INSIGHTS

PROBLEM SOLUTIONPeople know that they should lead healthy lifestyle, but they:

• lack motivation,

• don’t know why exactly they should do so

• traditional campaigns for healthy lifestyle bounce off of them (boring, repetitive, feel like preaching)

• engage people’s interest through controversy, double meaning, humor and freshness

• focus on the end result of healthy lifestyle (improved wellbeing)

• show that caring for yourself is enjoyable and fun

#DELAMSIDOBRE#IPLEASEMYSELF

• works both in the Czech and English language

• organically related to #prsakoule campaign (the same tone of voice)

CAMPAIGN OVERVIEW

TEASING8. 9. 2016

WORLD HEART DAY29. 9. 2016

DEVELOPMENT

Guerrilla

Print

Social Ads

Website

WOM

Event – Picnic

Website

Social Media

Social Media

Events

Partnerships

Workshops

Mobile App

Guerrilla Continuation

1 2 3

TEASING

• guerrilla: “Please yourself today” (plus info about health benefits) Examples: a bench in a park, IKEA beds, grocery stores, cafés, restaurants, fitness centers

• WOM

• prints and on-line: we rely on free PR space in magazines, newspapers...

• social ads, sponsored posts (Facebook, Instagram) targeting over time 500 000+ ppl

Getting the message across to our target group + getting them to our website and workshops

1

WEBSITEHeart(y) Picnic: Cooperation with Zachraň jídlo, restaurants etc. Programme: Singers, artists, comedians, workshops, lectures.

2

iHEART APP

• concept activation

• a hands-on tool to track progress and gain info

• possibilities: keep track of what you eat, learn about food, sports, assess activities, compete with friends, share on social...

• available through the website

• promoted on social

3

DEVELOPMENTEVENTS

AMBASSADORS

SOCIAL

PARTNERSHIPSDesigned to help you please yourself and help your heart.

• Stand-up comedy

• Cultural events

• opinion leaders, influencers... (e.g. Maxim Velčovský, Dominik Feri)

• artists, singers, bands, comedians (also perform at the events in the development phase)

Own content

• creative possibilities, playing with texts...

• Facebook/Instagram posts, Snapchat stories, Live streaming (Periscope, Facebook Live Video)

User-generated content

• easy to join, likeable, playful – people will willingly take part and roll with it, use the hashtag #delamsidobre in their own posts

• Zachraň jídlo, ZOOT, Sklizeno,...

• Fitness Centers

• Grocery stores

• Restaurants etc...

• Cultural Entities (e.g. Underground comedy)

3

BUDGET

BARTER

-5 000 CZK

+??? CZK

KOIA KOIA

FREE

Guerrilla in restaurants, fitness centers, cafés...

Targeted Social Ads + Sponsored posts

Voluntary entrance fee to various events

iHeart App + Website

Cultural Events

CAMPAIGN SUMMARY

#DELAMSIDOBRE#IPLEASEMYSELF

Pre-launch, buzz World Heart Day Picnic Development