our Credentials - NE-ST Marketing Solutions Agency

MARKETING SOLUTIONS
AGENCY
CREDENTIALS
STRATEGY
SURVEYS
RESEARCH
FESTIVALS
CONCERTS
PARTIES
EVENTS
NON BUZZ
STANDARD
AMBIENT
GUERILLA
CONFERENCES
MARKETING SOLUTIONS
AGENCY
PRESS
OUTDOOR
ATL
TV COMMERCIALS
RADIO
INTERNET
SOCIALMEDIA
NEW MEDIA
MOBILE
POS
BTL
BTL MATERIALS
CONSUMER
PROMOTIONS
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
2
o nas
WE CREATE, ADVISE,
WE ANSWER
THE BRANDS’ NEEDS
MAREK PIOTROWSKI
JAREK
KUBICKI
Graduate Warsaw School of Economics
and Handelshøjskolen
i Århus in Danmark. In Advertising since
1999. Co created on polish market such
brands as Play, Heyah, Maxer or Hi’Shine.
He attended the High School of Art and the
Academy of Fine Arts in Gdansk. For 17
years he worked as a creative director in
agencies such as Insania Evidens, Firefly
Creation, Red8, VML
He worked successfully for Nestle, Burn, Real, Nike, Sony, Amrest,
Bank BPH, Hyundai, Orange, Rayban, Diageo and many others.
He introduced a new strategy for Burn (Coca-Cola) in 2010 in Poland
that occurred to be most successful and agency was awarded
with a contract for 26 countries. In 2012 he made a revolution in
Da Grasso, polish largest Pizzeria chain - creating a long-term
strategy, marketing program, new positioning and rebranding of the
entire brand. He participated as a juror in competitions such as: KTR,
Golden Eagles, MIXX and ADC*E in Barcelona.
Winner of prestigious awards in the field of web design, the author
of many exhibitions, valued by connoisseurs of contemporary art.
He worked for brands such as Maxer, BMW, Winiary, KFC, Burger
King, Audi, Burn, Samsung, ING Bank Śląski, InPost, Hi’Shine.
WE HAD THE PLEASURE TO WORK FOR:
Orange, KFC, Pizza Hut, Audi, Coca Cola, Nestle, Volkswagen Bank, InPost, Da Grasso, Bank
BPH, Play, Nike, Samsung, Winiary, BNP Paribas, GE Money, LOT, Sony, Heyah, Moet Hennessy,
Burger King, Axe, Hyundai, Gerber, Dog Chow, Kit Kat, DANONE, Bombay, Big Star, Hi’Shine, AXA
Ubezpieczenia, Johnson & Johnson, Rayban, Luxottica, Ciroc, Diageo, Focus Mall.
For over 15 years we’ve been creating solutions and ideas,
through which we offer comprehensive marketing concepts.
We are distinguished by way we work – we’re very eager
to integrate with our clients. We act as permanent advisors,
creative consultants - not just as an executive agency. The
effects and results - best represent our work.
»»
Creating and running the club ‚de lite’, which became a
‚love brand’ attracting a wide circle of admirers. Evidence
of creating such a strong brand were the people that
wanted to identify with it - including well known people
the world of music, which very often spontaneously
grabbed the mic and started singing for the rest of de lite
family; or thousands of profile pictures on facebook from
parties in de lite.
Comprehensive brand management of the chain of polish
pizzerias “Da Grasso” - including research and surveys,
or strategy of full internal and external communication.
Within a year from rebranding - Da Grasso encountered
a 2digit increase in sales (even before the start of mass
communication). In addition, Da Grasso has also become
a very desirable partner for cooperation to the biggest
brands on the food market such as Coca-Cola or Wrigley.
www.dagrasso.pl
»»
The implementation of the new communication policy
for Burn (Coca-Cola brand), which resulted in increases in
sales of 21% over the year.
»»
Creation and launch of a new brand of wafers for Nestle
– Maxer. The annual plan has been completed within 3
months.
