Generali Investments aimed to raise public awareness about the importance of preserving clean groundwater – the main source of drinking water in Slovenia – and the impact human behavior has on protecting our environment and natural habitats. At the heart of its communication, the company placed the olm, an endemic amphibian of the Slovenian Karst, which can only survive in clean water and has therefore become its symbol. By sponsoring two olms from Postojna Cave, Generali Investments reinforced its commitment to sustainable principles from the outset and established a symbolic foundation for its communication.

The campaign Dive Into the Hidden World of Water (slo. Zapeljite se v skriti svet voda) pursued several defined objectives. Primarily, it sought to increase awareness of the vulnerability of groundwater and the importance of responsible use of natural resources among the general public, with a particular focus on young people and families. At the same time, Generali Investments aimed to strengthen its reputation as a socially responsible company that not only advocates but also practices sustainable values. The campaign aimed to reach at least one million Slovenians and actively engage them by inviting submissions of name proposals for the two olms. By focusing its advertising largely on digital channels – with online and radio ads representing the largest share, and a smaller share allocated to digital outdoor display ads – the campaign indirectly contributed to reducing its environmental footprint while effectively reaching the selected target audience quickly. This approach was both logical and aligned with the campaign’s environmental objectives.

Digital Execution as a Model for Sustainable Communication

To achieve its objectives, a comprehensive digital communication strategy with a minimal carbon footprint was developed. The campaign ran from August 20 to October 13, 2024, across digital media. Its central hub was the interactive website svetvoda.generali-investments.si, where visitors could explore the mysterious world of the olm through an engaging digital experience, learn about the importance of clean water, and submit their proposals for the names of the two olms.

Through programmatic advertising on the iPROM Programmatic Platform, enabling precise targeting and real-time optimization, users were engaged with advanced ad formats (e.g., iPROM Scroll Ad™, iPROM PagePeel™, iPROM Mobile AdBreak™) that captured attention and invited them to visit the website. Social media influencers amplified the key messages and encouraged participation, thereby also engaging a younger audience.

“This was a fully integrated digital campaign that included all key channels, from programmatic advertising and social media to email marketing and influencer marketing. The results confirm that digital channels are no longer just supportive but a central pillar of modern strategies, as evidenced by the trend of increasing investment in them,” said Jerneja Kimovec, Account Manager and Project Lead at iPROM.

Reaching Over 1.2 Million Slovenians and Growing the Base of New Investors

During the campaign, over 1.2 million Slovenians were reached, generating more than 20.7 million ad impressions and nearly 80,000 interactions (clicks). The average campaign click-through rate (CTR) was 0.38%. The prize competition attracted more than 1,500 participants, 75% of whom were new users.

“The campaign featuring the olms was a thoughtfully designed digital activation that effectively combined sustainable messages about responsible environmental behavior with the company’s core communication – responsible management of personal finances and our shared future – and translated them into measurable business results. By leveraging advanced technologies and data, we demonstrated that the digital environment is an effective standalone channel, even for financial content,” said Marija Pregelj, Head of Marketing at Generali Investments.