At the Digitalk Media Days conference, held on October 23–24 in Niš, we presented our latest CSR initiative, “DION: Technology in the Service of a Greater Cause – Every Name Deserves a Home” — a project that combines innovative digital technology with a sincere desire to give a voice to those who have none.
Jana Devetak, Head of Digital Customer Experience, Iva Kovandžić Ranković, Senior Integrated Strategy & Growth Manager, and Žarko Nikolić, Ad Operations Lead, showcased how the team used DION, our new programmatic digital out-of-home platform, to help stray dogs find their homes forever.
“Our goal was to show that digital technology can be used for a higher, humane purpose,” said Iva Kovandžić Ranković. “DION allowed us to display messages about abandoned dogs at the right time and in the right places — to reach people who can truly make a difference.”
Positive reactions from the audience
The audience at Digitalk Media Days responded with enthusiasm, asking numerous questions and sharing heartfelt comments of support.
“We’re grateful to the organizers for recognizing the importance of this topic and giving us the opportunity to share how marketing can contribute to solving meaningful social issues,” said Jana Devetak. “Through the campaign ‘Every Name Deserves a Home’, we wanted to draw attention to thousands of abandoned animals across Serbia who live on the streets without the care and safety they deserve. Instead of seeing them merely as ‘stray animals’, we wanted to highlight their names, faces, and stories — to present them as living beings waiting for a home.”
DION – technology serving a higher cause
The campaign was carried out throughout October in seven cities across Serbia, featuring digital billboards with real names and faces of rescued dogs currently cared for by the Udomi.bre community. Thanks to our partners from LED Mreža Srbije, the campaign messages were displayed at different times of the day and under different weather conditions — always at the right time, in the right place, before the right people.
DION – precise targeting and real-time campaign management
“DION is our programmatic out-of-home platform that enables precise targeting and real-time campaign management,” explained Žarko Nikolić. “It combines data such as location, time of day, and weather conditions to ensure every ad is relevant. I’m proud that through this CSR project, we’ve shown how technology can truly contribute to the community.”
In doing so, Direct Media United Solutions once again proved that creativity, technology, and social awareness can come together to create projects that make a real impact — demonstrating how digital innovation can become a channel of empathy and social responsibility.
