SoMo Borac powered by Aleph lands at Tvornica kulture this Friday, 23 October!
The 14th edition brings together the regional digital, marketing and media community for a full day of inspiring talks, award-winning work and a party worth staying up for. To help you focus on the important things, like which sessions to catch and who to catch up with, we’ve gathered all the practical details in one place.
From your first coffee to your last dance
Doors open at 08:30, with the conference program kicking off at 09:00. This year’s central theme is The Cost of Attention, bringing together conversations about creativity, digital advertising, AI, the future of media and everything that goes into capturing those precious seconds of someone’s attention.
The speaker line-up includes Andre Joel from Reddit, Ignazio Morello from Verne, film director Filip Filković Philatz and many more experts and creative minds bringing fresh perspectives to the stage.
Here’s how the day unfolds:
- 08:30–09:15 – Welcome by Fini Mini Noodles Podravka
- 09:00–10:52 – Conference, Block 1
- 10:52–11:22 – Coffee break powered by PBZ
- 11:22–12:46 – Conference, Block 2
- 12:46–14:16 – Lunch powered by JGL
- 14:16–16:01 – HUDI Block 3
- 19:30–22:00 – SoMo Borac Awards Ceremony
- 22:00–03:00 – SoMo Party
Awards first. Party afterwards!
From 19:30, the spotlight turns to the region’s best digital projects as we reveal the winners across SoMo Media and SoMo Advertising.
This year also introduces two new award categories, SoMo AI and SoMo Content Engagement, plus the very first SoMo Grand Prix, recognising the best entry in the SoMo Advertising competition.
Once the trophies have found their new homes, the celebration continues at the SoMo Party from 22:00 to 03:00, with DJ TBD and DJ Rea taking care of the music. Because some of the best conversations happen after the official program ends.
Where to find us:
Tvornica kulture
Ulica Pavla Šubića 2, Zagreb
Friday, 23 October, 2026.
Double-check the location and plan to arrive on time. Doors open at 08:30, so there’s plenty of time to grab a morning coffee before the talks begin.
Travelling to Zagreb? Enjoy an accommodation discount!
Coming from out of town? We’ve arranged discounted accommodation at selected hotels for SoMo Borac attendees. So you can enjoy the entire experience without worrying about rushing home, especially when the party goes on until 3 AM.
Find the participating hotels and accommodation details on our website.
And there’s more! Check out these extra perks.
KEKS Pay, 10% off at the bar
Drinks taste even better with a discount! Pay using the KEKS Pay app and enjoy 10% off every order at the bar.
Prizes? You bet!
A brand-new Samsung, beers for the whole crew and a few more surprises! Our sponsors have some exciting giveaways lined up, so make sure you check them out and try your luck.
Uber – 30% off your rides
Uber is making your journey to and from SoMo a little easier. Use promo code SOMO2026 to get 30% off two rides, with a maximum discount of €4 per ride.
The code is valid from 23 October at 06:30 until 24 October at 06:30, exclusively for rides starting or ending in the vicinity of Tvornica kulture. To activate the discount, open the Uber app and follow these steps:
- Go to Account.
- Select Wallet.
- Scroll down to Promotions.
- Tap Add promo code and enter SOMO2026.
Or skip the steps and activate your discount directly:
If you haven’t secured your ticket yet, now’s the time.
See you at Tvornica kulture!
