Tele2 Promo, Case study GOATS WOULD GO FOR ANYTHING by Bruketa&Zinic Zagreb, Forsman & Bodenfors Gothenburg

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Croatia
Agency Bruketa&Zinic Zagreb
Creative Director Tanja Škorić, Davor Bruketa, Nikola Zinic
Agency Forsman & Bodenfors Gothenburg
Creative Director Martin Ringqvist
Art Director Kim Cramer, Lars Elfman, Dunja Delac
Copywriter David Lundgren, Thomas Bauer
Designer Sonja Surbatovic, Vesna Horvat, Damir Mazinjanin
Released May 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: TELE2 CROATIA
Product/Service: TELE2
Media Agency: MEDIAPOLIS, Zagreb, CROATIA
Account Executive: Jerk Zander (Forsman & Bodenfors)
Creative Director: Martin Ringqvist (Forsman & Bodenfors)
Art Director: Lars Elfman (Forsman & Bodenfors)
Art Director: Kim Cramer (Forsman & Bodenfors)
Copywriter: David Lundgren (Forsman & Bodenfors)
Account Executive: Erica Berghagen (Forsman & Bodenfors)
Account Executive: Marie Sandberg (Forsman & Bodenfors)
Creative Director: Tanja Skoric (Bruketa & Zinic)
Account Director: Zorana Safar (Bruketa & Zinic)
Art Director: Dunja Delac (Bruketa & Zinic)
Creative Director: Davor Bruketa (Bruketa & Zinic)
Creative Director: Nikola Zinic (Bruketa & Zinic)
Senior Copywriter: Kitica Kekic (Bruketa & Zinic)
Copywriter: Thomas Bauer (Bruketa & Zinic)
Designer: Vesna Horvat (Bruketa & Zinic)
Designer: Sonja Surbatovic (Bruketa & Zinic)
Designer: Damir Mazinjanin (Bruketa & Zinic)
Account Manager: Zrinka Jugec (Bruketa & Zinic)
Account Manager: Klara Simunovic (Bruketa & Zinic)
Media placement: Billboard - Zagreb - 10 May 2011

Insights, Strategy & the Idea
Tele2 was starting a re-launch campaign in Croatia, with a new creative platform and slogan. The slogan was based on a well known saying; you can’t have both, sheep and the money (you can’t have your cake and eat it too), which was turned into both money and sheep, reflecting Tele2 value for money philosophy. The campaign was based on the platform Frank the Sheep.

The teaser phase intended to raise interest for a new character - the sheep. The main subject was no compromises attitude, preparing the public for the new slogan in the revealer phase: You can have it both – sheep and money.

Media strategy focused on raising interest among broad public (mobile-telecom penetration on Croatian market is 140%, making almost everybody existing or potential user).

Creative Execution
In order to emphasise a no compromises philosophy in the teaser phase, we decided to turn public attention to the opposite idea – settling for less.
To deliver the message and point towards the new sheep character, messages were using different animals with double meanings (e.g. donkey = stupid man, goat = silly woman), referring to idea of settling for less, being ready to compromise on everything.

Alongside with classic press and OOH media usage, ambient advertising played a significant role in this communication phase, placing messages in relation to the “outer” world, from city sites to other campaigns.

H&M campaign that was running at the same time created a perfect target to fool around with. Tele2 billboard with a copy “Goats would go for anything” was positioned by the H&M billboard with a model in the exact pose as Tele2 sheep.

Results and Effectiveness
Outdoor advertising turned as the most visible and most effective channel in the teaser phase of the campaign.

Information provided by Hendal (public research):
40% noticed the black sheep character
out of those
75% stated they saw it on the billboards
60% stated they saw it on the TV*
20% stated they noticed it on the internet

*there was no TV advertising during the first phase; TV is still a media with the highest impact in Croatia, when exposed to high impact campaign, people often presume they saw it on TV, even when that is not the case.