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CASE STUDIES
VANJA DELIĆDigital Account Manager
2017
Born in 1988, Serbia. Graduated from the Singidunum University in Belgrade, Media
and Communication Studies.
WORK EXPERIENCE GINGER NET (2011 – 2016)
ACCOUNT & PROJECT MANAGER SOCIAL MEDIA MANAGER
EVENT MANAGER COPYWRITER
OTHER Infected with digital experience, with infinite imagination,
yoga addict, Chan enthusiast, music fanatic. Love to explore and wish to learn for the rest of the life on Earth.
2017
ABOUTVanja Delić
CHALLENGE To promote brand and drive demand for Beck’s beer.
COPYWRITE CONCEPT
PROJECT MANAGEMENT DIGITAL STRATEGY DIRECTION
001
AN ARTIST WHO SAID NO
TO THE BRUSH
002
INSIGHT: To promote Beck’s as a lifestyle we needed to build an ecosystem
where creativity blooms.
SOLUTION: The idea was to connect with local multicultural house/platform
Mikser House that aims to affirm the cultural industry of the region. Beck’s was already an official beer of the event, we just
had to make sure it was more than just another POS. HOW?
By encouraging attendees to show creativity, by sketching something related to Beck’s on tablet using special app. Winners were rewarded with t-shirts with their own design/sketch, apple
trackpad and keyboard. Competition was held on Beck’s Facebook page in Serbia, in a voting form.
CHALLENGE To promote adidas Originals ZX 750 model in Serbia
COPYWRITE CONCEPT
PROJECT MANAGEMENT EVENT EXECUTION
SOCIAL MEDIA MANAGMENT
003
ALL ORIGINALS MAKE MOVES
INSIGHT: By enabling youngsters to become part of campaign, adidas Originals is leaving a huge mark in new generations, encouraging them to be free and always in the move.
SOLUTION: Three steps: buzz, van & party!
Buzz: Testimonials with influencers.
Van: Legendary Type 2 van was pimped and pushed out on the streets of Belgrade. We made first moves driving around from club to club during Weekends. Randomly picked clubbers were invited to take a ride with in the van, and thus create additional make moves testimonials. Every clubber that took a ride in van, got a ticket for the final ALL ORIGINALS MAKE MOVES party at the secret location.
Additional in store activation: For buying any product from Originals category customers was offered a chance to win ZX 750 and therefore participation in Hunt For ZX campaign. Promoters had a case full of keys. Customer would pick one and tried to unlock displayed ZX 750 kit. If the participant would pick the right one he/she would get the kit. Anyone who participated in the hunt for ZX was rewarded with ticket for the final event.
Party: At the secret location with celebrities driven to the event in adidas van, and clubbers hyping the atmosphere.
004
CHALLENGE To promote adidas Basketball and drive
demand for basketball footwear and apparel.
COPYWRITE PROJECT MANAGEMENT
EVENT EXECUTION SOCIAL MEDIA MANAGMENT
DIGITAL STRATEGY DIRECTION
005
ALL IN FOR D ROSE
INSIGHT: By enabling basketball and sport fans to enjoy true NBA experience adidas had a huge impact on young basketball fans, starting a rebirth of basketball in Serbia, by combining local talent base with NBA asset Derrick Rose.
SOLUTION: We connected with 10 basketball junior academies and invited them to select best players to compete in the D ROSE basketball event. In total 24 basketball juniors were competing at the event in 3 different categories: slam dunk three-pointers obstacle course.
For the purpose of building hype around the event, we built FB app, a basketball quiz about Derrick Rose and his arrival . Once the participant was engaged in quiz contest he/she had 3 questions with 4 possible answers each. The time was measured and it was the decisive factor for winning tickets for D Rose event.
Finally it was a huge event with 700 hundred guests. Each player from basketball academy got a chance to meet Derrick. NBA asset had also a judging role during the slam dunk challenge.
006
PLAY “D ROSE” VIDEO
CHALLENGE Create awareness of the partnership between UEFA Champions League and adidas, and push sales of UEFA Champions League
products in Djak stores (UEFA Champions League retail identity).
COPYWRITE PROJECT MANAGEMENT
007
OMBC 2015
008
INSIGHT: By enabling football fans to enjoy true UEFA Champions league experience we left huge adidas mark, by bringing together passionate football fans with one of the most prestigious tournaments in the world.
SOLUTION: Use B2C tactics, online activation followed by final event. We built Facebook quiz and invited kids to participate for unique opportunity for one kid (aged 10 to 14) to travel to a big European city and be the Official Match Ball Carrier.
