4CAMPING ENTERS A NEW TV CAMPAIGN OUTSIDE ITS MAIN SEGMENT – TOURISM - ScreenVoice.cz

A new TV commercial for the 4camping e-shop has been broadcast on TV Nova since 16 June. It takes the brand out of the campsite with an emotional campaign closer to tourism, without trying to show extreme conditions.

"When you say “outdoor”, you imagine an eight-thousander, bad weather or sport. But the vast majority of customers just want to experience something nice outdoors. That's exactly what we wanted to show in the new campaign. You don't have to worry about every gram or seek out extremes to enjoy the outdoors; the outdoors is for everyone," says Zbyšek Pochylý, marketing director at 4camping.

Under our own direction

The largest Czech outdoor e-shop, 4camping, underwent a redesign in March. A new website, a new visual identity, the look of newly opened stores, and even the 28th annual Tent Exhibition, which they organise every year in Letňany.

"We wanted to be sure that we could capture the essence of everything we had been working on for over a year in a brand campaign. That's why we chose the more complex option and came up with the concept internally before bringing in a production company to shoot the commercial. Similarly, the graphics, photographs and scripts for the radio spots were created with colleagues who have been working with us for a long time. And I must say that I am extremely proud of everyone who participated in the campaign," says Pochylý happily.

This simple, charming campaign relies on strong emotions, the relationship between a father and daughter, distinctive branding and slight exaggeration with an incredibly overfilled backpack, which every parent knows from trips with children.

Filming with children, especially outdoors, is always risky and almost ruined the whole concept.

"We had booked a week at the end of May for filming. At the beginning of the month, it looked like a sure thing. But then the weather started doing what it wanted. During filming, there was an icy wind, which our youngest actress didn't like at all. The difficult conditions and ideal light, which only lasted for about 20 minutes, didn't spoil the overall atmosphere of the spot in the end," adds 4camping brand manager Adam Lokša.