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Wavemaker Slovakia

Moji milí Slováci…

Novinky9 February 2023
Zdieľať

Slovenská sporiteľňa predvianočnou kampaňou pripomenula pekné posolstvo Jula Satinského – aby Slováci dokončili to, čo raz začali. Satinský pred viac ako 30 rokmi napísal knihu Moji milí Slováci, v ktorej sa venuje aj neschopnosti ľudí dokončiť to, čo načali, z čoho vychádza aj samotná kampaň. Cieľom bolo Slovákov motivovať, aby viac verili v samých seba a v budúcnosť.

Aby posolstvo zosnulého velikána rezonovalo širokou verejnosťou, za pomoci umelej inteligencie sme spolu so Slovenskou sporiteľňou a kreatívnou agentúrou Zaraguza oživili hlas Jula Satinského, korý podporoval ľudí aby dokončili to, čo začali. Spojili sme sa s ukrajinským start-upom Respeecher, ktorý je známy napríklad svojou prácou pre Star Wars alebo Mondelez, aby sme po 20 rokoch vrátili Julov hlas do éteru. Najprv sa systém musel naučiť hovoriť po slovensky. Následne bolo potrebné nájsť hlasového herca, ktorý by nahral základný hlas, aby sa Respeecher zmenil na Julov odkaz.

Audio bolo veľmi dôležitou a neoddeliteľnou súčasťou kampane, a teda kľúčovú úlohu zohrávali podcasty a rádio. Digitálne spoty boli šité na mieru a dynamicky sa menili podľa toho, komu sa Julo sa prihováral. V kampani boli použité 3 adaptácie digitálneho audia pre západniarov, stredoslovákov a východniarov. Audio spotmi sme dosiahli takmer 800 000 prehratí s 94% dopočúvateľnosťou.

Veľký úspech zožalo unikátne spracovanie audia v ZAPO podcastoch. Nazvali sme to ,,injektáž”, keďže v podcastoch Julo priamo odkazoval na podcasterov, dá sa povedať, že tam prebehla malá diskusia. Z tohoto dôvodu ľudia reklamu nepretáčali, lebo bola pripravená veľmi natívne. Dopočúvanosť bola na úrovni 85%. Okrem toho kampaň pozostávala z niekoľkých inovatívnych aktivácií – napríklad v súlade s posolstvom „dokončovania“, Julo odomykal platený obsah cez bannerové formáty na aktuality.sk používateľom, ktorí nemajú zaplatený navyše účet, aby mohli dokončiť čítanie článkov.

Peter Povýšil

Digital Manager
Wavemaker Slovakia

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Fresh dáta: Na čom najčastejšie streamujú Slováci?
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