Start It Up Slovenia
360 campaign
With:
Mojca Randl, Account Director
Mitja Tuskej, Media Strategist
Ales Muhic, Account Director
Donald Rose, Creative Director
Blaz Ritmanic, Art Director and Creative Director
Ivan Momirov, Art Director and Creative Director
Tjasa Klemen, Account Manager
Zana Mocnik Koncilija, Account Manager
Urska Tuskej Lovsin, Content Manager
Sara Mekinc, Copywriter
Jure Korenc, Copywriter
Jan Golja, Copywriter
Ana Eterovic Klemenic, Social Media Consultant
Tilen Zagar, Designer
Janez Klemencic, Designer
Formitas BBDO
Client:
SPAR Slovenija, 2016
Awards:
Warc Innovation awards 2017 – Silver
Grand prix for Integrated campaign at the biggest National advertising festival (SOF, Slovenian Advertising Festival)
The best project of 2016 of the Adriatic Region (chosen by Media Marketing magazine)
Award for outstanding media achievements (chosen by the biggest National competition for media accomplishments Viktorji)
The Best of the Best in Category Innovation, AmCham Slovenia
Project Sum-ip
Start it up Slovenia (Štartaj Slovenija in Slovene) is a unique entrepreneurial project that forges an innovative
multi-level partnership between the leading Slovenian retailer Spar, the biggest Slovenian broadcasting company
POP TV, and fresh local entrepreneurs. The mission of the project was to help young Slovenian businesses get
the support of the entire country. By tackling real problems (youth unemployment, lack of support & chances
for entrepreneurs), Spar sparks an all-national movement that resulted in massive support for the project from
the media and general audience alike. By activating the whole country to join in, Spar co-creates the belief
that it is possible – even in Slovenia!
What led to the Project?
Slovenia is one of the smallest markets in Europe with only 2 million inhabitants (please, don’t laugh). Nevertheless,
its retail market is very competitive, having the highest number of retail SQM per capita in Europe.
To maintain its competitive advantage, the leading Slovenian retailer SPAR is faced with a challenge to reverse
the growing decline in interest among young Slovenian adults.
The fact that in 2015, 3-times as many young Slovenian adults moved abroad than in 2010 inspired the following
proposal: Spar tries to take a stand against pessimistic mindset caused by negative economic development and
uncertain job market. However, when talking to younger generation, Spar doesn’t turn to a traditional one-sided
image campaign and lecture them to think dierently. Spar rather creates a possibility and sparks a trendchanging
dialogue.
What was the Idea behind the Project?
In an open call, 12 start-ups were chosen. POP TV aired 10 innovative one-hour shows to present stories of
entrepreneurs & their products, and the race for winning the title “Hit product 2016”. SPAR exposed their
products on exclusive shelves, mentored the candidates and committed to sign an exclusive contract with the
winner. This campaign clearly showed that by joining forces, big players on the market can trigger a change by
activating people. Also, it showed that doing something is even better than saying something and that creative
work can change people’s lives and convictions to do better.
All ATL/BTL activities were used to create personally-oriented and engaging communication with and within
our target audience. Communications were co-created, shared, and spread by all partners and candidates of
the project. The main promise through all channels was simple: the public could join Spar in “walking the walk”
and support local entrepreneurs by purchasing their products and help them earn the title “Hit Product 2016”.
