Drugi jezik na kojem je dostupan ovaj članak: Bosnian
“Startaj Slovenija!” („Start, Slovenia!“) is not a classic advertising project. It’s a project which was joined by the retail network Spar/Interspar and TV channel Pro Plus, at the initiative of Formitas BBDO and its partner agency Direct Media Komunikacije. This is a partnership project which included 12 young Slovenian entrepreneurs and brought their brands to the shelves of the largest retail chain in Slovenia, in 13 Interspar megamarkets. “Start Slovenia” is a springboard for young Slovenian entrepreneurs who have already made first steps on the path of entrepreneurship with their brands.
“Start, Slovenia!” is based on modern communication trends
Communications of the project “Start, Slovenia!” stem from the fact that we live in a time when the concept of branding, advertising and communications is radically changing. Attention of consumers in classic advertising is declining. More and more communication space is being dedicated to content marketing and native advertising. We are increasingly reading about the importance of storytelling and creating branded stories (aka, storytelling and storydoing). There is an increasing emphasis on the importance of engaging consumers in brand communications and how important it is to build the identification of consumers with brands.
When our brands tell stories that are close to us, stories which we are part of, we identify ourselves with them more easily. When brands are ready to do something for us and help us on the way to achieving our own goals, identification is even greater.
“Start, Slovenia!” is a project that combines all this. It is based on the concept of co-creation of brand value along with its customers. The goal is to increase the value of all brands included in the project through high involvement of target consumers in the project. The communication mix of the project is built on content that will clearly interest consumers, entertain them and open for them new ways to realize their business ideas. The project in its communication channels incorporates elements of content, native and classic advertising.
Focused communication of “Start Slovenia!” in various communication channels
The basis of the project “Start, Slovenia!” is a series of shows in which POP TV will present 12 young Slovenian entrepreneurs. Supporting communication of the project is largely conducted through social networks where content is created and shared by all 14 project partners: Spar Slovenia, ProPlus and 12 entrepreneurs involved in the project. Media partners of the project, the daily Delo and media company Adria Media, combine native content publishing with advertising.
Spar Slovenia is also joining the promotion of the project through its communication channels, along with putting the products in their stores, and they will spread the awareness of the project through their pamphlets, direct communication, internet sites and on Facebook page.
Because of its uniqueness, strength of content and originality of idea, “Start, Slovenia!” has already received tremendous PR support and is garnering great interest of the public. Involvement in the campaign is excellent from the very beginning. “Start Slovenia!” began with the opening of the shelves in Spar’s largest superstore in Ljubljana on 26 September.
“Start Slovenia!” is an excellent business experience for young entrepreneurs
“Start, Slovenia!” is not a project that appears overnight. The path of young entrepreneurs through the “Start, Slovenia!” Began in December last year. Over the period of nine months, the often thorny path took them exploring the laws, regulations and requirements, and taught them how to prepare their products and brands to be today part of the “big shelf” challenge. Viewers will be able to follow the stories of 12 young entrepreneurs from 16 October in ten episodes of “Start Slovenia!” on POP TV, every Sunday from 18:00 to 19:00h. In the last episode the “Hit Product of 2016” will be selected, and the selected entrepreneur will receive a six-month contract for the sale of their products in Spar and Interspar stores.