Image Campaign
IDEA online
at Consumers’ Homes
Retail businesses and closeness with consumers are not exactly a match made in heaven. Retailers tend to prioritize sales, while consumers go for brands they can truly connect with.
That’s why a brand campaign in retail must deliver shared value, while also being adaptable to sales-driven communication. The campaign “Our Address Is Wherever You Are” brought all of this (and much more) to the IDEA online store.
Image Campaign for IDEA Online
Digital, Print and OOH Solutions
for Belgrade and Novi Sad
Tactical Communication
Webshop
Idea Development
Campaign Concept and Execution
Photography
Motion Design
Digital and Print Production
With the aim of building long-term consumer loyalty while also attracting new ones, we identified a shared value between the brand and its customers – that one place, or rather, all those places where IDEA online and its consumers meet: on every street where delivery vehicles bring orders to customers’ doorsteps; at every address where customers are waiting for their delivery in the chosen time slot.
It’s not often that we start a campaign with video material, but this time it proved highly effective. An associative approach, combined with the sounds of the city and original photography of street signs, became the foundation that connected the demographic, behavioral, and micro-location characteristics of the target audience.
At the same time, this collection of visual, auditory, and symbolic elements became an invaluable source for all other campaign assets: Google Display banners in HTML5 format, YouTube videos, static and animated posts and ads on social media, as well as billboards, lightbox ads, and tactical communication planning.
The city, as an essential player in the lives of both people and brands, together with a campaign structured around a key visual distinguishing Belgrade from Novi Sad, as well as the careful positioning of the tagline and slogan, made the image campaign “Our address is wherever you are” a complete omnichannel story that continues to evolve and grow.
We are here for every second of it.
