National communication campaign on the results of National Development Plan
The main idea was to produce spots as integral parts of an ATL campaign promoting the contribution of EU cohesion policy in Hungary. This was a continuation of two previous similar campaigns. The campaign concentrates on four key areas of the developments: economic development, environment protection and infrastructural development, human resources development and regional development. The selection of the spots followed the same logic. All spots fall in line with the motto of the campaign: “It’s good to be proud”. Therefore, the spots show successful projects, which everyday Hungarians can relate to and be proud of.
Key objectives
The most important objective of the spots was to demonstrate how greatly Hungary has developed through successful EU co-funded projects of the National Development Plan. A high level of trust in the recent developments had to be established within Hungarians, and we had to show that the whole country and all of us living in it had turned around in a positive direction. Therefore, we selected widely accepted and successful projects to demonstrate this.
Target audience
The primary target audience was 25 to 55 year old Hungarians, who had not taken an active role in the developments, nevertheless, they clearly benefit from them. It was highly important for us to show these people not directly involved in the projects the success of them.
Since every Hungarian with a TV could watch our spots, our secondary target audience was the whole population of Hungary.
Strategic context
The strategy is to spread the message “pride”, a feeling every Hungarian should feel after all we have accomplished in terms of development. Therefore, this feeling combined with an optimistic approach composes the essence of the campaign, and the spots as well. The message is the following: given the ambition and opportunity our dreams and desires can come true.
We looked at what the emotion “pride” resembles. A feeling, that fills us with positive energy, inspires us to do more, and puts a smile on our faces. The spots illustrate every day accomplishments, without any political overtones.
In our previous campaign we started out focusing on Europe as a whole, and we moved along to the little girl, who is our main character. However, in the spots of our current campaign we switched up the direction of the movement, going from the little girl’s perception to Europe.
In the spots, the little girl remains the focus point of emotional communication. The gap between her statements is filled with rational messages, designed to get through to the target audience.
The style of the spots is straightforward and highly informative; however, the seriousness of it is lightened up with a lovable humor. The spots’ dynamism and modern style are meant to symbolize development, while the fast-paced movement resembles the rapid changes Hungary is going through, thanks to the European Union’s cohesion policy.
In selecting the spots, our criteria were as follows. We took 2 projects out of each of the 4 operational programmes, to show diversity and complexity. Both low- and high-budget projects were chosen. The relatively low-budget projects were meant to send the “Even I could have done it” message, while the role of high-budget projects was to demonstrate the seriousness, dynamism and magnitude of the National Development Plan. We took projects from all over Hungary to show nation-wide development instead of a Budapest-centric viewpoint.
Contact
E-mail: nfu@nfu.gov.hu
Infoline from Hungary:
06 40 638-638
Infoline from abroad:
+36-1-474-9180
(Hungarian only)