Hrvatski Telekom




October 2021



Grind to your heart's content!

Smart shoppers are a special sort. The ones that compare each mobile tariff or plan, and pay close attention to the fine print, before making their choice. Among those, there are many that love to use their gift of gab. Just give them a chance and they’ll chit-chat, rant, holler, schmooze... and, as we say here, grind their hearts out.


A meg here, a gig there, stream a little of this, download a little of that... blink twice and you’ve spent all your bytes. The Internet is the reigning superstar of the telecommunication industry and each provider is using this stardom to shed some light on themselves. But, in this fight for the best byte-package, one thing was left in the shadows - talking. Smart shoppers, many of whom are power-talkers that live for those extra minutes, are taking notice. Voice messages are great when you want a throwback to the days of walkie-talkies, but meaningful conversation takes effort and a direct line to the other person. That’s why Bonbon decided to reward their current and future customers with extra minutes until the end of the year, and we decided to showcase this generous offer in a simple and endearing way.

„Bla bla bla bla bla bla bla bla bla bla bla bla bla bla bla bla bla bla...“ - A smart-talker on Bonbon

Current customers are getting double the minutes no matter which tariff they have. You used to have 500 minutes? Now, you’ll have 1000. Had 1000 minutes already? Check again, it’s 2000 minutes now. You get the point. No extra charges. No contracts needed. No minimum spend requirement. Sounds too good to be true? Well, that’s why it's a good idea to assure current customers they’re not seeing double - they’re getting it!

bonbon gives you double minutes!


We didn’t forget the new customers either. They’re in for a special treat, with free calls until the end of the year - no matter which tariff they choose! Just as the coffee grinder, this campaign does a 360, so across all of our materials we remind viewers of the TVC - simple communication leaves little space for misunderstandings: if you chit-chat more than that - you need free minutes!

Grind as much as you want! Free calls, on bonbon!

Throughout the digital channels, we shared this concept for the sake of exposure. Chat away, you smooth talker!



Vanja Blumenšajn ~ Very creative director, copywriter | Jurica Ćorluka ~ Head of creative, copywriter | Vanja Luetić ~ Senior copywriter | Tomislav Fabijanić ~ Head of design | Mišel Kovačić ~ Designer | Dora Kasun ~ Designer | Danijela Maričević ~ Head of account | Ana Šutić Renić ~ Account director


Marin Balaić ~ Animator

Hrvatski Telekom

Diego Perez-Tenessa ~ Director of marketing for residential mobile users | Anja Uzelac ~ Communications manager for bonbon | Branka Bajt ~ Executive brand director | Krešo Šach ~ Brand manager

From brief to broadcasting in a week. There are phone calls that last longer than that.

Vanja Blumenšajn - Very Creative Director

Short and to the point. Quite opposite of what the conversations on bonbon will be.

Vanja Luetić - Senior copywriter

bonbon is like the shoe size 42 2/3. Just what you need, when you need it. Not everything’s about the internet… it’s about the tiniest issue that smart shoppers can always detect. And we want that. That’s why we’re uber happy with the campaigns “It’s human to compare” and “Grind to your heart’s content”. Kudos to the Señor team!

Krešo Šach - Brand manager