News

Athens, July 7, 2026: Choose has successfully completed the design and implementation of the rebranding and end-to-end customer experience for six myPoint self-service centers of the Independent Authority for Public Revenue (IAPR), contributing to a landmark project that marks the transition from a traditional transactional service model to a modern citizen experience model, with a strong emphasis on accessibility and technology-enabled support. This initiative redefines the way citizens interact with public services by seamlessly integrating in-person assistance with digital tools within a unified, modern, and functional service environment. Starting with the myPoint self service center in Cholargos, IAPR 's new network of citizen service points has expanded across Attica with locations in Kerameikos, Kifisia, Galatsi, Kallithea, and Piraeus, as part of the Authority's strategic plan to modernize citizen services. The myPoint self service centers in Cholargos, Kerameikos, and Kifisia have already been inaugurated, marking the tangible implementation of IAPR 's new service delivery model. The new facilities have been designed to combine face-to-face assistance with IAPR 's digital services, offering citizens a modern, welcoming, and user-friendly environment. They feature self-service zones equipped with computers and printers, dedicated specialist support areas, and purpose-built booths for secure video calls, enhancing the overall customer experience. Choose was responsible for the strategic and creative development of the new myPoint brand identity, creating a unified customer experience system that aligns branding, functionality, and the service experience across customers touchpoints. Choose's involvement in this project reinforces the company's commitment to designing and delivering integrated customer experience and rebranding projects that strengthen organizational identity, enhance spatial functionality, and improve the overall experience of end users across both the public and private sectors.

Syngenta Hellas, a global leader in crop protection and seeds, has collaborated with Choose to develop and implement the communication strategy for promoting its crop protection products, Affirm and Affirm Opti.

The collaboration focused on developing a well-structured communication approach, including the creation of the campaign’s creative concept and the production of communication materials designed to highlight the key benefits and value proposition of both products.

The campaign was built around a unified yet flexible creative concept, tailored to the specific needs of three different crop categories: pome fruits, vegetables, and vineyards. Through targeted messaging and customized creative applications, the campaign effectively showcased the distinctive characteristics and benefits of Affirm and Affirm Opti for each crop application.

As part of the collaboration, the Choose team designed and produced the full range of communication materials across print, digital channels, and social media, developing customized executions for each crop category. At the same time, the team ensured a consistent visual identity and a cohesive communication approach across all campaign touchpoints.

Ambrosios Kardaris, Head of CX & Omnichannel Services at Choose, highlighted the impact of Artificial Intelligence on the world of work and the importance of maintaining the human dimension throughout digital transformation during the Newsbeast conference “LEADERSHIP & WORK: Investing in Human Capital”. Speaking at the panel discussion titled “From 1997 to Today: Leadership, HR & AΙ – The Great Transition of Work”, Kardaris noted that the current period represents one of the most significant transformations of recent decades, as organizations are required to adapt simultaneously to technological advancements, evolving employee expectations, and increasing customer demands. Mr Kardaris emphasized that the greatest challenge is not the adoption of technology itself, but preparing people for this new era. Skills such as critical thinking, communication, empathy, and the ability to ask the right questions are becoming increasingly valuable in an environment where information is instantly accessible. Drawing on his experience in the field of Customer Experience, he underlined that the future belongs to organizations that effectively combine the capabilities of AI with human judgment and meaningful customer relationships. This approach is a core element of Choose’s philosophy in the areas of Customer Experience and Digital Operations. Through services including customer experience strategy, AI integration, contact center operations, and organizational transformation, the company supports organizations in connecting technology, operational efficiency, and human experience.   Concluding his remarks, Mr Kardaris stated: “I would say that the future of work is not about humans versus technology; it is about humans working alongside technology. The organizations that will succeed are not those with the most advanced AI, but those that manage to make their people more human, more creative, more collaborative, and more capable of finding meaning. Gen Z has already told us this; we simply need to listen. Because, at the end of the day, AI will not replace us. We will be replaced by those who learn to use it better than we do while remaining, at the same time, more human than ever. That is the challenge. And that is our privilege.”    

Choose highlights one of its most effective digital implementations, as the campaign it designed and executed for Fysiko Aerio Hellenic Energy Company as part of the “Blue Friday” initiative was recently selected by Viber as an official case study. This international recognition confirms the company’s strong capabilities in designing integrated digital strategies with measurable business impact, through an end-to-end ecosystem that connected data, media, platforms, and user experience into a unified performance-driven system. With the primary objective of boosting sales through lead generation, Choose developed a comprehensive strategy combining performance and awareness channels, strategically leveraging every touchpoint across the user journey. The media mix included Meta (Facebook & Instagram) as the main lead generation driver, programmatic activations to enhance brand awareness and traffic, and Viber as a key channel within the overall media plan. Within the Viber environment, Choose activated a combination of placements including Business Messages (BCI), Explore, Post Call, and native formats, creating a consistent and meaningful presence throughout the user journey. This strategy translated into strong performance for the channel, generating more than 1.8 million impressions and over 46,000 clicks, while CTR reached up to ~8% for the BCI format. In parallel, 128 leads were recorded, despite Viber’s primarily awareness-focused role within the broader media mix. This outstanding performance highlights Choose’s ability to strategically leverage available channels, transforming even awareness-driven environments into high-performing conversion drivers. The campaign clearly demonstrates that, with the right strategy, Viber can significantly contribute both to brand awareness and conversion generation. This international recognition further reinforces Choose’s position as a modern business partner that transforms technology into a tangible tool for performance, growth, and transformation. View the case study: https://www.forbusiness.viber.com/en/success-stories/story/natural-gas-hellnic-energy-company/

