Young Lions Czech Republic 2021 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. PLANT
THE LEGACY
TOGETHER
TEAM 7

2. CHALLENGE
1. Increase awareness among Czech businesses and wider Czech public about global
climate crisis and necessity to plant trees worldwide, especially in the
tropics
2. Persuade Czech business about the importance of being environmentally
responsible in global scope
3. Make people and big companies to donate trees via Plant-For-The-Planet-App by
sparkling hope and positiveness inside of them
KPIs
1. Tree-planting targets set by companies (hundreds of millions trees)
2. Trees planted in total by companies and wide public by 2030 (10 billion trees)
3. Users on the Plant-for-the-Planet App (100 000+ within 3 years)
4. Active youth & celebrities Ambassadors (100+ active Ambassadors within 3 years)
5. Public engagement on social media (50 000 followers/IG, 5 000 followers/FB)

3. TARGET AUDIENCE
CZECH
BUSINESSE
S
WIDE CZECH
PUBLIC
GENERATION Z + Y
WOMEN WITH KIDS
(TLC TG 25-45 yo,
shoppers)

4. INSIGHT
WIDE CZECH PUBLIC
„Generally, I do not believe in NGO because I have doubts where my money will
end, especially when they are sent to developing countries.
But I care about environment and realize growing threat of global
environmental crisis caused by climate changes. But I do not know how to help
personally.
However I can imagine to support far far away iniciatives if there is a brand
behind such an iniciative I trust.
It is not a question of money but trust.“
CZECH BUSINESSES
„ We realize that our business, operating in many countries, has impact on
global environment. We are aware of our influence and responsibility we have
towards the society.
Therefore we would like to start compensating impacts of our production back
to the nature and decrease our carbon footprint as much as possible and
inspire our consumers and clients to follow us.“

5. IDEA
The Laughing Cow is not just a brand but an icon. Everyone knows it.
It is perceived as a strong, solid, trustful, responsible and optimistic brand.
Therefore TLC is our hero people can put trust in and follow her in her mission to
save the planet because
To plant a tree is beautiful
To plant a forest is a mission
To plant a rainforest is a legacy
Join The Laughing Cow and plant the legacy together

6. IN-STORE
ACTIVATION
THE PLANT-FOR-THE-PLANET APP
STRATEGY
RUN EVENTS GAMING
TV, DIGITAL & INFLUENCERS
GUERILLA
BUILD AWARENESS
DRAW ATTENTION
ENGAGE PEOPLE
ENGAGE PEOPLE
PRESENCE ON APP
ENGAGE PEOPLE
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CAMPAING TIMELINE
Guerilla initiatives
TV commercial
Digital campaign
Influencers
Gaming event
Run event
Instore activation

7. GUERILLA, TV, DIGITAL & INFLUENCERS
1. Guerilla
 Campaign trigger: iconic cow but in green placed
in city centers
2. TVC campaing
 TVC 30s for 4 weeks
3. Digital campaing
 OLV 20s + 6s bumper
 SoMe 6s video, static
 RTB Programmatic
4. Influencers
 Cooperation with portfolio of influencers
 Using both their personal profiles and
the Plant-For-The-Planet IG profile

8. RETAIL
1. Idea:
 To join forces with chosen retailers by donating money together
 2 TLC product bought by a consumer = 1 tree donated by BEL and 1 tree by the given
retailer
2. Consumer promo
 To motivate consumers to buy the product, we will run a competition for 3 electro
Vespa
 Promo mechanics:
3. In-store support:
 Instore visibility (big cow), secondary placements, POSM
 Promo packs as communication platform
 Communicate also in retailer‘s in-store radio, magazines, online & social
platforms
Buy 2x
products
Keep a bill Register
online

9. ONLINE & OFFLINE EVENTS
1. GAMING
 Tournament led by a gaming influencer with vast base of followers
 Starting fee dedicated to tree donations -> attendees have to visit and
donate on the APP (starting fee = 1 EUR = 1 tree)
 Goal: engage people in online environment and make them donate
2. RUN EVENTS
 Sport event green areas / parks in Prague, Brno, Ostrava
 Starting fee dedicated to tree donations -> attendees have to visit and
donate on the APP (starting fee = 10 EUR = 10 trees)
 Establish cooperations with already existing run events in mention
cities and engage other big Czech businesses
 Engage employees of Bel and other companies to participate personally
 Goal: engage people in offline environment and make them donate

10. SUMMARY
1.Target audience
 Czech business (Bel and its retail partners)
& wide public (Generation Z+Y, women with kids = TLC TG 25-45 yo, shoppers)
2. Insight
 Czech businesses: We want to decrease our carbon footprint and inspire our consumers.
 Wide Czech public: Donating is not a question of money but trust
3. Brand ambassador
 The Laughing Cow, well-known hero, strong, responsible and optimistic
4. Idea
 To plant a tree is beautiful. To plant a forrest is a mission. To plant a rainforrest is a
legacy.
 Join The Laughing Cow and plant the legacy together.
5. Strategy