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.

1. INSIGHTS
● The reasons why unnecessary mobile phones are stored are nostalgia or as a reserve.
People do not know, that this habit (hoarding things) is not only bad for the
environment, but also for themselves. We are going to help them get rid of this toxic
relationship.
● The biggest obstacles of recycling of anything are generally laziness and wrongly
assumed complexity . That is why we are going to make it as simple as possible. By
reducing the extra steps and using other unused objects stored in households (paper
bags, pairless socks), which also clutter many households.
● People want to know where their money goes. Socks without a pair connect campaign
with charity for which money is collected (children with Down syndrome, Socks day).

2. TARGET GROUP
Family = because we want at least 5 mobile phones
Activators:
Mothers
2 million
College students
300 thousand

3. STRATEGY - FOR MOTHERS
KEY MESSAGE:
By disconnecting from old phones, you are cleaning not
only your home, nature but also your mind.
MOTHERS
WEB
BANNER
MAIL WITH
ORDER
CONFIRMATION
PAPER
BAG
FAMILY

5. STRATEGY - FOR STUDENTS
KEY MESSAGE:
Get rid of your toxic relationship with all unnecessary
phones in your family. Toxic for nature and also for
your minds.
WEB,
Social
BOX
OFFICIAL
MAILING
IG, FB
PAID
PROMOTION
STUDENTS FAMILY
EVENTS

6. GET RID OF IT!
Are you sorry, to throw your old mobil away?
Did you know that it is toxic for you and also for nature? Get rid of it and save a polar bear*.
Give your phone a new purpose. We will reuse it or recycle it and create a job for handicaped people.
Do you wonder “why socks?“
Another unnecessary thing you have in your house. Your phone will be safe. And every phone means 10 CZK for
charity with Down syndrome.
Do you wanna win 10.000,-CZK?
Take a picture with your old pieces and share it in our FB group @Getridofit. More info: remobil.cz
*5 mobile phones is made of material which has the same weight as polar bear (circa 450 kg).
@

7. CONVERSION FLOW
140 thousand reached mothers (by Rohlik)
300 thousand reached students (by Universities)
= estimated 400 thousand reached families
= 40 thousand families sent 200 thousand phones
FAMILY
STUDENTS
MOTHERS
5 phones
in socks
Goodbye
Phone
Photo
Post in
FB
GROUP
COMPETITION

8. TIME/BUDGET
TIME
= 21. 3. Socks day
= timing: 21. 3. - 21. 4.
= potencial spring detox, start of summer semester
= covid safe strategy
BUDGET
= Partnership with Rohlík.cz 0,- CZK
= Partnership with Universities 0,- CZK(cost for boxes?)
= Campaign on social for students 100-150.000,- CZK
(primary technical universities)
= Prize in competition 10.000,-CZK

9. WHAT IF? Something EXTRA
NEW MEDIA
● Adopt a polar bear in ZOO
● JCDeaux - OOH for free for non-profit organizations
● Influencers
● Students organizations
EVOLUTION OF OUR MESSAGE
● Focus on cleaning routine
○ at your home
○ in your relationship
● Change of charity = change of symbol
○ support for bullied woman (packing into old cloth)

10. SUMMARY
INSIGHTS
TARGET GROUPS
● toxic relationship
● simplicity
● connection to charity
MAIN CHANNELS
● paper bags
● mailing
● mothers
● students
SYMBOLS
CHARITY
PARTNERSHIPS
● Children with Down Syndrome
● Socks day
TIMING
● 21. 3. - 21. 4.
● Socks day