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Packaged food
Nominees
Campaign: The Poetry of Taste
Campaign: The Poetry of Taste
Brand: Hochland
Client: Hochland
Submitted by: Leo Burnett România
Background/objectives:
Hochland’s triple challenge: no relationship with the millennial target, main competitor (Lactalis) became a superpower by purchasing Albalact and Covalact and CNA new rule forcing the brand to reinvent its iconic communication.
Strategy:
“The poetry of taste”: the world discovered through Hochland’s lenses.
Building on the famous “priveste cerul” writings on the wall, we created a vision where Hochland inspires people to pause and discover the beauty around them.
Results:
The campaign secured market leadership across whole portfolio, grew our millennial target while building an emotional connection with them.
Brand: Hochland
Client: Hochland
Submitted by: Leo Burnett România
Background/objectives:
Hochland’s triple challenge: no relationship with the millennial target, main competitor (Lactalis) became a superpower by purchasing Albalact and Covalact and CNA new rule forcing the brand to reinvent its iconic communication.
Strategy:
“The poetry of taste”: the world discovered through Hochland’s lenses.
Building on the famous “priveste cerul” writings on the wall, we created a vision where Hochland inspires people to pause and discover the beauty around them.
Results:
The campaign secured market leadership across whole portfolio, grew our millennial target while building an emotional connection with them.
Campaign: THE HOLIDAY FEAST
Campaign: The Holiday Feast
Brand: La Minut
Client: Orkla
Submitted by: Jazz Communication
Background/objectives:
Drive a double digit growth in market share, from December 2017 to December 2018, by repositioning La Minut to fit the Christmas occasion, but with minimal media efforts and no product or packaging upgrade.
Strategy:
Capture the authenticity and realness of a Romanian tradition that has been around for centuries, by putting meat preparations in the center of the story. Yet beyond a demonstration strongly rooted in our tradition, we felt that La Minut needed something extra to stand out – we didn’t have a fancy packaging, nor a sophisticated product experience, but what if we would appeal the only way we could “talk” premium - a more sophisticated execution, from treatment to storytelling, in contrast with the economy category.
Results:
But aside how impact is measured, La Minut managed to deliver an outstanding impact in business with almost only two months of airing the „The Holiday Feast” campaign.
Brand: La Minut
Client: Orkla
Submitted by: Jazz Communication
Background/objectives:
Drive a double digit growth in market share, from December 2017 to December 2018, by repositioning La Minut to fit the Christmas occasion, but with minimal media efforts and no product or packaging upgrade.
Strategy:
Capture the authenticity and realness of a Romanian tradition that has been around for centuries, by putting meat preparations in the center of the story. Yet beyond a demonstration strongly rooted in our tradition, we felt that La Minut needed something extra to stand out – we didn’t have a fancy packaging, nor a sophisticated product experience, but what if we would appeal the only way we could “talk” premium - a more sophisticated execution, from treatment to storytelling, in contrast with the economy category.
Results:
But aside how impact is measured, La Minut managed to deliver an outstanding impact in business with almost only two months of airing the „The Holiday Feast” campaign.
Campaign: KFC GARLIC SAUCE
Campaign: KFC Garlic Sauce
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
Launch the first KFC product in modern retail: the famous KFC Garlic Sauce in a table sauce format, as an in & out SKU in LIDL for one month.
Strategy:
With a teaser & reveal campaign, we challenged consumers to the test their loved ones with the taste & smell of KFC Garlic Sauce.
Results:
The stocks that were forecast for 4 weeks finished in just 4 days, plus there also was a big online hype around the product.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
Launch the first KFC product in modern retail: the famous KFC Garlic Sauce in a table sauce format, as an in & out SKU in LIDL for one month.
Strategy:
With a teaser & reveal campaign, we challenged consumers to the test their loved ones with the taste & smell of KFC Garlic Sauce.
Results:
The stocks that were forecast for 4 weeks finished in just 4 days, plus there also was a big online hype around the product.
SILVER
Campaign: KFC GARLIC SAUCE
Campaign: KFC Garlic Sauce
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
Launch the first KFC product in modern retail: the famous KFC Garlic Sauce in a table sauce format, as an in & out SKU in LIDL for one month.
Strategy:
With a teaser & reveal campaign, we challenged consumers to the test their loved ones with the taste & smell of KFC Garlic Sauce.
