Krenuli smo na (marketinško) putovanje po regiji! Stručni žiriji BalCannesa, regionalnoga natjecanja kreativnosti, među rekordnim brojem projekata odabrali su one koji su se istaknuli svojim kreativnim postignućima i zaslužili status finalista!
A tko je stigao do finala? Od 8. 2. 2023. na Facebooku BalCannesa i MM portalu od ponedjeljka do petka svakoga dana otkrivaju se po dva projekta finalista – i tako sve do ožujka! Život nam se dobrim dijelom preselio u online formate, stoga je i revija projekata BalCannesa ove godine na društvenim mrežama – sve do druženja na Danima komunikacija. Napominjemo, finalisti će biti objavljivani abecednim poretkom po nazivu projekta, stoga ne propustite svakodnevne novosti.
Naziv projekta: Brigometar | Prijavitelj: Bruketa&Žinić&Grey | Klijent: Croatia osiguranje | Strateški partneri: Go2Digital, Millenium promocija | Država: Hrvatska | Kategorije: Zdravlje i farmacija; Društvena odgovornost; Financijske i osiguravajuće usluge
Opis projekta:
The post pandemic and earthquake period in Croatia created elevated anxiety levels conducive to the development of chronic diseases. Croatia osiguranje set up an AI Anxiety Meter – a digital citylight – to test the anxiety level of passers-by in four largest cities. Google face mesh, automatic facial emotion recognition (FER) software, algorithms and AI analyzed facial expressions. The most stressed respondents were referred to a free preventive check-up at Croatia Polyclinic, and the less stressed grasped the importance of such check-ups. People lined up to have anxiety tested. A third of passers-by lingered before the Anxiety Meter (8% of Croatian urban population). The average interaction took 18.8 s (817% longer than the citylight average). Part of the One Less Thing To Worry About campaign, the Anxiety Meter generated a 24% CO services purchase intent increase, 21.83% higher health insurance policy sales in the activation period, and 31.22% more preventative check-ups at Croatia polyclinics.
Naziv proijekta: Converse – Rečnik nove stvarnosti | Prijavitelj: Ovation | Klijent: Triple Jump | Država: Srbija | Kategorija: Moda i ljepota
Opis projekta:
Converse is all about activisim. After the previous street art based campaign about gender sensitive language, the goal of this campaign was further advocating for equal gender rights. Serbian language is rich in gender sensitive terms, but despite of that and the Gender equality law invoking, gender sensitive language is not being used. (Unless when it comes to low paid professions). Converse „Rečnik nove stvarnosti“ (Create Next Dictionary) is made of gender sensitive written professions, crafted by phylologist Marjana Stevanović. Online and offline, on the streets of Belgrade and on TV, brand gave all the female architects, politicians, scientists the place they deserve.Physical copy of the Dictionary was placed in Converse stores, and bars where young people meet each other. On TV and native, our strong women opinion leaders (writers, political scientists, enterpreneurs, linguists) shared the messace about the project. Young and creative Converse All Star members shared the campaign on their digital accounts and through gender equal Instagram filter. On the streets of Belgrade, stancil drawn QR Codes showed up on tens of walls, leading directly to the recniknovestvarnosti.rs wensite, offering all the pedestrians the chance to read the Dictionary. Results: 9.177.000 impressions; 6.700.000 reach, 160.000 video views and a nearly doubled number of followers!
Videosažetke dosadašnjih finalista pogledajte ovdje: 100% COVID FREE Journey; 18+ godina sa vama! Polovni automobili; 4 zida; Art&Grad; Beestro; Bili billboard.
Čestitke finalistima, a samo najbolji među njima zaslužit će nagrade BalCannesa i bit će proglašeni na svečanoj dodjeli nagrada na novom izdanju Dana komunikacija, koji će se održati od 20. do 23. travnja 2023. Vidimo se u Rovinju!
