Targeting youngsters and involving them into the retail brand nowadays isn’t easy business at all. You have to catch them and involve them into the brand on their own way and through their communications channels. There is the fact that their way of thinking is “new” and “new” is their attitutde towards brands. Youngsters don't have a historical point-of-view and they don't see a »good old« brand as a treasure, as an object which has a special meaning for »elder people« by building there's identity. There is a fact, that to target youngsters is difficult. »Old« ways of thinking isn't enough anymore. Everybody who is responsible for the brand have to go behind the data, have to go as much as possible deep into the incite of target group. To discover what is the real reality in youngsters brand world is crucial. How they react and on what type of communications they will react in the way in which the brand will catch them and get them in the brand world. In strong competitive retail market we found a right way how to attract youngsters and show them that the low price isn't the only decisional factor when choosing your retail shop chain. With the strong communication story told (also) through social network channels we told to youngsters in Slovenia that the Brand can be the strong factor and can play »the game« with youngsters to be the part of their identity. Speaker: Mitja Tuškej, Managing director - Direct Media Slovenia Event: Digital Day 2017 - Connected Shopper Organised by IAB Serbia, May 2017 More info: www.digitalday.rs

1. #Mitja Tuškej
Managing director
@Direct Media Komunikacije

2. Young adults in Slovenia believe more than ever that …
# NOTHING CAN BE DONE HERE

3. Young adults in Slovenia believe more than ever that …
# IT IS BETTER TO LEAVE
(moving abroad gives you at least some opportunities)

4. Slovenian statistical office, 2015:
Migration among younger Slovenian
popoulation (25–35 years) 1995 2000
2.750
900
560
430
175
2005 2010 2015
# RAPIDLY GROWS
emigration among Slovenian youth

5. WHY?
# NO ONE IN SLOVENIA REALLY GETS
young people and their ideas
They are convinced that ...

6. TO CHANGE SUCH MINDSET OF THE SLOVENIAN YOUTH,
WE STARTED UP

7. THE CLIENT STORY
# YOUNGSTERS WENT TO OTHER RETAILERS: WANT THEM BACK!
# 25TH ANNIVERSARY: STRENGHTEN SPAR AS SOCIAL RESPONSIBILE COMPANY
# INCREASE SALES

8. AGENCY STORY
# INCITE

9. WHO ARE YOUNGSTERS AND HOW THEY BEHAVE ?
# SCEPTICAL TOWARDS BIG
COMPANIES AND „ADVERTISING“
# INNOVATIVE OPINION LEADERS AND
TREND SETTERS
# BELIEVE IN BRANDS WHICH ARE DOING
SOMETHING FOR THEM
# LIVE AND BELIEVE IN DIGITAL WORLD

10. WHO ARE YOUNGSTERS AND HOW THEY BEHAVE ?
# SCEPTICAL TOWARDS BIG
COMPANIES AND „ADVERTISING“
# INNOVATIVE OPINION LEADERS AND
TREND SETTERS
# BELIEVE IN BRANDS WHICH ARE DOING
SOMETHING FOR THEM
# LIVE AND BELIEVE IN DIGITAL WORLD
# THEY WILL SHARE THE STORY
AMONG OTHER SEGMENTS
# TELLING THE STORY IS NOT
ENOUGH. WE HAVE TO SOLVE THEIR
PROBLEM – WITH THEM
# CLASSICAL ADVERTISING IS
FORBIDDEN
# DIGITAL HAVE TO BE CENTER OF
ALL COMMUNICATIONS

11. # 12 YOUNG SLOVENIAN ENTREPRENEURS
WHO ONLY RECENTLY STARTED THEIR BUSINESSES
WE CHOSE

12. # EXCLUSIVE SHELVES
SO THEY COULD EXPOSE THEIR PRODUCTS
IN ALL INTERSPAR HIPERMARKETS WE PUT THEM ON

13. # TV SHOW „START IT UP, SLOVENIA“
AIRED 10 SUNDAYS IN PRIME TIME
ON MOST WATCHED TV STATION WE CREATED A WHOLLY NEW

15. # DIGITAL & SOCIAL NETWORK WORLD
FOCUSED ON EACH DAY ENGAGEMENT OF OUR PRIMARY TARGET GROUP
IN THE CENTRE OF ALL COMMUNICATIONS WE SET

16. THE STORY ABOUT HOW IT CAN BE DONE IN SLOVENIA ...
# VARIOUS COMMUNICATION CHANNELS
IS TOLD THROUH INTEGRATION OF
12 CANDIDATES
# cooperation with bloggers
# print media publications# online publications
# social media EARNED
# native print ads
# TV ads
# native advertising
# social media
advertising
PAID
OWNED
# Twitter # Instagram
# YouTube
# e-news
# internal media
# websites
# Facebook
# leaflets

17. TV SHOW „START IT UP, SLOVENIA!“ WENT DIGITAL TOO …
# WATCHING ON TABLET, MOBILE, PC
# REACH: 28,4% HOUSEHOLDS
# 27,9% OF ALL RATINGS
# WATCHING WITH TIME SHIFT
# REACH: 39,4% HOUSEHOLDS
# 32,9% OF ALL RATINGS
# YOUTUBE: WATCHED BY 13,167 PEOPLE

