DRIVERS ON A4 KATOWICE KRAKÓW JOIN THE AUTOMATIC SIDE OF THE FORCE

Can th(r)ee save money on the A4 Katowice-Kraków motorway? Asking this surprising question, in the campaign promoting automatic payment methods, we convince drivers that it is possible to save money on the motorway – not only three, but even… five zlotys, and at each gate.

The starting point for PR and marketing activities was the introduction of lower rates for users of the Autopay application as well as A4Go and Telepass electronic toll collection by the concessionaire of the A4 Katowice-Kraków motorway. The widely communicated possibility of paying the same amount for tolls as 10 years ago, as well as the emphasis on the speed and convenience of automatic payments in communications, resulted in an increase in their share in total transactions from 18% to over 25% a week.

The combined total reach of all campaign tools and channels has so far exceeded 40 million recipients. Apart from standard media relations activities, such as a press conference and current cooperation with the media, we have created a website, produced video spots, conducted a radio campaign, Google AdWords campaign as well as promotion in social media, industrial media and regional portals. We have also created outdoor and ambient advertising at toll plazas and at the airport in Balice.

This is yet another project for our client – Stalexport Autostrada Małopolska, for whom, apart from advocating and running a press office, we have been conducting promotional and social campaigns for years.