TU - Sempl

18 SEMPL
24/7
MEDIA
TRENDS
CONFERENCE
PORTOROÆ
24.−25.
NOVEMBER
2016
www.sempl.si
#sempl2016
LANI VELIKI SEMPLER,
LETOS ÆE KANSKI LEV
LAST YEAR GRAND
SEMPLER, THIS YEAR
CANNES LIONS AWARD
VIRTUALNA RESNI»NOST
JE TU! VIRTUAL REALITY IS
HERE TO STAY! VIRALNO
USPE©NICO LAHKO
NAPOVEMO WE CAN
ABSOLUTELY PREDICT A
VIRAL HIT
Vsak dan 118.000
bralCev
Po treh
letiH
www.svet24.si
treninga
3. MeStU
že na
Melania Trump: Polbrata utišala z denarjem?
Dva obraza Mira Cerarja
Skrivnostni molk
Severina stavi na silikone
Dr. Gruber ukradel srca Slovenk
Zgodil se je najbolj
skrivnosten
Ne pretiravajte! Z instant napitki si ne smete tešiti žeje. svingerski festival
Za Podobnika usodna naveza z Janšo
Slovenska superživila
Slovenija v solzah
Pokušala izrabiti kmete
Na desnici vre
Strupena in boleča nevarnoSt vladna zarota
bralCi naM zaUPaJo,
zaupajte nam tudi vi.
Tekmovalca letošnjega
Big Brotherja se tržita
v tandemu
Od ponedeljka
do sobote
Celine Dion zabredla v alkohol
zvezde Granda
UVODNIK/EDITORIAL
Žirija je vaš potrošnik,
ki ga je treba navdušiti!
ZA 18. SEMPL
SVET24, informativne vsebine, d. o. o., Brnčičeva 31,
1231 Ljubljana – Črnuče
Urednica priloge/Editor:
Simona Kruhar Gaberšček
Grafično oblikovanje/
Graphic Design:
Marko Faletič,
Ksenija Konvalinka
Naklada/Circulation:
500 izvodov, julij 2016/500
copies, July 2016
N
evroznanost
je
dokazala, da uspeh
spreminja kemične
reakcije v možganih
in povzroči, da postanemo bolj
osredotočeni, pametnejši in
samozavestnejši. Znanstveno je
torej podkrepljeno, da se splača
boriti za leve, effieje, semplerje
... Če verjamemo znanstvenikom,
potem prvi obeta drugega, deseti pa petdesetega.
Celoten pomen SEMPL-a je v
dvigu kakovosti medijsko-komunikacijske stroke, nagrade Sempler pa ves ta trud samo nadgra-
jujejo. Pri semplerjih ne gre samo
za idejo, žirija ocenjuje in nagradi
tudi njeno implementacijo, primernost komunikacijskih orodij,
ustrezno ciljanje in seveda rezultate. Sempler je tista nagrada, s
katero lahko pomahate pod nosom na naslednjem »pitchu« in
samozavestno rečete: mi znamo
ne samo lepo, ampak tudi dobro!
Sedela sem z vsemi žirijami v
zadnjih sedmih letih. Kako torej
do semplerja? Čarobnega trika,
ki bi zagotovil zmago, ni. Edino
univerzalno pravilo, ki kot pribito
drži vsako leto znova, je enako
tistemu pri igranju lota: če ne
kupiš lističa, ne moreš zmagati
oziroma več, kot jih kupiš, večja
je statistična verjetnost za dobitek. Čez poletje imate torej
čas za izbor vaših najboljših in
najuspešnejših projektov. Naj
bodo to tako tisti kreativni kot
tudi tisti preverjeni, ki dajejo
odlične rezultate. Žiriji pa postrezite z rezultati, številkami in
odlično prezentacijo. Kajti konec
dneva delamo v oglaševanju,
žirija pa je vaš potrošnik, ki ga je
treba navdušiti. In če kdo, potem
veste vi, kako se to dela.
The jury is the
customer you
should engage!
N
Foto/Photo: Urban Štebljaj
Valerija Prevolšek, predsednica SEMPL-a in direktorica
Media Poola/President of SEMPL and Managing Director
of Media Pool
euroscience
has
proven that success
changes
chemical reactions in our
brain and makes us smarter,
more focused and even more
confident. Therefore it is scientifically proven that it pays off to
fight for Lions, Effies, Semplers,
etc. If we are to believe the scientists, the first promises the
second, and the tenth promises
the fiftieth.
The purpose of SEMPL is raising
quality in the media and communication industry and the
Sempler awards only upgrade
all this. They are not only about
the creative idea. Jury also evaluates and awards its implementation, relevance of communication tools, proper targeting,
and results, of course. Sempler
is an award, which you can brag
about on your next pitch and
confidently say: we can make it
look good and effective.
I have been with all the juries in
the last seven years. How to get
your hands on a Sempler award?
There is no magic trick, however
one rule stays the same over
the years: It is like lottery - if you
do not buy the ticket, you cannot win, or the more tickets you
buy, the greater the probability
to win. During the summer you
have the time to select your
best projects, the wildly creative and the traditionally proven
effective ones. Provide the jury
with results and numbers, and
make an excellent presentation.
At the end of the day we are in
advertising, and the jury is the
customer you should engage.
And if someone, you should
know, how it is done.
3
SEMPLERJI/SEMPLERS
4
Kdo je lani osvajal semplerje?
Who won at the last year’s
Sempler competition?
Najboljša medijska strategija leta 2015 je bila odmevna akcija
»Soglasnik za življenje«, ki so jo za Hrvaško združenje Transplant
ustvarili v agenciji Imago.
Grand Sempler for the best media strategy of the year went to “A
Consonant for Life” created by Imago for The Croatian Transplant
Association.
Grand Sempler for
the best media strategy of the year
Soglasnik za življenje/
A Consonant for Life
Oglaševalec/Client:
Hrvaško združenje Transplant
(Croatian Transplant Association)
Medijska agencija/Media
agency: Imago, Hrvaška/
Croatia
Oglaševalska agencija/
Advertising agency: Imago,
Hrvaška/Croatia
Sodelavci/Credits: Darko
Bosnar, Igor Mladinović, Petra
Brandt, Domagoj Delić, Hrvoje
Hrvatin, Martina Bek, Vanja
Runje, Davor Runje, Danijel
Milišić
Golden Sempler
– Strategic Use of
Media Mix
McDonaldsov zajtrk/
McDonald`s Breakfast
Campaign
Oglaševalec/Client:
McDonald`s Hrvatska –
Globalna hrana, d. o. o.
Medijska agencija/Media agency: OMD Media,
Hrvaška/Croatia
Oglaševalska agencija/
Advertising agency: Innovo
DDB, DRAP, Hrvaška/Croatia
Sodelavci/Credits: Ivana
Šapina, Natalija Azinović, Stipe
Grubišić, Brankica Blažević,
Vladimir Karmelić
Golden Sempler –
Innovative Use of
Communication
Channel/Best
Experiential
Campaign
Renault Z. E. Taxi
Oglaševalec/Client: Renault, Slovenija/Slovenia
Medijska agencija/Media
agency: OMD – OmnicomMediaGroup, Slovenija/Slovenia
Oglaševalska agencija/
Advertising agency: Publicis Slovenija
Produkcijska hiša/Production: NET Projekt
Sodelavci/Credits: Maša
Smonig, Miha Bevc, Milena
Jakovljevič, Nina Smonig,
Katja Kavčič, Katarina Keršič,
Matjaž Smole, Tamara Korat, Vid
Greganovič, Anja Rebek, Renata
Penca, Gregor Čeferin
Hrvaška/Croatia
Medijska agencija/Media
agency: U. M. Universal McCann & Real Grupa, Hrvaška/
Croatia
Oglaševalska agencija/
Advertising agency: Grey,
Hrvaška/Croatia
Sodelavci/Credits: Željka
Mojzeš, Ružica Abramović, Ida
Pandur, Maja Šplajt, Viviana
Vukelić, Vlatka Kraljić
Golden Sempler –
Best Use of the Digital
World
Spletni vtičnik Itak Moč
besed/Itak Power of
Words Plug-in
Golden Sempler
– Best Targeted
Campaign
Promocijska akcija VIP
ob vrnitvi v šolo/VIP
Back2school promo 2015
Oglaševalec/Client: VIP,
Oglaševalec/Client: Telekom Slovenije
Oglaševalska agencija/
Advertising agency: Pristop
Sodelavci/Credits: Niko
Kušar, Eva Winkler, Aljoša
Bagola, Andrija Šulić, Mojca
Uršič, Matija Kocbek, Ula Spin-
SEMPLERJI/SEMPLERS
dler, Anja Bencik, Luka Bajs,
Živa Debevec
Aleksandar Jovanović, Vitomir
Jevremović, Vladimir Djukelić
Golden Sempler –
Best Social Media
Campaign
Golden Sempler –
Best Use of Data or
Research Initiative
Moč besed/Power of
Words
Oglaševalec/Client: Telekom Slovenije
Medijska agencija/Media
agency: Pristop Media
Oglaševalska agencija/
Advertising agency: Pristop
Sodelavci/Credits: Eva
Winkler, Niko Kušar, Aljoša
Bagola, Ula Spindler, Špela
Kozamernik, Anja Bencik,
Uroš Štanc, Mojca Uršič,
Matija Kocbek, Luka Bajs, Sanja
Petrovič, Peter Šepetavc, Tjaša
Jazbinšek, Maša Butara
Golden Sempler –
Best Use of Mobile
Telenorjev bankir v
obogateni resničnosti/
Bank Augmented Reality
Banker
Oglaševalec/Client: Telenor banka, Srbija/Serbia
Medijska agencija/Media
agency: Direct Media, Srbija/
Serbia
Oglaševalska agencija/
Advertising agency: Direct
Media
Produkcijska hiša/Production: Digital Mind
Sodelavci/Credits: Stefan
Ivanović, Voljena Daničić,
5
Uspešna rezervacija vozovnice/Ticket reservation done right
Oglaševalec/Client: Adria
Airways
Medijska in oglaševalska
Ne zamudite
priložnosti
za osvojitev
letošnjih
semplerjev!
