Goals and challenges (brief description of the brand):

• LG Energy Solution Wrocław is the largest European and world-leading manufacturer of
  lithium-ion batteries for the automotive industry. In Biskupice Podgórne (Kobierzyce
  commune), the company produces all battery components, up to the product ready for installation in the car.
• The main challenges of the project were implementing the client’s recruitment KPIs (for the positions of Technician, Operator, Engineer) and building a positive employer image/brand in the region.

Strategy elements:

• During workshops with the client and subsequent iterations of the project (in weekly sprints), we developed and implemented a comprehensive communication strategy, media plan [multi-channel, micro-targeted online campaign, among others. GDN, programmatic, content marketing, social media (facebook, instagram, linkedin) and targeted offline activities: OOH, posters, activities in public transport and communication hubs in Lower Silesia, etc.) and several sets of dedicated creations (evaluated and changed to keep the attention of the target group).
• We focused on precise targeting of tools and messages (geographically, psychographically). In the narrative layer of activities, we focused on exploring the theme of the company/job of the future – an employer who creates a better tomorrow in the perspective of individual careers and professional development of candidates, but at the same time builds a better future (responsible and innovative) for the next generations, for each of us.

Thanks to this project, young players had the opportunity to develop their skills, meet new people with similar interests and experience the real atmosphere of professional games. Moreover, the aim of the project was to create a communication bridge between students and their parents and teachers and to present a number of benefits that result from these interests.

ACER Predator Games is the main and specially designed product brand repositioning tool for ACER Predator gamers: https://www.acer.com/pl-pl/predator Players competed in four games: League of Legends, Fortnite, Rocket League and chess. The final of the event was streamed on the Predator Games website, on YouTube and on the Twitch platform, and Polsat Games viewers could watch the competition in one of the games live. In addition, the largest Polish TV station dealing with gaming broadcasts behind-the-scenes materials and interviews with participants.

The event’s partners included: the Ministry of Education and Science, the Ministry of Culture and Tourism, GovTech Polska, the Center for the Development of Creative Industries and SPIDOR.

Agency's scope of work:

• preparation of a communication strategy,
• media relations, including obtaining the broadcast of the final tournament on Polsat Games TV
• taking care of journalists during the press conference and the final,
• personal branding of project leaders
• positioning in the media and preparing content for LinkedIn’s own channels,
• preparation of a social media strategy,
• preparing graphic designs,
• identifying potential ambassadors and cooperation partners.

Effects:

• There were 770 media releases about Predator Games. Their total equivalent
• was placed at PLN 1,889,747. The messages reached a total of 4,692,931 users,
• and their reach was 201,044,476,
• on all channels in total, the final broadcast was viewed 3,327,000 times,
• and on Polsat Games TV it was watched by over 25,000 people. viewers,
• messages appeared in media with a diverse profile: marketing, parenting,
• technological or nationwide,
• Examples of titles: Sports Facts, Education Zone, Eska, Mamadu, Marketing przy Kawie, 
• TVP Info, Polskie Radio Czwórka, DGP, TVP Sport,
• creation of a communication bridge between Acer and VULCAN (finally, VULCAN became the educational partner of the project).

and they can often replace dozens of words and complex sentences. We used a multitude of gestures to create branding that reflects the spirit of the commune, while referring to its history. Prusice is an open and inclusive commune – that’s what we wanted to show in the sign. ✋

A bridge between tradition and modernity.

In the branding, we used the hand motif, which comes from the city’s coat of arms adopted in 2006. This is a historical reference to the strict law that prevailed in ancient Prussia.

Around this element, we have built a (semi-)open visual identification system that lives, evolves and finds various applications, while remaining consistent within the framework we define. Prusice is still a functioning commune, but the strict law symbolized in heraldry has now gained new contexts and functions. The hand, its various versions and arrangements, produce different meanings that we can use in communication with particular reference groups, to mark institutions, initiatives, events and places.

Prusice is a commune that extends a helping hand to its inhabitants, welcomes entrepreneurs and investors with openness and is hospitable to tourists ?. All of these (and many more) attributes Prusice can now communicate without words. This is a place for which inclusiveness and openness to everyone are important. A commune that does not exclude is an important aspect that we can symbolically emphasize and even flash with a new signet ring.

What is Aion Bank?

Aion Bank is the first fully digital European challenger bank that began its expansion on the Old Continent in 2021. It stands out with a unique subscription-based business model in the industry: Aion offers its users transparent and clear terms – unlimited access to all banking services for a fixed monthly fee.

Communication background

The development of the Aion Bank launch concept required consideration of several external factors. The most crucial among them was undoubtedly the launch timing, planned for the beginning of August.

The highly competitive domestic market was also significant. In 2021, Poland had over 30 existing banks, and the number of emerging fintechs and payment institutions was growing exponentially.

