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The Warsaw Voice » Society » February 23, 2012
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Media in brief
February 23, 2012   
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Internet Access Grows
Sixty-three percent of Polish homes had internet access last year, up from 58 percent in 2010, according to a report by the IAB Polska organization.

The figure means Poland is below the EU average of 70 percent of households with access to the internet, but ahead of the Czech Republic, Hungary, Spain, Portugal and Greece.

According to the latest NetTrack survey, 16.62 million Poles, or 55.1 percent of the population, use the internet, with the number constantly growing.

The figure in 2010 was 52 percent. The NetTrack survey found that people aged 25-39 comprise the largest group of internet users in Poland (39 percent of the total), followed by the 15-24 and 40-59 age groups (28 percent each). A mere 5 percent of people over 60 use the internet.

The Gremius research company reports, in turn, that while the number of internet users in Poland is on the rise, spending on online advertising in Central and Eastern Europe is growing at a slower rate than in Western Europe. The most rapidly growing market in the region is the Czech Republic, where revenue from online advertising jumped 33.8 percent last year compared with 2010, averaging 57 euros per internet user. Poland came in fourth at 21 euros, behind Hungary and Slovenia at 23 euros each.

Wedel Kicks Off Euro 2012 Campaign
Confectionery producer E. Wedel, which last March became the first Polish national sponsor of the UEFA Euro 2012 soccer championships, has presented its marketing strategy for the tournament. Until June, all large TV stations will be broadcasting the Polish company’s commercial featuring animals performing “Wedel’s Wave of Pleasure,” which symbolizes entertainment, being together and shared emotions.

The BUF animation and visual effects company based in Paris and Los Angeles, famous for its work on such films as Avatar and Matrix, was hired to work on the commercial. The commercial was directed by Didier Poiraud, whose advertising videos and feature films have impressed festival judges around the world. A search for highly trained animals took months and was conducted on all continents. Complicated takes, advanced 3D animations and special effects were some of the many challenges the creative team from the Team One Agency, which made the commercial, had to face. “Rock&Rollin’ Love,” a song by the popular Polish band Afromental, was used in the video.

A promotional campaign for the Wedel brand also began in January, with more than 1,000 double tickets for Euro 2012 matches in Poland and Ukraine to be distributed among soccer fans. Consumers who have bought Wedel products can register at the company’s website and take part in a draw for the tickets.

A special Wedel product line dedicated to Euro 2012 will soon hit the stores. It will include chocolate figures of Slavko and Sławek, the mascots of the tournament, and football-shaped pralines called Baryłki Football.

During Euro 2012, Polish public television, which has broadcasting rights to the tournament, plans to launch an open-air TV studio on the roof of the Wedel plant in Warsaw’s Praga district, a site that provides an excellent view of the National Stadium.
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