LUNA\TBWA\NEWSWALK 23\SUMMER 2007

MARCH 2048

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ting ring wak
es me a little
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years I have be .
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distribution ce opening. In it n on passers by s me of a subs
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e the ring sen that might be ony. By the en
d s a message to d es ired are delivered trance
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le to do this?
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offers anythin
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ring perceives y informing al
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r, who sends th forms the wor the world abou
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agine, that be sent and the a
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n o on e ever abuse th rt h , all th eir bad habits, on ly
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t in any case until 4 :00am tains some
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our when I w yoghurt is ex why I should
as born. quisite. have
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t that I wish fo I choose will be t, the poet, th
rtune tellers re mine to live ou e gatherer of
ally did exist. t for the next roses at
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already sittin therer of rose that
g in a compar s at dawn.
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care of the rese or mous caterpil
measured ou rvation, and lar.
t for me by th I'm sitting by
nervousness I e lid of my yo the window. T
ride on. Somet ghurt is leavin he concentrati
revolution on imes I agree w g me. Withou on, which wa
ly when we su it h the common t an y expectation s
began mixing cceeded in sep sentiment, th s and exagger
it into food, dr ar ating human a t we experience ated
new path I w inks, etc. Yogh intelligence fr d our first tru
ill choose in li urt (and the su om the body and e
so that I can li fe, it minimiz bstance in it) as a substance
ve out my new es the stress con re ads thoughts
role. nected with th ; it knows wh
a t, an d it takes care ich
5: 00am. Mea of everything
dows. I lay su
rrounded by m
I think of the illions of swee
possibilities th t smelling rose
a t the mirror w s.
much at all - ill offer on m
everything is y next birthd
O.K. ay. No, actual
The name of ly I'm not thin
the worldwid king too
e distribution
Regardless of ce n tr e is : WZAISALX
what you wil . Their corpor
l be doing, wh ate slogan : ev
ere will you be erything is O.K
in the year 20 .
48?

Mitja Milavec
Vice president TBWA\Adriatic region
 I DON’T KNOW WHERE WE WILL
BE IN THE YEAR 2048, BUT... IN LOVE WITH
Špela oblak

THE NEW TWINGO

...I do know where we will be in 2010. This
must count for something, wouldn't you
say? If Lee Clow, who is not only among
the most creative people, but also the
president of one of our most creative and
successful advertising agencies, TBWA
Chiat Day in Los Angeles, speaks up about
the year 2010, frankly, you believe what he
has to say. For 30 years Lee has remained
loyal, body and soul, to one agency, and
still knows how to wake up the world
with surprising ideas, again and again.
Luna\TBWA
In this day and age there is no argument when automobiles are so extremely similar? A silver
it comes to the fact that if you are not moving car, photographed from a certain angle, great
forward, you are falling behind. And if a guru photo, come on...
of the TBWA network like Jean Marie Dru is
convinced that the best times are still ahead Conventions can quickly put us to sleep, but it RENAULT Luna\TBWA
of us, that is something you can bank on. is not impossible to resist them. To accomplish Renault Twingo is in a class of its own. It is multilogue to be the new paradigm of brand
Today the media is more or less everything and this, work is required. Thoughtfully done, and the newest (also) Slovene car and as such it discourse. In this multilogue, an important part
everybody can collaborate to create ideas. Only elementary in nature. The "Tao of doing", began of communication is left to the consumers or
RENAULT
deserves to have a special communicative
now it is becoming really interesting. Now it is Rob Schwartz, the creative director of the agency campaign. Together with the Renault Luna\TBWA
the users of specific communicative channels.
becoming important to be a leader and not just TBWA Chiat Day, is extremely important. A Nissan Slovenia team, we have begun the In this way, the communication manager
a manager. Now even more important ideas creative environment is not brought about by elaborate preparations for the arrival of the consciously gives up the control of a part
will be born, ideas that cannot be masked by some far out couch, a crazy coffee machine, new Twingo far back in the previous year. of the communication field, but, in return,
some kind of ornamental mumbo-jumbo. Either pool tables or table football, all present in the These preparations encompass a wide range gains involvement, affection, WOM (and

