{"id":6802,"date":"2020-12-04T10:50:03","date_gmt":"2020-12-04T09:50:03","guid":{"rendered":"https:\/\/bestspotlight.cz\/?p=6802"},"modified":"2020-12-04T11:07:16","modified_gmt":"2020-12-04T10:07:16","slug":"digitalni-svetova-premiera-noveho-mercedesu-tridy-s","status":"publish","type":"post","link":"https:\/\/bestspotlight.cz\/cs\/digitalni-svetova-premiera-noveho-mercedesu-tridy-s\/","title":{"rendered":"Digit\u00e1ln\u00ed sv\u011btov\u00e1 premi\u00e9ra nov\u00e9ho Mercedesu t\u0159\u00eddy S"},"content":{"rendered":"\t\t
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Organiz\u00e1to\u0159i: Mercedes-Benz, Antoni Garage<\/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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Jak\u00e9 propaga\u010dn\u00ed mo\u017enosti m\u00e1 celosv\u011btov\u011b proslul\u00e1 firma, kter\u00e1 na spole\u010densky distancovan\u00fd trh uv\u00e1d\u00ed sv\u016fj nov\u00fd vlajkov\u00fd produkt? Mercedes na\u0161el perfektn\u00ed \u0159e\u0161en\u00ed: vyu\u017eil mo\u017enosti digit\u00e1ln\u00edch technologi\u00ed na maximum a z\u00e1rove\u0148 se mu povedlo vyp\u00edchnout v\u00fdzvy, p\u0159ed kter\u00fdmi spole\u010dnost stoj\u00ed.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mercedes se rozhodl, \u017ee celosv\u011btov\u00e1 premi\u00e9ra nov\u00e9 vlajkov\u00e9 lodi t\u0159\u00eddy S prob\u011bhne virtu\u00e1ln\u011b. Fanou\u0161ci mohli odhalen\u00ed \u017eiv\u011b sledovat prost\u0159ednictv\u00edm platformy \u201eMercedes Me\u201c a n\u00e1sledn\u011b i na soci\u00e1ln\u00edch s\u00edt\u00edch. Video bylo vyvrcholen\u00edm letn\u00ed digit\u00e1ln\u00ed kampan\u011b na podporu nov\u00e9ho modelu a z\u00e1rove\u0148 dodalo t\u0159\u00edd\u011b S \u0161ir\u0161\u00ed kontext s p\u0159ihl\u00e9dnut\u00edm ke glob\u00e1ln\u00ed pandemii a spole\u010densk\u00e9 situaci. Lewis Hamilton, pilot Formule 1, a zp\u011bva\u010dka Alicia Keys se stali p\u0159edstaviteli kl\u00ed\u010dov\u00e9ho poselstv\u00ed kampan\u011b: \u017ee se Mercedes \u201estar\u00e1 o to, na \u010dem (v \u017eivot\u011b) z\u00e1le\u017e\u00ed\u201c (\u201eCares for What Matters\u201c). <\/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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Fotografie: Daimler<\/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
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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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Ve videu se poda\u0159ilo zkombinovat vizu\u00e1ln\u011b ohromuj\u00edc\u00ed obsah propaguj\u00edc\u00ed luxusn\u00ed produkt s jasn\u00fdm a stru\u010dn\u00fdm sd\u011blen\u00edm relevantn\u00edm pro tuto dobu: t\u0159\u00edda S se postar\u00e1 o bezpe\u010dnost va\u0161\u00ed osoby, va\u0161\u00ed rodiny i ostatn\u00edch. Zapojen\u00edm vysoce postaven\u00fdch \u201eaktivist\u016f\u201c z \u0159ad celebrit, jako jsou Hamilton \u010di Keys, vys\u00edl\u00e1 Mercedes jasn\u00e9 sd\u011blen\u00ed o sv\u00e9 pozici ke glob\u00e1ln\u00edm ot\u00e1zk\u00e1m rovnosti a rozmanitosti. Obs\u00e1hnout v\u0161echny tyto aspekty v jednom 22minutov\u00e9m videu? To je p\u0159inejmen\u0161\u00edm p\u016fsobiv\u00e9!<\/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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\u201eMercedes je dlouh\u00e1 l\u00e9ta synonymem pro opulentn\u00ed p\u0159edstavov\u00e1n\u00ed nov\u00fdch model\u016f. Existuje v\u016fbec je\u0161t\u011b n\u011bjak\u00fd ostrov, na kter\u00fd by ti chlap\u00edci ze Stuttgartu motoristick\u00e1 m\u00e9dia je\u0161t\u011b nepozvali? A v t\u00e9to kampani Mercedes ukazuje, \u017ee mu \u017e\u00e1dn\u00fd koronavirus jeho sl\u00e1vu jen tak nevyfoukne. Nach\u00e1z\u00edme se v Hollywoodu. Obklopuje n\u00e1s to nejlep\u0161\u00ed z um\u011bn\u00ed, sv\u011bta hv\u011bzd, technick\u00fdch dovednost\u00ed a geni\u00e1ln\u00ed produkce. A v\u00fdsledek je dokonal\u00fd. Opravdov\u00fd trh\u00e1k (jen o trochu krat\u0161\u00ed). Samoz\u0159ejm\u011b se po\u010d\u00edt\u00e1 s t\u00edm, \u017ee se mus\u00edte o auta v\u00e1\u017en\u011b zaj\u00edmat, abyste se vydr\u017eeli d\u00edvat na 22 minut dlouhou reklamu. Ale pokud m\u00e1te k Mercedesu hlub\u0161\u00ed vztah, budete si p\u0159\u00e1t, aby ta reklama trvala d\u00e9le.\u201c<\/p>\n<\/blockquote>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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– Adrian Wheeler<\/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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Adrian Wheeler je b\u00fdval\u00fd p\u0159edseda GCI Europe a spole\u010dn\u00edk PRCA. Je autorem publikac\u00ed Crisis Communications Management a Writing for the Media. Dnes p\u016fsob\u00ed jako nev\u00fdkonn\u00fd \u010dlen spr\u00e1vn\u00ed rady p\u011bti konzulta\u010dn\u00edch spole\u010dnost\u00ed, jako partner Agincourt Communications a jako lektor PR, medi\u00e1ln\u00edch tr\u00e9nink\u016f a kou\u010d. <\/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\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":"

Mercedes vytvo\u0159il pro sv\u016fj vlajkov\u00fd sedan digit\u00e1ln\u00ed spu\u0161t\u011bn\u00ed, kter\u00e9 zd\u016fraznilo siln\u00e9 zpr\u00e1vy zna\u010dky relevantn\u00ed pro dne\u0161ek<\/p>\n","protected":false},"author":2,"featured_media":6976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[131,133],"tags":[141,143],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6802"}],"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=6802"}],"version-history":[{"count":8,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6802\/revisions"}],"predecessor-version":[{"id":6984,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6802\/revisions\/6984"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media\/6976"}],"wp:attachment":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media?parent=6802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/categories?post=6802"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/tags?post=6802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}