ROMBOT

TitleROMBOT
BrandROM AUTENTIC
Product/ServiceCONFECTIONERY
Category A04. Data Storytelling
Entrant McCANN BUCHAREST, ROMANIA
Idea Creation McCANN BUCHAREST, ROMANIA
Media Placement UM BUCHAREST, ROMANIA
PR McCANN BUCHAREST, ROMANIA
Credits
Name Company Position
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.