»»
»»
Creation and implementation of several campaigns for
Winiary (a culinary brand of Nestle in Poland) under the
slogan „Loving by cooking”. In the first edition we received
more than 250 000 applications.
A number of projects carried out for brands such as
Gerber, Princessa, Jacobs, Burger King and KFC.
»»
The project “Nadchodzi4” prelaunching a telecommunication brand “PLAY”. It resulted in recognition reaching
30% of the fourth mobile operator on the hard launch
day. More than half of 15,000 people invited to the project signed contracts with the new operator, as well as a
significant part of the 250,000 people who tried to enroll
to the program.
»»
Our crowd sourcing campaign for BPH Bank (GE Capital)
- „Ordinary Hero” resulted in huge increase of top of mind
awareness - by 75% and sales: sale of loans - 116% new
current accounts - 120%.
»»
Campaign and launch of another polish telecommunication brand - has become an icon of modern and
customized marketing in Poland. We’ve created Heyah in
the new media (consumer portal, online store, dozens of
campaigns, games and interactions).
These projects have been awarded for their uniqueness and
effectiveness. We’ve received such awards as: EFFIE, Diamond
Awards in New York, KTR for “Nadchodzi4”; Media Trends for
Ordinary Hero or Boomerang and the Golden Arrow for Heyah,
and many other.
We also like the challenge of running brands in foreign markets.
And we have successful experience in that, i.e.:
»»
KFC and Burger King – we’ve been working and creating
for these brands in Central European markets for almost
4 years.
»»
Burn - we created an umbrella campaign for the whole
of Europe.
v e r . 0 7. 2 0 1 6
o nas
»»
We love creating custom projects with a totally new approach to
communication, i.e..
3
We have particularly extensive experience in developing and
running entertainment brands, and food brands, including such
ventures as:
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
During 17 years of existence, Da Grasso has grown
tremendously – reaching almost 200 pizzerias. Reigning
in medium and small cities – it became a recognized and
appreciated brand.
da grasso
2013
CHALLENGE
4
da grasso
strategy, rebranding, surveys
& research, communication
However, the biggest franchise in Poland was a brand
incomprehensible without emotion and uniform characteristic
image.
When we’ve asked our consumer: what is the
brand Da Grasso, what does it stand for? - he
could not answer. He associated it with food close
to home, without emotions or awareness about
its pros against competition pizzerias. Suddenly
it occurred, that the largest franchise network in
Poland doesn’t have its own character, a distinctive
face. Each pizzeria was governed by its own rules.
Moreover, there was no consistency in the quality
of service and the dishes in individual premises.
Over the years it focused on the expansion of
the network, forgetting about the brand and the
consumer. It was a time for a shift of focus and
development of a strong brand image of Da Grasso,
in order to ultimately lead to increase sales.
Your Pizza Friends
SOLUTIONS
5
da grasso
Da Grasso is a group of
friends who always and
everywhere provides your
delicious pizza. It treats
customers as friends - not
as supplicants. Da Grasso is
a brand that is right for you,
that is always next to delicious
food and will give you great
fun. Therefore Da Grasso
becomes your Pizza Friends!
Therefore we’ve conducted consumer research, we set business
goals for the brand, and set its place in the market. As a result
of our activities in 2013, a network of Da Grasso has undergone
a revolutionary change in its image. Rebranding went hand in
hand with a change of communication. A new claim was set
„Da Grasso, your pizza friends” (in polish: “Da Grasso, przyjaciele
od Pizzy”). The claim was not a revolution. It got us back to the
roots of Da Grasso several years before, when the brand was
created just “by Friends for their Friends”.
Rebranding on one hand, was about telling the consumer, how
important he is, what is the brand Da Grasso about, and what he
should trust it, reach for it and make friends with it.
On the other hand, it was a tool to unify and systematically
improve quality of services in all premises of Da Grasso. It
allowed us to re-train franchisees, show them how to co-create
desired brand and a profitable business.
Rebranding was holistic – it has changed all the branding
elements of the network - from the logo, through the design, and
all the advertising materials.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
6
RESULTS
da grasso
WA R S Z AWA
We’ve started marketing activities including both communication
with the consumer/friend and communication within the franchise
network.
