In order to reposition the brand on the domestic market, Optima Telekom has launched a project #subotajezaobitelj under the slogan "Optima is taking your family to the cinema".
With this campaign, Optima Telekom has enabled all interested to see an animated or family movie screenings every second Saturday in the month at CineStar Cinemas in six Croatian cities. The main goals were to inform the public with the project and link the brand with family values. The primary target group were young families with children. The task of the agency was to devise communication and realize communication activities in the third quarter of 2018.
In addition to the existing channels of Optima Telekom and the communication channels of CineStar, the campaign was accompanied by media coverage (with emphasis on lifestyle media), activation of micro and macro influencers, and collaboration with the portal supermame.hr, which follows the themes of motherhood and family. We have strengthened communication with key journalists from the field of ICT and business, enabling them film projections for them and their families. During the launch of the project, we organized an event at CineStar Cinema at the Arena Center in Zagreb, where we invited the partners of Optima Telekom, representatives of the media, selected influencers and interested visitors.
The campaign caused great public interest - all tickets were booked in the first two days since the beginning of the communication. In all cities, all the capacity of the cinema halls was fully filled.
We achieved 26 PR media releases, 8 Instagram posts, 20 Instagram stories and we sent 19 personalized letters to journalists who are tracking ICT and business topics.
The project "Optima is taking your family to the cinema" continues in 2019.