Getin Leasing has taken the Polish personal car leasing market by storm in recent years. In 2015, it become the first firm backed with Polish capital to take the position of branch leader.
Getin Leasing became the branch leader, and wanted to let clients know in an interesting way.
Brands that speak only of themselves are quickly losing interest among consumers. A true leader doesn’t boast about his position, but acts as a leader – he speaks up on important matters and creates changes in the market. That’s why instead of a brand, we focused on its customers.
In-depth research allowed us to find intriguing insight. In 2015 there was a huge dissonance between the perception of Polish enterprises by both the state and society, and their actual influence on the economy of the country. A strong stereotype of a private businessman who does not respect his employees prevailed. Meanwhile, the reality of entrepreneurs was completely different.
Getin – as a Polish market leader – started the Time of Polish Entrepreneurs campaign to come to the defense of local companies and increase the esteem in which they are held.
We made a film about the hard work that is put in by Polish people running their own business and put it on the internet. We agreed up front that if it gained significant traction and support, we would also transmit it on the TV.
We made sure that the campaign reached as many people as possible. Its aim was to break the general stereotype of business people, which is why multi-channel communication was so important. We created a universal platform for leading ATL, BTL and Digital advertising. Our concepts appeared on billboards, in the national press, and on social media.
The campaign also required the involvement of a very difficult group of recipients – entrepreneurs, who have a lot of work and little time for additional activities on a daily basis. We built a landing page on which we collected votes in support of the campaign. We promised that if we reached 30,000 votes, we would transmit our film about Polish entrepreneurs on TV. We passed that number in less than 3 weeks, and kept to our word and showed the film on prime-time TV.
Our non-standard approach was appreciated by the jury of the 2015 Kreatura competition in the Best CSR Campaign category.
Our success caught the attention of Polish media and press. The campaign was also well-received by employees of Getin Leasing all over the country, and the main campaign logo was hung in pride of place at the company’s headquarters in Katowice.
In the next phase, we resolved to find specific examples of business owners hard at work. In conjunction with Rzeczpospolita, we organized a contest featuring true stories from the working lives of Polish entrepreneurs.