Csaba Mosonyi, Hungarian market’s marketing director of our client, the no.1 spirit producer of premium segment told it was a great challenge with both brands to adjust to international communicational directions and to adapt key messages meanwhile creating a “glocal” campaign concept that fits the domestic positions of the brands and local market features and target groups.
Whisky is advertised with ice – relevance building to Chivas:
For Chivas Regal the goal is to build on relevance: to ensure that premium whisky consumption is not only the rate privilege of top class businessmen, but we're delighted with the pleasures and successes with a glass of Chivas, and we consume it in a friendly company.
The international "win the right way" communication message provided enough room for us and the domestic strategic concept was built on the sports platform. The selected ice-hockey discipline's dynamism and spectacle meet Chivas Regal's global brand communication requirements, but the hockey theme is not only chosen because of the attraction of the discipline and sportsmen but also the well-known positive attitude of the Hungarian hockey fans. The fact that they are always celebrating the hard work done, real sportsman attitudes, and not merely a numerical result, even if the team lost, they can still sing the Hungarian anthem standing at the end of the game when they saw great team efforts have been done - and this is nothing more than a "win the right way" slogan’s spontaneous incarnation. Another communication point was during the spring, Hungary was organizing the IIHF Division I Ice Hockey World Championships.
So the timing of the campaign was before and during the Hockey World Cup with the inclusion of Jégkorongblog.hu (IceHockeyBlog.hu), which is the information center of the fan community. Besides display advertisements featuring players who previously have participated the Division I World Championship (Levente Super, András Benk, Csaba Kovács) there we have also prepared amazing entertaining videos introducing impressive ice-skating skill challenges. Obviously, besides the stars Chivas Regal made an appearance in each of them. In one of the videos, we had to use the hockey players stopping dynamism, as they pour crushed ice into a whisky glass.
Native image campaign for The Glenlivet:
The other pitched and won brand, The Glenlivet, was the first whisky distillation plant getting permission in the Scottish Highlands in 1824, and today it is the leading single malt, which means distillated malt whisky. As the name also refers to „The” article is part of the trademark. We implemented the original British "The Whisky, The Glenlivet" campaign to easily decodable format to Hungarian consumers. Therefore, instead of playing with English article, the premium brand is built through creative media usage - though, because of the higher positioned target audience, as a rare exception at the Hungarian market it keeps English copy in the ads. Likewise it is also rare to use native advertising solution which seems to be the organic part of the publishing media, even if not completely in content marketing meaning.
The basic concept is that the product that is market leader in its area is only displayed on sites that can also say they are market leaders on their area. In the ad the medium that placed it is offering (presenting its name, position and logo) The Glenlivet hence the image of best medium in its category helps to deepen the frontrunner image of The Glenlivet in the consumer. Among other sites we partnered with Portfolio („THE source of business news”), Utazómajom or, for example, Player.hu („THE men’s magazine”). Additionally, the target group has been reached through programmatic ads on "whitelist sites" that are "The Medium" in their category as well.
Instead of a multinational agency network, Scitec has chosen us at its Social Media tender earlier this year. "Although they do not have a foreign office, they demonstrated both absolutely and relatively the most convincing skills and competencies we consider important in an agency," András Gyenes, CEO of Scitec, explained their decision.
The first objective of our collaboration is to create a winning advertising strategy for 13 European countries for brands targeting the bodybuilding audience. This means that the management of social media ads in each country has come to our hands this year. The situation is complex because in the countries concerned not only the consumption habits but also the sales channels are different. These tasks are perfect "warm-up exercises" for achieving our strategic goal of international expansion.
During our cooperation, marketing tasks can only be carried out within a very strictly controlled framework, because being in a special product category requires scientifically substantiated claims in completed materials to maintain consumer trust in the brand. Scitec is committed to health and pure competition. This fact is confirmed by the existence of Scitec Institute, which supports the training of athletes, and their sponsorship agreement with MOB.
We are very proud that they have chosen us in their tender!
Gergely Benda replaces Gergely Soós in the CEO seat at our agency. Previously Benda was the country manager, later vice president of CEE marketing at HBO. Our purpose with his arrival is to continue our market-shaping activity, innovation strategy, search of blue oceans with double force as a 16-year-old advertising and content company and provide high quality service to our clients.
„It has long been my concern to be an active part of building a world-class, internationally potent, successful company from a vigorous domestic business. Neo has all the qualities for this adventure” – told Gergely Benda who loves to spend his time with his 2 children, with catamaran sailing and music mostly besides work.
Beresmozgas.hu was launched at the beginning of March, 2018. Contents of the website which is around bone and cartilage friendly lifestyle are chosen from the areas of moving, nutrition and health preservation targeting elderly age group.
At the end of 2017 Béres Pharmaceuticals Ltd. held a pitch for website development offering preventive and educational content for patients dealing especially with movement disorders and for their relatives realizing content marketing goals in order to support their professional patient education programme. The professional task was further complicated by the fact that the platform would fundamentally address more target groups of different ages, since movement disorders may occur from the age of twenty to the old age.
As the winner of the pitch – and as a digital and content marketing agency developing the website and the professional content of the platform - we raised the stake in the fact that, besides the written genre, we also built in "TV" and "radio" services because of the media socialization of the target group. The starting video production brings back the atmosphere of the TV series "The older people may also start", while podcasts create the atmosphere of medical consultations for users. The website obviously does not disclose the education of younger age groups, most of the age-tagged content calls their attention. The site also selects from social contents, and the goal of the built-in "social feed" is to strengthen the platform’s community building ability through reviewing Béres Health Club’s and other relevant platforms.
According to Tamás Szabolcsik, product manager at Béres Pharmaceuticals, the Internet platform today is already well-off to provide personalized responses to lifestyle, nutrition and health issues for older people as well. Regarding the project, he explained: "The recently launched »Béres - Moving Experts« program aims to help communication between physicians and patients. We are convinced that effective information exchange contributes to the successful management of health problems, and one of its appearance - nowadays even for the elderly - is the online platform offering high quality and relevant content. "