The TV advertising campaign promoting the portal www.bezgotowki.pl has launched. Its goal is to encourage entrepreneurs to use cashless payments and to show the benefits that come with them. Four advertising spots have been prepared!
Four advertising spots were prepared for the campaign. The main one, 30 seconds long, is intended for TV broadcast, along with three 15-second spots that will go online. They feature actors playing the roles of a florist, a manicurist, a tailor and a plumber — professions often associated with micro-businesses, which are the target of the campaign. The creative concept and strategy were handled by the agency Kalicińscy.com, media buying was done by Havas Media, and PR activities are supported by the agency CORE PR.
Bezgotowki.pl is eService's proprietary platform, designed for entrepreneurs and business owners who would like to give their customers the option of paying by card. Through the portal, they can choose the type of payment terminal that suits them best and, in a few easy steps, sign a contract that gets them their terminals under the terms of the Polish Cashless Program. Under those terms, entrepreneurs who have not used cashless payments in the past 12 months can receive up to three payment terminals free of charge and pay no costs for processing card transactions with VISA and Mastercard for a year. By signing a contract through www.bezgotowki.pl, they can choose, among other things, the most modern mobile terminals, the SMART D220, offered exclusively by eService, and receive them free — forever. Moreover, only with eService's offer will they also pay no costs for 12 months for processing transactions with Diners Club, JCB and UPI cards, as well as BLIK payments.
Concepts from the article
PR — Public Relations. Activities that build an organization's reputation and its relationships with its environment: media, customers, employees, partners and communities. PR covers press releases, media relations, crisis management, events and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. Earned editorial coverage and a well-managed crisis weigh more than a campaign — because a third party is speaking, not the brand about itself.
When it is used: Continuously: media relations, press releases, interviews, events; especially in a crisis and during changes at a company.
What skipping it risks: Without media relationships, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
TV — Television. An audiovisual medium that distributes programming, advertising and video content via linear channels, streaming or hybrid television. TV campaigns require planning of reach, frequency, spot format, airing and audience measurement.
Why it matters: Still unmatched in building mass awareness: no other channel delivers so many contacts with an audiovisual message at once. A presence on TV lends credibility to a brand in the eyes of retail as well.
When it is used: For mass product launches, brand building and campaigns requiring fast, broad reach.
What skipping it risks: Without television, quickly building broad recognition requires piecing together reach from many smaller channels — more slowly and not always more cheaply.
Summary
eService is turning to television for the first time to promote the bezgotowki.pl portal. The campaign is built on four spots featuring actors in the roles of a florist, a manicurist, a tailor and a plumber — professions typical of micro-entrepreneurs. Under the Polish Cashless Program, companies that had not previously used cashless payments can receive SMART D220 mobile terminals for free and pay nothing for 12 months for processing transactions with VISA, Mastercard, Diners Club, JCB and UPI cards, as well as BLIK.
