The campaign features an elevator that takes viewers through the different floors of Oneplay's entertainment and sports worlds.
The marketing campaign for the launch of the Oneplay service kicked off on 25 February with a press conference and the unveiling of the first brand spot. It will continue in the next few phases. In total, it will launch four brand spots, and in addition to television, they will also appear in print, radio, online, social media and outdoor. The entire transfer tunnel between the A and C routes at Museum metro station will also have a brand overlay next week.
TV Nova and O2 worked with VML agency on the campaign. "We tried to reflect the uniqueness (of the service, ed.) in the campaign itself and in the brand DNA. As a service that offers premium Czech entertainment and experience in an accessible and user-friendly form for every day," says Andrej Slaninka, Brand Manager of Oneplay.
The symbol of the entire campaign is an elevator that takes viewers through the different floors of Oneplay's entertainment and sports worlds. "We wanted to create a seemingly endless world of characters and possibilities that was not only easy to reach, but interesting enough to make you want to explore. This idea has the ability to appeal to audiences and goes beyond traditional promotion," explains Jake Barrow, VML's Chief Creative Officer.
The lift appears in four spots and key visuals, each covering a phase of the campaign. The first, a 40-second spot, features Oskar Hes in the lead role of the King of Šumava from Voyo Original and Petr Čech for O2 TV. Actors, sports stars and entertainers from both original services travel together in an elevator to 'work' in their respective worlds for viewers who are currently watching the sport or programme in question. They experience a range of different genres and encounters, meeting the characters that inhabit the world of Oneplay. The Fantasy Studios were used for the filming, where four different worlds and environments could be simulated on a 24-metre LED screen: a mysterious forest, the ruins of the Roman Empire, the kitchen backstage for a cooking show or a TV studio, etc.
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The deployment of the next two spots is planned for March 10. One will focus on Oneplay features, such as rewinding and pausing live broadcasts or watching previews. It stars presenters Zorka Hejdová and Rey Koranteng. The third spot, featuring Petr Čech, introduces Oneplay as an entertainment platform where viewers can find a one-stop shop for sports matches, top football and hockey competitions, Formula 1 and more. The final, fourth spot is in the spirit of King of Sumava's new Oneplay Original series with Oscar Hes.
The spots were created in collaboration with director Robert Hloz, who has directed films such as Bod obnovy.
Source: mediaguru.cz
