Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The agency New Moment Tirana has recently started a new project for their client ALBtelecom in the Albanian market. The concept #AmongFriends fits the needs of the client for a long-term platform of communication with the mainstream youth target audience: relevant to their values, crafted for the media channels they favor, consistent in a long run and most of all – distinctive.
The project #AmongFriends presents a certain form of Branded Content. It is based on a series of sitcom-style video clips, most of them broadcasted only online. These “online episodes” include funny situations between the 4 friends – Jona, Drini, Era and Arber, which are of course connected to telecommunication (mobile data, voice, texting…), which has become a significant part of the life of today’s teenagers.
“Drini, Era and Arber live together, and Jona is a sort of a ‘permanent guest’. Their personalities are previously well thought of, and now being built throughout the ‘episodes’. Their videos are sometimes less, sometimes more connected to the offers of the client, because the primary goal of the client is to make them entertaining and relevant to this young target group. Most of the content is published only on social media channels and sometimes some of it is part of mass media campaigns,” explains Oliver Petrovski, Managing Director of New Moment Tirana.
“This project is another effort of our group to bring innovations and new creativity in the local market in Albania. Rarely, if ever, has any brand in Albania dedicated so deeply on developing branded video content intended for usage mostly in social media. The project #AmongFriends is a sort of an online serial, most certainly one of its kind in the Albanian market,” Petrovski added.
The project was developed by the regional and local creative team of New Moment, with an extensive participation from the client side.
INTRODUCTION VIDEOS
“Meet Drini”:
“Meet Jona”:
“Meet Arber”:
“Meet Era”:
VIDEO “Messages from Lea”:
VIDEO “ALBwifi”:
As for the future of #AmongFriends campaign, Petrovski says the plan is to continue building the platform beyond online video, towards other forms of digital and social media activities, “in order to increase the dialogue between the brand and its users, as well as help the customers to feel even more that they are being #AmongFriends.”
The team behind #AmongFriends:
Creative Directors: Toše Arsov, Nikola Vojnov
Strategic Planning: Filip Dimitrov
Account Managers: Altina Banaj, Ledina Stafa
Art Director: Qerim Greva
Managing Director: Oliver Petrovski