| Title | LIVE SERBIA |
| Brand | TELEKOM SRBIJA AD |
| Product/Service | 4G NETWORK |
| Category |
A01. Use of Screens |
|
Entrant Company
|
McCANN BELGRADE, SERBIA
|
|
Advertising Agency
|
McCANN BELGRADE, SERBIA
|
|
Media Agency
|
MEDIA JOBS Belgrade, SERBIA
|
|
Production Company
|
BLEKBUK Belgrade, SERBIA
|
Credits
| Vladimir Cosic |
McCann Beograd |
Creative Director |
| Zdravko Kevreshan |
McCann Beograd |
Art Director |
| Rade Saptovic |
McCann Beograd |
Associate Creative Director |
| Dubravka Petrovic |
McCann Beograd |
Associate Creative Director |
| Milena Kvapil |
McCann Beograd |
Associate Creative Director |
| Nemanja Stankovic |
McCann Beograd |
Copywriter |
| Uros Urosevic |
McCann Beograd |
Account Director |
| Jelica Jaukovic |
McCann Beograd |
Account Manager |
| Marina Kolaric |
McCann Beograd |
Account Manager |
| Katarina Pribicevic |
McCann Beograd |
Strategic Planning Director |
| Marija Stosic |
McCann Beograd |
Senior Creative Planner |
| Ana Kuzmancevic |
McCann Beograd |
Agency Producer |
| Jovana Kovacevic |
McCann Beograd |
Digital Creative |
Brief Explanation
The objective was to promote 4G network service by leading Serbian mobile provider mts. The service was already introduced and advertised by competitors, so a strong strategy and creative idea were necessary to make it stand out. The USP of mts service versus the competition was broader national coverage of 4G network.
Results and Effectiveness
Main result - 5 million viewers, which is over 75% of Serbian population were reached by campaign. Significant value in free PR media coverage was additional result.
Creative Execution
The channels were TV (primary), supported by OOH, print and PR as media outlet. Combining four leading national TV station in a way that overcame the usual media buying and became more of a partnership (since TV stations actively participated in promoting the campaign, as the technological novelty was also a news on its own) gave the significant result in high reach and additional impact was created by PR activities and supported by other communication channels such as localized OOH, print ads which were changed on the daily base in accordance with TV campaign.
Insights, Strategy and the Idea
Strategy was to actually use the technology instead of describing it. The idea to have live TV commercials in the middle of commercial breaks on 4 leading Serbian TV stations with national coverage. The wide coverage was demonstrated by broadcasting live from different parts of Serbia, thereby proving that mts has covered the country with powerful 4G network. Combining 4 major TV stations made it possible to achieve the huge reach within Serbian population, where TV as a channel is still a No1 communication outlet.