At the beginning of May we gathered together
with colleagues from around the world and
considered many things, including the question
of what exactly we are and where in fact we are
going. "Who does an advertising agency want
to be anyway?" is how Lee Clow concluded the
conference of our TBWA network in Los Angeles.
If someone who stands for 12,000 people in
advertising agencies around the world says
something like this, it is no joke.
California was not chosen by accident. And
the name of the conference - Hang Ten
(surfing aficionados can tell you that this is
something only the best of the best do) - was no
coincidence either.
Colleagues from TBWA CHIAT DAY received us
for the introductory evening at the agency itself.
Without any problems whatsoever, 500 people
from around the world were able to mingle in
an enormous hanger, where approximately 900
people otherwise work night and day (literally
24 hours a day - yes, they even have regular
night shift teams). For that reason it isn't
strange to see a basketball court in the middle
TWINGO HIT
the ideas will be the right ones, and you'll be workspace, and also not by carelessly dressed of communicative means and channels, other, “softer” communicative categories).
on the winning side, or they won't, and you'll creative workers, or celestial sculptures at the entwined into a unified sales promotion. The promotion was designed as an entity
lose. John Hunt, the worldwide creative director entrances. A creative environment begins with An emphasis on new, interactive and non- and it includes both external and internal
of TBWA, brilliantly and in his own personal work. With thinking, creating, writing, drawing, classic communicative paths reaching a high communication (the production of the new
way came up with an analysis of the current filming, trying things out, improving them... in level of involvement of the target groups is Twingo opened up 400 new posts in the factory The new Twingo is communicative, dynamic, listened to by a four-member jury. The members
egocentric advertising world. Naturally, you are short, with work. Confucius was right: By talking a characteristic of the promotion. Modern in Novo mesto); with varying intensity the and trendy and it loves music. Therefore the were: the advertising director at Renault Nissan
familiar with the question, who's idea is this? alone we cannot cook rice. Proof of the success communicative theories are establishing promotion takes place all year round. Twingo Hit music contest was designed as part Slovenia Ksenija Habjan, the programme
And then appears a little creative gem that of disruptive thinking and work was confirmed of the communicative campaign. The aim of director at Radio Hit Matej ©pehar - Racman, the
says: It's my idea. Onlookers say: Yes, that's his by guests of our conferences: Jonathan Ive, for the contest was to enable less known or aspiring music editor at the Stop magazine Miran Inhof
idea. Within a short period of time an adjective example, vice-president of the department for music talents a breakthrough to the Slovene and the well-known Slovene musician Miha
wiggles its way into the sentence. Yes, that's design at Apple and the "guilty party" behind music market. At the same time we wished the Guπtin - Guπti. From all the recordings the jury
his damn idea. Given a little more time certain iMac, iPod, and the up-coming mobile phone new Twingo to gain a hit of its own which would chose four finalists, but the overall winner was
jealous people go so far as to even change the iPhone. With the appearance and content of fit its lively personality best. chosen by the public through SMS voting and
original message somewhat: That damn guy. his presentation he emphasised once more that With radio advertisements, Internet banners, via the Planet portal.
Yes, that was his idea. For this reason Hunt the best people are always the most simple and posters in bars, schools and public toilets and The clear winners of the Twingo Hit music
recommended that we begin like so: This is our understandable, because they don't have to in cooperation with Radio Hit and the Stop contest were the Abstrakt band with their song
idea. And everyone who is connected with "our" hide behind the ballast of unnecessary words. magazine as media sponsors, we encouraged “Nad oblaki”.
idea will collaborate, take the idea on as his or Visionary ideas are not born in focus groups, musicians to send their demo recordings in mp3 As the main prize, the Abstrakt band will receive
her own, while also adding to it, and amazing they are born in the head and in the heart. They form to Twingo’s e-mail address. The response a professional audio and video production of
things can happen. This is exactly what occurred are born of that incredible energy, which only was excellent and in three weeks we received their winning song. But before that they already
at the competition for Singapore Airlines, where a very few acquire, and who in turn are then 101 recordings, which is a record among such had an exclusive live performance on June 21st
creative workers, strategists, and managers able to shift the boundaries of what we know. contests. in front of a throng of several thousand people
of TBWA trade marks from all corners of the That is something that was embodied by our All recordings we received were carefully at the Pozdrav poletju event.
earth created a winning collective idea. And next two guests, Eric Ryan and Adam Lowery,
they received a ten year contract (wow, this can founders of the young company Method,

