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    WP_Site Object ( [blog_id] => 1 [domain] => wavemakerglobal.com [path] => / [site_id] => 1 [registered] => 2020-08-06 14:24:29 [last_updated] => 2025-05-15 10:41:56 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Global [siteurl] => https://wavemakerglobal.com [post_count] => 408 [home] => https://wavemakerglobal.com )
  • Wavemaker Global
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  • Wavemaker UK
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  • Wavemaker Denmark
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  • Wavemaker Germany
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  • Wavemaker Romania
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  • Wavemaker Sri Lanka
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  • Wavemaker Spain
    • WP_Site Object ( [blog_id] => 13 [domain] => wavemakerglobal.com [path] => /at/ [site_id] => 1 [registered] => 2020-09-23 08:29:32 [last_updated] => 2025-03-12 09:37:40 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Austria [siteurl] => https://wavemakerglobal.com/at [post_count] => 105 [home] => https://wavemakerglobal.com/at )
  • Wavemaker Austria
    • WP_Site Object ( [blog_id] => 14 [domain] => wavemakerglobal.com [path] => /th/ [site_id] => 1 [registered] => 2020-09-23 08:32:53 [last_updated] => 2024-08-28 10:01:33 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Thailand [siteurl] => https://wavemakerglobal.com/th [post_count] => 23 [home] => https://wavemakerglobal.com/th )
  • Wavemaker Thailand
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  • Wavemaker USA
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  • Wavemaker Italy
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  • Wavemaker Netherlands
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  • Wavemaker Sweden
    • WP_Site Object ( [blog_id] => 21 [domain] => wavemakerglobal.com [path] => /fr/ [site_id] => 1 [registered] => 2020-11-27 10:57:44 [last_updated] => 2024-08-06 16:18:54 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker France [siteurl] => https://wavemakerglobal.com/fr [post_count] => 2 [home] => https://wavemakerglobal.com/fr )
  • Wavemaker France
    • WP_Site Object ( [blog_id] => 22 [domain] => wavemakerglobal.com [path] => /no/ [site_id] => 1 [registered] => 2020-12-08 17:24:21 [last_updated] => 2025-02-27 12:35:17 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Norway [siteurl] => https://wavemakerglobal.com/no [post_count] => 283 [home] => https://wavemakerglobal.com/no )
  • Wavemaker Norway
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  • Wavemaker South Africa
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  • Wavemaker Czech Republic
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  • Wavemaker Ireland
    • WP_Site Object ( [blog_id] => 27 [domain] => wavemakerglobal.com [path] => /pk/ [site_id] => 1 [registered] => 2021-02-15 12:19:24 [last_updated] => 2024-03-26 09:30:18 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 1 [lang_id] => 0 [blogname] => Wavemaker Pakistan [siteurl] => https://wavemakerglobal.com/pk [post_count] => 269 [home] => https://wavemakerglobal.com/pk ) WP_Site Object ( [blog_id] => 29 [domain] => wavemakerglobal.com [path] => /ca/ [site_id] => 1 [registered] => 2021-02-17 10:04:31 [last_updated] => 2024-07-16 15:31:39 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Canada [siteurl] => https://wavemakerglobal.com/ca [post_count] => 13 [home] => https://wavemakerglobal.com/ca )
  • Wavemaker Canada
    • WP_Site Object ( [blog_id] => 31 [domain] => wavemakerglobal.com [path] => /id/ [site_id] => 1 [registered] => 2021-03-31 10:35:36 [last_updated] => 2024-03-26 09:31:17 [public] => 0 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 1 [lang_id] => 0 [blogname] => Wavemaker Indonesia [siteurl] => https://wavemakerglobal.com/id [post_count] => 12 [home] => https://wavemakerglobal.com/id ) WP_Site Object ( [blog_id] => 32 [domain] => wavemakerglobal.com [path] => /tr/ [site_id] => 1 [registered] => 2021-04-07 07:59:05 [last_updated] => 2024-10-22 10:40:04 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Turkey [siteurl] => https://wavemakerglobal.com/tr [post_count] => 4 [home] => https://wavemakerglobal.com/tr )
  • Wavemaker Turkey
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  • Wavemaker Switzerland
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  • Wavemaker Switzerland EN
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  • Wavemaker Switzerland FR
Wavemaker Slovakia