Results:
The stocks that were forecast for 4 weeks finished in just 4 days, plus there also was a big online hype around the product.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
Launch the first KFC product in modern retail: the famous KFC Garlic Sauce in a table sauce format, as an in & out SKU in LIDL for one month.
Strategy:
With a teaser & reveal campaign, we challenged consumers to the test their loved ones with the taste & smell of KFC Garlic Sauce.
Results:
The stocks that were forecast for 4 weeks finished in just 4 days, plus there also was a big online hype around the product.
Snacks, confectionery and deserts
Nominees
Campaign: GIF Masters by Sugus
Campaign: GIF Masters by Sugus
Brand: Sugus
Client: Kandia Dulce
Submitted by: Cohn & Jansen JWT
Background/objectives:
In the overcrowded environment of kids’ sweets, led by shelf promotions and online campaigns, Sugus wanted to become the leader of the sugar confectionery category.
Strategy:
By inspiring kids to be original and authentic, Sugus turned the popular ONLINE GIFS into real life GIFs with their favorite vloggers on them. We encouraged children to collect these OFFLINE GIFS that they could find as an instant prize inside the Sugus packs, at the shelf.
Results:
Sugus became the leader of its category due to its GIF MASTERS campaign, surpassing well-known kids’ brands.
Brand: Sugus
Client: Kandia Dulce
Submitted by: Cohn & Jansen JWT
Background/objectives:
In the overcrowded environment of kids’ sweets, led by shelf promotions and online campaigns, Sugus wanted to become the leader of the sugar confectionery category.
Strategy:
By inspiring kids to be original and authentic, Sugus turned the popular ONLINE GIFS into real life GIFs with their favorite vloggers on them. We encouraged children to collect these OFFLINE GIFS that they could find as an instant prize inside the Sugus packs, at the shelf.
Results:
Sugus became the leader of its category due to its GIF MASTERS campaign, surpassing well-known kids’ brands.
Personal Care Products & Services
Nominees
Campaign: 5000 steps challenge
Campaign: 5000 steps challenge
Brand: Rexona
Client: Unilever România
Submitted by: Propaganda
Background/objectives:
During summer of 2018, Rexona wanted to encourage Romanians to live a more active life. It aimed to increase sales for its deodorants, a range dedicated to physically active people.
Strategy:
By creating a digital platform that worked as a “measuring tool”: the 5000 steps challenge empowered Romanians to start being more active easily, just by walking more. 5000 steps started a conversation and made people aware of how simple it is to start being more active.
Results:
The results exceeded the campaign objectives in terms of participation and sales.
Brand: Rexona
Client: Unilever România
Submitted by: Propaganda
Background/objectives:
During summer of 2018, Rexona wanted to encourage Romanians to live a more active life. It aimed to increase sales for its deodorants, a range dedicated to physically active people.
Strategy:
By creating a digital platform that worked as a “measuring tool”: the 5000 steps challenge empowered Romanians to start being more active easily, just by walking more. 5000 steps started a conversation and made people aware of how simple it is to start being more active.
Results:
The results exceeded the campaign objectives in terms of participation and sales.
SILVER
Campaign: 5000 steps challenge
Campaign: 5000 steps challenge
Brand: Rexona
Client: Unilever România
Submitted by: Propaganda
Background/objectives:
During summer of 2018, Rexona wanted to encourage Romanians to live a more active life. It aimed to increase sales for its deodorants, a range dedicated to physically active people.
Strategy:
By creating a digital platform that worked as a “measuring tool”: the 5000 steps challenge empowered Romanians to start being more active easily, just by walking more. 5000 steps started a conversation and made people aware of how simple it is to start being more active.
Results:
The results exceeded the campaign objectives in terms of participation and sales.
Brand: Rexona
Client: Unilever România
Submitted by: Propaganda
Background/objectives:
During summer of 2018, Rexona wanted to encourage Romanians to live a more active life. It aimed to increase sales for its deodorants, a range dedicated to physically active people.
Strategy:
By creating a digital platform that worked as a “measuring tool”: the 5000 steps challenge empowered Romanians to start being more active easily, just by walking more. 5000 steps started a conversation and made people aware of how simple it is to start being more active.
Results:
The results exceeded the campaign objectives in terms of participation and sales.
Household supplies & services
Nominees
Campaign: Strong and Soft
Campaign: Strong and Soft
Brand: Pufina
Client: Pehart Tec Grup
Submitted by: Jazz Communication
Background/objectives:
Despite being a low involvement category, a „bare necessity”, the toilet paper market was dominated by a premium brand, Zewa. Pufina, on the 5th place in value MS, picked up on the positive market dynamic YOY and on the consumer preference for premium quality brands and decided to upgrade to the superior quality segment with a 2 years’ repositioning process, next to Zewa and Milde. As the first year was dedicated on upgrading the product and its distribution, 2018 was the big test for Pufina’s communication.