Choose has developed a custom AI moderation tool designed to manage user-generated content within demanding digital environments, with a specific focus on the nuances of the Greek language. During the implementation of a storytelling campaign for a major brand, the Choose team focused on a critical yet often overlooked factor that ultimately impacts communication and user experience: the moderation of audience-generated content. In user-participation-based campaigns, complex risks arise regarding brand reputation, regulatory compliance, and digital infrastructure security. These challenges are amplified by the intricacies of the Greek language and sophisticated bypass techniques—such as Greeklish, Unicode homoglyphs, and zero-width characters—which often evade English-centric moderation tools. Consequently, the requirements for a robust moderation solution in this linguistic landscape are particularly demanding. Choose’s solution is based on a multi-layered approach that enables real-time content comprehension and evaluation. The system is designed to:

• Recognize and standardize various forms of Greek script, including Greeklish and hybrid expressions.
• Identify content related to hate speech, violence, offensive, or inappropriate language.
• Distinguish complex cases that require deep contextual understanding.
• Detect potentially harmful or malicious domain patterns, at the user-input level.

The combination of linguistic intelligence, safety rules, and advanced analysis enables effective content management, minimizing both the risk of publishing inappropriate material and the erroneous blocking of legitimate submissions. The solution was engineered to protect brand reputation in open-participation environments, ensure adherence to regulatory and ethical standards, support a safe and seamless user experience, and adapt to complex, multilingual digital ecosystems. By developing this tool, Choose reinforces its strategic focus on integrating cutting-edge technology into communications, offering comprehensive services that combine strategic thinking, technical expertise, and practical application.

As part of its collaboration with the World Health Organization (WHO), Choose stood by its side at a recent milestone event to launch the Quality-for-All platform, the new strategic tool of the Health-IQ program, which promotes a unified and evidence-based system for measuring and improving healthcare across Greece. The event took place in the fully packed amphitheater of the Ministry of Health, with the entire leadership of the Ministry, healthcare professionals and representatives of the press in attendance. Welcoming remarks were delivered by the Minister of Health, Adonis Georgiadis, as well as the Regional Director of WHO/Europe, Dr Hans Kluge. Dr Kluge’s presence highlights the importance that the World Health Organization attaches both to the work of the Health-IQ program and to Greece’s strategic role in promoting the quality of health services. Choose, in collaboration with the WHO Office for Quality of Care and Patient Safety, undertook the coordination of the event, including the preparation and distribution of informational materials, attendee coordination, as well as the creation of the visual identity and branding in line with Health-IQ guidelines, effectively transforming the Ministry's premises with the programme’s colours and aesthetic. The innovative Quality-for-All platform is a central pillar of the Health-IQ program and utilizes data to improve the quality of healthcare services, placing the patient at the center and positioning the country as a model at the European level. Choose contributes consistently and actively to promoting and disseminating the Health-IQ program’s results, strengthening its visibility across the country and confirming its role as a strategic partner in initiatives that bring real value to the healthcare community while also improving the patient experience.

CHALLENGE The establishment and operation of the Interagency Market Control Unit (DIMEA), a service of the Ministry of Development, presented a complex communication challenge, as it was a newly created service with a critical role in controlling and combating illegal trade. At the same time, a significant part of the population, especially younger consumers and business owners, were not fully aware of the consequences of illegal commercial transactions, whether in physical or online commerce. Despite their daily exposure to cheap or “suspicious” products, few consumers fully grasp what illegal trade truly involves: criminal activities, illegal practices and serious social consequences. This lack of awareness reinforces tolerance and ultimately the demand for illegal trade. The challenge for Choose was twofold: on the one hand, to effectively introduce DIMEA to the public and, on the other hand, to highlight the hidden consequences of illegal trade in a direct and highly communicative way. To address this, Choose designed a targeted communication strategy to introduce DIMEA and chose to speak simply and creatively to the public, revealing the dark implications that an illegal product may hide and reinforce the importance of legal transactions for everyone. With television and the internet as our main focus, we created a campaign that was built around a central question: “What could an illegal product be hiding?” Through inventive storytelling and powerful images, Choose brought to light the serious crimes and consequences that accompany every illegal transaction. The message was reinforced by a series of communication actions aimed at informing and raising awareness among the public, both offline and online. ACTIONS The main pillars of the campaign included:

