FASTEST THROUGH PRAGUE 2013: BY CAR, TRAM OR BIKE? YIT IS BUILDING AND THINKING ECOLOGICALLY.
The project was designed and implemented for the YIT Stavo development company.
SUMMARY OF PROJECT
A unique race involving cyclists, travellers by tram and automobile drivers in a weekday morning rush hour from Modřany to the centre of Prague. The subheading "We root for cyclists! YIT: we build and think ecologically" indicates that the goal was primarily to support the corporate image of the YIT development company. It builds low-energy and passive buildings. In its home of Finland it is number one and it holds a top place in Russia as well. Though it is aspiring to be in the TOP 5 of residential developers in Prague, the awareness of the company and its projects was relatively low. Another goal was to support the sale of flats in the Hyacint project in Modřany.
The results of the low-budget project with expenses up to 100,000 CZK: more than 40 media responses, the profiling of YIT's corporate values (low energy buildings, healthy living, respect of the environment, YIT as a good neighbour), YIT's image as a responsible develop at Opinion Makers and Key Influencers (Auto*Mat, the Prague 12 city district). And moreover the rise of interest on the part of clients in low-energy housing - primarily in the Hyacint project, but also in other YIT projects.
DESCRIPTION OF COMMUNICATION OPPORTUNITIES OR THE RISK THE PROJECT RESOLVED
The current Prague market for new housing is highly competitive. It is hard for a company to establish itself on this market, especially if the developer is relatively new to the market, as is the case with YIT, and when it specialises in low-energy housing with higher acquisition prices for the flats, something that has not yet been so widespread in the Czech Republic. That is why a non-traditional communication mix is required, connecting PR with marketing and with the use of synergies, including putting the theme into a wider social context. The long-standing poor traffic situation in Prague presented an opportunity to support YIT's corporate image, the concept of low-energy housing and the importance of Modřany and the Hyacint project. More and more people want to live in a location from where they can get to work without a car. Living at a distance from the centre that can be covered by bicycle is perceived to be an attractive opportunity. Cycling in Prague is becoming ever more popular - and few people know that the Modřany - centre route is just perfect for this mode of transportation.
INFORMATION ON THE RESEARCH PERFORMED PRIOR TO THE ACTUAL IMPLEMENTATION OF DURING THE COURSE OF THE PROJECT
According to a survey of urban cyclists (Auto*Mat), a bicycle is an ideal mode of transportation for distances of up to 5 km, where it commonly beats other forms of transportation hands down. This is also often the case for further distances. One of the project's goals was to show that on the Modřany - centre route a bicycle is the healthiest and fastest way to go. The organisers drove the route before the event. The simulation showed that the bicycle has a huge chance against the competitors and that the communication of the theme offers a huge opportunity for positive publicity.
EXPLANATION OF CHOSEN STRATEGIC APPROACH
Thanks to Crest's cooperation with Auto*Mat the event was included in European Mobility Week and held under the auspices of the Prague 12 city district with the personal participation of its representatives. In addition to this, members of the media also participated as cyclists. A celebrity added to the attraction of the event: actor and moderator Pavel Anděl also rode in the peloton of cyclists. Representatives of YIT and the media (Rádio City, Rádio Impuls) travelled by tram and drove the cars. A crowdsourcing method was also used: the public was also invited to participate on their bikes. They were involved in the race and ultimately contributed considerably to reaching the intended goal.
DESCRIPTION OF IMPLEMENTED PHASES AND PROJECT ACTIVITIES
Following its simulation the general concept of the event evolved into the production phase, especially into cooperation with Auto*Mat and the Prague 12 city district - thanks to which these subjects' communication channels were used (Noviny Prahy 12 newspaper, web sites, Auto*Mat's Facebook page...). The media partner was Rádio City. The production before the event also included the preparation of visible branding (YIT + race logo): stickers for cars, t-shirts for the cyclists... The event was supported by leaflets (distribution: Modřany medical clinic, Praha 12 city district office). Crest issued a press release prior to the event with the provocative title ("Fastest through Prague 2013: a race from Modřany to the centre. Who will be faster? A car, tram or bike?"). That aroused a considerable response by the media and induced its representatives to participate as cyclists. Two teams participated in the race by car (each chose a different route from Modřany to the centre), 3 travelled by tram and there was a peloton of cyclists. Another press release came shortly after the event - photographs from the race.
SUMMARY OF RESULTS ACHIEVED WITH AN EMPHASIS ON THE PROJECT'S EFFECTS WITH REGARD TO BUSINESS, THE COMMERCIAL RESULTS AND CLIENT'S REPUTATION
The victory of the cyclists and a healthy lifestyle contributed to the extensive medialisation of the event, the support of YIT's reputation and the growth of interest in the Hyacint project (a cyclist from the ranks of the public won with a time of 20 minutes and 22 seconds, beating the cars by more than 5 minutes. Those travelling by tram arrived at the finishing line 13 minutes after the first cyclist.). The result was more than 40 media responses (incl. MF DNES, TV Prima - daily and main evening news, Rádio Impuls, www.novinky.cz, etc.). The effect on the business result: nearly 2/3 of the flats had been sold in the 1st phase of the Hyacint Modřany project (low-energy building D with 70 flats) at the beginning of April 2014 (before the completion of the carcase).
