{"id":2658,"date":"2023-01-16T17:46:32","date_gmt":"2023-01-16T15:46:32","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=2658"},"modified":"2023-04-03T11:31:15","modified_gmt":"2023-04-03T09:31:15","slug":"dobry-storytelling-je-zelezna-jistota-ktera-prezije-vsechny-otresy-reklamni-branze","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/dobry-storytelling-je-zelezna-jistota-ktera-prezije-vsechny-otresy-reklamni-branze\/","title":{"rendered":"Dobr\u00fd storytelling je \u017eelezn\u00e1 jistota, kter\u00e1 p\u0159e\u017eije v\u0161echny ot\u0159esy reklamn\u00ed bran\u017ee"},"content":{"rendered":"

\u010cesk\u00fd Forbes se ptal, jak se za 30 let v \u010cesku zm\u011bnila reklama. Co na to n\u00e1\u0161 Martin? <\/i>Kdy\u017e na konci lo\u0148sk\u00e9ho roku dostal od redakce tuhle ot\u00e1zku, odpov\u011bdi mu naskakovaly samy. Nepamatuje si sice cel\u00e9 t\u0159i dek\u00e1dy. A\u010d je matador oboru, pracuje v n\u011bm \u201eteprve\u201c od roku 1998. I tak se mu ale p\u0159ed o\u010dima skl\u00e1dal ucelen\u00fd obraz.<\/p>\r\n

A proto\u017ee do \u010dl\u00e1nku se zdaleka neve\u0161lo v\u0161echno<\/span><\/a>, tady m\u00e1te tu\u010dnou a neo\u0161izenou porci historicky-bilan\u010dn\u00edho \u010dten\u00ed s v\u00fdhledem do budoucna, jak\u00e9 se hod\u00ed pro prvn\u00ed t\u00fddny nov\u00e9ho roku. Spoiler: pan Vaj\u00ed\u010dko, \u017divot je ho\u0159k\u00fd i \u010cilichilli se potkaj\u00ed v jednom textu.<\/p>\r\n

Jak se prom\u011bnil zp\u016fsob ve zpracov\u00e1v\u00e1n\u00ed a vn\u00edm\u00e1n\u00ed reklamy?<\/b><\/h3>\r\n

Za posledn\u00edch n\u011bkolik m\u00e1lo des\u00edtek let do\u0161lo v\u00a0\u010cech\u00e1ch ve vn\u00edm\u00e1n\u00ed reklamy k\u00a0obrovsk\u00e9 prom\u011bn\u011b. Veskrze pozitivn\u00ed. Od pana Vaj\u00ed\u010dka jsme se dostali do doby, ve kter\u00e9 je reklama samoz\u0159ejmost\u00ed a usadila n\u00e1s v\u00a0civilizovan\u00e9m, tr\u017en\u00edm sv\u011bt\u011b. Potk\u00e1v\u00e1n\u00ed se\u00a0s reklamou je d\u00edky chytr\u00fdm telefon\u016fm, internetu a soci\u00e1ln\u00edm s\u00edt\u00edm celodenn\u00ed z\u00e1le\u017eitost\u00ed \u2013 pozornost je m\u011bna 21. stolet\u00ed.<\/p>\r\n

D\u00edky rostouc\u00edmu po\u010dtu medi\u00e1ln\u00edch kan\u00e1l\u016f a mno\u017estv\u00ed reklamy v\u00a0nich se v\u00fdrazn\u011b zmen\u0161ila doba, kterou z\u00e1kazn\u00edk v\u011bnuje jedn\u00e9 reklam\u011b. Schopnost vn\u00edmat komer\u010dn\u00ed sd\u011blen\u00ed prokazateln\u011b klesla, jako reakce na v\u0161udyp\u0159\u00edtomnost a ofenzivnost reklamy. St\u00e1le \u010dast\u011bji tak reklama mus\u00ed tvrd\u011b bojovat o pozornost a p\u0159\u00edtomnost v\u00a0mysl\u00edch a srdc\u00edch spot\u0159ebitel\u016f.<\/p>\r\n

