Stream.cz
INTERNAL SUPPORT FOR THE STREAM.CZ SERVICE
06-24
PRINT 02-03
04-05
02-03, 07
02-04, 07-08
GUERRILLA FEATURES
LCD SCREENS
VIDEO
INTRANET
FEIEA GRAND PRIX 2014 - 1ST CATEGORY SEZNAM.CZ - CZECH REPUBLIC IRENA ZATLOUKALOVÁ, TOMÁŠ NOVOTNÝ RADLICKÁ 3294/10, 150 00 PRAHA 5 IRENA.ZATLOUKALOVA@FIRMA.SEZNAM.CZ
At the end of last year, prior to its official launch, we introduced to the staff a new form of Stream.cz service. Initially this new version garnered resentment amongst the Seznam staff - especially on the Corporate Intranet. Roughly 5% of the employees were expressing negative opinions of the new concept of the service, of the technological errors on the new sites, of their architecture, the layout of the controls and the design, of the linguistic stylistics, the social networking, etc. This criticism also reached the social networks, on which our employees were expressing negative opinions concerning the planned upgrade. Therefore, in the 1st quarter of 2014, we decided to promote a positive image of the new Stream.cz, which represents the flagship of the company in the area of audio-visual products, through an internal campaign. We therefore planned ten activities between February and April that represented Stream.cz in a variety of differing aspects, which has since become a full-format Internet TV comprising original content. We also wanted to introduce the editors of Stream who, despite their small number, prepare a highly respectable 40 first-run episodes of shows a week, for which they also win awards on a regular basis. We designed, wrote, filmed and wrapped the internal campaign ourselves; the only cost involved was for the printing of a fictional TV programme. The campaign was certainly beneficial – not only did the wave of negative reactions to the new Stream subside (from 5% to 0.3%), but we are also expecting internal support for the other services till the end of the year.