Strategy:
PUFINA: FROM ZERO TO HERO, IN TWO YEARS
In 2017 Pufina started a re-branding project improving its quality in product, packaging and distribution.
2018 was the year when communication had to prove its worth and accelerate the growth.
The qualitative research revealed what Romanian women expected from the ideal toilet paper: to be an “iron hand in a velvet glove”, a balance between the strength of the paper and the soft touch to the skin. Being part of a modern family meant they were not afraid to see the strength and importance of the soft, vulnerable moments. So Pufina focused the communication on Stong & Soft paper ”puternica si fina”, for the strong ones who also appreciate the soft things in life.
Results:
In 2018 Pufina was leaving the 5th position in the mainstream toilet paper market, becoming the no. 2 brand in market share and the direct alternative to the premium brand Zewa. All KPIs targeted were more than achieved: spontaneous awareness more than doubled, “most used brand” almost tripled and brand attributes (‘superior quality’, ‘fits my needs’) more than doubled.
Brand: Pufina
Client: Pehart Tec Grup
Submitted by: Jazz Communication
Background/objectives:
Despite being a low involvement category, a „bare necessity”, the toilet paper market was dominated by a premium brand, Zewa. Pufina, on the 5th place in value MS, picked up on the positive market dynamic YOY and on the consumer preference for premium quality brands and decided to upgrade to the superior quality segment with a 2 years’ repositioning process, next to Zewa and Milde. As the first year was dedicated on upgrading the product and its distribution, 2018 was the big test for Pufina’s communication.
Strategy:
PUFINA: FROM ZERO TO HERO, IN TWO YEARS
In 2017 Pufina started a re-branding project improving its quality in product, packaging and distribution.
2018 was the year when communication had to prove its worth and accelerate the growth.
The qualitative research revealed what Romanian women expected from the ideal toilet paper: to be an “iron hand in a velvet glove”, a balance between the strength of the paper and the soft touch to the skin. Being part of a modern family meant they were not afraid to see the strength and importance of the soft, vulnerable moments. So Pufina focused the communication on Stong & Soft paper ”puternica si fina”, for the strong ones who also appreciate the soft things in life.
Results:
In 2018 Pufina was leaving the 5th position in the mainstream toilet paper market, becoming the no. 2 brand in market share and the direct alternative to the premium brand Zewa. All KPIs targeted were more than achieved: spontaneous awareness more than doubled, “most used brand” almost tripled and brand attributes (‘superior quality’, ‘fits my needs’) more than doubled.
BRONZE
Campaign: Strong and Soft
Campaign: Strong and Soft
Brand: Pufina
Client: Pehart Tec Grup
Submitted by: Jazz Communication
Background/objectives:
Despite being a low involvement category, a „bare necessity”, the toilet paper market was dominated by a premium brand, Zewa. Pufina, on the 5th place in value MS, picked up on the positive market dynamic YOY and on the consumer preference for premium quality brands and decided to upgrade to the superior quality segment with a 2 years’ repositioning process, next to Zewa and Milde. As the first year was dedicated on upgrading the product and its distribution, 2018 was the big test for Pufina’s communication.
Strategy:
PUFINA: FROM ZERO TO HERO, IN TWO YEARS
In 2017 Pufina started a re-branding project improving its quality in product, packaging and distribution.
2018 was the year when communication had to prove its worth and accelerate the growth.
The qualitative research revealed what Romanian women expected from the ideal toilet paper: to be an “iron hand in a velvet glove”, a balance between the strength of the paper and the soft touch to the skin. Being part of a modern family meant they were not afraid to see the strength and importance of the soft, vulnerable moments. So Pufina focused the communication on Stong & Soft paper ”puternica si fina”, for the strong ones who also appreciate the soft things in life.
Results:
In 2018 Pufina was leaving the 5th position in the mainstream toilet paper market, becoming the no. 2 brand in market share and the direct alternative to the premium brand Zewa. All KPIs targeted were more than achieved: spontaneous awareness more than doubled, “most used brand” almost tripled and brand attributes (‘superior quality’, ‘fits my needs’) more than doubled.