Za posledn\u00edch 30 let se zcela zm\u011bnil p\u0159\u00edstup k dat\u016fm: od pasivn\u00edho vyu\u017e\u00edv\u00e1n\u00ed dat z v\u00fdzkum\u016f p\u0159ed a po kampani po aktivn\u00ed online m\u011b\u0159en\u00ed kampan\u00ed, A-B testov\u00e1n\u00ed a\u017e k p\u0159izp\u016fsoben\u00ed hlavn\u00edho kreativn\u00edho sd\u011blen\u00ed ka\u017ed\u00e9mu jednotliv\u00e9mu p\u0159\u00edjemci reklamy (viz. volebn\u00ed kampa\u0148 Donalda Trumpa). Z\u00e1rove\u0148 digitalizace umo\u017e\u0148uje p\u0159esn\u011bj\u0161\u00ed zac\u00edlen\u00ed \u010di spolu\u00fa\u010dast z\u00e1kazn\u00edk\u016f na samotn\u00e9 kampani \u2013 to je velk\u00e1 vymo\u017eenost.<\/p>\r\n

Jak se zm\u011bnilo reklamn\u00ed \u0159emeslo?<\/b><\/h3>\r\n

Zpracov\u00e1n\u00ed, tedy \u0159emeslo reklamy se m\u011bn\u00ed s t\u00edm, jak se m\u011bn\u00ed p\u0159\u00edstup k technologi\u00edm, mo\u017enostem rychlosti, n\u00edzkon\u00e1kladovosti v\u00fdroby a mno\u017estv\u00ed medi\u00e1ln\u00edch kan\u00e1l\u016f. N\u00e1roky na reklamn\u00ed profesion\u00e1ly jsou dnes v\u00fdrazn\u011b vy\u0161\u0161\u00ed a pohybuj\u00ed se mezi v\u011bdou a um\u011bn\u00edm. V\u00fdroba reklamy se neust\u00e1le zrychluje, stejn\u011b jako po\u010det kampan\u00ed ro\u010dn\u011b, je pln\u011b rozkro\u010den\u00e1 mezi tradi\u010dn\u00ed i digit\u00e1ln\u00ed m\u00e9dia a \u010dasto provozovan\u00e1 amat\u00e9ry. D\u00edky demokratizaci technologi\u00ed m\u016f\u017ee vytv\u00e1\u0159et reklamu v podstat\u011b kdokoliv.<\/p>\r\n

V\u00a0sou\u010dasn\u00e9 dob\u011b je obsah \u2013 nebo p\u0159ihl\u00e1\u0161en\u00ed se k\u00a0n\u011bjak\u00e9mu n\u00e1zorov\u00e9mu proudu \u2013 \u010dasto d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e samotn\u00e9 zpracov\u00e1n\u00ed reklamy. Za posledn\u00edch ani ne 20 let zm\u011bny ve spole\u010dnosti (zodpov\u011bdn\u011bj\u0161\u00ed chov\u00e1n\u00ed k\u00a0p\u0159\u00edrod\u011b, genderov\u00e9 ot\u00e1zky a podobn\u011b) reklamu ovlivnily natolik, \u017ee u\u017e \u010dasto neprod\u00e1v\u00e1 jenom produkt, ale hlavn\u011b n\u00e1zor a postoj zna\u010dky.<\/p>\r\n

Co se naopak nezm\u011bnilo je lidsk\u00e9 chov\u00e1n\u00ed a motivy k akci. St\u00e1le je to pr\u00e1ce s touhou a strachem. Dobr\u00e9 \u0159emeslo vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f (storytelling) je \u017eelezn\u00e1 jistota reklamy v\u010dera, dnes a z\u00edtra, a\u0165 m\u00e1 jakoukoliv podobu.<\/p>\r\n\r\n

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Aby v\u00e1m \u0159emeslo \u0161lo od ruky…<\/b><\/h2>\r\n

N\u00e1\u0161 redak\u010dn\u00ed speci\u00e1l na ka\u017edou gramatickou a stylistickou t\u00edse\u0148<\/u><\/span><\/a>. Hacky, aby va\u0161e texty p\u016fsobily profi. Zkr\u00e1tka p\u0159esn\u011b m\u00ed\u0159en\u00e9 Kopy.<\/p>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n