Furthermore, a bank that offers the ability to perform every banking operation through a smartphone practically does not need physical bank branches. For many customers, this is an undeniable convenience, for some an interesting detail, and for others, a significant absence. One of our primary tasks was, therefore, to emphasize the benefits provided by a fully digital offering.

Launch strategy

The communication strategy of Aion Bank was built on four pillars:

1. Presence in the digital space – in online and social media, podcasts, blogs, and vlogs – as the natural environment for future bank users;
2. Building anticipation – preparations for the August launch began in December 2020, allowing for an active communication plan over 8 months;
3. Utilizing a strong personal brand of Aion Bank’s director – Karol Sadaj – who is known in the media as an enthusiast of new technologies and an efficient manager;
4. Diversification of activities – complementing the online presence with additional actions to build grassroots interest in the brand and its products.

Results after the first month

The media interest in the launch of the new brand in the market was enormous – in just 30 days, there were exactly 296 articles and publications about Aion Bank, its offerings, products, business model, and subscription plans. The high visibility allowed reaching over 4.3 million recipients within the target audience, with the advertising equivalent of the bank’s media presence reaching nearly 2 million PLN.

The presence in major national press titles such as Gazeta Wyborcza, Rzeczpospolita, and Puls Biznesu was crowned by the August edition of Forbes magazine, where Aion Bank’s entry into the Polish market became the cover story.

After the first month of operational activity, Aion Bank could boast of having opened as many as 10,000 accounts, on which new customers deposited over 500 million PLN. Furthermore, Aion Bank’s launch was hailed as one of the most important events in the financial sector in 2021. Our ambassadorship program also won a double PR Wings award in the categories of Innovation of the Year and PR Product.

The implementation of the multi-month campaign did not incur any operational costs related to media purchases or paid content.

Idea

We started with a workshop involving the Mayor of the city and employees responsible for communication and promotion of the municipality. We developed a new strategy. According to it, Wschowa is a city that doesn’t pretend to be anything it’s not. It doesn’t aspire to be another Wrocław or Zielona Góra. It aims to be an authentic and self-aware brand. One that, on the one hand, emphasizes its rich, centuries-old history. On the other hand, it is open to modernity. Based on this, we have prepared a new Visual Identity System for Wschowa.

Results

The symbol, a minimalist city name, was created based on its coat of arms – a silver Jagiellonian cross on a blue background with two silver rings positioned between its arms. In the construction of this simple and minimalist symbol, the cross became the letter ‘H,’ symbolically separating two types of fonts. The serif font is a reference to the multifaceted history of the royal city. The sans-serif font is a symbol of modernity and the challenges facing Wschowa today. The new symbol is supported by two complementary slogans: ‘Be Yourself. Right Here.’ reflects the aspirations and motivations of the city’s residents. Wise and conscious individuals who in Wschowa can be themselves, live at a high level, and pursue their own ambitions. Right here.

The idea for the ‘Dysonanse ŁDZ’ festival primarily originated from our sentimental connection to the city, where we have been based as an agency for years. It’s a city that embodies many contrasts.

From its post-industrial landscape filled with factories to its green surroundings, thriving technological industry, business sector, and education, Łódź has it all. The city is open to youth and investors from around the world, yet it’s also rich in passion for art, outstanding design, and avant-garde.

Łódź can attract, but at times, it can also repel, evoking conflicting emotions – a dissonance. That’s why we decided to examine all the associations linked to Łódź. In line with our agency’s approach, we aimed to transcend conventions and be ABOVE. Over 1000 participants, 6 halls, 75 speakers.

Over 3 million reach on social media channels (DYSONANSE ŁDZ and speakers, including influencers and experts in media and business).

On November 13, 2019, at the Art_Inkubator in Łódź, we gathered leading Polish YouTubers, business and media representatives, experts from various fields, along with universities, startups, entrepreneurs, and artists. As Publicon, we had the opportunity to comprehensively organize a pilot event in Łódź, from A to Z, for Łódź, and about Łódź.

The main goal of the event was to promote Łódź as a place for development, an ideal location for studying, a space for action for young individuals, and a platform for growing one’s business. During the event, we showcased seemingly contradictory or mutually exclusive perspectives, concentrated in one atmospheric place, which, thanks to our event, found a common path.

DYSONANSE ŁDZ Festival in Two Acts. The festival was divided into two parts:

DYSONANSE ŁDZ kicked off with the first part, DYSONANSE: Intro, aimed at high school graduates from the Łódź region in the early afternoon. They participated in lectures by experts on image and social media, learned about Generation Z, had the opportunity to watch the best animations created by students from the Łódź Film School. Representatives from Łódź universities also presented their programs and achievements. Career advisors, photographers, university booths, as well as booths of local brands and startups were available for them. To conclude, they had the opportunity to meet and talk to Paulina Mikuła – a YouTuber, the creator of the ‘Mówiąc Inaczej’ channel, and a Polish language specialist, who has often assisted high school graduates before their most important exam in life.

