Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The agency McCann Zagreb has created a new creative concept for the current campaign for bonbon brand of the Croatian Telekom. Led by the idea that “this is a sincere and transparent brand with no unwanted additions”, the title and slogan for the entire campaign simply imposed itself “There’s no Djidji Midji” (djidji midji is a colloquial phrase that doesn’t have any concrete meaning, and is used whenever you want to be vague).
“We kicked out the last two of them in our new videos”, said the agency from Zagreb, while Nikolina Turuk, a communications expert at Croatian Telekom, added:
“With this campaign, we wanted to show what the main attributes are in bonbon, which differentiate us from the competition. There are two main attributes in focus; the first is that there is no compromise in bonbon, because users get exactly what they see, and the other is the flexibility in choosing the package, ‘choose only what you want’. This means that users can choose what they want to use (Conversations, Internet, SMS & Entertainment) and thus optimize costs, which is especially important to our young target.”
McCann Zagreb and the bonbon brand have been working together for a very long time, and their specific approach to communication in campaigns has so far been awarded many times at advertising festivals.
“We are exceptionally happy because the comments of the industry are excellent – primarily because of the choice of the concept of the campaign itself and the fact that once again we managed to be different and to show the recognizably humorous approach of the bonbon brand. Apart from being recognized by our profession, users also understand the benefits and values that bonbon provides, and hence in the last couple of years we have recorded a continuous growth of the customer base. Also, we have good proof that communication messages reach our target group because our community on social networks is growing daily,” concluded Nikolina Turuk.
In addition to the team of people from the creative agency McCann, the TV spots were produced by Komakino produkcija, director Rino Barbir, producer Tina Fras and photographer Damir Žižić.