\u00a0<\/h3>\r\n

\u00a0<\/h3>\r\n

Kter\u00e9 popul\u00e1rn\u00ed a \u00fasp\u011b\u0161n\u00e9 kampan\u011b byste u\u017e dnes ud\u011blali jinak?<\/b><\/h3>\r\n

Co bylo popul\u00e1rn\u00ed \u010di \u00fasp\u011b\u0161n\u00e9, nem\u00e1 smysl m\u011bnit a d\u011blat jinak. Sv\u011bt je mezi t\u00edm jinde a t\u011bch prom\u011bnn\u00fdch, kter\u00e9 to tehdy ovlivnily, je nekone\u010dn\u011b mnoho. Sp\u00ed\u0161 ne\u017e ty, kter\u00e9 bych ud\u011blal jinak, v\u00edm, kter\u00e9 bych nechal stejn\u00e9: radegast\u00ed \u201e\u017divot je ho\u0159k\u00fd bohud\u00edk\u201c, vodofonovsk\u00e9 \u010ciliChili, \u201eBanku, kterou m\u016f\u017eete m\u00edt r\u00e1di\u201c nebo kofol\u00ed \u201eKdy\u017e ji miluje\u0161\u201c.<\/p>\r\n

Jak\u00e9 jsou te\u010f trendy v reklam\u011b?<\/b><\/h3>\r\n

Nejv\u011bt\u0161\u00edm trendem je pou\u017e\u00edv\u00e1n\u00ed dat p\u0159i c\u00edlen\u00ed a neust\u00e1l\u00e9m v\u00fdvoji kreativn\u00edho sd\u011blen\u00ed v\u00a0pr\u016fb\u011bhu kampan\u011b, v\u010detn\u011b zapojen\u00ed um\u011bl\u00e9 inteligence.<\/p>\r\n

Celosv\u011btov\u011b se reklama nov\u011b sna\u017e\u00ed zas\u00e1hnout \u017eivotn\u00ed n\u00e1zor spot\u0159ebitele nebo mu ho dokonce utv\u00e1\u0159et. Vid\u00edm v tom ur\u010dit\u00e9 riziko, proto\u017ee se t\u00edm oslabuje to, co pro m\u011b reklama v\u017edy byla \u2013 svoboda volby\u2013 a st\u00e1v\u00e1 se z n\u00ed ideologie. Zna\u010dka, jej\u00ed n\u00e1zor a aktivismus (nap\u0159. Patagonia) se dnes zd\u00e1 d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e produkt.<\/p>\r\n

Nab\u00edzela by se odpov\u011b\u010f, \u017ee influence\u0159i (ty ale nepova\u017euji za trend, sp\u00ed\u0161e za nov\u00fd komunika\u010dn\u00ed kan\u00e1l zna\u010dek) jsou jen logick\u00fdm pokra\u010dov\u00e1n\u00edm z\u00e1jmu spot\u0159ebitel\u016f, oby\u010dejn\u00ed lid\u00e9 a ne um\u011bl\u00e9 celebrity. Influence\u0159i\u00a0<\/b>jsou pr\u016fse\u010d\u00edkem celebrity, ke kter\u00e9 vzhl\u00ed\u017e\u00edme, a oby\u010dejn\u00e9 holky nebo kluka od vedle. D\u00edky technologick\u00e9mu pokroku mohou b\u00fdt sami tv\u016frci reklamy a t\u00edm p\u00e1dem propagovat zna\u010dky stejn\u011b \u00fa\u010dinn\u011b jako tradi\u010dn\u00ed m\u00e9dia.<\/p>\r\n

Co aktu\u00e1ln\u011b funguje v cizin\u011b, ale v \u010cesku (zat\u00edm) ne?<\/b><\/h3>\r\n

