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被遗忘的自由日
案例简介：概要 O2捷克共和国和O2斯洛伐克都将自己定位为关心两国公平和自由的当地公司，并通过提供最先进的技术解决方案和社会事业的立场，帮助推动社会向前发展。由于这种定位，公平发展成为客户对市场上任何运营商的要求的品牌属性，从而代表了真正的价值。The 17.11月是斯洛伐克全国自由民主日。天鹅绒革命开始的那一天，导致了共产主义政权的垮台和铁幕的垮台。可悲的是，今天超过60% 的捷克人和斯洛伐克人甚至不知道为什么在这一天有一个名义假期。特别是年轻人，他们是我们的主要目标群体和客户。这就是为什么O2连接到这个特殊的日子想提醒人们他的重要性。 战略 我们的品牌以反对不公平以及在移动提供商业务领域和社会中获得更多自由而闻名。我们的客户主要是革命后出生的年轻人，他们是智能手机的重度用户和移动数据用户。因此，这是一个完美的品牌，适合我们提醒人们关于17自由的价值。11月。我们有效地利用了两国拥有的媒体和渠道来传达信息，即不给予自由。为了向千禧一代传递信息，我们还与有影响力的人 (社交媒体明星，名人和顶级记者) 合作，并实现了在Instagram和Facebook上执行死刑。我们还针对捷克和斯洛伐克的媒体，以获得次要影响，并引起人们对O2关心我们自由这一事实的关注。17.11月成为我们第二年的大品牌传播机会。 相关性 为了在最佳时间和地点传递我们的信息并击中目标群体，我们前所未有地使用了自己的移动媒体。重定向互联网流量，并在客户越过国家的真正边界时直接在边界上击中客户。与biigest media新闻门户网站合作，我们封锁了世界新闻版块。并现场直播了17日的活动。1989年11月。 结果 我们能够通过我们的信息传达给斯洛伐克和捷克共和国的每三个人，并在37% 之前提升O2品牌作为社会责任公司的认知度。一天之内.由于O2-owned渠道的独特利用和小的预算，我们设法直接影响了近500,000人的网络和短信和另外5，500万人通过社交媒体，影响者渠道和新闻专线在捷克共和国和斯洛伐克。摘要 • 达到600万人-82% 有机 • 300,000人看到了网络登陆页面消息 • 140,000短信发送给客户 • 社交媒体覆盖的200万 • 超过20篇媒体文章，包括国家日报，全国电视和广播 (总覆盖-3，700万) • 几位影响力很大的记者在社交媒体上分享了这项运动，并给予了积极的赞扬 执行 象征性地，我们再次在被认为授予自由的地方-互联网上建立了铁幕。作为互联网连接的市长提供商，我们将所有对外国网站的访问重定向到一个象征两国铁幕的微型网站。在这一天，我们向那些实际跨越国界的人发送了短信，从而 “红手” 抓住了他们。还将SMS消息地理定位到那些在天鹅绒革命中重要的地方度过时光的人。在Facebook和Instagram上，我们播放了来自17的直播。11月89年，因为革命现在就会发生。我们利用直播，insta故事和我们强烈的网络信息分享，与受欢迎的有影响力的人和顶级记者建立了联系。我们还准备了媒体活动和新闻资料袋，以加强我们的信息。所有活动都导致了内部O2网络杂志，人们可以在其中阅读有关11月17日的更多信息。 CampaignDescription 我们带来了17。11月1989年我们的现代。我们团结了斯洛伐克和捷克的O2品牌，因为我们是一个国家1989年，共同为自由而战。然后，我们剥夺了互联网和移动自由的好处，这些好处在今天被认为是理所当然的，因为我们阻止了外国网页，地理目标短信警报，以及模拟社交媒体内容，如果我们当时有了这些工具，这些内容就会1989年产生。在最有意义的一天-国家自由与民主日-建造良好的一切，创造了强大而令人大开眼心的体验。
被遗忘的自由日
案例简介：Synopsis O2 Czech Republic and O2 Slovakia both position themselves as local companies caring about fairness and freedom in both countries and helping to move the society forward thanks to providing state-of-the-art technological solutions and standing for social causes. Thanks to this positioning, fairness developed as an brand attribute that customers demand from any operator on the market thus representing real value. The 17. November is the national day of freedom and democracy in Slovakia. The day when the Velvet Revolution started, that led to the fall of communist regime and the fall of iron curtain. Sadly today more than 60% of Czechs and Slovaks do not even know why there is a notional holiday on this day. Especially young adults that are our primary target group and customers. Thats why O2 connected to this special day wanted to remind people about his importance. Strategy Our brand is well known for fighting against unfairness and for more freedom in the mobile provider business segment and in the society as well. Our customers are mainly young people born after the revolution and they are heavy users of smartphones a mobile data users. Therefore it was a perfect brand fit for us to remind people about the value of freedom on the 17. November. We effectively utilized owned media and channels in both countries to deliver the message, that freedom is not granted. To deliver the message to the millenials, we also cooperated with influencers (social media stars, celebrities and top journalists), and realised cut through executions on Instagram and Facebook. We also targeted Czech and Slovak media outlets to gain secondary impact and bring attention to the fact that O2 cares about our freedom. 17. November became our big brand communication opportunity for the second year. Relevancy To deliver our message and hit out target group at the best possible time and place, we used our own mobile media like never before. Redirecting internet traffic and hitting customers directly at the borders just when they crossed real borders of the countries. In cooperation with the biigest media news portals, we blocked the world news sections. And broadcasted live the events from 17. November 1989. Outcome We were able to reach every 3rd person in slovakia and Czech republic with our message and to lift the O2 brand perception as a social responsible company by 37%. In JUST ONE DAY. Thanks to unique utilizing of O2-owned channels and with a small budget, we managed to directly impact almost 500 thousand people with web and SMS messages and another 5,5 