of it all, simply laid out open spaces, little streets
and even trees - all on the inside. Everything
is done without any hint of glamour, and with
a lot of soul. No designer tables, hip lights, or
any of that rubbish. No sexy receptionists, ha.
Only a lot of pictures, photographs, and papers
covered with writing on the walls, products from
clients and ideas - everywhere. And the board
room? Yes, even that is something they can lay
claim to - it is literally a room with boards (see
photograph). Four of them, as pertaining to the
A STAR IS BORN!
still happen!) and a client, who believes in co- which bravely made strides in surely one of
operation, mutual trust, and respect. the most demanding categories - and one that
is perceived by most of us as one of the most
Dru asked us, why are we still able to succeed? hostile - the category of household-cleaning
Because we have "disruption", our own specific products. They succeeded. With ecologically Slovene journalists were the first to let presentation of the new Twingo, performed
way of speaking, our own philosophy, and friendly products, with the right strategy, by themselves be carried away by the new Twingo by Jurij Zrnec, who got to know the small car
methodology. The easiest way to explain the including the users (the only true ambassadors) - the small urban car opened its doors to them better already at the Viktorji event. More
concept of disruption is with the example of in the process, and with communication, which on May 28th at the Mons hotel, which hosted serious subjects, such as prices and sales plans,
the Olympic athlete Fosbery from 1968. An flowed mainly by means of the web and thereby over 750 foreign journalists taking test drives were introduced by Bruno Benayer, Renault’s
exceptional high jumper, who at the Olympic successfully combated big budget competition. over the following weeks. marketing director and Joæe RiËnik, the product
Games lifted the entire sporting world to its feet. The conclusion of Lee Clow's interview with the The press event was led by the congenial manager for the Twingo brand.

four founding members. This is the origin of the
sometimes difficult to remember letters T, B, W
and A.
So, what the heck are we going to be, if not an
advertising agency? The answer is something
we heard immediately in the morning of the
next day. By the year 2010 we will be one of the
most creative companies in the world, meaning
that we will be in the same company as Apple,
Google, and similar visionaries. At the beginning
of the first day this seemed altogether a little
too ideal, but by the end it didn't in the least.
While his colleagues and fellow athletes were
attempting to improve the height of the high
jump using the technique of the time (jumping
forward), Fosbery decided to use a completely
new approach. He accomplished a jump over
the crossbeam with his back, seen for the first
time ever at that point, and he defeated his
competitors not only by mere millimetres, but
by significantly more. That is disruption. To
recognize the conventions, which are hampering
development, and to go beyond them with new
ideas. Have you ever asked yourselves why the
majority of communiqués for something like
two was simple: buy shares of their company
now.
Whoever has at sometime participated in a
similar gathering will understand that unique
energy, which you can catch from colleagues
that come from varied, unique places. Germany,
Malaysia, Holland, Thailand... the world is open,
and you can succeed, if you choose to do so.
That is why it is constantly necessary to shift
our ideas, perceptions, relations, feelings, pencils
and mice, every day and all year. Until the end
and even further.
TWINGO BLOG
The Twingo blog is the first Slovene corporate
product blog and it was well received in the
general public as well as in the bloggers’
community. The blog provides a space for
information on the new Twingo’s life, guest
bloggers, videos and humorous contributions by
Jurij Zrnec (alias Jurij GaraË, a Hollywood actor
and world renowned model). Other promotional
features could also be found and commented
upon on the blog: the Twingo Hit music contest
and events for the young and the young at
heart, where we, as the main sponsor, gave away
the new Twingo. There were three such events:
hostess Katarina »as and enlivened by a special
the concert of Radio City, which took place at the
foot of the Pohorje mountain range, the Pozdrav
Poletju event hosted by Radio Hit in Ljubljana
and the concert of Radio Capris in Koper. The
experiences of the new Twingo’s first drivers
also found a spot on the blog. The favourable
response exceeded even the most optimistic of
expectations (to put it bluntly: had we been selling
advertising space on the Twingo blog, we would
have gained quite some money), which only
proves the significance of using unconventional
communication tools to reach specific target
groups.

