Technology today is making everyone’s life better. But can technology also improve relations within a group of friends or a family? The answer to this question gives Mi Robot Builder – the global hit that Tele2 is bringing to Croatia.
Mi Robot Builder, with its 978 parts and three shapes, a free app for assembly, control and programing, means hours and hours of fun.
In the focus of the new Tele2 campaign, created by the creative agency Imago Ogilvy, are two Robots. The one of family Herić, and the other of family Njegovan, each specific in their own way. Viewers have the chance to follow them day to day in their team efforts to assemble the Mi Robot Builder. From the drama of what form of Mi Robot to assemble. through searching for advice online, all the way to selfies on new cell phones – every movement is monitored on YouTube channel, TV and social networks.
Novelties in the market need to be communicated in an innovative manner. The idea was to promote a new offer but also to give added value to the users. Demonstrating how technology can connect a family was the main challenge of this communication strategy.
“This way we adapted to the audience, because the campaign, based on the principle of entertainment shows, offers viewers the ability to choose their favorites, follow them and experience their adventures, all the way to the great competition of Herić and Njegovan families in which they will show who has a better Roboteam,” reads the statement from Tele2.
Author of the idea Dražen Novak and others from the creative team were not available for comments, because, according to Ivona Veselić Bila, Account Executive at the Imago Ogilvy, “They won’t stop playing with the robots.”
