Government Of The Republic Of Kosovo Case study KOSOVO - THE YOUNG EUROPEANS by BBR Saatchi & Saatchi Israel

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KOSOVO - THE YOUNG EUROPEANS

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Media Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Director Eric Will
Art Director Udi Ovadia
Producer Udi Kadishzon
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: GOVERNMENT OF KOSOVO
Product/Service: NATION BRANDING
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Date of First Appearance: Mar 1 2010
VP Head of Planning: David Kosmin (BBR Saatchi & Saatchi)
Creative Partner: Shony Rivnay (BBR Saatchi & Saatchi)
CEO: Yossi Lubaton (BBR Saatchi & Saatchi)
Planning Director: Guy Gordon (BBR Saatchi & Saatchi)
VP Production: Dorit Gvili (BBR Saatchi & Saatchi)
Art Director: Udi Ovadia (BBR Saatchi & Saatchi)
Senior Account Manager: Elinor Gorenstein (BBR Saatchi & Saatchi)
Account Planner: Lucy Blechner (BBR Saatchi & Saatchi)
CEO: Alon Hochdorf (Zenith Media (TA))
Media Buyer: Ken Granot (Zenith Media (TA))
Consultant: Jack von Radom (Panorama Consulting)
Director: Eric Will
Producer: Udi Kadishzon (Kadishzon Productions)
Music: Tomer Biran
Photography: Ron Kedmi
Media placement: TV And Print - BBC World News, CNN, Euronews, Bloomberg, Economist, Newsweek, Politico, Foreign Policy, The Banker - 26/10/09 – 30/07/10
Media placement: 2nd Independence Day Shout-Out - YouTube, CNN, CNBC, Eurosport, Euronews - 17/02/10 – 28/02/10
Media placement: STARTup Weekend - Branded Youth Entrepreneurship Event, Prishtina - 26/03/10 – 28/03/10
Media placement: Kosovo Puzzle To 250 MEPs - European Quarter, Brussels - 09/05/10
Media placement: Europe Day – Print In 'non-Recognising' EU Countries - Pravda (Slovakia), El Pais (Spain), Adevarul (Romania), Politis (Cyprus), Neftamboriki (Greece) - 09/05/10
Media placement: Mobile Outdoor - European Quarter, Brussels - 07/05/10 - 9/05/10
Media placement: Streetball – Prague And Prishtina - Branded Sporting Events - 03-04/07/10; 24-25/07/10
Media placement: Tony Blair And Hillary Clinton Visits - Branded Media Events, Gracanica And Prishtina - 11/07/10; 13/10/10
Media placement: Film Festivals – DokuFest (Prizren) And PriFilm (Prishtina) - Branded 'young' Film Festivals - 08/10; 09/10
Media placement: Freedom Festival - Branded Rock Festival - 12/06/10 – 13/06/10

Describe the campaign/entry
Images of the Balkan War of the late 1990s broadcast around the world had left an enduring impression.

Ten years on, a troubled image remained.

Research in 6 countries presented a challenging starting point; an image rooted in the past, with associations of 'War', 'Poverty', and 'Refugees'.

We would need to dramatically shift perceptions from the problems of the past, to the potential of the future.

Audiences included world governments, investors, donors, neighbouring countries, Kosovars themselves, the EU, and tourists.

We found the answer on the streets of Kosovo - in the masses of young people we saw everywhere around us.

In fact, Kosovo has the youngest average age of any European country - only 25.

Few things have greater potential than the power of youth.

Our aim was clear: To bring the spirit of youth to the old continent.

Kosovo - The Young Europeans

Describe how the campaign/entry was launched across each channel in the order of implementation
The 'Young Europeans' idea was established in mass media and then gained engagement in a huge variety of narrower channels.

First spots aired on CNN, Euronews, Sky, with print in Economist, Newsweek.

Leaders were targeted with European Voice, The Banker, in-flight magazines in Austrian Air, Brussels Airlines.

For Kosovo's 2nd Independence Day people around the world were invited to record and upload video greetings. The best clips aired on CNN.

An 'Arabic' version of the commercial aired on Al Jazeera.

Ads in El Pais and El Mundo targeted Spanish leaders - holding EU presidency at the time.

Europe Day 2010 - ads ran in newspapers of the 'non-recognizing' EU countries: Spain, Romania, Greece, Cyprus, Slovakia.

In Brussels, boxed puzzles were delivered to 250 MEPs.

Branded events:

- Leadership training.
- Sporting events.
- Film festivals.
- Rock concert..

Featured during Kosovo visits of Joe Biden, Bill Clinton, Tony Blair, and Hillary Clinton

Give some idea of how successful this campaign/entry was with both client and consumer
13 more countries recognised Kosovo's independence.

Kosovo's legitimacy upheld by The Hague (ICJ).

Special mention from Tony Blair: "I love your recent publicity slogan - Kosovo: the Young Europeans".

Hillary Clinton - US Secretary of State, commented on the youngest in Europe idea: "Now that's exciting to me".

Predicted by IMF as one of Europe's 2 fastest growing economies in 2011.

In a survey with 900 Europeans, after being shown the ads, attitudes changed dramatically:

Kosovo's Image Before/ After Exposure:
Young: 20% / 67%
Positive: 33% / 78%
European: 27% / 61%
Optimistic: 26% / 68%

Source: AMR