In 2021, Ristorante’s communication will take a new direction. The market-leading frozen pizza brand in its category used a traditional media mix focusing on TV spots. This will be undergoing a radical transformation in the spring campaign. Because the new, international concept only reaches potential audiences through digital channels, our client was looking for a partner who could cover the entire online space with their solutions.
Complex media tasks, including display, social, programmatic, PPC, and influencer elements, were won by this tender.
And what have we baked out for the digital transformation of Ristorante’s communications? Take a look at our tasty gallery from which could make it to the mood to eat a mouth-watering pizza!
Drive, MOL's travel magazine, was launched in the summer of 2020, and we have been responsible for its online media campaigns from the very beginning. Our main tasks did not change in 2021: increase brand awareness and website traffic with digital solutions, thus supporting the building of a stable reader base.
Based on last year’s results, it was clear that the ads were effective in supporting the main goals, so our client extended the campaign by half a year. After synthesizing the results, we optimized the media mix, and we designed the creative elements of the campaign in-house. You can see the first swallows from these new creatives in the article.
In summary, if you are looking for travel tips, experiences, or the best trip destinations, visit https://drivemagazine.eu/hu/!
This is a trend that has been present for years, in which different elements and surfaces are usually highlighted with shadows in a bright environment, playing with depth and convexity. It gives a pleasant impression, and it is easy to apply. You can easily highlight or hide individual items with it. Previously, the flat trend was preferred, which consisted of simple elements without shadow and depth. This was a monopolistic trend for a long time, and as a reflection of this, the designers wanted a trend with depth, softness, and texture. This is how neomorphism was born.
Ever since dark mode appeared on various social networking sites and mobile operating systems, more and more websites and applications are being created in this style. One of the benefits of the dark mode is that it relaxes the eyes, and some colors harmonizes in the dark mode. It reflects a completely different vibe, is much more elegant, and can be used for many things for which a bright theme would be difficult. A good example of this solution from us is the renewed HelloBlackFriday site.
3. 3D illustrations
This has become an absolute trend for a few years, especially in 2020, as high-profile design sites began producing 3D animations and illustrations for UI interfaces. After the flat illustrations completely usurped the market, the refreshing novelties were the 3D, deep, soft, textured illustrations. Good examples of this trend are the illustrations on the Actimel website.
It has been a trend for a long time, and it seems that the use of vivid colors will not disappear from the public consciousness. Many people love this style because it symbolizes dynamism and creativity very well. We created Moneytou in this spirit, but we tried to choose a pleasant combination: the base is bright orange and a deep purple hue. It is a powerful, vibrant combination, yet more restrained than what we usually see.
& monochromatic illustrations
We could also call this trend the opposite of the previous one. It is characterized by much more restrained and harmonious color combinations, attracting attention in a much more sophisticated way than with vivid colors. Monochromatic (single-color) and pastel colors can achieve a deeper effect, even if they do not stand out as much at first as the vibrant world of colors.
6. Boxes on grid
An old trend that may never disappear because it is extremely useful and effective. It is most often used in web shops and image viewers, as well as in places where the individual blocks must be markedly separated – such as HelloBlackFriday.hu. The boxes are usually rounded, usually, we do not use very hard edges or corners in this style.
Minimalism is a real evergreen. The point is to get only as much information on a screen as is necessary, plus larger forms and an enormous number of white spaces. They help make it easier to understand, much clearer making the page. White spaces are also necessary because form becomes significant and highlight information – what is in this space must be considered.
8. Geometric structure
A characteristic of this solution is that the corners are not rounded because they focus on coming out of square, rectangular shapes. It blends relatively well with softer shadows and colors. These interfaces are very reminiscent of the layouts seen in newspapers, and web shops selling cosmetics and other women’s products love to use it.
9. Big typography
In recent years, it has become trendy to use huge-sized typos, usually in the first view of the home page. So, as we go to the page, we come across a huge typo that expresses the main message of the page. These typos can be played nicely by expressing different qualities and moods.
The point of this is to put together the larger, more eye-catching elements to create an eye-catching composition. Brutalism combines three trends: big typo, vivid color and they prefer to pack built-in images that come out into space and even hang into the typo, illustration. The goal is to make the overall impact as big and compelling as possible.
Cover image by Philip Legierski
1. Neomorphism: https://dribbble.com/shots/10108195-Pastel-Neumorphism
2. Darkmode: https://dribbble.com/shots/14384008-Estaro-Dark-mode-Task-Management-App
3. 3D illustrations: https://medium.muz.li/top-25-app-ui-design-inspiration-ideas-9-9706b63073ab
4. Vivid colors: https://ganzio.org/guide-to-ui-design-trends-for-2021/. (Diana Medviedieva, Green Illumination, )
5. Pastell : https://dribbble.com/shots/6757159-Goals-Habits-Tracking-App-Design-Concept/attachments
6. Grid: https://dribbble.com/shots/5813556-Photography-app
7. Minimalism: https://medium.com/@grifer163/filip-legierski-325d6e9e2919
8. Geometric: https://ganzio.org/guide-to-ui-design-trends-for-2021/. Offriginal (instagram), staromlynski.design (instagram),
9. Big typo: https://ganzio.org/guide-to-ui-design-trends-for-2021/. Stan Yakusevich, Vadim Drut,
10. Brutalism: https://ganzio.org/guide-to-ui-design-trends-for-2021/. Ilya Kulikov, Michał Rome
For years, we have been working with the MOL Alapítvány (the foundation of MOL) to help talents launch their social media careers. Three times so far to athletes, now to young people preparing for a career in art-science, have been given guidance on how to use social media. We have been expert partners of the MOL Alapítvány for a long time, helping the foundation and their talents to find their way in social media.
