General information

Campaign objectives: Stopklatka, Poland’s biggest free-to-air movie and series TV channel, wanted to increase viewership, enhance the frequency of watching the channel, and boost brand awareness.

Context

In the highly competitive TV market, seasonality plays a crucial role, especially at the beginning of Spring and Autumn when major TV stations promote their new schedules. To stand out, Stopklatka, Poland’s biggest free-to-air movie and series TV channel, needed a disruptive creative concept. To reach TV viewers effectively, the campaign must entail a non-standard creative concept and a 360° integrated marketing strategy.

Creative Minds

They based their approach on the observation that, both films and series, as well as news are most popular among viewers. By merging these two favorite types of programs, they presented Stopklatka’s Spring movie highlights in a News style. Rafał Zawierucha, who was associated with previous campaigns of the channel, played the role of anchorman. The news was aired in a light and funny way. The existing tagline of the channel, Hits in the air, was also incorporated into the concept.

To trigger media buzz, they launched a teaser at the Fryderyk Awards, Poland’s most prestigious music event. Their brand ambassador, Rafał, interviewed artists, spotlighting his new role and generating pre-launch interest. The event generated social media coverage, with influencers tagging Rafał in their posts from the Fryderyk Awards. A day before the campaign’s official start, they released the reveal, accompanied by publications on both Rafał’s and the channel’s own social media. They also recorded a series of street surveys in the News style to build engagement on their social media.

The main part of the campaign focused on promoting Spring movie highlights through 30-second spots (TV and digital) showcasing their diverse movie offerings and 15-second spots navigating to each Saturday’s premiere (TV, digital, radio). Key visuals were designed in the News style but consistent with their brand book, linking to previous campaigns. They introduced a sonic logo across all video and audio assets to align with Stopklatka’s on-air identity. To amplify their media presence, they took over all advertising formats on some regional information portals, placing creations styled as news content to create a coherent story that fit the campaign concept.

As a follow-up to the campaign, Stopklatka partnered with the Timeless Film Festival Warsaw, featuring their brand hero as a prominent guest. This partnership was supported by a radio boost, with Rafal as an on-air invitee. The campaign effectively broke conventional communication patterns in the TV channels category by leveraging viewers’ preferences, thus differentiating Stopklatka and building a stronger relationship with its audience.

Campaign video

Results

The strong multi-channel campaign across radio, press, and outdoor media leveraged campaign exposure frequency among a broad audience successfully. The online part surpassed expectations: the goal of impressions was exceeded by 119%, clicks by 147%. A standout aspect was the takeover, delivering 133% of estimated impressions and 177% of estimated clicks. This campaign significantly boosted the channel viewership enhancing AMR% dynamics of the promoted slot by +5,5pp. and increasing the daily reach of the promoted slot in TG of the campaign. The campaign demonstrated also positive responses in brand tracking research. Viewers of Stopklatka showed a higher inclination to return more frequently (+46% more viewers watching the channel 2-3 times a week). Additionally, the campaign enhanced the channel’s positioning and slightly increased unaided brand awareness. Google Trends revealed noticeable peaks in searches for keywords related to the channel and promoted movies during the campaign. PR activities were highly successful, with teaser activation resulting in nearly 100 publications and product PR securing coverage in 764 publications, reaching a cumulative audience of 85 million.