MEC Czech tým 1 (Aleš Hron, Vojtěch Lukáš)

2. Project Background
National Chronicle generates small number of stories
(posts).
Our objectives
• Increase number of stories In National Chronicle
• Increase number of regular users of National Chronicle
How to make it?
2

3. Target Group
Young people already write
chronicles but they do not know
about it. They write plenty of
non-sence posts.
TG Specification
• young people (less than 30)
• with interest in social websites
How to challenge our
Target Group?
3

4. Communication with TG
• Is that the best you can write?
• How many stupid comments have you read today?
• Is it embarrassing to read this?
• I bet you can do something more!
4
Let‘s start them NUDGE!
During the
provocation we
would like to
educate those
people!

5. Main Channels for nudging TG
1.Influencers (bloggers, opinion leaders,
students)
2. Facebook profile of WRITE USEFULLY
5

6. 3.Guerilla outdoor campaign in Prague
(branded text boards, stickers,
chronicles)
6
Main Channels for nudging TG

7. 4.Event – Museum Night (Mobile App and
posters)
After this event we promote this Application in TV Show „Aplikace“
at PRIMA COOL.
7
Main Channels for nudging TG

8. What we earned?
• Bloggers = thousand of followers
• Facebook profile = likes and awareness
• Outdoor guerilla = attention of TG
• Museum Night + TV = user generated content / stories (170 000
visitors last year)
There is a many possibilities how to achieve target of 5000 unique
stories / posts to National Chronicle.
8

9. Timing and budget
Peak of our communication – 13th June 2015
• Museum Night: 50 000 CZK
• Mobile App: 60 000 CZK
• Bloggers, influencers, students: FREE
• Outdoor Guerilla: 30 000 CZK
• Facebook newsfeed: 60 000 CZK
„After this date our channels should be open and no more budget
will be needed. The brand awareness will be at the highest level
and new stories will be add naturaly by buzz of users.“
9

10. Plan of Attack
Bring
Atenttion
Speak with
young people
(Students)
Build
Awareness
Generate
online public
discussion
(Bloggers)
Facebook
campaign
Guerilla
outdoor
campaign
Event –
Museum Night
Prima TV show
Aplikace
Education Start create
something
more
Start create
something
valuable
We have to support new users to generate new content.
10