For 8 weeks, we used only context-sensitive actions (to build engagement) and content-rich media formats (to educate effectively). All media redirected to online voting.(1) Internet –voting website, where people could learn about symbols + over 100 contextual creatives to spread the idea.(2) TV –action became a part of the most popular morning show. Presence included live reports from Tatras, education by experts from National Park and interviews with famous highlanders.(3) Press –largest newspaper devoted a 2-page editorial every week to Tatras’ symbols.(4) Outdoor –communication matched with every vehicle (i.e. ‘There are only 15 bears in Polish Tatras. All of them could fit into this bus. Help us protect them.’- poster on the buses).(5) Event -in the capital of Tatras winning symbols were officially announced and financial support was formally granted to Tatras National Park to purchase world-class equipment to protect the nature.

53% of Poles (vs. 40% before) named Tatras as requiring most protection!We touched peoples’ hearts. Growth in key brand factors, after only two months:- Total market share rose by 13%- "Brand close to me": 40% to 49%- “MILKA helps to protect my world”: 56% to 67%- Spontaneous awareness: 78% to 82%- “For people like me”: 40% to 49%Additionally:- 1 million EUR in earned media- 2.8 million website visits, 567,000 votes- 54.000 online mentions- Most active FB fan page in Poland (70,000 fans to date)…and official Ministry of Environment congratulations!