Life insurance is a difficult topic. It deals with grief, loss and death, it signals an unhappy ending and people generally don't want to think about it. To bring life insurance closer to our target group, we've created a special and touching campaign, in which life itself speaks directly to us, reminds us how great life is and shows us the need to secure it. But to give the campaign credible and emotional feel, we used those, who live life to the fullest – famous Slovenian athletes and ballet dances. Our sponsored influencers personalities.
CONTINENTAL GRIPWORLD: LOCAL ACTIVATION OF TOUR DE FRANCE 2021
GRIPWORLD is Continental’s local content hub connecting all the dots and building relevant brand engagement context for cycling and running partnerships. In 2021, as part of GRIPWORLD activities, we had an important task - to activate Continental’s sponsorship of the Tour de France in a most relevant way on the local market in Slovenia. Main goals were to increase the “top of mind” recall and buying intention among the target group while engaging the audience with exclusive content and B2B2C campaign. Executed sponsorship activities increased brand impact among the key segments - Slovenian drivers, cycling and Tour de France enthusiasts.
Doncafe Sponsorship of the Serbian National Olympic Committee
Doncafe Olympic sponsorship campaign came in a year that was challenged by the Covid 19, year where our consumers needed some positive reinforcement and belief. Doncafé is about “happiness taken seriously” and Olympic Games stand for effort, fair play, respect, excellence, and balance – so we decided to strongly promote those values in a Doncafe way.
By connecting five Olympic values with our brand position and values, we wanted to remind people of optimism built inside each one of us, and that was the core of our integrated 360 campaign.
Kingdom of the green dragon
The first records of a game of ice hockey played in Ljubljana, Slovenia's capital, date back to the end of World War 1. Since then, this beautiful and fast-paced team sport has seen many ups and downs, with this year marking the 100th anniversary of its first appearance in the city.
In the period between 2010 and 2020, hockey's popularity in Ljubljana suddenly plunged, with the 2016 results reaching an all-time low. To turn things around, Slovenske železnice teamed up with the City Municipality of Ljubljana (MOL) and – after years of hard work and financial support – Ljubljana's hockey club, HK SŽ Olimpija, was finally back on the European hockey scene and once again one of the most popular sports in Ljubljana.
KO NA MARATON DOĐE, TAJ MARATON I STVARA - »Who comes to marathon, creates marathon«
MARATHON WITHOUT BARRIERS FOR LIFE WITHOUT BARRIERS!
In Serbia, according to the data of the Association of the Deaf and Hard of Hearing of Serbia, there are about 70,000 people whose first language is Serbian sign language.
THAT'S WHY WE HAVE DECIDED TO GIVE ADDED VALUE TO OUR CAMPAIGN!
We organized the campaign through Image, Online, ATL, BTL communication and PR.
The promoters of our campaign were our employees who participate in the Belgrade Marathon.
Together they showed signs of support in Serbian sign language… Love, Strength, Victory, Equality, Thank you…
We wanted to expand the awareness of understanding and equal life for all, and the media in Serbia helped us in that.
Just a summer ago, at almost 30C, we managed to make an avalanche.
Social networks have become full of runners talking about the marathon WITHOUT BARRIERS.
Lidl Slovenia and the Slovenian Paralympic Committee: “I’m not missing anything.”
How can we raise awareness about para-athletes and their achievements? And, on top of that, how can we emphasize the understanding that our bodies know no limits—only our minds do? The answer is a campaign that is so provocative, yet so powerful and empowering at the same time, that it will move people and drive the message home.
Lidl Slovenia and the Slovenian Paralympic Committee launched the integrated campaign “I’m not missing anything,” which raised awareness about para-sport by 330% and the awareness level of Lidl Slovenia’s para-sport sponsorship by almost 100%.
THE SLOVENIAN TORCH FOR OLYMPIC GAMES TOKIO 2020
SIJ – Slovenian steel group activates its sports sponsorships through the Mind of Steel project. The Slovenian Torch made of our recycled steel set out on a 82 days and 7,118-kilometre-long journey around Slovenia, presenting the durability and usability of steel, 400 years of steel-making and the Olympic spirit. With Petra Majdič, the Mind of Steel Ambassador, we brought the mind of steel to all 212 Slovenian municipalities, Slovenians abroad, vulnerable groups, employees, potential employees, local communities, the general public and Olympic athletes. 9,330 torchbearers received our mind of steel bracelet, which cyclist Primož Roglič wore when receiving gold medal.