Ze \u0161pi\u010dkov\u00fdch zahrani\u010dn\u00edch reklam, kter\u00e9 m\u00e1m mo\u017enost vid\u011bt, c\u00edt\u00edm odvahu \u2013 k experimentu, zaj\u00edmav\u00e9mu form\u00e1tu a dobr\u00e9mu storytellingu. Samoz\u0159ejm\u011b se na reklam\u011b odraz\u00ed mno\u017estv\u00ed produk\u010dn\u00edch pen\u011bz: dokonalost filma\u0159sk\u00e9ho \u0159emesla, \u0161pi\u010dkov\u00ed art direkto\u0159i a fotografov\u00e9 i konkurence mezi texta\u0159i, kter\u00e1 vyb\u00edr\u00e1 jen ty nejlep\u0161\u00ed. Schopnost vytv\u00e1\u0159et komplexn\u00ed a propojen\u00e9 velk\u00e9 kampan\u011b zat\u00edm v \u010cesku moc nefunguje \u2013 je to hodn\u011b n\u00e1kladn\u00e9, n\u00e1ro\u010dn\u00e9 na \u010das a dlouhodobou konzistenci exekutivy. V anglosask\u00e9m sv\u011bte m\u00e1 reklama mnohem del\u0161\u00ed tradici a je presti\u017en\u00edm \u0159emeslem; je to jako srovn\u00e1vat Hollywood a Barrandov nebo MTV a \u00d3\u010dko.<\/p>\r\n

Kter\u00fd po\u017eadavek va\u0161eho klienta byl zat\u00edm nejbl\u00e1zniv\u011bj\u0161\u00ed? A jak to dopadlo?<\/b><\/h3>\r\n

Pamatuji si dva velk\u00e9 po\u017eadavky: Vodafone, kter\u00fd cht\u011bl vytvo\u0159it svoje vlastn\u00ed m\u00e9dium pro mlad\u00e9 po vzoru Red Bull Media House v dob\u00e1ch, kdy to v \u010cesku nikdo ned\u011blal, a LMC, kter\u00e9 se rozhodlo sv\u00fdm marketingem pomoci cel\u00e9mu jednomu oboru (HR) a pozvednout ho. Oba dva klienti m\u011bli dlouhodobou vizi a byli ochotn\u00ed riskovat ne\u00fasp\u011bch. U obou n\u00e1pad\u016f st\u00e1ly siln\u00e9 osobnosti. Zbytek u\u017e je historie\u2026 \u010ciliChili<\/span><\/a> se stalo reklamn\u00ed obsahovou legendou a spont\u00e1nn\u011b nej\u010dast\u011bj\u0161\u00edm jmenovan\u00fdm d\u016fvodem n\u00e1v\u0161t\u011bv prodejen Vodafonu. Rostlo na stovky tis\u00edc pravideln\u00fdch u\u017eivatel\u016f, organicky, bez pen\u011bz na propagaci a distribuci. LMC<\/span><\/a> se jejich z\u00e1m\u011br tak\u00e9 povedl, dnes maj\u00ed nejrozs\u00e1hlej\u0161\u00ed s\u00ed\u0165 vlastn\u00edch m\u00e9di\u00ed a tak\u0159ka si monopolizovali pozornost oboru personalistiky v \u010cech\u00e1ch.<\/p>\r\n

Nejbl\u00e1zniv\u011bj\u0161\u00ed po\u017eadavek klienta je st\u00e1le tent\u00fd\u017e: velk\u00e9 v\u011bci za m\u00e1lo pen\u011bz. Dopad\u00e1 to podle toho, jak\u00e9 m\u00e1te \u0161t\u011bst\u00ed a kdo pro v\u00e1s co ud\u011bl\u00e1 zadarmo nebo za m\u00e1lo pen\u011bz. To a podobn\u00e9 pravdy jsme shrom\u00e1\u017edili v e-b\u016f\u010dku<\/span><\/a>\u00a0ke 20 let\u016fm firmy.<\/p>\r\n

Co dnes lid\u00e9 o\u010dek\u00e1vaj\u00ed od zna\u010dek? A jak s t\u00edmto po\u017eadavkem pracujete vy?<\/b><\/h3>\r\n

