EGTA, the leading association of television and radio sales houses in Europe, has recognized Nova TV’s innovative project Kuglolov as one of the standout creative case studies on its official website.

Kuglolov was highlighted in the fourth edition of EGTA’s Creative Multiplatform TV Cases publication, which celebrates the creativity and excellence that TV sales houses bring to the advertising industry. This edition emphasizes the evolving power of television to inspire and connect audiences, showcasing the versatility of TV as a platform for impactful and innovative campaigns.

The project delivered outstanding results, drawing over 200,000 participants who actively engaged with the game throughout the campaign. This success translated into a notable increase in TV ratings, particularly among younger audiences. Additionally, the DNEVNIK.hr application experienced a remarkable surge in popularity, with 88,583 downloads—a staggering 1228% growth compared to the average monthly download rate of 6,678 in the latter half of 2023. Advertisers also reported significant improvements in brand recognition and audience reach, underscoring the effectiveness of combining gamification with traditional TV formats to captivate and engage viewers.

Kuglolov is an interactive multiplatform concept that combines live TV entertainment with audience participation. With its unique design, “Kuglolov” appealed to television viewers, inviting them to have fun while hunting for Christmas ornaments displayed on-screen on Nova TV programs and group websites, including: DNEVNIK.hr, showbuzz.hr, zadovoljna.hr, gol.hr, punkufer.hr, krenizdravo.hr, zimo.hr, and novatv.hr. Each ornament was marked with a corresponding QR code which viewers were able to scan via DNEVNIK.hr app and add to their ornament collections across the group’s websites. The contest allowed app users to decorate their virtual Christmas tree and enrich their TV viewing experience in an innovative and inspirational way.

The second edition of the competition, held past year, proved to be a resounding success. The grand prize – a brand-new car – was awarded to Vinko Kovačević, who collected the keys in a live ceremony, highlighting the campaign’s appeal and its ability to create memorable moments for participants and audiences alike.