Challenge:
- Successful launch of the first social café in Czech Republic run by NGO „Rozmaryna“
- Turning the name of the café „Rozmar“(eng. Whim) that is perceived as a negative word into a positive meaning
- Tease target group to visit the newly launched café
Strategic Recommendation
- A launch campaign with the key message: irresistible café
- Communicating NGO ownership of the caféonly through PR
- Reasons To Believe: functional: quality food and drinks, none smoking café; emotional: it's a positive rozmar, a little luxury during the day, generating a positive mood
Results:
- Media: 17 outdoor media places, 14.000 leaflets distributed, 12 media outputs in life style magazines, national newspapers (MF Dnes, Metro), Czech Television and radio
- www.cafe-rozmar.cz statistics: 14.7 to 31.09 - 4,045 visits and 4,946 page views
- Awards: Neziskovek.cz and Strategie weekly award for the campaign "Where did Palacký dissapear?" at the competition of non-profit organisations' campaigns - Žihadlo 2009