• Communication Strategy
• TVC, YouTube Videos, Web Banners: communication concept, service logo creation, script, implementation, production
• Print ads and publications: concept, design, content, layout, printing
• Design, content creation and printing of promotional materials
• Creation, management and content of the official website
• Launch and management of social media accounts, including creation and update of content
• Design and implementation of advertising plan in traditional and online media

IMPACT The campaign contributed significantly to shaping informed and responsible consumer behavior, highlighting the crucial role of DIMEA and the importance of legal and transparent commercial practices for society and the economy. At the same time, it laid the foundations for ongoing communication aimed at improving everyday life and overall quality of life of citizens. The impact of the campaign was also reflected in measurable results:

• Total impressions: 365.625
• Reach: more than 13.530.400 viewers
• Video Views: 4.809.399
• Engagement: 118.512
• Link clicks to website (https://dimea.mindev.gov.gr/): 172.388

COMMUNICATION MATERIALS

• Film “Inside”: https://youtu.be/0rUl2ouQGNo
• Film “Laptop”: https://youtu.be/GHjsPNKrRs4

Key Visual:

Behind millions of calls and the new digital channels lies dedicated daily effort, structured coordination, and deep expertise. Choose, as the lead partner among the consortium of companies delivering these initiatives, plays a strategic role in shaping and promoting them, ensuring that innovation doesn’t remain theoretical but becomes a tangible, impactful experience for citizens.  

Read the article:

     

Choose has been assigned the strategic communication plan, outreach and educational initiatives for the HEALTH-IQ programme, implemented by the World Health Organization Regional Office for Europe (WHO Europe) through its Office for Quality of Care and Patient Safety in Athens, in collaboration with the Greek Ministry of Health. The HEALTH-IQ project is a joint initiative of WHO Europe and the Hellenic Government, aimed at strengthening the quality, safety and efficiency of health services. Launched in May 2023, the project now enters a new phase, promoting an evidence-based and unified framework for measuring and improving care, while fostering a culture of transparency and continuous advancement for the benefit of all citizens. As part of this collaboration, Choose is primarily responsible for developing and implementing the programme’s communication strategy across Greece, provide press-office services, managing media relations, and creating social-media content to highlight the project through targeted publicity activities. In addition, the company has undertaken the design and implementation of training activities and seminars for health professionals (project management) with the goal of strengthening skills, exchanging best practices and disseminating knowledge throughout the health system. Through these initiatives, Choose enhances cooperation among institutional stakeholders, health professionals and citizens, promoting awareness, education and engagement. Choose CEO Giannis Detsis, stated: “HEALTH IQ is a project that strengthens the very core of the public health system: quality and trust. For Choose, taking on the communication strategy and coordination of the educational programme is both an honor and a responsibility. As a company that operates with consistency and method in managing complex projects of public interest, our goal is to turn strategy into action and technical expertise into meaningful change. We believe communication can act as a catalyst for progress when it is founded on transparency, collaboration, and respect for all stakeholders.” Through this partnership with the WHO Office for Quality of Care and Patient Safety in Athens and the Ministry of Health, Choose will actively contribute to ensuring that HEALTH IQ supports the evolution of the public health system, strengthening practices that make care more effective, high-quality, and people-centred for everyone.

The partnership between Choose and Stratcom was honored with the Gold Award in the category “Best Content Marketing Program | Best in Public Sector” at the 2025 Content Marketing Awards, for their outstanding communication campaign for TEKA (The new auxiliary defined contributions insurance system). The award ceremony took place on Wednesday, October 8, at Anais Club, organized by Boussias Events. The campaign’s central message “Check TEKA, Go TEKA. It pays off for you!”, creatively and clearly expressed the philosophy behind Greece’s new auxiliary defined contributions insurance system. To effectively reach younger audiences, the campaign leveraged one of the most dynamic communication tools of today — content creators. Influential figures recognized for their entrepreneurial spirit, mentoring activity, and thought leadership were selected, including Konstantinos Kintzios, Spyros Andrianos, Giorgos Vagiatas, Christos Kavallaris, and Business Review Greece. These authentic and credible voices connected meaningfully with TEKA’s target audience aged 18–37. Through a strategic approach and creative media execution, TEKA’s message was delivered in a simple, engaging, and relatable way, emphasizing that TEKA offers every young employee the opportunity to build their own supplementary pension through a personal account. The new auxiliary defined contributions insurance system ensures transparency, investment returns, and a state guarantee for the total amount of contributions — representing a secure investment in the future of the younger generation. This Gold Award underscores the power of meaningful and modern communication that combines creativity, authenticity, and genuine audience engagement. By uniting their expertise and strategic insight, Choose and Stratcom demonstrated that even the most complex institutional and social messages can be communicated in a clear, positive, and inspiring way — with content that motivates young people to invest in their future. The collaboration between TEKA, Choose, Stratcom, and the content creators proved pivotal in bringing to life the message “Check TEKA, Go TEKA. It pays off for you!”, showcasing how institutional communication can be both impactful and relatable. This recognition highlights the transformative power of content marketing — its ability to shift perceptions, inspire change, and make a lasting difference.