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Slovenian households have more than €26,000,000,000 saved in banks. And although this is the most common type of saving in Slovenia, it is not always the most efficient. The asset management company Triglav Skladi has therefore set two goals:"}],"markDefs":[],"style":"normal"},{"_key":"88309ece65f7","_type":"block","children":[{"_key":"88309ece65f70","_type":"span","marks":[],"text":"1. To increase the level of awareness about investing as an effective way to save up."}],"markDefs":[],"style":"normal"},{"_key":"316e88c9c2a7","_type":"block","children":[{"_key":"316e88c9c2a70","_type":"span","marks":[],"text":"2. To increase investments in the “Investment Savings Plan” product."}],"markDefs":[],"style":"normal"},{"_key":"41423520ea5e","_type":"block","children":[{"_key":"41423520ea5e0","_type":"span","marks":[],"text":""}],"markDefs":[],"style":"normal"},{"_key":"aa7833bc82d0","_type":"block","children":[{"_key":"aa7833bc82d00","_type":"span","marks":[],"text":"To make the campaign a success, we had to ask ourselves how to present investing as a good savings option to users and how to offer the free “Investment Savings Plan” as a solution for their specific needs."}],"markDefs":[],"style":"normal"},{"_key":"0f82592cb1cb","_type":"block","children":[{"_key":"0f82592cb1cb0","_type":"span","marks":[],"text":""}],"markDefs":[],"style":"normal"}],"sl":[{"_key":"9b4610b36a28","_type":"block","children":[{"_key":"9b4610b36a280","_type":"span","marks":[],"text":"Velika večina varčevalcev svoje prihranke vsak mesec shrani na banki. Slovenska gospodinjstva imajo tako na bankah privarčevanih več kot 26.000.000.000 €. In čeprav je to najpogostejša oblika varčevanja v Sloveniji, ni vedno najbolj učinkovita. Triglav Skladi so si zato zadali dva cilja:"}],"markDefs":[],"style":"normal"},{"_key":"a13150841d0b","_type":"block","children":[{"_key":"a13150841d0b0","_type":"span","marks":[],"text":"1. Povečati nivo zavedanja o investiranju kot učinkovitem načinu varčevanja."}],"markDefs":[],"style":"normal"},{"_key":"10a80cfc50ca","_type":"block","children":[{"_key":"10a80cfc50ca0","_type":"span","marks":[],"text":"2. Povečati vložke v produkt »Načrt varčevanja z investiranjem«."}],"markDefs":[],"style":"normal"},{"_key":"65f6de334252","_type":"block","children":[{"_key":"65f6de3342520","_type":"span","marks":[],"text":""}],"markDefs":[],"style":"normal"},{"_key":"c523aa5ac437","_type":"block","children":[{"_key":"c523aa5ac4370","_type":"span","marks":[],"text":"Za uspeh kampanje smo si morali postaviti vprašanji, kako uporabnikom predstaviti investiranje kot ugodno možnost za varčevanje in kako brezplačen »Varčevalni načrt za investiranje« ponuditi kot rešitev za njihove specifične potrebe."}],"markDefs":[],"style":"normal"},{"_key":"9d118ce612e0","_type":"block","children":[{"_key":"9d118ce612e00","_type":"span","marks":[],"text":""}],"markDefs":[],"style":"normal"}]},"images":[{"_key":"c8e89bb2dbd4","_type":"image","asset":{"_id":"image-9883defa0f54265eb46d6ade937737a1e8aa5555-1200x1200-jpg","_type":"sanity.imageAsset","_createdAt":"2024-09-19T12:43:58Z","_rev":"2Zk6tWckGuE3g8LyMQ11PZ","_updatedAt":"2024-09-19T12:43:58Z","assetId":"9883defa0f54265eb46d6ade937737a1e8aa5555","extension":"jpg","metadata":{"_type":"sanity.imageMetadata","dimensions":{"_type":"sanity.imageDimensions","aspectRatio":1,"height":1200,"width":