Entrance in TBWA\CH
TBWA\CHIAT DA
Y hangar from the IAT DAY office Lee Clow, announcing his first guest,
outside Jonathan Ive, Vice president
of design dept. at Apple

Lee Clow’s off

ice

ing
found
for 4
Thi - 4 boards , W, A)
room T, B
closi s is ho Board members ( ie Dru, T
BWA
ng w Le Jean Mar sruption guru
spee e C networ k di
ch b low’
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Agencie’s
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ith lights on 24
Offices w

SAY IT WITH
YOUR FINGERS..
Si.mobil
Halo SMS, Si.mobil’s prepaid tariff is designed
for all who frequently use the SMS service and
call users of other networks. This, above all, are
young people, with nimble fingers, who moved
the boundaries of conventional communication
via stationary and mobile telephones to new
horizons. Short messages or SMSs have replaced
verbal communication with their symbols,
with a special alphabet from which a language
typical only of SMS sending developed. In other
words, the young have decided to stop using
their mouths to speak, replacing them with their
HANSAPLAST
BEIERSDORF
We designed a brochure for Hansaplast, which
focuses on feet, changes caused by disease and
old age and on the appropriate foot care. Our
feet often have to bear our weight for more
than 10 hours daily. Walking on hard surfaces,
frequently in unsuitable footwear, has its
consequences. These and other problems and
the causes and solutions for them are dealt
Luna\TBWA
fingers instead.
And so did we. We designed a marketing
campaign where we said everything loud and
clear and we did so with fingers. We gave the
fingers faces, dressed them into colourful
clothes and brought them to life, so they could
convey the message in our stead: “Say it with
your fingers… with Halo SMS”. Thus a clear
message about the best prepaid tariff on
the Slovene market, the Halo SMS tariff, was
delivered to Si.mobil-Vodafone’s users and
users-to-be.
HVALA SLOVENIJA!
PODALA SI NAM 50.643 ROK.
BEIERSDORF Luna\TBWA
On June 14th, after a good month of activities,
a charity appeal fighting for equal rights to
schooling, for which the Beiersdorf company,
with its NIVEA brand, and Zveza prijateljev
mladine Slovenije (ZPMS; Slovenian Association
of Friends of Youth) joined their hands
and forces for the second consecutive year,
reached its finale. The organisers prepared an
exhibition of the selected hands, hung across the
Ljubljanica river at the Tromostovje bridge, and
an Internet exhibition where people could draw
pictures in the provided hand-shaped outlines
with the help of a special computer program.
The exhibition was opened with a symbolic
cutting of a ribbon by the mayor of Ljubljana
Zoran JankoviË, the director of Beiersdorf Mitja
ZupanËiË and the director of the ZPMS Franc
HoËevar.
Last year a helping hand was offered by
known Slovenes, mayors of Slovene towns
and numerous inhabitants of Slovenia, and
thus 42,606 imprints of hands were collected.
Beiersdorf contributed financial means to the
teaching fund for each imprint. The favourable
response and the success of the appeal gave the
organisers the incentive to continue their good
Luna\TBWA
with in the attractively designed booklet.
We involved the Medical department of
rheumatology of the University Medical Centre
in Ljubljana in the preparation of the booklet’s
contents. The booklet is designed to help also
the professionals in educating individuals who
have foot problems or foot diseases.
Twix Topix
Crunchy for two
MARS Luna\TBWA
Twix Topix is a new brand of chocolate wafer to pleased onlookers. The tasty wafer biscuit got
