out more, we asked five questions to Bojan Kocovski, Account Director, and Bojan Dodevski, Concept Developer.
Media Marketing: How long has the collaboration between your agency and Vip been ongoing?
Bojan Kocovski: Vip has been our client for almost 3 years and we have realized 20 large integrated campaigns as well as a large number of other communication projects. It is a real pleasure and a great challenge to make creative campaigns for the largest telecom operator and one of the best-positioned brands in the country, because we are working creative projects whose communication has a potential to really have an influence in the public across channels, and at the same time we are also under the public spotlight that follows and comments our campaigns.
Media Marketing: Where did you find inspiration for this campaign?
Bojan Dodevski: The campaign is intended for those Vip users who spend their data plan mostly on social networks. Our client, Vip. has created a package tailored to this target group, in which they get free internet for all the activities they have on their favourite social networks like Facebook and Instagram.
The inspiration for this campaign was easy to find. It was enough to look around and analyze the habits and behaviour of our colleagues who are definitely infected with social networks. So we find people who have an opinion on anything, any topic, people who don’t know what landscape format means, we found haters and trolls … and some influencers. Realistically, the flora and fauna of the internet is quite rich and varied.
It was exactly their point of view that inspired us to make two spots, the first with the title “Vertical” in which we are talking about the favourite photo and video format for Facebook and Insta stories, and the second is titled “Opinion”, in which many of our colleagues and friends recognized themselves – in it we talk about the important, and less important topics on which we daily comment on social media, formulate opinions and have a firm stand about.
Media Marketing: How hard is it to find inspiration for campaigns in telecommunications in general?
Bojan Dodevski: Well, I’m not sure. I would rather say it is exciting to search for these different angles of looking at things, in order to tell a new interesting story about a product for which you can find hundreds of ads. The difficulty in reaching that angle makes the whole thing that much more interesting.
Media Marketing: What other elements will the latest campaign include?
Bojan Kocovski: This is an integrated campaign so it will roll out across channels, ATL, digital, PR…
Media Marketing: What goals have you set for the Vip Go Social, and are the results already visible?
Bojan Kocovski: The campaign is still ongoing, so we don’t have any concrete sales results, but the feedback we are getting from audience on social networks is positive and shows us that the campaign is successful and effective.