Task
To attract as many spectators as possible to Under Armour Czech Bowl 2015 and to approach both fans and the general public. Compared to overseas, where the climax of the NFL season is the most watched event, American football is not so popular in the Czech Republic. We wanted to change that.
Idea
The communication campaign was based on the fact that a visit to the final is not just a sports experience, but also a social event. The communication of “the hardest cultural experience of the season” was supported, among others, by the dancer Vlastimil Harapes and the band PSH.
Result
Thanks to the imaginative contrast and maximum use of social networks, we approached the die-hard fans and the general public. The final of the Czech league of American football had the highest attendance in the 22 years of its existence, seen by 4,526 spectators at EDEN ARENA!
Task
To activate the partnership between Radegast and Tipsport Extraliga, and to communicate the brand attributes such as dedication, fighting spirit and overcoming obstacles.
Idea
We came up with new official statistics that monitor fighting spirit and dedication of players. The Radegast Index leaders wear a green helmet with a special built-in camera. For the first time ever, Radegast brings hockey fans an immediate view of the game and the obstacles that players must overcome.
Result
We managed to visibly connect the brand with the ice hockey Extraliga and to bring fans, professionals and players to a new dimension of the game. We are particularly proud of this project – it earned us the Louskáček (Nutcracker) award.
Task
To activate Czech fans and to raise awareness about the partnership between the National Football Team and Česká spořitelna during the culminating qualifications for the European Championship in 2012.
Idea
We decided to engage fans through non-traditional activities to support the team in stadiums and beyond. They became the true 12th player. The most significant activities included a viral video in which fans could become one of the players, creation of football cards and the 12th player manifesto.
Result
The 12th player accompanied the footballers to all matches. The viral video was seen by 1.5 million fans. During the campaign, the number of Facebook fans of the project increased by 80%. The campaign had a great media hit, but it was mainly a huge success with fans and conveyed a great atmosphere!
Task
The new project aimed to arouse passion for running among novice runners or non-runners across the Czech Republic. As well as to connect more experienced runners to those who have just discovered the magic of running.
Idea
The idea to make Czechs run uses experienced coaches on 21 routes in 14 towns. It is based on regular runs led by coaches who, thanks to their drive and experience, motivate those who are just getting started. The project is supervised by the runner Lída Formanová and the host Vojta Bernatský.
Result
Apart from more than five hundred training sessions in the first season of the project, we organized an autumn roadshow around the country and a winter coach training camp. A great attendance resulted from a proper PR coverage in the regions and the partnership with the running community on social networks.
Task
To raise awareness of the Czech Republic as a suitable destination for young travellers. To inspire the target group to visit the Czech Republic, and to increase the number of visits. To promote the coolczechguide.com website traffic and to communicate the CoolCzechGuide mobile app.
Idea
We decided to get as close to the target group as possible, so we organized several events at universities in eight countries. The campaign was focused mainly on social networks, and it included a competition to win a tour joined by over 2,000 young people. The 32 winners got the chance to visit Czech Republic.
Result
We created separate campaigns for each country. We achieved 237,000 visits to the coolczechguide.com website and 3,600 app downloads, and we approached more than 113,000 visitors at various events. Using all that, we supported the image of the Czech Republic as a cool destination for young travellers.
Task
To make visible the Peugeot car brand and trying to set up a flashmob.
Idea
We reacted to the new trend and organized a flashmob, using the popular figure of Fantomas as the main theme. We spread the information about the gathering through a buzz campaign. The rest was just about the iconic mask, a few friends, and the power of social media and the Internet.
Result
The bold connection of characteristic French products – Peugeot and Fantomas – proved to be a suitable tool of the communication campaign. Our event attracted both public attention and the media. We appeared on Deník’s title page and in the most popular news portals.
Task
To activate the partnership between Hyundai and the Czech national football team. To interconnect the dynamic nature of football and the Hyundai design.
Idea
Eleven football players, who played most minutes in the two play-off matches with Montenegro could use Hyundai Genesis Coupe sports cars. As the national team members don’t fully use the cars during the year, Hyundai gave their fans the chance to become drivers and share the cars with them.
Result
The competition met with enthusiastic response by fans and strengthened awareness of the partnership among the general public. No wonder. Who wouldn’t like to share a car with the world’s number one goalkeeper, Petr Čech, or with other great players such as Václav Pilař and Theodor Gebre Selassie?
Task
To organize the visit of the pilot Giancarlo Fisichella with an open-wheel F1 car to Prague in order to meet ING employees and children at the Motol University Hospital. The aim was to present the partnership between ING and ING Renault F1 Team.
Idea
The F1 driver was available for mere 7 hours. The point was to fully utilize his visit and to generate the greatest possible media interest. So we decided to use a bold move – to fly with the formula above Prague! The pilot’s programme was packed, but we managed everything in the time provided.
Result
Thousands of surprised Praguers and dozens of excited children at the Motol University Hospital. But the main achievement was the fact that we managed to introduce the new partnership in an original way and that the activity generated enormous media interest!
lní zájem!
