CREATIVE STRATEGY SOLUTION:To make a big idea out of small budget (generate buzz around the fact Publicis is changing the address)CHANNELS USED1. Allegro website Carefully selected advertising memorabilia and ideas along with commentary were put for auctions on Allegro, which is a local equivalent of eBay (all together 20 auctions)2. Hotsend - email marketingWe used a database of email addresses in the advertising community and sent messages: “A mate of yours recommends you check out the following auction. http://www.allegro.pl/items746703004_unikatowe_statuetki_ktr_i_kreatura.html"

RESULT 400 emails sent generated around 16 000 click throughs over one week only.Not only we’ve managed to inform the whole advertising business about the address change, but also we’ve earned 423 Euro on it!TARGET RESPONSE:A week of great fun for the whole advertising businessMEDIA RESPONSEThe campaign was noticed and widely commented in media.The authorities of KTR Festival, which is a local Cannes equivalent, proved to have balls and placed the Statuettes Auction on its website