Title	WE HAVEN'T FORGOTTEN
Brand	SME
Product/Service	SME
Category	E07. Content Placement
Entrant	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Peter Darovec	Istropolitana Advertising s.r.o.	Creative Director
Michal Belej	Istropolitana Advertising s.r.o.	Associate Creative Director
Vladimír Janček	Istropolitana Advertising s.r.o.	Copywriter
Michal Valúšek	Istropolitana Advertising s.r.o.	Art Director
Jakub Svetlík	Istropolitana Advertising s.r.o.	Art Director
Rado Török	Istropolitana Advertising s.r.o.	Art Director

Background

Generation Z in Slovakia is the group most likely to vote for extremists. This is also a problematic group for SME Daily, traditional Slovak newspaper that is popular among older people, but young people have no interest in reading it. The objective was to create 1-day campaign on the Victory Day that would remind young people the danger of extremism and create positive association with the brand.

Describe the strategy

The main target group were people from Generation Z that are active on social networks. We looked for popular Instagram accounts and influencers relevant to the target group. Instagram has the biggest affinity to target group and it is the channel where the newspaper SME Daily is weak compared to webpage, SEO or Facebook community.

Describe the execution

The campaign aired for one day on Victory Day on Instagram accounts of lifestyle community DayByMe (970k followers). The content from the newspaper was placed in 4 categories – fashion, travelling, tattoos and food. Instead of fashion trends we explained the yellow star label, in the food category we talked about the food in concentration camps, we explained the number tattoos and instead of travelling we talked about deportations of Jews.

List the results

DayByMe reach – 4,6 million in Slovakia and Czech republic Reach of SME daily Instagram risen by 700 %.