Brand: Pufina
Client: Pehart Tec Grup
Submitted by: Jazz Communication
Background/objectives:
Despite being a low involvement category, a „bare necessity”, the toilet paper market was dominated by a premium brand, Zewa. Pufina, on the 5th place in value MS, picked up on the positive market dynamic YOY and on the consumer preference for premium quality brands and decided to upgrade to the superior quality segment with a 2 years’ repositioning process, next to Zewa and Milde. As the first year was dedicated on upgrading the product and its distribution, 2018 was the big test for Pufina’s communication.
Strategy:
PUFINA: FROM ZERO TO HERO, IN TWO YEARS
In 2017 Pufina started a re-branding project improving its quality in product, packaging and distribution.
2018 was the year when communication had to prove its worth and accelerate the growth.
The qualitative research revealed what Romanian women expected from the ideal toilet paper: to be an “iron hand in a velvet glove”, a balance between the strength of the paper and the soft touch to the skin. Being part of a modern family meant they were not afraid to see the strength and importance of the soft, vulnerable moments. So Pufina focused the communication on Stong & Soft paper ”puternica si fina”, for the strong ones who also appreciate the soft things in life.
Results:
In 2018 Pufina was leaving the 5th position in the mainstream toilet paper market, becoming the no. 2 brand in market share and the direct alternative to the premium brand Zewa. All KPIs targeted were more than achieved: spontaneous awareness more than doubled, “most used brand” almost tripled and brand attributes (‘superior quality’, ‘fits my needs’) more than doubled.
Alcoholic beverages – Beers
Nominees
Campaign: The proper men of the new generation
Campaign: The Proper Men of the New Generation
Brand: Neumarkt
Client: Heineken
Submitted by: McCann Worldgroup România
Background/objectives:
Neumarkt climbed to the top of the PET segment leveraging its differentiated taste in a market of neutral brands. Yet, in 2017, it registered its first decrease. It seemed that our PET consumers were growing older and we needed to include a younger target as well.
Strategy:
Upgrading our offer and iconic communication platform to celebrate the proper man, regardless of his age, life stage and lifestyle.
Results:
We successfully recruited new consumers for non-PET SKUs, which brought back growth in value and volume (in a market in decline).
Brand: Neumarkt
Client: Heineken
Submitted by: McCann Worldgroup România
Background/objectives:
Neumarkt climbed to the top of the PET segment leveraging its differentiated taste in a market of neutral brands. Yet, in 2017, it registered its first decrease. It seemed that our PET consumers were growing older and we needed to include a younger target as well.
Strategy:
Upgrading our offer and iconic communication platform to celebrate the proper man, regardless of his age, life stage and lifestyle.
Results:
We successfully recruited new consumers for non-PET SKUs, which brought back growth in value and volume (in a market in decline).
Campaign: Ursus Retro, legendary fun is back
Campaign: Ursus Retro, Legendary Fun Is Back
Brand: Ursus Retro
Client: Ursus Breweries
Submitted by: Ursus Breweries
Background/objectives:
To strengthen the Ursus Premium premium-ness equity.
Strategy:
We leveraged the vintage trend to create desirability for our new beer variant and launched URSUS Retro
Results:
A consistent performance in trial and volume sales at end of 2018.
Brand: Ursus Retro
Client: Ursus Breweries
Submitted by: Ursus Breweries
Background/objectives:
To strengthen the Ursus Premium premium-ness equity.
Strategy:
We leveraged the vintage trend to create desirability for our new beer variant and launched URSUS Retro
Results:
A consistent performance in trial and volume sales at end of 2018.
BRONZE
Campaign: The proper men of the new generation
Campaign: The Proper Men of the New Generation
Brand: Neumarkt
Client: Heineken
Submitted by: McCann Worldgroup România
Background/objectives:
Neumarkt climbed to the top of the PET segment leveraging its differentiated taste in a market of neutral brands. Yet, in 2017, it registered its first decrease. It seemed that our PET consumers were growing older and we needed to include a younger target as well.
Strategy:
Upgrading our offer and iconic communication platform to celebrate the proper man, regardless of his age, life stage and lifestyle.
Results:
We successfully recruited new consumers for non-PET SKUs, which brought back growth in value and volume (in a market in decline).
Brand: Neumarkt
Client: Heineken
Submitted by: McCann Worldgroup România
Background/objectives:
Neumarkt climbed to the top of the PET segment leveraging its differentiated taste in a market of neutral brands. Yet, in 2017, it registered its first decrease. It seemed that our PET consumers were growing older and we needed to include a younger target as well.
