BIPA has been present in the Croatian market for 15 years, but according to surveys it has poorer public perception in contrast to its competitors.
The agency was tasked to reposition BIPA as a venue making women’s life easier, addressing their needs no matter what, and prompting them to be who they are.
BIPA has a recognizable pink brand color often associated with numerous prejudices. The research shows that an increasing feeling of freedom elevates the feeling of satisfaction, which was leveraged as an insight for the launch campaign. BIPA has no wish to change its color, but is intent on changing prejudices though and supporting women to be free to make their own decisions no matter what and to show the world how invincible they are under the slogan – Don’t judge us by our color.
BIPA / Željka Mojzeš (Head of Marketing), Siniša Dragobratović (Senior Marketing Specialist), Ema Đuroković (Junior Marketing Specialist), Petra Jelić (Junior Marketing Specialist), Sanpatricija Vrsaljko (CRVM & Innovation Manager)
Bruketa&Žinić&Grey / Ivo Payer (Creative Director), Luka Klarić (Account Executive), Ivor Borovečki (Copywriter), Anja Pečovnik (Video Production Manager), Roberta Kranjec (Account Director), Valentina Bugarin (Account Director), Ana Krstić (Strategic Planner), Tvrtko Karačić (Video Animator), Ivana Momčilović (Art Director)