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  • Wavemaker Sweden
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  • Wavemaker France
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  • Wavemaker Switzerland FR
Wavemaker Slovakia

Hľadá sa Carmen

Klient

Decodom

Trh

Slovensko

Positive Provocation

V roku 1973 predstavil nábytkársky podnik v Topoľčanoch, predchodca dnešnej značky Decodom, legendárnu kuchyňu Carmen, ktorá si postupne získala miesto vo vyše 150 000 československých domácnostiach. Decodom sa rozhodol na jej slávnu minulosť nadviazať hlavne cez jej kvalitu a trvácnosť a v jednej z bežných facebookových súťaží preto ľudí vyzval, aby sa odfotili s vlastnou Carmen kuchyňou a touto fotkou post okomentovali. Kuchyňu sme chceli ľuďom viac sprístupniť a zapojiť ich nielen v online ale i offline priestore.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Rok 1973 bol pre česko-slovenské nábytkárstvo prelomový. Podnik v Topoľčanoch totiž v tomto roku predstavil legendárnu kuchyňu Carmen.

Sýto-červená kuchyňa si okamžite získala srdcia ľudí a v celom Česko-Slovensku snáď nebolo človeka, ktorý by sa s touto kuchyňou vo svojom okolí nestretol.

Hlavným tromfom kuchyne bola nepochybne jej trvácnosť. Spoločnosť Decodom, ktorá prevzala štafetu nábytkárstva v Topoľčanoch, sa preto rozhodla nadviazať na slávnu minulosť kuchyne Carmen hlavne cez jej kvalitu a nezničiteľnosť. Kuchyňu Carmen sme chceli ľuďom sprístupniť a zapojiť ich nielen v online ale i offline priestore.

02.
Insight+Strategy

Skrytý potenciál červenej kuchyne sme odhalili prostredníctvom social postu, kde sme vyzvali ľudí, aby sa odfotili s vlastnou Carmen kuchyňou a touto fotkou okomentovali post na Facebooku.

Odozva a zapojenie ľudí do tejto pomerne náročnej úlohy nás šokovalo. 484 relevantných komentárov s fotkami nás utvrdilo v tom, že kuchyne Carmen sú stále srdcovou záležitosťou ich majiteľov.

03.
Activation

Posmelení týmto úspechom sme sa rozhodli engagement znásobiť a sprístupniť ľudom skutočnú Carmen v nákupnom centre v Bratislave.Expozíciu dopĺňali aj fotografie Carmen kuchýň z úvodného postu a lákali na ňu šarmantné gazdinky v dobových kostýmoch.

Počas eventu ju mohli vidieť tisíce ľudí a ďalšie stovky sa zapojili do súťaže, čím sa generoval ďalší content s ľuďmi vo vystavenej kuchyni.
Carmen bola natoľko atraktívna, že pritiahla aj influencerky, ktoré s ňou pripravili svoj vlastný content. Záujem o príspevky bol enormný a ohlasy followerov takmer výlučne pozitívne.

Výsledky

Zapojenie zákazníkov bolo neuveriteľné a siahalo ďaleko za bežné reakcie.

Článok, ktorý lákal ľudí na event, si otvorilo takmer 120 000 ľudí a dosiahol tak takmer 12-násobok garantovanej čítanosti bez výraznejšej podpory. Celkovo sme dosiahli 21 200 reakcií, 1900 komentárov a 670 zdieľaní. Engagement rate na Instagrame sme dosiahli na úrovni 9%, čiže 2,25-násobne vyšší ako benchmark.

Toto všetko sa odohralo len za zlomok budgetu marketingových gigantov, čo potvrdzuje silu nápadu a fakt, že aktívny engagement so značkou budovaný cez pozitívne emócie nemusí byť minulosťou.

120 000
otvorení článku
12 násobok
garantovanej čítanosti
9%
engagement rate

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