The Brief

Coca-Cola sponsored the local version of the hit- talent show X Factor. Agency task was to maximize the exposure of the brand to online fans of the show, utilizing all avenues offered by the sponsorship.

The Solution

Central hub of conversation was a website where users could see the analysis of all tweets with the show’s hashtag, who were the most talked about contestants on Twitter, at which point in the show most tweets happened and filtering of tweets per contestant. In order to propperly engage in the conversation on Twitter, for the first time in Serbia live tweeting team was assembled: represantatives from TCCC and EG followed live shows, proposed and appoved tweets in real time. In addition, Twitter users were given a chance to influence what songs will participants perform, by voting on the Coca-Cola profile.

The Results

More then 20,000 X Factor Adria fans visited the website. Web service was also implemented on tracara.com where up to 600 users at a time enjoyed the insights offered by the Coke platform.

Live tweeting yielded unprecedanted results: @tamanica cemented itself as the largest FMCG Twitter profile in Serbia, recieving more then 100 times more interactions on show days then on regular days. Voting tweets were the most viral tweets on #xfactoradria

The Brief

Coca-Cola is universally the most recognized soft drink brand in the world. In March 2013 Coca-Cola launched a new, entry pack in Serbia. The 0.25l packaging was aimed primarily at teens. Main truss communication was to be centered around a newly appointed teen director of Coca-Cola, Marko Savić. Executive Group was tasked with creating Marko’s online presence, promoting him as an online celebrity and gathering a community for teenagers where they can share their Coke experiences.

The Solution

The launch of Marko’s online profiles was supported with a teaser campaign which involved innovative banners and Facebook advertising. As Marko needed to appeal to teens, a techically savvy population of social media super users, Marko maintained Facebook, Twitter, Instagram and AskFM presence. Originality and creativity of posts was crucial for acceptance in the community, but in the same time a large volume of content was expected of a hyperactive teen director compounding the challenge for our creative team.

The Results

Facebook fan page gathered around 18,000 fans, maintaining Talking about levels of over 1,300 people. The page bosted a consistently high engagement rate, convincingly outperforming competitors. Teens visit the page regularly and recognize Marko as Coca-Cola’s teen face.

Marko’s Twitter profile quickly became the most followed profile associated with any FMCG brand in Serbia with over 2,5000 followers. @tamanica was favorited over 3,000 times and the topic recieved 5,156 mentions. Campaign also sparked online debate, conversations and several spoofs.

Instagram profile was a novel way to approach consumers, and be it a small community, the communication was very well recieved. AskFM profile was created to specifically target the teen demographic, as the most active on this social network.

The Experience

The Brief

Doncafé is perceived as contemporary coffee brand in Serbian market and it’s primary target group are females aged 25 to 45, active on social media and with sophisticated taste. Our task was to surprise them for International Women’s Day, by giving them a present they will never forget, make them feel special but also increase Doncafé brand loyalty.

The Solution

We created interactive video experience, by filming charming character named Donbatica, playing a guitar and singing songs specially dedicated to every woman. Ladies were invited to open their special gift, by using Facebook application, where they viewed Donbatica video performance, starting with knocking on the door where their Facebook name was displayed. They were empowered to select 6 different songs amoung various music genre involving different ambient, from ballads to disco tunes performed just for them by Donbatica. Songs were unveiled on March 8th , but women applied during the teaser period and viewed the interactive video depicting Donbatica stalking their profile and preparing for the upcoming secret surprise. When the emails were sent, huge buzz was generated among female population, and men began to wonder who swept their girlfriends and wives off their feet.

The Results

In just one day, Facebook application reached more than 14000 users, who viewed interactive videos 30 000 times and generated 3000 shares on their Facebook wall. That day, news of Donbatica had 17 publications across most popular blogs and online portals. As a result, Doncafé Facebook page gained 13 000 new fans, increasing the talking about parameter to 32 000, which positioned Doncafé as the most talking about brand in Serbia. Women were amazed with their interactive Doncafé surprise and Donbatica, who was most wanted and mentioned Women’s day gift online.

The Experience

The Brief

Ultra is an entry level energy drink produced by The Coca-Cola Company with local presence. Ultra wanted to create a coupon-based Facebook game in order to promote customer loyalty and activate the brand’s Facebook page. During the activation, relevant metrics should be monitored in order to track ROI indicators.

