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Wavemaker Slovakia

Nekonečne ďakujeme zdravotníkom

Klient

Slovak Telekom

Trh

Slovensko

Positive Provocation

V čase najväčšej záťaže nášho zdravotného systému na začiatku roka závisel osud tisícov hospitalizovaných na zdravotníkoch. Napriek tomu sa im nedostávalo toľko uznania a pozornosti, koľko by si podľa nás zaslúžili. Rozhodli sme sa preto vytvoriť kampaň, v ktorej budú hrať hlavnú úlohu práve oni a ich blízki.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Cieľom kampane bolo vyzdvihnúť a oceniť zdravotníkov, ktorí bojujú v prvej línii v nemocniciach s dôsledkami pandémie Covid-19. Okrem toho, že sme im ako Slovak Telekom darovali neobmedzené dáta, sme chceli v tejto kampani upriamiť pozornosť na ich náročnú a veľmi dôležitú prácu, ktorej sa nedostávalo dostatočného uznania.

Kým v prvej vlne pandémie sme zdravotníkom tlieskali, v tej druhej sa solidarita a vďaka začali pomaly vytrácať. Práve to sme chceli touto kampaňou zmeniť a najrôznejšími kanálmi a médiami im naopak vrátiť rešpekt a vďaku.

02.
Insight+Strategy

Na začiatku bol nápad darovať zdravotníkom neobmedzené dáta, ktoré by mohli využiť na kontakt so svojimi najbližšími. Nakoniec sme sa však rozhodli im „darovať“ aj celú kampaň, ktorá vyzdvihne ich starostlivosť a obetu, vďaka ktorej sme sa dokázali dostať aj z tých najhorších chvíľ, ktoré nám pandémia doposiaľ priniesla.

Najdôležitejším krokom pri realizácii kampane bolo určiť, ktoré médiá v kampani použijeme. Keďže nejde o tradičnú produktovú či brandovú komunikáciu, museli sme k nej pristupovať inak než bežne, čomu zodpovedal aj výber konkrétnych médií.

Niektoré boli celkom zrejmé (online video), ale pri iných (native, print či TV) sme pripravili komplexnú stratégiu, ktorá zaručila, že aj s menším rozpočtom budeme schopní zasiahnuť najširšiu časť populácie.

03.
Activation

Základným kameňom bol kvalitný online video spot, ktorý dosiahol vo svojej 60 sekundovej verzii výbornú mieru dopozerania až 22%. Toto video sme distribuovali najmä na YouTube, ale aj u slovenských publisherov.

Neostali sme však len pri videu – online komunikáciu sme doplnili audio reklamou na Spotify, ktorá pomohla zasiahnuť mladšie publikum. Spolu s ňou sme kampaň komunikovali aj prostredníctvom social media kanálov a online displayovej kampane.

Pri tejto kampani sme však nechceli ostať len pri poukazovaní na dôležitú prácu zdravotníkov. Chceli sme aj edukovať širokú verejnosť, ktorá bola práve v tomto období pod paľbou dezinformácií a hoaxov o pandémii, prázdnych nemocniciach a podobne. Preto sme prostredníctvom natívnych článkov na Topkách, SME či Refresheri sprostredkovali čitateľom zážitky zdravotníkov za rok pandémie.

Aby sme sa dostali priamo ku zdravotníkom, použili sme médium ktoré je určené priamo pre nich – Zdravotnícke noviny. Takisto sme vyzdvihli ich príbehy v televízii, konkrétne v relácii Teleráno, kde sa spolu s Dušanom Švalekom, riaditeľom Slovak Telekom pre Slovensko, objavili aj lekári, ktorí hovorili o svojich skúsenostiach z prvej línie.

Výsledky

Online video vytvorené pre účely tejto kampane dosiahlo v prieskumoch atraktivity rekordné číslo 92.6%. Veľmi dobre sa darilo videu aj na YouTube, kde jeho plná verzia v dĺžke 60 sekúnd dosiahla výborné dopozeranie až 22%, čo je pri tejto stopáži vysoko nad benchmarkom. Kvalitu kreatívy dobre ilustruje aj jej podporená znalosť, ktorá dosiahla hodnotu 15%.

92,6%
v prieskumoch atraktivity
22%
dopozeranie videa

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