TVR 55 ANNIVERSARY CAMPAIGN by Romanian Public Televison for TVR

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TVR 55 ANNIVERSARY CAMPAIGN

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Romania
Agency Romanian Public Televison
Director Radu Vaida
Art Director Olga Petroff
Photographer Aurel Baboi
Editor Dan Calaparean
Released October 2011

Credits & Description

Category: Corporate Communication
Advertiser: TVR
Product/Service: PUBLIC TELEVISION
Agency: ROMANIAN PUBLIC TELEVISION
Head of Corporate Communication: Larisa Ghitulescu (TVR)
Project Manager: Iulia Serafim (TVR)
Communication Manager: Adela Stirbescu (TVR)
Audio and Video Production: Alexandra Varban (TVR)
Head of Reporting Team: Gianina Corondan (TVR)
Social Media Communication Manager: Cristian Acatrinei (TVR)
Director: Radu Vaida (TVR)
Editor: Dan Calaparean (TVR)
Art Director: Olga Petroff (Freelancer)
Photographer: Aurel Baboi (TVR)
Head Cameraman: Valentin Ilie (TVR)
Head of Editing Team: Flori Vlad (TVR)
Public-Relations Executive: Amorena Minculescu (TVR)
Web designer: Gabriel Ispas (TVR)
Media placement: Interactive&Internal Communication - Testimonial Sample On The Internal Website (Intern.tvr.ro/tvr55) - October 17th 2011
Media placement: Interactive&Internal Communication - Testimonial Sample On The Internal Website (Intern.tvr.ro/tvr55) - November 21st 2011
Media placement: Event - News Bulletin On TVR 1 - December 22nd
Media placement: Corporate Communication&PR - Morning Show On TVR 1 - December 22nd
Media placement: Digital PR & Viral Communication - Social Media - January 20th 2012
Media placement: BTL - TVR Headquarters - January 2012
Media placement: Outdoor And PR - T-Shirt - January

Summary of the Campaign
Romanian Television, TVR, turned 55 last year. The context was gloomy for an anniversary. The management’s concern was to cut the mounting losses. The employees worried about their jobs. Politicians proposed a law threatening our existence. Nearly 90% of TVR’s communication was crisis-related.

The challenge to engage employees in celebration was huge. We turned to our own archive for inspiration. Nadia Comaneci, who got the first 10.00 in gymnastics history, was a great bit of pride broadcast by TVR.

The campaign’s goal came naturally: to generate smiles and overall pride among employees. How to dig into their hearts and memories? We used our reporters to lead a 6-month hunt for stories. We uploaded the videos on the internal website and urged employees to vote for the best 55 testimonials.

The winners received T-shirts with their handwritten testimonials. We also built a campaign street, with our colleagues’ autographs and pictures. We spread online some testimonials. Tens of thousands impressions, Likes and shares followed. Prime-time news and morning shows talked about the campaign.

Thus, with €3.000, TVR produced a positive attitude internally; hundreds of smiles and pride testimonials; and a fresh, employee-generated campaign.

The Situation
TVR is a public TV network, under the control of Parliament, that broadcasts on 6 channels. TVR has 3,300 employees and produces the widest range of audio-visual productions in Romania.

Last December, TVR turned 55. How to engage TVR employees in celebration, in such gloomy times? The management’s concern was to cut the mounting losses. The employees worried about their jobs. The opposition party proposed a law to abolish the TV fee, our main source of revenues.

The Communication Department’s daily job was crisis management. We thought to run an anniversary campaign, as an opportunity to cheer our colleagues up; then to turn them into our brand ambassadors.

The Goal
Some politicians and media outlets portrayed TVR in a bad light throughout 2011. Most employees felt that was unfair, an internal survey in 2011 revealed. For more than half a century, TVR bonded millions of Romanians in pride, joy and hope. According to a national survey, by CURS research institute in October 2011, TVR was the most trustworthy station.

Hence, the goals and criteria for success of our campaign were:

1) To create positive atmosphere internally, by generating smiles and overall pride among our colleagues;

2) To refresh, through our employees, TVR’s unique reputation as an eye witness to history and as a reliable public service broadcaster.

The Strategy
TVR has registered deficit, year to year, since 2005. The Communication Department’s budget for 2011 was tiny: nearly 20,000 Euro for all its actions. In contrast, our desire to cheer up the atmosphere in the company was big.

We thought the best strategy to generate smiles and overall pride was to run an employee-generated campaign. We used the 55th anniversary as an opportunity to dig into their hearts and memories.

By bringing to light new stories about TVR’s past 5 centuries, through its employees, the campaign made our colleagues feel valuable.

Secondly, through spreading their testimonials online, to the general public, we could highlight TVR’s unique reputation as an eye-witness to history and as a place for good professionals. Thus, we could turn the downcast employees into brand ambassadors.

Thirdly, we could produce joy among employees by putting them in the centre of an anniversary campaign, as never before.

Execution
In order to dig into TVR employees’ hearts and memories, we asked popular reporters in each of our 6 studios across the country to lead the hunt for stories.

The campaign kicked off in July, with a teaser. For 1 day, our reporters stuck post-its, with the message, 'you’re in for a surprise', to all the employees they met. Then, our reporters interviewed over 200 employees all summer long. In September, for 55 working days, we uploaded the videos on our internal website. The employees voted for the best 55 video stories. We celebrated the winners in December, close to TVR’s anniversary day.

They received T-shirts with handwritten testimonials collected during the campaign. We also built a campaign street near our bar at the Bucharest studio. The employees’ autographs and pictures were hung on the walls. The campaign ended in January, when we spread online some of the best videos, for our public.

Documented Results
Out of TVR's 3,300 employees, nearly 80% have access to the internet. According to our statistics, the campaign's internal website was accessed 2,554 times, which means that almost every employee with internet connection visited the site, thus being reached by our key messages.

In the end, we selected 25 videos, out of 165 produced, and spread them in social media, for the general public. They received nearly 28.000 impressions within 2 months (TVR's Facebook page is pretty young).

But the biggest result is that the campaign produced a boost of positive mood and good spirit.

Our downcast employees became brand ambassadors through their own video and imprinted testimonials. Most of our colleagues said that they got to know each other better. “What a great experience”; “I hope you'll find a way to bring us together again”; “I loved the stories about TVR’s early days”; “I am very proud that I was a part of the campaign.”