The Solution

First step was to create 5 million unique unpatterned codes to serve as coupons. This coupons were to serve as entries to the Facebook game. The game itself consisted of three levels testing the users’ reflexes, precision and multitasking abilities. The game’s design was created in accordance with the main truss comunication of an exotic adventure, meaning the the users who played the game, actually extended on the ATL storyline, but in an interactive enviroment. Banner and Facebook advertising supported the activation, as well as communication on the page which directed the users to the game.

The Results

Entire campaign created over 16 million Facebook impressions, reaching over 1 million users in Serbia. Engagement rate, fan growth, reach and organic impressions were all several times higher during the campaign, then in the comparative period before it.

The Experience

The Brief

Avon products Inc. is U.S. based publically traded company that primarily sells cosmetics and perfume, but also fashion accessories and jewelry. In order to promote all their product lines, we made two interactive applications, „City Rush Style“ and „Luxe Style“ for Serbian, Croatian, Hungarian and Bulgarian market. This activation engaged Avon female fans in interactive and creative way, allowing them to express their own personal sense for fashion and style.

The Solution

Both activations where launched in two phases, with a clearly differentiated visual appearance and concepts, trough which fans where engaged by process of selecting clothes and accessories, rearranging them in the way to create variations of style combination in a form of fashionable collages. Created collages where saved within gallery application, with options of sharing them and voting for favorite ones. In that way fans could browse trough gallery of collages, vote for them and share them with their friends, as well inviting friends to participate in contest. The most popular collages, with the highest number of votes, where awarded.

The Results

For all four markets, both activation directly affected the growth of fans, while creating an online buzz among online community which raised awareness of Avon products. Female fans where connected with Avon brand on direct level, by providing valuable and entertaining trough which fans where introduced with luxurious line of makeup and perfume.

The Experience

The Brief

Vip mobile, a member of Telekom Austria Group, is mobile operator, which caters for more than 18.9 million satisfied mobile users across eight countries in the region. In cooperation with Volleyball Federation of Serbia initiated Vip Beach Masters tournament - professional Serbian championship in beach volleyball in 2008, by organizing it every year. Our task was to create a digital platform in order to popularize Vip Beach Masters tournament within wider online audience and attract new event visitors. Our target market were young and urban consumers, oriented towards the use of new media and social networks.

The Solution

We designed, built and managed Facebook volleyball tournament “Vip Beach Masters” where Vip mobile fans were able to experience the real challenge and compete online. Realistic moves, court and sounds introduced players to the event by adding a Facebook social component which enabled full player’s interaction. Best competitors, ranked by the number of points in the shortest time, received weekly and overall prizes. To add more fun, we offered to players “Vip Wave”, another Facebook App inside, which enabled creation of personalized grand stand wave where most creative set waves were given prizes. Also we organized Tweetup event during the Vip Beach Masters tournament in Belgrade, in order to increase online advocacy by introducing and engaging local online influencers.

The Results

The VBM games were massively played, encouraging many people to engage with Vip on their Facebook page, interact, and share content which spread the buzz, increased visibility and empathy for Vip mobile event. Organized Tweetup event resulted into biggest online community event in Serbia, gathering over 60 influential online community members who left a multitude of positive messages and praise on Twitter, spreading their VBM impressions with their friends. In addition Internet scene was flooded with positive articles and testimonies of the VBM-a personal perspective of the visitors during the entire summer, and created a viral effect.

The Experience

The Experience

The Experience

The Brief

Absolut Vodka is a brand of vodka, owned by Pernod Ricard group, aimed at 18+ consumers who are outgoing, urban and digitally active. Absolut had quite good awareness as a brand on Serbian market due to its global positioning. However, they wanted to become most interactive local brand, in order to consolidate ABSOLUT’s position as a creative and innovative premium vodka and engage consumers to embrace brand personality.

The Solution

We created an integrated campaign, involving guerilla offline activation meshed with online photo competition, followed by online PR and topped with augmented reality event launch. Absolut patrol, involving fashion photograph and top local fashion blogger, recruited people on the streets, bars and clubs with authentic style, and engaged them for Facebook photo contest. Campaign kicked off with exciting viral video, and generated huge buzz which flowed on traditional/online media and fashion blogs. Campaign included unique fashion designer’s creations as awards, which were delivered to winners on Absolut style show at Fashion week event, where we launched Absolut style augmented reality.

