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1. AWARENESS CAMPAIGN BY TV NOVA

2. OUR ULTIMATE GOAL IS TO RAISE AWARENESS OF
DOBRÉ VÍLY AND BREAK THE BARRIERS
The biggest challenges of Dobré víly project:
 Low awareness
 Possible barriers to become volunteer (such as: commitment, time, difficult process, akwardness…)
As the strongest media house in Czech republic, it is not problem for TV Nova to generate reach. But we still
need to find smart and cost efficient way to do that and deliver an easy to understand message with the help of
the TVs strongest tools – story telling and powerful ambassadors.
The more people we will address, the bigger the chance of acquiring new volunteers (an estimated 30 by the
end of September).

3. WE WILL SCRIPT THE UNIQUE DOBRÉ VÍLY STORYLINE
FOR THE STRONGEST TV FORMAT ULICE (THE STREET)
Ulice is the strongest TV programme airing on weekdays with a reach of almost 700K viewers (15-69 age group)
per day across the whole country.
In it's 17 years running, Ulice was able to acquire a massive fan base, which is closely connected to the
storylines and all the main characters.
Ulice offered a variety of emotions through the time and already raised some serious social issues (cancer, rape,
domestic violence and others).
Through our ability to directly place the Dobre Víly message within our own TV shows there will be no additional
cost incurred from traditional advertising. We have the power to connect the Dobré víly message to an already
existing 700K fan base with no additional expenditure.

4. TWO OF OUR MOST POPULAR CHARACTERS ANČA AND
LUMÍR WILL GET TOGETHER THANKS TO DOBRÉ VÍLY
Anča and Lumír are two of the longest running and most beloved characters in Ulice. However over the 17 years
they havent had a common storyline....until now.
Both of them are great candidates. Anča already works for a homeless shelter and would be natural for her
character to start volunteering as a Fairy for Dobré víly. This would bring Dobry Vily into focus and
raise their message in the series for the first time.
Lumír on the other hand is searching for a love in his life. As he is searching the internet he stumbles upon
Dobré víly and realizes that this could be his new purpose.

5. DOBRÉ VÍLY INITIATIVE AS A MAIN DRIVER FOR THE STORY
TWIST WHICH WILL GENERATE HUGE MEDIA BUZZ
Both Anča and Lumír show the audience how easy it is to become a volunteer. The audience sees views this as
heartwarming and what a difference it can make in lives of children. They are both becoming ambassadors of
Dobré víly.
Anča and Lumír stories come together when they meet in the children‘s home during their volunteers visits. It
immediately clicks between them. We then introduce a new character to the show – a real child from the Dobré
víly programme. It has potential to be another interesting PR topic.
Their story develops, the single Anča and Lumír find love together through their unique experience. Their new
love will be hot topic for the media and fans on social media. Through this Nova will help raise the awareness of
Dobré víly being the main reason why they got together in the first place.

6. ULICE SPOT STARING ANČA AND LUMÍR AS DOBRÉ VÍLY
WILL BE THE KEY PILLAR OF THE CAMPAIGN
TV will be the main communication channel supported by our websites (nova.cz, tn.cz, novaplus.cz), social
media and PR.
The main promo spot for TV which will feature the actors in their respected roles will be raising awarness about
the project and introducing themselves as 'Jsem dobrá víla, vole' (I am a Fairy, dude).
'Jsem dobrá víla, vole' exclaim all of our TV ambassadors and opinion leaders. They vision will be to have the
New ambassadors in fairy costumes. This will be our creative approach which will be spread primarily through
social media.

7. #jsemdobravilavole

8. MEDIA COVERAGE IS GONNA BE MASSIVE THANKS TO THE
CONNECTION WITH ULICE SERIES
Our high exposure TV package for Dobré víly consists of two main elements serviced the storyline in Ulice.
Firstly, the show will be advertised through a main promotion spot aired across all channels in using 'self
promotion' (free advertising). Secondly, coverage of Televizní noviny (evening news) and Snídaně s Novou
(morning show).
Campaign content will be also used for self promotion on our websites. This video content will be a topic for our
newsletter, and sent to Voyo users watching Ulice and our HbbTV campaign. For maximum accessibility we will
design special app in HbbTV menu with all the content.

9. SPECIFIC CONTENT WILL BE DELIVERED FOR DIFFERENT
TV NOVA MEDIATYPES
Articles with topics such as ,'How does the performance of good deeds affect us?“. Also interviews with experts
and real kids from the Dobre Vily programme talking about how our attention affects these kids. Such interviews
would also talk about how we can change their lives with small things and showing them options that didn’t even
know about.
We will also touch on other social themes like, 'What it's like when a woman can't have children? (as Anna can't
have hers own in series) and, 'How can being a Good Fairy improve your life?'
In Televizní noviny our anchormen will invite viewers to watch Život ve hvězdách (our show about VIP's), where
they will be visiting kids with their own kids as a motivation for families who would like to find new friends for
their children.
We will put together all of the VIPs and Influencers in one music video staring Pavel Callta. Pavel has been is
cooperating with Ulice for a long time. Together we will produce brand new song 'Dobrá víla', which will reach all
social media and radio.

10. DOBRÉ VÍLY DĚTEM AS STORYLINE
IN ULICE SERIES
A connection with a strong and traditional TV programme (Ulice) through the new storyline including two
beloved characters (Anča and Lumír) will help generate both massive reach and viewer engagement for
this topic. It also opens up new possibilities for airing in self promotion on other TV Nova channels.
They helped her as Fairy's, she made their lives a Fairytale.
TV & PR COVERAGE
 Storyline in Ulice
 TV main spot
 Interview in Snídaně s Novou
 Mentions in Televizní Noviny
 Press release about the co-
operation between Nova and Dobré
víly
DIGITAL
 Video campaign (nova.cz, tn.cz,
novaplus.cz)
 Interviews with TV Nova stars about
the project
 Own mini video series on Novaplus
about the whole process
 HbbTV campaign
 Newsletters to Voyo database
SOCIAL MEDIA
 Content with TV Nova stars dressed
as fairies spreading the message and
using the #jsemdobravilavole
 Used channels: TV Nova official,
Voyo, Ulice seriál
 Used platforms: FB, IG, YT, TikTok