Cannes Lions

LOCAL CLASSIFIEDS SERVICE TABLICA.PL

180HEARTBEATS, Warsaw / ALLEGRO / 2012

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Overview

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Credits

Overview

Execution

BRIEFThe main aim of the campaign was: to build brand awareness of Tablica.pl - an online classifieds service with local ads, to strengthen the position of Tablica.pl to become the second largest local ads service, to increase the flow and the number of ads posted on Tablica.pl.

IDEAThe campaign's target market were the citizens of Warsaw and Poznan. It had become a habit for many Polish people to stick small classifieds on street lamps, pillars or bus shelters. It is illegal, nobody actually reads them and they litter the streets. We came up with a guerilla action for the online classifieds service Tablica.pl to clean up the cities of annoying ads. Eight crews wandered around two biggest Polish cities of Warsaw and Poznan, taking photos of the ads and then, moving them to the website. On the place of classifieds, there was one simple sticker left, saying that all the ads had been moved to Tablica.pl. We moved over 1000 ads to the dedicated gallery: http://sprzataniemiasta.pl/, where one could finally make use of them, and see a cleaner version of the neighborhood. Thousands of people saw the sticker saying that posting an ad is much more effective on Tablica.pl. And we made our cities a bit cleaner.

RESULTSThe action was part of the campaign as a result of which the number of ads placed on Tablica.pl increased from 170 000 to 900 000. Tablica.pl took over the lead on the market, gaining much more visits on the website and the number of Facebook fans increased by 10 000.

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