During the holidays season, advertisers are getting inspired to produce the catchy and memorable content. Christmas theme is in the focus and the advent advertising is something we see almost daily. It’s never too much of a holiday magic, though.
After a comprehensive and valuable analysis of the Balkan chocolate deals earlier this week, we are taking you on a different journey. This one is charmed by a holiday spirit and leads us to the capital of Croatia. Let’s talk about advent advertising. First of all, let me take you to the year 2014.
The Zagreb Tourist Board, together with the Bruketa&Zinic OM launched the application under the representative name Zagreb Be There. This unusual marketing move for one city was a refreshment in the Balkans. The application helps visitors to get along in Zagreb and explore the places like locals. Another great success in Bruketa&Zinic OM portfolio.
Now you probably wonder- and what does it have to do with the advent advertising?
Great marketing minds always use the current time of the year and make the best out of it. Zagreb Be There team did not miss it either. In the beginning of December 2016, they launched additional options in the application. Zagreb Tourist office decided to use the internationally-known Christmas custom – a kiss under the mistletoe. Thus they encouraged tourists to explore new and unusual places in Zagreb using their smartphones. The idea resulted in the new routes within the App- Christmas sightseeing route Kiss&Tell.
Containing locations where you can take a picture with someone you love, it promotes love as the essence of the Christmas holidays. If a visitor shares photos on social media, he or she can win a prize. The engagement has always been crucial in the communication with the audience. Indeed, Zagreb Be There team did their homework. More about the advent campaign here.
An engaged audience is entertained, likes the product and trusts the vendor. In its core, this is a great way to build a community of fans. In addition, this is what people will talk about. Many marketers busy themselves growing lists, fans, and followers but ignore a metric that creates mobs of raving supporters. This is called engagement, and it can boost the brand lift by over 300%. For those who are more curious, I suggest reading the ARTICLE about ways to increase the engagement. Pretty inspiring!
Until the next interesting story, keep the holiday spirit rolling, and if you find yourself lost in Zagreb, don’t forget to kiss.