The Results

Absolut Vodka reached top of mind awareness and has been recognized as modern and unique brand by it’s consumers. During the campaign, Absolut maximized consumer interaction by delivering entertaining and innovative content, and became one of leading alcoholic brands with extremely high visibility through all online avenues.

The Experience

Teaser:

The Experience

Followup:

The Experience

The Brief

Friskies brand is a leader in Serbia on Facebook among other pet food brands. Trough simple, friendly and relaxed tone of voice we established good online brand reputation. Considering that, our goal was to increase activation of fans through interactive fun Facebook game, which will more strengthen brand love and build up much closer relationships with fans, pet lovers.

The Solution

We designed and managed “Trka Frka” Facebook game competition to provide fans with unique entertaining content. Fans were empowered to play pet race by avoiding the various obstacles and collecting Friskies tokens to gain extra health and points. Social platform enabled players to challenge and share results with their Facebook friends, which gave us potential to boost competitive spirit and spread the buzz.

The Results

We boosted fan base, interaction and Friskies was recognized as most entertaining pet brand in local digital space, by providing valuable and entertaining content for pet owners and lovers. Friskies page has achieved the expected growth and has established a leading position in its segment as one of the most entertaining local Facebook page.

The Experience

The Brief

Nestlé Fitness is second largest Nestlé cereal brand. Fitness target market is younger women who are trying to achieve their fitness goals and care about their personal appearance. Digital goal was to Introduce Fitness product portfolio to wider online audience and stimulate cereals consumption, by developing strong relationship with consumers.

The Solution

Our challenge was to connect consumption with entertainment, using innovative digital solution and Facebook social platform. So we launched "Taste Challenge" game competition, where fans competed by eating the Fitness cereals using face-recognition technology via webcam. We didn’t want to discourage fans without webcam, so we enabled them to customize and play with their own Fitness characters. We challenged fans to battle for top scores and win professional fitness training sessions and product bundles, share game content and invite Facebook friends to join contest.

The Results

By creatively engaging Fitness fans, we increased awareness and brand love, which positioned Nestlé as leading cereal brand online.

The Experience

The Brief

Fiat is an Italian car manufacturer that made one of the largest brown field investments in Serbia, by acquiring the automobile plant in Kragujevac. The company launched a new model; to be produced in Kragujevac and completely rebuilt the plant. On the day of the FIAT 500L launch Fiat wanted to provide a way for guests to capture their first experience in the new factory and about the newest model.

The Solution

We created a virtual guestbook on large touchscreen PC, where users could take a photo of them and add a text describing their experience in the factory. A gallery of all entries is available within the application, while the users who want to take home a copy of their entry can have it printed.

The Results

Fiat Guestbook created a great buzz on the day of factory opening, and is now a permanent feature in the factory museum.

The Experience

The Brief

Maxi is the largest supermarket chain in Serbia, with it's sister brands MiniMaxi and Tempo supermarkets. The company was recently acquired by Belgian retail giant Delhaize. Delhaize wanted to promote late night shopping specials Maxi Nights in selected Maxi Exclusive stores, in addition to establishing its social media presence for the first time.

The Solution

In order to establish Maxi as the leader in online presence in the branch, we utilized: Facebook content strategy that differentiated Maxi from the competition, a Google maps-integrated app that kept fans informed of Maxi locations and promotions, a Facebook tab that displayed Maxi Nights promotion plan and all activities were supported with a Facebook advertising campaign. Twitter profile content strategy focused on the small hedonistic experiences everyone affords themselves. In addition to this Twitter was monitored for brand mentions in order to interact with those users in a casual and relaxed tone. Foursquare updates were created users checking in near Maxi objects received a notification on Maxi Nights promo.

The Results

The campaign produced 13,015 new fans with an engagement rate of 47% over the duration of the campaign. Maxi became an industry leader in number of interactions, content virality and reach. Maxi Nights and Map tabs were used in excess of 7,000 times, and the Map app became a permanent feature of the page. Twitter profile gathered 121 new followers and interacted with customers regularly, proving a valuable contact point. Foursquare insights provided a base for tailoring future campaigns on this network.

