| Title | DIGITAL UNIFICATION |
| Brand | KANDIA DULCE |
| Product/Service | CHOCOLATE BAR |
| Category |
C01. USE OF DIGITAL IN A PR CAMPAIGN |
|
Entrant Company
|
McCANN ERICKSON ROMANIA Bucharest, ROMANIA
|
|
Advertising Agency
|
McCANN ERICKSON ROMANIA Bucharest, ROMANIA
|
|
Media Agency
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| Adrian Botan |
Mccann Erickson |
Creative Chairman |
| Catalin Dobre |
Mccann Erickson |
Creative Director |
| Sebastian Olar |
Mccann Erickson |
Copywriter |
| Arpad Rezi |
Mccann Erickson |
Art Director |
| Raluca Voinea |
Bv Mccann Erickson |
Account Manager |
| Carmen Bistrian |
Bv Mccann Erickson |
Pr Corporate Manager |
| Adrian Constantin |
Mccann Erickson |
Digital Creative |
| Alina Medaru |
BV Mccann Erickson |
Account Executive |
| Alina Carasol |
Um Romania |
Media Manager |
| Nir Refuah |
MRM Worldwide Romania |
Creative Director |
| Ionela Buta |
Mrm Worldwide |
Account Director |
| Laura Boboc |
MRM Worldwide Romania |
Account Executive |
| Florin Ciobanu |
Mrm Worldwide |
Art Director |
| Mihaela Coman |
Mrm Worldwide |
Copywriter |
| Alina Marin |
MRM Worldwide Romania |
Account Manager |
The Campaign
December the 1st is the National Day of Romania. It celebrates the Great Union of 1918, the day when all Romanian provinces were unified in The Greater Romania. Ironically, though, due to post-WW2 politics, today we are celebrating the Union from two different countries: Romania and the Republic of Moldova.
With very physical borders contradicting the unity, how do you remind Romanians what December the 1st 1918 really felt like?
ROM, the unofficial foreign affairs minister of Romania, reenacts the union 95 years later in the only borderless place- THE INTERNET. On the 1st of the December 2013, sites with .md, the domain extension of Moldova will change to .ro, and the other way around, in a symbolic sign of solidarity.
The Brief
December the 1st is the National Day of Romania. It celebrates the Great Union of 1918, the day when all Romanian provinces were unified in The Greater Romania. Ironically, though, due to post-WW2 politics, today we are celebrating the Union from two different countries: Romania and the Republic of Moldova.
With very physical borders contradicting the unity, ROM, the brand acting like an unofficial foreign affairs minister of Romania, inspired people to symbolically erase the borders.
Results
ROM’s flash campaign galvanized civic involvement. The conversation sparked and hundreds of people, businesses and organizations joined the movement to symbolically erase the border. 84 websites changed their country domain. 9 major media outlets unified their pages. Over 20 prime-time features earned us 800,000 euros in free media, generating over 7 million contacts. This led to a 6% increase in sales compared to same period of the last year.
Execution
December the 1st is the National Day of Romania. It celebrates the Great Union of 1918, the day when all Romanian provinces were unified in The Greater Romania. Ironically, though, due to post-WW2 politics, today we are celebrating the Union from two different countries: Romania and the Republic of Moldova.
With very physical borders contradicting the unity, ROM, the brand acting like an unofficial foreign affairs minister of Romania, inspired people to symbolically erase the borders.
The Situation
Rom chocolate bar is a national icon that champions the revival of national pride. In a category where all competitors have a sustained ATL communication, Rom is lacking the financial strength for year-round ATL. Rom’s strategy is to capitalize on flash activations that materialize Rom brand’s mission – to support young Romanians’ patriotic feeling in order to maintain and even increase their interest and attachment to the brand.
The Strategy
December the 1st is the National Day of Romania. It celebrates the Great Union of 1918, the day when all Romanian provinces were unified in The Greater Romania. Ironically, though, due to post-WW2 politics, today we are celebrating the Union from two different countries: Romania and the Republic of Moldova.
With very physical borders contradicting the unity, how do you remind Romanians what December the 1st 1918 really felt like?