| (2.8 Mbyte)

According to the survey of Kreatív magazine
Clients: telecom, IT
ASTRA
Former clients: Betasystems | Gemalto | IHM | Invitel | Jövő háza | SONY | Tele2 |
Verbatim | WiERA
Clients: FMCG
Unilever | BOLS | Nescafé Dolce Gusto
Former clients: Bacardi | Ballantines| Chivas | Energizer | Globus | Grand Marnier|
Knorr/Delikát8 Játszóterek | Ledo | Martini | Pernod Ricard Hungary | Spotless | Wilkinson
Clients: media, entertainment, culture
Artisjus | Katedra nyelviskola
Former clients: Alexandra | Beholder | Chello Média | Hard Rock | Hegyalja Fesztivál | Inform
Média | Magyar Nemzeti Galéria | Népszabadság | Sanoma Budapest | SZIN | teszvesz | tv2 |
Viasat | Visasat 6 | Viasat History | VIVA
Clients: finance, energy, real estate
associations
Dome Facility Services | Edenred |
ELMŰ-ÉMÁSZ-MÁSZ Társaságcsoport | M27 Absolvo
Former clients: Energia Központ Kht. | Genertel | IAA | ING |
Magyar Lapkiadók Egyesülete | Magyar Nemzeti Vagyonkezelő | Magyar Reklámszövetség |
Médiaunió | médiatudor | SSB
Clients: healthcare
Astellas | Corega
Former clients Bristol-Myers Squibb Company | Budapest Bank |
Help! A Dohányfüstmentes Életért | Janssen-Cilag | Johnson&Johnson | Lundbeck | Zentiva
Awards
•
EACA AWARDS 2011 – VOLUNTEERING AND PEOPLE-TO-PEOPLE ACTIVITES
Media Unio „ Get closer” campaign
•
HYPNOSIS ADVERTISING COMPETITION 2011 – 1ST PLACE, INTEGRATED CAMPAIGN
Media Unio „ Get closer” campaign
•
HUNGARIAN MARKETING ASSOCIATION - WEBSITE OF THE YEAR 2010
a local online marketing-communications award for the website www.keruljkozelebb.hu
•
GOLDEN DRUM 2009 - GOLDEN DRUM AWARD IN PR CATEGORY
Viasat History: „ History beneath our feet” campaign
•
EFFIE 2007 – SILVER EFFIE AWARD
Viasat 3 Topmodel show
•
KREATÍV MAGZINE
The same campaing was chosen by leading trade magazine, Kreatív as one of the top3 PR stunts in 2006
•
EFFIE 2006 – GOLDEN EFFIE AWARD
TV spot for ‘Jövő Háza
•
GOLDEN BLADE ADVERTISING FESTIVAL 2006 – SILVER BLADE AND
PEOPLE’S CHOICE AWARD
TV spot for ‘Jövő Háza’
How to begin our work together?
 Interpreting and processing the BRIEF (according to
background materials, market information)
1) From where?
ANALYZING THE
SITUATION
2) Where to?
DETERMINING
THE GOAL
 PRESS ANALYSIS on the given company and competitors
• Analyzing press outcomes
• Analyzing the press room
• Analyzing blog, forum, social media presence
• What do jounalists think about the company?
 Defining and segmenting the TARGET AUDIENCE
 INSIGHTS
• Current mindset
• Desired mindset
• Analyzing demography, media consumption, and
other factors effecting the consumers’ decision
• Cultural analysis
 Specifying the COMMUNICATION GOALS to be reached
 Specifying the MARKETING GOALS to be reached
How to begin our work together?
 SWOT ANALYSIS on the potential messages: which ones
are important, which ones to emphasize
3) How?
STRATEGY AND
PLANNING
4) MESURING
METHODS
5) RESULTS AND
VALUES
 Specifying the MESSAGES/ARGUMENT: what to say to the
different target audiences
 STEPS OF THE PR PROGRAM in plan: which channels to
use
 TIMING: scheduling the etaps of the program
 Quality and quantity of press outcomes
 Reach of the target audience
 Demonstrating the accomplishments
What can you expect from us?
Media
planning
and
purchase
Organizing
press events
Communications
consultancy
PR-film
Media
training
Media
relations
Planning and
executing
PR strategy
Social media
activity
Content
management
Crisis
communication
Event
organization
Internal
communication
Software-aided press relations
Almost 3000 journalists cooperating with Próbakő
We
–
–
–
–
need to know their:
Contact info,
Special interests,
Former co-operations,
Personal data.
We have to keep track of what
kind of contents we provided
with them and when
With the aid of a special
software we can search and
filter information gathered
through 7 years
– Press lists
– Events
– Personal data, etc.
Médiaunió ”Get closer!”
BACKGROUND
Each year, a socially important issue is taken up
by Mediaunio : in 2010 it was the integration of
disabled people.
The Client wanted an ATL campaign supported
by extensive PR campaign.
TASK
To direct healthy people’s attention on the
problems of disabled people, which could be
solved with minimal care.
TOOLS/EXECUTION
•
•
•
•
•
Involving celebrities and disabled people in to
the campaign
Press release
social media
To organize interview’s with celebrities and our
disabled participants
Conducting a competition for journalists
Médiaunió ”Get closer!”
TIMING
September 2010- mid February 2011
RESULTS
•
•
•
•
The campaign reached 94.8% of the adult
population
Only as a result of journalistic competition,
more than 200 coming out in different types of
medium
More than 150 other issue
The campaign has won numerous awards and
has added to other competitions shortlist
•
Hypnosis advertising competition 2011 –
1st place, Integrated Campaign
•
Hungarian Marketing Association website of the year 2010
•
EACA Care Awards 2011 – Volunteering
and people-to-people activities award
•
Gold Drum- Bronze draw- TCR integrated
shortlist, in 5 categories.
