The Campaign on Prague underground was realized as part of a multimedia campaign (TV, radio, internet, direct mail) – the overall media goal was to re-launch MSS after four years without any marketing support.

The main communication goal of "Emergency protection box" in Prague underground was to bring brands closer to consumer’s everyday life in an easy and smart way. The Prague region is the most important for the client’s business and the aim was also to strengthen the nation-wide campaign in this region. This unique media solution which is not typical for the category (driven mainly by TV) helps us also to differentiate both brands (MSS and LSS) from other competitors. We decided to use the Prague underground as a supporting medium. July was chosen because of hot weather which often resulted in an uncomfortable environment in the coaches.Everybody knows the emergency boxes placed next to doors saying "Break glass and push button in case of emergency". Our idea was to place next to them similar boxes with antiperspirants saying "Emergency protection – in case of need break glass and give to uncivilized passenger". The first idea was to use real 3D boxes with real products incorporated. Unfortunately the Transport Company rejected it because of safety reasons. Our aim was to develop the solution with a similar effect but in line with all safety regulations.Finally we agreed with the supplier to use regular posters available in coaches with the original box displayed a 3D effect. Two motives have been used in order to make the impact of the message even stronger. The first one showed both antiperspirants in the box ready for use with the headline “Who sweats deserves no mercy”. The second one was placed exactly on the opposite site. This motive stressed the usage of the product by showing the box with the broken glass without antiperspirants accompanied with the headline “Who sweated deserved no mercy”.A real 3D "Emergency box" was sent as direct mail to journalists and retailers in order to increase awareness of the campaign. Some of the 3D boxes accidentally appeared in some stores, which generates additional word of mouth.The campaign achieved incredible business results. The goal was to achieve 3.0% of the market share. The final market share of MSS more than tripled, while doubling the share was the goal. The volume market share before the campaign was 1.5%, it rocketed up to 5.0% during the campaign with additional growth to 5.2% after the campaign. Based on co-operation with the client a common idea was derived forcreation of a non-traditional form of advertising campaign that wouldconsiderably differ from other competitor campaigns. The basic idea andfocus on ?sweating? concept came up from the brainstorming session.The media team creatively elaborated on this idea and recommended the mostsuitable timing of the campaign. They were also responsible for allnegotiation with the Transport Company.The media team solved the issue when it was not possible to use real 3Dboxes and came up with the alternative solution ? usage of regular postersavailable in coaches with the original box displayed with 3D effect.This creative approach to traditional media enabled to call the originalidea into action successfully. As Mennen Speed Stick was re-launched on the market after a long time without any marketing support our goal was to build a bridge between Mennen Speed Stick and Lady Speed Stick which is well known on the market.

The main idea was focusing the target audience on the existing problem – sweating accompanied with a bad smell - and offering them an immediate solution, Colgate Palmolive antiperspirants.We recommended using the most common traffic vehicle in Prague, which has an extremely high number of passengers. A lot of people use the underground regularly on their way to work and back home. Everybody knows a situation when the train is crowded and some people do not smell so good. We decided to remind people in a smart and slightly ironic way that there is an easy solution - regular use of antiperspirants. This media solution enables us to link common situations on the underground with common use of antiperspirants.TME scheduled this campaign during the hottest month of the year – July in order to exaggerate the impact of the message and the effect of the use of the product.

Based on co-operation with the client a common idea was derived forcreation of a non-traditional form of advertising campaign that wouldconsiderably differ from other competitor campaigns. The basic idea andfocus on ?sweating? concept came up from the brainstorming session.The media team creatively elaborated on this idea and recommended the mostsuitable timing of the campaign. They were also responsible for allnegotiation with the Transport Company.The media team solved the issue when it was not possible to use real 3Dboxes and came up with the alternative solution ? usage of regular postersavailable in coaches with the original box displayed with 3D effect.This creative approach to traditional media enabled to call the originalidea into action successfully.