| Title | IMAGOBOX |
| Brand | IMAGO |
| Product/Service | IMAGOBOX PACKAGING DEPARTMENT |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Entrant Company
|
IMAGO Zagreb, CROATIA
|
|
Advertising Agency
|
IMAGO Zagreb, CROATIA
|
|
Production Company
|
LEPTIR PRODUKCIJA Zagreb, CROATIA
|
Credits
| Igor Mladinovic |
Imago Reklamna Agencija |
Chief Creative Officer |
| Darko Bosnar |
Imago Reklamna Agencija |
Art Director |
| Sasa Peric |
Imago Reklamna Agencija |
Art Director |
| Goran Bader |
Imago Reklamna Agencija |
Copywriter |
| Irena Leskovic |
Imago Reklamna Agencija |
Account Manager |
| Martina Bek |
Imago Reklamna Agencija |
Account Executive |
| Vanja Runje |
Imago Reklamna Agencija |
Account Director |
| Hrvoje Hrvatin |
Imago Reklamna Agencija |
Media Manager |
| Domagoj Delic |
Imago Reklamna Agencija |
Copywriter |
| Ana Burazer |
Imago Reklamna Agencija |
Copywriter |
| Josip Listes |
Imago Reklamna Agencija |
Copywriter |
| Srecka Gmaz |
Imago Reklamna Agencija |
Designer |
| Gordana Golik |
Imago Reklamna Agencija |
Art Director |
| Marko Gereci |
Imago Reklamna Agencija |
Designer |
Brief Explanation
Insight: People pass by different objects every day and don’t notice them at all. They’re aware of their presence but they don’t really see them and can hardly remember them or have any interaction.
Idea:
ImagoBOX is packaging&branding department within Imago advertising agency. To promote ImagoBOX to wide target group we've decided to show the importance of a good packaging by showing the message that "well packed is better noticed". We’ve used usual street objects such as bench, lamp,… and packed them into interesting packaging to show that unnoticeable things you pass by everyday become better noticed when packed well.
Results and Effectiveness
After campaign ImagoBOX department got a significant increase of new business related to packaging design and pre press. Some of the biggest projects are as follows: regional pharmacy packaging line for multiple brands, several big retail and HoReCa design of superior product lines and innovative products, new jobs for several lines of Croatian’s lead vitamin enhanced beverage brand that included global pre press adaptation; and number of new clients that recognized ImagoBOX as a smart choice. ImagoBOX increase the share in overall Imago business by more than 20% within 6 months after the start of the campaign.
Creative Execution
Our primary media were large street packaging installations that were installed in the city center, but the biggest impact was made thru media coverage combined with short promo video that delivered huge scale of generated PR and digital WOMM. All of the biggest Croatian online portals shared the story behind street packaging, it was news on many important design&packaging portals. Although installations were planned to be removed after one day, one of them (Park bench: Makeoutory) stayed as permanent street installation that still generates interactions with the citizens of Zagreb.
Insights, Strategy and the Idea
We planed to reach wide target audience with the BUZZ that will be created by public. So we’ve packed huge objects within streets of Zagreb. The trashcan, park bench, street lamp, and a street bike holder, even “the center of the City center” became the objects of street talks thanks to great and unusual packaging ImagoBOX have made. By filming public reactions on those objects we have created a promo video that started online buzz and generated huge PR and earned media.