Prijave del
bodo možne
od 1. septembra
2016 naprej.
Več informacij:
www.sempl.si.
Don’t miss
your chance to
win Sempler
this year!
Registration
opens on
the 1st of
September
2016! Find out
more: www.
sempl.si.
Prijave del na letošnje tekmovanje Sempler se odprejo 1.
septembra./Registration for this year’s Sempler Awards
Competition opens on the 1st of September.
agencija/Media and
advertising agency: Red
Orbit, Slovenija/Slovenia
Sodelavci/Credits: Karmen
Krumpestar, Andraž Štalec,
Maja Dolšak, Iztok Franko
TOP SEMPL Awards
Medijski menedžer leta
2015/Media Manager of
2015: Pavel Vrabec, generalni
direktor/ Director General, PRO
PLUS, Slovenia
Golden Sempler –
Best New Media/
Media Format
Teater v prtljažniku/The
Trunk Theater
Oglaševalec/Client: Mini
teater
Oglaševalska agencija/
Advertising agency: Pristop
Produkcija/Production:
Luka Kaše
Sodelavci/Credits: Aljoša
Bagola, Robert Bohinec, Matija
Kocbek, Peter Zabret, Petra
Podgoršek, Damjana Grošelj,
Uroš Štanc
Medijska zvezda prihodnosti 2015/Future Media
Star of 2015: Maša Smonig,
direktorica projektov/Account
Manager, OMD, Slovenia
SEMPLERJI/SEMPLERS
Vse nagrade Sempler
glede na državo
Sempler Awards
by country
Veliki Sempler glede na državo
Grand Sempler by country
6
2
Serbia
1
23
Vse nagrade Sempler glede na panogo
Sempler Awards by industry
Financial/Insurance
11
Veliki Sempler
glede na panogo
Grand Sempler
by industry
FMCG
Nagrade Sempler
po agencijah*
Sempler Awards
by agency*
15
Macedonia
Croatia
Serbia
10
Croatia
Slovenia
Slovenia
Grand
Sempler
9
Grand
Sempler
18
Publicis skupina Slovenija
15
Omnicom MediaGroup Slovenija
8
Formitas BBDO
5
Digitel Medijski servisi Hrvaška
4
Imago reklamna agencija
4
OMD Croatia
4
McCann Croatia
4
Futura
3
LUNA\TBWAA
3
Agencija PanAN
2
Sonce.net
2
Nova KBM
5
Atlantic Grupa
1
Mini teater
1
Universal Media Serbia
2
Renault
5
Beiersdorf
1
NLB
1
Agencija 101
1
Si.mobil
5
Citroen
1
Peugeot
1
Agencija Imelda
1
Telekom Slovenije
4
Droga Kolinska
1
Plesna šola Kazina
1
Willevolve
1
Coca-Cola
3
Electrolux Ljubljana
1
Radenska
1
Direct Media
1
Bayer Pharma
2
Fructal
1
Raiffeisen bank
1
Lowe Digitel
1
Bramac
2
Hrvatska udruga Transplant
1
Rdeči križ Hrvaška
1
Fastbridge Beograd
1
Carlsberg
2
Hyundai Avto Trade
1
Taxi Intertours
1
interactive.agency
1
Gorenje
2
Intersnack
1
T-Com
1
Mayer McCann
1
Porsche Slovenija
2
Karlovačka pivovara
1
Telekom Hrvaška
1
McCANN Skopje
1
Unicef
2
L`oreal Slovenija
1
Telenor Bank
1
Innovo DDB
1
Wrigley
2
Ljubljanske mlekarne
1
T-Mobile
1
DRAP
1
Žito
2
M.ts Telekom Srbija
1
Unilever
1
Original
1
AC Lovše
1
Masterfood Slovenija
1
VIP
1
Red Orbit
1
Adria Airways
1
McDonald’s Hrvatska
1
Zavarovalnica Triglav
1
Real Grupa Croatia
1
Alkaloid AD Skopje
1
Mercator
1
Amis
1
Microsoft Slovenija
1
*Upoštevali smo agencije, ki so bile navedene med prijavitelji
katerega koli zmagovalnega dela.
*Agencies that have been listed among the entrants of any
of the winning entries are included.
SEMPL-infografike.indd 1
FMCG
Automotive
NGO’s
Other
Financial/Insurance
Automotive
23
15
11
9
9
4
IT
2
IT
Pharma
NGO’s
Telco
Pristop Skupina
Telco
1
Other
Vse nagrade Sempler po oglaševalcih Sempler Awards by advertiser
07/07/16 12:11
SEMPLERJI/SEMPLERS
Kako prepričati
žirijo za nagrade
Sempler?
L
ani je žirijo za nagrade
Sempler, namenjene najboljšim medijskim strategijam leta, vodil Marko
Vičič, soustanovitelj in izvršni
direktor v skupini Futura DDB.
Zdaj, po skoraj letu dni od ocenjevanja prijavljenih del, smo
ga povprašali, na kaj naj bodo
prijavitelji pozorni pri svojih
predstavitvah in čemu naj se
izogibajo.
Lani ste bili predsednik žirije
za nagrade Sempler. Kakšne
nasvete bi lahko podali
letošnjim prijaviteljem in na
kaj naj pazijo pri prijavi del?
Kaj žirija dejansko gleda in
ocenjuje – kako pomemben
jim je, na primer, predstavitveni filmček s študijo prim-
Marko Vičič,
soustanovitelj in
izvršni direktor
v skupini
Futura DDB/
Co-founder
and Managing
Director of
Futura DDB
era in koliko dejanski rezultati? In obratno – kaj žirijo
najmanj zanima?
Moj osnovni nasvet je tudi v tem
primeru formula K.I.S.S. Predstavitev je seveda zelo pomembna. Nujni elementi predstavitve
so zagotovo jasno razložen problem, učinkovita predstavitev
rešitve in seveda merljivi in
preverljivi rezultati. Brez dvoma
pa lahko rečem, da je vsako
nepotrebno »duhovičenje« ali
olepševanje balast, ki mu žirije
niso naklonjene.
ma kaj sestavlja zmagovalno
formulo?
Zmagovalna formula je vedno
dobra vsebina, podana na inspirativen način skozi prave kanale.
Vse to lahko temelji le v globokem razumevanju potrošnika
in odličnem poznavanju izdelka.
Potrošniki so danes vedno bolj zahtevni, kar je
treba upoštevati tudi pri
načrtovanju medijske strategije. Kaj po vašem mnenju
pri potrošnikih »vžge« oziro-
V lanskem intervjuju za revijo SEMPL24 ste povedali,
da opažate pozitiven trend,
ko govorimo o ugledu nagrad Sempler v regiji. Kako
bi to komentirali zdaj, ko je
How to convince the
Sempler Awards Jury?
L
ast year, the Sempler
Awards
Jury,
which
awarded the best media
strategies of the year, was
presided by Marko Vičič, the cofounder and managing director
of Futura DDB. Now, almost one
year since reviewing the Sempler entries, we asked him, what
are the things that entrants
should pay attention to in their
presentations and what they
should avoid.
Last year you were the president of the Sempler Awards
Jury. What advice would
you give to this year’s entrants and what are the most
important elements in the
entry? What does the jury
pay attention to and judge
– how important is to them,
for instance, the presentation clip with the case study
and how important are the
actual results? And on the
other hand – what is least
important to the jury?
Also in this case, my basic advice
is the K.I.S.S. formula. The presentation is very important, of
course. The essential elements
of a presentation are definitely a
clear definition of the problem,
an effective presentation of the
solution and of course measurable and credible results. I can
say without a doubt that any
unnecessary “witty remarks” or
embellishment is something
the jury does not appreciate.
Consumers are increasingly demanding nowadays,
which needs to be considered also when planning a
media strategy. What is it, in
your opinion, that resonates
with the consumers or makes
up the magic formula?
The winning formula is always
good content, given in an inspirational way through the
relevant channels. All this can
only be achieved with a deep
understanding of the consumer
7
minilo eno leto?
Vztrajam pri svoji lanski izjavi.
Trgi v regiji seveda niso enaki in
povsem enotni, so pa dokaj povezani in združeni s sorodnimi kulturami, ki se med seboj razumejo.
SEMPL je vsebinsko odlična prireditev in tudi nagrade Sempler
so vse bolj ugledne, saj predstavljajo unikaten, holistični pogled
na kreativnost in učinkovitost
hkrati. Prepričan sem, da si nagrade Sempler zaslužijo naziv najbolj relevantne nagrade za tržno
komuniciranje v regiji.
and excellent knowledge of the
product.
