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  • Vijesti

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    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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Home News

Imago Ogilvy & Adria Snack Company know what works

Crunch gets a new sound in the new campaign

20/03/2019
in News
2 min read
Imago Ogilvy & Adria Snack Company know what works

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

For several years, the Kroki Kroket’s platform has been to break the unpleasant silence with a crunchiness that simply works.

In the new campaign, which is primarily addressed at younger consumers, emphasis is placed on interactivity, which is quite natural to this target group. The idea was to encourage consumers to retype long web addresses made up of a bunch of “crunches”. Properly retyped address gives you super rewards and literally shows that Kroki Kroket’s crunchiness really works.

In order for the campaign to reach its target audience, the agency used the media channel that the target group uses the most. A video clip was made, featuring a delightful song in trap/hip-hop style, in which crunchiness is the leitmotif. The song is performed by Riđi Riđ, the star of the group High5, who has been on the music scene for some time.

“Young people today don’t watch TV. Even when they do, their smartphones are in their hands. That is why we made the ad in the language that these consumers understand, in the format that is interesting to them and invited them to continue doing what they had been doing all along – redirecting them to a place where they can win rewards in an unusual way. And for those who don’t even know that TVs exist, and who are growing in number each day, we did the same thing in the YouTube preroll ad. Brands that want to be heard by young people must change their approach significantly and find new ways to gain attention. In this campaign we have found one such way,” said Darko Bosnar, Creative Director of Imago Ogilvy.

“Kroki Kroket is a traditional brand that needed a modern approach to bring it closer to the younger audience, while retaining its essence. In co-operation with the Imago agency, a fantastic idea with ​​a modern approach was born, using a crunchy web address that really works,” said Sonja Vičević, Brand Manager at Adria Snack Company.

 

CREDITS

Imago Ogilvy / kreativna agencija:

Darko Bosnar, Creative Director

Barbara Sabo, Copywriter Jr

Josip Listeš, Copywriter

Saša Perić, Art Director Senior

Tea Šubat, Designer

Iva Bokšić, Strategic Planner

Andrea Antunović, Account Manager

 

DRAP / digital agency (web):

Željko Glavor, Managing Director

Nikola Grdanjski, Web Developer

Marko Semeš, Web Dizajner

 

RRGR / production:

Jurica Ester, Producer

Jelena Vojković, Producer

 

Video:

Rino Barbir, Director

Stanko Herceg, DOP

 

Music:

Bruno Rakamarić aka Riđi Riđ, musician

Luka Tralić aka Shot, producer

 

Adria Snack Company / klijent:

Dino Bijač, Marketing & RD Director

Sonja Vičević, Brand Manager

Tags: Imago OgilvyImago Ogilvy
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