{"id":6921,"date":"2020-12-04T10:42:09","date_gmt":"2020-12-04T09:42:09","guid":{"rendered":"https:\/\/bestspotlight.cz\/?p=6921"},"modified":"2020-12-04T11:11:09","modified_gmt":"2020-12-04T10:11:09","slug":"build-a-life","status":"publish","type":"post","link":"https:\/\/bestspotlight.cz\/cs\/build-a-life\/","title":{"rendered":"Build a Life"},"content":{"rendered":"\t\t
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Organiz\u00e1to\u0159i: B&Q, Uncommon Creative Studio<\/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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Britsk\u00e1 spole\u010dnost s B&Q nab\u00edzej\u00edc\u00ed sortiment pro DIY, tvo\u0159en\u00ed a pot\u0159eby pro \u00fapravy dom\u00e1cnosti p\u0159edstavila novou PR a marketingovou kampa\u0148, v n\u00ed\u017e oslavuje moc dom\u00e1c\u00edho kutilstv\u00ed pozitivn\u011b ovlivnit \u017eivoty lid\u00ed. Kampa\u0148 se zam\u011b\u0159uje na jednoduchost a podporu sloganu spole\u010dnosti \u201eYou Can Do It\u201d. Cel\u00e1 iniciativa byla zah\u00e1jena 60sekundov\u00fdm kr\u00e1tk\u00fdm filmem<\/a><\/strong> slo\u017een\u00fdm ze z\u00e1b\u011br\u016f dom\u00e1c\u00edch vide\u00ed zachycuj\u00edc\u00edch re\u00e1ln\u00fd \u017eivot britsk\u00fdch rodin. Ty div\u00e1k\u016fm prost\u0159ednictv\u00ed vlastn\u00edch p\u0159\u00edb\u011bh\u016f dokazuj\u00ed, \u017ee si ka\u017ed\u00fd m\u016f\u017ee sv\u016fj domov vylep\u0161it a t\u00edm tak\u00e9 zlep\u0161it kvalitu sv\u00e9ho \u017eivota. Spole\u010dnost rovn\u011b\u017e nechala zve\u0159ejnit \u0159adu billboard\u016f a plak\u00e1t\u016f kombinuj\u00edc\u00edch minimalismus s prost\u00fdmi slogany, je\u017e evokuj\u00ed z\u00e1kladn\u00ed image zna\u010dky, tedy jednoduchost a p\u0159\u00edstupnost v\u0161em.<\/p>\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: B&Q<\/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 kampa\u0148 l\u00edb\u00ed:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Poutav\u00e1 vizu\u00e1ln\u00ed podoba, chytlav\u00e9 texty a pozitivn\u00ed energie \u2013 to mohou b\u00fdt p\u0159\u00edvlastky nov\u00e9 marketingov\u00e9 kampan\u011b spole\u010dnosti B&Q, kter\u00e1 se v div\u00e1c\u00edch sna\u017e\u00ed navodit uspokojiv\u00fd pocit, jen\u017e se v\u011bt\u0161inou dostav\u00ed, kdy\u017e si sami n\u011bco oprav\u00ed nebo vylep\u0161\u00ed. B&Q se nechala inspirovat ve\u0159ejn\u00fdm v\u00fdzkumem, podle n\u011bho\u017e 57 % respondent\u016f v\u011b\u0159\u00ed v pozitivn\u00ed efekt dom\u00e1c\u00edho kutilstv\u00ed na stav jejich bydlen\u00ed i psychiky, co\u017e je v aktu\u00e1ln\u00ed koronavirov\u00e9 situaci velmi d\u016fle\u017eit\u00e9. Kampa\u0148 klade d\u016fraz na vazby mezi rodinou a domovem, kter\u00e9 pandemie je\u0161t\u011b v\u00edce pos\u00edlila, a vytv\u00e1\u0159\u00ed tak citov\u00e9 spojen\u00ed oby\u010dejn\u00fdch lid\u00ed se zna\u010dkou. <\/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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\u201eTahle kampa\u0148 je v\u00e1\u017en\u011b poveden\u00e1. Jedn\u00e1 se o dokonalou uk\u00e1zku toho, \u017ee kdy\u017e se stav\u00ed na opravdov\u00e9m pochopen\u00ed z\u00e1kazn\u00edka, jeho pot\u0159eb a motivac\u00ed, je mo\u017en\u00e9 zd\u00e1nliv\u011b jednoduch\u00fdm vizu\u00e1lem a \u00fasporn\u00fdm copy nab\u00edt i prachoby\u010dejn\u00fd a nepoetick\u00fd h\u0159eb\u00edk obrovskou d\u00e1vkou emoc\u00ed. Mo\u017en\u00e1 p\u016fsob\u00ed o to v\u00edce, \u017ee dnes tr\u00e1v\u00edme u\u017e v\u00edce ne\u017e p\u016fl roku ve sv\u00fdch domovech n\u011bkolikan\u00e1sobn\u011b v\u00edce \u010dasu, ne\u017e jsme zvykl\u00ed.\u201c<\/p>\n<\/blockquote>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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– Daniela Chovancov\u00e1<\/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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Daniela Chovancov\u00e1 je PR mana\u017eerkou a tiskovou mluv\u010d\u00ed Alza.cz. D\u0159\u00edve str\u00e1vila patn\u00e1ct let v agentu\u0159e Havas Praha, kde se zam\u011b\u0159ovala na klienty v technologick\u00e9m, komunika\u010dn\u00edm a finan\u010dn\u00edm sektoru<\/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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\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
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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
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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":"

Britsk\u00e1 spole\u010dnost s B&Q nab\u00edzej\u00edc\u00ed sortiment pro DIY, tvo\u0159en\u00ed a pot\u0159eby pro \u00fapravy dom\u00e1cnosti p\u0159edstavila novou PR a marketingovou kampa\u0148, v n\u00ed\u017e oslavuje moc dom\u00e1c\u00edho kutilstv\u00ed pozitivn\u011b ovlivnit \u017eivoty lid\u00ed<\/p>\n","protected":false},"author":2,"featured_media":6970,"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\/6921"}],"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=6921"}],"version-history":[{"count":23,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6921\/revisions"}],"predecessor-version":[{"id":6983,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/6921\/revisions\/6983"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media\/6970"}],"wp:attachment":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media?parent=6921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/categories?post=6921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/tags?post=6921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}