In last year’s interview for
the magazine SEMPL24 you
said that you are noticing a
positive trend regarding the
reputation of the Sempler
awards in the region. How
would you comment this
now, one year later?
I stick by what I said last year.
The markets in the region are
not the same or completely unified, of course, but they are well
connected and intertwined with
common cultures that get along.
SEMPL is an event with excellent
content and the Sempler awards
are increasingly respected, as
they represent a unique, holistic
view on creativity and efficiency
at the same time. I am sure that
the Sempler awards deserve the
title of the most relevant awards
for marketing communication in
the region.
SEMPLERJI/SEMPLERS
8
Lani veliki
sempler, letos že
kanski lev
Darko Bosnar, umetniški in inovacijski direktor v Imagu/
Art and Innovation Director at Imago
H
rvaška kreativna agencija Imago je lani osvojila najvišjo nagrado na
tekmovanju Sempler,
velikega semplerja, in sicer za
odmevno akcijo »Soglasnik za
življenje«, letos pa je poskrbela, da
je Hrvaška osvojila svojega prvega leva na mednarodnem festivalu kreativnosti Cannes Lions.
Bronastega oglaševalskega oskarja je dobila za akcijo blagovne
znamke Jana »Krilo ljubezni«, ki
je z ljubezensko zgodbo med
dvema štorkljama osvojila mednarodno žirijo v Cannesu. Darka
Bosnarja, umetniškega in inovacijskega direktorja v agenciji
Imago Ogilvy, smo vprašali, kaj bi
svetoval letošnjim prijaviteljem
na tekmovanje Sempler in kaj jim
pomeni osvojeni veliki sempler.
Akcija
»Soglasnik
za
življenje« je lani na kon-
vsakemu kanalu, ne glede na
medij. Mediji, blagovne znamke
in vsi drugi so na drugačen in
nepričakovan način lahko izkazali
svojo podporo darovanju organov
s tem, ko so iz svojega imena
odstranili soglasnike. »Soglasnik
za življenje« je bil odlično delo za
prijavo na konferenco, na kateri se
nagrajujejo prave medijske ideje.
Kaj bi svetovali letošnjim
prijaviteljem, ki se bodo
potegovali za nagrade Sempler? Kaj je tisto, kar osvaja
na tekmovanjih?
Tu ni nekega posebnega recepta. Ali imaš dobro akcijo z rezultati ali pa je nimaš. Vendar pa vse
pomembnejša postaja priprava
dela za žirijo. To je po eni strani
žalostno, saj po festivalih vidim
zelo dobre akcije, ki pa so slabo
pripravljene in žirija takšna dela
preprosto preskoči in ne nagradi.
Menim, da je biti član žirije zelo
velika odgovornost, saj s svojim podpisom zagotavljaš, da
je določeno delo boljše od drugega. Zelo me razjezi, ko neko
delo s slabo idejo in fantastično
študijo primera dobi nagrado, delo s super idejo in slabo
študijo primera pa ne. Treba je
Kaj pomeni nagrada Sempler za vas in vašo agencijo?
So vas oglaševalci zato bolje
spoznali in vas morda povabili na sodelovanje?
To je bil prvi veliki sempler ne
samo za Imago, temveč tudi za
Hrvaško. Nagrade so pomembne, ker so pokazatelji tega,
kako agencija diha, kako dela in
kako razmišlja. Zelo me veseli,
da grem na festival in spoznam
veliko ljudi, ki prihajajo s strani naročnikov. Pomembno je,
da tudi njim te nagrade toliko
pomenijo kot nam agencijam
in da jih cenijo ter želijo osvojiti
prav tako kot mi. Vse, kar mi kot
agencije počnemo, počnemo
zanje in njihove blagovne
znamke. Seveda se mi zdi lepo,
da mi čestita tudi kakšen kreativni direktor, kot se mi zdi dobro,
če mi čestita vodja blagovnih
znamk ali direktor marketinga in
mi pove, kako bi si tudi on želel
tako uspešno akcijo za svojo
blagovno znamko.
Kaj po vašem mnenju v
regiji predstavljajo SEMPL
in nagrade Sempler? Katera
je največja dodana vrednost
konference SEMPL?
O akciji »Soglasnik za življenje«, nagrajeni z velikimi semplerjem
Z akcijo »Soglasnik za življenje« so želeli javnost seznaniti s pomenom
odločitve o darovanju organov, izraziti podporo vsem tistim, ki čakajo na
presaditev organov, in se zahvaliti vsem darovalcem in njihovim družinam,
ki so s svojim plemenitim dejanjem rešili druga življenja. V ta namen so
ustvarili aplikacijo, preko katere so uporabniki na družbenem omrežju Facebook lahko izrazili svojo podporo tako, da so »darovali« soglasnik iz svojega imena. Akciji so se pridružile številne medijske hiše in podjetja, ki so z
izločitvijo soglasnika iz svojega imena ali logotipa izkazali svojo podporo
darovanju organov in tako prispevali k večji ozaveščenosti o tej tematiki.
ferenci medijskih trendov
SEMPL dobila velikega semplerja za medijsko strategijo
leta. Zakaj ste se odločili za
prijavo prav te akcije, ki sodi
med družbeno odgovorne?
Ideja te akcije je zelo preprosta
in inovativna uporaba medija je
dokaz tega, da se lahko zelo
preprosta ideja zlahka prilagodi
nagraditi samo delo. No, žirija
jih pregleda ponekod na stotine
in preprosto pade na lepe slike.
Priprava na kreativno tekmovanje je postala zelo kompleksno in
zahtevno delo, tako kot izvedba
same akcije. To je pač potrebno,
da lahko osvajaš nagrade. Tega
se moraš zavedati in na ta način
to igro tudi igrati.
V Imagu smo zelo ponosni na
veliki sempler. Še več, postavili smo ga na posebno mesto.
SEMPL je konferenca, ki je prvotno medijska, opažam pa, da
postaja vedno bolj zanimiva
tudi za kreativce. Zelo radi bomo
ponovno prijavili nekaj del, za
katere menimo, da so relevantna
in primerna za SEMPL.
SEMPLERJI/SEMPLERS
T
he Croatian creative
agency Imago was
awarded the highest
prize at last year’s Sempler competition, the Grand
Sempler, for the influential campaign “A Consonant for Life”,
and this year the agency made
sure that Croatia got its first
Lion at the Cannes Lions International Festival of Creativity.
They were awarded the bronze
“Oscar of advertising” for their
campaign for the brand Jana
“Wing of Love”, which won over
the International Cannes Lions
Jury with its love story between
two storks. We asked Darko Bosnar, Art and Innovation Director
at Imago Ogilvy, what advice he
would give to this year’s competitors for the Sempler awards
and what the Grand Sempler
means to them.
The campaign “A Consonant for Life” received the
Grand Sempler last year for
media strategy of the year at
SEMPL. Why did you decide
to enter this particular campaign, which is considered
socially responsible?
The idea of this campaign is
very simple and the innovative use of the medium is proof
that a very simple idea can easily adapt to every channel, no
matter the medium. The media,
brands and everyone else could
show their support for organ
donation in a different and very
unexpected way by removing
consonants from their name.
The “Consonant for Life” campaign was a great choice for the
conference, which awards real
media ideas.
What advice would you give
to this year’s entrants, who
are competing for the Sempler awards? What is the
decisive factor that wins a
competition?
There is no winning recipe. Either you have a good campaign
with good results, or you don’t.
But entry preparation for the
jury is becoming increasingly
Last year the Grand
Sempler, this year the
Cannes Lion Award
About the campaign “A Consonant for Life”, awarded with
the Grand Sempler
With the campaign “A Consonant for Life” Imago and Croatian Transplant Association wanted to raise public awareness of what it means, to
decide to donate an organ, express support to all those, who are waiting
for an organ transplant and thank all the donors and their families, who
saved someone’s life with their noble act. For this purpose, they created
an app, with which users of the social network Facebook could express
their support by »donating« consonants from their name. Several media and other companies joined the campaign and showed their support for organ donation by excluding consonants from their name or
logo and thus contributing to raising awareness of this topic.-
important. This is sad in a way,
as I see very good campaigns
at festivals, which are badly
prepared and the jury simply
skips these entries and does
not award them. I think being
a member of the jury is a great
responsibility, as your signature
acts as your guarantee that a
certain project is better than
the other. It makes me very angry, when someone receives an
award for a campaign with a
bad idea and a great case study,
but a campaign with a great
idea and a bad case study does
Darko Bosnar:
“We are very
proud of the
Grand Sempler at Imago.
More than
that, we put it
in a very special place.”
not. The work itself needs to be
rewarded. Well, the jury reviews
hundreds of campaigns and
simply falls for the pretty pictures. The preparation for a creative competition has become
a very complex and demanding task, as is the implementation of the campaign. But this
is necessary, if you want to win
awards. You have to be aware
of this and also play this game
with this in mind.
these awards, as we do, and that
they appreciate them and want
to win them as much as we do.
Everything we do, as creative
agencies, we do for them and
their brands. Of course I find it
nice, if another creative director congratulates me; I also appreciate if a brand manager or
a marketing director congratulates me and tells me that he
would also like such a successful
campaign for his brand.
