Title | ROMBOT |
Brand | ROM AUTENTIC |
Product/Service | CONFECTIONERY |
Category |
A04. Data Storytelling |
Entrant
|
McCANN BUCHAREST, ROMANIA
|
Idea Creation
|
McCANN BUCHAREST, ROMANIA
|
Media Placement
|
UM BUCHAREST, ROMANIA
|
PR
|
McCANN BUCHAREST, ROMANIA
|
Credits
CATALIN DOBRE |
MCCANN WORLDGROUP ROMANIA |
Chief Creative Officer |
IOANA FILIP |
MCCANN WORLDGROUP ROMANI |
Executive Creative Director |
IOANA ZAMFIR |
MCCANN WORLDGROUP ROMANIA |
Creative Group Head |
MIRUNA MACRI |
MCCANN WORLDGROUP ROMANIA |
Art Director |
ALIN SIRBU |
MCCANN WORLDGROUP ROMANIA |
Art Director |
MIHAI VASILE |
MCCANN WORLDGROUP ROMANIA |
Copywriter |
The Campaign
ROM wanted to create a virtual crowd sourced persona that could represent our true values, be objective, easy to talk to and loved by both the new generation and the media alike.
That’s how the idea of ROMBOT came to life. ROMBOT is the first virtual ambassador of a country, a co-created artificial intelligence designed to learn from Romanians about Romania, with a clear mission to tell the world who we truly are as a country.
ROMBOT sales results
ROMOT became star product among all its available packages + 11% vs same period last year
ROMBOT learning results
1,5 millions of answers gathered from Romanians by ROMBOT
More than 212.167 minutes spent on site – 442 days of ambassadorship
Returning visitors: 21,9%
Average time spent on site: 01:47 min
ROMBOT media results
73% national reach ? 13,463,250 persons all, national
Online earned media: 200% vs. spending
684,293 International media impressions
CTR: 0.09% (vs. 0.08% benchmark)
The new generation of Romanians is feeling misrepresented on an international level. The way foreigners see Romania is not how they really are. So ROM chocolate, the brand that has a history in awakening Romanian pride, has taken up this challenge and wanted to change the face of Romania abroad.
This is how ROMBOT, the first virtual ambassador of a country was born: a crowd sourced artificial intelligence that learnt from Romanians and told an entire world about it.
People could scan the special designed ROM chocolate bar and talk to ROMBOT or simply access: www.rombot.ro where the AI would ask them questions about Romania.
Though the front end of the ROMBOT made it look like a chatbot, the back-end was a true learning machine because every conversation was stored and analyzed turning the data received into knowledge. With the help of Romanians who fed the ROMBOT with over 1.5 million answers, we created its English speaking version who is able to talk to foreigners and answer their questions about our country.