This kind of big thinking is easier in the US or China, where you can grow very fast if you are tough enough and think big enough. It is different in Czech Republic which is kind of closed country in the middle of Europe. Those who think big enough here sooner or later go to the big markets, because Czech market is too small for big visions. For example Czech company Avast is not even considering Czech market important enough to do any marketing on it. Czech car maker Skoda has a great share on Czech market, but it still is only a small fraction of its worldwide sells.

Now you have a background of Czech market situation and the think big idea, so we can move to the O2.cz youtube campaign which is supposed to get attention of young people. Target group is 13 to 26 years old. It is a youtube campaign linking to thinkbig.cz. So far the structure can be successful, but we are closing to the first fail.

Main hero is not a hero

Using of junkie rapper to promote big thinking? Again, in the US a well known rapper is someone who was thinking big, got over bad conditions and became rich, famous and respected. The same concept would probably work in Slovakia with rapper called Rytmus (has on average 2mil views on youtube, which is huge for country with 5,5 mil inhabitants). In Czech Republic connection of think big campaign with a rapper is doomed to fail. Rappers are not respected here. Not famous. Don’t have money. The video itself is not bad, but it is not inspiring.

Too corporate website

Website thinkbig.cz is trying to connect images of young people with O2.cz corporate design and it looks too constrained. It is missing the enthusiasm of thinking big and to making things big.

Not big enough

Presented projects are not about thinking big. Building local training camp for motorcycle drivers? Making exhibition of hip hop culture in Prague clubs? Building a day care center in Horazdovice? These are nice projects with social responsibility effect. But you don’t need to think big at all with this kind of project. And it also doesn’t inspire young creative and enthusiastic people. If you want to think big, you shouldn’t think local.

How can this campaign work in Czech conditions?

Loose the social responsibility goal, be passionate and start thinking big

You probably can’t make big things with primary social responsibility orientation. Big thinking is very hard with social projects. World works that way. Instead of creating an exhibition of hip hop culture, start break dance training camps. Instead of starting one day care center, make a web page to organize day care centers in the whole country or even Europe or world.

Few weeks ago a movie called Czech Made Man was aired in cinemas. It is based on true story of young man who got rich over the internet and moved to China. Or a Social Network movie is something young people want to follow. Be passionate about what you do, get financial and technical support, go global and win a pile of money and respect. This should be an insight for a think big campaign.

Make youtube campaign with people who became successful by thinking big

You don’t need Donald Trump, but successful Czech entrepreneurs, artists, economists etc. There are plenty of Czechs who are more famous outside the CZ then inside. Short clips on youtube with these people would even bring attention of traditional media. The main Idea should be:

We have people with great talents and great visions here in CZ. Are you one of them? Show us your talent or your idea and we help you make it big.

Supporting of young entrepreneurs would also improve a position of O2 in corporate sector. “O2 helps young passionate people to achieve their visions.” You are not successful, well, use O2 and you will be using the same brand as those successful do.

We cannot help to all of you, but maybe you will find a sponsor on our website

Let’s make a website not with just three projects, but a community website to share ideas. Even if you are not chosen by O2 to get the support, you can find other passionate people, who might help you. People could vote for the best project. Make it social baby . It should be online combination of Tv shows Dragons Den and The Apprentice.

Are you thinking big? I have two tips for you.

1^st Instead of O2 campaign, watch this video of Donald Trump and turn your big ideas to big deals.

2^nd If you don’t understand the video, learn English first. It will make things much easier for you.

Note: I know that the Czech campaign is just a copy of the http://www.o2thinkbig.co.uk/. So the creative concept is limited. But still the original website is miles ahead.