1) Coca-Cola wanted to develop a brand story that was relevant to Czech teenagers as authentic local brands were gaining popularity.
2) Researchers lived with Czech teen groups, observing their daily activities and habits through photos, videos and focus groups to understand their lifestyle.
3) They produced a short documentary telling the story of Czech teen life in their own words, media, and music to inform business decisions in a more impactful way than a presentation.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
Santo Domingo was under Spanish rule from 1861 to 1863 and eventually became part of the Dominican Republic. The eastern half of the island of Hispaniola experienced constant unrest and needed help to be controlled. While President Grant saw the acquisition of Santo Domingo as desirable due to its fertile soil and geographic location, others like Carl Schurz recoiled at the idea of representatives from the multi-racial population joining the U.S. Congress.
This document discusses the U.S. annexation of the Philippines in the late 19th/early 20th century. It provides biographies of key figures involved including Filipino independence leader Emilio Aguinaldo, author Mark Twain who strongly opposed annexation, and industrialist Andrew Carnegie who offered $20 million for Philippine independence. It also mentions U.S. General Elwell Stephen Otis and includes quotes from Mark Twain and William Jennings Bryan expressing anti-imperialist views against colonizing the Philippines.
The document is a paper by Hollie Wolfe for a class called MCED 7314 in the fall of 2012 on the topic of at-risk students. It includes a link to a Prezi presentation and four pages of references cited in the presentation. The references cover topics around at-risk youth, interventions for troubled or at-risk children, and family/social factors that can put children at risk.
The document provides a vision for uniting local churches in Christ through prayer, worship, and fellowship. It outlines plans to [1] bring churches together on common ground, [2] combine efforts to host large-scale evangelism events, and [3] support underprivileged youth and those in need. The mission is described as revolutionary revival through unity in the body of Christ. A biography is included of a man who converted from Hinduism to Christianity after experiencing the Holy Spirit. Details are given for an upcoming large event to encourage salvation, praise, and refreshing.
1. Idealisti conducted an ethnographic study of teenage groups in Prague, Budapest, Warsaw, and Bucharest to understand how Snickers could become more of an iconic brand for teens in Central and Eastern Europe.
2. Rather than traditional focus groups, Idealisti observed teens in their natural environments like homes, schools, and social activities to gain real-life insights into their worlds, needs, and motivations.
3. The insights from the study were used to help Mars create branded communications for Snickers that positioned it as a part of teen culture in the region beyond just an energy bar.
Nivea realized it needed more insights into consumer needs and motives beyond occasional focus groups. It developed a proprietary method involving workshops to distill insights from vast data. Idealisti facilitates these workshops with brand managers, guiding them from data to deep understanding and formulating insights. The insights inform product development years in advance. The process crowdsources insights and validates its ability to enhance market understanding. Idealisti's facilitation role integrates it into Nivea's regional marketing.
Konference Budoucnost marketingu - Marketing & Media klub VŠEIdealisti
Marketing everyday toolkit has been changing - it has become more and more technologized. And also the customer has been transforming - we just got known to Millennials and here comes the generation Z. What does it mean for the marketing managers? How should they keep in touch with both technology and customers and make the best of it?
Santo Domingo was under Spanish rule from 1861 to 1863 and eventually became part of the Dominican Republic. The eastern half of the island of Hispaniola experienced constant unrest and needed help to be controlled. While President Grant saw the acquisition of Santo Domingo as desirable due to its fertile soil and geographic location, others like Carl Schurz recoiled at the idea of representatives from the multi-racial population joining the U.S. Congress.
This document discusses the U.S. annexation of the Philippines in the late 19th/early 20th century. It provides biographies of key figures involved including Filipino independence leader Emilio Aguinaldo, author Mark Twain who strongly opposed annexation, and industrialist Andrew Carnegie who offered $20 million for Philippine independence. It also mentions U.S. General Elwell Stephen Otis and includes quotes from Mark Twain and William Jennings Bryan expressing anti-imperialist views against colonizing the Philippines.