Strategy:
Upgrading our offer and iconic communication platform to celebrate the proper man, regardless of his age, life stage and lifestyle.
Results:
We successfully recruited new consumers for non-PET SKUs, which brought back growth in value and volume (in a market in decline).
BRONZE
Campaign: Ursus Retro, legendary fun is back
Campaign: Ursus Retro, Legendary Fun Is Back
Brand: Ursus Retro
Client: Ursus Breweries
Submitted by: Ursus Breweries
Background/objectives:
To strengthen the Ursus Premium premium-ness equity.
Strategy:
We leveraged the vintage trend to create desirability for our new beer variant and launched URSUS Retro
Results:
A consistent performance in trial and volume sales at end of 2018.
Brand: Ursus Retro
Client: Ursus Breweries
Submitted by: Ursus Breweries
Background/objectives:
To strengthen the Ursus Premium premium-ness equity.
Strategy:
We leveraged the vintage trend to create desirability for our new beer variant and launched URSUS Retro
Results:
A consistent performance in trial and volume sales at end of 2018.
Non-alcoholic beverages
Nominees
Campaign: INNA Music Cans Album
Campaign: Inna Music Cans Album
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Combine the equity of the Coca-Cola Zero Sugar brand and the music equity of the famous artist Inna, to create an ownable and memorable brand experience across touchpoints, to make Coca-Cola Zero Sugar relevant for the target audience.
Strategy:
We used the opportunity of having Inna as a brand endorser unlock with the smartphones a surprising experience, by scanning the cans, as a canvas for expressing creativity and innovation.
Results:
The non-TV campaign strengthened product credibility and increased userbase for Coca-Cola Zero Sugar.
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Combine the equity of the Coca-Cola Zero Sugar brand and the music equity of the famous artist Inna, to create an ownable and memorable brand experience across touchpoints, to make Coca-Cola Zero Sugar relevant for the target audience.
Strategy:
We used the opportunity of having Inna as a brand endorser unlock with the smartphones a surprising experience, by scanning the cans, as a canvas for expressing creativity and innovation.
Results:
The non-TV campaign strengthened product credibility and increased userbase for Coca-Cola Zero Sugar.
BRONZE
Campaign: INNA Music Cans Album
Campaign: Inna Music Cans Album
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Combine the equity of the Coca-Cola Zero Sugar brand and the music equity of the famous artist Inna, to create an ownable and memorable brand experience across touchpoints, to make Coca-Cola Zero Sugar relevant for the target audience.
Strategy:
We used the opportunity of having Inna as a brand endorser unlock with the smartphones a surprising experience, by scanning the cans, as a canvas for expressing creativity and innovation.
Results:
The non-TV campaign strengthened product credibility and increased userbase for Coca-Cola Zero Sugar.
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Combine the equity of the Coca-Cola Zero Sugar brand and the music equity of the famous artist Inna, to create an ownable and memorable brand experience across touchpoints, to make Coca-Cola Zero Sugar relevant for the target audience.
Strategy:
We used the opportunity of having Inna as a brand endorser unlock with the smartphones a surprising experience, by scanning the cans, as a canvas for expressing creativity and innovation.
Results:
The non-TV campaign strengthened product credibility and increased userbase for Coca-Cola Zero Sugar.
Retail
Nominees
Campaign: Bunorama
Campaign: Bunorama
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.
Strategy:
Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.
Results:
Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.
Strategy:
Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.
Results:
Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.
Campaign: The ABC of a Good Living
Campaign: The ABC of a Good Living
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Develop a brand platform that will transmit Kaufland vision, while being a support for its fight against the aggressive movements on the retail market.
Strategy:
Kaufland would become that voice on the market that would inspire and provide the means for Romanians to better their lives.
Results:
Kaufland not only met the objectives, but increased its value MS, attracted a premium target, while improving all its core brand attributes.
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Develop a brand platform that will transmit Kaufland vision, while being a support for its fight against the aggressive movements on the retail market.
Strategy:
Kaufland would become that voice on the market that would inspire and provide the means for Romanians to better their lives.
Results:
Kaufland not only met the objectives, but increased its value MS, attracted a premium target, while improving all its core brand attributes.
Restaurants
Nominees
Campaign: KFC BOOSTER – LIMITED EDITION
Campaign: KFC Booster – Limited Edition
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
With the burger category growing in the fast food market, KFC saw an opportunity to balance its dependency on a limited number of products and recruit from our competitor.
