In 2020, NLB, the biggest Slovenian bank with HQ in Ljubljana, sponsored the 56th Golden Fox for the first time. Golden Fox is traditionally held in Maribor and it had been so far sponsored by the second biggest bank from Maribor, NKBM. We wanted to show that we understand and respect the city we are coming to. With a branding and content campaign under slogan »Golden Fox. At home in Maribor« we paid tribute to the city, put people of Maribor at the forefront and turned the city and local media into a unique museum of Golden Fox stories.
THE RUNNING HEART
Energy runs your heart and a car motor. It is omnipresent but despite that it seems like humanity is failing to use that fact. Sponsoring the Ljubljana Marathon, Volkswagen as a leading brand in the field of electrically powered mobility, developed e-treadmills to transform runners' energy into electricity and people from consumers to sources of energy. Runners generated enough energy with e-treadmills to record the first runner-energy-powered TV ad. The next year Volkswagen returned the favor to all the good running hearts. Next year runners generated electricity to power defibrillators which are now placed in 7 Slovenian towns.
HVALA / THANK YOU 2020
Covid-19 pandemic lock down, sports halls are closed, practising prohibited. But nature does not rest outside, there is a period of hops planting! For 195 years, Laško has used exclusively hops from the Savinja Valley for its production, which gives it a recognizable bitter taste, and Slovenia as a country ranks fifth in global hop production - which is why hops also have the flattering title of "green gold". The hops harvest is critically threatened by the disaster as there is a shortage of seasonal workers not allowed to come from neighboring countries. The topic is the central topic of journalistic contributions of all leading media in the country. So, in the times when everybody was sending messages about staying positive, we acted, strong in solidarity, together with sponsored properties!
Circle of support
Vojvodjanska banka is the proud sponsor of the Olympic Committee of Serbia for the 5th consecutive Olympic cycle and currently is the largest one. However, COVID-19 pandemic brought on challenges that overshadowed all other, including news about the postponement of Olympic Games. As most of the sporting events ended up canceled or postponed, the need for sportsmanship became greater than ever. Together with the Committee, Vojvodjanska banka launched an integrated campaign in which Olympic athletes sent a message of support to their compatriots, especially to those on the frontlines and the ones most at risk.
Gorenje #simplyfans Campaign (Men’s European Handball Competition 2020)
Home appliance manufacturer Gorenje created the #simplyfans sponsorship platform in 2017, with the objective of supporting their sponsorship of European handball and uniting sports fans. Their mission was to activate fans, introduce them products and launch their first mascot – a cute retro fridge named Gorini, who went viral. The highlight of the final match was Gorini’s show with the acrobatic group Dunking Devils, which entertained 20.000 spectators. The video of Gorini, cheering in different places, gained more than 1.3 million views on social media and became the most popular clip related to the EHF Euro 2020.
POKRENI (motivate someone to initiate change)
As an Insurance Company, awareness, education, prevention and healthy lifestyle are at the base of its communication strategy, especially in this year situation with a COVID-19 pandemic. So, although we created sponsorship activation plan - PoKRENI 6 years ago and have been running it every year since in order to differentiate us from competition, to soften and make more appealing a brand from a dull industry with boring products and to promote new brand attributes internally and externally, this year was special! By motivating people to initiate change, raising public awareness about specific health problems and combining all of it with CSR helps building and differentiate our brand in a challenging market.
Together to Tokyo!
Vojvodjanska banka is the proud sponsor of the Olympic Committee of Serbia for the 5th consecutive Olympic cycle and currently is the largest one. The long-lasting and successful cooperation produced a communication platform promoting Bank’s brand, products, Olympic team’s achievements and core Olympic and Bank’s values. Our integrated campaign has been going on for almost 20 years, having the same goal - the pride of both clients and employees to be part of the Olympic family of Serbia. As brand ambassadors, under a unique slogan - Together to Tokyo, athletes became main stars in short films about their roads to success.
GORINI campaign by Gorenje
Gorenje is a proud sponsor of European Handball, and this year its biggest event was the EHF Euro 2020. This year’s Gorenje mission was to activate fans on digital media, introduce its first mascot – the cute retro fridge named Gorini – and raise brand awareness. But this isn’t all: Gorenje decided to go viral and make an unique activation. The highlight was Gorini’s show with Dunking Devils acrobats. The video of Gorini, cheering in different places, gained more than 1.3 million views on social media and became the most popular clip related to EHF Euro 2020.
Legendary names of Zlatorog
Our HC CPL partnership strategy is based on boosting Zlatorog arena experience in order to reach as many transactions per chair as well as as much brand awareness as possible. But after the lockdown we were left with 0 transactions and 0 brand awareness. We needed to build a contactless and Priceless connection between the club and its fan base in corona times. We invited users to show their support by purchasing a long term subscription for a seat in the arena. In return their name would be forever written on the chair in legendary Zlatorog arena.
ONCE FOR CELJE, ALWAYS FOR CELJE
We've entered the season 2019/2020 with the lowest budget in the modern history of the club. That's why we had to focus on winning off the court as well as on it. Our first successful battle was in keeping the level of income from tickets on the same level as in the previous season. Because of the multi-channel business strategy of the club we were also able to overcome the unexpected challenge of the season, the virus. Among other things, we generated 49 % more monthly traffic from selling fan merchandise although the arena was closed for visitors.
Ban of the audience on the stadiums and discontinuation of the championship can only mean one thing – possibility of losing sponsors because The Club cannot complete all the items in the contract. Everything happened overnight, all the ideas, plans and strategies NK Osijek had – everything stopped. The reaction was needed as soon as possible. To prevent that, marketing team has come up with a strategy to fully activate all the online platforms to engage the audience during the pandemic with the “sponsored content” that will entertain the audience but also generate numbers the sponsors seek.
The Thank You jersey
After the first lockdown ended FC Maribor wanted to show their gratitude to the healthcare workers, the real of the pandemic. We honoured the the best way a football club can. We gave up our sacred color and changed our uniforms to the color of their uniforms - the jerseys were put up for auction after the game and the donation helped UKC Maribor to prepare for the second half.
MI SMO MURA - memorabilia tickets for empty stadium Fazanerija
The main idea behind was to bring together fans from Pomurje for the matches, and to move them from the stadium to the terraces of BLACK-AND-WHITE PUBS.
Using all channels as well as "WORD OF MOUTH", we managed to rally fans around Pomurje and encourage them to contribute their small share to the club in this grim situation.
In exchange for their donation, fans received a UNIQUE ENTRY TICKET, which serves as proof of loyalty and a badge of honour to brandish in front of others. Fans who purchased the entire set of tickets (players and the manager) received a plaque and a signed jersey.