EDGE OF THE WORLD, PROUD OF WHAT YOU WILL NOT FIND THERE
Title | EDGE OF THE WORLD, PROUD OF WHAT YOU WILL NOT FIND THERE |
Brand | KOSICE REGION |
Product/Service | KOSICE REGION |
Category |
B01. Challenger Brand Strategy |
Entrant
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SOCIALISTS Bratislava, SLOVAK REPUBLIC
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Idea Creation
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SOCIALISTS Bratislava, SLOVAK REPUBLIC
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Credits
Peter Kacenka |
Socialists |
Creative Director |
Daniel Feranec |
Socialists |
Creative Director |
Patrik Bartak |
Socialists |
Strategy Director |
Martin Kukol |
Socialists |
Strategy Director |
Michaela Stanova |
Socialists |
Copywriter |
Daniel Feranec |
Socialists |
Copywriter |
Martin Hatala |
Martin Hatala |
Copywriter |
Alexandra Pobjecka |
Socialists |
Art Director |
Rudolf Sakac |
Socialists |
Art Director |
Andrea Vozarova |
Socialists |
Account Manager |
Jakub Zivna |
Socialists |
Social media |
Samuell Hoffman |
Vrizzly |
Director of Photography |
Why is this work relevant for Creative Strategy?
The self-ironizing but sincere positioning of the Košice region as the Edge of the World in times of mass tourism perfectly turns the at first sight disadvantages of the region to the greatest benefits for the growing target group of challengers.
Background
The Košice region is the most remote region of Slovakia. It is located too far for the mass type of tourists and offers no mainstream attractions. Assignment: to address the target group of challengers by lesser-known places of the region.
Interpretation (30% of vote)
The Košice region is strongly dependent on state contributions. Compared to its competitors, it has only few sightseeing places, thus low visit rate and so, financially it is malnourished. It cannot compete with the developed Slovak destinations with all attractions they can offer.
Insight / Breakthrough Thinking (30% of vote)
In times of mass tourism, we have elevated our disadvantage to our intention and have offered challengers (according to Glocalities) as the biggest benefit what they would not find in the region: crowded aqua parks, overfilled cable cars, shopping malls or kitsch souvenirs.
Creative Idea (20% of vote)
Thanks to a clever twist of a seemingly unattractive product for the benefit of the region ("be proud of what you won't find there") and a suitably chosen audacity (form of stand-up), we, like David, were able to compete with the Goliaths of the market.
Outcome / Results (20% of vote)
This communication provoked a massive response and the whole country and the media were speaking about the locally targeted campaign. Various places in the region were mentioned in the discussion. While the competition provided us media space through its statements, our target understood the message positively and shared similar experiences.
Please tell us about how the work challenged / was different from the brands competitors
Communication of the Slovak tourism market is of conservative character: drone flights over the country, wooden houses, folklore, happy families in aqua parks, etc. However, reality of crowded popular destinations brings disappointment especially to people avoiding mass tourism. That is why we have built our communication on pride on what people will not find in the Košice region.