Otvarta

Task

Image objective – to build a unique brand concept (strongly associated with all things Polish, modern and trustworthy).

Quantitative objective – to execute a specific number of contacts (sent requests for quotation, telephone contacts, talk orders, e-store transactions).

Name, logotype and KeyVisual

During the preparatory stage, we created a completely new branding – new name, graphical sign, SIM card packaging, materials for partner points. At the same time, we implemented an eCommerce platform integrated with the ERP system of the Operator and started a Facebook profile for the brand. We performed a study with potential brand users while designing the KV.

Pilotage campaign

The pilotage campaign lasted 1 month and enabled verification of index assumptions made during the planning stage (i.e. CPC and CTR levels for individual activities within the campaign). We focused our actions on Google and FB during this stage.

Brand launch campaign

The brand launch lasted 2.5 months and was expanded compared to the pilot campaign with activities in online agricultural media, cooperation with bloggers, video portal campaign and PR activities in lifestyle media.

Mundial campaign

The Mundial campaign was extremely intensive. We used video exposure in CDA.pl and in TVP VOD during the campaign. We also had a very intensive presence in specialised media.

Results

435.000 UU of users visiting the www.otvarta.pl website during the first 5 months of the campaign.
340.000 user data in re-marketing databases.