Worker of the Year
B2C communication for Kofola
Czech PR Award Lemur
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. It launched Kláštorná Kalcia, a mineral water that is a natural source of calcium. We've measured which professions are the most ""overworked"". We spent a day with garbage collectors, lumberjacks or rescue workers in the ""Worker of the Year"" campaign. Through people whose hard work isn't otherwise talked about much, the issue made it into the national media.
Key Account Manager
CONTEXT AND CHALLENGE
Our task was to create communication about the importance of calcium consumption. This was to be linked in people's minds with a parallel advertising campaign for a product - mineral water containing natural calcium, which is suitable to help during and after physical exertion and sports activities. The target group was anyone who expends more energy in the long term.
We surveyed 10 physically demanding occupations (garbage collectors, warehouse workers, athletes, loggers, construction workers, farm workers, mail carriers, firefighters, paramedics, nurses) and measured their performance during their "shift". The methodology and interpretation was prepared by Dr. Tomas Vetrovsky from Charles University.
Thanks to the measurements, a unique ranking of physically demanding professions was created with the fitting name ""Worker of the Year"". The presentation of the results included measured values, comparison of professions and recommendations of experts from the Society for Nutrition and the Faculty of Physical Education of Charles University.
On the basis of our research we found that such a comparison has not yet been made in the media. We used other partners in addition to the FTVS UK: for example Prague waste collection service and Prague ambulance service.
Press release with an infographic containing the ranking of professions has been distribute. But that was just the beginning. Then we started placing articles and interviews with our experts. We also offered editors the opportunity to try out the most difficult professions for themselves. For example, the daily Blesk spent a day with Prague's garbage collectors.
OUTPUTS AND RESULTS
Thanks to the campaign, Kláštorná Kalcia received 27 appearances in carefully selected media with a high reach - for example, in the programmes Sama Doma and Studio 6 on Czech Television, in the programme Experiment on Czech Radio and in an interview on Czech Radio Plus, on Impuls radio, in the daily Právo, Blesk and on the websites Novinky.cz, Aktuálně.cz, Idnes.cz, Ahaonline.cz and the magazines Katka, Vlasta and Téma. Its total reach exceeded 17 million viewers, readers and listeners. Product photos certainly wouldn't do that.
Great results allowed us to continue the project in the following years.
NEXT CASE STUDIES
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.
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!
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.
Integrated communication campaign for Upfield
Some Czechs, influenced by the past, perceive margarine as something artificial and as a second-class product after butter.
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.
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.
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.
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.
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.
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?
Product communication for SEAT
When SEAT Arona was launched, we needed to attract the motor journalists’ attention as much as possible.
CSR communication for the Financial Market Guarantee System
Our project brought free education in financial literacy to elderly citizens. The project received a positive feedback from the public, as well as interest from the media.