BLIK launches new campaign: "Turn Words into a Song"

The operator of BLIK has launched a new campaign aimed at building awareness of mobile banking users and encouraging them to use transfers to a phone number via BLIK. The star of the new BLIK campaign titled "Turn Words into a Song" is vocalist, musician and songwriter Igor Walaszek (known from musical projects such as Bass Astral x Igo, Clock Machine and Męskie Granie), who will write a song using words submitted by BLIK users in the titles of their phone transfers.

Igor Walaszek will write a song from transfer titles

"With sauce next time, please," "Will you marry me," "Buy me a star from the sky," "Contribution for Gruby" – these are just some of the transfer titles that users have entered when sending money to a phone number via BLIK. This method of payment has recently been gaining great popularity, becoming the most convenient way to send money to one another. In the first half of 2020, BLIK users completed nearly 18 million such transactions. The advantage of this solution is that you don't need to know the recipient's bank account number – just their phone number – and the money reaches them instantly, regardless of which bank holds their account. The condition is that the bank offers the BLIK phone transfer service. The service works between banks that support BLIK phone transfers, 24 hours a day, including Sundays and holidays, and is free of charge.

– We want to promote cashless payments and show how useful the BLIK phone transfer is in our everyday lives. We're already seeing how quickly the popularity of this service is growing. We want to accelerate this process even further so that as many users as possible can see how convenient, fast and secure this form of payment is – says Krzysztof Ziewiec, director of the marketing and PR department at Polish Payment Standard, the operator of the BLIK system. – Our new campaign, which will be carried out online, is also meant to engage everyone who already uses this solution – he adds.

Competition: creative titles until October 20

As part of the new campaign, all users of this solution have been invited to take part in a competition. BLIK encourages them to submit the most creative title for such a BLIK phone transfer. The most interesting entries will be used by Igo to write a song, and their authors will be rewarded – naturally, with a BLIK phone transfer. This will happen on October 20, 2020, at 8:00 PM during the song's premiere on BLIK's Facebook profile.

Agencies responsible for the campaign

The communication strategy, creative concept and its implementation are handled by the agencies Change Serviceplan and Media Ready, which belong to the Group One communication group.

Details of the new campaign and the "Turn Words into a Song" competition are available here: LINK

Concepts from the article

BLIK campaign "Turn Words into a Song" – competition rules

PR — Public Relations. Activities that build an organization's reputation and relationships with its environment: media, customers, employees, partners and communities. PR includes press releases, media relations, crisis management, events and brand narrative.

Why it matters: It builds what no advertisement can buy: credibility through someone else's voice. An editorial publication and a well-managed crisis weigh more than a campaign — because a third party speaks, not the brand about itself.

When it's used: Continuously: media relations, press releases, interviews, events; especially during a crisis and during company changes.

What happens if you skip it: Without media relations, a company speaks only through paid channels, and in a crisis it's left without spokespeople and without trust.

Summary

The operator of BLIK has launched the campaign "Turn Words into a Song," in which musician Igor Walaszek will create a track from the transfer titles submitted by users for phone-number transfers. In the first half of 2020, nearly 18 million such transactions were completed, and the service is free and available around the clock. The most interesting entries will be used in the song, and the premiere will take place on October 20, 2020 on BLIK's Facebook. Communication is handled by the agencies Change Serviceplan and Media Ready from the Group One group.