One of the favorite brands in the Adriatic region is certainly Plazma cookies. For fifty years Plazma has been a part of our everyday lives, and for many it brings memories of some of the most beautiful moments in life. The newest member of the Plazma family is Mini Mini Plazma biscuit, which targets the younger population. The challenge for the agency McCann Belgrade was to find the right way to address this target group – teenagers who often themselves have a problem in communicating with their surroundings.
“We couldn’t have a tougher audience than the one we address. Our most important task was to find a way to communicate with them, to make our campaign speak their language so they could understand and accept us”, said Jelena Ljubimirović, brand manager at the company Bambi, and added: “To find a language that will be understandable to them was our biggest challenge, and the solution to this problem represents the fulfillment of the goal of our campaign: to become relevant to the target group and gain their trust”.
These are young people aged 11-16 years, most of them in puberty, and you’re never sure what’s going on in their heads. They act as if nothing interests them, and least of all advertising campaigns. In the marketing world it is a well-known fact that as a target group they are the most difficult one to get interested in something, let alone retain them as loyal customers. This is a generation that is constantly changing interests, establishing their own trends, they are usually sulky, rebellious, and very often giggle although no one but them knows what’s so funny. This was the challenge set before the creative agency McCann Belgrade – how to address a generation that often no one understands and that doesn’t understand itself?
“The spontaneity and honesty are what the group that we address values more than anything. That’s why our campaign features a spontaneous, a bit zany and silly character, ready to make a joke in any situation, at anyone’s expense. He is something specific that makes our campaign distinct. He is a hero of our TV ad, he talks from the billboards and ads, he finds everything funny, and he is funny even when he is silent. He is authentic and our target group trusts him,” said Miloš Paunović, a member of the creative team of McCann Belgrade.
Mini Mini Plazma biscuit is run in Serbia, Macedonia and Montenegro.
CREDITS:
Miloš Paunović – Copywriter
Lidija Milovanović – Art Director
Vladimir Vuković – Copywriter
Nikola Puzigaća – Art Director
Branko Andrejević – Designer
Jana Savić Rastovac – Creative Director.