The document is a paper by Hollie Wolfe for a class called MCED 7314 in the fall of 2012 on the topic of at-risk students. It includes a link to a Prezi presentation and four pages of references cited in the presentation. The references cover topics around at-risk youth, interventions for troubled or at-risk children, and family/social factors that can put children at risk.
The document provides a vision for uniting local churches in Christ through prayer, worship, and fellowship. It outlines plans to [1] bring churches together on common ground, [2] combine efforts to host large-scale evangelism events, and [3] support underprivileged youth and those in need. The mission is described as revolutionary revival through unity in the body of Christ. A biography is included of a man who converted from Hinduism to Christianity after experiencing the Holy Spirit. Details are given for an upcoming large event to encourage salvation, praise, and refreshing.
This case study describes Yoplait's challenge in revitalizing its core yoghurt product, Yoplait Košík, which had lost market share. Yoplait worked with Idealisti to design a three-month internal process to develop a new flagship product. Through workshops and discussions, the process led to a new fruit yoghurt called JO without additives. JO taps into consumer trends of preferring simple, wholesome, local products. The process helped Yoplait replace its core product and differentiate itself in the competitive market.
This document discusses China's opposition to Western imperialism in the early 20th century. It mentions the Boxer Rebellion led by Zhu Hong Deng which opposed foreign presence in China. It also contains quotes from Mao Zedong criticizing US imperialism and military bases abroad as "nooses" around America's neck, and a quote from Albert Beveridge justifying US expansion into China and the Philippines as part of America's divine mission.
Michael Tyrrell created political cartoons from 1898 to 1908 related to the United States acquisition and control of the Philippines. One cartoon depicted the Philippines on a map as the U.S. gained control of the territory. Another cartoon referenced a quote from President McKinley who felt the U.S. did not want the Philippines and was unsure what to do with the territory once it came under American control through the Spanish-American War.
This document discusses the annexation of Hawaii by the United States in the late 19th century. It provides background on Hawaii initially being an independent sovereign nation and strategic location. It then describes how American business interests, with the support of the U.S. military, overthrew the Hawaiian monarchy in 1893 and established a provisional government. This eventually led to Hawaii being annexed as a U.S. territory in 1897 under President McKinley despite some opposition who saw it as an illegal overthrow and annexation of a once independent nation.
This document discusses four important men in Nicaraguan history - José Santos Zelaya, Augusto Calderon Sandino, Adolfo Diaz, and Smedley Butler - and their roles during a time period of oppression. It also includes two quotes, one from Daniel Ortega about developing awareness of oppression by capitalists and imperialism, and another question from Bianca Jagger about whether socioeconomic justice could have been achieved without U.S. intervention via the Contra war.
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
This chapter discusses working with layers in images. It covers topics such as stacking layers to create images, adjusting layers individually or by group, hiding layers, merging and flattening layers, adjustment layers, linking layers, and blending modes. Blending modes determine how the colors on one layer interact with the colors of the layers beneath it to produce composite colors. Opacity and fill settings can be adjusted on individual layers to control transparency and color filling.
The document discusses a case study where Coca-Cola commissioned research to better understand Czech teenage consumers and find a brand story relevant to their local context. Researchers spent weeks living with and observing natural "gangs" of teenagers to document their everyday lives and soft drink consumption habits through photo, video and music elicitation. The resulting report was a patchwork of insights using multimedia to portray teenage life in the subjects' own words. A short documentary was also produced to effectively inform business decisions around Coca-Cola's marketing and positioning with local teenagers.
This document provides a summary of Julia Lee's thoughts and experiences while in a cocoon of personal development. It discusses how imaginal cells develop during metamorphosis and how the cocoon represents Julia's struggle for inner growth and evolution. The cocoon is also used as a metaphor for how people and ideas can come together to create something new, despite their unusual nature. The document expresses Julia's fascination with cocoons and imaginal cells, and how the cocoon symbolizes her commitment to continued personal growth and development.
