Goals and objectives
The GenZ demographic in Serbia mirrors its counterparts worldwide - characterized by an elusive, tech-savvy, and unpredictable nature. Always connected, digital nomads with a penchant for startups and aspirations of YouTube stardom, they demand content that resonates and evolves with their dynamic lifestyles. Recognizing the need to strengthen its relationship with this target audience, A1 in Serbia sought our assistance with a specific business challenge: ”Develop a native campaign that not only captures the attention of GenZ but also enhances brand preference.”
Addressing this challenge required delving into the intricate psyche of GenZ. Known for being elusive and quick to shift interests, they are a demographic that demands sustained engagement. A traditional native campaign, while effective in garnering initial attention, was insufficient for establishing a lasting connection. What was imperative was the creation of something more substantial – a dynamic platform that could evolve in tandem with their ever-changing preferences. Enter RoosVaaj, a digital playground strategically designed to be adaptable, offering a space for GenZ to not only notice but actively participate.
Much like its Slovenian counterpart, RoosVaaj is conceived as a native media platform. It goes beyond a mere campaign, evolving into a digital space that flexibly accommodates the interests and lifestyles of GenZ. This platform serves as an immersive experience, inviting them to play, engage, and interact on their terms. By creating RoosVaaj, we aim to transition beyond brand awareness, fostering a deeper, lasting connection with the Serbian GenZ population and enhancing their preference for the A1 brand.