Young Lions Czech Republic 2022 | DIGITAL 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. Don’t be labled,
be identified!
Campaign Summary
Many people get disqualified because of their label, because people
are judging from looks, ethnicity or clearly based on stereotypes. Job
seekers already feel rejected, without motivation and are afraid to send
another job application because they are afraid of another let-down. And
they shouldn`t be. Czech Republic has the highest employment rate in
the EU and there is also a solution, that fixes this problem. And that is
Diversity Talent Pool. By creating a strong, clear, and unbiased message
we are confident in the potential of additional reach that is not just in
one-time campaign but can be expanded on future as well.
Active
Passive
Creative insight
The daily routine and struggle of job seekers will consist of active looking
for a job or procrastination time, specifically if they will be online than
most of the time spent will be on social media or YouTube. The problem
lies also in the fact, that the brand is completely unknown and even if
the people are actively looking, there isn’t any connection to the Diversity
Tool Pool. We want build on daily struggles of these people and help
them CONNECT with the Diversity Talent Pool, they need to be something
more than just a tool or application, but a GUIDE and give hope to people,
and with that in mind, we want to introduce Sherlock Pool Character, who
is not biased against labels, but is identifying talents and potential of
every individual human being.
Solution
We don´t want to focus just on a one-time campaign, but more on a
bigger picture and keeping in mind the solution that Talent Pool Provides,
and that is CONSTANT support for diversified people that are struggling
to find a job, and it doesn´t matter if they are looking for job or just
browsing through internet. In this regard, we divided the campaign into
Active and Passive phases of job seekers. Active when they will actively
look for job trough search engine, even on YouTube and for the Passive
when they are not looking for solution (that already exists).
Introducing Sherlock Pools who can guide and give hope to the audience,
with message that has a viral potential and raise awareness that there is
a solution. This will be the introduction to the character and based on his
characteristics, there can be more stories in the future.
How Does it work?
ACTIVE: Using paid search channel primary Google and Sklik. We will
focus on optimizing relevant key words associated with daily struggles
of unemployed people. Given that the Czech unemployment rate is
lowest in EU and small percentage of people will be within our target
group, there is potential for very high visibility, since there will be low
competition on the advertising search market.
PASIVE: Primary focus will be raising awareness trough a story-based
format such as VIDEO, that will be used with YouTube Awareness Mix
and Insta stories for social media (the banners will be derived from the
video). The focus of video is to gain attention of people “who didn´t
find a job” and are associated with stereotypes. And not just that, but
creating a YT channel, which will be used to tell Sherlock Pools stories.
“Sherlock Pools,
the identyfing detective”