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Milka City Light Campaign in major cities of Croatia

Reach out to young consumers of Croatia and send multimedia content related to the brand Milka, to their mobile phones via Bluetooth.

Case studies

Agency: MOBITEL

Advertiser: Milka

Sector: Consumer Brands

Campaign: City Light

Location: Zagreb, Split and Rijeka - Croatia

ChallengeThe objective of the campaign was to broaden Milka’s brand awareness and increase

its presence in the minds of the younger population in Croatia.

Solution

FuturLink Access Points were installed in 12 most frequently visited city light locations

in Zagreb, Split and Rijeka making it the largest Bluetooth campaign in Croatia. In

these locations where the FuturLink Access Points were installed, a call-to-action

signage was used to request people to activate the Bluetooth on their mobile phones.

The campaign was spread over a time period of four weeks and content like the Milka

ringtone and screensaver was sent via Bluetooth and Wi-Fi to the mobile phones of

the passersby.

ResultsIn four weeks of campaign 45,393 mobile devices were detected, making a total of 11,807 downloads. The total redemption rate was 26%.