A total of four spots have been produced on the banknotes.The TV spots as well as the entire mass media campaign are centred around the mythical princess Europa stepping out of history into the modern day. Europa is portrayed by the Estonian model Claudia Meriküla.
The TV spots, commissioned by the ECB, were produced by the advertising agency Tank.The spots were recorded by Catapult and special effects were prepared by the company FrostFX.The author of the background music is the Estonian composer Ülo Krigul.
The TV spots are also published on the Euroweb at http://euro.eesti.ee. They will be aired by major TV channels of Estonia as from November, but the National Broadcast starts showing them even earlier.
The spots are in three languages:the Estonian version is available at http://euro.eesti.ee/EU/Prod/Euroveeb/Avaleht/Videod/index.jsp, the Russian-language one at http://euro.eesti.ee/EU/Prod/Euroveeb/_/name9581/index.jsp and the English version at http://euro.eesti.ee/EU/Prod/Euroveeb/Main_Page/Videos/index.jsp.
Estonia will adopt the single currency on 1 January 2011.
The model Claudia Meriküla impersonating Europa was picked out at an international competition.
Estonia is the first country adopting the euro after 2002 using TV spots to introduce euro cash.
The key information channels of the euro cash information campaign are TV spots and print media.The TV spots will be shown on television and the printed matters focus more precisely on both the appearance and security features of euro cash.All the publications related to euro cash look similar and carry the picture of Europa.Eesti Pank is responsible for the implementation of the media campaign.
TV spots.There are four TV spots introducing the euro.In the first of them, Europa comes to life and transforms into a modern-day figure. She sets out on a journey, building symbolic bridges between the nations of Europe.The continuous building of bridges symbolises also the ongoing evolution of Europe, a continent of common heritage and shared values.The bridges do not represent just the theme of the ages and styles of Europe, but reflect also the connection of the past and the future.The journey of Europa ends in Estonia. This symbolises the introduction of the euro here on 1 January 2011.
In addition, three 20-second spots were made to highlight the security features of euro banknotes and the “feel-look-tilt” test that should be used to check the authenticity of euro banknotes.
Publications.The second key information channel of the mass media campaign are more than 20 different publications, many of which have been prepared specifically for the currency changeover in Estonia.One of these publications is an information leaflet to be distributed along with two euro conversion cards to every household in Estonia.The euro conversion card allows see two or more images according to the angle under which it is looked at. One side of the card depicts the security features of the €20 banknote and the other side a series of 50 prices in euro and in kroons.
In addition to the publications aimed at the general public, there are also some intended for specific target groups. These include information materials for professional cash handlers and a talking card for the visually impaired.