Lid\u00e9 od zna\u010dek \u010dekaj\u00ed d\u016fv\u011bryhodnost, kvalitu v pom\u011bru k cen\u011b a jasnou komunikaci. Pokud je nav\u00edc zna\u010dka humorn\u00e1 nebo jinak atraktivn\u00ed, je to jen plus. Ur\u010dit\u011b pozoruji trend, aby zna\u010dky byly pravdiv\u00e9 a pod\u00edlely se na pozitivn\u00edm utv\u00e1\u0159en\u00ed ve\u0159ejn\u00e9ho prostoru a kultury. Zkou\u0161\u00edm zadavatele p\u0159esv\u011bd\u010dit, aby nelhali, a pokud nemaj\u00ed co \u0159\u00edct, ml\u010deli.<\/p>\r\n\r\n

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Po takhle dlouh\u00e9m \u010dten\u00ed se slu\u0161\u00ed vyp\u00edchnout to nejd\u016fle\u017eit\u011bj\u0161\u00ed.<\/b><\/h3>\r\n
    \r\n
  • Schopnost a ochota lid\u00ed vn\u00edmat reklamn\u00ed sd\u011blen\u00ed soustavn\u011b kles\u00e1, o pozornost se sv\u00e1d\u00ed l\u00edt\u00fd boj na mnoha front\u00e1ch.<\/li>\r\n
  • Omnichanell vl\u00e1dne sv\u011btu, zna\u010dky vyu\u017e\u00edvaj\u00ed v\u0161echny dostupn\u00e9 kan\u00e1ly.<\/li>\r\n
  • N\u00e1zor a postoj zna\u010dky prod\u00e1v\u00e1 stejn\u011b jako samotn\u00fd produkt.<\/li>\r\n
  • Data se pou\u017e\u00edvaj\u00ed \u00fapln\u011b jinak, spr\u00e1vn\u00e9 zac\u00edlen\u00ed obsahu umo\u017e\u0148uje spoluutv\u00e1\u0159et \u017eivotn\u00ed n\u00e1zor recipient\u016f.\u00a0<\/span><\/li>\r\n
  • Schopnost vytv\u00e1\u0159et komplexn\u00ed a propojen\u00e9 velk\u00e9 kampan\u011b zat\u00edm v\u00a0\u010cesku moc nefunguje.<\/li>\r\n
  • Pokud nem\u00e1te jako zna\u010dka co \u0159\u00edct, je ml\u010deti zlato.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>","protected":false},"excerpt":{"rendered":"

    \u010cesk\u00fd Forbes se ptal, jak se za 30 let v \u010cesku zm\u011bnila reklama. Co na to n\u00e1\u0161 Martin? Kdy\u017e na konci lo\u0148sk\u00e9ho roku dostal od redakce tuhle ot\u00e1zku, odpov\u011bdi mu naskakovaly samy. Nepamatuje si sice cel\u00e9 t\u0159i dek\u00e1dy. A\u010d je matador oboru, pracuje v n\u011bm \u201eteprve\u201c od roku 1998. I tak se mu ale p\u0159ed o\u010dima skl\u00e1dal ucelen\u00fd […]<\/p>\n","protected":false},"featured_media":3019,"menu_order":0,"template":"","serial":[],"class_list":["post-2658","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nDobr\u00fd storytelling je \u017eelezn\u00e1 jistota, kter\u00e1 p\u0159e\u017eije v\u0161echny ot\u0159esy reklamn\u00ed bran\u017ee - Boomerang Communication<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/boomerang.agency\/en\/blog\/dobry-storytelling-je-zelezna-jistota-ktera-prezije-vsechny-otresy-reklamni-branze\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dobr\u00fd storytelling je \u017eelezn\u00e1 jistota, kter\u00e1 p\u0159e\u017eije v\u0161echny ot\u0159esy reklamn\u00ed bran\u017ee - Boomerang Communication\" \/>\n<meta property=\"og:description\" content=\"\u010cesk\u00fd Forbes se ptal, jak se za 30 let v \u010cesku zm\u011bnila reklama. Co na to n\u00e1\u0161 Martin? Kdy\u017e na konci lo\u0148sk\u00e9ho roku dostal od redakce tuhle ot\u00e1zku, odpov\u011bdi mu naskakovaly samy. Nepamatuje si sice cel\u00e9 t\u0159i dek\u00e1dy. A\u010d je matador oboru, pracuje v n\u011bm \u201eteprve\u201c od roku 1998. 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