YOUNGEST HIGHEST by GMP Bucharest for Romanian Altitude Mountain Sports Club

YOUNGEST HIGHEST

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Industry Sports and Health Clubs, Gyms
Media Direct marketing, Case study
Market Romania
Agency GMP Bucharest
Creative Director Stefan Vasilachi
Art Director Ionut Popescu
Copywriter Mihai Ion, Andrei Gurau
Released October 2010

Credits & Description

Category: Charity and Not for Profit
Advertiser: ROMANIAN ALTITUDE MOUNTAIN SPORTS CLUB
Product/Service: EXPEDITION
Creative Director: Stefan Vasilachi (GMP Advertising)
PR Manager: Simona Firtat (GMP Advertising)
Art Director: Ionut Popescu (GMP Advertsing)
Copywriter: Mihai Ion (GMP Advertsing)
Copywriter: Andrei Gurau (GMP Advertising)
Account Manager: Iulia Lupu (GMP Advertising)
Account Executive: Alexandra Mihalca (GMP Advertising)
Media placement: Website - Www.celmaisus.org - 25 October 2010
Media placement: Creative Package - Direct Mail - 1 November 2010
Media placement: Press Conference - Press Conference - 21 December 2010
Summary of the Campaign
After 50 years of communism, Romania found itself on a democracy road, but with no real values and therefore with no direction.
As money easily replaced authentic moral values, all sorts of overnight enriched people became the main role-models.
Our goal was to help a 16 year old mountaineer achieve a world record in climbing, an achievement that would make people look up to her and be proud of themselves as Romanians.
To raise the money for the expedition, we used an unusual direct mail, to impress the target audience (business men, KOLs) by igniting their national pride.
We sent each of them a package wrapped in the Romanian national flag with a framed collection of newspaper cutouts, with articles written as published in the future. The articles were praising Coco’s achievement as if had already happened. And also a video CD, presenting her as a possible great follower of Romanian national symbols such as Nadia Comaneci (gymnast).
Once we had raised the money, we involved mass media to tell her story and her upcoming great performance: the conquering of Mt. Sidley, a volcano that was never conquered before.
This great story generated a big media reaction, both before and after the expedition. The estimated advertising value for all generated media content (TV, press, radio, social media) was of 600.000 EUR.
The Situation
After 50 years of communism, Romania found itself on a democracy road, but with no real values and therefore with no direction.
As money easily replaced authentic moral values, all sorts of overnight enriched people became the main role-models. Media did nothing to place them higher on the public stage. 20 years later, Romania still hasn’t found its way.
In this landscape, there still were a lot of unnoticed real heroes. Among them was Coco; a 16 year old mountaineer, who was close to establishing a world record and the youngest person to finish the 7 Volcanoes Circuit.
The Goal
To make Crina Coco Popescu - the 16 year old mountaineer, a real role-model for Romanians by eulogizing her passion, courage and strong will, values worth being embraced by romanians.
The Strategy
First step: Help Coco achieve a world record in climbing, an achievement that would make people look up to her and be proud of themselves as Romanians, the same as they’ve been of Nadia Comaneci, more than 30 years ago (the most famous gymnast in the world, the one who ‘invented’ the 10 grade).
The world record to be achieved: the youngest person that finishes the 7 Volcanoes Circuit (reaching the summit of the highest 7 volcanoes on 7 continents). By that time, she had already reached 6 of the 7 summits. The last one was Mt. Sidley in Antarctica. To conquer Mt. Sidley, she needed 70,000 euros (the cost of the expedition) which had to be raised in no more than 2 weeks.
Second step: If the money was raised, we could make media tell her story to the world.
Execution
To raise the money for the expedition, we used an unusual direct mail, to impress the target audience (business men, KOLs) by igniting their national pride.
We sent each of them a package wrapped in the Romanian national flag.
When unwrapping the package, they discovered 2 things:
- A framed collection of newspapers cutouts, with articles written as published in the future. The articles were praising Coco’s achievement as if had already happened.
- A video CD, presenting her as a possible great follower of Romanian national symbols such as Nadia Comaneci (gymnast), Gabriela Szabo (athlete) or Helmuth Duckadam (World record football goalkeeper).
Once we had raised the money, we involved mass media to tell her story and her upcoming great performance: the conquering of Mt. Sidley, a volcano that was never conquered before.
Documented Results
We managed to raise the money in 2 weeks, just in time for her to be able to join the expedition and set a world record.
This great story generated a big media reaction, both before and after the expedition. All 3 general national televisions and the most important news TV channel covered the story.
The estimated advertising value for all generated media content (TV, press, radio, social media) was of 600,000 EUR, a huge amount if only considering the budget she needed for the expedition.
The total estimated audience that was exposed to the story on all channels (after excluding overlapping) was of over 5 million people (25% of Romania’s population).
Moreover, the Romanian Philatelic Federation issued a dedicated stamped envelope with Coco’s achievement.
We can say that Coco is a worthy follower of the great Nadia Comaneci in Romanians’ eyes.