BeActive

Idea

To build recognition among our target audience, we decided to show up in two places where we had not been seen before - at student events and in Lodz, where we wanted to improve BeActive's brand recognition. To this end, Tigers graphic studio designed both offline materials and two dedicated landing pages.

As part of the campaign, we prepared a video commercial, which premiered at the Juvenalia in Warsaw and Krakow.

Action

First of all, BeActive, together with its ambassadors, created its zone at Juwenalia in Warsaw and Krakow - the most student-oriented events in Poland. We designed a special large-format wall, which was used both for posing for photos, and it is known that this is what generation X likes the most, as well as for going to a website specially created for the event, to which a QR code placed on the wall led.

The landing page juwenalia.ebeactive.pl was primarily used to expand the mailing base among BeActive's target audience - by signing up on the page, anyone could get a code for a free monthly BeActive pass. We generated nearly 20% conversion through this.

Following a similar pattern, we decided to execute a second campaign, this time longer and more extensive - it included another landing page, as well as the design of billboards and citylights that were hung throughout Lodz - a city where we wanted to improve BeActive's brand recognition. The billboards and citylights encouraged users to register on the lodz.ebeactive.pl landing page. Entering one's email resulted in getting 15 days free on a BeActive card.

Advantage

At Tigers, we first tapped into a newly established UX cell, which was created at the initiative of graphic designers from the graphic design studio who wanted to grow in landing page creation. We combined the graphic designers' new digital skills with their extensive experience in designing offline materials. By combining these two worlds - offline and online - we achieved results that we would not have been able to prove in just one channel.