Young Lions Czech Republic 2020 | Media www.younglions.cz Young Lions competitions and training programme develop ambition and ability to create excellent communications solutions. We provide an opportunity to develop personal and creative excellence.

1. challenge > audienceS & insight > approach > solu4on
DOUBLE THE NUMBER OF
PRESCHOOL KIDS THAT PRACTICE
SOKOL EXERCISE PROGRAMME.
To 150.000. Before the start of
school.
1
CHALLENGE > AUDIENCE & INSIGHT > APPROACH > SOLUTION
DOUBLE THE NUMBER OF
PRESCHOOL KIDS THAT PRACTICE
SOKOL EXERCISE PROGRAMME.
TO 150.000. BEFORE THE START OF SCHOOL.
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
DOUBLE THE NUMBER OF
PRESCHOOL KIDS THAT PRACTICE
SOKOL EXERCISE PROGRAMME.
TO 150.000. BEFORE THE START OF
SCHOOL.
1
CHALLENGE > AUDIENCE & INSIGHT > APPROACH > SOLUTION
DOUBLE THE NUMBER OF
PRESCHOOL KIDS THAT PRACTICE
SOKOL EXERCISE PROGRAMME.
TO 150.000. BEFORE THE START OF SCHOOL.

2. „WE ALREADY
HAVE OUR
MATERIALS THAT
WE USE.
Why another one?
— Katka T, Prechoool Teacher
13.04.2020
„WE ALREADY HAVE
OUR MATERIALS
THAT WE USE.
WHY ANOTHER ONE?
— Katka T, Prechoool Teacher
28.03.2020 2
„WE ALREADY HAVE
OUR MATERIALS
THAT WE USE.
WHY ANOTHER ONE?
— Katka T, Prechoool Teacher
28.03.2020
„WE ALREADY HAVE
OUR MATERIALS
THAT WE USE.
WHY ANOTHER ONE?
— Katka T, Prechoool Teacher
28.03.2020 2

3. challenge > AudienceS & insight > APPROACH > solu4on
PARENTS
TEACHERS KIDS
… JUST WANNA
HAVE FUN
… BUT ❤
KIDS ANYWAY
… ARE KID‘S
ROLE MODELS
ONLY THEN THE KID HAS
A CHANCE TO BE
SUCCESSFUL
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
PARENTS
TEACHERS KIDS
… JUST WANNA
HAVE FUN
… BUT ❤
KIDS ANYWAY
… ARE KID‘S
ROLE MODELS
ONLY THEN THE KID HAS A
CHANCE TO BE SUCCESSFUL

4. It‘s the Parents who ARE at
the very beginning of their kids
future success & happiness.
challenge > audiences & inSIGHT > approach > solu4on
IT‘S THE PARENTS WHO ARE AT
THE VERY BEGINNING OF THEIR KIDS
FUTURE SUCCESS & HAPPINESS.
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION

5. challenge > audiences & inSIGHT > approach > solution
So we address them:
Is your kid a future star?
Act now and let your kids become the
stars of the future ⭐ #futurestarss
28.03.2020 5
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
SO WE ADDRESS THEM:
IS YOUR KID A FUTURE STAR?
ACT NOW AND LET YOUR KIDS BECOME THE
STARS OF THE FUTURE ⭐ #FUTURESTARS
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
SO WE ADDRESS THEM:
IS YOUR KID A FUTURE STAR?
ACT NOW AND LET YOUR KIDS BECOME THE
STARS OF THE FUTURE ⭐ #FUTURESTARSS
28.03.2020 5
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
SO WE ADDRESS THEM:
IS YOUR KID A FUTURE STAR?
ACT NOW AND LET YOUR KIDS BECOME THE
STARS OF THE FUTURE ⭐ #FUTURESTARS

