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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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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

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    Irena-naslovna

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    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

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

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    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

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Imago Ogilvy & LINNCH skip boredom with TIP TOP!

Markiraj dosadu (Skip boredom) uses GIFs as a primary tool for engaging the younger audience

15/09/2016
in News
3 min read
Imago Ogilvy & LINNCH skip boredom with TIP TOP!

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

In order to avoid illustrated stock characters, seen a hundred times, and make something different and attractive for the new campaign for TIP TOP flips on the platform Markiraj dosadu (skip boredom), Imago Ogilvy tapped one of the most famous street artists and video animator Vanja Vikalo, aka LINNCH, and together they created a campaign that “skips boredom”.

Darko Bosnar, Art & Innovation Director, said it’s always nice to create a story from the beginning with a client who understands that it’s very important to invest in the campaign execution and try to avoid the photo and illustration stocks.

“How to intrigue kids and encourage them to interact is probably one of the biggest challenges in marketing activities of brands, given the passivity, quick loss of interest and demands of conversion from advertisement into interaction,” said Bosnar.

Tip top flips is a favorite snack among young people and the agency wanted to raise the existing connection to the next level, bearing in mind the characteristics of today’s kids.

“The creative concept of ‘skipping boredom’ is exactly what the young people today identify with – they clearly let you know what they find boring, and what they ‘run’ away from,” reads the statement.

The main challenge was how to present this ‘two-way’ concept in the digital environment and enable kids in one place to mark what’s boring, and at the same flee (skip) it.

The solution was achieved through a carefully planned set of activities on online platforms that target group uses. “The research showed us that in a given moment kids very positively react to GIFs. They use them to communicate in chat platforms, they use them as status on Facebook, and they garner a large number of reactions in the form of likes, comments, shares,” explained Bosnar.

The campaign, ie. online activities, began with creating two cartoon characters; Tip and Top, who are presented in 20 GIF episodes in a humorous and positive way, showing current and stereotypical situations that kids are bored with. Episodes are marketed through Facebook and Instagram posts and already in the first stage the reactions were overwhelmingly positive.

Hrvoje Hrvatin from 1i0, says the second phase included moving towards fulfilling the goal of interactions, so Facebook and Instagram posts brought users to the web app Markiraj dosadu, which is designed as an archive of all GIF episodes of Tip and Top characters, but more importantly, it is a place where the user has the opportunity to point out what’s boring.

The application is fully functional both on desktop and on mobile devices, and allows users to “mark” events or locations.

Communication with fans on Facebook was further intensified in the comments, for which replies were created through comic illustrations of campaign protagonists Tip and Top, who thus addressed directly each user in the comment feed in a direct and visible way. The bulk of such communication was achieved on the brand’s own Facebook page, but Tip and Top also commented and communicated with Facebook users on other Facebook pages visited by kids.

During the campaign more than 1,000 GIFs were created, and the number of interactions on Facebook in terms of followers, likes, comments, and shares was outstanding.

 

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Did all this activity had sales results? Of course. In the period of the campaign sales of TIP TOP snacks increased by 16% and the platform remains to be an active place where there is no room for boredom.

CREDITS:

Agency: Imago Ogilvy
Chief Creative Director: Igor Mladinović
Art&Innovation Director: Darko Bosnar
Copywriter: Darko Bosnar, Goran Bader, Josip Listeš
Designer: Marko Gereci
Account: Željka Perković
Illustrator: Vanja Vikalo Linnch
Music: Dejan Matović
Animation: LINNCH, Sanja Šiljković
Media Manager: Hrvoje Hrvatin
Digital: 1i0, Željko Glavor, Predrag Kezić, Ana Škuj, Hrvoje Hrvatin

Tags: campaignsImago OgilvyImago Ogilvy
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