Media house Media Concept was given this task: reach young people living in 75
cities and towns across 11 provinces with information about the Cooperative Banking Group's offer.
It turned out to be simple.

Since it's young people, we need to somehow intrigue them, offer interaction, draw them into the game...

A game is a very good idea.

It's also worth thinking educationally – knowledge about saving and investing will be useful to everyone, familiarity with banking products too. It's the best investment, every long-term institution, like a bank for example, knows this perfectly well.

Education is an excellent idea.

Young people like to work in groups, cooperation is one of the values cherished by the Cooperative Banking Group.

Cooperation is a great idea.

The structural axis of the nationwide campaign by the Cooperative Banking Group, addressed to middle and high school students, became the strategic game "Fair Play Bank". Its goal was to establish a bank and then invest and develop the institution to generate the highest revenue, while demonstrating knowledge of cooperatives and economics as well as organizational and teamwork skills.

A good, valuable idea.

Now all that was left was to invite young people to participate in the game, while sharing information about Cooperative Banks.

It turned out to be very simple.

The campaign implementation for the Cooperative Banking Group was handled by media house Media Concept, which was responsible for media selection and purchasing and invited us to handle part of the execution.

Us, meaning MobiJets, meaning billboards in motion. They're mobile, so they don't stay in one place unnecessarily. When they complete their task, they move on to the next precisely designated location. They'll reach the destination, stop, and if needed, wait for their target audience.
The SGB campaign involved 75 cities across 11 provinces. Three MobiJets traveled from September 10 to October 6 on routes from Puck to Płońsk, from Kamień Pomorski to Żyrardów, and from Chojna to Świdnica.

A total of 9,112 kilometers.

Every day a different city, a different Cooperative Bank.

Every day a different route and different characteristic points, squares, parks, meeting places popular with young people. Fixed exposure hours – from 7:30 to 17:30 on school days and 9:00 – 18:00 on weekends. We started in the morning around schools and returned there in the early afternoon (message directed mainly at students, locations and times adapted to their needs). On weekends we avoided schools, instead traveling near city parks, squares, and cinemas.
Logistics, route recommendations, route optimization and consequently budget optimization was on our side. We admit, it was quite a bit of work.

But even the most tedious mapping of cities and towns we treat as a challenge when we know that the media house recommended a well-chosen medium to the client and that it all makes sense and is effective.