Brand: Konto Bariery (Czech Charity)
Ad Delivery: Group IMD
Project: TV Ad Campaign
never.no, MullenLowe and Group IMD Create Interactive TV Ad Campaign for Czech Charity, Konto Bariery.
never.no is proud to partner with Group IMD and MullenLowe to celebrate the 25th anniversary of Konto Bariery, the Czech Republic’s premiere charity supporting citizens with disabilities. The companies have come together to create an interactive TV campaign which invites viewers to participate by sharing ‘Thank You’ videos which are then featured as part of the creative produced by POV Film.
Due to the generosity of the many donors who have contributed, the Charity’s famous “Barriers Account” has financially supported thousands of projects and provided help to those who are in real need. The Thank You campaign, running from mid-December to mid-January features Czech celebrities, friends of the charity and beneficiaries thanking Konto Bariery for their 25 years of dedication and service.
Konto Bariery is welcoming the general public to get involved in the celebration of the charity’s work by sharing their own ‘Thank You’ video message through their official website, developed by Easy Core Apps. The call-to-action to is helping to drive website visitors and generate awareness of the charity.
Martin Lochmann, CEO at MullenLowe said “It is a great honour Konto Bariery has selected our agency and the Thank You campaign we have created for their 25thanniversary celebration. It feels really empowering for all the team to contribute with our work and thank the institution’s Chairwoman Božena Jirku, her Charity Team and everyone who has helped alongside for what they have achieved over the past 25 years - helping always & everybody in need.
That is why we developed a campaign and, as we hope, a movement around the central motive of ‘For 25 years we help together with you. Thank you’ - introducing for the first time ever the STORY platform to the Czech market. I find it really encouraging that we could launch this new technology with such an outstanding institution like Konto Bariery and I absolutely believe this kind of on, and offline, integration will attract many brands to follow.”
never.no’s STORY platform is used to approve the user-generated content and create unique custom ads that integrate the pre-produced celebrity messages with the user-generated videos. When submitting their Thank You video, the audience can specify which celebrity they want to appear with in a custom digital version of the ad to be included on the website. Producers then select stand-out audience-generated Thank You videos to be included in the star-studded ads appearing on TV.
The custom promos are rendered within minutes in STORY before being delivered by Group IMD to air on the Czech Republic’s main broadcaster, Czech TV. The IMD Cloud platform is a key requirement for delivering dynamic ad versions at scale, providing rapid and reliable delivery.
"It's a great example of a campaign involving traditional TV and online digital video. When brands make an effort to communicate with their audience in new and interesting ways, they are rewarded with increased viewer engagement. I’m excited that our revolutionary, fast and fully automated IMD Cloud platform is able to support such a worthy cause." said Milos Palecek, Country Manager at Group IMD.
Ed Abis, Commercial Director at never.no says “We’re delighted to be able to bring our unique technology to the Czech marketplace and work with a charity who have done so much good over a long period of time. Our relationship with MullenLowe and Group IMD has been developed through a joint desire to make advertising campaigns perform better. Aligning that with the 25th anniversary of Konto Bariery means we can truly amplify their great work and set them on the path for the next 25 years”.
The innovative campaign, the first of its kind in the Czech Republic, not only celebrates the nation’s appreciation, but means the content is frequently refreshed helping to drive engagement. To find out how to help this worthy cause, visit the Konto Bariery website.