Task
To prepare a presentation of the collection, to promote the sale of the collection in shops and to increase the brand awareness in conjunction with the Czech Olympic Team.
Idea
We approached the presentation of the collection in a magnificent way and organized it in the National Gallery. The catwalk saw both professional dancers and Olympians themselves, such likes of sculler Ondřej Synek. The gala evening was hosted by Marek Eben.
Result
Participation of esteemed guests, interest of dozens of journalists and crews, and client satisfaction. The guests appreciated the original work with the space, innovative lighting design and, of course, the new collection of clothes. The gala evening was the culmination of successful long-term PR communications.
Task
To create a partnership presentation concept for Alpine Pro with the Czech Olympic Team (COT) for the general public. To promote brand awareness in conjunction with the COT and collection sale in shops, because it was the first time that the Olympic collection could be bought by fans.
Idea
We used and communicated the unique story of the Olympic collection, which for the first time in history was “tailor-made” for Czech athletes. We engaged a special committee in its development, e.g. Olympic champion Kateřina Neumannová and European champion in figure skating Tomáš Verner.
Result
The story of the collection and its creation culminated in a grand social event, including five television crews and other fifty media representatives. The long-term communication substantially boosted fan’s interest in the collection, and all twenty-seven thousand items were sold.
Task
To activate the partnership between McDonald’s and the domestic IIHF Ice Hockey World Championship 2015.
Idea
We made 10 original reports from the World Championship using a children’s team based on a public audition. The children were not afraid of formulating any questions! Why is the World Championship played in May? What do players listen to in the locker room? What do they eat before the games ...?
Result
We managed to create a memorable and original activation of the partnership. The child reporters brought a unique atmosphere and positively perceived insight into the World Championship. They attracted media attention and they even appeared alongside Robert Záruba and Darina Vymětalíková on Czech TV.
Task
To interconnect the Birrel brand with cycling and to create a concept targeted at hobby cyclists.
Idea
We created innovative branded content – educational and practical videos dealing with cycling. The video series was hosted by the most competent person, top biker Jaroslav Kulhavý, who was also supported by Birell.
Result
We shot 12 episodes, which had a total of 250,000 views. They could be seen on a microsite and on the biggest Czech video server, Stream.cz. Thanks to this activity, Birell became visible and started its long-term support for cycling.
Task
To activate the partnership and enhance awareness of the brand as a domestic partner of the IIHF Ice Hockey World Championship 2015. The aim of the communication was also to present Raiffeisenbank’s current communication concept.
Idea
Have you even been to an ice hockey locker room? There are a lot of things and not-so-fresh air. We hid pucks in one of them so that the visitors had to find them. As a reward, they won the much sought after tickets for the World Championship. The locker room concept was also used for online activation.
Result
The improvised locker room was in Prague for a week. It was visited by over 1,000 competitors, including the world champion and 400 m Olympic medallist Zazana Hejnová and the best Czech judoka Lukáš Krpálek. Partnership awareness was also strengthened by the app downloaded by 11,000 people.
Task
To spread the word of the launch of the new ADIDAS Nitrocharge football boots. To build a strong connection between the words “driving force” and ADIDAS Nitrocharge as football boots for a specific type of player, the driving force of the team and to promote sales to strengthen the brand’s loyalty.
Idea
At hledasemotor.cz, we created a scouting programme for young footballers to find a player that meets the attributes of the team’s driving force. The programme culminated in the Final Camp, where the jury led by the football legend Pavel Nedvěd examined the players’ skills and chose the winner.
Result
Over 400 young people competed for the “driving force of the team” title as well as other attractive prizes. They received 14,000 votes from fans. The Final Camp was covered by all major media, including Czech TV and Sport, thanks to which we managed to significantly increase the brand and product awareness.
Task
To boost the Gambrinus partnership with non-professional football and to interconnect the highest-level league with the lowest-level league.
Idea
We brought exclusive experiences to players from the lowest-level league to the district championship. In addition to the material support, they had a unique opportunity to meet pros from the first league, e.g. to play with the multiple champion Viktoria Plzeň or to work with Pavel Vrba.
Result
The project was joined by almost 300 teams from more than 30 regions. We prepared 305 events, interconnecting the highest-level league with the lowest-level league. The project fulfilled football dreams in five seasons and generated media presentations worth ten million Czech crowns.
Task
To implement a project for the Pilsner Urquell brand related to the values of fair play in sports, while promoting corporate social responsibility. To activate the partnership with the Czech Olympic Team (COT) before and during the London Olympics in 2012.
Idea
We created a project for the general partner of the COT related to the values of society and sports, such as fair play and respect for opponents. Pilsner Urquell donated one crown to the Emil and Dana Zátopek Foundation for each signature on the Olympic contract.
Result
The activation presented the brand as a credible and responsible partner of the COT. The Olympic contract was also signed by stars such as Olympic champions Dana Zátopková and Barbora Špotáková, runner Jarmila Kratochvílová and sculler Ondřej Synek.
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