During December, there were a series of photos on various online channels showing people watching their favourite series and films in unusual places. Actually, that was an advertising campaign for Vip NOW service, created by Bruketa&Žinić&Grey agency. There was a rapid online response, often witty and even by well-known personalities.
Vip NOW allows customers to watch TV, films, listen to radio using different devices, when and where they want, live, downloaded and on demand. There are over 3500 popular films and TV series. HBO on demand is part of the service, with titles such as Handmaid’s Tale, Little Lies and most popular of the all, the TV world phenomena Game of Thrones.
“We needed to create an awareness campaign, for the 18-35 age group, the tech savvy generation who are always on the move and don’t react to traditionally placed adverts.” said Vanja Cinic, the senior copywriter of Bruketa&Žinić&Grey, he added that “The target group checks their phones 123 times a day, therefore we focused on digital channels, Google, Facebook, YouTube, and display banners using familiar language, without corporate messages.”
The reactions show the success of the campaign, that was their goal – to encourage the target group to react and talk about Vip NOW service.
“The campaign results are excellent, we attracted attention and saw a marked increase in number of Vip NOW service users,” said Lordan Kondic, Vipnet marketing director.
