Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Those exact life situations were the inspiration behind the new Imago Ogilvy’s campaign for Kroki Kroket snacks. This (in)famous moment was dubbed at Imago as the Kroki open up moment, which they illustrated through two TV spots and a number of communication channels.
“Kroki is one of those brands for which you have respect because even when you were a kid you watched the ads that are still watched on YouTube, and that everyone remembers. Because of this very reason it was a special pleasure to work on this project. I’m glad that we were the ones who got the chance to break the silence in Kroki’s advertising in recent years, and make videos for all ages,” explained Igor Mladinović, CCO at Imago Ogilvy.
“We at Imago always try to dig a little deeper beneath the surface, and find something interesting and tell it in a creative and fun way. To talk about crunchiness is nothing new. But when you roll up your sleeves and dig a little deeper, you get to the interesting situations where ‘crunching that breaks the awkward silence’ can be an innovative and interesting platform for a whole new and different way of storytelling for this banal, and hundreds of times highlighted fact about the product such as the Kroki Kroket – the crunchiness,” said Darko Bosnar, Innovation Director at Imago Ogilvy.
Tihana Tadić, Brand Manager at Adria Snack Company d.o.o. said: “After more than 40 years of brand’s existence, we wanted to connect generations, especially young people and their parents, and further strengthen the brand among the younger population. The detail that certainly connects them is the crunching of a loved snack, Kroki Kroket.
“Imago has thoroughly analyzed our brief and through the idea of awkward silence came to the link that we were searching for. They transformed their idea into ‘life situations’ with which everyone can identify, where we saw the added value of the concept. This concept has such breadth and is so good that it successfully works in all media, from TV, Facebook, Snapchat to the classic ‘old school’ print. Imago skillfully made good use of this breadth, and now we have a comprehensive campaign, just as we wanted it.
“The goal of the campaign Crunching that works is to position Kroki Kroket at the top of our market, and further push the brand Kroki Kroket both in Croatia, and the markets of the region. Since the campaign just started, we now only need to follow the results, which, we believe, will not be absent.”
CREDITS:
Agency: Imago Ogilvy
Chief Creative Director: Igor Mladinović
Innovation Director: Darko Bosnar
Copywriter: Igor Mladinović, Darko Bosnar, Ana Pogačić, Goran Bader
Art Director: Krešimir Đurić
Account: Željka Perković
Production: Centralna jedinica
Director: Miša Terzić