Advertiser: Telekom Austria
Brand: A1 Slovenia
Agency: Grey Ljubljana
Country: Slovenia

Objectives

Due to the nature of the project there were no specific commercial objectives set for this project in the relevant period of time. The project was mainly intended to build brand reputation and preference, which in the long run result in increased sales, revenue and profit, but we cannot isolate the project's impact on the aforementioned KPIs. As the project did not have measurable goals in terms of net sales or revenue increase, we also could not set specific objectives of ROI or ROMI for the project.

Marketing objectives set for this project were mostly linked to building brand reputation, brand engagement and brand differentiation within our core target group (households with young children):
  • To increase brand reputation of A1 as a brand that positively contributes to society by 35% within our core target group in the relevant period (Dec 2016 – Jan 2018).
  • To increase engagement with the A1 brand within our core target group by 15% in the relevant period (Dec 2016 – Jan 2018).
  • To increase the brand's preference by 15% within our core target group in the relevant period (Dec 2016 – Jan 2018).
  • To attract and engage with at least 15% of users of the biggest competitor on the market – Telekom Slovenia – in the relevant period (Dec 2016 – Jan 2018).
The project's main communications objectives in the relevant period (December 2016 – January 2017) were:
  • To create at least 10% awareness about the project among the core target group in the first year.
  • To generate at least 150,000 separate visitors to our website in the first year.
  • To secure at least 15% returning visitors in the first year.
  • To generate at least 500,000 organic impressions on social media in the first year.

Creative work