brand strategy and activation // integrated campaign
Croatia’s population and birthrates have been declining for years. Clearly, the country needs help. But what can the most popular brand in Croatia—the beer giant, Ožujsko—do about it?
We considered the fact that nearly every new dad celebrates his new son or daughter by buying drinks (mostly beer) for friends and family. And the concept was born.
The “Žuja For Dads” campaign invited all new dads in Croatia to register their newborns online, proudly stating their status as new fathers. In exchange, Žuja would buy a round for each and every new dad that registered on the site. With an engagement rate of more than 35%, we managed to reach and reward nearly half of all new dads in the country.
The campaign’s overwhelming success encouraged Molson-Coors and Žuja (Ožujsko) to make it an annual thing.
Agency // BBDO Zagreb
Almir Okanović // Chief Creative Director
Irena Kapetanović // Account Director
Ivan Karaga // Senior Graphic Designer
Željko Krešić // Account Planner