2. Promotional Campaign in media Ministry of Regional Development
European Funds-
Promotional Campaign in media
Anna Wywigacz,
Ministry of Regional Development
POLAND
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

3. EUROPEAN FUNDS – CREATIVE TENSION
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

4. Image campaign of National Cohesion Strategy
Television campaign (part 1) – „the launch” of NCS brand
Television campaign (part 2) „strengthening of brand image” of NCS
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

5. 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 inhabitants+ (wide target group) – (part. 1) Campaign’s range - national Time of a day: minimum 55% GRP during prime time (6.30 p.m 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 time Week days vs. weekend: 60/40 (GRP)
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

6. Image campaign of National Cohesion Strategy(1)
1. Television campaign (part 1) – „the launch ” of NCS 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: –
Number of broadcasts- over 1 000
2. Television campaign (part 2) „strenghtening of brand image ” of NCS
Number of commercials: 1 – „We are doing really well’
Broadcast period –
Number of broadcasts - over 850
Television stations: TVP, TVN, POLSAT, TV 4, TVN 7, TVN 24, Discovery, National
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

7. ‘ We are doing really well’
Image campaign of National Cohesion Strategy
‘ We are doing really well’
‘Great programme’
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

8. Image campaign of National Cohesion Strategy(2)
Outdoor campaign NCS
Campaign on billboards and backlit billboards (citylights)
period: ; location: 13 biggest cities of Poland
Advertising on buses
Period: may Location: 8 biggest cities of Poland
Advertising on trams
Period: may 2008 ; Location: Warsaw
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

9. Brand awareness of NCS within the society
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

10. Have you ever seen this sign?
GENERALLY (N=1030)
SEX
AGE
EDUCATION
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

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

12. 11% Before the campaign After the campaign
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019

13. Thank you very much for your attention!
Information, Promotion and Training Department
Anna Wywigacz
Ministerstwo Rozwoju Regionalnego -
8 kwietnia 2019