1. Nosarchives is a private archive established in 2010 to collect and preserve amateur films and photographs from families in Italy and beyond.
2. Over six years, they have collected over 100 family collections totaling more than 1,000 films, establishing a position of representing the heirs as gallerists rather than owning the content.
3. Through collaborations with educational institutions, Nosarchives continues to scan and catalog materials brought by families, but lacks stable funding to fully professionalize operations and preserve the archive over the long term.
Tim Welch's presentation on Technology and Ministry (October 14 2009). For more information about the Office of Religious Education, please visit us on the web www.orehartford.org or www.ore-blogs.info
My Father Essay | Essay On My Father My Role Model for Students and .... My parents essay - The Writing Center.. Sample Parent Essays For High School Applications. Sample Parent Essays For High School Applications — Site Index. Essay my parents my inspiration. College essay: Descriptive essay about parents. Good Parenting Tips Essay Example | Topics and Well Written Essays .... Descriptive essay about my father. How My Dad Inspires Me: a Story from .... Essay about my parents.. - YouTube. My parents essay in english || Essay on my parents in english - YouTube. Parents as Friends Essay | Essay on Parents as Friends in Long & Short. Surprising Parenting Styles Essay ~ Thatsnotus.
The document discusses creative trends, innovations, and opportunities in China's media and advertising industries. It highlights several examples of campaigns run by global brands in China, such as Adidas' "China Originals" campaign and a short film by PepsiCo for Chinese New Year. The document also profiles creative works showcased on the Contagious magazine website, including interactive content from the National Film Board of Canada and a social graphic novel from Axe. Throughout, it analyzes how marketers are leveraging platforms like Weixin to strengthen consumer engagement in China.
Managing Design from a Local Identity Perspective: a Design and Craft Facilitators Training Program.
Conducted in Boyacá, Colomba - Dec 2008. A collaboration between Jorge Monaña, Heloisa Crocco, Guillermo Cuellar and El SENA (Alexandra Pinto).
Podcasting, Museums & Info EvolutionElena Lagoudi
The document discusses various topics relating to using new technologies like podcasts to enhance visitor experiences at the National Gallery:
1. It provides an overview of the National Gallery's podcast which was launched 18 months prior, including its format, audience and considerations around content and production.
2. It discusses trends in how museum information is used, searched for, and delivered online with the rise of tools like social tagging and challenges of keeping up with search engine algorithms.
3. It covers research around non-native visitors and new approaches to audio interpretation and content development like the "Skim-Swim-Dive" method.
Digital storytelling is a method that combines oral storytelling with multimedia tools to create personal stories. A typical digital story is 2-3 minutes, includes a 250-300 word script, 20-30 images/video/illustrations, and a voiceover with music and sound effects. The stories are produced through a 3-day workshop process involving creativity, peer feedback, and technical production training.
The document summarizes projects developed by the CCL including a digital library called e-corpus containing over 2 million documents, the development of an e-learning tool on book binding restoration techniques, and plans for an educational video game to raise awareness of cultural heritage preservation among young people while entertaining them with puzzles and mysteries to solve.
Millennials are driving changes in nightlife over the next five years including more personalized and niche experiences that incorporate unique hobbies. Technology will continue to influence nightlife through more integrated virtual and physical experiences, but there will also be demand for simpler experiences that are less technologically centered. Daytime social drinking will grow in popularity through venues like beer gardens. Heineken is positioned well to capitalize on these trends through specialty offerings and events that focus on community, individual interests and simplification.
This case study describes Yoplait's challenge in revitalizing its core yoghurt product, Yoplait Košík, which had lost market share. Yoplait worked with Idealisti to design a three-month internal process to develop a new flagship product. Through workshops and discussions, the process led to a new fruit yoghurt called JO without additives. JO taps into consumer trends of preferring simple, wholesome, local products. The process helped Yoplait replace its core product and differentiate itself in the competitive market.
