Comedian vs. serious topics. Slovenská sporiteľňa, in collaboration with Divino, created a unique project called JANOLYTIK with Jano Gordulič, which entertains and, most importantly, educates and informs about current events in society, economics, and finance. It premiered in September 2022. It examines current economic phenomena through facts, data, and the opinions of renowned external experts, bank analysts, and other specialists from Slovenská sporiteľňa. In cooperation with the Aktuality.sk portal, it presents two selected topics every two weeks in the form of a 10-minute video and a podcast.
Objective
The objective was to deliver a long-term video project that would entertain viewers with engaging content and explain complex economic topics, some of which are occasionally unpopular even for the bank.
Janolytik already has a regular audience
Who is the audience?
The primary target group is urban viewers under 35 years old, who, thanks to Janolytik, will gain a better understanding of the causes and impacts of current events.
From political satire to ‘edutainment’ with data and expert commentary
Strategy
Janolytik strategically built upon the popularity of Jano Gordulič and the project ‘Ťažký týždeň’ (Tough Week), which had a strong impact in Slovakia. This allowed it to attract a regular audience within the ideal target group. The (almost) permanent guest of the show is analyst Matej Horňák from Slovenská sporiteľňa, as well as external experts from fields such as psychology, sociology, energy, and demography. Each episode is published on the Aktuality.sk portal in the form of a video and a native article. The video is also published on the YouTube channels of Slovenská sporiteľňa and Aktuality. Concurrently, the episode is released on all podcast platforms.
Janolytik also addresses topics that are sensitive for the bank.
Implementation
- The content structure of each episode is conceived 2 to 3 weeks in advance and is based on an analysis of topics currently relevant in Slovakia.
- The script is prepared by the show’s moderator, editor, the bank’s PR team, economic analysts, and experts.
- Together, they incorporate important information, data, and characteristic humor into each episode.
- We cooperate with the relevant portal Aktuality.sk, which is also the most-read news website in Slovakia.
- Filming takes place at the headquarters of Slovenská sporiteľňa, allowing viewers to see bankers at work in the background.
- Post-production is handled by Nicetry company, while the coordination and PR of the show are managed by the bank’s Brand Hub team and our team, which completes the textual and visual content of the show.
- Regular support and evaluation of viewership and reach are handled by the media agency Wavemaker.
The results were surprising
- The first 10 episodes collectively achieved 1.5 million impressions.
- The teaser garnered up to 400,000 plays across all platforms.
- The average watch time completion rate is over 50%.
- Podcast listenership ranges from 4,000 to 5,000 plays.
- In 2022, Matej Horňák became the most cited economic analyst in Slovakia with 1,273 mentions.
