1. MUSIC IN YOUR HEART
Julie VERNEROVÁ & Jana SKLENÁŘOVÁ

2. TARGET GROUPS
TEACHERS / PARENTS / HEAD
MASTERS
TO MOTIVATE TO INFORM
PUPILS / STUDENTS

3. FACTS
NUMBER OF STUDENTS: 1 000 000
NUMBER OF SCHOOLS (BOTH PRIMARY AND HIGH
SCHOOLS): 5500
> LARGE NUMBER OF PEOPLE
> GEOGRAFICALY UNEASY TO REACH
HOW TO REACH THEM?
WHAT IS THE SIGNIFICANT BEHAVIOUR?
WHICH CHANNELS TO USE?

4. TEENAGERS & MUSIC
DOWNLOADING LISTENING SHARING

5. DOWNLOADING > GUERILLA CAMPAIGN
PR POTENTIAL
LET POPULAR SINGERS RECORD “NEW SONG”
PRESS RELEASE ANNOUNCING THE LAUNCH
MEDIA SUPPORT
SOCIAL MEDIA CAMPAIGN
GOAL: HIGH EXPECTATION & SOCIAL MEDIA BUZZ
PRODUCTION & PR BUDGET: 200 000 CZK

6. DOWNLOADING > GUERILLA CAMPAIGN
ULOZ.TO, BITTORRENT, MP3STAHUJ.CZ,
ETC.
PLACE THE SONG ONLY ON THE COMMONLY USED NON-
OFFICIAL SHARING SITES
PROVIDE HIGH RATING

7. DOWNLOADING > GUERILLA CAMPAIGN
ULOZ.TO, BITTORRENT, MP3STAHUJ.CZ,
ETC.
HIDDEN MESSAGE IN THE MIDDLE
OF THE DOWNLOADED SONGS:
CREATE SOMETHING I WOULD DOWNLOAD
CELEBS RECOMMEND TO VISIT OTHER TV ÓČKO CHANNELS
AT THE END OF THE SONG
NEW KIND OF ORGANIC PR POTENTIAL & SOCIAL MEDIA BUZZ

8. LISTENING > CHANNELS
TV ÓČKO
TV SHOW
PROMOTION
REPORTAGES
COMPETING
VIDEOS
YOUTUBE
MUSIC IN YOUR HEART
CHANNEL
TV SHOW RECORDS,
FAN’S RECORDS, INSIGHTS
CELEBS’ PERSONAL
MESSAGES
PAID COMMERCIALS
(BUDGET: 100 000 CZK)

9. SHARING > FACEBOOK
MUSIC IN YOUR HEART FANPAGE
SUPPORTED ENGAGEMENT
A YEAR LONG COMPETITION
TV SHOW CONTENT
MESSAGE: JOIN
IN
OR
LIKE, COMMENT AND
SHARE: SUPPORT YOUR
FRIENDS

10. PARENTS / TEACHERS / HEAD MASTERS
THE OFFICIAL WAY OF PROVIDING INFORMATION:
VIA MŠMT CHANNELS
MAFRA MEDIA (LIDOVÉ NOVINY, LIDOVKY.CZ, MF DNES, IDNES.CZ)
GOAL:
GET THE TRUST AND INTEREST
OF THE AUTHORITIES

11. How to reach them?
1 000 000 students in 5 500 schools
SOCIAL
MEDIA
MUSIC
listening
downloading
sharing
ULOŽ.TO
YouTube + Óčko
FACEBOOK
Guerilla medium
Downloading the songs with
inserted parts
GOAL: catch attention
Social buzz
Support your friends
GOAL: get engagement
Videos of idols:
Become somebody who they would want to watch
Promoted medium
TV shows
GOAL: share own videos
EDUCATION
HEADMASTERS, PARENTS,
TEACHERS
Get informed by OFFICIAL MEDIA - MŠMT, MAFRA