We set a marketing calendar based on the promotional windows
lasting 3 and 6 moths – with nationwide activities and tactical
promotions (optional) utilizing tools such as:
»»
»»
»»
»»
materials inside the pizzeria – POS
leaflets, packaging, coupons
www, facebook
events
In cooperation with franchisees – we’ve created educational videos
for restaurant staff, service standards and the appearance of the
premises. Moreover:
»»
materials for internal communication, i.e.: instructional
videos, calendars, activities, mailings and more
»»
regular meetings with national and regional franchisees,
partners and employees of the network.
A year after the conducted change network recorded sales growth
reaching 21% compared with the previous year (without active
mass communication). And interviews among franchisees and their
employees showed a very positive reception of communication and
rebranding changes by the consumer.
Equally important, Da Grasso, thanks the professional rebranding
very quickly gained a status of an ideal partner for cross marketing
(campaign Wrigley and Da Grasso in 2014 and 2016 is the best
example of this), and recorded an increased satisfaction of its
partners and franchisees satisfaction.
da grasso
7
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
hi'shine
8
hi'shine
2013
CHALLENGE
strategy, branding, research
and surveys, communication
Laundrybox (polish name of the machine – “pralniomat”) is a
modern alternative to washing machines and laundry. You use
them to give dirty and receive fresh and clean clothes. What is
important – it’s the first such service in the world.
Laundryboxes Hi’Shine is another after
“Paczkomaty” – parcel lockers - venture of
Integer company. They make life easier and
go inline with the philosophy of smart living.
We faced the challenge of creating the brand
from scratch. The name, logo, communication
strategy and brand book were the first steps
that we had to do. Then, our task was to
launch the brand. Throughout the process we
additionally provided consulting and strategy
services.
hi'shine
the range of services offered by our Laundryboxes.
9
SOLUTIONS
We’ve named the brand - Hi’Shine, which perfectly describes
Brand Essence: „Smart Laundry. The service for those who
value convenient, smart and modern solutions that make
everyday life easier.”
Mission: „Our mission is to remove the inconvenience of
everyday life - like walking to the laundry. Make the world less
busy and more colorful.”
Vision: „Hi’Shine changes the approach to taking care about
your appearance and how you treat your laundry. We help to
save time, resources, clothes and natural resources.”
These assumptions paved the way for the creation of a full
brand identity and the brandbook, as well as the appearance of
the machine and communication on them.
This innovative service on one hand required to fulfill the image
goals, on the other - a strong educational support.
We’ve created instructional videos that within 30 seconds
showed how to send and pick up your laundry. In addition,
we recorded an image and educational movie, in which we’ve
presented the brand’s RTB’s and a short guide to its innovation.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
SOLUTIONS
10
hi'shine
WA R S Z AWA
First activities and materials for the brand were
focused on functional benefits. Long-term actions
involve the transition to communication of more
emotional benefits – “Feel attractively in your
clothes because they look so perfect thanks to
Hi’Shine”.
Due to the nature of service, we chose these
communication tools:
»»
»»
»»
»»
»»
»»
»»
»»
»»
educational and image movies
video tutorials
online campaign and website
POS events
POS materials
press
social media
ambient
branding of our machines
hi'shine
11
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
Inpost
12
Inpost
2010
CHALLENGE
strategy, rebranding, launch
of a new service
The future of Inpost are solutions inspired by life. This brand
listens to its customers. It enables Inpost to offer services that
make your life simpler, easier, and more modern.
The first private postal operator in Poland - InPost operates on
a nationwide scale since 2006. When in 2009 the brand came
to us - it turned out that it did not have a clear positioning in
individual customers minds. Consumer asked about InPost stated that it is just a competition of the Polish Post. But he
could give neither advantages nor traits of the brand. Therefore
we decided to create its strategy from scratch and perform full
rebranding.