Strategy:
KFC introduces the first Limited Edition sandwich that teens can actually afford: The Booster Limited Edition sandwich.
Results:
We managed double digits increase in sales, lifted the sandwich category in the sales mix and we differentiated from the competitor in terms of setting the trends and favorite restaurant, in a year when McDonald’s was celebrating its most iconic burgers.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
With the burger category growing in the fast food market, KFC saw an opportunity to balance its dependency on a limited number of products and recruit from our competitor.
Strategy:
KFC introduces the first Limited Edition sandwich that teens can actually afford: The Booster Limited Edition sandwich.
Results:
We managed double digits increase in sales, lifted the sandwich category in the sales mix and we differentiated from the competitor in terms of setting the trends and favorite restaurant, in a year when McDonald’s was celebrating its most iconic burgers.
BRONZE
Campaign: KFC BOOSTER – LIMITED EDITION
Campaign: KFC Booster – Limited Edition
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
With the burger category growing in the fast food market, KFC saw an opportunity to balance its dependency on a limited number of products and recruit from our competitor.
Strategy:
KFC introduces the first Limited Edition sandwich that teens can actually afford: The Booster Limited Edition sandwich.
Results:
We managed double digits increase in sales, lifted the sandwich category in the sales mix and we differentiated from the competitor in terms of setting the trends and favorite restaurant, in a year when McDonald’s was celebrating its most iconic burgers.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
With the burger category growing in the fast food market, KFC saw an opportunity to balance its dependency on a limited number of products and recruit from our competitor.
Strategy:
KFC introduces the first Limited Edition sandwich that teens can actually afford: The Booster Limited Edition sandwich.
Results:
We managed double digits increase in sales, lifted the sandwich category in the sales mix and we differentiated from the competitor in terms of setting the trends and favorite restaurant, in a year when McDonald’s was celebrating its most iconic burgers.
E-commerce
Nominees
Campaign: It’s from VIVRE!
Campaign: It’s from Vivre!
Brand: Vivre
Client: Vivre Deco
Submitted by: Vivre
Background/objectives:
VIVRE is a Romanian startup, an e-retailer selling furniture and home decorations to customers in 9 markets from this region - Romania is its biggest market. VIVRE has a “flash sales” business model: the items it offers are always changing and available for a limited time only. Its homepage usually lists 10 collections (totaling ~100 products) that are renewed constantly every 3-5 days. This model depends on shoppers revisiting the website often but also acting quickly and purchasing on impulse.
Strategy:
VIVRE’s target audience are mostly women, amateur interior designers who hunt for statement pieces to help them transform their homes in unique ways that fit their personalities and tastes. Detail oriented, they are starting to learn how to mix and match common popular items from the big Scandinavian furniture retailers with unique items from VIVRE to achieve a a creative and personalized overall design of their homes.
The strategic approach of the campaign was to give upper middle class women who are amateur interior designers (of their own homes) the confidence to buy home furnishings on impulse (and online) by telling them that VIVRE.ro is the place where they’ll find furniture and decorations to fall in love with.
The campaign was built around the simple idea that if you fall in love with it, “It’s from VIVRE” sung to the tune of Dean Martin’s famous love song “It’s amore!”. The classic melody, with lyrics rewritten to tell the story of love affairs between people and pieces of furniture or decorations, was the creative heart of the campaign and the red thread that connected the different executions across channels.
Results:
The “It’s from VIVVRE!” campaign delivered a two digit increase in website visits and orders while the all-important Black Friday sales figures were more than twice bigger than those from the previous year campaign
Brand: Vivre
Client: Vivre Deco
Submitted by: Vivre
Background/objectives:
VIVRE is a Romanian startup, an e-retailer selling furniture and home decorations to customers in 9 markets from this region - Romania is its biggest market. VIVRE has a “flash sales” business model: the items it offers are always changing and available for a limited time only. Its homepage usually lists 10 collections (totaling ~100 products) that are renewed constantly every 3-5 days. This model depends on shoppers revisiting the website often but also acting quickly and purchasing on impulse.
Strategy:
VIVRE’s target audience are mostly women, amateur interior designers who hunt for statement pieces to help them transform their homes in unique ways that fit their personalities and tastes. Detail oriented, they are starting to learn how to mix and match common popular items from the big Scandinavian furniture retailers with unique items from VIVRE to achieve a a creative and personalized overall design of their homes.
