CHAMPIONSHIP
CHALLENGE
STRATEGY/EXECUTION
RESULTS
ZZ Championship(ZZC) is sports and mind games in
Latvia with aim to promote active lifestyle and
collaboration and friendly environment among
schoolchildren. In 2014, to be organized for 8th
consecutive year, ZZC required to demonstrate
strong value for Zelta Zivtina(ZZ) brand along with
strong growth of participants, execution quality and
awareness of fulfilling a social mission. Significant
newcomers, projects that also targeted youth,
challenged ZZC, while inhabitants, especially in
youth segment tend to switch from prepaid to
post-paid mobile communication services.
ZZC strategy was to reinforce it as the nationwide
initiative for youth. While communicating ZZ values to
its target audience, ZZC, a serious of 7 large-scale
events took place in regions and capital inviting
school classes to participate in creative and fun
disciplines and non-traditional sports activities. Schoolchildren had an opportunity to learn that
sport can be exciting adventure, experience the
importance and fun of collaboration and team unity,
and test their erudition and knowledge. • Supported by Prime Minister, Minister of
Education and Science and officials of
municipalities as nationwide initiative for youth • New record of participants – 70 000 or 90% of all
target schoolchildren
• High visibility – 214 coverage pieces reaching 6.9
millions audience
• Improved ZZ’s clients loyalty by achieving highest
net promoter score since 2012
• Reached high ZZ brand awareness and likelihood
among target audience