The Football World Cup in Germany in 2006 – the event on which many advertisers planned their communication, especially in the beer industry. The Croatian national team went through the qualifications without losing even one match, and the expectations of the football fans were extremely high.
With its campaign, Ožujsko, the long-standing sponsor of the Croatian Football Federation, wanted to support the national team, incite the feeling of pride in the fans and achieve strong brand awareness during the 5-month period, which is how long the communication related to the championship lasted.
The campaign was aiming to arouse emotions in the support of the Croatian national team, enable buyers to win tickets and the trip to one of the games in Germany, support the players in friendly matches right before the championship and prove the credibility of the genuine fan support.
The intention was to create a special world for those who love and watch football, but also for all those who, at the time, feel very strong national pride. In order to speak in the language of the fans, in the campaign we used audio and visual fan symbols, songs, graffiti, and most importantly, we used emotions in order to awaken the national pride.
Results – take a look at the TV clip:
Bruketa&Žinić OM / Davor Bruketa, Nikola Zinic (Creative Directors), Thomas Bauer, Vlatko Pejić (Copywriters), Tomislav Jurica Kaćunić (Art Director), Mirna Grzelj (Account Director), Danko Đurašin, Marko Ostrež (DTP)
Brandoctor / Anja Bauer Minkara (Senior Brand Consultant)
Kras Gančev (TV Director), Planet B (TV production)