Title | DIGITAL UNIFICATION |
Brand | KANDIA DULCE |
Product/Service | CHOCOLATE BAR |
Category |
A07. USE OF DIGITAL IN A PROMOTIONAL 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 |
Alina Medaru |
BV Mccann Erickson |
Account Executive |
Alina Carasol |
Um Romania |
Media Manager |
Nir Refuah |
Mrm Worldwide |
Creative Director |
Ionela Buta |
Mrm Worldwide |
Account Director |
Florin Ciobanu |
Mrm Worldwide |
Art Director |
Adrian Constantin |
Mccann Erickson |
Digital Creative |
Laura Boboc |
MRM Worldwide Romania |
Account Executive |
Alina Marin |
MRM Worldwide Romania |
Account Manager |
Mihaela Coman |
Mrm Worldwide |
Copywriter |
The Brief
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.
Describe how the promotion developed from concept to implementation
ROM, the unofficial foreign affairs minister of Romania, celebrates the National Day of Romania by reenacting the Great Union of 1st of December 1918, the day when all Romanian provinces were unified in The Greater Romania, in the only borderless place- THE INTERNET. On the 1st of the December 2013, ROM symbolically reunited again Romania and the Republic of Moldova: sites with .md, the domain extension of Moldova changed to .ro, and the other way around, in a emblematic sign of solidarity.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
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.