Rom Digital, Case study Romanians are Smart by BV McCann Erickson Bucharest

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Romanians are Smart

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Industry Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market Romania
Agency BV McCann Erickson Bucharest
Art Director Arpad Rezi
Copywriter Sebastian Olar
Released May 2012

Awards

One Show 2013
One Show Integrated Branding / Consumer Campaign Merit

Credits & Description

Entrant: McCann Erickson, Bucharest
ROM - "Romanians are Smart"
Corporate Name of Client: Kandia Dulce
Client Account Director: Gabriela Munteanu
Agency Account Director: Raluca Voinea
Agency: BV McCann Erickson, Bucharest
Chief Creative Officer: Adrian Botan
Group Creative Directors: Catalin Dobre/Dinu Panescu
Copywriter: Sebastian Olar
Art Director: Arpad Rezi
Agency Producers: Alexandru Platon/Adrian Radu
Description of the Project
Since its 1964 launch, ROM chocolate has been a symbol of Romanian pride. With the 2010 American Rom campaign, the brand strengthened this position. But, after one year off-air, ROM’s market share and brand indicators were going down. The brand needed a turnaround, all within a very small budget.
The brief was to create a campaign that would have ROM rekindle people’s national pride for December 1st - Romania’s National Day - a date that meant little but another day off to our 25-35 year-old core target. Our solution was rooted in a stunning discovery... if one googled: ‘Romanians are’ in various languages the suggested search predictions were all derogatory. In addition French and Italian media had just launched backlash campaigns against Romanian immigrants. We set out to change Romanians’ image on Google – the perfect means for ROM to reach its communication objectives and re-awaken national pride.