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
|
Credits
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 %.