REFERENCE: PROMOTIONAL CAMPAIGN FOR THE CITY OF BRNO
Thousands of votes for the Dáme na vás 2023 project
Do you have an idea how to change the city of Brno for the better? Turn it into reality! This is the idea behind the participatory budget project Dáme na vás, which Brno has been implementing annually since 2017.
In 2023, we had the honour to participate in its complete promotion. Take a look at how we took hold of this year's edition.
IDEAMAKING
The campaign stands and falls on an idea
Every good marketing campaign is based on a strong idea. Original, interesting, meaningful, and above all, thought out to the last detail.
We came up with one such campaign - we literally put Brno in the hands of the citizens who are involved in its transformation.
We created planet of Brno, a unique concept that covers the entire campaign, and can be adapted for different target groups, formats and campaign phases.
THE LONGEVITY OF THE CAMPAIGN
Three phases, three visuals
Submit as many projects as possible. Gather support. Vote for the winner. The actual goals of the Dáme na vás campaign depend on the phase that is currently running. And the promotion has to match it, without standing out from the overall concept. We've dealt with that too.
TARGET GROUPS
A visual for every occasion
Families with children? We got them interested. Sports fans? Absolutely! Culture lovers who want to contribute to its development? We've adapted the format for them too. We've tailored the individual visuals to the exact target audience they're aimed at, so that everyone can find their own thing in them.
OFFLINE & MERCHANDISE
Big reach? Be always visible
How to reach as many city residents as possible? By advertising on the streets, of course! In the bus, in the car and on foot, wherever Brno citizens went, they met our advertisements on every step they took, whether as large CLVs and banners, stickers in public transport or even smaller advertisements in printed media.
And the icing on the cake, the merchandise design - because everyone loves gifts. We printed the Dáme na vás project on gift bags, socks, tissues, tea bags and much more. Because what's a better way to support an advertising campaign than by giving away free stuff that easily and inexpensively spreads your brand?
PHOTOPRODUCTION
We captured everything in the best light
Our photographers and videomakers ran around events and happenings throughout the project - we were at the ribbon-cutting, the tapping of the cornerstones, and the popping of champagne and clinking of glasses.
We documented every important moment so that campaign fans didn't miss a thing and experienced every moment as if they were part of it. What's a better proof that the project is working than a report directly from the field?
And the results?
Thanks to our campaign, Dáme na vás project received 128 submissions and over 30,000 votes from 17,000 voters. Only two previous years - at the launch of the project and in 2020, which was also run by us - managed to do more.
The advertising campaign spread over multiple channels simply works like a carefully laid mosaic. There's an art to putting it together - and it's an art we master.
