Young Lions Czech Republic 2019 Marketers category - Team 5

1. SHARE SMILES
Jana Klinková, Martina Vargaeštoková

2. Over 60 million children
2

3. Our missions: Sharing smiles
3

4. 4
„ I care about well-being and emotional
development of my child. I provide my kid
with the best quality food I can and
I know he/she spends days in secure
environment of school. I feel sorry when
I see that some children have to suffer...
But, their problems are so distant that
I can’t imagine how I could help them.“

5. 5

6. Campaign objective
6
15,6 mio CZK

7. Aug
CALL TO
ACTION
Sep
7
2019 2020
EXTEND
June July
AWARENESS
CALL TO
ACTION

8. 8
DONATE
CALL TO ACTION
inside of the
packaging

9. We KNOW it will work!
9
15,6 mio
CZK
23 %

10. CHALLENGES
o 35 CZK is a price of VK 120g and a monthly meal for school kid
campaign should not make impression that our
product is expensive
o Czech people prefer supporting charities that are more local
and approachable
bring this topic closer to czech consumers
10
Creatives 1 500 000 CZK Media: 3 500 000 CZK
VK business objective Sales uplift +10% during the promotional period in BTS
VK communication objectives Reinforce positive brand associations tracked by Kantar before/after campaign
MM objective Raise 15,6 mio CZK donations in 2019
WAVE 1 – Awareness - June WAVE 2 – Call to action - Back to School
Communication concept to drive awareness of MM Communication concept proposal for VQR for
o PR / influencers / social media concept
o Budget and evaluation
o Design of limited edition packaging + Key visual + POSM design +
gift for converted regular donors
o Microsite – platform + technological solution linking packaging to
site and processing donations
o 10s TV tag-on script - to be connected with TLC and S&K copies
(sent separately)
o Social media concept
o Budget and Evaluation
DELIVERABLES
KPI´s
BUDGET
WHAT ELSE YOU CAN WORK WITH?
o Symbol of MM is a blue mug 400ml (used for porridge etc)
o Book with the Mary´s meals story
o Possible addressing concrete schools, which ensures feeling
of transparency