biscuit which Masterfoods launched on the the highest level of interest at a location near
Slovene market in the previous months. The Maximarket, where promoters distributed over
new delicious wafer biscuit is designed to be 800 wafer biscuits.
Sampling took place also in the *xyz clothes shop
shared and crunched in company, so we decided
to share the first Twix Topix wafer biscuits with in the Citypark shopping centre, where buyers
you. Besides the classic advertising campaign we were given a Topix at the cash desk. The sales
gave strollers in Ljubljana and Maribor a chance team wore Topix T-shirts and we also decorated
FRUC YOU
to pick their own wafer biscuit, available in three the shop windows and the mirrors within the
delicious flavours. shop. The campaign was accompanied by a
The advertising campaign thus began with five radio show on Radio Center, which followed the
teaser billboards at various locations in the city development of the campaign and searched for
centres of Ljubljana and Maribor. On the fifth the most impressive adventures of friends - the
day, the billboards changed into real chocolatey author of the winning story was presented with FRUCTAL Luna\TBWA
desserts. Approximately 3000 Topixs were given a holiday in the mystic Egypt. Fruc, the most mixed-up drink of all, strikes advertisements, billboards, inventive outdoor
again. The legendary Smiley, with its advertising and equipment of shops. Following
natural fruity taste and totally mixed-up the victorious march across Slovenia and
communication, won the palates and the hearts Croatia, Fruc began conquering new markets in
of all those thirsty (of fun) already years ago. Macedonia, in Bosnia and Herzegovina and in
This time it introduces itself as a refreshing Montenegro. And since it is highly likely that it
force one cannot resist. Fruc struck with new is sizzling hot outside right at the moment you
mixed-up flavours and new communication are reading these lines, you know what your
which includes television and radio solution is: the totally mixed-up Fruc!
work also this year.
How well this year’s appeal was accepted is best
attested by the number of the participating
inhabitants of Slovenia, who drew or wrote on
the hand-shaped outlines and sent them via
post or the Internet. 50,643 people gave life to
the hand-shaped outlines with the help of their
imagination and in this way expressed their
solidarity with children from socio-economically
deprived families. For each hand they received,
Beiersdorf contributed half a euro to the NIVEA
teaching fund for the education of children and
adolescents from economically disadvantaged
families. The final sum, written on the cheque
given to the ZPMS at the end of the appeal, was
25,322 euros.
That imagination and a good heart go hand in
hand is proved by true works of art created with
coloured pencils, felt-tip pens, pencils, glue or
Devilishly attractive
the computer mouse and many hand-shaped
outlines on which good wishes and intentions
were written. A helping hand and a creative
streak were offered also by known Slovenes
along with their families, namely, Brigita
Nissan
Bukovec, Alenka Strnad - Reza, Robert PeËnik - Luna\TBWA
PeËo and Jure Seπek.
She came. She seduced. She conquered. Nissan conquered our roads. Due to her trendy that she is devilishly attractive. And, to tell
Micra introduced herself as a city slick, a equipment, her safe embrace and seduction the truth, who would not want to have such a
temptress, a refined beauty and in just a with an attractive offer, nothing else can be beauty at home?
short while she completely won us over and said of the charming miss apart from the fact

