Our task was to plan and prepare content as part of the CSR campaign “Text-free driving” fined for speeding in SoMe on Facebook and the X A4 Katowice-Kraków platform, along with promotion.
The social campaign, authored by Imago PR and organized by Stalexport Autostrada Małopolska S.A., the manager of the A4 Katowice-Kraków highway, aimed to increase awareness of the dangers of using smartphones while driving.
We had several works by well-known Polish illustrators, a radio spot featuring Krystyna Czubówna, a handful of statistics, and a relatively modest advertising budget.
EFFICIENCY
On the A4 Katowice-Kraków social media channels (Facebook, X)
TOP POSTS
Creators’ works posted on social media were preceded by engaging teasers with excerpts from the drawings, which were then revealed to internet users. Simultaneously, posts were published by collaborating illustrators.
Full-size drawings were published with descriptions that engaged users. We utilized strategies such as real-time marketing (RTM) – in the case of Andrzej Draws, it was a viral mistake with the publication of a post draft.
Marta Frej’s drawing was accompanied by the provocative question Who (drives) better? – referring to the eternal dilemma of who is the better driver.
The radio spot featuring Krystyna Czubówna was presented in the form of a “lyric video” animation.
Statistical data, which provided the substantive basis for the campaign, were presented in the form of infographics.
We also utilized the real-time marketing strategy (RTM) after the campaign ended – referring to artificial intelligence and GPT chat.
