MUSIC IN YOUR HEARTJulie VERNEROVÁ & Jana SKLENÁŘOVÁ

TARGET GROUPS

TEACHERS / PARENTS / HEAD TEACHERS / PARENTS / HEAD MASTERSMASTERS

TO MOTIVATETO MOTIVATE TO INFORMTO INFORM

PUPILS / STUDENTSPUPILS / STUDENTS

FACTS

NUMBER OF STUDENTS: 1 000 000NUMBER OF SCHOOLS (BOTH PRIMARY AND HIGH SCHOOLS): 5500

> LARGE NUMBER OF PEOPLE> GEOGRAFICALY UNEASY TO REACH

HOW TO REACH THEM?HOW TO REACH THEM?

WHAT IS THE SIGNIFICANT BEHAVIOUR?WHAT IS THE SIGNIFICANT BEHAVIOUR?

WHICH CHANNELS TO USE?WHICH CHANNELS TO USE?

TEENAGERS & MUSIC

DOWNLOADING LISTENING SHARING

DOWNLOADING > GUERILLA CAMPAIGNPR POTENTIAL

LET POPULAR SINGERS RECORD “NEW SONG”

PRESS RELEASE ANNOUNCING THE LAUNCH

MEDIA SUPPORT

SOCIAL MEDIA CAMPAIGN

GOAL: HIGH EXPECTATION & SOCIAL MEDIA BUZZ

PRODUCTION & PR BUDGET: 200 000 CZK

DOWNLOADING > GUERILLA CAMPAIGNULOZ.TO, BITTORRENT, MP3STAHUJ.CZ, ETC.

PLACE THE SONG ONLY ON THE COMMONLY USED NON-OFFICIAL SHARING SITESPROVIDE HIGH RATING

DOWNLOADING > GUERILLA CAMPAIGNULOZ.TO, BITTORRENT, MP3STAHUJ.CZ, ETC.

HIDDEN MESSAGE IN THE MIDDLE OF THE DOWNLOADED SONGS: CREATE SOMETHING I WOULD DOWNLOAD

CELEBS RECOMMEND TO VISIT OTHER TV ÓČKO CHANNELS AT THE END OF THE SONG

NEW KIND OF ORGANIC PR POTENTIAL & SOCIAL MEDIA BUZZ

LISTENING > CHANNELS

TV ÓČKOTV ÓČKO

TV SHOW PROMOTION

REPORTAGES

COMPETING VIDEOS

YOUTUBE

MUSIC IN YOUR HEART CHANNEL

TV SHOW RECORDS, FAN’S RECORDS, INSIGHTS

CELEBS’ PERSONAL MESSAGES

PAID COMMERCIALS (BUDGET: 100 000 CZK)

SHARING > FACEBOOK

MUSIC IN YOUR HEART FANPAGE

SUPPORTED ENGAGEMENT

A YEAR LONG COMPETITION

TV SHOW CONTENT

MESSAGE: JOIN IN

OR

LIKE, COMMENT AND SHARE: SUPPORT YOUR

FRIENDS

PARENTS / TEACHERS / HEAD MASTERS

THE OFFICIAL WAY OF PROVIDING INFORMATION:VIA MŠMT CHANNELS

MAFRA MEDIA (LIDOVÉ NOVINY, LIDOVKY.CZ, MF DNES, IDNES.CZ)

GOAL: GET THE TRUST AND INTEREST

OF THE AUTHORITIES

How to reach them?

1 000 000 students in 5 500 1 000 000 students in 5 500 schoolsschools

SOCIAL SOCIAL MEDIAMEDIA

MUSICMUSIC

listening

downloading

sharing

ULOŽ.TOULOŽ.TO

YouTube + ÓčkoYouTube + Óčko

FACEBOOKFACEBOOK

Guerilla mediumDownloading the songs with

inserted partsGOAL: catch attention

Social buzzSupport your friends

GOAL: get engagement

Videos of idols: Become somebody who they would want to watch

Promoted mediumTV shows

GOAL: share own videos

EDUCATIONEDUCATION

HEADMASTERS, PARENTS, HEADMASTERS, PARENTS, TEACHERSTEACHERS

Get informed by OFFICIAL MEDIA - MŠMT, MAFRA