Worker of the Year

B2C communication for Kofola

2x Golden
Czech PR Award Lemur

Introducing a premium product through ordinary people - sweaty garbage men or tired warehouse workers - is something not many marketers would dare to do. Kofola would. It launched Kláštorná Kalcia, a mineral water that is a natural source of calcium. We've measured which professions are the most ""overworked"". We spent a day with garbage collectors, lumberjacks or rescue workers in the ""Worker of the Year"" campaign. Through people whose hard work isn't otherwise talked about much, the issue made it into the national media.

Vojtěch Jurásek

Account Director

Olga Pásková

Key Account Manager

Martin Plesný

Account Manager

CONTEXT AND CHALLENGE

Our task was to create communication about the importance of calcium consumption. This was to be linked in people's minds with a parallel advertising campaign for a product - mineral water containing natural calcium, which is suitable to help during and after physical exertion and sports activities. The target group was anyone who expends more energy in the long term.

SOLUTION

We surveyed 10 physically demanding occupations (garbage collectors, warehouse workers, athletes, loggers, construction workers, farm workers, mail carriers, firefighters, paramedics, nurses) and measured their performance during their "shift". The methodology and interpretation was prepared by Dr. Tomas Vetrovsky from Charles University.

Thanks to the measurements, a unique ranking of physically demanding professions was created with the fitting name ""Worker of the Year"". The presentation of the results included measured values, comparison of professions and recommendations of experts from the Society for Nutrition and the Faculty of Physical Education of Charles University.

On the basis of our research we found that such a comparison has not yet been made in the media. We used other partners in addition to the FTVS UK: for example Prague waste collection service and Prague ambulance service.

Press release with an infographic containing the ranking of professions has been distribute. But that was just the beginning. Then we started placing articles and interviews with our experts. We also offered editors the opportunity to try out the most difficult professions for themselves. For example, the daily Blesk spent a day with Prague's garbage collectors.

OUTPUTS AND RESULTS

Thanks to the campaign, Kláštorná Kalcia received 27 appearances in carefully selected media with a high reach - for example, in the programmes Sama Doma and Studio 6 on Czech Television, in the programme Experiment on Czech Radio and in an interview on Czech Radio Plus, on Impuls radio, in the daily Právo, Blesk and on the websites Novinky.cz, Aktuálně.cz, Idnes.cz, Ahaonline.cz and the magazines Katka, Vlasta and Téma. Its total reach exceeded 17 million viewers, readers and listeners. Product photos certainly wouldn't do that.

Great results allowed us to continue the project in the following years.