2018 Brand Experience & Activation

NO ROMANIAN LEFT BEHIND

TitleNO ROMANIAN LEFT BEHIND
BrandTELEKOM ROMANIA
Product/ServiceUNLIMITED INTERNET
Category A11. Consumer Services
Entrant TELEKOM ROMANIA Bucharest, ROMANIA
Idea Creation LEO BURNETT Bucharest, ROMANIA
PR LEO BURNETT Bucharest, ROMANIA
Production SAGA FILM Bucharest, ROMANIA
Credits
Name Company Position
Ali Bati Leo Burnett Bucharest Chief Creative Officer
Victor Stroe Leo Burnett Bucharest Head of Strategy & Associate Director
Diana Alexa Leo Burnett Bucharest Managing Director
Alin Marghidanu Leo Burnett Bucharest Group Creative Director
Sebastian Romano Leo Burnett Bucharest Copywriter
Alin Badiu Leo Burnett Bucharest Art director
Laura Moisa Leo Burnett Bucharest Account Manager
Mihai Lucanu Leo Burnett Bucharest Account Director
Maria Ilea Leo Burnett Bucharest Digital Account Manager
Sorin Deleanu Leo Burnett Bucharest Producer
Ruxandra Rau Telekom Romania Communication & Brand Strategy Director
Oana Ioja Telekom Romania Marketing Communication Expert
Dan Frinculescu n/a Freelancer

Why is this work relevant for Brand Experience & Activation ?

Because this campaign is an event and experience that enables Telekom Romania to engage and interact with the target audience. It gets consumers to act by allowing them to experience the product first-hand and it uses the social media to ensure the campaign gets the exposure it deserves.

Background

Situation All the players in the industry aim to dominate the market as the #1 internet provider. Brief Telekom wanted to reinforce their position as the main service provider that offers everybody living in Romania access to unlimited, high quality internet. Objectives ? - Reinforce Telekom’s mission to provide everybody living in Romania access to unlimited, high quality internet. - Increase the perception of Telekom offering the best telecommunications products - Increase the brand preference as an internet provider in the market.

Describe the creative idea

While on a mission to liberate the nation through unlimited internet, we found out that there’s more than one Romania: the village of Romania in Pennsylvania, US. Population, 20; internet, slow. So, we decided to communicate Telekom Romania’s commitment to offer the best internet to everybody until no Romanian was left behind via Romania, USA. And we delivered custom-made internet sim cards, personalized for each inhabitant, entitling them to the same deal and speeds that Romanians in Europe get. For the first time, American Romania got the taste of true internet freedom. And this created a huge buzz in European Romania.

Describe the strategy

Telekom’s commitment is to offer everybody living in Romania access to unlimited, high quality internet. We communicated this by targeting the broadest audience possible. We made our offer available for everybody living in Romania without an exception. Even if that Romania was in the USA.

Describe the execution

The campaign started with a teaser on the only billboard in the village. Then we flew over a vlogger superstar to promote our product and deliver custom-made internet sim cards, personalized for each inhabitant, entitling them to the same deal and speeds that Romanians in Europe get. We shared the activation with the audience in the European Romania through posts on social media. We coordinated the social media activity to ensure the campaign gets the exposure it deserves.

List the results

68% increase in brand preference 73% increase in the perception of Telekom offering the best telecommunications products 83% increase in trust for Telekom’s mission to liberate Romanian internet 100% unlimited internet penetration in Romania, USA