Schools are nurturing grounds where young minds blossom, knowledge is cultivated, and dreams take flight. Yet, the educational landscape often faces resource constraints, leaving many schools and their dedicated teachers lacking essential supplies and teaching tools. As Croatia's leading retail company, Konzum is committed to social responsibility, recognizing the needs and challenges faced by our communities. We strive to be an active force for positive change. With this mission in mind, Konzum has launched a community campaign named "Mali veliki talenti" (Little Big Talents) to mobilize the community and raise funds for the purchase of much-needed school equipment.
The mechanics of the Little Big Talents campaign were straightforward and accessible to all. For every purchase of over €10 at Konzum, customers received a coupon that they could donate to the school of their choice. Schools collected these donated coupons and redeemed them for tablets, chemistry sets, art supplies, and other essential equipment ordered through a dedicated website.
To activate a wider audience, we teamed up with talented celebrities. Footballer Joško Gvardiol, freediver Mirela Kardašević, dancer Marko Mrkić, talented high school student Ema Donev and STEM entrepreneur Albert Gajšak told us how school has influenced their development. We wrote a song especially for this campaign in which talented young rappers rapped, and little talented dancers performed in the TV spot. Although the primary target group were parents, grandparents, we wanted younger generations and schoolchildren themselves to recognize themselves in our communication.
The campaign came to life across a variety of channels (TV, POS, radio, OOH, print, digital, SoMe...), and the results were incredible. A large number of customers joined the campaign and supported Little Big Talents with their purchases. Schools participating in the campaign ordered 14,352 pieces of equipment (laboratory sets, sports sets, tablets, laptops, TV screens and numerous other teaching aids), and the little talents received equipment that will help them learn, create and develop into big talents that we will all be proud of one day.
