The award for the best media strategy in the region this time goes to the project “Poli 50 – I was there”

As part of the Semple media conference, the awarding of the Semple awards, which are awarded for the best media strategies, was held this year as well.

11 gold awards and a grand prize were awarded. This time it was won by the project “Poli 50 – I was there”, which was designed for Perutnina Ptuj by the agency Futura DDB on the occasion of the 50th anniversary of the Poli brand.

President of this year’s 10-member expert jury Nermina Mašala Kelić she emphasized that the large number of ranked campaigns – 62 applications were received, of which 44 entered the finals – clearly confirms the high quality of this year’s works in all categories. This meant additional work for the jury, as in most categories it was not possible to clearly determine the winners after online voting. Only through thorough discussions did the jury manage to come up with the final names of the awarded campaigns.

„The campaign that won a major award stood out for its comprehensiveness and unique approach to each media channel. We had several parts in the game that used the power of artificial intelligence, but even in this part the winning campaign offered something different from the others. That’s why the combination of innovation with an authentic approach delivered across a wide range of media was a winner this year“, said Mašala Kelić about the awarded campaign.

Strengthening the brand by combining tradition and modern technology

The goal of the winning campaign was to use the celebration of the 50th anniversary of the most popular chicken sausage in the Adriatic region, Poli, to strengthen the recognition of the Poli brand and increase engagement among all generations of Poli consumers. With active engagement strategies, they wanted to establish a lasting emotional connection with the Poli brand. In order to achieve a broad reach, the campaign included television and outdoor advertising, while on social media they published customized nostalgic posts for each market. They also created a digital mini-series that conquered all generations. A special hijacking of greetings radio shows was launched, and to further engage Generation Z and Millennials, an innovative approach was taken by creating POLIvynils – birthday music created especially for Polly using artificial intelligence.

You can see other award-winning campaigns at this link.