Light it up – the Christmas action of ENERGAIdeacto

Campaign objectives

• Building the awareness of ENERGA brand among cities’ residents as a brand whose value is giving the most ecological electrical energy in Poland

• ENERGA brand as an expert in innovative and energy-saving electrical solutions

• Creating annual X-mas contest associated with ENERGA

The addressees of the campaign

• 71% Poles at the age of 15-45 use the Internet and 75% of those use it every day

• There are 12 mln Internet users within this age range• Nearly 56% of the group use social media• Because of the competiton element during the campaign, we wanted to

get to people supporting local initiatives, but also willing to share information with their friends

Marketing challenges

• Not the advert exposition, but users’ engagement – the main challenge for the campaign

• Encouraging Internet users to take part in the contest and vote for the best towns

• Engaging local institutions and media to support voting for their towns

• Positioning ENERGA as an expert in the branch of ecological energy

Light it up - how the user was engaged

• 4 big media were used: horizontal portal, social medium, daily press and PR• Creating the platform www.swiecsie.pl integrated with gazeta.pl • Facebook applications engaging users – addressed the actions on

www.swiecsie.pl • Articles about X-mas lighting in Gazeta Wyborcza and advertorials encouraging

to rivalry in local editions of the newspaper• ePR directed to local media: Internet forums, websites encouraging to vote for

the most beautifully illuminated town

The most beautiful illuminations and virtual game

• The platform „Świeć się” („Light it up”) – not only contest with prizes and voting for towns, but also interesting articles on energy-saving, Christmas lighting, advice on taking photos at night and a number of video materials emphasizing the expert character of the website

• Profile on Facebook – „Christmas Tree” application gathered 50.000 Christmas greetings and „Light it up” application was the most popular commercial action in December 2010

Campaign results

• Contest for the most beuatifully illuminated town: tough rivalry between Szczecin and Cracow

• Over 1500 photos in the contest for the best picture of an extraordinary Christmas illumination taken by individual participants from different towns

• The campaign was widely commented on by the press and on the Internet

Campaign authors

• ENERGA• Ideacto• Agora• PanMedia Western• Neuron