{"id":6786,"date":"2020-12-04T11:00:48","date_gmt":"2020-12-04T10:00:48","guid":{"rendered":"https:\/\/bestspotlight.cz\/?p=6786"},"modified":"2020-12-04T11:10:27","modified_gmt":"2020-12-04T10:10:27","slug":"level-up-your-game","status":"publish","type":"post","link":"https:\/\/bestspotlight.cz\/cs\/level-up-your-game\/","title":{"rendered":"Level Up Your Game"},"content":{"rendered":"\t\t
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Organiz\u00e1to\u0159i: Dr Max, This Is Locco<\/h5>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Popis iniciativy:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Dr. Max, jeden z nejv\u011bt\u0161\u00edch l\u00e9k\u00e1rensk\u00fdch \u0159et\u011bzc\u016f ve st\u0159edn\u00ed Evrop\u011b, se rozhodl roz\u0161\u00ed\u0159it svou z\u00e1kaznickou z\u00e1kladnu tak\u00e9 na Slovensku a svou pozornost zam\u011b\u0159il na mlad\u0161\u00ed generace, kter\u00e9 jsou ve farmacii v\u0161eobecn\u011b vn\u00edman\u00e9 jako \u0161patn\u011b dostupn\u00fd spot\u0159ebitelsk\u00fd segment. O kampa\u0148 se postarala slovensk\u00e1 reklamn\u00ed agentura This is Locco, kter\u00e1 v r\u00e1mci aktivit budov\u00e1n\u00ed v\u011bt\u0161\u00edho pov\u011bdom\u00ed o zna\u010dce upnula sv\u016fj zrak na hlavn\u00ed z\u00e1jmy dne\u0161n\u00ed generace Z: zdrav\u00ed, fitness a sebezdokonalov\u00e1n\u00ed. Prim\u00e1rn\u00ed poselstv\u00ed t\u00e9to kampan\u011b, \u201eLevel Up Your Game\u201c, bylo p\u0159edstaveno pomoc\u00ed konceptu videohry. T\u00edm bylo hned jasn\u00e9, kdo je c\u00edlov\u00e1 skupina. Do kampan\u011b byli zapojeni tak\u00e9 influence\u0159i, kte\u0159\u00ed na tento po\u010din upozornili mlad\u0161\u00ed publikum prost\u0159ednictv\u00edm soci\u00e1ln\u00edch s\u00edt\u00edch. <\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Pro\u010d se n\u00e1m tato iniciativa l\u00edb\u00ed: <\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zam\u011b\u0159en\u00ed Dr. Maxe na my\u0161lenku \u201ebonus\u016f a plusov\u00fdch bod\u016f\u201c, kter\u00e9 generace Z dob\u0159e zn\u00e1 z prost\u0159ed\u00ed videoher, umo\u017enilo spole\u010dnosti profilovat jej\u00ed voln\u00fd prodej jako prost\u0159edek pos\u00edlen\u00ed schopnost\u00ed z\u00e1kazn\u00edk\u016f. Video, kter\u00e9 doprov\u00e1z\u00ed tuto kampa\u0148, dokazuje, \u017ee hlavn\u00edm c\u00edlem bylo v kampani p\u0159esv\u011bd\u010dit z\u00e1kazn\u00edky z generace Z, \u017ee jsou hlavn\u00edmi postavami ve sv\u00e9 vlastn\u00ed videoh\u0159e. Na slovensk\u00fdch internetov\u00fdch str\u00e1nk\u00e1ch vytvo\u0159il Dr. Max novu sekci s n\u00e1zvem \u201eLevel Up\u201c, ve kter\u00e9 voln\u011b dostupn\u00e9 dopl\u0148ky na podporu zdrav\u00ed rozt\u0159\u00eddil do n\u011bkolika skupin, tak, jak je to v mnoha videohr\u00e1ch b\u011b\u017en\u00e9 (Vitality Concentration\/Upgrade Vision\/Strong Nerves\/Boost Immunity\/Boost Energy). T\u00e9to B2C kampani se d\u00edky jasn\u00e9mu sd\u011blen\u00ed a p\u0159esn\u00e9mu z\u00e1sahu c\u00edlov\u00e9 skupiny poda\u0159ilo zbavit podp\u016frn\u00fdch suplement\u016f n\u00e1lepky kompenzace nedostatk\u016f a nastavit nov\u00fd profil produkt\u016f, kter\u00e9 mohou u\u017eivatel\u016fm pomoci zv\u00fd\u0161it v\u00fdkonnost a posunou jejich osobn\u00ed \u201ehru\u201c o \u00farove\u0148 v\u00fd\u0161e.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Koment\u00e1\u0159 PR odborn\u00edka:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u201eTato kampa\u0148 mi p\u0159ipom\u00edn\u00e1 p\u0159\u00edb\u011bh n\u00e1poje zna\u010dky Lucozade, kter\u00fd v\u011bt\u0161inou maminky kupovaly sv\u00fdm nemocn\u00fdm d\u011btem. N\u00e1poj vznikl ve Velk\u00e9 Brit\u00e1nii a byl ur\u010den p\u0159edev\u0161\u00edm jako zdroj energie p\u0159i nemoci. V pozd\u011bj\u0161\u00edch letech se ale zm\u011bnila strategie zna\u010dky, kter\u00e1 produkt za\u010dala prezentovat jako n\u00e1poj, jen\u017e v\u00e1m dod\u00e1 energii a zv\u00fd\u0161\u00ed va\u0161i fyzickou zdatnost \u2013 \u010d\u00edm\u017e vznikl zcela nov\u00fd segment trhu. Kampa\u0148 \u201eLevel up Your Game\u201c by mohla j\u00edt stejn\u00fdm sm\u011brem a zm\u011bnit image produkt\u016f Dr. Maxe z dopl\u0148k\u016f stravy pro upevn\u011bn\u00ed zdrav\u00ed na produkty, kter\u00e9 v\u00e1m pomohou zv\u00fd\u0161it va\u0161e schopnosti. Takov\u00e1 my\u0161lenka si zaslou\u017e\u00ed usp\u011bt.\u201c<\/p>\n<\/blockquote>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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– Trevor Morris<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Trevor Morris je konzultant v oblasti PR, spole\u010dn\u00edk PRCA a spoluautor knihy PR Today. V minulosti p\u016fsobil jako CEO Chime Communications Public Relations, nejv\u011bt\u0161\u00ed britsk\u00e9 PR skupiny, a jako profesor PR na univerzit\u011b v Richmondu.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Fotky: Dr Max<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Dr. Max a This Is Locco m\u011bli skv\u011bl\u00fd n\u00e1pad vyu\u017e\u00edt spot\u0159ebitelsk\u00fd trh Gen Z, p\u0159i\u010dem\u017e farmaceutick\u00e9 v\u00fdrobky byly p\u0159edstaveny jako zp\u016fsob zv\u00fd\u0161en\u00ed v\u00fdkonu<\/p>\n","protected":false},"author":2,"featured_media":6974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[131],"tags":[141],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6786"}],"collection":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/comments?post=6786"}],"version-history":[{"count":12,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6786\/revisions"}],"predecessor-version":[{"id":6986,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6786\/revisions\/6986"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media\/6974"}],"wp:attachment":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media?parent=6786"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/categories?post=6786"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/tags?post=6786"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}