This document discusses China's opposition to Western imperialism in the early 20th century. It mentions the Boxer Rebellion led by Zhu Hong Deng which opposed foreign presence in China. It also contains quotes from Mao Zedong criticizing US imperialism and military bases abroad as "nooses" around America's neck, and a quote from Albert Beveridge justifying US expansion into China and the Philippines as part of America's divine mission.
Michael Tyrrell created political cartoons from 1898 to 1908 related to the United States acquisition and control of the Philippines. One cartoon depicted the Philippines on a map as the U.S. gained control of the territory. Another cartoon referenced a quote from President McKinley who felt the U.S. did not want the Philippines and was unsure what to do with the territory once it came under American control through the Spanish-American War.
This document discusses the annexation of Hawaii by the United States in the late 19th century. It provides background on Hawaii initially being an independent sovereign nation and strategic location. It then describes how American business interests, with the support of the U.S. military, overthrew the Hawaiian monarchy in 1893 and established a provisional government. This eventually led to Hawaii being annexed as a U.S. territory in 1897 under President McKinley despite some opposition who saw it as an illegal overthrow and annexation of a once independent nation.
This document discusses four important men in Nicaraguan history - José Santos Zelaya, Augusto Calderon Sandino, Adolfo Diaz, and Smedley Butler - and their roles during a time period of oppression. It also includes two quotes, one from Daniel Ortega about developing awareness of oppression by capitalists and imperialism, and another question from Bianca Jagger about whether socioeconomic justice could have been achieved without U.S. intervention via the Contra war.
Nástroj, který pomáhá převést positioning značky do kategorií běžně používaných při plánování komunikace (např. při zadávání komunikační kampaně). funguje i jako analytický nástroj.
This case study discusses repositioning the British cigarette brand Ronson in the Czech market. The brand's DNA is clearly defined as "British" but its meaning and appeal needed to be better understood locally. Researchers conducted exploratory research with consumers to understand different levels of what "Britishness" symbolized culturally. Three key associations emerged: British symbols, values, and feelings. Workshops with consumers then helped craft new positioning concepts translating Ronson's brand into a more culturally relevant symbol of Britishness in the Czech market. The result was a new positioning and communication strategy to develop the brand that was grounded in local consumer insights into British cultural identity.
This chapter discusses working with layers in images. It covers topics such as stacking layers to create images, adjusting layers individually or by group, hiding layers, merging and flattening layers, adjustment layers, linking layers, and blending modes. Blending modes determine how the colors on one layer interact with the colors of the layers beneath it to produce composite colors. Opacity and fill settings can be adjusted on individual layers to control transparency and color filling.
The document discusses a case study where Coca-Cola commissioned research to better understand Czech teenage consumers and find a brand story relevant to their local context. Researchers spent weeks living with and observing natural "gangs" of teenagers to document their everyday lives and soft drink consumption habits through photo, video and music elicitation. The resulting report was a patchwork of insights using multimedia to portray teenage life in the subjects' own words. A short documentary was also produced to effectively inform business decisions around Coca-Cola's marketing and positioning with local teenagers.
This document provides a summary of Julia Lee's thoughts and experiences while in a cocoon of personal development. It discusses how imaginal cells develop during metamorphosis and how the cocoon represents Julia's struggle for inner growth and evolution. The cocoon is also used as a metaphor for how people and ideas can come together to create something new, despite their unusual nature. The document expresses Julia's fascination with cocoons and imaginal cells, and how the cocoon symbolizes her commitment to continued personal growth and development.
1. Nosarchives is a private archive established in 2010 to collect and preserve amateur films and photographs from families in Italy and beyond.
2. Over six years, they have collected over 100 family collections totaling more than 1,000 films, establishing a position of representing the heirs as gallerists rather than owning the content.
3. Through collaborations with educational institutions, Nosarchives continues to scan and catalog materials brought by families, but lacks stable funding to fully professionalize operations and preserve the archive over the long term.
