Grizzlink

https://grizzlink.cz/portfolio/telly/

In 2019 the provider of pay-TV DIGI TV will soon be left without a license to use its name on the Czech market. At the same time a complex refresh of its product and services is on the horizon. A brand refresh is therefore imperative taking into account that dual branding was not an option. As a result, rebranding must be swift and intensive.

One of the primary objectives was to map the situation on the market because the current market data was not available. Firstly, a qualitative research was conducted to build the brand strategy on solid foundations. The positioning statement was based on three aspects - competitors, market’s expectations and company’s abilities.

The main objective of the campaign was clear - to convey the message that DIGI TV is now being transformed to Telly. The creative concept has borrowed a couple of elements from the previous communication in order to seamlessly communicate that Telly is DIGI TV’s successor and that it brings lots of new and better perks. It was apparent from the segmentation that different product perks are important to different customer segments - someone prefers advanced control functions while someone likes a wide range of TV programs. 

The campaign idea is to liken Telly to just another member of the family. He/she is always here for you and thanks to the wide range of TV programs it will always please everyone’s preferences. This message was conveyed through a TV spot and out-of-home. In the subsequent shorter spots we develop this message and show the interactions with different members of the family - this way we introduce all the key benefits relevant to different customer segments. In the activation part of the campaign we personalize this message.

https://grizzlink.cz/portfolio/hollandia/

https://grizzlink.cz/portfolio/cpi-property-group/

Campaign Dny radostí (Happiness days) to communicate reopening of the shopping malls after the spring Covid-19 lockdown.

The population has just undergone weeks of restrictions, isolation and fear. The shopping malls under the brand of CPI PG reopen their doors across the whole Czech republic and the objective is to communicate these events. Given the unpredictable developments in terms of government regulations, the campaign must be ready within 10 days.

The most insightful part of the research came from splitting the customers based on the shopping mission. Given the current situation the most prominent missions involved the bargain itself rather than window shopping and spending time in the shopping centre with family or friends.

The aim was to create a unified communication concept applicable for all the shopping malls with the possibility of minor adjustments based on the brand manual of each centre. The scope of the project spanned from the creative concept and campaign mechanics to the graphic designs, copywriting and final execution.

In the pre-launch phase digital media were used to inform the customers about the planned reopening. In the following post-launch phase, a diverse media mix including out-of-home ads was planned. At this point, the campaign focused on achieving the broadest reach within the relevant customer segment in such a manner that the info is seamlessly conveyed about the reopenings, visitors’ safety and campaigns of each store.

A crucial element of the creative outcome was to ease the visitors’ concerns regarding their safety given the pandemic situation. The main communication themes therefore involved safety while shopping, customer care and discount offers. 

https://grizzlink.cz/portfolio/costacoffee/

https://grizzlink.cz/portfolio/akinu/

A well-known Czech brand of pet food and supplies Akinu decided to enter a segment with pet dry food with a brand new product VITALITY. While the target group is aware of the market trends and wants only the best for their pets, they have little time to educate themselves on the theory of nutrition and they are unwilling to spend money on expensive products.

The situation analysis for the campaign consisted of a quantitative market research investigating the experiences of 300 respondents. Among the main results was the fact that despite Akinu having been on the market for 27 years, only 2.5% of the category buyers had a spontaneous awareness of the brand. The direct competitors were recognized by 6% and 22% of the category buyers. The prompted brand awareness for Akinu was at 32%. The research also made it clear that pet food and supplies on the Czech market are mostly impulsive purchases.

The goal of the campaign was primarily to support the product launch and also to increase the brand awareness of Akinu within the target group.

Pet food VITALITY is intended for dogs and cats and contains a high proportion of meat. The communication is therefore based on naturality in the form of fresh prey. The media mix consists of sponsorship advertising, online video, performance marketing, out-of-home ads, but also of the pet food fair 4pets which is crucial for the brand.

While thinking about the new campaign for VITALITY, we knew beyond doubt how crucial an opening campaign for the new brand is. The product launch, including the entire communication, though went as seamlessly as it gets.