By: Media Marketing team
Events are becoming an increasingly important part of companies’ communication with consumers and service users. Hence, we believe they should be included in our summary of results of the regional communications industry in 2017. However, we encountered a problem that stems from the fact that regional festivals of creativity still don’t pay events the attention they deserve, and don’t have a dedicated category for events in their competition programs. That’s why we have conducted some research of our own, and highlighted some events that are more deserving if we look at the creative idea, the organization and the results they achieved.
According to all criteria, one event stood out from all others – the interactive exhibition dedicated to the history of Croatia, the city of Zagreb, and Croatia Insurance company.
Everything just fell into place with this event: an excellent creative idea, partner agencies who did their part of the job flawlessly, top-notch production and meticulous care of every detail. It’s an exhibition worthy of the 133 years existence of Croatia Insurance and development of the Croatian economy.
The Event of the Year without any doubt!
Every good project needs a good brief and a good client – a client who knows what they want and who is able to bring the idea to fruition. Adris Group, owner of the Croatia Insurance and the company which came with the idea of the exhibition, was all of that.
You can read more about the exhibition in the text that follows:
Zagreb was richer for an entirely new attraction last autumn – in the tunnel Grič under the Gornji Grad in Zagreb, which was built during the Second World War and which was only recently opened to the public, a unique multimedia and interactive exhibition called “Croatia je Hrvatska!” was set up. It’s a kind of a time machine through the last 13 decades of Croatian history, the history of its capital, and of one of its oldest brands. But this was not just about official history, famous persons and great events. This was the first history in which there was place for everyone, so citizens, via social networks, complemented the official history with their own family stories and photos.
Croatia Insurance was founded to protect citizens, and its history is inseparably intertwined with the fates of “ordinary” people. Citizens responded, and their family histories were embedded into the exhibition up until the very last day of the exhibition. From 15 September to 1 November, the exhibition was seen by 103,000 visitors, breaking all records. People added to it a total of 5,370 photos, and made 616,314 interactions on social networks.
Organizer of the exhibition was Croatia Insurance, co-organizer was the Tourist Board of the City of Zagreb, and most of the credit for this unusual historical story goes to three local agencies: Millenium promocija, Bruketa&Žinić&Grey and Brigada.
“We believe that brand communication today is a dialogue about issues that are important to the brand and the citizens. This event is a specific image campaign in which numerous citizens have participated, with a high degree of physical and emotional engagement. Such engagement of different publics is only possible when the brand and communication carry real, relevant values, and as a communication model it is proving more efficient than the classically structured image campaign,” said Maja Weber, Director of corporate communication at Croatia Insurance.