SUPPLEMENTS
FOR EVERY TASTE
DELO
Following the excellent response to the
first sales campaign made for the leading
Slovene newspaper Delo, we decided, along
with the Delo team, to create a sequel to
the campaign. Contents-wise we focused on
supplements which a buyer or a subscriber
to Delo gets free of charge every day and
which are a source of good, interesting and
Grab a
light one!
PIVOVARNA LAŠKO Luna\TBWA
Among the trendy flavours of the Bandidos
beers, a special place is reserved for Bandidos
Light Lemon. Due to its lower content of
alcohol and calories, Bandidos Light Lemon
will gladden above all the gentler sex and
physically active men who wish, after a
workout, to quench their thirst with a
Luna\TBWA
compelling reading for the whole family.
Elected Slovene households were thus offered
a chance to receive Delo together with
supplements for two weeks, free of charge and
without any obligations. Communicatively,
the campaign was supported with a television
telop, radio and printed advertisements and
direct mail.
modern and refreshing social drink. The light
yellow colour reflects the gentle character of
Bandidos. Owing to the lower content of bitter,
the taste is milder and additionally rounded
off by the flavours of lemon, lime and apple. So
grab a chilled bottle and let yourself be taken
away by this light summer enjoyment!
2007 Disruption
Awards
TBWA\WORLDWIDE
June 2007 saw the distribution of the
Disruption Awards, which were created some
years ago with the intention of recognizing
and awarding advertising campaigns which
follow methods of disruptive advertising.
Among the campaigns that won awards in the
previous years one must mention Adidas and
its “Vertical Football” campaign, Pedigree’s
“We Are for Dogs” and SONY’s “Shadow of the
Colossus”.
Successful disruptive advertising is based on an
original and in-depth strategy which informed
and inspired advertisers all around the world.
This year, the main prize was for the first time
given to the Nissan company for their Qashqai
campaign. The campaign followed the idea of
disruptive advertising more than excellently.
The collective effort of creatives
and the successful
CANNES
LIONS 2007
TBWA\WORLDWIDE agency overcame the impossible. They
In France, the largest advertising festival, Cannes
Lions 2007, concluded at the end of June. 80
countries took part in the 54th festival and
there were a record 25,700 works submitted,
which competed for the prestigious prize in nine
categories. The largest number of works was
contributed by the USA (3569 works); among
European participants, Germans shone with 2310
submitted works. Slovenes also contributed to the
richness of the festival and this time submitted
37 works in all.
While Luna/TBWA missed the most prestigious
award by an inch (and we are already working
on winning it the following year), we nonetheless
had a reason for celebration. The TBWA
advertising network, part of which is also Luna/
TBWA, won 28 statuettes - those of the “most
advertising” of lions.
The most sought-after and also the most
prestigious award was won by TBWA/Whybin
from New Zealand that beat the competition
with their campaign for Adidas, titled “Bonded
by Blood”, and so earned the title Cannes
Lions Promo Grand Prix. TBWA/Whybin more
than justified their grand victory also in the
remaining categories. Among others, they were
awarded the Media Lions Grand Prix for the ASB
cooperation of all European TBWA networks,
which effectively adapted the campaign, led to
the following result: Qashqai is sold out all till
2008!
Disruption Awards were awarded also to the
creators of the following campaigns:
• PS3 - This is Living - TBWA\London
• Adidas - Kahn\Fresco - TBWA\Germany
• Apple - Mac vs. PC - TBWA\Media Arts Lab
• Taxi Service - Toot-n-Scoot -
TEQUILA\Johannesburg
• Pedigree Dog Adoption - TBWA\Chiat\Day
Los Angeles
• Eco Store - TBWA\Whybin
• Nissan - Sentra - TBWA\Chiat\Day Los
Angeles & TEQUILA\ Los Angeles
• Anti Piracy Foundation - Tsotsi -
TBWA\Hunt Lascaris
• Finnish National Betting Company - Go
Togo - TBWA\PHS
• Nissan - Pino - TBWA\Hakuhodo
Bank campaign, “Money Goes Digital”, and the
Outdoor Lions Grand Prix, again for the Adidas
campaign, “Bonded by Blood”.
TBWA/Chiat/Day New York also emerged
victorious and was awarded two golden
lions, namely, a golden lion for the radio
advertisement “Growth Spurt, France, Wrestling,
Doug” (client Combos Pretzels) and a golden lion
in the PR category for Snickers.
The Film Lions Grand Prix was awarded to the
TBWA agency in Paris. The Belgian agency
TEQUILA/Agency.com was also delighted by the
precious colour and was awarded the Direct Gold
Lion.
So TBWA enriched the largest advertising festival
also this time and gladdened the advertisers
and other visitors of the festival alike with their
creative solutions. They brought to their cages a
few more Cannes lions, which in great numbers
defend the well-earned, prestigious reputation
of the TBWA advertising
network.
SONY PLAYSTATION
DISRUPTIvno Luna\TBWA
The highest force governing the world of
entertainment today is… the PlayStation. Yes,