6. challenge > Audience & Insights > APPROACH > solution
A1ract: is your kid a future star? ⭐
a
DIGITAL
Con$nuous direct messaging to kindergartens
and teachers with the new messaging
Direct
> Social, search & display,
parenting influencers
”Just 3 clicks to become a parent of a future
star. Act now.”
CHALLENGE > AUDIENCE & INSIGHTS > APPROACH > SOLUTION
ATTRACT: IS YOUR KID A FUTURE STAR? ⭐
A
DIGITAL
Continuous direct messaging to
kindergartens and teachers with the
new messaging
DIRECT
> SOCIAL, SEARCH & DISPLAY,
PARENTING INFLUENCERS
”Just 3 clicks to become a parent of a
future star. Act now.”

7. 7
challenge > AUDIENCES > insight > APPROACH > SOLUTION
WHAT WILL BE THE MAIN CONTENT PILLARS?
01
IS YOUR KID A FUTURE STAR?
A kid performing his/her future job.
> CTA: Find out >
Preschools and kindergartens locator.
The schoolis there = SHARE how proud you are!
is not there = RING THE BELL, we will let them know!
02
INTRODUCTION THE FUTURE STAR MANUAL
It’s for teachers? / It’s for parents?
Mainly for the kids (to achieve their goals).
Showing 5 categories of activities:
BASIC MOVEMENTS / AGILITY & FITNESS / KICK IT, TOUCH
IT, THROW IT / DO YOU KNOW? / SEASONAL SKILLS 7
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
THE HUB OF ALL ACTIVITIES? WEBSITE PLATFORM ⭐ #FUTURESTARS
03
JOIN THE BIGGEST ACTIVE COMMUNITY IN CZECHIA!
Community-driven content, pushed triough socials.
04
ROLE MODELS … INFLUENCERS THAT ARE PARENT.
Be one, join the movement.
05
ACTION CHECKLIST
01 Is your school there? If not, ask for it.
02 Get familiar with the manual.
03 Start practising with your kid(s)
06
SHARE THE MINDSET … TELL OTHER PARENTS! 7
CHALLENGE > AUDIENCES > INSIGHT > APPROACH > SOLUTION
WHAT WILL BE THE MAIN CONTENT PILLARS?
01
IS YOUR KID A FUTURE STAR?
A kid performing his/her future job.
> CTA: Find out >
Preschools and kindergartens locator.
The schoolis there = SHARE how proud you are!
is not there = RING THE BELL, we will let them know!
02
INTRODUCTION THE FUTURE STAR MANUAL
It’s for teachers? / It’s for parents?
Mainly for the kids (to achieve their goals).
Showing 5 categories of activities:
BASIC MOVEMENTS / AGILITY & FITNESS / KICK IT, TOUCH
IT, THROW IT / DO YOU KNOW? / SEASONAL SKILLS 7
CHALLENGE > AUDIENCES & INSIGHT > APPROACH > SOLUTION
THE HUB OF ALL ACTIVITIES? WEBSITE PLATFORM ⭐ #FUTURESTARS
03
JOIN THE BIGGEST ACTIVE COMMUNITY IN CZECHIA!
Community-driven content, pushed triough socials.
04
ROLE MODELS … INFLUENCERS THAT ARE PARENT.
Be one, join the movement.
05
ACTION CHECKLIST
01 Is your school there? If not, ask for it.
02 Get familiar with the manual.
03 Start practising with your kid(s)
06
SHARE THE MINDSET … TELL OTHER PARENTS!

