{"id":224336,"date":"2019-08-05T13:29:34","date_gmt":"2019-08-05T11:29:34","guid":{"rendered":"https:\/\/www.magnas.cz\/?p=224336"},"modified":"2024-12-16T15:45:34","modified_gmt":"2024-12-16T14:45:34","slug":"videokampan-digi","status":"publish","type":"post","link":"https:\/\/www.magnas.cz\/en\/videokampan-digi\/","title":{"rendered":"Nat\u00e1\u010den\u00ed videospotu pro Chytrou ant\u00e9nu"},"content":{"rendered":"<p>Pro klienta Digi TV jsme realizovali spot na produkt Chytr\u00e1 ant\u00e9na. Chytr\u00e1 ant\u00e9na je nab\u00eddka televizn\u00edch program\u016f p\u0159es internet, kter\u00e1 m\u00e1 nejen sv\u00e9 specifick\u00e9 benefity v porovn\u00e1n\u00ed s klasickou nab\u00eddkou televizn\u00edch program\u016f, ale tak\u00e9 funguje na b\u00e1zi internetu a tud\u00ed\u017e nen\u00ed z\u00e1visl\u00e1 na pozemn\u00ed digit\u00e1ln\u00ed ant\u00e9n\u011b ve standardu DVB-T, na kterou bude koncem tohoto roku aplikov\u00e1n nov\u00fd standard pod n\u00e1zvem DVB-T2. Tato celorepublikov\u00e1 zm\u011bna donut\u00ed n\u011bkter\u00e9 spot\u0159ebitele k nevyhnuteln\u00fdm zm\u011bn\u00e1m ohledn\u011b jejich za\u0159\u00edzen\u00ed, co\u017e by se mohlo zd\u00e1t jako v\u00fdhodn\u00e1 v\u00fdchoz\u00ed prodejn\u00ed pozice. Komplexita, kter\u00e1 celou tuto t\u00e9matiku prov\u00e1z\u00ed, \u010din\u00ed ze snahy o pouh\u00fd prodej, misi tak\u00e9 eduka\u010dn\u00ed. \u010celili jsme tedy hned n\u011bkolika v\u00fdzv\u00e1m:<\/p>\n<ol>\n<li><strong>Chytr\u00e1 ant\u00e9na nen\u00ed fyzick\u00fd produkt<\/strong><\/li>\n<li><strong>Sou\u010dasn\u011b m\u00e1 ale na kr\u00e1tk\u00e9 sd\u011blen\u00ed mnoho benefit\u016f, pro jejich\u017e prioritizaci jsme nem\u011bli statistick\u00e9 podklady<\/strong><\/li>\n<li><strong>Technick\u00e9 detaily a \u017eargon, kter\u00e9 jsou zapot\u0159eb\u00ed k vysv\u011btlen\u00ed principu Chytr\u00e9 ant\u00e9ny a zm\u011bny t\u00fdkaj\u00edc\u00ed se ant\u00e9n<\/strong><\/li>\n<li><strong>Mal\u00e1 informovanost c\u00edlov\u00e9 skupiny<\/strong><\/li>\n<li><strong>Rozpo\u010det<\/strong><\/li>\n<\/ol>\n<h2><\/h2>\n<h2><strong>Sc\u00e9n\u00e1\u0159<\/strong><\/h2>\n<p>Sc\u00e9n\u00e1\u0159 vznikl na z\u00e1klad\u011b diskuse s klientem s nejv\u011bt\u0161\u00edm d\u016frazem na vysv\u011btlen\u00ed benefit\u016f Chytr\u00e9 ant\u00e9ny. Proto\u017ee se jednalo o 30 vte\u0159inov\u00fd klip, z hlediska kreativn\u00edho jsme pojali \u00fakol bohat\u00e9ho obsahu a aplikovali \u0159e\u0161en\u00ed humorem: zahu\u0161t\u011bn\u00fd message n\u00e1s navedl k parodii teleshoppingu. Postavili jsme se k v\u00fdzv\u011b rychlopalby v\u0161ech v\u00fdhod Chytr\u00e9 ant\u00e9ny s nekompromisn\u00ed snahou obs\u00e1hnout ve\u0161ker\u00e9 informace v kr\u00e1tk\u00e9m \u00faseku a sepsali dialog dvou p\u0159\u00e1tel, jeden, kter\u00fd Chytr\u00e9 ant\u00e9n\u011b rozum\u00ed a druh\u00fd, kter\u00fd o n\u00ed nic nev\u00ed. V r\u00e1mci svi\u017en\u00e9ho a \u00fasm\u011bvn\u011b vyhypovan\u00e9ho rozhovoru se div\u00e1k dozv\u00ed v\u0161e, co klient od klipu vy\u017eadoval p\u0159edat.<\/p>\n<p><iframe loading=\"lazy\" title=\"Chytra antena 30s online\" src=\"https:\/\/player.vimeo.com\/video\/349618716?dnt=1&#038;app_id=122963\" width=\"1080\" height=\"608\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe><\/p>\n<h1 dir=\"ltr\"><\/h1>\n<h2><strong>Nat\u00e1\u010den\u00ed<\/strong><\/h2>\n<p>Rozpo\u010det diktoval vypo\u0159\u00e1d\u00e1n\u00ed se s krit\u00e9rii produkce. Poda\u0159ilo se n\u00e1m sestavit zku\u0161en\u00fd a kompetentn\u00ed t\u00fdm, profesion\u00e1ln\u00ed herce, pronajmout studio na jeden nat\u00e1\u010dec\u00ed den a nat\u00e1\u010det s modern\u00ed technologi\u00ed.