The second part of the day was rich in events taking place in six thematic rooms: Idee Fixe, YouTube, Dysonanse 7on7, Communication, Design, and Łódź EXPO. Lectures, workshops, discussions, and confrontations happening simultaneously in multiple spaces provided the audience with many valuable topics and business development ideas, creating a true mix in the fabric of Łódź. At the end of the day, the Łódź Film School prepared a film screening of graduates.

The evening concluded with a formal gala, hosted by Paulina Mikuła and Karol Paciorek. During the gala, scholarships and awards were presented to the winners of the “Młodzi w Łodzi” program.

Rafał Masny (Abstra), Michał Sadowski (Brand24), Paweł Tkaczyk, Paweł Svinarski (Dla Pieniędzy), Karol Paciorek (Imponderabilia), Paulina Mikuła (Mówiąc Inaczej), Kamila Romanowska (Loesje Poland), Agata Wojtkiewicz (AW Atelier Łódź), Adam Radoń (Director of the International Festival of Comics and Games), Michał Leksiński (Patronite), Sandra Kubicka (model), Michalina Grzesiak (Krystyno, nie denerwuj matki), Tomasz Salski (ŁKS), Michał Piernikowski (Łódź Design Festiwal), Siostry ADiHD (influencers), Waldemar Olbryk (Echo Investment), Tomasz Drabik (video reviewer).

Industry guide written by the entire PR agency team. How did we execute our first self-publishing project?

At the end of 2018, we decided to create our first joint publication. This practical guide was not intended to be an academic textbook but rather a synthesis of knowledge from various fields we deal with in the execution of diverse projects.

Our goal was to create a narrative that is coherent in its tone yet diverse. The publication has several authors, each of whom works daily on slightly different tasks, has a completely different perspective, and, consequently, a different style. However, we did not want to heavily intervene editorially in the text layer to maintain its linguistic diversity. We believe that this variety will be a significant value for the readers.

In total, we proposed three options to the client, and a brief description of each can be found below:

Self-publishing required significant involvement from the entire team. We had to oversee every detail: from choosing subcontractors (proofreading, printing) and arranging content, ensuring consistency in the structure of texts, layout, obtaining an ISBN number, creating an online store, to establishing collaboration with the substantive partners of the project. The participation of all employees vividly highlighted the specificity of teamwork, where everyone is to some extent dependent on others – in terms of timeliness and in agreeing on content to avoid duplicating information. Each person had an impact on the final shape of the publication and its thematic scope.

Martyna Hliwa (Młynarczyk), PR Executive and project coordinator

Ebook or Print Version?

A significant part of the discussion revolved around determining the publication format. We saw both advantages and disadvantages in each solution. Releasing only the electronic version would undoubtedly be easier, but on the other hand, the tangible form of print, although more time-consuming and costly, spoke in favor of its palpable presence, making the book a kind of business card. It also provided new experiences associated with coordinating the first self-publishing project, as well as an excellent idea for a unique gift for clients.

1. Development of the initial concept for the publication. Determination of the target audience, format, print run, title, volume, and thematic scope. At this stage, decisions were initially discussed by all employees, while the final choices belonged to the investor (Publicon/Szymon Sikorski).
2. Content preparation and proofreading. Each employee was tasked with writing one section aligned with their areas of interest and derived from the projects they work on daily. To maintain narrative coherence, we developed a uniform chapter outline. At this stage, decisions were made in a narrower circle – project coordinator, team leaders, and CEO.
3. Layout. Visual identity for the book used in promotional materials and preparing the publication for printing was the responsibility of one person – our Senior Graphic Designer, Mikołaj Ławnicki.
4. Collaboration with partners. This group included recognized industry organizations: Brand24, Sotrender, and Conrego. Together with substantive partners, we developed two special chapters: one on PR law (Olesiński & Wspólnicy) and one on media monitoring in practice (PRESS-SERVICE Monitoring Mediów).

5. Selection of subcontractors. Here, there won’t be much surprise – what we needed to outsource were proofreading and printing. It required a discussion with a specialist from the printing house who presented us with the most favorable solutions. It was also necessary to make a trial print of sheets.

6. Promotional activities. Alongside our media partners (OOH Magazine and Sprawny Marketing), we prepared substantive articles addressing topics covered in the book. After the release, we also organized an author’s meeting in Wrocław. We continuously engage in review collaborations and social media activities.
You can order the book here: [turn.publistavaeg.sg-host.com](turn.publistavaeg.sg-host.com). You’ll also find the table of contents and information about the authors on the website.
Interested in receiving a review copy? Let us know which media outlet you represent and send an email to m.hliwa@publicon.pl.