Nema brige za gige
The goal of the campaign was to position “m:tel” as the best network in Bosnia and Herzegovina for Gen Z (people born after 1996), a generation known for its need for high internet consumption due to its heavy smartphone usage, whether it’s for messaging, music, entertainment, or gaming. Additionally, they prefer video content on platforms like YouTube, Instagram, and TikTok, thereby. Traditional communication methods such as SMS and call minutes are not their priority.
The campaign was named “Nema brige za gige” (no worries for gigabytes – “Gige” being the funny nickname we used) to communicate the key message – “m:tel” is the ideal choice for those who want fast and ample internet. The campaign relies on the language and style of communication of Gen Z to attract their attention.
The campaign was created using dynamic video formats aimed at vertical display, adhering to the styles and formats popular among Gen Z. The main message of the campaign is that “m:tel” network users don’t have to worry about the amount of available gigabytes for their needs.
In line with the Gen Z appetites, a track was also recorded by the well-known Banja Luka rap band “Brutal Protest”.
The “Nema bridge za gige” campaign succeeded in significantly raising awareness among Gen Z about m:tel’s offering of fast mobile internet. The number of “m:tel” network users among the youth and members of Gen Z significantly increased during the campaign. Also, members of Gen Z can be heard humming the lyrics of the song “Nema brige za gige…”
