By talking less, we told more. In order to stand out from the crowd of nature campaigns and provide an experience, the campaign was designed as a visual-auditory experience with authentic ASMR (Autonomous Sensory Meridian Response) nature sounds recorded on location. In this way, we gave Dinara an identity on all media channels. Instead of the product, the focus was on the authenticity of the untouched nature from which it originates.
Dinara becomes the main ambassador of Cetina and its narrator, and authentic ASMR sounds become the key messages of the campaign. We give nature a voice and the opportunity to tell its own story. In a McLuhan manner, Dinara became both a message and the medium.
ASMR shaped the formats and core content:
- Sensory marketing – the use of ASMR sounds on all channels in order to provide the public with an immersive experience and overcome the issue of eco-fatigue.
- Unobtrusive content as differentiation – instead of “loud” content and ads, we almost completely eliminated the brand from the content, muted the feeds, and invited people to pause, breathe, and/or step away from the screen.
- Interactive activations and the ASMR experience in the Grič Tunnel turned the experience of nature into reality, giving a boost to the Dinara experience that is the foundation of the entire campaign.
The television spot was designed as a visual and auditory experience that introduces viewers to the authentic atmosphere of Dinara. The spot follows two protagonists, a man and a woman, during their ascent, but their appearance here is only a motif, while the role of the catalyst of the action is taken by sounds. The main roles of this campaign are no longer actors, but become birdsong, wind breeze, the crunch of twigs, the rustling of grass. The narration is minimal.
The TVC, as the highlight of the campaign, set the narrative and visual-auditory standard for the rest of the campaign.
After the premier, we transfered the birdsong to city streets thanks to innovative DOOH formats, PR announcements greened portals, and turned the digital feeds of the Cetina channel into small oases of peace.
Experimental formats
A unique Cetina Spotify Podcast was launched, in which the nature of Dinara took the leading role. Instead of words, the narration was taken over by nature, i.e. sounds from the Dinara nature park. At a time when relaxation is a luxury, this podcast is designed as an invitation to take a break and return to yourself. The results at the end of the campaign confirmed our assumption: the podcast was listened to for + 20 hours with more than 300 downloads.
A particularly attractive format in the campaign was biofeedback technology, which, using a special device, transformed plant signals into musical compositions. We transferred the captured audio to the TikTok and Meta Music Library databases for the development of additional content.
The plants from Dinara thus added a new level to the ASMR campaign, creating additional musical stories , which we broadcast via social networks.
In collaboration with psychologist Jelena Čubelić, the Gratitude Diary was developed as a strategic campaign tool and merch for prize competitions. With it, we reminded the public of the importance of nature for mental health through practical advice for reducing stress and, in addition to the narrative, provided a concrete and practical tool for real action.
Strategically selected influencers gave the campaign authenticity, and their educational content authority.
Dinara’s ASMR experience in Zagreb’s Grič Tunnel was created as a highlight of the campaign and a direct user experience with the brand. The tunnel was transformed into an oasis of peace that, like the Cetina, offers a break from the city noise and everyday stress.
The experience was visited by a total of 11,532 people in 5 days, which is more than twice as many visitors per day as the Nikola Tesla Technical Museum, the most visited museum in Zagreb in 2024.
Results
In just 3 months, the brand reached 61,000 new Croatians who were previously unfamiliar with the brand, and more than 5% of new users tried it for the first time. The number of people buying Cetina increased by more than 12%.
On YouTube, the video was viewed 507,200 times (+69% KPI), with an average viewing time of 31 seconds. In a digital environment where users skip ads, Cetina’s video was watched in its entirety on average (99.2%).
Cetina’s TikTok was launched for the campaign, so the goals were carefully set. Its 23 posts reached almost a million people and generated 2,629,617 views (+425% KPI), proving the attractiveness of the content.
On Meta, the content achieved 13,933,036 views (+364% KPI), an engagement of 17,401, and a reach of 917,433 users.
9,555,137 million impressions were achieved on Google (+219% KPI).
Recognitions
- Due to its creativity and results, the campaign won the 3rd place for the SoMo Borac award in the Video Impact category.
- Final of IdejaX 2026 in categories; Non-alcoholic drinks, Best experiential advertising and events and Best social media idea.
- Balcannes 2026 final in the categories: Best on Market: Non-Alchocolic Beverages and Best in Channel: Best TV Spot & Film.
