Title	ROM ANTHEM
Brand	KANDIA DULCE
Product/Service	CONFECTIONARY
Category	C01. Use of Digital Platforms
Entrant	McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
Idea Creation	McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
Media Placement	UM ROMANIA Bucharest, ROMANIA
Additional Company	MRM//McCANN Bucharest, ROMANIA

Name	Company	Position
ADRIAN BOTAN	MCCANN WORLGROUP	GLOBAL EXECUTIVE CREATIVE DIRECTOR
CATALIN DOBRE	MCCANN BUCHAREST	EXECUTIVE CREATIVE DIRECTOR
IOANA FILIP	MRM/MCCANN ROMANIA	EXECUTIVE CREATIVE DIRECTOR
IOANA ZAMFIR	MCCANN BUCHAREST	COPYWRITER
LIA BIRA	MCCANN BUCHAREST	ART DIRECTOR
ALEXANDRU VASILE	MCCANN BUCHAREST	COPYWRITER

The Campaign

In order to spark Romanians pride, we launched a platform where they could learn the anthem from some unexpected teachers: foreigners. Each could recite the anthem perfectly and even give some learning tips too.

Campaign Success

On 29th July, the national anthem day, we launched a website where you could learn the anthem from an American, a Nigerian, a Chinese, a Vietnamese, or an Icelandic. Each had their own learning tip for Romanians. On the site, they were even offered further support: they could give tests, and share their results. Soon enough, Romanians’ reacted to the campaign, proving they knew the anthem and even wear T-shirts to help others learn it.

Describe the success of the promotion with both client and consumer including some quantifiable results

Earned media was 20 times more than the investment. 700000 people were exposed to the national anthem. Zero mistakes while singing it.

Explain why the method of promotion was most relevant to the product or service

Romanians don’t know their own anthem. Musicians have messed up the lyrics at the start of national team matches, and even our Prime Minister, Victor Ponta, has gotten the lyrics wrong on national television. In order to spark Romanians pride, we launched a platform where they could learn the anthem from some unexpected teachers: foreigners. Each could recite the anthem perfectly and even give some learning tips too.

With a young target audience that was unwilling to learn, didn’t have the time and also didn’t like the pressure, we chose another path. Using a strategy patented by Rom, reactive patriotism, we chose to provoke instead, through a stunt anthem learning platform.