| Title | NO ROMANIAN LEFT BEHIND |
| Brand | TELEKOM ROMANIA |
| Product/Service | UNLIMITED INTERNET |
| Category |
C02. Use of Social in a PR campaign |
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Entrant
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TELEKOM ROMANIA Bucharest, ROMANIA
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Idea Creation
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LEO BURNETT Bucharest, ROMANIA
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PR
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LEO BURNETT Bucharest, ROMANIA
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Production
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SAGA FILM Bucharest, ROMANIA
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Credits
| 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 PR?
Because this campaign helps Telekom Romania improve their positive reputation with their audience through various earned communications, including traditional media, social media, and in-person engagements. Digital media and social platforms like YouTube and Facebook sit at the core the execution.
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.
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. Then the campaign attracted the attention of all the major news outlets in the country.
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