Young Lions Czech Republic 2022 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. PUT YOUR GLASSES ON
AND #BREAKTHEBIAS
YOUNG LIONS - TEAM 1

2. INSIGHT
BIASES PREVENT PEOPLE FROM
GAINING A DIFFERENT
PERSPECTIVE AND DISCOVERING
HIDDEN TALENTS.

3. BENEFITS OF A DIVERSE AND INCLUSIVE WORKSPACE
63% OF
CONSUMERS
WOULD RATHER BUY
FROM BRANDS &
COMPANIES WITH
CARING, ETHICAL
AND TRANSPARENT
PRACTICES
INCREASED
CREATIVITY,
INNOVATION,
MEETING
INDIVIDUAL
NEEDS
SUPPORTING THE
EMPLOYEES AND
ALLOWING THEM
TO BE
THEMSELVES
WILL RESULT IN
THEM BEING
MORE
PRODUCTIVE

4. PROBLEM
PEOPLE FACING EMPLOYMENT
BIAS HAVE DIFFERENT HIDDEN
TALENTS AND CAN BE A VERY
VALUABLE PART OF ANY
WORKPLACE.
HIDDEN.
AND NOT SEEING THEM IS A
PROBLEM.
TARGET AUDIENCE
EMPLOYERS
+
HR WORKERS
GENERAL
PUBLIC

5. IDEA
THE OPIM GLASSES
1. PUT THE GLASSES ON
2. FINALLY SEE WHAT THE HIDDEN TALENTS
ARE
3. UNDERSTAND THE TRUTH
4. #BREAKTHEBIAS

6. STRATEGY
3 KEY OBJECTIVES
CLV
LINKEDIN LINK AD
DIFFERENT CREATIVE VERSIONS
UNITED MESSAGE
LINKEDIN CHALLENGE
THE OPIM GLASSES AS A SYMBOL
DIGITAL CLV WILL USE THE
LINKEDIN CREATIVES
SOCIAL MEDIA CHALLENGE
PRO BONO MEDIA EXPOSURE
SOCIAL MEDIA CHALLENGE
MOTIVATION FOR EXCLUSIVE
REWARD
PRO BONO MEDIA EXPOSURE
LINKEDIN LINK AD
INCREASE IN
SOCIAL MEDIA
FOLLOWING
AND
PARTNERSHIPS
CREATION OF
A MOVEMENT
EDUCATION
OF TA

7. PUT THE GLASSES ON AND #BREAKTHEBIAS
WITH OPIM GLASSES
WITHOUT OPIM GLASSES
FUNNY
FRIENDLY
HONEST
CUTE
PINK
PRINCESS
CREATIVE IDEA FOR LINKEDIN LINK AD + DIGITAL CLVs

8. SOCIAL MEDIA
FB + IG COMPETITION
10 OPIM GLASSES WILL BE DESIGNED BY UMPRUM STUDENTS
5 GLASSES AS A REWARD FOR EACH SOCIAL MEDIA
PROMOTED BY INFLUENCERS (KOVY, MIKÝR, JANEK RUBEŠ)
CONTESTANTS WILL HAVE TO LIKE/FOLLOW OPIM + COMMENT THE MOST COMMON BIAS
CAN COMMENT UNLIMITED AMOUNT OF TIMES
LINKEDIN LINK AD
TARGETTING MANAGEMENT AND HR WORKERS
OPTIMALIZATION FOR CPC, LANDING PAGE WILL BE THE OPIM WEBSITE
THE COMMUNICATION WILL DELIVER THE 15% INCREASE OF COOPERATION WITH EMPLOYERS
LINKEDIN CHALLENGE
WE WILL ASK MANAGEMENT AND HR WORKERS FROM THE PARTNERS’ COMPANIES TO UPDATE THEIR PROFILE PICTURE ON LINKEDIN
WITH THE OPIM GLASSES IN MAY – DIVERSITY MONTH
THIS WILL SERVE AS A PROUD ANNOUCEMENT, THAT THE GIVEN COMPANY SUPPORTS THE OPIM VALUES
THIS COULD INSPIRE OTHERS TO FIND OUT ABOUT THE MEANING OF THE GLASSES – WORD OF MOUTH MARKETING

9. CAMPAIGN TIMING AND BUDGET DIVISION
MAY JUNE
SOCIAL MEDIA COMPETITION
250 000 CZK
PRO BONO COOPERATION WITH INFLUENCERS
0 CZK
LINKEDIN – LINK AD
200 000 CZK
DIGITAL CLV
0 CZK
LINKEDIN CHALLENGE
50 000 CZK
0 CZK
PRO BONO MEDIA EXPOSURE
COOPERATION WITH UMPRUM

10. INSIGHT
TARGET AUDIENCE
STRATEGY
BIASES PREVENT PEOPLE FROM GAINING A DIFFERENT PERSPECTIVE AND DISCOVERING HIDDEN TALENTS.
PRIMARY - EMPLOYERS + HR WORKERS, SECONDARY – GENERAL PUBLIC
CHOOSING OPTIMAL MEDIA CHANNEL REGARDING EACH OF 3 OBJECTIVES (EDUCATION OF TA, CREATING A
MOVEMENT, INCREASE IN SOCIAL MEDIA FOLLOWING AND PARTNERSHIPS). USING THE SYMBOL OF OPIM GLASSES
THROUGHOUT THE CAMPAIGN, SERVING AS A HIGHLY RECOGNIZABLE UNIFORM VISUAL IDENTITY TO #BREAKTHEBIAS.
TOTAL INVESTMENT 500 000 CZK
CREATIVE IDEA
USING VISUALS SHOWING THE COMPARISON BETWEEN HOW WE PERCEIVE PEOPLE WITHOUT THE OPIM GLASSES AND
WITH THEM, HIGHLIGHTING THE PERSONALITY TRAITS AND SHOWING THEM AS THEIR TRUE SELF.
BRINGING ATTENTION TOWARDS THE PROBLEMATICS OF EMPLOYMENT BIAS WHILE MAKING THE CAMPAIGN
RECOGNIZABLE AND EASY TO RECALL IN THE FUTURE.
PUT THE GLASSES ON AND #BREAKTHEBIAS.
SUMMARY
YOUNG LIONS - TEAM 1