The strategic approach of the campaign was to give upper middle class women who are amateur interior designers (of their own homes) the confidence to buy home furnishings on impulse (and online) by telling them that VIVRE.ro is the place where they’ll find furniture and decorations to fall in love with.
The campaign was built around the simple idea that if you fall in love with it, “It’s from VIVRE” sung to the tune of Dean Martin’s famous love song “It’s amore!”. The classic melody, with lyrics rewritten to tell the story of love affairs between people and pieces of furniture or decorations, was the creative heart of the campaign and the red thread that connected the different executions across channels.
Results:
The “It’s from VIVVRE!” campaign delivered a two digit increase in website visits and orders while the all-important Black Friday sales figures were more than twice bigger than those from the previous year campaign
Energy
Nominees
Campaign: A Tank Full of Joy
Campaign: A Tank Full of Joy
Brand: Petrom
Client: OMV Petrom
Submitted by: Cohn & Jansen JWT
Background/objectives:
Due to international oil barrel quotations growth, the market became highly price sensitive. Petrom’s volumes were seriously bleeding, with loyal customers trading down to a price fighter competitor.
Strategy:
Petrom came up with an emotional local campaign, reassuring Romanians that unforgettable journeys with their dear ones always rely on good quality fuel.
Results:
Petrom regained the loyalty of its customers, stopped the bleeding and increased its volumes & its MS, without having to follow the competitor’s price drop.
Brand: Petrom
Client: OMV Petrom
Submitted by: Cohn & Jansen JWT
Background/objectives:
Due to international oil barrel quotations growth, the market became highly price sensitive. Petrom’s volumes were seriously bleeding, with loyal customers trading down to a price fighter competitor.
Strategy:
Petrom came up with an emotional local campaign, reassuring Romanians that unforgettable journeys with their dear ones always rely on good quality fuel.
Results:
Petrom regained the loyalty of its customers, stopped the bleeding and increased its volumes & its MS, without having to follow the competitor’s price drop.
Campaign: MaxxMotion
Campaign: MaxxMotion
Brand: OMV MaxxMotion
Client: OMV Petrom
Submitted by: Publicis România
Background/objectives:
In a highly competitive market, OMV’s premium status and top quality perception was eroding.
Strategy:
Use MaxxMotion, our premium fuel, to drive up the perception of premium and quality and increase the gap to our competition. However, there is low understanding of the superior quality and benefits of the premium fuels compared to regular fuels and this generates a consumption habit based only on special ocassions and a lot of switching towards cheaper standard fuel.
Our challenge was to produce a significant behavioural change: convince consumers to become loyal to the most expensive product on the market, a product for which they didn’t see clear benefits and that would have been so easy to replace with the cheaper option.
Results:
During our campaign, in the months that followed, we managed to increase the share of MaxxMotion in the total OMV fuel sales to unprecedented level, despite having the highest historical price right in the middle of our campaign.
Brand: OMV MaxxMotion
Client: OMV Petrom
Submitted by: Publicis România
Background/objectives:
In a highly competitive market, OMV’s premium status and top quality perception was eroding.
Strategy:
Use MaxxMotion, our premium fuel, to drive up the perception of premium and quality and increase the gap to our competition. However, there is low understanding of the superior quality and benefits of the premium fuels compared to regular fuels and this generates a consumption habit based only on special ocassions and a lot of switching towards cheaper standard fuel.
Our challenge was to produce a significant behavioural change: convince consumers to become loyal to the most expensive product on the market, a product for which they didn’t see clear benefits and that would have been so easy to replace with the cheaper option.
Results:
During our campaign, in the months that followed, we managed to increase the share of MaxxMotion in the total OMV fuel sales to unprecedented level, despite having the highest historical price right in the middle of our campaign.
Financial Services
Nominees
Campaign: Put responsibility into the spotlight
Campaign: Put Responsibility into the Spotlight
Brand: Raiffeisen
Client: Raiffeisen Bank
Submitted by: Publicis România
Background/objectives:
This is the story of the best performing campaign Raiffeisen has ever aired. This case starts with the honest belief that banking comes with responsibility and that money is a serious matter that can impact the life of the many.
Strategy:
The extraordinary part is how we turned RESPONSABILITY, which was far from being playful or simple, into the beacon of hope for an entire generation, breaking free from the category clutter.
Results:
Raiffeisen used its banking philosophy to become the best performing bank brand in the market.
