ZZ TOURS

Short List
ClientZELTA ZIVTINA
TitleZZ TOURS
Product/ServiceZZ POSTPAID TARIFF PLAN
Entrant NOT PERFECT | Y&R RIGA, LATVIA
Idea Creation NOT PERFECT | Y&R RIGA, LATVIA
Production MEDIA FLAT Riga, LATVIA
Production 2 KOROVIN & FRIENDS Riga, LATVIA
Credits
Name Company Position
Aleksandrs Betins Not Perfect | Y&R Riga Creative Director
Vadym Tkachuk Not Perfect | Y&R Riga Associate Creative Director
Klinta Verbele Not Perfect | Y&R Riga Copywriter
Madara Davidsone Not Perfect | Y&R Riga Account Manager
Raitis Kalnins Not Perfect | Y&R Riga Designer
Aleksandra Prohorenkova Not Perfect | Y&R Riga Designer
Lauris Bruvelis Not Perfect | Y&R Riga Designer
Kristaps Baumanis Not Perfect | Y&R Riga Designer
Aldis Strods Not Perfect | Y&R Riga Animator
Zane Kreslina Not Perfect | Y&R Riga Account Director
Roman Korovin Korovin & friends Director
Alise Rogule Media Flat Producer

The Campaign

We found out that there are a lot of places in Latvia that are called the same as many popular places around the world – we have such villages as Nice, Egypt, Gambia, Florida, Malta and many others. And that became our idea: why pay more for the tiny Europe if we already have the whole world in Latvia?

Creative Execution

In our communication we always find a smart way how not to overpay. And this time we presented ZZ Tours – “a tourism agency” that gives the opportunity to travel around the world without going abroad. We presented Latvian Malta, Nice, local “Eiffel tower” and many other places by making advertising for ATL channels, creating souvenirs and popularising these places in many other ways. We also created zztures.lv landing page where people added world-famous tourism destinations to the map of Latvia. And each material served as a reminder of our message – why pay more for Europe if Latvia is enough?

People took our communication very positively and the “world-famous” tourism destinations became a widely discussed and shared topic. Some people even visited these places. In social media we reached 1/6 of Latvia population. Brand preference grew from 8% to 10%, NPS - from 22% to 25%. Ad activation grew by 37% as average Zelta Zivtina campaigns. As well as enjoyability grew by 38%. But the most important achievement of ours – we became the main alternative to “European” mobile operators. And thanks to the campaign, people once more realised that despite the small size of our country it is in fact really great.

The concept consisted of many different pieces that altogether made our message powerful and noticeable. We used a lot of media – starting from classic ATL, BTL, and web channels and ending with the appearance of our message in a popular Latvian short film, souvenirs and most important – user generated content. Each element of the communication made this campaign successful.

Since the cancellation of the roaming charges was also the reason for raising prices of most mobile tariffs, there were a lot of dissatisfied people that didn't want to overpay for the services they don't need, because many of them almost never go to Europe. We stood on the side of these people by offering them mobile tariffs for Latvia only – as a cheap alternative to all the big “European” mobile operators.