Jana: Wing Of Love

Credits & Description:

Title: Wing Of Love
Agency: Imago Ogilvy
Brand: Jana
Country: Croatia
Entrant Company: Imago Ogilvy, Zagreb
Advertising Agency: Imago Ogilvy, Zagreb
Media Agency: Imago Ogilvy, Zagreb
Pr Agency: Imago Ogilvy, Zagreb
Production Company: Antitalent, Zapresic
Additional Company: Priredba Studio, Zagreb
Senior Strategic Planner: Dina Dretvic (Imago Ogilvy)
Account Manager: Sarah Prevedan (Imago Ogilvy)
Chief Creative Officer: Igor Mladinovic (Imago Ogilvy)
Art And Innovation Director: Darko Bosnar (Imago Ogilvy)
Managing Director: Željko Glavor (1&0)
Event production: Streaming.hr
Director: Nebojsa Slijepcevic
Art Director: Darko Bosnar
Executive Creative Director: Igor Mladinović
Account Director / Manager: Sarah Prevedan
Media director manager: Unex
PR director: Priredba studio
Strategic planner strategist: Dina Dretvic
Copywriter: Darko Bosnar, Igor Mladinovic
Digital production: 1i0, Drap
Production Company: Antitalent
Synopsis:
Overall situation in Croatia and Europe, with refugees problem, closed borders and wires around countries, displays humans with a complete lack of love. Jana is water as pure as love and its brand mission is to share love using love messages on its bottles. Task was to produce image campaign which will show the brand message that love has no boundaries and which will inspire people to share and live love every day. Objective was to build brand image of Jana as water as pure as love and to strongly connect emotion of love with the brand.
Execution:
We placed one camera on the roof next to stork nest in the small Croatian village where Malena, a female stork which can't fly south awaits for her mate Klepetan who flies 14000 kilometres back to her from Africa. We live streamed her waiting for Klepetan on display on the main square in the country capital, on Jana microsite and live web banners on all relevant portals. People were able to take an active part of awaiting for Klepetan and to generate love messages and share them on social networks. Since Klepetan usually comes back in the middle of March, live stream started on the 7th of March and was active till the day of his return. At the moment of Klepetan's return Jana presented a new edition with love messages on the bottle and naturally connected brand value with this pure love story.
Outcome:
The total activity of the campaign reached more than 75% of the total population in Croatia!Live stream on microsite has been watched for 5 million minutes overall, with an average viewing of 12min 17sec. Through Facebook posts 3.6 million people in the region was reached, of which 50% organic with more than 80,000 gathered likes.The campaign itself in addition to advertising additionally raised over € 405,000 of free PR on the web, print and TV.The campaign became trending topic on all relevant media in the country and in the region as well as a popular topic in an everyday chit-chat.
Campaign Description:
The creative idea was simple - let's show people what the real love is and inspire them to change their lives. We've found unique love story in one small village in Croatia where Malena, a female stork with a broken wing, awaits for her male stork Klepetan to fly back from Africa every spring. Malena can't fly south so she gets through the winter thanks to one man who takes care of her for the last 23 years. He has even built her a nest on his roof. But the most thrilling period in their lives is a beginning of every spring when two of them await for Klepetan to come home again. We wanted to share that moment of love with the whole world so we put one camera on their roof and live streamed The Waiting for Klepetan.
Strategy:
Regarding the brand, our target audience was almost the whole country so we had to find universal topic relevant everybody. The love story about one stork with a broken wing who awaits for her male stork to come back from Africa every spring for the last 14 years was perfect for that. That's why we used live stream of awaiting for Klepetan to give people opportunity for active real-time participation in this thrilling experience. With live stream they could see and feel every moment of this unique love story. We connected this beautiful emotion of Klepetan's come-back moment with a launch of new edition of love messages on the bottle of water as pure as love. In that way we've showed that believing in love is not just something Jana claims, it's the way Jana brand lives.