The Experience

The Experience

The Experience

The Brief

Doncafé is one of the leading coffee brands in Serbia, delivering products to Serbian market as a part of worldwide coffee company Strauss Group. In 2012, brand strategy involved increasing consumer’s perception of coffee smell product’s component, with the “Irresistible Smell” tagline. We had a task to create a digital activation that would maximize the reach of this key message and align with other brand communication channels.

The Solution

We tailored an integrated campaign combining Doncafé TV commercials and Social media through Facebook game challenge named “Irresistible Smell”. By incorporating original TV commercial components like actors, props and background into interactive game environment, we engaged players to enroll and compete for various awards. Gameplay involved moving visible coffee smell to avoid obstacles and collect points through 5 levels with increasing difficulty. We empowered fans to play with the coffee smell, and identify it as most important Doncafé product asset. TV commercials were already seen on TV, but consumers did not expect it’s interactive online re-make!

The Results

Fans recognized the connection between game and tv commercials, proving the quality of integrated campaign efforts, and triggering fantastic impressions and comments. Irresistible smell was massively played, followed by continuous sharing on Facebook, which increased game’s virality, fan base and fan interaction.

The Experience

The Brief

LG Electronics is a South Korean consumer electronics manufacturer with portfolio which includes everything from mobile phones to air conditioning units. LG is one of the first clients of EG Digital, and over the past three years entire online presence of the brand was planned in cooperation with EG Digital.

The Experience

Over the three years numerous different aspects of online communications were managed for all LG business units (Mobile phones, Home entertainment, Air conditioning, Home appliances) : Facebook page management, banner campaigns, online community management, several photo contests and interactive applications: Guess the number, Movie Quiz, several LG Quizland apps, AC games and more. The Facebook page provides original and casual content for fans, in addition to providing information on the latest promotions and gadgets from LG. EG coordinates closely with regional LG headquarters in order to monitor page performance and evolve the content strategy accordingly. Throughout the three years of cooperation with LG, many interactive banners and minisites were produced for numerous campaigns. EG also handles relations with the online community, regularly coordinating features of LG products on influential blogs and portals.

The Experience

The Brief

CIY launched a new program and opened Drop-in center (Svratište) in order to contribute to improvement of the access to rights of the street involved children. ERSTE Foundation supports The Center for Youth Integration (CYI), a citizen’s association founded in 2004 by a group of students from the Faculty for Special Education and Rehabilitation. Our digital task was to increase awareness and stimulate donations for CYI’s program Svratište.

The Solution

We created a Christmas video greeting card calling for support to children in Svratište, intended for selected decision-makers who would potentially donate Svratište. Video was sent via e-mail to addresses of about 300 selected recipients (republic and municipal governments, political parties, foreign embassies, other foundations, company representatives and important media). We wanted to see will anybody share it. And they did!

The Results

In just 3 days, Svratište video made more than 2000 views, having 80% of traffic directed from social media. Consequently, donations increased and people started to provide support with spear clothes and other necessities. Soon after the campaign, city government made a decision to allocate funds in order to provide financial support to Svratište, which was certainly stimulated by our digital efforts.

The Experience

The Brief

Nestlé Purina PetCare Company, is passionately committed to making pets' lives better. In Serbian market they are positioned to lead with fresh, innovative approaches to making the lives of dogs and cats better. Our task was to promote the brand as innovative and fun among the competition that’s using more “traditional” ways of communication.

The Solution

We decided to create a viral video that shows a day in the life of pets making a parallel with the way we use social media. Video pace progressively increase in accordance with the events culminating in scenes. The aim was to show in a humorous way how we integrate social networks into our lives, and imagine how it all could look like through the eyes of our pets.

The Results

Over 5200 views on our Youtube channel with over a minute average view duration. Video had 11 publications across most popular blogs and online portals. Throughout campaign, in a subtle manner, brand was perceived as fun, creative and innovative.

The Experience

The Brief

With more than 400 brands focused on health and wellbeing, Unilever touches so many people’s lives in so many different ways. Our task was to promote Unilever brands: Rexona, Dove Men+Care, Axe and Clear, through fun, online gaming platform.

The Solution

We decided to build an interactive microsite, where users could play and compete for prizes, through an entertaining racing game.

The Results

With the number of site visits exceeding 22,000, average time on site over 1min and 20 sec and more than 15.000 unique visitors, campaign successfully promoted selected Unilever Brands and have gained overall brand awareness throughout online community.