Mikoláš Gál, Tatiana Hořavová (Wunderman)

2. INSIGHTS
PROBLEM SOLUTION
People know that they should lead
healthy lifestyle, but they:
• lack motivation,
• don’t know why exactly they should do so
• traditional campaigns for healthy lifestyle
bounce off of them (boring, repetitive, feel
like preaching)
• engage people’s interest through
controversy, double meaning, humor
and freshness
• focus on the end result of healthy
lifestyle (improved wellbeing)
• show that caring for yourself is enjoyable
and fun

3. #DELAMSIDOBRE
#IPLEASEMYSELF
• works both in the Czech and English language
• organically related to #prsakoule campaign
(the same tone of voice)

4. CAMPAIGN OVERVIEW
TEASING
8. 9. 2016
WORLD HEART DAY
29. 9. 2016
DEVELOPMENT
Guerrilla
Print
Social Ads
Website
WOM
Event – Picnic
Website
Social Media
Social Media
Events
Partnerships
Workshops
Mobile App
Guerrilla Continuation
1 2 3

5. TEASING
• guerrilla: “Please yourself today” (plus info
about health benefits)
Examples: a bench in a park, IKEA beds,
grocery stores, cafés, restaurants, fitness centers
• WOM
• prints and on-line: we rely on free PR space
in magazines, newspapers...
• social ads, sponsored posts (Facebook,
Instagram) targeting over time 500 000+ ppl
Getting the message across to our target group + getting them to our website and workshops
1

6. WEBSITE
Heart(y) Picnic: Cooperation with Zachraň jídlo, restaurants etc. Programme: Singers, artists,
comedians, workshops, lectures.
2

7. iHEART APP
• concept activation
• a hands-on tool to track
progress and gain info
• possibilities: keep track of what
you eat, learn about food, sports,
assess activities, compete with
friends, share on social...
• available through the website
• promoted on social
3

8. DEVELOPMENT
EVENTS
AMBASSADORS
SOCIAL
PARTNERSHIPS
Designed to help you please yourself
and help your heart.
• Stand-up comedy
• Cultural events
• opinion leaders, influencers... (e.g. Maxim
Velčovský, Dominik Feri)
• artists, singers, bands, comedians (also
perform at the events in the development
phase)
Own content
• creative possibilities, playing with texts...
• Facebook/Instagram posts, Snapchat
stories, Live streaming (Periscope,
Facebook Live Video)
User-generated content
• easy to join, likeable, playful – people will
willingly take part and roll with it, use the
hashtag #delamsidobre in their own posts
• Zachraň jídlo, ZOOT, Sklizeno,...
• Fitness Centers
• Grocery stores
• Restaurants etc...
• Cultural Entities (e.g. Underground
comedy)
3

9. BUDGET
BARTER
-5 000 CZK
+??? CZK
KOIA KOIA
FREE
Guerrilla in restaurants, fitness centers, cafés...
Targeted Social Ads + Sponsored posts
Voluntary entrance fee to various events
iHeart App + Website
Cultural Events

10. CAMPAIGN SUMMARY
#DELAMSIDOBRE
#IPLEASEMYSELF
Pre-launch, buzz World Heart Day Picnic Development