| Title | THE SMARTISTS |
| Brand | PROCTER & GAMBLE |
| Product/Service | BONUX |
| Category |
I01. Integrated Multi-Platform Campaign |
|
Entrant Company
|
LEO BURNETT Bucharest, ROMANIA
|
|
Advertising Agency
|
LEO BURNETT Bucharest, ROMANIA
|
|
Media Agency
|
MEDIACOM Bucharest, ROMANIA
|
|
Production Company
|
SAGA FILM Bucharest, ROMANIA
|
|
Production Company 2
|
FX STUDIO Bucharest, ROMANIA
|
Credits
| Charlie Martin |
Leo Burnett UK |
Global Digital Creative Director |
| Irina Becher |
Leo Burnett Romania |
Creative Director |
| Octavian Ionita |
Leo Burnett Romania |
Art Director |
| Cristiana Florea |
Leo Burnett Romania |
Copywriter |
| Maciej Porebski |
Leo Burnett Poland |
Creative Director |
| Alexandra Popescu |
Leo Burnett Romania |
Account Manager |
| Ana Baraitareanu |
Leo Burnett Romania |
Senior Account Executive |
| Matei Psatta |
Leo Burnett Romania |
Digital Strategy Director |
| Sorin Deleanu |
Leo Burnett Romania |
AV Production Manager |
| Maria Angelica Rojas |
P/G |
MKT Global Fabric Care BFO/T3 Brand Manager |
| Helene Bellamy |
P/G |
Global Fabric Care BFO/Marketing Director |
| Quirin Keller |
P/G |
Greater Europe T3 Franchise ABM |
| Alin Popescu |
P/G |
LD ABM T2/3 Fabric Care South East Europe |
| Manuela Farina |
P/G |
Communications Manager P/G |
| Lilia Falara |
P/G |
Integrated Production Manager |
| Sergiu Gruita/Diana Cireap |
P/G |
SEE North Central Media |
| Nicoleta Gavrila/Dorina Dragan |
Grafitti PR |
PR Consultants |
| Mihaela Neagoe/Alexandru Paraschivescu/Iuliana Stere |
Mediacom |
Digital Media Specialists |
| Razvan Capanescu |
Leo Burnett Romania |
Chief Creative Officer |
| Octavian Aftanasa |
Leo Burnett Romania |
Social Media Executive |
Creative Execution
Digital videos on YT and FB became inspiration to millions of women out there. They portrayed real Smartists with strong life stories proving the inner value of women who can make more from less.
A community on FB grew to spark, stimulate and encourage the sharing of ideas around resourcefulness and ingenuity. Personal stories shared voluntarily by women engaged showed a level of engagement rarely seen in Romania.
A Tumblr landing page became the brand theater where other Smartists stories were gladly shared.
Our consumers raised their hands and proudly recognized themselves as Smartists. Empowering women got a new perspective.
Online videos gathered 5.094.193 views - a number achieved only by superstar pop singers in RO.
59.355.416 impressions equivalent to 3x the population of Romania.
92% of our target women consider themselves Smartists (20–50 y.o. women)
Bonux connected with its audience in a way that reminded them of their shared values, making it a relevant brand again and restoring its health and strength. Results above Google global benchmarks for brand awareness and ad recall came to support this.
The level of engagement - 15x vs category average - exceeded all expectations.
Results on a scale rarely seen in Romania.
In Romania when the economic crisis struck, our way of consumption was heavily shaken. And the group who bore this most heavily were women running homes and bringing up families.
But some were not only surviving, they were thriving: a new breed of resourceful women who face every day as it comes, come what may. Turining problems into opportunities, lemons into lemonade.
Bonux3in1, a value detergent, began regaining its target women by first making these women regain a sense of value in themselves.
And to do this we helped them recognize the thing that defines them - their resourceful spirit.
Bonux defined a new classification of women who are winning everyday in challenging situations: the Smartists.
We heroed low income women who were experts in doing more with less.
We exposed real stories of real women to inspire other women - and a movement was born.