Success comes with hard work and the right support
Argeta has been supporting top athletes for years, as they share the same values with them, especially the strive for continuous improvement. Last year, Argeta became the first FMCG brand to donate to the “Botrstvo v športu” program, helping young aspiring athletes with social disadvantages to pursue their sports careers. “Success comes with hard work. And the right support.” was the message of the campaign which featured famous Slovenian alpine skiers and biathletes, who invited Argeta’s consumers to pursue this good cause. And to engage an even wider audience, they created a fun, charitable viral challenge #IzzivPodpore with amazing results.
NOVA KBM - TRUST COUNTS DOUBLE WITH PRIMOŽ AND LORA
In 2021 Nova KBM successfully completed the largest merger in the history of the Slovenian financial sector. In parallel with it, we carried out corporate visual identity renovation, which was a logical consequence of the largest merger of two banks with a long tradition. The change in corporate visual identity was accompanied by a new advertising campaign, the protagonists of which are the Slovenian cycling champion and two-time athlete of the year Primož Roglič and his wife, writer Lora Roglič Klinc, who are also ambassadors of the merger and a new bank. Primož and Lora share the similar values (transparency and honesty, best talent together, client excellence, efficiency and innovation, we deliver – results oriented) as our bank and with their goal-oriented mind-set supplement the bank’s vision being best.
Sponsorship was implemented on the corporate level (merger, operate USPs) and key product levels (Naprej Loan, Housing Loan, Komplet Bundle, Premium Bundle, Smart Business) and was additionally continued with our external and internal activations (charity events promotion with tandem bike around Slovenia, prize games, discounts for clients of Primož Roglič Merchandise, internal incentive program Champions Forum connected to cycling spirit, health lifestyle promotion and sports among employees).
Slovenian Torch - We've got an Olympic Dream
For the first time in history, the Olympic Games were postponed for a year, resulting in a longer non-Olympic period, which we used as an opportunity to improve messaging and sponsorship. The Slovenian Torch project provided 96 days of continuous messaging related to the Olympic Movement, brought together 212 Slovenian municipalities and all 4 Slovenian sports federations abroad. 214 events were held over 64 days, involving 972 sports organisations, 190 Olympians, 30 Paralympians, and 76 para-athletes. 9,330 Slovenian Torch bearers covered 7,118 km. There were 11 sponsors activated, national media published 1,023 free publications, while OCS-ASF own social media accounts recorded 85 days of generic posts. The campaign generated more than € 130,000 of revenue.
Sponsorship for the Goran Dragić Basketball Camp and the smart court renovation
Generali insurance company as general sponsor supported the Goran Dragić Basketball Camp in the summer of 2021, featuring by one of the best basketball players of all times. At the same time sponsor enabled the participation on camp for five children from disadvantaged families at within The Human Safety Net initiative with the support of the Association of Friends of Youth Ljubljana Moste-Polje. The Generali activation had further outreach with the inauguration of the Goran Dragić smart basketball court in Maribor in June 2021. Socially responsible oriented sponsorship giving kids an insight into the world of basketball, teaching them to accept diversity and ensure inclusion, and helping young people of all ages to return to basketball courts.
WTA Zavarovalnica Sava Portorož
Power. Passion. Courage. Boldness. All this distinguishes the best Slovenian tennis players, who competed for the winner of the WTA Zavarovalnica Sava tournament, organized by Tennis Slovenia, between 13 and 19 September 2021. After 11 years, the WTA 250 tennis tournament returned to the Tennis Arena Portorož, which served the spectators with spectacular matches. Tennis Slovenia supported the appearance of our athletes at the tournament with a strong and meaningful communication campaign, with words that really define women instead of the adjectives that relate only to their appearance.
The first delivery chatbot at sport venues.
Mastercard and sports go together like coffee and cream, but since Mastercard also goes together with innovative and priceless, sponsorship will almost never end with just a logo on bands when Mastercard is involved. This year Mastercard partnered up and developed a chatbot for ordering food and drinks to the seat in sport venues, the first such chatbot in Slovenia and the region. The solution enables users to order and pay for the service all on one platform and is used in two Slovenian football stadiums and one indoor Arena. Innovative custom made digital solutions have also brought attention to regional clubs and will soon be launched on other markets.
Design and development of the main digital tool for Tennis Slovenia
Tennis Slovenia is the national tennis federation in Slovenia. It oversees and covers all activities related to this sport, so the need for a single digital communication tool/platform, where all the information is gathered in one place, was urgent. So far, the user has reviewed the information on various websites (four different web pages), which were not adapted to new technologies. The main goal of the project was to build a single platform for tennis fans, tennis clubs, players and umpires, which offers a superior user experience, meaningfully arranged information and tools that meets the design and technological requirements and trends. The new website has also offered new communication options for the sponsors of Tennis Slovenia, which further increases, enhances and elevates the competitiveness and visibility of the association itself.