What does the Sempler
award mean for you and
your agency? Have the advertisers gotten to know you
better on account of this
and perhaps invited you to
work with them?
This was the first Sempler not
only for Imago, but also for
Croatia. The awards are important, because they show how
the agency breathes, how it
works and how it thinks. I am
very glad that I’m going to a
festival, where I can meet lots of
people from the client’s side. It
is important that they also value
What do SEMPL and the
Sempler awards represent in
the region, in your opinion?
What is the biggest added
value of the SEMPL conference?
At Imago we are very proud of
the Grand Sempler. More than
that, we put it in a very special
place. SEMPL is primarily a media conference, but I am noticing it is becoming increasingly
interesting also for the creatives.
We will gladly take part in the
competition again with some
projects we deem relevant and
appropriate for SEMPL.
9
GOVORCI/SPEAKERS
10
Ne prodajajte,
ljubite!
Ste si zapomnili, o čem so govorili
predavatelji na lanskem SEMPL-u?
Seveda ste si, ampak naj vam vseeno
malce osvežimo spomin z njihovimi
najbolj udarnimi izjavami, ki naj vam
služijo kot vodilo pri vašem delu.
Marketing pomeni pridobiti ljudi,
da vzljubijo vaše blagovne znamke.
Zato ne prodajajte, temveč začnite
ljubiti! Upoštevajte mojh devet
zmagovalnih pravil marketinga, a
morate poznati tudi »pol pravila«,
ki pravi, da ta pravila lahko tudi
prekršite, kar pomeni, da morate
kdaj uporabiti tudi zdravo pamet.
Cathey Armillas, marketinška
strateginja in avtorica knjige
Zmagovalna pravila marketinga: 9 načinov in pol, da vas ljudje
vzljubijo, ZDA
Marketing is all about getting
people to love you. Stop selling
and start loving! Follow my nine
unbreakable rules of marketing, but you also have to know
when to break them – this is my
“half rule” that actually says: use
common sense.
Cathey Armillas, Marketing
Strategist, Author of The Unbreakable Rules of Marketing: 9 ½
Ways to Get People to Love You, USA
Brand building lowers price
sensitivity. Brand building and
sales activation result in maximum profit. Fame increases efficiency even further. Rational
messages deliver short term
responses, but emotion is the
Gradnja blagovne znamke znižuje
cenovno občutljivost. Gradnja blagovne znamke skupaj s prodajno
aktivacijo pa je tista, ki povečuje
dobičkonosnost.
Racionalna sporočila prinašajo le
kratkoročne učinke, medtem ko
je čustvena komponenta ključno
gonilo dobičkonosnosti. Čeprav je
kreativna rešitev najpomembnejši
dejavnik, pa je višina proračuna
skoraj enako pomembna.
Les Binet, vodja učinkovitosti,
Adam & Eve DDB, Velika Britanija
Strategija pomeni oblikovanje prihodnosti oziroma najpametnejšo
pot, da do želenega cilja pridemo
z razpoložljivimi sredstvi. Strategija podjetja torej pomeni, da
ljudem pomagate ugotoviti, kaj si
resnično želijo (želeni cilji), in ugomain driver. The creative is the
most important factor, but the
budget is almost as important
as creative.
Les Binet, Head of Effectiveness,
Adam & Eve DDB, UK
Strategy is the smartest route
for getting to desirable ends
with available means and helping people to do that, to find
out what they really want (desir-
toviti, kaj že imajo (razpoložljiva
sredstva), ter začrtati pot med
tema dvema točkama.
Dr. Max Mckeown, strokovnjak
za strategije in inovacije, pisatelj,
svetovalec in raziskovalec, Velika
Britanija
Oglaševalci blagovnih znamk
na spletu hočejo ustvarjati zavedanje in povečevati vpletenost
s pomočjo kreativnosti, uporabljati
najkakovostnejše spletne medije
in lokalne podatke ter smiselne
metrike za znamčenje ter izkoristiti
ključne prednosti programatičnega
zakupa oglasnega prostora.
Mats Persson, glavni operativni
direktor, Adform, Danska
Imejte jasen koncept in realistične
cilje, predvsem pa vedno ostanite pristni. Sledilce na Instagramu
boste pridobili, če boste zabavni,
simpatični, provokativni, lepi, kreativni in presenetljivi.
Maximilian Münch, fotograf,
glasbeni producent in strateg
družbenih medijev, Nemčija
Prihodnost je nevidno igrišče – da bi
bila igra na njem znova zanimiva, je
treba spreminjati pravila. Če blagovne
znamke želijo predvideti prihodnost,
morajo same postati prihodnost.
Matt Longstaff, pomočnik
kreativnega direktorja, AKQA,
Velika Britanija
Don’t sell, love!
Do you remember what were the
speakers at the last SEMPL talking about?
Of course you do, but let us freshen up
your memory a little with their most
valuable insights you can use at work.
able ends) and to find out what
they have (available means),
and plot route between those
two points. Strategy is all about
shaping the future.
Dr. Max Mckeown, strategy
and innovation expert, writer,
consultant, researcher, UK
Brand marketers want to create
awareness and drive engagement; premium inventory and
local data; brand metrics that
make sense in the board room
and key benefits of programmatic buying.
Mats Persson, Chief Operating
Officer, Adform, Denmark
Have a clear concept and realistic goals, and – what is most important – stay authentic. You will
get followers on Instagram if you
are fun, cute, provocative, beautiful, creative and surprising.
Maximilian Münch, photographer, music producer and social
media strategist, Germany
The future is an invisible playground. You have to change the
rules of the game if you want it
to be interesting again. If brands
want to predict the future, they
must themselves become future.
Matt Longstaff, Associate
Creative Director, AKQA
GOVORCI/SPEAKERS
Navdušen nad
zasedbo
Na konferenci SEMPL sem zelo
užival. Zanimiva kombinacija
ljudi mi je predstavila regijo,
o kateri sem vedel relativno
malo. Prav tako sta bila odlična
tudi prizorišče in lokacija. Z
veseljem sem se družil z drugimi udeleženci in z njimi delil
izkušnje iz marketinga, a najbolj sem si zapomnil trenutek,
ko sem v morju izgubil svoja
očala!
Všeč mi je bila kombinacija
ljudi z različnih področij delovanja z nekaterimi dobrimi
govorci. Navdušen sem bil nad
zasedbo.
Verjetno je naš najbolj znan
nedavni uspeh oglaševanje
za veleblagovnico John Lewis.
Zadnji božični oglas »Moški
na Luni« je dosegel izjemne
poslovne rezultate, tako za
Johna Lewisa kot tudi za do-
brodelno organizacijo AgeUK,
s katero so združili moči.
Les Binet, vodja učinkovitosti,
Adam & Eve DDB, Velika
Britanija
Velik oboževalec
SEMPL-a
Sem velik oboževalec SEMPLa. Oder je bil velik in strokovno
voden, z odlično uporabo zaslonov in zvoka, s čimer so organizatorji zagotovili, da je vsak izkusil
popolno doživetje. Voditeljica je
bila entuziastična in profesionalna, govorci so bili raznoliki in
so dobro vedeli, o čem govorijo.
Najbolj pa sem si zapomnil predavanje dr. Maxa Mckeowna, z njegovo veliko ilustracijo namesto
prezentacije v Keynotu; odlična
kombinacija zabave in informacij.
Zaradi raznolikosti tako po spolu
kot tudi po narodnosti je SEMPL
zelo svež in sodoben v primerjavi
z nekaterimi drugimi konferencami, ki sem se jih udeležil. Sedeži
SEMPL’s speakers
are awesome!
Govorci na
SEMPL-u so
super!
Zares so. Dva od njih sta nam
zaupala svoje misli o konferenci in
svojo zadnjo zgodbo o uspehu.
in atmosfera nasploh so bili zelo
udobni, kar je redko za tovrstna
srečanja. Kljub temu, da bi tematika lahko bila nezanimiva, se
je vsakdo potrudil za zanimivo
predstavitev in zabavno vzdušje,
kar tudi najboljše ponazarja SEMPL-ov odnos, ki sem ga spoznal
med svojim obiskom.
Zadnji uspeh agencije AKQA je
predstavitev Nike Pro Genius, aplikacije, ki služi kot pripomoček
pri treningu nogometa in pomaga igralcu, da se osredotoči na
svoje misli in ne na svoje telo.
Matt Longstaff, pomočnik
kreativnega direktorja, AKQA,
Velika Britanija
ing for John Lewis. The most
recent Christmas ad “Man on
the Moon” delivered spectacular business results, both for
John Lewis and the charity they
teamed up with, AgeUK.
Les Binet, Head of Effectiveness,
Adam & Eve DDB, UK
and professional; the speakers
were varied and knew what
they were talking about. The
thing I remember the most is
Dr. Max Mckeown's lecture, with
his large illustration instead of a
Keynote presentation – a great
mix of entertainment and information.
The diversity in gender and nationality of SEMPL makes it feel
very fresh and modern compared to some conferences I
have attended. The seats and
atmosphere was very comfortable which is rare at a convention
like this. Despite the potential
for the subject matter to be dry,
everyone was always dedicated
to making the presentation and
atmosphere fun, which is the
highlight of the SEMPL attitude
I found when I was there.
