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Light it up – the Christmas action of ENERGA

Light it up – the Christmas action of ENERGA

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  • 1. Light it up – the Christmas action of ENERGA Ideacto
  • 2. Campaign objectives
    • Building the awareness of ENERGA brand among cities’ residents as a brand whose value is giving the most ecological electrical energy in Poland
    • ENERGA brand as an expert in innovative and energy-saving electrical solutions
    • Creating annual X-mas contest associated with ENERGA
  • 3. The addressees of the campaign
    • 71% Poles at the age of 15-45 use the Internet and 75% of those use it every day
    • There are 12 mln Internet users within this age range
    • Nearly 56% of the group use social media
    • Because of the competiton element during the campaign, we wanted to get to people supporting local initiatives, but also willing to share information with their friends
  • 4. Marketing challenges
    • Not the advert exposition, but users’ engagement – the main challenge for the campaign
    • Encouraging Internet users to take part in the contest and vote for the best towns
    • Engaging local institutions and media to support voting for their towns
    • Positioning ENERGA as an expert in the branch of ecological energy
  • 5. Light it up - how the user was engaged
    • 4 big media were used: horizontal portal, social medium, daily press and PR
    • Creating the platform www.swiecsie.pl integrated with gazeta.pl
    • Facebook applications engaging users – addressed the actions on www.swiecsie.pl
    • Articles about X-mas lighting in Gazeta Wyborcza and advertorials encouraging to rivalry in local editions of the newspaper
    • ePR directed to local media: Internet forums, websites encouraging to vote for the most beautifully illuminated town
  • 6. The most beautiful illuminations and virtual game
    • The platform „Świeć się” („Light it up”) – not only contest with prizes and voting for towns, but also interesting articles on energy-saving, Christmas lighting, advice on taking photos at night and a number of video materials emphasizing the expert character of the website
    • Profile on Facebook – „Christmas Tree” application gathered 50.000 Christmas greetings and „Light it up” application was the most popular commercial action in December 2010
  • 7. Campaign results
    • Contest for the most beuatifully illuminated town: tough rivalry between Szczecin and Cracow
    • Over 1500 photos in the contest for the best picture of an extraordinary Christmas illumination taken by individual participants from different towns
    • The campaign was widely commented on by the press and on the Internet
  • 8. Campaign authors
    • ENERGA
    • Ideacto
    • Agora
    • PanMedia Western
    • Neuron