Few days ago, thanks to the people on Serbia's Ambassador To The World, I found two brand new online promotional videos aimed at promoting investment opportunities in Vojvodina. The creator is an awkward named Vojvodina Investment Promotion, or VIP.
As you may know, Serbia in general didn’t have a stellar experience with TV promotional campaigns. The last big video, or to be precise, TV commercial that aired on CNN was, in my opinion, a failure. It looked like it was made by a bored film student stuck in a editing room with a lot of generic, bland shots of nature scenes, unrecognizable buildings and too many churches that are important, but didn’t catch the eye of an international viewer (if I’m not mistaken, one of them isn’t even on Serbian soil, it’s actually located across the Danube border in Romania).
Although it wasn’t a tacky attack on the scenes, this kind of flat promotion isn’t going to do anything, especially having in mind that every other country in the region created a targeted campaign. Croatia, for example, has the fantastic tag-line: Mediterranean as it one was, and the whole campaign revolves around it, cleverly distancing that country from other, similar offers like Greece, meanwhile painting those locations as too commercialized.
But, here are the VIP videos:
So, what are my thoughts?
Overall, I think they are pretty solid. Again, they are focusing on a traditional vision, and the look of the videos needs more color correction, so that those green and golden fields stand out, instead of being gray. Good thing is the listing of facts and advantages of investing in Vojvodina. Even better are the commentaries in the second video, where business leaders from abroad talk about their experiences working here.
But, the thing I like the best about it – the slogan. Come and grow. It’s simply fantastic.
All in all, I see these videos as a step in the right direction.
What do you think?