The most recent AKQA success
has been the launch of Nike
Pro Genius, a football training
extension app that helps focus
a player's mind instead of building up their body.
They are indeed. We asked two of
them to share their thoughts about
the conference and their latest
success story.
Really impressed
with the line up
SEMPL was a very enjoyable
conference for me. An interesting mix of people that introduced me to a region that
I know relatively little about.
Great venue and location, too.
I really enjoyed mixing with the
other delegates and sharing
our experiences in marketing,
but for me the most memorable moment was when I lost my
glasses in the sea!
It is a great mix of people from
varied backgrounds, with some
good speakers. I was really impressed with the line up.
Probably the most famous success recently is our advertis-
A big fan of SEMPL
I was a big fan of SEMPL. The
presentation area was large and
expertly run, with great use of
screens and sound to make sure
everyone got the full experience. The host was enthusiastic
Matt Longstaff, Associate
Creative Director, AKQA, UK
11
18
MEDIA
TRENDS
CONFERENCE
PORTOROÆ
24.−25.
NOVEMBER
2016
www.sempl.si
#sempl2016
POSPE©EK
ZA VA©
BIZNIS!
OSVOJITE
SEMPLER 2016.
PRIPRAVITE SVOJE
TOP PROJEKTE!
VIRTUALNA RESNIČNOST/VIRTUAL REALITY
Simon Gosling,
kreativni evangelist pri Happy
Finish/Creative
Evangelist at
Happy Finish
14
Simon Gosling:
»Moč virtualne
resničnosti je v
tem, da vključi
ljudi na način, ki
ga do zdaj niso
poznali. In prav
zato v virtualni resničnosti
vidim velik
potencial za
oglaševanje.«
Virtualna resničnost je
tu in bo tu tudi ostala!
Simon Gosling je kreativni evangelist v londonskem podjetju
za kreativne storitve Happy
Finish, ki za svoje naročnike
Virtual
reality
is here
to
stay!
Simon Gosling is Creative
Evangelist at Happy Finish, a
London-based creative services
company, offering a one-stopshop 360 VR service. In November, he is coming to the media
ustvarja tudi izkušnje v virtualni resničnosti. Tudi udeleženci
konference medijskih trendov
SEMPL bodo imeli možnost,
da mu prisluhnejo in se z njim
podajo v navidezno, a še kako
privlačno realnost.
Vaš naziv je »kreativni
evangelist«. Kakšen evangelij razglašate?
Pred približno tremi leti je takrat
19-letni Palmer Luckey v garaži
svojih staršev v Kaliforniji vzpostavil podjetje. Sanjal je o
tem, da bi ustvaril najboljša
očala za virtualno resničnost,
kar jih je kdaj koli bilo. To mu je
tudi uspelo, saj je naredil Oculus
Rift, napravo, ki sledi gibanju
vaše glave in vam prikazuje
visokoločljivostne podobe. Kar
naenkrat vas je lahko virtualna
resničnost popeljala v kraje, kjer
še nikoli niste bili. Palmer Luckey je zdaj zelo slaven in je Facebooku prodal svoje podjetje za
dve milijardi dolarjev. In to pri
zgolj dvaindvajsetih letih! Zdaj
pa si prizadeva za to, da bi ljudje
virtualno resničnost začeli jemati resno.
Palmer Luckey ima na Twitterju
veliko sledilcev, ki, tako kot jaz,
izobražujejo svoje občinstvo
o osupljivi moči virtualne
resničnosti, o njih pa govori
kot o »VR-evangelistih«. Tako
da nisem edini kreativni evangelist, gre pravzaprav za naziv
Simon Gosling: “The power of VR is that involves
people in ways that we have never seen before.
And that is why I see a great potential for
advertising in VR.”
trends conference SEMPL in
Portorož, Slovenia, where he
will show some great examples
of how brands are already using
VR to connect with their audiences.
Your “job title” is Creative
Evangelist. What kind of
gospel do you preach?
About three years ago, a young,
19 year old, called Palmer Luckey, set up a business in his parents’ garage in California. His
dream was to create the best
virtual reality headset and experience that we have ever
seen. He succeeded in making
a headset called Oculus Rift,
which keeps up with your head
movement and is able to show
you high definition images.
Suddenly, for the first time, virtual reality was able to take you
to places you have never been
to before. Palmer Luckey is now
very famous, having sold his
business to Facebook for $2 billion, aged just 22! He now wants
to make sure that people take
VR seriously.
Palmer Luckey has many followers
on Twitter, who, like myself, educate audiences about the amazing
power of VR and he refers to them
as VR Evangelists. So, I am not the
only Creative Evangelist, it is actually a Silicon Valley job title, given
to people who recognize the potential of VR.
You claim that virtual reality will transform the advertising industry, just as the
invention of television did
in the Mad Men era. Why
do you think that VR will
have such an influence on
advertising?
In terms of VR influence on advertising, VR is here to stay; this
technology is going to happen.
One of the things I like about
Mad Men, was how in the first
season the heroes of the agency
were Creatives who were making radio commercials and post-
e
s
T
C
g
r
o
T
i
i
o
a
,
e
-
i
e
-
u
o
-
VIRTUALNA RESNIČNOST/VIRTUAL REALITY
delovnega mesta v Silicijevi dolini, ki ga dobijo posamezniki, ki
prepoznavajo potencial virtualne resničnosti.
Prepričani ste, da bo virtualna resničnost spremenila oglaševalsko industrijo
tako, kot jo je izum televizije
v dobi »Mad Menov«,
oglaševalcev
z
Madisonove avenije. Zakaj bo po
vašem mnenju virtualna
resničnost imela takšen
vpliv na oglaševanje?
Ko gre za vpliv virtualne
resničnosti na oglaševanje,
je dejstvo, da se bo virtualna resničnost obdržala; ta
tehnologija je že tu in se le še
razvija. Serija Mad Men mi je
bila všeč tudi zaradi tega, ker so
bili v prvi sezoni največji junaki
v agenciji kreativci, ki so ustvarjali radijske oglase in plakate, v
drugi in tretji sezoni pa tisti, ki
so snovali televizijske oglase.
Današnji vodilni kreativci so tisti, ki ustvarjajo integrirane digitalne vsebine, pri čemer je virtualna resničnost pomemben del.
Pravzaprav je VR-projekt The
ers, in the second and third seasons it was those who created
TV commercials. Today’s leading
Creatives are those that do integrated digital content, virtual
reality being an important part
of that. In fact, a VR project by
The New York Times, called ‘The
New York Timesa »Brezdomci«
(»The Displaced«) pravkar prejel
veliko nagrado v Cannesu.
Virtualna resničnost vam daje
občutek, da ste resnično prisotni v zgodbi in niste le priča
zgodbi kot v filmu. Virtualna
resničnost vas postavi v središče
dogajanja.
Konfucij je pred 2100 leti izjavil: »Povej mi in pozabil bom.
Pokaži mi in morda si bom zapomnil. Vključi me in razumel
bom.« Moč virtualne resničnosti
je v tem, da vključi ljudi na
način, ki ga do zdaj niso poznali.
To izkušnjo si bodo zaradi tega,
ker so vanjo vključeni, tudi zapomnili. In prav zato v virtualni
resničnosti vidim velik potencial
za oglaševanje.
Z virtualno resničnostjo
so oglaševalci šele začeli
eksperimentirati in si za
zdaj lahko le predstavljamo vse možnosti, ki jih
ta tehnologija omogoča.
Ali lahko navedete kakšen
primer uspešne VR-akcije?
Opažamo, da blagovne znamke
več vlagajo v VR-doživetja, ko
Displaced’ just won the Grand
Prix at Cannes.
2,100 years ago, Confucius said:
“Tell me and I will forget. Show
me and I may remember. Involve me and I will understand.”
The power of VR is that involves
people in ways that we have
Palmer Luckey je ustvaril napravo Oculus Rift in podjetje
Facebooku prodal za dve milijardi dolarjev. In to pri zgolj
dvaindvajsetih letih!/ Palmer Luckey created Oculus Rift and
sold his business to Facebook for $2 billion, aged just 22!
prepoznavajo, da 360-stopinjski
način deluje in prinaša občutno
donosnost na naložbe (ROI). V
sodelovanju z londonsko kreativno agencijo Space je Happy
Finish nedavno ustvaril VR-izlet
po destilarni viskija Glenfiddich.
Film je bil posnet na okoliškem
podeželju in v 360-stopinjskem
studiu z zelenim zaslonom,
pri čemer je bila uporabljena
vrsta vrhunskih produkcijskih
tehnik in ima takšno produkcijsko vrednost, ki bi jo običajno
pričakovali od televizijskih
oglasov, le da je bil ta posnet v
tehniki 360 stopinj. Glenfiddich
to VR-izkušnjo ponuja obiskovalcem okušalnih dogodkov v
lokalih in brezcarinskih prodajalnih na letališčih po svetu.
Je resnično prijetna izkušnja,
odlična pripoved in je tudi eden
izmed primerov, ki jih bom
pokazal na SEMPL-u.
Opažamo,
da blagovne
znamke več
vlagajo v VRdoživetja, ko
prepoznavajo,
da 360-stopinjski način deluje in prinaša
občutno donosnost na
naložbe (ROI).
Novembra torej prihajate
na konferenco SEMPL v
Portorožu. Kaj boste zaupali obiskovalcem?
