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The Creative Journey Behind Offertissima’s Anniversary Campaign

Offertissima

Offertissima, one of the largest Croatian consumer goods retail and wholesale chain, has been successfully operating for 30 years. The company employs over 500 people and operates 70 stores across the country. To celebrate its 30th anniversary, we developed a comprehensive campaign that included a creative concept, advertising, social media content, an influencer campaign, online articles, billboards, and a radio campaign. The primary goal of the campaign was to increase brand awareness and strengthen Offertissima’s market position by highlighting its longevity, quality, and connection with customers.

Creative Campaign Development

Copywriting

Design

Art direction

OOH Advertising

Media Buying

Facebook Advertising

Google Advertising

offertissima-all-key-visuals

Challenges

One of the biggest challenges was standing out among other brands also celebrating 30 years of existence. Considering the historical context of the Croatian War of Independence, many competitors have marked their 30-year anniversaries over the past 2–5 years. Our task was to create a solution that would not only grab attention but also meet specific requirements:

  • Refreshing the logo with an integrated “30 years” element
  • Proposing a general campaign strategy
  • Recommending communication channels
  • Identifying relevant influencers
  • Developing specific ATL and BTL activities
  • Incorporating a humanitarian aspect into the campaign
  • Increase store foot traffic

Another challenge was to create a key message that attracted a wide range of customers and resonated with different target groups. The campaign had four target groups defined by the client:

  • Young people – students (13-25 years old)
  • Young employees, single, without children (25-35 years old)
  • Mothers (25-45 years old)
  • Retirees (55+)
Offertissima-billboard-girl-key-visual

Our Approach

Before creating the campaign, to better understand the audience, and brand position, we conducted a simple survey with 87 respondents. The survey included 15 questions aimed at understanding perceptions of product quality, pricing, and the strengths and weaknesses of Offertissima compared to its competitors.

We focused on raising awareness through a key message that resonates with the idea of maturity and inspiration. The message is designed to be adaptable to different target groups and communication channels.

When a person reaches a certain level of maturity, they inspire others. Maturity is enjoying the little things and finding inspiration in them. Given that each individual, depending on the stage of life they are in, has their perception of maturity and the little things that make them happy, the key messages of the campaign allowed us to connect with all four target groups defined by the client.

On the occasion of 30 years of Offertissima, we launched the campaign “Offertissima moja inspiracija“, which means “Offertissima my inspiration”. The advantages of the solution are its association with the brand name and visual recognition.

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A post shared by Ana Pulić (@annie.xo.xo_)

 

 

Results

Offertissima’s 30th-anniversary campaign, “Offertissima moja inspiracija” successfully strengthened the brand’s market position and emotionally connected with its customers. A comprehensive approach, research-driven insights, targeted messaging, and a multi-channel marketing mix led to significant improvements in brand awareness, engagement, and sales. The campaign achieved nearly 4.5 million views on social media, with a high number of likes, shares, and comments. We focused on optimized ad delivery, achieving an impressive CTR of 4.29%.

If you want to know more about the process of creating a creative concept, read in the blog post or contact us and together we will come up with a creative concept that meets your wishes and requirements.

 

 

 

 

 

 

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