Category A05. Consumer Services / Business to Business
Idea Creation ZARAGUZA Bratislava, SLOVAK REPUBLIC
Name Company Position
Milan Maly Zaraguza Creative Director
Eva Myjavcova Zaraguza Copywriter
Milan Maly Zaraguza Art Director
Jaroslava Huljakova Zaraguza Account Manager

Why is this work relevant for PR?

Doma nakupujem (Shop locally) is a PR initiative, thanks to which, we achieved behaviour change among slovak society. It happened during the times when it was needed the most. Covid crisis has resulted in closed businesses, loss of their income and reduced employment. Slovaks do their Christmas shopping mostly through foreign e-shops and do not think about choosing local shops or e-shops. That is why we decided to come up with an initiative called Doma nakupujem and connect local businesses with their potential customers - Christmas shoppers.


Situation In Slovakia the Covid crisis has quickly transformed into an economic one. Resulting in a big hit to local businesses - shutting down, letting go of employees or loss of income. With Christmas approaching, the restrictions started to lessen. Businesses were able to re-open and people could enjoy Christmas shopping with everything it entails. However, Christmas shopping in Slovakia does not entail buying domestically. More than 450 million is spent around the time of Christmas. That is a sum which could put the local businesses back in the game. Brief Our job then was to come up with a campaign through which we help local businesses and motivate people to do their Christmas shopping locally this year. Objectives To increase the amount of money people spend during Christmas locally in comparison to spending abroad. To strengthen the image of SLSP as a socially responsible bank which helps Slovak people.

Describe the creative idea (20% of vote)

We created an initiative “Doma nakupujem” (Shop locally). The main media channel became a campaign-related website through which we promoted the local businesses that joined the initiative. The campaign communicated not only the SLSP brand but also highlighted these local businesses. Throughout the campaign we drove people to visit the website where they could see the list of Slovak businesses and reach the Slovak products they were looking for. Furthermore, we created a campaign ecosystem which provided media availability for local businesses to promote their products and consequently, simplified the Christmas shopping for people whom we continuously nudged to buy from local brands.

Describe the PR strategy (30% of vote)

Insight In today's global world, it is seamless to shop wherever we decide. Therefore, we often do not realise whether we buy from local businesses or foreign ones. Key message Shop locally and support local businesses. Target audience Our target audience were Christmas shoppers. People in a hurry, who are busy with all the Christmas duties. They want to buy all they need as easily as possible, so they have enough time to enjoy the atmosphere of Christmas with family and friends. Creation and distribution of assets It all started with the hero spot, where a popular Slovak actress poetically presented the importance of shopping this Christmas locally. We continued with distributing our key message to relevant influencers and newspapers. To really help, we promoted local businesses that joined the initiative through our media channels.

Describe the PR execution (20% of vote)

In the first phase, it was important to open the discussion and raise awareness about the initiative. To do that, we started with TV spot, newspapers and relevant influencers. All these channels helped us to make people aware of our ambition. Later on, we continued with online videos, where Slovak celebrities, influencers and local business people supported our mission and motivated people to buy this Christmas locally and support Slovak economics. In the second phase, we opened the biggest Christmas marketplace in the city centre of Bratislava. Focus was on local products, groceries, books or fashion.

List the results (30% of vote)

In comparison to previous Christmas, we achieved a 9% increase in local shopping. Significant increase in brand image attributes: Bank that supports local projects and communities +15% Socially responsible bank +6% We became the best communicating brand during the pandemic in Slovakia. We outperformed even strong international brands such as Kaufland and Lidl.