General information

Campaign objectives: The objective was to confirm the status of the best-viewed television channel during December, improve TV program ratings for the 18-24 age group, and increase the volume of DNEVNIK.hr application downloads by 50 percent compared to the average monthly volume of downloads during the last six months of 2023.

Context

TV remains the preferred medium for the 55+ age group, while digital channels are favoured by those aged 18 and above. The challenge was to create an integrated campaign that could engage all target groups across different platforms and encourage simultaneous multi-screen usage, a concept they explored by developing new options for concurrent viewing.

Creative Minds

During the holiday season, Nova TV launched an integrated campaign featuring Kuglolov: an interactive game where participants hunt for virtual holiday ornaments on both TV and digital platforms. The game included a competition with weekly prizes and a grand prize of a new car. Participants scanned QR codes with their smartphones to enter the competition and collect ornaments. The TV broadcasts primarily hosted the ornament hunt, while group websites offered bonus ornaments.

Participants registered and activated their accounts through the DNEVNIK.hr mobile application to collect ornaments for their virtual trees and stay updated on competition details. Nova TV personalities promoted Kuglolov on TV screens through promotional videos, with significant emphasis on digital channels. The campaign leveraged its own resources and platforms, requiring no additional budget.

Nova TV employees and their families were excluded from participating in Kuglolov to ensure fairness. Instead, an internal activation involved a bauble hunt within Nova TV premises. Weekly riddles were posted on the intranet, leading employees to search for hidden baubles. Additionally, baubles were concealed within articles on the intranet, with the first employee to find them winning prizes. This initiative fostered a positive holiday atmosphere within the company during the campaign.

This campaign involved numerous departments within the company. The campaign idea originated from a copywriter in the On Air Promotion department. Implementation was managed jointly by the Marketing, PR, and New Media departments, which worked concurrently to develop the application and coordinate bauble appearances on-screen during Nova TV broadcasts.

The Marketing department devised the activation mechanism, while the Sales department secured sponsors for the competition. The New Media department partnered with the external agency Cobe to develop the Kuglolov extension integrated into the Dnevnik.hr application.

Concept video

Results

In December 2023, Nova TV emerged as the top-rated channel, capturing a daily share of 21.6 percent with nearly 1.5 million daily viewers.

Analysis of viewer profiles during December revealed a notable increase in the 18-24 age group compared to the preceding months (September to November 2023) in terms of AMR%, CSHR%, and overall viewership structure. Specifically, ratings for Nova TV among the 18-24 age group rose by 9.5 % during the Kuglolov campaign, as per UMTG and AGB Nielsen data (UMTG, the Croatian TV Joint Industry Committee).

The DNEVNIK.hr application recorded 88,583 downloads, marking a significant 1228% growth compared to the average monthly download rate of 6,678 downloads in the last six months of 2023.

The campaign’s outcomes exceeded all expectations, prompting plans for a Kuglolov continuation in 2024, incorporating lessons learned from the previous year. The project demonstrates potential for sustainable development with minimal platform adjustments, aligning with socially responsible business practices aimed at community contribution.

Future phases include exploring collaborations with humanitarian organizations to leverage the Kuglolov platform for charitable donations.

The concept of integrating TV content interactively with a digital platform has been pivotal in a strategy to boost viewer engagement and showcase the efficacy of innovative methods aimed at enhancing content consumption on Nova TV among specific target demographics within a condensed timeframe.

Throughout project execution, Nova TV has set new benchmarks in the local media landscape, offering a novel and enriched experience that seamlessly integrates television and digital media. This approach, unprecedented in the region, has garnered significant interest from advertisers.