Staropramen will use vertical injection for its new campaign with Orlando Bloom. It launches from Tuesday 3 September.
Pivovary Staropramen, which belongs to the international Molson Coors group, is the first brand to use the brand new format of vertical injection created and offered to advertisers by the Prima group.
From Tuesday, 3 September, Prima will present its new campaign with English actor Orlando Bloom on Prima screens in this way. The creative development of the new injection format for the client was designed by content agency Fuse, while the media buying was done by OMD, both of which are represented by Omnicom Media Group.
Staropramen will use its Hollywood ambassador for the new advertising format. "In the new campaign with Orlando Bloom, we are building on the global communication, but the tone remains the same as we know it from the local ads. There is no lack of subtle irony, exaggeration or humour. We hope to gain more attention from the target audience with a more creative portrayal and deployment outside the classic commercial blocks," says Zuzana Žabecká, Brand Manager of Staropramen from the company Pivovary Staropramen.
"This format allows us to use up to 20% of the screen, which allows us to achieve higher visibility compared to standard injections. The advantage is the communication of messages during the real broadcast of affinity programmes. We are pleased that we and our client are the first brand not only on the beer market to reach the target group in this unconventional way. We are already looking forward to the audience's feedback," says Marek Ertl, senior media planner at OMD.
The idea of how to use the new advertising format in the campaign came from the Fuse agency. "In a creative way, we are building on the product campaign by simply projecting part of the advertising spot on a can of this year's new Staropramen Extra Chmel. Injections are generally a very popular format with our clients, so we believe they will appeal to them in this new form as well," adds Martina Maňhalová, branded entertainment consultant at Fuse.
Vertical injections of Staropramen with Orlando Bloom will be shown on Prima Group screens in several programmes. "Viewers will be able to see the injections with the famous actor in the Incognito show, 7 Falls of Honza Dědek or The Jan Kraus Show. We offer our clients new possibilities of commercial presentation and we are convinced that Staropramen will not be alone in using this exclusive format," adds Petr Tichý, creative business specialist at Media Club, which, among other things, trades advertising space for the Prima group.
The new Staropramen brand campaign will be seen as vertical injections on Prima Group channels from 3 September to 31 October 2024.
Source: mediaguru.cz
