In today’s fast-paced life we often lack the time for ourselves, our family and friends. Because of the many daily duties we often wish we could be in two places at the same time just to manage to do everything and still catch some free time.
This is exactly what Konzum wanted to tackle with its ecommerce site Konzum klik! According to the company, buying groceries at Konzum klik saves precious time, but saving time is not its only advantage.
This is the message conveyed by the main protagonists of the new Konzum klik campaign; a mother-to-be Maja Mažar, a mother and businesswoman Lana Klingor, entrepreneur Saša Cvetojević and retiree Đelo Hađiselimović. Each of them gladly shared their story about how Konzum klik makes their everyday life easier.
To everyone who is acquainted with the work of Đelo Hađiselimović (a famous editor of documentary programs in Croatia) it is clear what he would choose first: grocery shopping or a good documentary at home. Therefore, he often chooses Konzum klik to purchase online while enjoying what he loves. Maja who is pregnant highlights delivery as the greatest benefit of Konzum klik: she orders fresh foods and they reach her doorstep (or table) still fresh, when she needs them. Same as with any employed mother, for Lana Klingor multitasking is a daily routine. That’s why she shops through Konzum klik, she orders what she needs and doesn’t have to think about it anymore. Everything comes beautifully arranged and handpicked. For the successful entrepreneur Saša Cvetojević one could get an impression that he lives in two places at the same time. How does he find the time to do it all? “It’s possible,” says Saša and adds: “Here, I, for instance, do my shopping at Konzum klik while answering e-mails or in between meetings.”
The main message of the campaign is “You can be in 2 places at the same time”, and in accordance with it the ambassadors were selected – Maja, Lana, Saša and Đelo – with whom the brand “clicked”. Bearing in mind the growing popularity of video as a means of transmitting messages, video materials with ambassadors were filmed in their real environment. Therefore there is great emphasis on digital media, and the campaign is adjusted to the people and the “SEE, THINK, DO, CARE” model. Along with digital channels and leased space on portals, programmatic, Google channels, Facebook, newsletter, social and native advertising, the campaign also included radio, print and outdoor advertising and PR.
“The campaign for Konzum klik is certainly one of the most complex campaigns of this type so far. However, we believe that customers will appreciate it, that they will identify with Konzum klik ambassadors and that they will click with us,” said Andrea Svilokos, head of digital marketing at Konzum.
