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dm #simplyme: A Celebration of Uniqueness with a Drone Show

In today's world, filled with pressure for perfection, it is not easy to be yourself. That is why we created an unforgettable, courageous, and comprehensive campaign for our client dm drogerie markt for the international #simplyme concept.

dm drogerie markt
  • Czech Republic

Challenge

Our main goal was not only to increase awareness of the dm brand, but also to open a discussion about naturalness and beauty in imperfection. The #simplyme campaign delivers the message that uniqueness is the most beautiful thing about every person and gives people the courage to live an authentic life.

We responded to the societal pressure for perfection, which leads to feelings of inadequacy.

We aimed for a 75% reach in the main target group of W20+, active engagement in communities, and the use of innovative and personalized solutions.

We met all our goals, and our work brought excellent media results and WOM.

Idea

An exceptional idea requires an exceptional approach. We combined a deep message with innovative execution in a comprehensive cross-media strategy.

For the campaign's January launch, we planned what was, to date, the largest drone show in the Czech Republic.

We used a creative and memorable method—with the help of 200 drones, we depicted a woman in the sky going through a journey of development (both mental and physical) toward self-acceptance.

To ensure strong initial WOM, we also organized a launch event at Prague's Dancing House. We invited 24 influencers representing various age and interest groups, who shared content and the visual show in real time. Subsequently, we used them to intensively communicate the campaign's message on social media after the event. This was followed by a full cross-media strategy covering all media types: TV, Intensive influencer marketing, ONLINE, PRINT, OOH, DOOH, Audio, and Cinema.

A key innovative element was the revolutionary use of AI and personalization on Spotify. We translated the idea of each woman's uniqueness into two pillars:

  1. The sponsored Discover Weekly playlist.

  2. Personalized audio spots that led to the revolutionary Interactive Landing Page (ILP) format.

As the first brand in the Czech Republic, we used the ILP format, where an AI algorithm created a custom playlist based on a combination of the user's answers on the ILP and her favorite songs. This reinforced their uniqueness and authenticity, offering a relevant and engaging experience.

Courage was key to this campaign on two levels:

  1. The courage to communicate a difficult topic: The dm brand boldly took on the sensitive issue of standardized beauty and the pressure for perfection.

  2. The courage in execution—the drone show: It was extraordinarily courageous to launch the campaign on January 6, 2025, with a drone show over the Vltava River.

Results

The #simplyme campaign exceeded expectations and proved that marketing can have a real impact.

  • We achieved an 85% reach in the key target group of W20+.

  • We gained over 65,000 interactions on social media.

  • As the first brand in the Czech Republic, we successfully used the revolutionary AI format on Spotify.

  • And most importantly, we inspired countless women toward greater self-confidence.

In summary

Thanks to the trust and the courage of both our team and the client, the #prosteja campaign was a great success, and we won 1st place in the Flema 2025 competition in the Best Awareness Campaign category.