million people over social medial, influencer channels and newswires in the Czech Republic and Slovakia. Summary • 6 milion people reached - 82% ORGANIC • 300 thousand people saw the web landingpage message • 140 thousand SMS sent to clients • 2 million addressed by social media reach • Over 20 articles in media including national dailies, nationwide TVs and radio (total reach – 3,7 million) • Several high-impact journalists sharing the campaign on social media and praising it positively Execution Symbolically, we build up the Iron Curtain once again at places, where freedom is considered granted – the Internet. As a mayor provider of the Internet connection we redirected all visits to foreign websites to a microsite symbolising the Iron Curtain in both countries. We sent out SMS messages to those physically crossing country borders during this day, thus catching them “red-handed”. Also geolocated SMS messages to those people spending time around places important for the Velvet revolution. On Facebook and Instagram, we broadcasted a LIVE stream from the 17. November '89 as the revolution would happen right now. We hooked up with popular influencers and TOP journalists utilizing the live streaming, instastories and sharing of our strong web message. We also prepared a media event and press kit to strengthen our messages. All activities led to internal O2 web magazines, where people could read more about 17th November. CampaignDescription We brought the 17. November from 1989 to our modern times. We united Slovakia and Czechia O2 brands, because we were one country in 1989, fighting for freedom together. Then we took away the internet and mobile benefits of freedom, that are taken for granted today by blocking foreign web pages, geotargeted SMS alerting, and simulating social media content that would be produced in 1989 if we had the tools back then. Everything well constructed in the only day it made the most sense - The national day of freedom and democracy, creating a strong and eyeopening experience.
The Forgotten Day of Freedom
案例简介：概要 O2捷克共和国和O2斯洛伐克都将自己定位为关心两国公平和自由的当地公司，并通过提供最先进的技术解决方案和社会事业的立场，帮助推动社会向前发展。由于这种定位，公平发展成为客户对市场上任何运营商的要求的品牌属性，从而代表了真正的价值。The 17.11月是斯洛伐克全国自由民主日。天鹅绒革命开始的那一天，导致了共产主义政权的垮台和铁幕的垮台。可悲的是，今天超过60% 的捷克人和斯洛伐克人甚至不知道为什么在这一天有一个名义假期。特别是年轻人，他们是我们的主要目标群体和客户。这就是为什么O2连接到这个特殊的日子想提醒人们他的重要性。 战略 我们的品牌以反对不公平以及在移动提供商业务领域和社会中获得更多自由而闻名。我们的客户主要是革命后出生的年轻人，他们是智能手机的重度用户和移动数据用户。因此，这是一个完美的品牌，适合我们提醒人们关于17自由的价值。11月。我们有效地利用了两国拥有的媒体和渠道来传达信息，即不给予自由。为了向千禧一代传递信息，我们还与有影响力的人 (社交媒体明星，名人和顶级记者) 合作，并实现了在Instagram和Facebook上执行死刑。我们还针对捷克和斯洛伐克的媒体，以获得次要影响，并引起人们对O2关心我们自由这一事实的关注。17.11月成为我们第二年的大品牌传播机会。 相关性 为了在最佳时间和地点传递我们的信息并击中目标群体，我们前所未有地使用了自己的移动媒体。重定向互联网流量，并在客户越过国家的真正边界时直接在边界上击中客户。与biigest media新闻门户网站合作，我们封锁了世界新闻版块。并现场直播了17日的活动。1989年11月。 结果 我们能够通过我们的信息传达给斯洛伐克和捷克共和国的每三个人，并在37% 之前提升O2品牌作为社会责任公司的认知度。一天之内.由于O2-owned渠道的独特利用和小的预算，我们设法直接影响了近500,000人的网络和短信和另外5，500万人通过社交媒体，影响者渠道和新闻专线在捷克共和国和斯洛伐克。摘要 • 达到600万人-82% 有机 • 300,000人看到了网络登陆页面消息 • 140,000短信发送给客户 • 社交媒体覆盖的200万 • 超过20篇媒体文章，包括国家日报，全国电视和广播 (总覆盖-3，700万) • 几位影响力很大的记者在社交媒体上分享了这项运动，并给予了积极的赞扬 执行 象征性地，我们再次在被认为授予自由的地方-互联网上建立了铁幕。作为互联网连接的市长提供商，我们将所有对外国网站的访问重定向到一个象征两国铁幕的微型网站。在这一天，我们向那些实际跨越国界的人发送了短信，从而 “红手” 抓住了他们。还将SMS消息地理定位到那些在天鹅绒革命中重要的地方度过时光的人。在Facebook和Instagram上，我们播放了来自17的直播。11月89年，因为革命现在就会发生。我们利用直播，insta故事和我们强烈的网络信息分享，与受欢迎的有影响力的人和顶级记者建立了联系。我们还准备了媒体活动和新闻资料袋，以加强我们的信息。所有活动都导致了内部O2网络杂志，人们可以在其中阅读有关11月17日的更多信息。 CampaignDescription 我们带来了17。11月1989年我们的现代。我们团结了斯洛伐克和捷克的O2品牌，因为我们是一个国家1989年，共同为自由而战。然后，我们剥夺了互联网和移动自由的好处，这些好处在今天被认为是理所当然的，因为我们阻止了外国网页，地理目标短信警报，以及模拟社交媒体内容，如果我们当时有了这些工具，这些内容就会1989年产生。在最有意义的一天-国家自由与民主日-建造良好的一切，创造了强大而令人大开眼心的体验。
The Forgotten Day of Freedom
