Title | VIPME YOUTH |
Brand | VIPNET |
Product/Service | PREPAID 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
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.