Gazeta Sporturilor Case study Second Life, 2 [video] by Leo Burnett Bucharest

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Second Life, 2 [video]

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Industry Newspapers
Media Case study
Market Romania
Agency Leo Burnett Bucharest
Released July 2012

Awards

Golden Drum 2012
Innovative campaigns Innovative campaigns Golden Drum

Credits & Description

Year/ID: 2012 / W025G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
Award: Golden Drum
Product and services:
Gazeta Sporturilor
Registrant:
LEO BURNETT & TARGET SA
Country:
ROMANIA
Brand name:
Gazeta Sporturilor
Advertising agency, city:
Leo Burnett & Target SA, Bucharest
Art director:
Liviu Toader, Zoltan Fulop, Florina Moisi
Copywriter:
Irina Becher
Creative director:
Carmen Tiderle, Tudor Cuciuc, Victor Stroe
Account Director /Manager:
Diana Onesa Alexa
Campaign idea explanation:
Our client, the no 1 sports journal in Romania, Gazeta Sporturilor, decided to help Miahi Nesu’s Foundation raise money for his cause (Mihai Nesu is the defender in Romanian national football and for F.C. Utrecht team who, after a terrible accident, lives in a wheelchair and dedicates his life to helping kids with locomotor disability). But quite often media costs to raise awareness for a cause are bigger than the money collected. So we searched for a solution in media. More precisely, in media budgets, the most generous part of the marketing budgets. The difference between a 30 seconds and a 29 seconds commercial might be imperceptible for viewers, but vital for Mihai Nesu’s foundation. Because 29 seconds cost 3.33% less! 3.33% may not sound so impressive, but reported to a 200 million Romanian TV market, it becomes really big. That’s how Second-Life was born, a program through which advertisers cut 1 second from their commercials and offer the equivalent value for a cause. Like Mihai Nesu’s cause. Claim: Because second by second, hope becomes life. Our Sports Journal “Gazeta Sporturilor”, Bergenbier, our local Budweiser, and the insurance company AXA are the first to jump in and donate through Second-Life. Their TVC’s are marked with the Second-Life logo. Because, in order for advertisers to want to join, we had to make sure people in front of TV recognize the program and appreciate their involvement in the cause. We used a 10 seconds informative TV billboard, a print ad and outdoor to inform people about the program, helping them recognize brands involved in it. A dedicated website explained the mechanism and informed about Mihai Nesu’s foundation and advertisers joining the cause. Also, the great PR around the program helped our message reach both ordinary people and advertisers as well.