Havas Worldwide Prague

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360°CAMPAIGN IN CONJUNCTION WITH THE PREMIERE OF THE SMURFS MOVIE

A comprehensive PR campaign was created around the partnership of the film The Smurfs and our retail client Ahold. We generated over 100 PR outputs through media relations during a 3 months period. The PR campaign was based on: CHARITY with 20 celebrities participating to a Smurf public auction which raised 695,000CZK for the Máma a Táta Foundation; SPECIAL SCEENING of the movie for journalists before the premiere; EVENTS such as a Smurf parade exhibited in six different Czech cities, a Smurf trading day where children could swap cards of the cartoon characters. The campaign also had an impact on traffic at Albert stores, who gained new customers.