you have read correctly. The ruler of the industry
of games consoles, which is worth over 12
billion dollars, conquered the world and today
it represents a cultural phenomenon, proudly
owned by the corporate giant Sony.
Despite powerful competitive brands that, in
the 1990s, presented games consoles as toys
for children, Sony emerged with a product that
crossed the boundaries of a toy and at the same
time offered a game that promised more. The
PlayStation offered not only a game but also, and
above all, an experience. The game as such fell
into history, and the experience one got from the
game became an alternative which offered more.
This advantage of the PlayStation became also
the essential part of its advertising campaign.
The question as to how and why people should
trust the new invention and abandon their
conventional opinion of the games consoles
emerged. In the industry as well as among
consumers, games consoles have thus far been
understood as a toy and not as a personal
experience of entertainment. As such, the games
consoles could not compete with other, real
forms of entertainment as, for example TV, film
and sports and they could not approach a wider
audience.
For the majority of enterprises that would be an
insurmountable obstacle. Sony, however, turned
the problem of the conventional perception of
games consoles to its own benefit. The company
decided on the so called disruptive advertising
which, once again, proved to be the right key
to success. The PlayStation and its advertising
succeeded in changing the values of the
entire industry of games consoles and in
persuading various generations from
various cultures with an experience
offered solely by the PlayStation.
Disruptive advertising has become the common
thread of development for many PlayStation
campaigns all around the world. Coming onto
the market, the PlayStation 1 was introduced to
the public as a cultural phenomenon which the
consumers had to discover all on their own. The
campaign was set into motion on all levels and
the mysterious messages waited to be deciphered.
The leading statement of the campaign was “U
R Not e”, with the letter e being written in red,
which meant “you are not ready”, not ready to go
beyond the limits of conventional entertainment.
When the PS1 hit the shops, people were calling
out “we are ready!” The sales of the PlayStation
five times exceeded the sales of its competitive
product, Sega.
The new millennium brought the PlayStation 2.
Sony struck with new technology and faced new
challenges on the market. Various campaigns
round the globe carried the same message. The
PS2 invited people to a new world, a world limited
by imagination only. The leading statement
“Live in your world. Play in ours.” was based upon
the idea of blurring the boundaries between the
realistic and the real. The printed advertisement
with a woman giving birth to a grown-up
man received the title of the best printed
advertisement at the 2003 Cannes festival. In the
first year, more than 8.5 million pieces of the PS2
were sold in the USA. New users represented more
than 50% of sales.
The world followed the trend and the PlayStation
truly became a cultural phenomenon. In
2003, the PS was on a good way
to the title
“entertainment of future”, but still it had
one flaw: the users missed the component of
social life. This was a major drawback and it
was quickly growing into a serious problem.
However, as it was already said, every problem
presents a new solution and again Sony knew
how to turn the problem to its own advantage.
“Disruption!” A new leading statement, “Fun
Anyone!”, was created and it summoned users
to attend a PlayStation festival where computer
games would be made part of their social life.
The famous TV
commercial
in which all
inhabitants
of a town run
towards a place
where people
are building a
human pyramid
won over also
advertisers
and again the
PlayStation
was awarded
for the best TV
advertisement
in Cannes.
The
PlayStation
became part of mass entertainment.
The sales surpassed all initial goals and the PS
continues to be the leading force on the market of
games consoles with an 80% share. Finally, the PS
is also the driving force of Sony since it represents
40% of the company’s profits.
The PlayStation has remained true to its original
disruptive idea of being “more than a game”.
And, you will not believe it, the PS3 is already
here and has recently won an award for the
new disruptive campaign “This is Living”. Yes,
the entertainment of the future has grown to a
pleasure of the present!
ECHOES
FROM SARAJEVO
TBWA\WORLDWIDE TBWA\SARAJEVO
The southern part of the TBWA Adriatic everyone visiting the Nova Banka branches.
network has had a very creative period. They There are also ongoing arrangements for a
were involved in a new project for a very corporate campaign which would contain
recent client, the Nova Banka bank. mostly TV advertisements.
They designed brochures, One of their new clients is also the Prisma
available to organisation, which deals with small loans.
Luna\TBWA Sarajevo created a new,
creative image of posters and fliers for the
organisation.

