A1 Business is a leading telecommunications provider offering digital solutions for individuals and businesses. They deliver a range of services, including mobile and fixed-line telephony, broadband internet, and digital television. As part of the A1 Telekom Austria Group, a prominent digital services and communications provider in Central and Eastern Europe, A1 Business leverages advanced technology to deliver innovative solutions that enhance the digital lifestyles of its users. The company’s commitment to quality and customer satisfaction has solidified its strong position in the Slovenian telecommunications market.
CLIENT: A1 – Project Joonglaa
YEAR: 2023 – 2024
A1 Business asked me to create a native campaign that would engage Gen Z and strengthen their connection to the brand. With a generation that’s highly digital and quick to dismiss anything that feels like traditional advertising, the challenge was to strike the right balance between relevance and authenticity. I knew we would need to tap into their online habits, interests, and values to deliver content that felt both natural and engaging. By focusing on creativity and seamless integration, the goal was to build trust and position A1 as a brand that understands and resonates with Gen Z.
I began working on A1 Bussiness’ campaign with a clear focus: to engage Gen Z on their preferred platforms—YouTube, TikTok, and Instagram—and strengthen their connection to the brand. The approach centered on creating authentic, entertaining, and purpose-driven content that would seamlessly integrate into their digital lives. To achieve this, I developed a strategy that balanced creativity with data-driven optimization, ensuring the content was both engaging and effective. Here are the key activities I focused on to bring the campaign to life:
This approach ensured the content didn’t just capture attention but also fostered a deeper connection with the audience, positioning A1 as a brand that understands and values its Gen Z customers.
The campaign delivered strong results, successfully engaging Gen Z and strengthening their connection to A1. By focusing on platform-specific content and partnering with relevant creators, we were able to create an authentic and engaging digital presence that resonated with the audience. The campaign’s success was driven by a mix of creative experimentation, interactive content, and continuous optimization, resulting in measurable impact across key metrics.
25% increase in engagement rates on Instagram and TikTok within 3 months
180% growth in video views on YouTube, with a significant boost in average watch time
40% increase in follower growth across Instagram, TikTok, and YouTube combined
€0.07 average cost per engagement across all platforms
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