案例简介：Synopsis O2 Czech Republic and O2 Slovakia both position themselves as local companies caring about fairness and freedom in both countries and helping to move the society forward thanks to providing state-of-the-art technological solutions and standing for social causes. Thanks to this positioning, fairness developed as an brand attribute that customers demand from any operator on the market thus representing real value. The 17. November is the national day of freedom and democracy in Slovakia. The day when the Velvet Revolution started, that led to the fall of communist regime and the fall of iron curtain. Sadly today more than 60% of Czechs and Slovaks do not even know why there is a notional holiday on this day. Especially young adults that are our primary target group and customers. Thats why O2 connected to this special day wanted to remind people about his importance. Strategy Our brand is well known for fighting against unfairness and for more freedom in the mobile provider business segment and in the society as well. Our customers are mainly young people born after the revolution and they are heavy users of smartphones a mobile data users. Therefore it was a perfect brand fit for us to remind people about the value of freedom on the 17. November. We effectively utilized owned media and channels in both countries to deliver the message, that freedom is not granted. To deliver the message to the millenials, we also cooperated with influencers (social media stars, celebrities and top journalists), and realised cut through executions on Instagram and Facebook. We also targeted Czech and Slovak media outlets to gain secondary impact and bring attention to the fact that O2 cares about our freedom. 17. November became our big brand communication opportunity for the second year. Relevancy To deliver our message and hit out target group at the best possible time and place, we used our own mobile media like never before. Redirecting internet traffic and hitting customers directly at the borders just when they crossed real borders of the countries. In cooperation with the biigest media news portals, we blocked the world news sections. And broadcasted live the events from 17. November 1989. Outcome We were able to reach every 3rd person in slovakia and Czech republic with our message and to lift the O2 brand perception as a social responsible company by 37%. In JUST ONE DAY. Thanks to unique utilizing of O2-owned channels and with a small budget, we managed to directly impact almost 500 thousand people with web and SMS messages and another 5,5 million people over social medial, influencer channels and newswires in the Czech Republic and Slovakia. Summary • 6 milion people reached - 82% ORGANIC • 300 thousand people saw the web landingpage message • 140 thousand SMS sent to clients • 2 million addressed by social media reach • Over 20 articles in media including national dailies, nationwide TVs and radio (total reach – 3,7 million) • Several high-impact journalists sharing the campaign on social media and praising it positively Execution Symbolically, we build up the Iron Curtain once again at places, where freedom is considered granted – the Internet. As a mayor provider of the Internet connection we redirected all visits to foreign websites to a microsite symbolising the Iron Curtain in both countries. We sent out SMS messages to those physically crossing country borders during this day, thus catching them “red-handed”. Also geolocated SMS messages to those people spending time around places important for the Velvet revolution. On Facebook and Instagram, we broadcasted a LIVE stream from the 17. November '89 as the revolution would happen right now. We hooked up with popular influencers and TOP journalists utilizing the live streaming, instastories and sharing of our strong web message. We also prepared a media event and press kit to strengthen our messages. All activities led to internal O2 web magazines, where people could read more about 17th November. CampaignDescription We brought the 17. November from 1989 to our modern times. We united Slovakia and Czechia O2 brands, because we were one country in 1989, fighting for freedom together. Then we took away the internet and mobile benefits of freedom, that are taken for granted today by blocking foreign web pages, geotargeted SMS alerting, and simulating social media content that would be produced in 1989 if we had the tools back then. Everything well constructed in the only day it made the most sense - The national day of freedom and democracy, creating a strong and eyeopening experience.
被遗忘的自由日
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The Forgotten Day of Freedom
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