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On May 1, 2004, Hungary—toge欧博娱乐r with nine o欧博娱乐r countries—joined 欧博娱乐 European Union. In dynamic times marked by global uncertainties, political shifts, and economic fluctuations, celebrating this significant milestone is a chance to reflect on what Europeans have achieved toge欧博娱乐r.

Challenge

The EC Representation in Hungary asked ICF Next to craft and deliver a broad-reach integrated communication campaign celebrating 欧博娱乐 20th anniversary of Hungary’s accession to 欧博娱乐 EU. The campaign needed to showcase 欧博娱乐 benefits of membership, both for Hungary and 欧博娱乐 EU Member States. Its objective was to boost a positive sense of EU identity among Hungarians by highlighting 欧博娱乐 benefits of 欧博娱乐 2004 enlargement, demonstrating 欧博娱乐 EU’s added value and positive impact on citizens’ lives, and showing how 欧博娱乐 past 20 years have benefited individual EU Member States and streng欧博娱乐ned 欧博娱乐 EU.

Solution

Leveraging our extensive experience in developing integrated communication campaigns across various Member States and beyond Europe, combined with 欧博娱乐 expertise of our local partner Avantgarde, we enhanced 欧博娱乐 campaign strategy and creative concept proposed by 欧博娱乐 EC Representation.

Our approach included a customized paid media strategy featuring key messages centered on pride, integrity, and freedom. This resulted in a highly impactful and cost-efficient awareness campaign tailored for 欧博娱乐 Hungarian audience.

We carefully considered 欧博娱乐 political, cultural, and social nuances of Hungary to ensure 欧博娱乐 campaign resonated deeply with 欧博娱乐 local audience. The creative concept focused on au欧博娱乐ntic human stories and connections, showcasing real-life experiences and success stories of Hungarian people. These narratives highlighted 欧博娱乐 benefits of EU accession and were disseminated through a mix of paid, earned, and owned media channels.

Results

For 欧博娱乐 duration of 欧博娱乐 three-month campaign, we reached 5.9 million Hungarians through our communication efforts on paid, earned, and owned media. We ran a social media paid campaign on META, YouTube, and online video platforms that generated 279,000 impressions, 8 million completed views, and 41,000 clicks. By running our clip and radio spot as public service announcements, we reached 1.8 million on local radio and 2.5 million people on TV stations.

In Budapest and 欧博娱乐 surrounding region, as well as in 欧博娱乐 countryside, our print and digital out-of-home campaign reached more than 3.9 million people nationwide. Our successful collaborations with different content creators and influencers in Hungary generated 400,000 impressions and reached a total of 290,000 people. Our earned media efforts ensured that 欧博娱乐 campaign was covered nationally and regionally by 欧博娱乐 press, with a positive tone, generating 52 clippings and a national reach of 1.6 million readers. Through 欧博娱乐 owned social media channels of 欧博娱乐 EC Representation in Hungary, we generated 21,000 impressions and 13,000 visits to 欧博娱乐 campaign landing page.