18. COMMUNICATIONS WERE CO-CREATED, SHARED, AND SPREAD BY
# ALL PARTNERS OF THE PROJECT
# 12 CANDIDATES
# GENERAL PUBLIC
# FRIENDS &
SUPPORTERS
& PARTNERS

19. ON SOCIAL MEDIA
simultaneous interactive communication through various channels was used to
# ENGAGE PEOPLE EVEN MORE INTO THE STORY OF THE PROJECT
14FACEBOOK PAGES
2YOUTUBE CHANNELS
8TWITTER PROFILES
7INSTAGRAM PROFILES

20. # START IT UP SLOVENIA ON SOCIAL MEDIA
680.000VIEWS OF VIDEO CONTENT
ON FACEBOOK
WE GOT MORE THAN
1.2 MILLIONVIEWS OF VIDEO CONTENT
ON ALL SOCIAL MEDIA CHANNELS
WE GOT MORE THAN
600,000ACTIVE INTERACTION WITH
FACEBOOK USERS
ON ALL 14 FACEBOOK SITES
WE ESTABLISHED MORE THAN
(KEEP IN MIND THAT SLOVENIA ONLY HAS 2 MIO INHABITANTS!)

21. # START IT UP SLOVENIA ON SOCIAL MEDIA
261
POSTS (MORE THAN 3 A DAY)
82
VIDEOS (ALMOST 1 A DAY)
2,435
COMMENTS
1,704
SHARES
31.835
6 LIFE CHAT VIEWS
1,018
FOLLOWERS
48,797
IMPRESSIONS
3,168
LIKES & COMMENTS
VIDEOS (ALMOST 1 A DAY)
SHARES
VIEWS
114
314
483,551
# MEDIA INVESTMENT ?

22. THE ACTIVE SUPPORT OF CANDIDATES ON SOCIAL MEDIA
DID NOT REFLECT ONLY IN NUMEROUS ...
# POSITIVE COMMENTS
# POSTS # SHARES
# LIKES
Compliments to Spar who listened to youth and all the
best to all new entrepreneurs.
Way to go, team! Congrats for the project “Start it up
Slovenia” and for helping the (future) young businessmen!
Very useful show, also for those of us who will maybe take
this way in the future.
What happened? In Interspar Celje yesterday empty shelves,
the products sold out! CONGRATS!
I gave these products as a present to all my friends and
I cried with the candidates when they signed the contracts
Extraordinary show that can teach us so so much.
Perfect!
Great show in all respects! Thumbs up to creators for such a
professional but also personal approach! The most educational, positive, and
authentic show in the last years!
Also a great choice of the candidates! It was such a pleasure to watch you, how
each one of you is bold and passionate, we will continue to cheer for you!
Kudos to all of you!
Also in Celje chocolate are gone! Congrats!
- with every series I like this show even more. The idea, the
production, the message, the product choice. I’m a fan.
Congrats to all of you
I wish you success, all of you. And can’t wait to try the edible deodorant
Congratulations Nelipot, you really deserved it. Just keep on going.
Enthusiastic about the new show #StartajSlovenija #startajSLO
Congrats and way to go …
Great show, hope you succeed!
Best wishes, good luck and a lot of success!
Congratulations and compliments…your success proves that
everything is possible when a person follows the heart and believes in his/her
product. In my opinion, you are role models for many entrepreneurs

23. PEOPLE MASSIVELY SUPPORTED SLOVENIAN ENTREPRENEURS ALSO
WITH THEIR PURCHASES

24. OUT OF 12 COMPETING PRODUCTS, MANY EXCEED THE SALES OF
MAIN COMPETITORS IN THEIR PRODUCT CATEGORY
KNAP BEER
BECOMES THE BEST-SOLD CRAFT BEER
IN SPAR STORES ALL OVER SLOVENIA
ZULU ZION SOCKS
BECOME THE BEST-SOLD SOCKS IN
SPAR MEGA MARKETS
20CHOCOLATE
BECOME THE BEST-SOLD CHOCOLATE
IN SPAR MEGA MARKETS

25. 1.
„START IT UP, SLOVENIA!“ HIT PRODUCT NELIPOT …
# BECAME A LEADER IN CATEGORY
(FROM DECEMBER 2016 TILL NOW)
TOP SALES
DEODORANT
★ ★ ★ ★ ★

26. START IT UP, SLOVENIA!
THE VALUE OF BRAND
#CO-CREATES
# SPAR IS MORE VALUABLE
THAN OTHER RETAIL CHAINS
# TRUST SPAR THE MOST
# SPAR ALWAYS OFFERS
SOMETHNIG NEW
# SPAR IS MORE
INNOVATIVE BRAND
# 50.000 NEW
GENERATION Y
CUSTOMERS

27. # THAT IT CAN BE DONE!
WE CHANGED STATE OF MIND
AND SHOWED
WITH
EVEN IN SLOVENIA

28. # WE GOT THEIR ATTENTION
WE ENGAGED YOUNG GENERATION INTO THE
BRAND SPAR
WITH

29. # HIGHEST TURNOVER EVER
WE GOT NEW CUSTOMERS AND INCREASED
SALES
WITH

30. # SEASON TWO:
ALREADY STARTED