Mediafax Promo, Case study CHANGING THE HEADLINES by Graffiti BBDO Bucharest

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CHANGING THE HEADLINES

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Industry Public awareness
Media Promo & PR, Case study
Market Romania
Agency Graffiti BBDO Bucharest
Creative Director Lucian Mindruta
Art Director Adrian Ghita
Copywriter Mihai Gongu
Released November 2011

Credits & Description

Category: Crisis and Issue Management
Advertiser: MEDIAFAX GROUP
Product/Service: WHY I LOVE ROMANIA
Agency: GRAFFITI BBDO
Creative Director: Mihai Gongu (Graffiti BBDO)
Managing Director: Cosmin Radoi (Graffiti BBDO)
Art Director: Adrian Ghita (Graffiti BBDO)
Copywriter: Mihai Gongu (Graffiti BBDO)
General Manager: Orlando Nicoara (Mediafax Group)
Creative Director: Lucian Mindruta (Mediafax Group)
Content Manager: Claudiu Pandaru (Mediafax Group)
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Summary of the Campaign
Ever since joining the European Union, Romanians have been the subject of choice for negative headlines in international press. The vast majority of news about Romanians talk about thieves, beggars, prostitutes, pimps and hackers. Millions of honest, decent, hard-working Romanians living abroad suffered from this wave of negative PR.

The Idea:
We designed a series of posters with punchy headlines about Romanians who did great things, like Henri Coanda, the inventor of the jet engine, Stefan Odobleja, the inventor of Cybernetics, Nicolae Paulescu, the scientist who discovered insulin, Nadia Comaneci, the first gymnast to score a perfect 10 and Ilie Nastase, one of the most important tennis players in the history of the game. We uploaded the posters to the internet where bloggers challenged their followers to spread them further.

The Development:
The posters reached Mediafax, one of the most important media groups in Romania who decided to commission them for their National Day initiative for Romanians everywhere. Romanians across the world were asked to get involved and download the posters, print them and post them in the street to raise awareness in their communities and help change the negative perception.

The Results:
The posters were downloaded in their tens of thousands in over 20 countries and several companies like Xerox, Société Générale and Vodafone volunteered to join in and posted the posters in their headquarters. Even the Romanian Prime Minister applauded the sustained effort to help change Romanians’ image abroad.

The Situation
Ever since joining the European Union, Romanians have been the subject of choice for negative news in western media. Millions of honest, hard-working Romanians living abroad suffer from this. We designed a series of posters with shocking headlines about Romanians of a different kind: positive deeds of famous Romanians that benefited mankind. The posters were commissioned by Mediafax Group Romania as part of their National Day initiative called 'De ce iubesc Romania' (Why I love Romania).

The Goal
The main goal was to help improve the image of Romanians living abroad, in the communities where they were living and working. A secondary goal was to revive the national pride of their relatives back home who were also affected by this utterly negative perception when travelling abroad to visit their loved ones.

The Strategy
The strategy was to ask Romanians across the globe to mark December 1st, The National Day of Romania, by contributing to the biggest unconventional grass-roots image campaign for Romania. All they were asked to do was enter the www.deceiubescromania.ro website, download a poster and post it up in the street where they live for everyone there to read. The pictures were also uploaded to the website and shared on Facebook.

Execution
The campaign went live a few days before December 1st and reached the Romanian community living abroad mainly via online and social media.

Documented Results
Deceiubescromania.ro registered over 30,000 downloads of the posters in over 20 countries. The campaign's Facebook Page registered almost 10,000 Fans in under 3 weeks. Thousands of blog posts and tweets shared the campaign's website and several companies like Xerox, BRD Groupe Société Générale and Vodafone volunteered to join in and posted the posters in their headquarters. Even the Romanian Prime Minister applauded the campaign in his statements.