'Shoot and Win!' Poznań promotes itself abroad
2012-04-15
After the successful campaign, "Congrats! Come & Enjoy the UEFA EURO 2012 ™ in Poznan," The City of Poznan is launching a new promotional campaign 'Shoot and Win' directed at four European countries - Ireland, Germany, Italy and Croatia.
This time, the city invites you to play alongside soccer fans from the other eligible countries who in less than two months will be playing in Poznan. The campaign starts on April 16th and will run until the middle of May.
The campaign "Shoot & Win" is based on a dynamic and catchy slogan that will encourage football fans to 'shoot' their own short movie clip. It's a competition with a chance to win some very attractive prizes on offer.
The commercial was shot in the second half of March, and the component that connects all four versions is a long time member of the Polish national football team alumni and longtime player for Lech Poznan, the legendary Bartosz Bosacki. In the clip, you can see the football hero of Poznan with his shirt bearing the slogan "Come and Join" feeding the ball to the next heroes. The film ends in Poznan, where Bosacki receives the ball in Poznan's Old Market square.
The story used in the film matched to each of the three countries, whose team will play in June in Poznan - Croatia, Ireland and Italy. In addition, because of the close proximity and attractiveness of the German market, a German version was also prepared for the people of this country.
We are an open welcoming city, and this should be good for us for a number of reasons namely:
- EURO 2012 is an excellent opportunity for us to show the European people how well Poznanians can organize such an important event, while at the same time have great fun in the process. Late last year, we made a surprise congratulatory message to all the lucky team who made it into the European Championship finals. Now we're maintaining this theme, by inviting fans in "our group" to come to Poznan and join in the celebration of this unique event! We want this historic occasion of UEFA EURO 2012 ™ to put us down in history as a welcoming open city in central Europe, and our openness means this event should go very well on a number of fronts - explains President Ryszard Grobelny.
The city has implemented the so-called "hotspot" - that was shot in the most characteristic "picture postcard" places in each of the four countries with the participation of local enthusiasts:
Dublin, Ireland: River Liffey view, picturesque shots, heaths and cliffs in the background, two young men at a pub in Temple Bar, a beautiful young colleen pictured against the lighthouse background, and a young man jogging along Samuel Beckett Bridge.
The campaign "Shoot and Win" campaign is a continuation of "Congrats! Come & Enjoy the UEFA EURO 2012 ™ in Poznan." Carried out in the second part of 2011 years shares of congratulations for the first qualified for the UEFA European countries, has achieved very good results - the Poznan advertisement has been viewed a total of more than 14 million times. Displayed on the YouTube video, so far it's had more than 5 million page views with over 1.2 million users who have viewed the full clip! The CTR campaign was 2.9%, where the average for this sector is between 0,11-0,19%!
And the twenty lucky winners will receive...
The campaign "Come and join" will run from 21 April to 21 May. The action will focus on advertising on television and the Internet. The estimated range is approximately 13 million customers, and the jury will select twenty lucky winners from all of the entrants, 5 people from each of the 4 countries. The lucky ones will be invited to come on an unforgettable journey to Poznan for the UEFA EURO 2012 ™. In addition to seeing one of their countries matches, each winner will receive a VIP place in the official Fan Zone on match day, and... a very special treat from the Mayor of Poznan. If you want to find out more about 'Shoot and Win' then please click here.