Telekom Srbija Promo, Case study THE DJOKER by McCann Erickson Belgrade

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THE DJOKER

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Industry Mobile Communications
Media Promo & PR, Case study
Market Serbia
Agency McCann Erickson Belgrade
Associate Creative Director Milena Kvapil
Creative Director Jana Savic Rastovac, Vladimir Cosic
Producer Andrija Lucic
Released June 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: TELEKOM SRBIJA
Product/Service: MOBILE TELEPHONY OF SERBIA (MT:S)
Agency: I&F McCANN BELGRADE
Associate Creative Director: Milena Kvapil (I&F McCann Belgrade)
Creative Director: Vladimir Cosic (I&F McCann Belgrade)
Senior Art Director: Marko Savic (I&F McCann Belgrade)
Creative Director: Jana Savic Rastovac (I&F McCann Belgrade)
Group Account Director: Bojan Ninkovic (I&F McCann Belgrade)
Account Manager: Bojana Gagic (I&F McCann Belgrade)
Account Executive: Dusan Camilovic (I&F McCann Belgrade)
Producer: Andrija Lucic (Lespot)
Media placement: PR Event - RTS 1 - National TV Station - 10.June 2011.
Media placement: Consumer PR - Blic - Daily Newspaper - 10.-20.June 2011.
Media placement: Digital PR - Youtube - 12.June 2011.
Media placement: Digital PR - Mondo.rs - 13.June 2011.

Summary of the Campaign
Serbian telecommunication market was challenged by the introduction of mobile number portability, the option of changing your operator, but keeping the same phone number. As the market leader, our client mt:s, the only domestic provider, was the most threatened. Our goal was to prevent the users from switching to other operators.

We decided to re-ignite national pride and make people feel proud of being part of the national mobile network mt:s. For our endorser we have picked true Serbian hero Novak Djokovic, and took him out among ordinary people, onto the streets of Belgrade. Novak surprised people by meeting them on the streets, asking them for a photo with him. According to our plan, he friended every person he met on Facebook and tagged a photo with him.

Through viral and mouth to mouth effect, self generated PR and social media engagement, our campaign generated more than €250,000 of media space value, while the event video became one of the most viewed and shared clips of all time on YouTube in Serbia.

Our client remained the absolute telecommunications market leader on our market to this very day.

The Situation
Serbian telecommunications providers were challenged by the introduction of mobile number portability, the option of changing your operator, but keeping the same phone number. As the market leader, MTS, the only domestic provider, was the most threatened.

The Goal
Research showed that on some of the markets, with the introduction of mobile number portability, leaders had up to 15% loss of users.

Our goal was to prevent possible disaster: customers of our clients switching to other operators.

The Strategy
We decided to re-ignite national pride and make people feel proud of being part of the national mobile network mt:s. For that goal, we needed to do something really extraordinary.

We needed a campaign that is “larger than life”.

For our endorser we have picked true Serbian hero, new god of tennis, symbol of our national pride, Novak Djokovic. He became our“Djoker” from the sleeve.

We took the Serbian idol out among ordinary people, onto the streets of Belgrade. We decided to use the mt:s corporate message 'you have friends' and give it a deeper meaning by letting everyone have a chance to meet their idol in person. In this emotionally charged event, Novak surprised people by meeting them on the streets, asking them for a photo with him.

Execution
According to our plan, he friended every person he met on Facebook and tagged a photo with him. We have also posted a video from the event on Youtube, counting on a possible viral effect.

What we couldn't foresee was the level of engagement, amount of spontaneous reactions and genuine emotions that were priceless. Even while it was going on, our event became the talk of the town.

Although it was not a part of the plan, our endorser saw the opportunity for his own PR and shared news about the action on his official Faceboook and Twitter page.

Documented Results
Within a few days, every national newspapers and TV station carried the story. With more than 70 unpaid posts in all media (around 15% on TV), our campaign generated more than €250,000 of media space value.

This was the first time ever recorded in Serbia that a commercial campaign was in the headlines of otherwise very strict media; among others, story of Novak and friends was part of the most viewed prime time news on national TV.

Our event video became one of the most viewed and shared clips of all time on YouTube in Serbia.

Finally, despite tough competition and the situation, mt:s remains the absolute telecommunications market leader in Serbia to this very day, with over 5.5m of users and 51% of market share.