<\/p>\n<p>Nat\u00e1\u010delo se na green screen, hlavn\u00ed pozornost se up\u00edrala na herce a jejich zrychlenou a intenzivn\u00ed mluvu, ale tak\u00e9 na dal\u0161\u00ed bod: kr\u00e1snou krabi\u010dku, kterou jsme pro klienta navrhli, abychom jinak nehmatateln\u00e9 nab\u00eddce dali opravdovou fyzickou podobu. Toto rozhodnut\u00ed klient ocenil do m\u00edry, \u017ee nakonec vy\u017e\u00e1dal za\u0159\u00edzen\u00ed, kter\u00e9 p\u0159i objedn\u00e1vce Chytr\u00e9 ant\u00e9ny z\u00e1kazn\u00edk obdr\u017e\u00ed, opravdu obl\u00e9ct do navrhovan\u00e9ho designu, kter\u00fd se pou\u017eil v klipu.<\/p>\n<p>Post-produkc\u00ed se fin\u00e1ln\u011b dotahovalo pozad\u00ed sjednocen\u00e9 s vizu\u00e1ln\u00edm stylem brandu a plovouc\u00ed ikony, kter\u00e9 informace o Chytr\u00e9 ant\u00e9n\u011b nejen dokreslovaly a napom\u00e1haly vysv\u011btlen\u00ed v\u00fdhod, ale tak\u00e9 vizu\u00e1ln\u011b propojovaly s existuj\u00edc\u00edm webem.<\/p>\n<p>V\u00fdsledkem je videospot z\u00e1bavn\u00fd, jednoduch\u00fd a velmi informativn\u00ed, v omezen\u00e9m \u010dase p\u0159ed\u00e1v\u00e1 po\u017eadovan\u00e9 informace. V\u00edce kr\u00e1tk\u00fdch sd\u011blen\u00ed se ide\u00e1ln\u011b nab\u00edz\u00ed k vyu\u017eit\u00ed i u krat\u0161\u00edch online form\u00e1t\u016f, o kter\u00e9 se kampa\u0148 bude d\u00e1le roz\u0161i\u0159ovat.<\/p>\n<p>V Magnas Creative takto v\u017edy p\u0159istupujeme k nov\u00fdm v\u00fdzv\u00e1m s chut\u00ed naj\u00edt to nejlep\u0161\u00ed \u0159e\u0161en\u00ed, vybalancovat cestu mezi p\u0159\u00e1n\u00edm klienta a re\u00e1ln\u00fdmi mo\u017enostmi a profesion\u00e1ln\u011b realizovat zak\u00e1zku, u kter\u00e9 jsme p\u0159esv\u011bd\u010deni, \u017ee doc\u00edl\u00ed v\u00fdsledk\u016f v r\u00e1mci kampan\u00ed napl\u00e1novan\u00fdch sestersk\u00fdmi Magnas M\u00e9dia a Magnas Performance.<\/p>","protected":false},"excerpt":{"rendered":"<p>Pro klienta Digi TV n\u00e1s \u010dekalo nat\u00e1\u010den\u00ed spotu pro jejich slu\u017ebu Chytr\u00e1 ant\u00e9na. Chytr\u00e1 ant\u00e9na je nab\u00eddka televizn\u00edch program\u016f p\u0159es internet, kter\u00e1 m\u00e1 nejen sv\u00e9 specifick\u00e9 benefity v porovn\u00e1n\u00ed s klasickou televiz\u00ed, ale tak\u00e9 funguje na b\u00e1zi internetu a tud\u00ed\u017e nen\u00ed z\u00e1visl\u00e1 na ani analogov\u00e9 ant\u00e9n\u011b, ale ani na pozemn\u00ed digit\u00e1ln\u00ed ant\u00e9n\u011b DVB-T, na kterou bude koncem tohoto roku aplikov\u00e1n nov\u00fd standard pod n\u00e1zvem DVB-T2.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[82,89,87,88],"class_list":["post-224336","post","type-post","status-publish","format-standard","hentry","category-nezarazene","tag-reklama","tag-rtb","tag-video","tag-youtube"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nat\u00e1\u010den\u00ed videospotu pro Chytrou ant\u00e9nu | Magnas<\/title>\n<meta name=\"description\" content=\"Na po\u010d\u00e1tku pl\u00e1nov\u00e1n\u00ed ka\u017ed\u00e9 videokampan\u011b by m\u011bla st\u00e1t ot\u00e1zka: Nakupovat videa programaticky nebo nap\u0159\u00edmo od publisher\u016f? 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