{"id":6807,"date":"2020-12-04T10:55:19","date_gmt":"2020-12-04T09:55:19","guid":{"rendered":"https:\/\/bestspotlight.cz\/?p=6807"},"modified":"2020-12-04T11:08:49","modified_gmt":"2020-12-04T10:08:49","slug":"jedno-stoleti-nestaci","status":"publish","type":"post","link":"https:\/\/bestspotlight.cz\/cs\/jedno-stoleti-nestaci\/","title":{"rendered":"Jedno stolet\u00ed nesta\u010d\u00ed"},"content":{"rendered":"\t\t
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Organiz\u00e1to\u0159i: \u0160koda, Zaraguza, Peppermint, PHD<\/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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\u0160koda neodmysliteln\u011b pat\u0159\u00ed k \u010desk\u00fdm klenot\u016fm mezi zna\u010dkami a hrd\u011b se tak \u0159ad\u00ed k dal\u0161\u00edm tradi\u010dn\u00edm v\u00fdrobc\u016fm, jako jsou t\u0159eba Pilsner Urquell a Ba\u0165a. Tento brand je skute\u010dn\u00fdm ukazatelem n\u00e1rodn\u00ed hrdosti \u2013 sta\u010d\u00ed se jen porozhl\u00e9dnout a po\u010d\u00edtat, kolik \u0161kodovek kolem v\u00e1s pr\u00e1v\u011b projelo. Multimedi\u00e1ln\u00ed marketingov\u00e1 a reklamn\u00ed kampa\u0148 k 125. v\u00fdro\u010d\u00ed \u0160kodovky se zam\u011b\u0159ila pr\u00e1v\u011b na bohatou historii a tradici zna\u010dky. S pomoc\u00ed 18 reklamn\u00edch vizu\u00e1l\u016f, speci\u00e1ln\u00ed 20str\u00e1nkov\u00e9 publikace a 9 audiovizu\u00e1ln\u00edch spot\u016f si automobilka zajistila, \u017ee oslavy jej\u00edho v\u00fdznamn\u00e9ho v\u00fdro\u010d\u00ed zcela jist\u011b nez\u016fstaly bez pov\u0161imnut\u00ed. <\/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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\u0160koda dnes vyr\u00e1b\u00ed jedny z nejvysp\u011blej\u0161\u00edch automobil\u016f se \u0161pi\u010dkov\u00fdmi technologiemi, ale speci\u00e1ln\u00ed m\u00edsto v r\u00e1mci \u010desk\u00e9 n\u00e1rodn\u00ed identity z\u00edskala d\u00edky sv\u00e9 historii i dlouhodob\u00e9 a nep\u0159etr\u017eit\u00e9 p\u0159\u00edtomnosti v ka\u017edodenn\u00edch \u017eivotech p\u0159\u00edslu\u0161n\u00edk\u016f \u0159ady generac\u00ed. S\u00e9rie ikonick\u00fdch produkt\u016f zna\u010dky byla \u010dten\u00e1\u0159\u016fm prezentov\u00e1na prost\u0159ednictv\u00edm reklamy v den\u00edku Metro. Ka\u017ed\u00e9 dva t\u00fddny se zde p\u0159edstavil jeden ikonick\u00fd produkt \u0160kodovky, v\u010detn\u011b bicyklu z roku 1895 a dal\u0161\u00edch nezapomenuteln\u00fdch historick\u00fdch dopravn\u00edch prost\u0159edk\u016f. Mezit\u00edm ve spolupr\u00e1ci s magaz\u00ednem Auto Dnes vznikla detailn\u00ed 20str\u00e1nkov\u00e1 publikace o historii zna\u010dky, kter\u00e1 byla uve\u0159ejn\u011bna v den\u00edku Mlad\u00e1 fronta Dnes. Video spoty, je\u017e kombinovaly informativn\u00ed obsah s humorem a je\u017e byly uv\u00e1d\u011bny postavami v dobov\u00fdch kost\u00fdmech a dopln\u011bn\u00e9 dobovou hudbou, pos\u00edlily hlavn\u00ed sd\u011blen\u00ed kampan\u011b: A\u010dkoli se doba zm\u011bnila, \u0160koda je tu s n\u00e1mi st\u00e1le. <\/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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\u201eV\u00fdznam p\u0159\u00edb\u011bh\u016f spojovan\u00fdch s jedn\u00edm konkr\u00e9tn\u00edm n\u00e1rodem m\u016f\u017ee b\u00fdt na glob\u00e1ln\u00edm trhu opom\u00edjen. Hlavn\u00ed my\u0161lenka v\u0161ech modern\u00edch reklam a marketingov\u00fdch kampan\u00ed tkv\u00ed ve st\u00edr\u00e1n\u00ed hranic a odm\u00edt\u00e1n\u00ed v\u0161eho, co by apelovalo na n\u00e1rodn\u00ed hrdost.