“FAST BUT NOT FURIOUS” – SUCCESSFUL PREMIERE OF VIDEOTOLLING ON THE A4 KATOWICE-KRAKÓW MOTORWAY

At the beginning of the summer holidays, on the concession section of the A4 motorway, automatic toll collection was launched, in which the toll payment is made through the Autopay application, based on the identification of the vehicle registration number.

The promotional campaign prepared by Imago PR was to communicate a new quality of travel with videotolling and encourage users of the A4 Katowice-Kraków motorway to switch from traditional manual payments to automatic payments. The creation and slogan of the campaign: “Fast but not furious”, referring to the popular movie, emphasised the speed, simplicity and convenience of the new solution, and at the same time the positive emotions of drivers resulting from shorter waiting time at the gates. Hot wheels inspired by the film were sent to journalists as a teaser.

In the first week since the distribution of press releases and the launch of a dedicated landing page, we recorded 193 publications on the new service, with a coverage of 2.3 million.

Apart from media relations activities, we also conducted a marketing campaign: on the Polska Press website, in the Yanosik application, in the Internet channels of Stalexport Autostrada Małopolska, in Onet, Interia and Wirtualna Polska portals, as well as the Google Adwords campaign.