Everyone loves beautiful stories, and children especially enjoy them. The beauty of the stories is in their topics, the plot, and perhaps most in the way in which they are told.
One such well-told story is about Bitolsko Čupe (Čupe is a vernacular term for a young girl) whose latest adventure was incredibly popular among the Macedonian public in recent months.
Avanture Bitolsko Čupe (Adventures of the girl from Bitola) is the name of the big educational prize game in which the popular girl “čupe” from Bitola, the popular Bitola milk with 10 vitamins, BiMilk, and McCann Skopje invited children to collect stickers, have fun and win valuable prizes.
The prize game was a great success in public. Sticker albums were a hot item, parents exchanged stickers, children collected two albums at the same time, connections and favors were called at the stores in order to get an album.
Such success was brought by good communication strategy and creativity in the development of promotional materials, designed by creative artists from McCann Skopje, then the design of the album done by the illustrator Aleksandar Sotirovski and BiMilk’s organization and implementation of the sweepstakes as soon as it was made possible to every child from any part of Macedonia to take part in the contest.
Tim of McCann Skopje developed the communication strategy in three phases and across multiple channels. The campaign began with a creative teaser in which we all wondered “Gde je Bitolskoto čupe?” (Where is the girl from Bitola?) while children were invited to follow her in her latest adventure. Interesting TV animation, web banners, flyers, POS materials, Facebook applications, all were designed in a way to help all participants in the contest to find the girl from Bitola, while her travel became the main topic on the social networks. In an original and creative way, children had fun and learned at the same time, enjoying in collecting and exchanging stickers, socializing and eagerly waiting for the end of the sweepstakes.
The contest is over, now remains the final drawing of winners in early May, when we will learn who is the lucky family who will visit the Berlin Zoo together with BiMilk.
