Winners & Shortlists

VIPME YOUTH

TitleVIPME YOUTH
BrandVIPNET
Product/ServicePREPAID TARIFF
Entrant Company GREY WORLDWIDE ZAGREB, CROATIA
Advertising Agency GREY WORLDWIDE ZAGREB, CROATIA
Media Agency UNIVERSAL MCCANN Zagreb, CROATIA
Production Company KINOTEKA Zagreb, CROATIA
Credits
Name Company Position
Ivana Galić Vipnet D.o.o. Head Of Mco
Vedran Hrgović Vipnet D.o.o. Senior Campaign Specialist
Liliana Božić Vipnet D.o.o. Media Manager
Marijana Matan Vipnet D.o.o. Senior Online Specialist
Nataša Buljan Grey Worldwide Zagreb D.o.o. Creative Director
Boris Miletić Grey Worldwide Zagreb D.o.o. Copywriter
Ida Pandur Grey Worldwide Zagreb D.o.o. Digital Director
Tomislav Pancirov Grey Worldwide Zagreb D.o.o. Digita Account Manager
Boris Rogan Grey Worldwide Zagreb D.o.o. Account Director
Imelda Ramovic Grey Worldwide Zagreb D.o.o. Art Director
Zeljka Trocak Grey Worldwide Zagreb D.o.o. Dtp

The Campaign

Studies have shown that young people see Vip as expensive, "fake" and oriented to (older) business users. Vip has lost its relevance to the young even though at the launch of the brand 15 years ago it was considered cool and hype. It needed serious shift in positioning and trajectory for the future. Generation Y is the most judged and analyzed generation, expected to "ruin the world"... they are constantly told how they are. We gave the Youth a voice, a chance to say what they think about it all and who they are with no apologies or embellishments.

Success of the Campaign

Client reported 250% more tariffs sold than planned.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched through controversial TVC and in series of print ads. It continued on OOH media and followed by digital campaign, new Vipme web page (dedicated to prepaid users) along with Facebook and Instagram pages "That' me" (To sam ja) where Youth was invited to present themselves with their plans for future. Campaign generated a lot of PR in print s well on online even from local political parties.