How to turn a journalist into fighter?

Product communication for SEAT


When SEAT Arona was launched, we needed to attract the motor journalists’ attention as much as possible. Challenge? These guys had already seen so many unique events that surprising them is no small feat. We used the connection with the brand ambassador, Ben Cristovao, world champion in Brazilian ju-jitsu. Bet was placed on the moment of surprise connected with the exceptional experience with the car. The unsuspecting journalists were beguiled into sports clothes and placed on tatami in a gym.

Zorka Mašková

Key Account Manager


The objective was simple: introduce the small SEAT Arona SUV. During the product launch onto the Czech market a communication mix was used including media car testing and the use of social networks. Everything culminated in an unconventional press conference with the aim to attract the media during the presentation of a common product, emphasising the car’s quality and exceptional status in its currently densely occupied market segment. The element of surprise was a big part of planning the press conference, as were the meticulous preparations of the activities connected with the SEAT brand ambassador.


SEAT Arona is a nimble city crossover pro and we allowed the journalists to feel its qualities to their fullest during test drives, after which a press conference occurred. We did not invite the journalists to a traditional press conference, but to an experience following the claim “Go your way”. We attracted their attention to the new car and “made” them do uncommon sports activities.


In connection with the gradual launch of the new SEAT Arona model and after the press conference a total of 365 outputs emerged in the media and 41 very positive tests came out in all major mainstream motor and lifestyle media.

The positivity of the tone was above average. It all amounted to 1492 orders and 469 cars already handed over to the customers, which is an excellent score in the given segment of the market.


media outputs


positive tests




The SEAT Arona cars were given to the journalists in a shopping centre. Within the next three hours their task was to head to the city centre and to perform an unusual assignments on the way such as buy sports clothes. They did not know why until...

A special gym equipped with tatami was their final destination. A short press conference took place there, as well as the new Arona’s launch, followed by a ju-jitsu training session with Ben Cristovao, a popular singer and world champion in Brazilian ju-jitsu. The journalists present took part in the session and after the initial moment of surprise they enjoyed these activities with great enthusiasm. At a dinner with Ben they agreed that it was an exceptional experience for them.


Keys to Freedom

Corporate Communications for ASSA ABLOY

The 21,000 FAB keys distributed on 17 November 2019 in Prague on Národní třída, Albertov and Wenceslas Square became one of the symbols of the 30th anniversary of freedom and democracy.

SME EnterPRIZE competition

B2B communication for Generali Česká pojišťovna

The future does not belong only to the big ones. Under this slogan, Generali Česká pojišťovna launched the SME EnterPRIZE competition, which honoured sustainable small and medium-sized businesses in its portfolio.

SRNA index: hit and run

Educational campaign for Generali Česká pojišťovna

Did a black cat cross your path? You’ll be out of luck. Did a deer cross your road and you were unharmed? You’re lucky from hell!

True or fake?

CSR communication for T-Mobile

No one is immune to rumours and misinformation. Neither higher education nor the social bubble of a bigger city helps.

Margarines for the heart and the planet

Integrated communication campaign for Upfield

Some Czechs, influenced by the past, perceive margarine as something artificial and as a second-class product after butter.

Worker of the Year

B2C communication for Kofola

Introducing a premium product through ordinary people – sweaty garbage men or tired warehouse workers – is something not many marketers would dare to do. Kofola would.

Audi quattro Cup

Golf tournament for Audi

The tradition of a very special Audi golf tournament has been running for more than 25 years in the Czech Republic.

Tax on Diesel Fuel

B2B communication for DKV Euro Service

How to boost customers´ loyalty? Convince them that you know their problems, that you stand by them and you are not afraid to fight for them.

Meal for geeks

HR communication for T-Systems Slovakia

“Do you work in the Czech Republic and miss Slovak cuisine?” This is how our campaign tried to appeal to Slovak IT guys.

Decent Coffee

Corporate communication for LMC

Sometimes it pays off to make the journalists a bit angry. They notice the problem, try personally what it means to be part of it, and then happily write about the whole issue.

How do you sell Audi A8 at an event

Event marketing for Audi

How to address people who are as busy as can be, who belong among leaders in their rank and who are the potential new customers of the new Audi A8?

How to turn a journalist into fighter?

Product communication for SEAT

When SEAT Arona was launched, we needed to attract the motor journalists’ attention as much as possible.