1. Euro in Slovakia Information Campaign Igor Barát – Member of the Board, Poštová banka, Bratislava Plenipotentiary of the Slovak Governement for the Introduction of the Euro (2007-2009) Budapest 14 Oct 2010

2. Specifics of the campaign (I.) ALL citizens as target group Info – not marketing, no calls for act Uncertain at launch Closely watched campaign Political context International dimension No second attempt possible „KISS“ concept

3. Nobody can be left uninformed Passive and active campaign elements Target groups and multipliers Targeted information Flexibility, surveys, feedback Specifics of the campaign (II.)

4. Preparations till June 2007 Start till July 2008 Intensive campaign July 2008 – 1.1.2009 Finish – year 2009 Communication

5. 4 Govermnent´s Plenipotentiary The „face and voice“ of the changeover 2007: 700 media quotes 2008:1600 media quotes - daily contact with media „7x24“ availability - gathers all relevant info - universal source of all information - responsible to public

6. 5 Information campaign In cooperation with professional agency: Creo/Young & Rubicam Information campaign for general public started in January 2008 Lasted till end February 2009 Partners: EC, ECB, OeNB, domestic institutions Domestic sources 6,2 m EUR European Commission 1,8 m EUR Total costs 7,9 m EUR 47% 31% 22%

7. 6 Euro myths and fears „Euro = „teuro“ = price jumps“ „Euro helps businesses, not ordinary people“ „We´ll face psycho shock“ „We´ll need pouches“ (europurses) „Seniors will face serious problems“ „We´ll become poorest euro nation“ „Neighbours are smarter – they wait“

8. 7 Published Daily newspapers (paid) Leaflets NBS website Partner websites Media support Voting options Phone call (paid) SMS (paid) Internet (free) RESULT: Over 140.000 votes

9. 8 Slovak euro coins 2€2€ 1€ 50, 20, 10 c 5, 2, 1 c

10. 9 www.euromena.sk Public presentation Dec 2007 Put into operation 1.1.2008 Peak in visits Jan 2009

11. 10 Euro Info Hotline opened Jan 2008 staff trained by the NBS working days 8 am - 6 pm automatic answering system free calls from all networks avg. 1500 calls a week

12. 11 Publications NBS/MoF published and distributed over 7 mil. copies of publications by November 2008

13. Direct Mail in Hungarian and Roma Distributed via municipalities

14. 13 Roma TV programs Music CD Theatre performances DVD Radio play Training of multipliers Training of teachers Newspaper Publications both EC and ECB developed publications in Roma

15. Multipliers of Campaign Information Blind – 8 regional centers Hearing impaired – 3 major associations Roma – teachers + social workers (plus TV program …) Mentally handicapped – 1 major association Pensioners – 3 major associations Businesses – 4 training organizations Homeless – 3 support groups Churches – all major denominations Children – schools + foster homes + charities Drug users – 1 support group Mentally ill – 2 support groups Mothers, abused women and children – 6 support groups Prisoners – directorate for prisons

16. 15 Direct mail 1 All households / mailboxes (1,9 mil) information brochure euro calculator EC leaflet Start November 10, 2008

17. 16 Direct mail 2 Euro banknotes and coins, security features Lenticular conversion cards To all mailboxes in early December 2008

18. 17 NBS banners

19. 18 Other communication tools Information in media PR activities Multimedia (DVD, CD-ROM...) Outdor media (billboards, citylights..) Conferencies, seminars.. Euro for schools € day Euromobil € prichádza

20. Euro day – 100 days to € adoption Happenings in 8 regional capitals 27. 9. 2008 after 14.00 Statements by finance minister Počiatek, NBS governor Šramko, plenipotentiary Barát 28 000 visitors Broad media coverage

21. TV Spots 9 different waves with different spots and messages, shown on all national channels Always combined with radio, prints, outdoor...

22. New Year / Euro Adoption Celebrations

23. 22 Do you have enough information about the euro changeover (Slovak Stat´s)? Saturation with information

24. 23 What will euro mean for you, personally? (Slovak Stat´s) Public opinion on the euro

25. 24 The introduction of the euro is/was... Focus Agency, SK

26. 25 Igor Barát Member of the Board of Directors Poštová banka, a.s. Bratislava www.pabk.sk igor.barat@pabk.sk KÖSZÖNÖM A FIGYELMÜKET