What happens when you combine the delivery of a parcel with a powerful experience, Vojta Kotek behind the counter and the famous tractor from the TV commercial with several locations across the Czech Republic? You create a campaign that resonates on the streets, on social media and in the media. The spring activation campaign for BAUHAUS was about just that – showing that the brand is now delivering products to more than 15,000 pickup points, and doing it in a way that people will remember.

 

The aim of the campaign was all about the experience. Lovely, positive and intense. The main objective was to promote the message of the new delivery service and to create a moment that will stay in the minds of customers, while delivering meaningful content for the brand across media and digital channels. The result was a multi-stage activation that brought offline, online channels and PR together into one functional unit.

 

The well-known tractor plays the main role

The first phase was represented by pop-up happenings with the tractor known from TV spots. It appeared in places where no one would expect it – on the ice rink during a hockey match in České Budějovice, parked in Pařížská Street in the centre of Prague, where it earned a tow, at an exhibition in Brno’s BVV and on a ride in Aqualand Moravia. It was also seen by the guests of the press conference. Happenings, whether short or all-day, were a strong visual element that attracted attention entertained passers-by and brought content to the brand that worked on social networks and in the media.

 

No one expected Vojta Kotek behind the counter!

The second phase was represented by an event where Vojta Kotek, a well-known Czech actor/director and a long-time BAUHAUS ambassador, turned into a parcel clerk for an afternoon. He personally handed out parcels to customers and his presence surprised and delighted the journalists and influencers who were invited to the event. The atmosphere was informal but thought-through to the last detail. Including professional photo and video documentation, the press pack and press releases, the actual delivery of the goods. This gave the media quality material and a strong story to carry forward – in articles, reports and on their own social media.

 

 

Content that resonated on the networks

The third wave was represented by a digital extension of the entire campaign. Moments captured during the event were shared on BAUHAUS profiles, with influencers playing a key role, bringing their own perspective and extending the reach. Journalists themselves also got involved, sharing their experiences of the event on their personal accounts, naturally multiplying the reach of the campaign. The content was lively, light-hearted and authentic – accurately capturing the atmosphere of the event.

 

Our production and communication coordination was key in the whole activation. It showed that information about the expansion of the distribution network can be communicated with emotion, exaggeration and experience. When a familiar face, strong visuals and a workable script are combined well, even an ordinary service can resonate across media and become a topic that people themselves are happy to share.

 

Photo: BAUHAUS Archive