„City with Character” Campaign
Borjomi promoted on the Polish market a new global communication strategy under the slogan “You’ve got the character”, under which we conducted the campaign “City with character”.
Our task was to propose comprehensive marketing activities under the slogan “A city with character”. The entire campaign was aimed at increasing brand awareness and engaging audiences through interesting forms of contact with the product.
As part of the overall campaign, an image spot was created, we organized contest and a gala award ceremony, organized a series of events in Warsaw and started cooperation with selected influencers. At the end of the campaign, a mural was created.
We started by creating an advertising spot presenting the character of Warsaw and encouraging to take part in the contest. The task was to record a video that shows the city with the character. Campaign was also visible offline during the Film Capital of the Summer in Warsaw in the Saski Garden. In August, during 4 screenings, sampling of water and gadgets took place. On September 4, before the last screening, the final gala of awarding in the competition took place. From among 81 submissions sent from all over Poland, the jury selected 17, which were broadcast on the big screen during the gala.
In September, as a follow-up to the whole action, the mural was created in Warsaw at Francuska street. It was a great opportunity to show consumers a new bottle label that was just entering store shelves.
Outcomes of our
Borjomi’s spot was broadcast during the whole festival in all locations. Around 89 000 spectators watched it.
As many as 81 participants from all over Poland applied for the contest. We had over 31 000 views of the contest website.
All activities were also supported by promotion on the brand’s social media channels. The performance campaign was carried out on Facebook, Instagram and Youtube, increasing the reach among the target group. By spending 500 zloty on promoting the post, we reached 61 000 recipients. One post collected 713 positive reactions and 274 comments.
Video views of the influencer’s materials that supported our campaign reached a total of over 350 000 views.
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