Light it up

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Light it up – the Christmas action of ENERGA

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Light it up

  1. 1. Light it up – the Christmas action of ENERGA Ideacto
  2. 2. Campaign objectives <ul><li>Building the awareness of ENERGA brand among cities’ residents as a brand whose value is giving the most ecological electrical energy in Poland </li></ul><ul><li>ENERGA brand as an expert in innovative and energy-saving electrical solutions </li></ul><ul><li>Creating annual X-mas contest associated with ENERGA </li></ul>
  3. 3. The addressees of the campaign <ul><li>71% Poles at the age of 15-45 use the Internet and 75% of those use it every day </li></ul><ul><li>There are 12 mln Internet users within this age range </li></ul><ul><li>Nearly 56% of the group use social media </li></ul><ul><li>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 </li></ul>
  4. 4. Marketing challenges <ul><li>Not the advert exposition, but users’ engagement – the main challenge for the campaign </li></ul><ul><li>Encouraging Internet users to take part in the contest and vote for the best towns </li></ul><ul><li>Engaging local institutions and media to support voting for their towns </li></ul><ul><li>Positioning ENERGA as an expert in the branch of ecological energy </li></ul>
  5. 5. Light it up - how the user was engaged <ul><li>4 big media were used: horizontal portal, social medium, daily press and PR </li></ul><ul><li>Creating the platform www.swiecsie.pl integrated with gazeta.pl </li></ul><ul><li>Facebook applications engaging users – addressed the actions on www.swiecsie.pl </li></ul><ul><li>Articles about X-mas lighting in Gazeta Wyborcza and advertorials encouraging to rivalry in local editions of the newspaper </li></ul><ul><li>ePR directed to local media: Internet forums, websites encouraging to vote for the most beautifully illuminated town </li></ul>
  6. 6. The most beautiful illuminations and virtual game <ul><li>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 </li></ul><ul><li>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 </li></ul>
  7. 7. Campaign results <ul><li>Contest for the most beuatifully illuminated town: tough rivalry between Szczecin and Cracow </li></ul><ul><li>Over 1500 photos in the contest for the best picture of an extraordinary Christmas illumination taken by individual participants from different towns </li></ul><ul><li>The campaign was widely commented on by the press and on the Internet </li></ul>
  8. 8. Campaign authors <ul><li>ENERGA </li></ul><ul><li>Ideacto </li></ul><ul><li>Agora </li></ul><ul><li>PanMedia Western </li></ul><ul><li>Neuron </li></ul>

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