CZC.CZ
Can the market’s number two be cool?
CZC had a perception problem. Many people still saw the brand as a small garage operation and didn’t give it much thought beyond that. Which is rarely a good place to be. The reality was different. CZC had a strong team, solid service, and a constant drive to improve. And when you’re a challenger brand, standing still is not an option. You have to try harder. So we did. And that’s how the ‘Proud Number Two’ positioning was born in our heads. Number Two in electronics.
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No. 2 with no. 1 one results
Suddenly, the number two was everywhere. Patrik Hezucký, the number two host from a popular radio show became the face of the brand. Pears became the most popular fruit. And in offices, only the ‘other’ cola was being poured. And surprisingly, people loved the challenger positioning (it wasn’t that surprising, we had done our research!). Over five years of collaboration, CZC grew faster than the market every single year and eventually became the most popular e-commerce brand. The work was recognised twice with an Effie Award!
And what were the results?
20 %
Growth 5 years in a row
2X
Brand growth
#1
Favourite brand
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