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In February 2010, Gazeta launched a competition for a dream job. Place of work - Upper Silesia. But who would like to settle voluntarily in Katowice, the capital of an industrial, polluted region? We attracted people with the catchphrase: "Let's corrupt you", as we offered the winner an apartment at the exclusive estate, an ecologic, electric car for his or her disposal and a salary of 1000 euro per month for a half of this year.
The campaign was planned and run by a team of editors, marketeers, web producers with a cooperation with our advertising staff in Katowice office.
We were promoting the competition in our newspaper (articles and ads), radio (ad spots), TV (ad spots), outdoor (billboards, citylights), Internet (own website, social media, SEO campaign, banners, viral marketing), mobile (articles on our mobile sites). All promotion activities used similar layouts, humour and catch phrases, and linked to more information posted online. It helped us to reach the target group of young, affluent people and maximized the effect of the cross-channel exposure.
Participants had to apply for a dream job online with a motivation letter and a short video presenting herself or himself. We received in total over 500 applications from all over Poland and abroad (USA, Germany, and even from Australia). In April, we selected 20 semi-finalists. The videos were presented on our websites, and YouTube and DailyMotion, so there were Internet users who voted for the favourites. The final ten were invited for an interview.
At the end of April the winner was announced. His name is Jakub Janik. He is 26 and comes from Trzcianka, some 500 km from Katowice. He graduated from electronics and telecommunication at Poznan University of Technology. He won because: he is never late to cinema, smiles not only to himself, likes those songs best which he hasn't known yet, dances while taking shower, etc. And he made one of the most popular online videos.
On June 1, 2010, Jakub started his great adventure in Katowice. He gets familiar with Upper Silesia, participates in culture events, meets people and talks to them. He is blogging to show Poland that the Upper Silesia region is an interesting place. We believe we are going to be a dangerous rival for other cities in the battle for the title of The European Capital of Culture. |
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The "Let's corrupt you" website has achieved one million page views! Many users have been stereotypically convinced that Upper Silesia is a dirty region of non-eco-friendly industry inhabited by miners and factory workers who are obviously hostile to any cultural life. After learning more on the site, some users have revised their opinions. Over 500 people applied for our dream job.
Jakub, the winner, quickly has become a recognizable person at the Upper Silesia. He is invited by the organisers of large cultural events, as well as by schools, community centres and clubs.
The potential hidden in the "Let's corrupt you" competition has also been acknowledged by local authorities and businesses who support the bid for the title of The European Capital of Culture.
The Jakub's blog has achieved 5606 page views so far (since 4th of June 2010). Gazeta has also acquired a valuable contributor to its cultural section.
This non-standard campaign proved also to be successful in bringing new advertising clients to the newspaper that had not been interested in any traditional advertising offers before. |