CLIENT:
SEMTEX
CHALLENGE ACCEPTED
Launch of SEMTEX Street Water
SEMTEX set out to bring life back outside. It wanted the streets and playgrounds to once again become the heart of communities of friends who have fallen into a world of online lethargy in recent years. Thus, the new product SEMTEX STREET WATER was created, belonging to the portfolio of KOFOLA, under which SEMTEX falls. It is a functional water, not a classic energy drink; it does not contain caffeine, taurine, or any other stimulants. Its functionality lies in the content of active ingredients that suitably complement an active lifestyle.
CHALLENGE ACCEPTED
Functional water
The term "functional water" is still a relatively new concept in our market. Therefore, we had to educate the recipients of the advertisement not only about the product itself, but essentially to introduce them to the entire segment. On the other hand, we could not allow our communication to contradict the bold tone of SEMTEX. Therefore, we created several short video spots and bumpers from the environment of streets and basketball courts. We recycled this content into more than 200 outputs - static visuals, reels, stories, and many more.
HOW DID IT TURN OUT?
Captivating creativity
Visually appealing creative complemented by copywriting that resonates with the target audience contributed to the fact that the cost per ad impression was extremely low compared to the average. The involvement of SEMTEX ambassadors, led by die-hard barber Dominik (@domthedom_), talented snowboarder Kristýna Houžvičková (@christinne37), and Slovak rapper Samey (@sameyhahacrew), who communicate authentically and credibly with the target audience, also played a part.
All of this created an extremely functional whole. Thanks to well-defined target groups, tone, and engaging content, we achieved very nice numbers:
SCOPE
DISPLAY
INTERACTION
VIEWS (FB, IG, YT)
CHALLENGE ACCEPTED
Launch
Launch Street Wateru also went offline. The outdoor part of the campaign remained true to the DNA of "street water." SEMTEX posted incomplete templates, which were then spray-painted by graffiti artists; in Prague (@Molotowpraha) and Bratislava (@walldesign.sk)
PLAYGROUND
Cooperation with the iHrisko project
A significant part of the launch was also the cooperation with the iHrisko project, which is dedicated to the revitalization of neglected basketball courts in the Czech Republic and Slovakia. It's not just about mowing the lawn and replacing the hoop. Thanks to the involvement of the best street art creators, the courts are transformed into functional works of art that invite exploration and visitation.
