Title	LITERATURE MUST BE RECORDED!
Brand	KK BAGALA
Product/Service	FUNDRAISING FOR AUDIOBOOK BY RENOWNED SLOVAK WRITER DUSAN MITANA
Category	G05. Cultural Insight
Entrant	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production	ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Rado Olos	Istropolitana Ogilvy	Creative Director
Peter Darovec	Istropolitana Ogilvy	Creative Director
Michal Valušek	Istropolitana Ogilvy	Art Director
Ondrej Urban	Istropolitana Ogilvy	Art Director
Veronika Romsauerová	Istropolitana Ogilvy	Strategist
Rado Török	Istropolitana Ogilvy	Art Director

Why is this work relevant for Brand Experience & Activation?

The work connects political situation with the literature publishing. This created a discussion that resulted in contributions in crowdfunding campaign.

Background

KK Bagala is a small Slovak publishing company that publishes Slovak original literature. In order to create an audiobook of Slovak writar Dusan Mitana, it started a crowdfunding campaign in order to produce the book. Our objective was to create a campaign that would generate buzz that would result in financial contributions.

Describe the creative idea (20% of vote)

Gorila was a scandal in Slovak modern history that moved the society. A secret agent recorded conversations between politicians and businessmen that revealed coruption in the government. We used the secret agent Peter Holubek to promote the recording of original literature, because people should listen not only to ugly things, but also to art.

Describe the strategy (20% of vote)

We targeted people who are interested in social events and history with higher education. Therefore, we used a personality known from media to promote a work of art.

Describe the execution (30% of vote)

The campaign started in December 2019 with the video of secret agent Peter Holubek that said that art literature should be recorded. Afterwards influencers with the same message followed him in order to promote the crowdfunding campaign. PR was implemented and different media wrote about unusual activity of the secret agent.

List the results (30% of vote)

The crowdfunding campaign gained financials contributions and it was fulfilled on 175 %. The audiobook was published and it gained spontaneous publicity.

Please tell us about the cultural insight that inspired the work

Gorila was a scandal that changed Slovakia. A secret agent made a recording that led to protests and fall of the government. We used the secret agent to promote the recording of art literature. Thus, we shifted negative emotions into positive and constructive solution.