{"id":1897,"date":"2023-08-28T08:03:47","date_gmt":"2023-08-28T08:03:47","guid":{"rendered":"https:\/\/www.czechbankingnews.cz\/?p=1897"},"modified":"2023-08-28T08:03:47","modified_gmt":"2023-08-28T08:03:47","slug":"generali-ceska-propaguje-novy-web-pro-hlaseni-skod","status":"publish","type":"post","link":"https:\/\/www.czechbankingnews.cz\/?p=1897","title":{"rendered":"Generali \u010cesk\u00e1 propaguje nov\u00fd web pro hl\u00e1\u0161en\u00ed \u0161kod"},"content":{"rendered":"<p><strong>Generali \u010cesk\u00e1 poji\u0161\u0165ovna spustila dal\u0161\u00ed ze s\u00e9rie kampan\u00ed, kter\u00e9 c\u00edl\u00ed na zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o\u00a0jednotliv\u00fdch produktech \u010di slu\u017eb\u00e1ch. Aktu\u00e1ln\u00ed kampa\u0148 se zam\u011b\u0159uje na hl\u00e1\u0161en\u00ed \u0161kod.<\/strong><!--more--><\/p>\n<p>Akcentuje nejv\u011bt\u0161\u00ed v\u00fdhody samotn\u00e9ho \u0159e\u0161en\u00ed \u0161kod \u2013 rychlost a\u00a0jednoduchost hl\u00e1\u0161en\u00ed v\u0161ech \u0161kodn\u00edch ud\u00e1lost\u00ed, a\u0165 u\u017e na majetku, na vozidle \u010di na zdrav\u00ed. A\u00a0stejn\u011b jako u\u00a0p\u0159edchoz\u00edch zpracov\u00e1n\u00ed je \u00fast\u0159edn\u00edm atributem konceptu syt\u011b \u010derven\u00e1 barva, kter\u00e1 je pro poji\u0161\u0165ovnu typick\u00e1. O\u00a0kampa\u0148 se op\u011bt postaraly agentury ze s\u00edt\u011b Dentsu.<\/p>\n<p>\u201eKlient\u016fm v\u00a0r\u00e1mci t\u00e9to kampan\u011b p\u0159edstavujeme n\u00e1\u0161 nov\u00fd web, kter\u00fd jim z\u00e1sadn\u00edm zp\u016fsobem usnad\u0148uje hl\u00e1\u0161en\u00ed \u0161kodn\u00edch ud\u00e1lost\u00ed \u2013 zvl\u00e1dnou to p\u0159es n\u011bj rychle a\u00a0jednodu\u0161e, proto\u017ee pot\u0159ebuj\u00ed jen sv\u00e9 rodn\u00e9 \u010d\u00edslo, e-mail a\u00a0telefonn\u00ed \u010d\u00edslo,\u201c p\u0159ibli\u017euje\u00a0<strong>Zden\u011bk Mrkva<\/strong>, head of marketing communications Generali \u010cesk\u00e9 poji\u0161\u0165ovny. \u201eNahl\u00e1\u0161en\u00ed \u0161kody mohou zvl\u00e1dnout u\u017e za t\u0159i minuty a\u00a0vysta\u010d\u00ed si klidn\u011b pouze s\u00a0telefonem p\u0159ipojen\u00fdm k\u00a0internetu.\u201c<\/p>\n<p>Kampa\u0148 odstartovala 21. srpna a\u00a0potrv\u00e1 do konce z\u00e1\u0159\u00ed. B\u011bhem tohoto obdob\u00ed se objev\u00ed v\u00a0televizi, onlinu i\u00a0p\u0159\u00edmo na pobo\u010dk\u00e1ch a\u00a0poradensk\u00fdch m\u00edstech poji\u0161\u0165ovny. Komunika\u010dn\u00ed mix byl sestaven na z\u00e1klad\u011b brandov\u00fdch metrik, kter\u00e9 Generali \u010cesk\u00e1 poji\u0161\u0165ovna dlouhodob\u011b u\u00a0sv\u00fdch kampan\u00ed sleduje. Ty pak Dentsu zohled\u0148uje p\u0159i pl\u00e1nov\u00e1n\u00ed ve vlastn\u00edm multikan\u00e1lov\u00e9m pl\u00e1novac\u00edm n\u00e1stroji M1 Planner.<\/p>\n<p>\u201eVzhledem k\u00a0jednoduchosti a\u00a0st\u00e1le \u010dast\u011bj\u0161\u00ed frekvenci hl\u00e1\u0161en\u00ed \u0161kod pomoc\u00ed chytr\u00fdch telefon\u016f byl kladen v\u011bt\u0161\u00ed d\u016fraz na mobiln\u00ed form\u00e1ty v\u00a0m\u00e9di\u00edch i\u00a0kreativ\u011b,\u201c \u0159\u00edk\u00e1\u00a0<strong>Jakub Rokos<\/strong>, account director agentury Dentsu Creative. V\u00a0televizi div\u00e1ci uvid\u00ed t\u0159icetivte\u0159inov\u00fd spot, pro online pou\u017eit\u00ed vznikla pak dv\u011b patn\u00e1ctivte\u0159inov\u00e1 videa. O\u00a0tradi\u010dn\u00ed m\u00e9dia se stejn\u011b jako v\u00a0minulosti postarala agentura Dentsu X, online \u010d\u00e1st zajistil iProspect, kter\u00fd se zam\u011b\u0159il i\u00a0na efektivn\u00ed vyu\u017eit\u00ed dat a\u00a0c\u00edlen\u00ed v\u00a0r\u00e1mci RTB, PPC a\u00a0soci\u00e1ln\u00edch s\u00edt\u00ed. Na tvorb\u011b televizn\u00ed reklamy a\u00a0online vide\u00ed spolupracovalo tak\u00e9 extern\u00ed studio Beep, kter\u00e9 se postaralo o\u00a0nahr\u00e1v\u00e1n\u00ed voiceover\u016f.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Generali \u010cesk\u00e1 poji\u0161\u0165ovna spustila dal\u0161\u00ed ze s\u00e9rie kampan\u00ed, kter\u00e9 c\u00edl\u00ed na zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o\u00a0jednotliv\u00fdch produktech \u010di slu\u017eb\u00e1ch. Aktu\u00e1ln\u00ed kampa\u0148 se zam\u011b\u0159uje na hl\u00e1\u0161en\u00ed \u0161kod.<\/p>\n<\/div>","protected":false},"author":1,"featured_media":741,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,10],"tags":[],"class_list":["post-1897","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-pojistovny"],"_links":{"self":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/1897","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1897"}],"version-history":[{"count":2,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/1897\/revisions"}],"predecessor-version":[{"id":1899,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/1897\/revisions\/1899"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/media\/741"}],"wp:attachment":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1897"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1897"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1897"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}