PIGEONS SHOT CRACOW by TBWA Warsaw for CRACOW MUNICIPALITY

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PIGEONS SHOT CRACOW

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Poland
Agency TBWA Warsaw
Director Jerzy Stuhr
Creative Director Mariusz Pitura, Arkadiusz Pawlik
Art Director Anita Kotlinska
Copywriter Czeslaw Plawgo
Producer Halina Kotowska, Magda Swiniarska
Released May 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: CRACOW MUNICIPALITY
Product/Service: TOURISM
Agency: TBWA\
Date of First Appearance: May 20 2010
Entrant Company: TBWA\, Warsaw, POLAND
Entry URL: http://www.krakow.travel/golebie-kreca-krakow
Creative Director: Arkadiusz Pawlik (TBWA)
Creative Director: Mariusz Pitura (TBWA)
Art Director: Anita Kotlińska (TBWA)
Copywriter: Czeslaw Plawgo (TBWA)
Account Manager: Monika Redlich (TBWA)
Producer: Halina Kotowska (TBWA)
Producer: Magda Swiniarska (TBWA)
Production Company: Przemyslaw Fik (Fik Film)
Production Company: Dominik Orpel/ Michal Kasprzyk (Mojo Films)
Director: Jerzy Stuhr
Editing: Pawel Babut (TBWA)
Photos: Tomasz Augustynek
Music: KROKE
Music: Oraz Trapez
Media placement: Internet Page - Http://www.krakow.travel - 20.05.2010
Media placement: Outdoor - The Biggest Cities In Poland - 20.05.2010
Media placement: Press Conference - Cracow - 17.06.2010
Media placement: Cinema Spot "Icarus" - Multikino - 18.06.2010
Media placement: Internet - Facebook Fanpage - 21.06.2010
Media placement: Culture Festival - "Karuzela Cooltury" Swinoujscie, Poland - 17-20.07.2010
Media placement: Film Festival ("The Journey") - "Dwa Brzegi", Kazimierz, Poland - 08.08.2010
Media placement: Internet ("The Journey") - You Tube - 30.08.2010
Insights, Strategy & the Idea
Main goal of the campaign was to increase traffic on CRAKOW’s main tourist website. Secondary goal was to generate some positive buzz around the city.
We were targeting mainly young audience (18-30), open & active people living in other Polish cities for whom being on-line is something natural.
They associate CRAKOW with great past. Thus it seems more like a monument than a vibrant city worth visiting.
We needed an idea that would engage our audience & media to generate some free PR.
We created a character – a CRAKOW pigeon – that dreams about being a filmmaker and practices his passion filming CRAKOW from air. Pigeons & culture are strongly associated with CRAKOW. Films made by our character showed the city from completely new, unique perspective & let our audience share the campaign via Internet. Pigeon-filmmaker was strange enough to get our audience & media interested in the campaign.
Creative Execution
The main character of our campaign was a pigeon that dreams about being a filmmaker (in CRAKOW everyone has cultural aspirations).
21 movies were filmed by real pigeons, were each had a miniature camera attached to them. All of the recordings first were uploaded to the website and later shown to the world using the Facebook fan page of our hero as well as on YouTube and Twitter.
In addition there was another movie created showing the famous Polish actor & director Jerzy Stuhr unsuccessfully trying to compete with our protagonist.
We also edited a special version of our movie called “The Journey” that was entered into few film festivals to get some extra PR for the campaign.
Built up by the flattering comments of a growing number of on-line friends, our hero applied to Lodz Film School.
We also organized media briefings on the campaign to get journalists interested.
Results and Effectiveness
The number of new users of the website increased by 50% during the campaign. The site had been viewed over 300,000 times. The campaign got a lot of positive buzz. People were sending & commenting on our films using Facebook & YouTube. The topic of the pigeons, which filmed CRAKOW, had interested the Polish national media (TV, press & the biggest Polish web portals). Some famous CRAKOW inhabitants (from the world of film and culture), who loved our idea, freely decided to become ambassadors of the campaign & appeared in a short documentary that was used to promote the campaign among journalists.