For Domaćica, they did not need to create any campaign – it would sell anyway, and even after the #IJaSamDomacica campaign, it will sell steadily, emphasized Marina Knežević, marketing director at Kraš, at today’s Lider conference Marketing & Sales by Numbers. She explained to the curious conference participants this transition of Kraš’s values behind the mentioned campaign, which recently attracted huge attention on social media.
– Our consumers are mostly older population, and today young people do not have time to create a connection with all the messages they are bombarded with in the digital world. We are aware that we have few or no consumers and users in the younger population. With such campaigns, especially those from the last year and a half, we are working to very intensively change the image of the ‘old’, sluggish, traditional company, in a marketing sense. We are looking for ways to get closer to young people with certain brands and create some relationships – the director explained.
Was it necessary for the cookies we all know, Knežević believes it was because the times are such that ‘some old marketing rules have long ceased to apply’.
– From my experience, I can say that it is easier when it comes to a new product because expectations are much lower. When you have certain expectations, it is more challenging to change and do something drastically opposite. New rules require you to continuously study. We as people evolve with the growth of living standards, but as brands and companies, we must predict what drives the consumer. Certainly not the same fears and values as 10, 15, or 20 years ago – Knežević added during the panel discussion on innovative marketing led by journalist Gordana Gelenčer.
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In addition to Kraš’s Domaćica, another campaign for equality attracted a lot of media and social media attention, which is the campaign Nije u redu u uredu by the agency Señor. As stated by Iva Kaligarić, founder and director of Señor, their campaign was partly related to awareness, but their ultimate goal was a change in society. And it was extremely successful even without advertising.
– We see that change is happening. Long-term, we need to talk about these things, and many others have started in that direction. When I look at our other initiatives, we see that this year it is a hit to talk about mental health. Finally, the time has come when we can talk about it openly. We have the luxury of doing innovative things with market leaders who do not have as much opportunity to stand out – said the agency director.
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An example of innovative marketing that connects online channels with offline ones is the Croatian technology startup Flaster, whose co-founder Luka Glavaš emphasized on the panel that they noticed this trend abroad and decided to apply it to the domestic market as well as to the European Union market where they soon want to enter.
– All drivers who drive ride share cars use an application that we developed ourselves, which collects signals and measurable data. They serve clients as a complex report on the visibility and profitability of their investment. With Flaster, we want to give clients more than just numbers – visibility by hour, day, movement history. Also, what I like the most, we developed an overview of visibility heat maps. The client can see in which parts of the city the campaign achieves the greatest visibility and maybe make some other activation besides ours – explained Glavaš, adding that through conversion from offline to online, they can retarget consumers again.
He also added that drivers, in a way, become brand ambassadors, so they undergo special training about the brand they represent in their vehicles. They are currently present in Zagreb, Split, Zadar, and Rijeka, and the interest in this type of advertising, says Glavaš, is enormous.
