The Croatian telecommunications market is a highly competitive landscape where reaching the right audience at the right time is crucial for driving growth.
To tackle the challenge of standing out in a crowded market, Hrvatski Telekom, the leading telecom operator in Croatia, in cooperation with its trusted media partner, Pro media group, a full-service media agency, turned to Eskimi's advanced targeting capabilities to focus squarely on users of their primary competitors.
About Hrvatski Telekom
Hrvatski Telekom (HT) is Croatia's leading telecommunications provider, offering fixed and mobile telephony, internet, data services, and Internet Protocol Television (IPTV). Its mobile networks cover over 98% of the country, serving 2,560,000 mobile users, while the fixed network serves 713,000 users.
With innovation and customer experience at its core, the company continues to lead the way in digital transformation and connectivity across the country.
Overcoming advertising challenges together
As with many advertisers in crowded markets, one of the biggest challenges for Hrvatski Telekom was ensuring that its message reached and resonated with the right audience. "The challenge lies in standing out in a crowded market and delivering the right message to the right audience," said Diana Cokarić, Digital Media Consultant at Pro media group.
Pro media group, which functions as a 'one-stop shop' media agency offering true end-to-end support, was the ideal partner to address this. The agency has a long-standing and successful history of collaboration with both Hrvatski Telekom and Eskimi.
"We are proud and honored to collaborate with Hrvatski Telekom, a market leader recognized not only by their partners but also by their customers," said Diana Cokarić. "Our partnership with Eskimi goes way back as well. Together, we have launched and carried out many successful campaigns, and we look forward to many more equally successful collaborations.”
Turning competitor subscribers into customers
Hrvatski Telekom designed the August campaign for new users to spread awareness and attract customers by targeting users of its main competitors: A1, Telemach, and local ISPs. The campaign focused on a clear target audience: users currently subscribed to other telco providers. To maximize impact and efficiency, HT leveraged Eskimi’s solutions, using precise targeting and innovative creative formats.
To maximize the impact and efficiency of its ad spending, HT leveraged Eskimi's solutions: precise targeting and innovative creative formats. For its campaign, Hrvatski Telekom utilized a combination of static banners and interactive rich media ads, built using Eskimi's specialized rich media builder. "We relied on Eskimi's precise targeting and their creative formats to gain more visibility and attention," shared Diana Cokarić.
Results and partnership value
Eskimi integrated Lumen tracking to measure real-time attention, confirming how users interacted with the ads.
"Attention measurement gave us additional insight. We trusted the message would be delivered to the targeted audience, but obtaining confirmation that we did more than that is useful and sets the bar higher for future campaigns," said Diana Cokarić.
The campaign delivered an exceptional Attention Per 1000 Impressions (APM) score of 1,396, 66% above the industry benchmark. It highlighted the campaign's ability to capture attention in a crowded digital environment, driving meaningful interaction.
The campaign successfully reached audiences of competing telcos and drove awareness among new prospects. CTR rose to 1.8% and engagement rate reached 15.5%, both well above market standards, indicating strong user interest and ad relevance.
Pro media group, Hrvatski Telekom, and Eskimi continue to collaborate on campaigns that combine creativity, precision targeting, and measurable attention data. This formula ensures each new activation outperforms the last.
