Addiko Bank won three awards at this year’s Native Advertising Awards, an international competition dedicated to native advertising and branded content, held in London.
Among the awarded projects was the Glasno o novcu platform, which received two awards. Gold in the Insights & Research Excellence category was awarded to the research conducted in partnership with Tvoj Domagoj, while bronze in the Best Cross-Channel Campaign category went to the campaign developed together with CTA komunikacije.
“I am particularly proud of these three recognitions in London because they reflect the genuine teamwork of agencies, media partners and Addiko Bank employees, as well as all the knowledge and effort invested in these projects. I am extremely pleased that, in competition with leading global brands and campaigns from around the world, we managed to prove that content setting industry standards can also be created in Croatia. Both campaigns were not just marketing projects, but a sincere mission to change the way society talks about finance. It is precisely this authenticity that was recognised by the international audience,” said Mia Lasić, Director of Digital Sales, Marketing and Corporate Communications at Addiko Bank.
The Glasno o novcu platform was launched with the goal of opening a public dialogue about finances. Research conducted as part of the project showed that 71 percent of Croatian citizens believe that talking about money is still a taboo topic associated with envy and feelings of shame, while 64 percent of respondents believe they would make better financial decisions if they talked about money more often with family members and friends. Based on the research findings, Addiko Bank has set a goal of increasing the share of citizens who regularly talk about money from the current 41 percent to 56 percent by 2028.
The third recognition came for the campaign Kraj improvizacije za mala i srednja preduzeća, implemented in partnership with News Bar. The project won silver in the Best Small Budget Campaign category.
In addition to the awards, representatives of Addiko Bank also took part in the conference programme, where they presented the Glasno o novcu campaign to an international audience through a presentation titled How We Turned a Money Taboo into a National Conversation.