Tim Welch's presentation on Technology and Ministry (October 14 2009). For more information about the Office of Religious Education, please visit us on the web www.orehartford.org or www.ore-blogs.info
My Father Essay | Essay On My Father My Role Model for Students and .... My parents essay - The Writing Center.. Sample Parent Essays For High School Applications. Sample Parent Essays For High School Applications — Site Index. Essay my parents my inspiration. College essay: Descriptive essay about parents. Good Parenting Tips Essay Example | Topics and Well Written Essays .... Descriptive essay about my father. How My Dad Inspires Me: a Story from .... Essay about my parents.. - YouTube. My parents essay in english || Essay on my parents in english - YouTube. Parents as Friends Essay | Essay on Parents as Friends in Long & Short. Surprising Parenting Styles Essay ~ Thatsnotus.
The document discusses creative trends, innovations, and opportunities in China's media and advertising industries. It highlights several examples of campaigns run by global brands in China, such as Adidas' "China Originals" campaign and a short film by PepsiCo for Chinese New Year. The document also profiles creative works showcased on the Contagious magazine website, including interactive content from the National Film Board of Canada and a social graphic novel from Axe. Throughout, it analyzes how marketers are leveraging platforms like Weixin to strengthen consumer engagement in China.
Managing Design from a Local Identity Perspective: a Design and Craft Facilitators Training Program.
Conducted in Boyacá, Colomba - Dec 2008. A collaboration between Jorge Monaña, Heloisa Crocco, Guillermo Cuellar and El SENA (Alexandra Pinto).
Podcasting, Museums & Info EvolutionElena Lagoudi
The document discusses various topics relating to using new technologies like podcasts to enhance visitor experiences at the National Gallery:
1. It provides an overview of the National Gallery's podcast which was launched 18 months prior, including its format, audience and considerations around content and production.
2. It discusses trends in how museum information is used, searched for, and delivered online with the rise of tools like social tagging and challenges of keeping up with search engine algorithms.
3. It covers research around non-native visitors and new approaches to audio interpretation and content development like the "Skim-Swim-Dive" method.
Digital storytelling is a method that combines oral storytelling with multimedia tools to create personal stories. A typical digital story is 2-3 minutes, includes a 250-300 word script, 20-30 images/video/illustrations, and a voiceover with music and sound effects. The stories are produced through a 3-day workshop process involving creativity, peer feedback, and technical production training.
The document summarizes projects developed by the CCL including a digital library called e-corpus containing over 2 million documents, the development of an e-learning tool on book binding restoration techniques, and plans for an educational video game to raise awareness of cultural heritage preservation among young people while entertaining them with puzzles and mysteries to solve.
Millennials are driving changes in nightlife over the next five years including more personalized and niche experiences that incorporate unique hobbies. Technology will continue to influence nightlife through more integrated virtual and physical experiences, but there will also be demand for simpler experiences that are less technologically centered. Daytime social drinking will grow in popularity through venues like beer gardens. Heineken is positioned well to capitalize on these trends through specialty offerings and events that focus on community, individual interests and simplification.
Presentation for Mid Pacific Institute, Feb., 2014. Please note that embedded videos will not play, but you can join our G+ (open) community: https://plus.google.com/u/0/communities/102951818296790118749
Laduma ngxokolo is a South African knitwear designer whose colorful collections are inspired by traditional Xhosa beadwork, winning an international design competition.
Here's a presentation I gave on 11 November to Renaissance Northwest's Curating the Future Conference, held at the People's History Museum in Manchester.
Albury regional museum conference web 2.0Sally Gissing
Bringing collections to life. Sally will be sharing her extensive experience in developing, marketing and delivering cost effective education and public programs, ranging from film festivals to puppet
making workshops. She will demonstrate how you can make your dollar go further while breathing life into your collections through the use of museum theatre, social media, simple education resources and local experts.
