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  • 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 Spain
    • WP_Site Object ( [blog_id] => 13 [domain] => wavemakerglobal.com [path] => /at/ [site_id] => 1 [registered] => 2020-09-23 08:29:32 [last_updated] => 2024-03-12 10:32:38 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Austria [siteurl] => https://wavemakerglobal.com/at [post_count] => 106 [home] => https://wavemakerglobal.com/at )
  • Wavemaker Austria
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  • Wavemaker Thailand
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  • Wavemaker USA
    • WP_Site Object ( [blog_id] => 17 [domain] => wavemakerglobal.com [path] => /it/ [site_id] => 1 [registered] => 2020-09-25 15:58:44 [last_updated] => 2024-03-28 09:58:45 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Italy [siteurl] => https://wavemakerglobal.com/it [post_count] => 95 [home] => https://wavemakerglobal.com/it )
  • Wavemaker Italy
    • WP_Site Object ( [blog_id] => 18 [domain] => wavemakerglobal.com [path] => /nl/ [site_id] => 1 [registered] => 2020-10-15 14:06:58 [last_updated] => 2024-02-20 14:54:01 [public] => 1 [archived] => 0 [mature] => 0 [spam] => 0 [deleted] => 0 [lang_id] => 0 [blogname] => Wavemaker Netherlands [siteurl] => https://wavemakerglobal.com/nl [post_count] => 248 [home] => https://wavemakerglobal.com/nl )
  • Wavemaker Netherlands
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  • Wavemaker Colombia
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  • Wavemaker Sweden
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  • Wavemaker France
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  • Wavemaker Norway
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  • Wavemaker South Africa
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  • Wavemaker Czech Republic
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  • Wavemaker Ireland
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  • Wavemaker Canada
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  • Wavemaker Turkey
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  • Wavemaker Switzerland
Wavemaker Slovakia

Sme moderní

Klient

Slovenská sporiteľňa

Trh

Slovensko

Positive Provocation

Pôvodné zadanie klienta priniesť len stratégiu komunikácie na sociálnych sieťach sme otočili tak, aby sme oveľa efektívnejšie dosiahli hlbší cieľ – postupne účinne pretvárať vnímanie Slovenskej sporiteľne ako modernej a inovatívnej banky.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Slovenská sporiteľňa bola dlho vnímaná ako mainstreamová banka orientovaná na rodiny. Postupne sa však pretvárala na banku modernú a progresívnu. Aby si nové vnímanie osvojilo čo najviac ľudí na Slovensku, potrebovali sme to povedať online prostredníctvom pútavého obsahu.

02.
Insight+Strategy

Zmeniť pevne zakorenené vnímanie silnej značky nedokáže len jedna marketingová kampaň. Aby sme dokázali dlhodobo a neustále narúšať tradičné vnímanie banky, potrebovali sme nájsť správny obsah a vytvoriť mu relevantnú platformu.

Za partnera sme si vybrali SME.sk, ktorý patrí medzi najdôveryhodnejšie spravodajské médiá na Slovensku. Zároveň sme na projekte spolupracovali so SME Creative, expertmi na natívny obsah.

V rámci SME.sk sme vytvorili vlastnú brandovanú sekciu „SME Moderní“. Tento názov obsahoval aj kľúčovú ideu, že v mene SLSP hovoríme “My SME moderní”.

03.
Activation

Namiesto klasického homepage sme prišli s unikátnym riešením. Nahradili sme ho samostaným longform článkom, ktorý vysvetľoval čitateľom, čo v ponímaní súčasného Slovenska “modernosť” vlastne znamená. Do neho sme následne vložili interaktívne prvky.

Jedným z použitých prvkov bola aj mapa, do ktorej sme postupne pridávali odkazy na nové články. Bublinkami zasadenými do mapy sme ilustrovali, že modernosť sa týka všetkých kútov Slovenska – nielen hlavného mesta.

Pre príbehy sme vytvorili vlastný dizajn, ktorý bol podobný bežným článkom na SME.sk. Išlo nám o to, aby články svojím výzorom a kvalitou zaujali a návštevníci si ich radi čítali. Doteraz vyšlo 12 príbehov a každý z nich predstavil príbeh organizácie alebo osobnosti, ktorá zo Slovenska robí modernú krajinu.

Výsledky

Dosiaľ sme publikovali 12 príbehov a jeden otvárací longform o modernosti. Články si otvorilo 300 000 ľudí viac ako 1 100 000x. Čítanosť každého článku sa pohybuje od 50 000 do 170 000.

Awards & Recognition
Prokop 2019

2. miesto v kategórii Best Media Placement

1,1M
prečítaní článkov
18%
nárast v atribúte Moderná banka
30%
nárast v atribúte Podporuje zaujímavé nápady

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