Herbapol Wrocław introduced to the advertising communication another medicine from its range – Radirex Max. It is a herbal medicinal product for short-term use in occasional constipation.

The campaign in media was based on a video message. Spot presents women taking Radirex Max, who share their experiences related to taking the medicine.

The reach of the campaign was generated thanks to television. Its strengthening is Internet activities: search engine support and related websites, among others with eating and digestive disorders.Optima Marketing Group is responsible for creative, for the production of the spot Propeller Film, media planning and buying media agency Media Concept.

SGB ​​Cooperative Banks promote a cash loan Kredyt+.

The goal of the campaign is to reach as many people interested in the loan as possible. The tactical implementation of this assumption is directing the target group to the campaign’s website: KredytPlus.SGB.pl.

Media Concept is responsible for the media strategy of the campaign, media planning and buying, as well as for implementation of analytical solutions on the campaign’s landing page.

The main axis of advertising activities is the presence at the last stage of the purchasing process, i.e. reaching people actively seeking information about the loan:

• search ads
• graphic ads targeted at users currently interested in loans using, among others purchase of programmatic
• advertisements on smartphones targeted at people using financial comparison websites
• mailing targeted to the group.

In order to broaden the range, the video was used: VoD and social media players (YouTube, Facebook).

In addition to the media in the mediaplan, cinemas in towns with Banks locations and broadcasts of spots in a special block were included in the mediation.

Additional support in the form of graphical ads using Google Display Network and social media has been provided for the Banks participating in the campaign.

Only effective billing models have been used in the campaign.

Quality has also been taken care of by: excluding the positioned pages and applications, and not using ads that annoy users, such as pop-ups.

Creative agency MenAtWork is responsible for ad creation.

Demand for advertising time on TV increases year by year. Meanwhile, its supply remains at a similar level. This leads to a situation in which TV stations are not able to complete full orders or implement them in lower quality bands.

The way to do this is to raise prices or to build such an offer that encourages advertisers to invest in a pricing purchase – more expensive but enabling the purchase of desired advertising blocks.

TVN and TVP annually publish an official trade policy, based on which we can see what changes in prices will take place in 2019.

TVN:

• resignation from package buying on TVN and, in return, the introduction of the TVN MAX package, including GRP packages on TVN and TVN7 in a 70/30 ratio; it can really mean a raise
• a smaller rebate for the rate card buying, while increasing the level at which it is awarded
• significant increase in CPP for thematic channels compared to 2018
• promoting the rate card, not only on the main TVN but also on TVN7.

Changes in TVP:

• CPP increase in package buying by 6-11% depending on the size of the investment, increased CPP subsidies in prime time
• TVP’s portfolio expanded its products portfolio with a few new stations and added the additional payment for resignation in the campaign from selected channels increased.

For example, by implementing the campaign in 2018 in four thematic stations, we paid extra for resignation from the other 10% channels. In 2019 it is already 20%.

The growing demand for advertising campaigns on television, with the station’s unchanged level of advertising resources, forces advertisers to search for methods of more precise and creative campaign construction.

For customers with smaller budgets, television will still be an attractive medium. Ensuring high-quality campaigns will, however, require the use of precision planning tools to a greater extent: price-list buying, limiting the number of stations to the best suited, taking into account the right amount of prime time, etc.

In November, the educational campaign of the battery manufacturer Centra Exide “Turn on the eco-thinking” was launched.

For the needs of the campaign, films were made with the participation of Adam Klimek. They are aimed at increasing awareness of the safe use of batteries in Poland.

Video materials present ways to increase battery life in the car, the principles of ecological operation and utilization. The campaign will be implemented until mid-December on TV and the Internet.

Campaign of oral cavity medicine by Herbapol Wroclaw has been launched.

Activities are carried out on television (nationwide and thematic channels). The coverage is complemented by VoD and YouTube. The campaign will be accompanied by SEM support in search engines.

Media Concept is responsible for planning and buying media, Just agency for creative work.