Vsa tehnologija, o kateri sem
govoril, je ne nazadnje le orod-
je. Ne je uporabljati le zaradi
uporabe same, ampak zato, ker
vam pomaga izboljšati način,
kako delite zgodbe s svojimi
potrošniki.
Pripovedovanje
zgodb je na prvem mestu, orodja pridejo na vrsto druga.
never seen before. They will remember this experience and
because they are involved they
will understand it. And that is
why I see a great potential for
advertising in VR.
VR in advertising is –at
least for now–, something
that brands are just starting to experiment with and
we can only imagine all the
possibilities that this technology enables. Can you
give us some examples of
successful VR campaigns?
What we are seeing is, that more
is being spent on VR experiences as brands recognize that 360
works and delivers great ROI.
In collaboration with creative
agency Space out of London,
Happy Finish recently created
a VR guided tour of a distillery
for a Glenfiddich whisky. It was
filmed in the surrounding countryside and a 360 green screen
studio. A range high-end production techniques was used,
so it has all the production value
that you would normally expect
in TV commercials except that
it is done in 360. What Glenfiddich is doing with it, is a series
of experiential tasting events
in leading bars and travel retail
environments across the world,
such as duty free shops at airports. It is a really lovely experience, great storytelling, and
I will also be showing it to the
audience at SEMPL.
What will be your message
to the SEMPL audience?
At the end of the day all these
things I was talking about are
just tools. You shouldn’t use
them for the sake of using them,
but should if they enable you to
elevate the way you share your
stories with your customers. It
is always about storytelling first
and the tools come second.
15
o
SPLETNI VIDEOOGLASI/ONLINE VIDEO ADS
»Viralno uspešnico lahko
napovemo«
16
Kusuma Chumpuree-Reyntjes: »Spletni
video se je izkazal za najbolj učinkovit
način, kako se dotakniti občinstva.
Je izjemno vpliven, pogosto pa tudi
najboljši način za pripovedovanje
zgodbe blagovne znamke.«
K
usuma Chumpuree-Reyntjes je vodja trženja za Srednjo in Vzhodno Evropo
v podjetju Unruly. Na SEMPL-u
bo govorila o čustvih in zakaj so
pomembna v spletnem videooglaševanju.
Unruly je podjetje za oglaševalsko tehnologijo, osredotočeno na videooglaševanje
na družbenih omrežjih. Kakšno je vaše poslanstvo?
Naše poslanstvo je omogočiti
najboljše videooglaševalske akcije na družbenih omrežjih na
vsem planetu!
Videooglaševanje je v razcvetu, saj se njegov delež na
trgu digitalnega oglaševanja
hitro povečuje. Zakaj je videooglaševanje tako priljubljeno in pomembno tako za
oglaševalce kot tudi za založnike?
Spletni video se je izkazal za
najbolj učinkovit način, kako se
dotakniti občinstva. Je izjemno
vpliven, pogosto pa tudi najboljši način za pripovedovanje
zgodbe blagovne znamke.
Kako so se po vaših opažanjih medijske agencije spremenile v zadnjih letih? Kje
pridobivajo znanje in veščine, ki jih zahtevajo vedno
nove tehnološke rešitve?
Največji premik v potrebah medijskih agencij je povzročila rast
platform za programatični oglasni zakup, ki omogočajo zelo pa-
metno algoritemsko ciljanje.
Nedavno smo najavili našo storitev čustvenega ciljanja, tako
imenovano »Unruly Custom
Audiences«, ki oglaševalcem prvič doslej omogoča, da v zakup
spletnih videooglasov vključijo
možnost čustvenega ciljanja. To
pomeni, da je vsebina usmerjena na tiste ljudi, ki se bodo bolj
verjetno odzvali na pričakovani
način.
Medijske agencije in blagovne
znamke prav tako razumejo pomen resnično kreativnih in deljivih oglasov, ki pridejo do pravih
ljudi ob pravem času.
Veliko oglaševalcev zgolj
preusmerja svoje televizijske oglase na mobilne platforme in družbena omrežja,
toda ta pristop ne deluje, kot
ugotavljajo različne raziskave. Kaj naj upoštevajo,
ko poskušajo doseči svoje
ciljne skupine s pomočjo
videooglaševanja na družbenih omrežjih in mobilnih
napravah?
Način, kako potrošniki spremljajo vsebine na, na primer,
mobilnih napravah, se občutno
razlikuje od tega, kako spremljajo televizije, predvsem zaradi
njihove narave »na poti«, kar
vpliva, na primer, na optimalno
dolžino oglasa. Takšen primer
je premik k oglaševanju brez
zvoka – naša raziskava o prihodnosti videa je pokazala, da 80,4
odstotka potrošnikov utiša videooglase.
Ljudje so prvi, šele potem pridejo na vrsto platforme. Šele ko
bodo oglaševalci razumeli, kako
njihovo občinstvo spremlja vsebine, bodo lahko ustvarjali oglase, ki bodo primerni za določeno
okolje in nato poskrbeli za ustrezno ciljanje.
Nekateri menijo, da je nemogoče ustvariti »viralni
video«, saj ne morete predvideti, ali bo ljudem všeč
in ga bodo posledično tudi
delili. Vaše podjetje pa naročnikom pomaga prav pri
tem – zagotoviti, da bo njihova vsebina deljiva. Katera
pravila narekuje »znanost
deljenja« oziroma kako lahko vaši algoritmi predvidijo,
da se bo določena vsebina
delila na družbenih omrežjih?
Naša storitev Unruly ShareRank,
ki lahko predvidi deljivost spletnih vsebin, vključuje več kot
500.000 odzivov gledalcev na
videooglase in podatke o deljenjih, ki se nanašajo na 2 trilijona
videoogledov. Natančno lahko
opredeli, kateri del videa je vplival na deljenje in zakaj. Na ta način pridobimo zanimive izsledke, kot je na primer dejstvo, da
to, da v vašem oglasu nastopa
slavna osebnost, redko vpliva na
večjo stopnjo deljenja.
Tako da lahko predvidimo viralno uspešnost. Z našim globalnim algoritmom dosegamo 80-odstotno uspešnost pri
predvidevanju viralnosti, pri
Naša raziskava
o prihodnosti
videa je pokazala,
da 80,4 odstotka
potrošnikov utiša
videooglase.
naših lokalnih algoritmih pa je
ta celo 90-odstotna.
Ali zaznavate razlike med
generacijami, ko gre za
njihovo
(ne)sprejemanje
spletnih videooglasov? So
mlajše generacije bolj ali
manj naklonjene videooglasom v primerjavi s starejšimi?
Milenijci bodo za 112 odstotkov
bolj verjetno delili oglase na
spletu v primerjavi s katero koli
drugo demografsko skupino,
po drugi strani pa so oni tisti, ki
si bodo najverjetneje namestili
programe za blokiranje spletnih
oglasov.
Štirje od petih milenijcev bodo
utišali videooglas blagovne
znamke in so tudi tista skupina,
ki bo to najverjetneje storila. 74
odstotkov milenijcev pa pravi,
da izgubijo zaupanje v blagovno znamko, če se jim njen oglas
zdi ponarejen, nepristen.
Na konferenci SEMPL boste
govorili o čustvih in zakaj
so pomembna v spletnem
videooglaševanju. Kaj želite
sporočiti udeležencem?
Splošno pravilo je, da če želite, da bo vaš video uspešen na
družbenih omrežjih, mora biti
dovolj izstopajoč, da v gledalcu
izzove fizično reakacijo – solze,
smeh, kurjo polt ali vzdih. Če
resno razmišljate o tem, da bi
ustvarili viralno uspešnico, ki se
bo kosala z najboljšimi, potem
mora biti vaš video zabaven,
spektakularen, osupljiv, nadvihujoč ...
Spletni videooglasi so tudi
dragocena družbena valuta, ki
v vedno večji meri služijo tudi
kot izhodišče za pogovor, pripomoček za samoizražanje in
sredstvo za potrjevanje in odobravanje v okviru skupine sovrstnikov.
Če ima video, ki ste ga ustvarili, veliko vrednost v očeh ciljne
skupine sovrstnikov, ker je še
posebej zabaven, relevanten ali
kako drugače pomemben za to
skupino, je veliko bolj verjetno,
da ga bodo delili naprej.
K
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v
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a
w
SPLETNI VIDEOOGLASI/ONLINE VIDEO ADS
K
usuma
ChumpureeReyntjes is Head of Sales
CEE at Unruly. At SEMPL,
she will speak about emotions
and why do they matter in online
video advertising.
Unruly is an ad tech company
focused on social video advertising. What is your company‘s mission?
Our mission is to deliver the most
awesome social video campaigns
on the planet!
Video advertising is gaining
its momentum as its share in
the digital advertising market is growing rapidly. Why
is video advertising becoming increasingly popular and
important for advertisers and
publishers?
Video has consistently proven itself as the most powerful way to
move an audience. It’s effective
and impactful, and often the best
way to tell a brand’s story.
“We can absolutely predict
a viral hit”
video buys. This in turn means
that content is delivered to people
more likely to react in the anticipated way.
Media agencies and brands also
understand the importance of
genuinely creative, shareable
campaigns distributed in the right
places to the right people.