<\/p>\n<\/blockquote>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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A to je chyba. Obzvl\u00e1\u0161\u0165 pokud se bav\u00edme o n\u011b\u010dem natolik spjat\u00e9m s danou zem\u00ed, jako je nap\u0159\u00edklad lok\u00e1ln\u00ed v\u00fdrobce motorov\u00fdch vozidel. Trik spo\u010d\u00edv\u00e1 ve vyzdvihnut\u00ed n\u00e1rodn\u00edch p\u0159ednost\u00ed, ani\u017e bychom p\u016fsobili p\u0159\u00edli\u0161 nacionalisticky, nebo h\u016f\u0159 \u2013 xenofobn\u011b. Stejn\u011b tak by se kampan\u011b m\u011bly vyhnout hran\u00ed na city ve snaze vyvolat v publiku v\u00fd\u010ditky sv\u011bdom\u00ed. To se stalo v Brit\u00e1nii v roce 1970, kdy tradi\u010dn\u011b siln\u00fd m\u00edstn\u00ed automobilov\u00fd pr\u016fmysl zas\u00e1hly zam\u011bstnaneck\u00e9 protesty a st\u00e1vky odbor\u016f. Auta t\u00e9to doby byla, up\u0159\u00edmn\u011b \u0159e\u010deno, p\u0159\u00ed\u0161ern\u00e1. Ale Brit\u016fm bylo i tak doporu\u010dov\u00e1no, aby nakupovali \u201elok\u00e1ln\u011b\u201c, bez ohledu na to, jak (ne)kvalitn\u00ed vozidla re\u00e1ln\u011b byla.<\/p>\n<\/blockquote>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Nic z toho se samoz\u0159ejm\u011b nevztahuje k sou\u010dasn\u00fdm produkt\u016fm \u0160koda, ani k elegantn\u00ed kampani, kter\u00e1 upozor\u0148uje na d\u016fle\u017eit\u00fd miln\u00edk v dlouh\u00e9 historii zna\u010dky. 125 let a st\u00e1le v pln\u00e9 s\u00edle. To je p\u0159\u00edb\u011bh \u010desk\u00e9ho \u00fasp\u011bchu, kter\u00fd vzbuzuje hrdost v \u010ce\u0161\u00edch, ani\u017e by pohor\u0161il kohokoli (a mohu mluvit i za mnoho sv\u00fdch p\u0159\u00e1tel), kdo \u017eije v jin\u00e9 zemi a \u0159\u00edd\u00ed v\u016fz \u0160koda nikoli proto, \u017ee m\u00e1 zna\u010dka \u010desk\u00e9 ko\u0159eny, ale proto\u017ee jde o skv\u011bl\u00fd automobil.\u201c<\/p>\n<\/blockquote>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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– Colin Brazier<\/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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Colin Brazier je moder\u00e1torem Sky News, ocen\u011bn\u00fdm mimo jin\u00e9 zlatou medail\u00ed od New York TV Awards, cenou Emmy za zpracov\u00e1n\u00ed t\u00e9matu evropsk\u00e9 migra\u010dn\u00ed krize a BAFTA. Coby uzn\u00e1van\u00fd novin\u00e1\u0159 a moder\u00e1tor je \u017e\u00e1dan\u00fdm medi\u00e1ln\u00edm tren\u00e9rem pro blue-chip spole\u010dnosti.<\/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: \u0160koda auto<\/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":"

Prost\u0159ednictv\u00edm c\u00edlen\u00e9 kampan\u011b s vynikaj\u00edc\u00edmi vizu\u00e1ly a n\u00e1kupem chytr\u00fdch m\u00e9di\u00ed oslavila \u0160koda 125 let v \u010cesk\u00e9 republice<\/p>\n","protected":false},"author":2,"featured_media":6980,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[130,131,133],"tags":[140,141,143],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6807"}],"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=6807"}],"version-history":[{"count":8,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6807\/revisions"}],"predecessor-version":[{"id":6985,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6807\/revisions\/6985"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media\/6980"}],"wp:attachment":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media?parent=6807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/categories?post=6807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/tags?post=6807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}