City Of Warsaw Promotion Department DM MATE FROM THE PAST by San Markos Poland

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Industry Education, Charities, Foundations, Volunteers
Media Direct marketing
Market Poland
Agency San Markos Poland
Creative Director Tomasz Chojnacki, Michal Berger
Copywriter Agata Grosicka, Artur Klimek, Wojtek Albinski
Released July 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Jul 27 2009 12:00AM
Entrant Company: SAN MARKOS , Warsaw, POLAND
Entry URL:
Creative Director: Michał Berger (San Markos)
Creative Director: Tomasz Chojnacki (San Markos)
Copywriter: Agata Grosicka (San Markos)
Copywriter: Artur Klimek (San Markos)
Account Executive: Kasia Borkowicz (San Markos)
Copywriter: Wojtek Albiński (San Markos)
Media placement: Internet - Facebook - 27.07.2009

Describe the brief/objective of the direct campaign.
How to protect the momentous events from the past from turning into a dusty card of our history? How to revive the history of the Warsaw Uprising and make the great tragedy of the Polish capital during the II World War a part of the present? How to make the young people today understand what their counterparts felt 65 years ago? As the stories told by a buddy are the ones most eagerly listened to we decided that the best way to get to young people is reaching them where they spend their free time - on Facebook.

Explain why the creative execution was relevant to the product or service.
'Mate From The Past. 1944 Live' was the first project in Poland capable of combining marketing strategy with modern historical education. We used new technologies and growing popularity of social media to make the events of the past closer and more attractive to young people. We managed to involve them into the story of two fictitious insurgents and in this way teach them a lesson about the Warsaw Uprising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In connection with the 65th anniversary of the Warsaw Uprising we created two Facebook profiles: Sosna24 and Kostek24. They were a couple of young Warsaw inhabitants who provided a day-to-day live account for the entire duration of the Warsaw Uprising (63 days). Using Facebook tools we created a virtual diary enriched with pictures, links, quizzes, historical songs, paradocumental films shot with mobile phones. Thus we have managed to harness the new technologies to bend the time and go back to 1944 for a short while as well as really interact with young people making them vividly discuss historical events.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our heroes shortly became one of the most popular individuals on Polish Facebook. Together they had almost 4000 friends, who commented their 800 posts, took part in 1512 hours of vivid discussions on the uprising. Among them there were celebs, artists, journalists and what’s the most valuable to us – young people who 'lived' our history. The honorable patronage of The President of Warsaw and millions of people who found out about Sosna and Kostek through reports and interviews on TV, radio, press and internet and 3000 people who experienced the death of one of their friends.