An unique approach to youth communications
A pioneering communications format that enabled activation and engagement of a youngsters with a topic they normally find too boring, too complex and too serious.
Youth banking brand, telling youngsters they can get more from life with their banking products
An intense campaign using an innovative technological approach brought banking services close to a youth target audience in a non-intrusive, yet clear way - all the while creating branded content and creating opportunities for interaction with the target audience.
PIONEERING COMMUNICATIONS FORMAT
We used Google Glass worn by a popular rapper and brand ambassador to live stream his personal life for a week, and enabled the audience to see the world through his eyes. Living his life included his life with banking products giving the viewers a first hand account of the ambassador interacting with our client’s brand.
A USER-CENTRIC APPROACH
The intense campaign was based on content marketing principles of interaction, listening and feedback, facilitated through a role model. This enabled us to provide the primary target, youngsters, with exclusivity and self-affirmation they are seeking - in the name of the brand. Connecting them in this way, made them trendsetters in their social network, which turned them into evangelists and WOM seeders for branded content.
BROAD COMMUNICATIONS ARCHITECTURE
We employed an interactive mix of digital channels to engage users where they would naturally be. Users were able to follow live feeds on the website, that formed the core of a strategic communications ecosystem of own and earned social media channels.
REAL-TIME TRACKING, ADAPTING AND REALIGNING
Two months of planning and technical preparation formed the basis of the campaign success. No aspect of the setup was overlooked - from battery hacking to control room and team setup. In addition, a continuous monitoring and analytics system was set up, enabling us to create creative content for all channels on the fly and in real time.
Achievements
6 % of target group watched the live stream directly
every youngster had a visual connection with the brand more than 50 times
media publicity was 10 times the media investment - all relevant media reported about the campaign in prime time
over 100 hours of branded video content for further activities
3 months’ viewing time of live streaming achieved during one week
sales increase: banking packages by 30%, mobile paying system by 146%
Awards
- DCA Award – Living my life -One week trough Zlatko's eyes(Nova KBM)/ Content Marketing / 2015
- DCA Shortlist – Living my life -One week trough Zlatko's eyes(Nova KBM)/ Content Marketing / 2015
- DCA Shortlist – Living my life -One week trough Zlatko's eyes, (Nova KBM)/ Strategy of the Year / 2015
- DCA Shortlist – Living my life -One week trough Zlatko's eyes, (Nova KBM)/ Content Marketing / 2015
- Bronze EffieAward – Living my life -One week trough Zlatko's eyes (Nova KBM) / 2017
- European Excellence Award - shortlist – Living my life -One week trough Zlatko's eyes (Nova KBM) / Finance / 2015
- Bronze EffieAward - Living my life -One week trough Zlatko's eyes (Nova KBM) / 2017
- Gold Quill Award – Living my life (Nova KBM)/ Communications excellence in Social Media Programs / 2015
- Gold Midas Award – Living my life - One week through Zlatko's eyes (Nova KBM)/ World’s Best Financial Advertising/ 2015
- SOF Grand prix – Living my life - One week through Zlatko`s eyes (Nova KBM) / Digital advertising campaigns / 2015
- SOF – 3 silver awards
- SEMPL Grand Sempler - Living my life -One week through Zlatko`s eyes(Nova KBM)/ 2014
- SEMPL Grand Sempler - Living my life - One week through Zlatko`s eyes (Nova KBM) / Best Use of Digital World / 2014
- SEMPL Grand Sempler - Living my life -One week through Zlatko`s eyes (Nova KBM) / Best Experiental Campaign / 2014
- DIGGIT – Golden award - Living my life -One week through Zlatko`s eyes (Nova KBM)/ Finance, insurance and banking services / 2015