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

Návrat domov z New Yorku

Klient

Slovenská sporiteľňa

Trh

Slovensko / New York

Positive Provocation

Slovenská sporiteľňa odštartovala koncom apríla novú kampaň s rozšíreným posolstvom Budúcnosť je vaša – aj na Slovensku. Veríme, že Slovensko je krajina, kde sa oplatí žiť, študovať, pracovať a podnikať. Hľadali sme jedno veľké symbolické mediálne momentum, ktoré dodá posolstvu kampane dodatočnú mediálnu silu a podčiarkne jeho význam.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Slovenská sporiteľňa odštartovala koncom apríla novú kampaň vo svojom koncepte budúcnosť je vaša. Tentokrát s rozšíreným posolstvom Budúcnosť je vaša – aj na Slovensku. 

Okrem bežných zložiek kampane sme hľadali jedno veľké symbolické mediálne momentum, ktoré dodá posolstvu kampane dodatočnú mediálnu silu a podčiarkne jeho význam.

02.
Insight+Strategy

Veríme, že Slovensko je krajina, kde sa oplatí žiť, študovať, pracovať a podnikať. Na zobrazenie a odkomunikovanie tejto témy sme si vybrali archetypálne spracovanie príbehu návratu syna zo zahraničia. Túto symboliku sme rozpracovali do awareness kampane či dokonca v content projekte príbehov reálnych navrátilcov na stránke buducnostjevasa.sk.

Keď sme si uvedomili, že symbolom odchodu Slovákov do zahraničia bola historicky Amerika, voľba mediálneho riešenia pre našu symbolickú komunikáciu budúcnosti na Slovensku bola zrazu jasná: Times Square v New Yorku!

Cieľom nebolo vytvoriť outdoorovú kampaň v New Yorku s cielením na návštevníkov Times Square. Šlo nám o umiestnenie outdoorovej plochy tam, kde doteraz neinzeroval žiadny slovenský zadávateľ a následné využitie tohto výstupu v PR.

03.
Activation

Ukázali sme, že vonkajšia reklama sa dá využiť aj inak ako oblepením krajiny billboardami. Jedna symbolická digitálna plocha prenajatá na 1 hodinu na mieste, kde reklamné svetlá predstavujú neoddeliteľnú súčasť jeho architektúry a koloritu, nám poslúžila ako odrazový mostík pre rozšírenie takto posilneného posolstva v PR a digitálnych kanáloch a to za cenu dvoch dvojstránok v novinách.

Výsledky

Výsledkom bol zásah cez sociálne siete a PR výstupy na úrovni vyše 240 000 užívateľov a výrazné pozitívne nakopnutie celej kampane.

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