The aim of the compaign was to teach the general public and show them what the biggest and most dangerous mistakes they make are and encourage

1. Safe Loan NavigatorViral campaign, B2C, social media
CASE STUDY
„I’m convinced that it was Ewing PR’s ability to design and execute an integrated
and creative campaign that made this project become one of the most important
financial education movements in the country. Their value add without a doubt
helped improve the credit industry in the Czech Republic.“
Zdeněk Soudný, spokesman of SLN

2. THE CHALLENGE
How do we encourage consumers to read the fine
print of loan contracts and avoid nasty surprises when
it comes time to re-pay the loan?
2014 was conceived as the “Year of Responsible
Consumers.” We turned to the general public and
showed them what the biggest and most dangerous
mistakes they make are when they take out consumer
loans.

3. THE SOLUTION
Iva Pazderkova, a famous and
very funny comedian, was the
one and only character in a
series of 4 short videos
featuring 4 of the most
common mistakes that people
make when they take out loans.

4. THE SOLUTION
iDNES.cz, a popular news server was
our partner.
We released one video per week,
promoted it on social media, on iDnes.cz
and executed a full media campaign.
Iva Pazderkova also linked the videos to
her Facebook page, while the Navigator
Facebook page was also mentioned on
her website and Youtube channel.

5. THE RESULTS
The campaign lasted one month.
On the iDNES Facebook page:
- Almost 650 000 views.
- Almost 320 000 clicks on the video and
related articles
People discussed problems under the
articles which also helped increase
awareness of the project. Consumers
came to the page with questions of their
own.
The campaign was also covered by other
media, for example Czech Television
covered the issue on the evening news
while DVTV also provided some coverage.