It’s great to be a mCitizen (mObywatel). We had known it even before we implemented a project for the Ministry of Digital Affairs. The huge campaign which is co-financed from European Union Funds within The European Funds for Digital Development programme for 2021–2027, addressed to all citizens of our country. Check out how we reached them all!
A tough challenge
Almost everyone has heard of the mObywatel app. And yet, many Poles have no idea, how many cases can be dealt with it. Because mObywatel is much more than quick access to a digital ID on your smartphone.
Our task was to convince as many Poles as possible to use the app. We wanted to encourage those who hadn’t downloaded it yet to give it a try, and those who already had it — to discover all of its features. And we had to do this without being boring with too many formal details.
A simple solution
While brainstorming the concept, we asked ourselves one key question: What does mObywatel actually give us? The answer was simple: it helps us handle everyday matters more easily. So. Many. Matters. And who wouldn’t want to make everyday life a bit easier?
In the campaign, we focused on a clear and direct message. Based on the slogan “mObywatel has it easier!”, we showcased the app’s three key features: access to the digital ID (mDowód), the ability to protect your PESEL number, and online security. Because each of these features – without exception – makes everyday life easier for Polish citizens. Anyone can, and for their own convenience should, become a mCitizen.
Videos were the core of our campaign’s reach. In the first stage, we produced four video spots — one 30-second and three 15-second ones, each focused on a specific feature. All of them were distributed across TV and digital channels.
We went into more detail about other features online through a digital campaign, PR activities, radio spots, and tutorials.
So… are there any mCitizens on board here? If you’re still not making your daily life easier with this app, what are you even doing? 😉
