To increase Energa brand recognisability and to present Grupa Energa as a corporate citizen.
We inspired thousands of people to share the Christmas atmosphere.
We took advantage of the 7th edition of a contest for the town with the most beautiful Christmas lights display to further activate local communities and to generate interesting, valuable content.
The main tools included a photographic contest, voting on the most brightly lit town and the “Galerio świeć się” project, whose patron was Lidia Popiel, a well-known photographer.
In order to effectively inform about the project and to boost the interest of the national media, especially on larger TV and radio stations, in the course of promoting the contest, we placed emphasis on:
- communicating the charitable aspect of Grupa Energa’s operations: awards of Pln 200,000 for the towns, which could earmark the sums for charity,
- close cooperation with the largest town authorities, and using their communication and coverage potential in local media,
- the local patriotism of the town’s inhabitants and supporters in order to encourage them to vote on the most beautifully lit town, and to participate in a consumer contest,
- cooperation with a TV partner to cover the project.
3,000 photographs were submitted for the contest; more than 100,000 votes were cast
AVE of all the impressions amounted to nearly Pln 4 million
The project was awarded a Złoty Spinacz prize
The project involved:
- 222 towns
- 80 shopping centres
- 21 bloggers