Client: Carlsberg Poland
Brief: Development of the concept and implementation of the 6th edition of the program, including communication.
Successes:
- Nearly 1,500 publications in the media, reaching approximately 2 million people in Poland.
- The high-impact campaign, visible on 1,926 screens, reached 4 million Warsaw residents.
- Approximately 13 thousand views of video recordings with ambassadors.
- The total reach of the program is 6 million.
Challenges:
- Development of a campaign concept that stands out from the competition on the market while retaining the existing logo and slogan.
- Building responsible attitudes in the context of alcohol consumption by setting positive examples, creating trends that will become fashionable and avoiding moralizing, lecturing or intimidating.
- Strengthening the visibility of the Carlsberg Group in implementing its sustainable development strategy in the area of “zero irresponsible alcohol consumption”.
Description:
Have you ever gotten into a car with a driver who had previously been drinking alcohol? If so, you gave tacit consent to driving under the influence, being among the 13% of Poles who did the same. Despite the high penalties provided for in the tariff and legal acts, the police still stop drunk drivers. That is why, as part of the social and educational program “I think soberly” implemented by Carlsberg Polska, we took care to promote responsible alcohol consumption.
Activities:
- Media relations – preparation of a series of press releases based on the results of the opinion survey “Poles driving on double the gas” conducted in cooperation with ARC Rynek i Opinia.
- Collaboration with the program ambassadors – Marcin Borkowski “Borkoś” (paramedic, European champion in emergency medical services), Marek Konkolewski (road safety expert, former police inspector), Dominika Gwit-Dunaszewska (film and theater actress, and also “compulsive passenger”), Edyta Bartosiak (driving instructor, known from the “Nauka Jazdy” program, among others) – creation of a series of video recordings in the form of conversations that took place behind the wheel of a car – invited guests, through their authority, experience and humor, shared tips and knowledge on sober thinking.
- Implementation of a high-reach campaign in cooperation with the Warsaw Metro.
- Conducting internal communication, including organizing a competition for company employees.
- Planning and production of content for SoMe Carlsberg Polska.
- Creating content for the website www.trzezwomysle.com .
- Partnership cooperation with organizations such as the Partnership for Road Safety and the Provincial Road Traffic Center in Warsaw.