Rom Digital, Fallmethode ROMBOT - The first virtual ambassador of a country MRM Bucharest

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ROMBOT - The first virtual ambassador of a country

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Branche Schokolade
Medien Digital, Fallmethode
Markt Rumänien
Agentur MRM Bucharest
Chief Creative Officer Catalin Dobre
Executive Creative Director Ioana Filip
Art Director Alin Sarbu, Corina Ionita
Senior Art Director Miruna Macri
Copywriter Ioana Zamfir, Mihai Vasile, Alexandros Charangionis, Mihai Titirig
Veröffentlicht Juni 2017


Cristal Festival 2017
Media Best Use of Cultural Campaign Silver

Kredite und Beschreibung

Advertiser: Kandia Dulce
Brand Name: Rom Autentic
Client: ROM chocolate
CMO for Kandia Romania: Gabriela Munteanu
Market: Romania
Media: Case Study
Agency: MRM//McCann Romania (Bucharest)
Chief Creative Officer McCann Romania: Catalin Dobre
Executive Creative Director MRM//McCann Romania: Ioana Filip
Senior Art Director MRM//McCann Romania: Miruna Macri
Art Director McCann Romania: Alin Sarbu
Copywriter McCann Romania: Ioana Zamfir
Copywriter MRM//McCann Romania: Alexandros Charangionis
Copywriter MRM//McCann Romania: Mihai Vasile
Art Director MRM//McCann Romania: Corina Ionita
Copywriter MRM//McCann Romania: Mihai Titirig

The First Virtual Ambassador of a Country
A crowd-sourced chatbot gathered millions of lines of input from Romanians to become the country's unofficial ambassador.
The complex algorithm uses machine learning, and was created by a diverse team of developers, designers and data analysts over the course of 6 months. It took months for Romanians to feed the ROMBOT with their wisdom – they’ve provided over 1.5 million answers since the data gathering phase was launched on December 1st, the National Day of Romania. 
The bot can be found on and can field questions ranging from Romanian hackers, to Transylvanian vampires, and even touches on certain notoriously nasty tennis champions.
The brand behind ROMBOT is ROM chocolate, which stands for national pride. The chocolate bar comes wrapped in the national flag of Romania, which was once ditched for the American flag as part of a controversial campaign that ended up causing huge public outcry.
Other notable campaigns include Romanians Are Smart, where the brand hijacked Google’s Autocomplete feature to attempt to change Romania’s image abroad, and Bucharest not Budapest, which aimed to end the confusion between the two neighbouring capitals.
ROMBOT is also travelling the world, having already been presented at international tourism fairs such as BIT Milan. Moreover, it has gotten the attention of Romanian authorities, who have shown interest in integrating the tool into their own promotion efforts.