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2. To support refreshment of bodies
and minds of Czech Adults
Colectivelly for able-bodied and
energetic Czechia
STRONG
PROGRAM
STRONG
BRAND Bringing up thriving future together /
Společně vychováváme šťastnou budoucnost

3. GET 2000 new pre-schools/kindergartens
TO register to the upcoming season of „Se sokolem do života“
Goals and objectives
BY reminding them of the importance of parents‘/teachers‘ role in
raising kids as physically/mentally healthy individuals who enjoy
life to its full extent

4. 5. Target audience
TEACHERS PARENTS MAYORS
10.000 TEACHERS in
2.000 pre-schools, kindergartens
and free time organisations in both
public and private establishments
More than 200.000 parents
of 122.000 children between ages 3-6
across the whole Czech Republic
Mayors of 14 regional capitals in
Czech republic

5. 3 pillars of activation campaign
I. Power of Sokols II. Power of famous athletes III. Power of channels and media

6. Activation campaign
May
JuneApril
July
August
III. Power of channels and media
II. Power of
famous athletes
Activation
pillars I. Power of Sokols
• 2 teenage ambassadors from each Sokol unit  visiting multiple
kindergartens in their region in order to present teachers/mayors:
• Immediate opportunity to sign up for the program
• Invitation to the upcoming early summer roadshow
• Spreading leaflets and Birell samples for teachers/parents

7. Activation campaign
May
JuneApril
July
August
I. Power of Sokols III. Power of channels and media
II. Power of
famous athletes
Activation
pillars
NATIONAL ROADSHOW IN 14 CITIES ORGANISED BY BIRELL
• 3 FAMOUS ATHLETES  ambassadors and idols who stand for the programs idea
• Representants of kindergartens, pre-schools and free time organizations from the whole region
• Local authorities (mayors)
Program:
• Speech given by the athletes and local authority (city mayor)
• Presentation of „Se Sokolem do života“ program and its perks
• Introduction of Sokolík Pepík mascot and real-time demonstration of programs‘ exercises by
selected kindergartens
• Chance to sign up immediately  cooperation with Česká Spořitelna
on coverage of the 20 CZK registration fee for those who sign up immediately
• Birell zone + sampling  building brand awareness
20 CZK

8. Activation campaign
May
JuneApril
July
August
I. Power of Sokols III. Power of channels and media
II. Power of
famous athletes
Activation
pillars
• Birell + Sokol – 3 famous athletes as guests in Sama Doma in June
• Birell – 10 sec tag on to all Birell TV commercials in July-August
• Sokol – introduction of the program in Sokolský zpravodaj + weekly reports and exercise plans
• Local TV‘s, ČT sport and ČT24 appearance
• Communication on owned digital media
• Google – SEO optimization of programs webpage and short term PPC campaign
• Creation of Facebook group for involved kindergartens and parents  tips and tricks sharing
• Summer series of exercise tips for parents and kids.
• Direct mailing to all kindergartens – simplified program description + regular instruction videos
• regionally customized wrap up video from last season with „success stories“
• Presentation of the program on Birell‘s events – Běhej lesy, Pražský maraton, Birell grand prix etc.

9. Are we looking at win-win-win situation? Yes!
 Earned media presence
 Positive PR
 Sampling through
kindergartens to parents
 Possibility to place Birell
vending machines in
departments of regional
authorities
 Rejuvenation of the brand itself
 Raised awareness about "Se Sokolem
do života" program
 Boosted media presence through paid
media
 Potential for long-lasting recruitment of
new entities throughout the meaningful
cooperation with partners like Birell,
Google and Česká Spořitelna
Teachers:
 Additional activity to pick out of
when trying to meaningfully
entertain kids
Parents:
 Chance to raise physically and
healthy self-conscious kids
with positive attitude towards
physical activities and active
life-style
Mayors:
 Interesting opportunity
to cooperate with strong
entities like Plzeňský Prazdroj
possibility to earn fundings
for socially beneficial projects
and raising regional awareness
about obesity
WIN

10. Summary
Core creative idea:
Bringing up thriving
future together
Target audience
• 10 000 teachers
• 200 000 parents
• 14 mayors
I. Power of Sokols -
up to 2300 Sokol
volunteers engage
kindergartens across
CZE
GOALS AND OBJECTIVES
GET 2000 new pre-
schools/kindergartens
TO register
BY reminding them of the
importance of parents‘/teachers‘
role in raising kids
Activation campaign - 3 pillars
II. Power of Famous athletes -
Roadshow with famous athletes led
by Birell in 14 cities to engage with
kindergartens
III. Power of media
• Strong earned TV and print presence at the end of
school year and in summer
• Incremental TV presence through Birell TVC tag-on
in summer
• Ongoing communication through owned media
WIN-WIN-WIN
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