Building Brand Trust by Uniting a Divided Society
2019 Finalist

Building Brand Trust by Uniting a Divided Society

Ringier Axel Springer

Warsaw, Poland

Category Public Relations and Community Service

Overview of this campaign

Almost 80% Poles think that they are a divided nation, which, sadly makes them a leader in the category (by Ipsos Global @dvisor 2017). This belief in divisions makes Poles less open and trustful. A sense of community is disappearing. The image of Poland abroad is deteriorating, too. is the largest news portal in Poland (60% monthly coverage of Internet users). For over 20 years, it has accompanied Poles during important events. Onet presents different views and opinions and provokes discussion without judging. It brings Poles together, regardless of their beliefs. In times of divisions, Onet wanted to emphasize its mission of uniting people. It was our social responsibility.

In 2018, we wanted to change Onet’s image from a brand providing news to a brand participating in Poles’ lives. Our intention was to bring an important topic, stand out and build an even stronger emotional bond with the readers. 100 years of Poland’s independence posed a unique opportunity. We wanted to encourage Poles to celebrate together, despite the differences.

We invited various people to one table: Onet journalists, an ad agency, marketing, PR and Social Media experts, and Poland’s best sociologists. We brainstormed to rebuild a sense of community in Poland.

This is how the #100latPolsko (Happy 100th Anniversary Poland!) platform was created. Encounters of Poles from various, often conflicted social groups were the main motif of the communication. We planned to commence the campaign in July and for it to reach the momentum by Independence Day on 11th November.

The national anthem is what all Poles can relate to. We used it in the commercial produced by the most renowned film director, Wojciech Smarzowski whose films comment on contemporary Poland. We showed a candid portrait of Poles divided by a definition of a “true Pole”. Only children, naturally devoid of prejudices, hold hands and initiate singing together. It is a message of hope for the future.

Results for this campaign

We used a wide range of standard and non-standard media, mostly TV, cinema, OOH, radio, public transport, and the Internet.

We also painted big murals and provided free WiFi in bus shelters. 

To trigger a discussion, we launched communication in social media with a #100latPolsko hashtag.


Onet encouraged Poles to celebrate the anniversary together by providing free tickets to museums, and releasing an album with the greatest Polish hits.

We conducted an experiment in which we persuaded various groups of Poles to sew a Polish flag. An emotional video was published on homepage.


Onet published more than 300 articles and videos referring to the most important moments in Poland’s history.

Onet’s editor-in-chief encouraged the audience to join the celebration and discuss it, despite the differences.

We created a dedicated website with articles, interviews, infographics and quizzes.


We combined advertising and journalism resulting in great reception.

The campaign reached 85% of Poles 

The editorial content generated 16 million views

Social media content: 12 million views

91% positive and neutral responses in social media


Post-campaign research (by Kantar Millward Brown) showed that we influenced people’s emotions and attitudes.

Top 3 reactions to the campaign: solidarity, a sense of community and respect.


People who saw the campaign declared bigger openness to:

different nationalities +5%

other religions +7%

different sexual orientations +13%


Finally, we increased the BRAND RECOMMENDATION by 45%!


We improved Onet brand image in the categories:

+60% socially involved

+61% opinion-forming

+64% objective


To create a greater sense of community, we wanted to show to the world the best of Poland.

It is an incredible country inhabited by exceptional, creative people. In 7 films we showed inventions created by Poles and appreciated in the world.

In 153 countries, we broadcast 3 films selected by our users and viewed 80 million times, causing an increase in positive associations with Poland by 20%.

Over 1,000 wishes for Poland were sent via our website.

Happy 100th Anniversary Poland!


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