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 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: Otkrij Varteks | Prijavitelj: Señor | Klijent: Varteks | Strateški partner: Studio Filburg | Država: Hrvatska | Kategorija: Moda i ljepota
Opis projekta: Varteks is a fashion brand with a hundred-year-old tradition of manufacturing high-quality garments with impeccable workmanship. Aside from their own, Varteks manufactures clothes for other, world-known brands. Shoppers are familiar with Varteks, but they don’t identify with the brand and they find it conservative.
Varteks S22 collection is contemporary, so we figured that its communication should also be. We used the brand’s existing perception to talk about its new era. With brave, honest, and relevant communication, we invited consumers to – “Discover Varteks.”
The campaign started with teaser messages on billboards, which reflected the key challenges in the brand’s perception. In the reveal phase, those messages were covered with visuals that revealed new Varteks – photographs of models wearing pieces from a new collection. Styled frames in bold combinations denied the old and invited users to discover the new – a modern brand with traditional quality.
Naziv projekta: Pavle Pauq predstavlja LAQO | Prijavitelj: Bruketa&Žinić&Grey | Klijent: Croatia osiguranje | Strateški partneri: 404 agencija, MPR Millenium promocija | Država: Hrvatska | Kategorija: Financijske i osiguravajuće usluge
Opis projekta: By developing a new LAQO brand, and its national launch campaign, we managed, within a short period of time, to significantly differentiate the brand from its competitors and to achieve a targeted position in consumer perceptions, becoming an absolute digital leader. To facilitate faster and more effective awareness-raising and to foster desirable brand attributes among the target population, we created a brand spokesman – Pavle Pauq. In the category of commonly faceless brands, we became the first brand with a face. We exceeded the sales plans by 50%, and built brand awareness among the target audience, which was by a high 56% better than expected.
Videosažetke dosadašnjih finalista pogledajte ovdje: 100% COVID FREE Journey; 18+ godina sa vama! Polovni automobili; 4 zida; Art&Grad; Beestro; Bili billboard; Brigometar; Converse – Rečnik nove stvarnosti; IN CHARGE DURING THE NIGHT; Jedna manje; Literally for peanuts; Lito je tamo di si ti; Ljudski je uspoređivati; Make AI-Generated Art, Not Human-Generated War; Metalac x Konstrakta – Umetnica mora jesti kuvano; Muzika svuda; (NE)SIGURAN DOM; Nije u redu u uredu; Oči ti šalju signale?; OQUEER.
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!
