Tablica.pl Outdoor CLEANING UP THE CITIES by 180heartbeats+Jung von Matt Warsaw

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CLEANING UP THE CITIES

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Industry Website, Advertising & Communication
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Poland
Agency 180heartbeats+Jung von Matt Warsaw
Creative Director Mikolaj Sadowski
Art Director Bozena Slaga
Copywriter Radek Kotapka
Account Supervisor Ewa Wieczorek
Released October 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: TABLICA.PL, ALLEGRO GROUP
Product/Service: LOCAL CLASSIFIEDS SERVICE TABLICA.PL
Agency: 180HEARTBEATS
Creative Director: Mikolaj Sadowski
Copywriter: Radek Kotapka
Art Director: Bozena Slaga
Account Supervisor: Ewa Wieczorek
Producer: F25
Account Manager: Marcin Gaworski
Account Manager: Marcin Gaworski
Other Credits: Designer: Mariusz Czepiec/Co-Creators: Brandfever

Ambient Execution Description
BRIEF
The main aim of the campaign was: to build brand awareness of Tablica.pl - an online classifieds service with local ads, to strengthen the position of Tablica.pl to become the second largest local ads service, to increase the flow and the number of ads posted on Tablica.pl.
IDEA
The campaign's target market were the citizens of Warsaw and Poznan. It had become a habit for many Polish people to stick small classifieds on street lamps, pillars or bus shelters. It is illegal, nobody actually reads them and they litter the streets. We came up with a guerilla action for the online classifieds service Tablica.pl to clean up the cities of annoying ads. Eight crews wandered around two biggest Polish cities of Warsaw and Poznan, taking photos of the ads and then, moving them to the website. On the place of classifieds, there was one simple sticker left, saying that all the ads had been moved to Tablica.pl. We moved over 1000 ads to the dedicated gallery: http://sprzataniemiasta.pl/, where one could finally make use of them, and see a cleaner version of the neighborhood. Thousands of people saw the sticker saying that posting an ad is much more effective on Tablica.pl. And we made our cities a bit cleaner.
RESULTS
The action was part of the campaign as a result of which the number of ads placed on Tablica.pl increased from 170 000 to 900 000. Tablica.pl took over the lead on the market, gaining much more visits on the website and the number of Facebook fans increased by 10 000.