We have developed InPost strategy - as a modern Post
created to serve customers’ needs. InPost’s constant contact
with customers and understanding their rhythm of life –
allow continuous improvement of services and adaption the
customers’ needs.
Inpost
13
SOLUTIONS
Moreover, InPost shows its customers new solutions; changes their way
of thinking about postal services. It makes them aware of the advantages
of modern post, with an emphasis on speed, modernity, availability and
reliability of services offered. InPost’s most important values ​​are:
»»
»»
»»
»»
»»
»»
Simplicity and ease
Integrity
Accessibility and comfort
Speed
Competitive price
Quality
The new branding of InPost has been based on pixel - a symbol of modernity,
multimedia and technical innovation in 2009. With pixels we’ve built icons
describing various services provided by InPost. The format and nature of
icons presented the brand’s philosophy - Modern Post.
Along with rebranding – we were asked to indtroduce a brand new service of
Inpost - Paczkomaty 24/7 (in english – Parcel Lockers 24/7). The prelaunch
of the service was based on a test program - Project 01 – targeted at active
Internet users who were buying or selling online .
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
14
RESULTS
Inpost
WA R S Z AWA
Over 600 e-shops and e-wholesalers took part in Project 01. They could
offer within this project their product range using the „send by Parcel
Locker 24/7”. Sellers, who joined the campaign could:
»»
»»
»»
»»
give and receive free shipping
advertise their shop for free at www.projekt01.pl
gain up to 10 000 new customers
be the first to benefit from modern parcel lockers
As part of activities promoting Project 01 - we:
»»
organized recruitment and training of the chosen consumer and
partners
»»
»»
»»
»»
»»
»»
were responsible for activations and competitions
created all the BTL materials
promoted the project and service with online campaign
were inspiring participants to create social content
created multimedia presentations
were responsible for the creation of tutorial videos put on YouTube.
The project enjoyed huge popularity. It was attended by over 10 000
Internet users and during the program more and more e-shops enlisted.
Tutorial materials served long-term to present the functionality of the
revolutionary service: Paczomaty 24/7.
Inpost
15
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
de lite
Creativity and positive energy paved the way to create a
unique space in the center of Warsaw - the club “de lite”. A
modern, interactive club providing its guests with unique and
inspiring experience, and great fun during every visit.
16
de lite
2010
CHALLENGE
strategy, branding,
communication
Club scene in Warsaw is one of the most rapidly changing areas
of nightlife. New clubs pop up very often and after a short wave of
interest they lose their popularity and quickly disappear.
This is due, among other things, cliché from emerging destinations
and high expectations of young people, and fun-seekers. Clubbers
visit other European capitals, and they know how a great party looks
like in the best clubs, and how they get attracted by their unique
atmosphere .
Our task was to develop a marketing strategy of the club and its full
branding - including multimedia (movies and animations at events).
In addition, since the beginning of “de lite”were the creative guards of
its communication in social media and its image and visual changes.
de lite
17
SOLUTIONS
Brand Strategy of “de lite” was based on three pillars:
»»
»»
»»
show
make friends (de lite familia)
freedom (craziness, creative fun, unlimited inspiration).
De lite was a club that at every step surprised you with its creativity.
Continued to inspire according to its claim: „Inspiration UNLTD.” The
club was in constant touch with its members in social media. This
created a bond, and quickly made clubbers to feel “de lite” as „their
place.”
The club has created its own unique slang, phrases based on its
name – impossible to translate into english: „bawić się na dilajcie”,
„dilajtowa odpinka” and many other which set its place in club life.
De lite was the only club in Warsaw that gathered a group of very
faithflu fans and admirers around it, who defined themselves as „de
lite familia”.
Three basic features set the nature of de lite:
multimedia, design and inspiration.
The rank of the site was increased by the proximity of popular
theaters, restaurants, hotels, shops, world-famous clothing brands
and many meeting-spots of people from media, business and
culture.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
RESULTS
18
de lite
WA R S Z AWA
‚De lite’ was creating great themed parties. It did not
duplicate patterns. The club evolved, pulsated with
life. According to the claim of the club: Inspiration
UNLTD.