Knorr „Every meal is an opportunity”
BACKGROUND
Knorr conducted a research in 17 countries with
6500 participants about joint meals
TASK
To raise the attention to the importance of having
meals together
TOOLS/EXECUTION
•
•
•
•
Popularized the research results with own expert
and celebrity team
Exclusive press conference, story-generating,
organising interviews
Conducting a competition for journalists
Organising Forum campaign
TIMING
Spring 2010
RESULTS
•
•
•
163 coverages: 28 print, 73 online, 6 TV, 56 radio
46 applications for the competition organised for
journalists
10 day long forum campaign: 2687 viewers and 173
comments
HELP Anti-smoking campaign
BACKGROUND
European Committee’s assignment to raise interest
of the dangers of both atcive and passive smoking
TASK
Conducting a full-scale PR campaign
TOOLS/EXECUTION
•
•
•
Classical PR
CO measuring in public places, workplaces
Co-operation with local health protection, antismoking organisations, institutes
TIMING
2005 - 2010
RESULTS
•
•
Smoking is a permanent issue in Hungarian media
Good, well-established relations with civil
organisations, governmental institutes
Corega National Oral Care Survey
BACKGROUND
Nowdays in Hungary more than one million
people regularly wear dentures, but no
comprehensive national survey was made
about the subject.
TASK
To conduct the survey, during a roadshow
around the country.
TOOLS/EXECUTION
•
•
•
Classical PR
all day long orientation in 7 provincial and in 1
Budapest location
Comprehensive oral care advice
TIMING
Summer of 2011
RESULTS
•
•
•
1500 completed questionnaires
8 successful events
More than 2 million people reached
Viasat History „History beneath our feet”
BACKGROUND
Viasat History (VH) TV channel has been
operating in the CEE region since 2007 but its
brand awareness was low before the campaign.
TASK
Due to the tight budget no ATL support was
available to help with the delivery: the message
has to reach mainstream media and the core
message had to arrive to the potential audience
without being changed or losing focus.
TOOLS/EXECUTION
•
•
Bring the content and the context of the
channel outside, to an exclusive place that
has/had an impact on history
Demonstrate the autenticity and expert
knowledge of the channel on history and
thus establish the channel as a leading TV
resource on the matter
Viasat History- „History beneath our feet”
(cont’d.)
TIMING
September 11, 2008
RESULTS
•
•
Only Budapest:
– 2M+ media contacts
– 6M+ HUF value of media appearances
(list price)
– Equals to 18M+ HUF of advertising
value
Other locations: Prague, Warsaw, Bucharest
– Golden Drum Award (2009)
GENERTEL Winter Tyre Test
BACKGROUND
Genertel as a direct insurance company
wanted to stand out of the crowd during the
busy autumn period (MTPL communications)
TASK
• Demonstrate the availability of the company
• Demonstrate its commitment to road safety
• Get presence in automotive media
EXECUTION
The first winter tyre test in Hungary
– Transparent, media-friendly
– Approved devices and methodology
– No affiliation with any tyre
manufacturer
GENERTEL Winter Tyre Test
(cont’d.)
RESULTS
Media interest beyond expectations:
• Not only automotive press,
• But general media interested; online
and radio dominated clippings
• Genertel has become a winter driving
expert
Extensive social media usage:
• Video results on YouTube
• Results could also be embedded via
Scribd
Hard Rock International Press Conference
BACKGROUND
Hard Rock Casino planned to open its first
casino in Hugary
TASK
To organise an international press
conference
TOOLS/EXECUTION
To talk about the positive aspects of the
project and eliminate the possible negative
context
TIMING
Summer 2009
RESULTS
•
•
•
47 media (60+ Hungarian, Austrian and
Slovakian journalists) attended the press
conference in Budapest
150+ pieces of media coverage
8 000 000+ target audience reached in 3
countries with just one event
Crisis Communications Hegyalja Fesztivál
BACKGROUND
A young male was seriously injured in a bunjee-jumping
tragedy at 2010 Hegyalja Fesztivál in Tokaj-Rakamaz.
TASK
Managing the crisis situation.
TOOLS/EXECUTION
•
•
•
•
Controlling the location of the tragedy – with the police.
Instant press release about the situation
One-to-one communication to the most significant
journalists
Monitoring media – reacting to false information
TIMING
July 2010
RESULTS
•
•
We were able to block the distribution of false info pieces
We were abel to separate this tragedy from the Hegyalja
Fesztivál brand.
Crisis Communications Tele2 vs GVH
BACKGROUND
Tele2 had to pay a fine of 50M HUF because of violating
certain advertising rules
TASK
PR Agency was responsible for the reaction to GHV’s
press communication
TOOLS/EXECUTION
•
•
•
•
Ready-to-distribute press release in advance
Permanent press monitoring
Distribution of the press release right after GHV’s
communication
One-to-one communication to the most significant
journalists
TIMING
March 30, 2006 – April 7, 2006
RESULTS
•
•
Majority of articles included Tele2’s reaction
Attitude of articles were neutral, no journalist „attacked”
the Client
Probako YouTube Channel
You can watch our
campaign videos
here.
Thank you!
Próbakő Kommunikáció
1025 Budapest,
Törökvész út 3/A.
Telephone: +36 1 488 7496
Fax: +36 1 326 5117
E-mail: probako@probako.hu
www.probako.hu
www.facebook.com/probako