Company: A1 Hrvatska, Zagreb, Croatia
Company Description: A1 Hrvatska is part of A1 Telekom Austria Group – the leading provider of digital services and communication solutions in Central and Eastern Europe. A1 Telekom Austria Group operates in seven countries and together we provide services for approximately 24 million customers. We at A1 Hrvatsk we employ about 2000 people, and we take care of the needs of 2 million customers on an everyday basis.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Gaming & Virtual Reality
 Nomination Title: A1 Hrvatska - A1 Adria League
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Out-of-the-Box PR campaign for responsible behaviour in virtual reality started on March 18th 2022, with a press conference with a twist – the main speakers were celebrities who are also gamers but not widely recognized as such. They captured the interest of a broader audience and media. Celebrities shared their negative cyberbullying experiences and roused awareness of online safety among all generations.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 244 words used.
In 2017, A1 Hrvatska as one of the leading telecommunications companies in Croatia, transformed the gaming landscape by establishing the main regional gaming league - A1 Adria League (A1AL). Widely recognized by gamers and enthusiasts, this league holds the record for the longest-lasting gaming league in the Adriatic region, successfully completing 10 seasons. In 2022, the company launched an innovative Out-of-the-Box PR campaign that held the attention of gamers, using innovative gaming tools to effectively convey key message about responsible behaviour in the virtual environment to a broad audience.
Due to its market position, A1 Hrvatska's network infrastructure plays a crucial role in the gaming industry, providing high-performance connectivity. However, keeping up with innovative communication and gaming project strategies poses a challenging task in the ever-evolving industry.
During the pandemic, company recognized the need to prioritize online security to bridge the communication gap in the market. As customers spent more time online, they were more vulnerable to online threats. Therefore, company launched a PR campaign with responsible behaviour as primary focus, employing various innovative gaming activities as communication tools to spread key messages to the primary target group, gamers.
Given the youth-dominated gaming community, prioritizing ethical and responsible initiatives is essential. The company understands the importance of this issue why it used A1 Adria League platform for continuous awareness-raising. As a result, the campaign lasted throughout the year, utilizing a range of measurable PR and marketing activities that guarantee a successful comprehensive 360° approach.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 234 words used.
To achieve a comprehensive 360° communication strategy, A1 utilized the PESO model (Paid, Earned, Shared, and Owned media) in order to effectively reach target audience, reinforce messaging and increase the effectiveness of A1 communication efforts. Integration was crucial to achieve the primary communication goal and spread key message of A1 as a leading voice of responsible behaviour in the gaming environment in Croatia.
Main goals:
- Build Credibility: With press releases, innovative events, chosen campaign ambassador PVT Mole (gaming influencer), partnership with other different gaming influencers, partnership with Reboot - recognized stakeholder in the global gaming industry, A1 established credibility in gaming community.
- Audience engagement: Gaming league channels, event sponsorship and collaboration with influencers. Direct interaction with the gaming community allowed A1 to foster relationships, encourage discussions, and promote key messages.
- Establish Thought Leadership: A1 utilized its websites (A1 corporate and A1AL), social media and A1AL gaming platform (YouTube, Facebook, Instagram, Twitter, Twitch, Trovo, Discord). A1 positioned itself as an authority in innovative messaging for virtual responsibility in gaming.
- Amplify Key Communication Message: Through PESO media channels, reaching a wider audience and increasing visibility.
Target groups:
- Primarily: gamers
- Secondary: wider public audience, parents, teachers, institutions
The PESO model enabled A1 to tailor communication messages for all target groups' needs, interests, and preferences. A1 created a comprehensive communication strategy by utilizing the innovative gaming activities as communication tools, resulting in effective communication with the target audience.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 245 words used.
Campaign yielded the following results:
1. The campaign's ambassador, PVT Mole, added credibility to the campaign in which he played educator role.
• The A1 #GamingEdu series, hosted by PVT Mole, featured various experts who used a video to educate followers on gaming and responsible online behaviour (almost 4.000 views).
2. 9th A1AL season – Press conference on the Pannonian Challenge event with exclusive access to the Gaming Hub trailer
• 124 articles (print and internet) about A1AL with key messages about online responsible behaviour.
• The Gaming Hub activation in Zagreb (four times), Osijek and Bjelovar with popular gamers in locations with a large circulation of people.
3. 10th A1AL season - Press conference and Reboot event with innovative Playscape activation
• 124 articles (print and internet), 1 radio and 3 TV broadcasts about A1AL with key messages about online responsible behaviour.
• More than 50,000 gamers during the festival had the opportunity to learn about online responsibility.
• A1 was the first telecom in Croatia to use NFTs for the league's jubilee season. A limited collection attracted gamers to fight for copies while learning about responsible online behaviour at Reboot.
4. The A1 Game Night YouTube platform, well-received by the gaming community, features gamers and influencers streaming on A1 channel. While streaming, they discussed responsible online behaviour.
• Season 4 613 minutes of strategic content, almost 14,000 views.
• Season 5 494 minutes of strategic content, almost 28,000 views.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 235 words used.
As stated among many researchers as well in the recent global research on gaming for 2022 around 31% of the world's population plays video games (all ages and backgrounds), with the number having increased during the pandemic. The research indicates that gaming rates have risen due to the increased accessibility of popular mobile devices. These devices allow gamers to have 'anywhere, anytime' access, with the majority of 63% of weekly and 64% of frequent gamers.
Whether playing video games or using social media, smartphone availability to youngsters makes them vulnerable. The situation analysis also includes the DeShame Croatia study conducted by the Centre for a Safer Internet and Assoc. Prof. Ph.D. Lucija Vejmelka with the support of A1 Hrvatska. It revealed that high school students face exposure to harmful content online, with 93% witnessing sexual harassment. Almost 38% spend five or more hours online daily, with 10% spending ten or more online.
Given the potential risks in the online world, A1 Hrvatska recognizes the importance of providing everyone a safe and secure gaming environment. To this end, the company has made significant efforts to prioritize responsible attitudes online, especially with gaming in focus.
This approach is reflected in the Out-of-the-Box PR campaign, which emphasizes the importance of responsible behaviour for gamers and gaming enthusiasts. By addressing the challenge, A1 Hrvatska demonstrates its leadership and commitment to creating a more secure online environment for everyone.
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