Oneplay will be officially launched on 10 March 2025. Details of the new Oneplay service and the first brand spot were jointly presented by TV Nova and O2 to the media and the public on 25 February at a press conference in the Křižík Pavilions. The new service from the PPF Group companies now brings a rich content offering in one place, with an emphasis on innovative features.
The launch of Oneplay is accompanied by an extensive 360° campaign, for which TV Nova and O2 have collaborated with the VML agency.
"With the campaign we want to introduce the new service and the Oneplay brand, which opens up a completely new category on the Czech market. It combines the best of the SVOD and OTT worlds while bringing new features - all in one place, in one app. We tried to reflect this uniqueness in the campaign and 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 at Oneplay.
The marketing campaign will take place simultaneously on several levels and will gradually communicate the creation of the new service, its innovative features and the platform's content. It will launch four brand and other content spots.
In addition to TV, radio, print and digital channels, social networks or even O2 stores, the campaign will also appear in outdoor spaces across the country. Starting next week, the entire transfer tunnel between routes A and C at Muzeum metro station will also have a unique branding.
The symbol of the entire campaign is an elevator, which will take viewers through the different floors of the endless worlds of entertainment and sports of the Oneplay service. Just press a button or click on the app icon.
"We wanted to create a seemingly infinite world of characters and possibilities that was not only easy to reach, but interesting enough to make you want to explore it. 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 the stars of the former platforms - Oskar Hes starring as the Král Šumavy from Voyo Originals and Petr Cech 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 a given sport or show. They experience a range of different genres and unexpected encounters, meeting the characters who inhabit the Oneplay world.
The spot featuring Petr Cech and Oscar Hesse has been appearing on TV screens since February 25. For the filming, the Fantasy Studios premises were used, where four different worlds and environments could be simulated quite easily on a 24-metre LED screen: a mysterious forest, the ruins of the Roman Empire, the kitchen background for a cooking show or a TV studio, etc.
Source: Nova TVYou can see how the filming went here.
The next two spots are scheduled to air on March 10. One will focus on Oneplay features such as rewinding and pausing live broadcasts or watching previews. It stars presenter stars Zorka Hejda and Rey Koranteng.
The third spot with Petr Čech introduces Oneplay as an unusual entertainment platform where viewers will find a unique range of sports matches, top football and hockey competitions, Formula 1 and more in one place. The last, fourth spot is in the spirit of the new Král Šumavy series, the new Oneplay Original with Oscar Hesse.
The spots were created in collaboration with director Robert Hloz, who has directed films such as Bod obnovy.
"Just as the spots unexpectedly bring together representatives of two worlds - the best sport, represented by Petr Čech, and the most popular entertainment, represented by Oskar Hes - so too did different marketing teams meet in the creation of the joint campaign: technology companies and television. It was the mutual inspiration of this connection that was enriching, as each brought a different and often novel perspective from their own experience. As a result, the unique creative concept of 'Unexpected Encounters' was born, which is as colourful as the whole collaboration," says O2 Marketing Director David Daneš.
"I want to thank especially the VML agency and Robert Hloz for their perfect cooperation and steady nerves. Together, we have created a functional, easy-to-remember creative platform that we plan to work with for the long term. We believe that people will love it," concludes Jakub Folauf, "head of brand & marketing strategy" at TV Nova.
Campaign design
- Client.
- Creative concept.
- Production.
- Director: Robert Hloz
- Creative Direction: Jake Barrow
- Creative concept and ideamaking: Márton Martos, Hayden Pike, Dušan Koutský, Carlos Paboudjian
- Strategy: Kristýna Ochvatová, Zuzana Foktová
- Copywriting: Ondřej Potůček, Helena Johnston
- Account Management: Nikola Prinzová, František Mareš, Jana Soldátová
- Recruitment: three months from 25 February 2025
- Mediamix: TV, print, radio, online, OOH
Source: mam.cz