We brought the 17. November from 1989 to our modern times. We united Slovakia and Czechia O2 brands, because we were one country in 1989, fighting for freedom together.

Then we took away the internet and mobile benefits of freedom, that are taken for granted today by blocking foreign web pages, geotargeted SMS alerting, and simulating social media content that would be produced in 1989 if we had the tools back then. Everything well constructed in the only day it made the most sense - The national day of freedom and democracy, creating a strong and eyeopening experience.

On Facebook and Instagram, we broadcasted a LIVE stream from the 17. November '89 as the revolution would happen right now. We gathered hours of archive footage from the revolutionn and cut it in a way, that it would fit exactly the hour and minute of the day as they happened.

We showed the people in Chzechia and Slovakia real footage from Prague streets in November 89, as it would happen right now.

3 hours of authentic footage with statements from the participants about the importance of freedom and well known velvet revolution chants.

Paralell to the livestream we showed the events of the day in realtime through instastories.

The stories looked 100% authentic as they would look today, from somebody who’s in the streets right now.

We hooked up with popular influencers and TOP journalists to promote the live stream, instastories and sharing of our strong message.

We were able to reach every 3rd person in slovakia and Czech republic with our message and to lift the O2 brand perception as a social responsible company by 37%.

In JUST ONE DAY.

With a small budget and only in one day, we managed to impact almost 500 000 people with web and SMS messages and another 5,5 million people over social medial, influencer channels and newswires in the Czech Republic and Slovakia.

Summary

• 6 milion people reached - 82% ORGANIC

Breakdown:

• 2 million addressed by social media reach

• Over 20 articles in media including national dailies, nationwide TVs and radio (total reach – 3,7 million)

• 300 thousand people saw the web landingpage message

• 140 000 SMS sent to clients

Our brand is well known for fighting against unfairness and for more freedom in the mobile provider business segment and in the society as well. Our customers are mainly young people born after the revolution and they are heavy users of smartphones a mobile data users. Therefore it was a perfect brand fit for us to remind people about the value of freedom on the 17. November.

We effectively utilized social media channels in both countries to deliver the message, that freedom is not granted. To deliver the message to the millenials, we cooperated with influencers (social media stars, celebrities and top journalists), and realised cut through LIVE executions on Instagram and Facebook. Using social media and our influencers, we successfully created an authentic experience of the velvet revolution and delivered the message about freedom importance.

O2 Czech Republic and O2 Slovakia both position themselves as local companies caring about fairness and freedom in both countries and helping to move the society forward thanks to providing state-of-the-art technological solutions and standing for social causes.

Thanks to this positioning, fairness developed as an brand attribute that customers demand from any operator on the market thus representing real value.

The 17. November is the national day of freedom and democracy in Slovakia. The day when the Velvet Revolution started, that led to the fall of communist regime and the fall of iron curtain. Sadly today more than 60% of Czechs and Slovaks do not even know why there is a notional holiday on this day. Especially young adults that are our primary target group and customers.

Thats why O2 connected to this special day wanted to remind people about his importance.