Euro RSCG 4D

The Challenge: Develop a BTL strategy for the Birthday 2009 campaign that will be consistent with an ATL creative idea and will be relevant for all countries from Central and Eastern Europe. Convert the BTL strategy into a toolkit of promotional materials.

The Challenge: To communicate the holiday season to people from different markets with different religious backgrounds and introduce a whole new way to celebrate.

The Challenge: Take a traditionally ATL focused ‘lets toast Jack’ campaign (not commonly used in the GEA region) and convert it into a BTL toolkit. The toolkit had to be easy to implement for all markets, despite different levels of channel development, different budgets and a variety of individual strategies and goals.

Krize sem, krize tam, krize všude kolem nás. Co budeme dělat? Co bychom dělali: zkrátíme rozpočet tam, kde to nemá žádný zpětný efekt. Zkrátíme sponzoring. Takto si můžeme zjednodušeně představit, jak to asi vypadalo při tvorbě marketingových rozpočtů na tento rok.