Olympic podcast with OTP banka
OTP banka (until merge of the two banks on 30th of April 2021 Vojvodjanska banka) is the proud sponsor of the Olympic Committee of Serbia for the 6th consecutive Olympic cycle and currently the largest one. However, COVID-19 pandemic brought on challenges that overshadowed all other. As most of the sporting events ended up, canceled or postponed, the need for sportsmanship became greater than ever. Together with the Committee, OTP banka launched the Olympic podcast in which Olympic athletes and coaches presented themselves in one hour conversation and how they plan to achieved the best possible result in Tokyo.
Virtual stands of Zavarovalnica Triglav
The measures to contain the spread of Covid-19 have affected the world of sports and prevented watching competitions live at the scene. In the spirit of partnership with the Ski Association of Slovenia, Planica and the Slovenian Nordic team, we wanted to bring fans to screens of sports venues with the aid of modern technology. With the use of the online meeting tool, we made sure Planica will go down in history as the first winter competition where fans cheered for athletes remotely. The project contributed to further strengthening of our partnerships and solidified our role of a sponsor in Slovenia, and also spread the word about us abroad. We provided the general public, including children, with an innovative experience of watching and cheering for our winter heroes.
Argeta takes over Planica 2021
Covid-19 turned many things upside-down; among them was the Raw Air tournament in Norway, which was canceled at the last moment. Luckily, the Ski Association of Slovenia has made an enormous effort and organized an additional competition day in Planica.
Argeta got the opportunity to become the main daily sponsor of the additional event and support the ski jumping event for the first time in the brand's history. In just three weeks, Argeta developed a meaningful digital activation to reach and engage ski jumping fans from all over Europe and branded the entire Planica winter stadium.
Šport 1na1 z Vidom (Sport one to one with Vid)
In cooperation with the Spontanzo company, the Generali insurance company prepared a monthly talk show and podcast, called “Šport 1na1 with Vid”, a motivation programme in sports, through which Generali moved its sports sponsorships to social media and podcats.
The online talk show, which was hosted by handball player Vid Kavtičnik, broadcasted on Mondays evening, hosted over 15 Slovenian athletes – Dragić, Štuhec, Urnaut, Prepelič, Flisar, Hadalin and Majdič, to name just a few. Activation, upgraded with diverse, imaginative sections and graphics, aimed to get closer to the TV format, while at the same time enjoy all the benefits of the Internet, modern technologies and social networks.
WE’VE GOT THIS. WE’VE GOT TOKYO! (Imamo to. Imamo Tokio!)
This year’s Olympic Games were something special. They were held in Tokyo, a city where Slovenia had already won a gold medal. We returned in the summer for new medals and victories.
We used the “We’ve got this” slogan, a rallying cry in the vernacular of young people, and transposed it for the Olympic Games. We have past winners who pass on knowledge and their winning mentality to new generations. To athletes who strive for Olympic glory.
We have a winning tradition. Pride. High expectations. “We’ve got this. We’ve got Tokyo!” That was the straightforward message of the umbrella campaign, written in the style of Japanese manga.
POGAČAR CAN ALSO OVERCOME HUNGER
In 2021 Tuš became a personal sponsor of Tadej Pogačar. We decided to use the endorsement rights for connecting Tadej Pogačar with our new product brand Tuš Express. Firstly we launched Tuš Express TO GO sandwiches and since pogača is a Slovene synonym for bread we simply named them Pogačar. Despite the targeted advertising we managed to reach as high as 32 % of Slovene people since cycling events had high viewership. And for the most important part - we managed to very successfully launch the new product which now has a 10% share of all in-store sandwich sales.
ŠTO SAN? (WHO AM I?) - How to increase the brand equity
The 100th anniversary of the club is approaching. For this reason, we have decided to start the countdown to this milestone in the club’s history. We have involved some of our sponsors in this event and have prepared an attractive presentation of the club’s history for the fans.
We issued the first edition (two more will follow) of the "Club Legends" memorabilia cards with 17 players who have left an important mark at the club. The cards are also collector's items for all true Mura fans.
With clubs history we intend to increase the brand equity and visibility of NŠ MURA by building on brand loyalty and awareness, which are the main components that raise the equity of the MURA brand.
We've got this. We've got Tokyo!
When formulating the umbrella marketing campaign for the Slovenian Olympic Committee, we focussed on the key question of how to emphasise the Summer Olympics as the most popular sporting event in Slovenia following its one-year postponement. The campaign assembled all Slovenian Tokyo 2020 Olympic activities into a coherent whole, giving them the same visual image and communicating the campaign under the slogan “We've got this. We've got Tokyo!” with the aim of bringing together athletes, supporters, and sponsors of the Slovenian Olympic Team.