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  • Wavemaker Italy
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  • Wavemaker France
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  • Wavemaker Switzerland EN
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  • Wavemaker Switzerland FR
Wavemaker Slovakia

Dobré správy v Dobrom ráne

Klient

Slovenská sporiteľňa

Trh

Slovensko

Positive Provocation

Počas uvedenia nového komunikačného konceptu „Budúcnosť je vaša“ sme potrebovali vyvážiť prebytok negatívneho spravodajstva v médiách v súvislosti s nastupujúcou treťou vlnou pandémie a podporiť asociáciu značky s tešením sa na budúcnosť. Vytvorili sme preto moderný komunikačný formát šitý na mieru kampani, a to v podcaste, modernom a obľúbenom médiu mladých a mestských ľudí.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Uvedenie nového komunikačného konceptu Slovenskej sporiteľne Budúcnosť je Vaša v auguste roka 2021 sa zhodou okolností ocitlo v súbehu s prvými správami o príchode tretej vlny pandémie.

Potrebovali sme preto vyvážiť prebytok negatívneho spravodajstva v médiách a podporiť asociáciu značky s tešením sa na budúcnosť. Chceli sme aj napriek nafigu nálade prispieť k navodeniu optimizmu, radosti, úsmevu a tešeniu sa na budúcnosť.

02.
Insight+Strategy

Podcasty sú jednou z najmodernejších foriem žurnalizmu a obľubuje ich najmä mladá mestská cieľovka, ktorú sa banka snaží získať už dlhodobo.

Práve v podcaste sme preto vytvorili komunikačný formát šitý na mieru hlavnej idei kampane Budúcnosť je vaša, a to obsahový segment Dobré správy v Dobrom ráne, vďaka ktorým sa môžete tešiť na budúcnosť. Ako nosič sme využili reklamné bloky v pravidelnom dennom spravodajskom podcaste Dobré ráno denníka SME.

03.
Activation

Existujúce 30-sekundové reklamné bloky v úvode a v závere podcastu sme zlúčili do jedného 60-sekundového bloku, ktorým sme podcasty Dobré ráno každý deň otvárali. V rámci týchto 60 sekúnd sme poslucháčom vždy priniesli dobrú správu dňa spolu s hlavným claimom kampane Budúcnosť je vaša.

Výsledky

Poslucháčom sme priniesli pridanú hodnotu v podobe pozitívnych správ, a to až vyše 440-tisíckrát, pretože práve toľko prehratí našich 10 epizód Dobrých správ v Dobrom ráne dosiahlo.

Poslucháčom sa navyše táto forma komunikácie pozdávala a pochválili ju aj v Podcastovom klube denníka SME na Facebooku.

440 000
prehratí
10
podcastových epizód

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