A joint ride through the media market

Client

Atmedia

The company Atmedia represents thematic television stations on the Czech market. It sells advertising space on paid channels with a specific, hard-to-reach target audience possessing great purchasing power. Since 2012, we regularly create campaigns together that reflect Atmedia's development, showcase the offer and its key benefits, and maintain a distinctive, playful, and easily memorable style of communication.

What we did

Advertising campaigns from 2012 to the present

2012: Innovative challenger

To challenge the big tigers of the advertising representation television market, the minor player initiates many innovations. For example, selling advertising space based on the number of target audience members – GRP.

V roce 2012 byl v plném proudu proces fragmentace TV trhu způsobený novými digitálními TV kanály. Cílové skupiny se staly čím dál víc rozdrobenější a obtížně zasažitelné. Na to však byla Atmedia připravena. Naším úkolem bylo připomenout hravým způsobem lidem z mediálních agentur a mediálních oddělení velkých zadavatelů, proč mají do svých úvah a obchodních plánů zahrnout Atmedia a její televizní stanice.

The campaign kicked off with a series of visuals for Marketing & Media magazine. Animated variations were also created and deployed on industry servers (mediar.cz, mediaguru.cz). Each of the visuals supported a different strength that Atmedia could offer its customers at the time. Following the campaign, Atmedia recorded an increase in turnover. Salespeople reported from meetings that customers registered the campaign and began including Atmedia channels more in the media mix.

2013: Stirring the waters

Atmedia celebrates 5 years on the Czech media market. Over that time, the small agency has shaken up the stagnant waters of the established business with its innovative approaches. And we built the visual around this, which accompanied most communication activities in 2013.

2014: Viewers for every topic

After 6 years on the Czech market, Atmedia's portfolio already numbered 48 thematic stations. New viewer topics were added, so Atmedia's offer could reach any target audience. To translate this idea into graphics, we borrowed the Atmedia logo and its color variants. Out of them, we created a colorful building material that assembled symbols of various genres and target groups from a mosaic.

We applied the campaign's visual code to every carrier where Atmedia meets its customers. From the campaign in M&M, through roll-ups at conferences, online presentations to printed corporate materials.

2015: Show must go on

The beginning of 2015 was a period of major changes for Atmedia. The departure of the foreign owner and changes in management raised questions in the market about the company's future. Our goal was to make it clear that the firm continues forward and enters a new phase with even greater energy. Therefore, a personally-styled campaign was created, in which new members of management transformed into heroes of iconic movie posters.

The main roles in the fictional blockbusters were taken by people from Atmedia's management, who bravely went out to the media market with their own skin. With great joy, we also took care of the production of the entire event, including photography in the field and in the studio. Hereby we thank Ondřej Hošta for the photos, Petr Vorasický for the photomontages, and the models for their courage!

The visuals received a nomination in the creative contest Zlatá pecka 2015.

2016: Joj! Hooray!

Despite the turbulence in the previous year, Atmedia grows tirelessly. It added a new nationwide channel, JOJ Family, to its portfolio, thanks to which it offers clients nearly double the volume of GRPs.

In execution, we followed up on the movie heroes from the campaign in 2015.

2017–2018: The colorful world of thematic TVs

The variety of content on Atmedia's thematic TV stations presents a new visual style and claim. We expanded the colorful Atmedia world into a series of advertisements, and it became a key visual element of communication for the following years too. We still work with it today in a slightly modified form.

2020: Slimming down GRPs

Atmedia roste – a s ní i portfolio televizních stanic a objem dostupného reklamního prostoru – tzv. GRP inventory. Na tuto skutečnost jsme upozornili v rámci podzimní kampaně sérií vizuálů, které hravě a s nadsázkou všem připomněly, že Atmedia má co nabídnout.

Atmedia shows clients that it is no longer a small player. Thanks to a wide portfolio of stations, growing viewership share, and continuous increase in GRP inventory, it can offer enough space even for large advertising campaigns.

2021: What viewers think

The growing influence of Atmedia as experts on the Czech television market manifested in the campaign that launched their new product – Atmedia Index. It brought a unique comparison of television stations on the Czech market through the eyes of their viewers. How many people pay for television? How many Czechs watch Netflix? And what impression do Czech stations make on their audience? Atmedia Index tracks trends and brings clear and understandable data about the Czech TV market and the VOD services market. Therefore, we built the campaign on a wide range of emotions that viewers experience while watching television.

2022: The cherry on top of the media mix

The main target group for Atmedia are media agencies that build complex media mixes of services for their clients. These need to be reminded from time to time that the thematic television stations represented by Atmedia offer an affluent and well-targetable audience that they won't find elsewhere. We based communication on the idea that no campaign is complete without Atmedia channels – because it is precisely their audience that gives a campaign that last indispensable ingredient.

The cherry appeared in the print edition of Marketing & Media and online servers. We also followed up on the autumn campaign with a Christmas gift 'Cherry Christmas'.

2024 – 2025: Quality programming

In 2024, we turned attention back to the portfolio of television stations and their quality content next to which advertising appears. In a series of attractive visuals, we presented specific thematic stations from the Atmedia offer to advertisers and showed that advertising placed in the relevant context of a high-quality program offer can much more effectively reach the target audience and gain its attention.

The campaign ran in both print and online media. The visual also appeared at the Forum Media event, where we supported the message with a popcorn stand, which inherently belongs to watching television.

The media ride continues

Our cooperation with Atmedia does not end, it continues forward, and we are already looking forward to what it brings next. Because with Atmedia, it's always a (not only media) ride.

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What we learned

Michaela Suráková

CEO Atmedia

I consider AnFas part of the Atmedia team

It's great to collaborate with people who care about what you do and what you want to achieve. They ask, listen, and come up with unique ideas.

We've been working with AnFas since the very inception of Atmedia on the Czech market. Together, we defined how the Atmedia brand should act on the market, what we want to evoke. Thanks to AnFas, Atmedia is perceived on the market as a young, energetic, professional company with timeless communication.

Proof of this are amazing projects like GRP GRP hurrah, with which we pointed out our success and growth, or the Easy media riders campaign, where we motivated usage of our services and products on our thematic televisions.

Simply, we weren't afraid to let ourselves be fully guided by AnFas and achieved amazing reactions from our clients. We can always rely on AnFas.

Tereza Pilařová

Designer & copywriter

When it's a joy to cooperate

In good partnership you learn not only to know the needs of the other person, you can even occasionally anticipate them and go to meet them. We are grateful that Atmedia repeatedly entrusts us with its confidence. We try to be useful and stable guides on the path of communication with their clients. We hope that we will succeed in the future too, so: GRP, GRP, hurrah!