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: #Prviput | Prijavitelj: Señor | Klijent: Zagrebačka banka | Država: Hrvatska | Kategorija: Financijske i osiguravajuće usluge
Opis projekta: The share of tourism in Croatia’s GDP totals approximately 18%, which puts Croatia at the very top of countries in the EU, according to that parameter. Since traveling was prohibited or difficult due to the 2020 global pandemic, Zaba, as the leading bank in Croatia, recognized the opportunity to help the most important branch of the Croatian economy.
Instead of communicating its own products and services, Zaba promoted the work of small and micro-entrepreneurs, through the campaign “First time.”
The campaign was developed in three phases. Firstly, small and micro-entrepreneurs were invited do submit their own tourism product via www.prviput.hr. Then, the expert jury selected the winners. In conclusion, from 279 applications, 15 entrepreneurs were gifted a comprehensive marketing campaign – from web banners to TV commercials.
“First time” reached a PR value of 8.6 million kunas, and Croatians got plenty of ideas which places to visit in their own country.
Naziv projekta: Seniori – Imam minut | Prijavitelj: Leo Burnett Beograd | Klijent: A1 Srbija | Država: Srbija | Kategorija: Telekomunikacijske usluge
Opis projekta: During the pandemic, Vip mobile focused on the needs of the elderly. The task was to present a new product, a special 65+ tariff with unlimited minutes, messages and Viber, and special support at sales points and in the call center.
Since time has become the greatest luxury and the most valuable thing we can provide to each other, especially when it comes to older family members, the sentence “I have a minute” became the leitmotif of the campaign and a means by which the younger and older generations connected. Something we say almost every day became a big, important sentence that speaks of the willingness of the young to pay attention to the elderly, of the closeness between the generations, of the understanding, respect, and love that unites them.
The reactions of the public were exceptional and, according to research, the campaign was rated as the most effective and “emotional” telco campaign in the past 4 years (2018-2021). Also, high user loyalty was achieved and the expectations regarding the increase of the 65+ base were exceeded.
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; Otkrij Varteks; Pavle Pauq predstavlja LAQO; Pipi guza; Poziv Djeda Božićnjaka.
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!
