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European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development

This campaign aimed to raise awareness about EU funds and the National Cohesion Strategy amongst a wide target audience in Poland. Utilizing TV commercials, outdoor ads, and societal surveys, the campaign successfully increased brand recognition and knowledge about the program. The TV campaign consisted of two parts focusing on launching the brand and strengthening the brand image, while the outdoor campaign utilized billboards, buses, and trams in major cities. Through targeted media placements and engaging content, the campaign achieved its communication and media objectives, reaching a significant portion of the population.

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European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development

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  1. European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development POLAND Ministerstwo Rozwoju Regionalnego -

  2. EUROPEAN FUNDS – CREATIVE TENSION Ministerstwo Rozwoju Regionalnego -

  3. Image campaign of National Cohesion Strategy • Television campaign (part 1) – „the launch” of NCS 2007-2013 brand • Television campaign (part 2) „strengthening of brand image” of NCS 2007-2013 Ministerstwo Rozwoju Regionalnego -

  4. Assumptions:Communication objective – achievement of at least 60% of the programme knowledge in the first half since start of the campaign.Media objective – maximum range with the condition of frequency 3+ in wide target group.Target group – all, aged 20-64; secondary education+, monthly income net – 1000 zł+, place of residence: inhabitants of villages and cities around 20 000 inhabitants+ (wide target group) – (part. 1)Campaign’s range - nationalTime of a day: minimum 55% GRP during prime time (6.30 p.m.-10.30 p.m.),weekend (5 p.m.-11 p.m.)Contribution of premium position in advertisement block: first/second/second from the end/last: 60% GRP, in this at least 50% during prime timeWeek days vs. weekend: 60/40 (GRP) Ministerstwo Rozwoju Regionalnego -

  5. Image campaign of National Cohesion Strategy(1) 1. Television campaign (part 1) – „the launch ” of NCS 2007-2013 brand The campaign includes: • Creating advertising spots: : ‘We are doing really well’, ‘Great programme’ • Broadcasting the commercials in 43 TV stations (eg. TVN, TVP 1, TVP 2, POLSAT, TVN 24, TV 4) • Broadcast period: 20.12.2007 – 29.02.2008 • Number of broadcasts- over 1 000 2. Television campaign (part 2) „strenghtening of brand image ” of NCS 2007-2013 The campaign includes: • Number of commercials: 1 – „We are doing really well’ • Broadcast period 28.04.– 15.05.2008 • Number of broadcasts - over 850 • Television stations: TVP, TVN, POLSAT, TV 4, TVN 7, TVN 24, Discovery, National Ministerstwo Rozwoju Regionalnego -

  6. Image campaign of National Cohesion Strategy ‘ We are doing really well’ ‘Great programme’ Ministerstwo Rozwoju Regionalnego -

  7. Image campaign of National Cohesion Strategy(2) Outdoor campaign NCS 2007-2013 • Campaign on billboards and backlit billboards (citylights) period: 15.02 - 15.03.2008.; location: 13 biggest cities of Poland • Advertising on buses Period: may 2008 Location: 8 biggest cities of Poland • Advertising on trams Period: may 2008 ; Location: Warsaw Ministerstwo Rozwoju Regionalnego -

  8. Brand awareness of NCS within the society Ministerstwo Rozwoju Regionalnego -

  9. Have you ever seen this sign? GENERALLY (N=1030) SEX AGE EDUCATION Ministerstwo Rozwoju Regionalnego -

  10. 42% 11% 19% 7% 6% 17% 19% 5% 25% 29% 6% 27% 14% 18% 13% 13% Have you ever seen this sign? N=2019 PERCENTAGE OF PEOPLE, WHO DECLARE THAT HAVE SEEN THE SIGN TOTAL: 18% N=2019 Ministerstwo Rozwoju Regionalnego -

  11. Before the campaign After the campaign 11% Ministerstwo Rozwoju Regionalnego -

  12. Thank you very much for your attention! Information, Promotion and Training Department Anna Wywigacz anna.wywigacz@mrr.gov.pl Ministerstwo Rozwoju Regionalnego -

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