8. SOLUTION > Budget
BUDGET >> 800K CZK
Change of the visual style
100.000 CZK
> From Zvířátka to Hvězdné disciplíny
> Adop$ng new Sokol 2030 branding
Website pla9orm
150.000 CZK
> Dedicated web plaOorm for
> Mobile driven traffic
Content marketing
100.000 CZK
> 1x week, 5-6 weeks or exercise, elevation of the
current booklet content
> Active parent become #futurestars community
leaders
Digital adver@sing
450.000 CZK
> Facebook & Instagram ads, search & display
> Parent Influencer Collabora$on
SOLUTION > BUDGET
BUDGET >> 800K CZK
Change of the visual style
100.000 CZK
> From Zvířátka to Hvězdné disciplíny
> Adopting new Sokol 2030 branding
Website platform
150.000 CZK
> Dedicated web platform for
> Mobile driven traffic
Content marketing
100.000 CZK
> 1x week, 5-6 weeks or exercise, elevation
of the current booklet content
> Active parent become #futurestars
community leaders
Digital advertising
450.000 CZK
> Facebook & Instagram ads, search &
display
> Parent Influencer Collaboration

9. SOLUTION > Timeline & outcomes
Timeline & outcomes
Progressive intentsity
End of May > June > July > August (3 months in total)
Goals to be reached
> 75% of our parent target audience (600K out of 800K based on b insights & sociological data.)
> 150.000 engagements (traffic, likes, shares, posts, men$ons)
> 120.000+ signed kids into the programm via their teachers and schools
> Becoming one of the biggest physical ac$vity movement for kids in CZ
> Higher conversion rates of direc marke$ng to schools thanks to push strategy and awareness
SOLUTION > TIMELINE & OUTCOMES
TIMELINE & OUTCOMES
Progressive intentsity
End of May > June > July > August (3 months in total)
Goals to be reached
> 75% of our parent target audience (600K out of 800K based on fb insights &
sociological data.)
> 150.000 engagements (traffic, likes, shares, posts, mentions)
> 120.000+ signed kids into the programm via their teachers and schools
> Becoming one of the biggest physical activity movement for kids in CZ
> Higher conversion rates of direc marketing to schools thanks to push strategy and
awareness

10. S
Summary
Challenge:
DOUBLE THE NUMBER OF PRESCHOOL KIDS THAT PRACTICE SOKOL EXERCISE PROGRAMME.
BY THE END OF AUGUST, TO 150.000 KIDS!
Insight:
IT‘S THE PARENTS WHO ARE AT THE VERY BEGINNING (AND CENTRE) OF THEIR KIDS FUTURE SUCCESS &
HAPPINESS.
Approach:
IS YOUR KID A Future stars?
ACT NOW, SO YOUR KIDS CAN BECOME Stars of the future #FUTURESTARS
Solu$on:
CREATING AN ONLINE PLATFORM WHERE TEACHERS AND PARENTS will be led from a comms about ac$ng for the
future of their kids. Place where parents will have chance to express they wish for kindergartens to register in the
programme.
Lets start the biggest physical and mental development ac$vity movement in the czech republic.
Learn, share, engage, enable.
S
SUMMARY
CHALLENGE:
DOUBLE THE NUMBER OF PRESCHOOL KIDS THAT PRACTICE SOKOL EXERCISE PROGRAMME.
BY THE END OF AUGUST, TO 150.000 KIDS!
INSIGHT:
IT‘S THE PARENTS WHO ARE AT THE VERY BEGINNING (AND CENTRE) OF THEIR KIDS FUTURE SUCCESS & HAPPINESS.
APPROACH:
IS YOUR KID A FUTURE STARS?
ACT NOW, SO YOUR KIDS CAN BECOME STARS OF THE FUTURE #FUTURESTARS
SOLUTION:
CREATING AN ONLINE PLATFORM WHERE TEACHERS AND PARENTS WILL BE LED FROM A COMMS ABOUT ACTING FOR THE
FUTURE OF THEIR KIDS. PLACE WHERE PARENTS WILL HAVE CHANCE TO EXPRESS THEY WISH FOR KINDERGARTENS TO
REGISTER IN THE PROGRAMME.
LETS START THE BIGGEST PHYSICAL AND MENTAL DEVELOPMENT ACTIVITY MOVEMENT IN THE CZECH REPUBLIC.
LEARN, SHARE, ENGAGE, ENABLE.