All this thanks to the technology at the highest
level and a group of creative people. Each thematic
event was accompanied by a number of related,
dedicated components i.e.:
»»
»»
»»
colors of the club and its walls
»»
»»
»»
»»
»»
»»
»»
styling of staff
live visuals displayed on many screens
visualization / video displayed on the
external wall of the building
special shows / concerts
gadgets i.e. t-shirts, leashes, buttons, etc
drinks (including molecular cocktails)
scenography
video and print invitations
special shows with partnership brands as
their heroes.
de lite
19
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
Plac Barcelona
2014
Due to inspiration and location (Three Crosses Square) the new
place received a name “Plac Barcelona” (in eng. Barcelona
Square). A great atmosphere of the place got summarized with
a claim: „Mi casa es tu casa” – which means „My home is your
home.”
CHALLENGE
20
Plac Barcelona
branding
The big challenge for the agency in 2014 was
to create an elegant cocktail bar in the center
of Warsaw . We were responsible for creating
the character of space and creation of its
branding.
Plac Barcelona and the meals it served was
inspired by Spanish tapas bars. Fast and
very elegant appetizers served to all kinds of
cocktails is the best scenario for delicious fun
in the Iberian metropolis. Hot atmosphere,
excellent tapas , rich card of cocktails, crazy
fun and friendly service created the nature of
the newly formed space.
Plac Barcelona
21
SOLUTIONS
Visual identification was based on a symbol of a
cocktail glass, to reflect the specificity and emploi
of the cocktail bar. We have created a complete CI
for Plac Barcelona - encompassing not just logo,
visit cards or menu, but also the concept of interior
design.
Then we started to communicate with our
customers in social media and create events in
Plac Barcelona very often thoroughly connected
with brands that were partners of the place i.e. Grey
Goose, Moet and Hennessy.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
Maxer
22
Maxer
2010
CHALLENGE
strategy, branding, launching
campaign
Our task was to develop a new brand, its positioning and
strategy communication. We were also asked to prepare the
logo and product packaging.
Nestle has decided to introduce innovative
waffle for young men. It was so bold that
stood in opposition to the product divisions
existing in the minds of consumers,
„the wafers are for women, and a man’s
hunger can only be satisfied with a baton.”
Maxer
23
„zero pitu pitu” (in English “zero bullshit”) –
attractive to young men. It was promoting
behaviors of doing everything to the max,
where there is no place to care for tiny stuff.
The product itself has become a part of this
philosophy. Claim: „ Maxer XXL. Big piece of a
wafer. Zero pitu pitu.”
In the campaign we used communication
channels tailored to the target group such
RESULTS
SOLUTIONS
We based our communication on a platform
Barriers and clichés were quickly broken,
and our creation has built a desired image
of Maxer. It happened so fast that the sales
targets for the year 2010 were carried out
already in April same year.
Market shares exceeded
the established target 13 fold.
Our communication and strategy concept is
used still today.
as: TV spots, online campaign, custom
communication in social media, facebook,
ambient in online games, consumer contests,
POS and outdoor.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
BURN
gravity got fired
2010
The effectiveness of our campaign BURN IN HEADS in Poland
(2009/2010), echoed in the corridors of Coca-Cola Company,
owner of the brand ‘Burn’. We were therefore asked to create
a concept for introducing a new brand positioning - „fearless
creativity” - in 30 European markets.
CHALLENGE
24
g r av i t y g ot f i r e d
umbrella strategy and
campaign
The task of our agency was to create an umbrella strategy
to present a new vision of the brand. Another challenge was
to engage the global environment of snowboarders and
mass audience at the same time. The campaign started at
the beginning of 2011.
One of the tools of communication, which we decided to
use a number of international snowboarding competitions.
We have proposed a series of activations for both
snowboarders and ordinary consumers of our Burn
energizer, to let them discover and understand the idea of​​
the new brand positioning.
g r av i t y g ot f i r e d
25
SOLUTIONS
We have created a platform named „Gravity got fired”
in which we presented the silhouettes of internationally
renowned snowboarders - their dreams and paths to
success: Gigi Ruf, Staale Sandbech and Arthur Longo.
