Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Croatian full-service agency Real Grupa, in collaboration with Universal McCann Portugal, received its second Eficácia Award working for Lidl Portugal. Real Grupa was this year awarded the bronze medal in the most prestigious category Distribuição e Restauracao of the marketing awards Premios de Eficácia da Comunicação – Portuguese version of the Effie awards. They won the award with their work for the campaign on the occasion of twenty years of Lidl in Portugal, “20 anos – tradition meets modern”.
The campaign “20 anos” shows Lidl as a traditional retailer with 20 years of experience with customers, closely linked with the Portuguese identity and tradition, but also sufficiently “young” and modern to follow the latest trends. The campaign features the heart sign, which actors made with their hands, and a message 20 years in our heart. In the TV commercial, the blend of traditional and modern has been achieved by employing the known fado star Marisa Liz from the Amore Electro band, together with the young winner of the talent-show “Voice Portugal” Luis Segueiro. They jointly sang the song for Lidl’s 20 years, written and composed by Tiago Pais Dias, Bino Uršić and Helder Moutinho. Music plays a special role in the campaign, and the main message of “20 anos” is Lidl for all generations!
The campaign “20 anos” was created under the baton of Bino Uršić, creative director of the Real Grupa. It’s an integrated communication campaign, in which they used all advertising platforms, including PR, events, social networks and recognizable song that carries the campaign. “The second prestigious Portuguese award that we have won is a proof that the Real Grupa has not only achieved great success in Portugal, but also maintains the quality of its work over the years, as recognized by the public and the profession. The campaign brought Lidl closer to the Portuguese culture, traditions and habits and thus strengthened its relationship with local customers,” said Bino Uršić.
Real Grupa is Croatian full-service agency that has been operating successfully in Portugal for four years. Prémios à Eficácia da Comunicação awards exist in Portugal for 12 years now, and are considered the most important recognition in the communications industry. In the Portuguese market, 110 business cases competed for the award in 14 categories. The competition included 60 advertisers and 40 agencies, and Real Grupa was shortlisted in 3 different categories, with 3 different campaigns. The campaign “20 anos” thus demonstrated the efficacy and indisputable achievement of the objectives of the campaign on several levels, achieving the set business, communication and marketing goals, and surpassing them. This award is a public recognition of the quality of decisions taken, strategic planning and creativity, as well as for the effective communication to the target audience.