The participants were answering on relevant Champions League questions. Time was decisive factor for 10 kids who finally had chance to compete at the final event. Final event was held at the local retail shop. Kids from age group 10 – 14 were competing in juggling, and the winner became Official Match Ball Carrier for the season 2015 and travelled to Munich to watch Bayern Munich - Viktoria Pilsen UEFA Champions League Match. Second place was rewarded with 500€ voucher for licensed adidas products
Additionally: During the three weeks activation, participants could increase winning possibilities in quiz by purchasing adidas products from the two licensed stores and receiving a code for running quiz maximum 10 times, and therefore enhance their chances for winning.
CHALLENGE To promote new FC Partizan uniforms.
INSIGHT: By letting people in a backstage adidas and FC Partizan are building more intimate and stronger relationship with fans.
SOLUTION: In one of the busiest streets in Belgrade, adidas shop became a huge locker room for one day only. New uniforms and football boots were placed on improvised scenography built in one day for this purpose only. Tickets for this event were given to the selected journalists and followers on @adidassrbija twitter, the most active tweeters who were randomly picked and rewarded for the previous engagement.
COPYWRITE CONCEPT
PROJECT MANAGEMENT EVENT EXECUTION DIGITAL STRATEGY
011
PARTIZAN FC
CHALLENGE To promote, organize and execute
Open run race in Belgrade.
COPYWRITE PROJECT MANAGEMENT
COMMUNITY MANAGEMENT EVENT EXECUTION
012
OPEN RUN
013
INSIGHT: First ever Open run race in Belgrade. Free and open for everybody.
SOLUTION: To use global guidance, and implement it in the local market. With highly motivational and emotional voice we turned to runners both professional and recreational, to encourage them to participate in the first Open run race in Serbia. Race was completely free and the winners war rewarded with newest models of running shoes. Adidas running team was already established, so these were 200 runners that led the whole open run race with more than 2000 runners, as a hosts of the event.
I managed the complete project. every printing and promotional material including start numbers, racing packages and complete production of scenography, as well as community management and social media communication.
CHALLENGE To promote adidas football boots - X15 and ACE15
and #BeTheDifference campaign.
COPYWRITE PROJECT MANAGEMENT
EVENT EXECUTION
014
#BETHEDIFFERENCE FOOTBALL REVOLUTION
INSIGHT: By enabling local street football players to enjoy true football experience and compete for the best reward ever, we started a rebirth of street football in Serbia, but mostly we wanted to promote fair play, tolerance and sports spirit in the streets.
SOLUTION: We invited street football players (aged 14-25) from Belgrade to gather their 3 player team, and play 3 on 3 in DAJ GOL street football tournament organized by adidas and local retail shop Djak Sport.
After 2 weeks of buzz and promotion we picked 32 final teams to participate in DAJ GOL that took place on 3 different locations in Belgrade (quarter finals, semi finals and finals). Participants and teams could apply in all Djak Sport stores. Each team represented X15 or ACE15 side, as well as different parts of the city.
Participants could apply on Djak Sport Facebook page through online form and in all adidas and Djak Sport stores.
Finally the winning team was rewarded with new football pitch in their neighborhood.
PLAY “DAJ GOL” VIDEO
015
CHALLENGE To promote adidas Running, drive demand for running collection
and engage new members in adidas Running team.
COPYWRITE WEB PROJECT MANAGEMENT
BOOSTBELGRADE
010
INSIGHT: By building digital space, adidas running community is more connected to the brand.
SOLUTION: With website we wanted to unite and encourage more runners to become part of adidas Running team an join adidas running school. This website became digital home for adidas running team members as well as both recreational and professional runners. Website was created to provide informations about the products, running calendar and training schedules as well as professional advices about nutrition and training.
OPEN IN BROWSER
CHALLENGE To write appealing story behind
each project by transmitting design into words.
COPYWRITE
WEB PROJECT MANAGEMENT
016
ZHARIMM.COM
017
INSIGHT: Connecting image and words in a smart and creative way, makes the brand more powerful.
SOLUTION: To use the “active voice” strategy, with powerful sentences to describe projects and solutions. To carefully choose headlines, with concise thoughts. Telling an emotional story behind campaigns but still trying to avoid jargon, bureaucratese, hype and corporate speak.
OPEN IN BROWSER
CHALLENGE To promote and execute launch event
for the new NMD_ model in Serbia
PROJECT MANAGEMENT EVENT EXECUTION
SOCIAL MEDIA DIGITAL STRATEGY
COPYWRITE
020
ADIDAS NMD LAUNCH EVENT
INSIGHT: NMD_ is tailored for NOMAD spirits around the world. adidas needed to present this in a right manner by taking consumers on a small trip.
SOLUTION: Activate consumers and ambassadors by taking them on a special one night ride. NMD cargo seeding boxes that included pair of NMD and special invitation for the launch event was sent to the influencers, and fans on Facebook and Instagram were invited to share their boomerang videos with their own passports in order to win 2 NMD passports as a tickets for the special event, by using #NMD and #buzzserbia hashtags.
