[Newsweek 14/2017]

Stylish television commercials created by artists starring cinema and tv. Gadgets that can move to virtual reality are not at the fair, but at every store selling. Online 360 ​​degree advertising, so innovative that you can watch them all the time. TV commercials are often advertainment today. Promoting products most effectively goes hand in hand with fun and stimulating consumer emotions

The term “adverainment” comes from the combination of the words “advert” and “entertainment”. Polish counterparts, like advertising and fun, show the specifics of this form of promotion. In short, the idea is not to talk and display the product in a simple way. The message is created in such a way that the recipient treats the advertisement as a form of entertainment and enjoys the pleasure of interacting with it – explains Lukasz Kulpa, communications manager of WHIZZ. Advertainment has the advantage over classic advertising that in its message does not speak about the product directly. How does it attract customers’ attention?

Advertising films with celebrities like the best tv series

TV and web commercials with their verve and cast is approaching the level of television production. – The stories they show are entertaining, intriguing, touching, and above all, give them a thought not only about the product or the brand. The advertised product sometimes does not even appear in the plot, and such advertising is very successful, notes Edyta Koczwara, the Whizz brand manager. In the case of advertainment, the story is created around a product and not about it. This allows to engage in the advertising of recognized artists. They have the freedom to create works that go beyond advertising. It is no wonder that the advertising industry has such creators as Guy Ritchie, Kevin Spacey and George Clooney. Also highly valued Polish artists create ads that engage emotions. Examples include Actress Magdalena Różczka and director Jan Holoubek, who were involved in the production of a series of spots for Murapol as part of the developer’s campaign “east or west, home’s best”.

Advertising emotions

One of the most talented artists of the young generation – Jan Holoubek – directed the spot of the developer. Scenery for the advertisement was prepared by Janusz Mazurczak, a respected theater, television and film designer. On the set, there were over 50 people working – say Whizz Ninjas, who were responsible for creating the ads.

In commercials was playing, among others. Katarzyna Smolińska, one of the most popular Polish models and finalist of the Polish edition of the Top Model program. She was encouraged to take a part by the cast with the stars.

Her career gained momentum after her participation in advertising. She shared her impressions about the developer’s campaign with her friends and fans through her profile on Instagram – says Edyta Koczwara.
Murapol’s spots did not directly advertise the apartment. They focused on the emotions of the heroes and inspired viewers to find out why having their own apartment allows them to expand their wings. While staring at the emotions of the protagonists, viewers could see that the apartment became more than four walls – a fitness club, a cinema, a cozy SPA, or a temple of arts.

Advertise in 360 degree series

About that in Poland, where many people use tools to block ads in web browsers, the audience can be attracted by advertainment, does’nt doubt Bartłomiej Kaczmarczyk, digital marketing manager WHIZZ. – The opportunity to interact with the product in 360 degree ads bring to this innovative form not only does’nt annoys users. They are watching with fun, because it’s engaging – notes Kaczmarczyk.

Proof? When in Poland was the first series of show “Couple not to steam” in 360 degrees, for the first time in the Polish Internet preceded it ad in such interactive format. The 360 ° technology has made it possible for viewers to move to the very middle of the action and watch the actors of different perspectives – with the ability to freely move the image while watching. The same mechanism was used in Poland’s first 360° ad, on Player.pl vod site.

– According to Gomobi.pl, the results of a campaign combining unique entertainment content provided by Player.pl with innovative, interactive advertising using 360 degree advertising turned out to be four times better than traditional video advertising formats – says Agnieszka Obstarczyk, Web & Motion. Designer WHIZZ.

Virtual walk with TV Star

WHIZZ has also introduced to the sales offices of the largest Polish developer, Murapol, the virtual reality. After setting up special goggles, apartment buyers could see them, walk in them and feel as though they were really in the interior.

This made Murapol advertising more than marketing. It was an attractive and helpful tool that allowed you to move into a furnished and furnished apartment, walk inside and outside the building. In addition, it was an interesting inspiration as to how to arrange an apartment – says Łukasz Kulpa. Thousands of people have come to the Open Doors of the developer in the largest Polish cities. Magdalena Różczka was encouraged to learn about virtual reality.