Slovenian GenZ is exactly the same as anywhere else - impossible, impenetrable, unpredictable.
They are hyperspeed digital nomads, always online, never without a phone, dreaming of startups and YouTube careers. They are very selective when consuming content, easily bored with the old, and way too fast for traditional means of communication. A1 in Slovenia has had a relatively good relationship with that target group but they felt it could be improved.
So they approached us with a clear business problem: ''Create a native campaign that will engage GenZ and improve brand preference."
Sounds like a job for... Superman!
Yes but since he's not, you know, real - we've got this!
In order to move from brand awareness to brand preference, it was necessary to understand our target. Notoriously hard to get, even harder to keep, and easy to lose to the next new trend, always on the lookout for the next big thing, never staying still for long... unless you can get them to engage.
A native campaign will give the GenZ-ers a tap on the shoulder, it will make them notice, but it will not get them to engage in long terms. What was needed was something more than just a campaign, something bigger, a platform that can morph, adapt and change along with them. A place for them to play - a digital playground!
So we decided to create a native media - a digital playground called Joonglaa - and invite them in, with their lives and interests.