The Bruketa&Žinić OM Advertising Agency Makes the Most Effective Campaigns

The Croatian Effie Awards were presented for the third consecutive year at the Hypo Center in Zagreb last Friday, October 21, and we were awarded the Grand Prix for last year’s most effective ad campaign in Croatia for the campaign Studenac – Garancija dobrog gemišta (A Guarantee for a Good Spritzer, Podravka). We also took three more gold awards for Studenac, as well as for The Singer (Raiffeisen Bank) and Smiley (Tele2), the silver for Jaaavi se! (Tele2), and the bronze for Karlo’s Bet (Karlovačka pivovara).

The objective of the Effie Awards is to recognize and award, to educate and underscore the importance of effective marketing activities. The Effie Award is a confirmation of achievement of specified goals and results, which is also the main task of marketing communications.

This is the third important recognition that the Agency received this year, together with the title of the best Croatian agency at the IdejaX Festival, and the most successful Croatian agency of the decade at the Epica Awards Ceremony. At previous Effie Awards we had won a gold award for Dukat’s campaign Voćni muuužitak and five silver awards for our campaigns for KiKi, Ivo Josipović, Jaaavi se! for Tele2, and St Peter’s Maternity Centre and Say YES! for the Autonomous Women’s House.

Garancija dobrog gemišta (A Guarantee for a Good Spritzer, Grand Prix, the most effective campaign of the year and gold)

Mineral water market has experienced a downfall for several years, and it had to be reactivated. Studenac proved to be the ideal mineral water for making wine spritzers. This benefit, matching the habits of the selected target group members who enjoy relaxing informal moments in the company of their loved ones, offered the ideal possibility to take a step away from the usual communication in the water industry.  Taking the local tradition into consideration, the campaign turned the fans of this unassuming “people’s” drink into ambassadors for different water and wine mixing ratios where all combinations were the right ones.  The slogan Studenac – a Guarantee for a Good Spritzer positioned it as a mainstream brand, thus significantly increasing sales and raising brand awareness.

Podravka / Emilija Sačer (Voditelj odjela komunikacija s tržištem), Maja Vresk (Direktor programa pića), Dario Zvonar (Marketing Manager)
Bruketa&Žinić OM / Tanja Škorić (Creative Director), Ivan Čepelak (Copywriter), Ana Belić (Art Director), Davor Rukovanjski (Designer), Vanja Osredečki (Account Director), Ana Šutić (Account Executive)
Unex (zakup medija)
Komakino (TV produkcija), Vanja Šolin (fotograf)

The Singer (gold)

The economic crisis reduced the demand for housing loans considerably. The RBA has devised an offer which enables you to regulate the installment and repayment terms yourself. Together with the slogan In tune with your needs, the character of the Singer was created to portray a satisfied RBA client who swore that he would sing for a whole month after moving into to a new home.  Fourteen viral videos showing amusing performances were filmed and distributed through PR and online channels. TV commercials revealing the whole story were produced on basis of collected viewer comments. The results included more than 240,000 views and 14,000 Facebook fans, while the demand for the RBA housing loans rose by 34%.

Raiffeisenbank Austria / Iva Radaš (Direktorica Direkcije Brand Managementa), Ines Koštek (Voditeljica Marketinga), Dražen Nikolić (Predsjednik uprave), Stanka Bajo (Koordinator poslova unapređenja prodaje)
Bruketa&Žinić OM / Tanja Škorić (kreativni direktor), Ivan Čepelak (copywriter), Vanja Osredečki (Account Director)
Brlog / Tin Kadoić (digital strategy)
Imago (zakup medija)
Komakino (TV produkcija)

Smiley (gold)

Since it arrived to Croatia in 2005, Tele2 has held the position of the most favorable telecommunications operator in terms of prices. In June 2010, a competitor that put this position at risk appeared. The existing competitors introduced new products aimed at prepaid mobile users who made up the largest Tele2 customer segment. The launch of an innovative tariff and the Smiley campaign increased the number of Tele2 prepaid mobile users by 14%, while the perception in terms of the most favorable operator rose by 7 percentage points in comparison to the closest competitor. The idea was to make a revolution, to offer young people a product and an opportunity to express their views and feelings through surfing and texting as well as in the street.

Tele 2 / Mikhail Chernyshev (Marketing Director), Silvana Ban (Brand and Media Manager), Maja Čulig (BTL and Online Manager)
Bruketa&Žinić OM / Moe Minkara (Creative Director), Kitica Kekić, Thomas Bauer (Copywriters), Neven Crljenak, Goga Golik, Tomislav Jurica Kaćunić (Art Directors), Dunja Delač (Senior Designer), Vesna Horvat (Designer), Helena Rosandić (Account Director), Zrinka Jugec (Account Manager), Klara Šimunović (Account Manager), Marko Ostrež (DTP)
Media polis (zakup medija)
Nivas, DRAP (digitalna produkcija)

Jaaavi se! 2011. (Silver)

Tele2 has been the sponsor of the Croatian national handball team since 2006. Through the sponsorship and handball-related campaigns in 2009 and 2010, built around the slogan Jaaavi se! (in Croatia this term is used to pick up the phone or to give an answer, but also as a sport cheer ), Tele2 has achieved brand recognition and developed an emotional link with the customers. The challenge consisted in continuing the series of successful handball-related campaigns, to move the cheer Jaaavi se! from handball arenas to everyday life situations, and thus develop an even stronger link between Tele2 and its customers. Brand awareness was raised by 3%, while the percentage point difference as regards the market leader perception in terms of price grew from 7.5 to 15.7 in comparison to the closest competitor.

Tele 2 / Mikhail Chernyshev (Marketing Director), Silvana Ban (Brand and Media Manager), Maja Čulig (BTL and Online Manager)
Bruketa&Žinić OM / Moe Minkara (Creative Director), Thomas Bauer (Copywriter), Dunja Delač (Art Director), Zrinka Jugec (Account Manager), Vesna Horvat, Damir Mazinjanin, Sonja Šurbatović (Designers)
Media polis (zakup medija)
Kabinet (TV produkcija)

Karlo (Bronze)

In 2009, the Karlovačko Pivo beer was falling out of step with its consumers, and this resulted in a decrease in the brand’s image values and its core consumer base. Three leading beer brands were becoming ever more alike which raised the need to differentiate the brand from the competition. The result of the strategy was a reality-TV inspired interactive campaign that encouraged two-way communication between the customers and the brand, and also created a new star of Karlovačko – a young man by the name of Karlo.  The campaign achieved and exceeded the expected goals – it succeeded in differentiating the brand from the competition which resulted in an increase of its market share and image value.

Karlovačka pivovara / Kristijan Gregorić (direktor marketinga), Roko Kero (brand manager), Renata Knežević (junior brand manager), Ivana Kaleb Vuletić (junior brand manager)
Bruketa&Žinić OM / Nikola Žinić, Moe Minkara, Davor Bruketa (Creative Directors), Tonči Klarić (Copywriter), Mislav Vidović (Art Director, Designer), Ivanka Mabić (Account Director), Martina Ivkić (Account Executive), Ante Grancarić (Account Assistent)
Brandoctor / Anja Bauer Minkara (Senior Brand Consultant), Petra Despot (Brand Consultant)
Mediacor (community management)
Digitel medijski servisi (zakup medija)
Komakino (TV produkcija)

foto: Pixsell