1200},"hasAlpha":false,"isOpaque":true,"lqip":"data:image/jpeg;base64,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","palette":{"_type":"sanity.imagePalette","darkMuted":{"_type":"sanity.imagePaletteSwatch","background":"#795537","foreground":"#fff","population":5.68,"title":"#fff"},"darkVibrant":{"_type":"sanity.imagePaletteSwatch","background":"#066a94","foreground":"#fff","population":1.76,"title":"#fff"},"dominant":{"_type":"sanity.imagePaletteSwatch","background":"#795537","foreground":"#fff","population":5.68,"title":"#fff"},"lightMuted":{"_type":"sanity.imagePaletteSwatch","background":"#aac6d7","foreground":"#000","population":5.36,"title":"#fff"},"lightVibrant":{"_type":"sanity.imagePaletteSwatch","background":"#a9effa","foreground":"#000","population":0.76,"title":"#000"},"muted":{"_type":"sanity.imagePaletteSwatch","background":"#5289ab","foreground":"#fff","population":4.05,"title":"#fff"},"vibrant":{"_type":"sanity.imagePaletteSwatch","background":"#ea1f28","foreground":"#fff","population":1.96,"title":"#fff"}}},"mimeType":"image/jpeg","originalFilename":"Triglav_skladi_banners_FB_IG_.jpg","path":"images/oslxrhwr/production/9883defa0f54265eb46d6ade937737a1e8aa5555-1200x1200.jpg","sha1hash":"9883defa0f54265eb46d6ade937737a1e8aa5555","size":392307,"uploadId":"eSplzOz129pF5nLkOqWcFmS6xkEaMtzL","url":"https://cdn.sanity.io/images/oslxrhwr/production/9883defa0f54265eb46d6ade937737a1e8aa5555-1200x1200.jpg","id":"image-9883defa0f54265eb46d6ade937737a1e8aa5555-1200x1200-jpg","parent":null,"children":[],"internal":{"type":"SanityImageAsset","contentDigest":"cfa0c5193e881c4837847fda80a26d7f","counter":572,"owner":"gatsby-source-sanity"}}}],"layout":"imageRight"}],"title":{"_type":"localeString","en":"BACKGROUND","sl":"IZHODIŠČE"}},{"_key":"19f954f02e45","_type":"section","colorVariant":"dark","content":[{"_key":"775656f6b210","_type":"imageContent","content":{"_type":"localeBlock","en":[{"_key":"b8f13d93972b","_type":"block","children":[{"_key":"b8f13d93972b0","_type":"span","marks":[],"text":"When creating the campaign, we followed a strategic insight into the behavioural economics of the 5 main segments and 12 micro-segments of the target groups. Based on these, we designed a creative solution which clearly communicated the pain-point of the micro-segment and positioned the product as a practical tool on the path to their goals. Using the main digital component of the campaign, we first addressed the target group with specific financial objectives through segmented content marketing. In the following phase, we retargeted the users and presented the tool that would help them reach their financial goal, and redirected them to the Investment Savings Plan website."}],"markDefs":[],"style":"normal"}],"sl":[{"_key":"2e33a65ff04b","_type":"block","children":[{"_key":"2e33a65ff04b0","_type":"span","marks":[],"text":"Pri kreiranju kampanje nas je vodil strateški vpogled v vedenjsko ekonomijo 5 glavnih segmentov in 12 mikrosegmentov ciljnih skupin. Na podlagi teh smo zasnovali kreativno rešitev, katere sporočila so jasno komunicirala »pain-point« mikrosegmenta in produkt pozicionirala kot praktično orodje na poti do ciljev ciljnih skupin. Z glavno digitalno komponento kampanje smo ciljno skupino s pomočjo segmentiranega vsebinskega marketinga najprej nagovorili s specifičnimi finančnimi cilji. 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