Despite Poland’s remarkable economic progress, a perception gap still masks Poland’s evolution into a dynamic innovation hub, home to cutting-edge startups, world-class research and a highly skilled workforce. To unlock its full potential on the global stage, we wanted to shift the narrative from overlooked to indispensable – showing Poland as a country at the heart of Europe’s next wave of innovation.

Our solution was to show real stories of business success from across the spectrum: start-ups, scale-ups and legacy brands.

This allowed us to show Poland as a stable, trustworthy and future-ready country that delivers long-term value for investors and partners.

Through emotionally rich storytelling backed by data, we highlighted the people, companies and ideas that make Poland a dependable hub for innovation and business. By reframing Poland not as an emerging market, but as a mature European success story, allowed us to build credibility, shift perceptions and drive investor confidence.

“Poland: Your Place to Grow” is a bold, multi-platform BBC campaign spotlighting Poland’s economic success story and showcasing why global businesses are choosing the country as a place to invest, expand and thrive – drawn by a mixture of economic strength, skilled talent, and strategic location.

A series of branded films and articles explore Poland’s transformation into a European innovation powerhouse. We created both 3 x 3-minute hero films and 3 x articles for each of our campaign’s three pillars: legacy, momentum and growth.

Legacy: here we explore the rise of Poland as a European business innovation hub. We hear from Conor Pierce, former President of Samsung Electronics Polska, who moved from the UK to Poland 3 years ago. “Poland is a unique market globally for Samsung,” says Conor Pierce, former President of Samsung Electronics Polska. “It’s the only place in Europe where we have three elements — R&D, manufacturing, and sales and operations — working together.”

Momentum: in this pillar we explore how Poland has become a fertile ground for European scaleups. We hear from Monika Król, Vice President of BLIK, about how Poland’s innovative economy and digitally advanced solutions make it a great business environment for tech solutions. BLIK is a digital payment platform created in Poland, that has expanded beyond domestic borders into neighbouring markets, driven by innovation and a growing user base and is now used by around 20 million people every day.

Growth: we discovered how start-ups can grow in Poland’s favorable business ecosystem. Poland has become a launchpad from which strong ideas, supported by technical skill, aspiration and a collaborative business culture, can grow to compete globally – we reflected this through the story of Brainly.

The campaign delivered exceptional global scale and demonstrable influence, as seen in our AdScore report.

At a broadcast level, the campaign ran 974 TV spots internationally. This reached 279 million individuals worldwide, generating an estimated 757 million TV impacts.

Audio delivered 2.8 million audio ad impressions, extending reach into premium, lean‑in listening environments and reinforcing message frequency beyond screen‑based channels.

The activity delivered 12.5 million on‑site impressions, achieving an average CTR of 0.17%, and generated 68,000 page views.

On YouTube, the campaign achieved 266,000 long‑form video views, reflecting sustained attention and appetite for human‑led corporate storytelling.

Social channels amplified this influence further, generating over 22 million social impressions with a standout average CTR of 4.33%, significantly outperforming industry benchmarks.

High‑impact on‑site formats played a key role in driving engagement. The Interscroller unit, featuring a 15‑second video cut‑down had a 32% completion rate, while a 30‑second video banner had an exceptional 42% CTR, signaling high relevance and message clarity.

Our Adscore report showed the campaign achieved a good recall on BBC platforms (54%).

The presentation of Polish business stories was effective, with 91% agreeing that the campaign made the brand look premium and 90% felt encouraged a desire to find out more.

We showed increasing awareness and familiarity around Polish business, up +49% and 90% respectively. We also saw strong uplifts in recommendation (+97%) and consideration to engage with Poland (+84%).

The campaign was effective in delivering an FDI message of a European economy well connected to the rest of the world (+75%) ,that is open to investors (+73%).

It highlighted key areas of Business and Investment (+25%) as well as association as being focused on innovation and new technology (+28%). Poland ranked strongly as a destination to grow new business, increasing +27% amongst test groups.