Many advertisers are just
transferring their TV ads to
social and mobile, but as research shows this approach
doesn’t work. What should
they have in mind when trying to reach their target groups
with social or mobile video
advertising?
The way users consume content
on mobile, for instance, is vastly
Kusuma
ChumpureeReyntjes,
vodja trženja
za Srednjo in
Vzhodno Evropo, Unruly/
Head of Sales
CEE, Unruly
In your view, how did the
needs of media agencies
change in recent years?
Where do they get the knowledge and skills with all the
new technology emerging
every day?
A major shift in the needs of media
agencies has been the growth of
programmatic buying platforms,
which allow for some very smart
algorithmic targeting.
We recently announced our emotional targeting capability Unruly
Custom Audiences, which allows
advertisers, for the first time, to
apply emotional targeting to their
different to TV-- due to it’s on the
go nature, which can affect things
like optimal length.
A recent example is the move
towards ‘sound off advertising’,
as Unruly’s Future Video Survey
found that 80.4% of consumers
mute video ads.
It’s people first, platform second. Once marketers understand
how their audience is consuming content then they can create
campaigns appropriate for the
environment and then devise appropriate targeting.
Some people think that you
cannot make a viral video as
Kusuma Chumpuree-Reyntjes:
“Video has consistently proven itself
as the most powerful way to move an
audience. It’s effective and impactful,
and often the best way to tell a
brand’s story.”
it is impossible to predict if
people will love it and therefore share it. But your company helps clients to make their
content shareable. Which are
the rules behind ‚science of
sharing‘ or, in other words,
how can your algorithms predict that certain content will
be shared?
Unruly ShareRank is trained using more than 500,000 viewer
reactions to videos and sharing data relating to 2 trillion
video views. It identifies which
parts of the video influence
sharing behaviors – and why.
It can give us interesting insights
such as the fact that having a celebrity in your ad rarely has an effect on the sharing numbers.
So we can absolutely predict a
viral hit. In fact, we have 80% success in predicting virality on our
global algorithm and 90% success
on our local algorithms.
Do you notice any difference
among generations when it
comes to their (non)acceptance of online video ads? Are
younger generations more
or less inclined to view video
ads than their older counterparts?
Millennials are 112% more likely to
share ads online they like than any
other demographic, but they are
also the most likely demographic
to install ad blockers.
Four out of every five Millennials will
mute a brand’s video ads, and are the
demographic that will most likely do
so. 74% of Millennials say they lose
trust in a brand if an ad feels fake.
At SEMPL, you will speak about
emotions and why do they
matter in online video advertising. What will be your message to the audience?
As a general rule, if your video is
to have a chance of social success,
it should be arresting enough
to elicit a physical reaction from
the viewer (tears, laughter, goose
bumps and gasps are all good). If
you‘re serious about creating a viral hit, your video will need to be
this funny, this spectacular, this illuminating, this random, this inspi-
Unruly’s Future
Video Survey
found that 80.4%
of consumers
mute video ads.
rational etc. –if you want to be up
there with the best of them.
Online videos are also a valuable
social currency, increasingly used
as conversation starters, social lubricants, props for self-expression
and as a means of winning validation and approbation within a
peer group.
If the video you‘ve produced is
perceived to have a high value
within your target peer group,
because it‘s particularly entertaining, relevant or meaningful
to this group, it‘s much more
likely to get passed on.
17
ZAKAJ SEMPL/WHY SEMPL
18
Odlični govorci, sproščeno
druženje in nagrade medijskim
presežkom
nost so predvsem tuji govorci,
ki nam prinašajo izkušnje in
primere dobrih praks iz tujine
iz prve roke. Ugled nagrad Sempler prav tako narašča, pa ne
samo v Sloveniji, temveč tudi
širše v regiji.
Barbara Kelšin, vodja trženja oglasnega prostora za Slovenijo, Fox
Največja dodana vrednost so tuji govorci
Lanski SEMPL sem si zapomnila
po odličnih govorcih, a bi težko
izpostavila samo enega. Pred
leti smo se na SEMPL hodili v
glavnem le družit, zdaj pa so
predavanja tako kakovostna,
da obiskovanje predavanj vsaj
zame postaja tisti glavni razlog
za obisk. Največja dodana vred-
Zanimiv in kakovosten
program
17. SEMPL je ponudil zanimiv
in kakovosten program, po
katerem je postal že kar prepoznaven, zanimive govorce in
seveda tudi prijetno druženje z
drugimi udeleženci konference.
Ne nazadnje pa so tu še nagrade, ki vsako leto ponudijo
izbor
najboljših
primerov
Excellent speakers,
networking
opportunities and
awards for outstanding
achievements
The highest added
value in international speakers
Last year’s SEMPL was memorable for excellent speakers, but
it would be hard to point out
just one. Years ago the majority of us attended SEMPL for
networking, but nowadays the
presentations are very interesting and, at least for me, the
main reason for participating.
The highest added value are especially international speakers
who bring us first hand experiences and examples of good
practices from abroad. The
reputation of awards is also on
the rise, not only in Slovenia but
also in the wider region.
Barbara Kelšin, Ad Sales
Manager for Slovenia, Fox
Interesting and quality programme
The last, 17th SEMPL, offered
an interesting and quality programme, which is the confer-
medijskega nastopa blagovnih
znamk in uresničevanja medijskih strategij in so lahko potrditev za podjetja in agencije, ki
se uporabe medijev lotevajo
na pravi način in so s svojimi
deli izstopili iz oglaševalskega
povprečja. Verjamem, da vsaka
prejeta nagrada prinaša tudi
ugled na področju celotne
regije in predstavlja navdih za
nadaljnje uspešno delo.
Tjaša Filipčič Kolenc, direktorica
službe za marketing, Zavarovalnica Triglav
lastnoročno izpisanem toku
misli dr. Maxa Mckeowna.
Na SEMPL-u je večji poudarek
na medijskem načrtovanju, kar
nas kot naročnika zagotovo bolj
zanima. Kreativna ideja je lahko
še tako odlična, a če ni komunicirana pravilno in postavljena
v meje medijskega proračuna,
jo lahko le uokviriš in ob tem
zavzdihneš: » Lepo bi bilo.«
Na letošnjem SEMPL-u se tako
najbolj veselim novih in inovativnih prijemov medijskega načrtovanja. Morda celo
kakšnega gverilskega …
Urban Ocepek, strokovnjak za
marketing pri banki Sparkasse
Najbolj jih zanima
inovativno medijsko
načrtovanje
Lanski SEMPL sem si zagotovo najbolj zapomnil po
ence’s trademark, interesting
speakers and also the opportunity to socialise with other participants.
There are also Sempler awards,
which always offer a selection
of the best examples of media
appearance of brands and implementation of media strategies, and can be a confirmation
for the companies and agencies, that their approach to the
use of media is correct, and that
their work has elevated them
above the advertising average.
I believe that each award also
brings reputation in the entire
region, and represents an inspiration for future successful
work.
Tjaša Filipčič Kolenc, International Marketing Manager,
Triglav Insurance Company
Drawn to the innovative media planning
The most memorable event at the
last year’s SEMPL was the torrent
of thoughts from Dr. Max McKeown, written in his own hand.
SEMPL emphasises media planning, which is very interesting
from the client’s perspective.
The creative idea can be excellent, but if it is not communicated correctly and placed within
the media budget, it is only
wishful thinking.
In this year’s SEMPL I’m looking
forward to learning about new
and innovative approaches to
media planning. Maybe even
something in the guerrilla style.
Urban Ocepek, Marketing
Specialist at Sparkasse
ZAKAJ OGLAŠEVATI V TISKANIH MEDIJIH?
Omogočajo učinkovito ciljno oglaševanje
Jih večkrat prelistamo, kar poveča vidnost oglasa
Bralci revijam zaupajo, enako velja za vaše oglase
Potujejo iz roke v roko, kar pomeni, da en izvod v povprečju doseže 3 ljudi
So nenadomestljivi
www.media24.si
Oglasov v njih bralec ne more izklopiti ali utišati
BRALCI NAM ZAUPAJO, ZAUPAJTE NAM TUDI VI!
SEMPLOVI PRIJATELJI/SEMPL’S FRIENDS
20
Ponosni smo na naše
prijatelje!
SEMPL ne bi bil, kar je, brez svojih zvestih
podpornikov, blagovnih znamk, ki vedo, kako
pomembno je potrošnike ali poslovne partnerje
doseči na samem mestu dogajanja. Nekaj smo jih
vprašali, kako so se do zdaj predstavili na SEMPL-u in
kako se nameravajo v prihodnje.
Degustacijska
promocija kot
odlična priložnost
Lani smo se na konferenci SEMPL
predstavili z našo novo linijo kisov Salatina. Predstavitev je potekala v obliki degustacije v času
kosila v Hotelu Bernardin in smo
jo popestrili z nasveti kuharja, ki
je vsakemu posamezniku pripravil solato po lastnem izboru ali s
pomočjo njegovega nasveta. Poudarek je bil na kisih z dodanim
okusom in promocijo ocenjujemo kot zelo uspešno.
