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INSIGHTS
PROBLEM SOLUTION
People know that they should lead
healthy lifestyle, but they:
•	lack motivation,
•	don’t know w...
#DELAMSIDOBRE
#IPLEASEMYSELF
•	works both in the Czech and English language
•	organically related to #prsakoule campaign
(...
CAMPAIGN OVERVIEW
TEASING
8. 9. 2016
WORLD HEART DAY
29. 9. 2016
DEVELOPMENT
Guerrilla
Print
Social Ads
Website
WOM
Event ...
TEASING
•	guerrilla: “Please yourself today” (plus info
about health benefits)
Examples: a bench in a park, IKEA beds,
gro...
WEBSITE
Heart(y) Picnic: Cooperation with Zachraň jídlo, restaurants etc. Programme: Singers, artists,
comedians, workshop...
iHEART APP
•	concept activation
•	a hands-on tool to track
progress and gain info
•	possibilities: keep track of what
you ...
DEVELOPMENT
EVENTS
AMBASSADORS
SOCIAL
PARTNERSHIPS
Designed to help you please yourself
and help your heart.
•	Stand-up co...
BUDGET
BARTER
-5 000 CZK
+??? CZK
KOIA KOIA
FREE
Guerrilla in restaurants, fitness centers, cafés...
Targeted Social Ads +...
CAMPAIGN SUMMARY
#DELAMSIDOBRE
#IPLEASEMYSELF
Pre-launch, buzz World Heart Day Picnic Development
Mikoláš Gál, Tatiana Hořavová (Wunderman)
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Mikoláš Gál, Tatiana Hořavová (Wunderman)

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Mikoláš Gál, Tatiana Hořavová (Wunderman)

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Mikoláš Gál, Tatiana Hořavová (Wunderman)

  1. 1. INSIGHTS PROBLEM SOLUTION People 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
  2. 2. #DELAMSIDOBRE #IPLEASEMYSELF • works both in the Czech and English language • organically related to #prsakoule campaign (the same tone of voice)
  3. 3. CAMPAIGN OVERVIEW TEASING 8. 9. 2016 WORLD HEART DAY 29. 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
  4. 4. 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
  5. 5. WEBSITE Heart(y) Picnic: Cooperation with Zachraň jídlo, restaurants etc. Programme: Singers, artists, comedians, workshops, lectures. 2
  6. 6. 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
  7. 7. DEVELOPMENT EVENTS AMBASSADORS SOCIAL PARTNERSHIPS Designed 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
  8. 8. 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
  9. 9. CAMPAIGN SUMMARY #DELAMSIDOBRE #IPLEASEMYSELF Pre-launch, buzz World Heart Day Picnic Development

Mikoláš Gál, Tatiana Hořavová (Wunderman)

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