Thriving in the
face of adversity
How regional museums and
galleries can shine
Albury Entertainment Centre
Thursday 3 June, 2010
9.00am – 4.00pm
Thriving in the face of adversity is for public gallery and museum professionals working in regional centres. The themes and topics for discussion have been developed from conversations with peers working in regional New South Wales, Victoria and New Zealand.
The conference will cover practical issues like caring for your collection, applying museum standards, developing an exhibition identity, copyright and intellectual property, program budgeting and working in an ever changing local
government environment. Frank discussion will ensure delegates find workable solutions to the everyday challenges they face.
Albury regional museum conference web 2.0Museum Wagga
Bringing collections to life. Sally will be sharing her extensive experience in developing, marketing and delivering cost effective education and public programs, ranging from film festivals to puppet
making workshops. She will demonstrate how you can make your dollar go further while breathing life into your collections through the use of museum theatre, social media, simple education resources and local experts.
Thriving in the
face of adversity
How regional museums and
galleries can shine
Albury Entertainment Centre
Thursday 3 June, 2010
9.00am – 4.00pm
Thriving in the face of adversity is for public gallery and museum professionals working in regional centres. The themes and topics for discussion have been developed from conversations with peers working in regional New South Wales, Victoria and New Zealand.
The conference will cover practical issues like caring for your collection, applying museum standards, developing an exhibition identity, copyright and intellectual property, program budgeting and working in an ever changing local
government environment. Frank discussion will ensure delegates find workable solutions to the everyday challenges they face.
This document outlines a marketing campaign for Pepsi Cola that celebrates the brand's history from the 1970s-1980s. The campaign includes [1] vintage-style packaging of 1970s-1980s Pepsi bottles, [2] a Facebook application allowing users to view real photos from the past, [3] out-of-home advertising on buses, subways, and in parks, [4] a 30-second TV ad featuring archive footage from 1968, [5] print ads in newspapers recreating the style of the era, [6] social media posts with period-appropriate idioms, and [7] activations at music and cultural events to engage consumers. The goal is to leverage nostalgia to
This document discusses the Quebec web series Têtes à claques (TAC):
- It is one of the most visited Francophone websites in Canada, with 1.2 million unique visitors per month.
- The shorts feature Quebecois characters speaking Joual and engaging in everyday Quebec culture. This gives Quebecois people something of their own culture online.
- While some content may be inappropriate for children due to language or stereotypes, it provides an authentic representation of Quebec culture. Understanding TAC can provide insights into diversity, creativity and the importance of representing one's own culture in media.
Připravili jsme pro vás trendovou studii o m-commerce. Potřebujete se zorientovat v problematice, zjistit něco o důležitých technologiích a získat přehled o zajímavých projektech z celého světa?
This case study documents the branding strategy developed by Logio, a Czech supply chain management consulting startup, to establish itself as a category leader. Logio hired a branding agency to help them differentiate themselves from larger local and international competitors. Through analyzing competitors' branding and interviewing industry experts, the agency identified an opportunity for Logio to redefine the category around the central metaphor of "flow" to represent the movement and delivery aspects of supply chain management. The branding strategy developed under this metaphor helped Logio gain a distinctive voice in the market and start reaping benefits like improved lead generation and perceived leadership.
To rebrand Czechia to:
1) Put it on travelers' shortlist of planned destinations beyond associations with just beer, Prague, and beautiful women.
2) Connect it to a broader set of mental associations and support sustainable growth of tourism.
3) Increase the perceived quality of Czechia as a tourist destination to attract more visitors, exports, investment, and immigration.
Jupí, a juice brand owned by Kofola, a CSD (carbonated soft drink) producer in the Czech Republic, wanted to expand into the competitive juice market. Idealisti helped Kofola develop "juice stories" and test them with consumers to identify promising concepts. This informed the development of Jupí brand names and identities. Kofola was then able to successfully develop and market a range of juice products under the Jupí brand, including Frupper and Snipp, establishing its competence in juices.