As part of their passion they took on ​​the fight against
gravity. Their stories were exemplifications of the idea
of ​​„fearless creativity” and became an easy to read and
understand metaphor for the new brand positioning.
The leitmotif of the project were cartoon images of
our ambassadors. They appeared in the TV and online
campaign, on POS, gadgets and social media promoting
action.
For the consumers of Burn – we’ve created two online
competitions: Burn Air&Style and Burn Rail Session, so
that consumers could get to know the new brand idea,
as well as play for prizes. In both competitions they
could get a ticket and flight to international snowboard
tournaments. Moreover - in the second online contest
they could win a ride on a snowboard in the company of
world-class snowboarders – Burn brand ambassadors.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
RESULTS
26
g r av i t y g ot f i r e d
WA R S Z AWA
In addition, we have created a unique Burn zone in a series of snowboard competitions
on European slopes (i.e.:Air&Style or XGames), where event participants could personally
experience our brand. It has become a phenomenon of the competitions and later we
traveled with that and used it during other events.
‘Gravity got fired’ was communicated with:
»»
»»
»»
»»
»»
»»
»»
»»
»»
TV spots
YouTube and FB (contests, movies)
Press
POS (limited edition cans, stands, price tags, refrigerators, etc.)
Gadgets
Internet campaigns
Dedicated micro site
Events
Production of the first in Poland container based zone as a place of contact with the
brand (the game on iPads integrated with FB, interviews, meetings).
Our platform has proven to be an excellent transition to communicate the new positioning
and has been implemented in cross-european communication in 2011 winter.
v e r . 0 7. 2 0 1 6
27
g r av i t y g ot f i r e d
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
BANK BPH (GE CAPITAL BANK)
Ordinary Hero
ZWYKŁY BOHATER
2011
CHALLENGE
28
Ordinary Hero
crowd sourcing campaign,
launch of a new
positioning
To avoid used by most financial institutions one-way
communication bank - client (which is usually based on the
prominence of the product), we’ve decided to do something
unique. Something no brand in Poland has ever made​​.
In mid 2011 Bank BPH started introducing its
„fair play” philosophy , hoping to become the
most reliable bank in Poland. Our task was
communication of a new, very demanding
positioning. We were to do it in a very reliable,
efficient, but not obvious and direct way.
Moreover, we had to build a new perception
of the brand through effective association
of BPH with the values ​​of „fair play” and the
involvement of consumers.
Ordinary Hero
29
SOLUTIONS
We organized a nationwide crowdsourcing campaign
„Ordinary Hero” (in polish “Zwykły Bohater”). BPH bank played
a role of an initiator, co-organizator, and sponsor of the action.
It rewarded “fair play” behavior in everyday life. As a partner
we chose TVN (polish biggest private TV) and onet.pl (biggest
online portal) - the most influential media in the target group
of BPH. Szymon Hołownia - known Polish journalist – was
chosen as main ambassador of the project.
The mechanism was based on disinterested applications
of stories of ordinary people who have shown their courage
and unintended execution of fair play values. Applicants
appointed them as people deserving the title of Ordinary
Hero. Stories of Ordinary Heroes could be published on a
dedicated website, which has become the heart of the action.
Among the thousands of stories our jury selected 9 stories.
Then - Internet users have chosen 3 winning Ordinary Heroes!
Mechanism of the action was promoted:
»»
»»
»»
»»
»»
in TV spots
TVN information spots and teasers
online campaign
social portals
all TVN shows such as “Good Morning TVN, Attention!
Etc.)
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
On the basis of the submitted
stories - TVN editors prepared
materials for TV shows such as
30
Ordinary Hero
Good Morning TVN or Attention!
In the first phase - on the shows
Portal users created unique
- viewers were encouraged to
content by posting stories of
report the history of Ordinary
Ordinary Heroes on a dedicated
Heroes
website zwyklybohater.pl
The final gala was broadcasted live from
the National Theatre in prime time in
TVN. It was watched by more than 6.5
million viewers.
