O2O conversion architecture. The "Calculate your savings" campaign and app for Chopin Telewizja Kablowa

Client: Chopin Telewizja Kablowa

Context and business challenge

The telecom market is saturated and highly generic. Promises of “lowest prices” and “no limits” have become transparent to consumers (ad blindness). The biggest barrier to winning a customer switching from a competitor isn’t price — it’s inertia. Mental laziness and the false belief that changing operators is complicated, and the real savings too small to bother.

The challenge was to break consumers out of this inertia. Instead of drowning them in abstract promises, we needed to deliver a personalized, undeniable financial proof — minimizing the distance between the advertising impulse and the decision moment (lead).

Strategic solution: O2O funnel and loss aversion

I designed an integrated Offline-to-Online conversion funnel. I leveraged the specifics of bus stop advertising (shelters, e.g., Wejherowo Ratusz) — places where the audience has time and a smartphone in hand (captive audience).

Instead of traditional brand advertising, I created a direct call to interact. The campaign’s axis became a mechanism based on loss aversion. Behavioral psychology proves that the pain of losing 100 zł is stronger than the joy of gaining 100 zł. So the communication and tool don’t just say “see how much you’ll save” — they hit the pain point: “Check how much you’re overpaying.”

OOH execution: poster design and copywriting

The poster had to work on two levels: from afar (attracting attention with a headline and price) and up close (instructing what to do).

Information architecture. The viewer’s eye follows a Z-path. It starts with the promise (main headline), passes through credibility proof (app mockup), hits the benefits, and lands on the call to action (CTA).

Copywriting. The headline “The whole family calls without limits” precisely targets the decision-maker (the head of household paying multiple bills). The 19.99 zł price point serves as a powerful price anchor.

Gateway to digital. The key element of the bottom section is a clearly visible, contrast-optimized CTA block: a giant QR code with “Scan” next to an easy-to-remember vanity URL (tkchopin.pl/policz). The promise “calculate savings in 30 seconds” drastically lowers the entry threshold, soothing concerns about a time-consuming process.

UX/UI: savings calculator

The app users land on is a masterclass in cognitive load reduction. It was designed in dark mode, which not only gives it a modern, “premium” feel but most importantly allows for radical accent color emphasis (orange, green, blue).

Step 1: identifying the problem

The headline “Check how much you’re overpaying for phones in your family!” immediately resonates with the consumer’s concern.

Instead of complex forms, I used large, easy-to-click tiles (fat finger design) for instantly selecting the number of phones (1–8). A simple input asking about the current bill (e.g., 155 zł) generates data for the algorithm.

Step 2: price shock and configuration

This is where all the sales magic happens. The screen was designed to overwhelm the user with hard data:

Loss visualization. The central, most aggressive UI element is a large, orange block: “With your current operator, you’re overpaying: 1,320.96 zł!” This amount (cumulative loss over 24 months) acts as a cold shower.

Gain visualization. This is countered by a green, reassuring block showing the new cost calculation (99.96 zł). The juxtaposition of these two values creates cognitive dissonance that immediately rationalizes the decision to switch operators.

Micro-interactions. Users see sliders for manipulating packages (FON M, FON XL). By giving them control over configuration (the IKEA effect), we make them feel like they’re already using the service in their subconscious, drastically increasing the probability of final conversion.

Business value summary

The “Calculate your savings” campaign is a departure from “poster bombing the city” toward creating a precise lead generation funnel. The project proves that outdoor doesn’t have to be a purely brand-awareness medium — with the right CTA architecture and a smooth transition to a perfectly designed mobile environment, it becomes a powerful performance marketing tool, generating immediate purchase intent.