Za sodelovanje na konferenci
smo se odločili predvsem zato,
ker so udeleženci iz tistega poslovnega okolja, ki je najbolj
dovzetno za novosti – ne samo
za medijsko marketinške, ampak tudi za izdelke iz njihovega
vsakdana. In ker v liniji izdelkov
Salatina ponujamo tudi nove
okuse kisov, kot sta na primer kis
z medom ali jagodni kis, je bila
degustacijska promocija odlična
priložnost in prepričani smo, da
so udeleženci uživali v okušanju
in si »solato Salatina« z veseljem
pripravili tudi doma ali v službi.
Zagotovo se na SEMPL kot sponzorji še vrnemo.
Tanja Pirc, vodja razvoja
izdelkov, Šampionka
Pogum, ustvarjalnost
in zadovoljstvo
Atlantic Grupa se je na lanski
konferenci SEMPL predstavila z
inovativnim konceptom in instalacijo, ki je pritegnila veliko
pozornosti medijske in strokovne javnosti. Pod naslovom »Creative to Creative« so si ustvarjalci in medijski strokovnjaki iz
regije skozi ves dan postavljali
ustvarjalne izzive na »Zidu zamisli« ter z duhovitimi opazkami
ponujali ustvarjalne rešitve za
različne izzive in vprašanja. Kako
poljubiš nekoga, ne da bi se ga
dotaknil? Kako delati manj in zaslužiti več? Kaj naj naredim, da
me bodo imeli ljudje raje? Kako
naj potujem po svetu, če imam
službo od 9. do 17. ure? Ta vprašanja so le del zanimivih tem, ki
so izzvale številne komentarje
in so bile povod za ustvarjalni
premor z dobro znanimi blagovnimi znamkami Bananica,
Chipsos, Smoki in Barcaffè. Najzanimivejša vprašanja in odgovore smo objavili na Instagramu #creativetocreative, objava
z največjim številom všečkov
pa je bila nagrajena – z vikend
paketom ob Blejskem jezeru.
Poleg ustvarjalnih pogovorov
je instalacija vzbudila pozornost
tudi z edinstvenim videzom ter
z ročno poslikanimi podrobnostmi in poslikanim kavčem,
ki je bil svojevrstna »instalacija
v instalaciji«, vse hostese pa so
nosile ročno poslikane srajce,
s čimer so v vsakdanji posel in
komunikacijo vnesle dotik umetnosti. SEMPL imamo radi, ker
ustvarjalnosti ne postavlja meja.
Jo prepoznava, sprejema, izziva
in ljubi. Tudi hrana je čustvo,
česar se Atlantic Grupa s svojimi izdelki, ki so že leta v zavesti
potrošnikov in so zanje postali
t. i. lovemarks – znamke, ki jih
imamo radi (Smoki, Bananica,
Najlepše želje, Argeta, Cockta,
Cedevita), zelo dobro zaveda.
SEMPL sprošča pogum, ustvarjalnost in zadovoljstvo, zato se
odločamo za partnerstvo z njim.
SEMPL bomo tudi letos podprli
zaradi vsega navedenega. Ideje
viharijo, se združujejo, povezujejo, cepijo, zamrzujejo, kuhajo
in pražijo … In ko bo napočil čas,
se bomo na 18. SEMPL-u predstavili tako, kot se za Atlantic Grupo
spodobi.
Aleksandra Kregar, direktorica
centralnega marketinga,
Atlantic Grupa
Vedno primerna
zgodba
Lani smo se na konferenci predstavili s toaletnim papirjem in
robčki linije Sensitive Care ter
servietami Elite. Udeležencem
konference so bili naši izdelki
na voljo v avli ter na mizah med
kosilom oba dni. Še posebej so
prišle do izraza serviete, hkrati
pa so jih dobili udeleženci še v
konferenčni torbi, kot neke vrste »reminder«. Promocijo smo
dodatno podprli še z »roll-up«
stojali in našim novim televizijskim spotom Sensitive Care.
Če ocenjujemo zanimanje po
tem, kako hitro so ljudje izpraznili naše stojalo z robci in našo mizico s toaletnimi papirji, potem je
bilo zanimanje veliko (smeh).
Sensitive Care je višje pozicionirana Palomina linija izdelkov, pri
nakupnih odločitvah za te vrste
izdelkov pa so po navadi odgovorne ženske, zato menimo, da
so bili obiskovalci konference
primerna ciljna skupina.
Za Palomo je pomembno, da smo
v koraku s časom in poznamo
novosti in dinamiko tržišča. Na
konferenci so predstavljeni novi
medijski trendi, ki pripomorejo
k pravilnim odločitvam vezanih
na oglaševanje. Največja dodana
vrednost so pridobivanje novih
znanj, izredno zanimive teme in
super predavatelji z vsega sveta.
Konferenco bomo verjetno podprli tudi v prihodnje. Če jo podpremo, bomo poskušali poiskati
primerno zgodbo.
Primož Rok Puppis, skrbnik
blagovnih skupin
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SEMPLOVI PRIJATELJI/SEMPL’S FRIENDS
A promotion with
tasting as an
excellent opportunity
At the last SEMPL conference we
introduced our new line of Salatina vinegars. The presentation
was carried out as tasting during lunch at the Bernardin Hotel,
which was made even more interesting with advice from a chef,
who prepared a salad according
to the individual‘s wishes or advice. We introduced infused vinegars and our promotion was very
successful.
We decided to participate in the
conference because it gathers
participants from the business
environment, who are the most
sensitive to new ideas – not only in
the media and marketing, but also
in the everyday products. Since
the Salatina line also offers new
flavours of vinegars, like vinegar
with honey or strawberry vinegar,
the tasting was an excellent opportunity. We are certain that participants enjoyed tasting our vinegar, and prepared their “Salatina
salads” also at home or at work.
We will definitely return as sponsors of SEMPL.
Tanja Pirc, Product Development
Manager, Šampionka
Courage, creativity
and satisfaction
Atlantic Grupa introduced itself
in the last edition of SEMPL with
an innovative concept and an
installation, which drew a lot of
attention of the media and other
professionals. Titled Creative to
Creative it allowed artists and
media professionals from the
region to challenge each other
throughout the day on the Wall
of Ideas; with witty remarks they
offered creative solutions to different challenges and questions.
Hot to kiss somebody without
touching them? How to work
less and earn more? What can I
do to be more popular? How to
travel the world if I have a 9-to5 job? These questions are only
a small number of interesting
topics, which inspired numerous
comments and were the occasion for the creative break with
well-known brands Bananica,
Chipsos, Smoki and Barcaffè. The
most interesting questions and
answers were posted on Instagram #creativetocreative. The
post with the most likes received
a weekend package for two persons in Bled.
In addition to creative discussions
the installation drew attention
with its unique look and hand
painted details and a painted
couch, which was a sort of an
installation within installation,
while all the hostesses wore hand
painted shirts, which brought a
touch of art into the routine business and communication.
We like SEMPL, because it does
not hinder creativity. Is recognises it, accepts it, challenges
and loves it. Food is an emotion, which Atlantic Grupa is
well aware of with its products,
which have been in the collective consciousness of our
customers for years; they have
Proud of our
friends!
SEMPL would not be what it is without
its loyal friends, supporters, brands,
that know how important it is to reach
consumers or business partners on onsite events. We asked them how they
presented themselves at SEMPL and
how they intend to do it in the future.
become so called lovemarks
– the brands we love (Smoki,
Bananica, Najlepše želje, Argeta, Cockta, Cedevita). SEMPL
releases courage, creativity and
happiness, therefore we choose
to partner with it.
This year we are again supporting SEMPL for these very reasons. Ideas are brainstormed,
combined, connected, split,
frozen, simmered and grilled ...
And when the time comes we
will introduce ourselves at the
18th SEMPL as it is relevant for a
company like Atlantic Grupa.
Aleksandra Kregar, Head of Central Marketing, Atlantic Grupa
Always a relevant
story
Last year we introduced ourselves with toilet paper and
tissues of the Sensitive Care
line and the Elite napkins. The
conference participants could
sample our products in the hall
and on tables for lunch during
both days. This drew special attention to the napkins, which
were also added to the conference bags for participants as a
special reminder. The promotion was also supported by rollup stands and our new Sensitive Care TV ad.
If we are to judge interest by
how fast the stand with tissues
and table with toilet paper were
emptied, then we can say we hit
the jackpot (laughter).
Sensitive care is Paloma‘s product line of higher range. The
purchases of this kind are usually the responsibility of women,
therefore we believe the participants in the conference were
our target audience.
It is important for our company
to stay in touch with the trends
and be familiar with the changes and dynamics of the market.
The conference brings new media trends, which help make
correct decisions in advertising,
while the highest added value is
acquisition of knowledge, very
interesting topics and great lecturers form all over the world.
We will most likely remain supporters of the conference. If we
do, we will try to find a relevant
story.
Primož Rok Puppis, Category
Brand Manager, Paloma
21
ZABAVA/PARTY
22
Vedno zabavno
/It’s always fun!
SEMPL ni znan le po vrhunskih
predavanjih, temveč tudi številnih
možnostih druženja in zabave.
Prepričajte se sami!
SEMPL is (even) more than top
presentations; its networking
opportunities and parties are
unforgettable. See for yourself!
ZAKAJ OGLAŠEVATI V ZVEZDAH?
NAJBOLJ
BRANA
slovenska
tedenska
revija
BRALCI NAM ZAUPAJO, ZAUPAJTE NAM TUDI VI!
*vir: NRB, 1.3.-31.12.2015
www.media24.si
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