Ordinary Hero
an co-organizers/partners. Studies have shown that
top of mind awareness of the Bank increased by 75%.
The action resulted in very positive sales results for
the institutions (the sale of loans - 116%, new current
accounts - 120%).
In 2012 we were awarded in polish Media Trends contest
for that.
31
RESULTS
3-month campaign exceeded expectations of Bank BPH
Ordinary Hero had its 3 more editions since then.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
Winiary (Nestle culinary brand in Poland) has in its portfolio a
number of different products, for very different occasions of
consumption. Typically, they communicate them separately within
short single ATL actions.
WINIARY (NESTLE CULINARY BRAND)
LOVING BY COOKING
2008 - 2009
SOLUTIONS
CHALLENGE
Consumer
promotion
32
kochanie przez gotowanie
KOCHANIE PRZEZ GOTOWANIE
Winiary want to build an image of a brand
that should reign in the kitchen of every
Polish family in various forms. It has decided
to carry out a campaign uniting all of its
products. Our campaign „Loving by cooking”
was the answer to this goal. It was a first
action like that for Winiary that promoted
so many different products from different
categories.
The idea of ​​the action was based on this thought: „We do not
The campaign was widely communicated on TV, POS and by
cook for ourselves, but for the family love. For our family, too -
customized tools. Campaign used unusual and innovative
and not for ourselves – we want to win awards in the lottery.”
solutions as for Winiary. Also TV spot firmly stood out against
The above statement was neatly put in an easy-to-remember
the background of the current brand communication. It used
slogan - „Loving by cooking”.
communication channels such as:
The mechanism of the action was based on a lottery.
Purchase of at least 3 products from Winiary portfolio entitled
consumers to apply for a reward (by sms or snailmail). The
only prerequisite was to keep the sales receipt.
The awards in our lottery were tailored to the needs of the
target group, suitable for the whole family as well as inspiring
the joy of all its members.
»»
»»
»»
»»
»»
»»
»»
»»
TV spot
Radio
Press
Dedicated microsite
POS
Ambients
Gadgets
Online campaign
kochanie przez gotowanie
33
RESULTS
The action was an outstanding success. The lottery received over
250 000 applications and consumer survey carried out after the
campaign showed a significant increase in knowledge about the
wide Winiary portfolio. Moreover 3 more editions of „Loving by
cooking” were carried out in following years.
Our idea to present the brand portfolio using lottery campaign was a
perfect solution. Nestle (mother brand of Winiary) used it in following
years, too. It uses it to show the multitude of its products in the „Eat
tasty and healthy” campaign.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
PLAY
HERE COMES THE 4!
2007
CHALLENGE
34
Nadchodzi 4
prelaunch of a new brand
Play - fourth operator entering Polish market wanted to
differentiate from its competition. It also wanted build the
largest possible range even before its official launch!
By 2006, the polish mobile market was shared by three players.
They offered alike products and functioned according to the
standard relationship brand-customer. Our action: Here comes
the 4 (in polish – Nadchodzi4) – was a teasing campaign of
the introduction of this fourth telecommunications operator
(Play). It completely revolutionized the market, overthrew the
existing order, and forever changed the way we communicate
with customers.
Nadchodzi 4
35
SOLUTIONS
The teaser action was focused on creating the image of Play
»»
specifics of communication on YouTube (that was just
entering international markets) – we’ve taught them
how to do movies and share them in social media
»»
writing blogs mobile blogs and usage of other social
networking tools.
as a multimedia operator with the most modern phones and
solutions on the market. And most importantly, that the offer
of this operator will be prepared according to the actual needs
of its customers as they expect it.
Our task was to constantly inspire them, encourage and create
Therefore we have created a community of beta testers who
conditions for the best spread of information about the new
tested the products and services of the new operator. Sharing
brand and our project. We used:
their opinions and feelings about it - they generate buzz (online
and offline). We were constantly inspiring gathered community
using integrated online and offline communication, creating
events and using viral marketing.
