GIG – first Croatian conference on the gig economy
Main category
B2B
Sub-category
1. Conference, Congress, Convention
Watch the event video
Event Description and Key Objectives
When Zagreb couriers organized protests in February 2023, dissatisfied with the new Labor Law that regulates platform work for the first time, the general public’s misunderstanding of the new job market and the topic became apparent.
As a communications agency, our goal is to encourage constructive dialogue and educate the public. We decided to initiate a conversation about the concept of the gig economy and the specifics of platform work. The key activity was organizing the GIG conference, the first Croatian conference on the gig economy, which brought together representatives of the world's largest platforms, intermediaries (aggregators), the business community, users, service providers, and legislators.
The GIG Conference was launched by the Komunikacijski laboratorij Agency and was held at Zagreb's Zonar Hotel on December 6, 2023.
Topics included gig economy fundamentals, EU practices, Croatian regulations, worker classifications, and rights protection.
Key challenges
The GIG Conference faced significant challenges due to the complete lack of public discourse on the gig economy and platform work in Croatia. The concept was largely unknown to the majority, compounded by the absence of recognition for freelance work in the country.
Organizing the entire event within approximately four months added further pressure. Despite these obstacles, we successfully engaged partners and stakeholders, raising awareness and facilitating crucial dialogue on this emerging economic sector.
Our goal was to engage the public to start the conversation about the new labour market and offer a platform for communication and dialogue for every stakeholder. Strong PR and media campaign was launched before the event.
Basic information about the event
Name of the organiser
PR agency Komunikacijski laboratorij
Location
Zagreb, Croatia
Event duration
6.12.2023.
Client
Komunikacijski laboratorij
VOTING LINK
Event results
Creativity
Creativity was evident in our innovative approach to event organization and communication, particularly in our commitment to initiating public discourse on the gig economy.
At the conference, the surprising opening gig - act featuring professional dancers who engaged the audience with standard and Latin dances set a dynamic tone, unconventional for a business conference. Notably, Ivan Jarnec, both a dancer and aggregator, participated in a panel later in the programe, adding unexpected perspectives.
Our moderator and MC was Ida Prester, a singer, songwriter, television host and well-known freelancer/gig worker, which made her the perfect host for the conference.
Our partners also contributed to the event's uniqueness with physical activations such as platform’s KolekcionArt's exhibition of works by young Croatian artists. These elements enriched the conference experience, reflecting our dedication to fostering creativity and delivering engaging presentations.
Innovation
Recognizing the need to discuss the gig economy before it gained public attention demonstrated forward-thinking and strategic planning, as this was the Croatian and regional first business conference with the topic of platform work.
It addressed the gig economy's emerging trends and its impact on the labour market, which were novel topics in the Croatian public sphere. Panel discussions and lectures were highly relevant.
The event's program was diverse, featuring not only speeches and panel discussions but also engaging artistic activities, an unexpected and creative touch for a business conference.
The event leveraged social media platforms for continuous communication and engagement. The website provided up-to-date information, ensuring seamless access to the program and news related to the conference. The media coverage achieved a reach of 2.7 million, highlighting the effective use of digital and traditional media.
Execution
The GIG Conference was organized and executed by a team of seven within a tight four-month timeframe, demonstrating efficient and effective project management. Key milestones were met on schedule, achieving all objectives.
Strong relationships with partners were maintained and enhanced. The active involvement of partners, through panel discussions and presentation areas, highlighted the collaborative effort and mutual benefit. Feedback from clients and partners was positive. The venue, Zonar Hotel in Zagreb, provided a conducive environment for both formal discussions and informal networking. All technical requirements, including audio-visual setups and internet connectivity, were met without issues. Refreshments, transportation (including free taxi rides from a partnering taxi platform), and accommodation arrangements for speakers and participants were efficiently handled.
Measurable results
We achieved the following project targets:
• Introduced the topics of gig economy and platform work to the public.
• Initiated public discourse on the gig economy.
• Presented key changes in the labour market.
• Created added value for existing clients and attracted new ones.
• Positioned our agency as a trend-forward full-service agency.
• Within the budget of 20k EUR, our goals was to be financially sustainable and to stay on the so-called positive zero, which we succeeded. The conference is financed by sponsorship packages and agency funds.
• Our goals were to have quality social media analytics and increase reach.
• Assessing media coverage, attendee feedback, and new business opportunities to gauge ROI effectively.
• Media coverage and social media reach over 2 months prior the conference.
• Facebook: Paid reach 113,910, organic reach 37,756.
• Instagram: Paid reach 222,982, organic reach 91,748.
Communication
Communication started 2 months before the Conference, continued throughout, and persists post-event. The PR campaign aimed to educate the public on the gig economy and establish conference brand awareness, novel in Croatian media. It utilized classic media—print, web, radio, TV—and specialized outlets. Communication included press releases, interviews with organizers, speakers, and partners, and story placements.
Continuous updates were shared via the GIG Conference's social channels—Facebook, Instagram, and LinkedIn—and the official website. The conference garnered significant media interest, with 80 media announcements in two months, achieving a total reach of 2.7 million in Croatian and regional media. Facebook and Instagram posts reached 240,000 people, with 5,800 unique impressions on LinkedIn. Media coverage continued post-conference, highlighting the gig economy and maintaining public discourse.
Sustainable practices
The conference program was exclusively available online, reducing paper waste and supporting eco-friendly practices, and the goal was to be a paperless conference, which was on trend and on brand with the conference topic.
