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BalCannes Stories Behind the Projects: The Bedtime Storytellers

Grey Ljubljana won its first Cannes Lions last year, and was proclaimed the best agency of BalCannes where it also won the special prize from the jury of journalists. With the impressions now settled in, and referring to The Bedtime Storytellers project, Petra Krulc, executive creative director at Grey Ljubljana, spoke with organizers of BalCannes about the project’s success and the process of creation. Read on to see how Petra sees this great campaign today!

How we came up with the idea …
A1 Slovenia’s main brand promise is to connect people, places and things with solutions that enrich people’s lives, and has a strong legacy of promoting intergenerational cooperation. Since senior citizens in Slovenia are the fastest growing demographic group (one fifth of the population is 65 or older), they are facing many issues that seriously challenge their quality of life. Our aim was to create a long-term digital platform that will improve their overall wellbeing. Our goal was to create a project that will enhance the brand’s relationship with senior communities and households (families with children) by creating a deep connection between them with relevant and notable content.

Our guiding thought was…
Senior citizens living in retirement homes face loneliness and isolation which drastically affects their quality of life. Since active and involved senior adults with close intergenerational connections consistently report much less depression, better physical health, improved cognitive abilities and higher degrees of life satisfaction, A1 Slovenia created a long-term intergenerational nationwide program that gives seniors the opportunity to become exclusive Bedtime Storytellers.

During the realization the biggest challenge we faced was…
Our biggest challenge was to create an effective digital platform that offers exclusive audio content for parents with toddlers. Effectiveness part was extremely important to us. We knew we need to think mobile first to simplify the audio experience for all Fairy tales listeners, that’s why the usage of the SoundCloud as a platform was crucial. All the fairy tale recordings are firstly uploaded on the audio social network SoundCloud, embedded in the Bedtime Storytellers website, and distributed via other social media channels, entertaining the youngest Slovenian audience. The project has of course consistent support on A1 owned social media channels, but our main goal was continuously reaching parents with toddlers and extending our reach with their engagement.

Second also very important challenge was creating a consistent quality of the audio content that would constantly grow the interest among potential listeners. Partnerships with renowned fairy tale authors and illustrators, who have been creating exclusive content for this project, plays an important role on this regard.

The greatest contribution of this campaign is…
I think the biggest success for this project is longevity. The fact that this programme lives already for more than a year and a half now is simply amazing. So far this unique audio content created by seniors reached 37% of Slovene families with children. Until now our website has been visited by 230,000 Slovene parents, with 22% of them returning to the platform on a regular basis. The Bedtime Storytellers were broadcasted live on national radio and live-streamed on social media channels, thus creating 1,200,000 organic impressions on social media alone, which greatly surpasses the number of social media users in our country.

And it is special because…
What is special about this project (apart from many other facts) is that renowned Slovenian authors and illustrators (that are creating exclusive content for this project), played a big part in spreading the word about the programme. Their devotion touched a strong Slovene Facebook reading community “We love to read” (Radi beremo) which embraced the new content immediately and spread it to a vast circle of new listeners. The Bedtime Storytellers were also hosted on a famous children’s show on national radio. The broadcast was live-streamed on Facebook, resulting in 170,000 views and turning seniors into Slovene social media stars.

When it comes to our project, we are most proud of… seniors in retirement homes. They are the real rock stars of this project. 🙂

If we were to go from scratch again …
We would most probably do everything the same, just maybe turn it into a regional or global scale programme from the start. Well you never know what the future will bring.

Apart from lions from BalCannes, we also picked up…
This project took home numerous awards. SOF (Grand prix, Gold, Silver); Silver & Bronze Cannes Lions (+ 5 shorlists in 2017 and 2018); 2 Lions at Balcannes 2017; Golden Drum 2017 (Grand Prix, Golden Drum, Silver Drum, Golden Drum and Silver Drum Adriatic); SoMo Ritanac, SoMo Content, SoMo Digital mix award; EEA award and many others. All of them are precious, but the most rewarding to us is the fact that we managed to create a long-term programme that connects seniors and the youngest generations with something as simple as a audio content.

You can check out other projects of Grey Ljubljana and learn more at: www.balcannes.com/agency/grey-ljubljana/