Thanks to online campaign with dedicated website we
gathered over 250 000 people that wanted be a part of the
project. We selected selected 15 000 active ambassadors out
of these. We handed them 15 000 mobile phones and signed
contracts with them on testing services and generating buzz
»»
»»
»»
»»
»»
»»
»»
Viral movies
»»
Buzz moderators’ activity not only in internal portal of
the action, but also in the whole Polish Internet cloud.
Blogs and photo blogs
Mobile blogging
Contest Applications
Sharing their passions
Evaluating and commenting
Small events organized „ just4you” as awards in
contests
around the project and the 4th mobile operator. We did it within
2 weeks during a series of events in Warsaw (capital of Poland)
and Tri-City (metropolitan area in northern Poland), where we
also trained them on:
»»
»»
making buzz
new mobile network capabilities and new multimedia
phones
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
RESULTS
36
Nadchodzi 4
WA R S Z AWA
It was the first such venture on such scale in Poland and
probably in the whole world. It shook the market and
achieved outstanding results. On commercial day one
of the new mobile – the awareness of the existence of
a fourth operator was 30%. Moreover the brand received
the title of a multimedia operator. Additional effects of
this action:
»»
more than 800 videos posted on the web and
tagged with Nadchodzi4 name
»»
network has been fully tested with no black PR
(beta testers felt the co-creators of a new mobile
network)
»»
more than 50% of participants have signed
long-term contracts (we were responsible for
telemarketing here, too)
»»
a big chunk of 250 000 people who want to take
part in the action also decided to sign a contract
with PLAY.
The project was repeatedly discussed in the press and
on the Internet. It also was awarded with:
»»
EFFIE 2007: The bronze statuette in the category
of telecommunications
»»
Diamond Awards 2007: Viral marketing project for
Nadchodzi4 in the category of viral marketing in
the international competition of direct marketing
in New York
»»
KTR, 2007: Brown KTR in Polish Advertisement
Competition for the design of viral marketing for
Nadchodzi4
»»
Golden Arrow, 2007: Award at the Golden Arrow
Competition for viral marketing project for
Nadchodzi4
Nadchodzi 4
37
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
AMREST
We were working for Amrest for almost 4 years. It holds a portfolio of the largest fast food brands
i.e. KFC, Burger King or Pizza Hut. We created for them campaigns not only for Poland but also for
Central European and Easter countries, i.e.: Russia, Hungary, Romania and the Czech Republic.
As part of our work we created:
»»
»»
»»
»»
»»
»»
»»
»»
»»
TV spots
POS videos
POS materials
actions and viral movies
ambient
custom communication in social media
consumer contests and loyalty programs
applications and contests on Facebook
outdoor
38
Am r e s t
Below we present a selection of creations from dozens of campaigns carried out in this period.
Am r e s t
39
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
WA R S Z AWA
SAMSUNG
In 2010 and 2011 we prepared a series of campaigns for Samsung. Among others we’ve launched TV sets with SMART TV or washing machine ECO
BUBBLE. We’ve also did creation, strategy and campaign other product groups. As part of our work we created:
»»
»»
»»
»»
»»
»»
»»
adaptations of TV spots
POS materials
ambient
online campaigns and dedicated websites
consumer contests
press ads
or outdoor
40
Samsung
Below we present a selection of creations of many campaigns
carried out in this period.
Samsung
41
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
42
Samsung
WA R S Z AWA
43
webdesign
We also have an impressive experience in online
communication and social media. It would be
a pleasure to share that with you during a meeting.
v e r . 0 7. 2 0 1 6
W W W . N E - S T. P L
NE-ST
U L . M . KO N O P N I C K I E J 5 / 1 0
44
webdesign
WA R S Z AWA
WE SHALL
BE MORE
THAN
HAPPY
TO WORK
WITH YOUR
BRAND
MARKETING SOLUTIONS
AGENCY
NE-ST
ul. Marii Konopnickiej 5/10
00-491 Warszawa
[email protected]
www.ne-st.pl