Improvisational theater techniques can help improve business skills. Through role-playing exercises, workshops teach communication, empathy, and teamwork. Participants work in small groups with a theater director to practice speech, body language, and drama games based on real business challenges. The goal is to develop interpersonal skills, communication, collaboration, and trust that can be applied on the job. A past example described a sales team that benefited from this approach compared to conventional training.
1. Case study
Is there a place for Coca-Cola in
the „Wild“?
Helping Coca-Cola develop deep
insight into the Czech teenage
consumers
17.12.2012 www.idealisti.eu 1
2. Helping to embed Coca-Cola
in the Czech culture
How do the Challenge authentic local brand woven into
teens in the Coca-Cola has been totally the cultural fabric of the Czech
Czech Republic integrated into our everyday life. life, has been not even blurring
live their Street stalls, fast-foods, cheap Coca- Cola´s visual hegemony but
everyday life? pubs, expensive restaurants or also flooding out Coca-Cola´s
Are there any local butchery – it is everywhere. bridge to hearts of the Czech
regularities in However, in the last few consumers.
the teenagers years, walking on Czech streets
soft-drinks you could hardly miss the rather “We need to find brand
consumption? overwhelming Kofola shadow
hanging over Coca-Cola shiny engagement builder
How should
Coca-Cola live in identity relevant to Czech teens.”
the lavish As the measure of authenticity
has become an important „I like“
semiotic world of Therefore, Coca-Cola was looking
criteria for teens as much as for
teenagers and their mums and dads than ever
for its Charles Bridge to the world
become its of Czech teenagers: a brand story
before, it turned to be a part of
embedded which would be relevant to the
DNA of every brand.
element? local context.
The authenticity is deeply
connected to localness. Kofola, an
Continued on the next page >
16.4.2008 www.idealisti.eu 2
3. “The life has Solution dimension of the research, we
leveraged the auto-ethnography
been offering to To define Coca-Cola brand story
as much as possible. Using photo-
relevant to the Czech
the teenagers teenagers, we decided to dig
and video- cameras teenagers
monitor their lives independently
constantly new deeper into the consumer world
of us.
stuff on daily through ethnologically designed
These visual and audiovisual
research project. Literally, we
basis. Coke is packed our backpacks and went fragments of their lives were
animated and turned into
just a tiny part into the wild to live with Czech
narratives through photo, video
teenagers.
of this never and music elicitation. Of
We spent several weeks with
ending flow.“ natural "gangs" of schoolmates
course, focus groups and
observation in a pub and a
and friends who have shared the
bowling center were not missing.
same leisure time activities such
as chorus singing or theatre
acting - not only Coca- Cola freaks The Result
but also Kofola fans. Also, we met A report featuring a patchwork of
teenagers´parents, to search more colorful and vivid insights using
the gatekeeping system of video, photos and lifestyle
drinking habits. discourse .
To minimize the invasive
Continued on the next page >
16.4.2008 www.idealisti.eu 3
4. However, to have the right tool for About Idealisti
getting in sync with teenagers, a Today's ideas will become
Powerpoint presentation is not tomorrow's world
enough. Thus, we produced a Not only we (still) have ideals but also we
short documentary about the life believe that most of what we experience
today and what makes up our world has
of Czech teenagers in their own been here yesterday in a form of an idea.
words, photos, videos and music.
We believe in the transformative power
of thoughts (in the form of brands, for
example), in their power to move also
This ethnographic perspective very material and sometimes heavy
proved to be very effective in both things like pianos, buildings, cars, jars of
face care lotions or even people.
informing the business decision-
makers as well as other We help create and steer brands – ideas
which have the ability to animate
stakeholders in the process of organizations, infuse consumption with
marketing planning: marcom meaning and bring about good things to
life. We always do it in dialogue with
agencies, trade partners, etc. those in charge of brands (which is just
about anyone who has ever heard of the
brand) and with the notion that all the
ideas-brands will have to compete for
their existence in the free arena.
16.4.2008 www.idealisti.eu 4