The Prima Group launched the creative campaign for the launch of its new Prima+ streaming service on Tuesday 24th January. It promises "the greatest entertainment in the galaxy". It relies on the alien Pýtý and the animated Plusák family, whose members represent the different segments of future users, to explain the principles of the platform and its content. The animated characters are voiced by Jiří Lábus, Bára Hrzánová, Lucie Vondráčková, Tomáš Matonoha, Lucie Benešová and Robin Pařík.
"We have bet on an original communication concept in the world of video services, through which we will be able to recommend affinity content to existing and potential users in a simple, understandable and humorous way. Work on the creative campaign began less than a year ago, with detailed research into the target audience and available streaming platforms preceding its development. When communicating with users of the Prima+ platform, we rely on typical Czech humour. We are assisted by the Plusák family, whose individual members are able to recommend content to specific target groups using funny family plots combined in short sketches,"
says Aleš Pýcha, marketing and PR director of the Prima Group.
The creative concept was developed by Espresoo communication agency, while the branding was developed by Dynamo design studio. Prima will use not only its own media (TV, radio, online, print, social networks) but also media channels outside the group for promotion.
The new Prima+ platform will be launched by Prima on Wednesday 8 February 2023. It will be the third video platform of the Prima Group. The first PrimaPlay video service was launched at the turn of 2011 and 2012, along with the development of the Prima Group's online portfolio, led by the iPrima.cz website. In 2017, it was redesigned and rebranded under the iPrima.cz brand, where users can watch the video archive until 8 February. After that, they can find it on Prima+, which has the domain www.primaplus.cz. "Existing users who use iPrima's ad-free services need not worry about losing their accounts or services. In the next few days we will contact them by e-mail and bring them information about the new service and the possibility of redirecting them to the new Prima+ video service," said Josef Beneš, director of the VOD service.
Source: mediaguru.cz
