What you will find in the article:
- The winner of the Creative Challenge competition is the Deadline Survivors team from the University of Economics, Prague.
- The proposal focuses on making the Bohemia Sekt brand more appealing to Generation Z.
- The concept involves a new micro-ritual for shared celebrations.
- The competition encourages students to work on real-world marketing projects.
- A jury of experts assessed the creativity and strategy behind the proposals.
The winners of the 21st edition of the Creative Challenge student competition, organised by the media agency OMD CZ, were the Deadline Survivors team from the University of Economics in Prague. Their communication proposal for the Bohemia Sekt brand impressed the jury with its concept of a new micro-ritual designed to help connect the brand with young adults from Generation Z.
Three teams from the University of Economics, Prague – Deadline Survivors, Next Gen Bubbles and Pop Culture – made it through to the final. Victory ultimately went to the Deadline Survivors team, comprising Viktorie Sedláková, Lucie Petřivalská and Adéla Spáčilová.
Their proposal was based on the idea that Generation Z shares its experiences and important moments intensely, but lacks a form of communal celebration. The solution was a concept for a new ‘micro-ritual’ designed to link significant life moments with the consumption of Bohemia Sekt and create new opportunities for the brand to become part of young adults’ everyday celebrations.
This year’s task was to find a way to strengthen brand awareness and penetration amongst young adults from Generation Z, whilst maintaining its premium status and long-term positioning of ‘uplifting and uniting’. The students were tasked with designing a communication strategy for the brand’s so-called ‘celebratory segment’. The brief required the use of media relevant to the Generation Z target group, whilst respecting legal restrictions that prohibit targeting communications at those under the age of 18.
The client for this year’s competition was Bohemia Sekt. Marketing Director Ondřej Čabrada sat on the jury on behalf of the client. Representing the media agency on the jury were Pavel Hyský, Viktor Šušnyák and Iveta Szkutová. Jakub Horváth served as the creative judge, whilst Daniel Path led the strategic assessment; both are also from OMD CZ.
The Creative Challenge has long been connecting marketing and communications students with real-world briefs from companies. As part of the competition, participants get to try their hand at developing a communications strategy, a creative concept and presenting their proposals to a panel of experts.
Source: mediaguru.cz