The most interesting advertising campaigns for Back to School in Poland
The end of summer is a time when Polish parents gather school supplies for their children as the new school year approaches. New clothes, shoes, school accessories, or electronics – all of these items are on the September shopping list. It’s no wonder that manufacturers eagerly capitalise on this hot period. What advertising campaigns did Polish brands prepare for Back to School this year? Here is our subjective overview!
Table of Contents:
1.Empik and “Everything About Going Back to School”
2.CCC and “Game Garage Playoffs”
3.Morele and “And Again, September…”
4.MODIVO and “Back to High School”
5.Aldi and “Aldi Has SOMETHING for School”
1. Empik and “Everything About Going Back to School”
The “Everything About” campaign is perhaps the most prominent and comprehensive promotional campaign by the Empik store chain. The main slogan is an integral part of many smaller campaigns and serves as a starting point for discussing offers, current promotions, or branding events (Empik has previously run campaigns like “Everything About Passion and Work”). To celebrate the Back to School season, Empik launched the “Everything About Going Back to School” campaign, which included advertisements on TV, digital platforms, city billboards, and social media activities.
One of the central and most creative elements of this “school” campaign is the “Open Class” live series. Empik collaborated with internet creators who assumed the roles of teachers during 45-minute lessons conducted from a specially prepared studio throughout August. Prominent Polish influencers such as ZetKacper (a TikToker known for portraying the stereotypical teacher Mrs. Bożenka), academic lecturer Janina Daily, and educational TikToker Adam Mirek participated in the campaign.
2. CCC and “Game Garage Playoffs”
With the start of the new school year in 2022/2023, the CCC footwear store chain entered the world of gaming. The promotion for the brand’s latest campaign reads, “Join one of the events to immerse yourself in a world full of adventures and excitement. Take on the challenge and play console games with top influencers!” CCC organised a series of gaming events for Back to School, where participants had the opportunity to meet popular Polish teenage idols such as Smolasty, Kinga Sawczuk, Iza Zabielska, Ogi Ugonoch, Peti Marics, and Vivien Sapi.
Poster promoting CCC’s latest campaign “Game Garage Playoffs”
Young attendees had the chance to showcase their gaming skills on consoles, participate in panel discussions, and enter contests with prizes. The events spanned over two weeks in major Polish cities such as Warsaw, Szczecin, and Krakow. The campaign promoted the Back to School collection, featuring backpacks, bags, accessories, and sporty clothing from brands such as Adidas, Reebok, and Converse.
3. Morele and “And Again, September…”
This year, the Polish online store Morele used the Back to School theme to create something exceptionally creative. The result of the campaign promoting their school-related offers was a mini-musical that premiered on TV and the Internet at the end of summer. Its aim was to show that there’s no need to panic in the last days of summer because you can buy all the necessary school supplies in one place without leaving your home.
The video clip is a continuation of the brand’s long-term marketing strategy, which has been focusing on video communication for some time. “We manage to keep up with trends and provide entertainment to the community centered around our brand, while consistently evolving this format. Each new production is an opportunity to communicate the brand’s identity,” commented the head of brand & communication at Morele.
4. MODIVO and “Back to High School”
The September campaign by the fashion store MODIVO, “Back to High School,” is dedicated 100% to Polish high school students. This is evident not only in the campaign’s name but also in the nature of promotional materials, particularly in the photographs. The campaign is heavily promoted on MODIVO’s social media platforms, primarily on Instagram. It includes not only a photo shoot but also video content.
In the atmospheric “Back to High School” photos, a colourful preppy style dominates, reminiscent of American teenagers (long-sleeved shirts, baseball jackets, and pleated skirts). The collection features elements from brands such as Polo Ralph Lauren, Lacoste, and Tommy Hilfiger. The brand deserves credit for seamlessly combining new media and understanding the needs and aesthetics of young Polish consumers.
5. Aldi and “Aldi Has SOMETHING for School”
In contrast to MODIVO, which targets an older audience, the Aldi supermarket chain focuses on a much younger demographic. This year’s “Aldi Has SOMETHING for School” campaign, spanning television, OOH (out-of-home advertising), video, social media, websites, display ads, and POS (point of sale) ads, is entirely aimed at very young consumers. The campaign aims to promote an attractive range of school supplies among primary school students.
The brand has leveraged brand heroes – the “SOMETHING” rabbit team: Ryśek, Zośka, Tośka, Stefek, and Tymek. Each of them is different, but they all share one thing: they are eager to test everything that comes their way, from toys and games to clothing and learning or play equipment. Everything, of course, from Aldi stores.
Do you have your own brand targeting children or teenagers and plan to enter the Polish market? Or perhaps you already sell your products to Poles but want to increase brand recognition? Invest in creative advertising! Contact our experts – let’s talk about your brand today!