Launch event was held at the Cultural Center in Belgrade. everything was created and built to enhance the feeling of going on a trip with adidas. Guests were invited to engage and experience the story by being a part of it. To make all passports personalized and unique we build a photo booth for passengers to take a photos, and paste them into their NMD passports, the “travel desk” featured a world map. Here, guests could play the game, pick their destination city and try to reach it, and if they won, they received a specially designed boarding pass. NMD open lay downs served as Luggage Scan posts and allowed guests to place their own essentials against the NMD_ silhouette and take a photo of it. Exhibited photos were turned into small scale puzzles, and those who have assembled it, received a postcard as yet another event souvenir. Finally, for participation in any of the above mentioned activates the guests received a different passport stamp. The NMD_ “Street walk” installation was a highlight and the center peace of the event. A 10 meters long stage, was covered with 4 meters high LED screen, that concealed the performers and only revealed their legs, and thus highlighted their feet and the NMDs. The 15 minutes long street walk performance was showcased 4 times through the event, featuring various cityscapes from New York to Tokyo.
021 PLAY “NMD” VIDEO
CHALLENGE To build microsite for one of the largest gas
and oil company in Ireland, San Leon Energy.
WEB PROJECT MANAGEMENT
018
SAN LEON ENERGY MICROSITE
INSIGHT: For the new business announcement San Leon needed to build specially designed landing page, linked to the main website.
SOLUTION: We sticked to the less is more logic, and built new microsite for
the announcement purpose with very clear and simple elements. The result was more than great. Interface was easy to watch and
navigate, one page form with modern and simple minimalistic lines.
019
OPEN IN BROWSER
CHALLENGE Building new website for the leaders of Southeast Europe in
polymers distribution, Balkan Polymers company.
WEB PROJECT MANAGEMENT ENGLISH TRANSLATION
022
BALKAN POLYMERS
WEBSITE
INSIGHT: People from Balkan Polymers approached to us with a simple task, to build a website and highlight their products and ideas.
SOLUTION: To be as clear a possible in delivering informations about the products and service we kept it simple. Balkan Polymers internet presentation is built as one page website with simple elements which point out products and its features available within companies service.
023
BALKANPOLYMERS.COM
CHALLENGE To promote running and BOOST technology among youngsters,
and reward the fastest one with trip to Athens marathon.
SOCIAL MEDIA MANAGEMENT PROJECT MANAGEMENT
COPYWRITE EVENT EXECUTION
MIDNIGHT RACE / POP UP BOOST ZONE
026
INSIGHT: High school seniors from Zemun - Belgrade, approached to adidas
with idea to promote the brand and in exchange to be equipped with running gear for the upcoming Belgrade Marathon 2017.
adidas liked the idea, just needed the perfect execution for this great act.
SOLUTION: We organized MIDNIGHT10 guerrilla race and invited 35 sub-elite group of runners to beat their record in the 10 km street race in Belgrade, and win the equipment for the high school seniors and upcoming Belgrade Marathon 2017. High School seniors were invited to cheer and support, try new BOOST tehcnology and run on a treadmills. Midnight10 was opening event for the POP UP BOOST ZONE, special venue for the promotion of BOOST technology and outdoor running. It was opened for 7 days near Sava river, along with two large treadmills, running shoe stands, big swimming pool with BOOST balls and trampoline. Visitors could try new BOOST shoes and participate in the run for the trip to Athens Marathon 2016.
027
PLAY MIDNIGHT RACE VIDEO
PLAY BOOST ZONE VIDEO
CHALLENGE To promote global adidas campaign and new hoodie in the local market.
SOCIAL MEDIA MANAGEMENT PROJECT MANAGEMENT
LOCALISATION COPYWRITE
024
Z.N.E ATHLETICS
INSIGHT: Building local engagement around new Z.N.E. Athletics hoodie with localized consumer activation event. Isolation of consumers with just one idea, to FIND FOCUS.
SOLUTION: In front of the big shopping mall in Belgrade we built special photo-booth, designed and tailored for the Z.N.E. Athletics activation needs. The campaign slogan was simple “FIND FOCUS”, so we encouraged people to step into the new hoodie, and FIND FOCUS in the cabin. The Z.N.E. Athletics app installed on tablet, played global movie about the campaign, right before the quick photoshoot. Images were immediately e-mailed to the participant, and also on the special CANON selfie device 1 photo could be printed out immediately as a special souvenir and tactile memory for each entrant.
025
CHALLENGE To promote women in sport and adidas among woman.
ACCOUNT WEB PROJECT MANAGEMENT
028
ADIDAS WOMAN TRAINING DAY
INSIGHT: adidas wanted to gather and unite woman for one day, using sport
and physical activity as a solution.
SOLUTION: Before the event, landing page needed to be built for online applications for the event. Woman could participate in three different categories: running, air drum fitness (new category) and yoga. Landing page was designed and tailored to promote not just event, but new Stella products as well as the schedule of the whole one day event held at the Belgrade City Museum.
029