PORTRAIT
Renault Nissan Slovenija Luna\TBWA
The Renault brand introduced the new
Twingo, which is manufactured exclusively
in Slovenia, to the European market. This
unique event rattled the entire Slovene
cream of the automotive world and offered
us a considerable advertising challenge.
We undertook it in cooperation with our
partner and client of many years, Renault,
and on this occasion we present the
director of marketing at Renault Nissan
Slovenia, Bruno Benayer.
How well did you know Slovenia when
you took on a new challenge in
BENAYER 2003 and became the director of
BRUNO marketing at Renault Slovenia?
I was in charge of the introduction of a Renault
project in Slovenia and Croatia already in 2000,
so Slovenia was not completely unknown to me
when I moved here. However, I must confess -
when I first heard that I was going to work in
Slovenia, I knew absolutely nothing about it!
I even had problems with finding appropriate
guidebooks …
Was it difficult to persuade your
family to move to another country?
Not at all, since we did not have children back
then. My wife also likes getting to know new
cultures, people and their customs. And, anyway,
we are not that far from our home in Provence.
How long have you been
employed at Renault for?
17 years.
What are your plans for the future,
considering that Renault is among the leading
car manufacturers in Slovenia?
We will continue working hard and striving
for innovative communication processes.
Something along these lines was done with the
introduction of the new Twingo. We were a step
ahead of our competition because we insisted on
an emotional relationship between the brand
and the consumers. Besides, we are planning
a continual introduction of new models to the
Slovene market. By December 2008, we will have
introduced a new model to the market every
month. Of course, the continuation of the good
INFO point:
Lunatics on the
winner’s podium!
BOA luna\tBWA
The introductory season of the bowling
league of advertising agencies (BOA) was
successful also for the Luna\TBWA bowling
team. In the six rounds of the competition,
Jerneja RadoviË, Aleπ Deisinger and Damijan
Rifl were ranked near the top, which led to the
third place in the end. Jerneja RadoviË proved
especially successful and with constant form
she won the fifth place overall and the second
place among the representatives of the
gentler sex. Fourteen teams attended
the competition, brilliantly organised
relationship with our consumers is also of great
importance, and this can be achieved above all
by offering a high quality of cars and services in
the entire service-sales network.
Which are the main differences between the
Slovene and French car markets?
The main difference is in the percentage of small
cars on the roads (in Slovenia, there are 50%
of small cars, in France only 30%). Differences
can be seen also in the manner of car sales: in
France, more and more consumers hire cars
and they also change cars more often, while in
Slovenia a consumer wishes to be the car owner.
During the time we have been observing the
Slovene consumer’s needs, we came to realise
that French and Slovene consumers have similar
tastes or similar patterns of behaviour.
Renault introduced a new brand of cars to the
market - eco2, with ecological and economical
advantages. Are you convinced that the
Slovene market is ready for such an approach?
Certainly, Slovenia is closely connected with its
nature and with a healthy lifestyle. Renault has
committed itself to manufacturing a million
cars with a low emission of greenhouse gases
or with a biological carburation by 2009. The
new Twingo already has the eco2 label, since
it is manufactured in accordance with three
fundamental ecological standards (the factory
in Novo mesto has the eco2 certificate, the
vehicle’s emission of greenhouse gases does not
exceed 140 g/km and 17% of the plastic parts
used in the car are made from recycled plastic).
Renault manufactures the world’s safest
cars. Are you planning on becoming also the
leading manufacturer of ecological vehicles?
According to independent research, we are
among the three leading manufacturers of
ecological vehicles in Europe. However, our goals
are higher. We wish to create ecological cars or
vehicles adapted to bio fuels, accessible to the
widest possible group of consumers.
What kind of car do you drive?
I have been driving an Espace with an automatic
gearbox for four years now. I highly recommend
it!
All requests, comments, advice, compliments, criticism, ideas... are welcome at our
e-mail: luna@luna.si Editor in charge: Helena »oæ, e-mail: helena.coz@luna.si tel.: 01/200 41 70
Published by: LUNA\TBWA, Koprska 106a, 1000 Ljubljana
by the marketing department of Kolosej
Kinematografi Ltd., which was held at the
Arena Vodafone live! centre. The undisputed
champions of bowling among advertising
and media agencies come from Celovπka
cesta 32. The Arih agency team, led by Igor
Hauptman and Tom Petruccelli, easily won
the first place and thus set the standard for
challengers. According to the organizers, the
winners and their challengers will meet again
the following season. And we, Lunatics, will
certainly be there. Just strike it!
Do all members of your family
drive a Renault?
No. Some of them, just like Lunatics, prefer other
brands.
What part of a car’s equipment is, in your
opinion, absolutely essential?
I think that all security equipment should be
part of the mandatory equipment since this is
the only way to ensure a complete active and
passive security on the road. Besides that, I think
that the new technologies, such as Bluetooth,
MP3 and navigation system, are very important
for guaranteeing a satisfaction of driving.
Which project in Slovenia was most important
to you, perhaps the introduction
of the new Twingo?
That’s right. I must admit that we have put a lot
of energy into finding new ways of introducing
the car to the Slovene market. The entire
team was more than fantastic in researching
new aspects of our work, such as for example
interactive marketing, the cooperation with Jure
Zrnec, etc.
Have you discovered your favourite part of
Slovenia yet, do you and your family ever go
for a trip to places near you?
I like the Alpine region most, especially the
Triglav National Park. I feel very good also
on the urban banks of the Ljubljanica river,
especially during spring and summer, when they
are filled with life. Moreover, twice a month my
family and I travel round Slovenia or its near
vicinity - Croatia and Italy
To round off, as France is famous for its
exquisite food, what is your opinion of
Slovene food? Are you still faithful to the
French cuisine?
Being completely honest, good food is not what
I am going to remember about Slovenia. I am a
Mediterranean man and I adore Mediterranean
food, everything from Moroccan, Greek, and
Lebanese to French. Nevertheless, you can find
me in a restaurant from time to time, tasting
grilled ceps, mushroom soup or goulash.