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Young Lions CZ 2021 | Marketers 07

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Young Lions Czech Republic 2021 | 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.


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Young Lions CZ 2021 | Marketers 07

  1. 1. PLANT THE LEGACY TOGETHER TEAM 7
  2. 2. CHALLENGE 1. Increase awareness among Czech businesses and wider Czech public about global climate crisis and necessity to plant trees worldwide, especially in the tropics 2. Persuade Czech business about the importance of being environmentally responsible in global scope 3. Make people and big companies to donate trees via Plant-For-The-Planet-App by sparkling hope and positiveness inside of them KPIs 1. Tree-planting targets set by companies (hundreds of millions trees) 2. Trees planted in total by companies and wide public by 2030 (10 billion trees) 3. Users on the Plant-for-the-Planet App (100 000+ within 3 years) 4. Active youth & celebrities Ambassadors (100+ active Ambassadors within 3 years) 5. Public engagement on social media (50 000 followers/IG, 5 000 followers/FB)
  3. 3. TARGET AUDIENCE CZECH BUSINESSE S WIDE CZECH PUBLIC GENERATION Z + Y WOMEN WITH KIDS (TLC TG 25-45 yo, shoppers)
  4. 4. INSIGHT WIDE CZECH PUBLIC „Generally, I do not believe in NGO because I have doubts where my money will end, especially when they are sent to developing countries. But I care about environment and realize growing threat of global environmental crisis caused by climate changes. But I do not know how to help personally. However I can imagine to support far far away iniciatives if there is a brand behind such an iniciative I trust. It is not a question of money but trust.“ CZECH BUSINESSES „ We realize that our business, operating in many countries, has impact on global environment. We are aware of our influence and responsibility we have towards the society. Therefore we would like to start compensating impacts of our production back to the nature and decrease our carbon footprint as much as possible and inspire our consumers and clients to follow us.“
  5. 5. IDEA The Laughing Cow is not just a brand but an icon. Everyone knows it. It is perceived as a strong, solid, trustful, responsible and optimistic brand. Therefore TLC is our hero people can put trust in and follow her in her mission to save the planet because To plant a tree is beautiful To plant a forest is a mission To plant a rainforest is a legacy Join The Laughing Cow and plant the legacy together
  6. 6. IN-STORE ACTIVATION THE PLANT-FOR-THE-PLANET APP STRATEGY RUN EVENTS GAMING TV, DIGITAL & INFLUENCERS GUERILLA BUILD AWARENESS DRAW ATTENTION ENGAGE PEOPLE ENGAGE PEOPLE PRESENCE ON APP ENGAGE PEOPLE MAY 2021 JUNE 2021 26.04. 21 03.05.2 1 10.05.2 1 17.05.2 1 24.05.2 1 31.05.2 1 07.06.2 1 14.06.2 1 21.06.2 1 18 19 20 21 22 23 24 25 26 CAMPAING TIMELINE Guerilla initiatives TV commercial Digital campaign Influencers Gaming event Run event Instore activation
  7. 7. GUERILLA, TV, DIGITAL & INFLUENCERS 1. Guerilla  Campaign trigger: iconic cow but in green placed in city centers 2. TVC campaing  TVC 30s for 4 weeks 3. Digital campaing  OLV 20s + 6s bumper  SoMe 6s video, static  RTB Programmatic 4. Influencers  Cooperation with portfolio of influencers  Using both their personal profiles and the Plant-For-The-Planet IG profile
  8. 8. RETAIL 1. Idea:  To join forces with chosen retailers by donating money together  2 TLC product bought by a consumer = 1 tree donated by BEL and 1 tree by the given retailer 2. Consumer promo  To motivate consumers to buy the product, we will run a competition for 3 electro Vespa  Promo mechanics: 3. In-store support:  Instore visibility (big cow), secondary placements, POSM  Promo packs as communication platform  Communicate also in retailer‘s in-store radio, magazines, online & social platforms Buy 2x products Keep a bill Register online
  9. 9. ONLINE & OFFLINE EVENTS 1. GAMING  Tournament led by a gaming influencer with vast base of followers  Starting fee dedicated to tree donations -> attendees have to visit and donate on the APP (starting fee = 1 EUR = 1 tree)  Goal: engage people in online environment and make them donate 2. RUN EVENTS  Sport event green areas / parks in Prague, Brno, Ostrava  Starting fee dedicated to tree donations -> attendees have to visit and donate on the APP (starting fee = 10 EUR = 10 trees)  Establish cooperations with already existing run events in mention cities and engage other big Czech businesses  Engage employees of Bel and other companies to participate personally  Goal: engage people in offline environment and make them donate
  10. 10. SUMMARY 1.Target audience  Czech business (Bel and its retail partners) & wide public (Generation Z+Y, women with kids = TLC TG 25-45 yo, shoppers) 2. Insight  Czech businesses: We want to decrease our carbon footprint and inspire our consumers.  Wide Czech public: Donating is not a question of money but trust 3. Brand ambassador  The Laughing Cow, well-known hero, strong, responsible and optimistic 4. Idea  To plant a tree is beautiful. To plant a forrest is a mission. To plant a rainforrest is a legacy.  Join The Laughing Cow and plant the legacy together. 5. Strategy

Young Lions Czech Republic 2021 | 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.

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