The creative idea was simple - let's show people what the real love is and inspire them to change their lives. We've found unique love story in one small village in Croatia where Malena, a female stork with broken wing, awaits for her male stork Klepetan to fly back from Africa every spring. Malena can't fly south so she gets through the winter thanks to one man who takes care of her for the last 23 years. He has even built her a nest on his roof. But the most thrilling period in their lives is beginning of every spring when two of them await for Klepetan to come home again. We wanted to share that moment of love with the whole world so we put one camera on their roof and LIVE STREAMED the waiting for Klepetan the stork to come back home from Africa.
Creative Execution
We placed one camera on the roof next to stork nest in the small Croatian village where Malena, a female stork which can't fly south awaits for her mate Klepetan who flies 14000 kilometres back to her from Africa. We live streamed 24/7 her waiting for Klepetan on outdoor digital display on the main square in the country capital, on Jana microsite and live stream web banners on all relevant regional portals. People were able to take an active part of awaiting for Klepetan and to generate unique love messages and share them on social networks. Since Klepetan usually comes back in the middle of March, live stream started on the 8th of March and was active till the day of his return. At the moment of Klepetan's return Jana presented a new edition with love messages on the bottle and naturally connected brand value with this pure love story.
The total activity of the campaign reached more than 75% of the total population in Croatia (Croatia has 4,5 million people)! Live stream on microsite has been watched for more than 5 MILLION minutes overall, with an average viewing time of 12min 17sec. Through Facebook posts 3.6 million people in the Croatia was reached. The campaign itself has generated over € 405,000 of free PR on the web, print and TV.
Because story was picked up by all media and continuously published FREE for MORE THAN ONE MONTH together with our LIVE STREAM link, the campaign became trending topic on all relevant media in the country and in the region as well as a popular topic in an everyday chit-chat.
Our idea is relevant for entertainment because we have produced live stream content which engaged almost the whole country to become a part of our campaign. We've communicated a brand message in completely new way by giving people an opportunity to live and feel values of our brand. The story that we shared was picked up by all media and continuously published for more than one month together with our live stream link. as a result, our live stream campaign became a trending topic in all the media (web, print, tv...)and became the part of almost every chitchat in Croatia.
Regarding the brand, our target audience was almost the whole country so we had to find universal topic relevant everybody. The love story about one stork with a broken wing who awaits for her male stork to come back from Africa every spring for the last 14 years was perfect for that. That's why we used live stream of awaiting for Klepetan to give people opportunity for active real-time participation in this thrilling experience. With LIVE STREAM they could SEE and FEEL EVERY MOMMENT of this unique love story. We connected this beautiful emotion of Klepetan's come-back moment with a launch of new edition of love messages on the bottle of water as pure as love. In that way we've showed that believing in love is not just something Jana claims, it's the way Jana brand lives.