Internship report at the Agency BBDO Zagreb: the impact of Covid-19 on digital advertising of the Staropramen brand during the period of March 2020 to April 2021

• Autor(a) principal: Pavić, Karla
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/40761
• topic: COVID-19; Communication; Digital; Marketing; Advertising

The COVID-19 pandemic spread globally in early 2020, negatively affecting economies globally causing significant downturn in various industries. To understand how the conditions created by the pandemic affect the work of the creative and advertising industries, a six-month internship was completed analysing the advertising of the beverage company Staropramen based on work in one of the world’s leading advertising agencies. Based on close collaboration with agency’s employees, analysis of the content of advertising materials and exploratory interview, the aim was to understand the impact of COVID-19 on digital advertising of the Staropramen brand during the period of March 2020 to April 2021. Comparing campaigns with pre-pandemic campaigns, the aim is to show how a beverage company has had to adapt to a new way of selling its product. The results show changes in communication within the analyzed segments. Staropramen focused on a variety of multimedia content to create a relationship between customers and the company during the pandemic. An example of adapting to a new situation is the introduction of new segments and attracting users to share their experience with them and showing understanding for the emerging situation. We confirmed that the brand is adapting itself for a a new consumer culture during the pandemic.