It was for the first time ever that the brand involved people in creating a common, biggest performance of the national anthem for the National Football Team. Warka gained approval and involvement of Noble Prize winner, Lech Wałęsa. Warka came up with idea of mobile recording studio set up in a bus going from town to town and collecting people's voices.

The campaign was very complex and yet, innovative. To achieve the best awareness and market shares scores, we had to use diversified media mix. Our media selection was basing on econometric model – to use media in a most effective way. TV was a main channel of campaign because of high average ROI level. We had also support campaign by Internet and Press.

Additionally our activation had a high PR coverage so, Press and Internet were the best channels to gain contextual support. We had also decided for tactical/regional OOH and press support on bus track.

In the end, 72000 voices was combined into one exceptional and powerful record.

The educational character of the action – bringing the song into Poles life, memorizing its history and meaning.

90% of Poles had contact with action.

26% Share Of Market increase during media activation.

500 000 new product users.

16% increase of spontaneous brand awareness comparing to previous year.

Visited about 50 different cities in Poland.