Drugi jezik na kojem je dostupan ovaj članak: Bosnian
During the football madness of the FIFA World Cup 2018 in Russia, Croatian Vipnet, in collaboration with Bruketa&Žinić&Grey, launched a campaign where it offers its Trio package – broadband, TV and phone. But how to make a football campaign without players and kits? According to the agency, that was the biggest challenge.
They found inspiration in the Vip Trio offer itself, which offers everything needed to track the games like a true sports commentator. While watching matches wherever you are with Vip TV, you can easily collect information about all players and national teams using fast internet, and there is also a recorder for later match analysis and unlimited calls to all fixed and mobile networks for long discussions with other “commentators”.
“Everyone is talking about either fans or players. But we forget the people in front of the screens, the commentators who also “work” with great passion, and one such commentator is Saša Sušec, whom we invited into this ad,” explains Đorđe Janković, Creative Director of the project.
On the OOH ads, focus is on the many famous comments by football fans, and the Facebook live stream format was used for digital. During Croatia’s matches with Argentina and Denmark, famous TV personalities and radio voices – Belma Džomba, Davor Jurkotić, Alex Milinković and Mario Petreković – broadcasted live the atmosphere from social networks, instead of the usual commenting of the TV broadcast of the match. The best comments posted during the match with the hashtag #viprijenos were awarded with the Vip NOW package.
“During the game, activity on social networks increases by 80%. People comment, cheer, complain. They curse or praise everyone, from players, over referees to fans,” says copywriter Vanda Luetić, and adds: “The idea was as an alternative to the classic TV broadcast of the game, where the spotlight would be given to these social network commentators.”
Check out the making of video of the campaign below.
Vipnet: Lordan Kondić (Marketing Director), Marija Jakeljić (Director of the Department of Brand and Marketing Communications), Vedran Hrgović (Campaign Coordinator), Željka Mojzeš (Campaign Expert), Mila Perović (Digital media and communication planning specialist), Liliana Božić (Media planning and strategy manager), Ankica Pavić (Sales marketing specialist), Tena Špeletić Crnjak (Senior sales marketing specialist), Gorana Blagus (Digital media and communications planning specialist)
Bruketa&Žinić&Grey: Đorđe Janković (Creative Director), Roberta Kranjec (Project Director), Dunja Kleković (Art Director), Ivana Momčilović (Art Director), Vanja Luetić (Senior copywriter), Alen Lipuš (Senior designer), Barbara Bušić (Project Manager), Martina Tupek and Nikola Slamić (Copywriters), Josipa Pipunić (Project Assistant), Radovan Radičević (Head of DTP department), Željka Tročak, Danko Đurašin, Saša Rehtaček (DTP operators)
Švenk produkcija: Miha Mlaker (Director), Sven Pepeonik (Photography Director), Nina Petrović (Producer), Diana Bacinger (Executive producer)
Croatia film: Suzana Kijuk (Video production)
Degordian (Production of online materials)
OMD Media (Media agency)