The aim of the training, which was highlighted by Andrea Gáborné Ház, CEO of the MOL Alapítvány in the beginning, is to give young people a base on the practical use of social media, opportunities, and platforms. Which one should be used to build their brand? How can they get sponsors, sponsors? How can they communicate their professional work (whether artistic or scientific) to the public? In connection with these issues, we drew attention to the following as part of practical training: what to look for on each platform; what solutions are there; what, when, and how many times worth posting. These were important because MOL Alapítvány's goal of raising its reputation with "small ambassadors" on talents community channels.
The training focused on three platforms that are unavoidable in Hungary: Facebook, Instagram, and Youtube. Because of artistic and scientific career paths, we also talked about channels that might be of interest to musical talent (Spotify and Youtube), and for graphics-related talents, we went a little deeper into Behance and Instagram platforms too. In addition to these, LinkedIn is also crucial for the scientific group, which channel is worth paying attention to due to the growing user base. In the scientific fields, LinkedIn has relatively lucid advantages, graphic artists have already begun to use it as a portfolio too, and it is also worthwhile for musical talents to keep this interface in mind. We also discussed TikTok briefly, which can be a momentous platform for artistic talent. In the last part of the training, Tamás Veréb, an actor and singer, who once supported MOL Foundation, shared his experiences. He talked about how the singer got started on the field, what platforms he uses, who moderates his channels, how often he posts - showing the practical side of using social media.
Market & Profit Conference
This training was followed a week later by the traditional social media conference of the Piac&Profit (Market&Profit), where we are already returning guests. Here, together with experts from different fields, we go around the most important changes and trends in social media. The first half of my presentation this year was about the evolution of the influencer markets of different sizes and how the pandemic affected the influencer collaborations of 2020. The main topics of the other half of the presentation were chat marketing and chat platforms, including the development of their role last year, the opportunities inherent in them, and the trends of 2021.
How did the influencer market develop compared to 2019? There was an upswing in micro-influencers as a form of collaboration in 2020, and it only came to a halt in the last quarter. However, 2020 has broken the momentum that was previously characteristic of influencer collaborations growing exponentially. Last year brought a temporary stagnation in this market in this respect, but trends in 2021 continue to forecast growth and highlight these two areas: micro-influencer campaigns and the spread of long-term (ambassador) collaborations, as a way of more efficient and cost-effective cooperation in the long run.
During the pandemic, messaging platforms accelerated their already steady growth. Active users have increased by 30-40% and the results of built-in chatbots have also increased - the epidemic gave new momentum to these solutions. By 2021, two worth-seeing trends, chat shops (shopping within chat interfaces) and conversational commerce (conversation, recommendation-based shopping) are expected to strengthen. The most important message is that there is life outside the three biggest social channels (Facebook, Instagram, Youtube). Brands need to choose the right chat platform (Viber, Whatsapp, Messenger, or anything else) next to the right campaign goal. These interfaces help companies connect instantly and quickly with their followers and customers. It can also be a form of community building, but the emphasis is on thinking on these platforms as well.
The focus of the 2020 Christmas campaign was on the life situations in which MOL Limo can provide a safe alternative during the holiday preparation period (as well). The aim of the presented situations is to further increase the image of MOL Limo and to encourage potential users to try it out. In this process, our task was to design and execute the campaign media and influencer communication.
Due to the size of the target group of the campaign - those living in Budapest with a car license - the most important cornerstone of the creation of the media mix was to ensure the widest possible access and striking appearances in the festive media noise. The detailed targeting of advertising solutions (based on demographics, interest, themes, and keywords), as well as the content of the selected influencers, also served the purpose of getting to know the main message of the concept as many people as possible and trying out Limo as a result.
The awareness-focused programmatic ads were the main pillars of the campaign. In addition social media (Facebook and Instagram) appearances, as well as a wide-ranging collaboration were also an important element: on one of the most visited news portals in the country, 24.hu, we supported the image goal of the campaign with several large, spectacular media solutions. Besides that, the involved influencers (Máté Hajagos, Kevin Piskolty, Rebeka Kárpáti, Nóra Takács) showed life situations in which the Limo can be used to safely arrange festive activities - with a coupon code tailored to them.
Overall, the results of the campaign confirmed the preceding expectations: 120% of ad impressions and 114% of clicks were met during the campaign. The contents of the influencers reached a total of over 300,000 and an engagement rate of 5%. Within this, Kevin Piskolty's content produced quite outstanding results (average engagement rate of 11.96%).