An Archetype Close to the Czech Heart
There is a deep-rooted archetype of a weaker hero fighting against a hegemon in the Czech culture. Whether it is the story of David and Goliath, pre-war Czechoslovakia fighting against invaders, the beginnings of the Czech Social Democratic Party (ČSSD) against the Civic Democratic Party (ODS), and other narratives, the Czechs have always had the tendencies to root for the unlikely winner against their much stronger opponent.
"We chose the same strategy for the new phase of the CZC brand. The goal was to create the idea in the minds of consumers that the choice is only Alza or CZC, concerning buying electronics online." Roman Zámečník, Strategy Director, Brain One.
We wanted to push the other brands out of the consideration of consumers. From the analysis of previous communication, we knew that the allusions to Alza and its mascot bring us the greatest attention among media and customers.
The employees of the company were still in the center of communication, however this time, they proudly stood behind their Number Two position on the online electronics market. They were Number Twos who tried twice as hard and only did what they truly understood.