Castle index Kláštorná Kalcia

Crisis communication for the Financial Market Guarantee System

2x Golden
Czech PR Lemur Award

1x Bronze
Czech PR Lemur Award

Kláštorná Kalcia mineral water has long been associated with the theme of physical toil. And for the third year in a row, we came up with a new idea to build a story on this connection. We found a popular kind of physical exertion - we made the heroes of the campaign ordinary people who like to climb the hill to the castle on a hike. How challenging can such an activity be? We managed to quantify it, compile rankings of the most difficult climbs up Czech castles and get the media interested in them.

Vojtěch Jurásek, Olga Pásková, Martin Plesný

CONTEXT AND CHALLENGE

In the brand communication - mineral water with natural calcium content, which is suitable for higher physical exertion - we have long been working with the importance of calcium replenishment after physical exertion. The environment was suggested by a parallel advertising campaign for the product, which was set in a medieval castle based on the legend associated with the creation of this mineral water. The target group was everyone who likes to visit Czech castles and is not afraid of the high hills on which these monuments often stand.

SOLUTION

In previous years we have paid tribute to the most strenuous professions (garbage collectors, nurses...) and traditional crafts (stonemasons, carpenters...). This time, we thought that anyone who can be a "woodworker" on a hike can be a woodworker, too. That's why we looked at Czech castles like no one before us - we found out which ones are the hardest to climb. In addition to data for the whole Czech Republic, this gave us the opportunity to multiply publicity through regional communications.

A leading university historian compiled a database of interesting castles by region. In collaboration with a physiologist, we had the subjects climb one of them and measured how much energy they expended during the climb. From the data we obtained, we used her methodology to calculate how strenuous the climbs were on the other selected monuments. Thus, each castle got its own "Monastery Calcium Castle Index" from the easiest to the most difficult, where the hiker sweats a lot on the way up.

We created rankings for each region and for the whole country and added interesting facts prepared by a historian to the information about the physical difficulty. The texts included a mention of calcium replenishment after physical exertion - we managed to get this into a number of editorial materials together with the brand.

Infografika Hradní index Kláštorná Kalcia - celostátní

OUTPUTS AND RESULTS

The media were intrigued by the combination of a popular seasonal theme - trips to castles - with brand new data compiled into clear rankings. We organically got the product into print dailies, regional and lifestyle media, and established media partnerships. Overall, the campaign generated 80 media placements and a total reach of 7.7 million. Thanks to the synergy of our campaigns and ATL, product awareness has been steadily growing across all the attributes tracked - in questioned knowledge, brand association with calcium content and physical activity.