We designed communication, the main aim of which was the repositioning of the brand, as a multi-channel PR project with a photo contest and an online campaign "We dress smart". As the main communication platform we chose a microsite with readable content and attractive visuals, among which the readers were most interested in Metamorphoses with KiK. We invited people to participate in a family-friendly competition through extensive e-mailing. In the campaign we worked with fashion bloggers Sexy Mamas, we used Facebook pages and selected competition portals. We have also profiled KiK in the media with the main motto “Stylish dressing is not just a matter of money”. For the We Dress Smart campaign, we won gold in the Czech PR Prize in the Consumer Goods category.
What does the intranet and recruitment site look like for a company with an employee average age of around 18? For McDonald’s,we've designed the content and graphics transformation of intranet and career pages to make them as attractive to the target audience as possible. The new intranet works with multimedia formats, a balanced text / visual ratio, communicates with employees through competitions, polls, photo sharing and corporate event reporting,and regular top management chat. We also implemented a new content strategy with the aim of making it as clear and attractive as possible for the career pages mentioned in the slogan “We are Maccies!”. The link between the two channels was a design element - colored blobs, which we, when launching the new pages, processed into large stickers placed in the staff facilities in restaurants. Smaller stickers, which were handed out to employees of 144 Czech and Slovak branches as a gift, were gone in an instant! You can find a sample of the recruitment video here.
How to successfully publicize the introduction of defibrillators at petrol stations? For MOL Czech Republic, customer care is a priority. In addition to top services at gas stations, it puts the same emphasis on the health of drivers - and that is why it has introduced automated external defibrillators on gas stations at the busiest highways. We timed this step for the summer holidays, when the risk of heart attacks increases due to high temperatures, not just behind the wheel. We organized an exclusive press conference with an interactive program where journalists themselves tried to operate the defibrillator. As a result, the project received great publicity. Viewers from all over the country have learned that defibrillators are installed at MOL petrol stations and have seen how easy it is to use - a report on the project has also been broadcast on the major Czech TV evening news! During the summer, we published articles on cardiac arrest and first aid in national and regional media, with an emphasis on defibrillators at MOL highway gas stations.
To entertain over 200 children is a royal discipline. But it was child's play for us! Children of employees of the biggest Czech paper mill Mondi Štětí finished their holidays with a suburban camp and the highlight is the traditional Day of Little Papermakers - an all-day event that brings the children fun and education. This time, there were 12 amusement sites focused on security and responsible behavior. In addition to creative and sporting activities, children had the opportunity to play scenes in front of the camera or train their manual skills in day-to-day activities with just one hand. One of the most anticipated points of the program was a meeting with the popular YouTube duo TVTwixx, which captivated the children by talking about Internet security.
How to familiarize teenagers with cyber security rules to really drive the point home? The #safebanks campaign, which we implemented for the Czech Banking Association, spoke to the young generation in their language through the most watched online channels: we created an interactive microsite www.bezpecnebanky.cz and we invited well-known Czech YouTubers to cooperate - for example Kovy, Stejk,Valda, Vaďák and many other personalities of the Czech online scene talked to their viewers about cyber security. We also used their videos as teaching material for high school workshops led by top bank managers. Thanks to the involvement of influencers and the unconventional concept of high school workshops, we have secured strong publicity for the campaign in leading Czech media. For the #safebanks campaign we won 2nd place in the Czech PR Prize in the Finance category.
Tesco has been striving to combat the stereotype of food quality in retail stores for a long time. It drew attention to the advantages of working with this chain through the stories of Czech suppliers. The presentation of individual food industries, together with interesting stories of Czech companies, their owners and founders, helped to improve the media image of retail chains.
The Wüstenrot Financial Group has announced its intention to sell its insurance business. Wüstenrot's strength, stability,health and value played a significant role in the search for a strategic partner. Native PR's task was to strengthen the perceived value of the insurance company by increasing its visibility in the media and by strengthening the image of the entire group as an expert and innovator in relevant financial segments. Achieved result: in terms of media publicity, Wüstenrot had a record year. According to Newton's media analysis, 1,432 positive or neutral outputs were published and AVE value was CZK 35.5 million. Total readership exceeded 350 million recipients. The increased media presentation supported the company's management in finding a partner for the acquisition, and as early as September, the company could announce that Allianz would take over the insurance part of the Wüstenrot financial group.
With the aim of gaining media space and positively distinguishing the NN brand from the competition, we decided to use the idea of Czechs' retirement. A series of press releases was created on the basis of a survey by NN insurance company and NN pension company. We focused on what are the concerns of retired Czechs, what are their plans for security for this period of life,how they would imagine their ideal retirement or what role should the government play in the area of pensions. Thanks to our initiative, 32 media outcomes - idnes.cz, Právo, novinky.cz, Deník and Metro and TV Barrandov - were devoted to the retirement of Czechs. We got the topic several times on the front page of Czech dailies. All of these articles mentioned the NN brand and were potentially read by over 31 million readers. The project has become a tool to successfully fulfill the strategy of profiling NN as a specialist in pensions.