Chuť zážitkov

Klient

Plzeňský Prazdroj

Trh

Slovensko

Positive Provocation

Nealkoholické pivo Birell sa profiluje ako nápoj pre aktívnych ľudí. Tento aspekt chcel klient potvrdiť aj v rámci svojej letnej online kampane. Rozhodol sa spojiť svoju českú a slovenskú kampaň do jednej veľkej spoločnej kampane, a tak vzniklo 10 reportáží z 10 málo známych miest na Slovensku a v Česku, ktoré si mohli prečítať čitatelia SME a Seznamu.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Nealkoholické pivo Birell sa profiluje ako nápoj pre aktívnych ľudí. Tento aspekt chcel klient potvrdiť aj v rámci svojej letnej online kampane. Úlohou SME Creative a Seznam Brand Studia bolo pomôcť posilniť aspekt vnímania značky Birell, a to pútavým obsahom z dvoch krajín.

02.
Insight+Strategy

Birell sa rozhodol spojiť svoju českú a slovenskú kampaň do jednej veľkej spoločnej kampane. Skutočne netradičné bolo, že celá kampaň sa plánovala a tvorila počas prísneho lockdownu, bez istoty, či sa vôbec uskutoční. Autori SME Creative a Seznam Brand Studia spoločne pripravili 10 výletov, kam by Slováci a Česi mohli zájsť a vytvoriť si nové zážitky.

Po zrušení lockdownových opatrení autori pripravili 10 reportáží z 10 málo známych miest na Slovensku a v Česku a svoje skúsenosti priblížili čitateľom SME a Seznamu. Takto chceli upriamiť pozornosť na to, že Birell je ideálny nápoj na výlety – a teda je pre aktívnych ľudí.

03.
Activation

Aby sme do online priestoru preniesli zážitok z nádherných výhľadov, články sme vytvorili s horizontálnym scrollovaním. Vizuálnu stránku webu sme postavili na autorských fotografiách, ktoré dopĺňali užitočné informácie priamo od redaktorov.

Hlavným zámerom bolo, aby čitateľ dostal všetky relevantné informácie ešte predtým, ako sa na výlet vyberie. Či už išlo o otváracie hodiny, náročnosť, sezónnosť či vhodnosť pre deti. Všetkých 10 miest bolo prepojených aj priamo na mapy.cz, aby ich čitatelia našli čo najjednoduchšie.

Do webu sme natívne zakomponovali aj Birell, aby si ľudia nezabudli zbaliť jednu plechovku pred svojím ďalším zážitkom.

Výsledky

Na webe Seznamu si články prečítalo vyše 670 000 unikátnych čitateľov, a to takmer 800 000-krát. Na webe SME si články prečítalo takmer 95 000 unikátnych čitateľov skoro 140 000-krát.

U ľudí, ktorí web navštívili, sa zvýšila spontánna znalosť značky nealkoholického piva Birell o 3 percentuálne body (65% control vs 68% exposed) a o 4 percentuálne body stúpla aj top of mind znalosť značky (44% control vs 48% exposed).

Zaujímavosťou je, že slovenská destinácia bola najčítanejšiou v Česku, a česká destinácia zase na Slovensku. Ukázalo sa, že spolupráca medzi dvomi krajinami a dvomi vydavateľstvami môže byť prospešná tak pre klienta, ako aj pre čitateľov.

 

 

670 000
unikátnych čitateľov na webe Seznamu
95 000
unikátnych čitateľov na webe SME

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