Brand: Raiffeisen
Client: Raiffeisen Bank
Submitted by: Publicis România
Background/objectives:
This is the story of the best performing campaign Raiffeisen has ever aired. This case starts with the honest belief that banking comes with responsibility and that money is a serious matter that can impact the life of the many.
Strategy:
The extraordinary part is how we turned RESPONSABILITY, which was far from being playful or simple, into the beacon of hope for an entire generation, breaking free from the category clutter.
Results:
Raiffeisen used its banking philosophy to become the best performing bank brand in the market.
Campaign: Save your time
Campaign: Save Your Time
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
Pressure was mounting on the lending market, but ING set very stretching objectives for its personal loan campaign: 1099 million RON sales (47000 loans sold until EOY), with 20% average digital share (up from 7% before the campaign).
Strategy:
Instead of saying we care about client’s dreams, we chose to be more relevant saying we care about his time. So, we presented time as a fragile little thing, threatened by many dangers. Whenever it is in trouble, you can save it - with a little help from ING.
Results:
In terms of volumes, we exceeded our objective with no less than 70%. The share of Digital Loans more than tripled as we reached 23% in December. Overall, ING Bank had 23% YOY growth on loans (vs. the market’s 12.4% YOY growth).
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
Pressure was mounting on the lending market, but ING set very stretching objectives for its personal loan campaign: 1099 million RON sales (47000 loans sold until EOY), with 20% average digital share (up from 7% before the campaign).
Strategy:
Instead of saying we care about client’s dreams, we chose to be more relevant saying we care about his time. So, we presented time as a fragile little thing, threatened by many dangers. Whenever it is in trouble, you can save it - with a little help from ING.
Results:
In terms of volumes, we exceeded our objective with no less than 70%. The share of Digital Loans more than tripled as we reached 23% in December. Overall, ING Bank had 23% YOY growth on loans (vs. the market’s 12.4% YOY growth).
Campaign: The First Intelligent Banking
Campaign: The First Intelligent Banking
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.
Strategy:
George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram, goes out in town to get coffee, launches his T-Shirts collection etc.
Results:
Right from its launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.
Strategy:
George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram, goes out in town to get coffee, launches his T-Shirts collection etc.
Results:
Right from its launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.
Campaign: Morgan Freeman gives voice to Romanians
Campaign: Morgan Freeman Gives Voice to Romanians
Brand: BT Pay
Client: Banca Transilvania & Visa
Submitted by: MAINSTAGE THE AGENCY
Background/objectives:
During the Easter peak in shopping for Romanians, we needed to convince BT & Visa customers to adopt BT Pay products and pay with their cards at retailers instead of cash payments. Objective was to grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the pre-campaign growth (ian-feb) in number of transactions and transacted value.
Strategy:
Banca Transilvania and Visa Romania collaborated with Mr. Morgan Freeman and other local influencers from Romania, to benefit from the most famous Godlike voice in the world, in a creative and innovative manner. The objective of the campaign was to convince their Romanian clients to start trusting and using more the modern ways to pay for goods and services (BT Pay contactless devices) instead of the historical cash payments they were used to. The outstanding creative execution was rapidly growing the share of voice for the products of Banca Transilvania and Visa in TV, and digital and thus generated a historical growth for these products’ usage in both brands portfolio.
Results:
Grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the precampaign growth in transacted value surpassed with 29 p.p
And with 10%+ above the precampaign growth in number of transactions surpassed with 15 p.p
Brand: BT Pay
Client: Banca Transilvania & Visa
Submitted by: MAINSTAGE THE AGENCY
Background/objectives:
During the Easter peak in shopping for Romanians, we needed to convince BT & Visa customers to adopt BT Pay products and pay with their cards at retailers instead of cash payments. Objective was to grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the pre-campaign growth (ian-feb) in number of transactions and transacted value.
Strategy:
Banca Transilvania and Visa Romania collaborated with Mr. Morgan Freeman and other local influencers from Romania, to benefit from the most famous Godlike voice in the world, in a creative and innovative manner. The objective of the campaign was to convince their Romanian clients to start trusting and using more the modern ways to pay for goods and services (BT Pay contactless devices) instead of the historical cash payments they were used to. The outstanding creative execution was rapidly growing the share of voice for the products of Banca Transilvania and Visa in TV, and digital and thus generated a historical growth for these products’ usage in both brands portfolio.
Results:
Grow Contactless Payment Usage on all BT Visa cards during the national peak in Easter spend (mar-apr 2018) with 10%+ above the precampaign growth in transacted value surpassed with 29 p.p
And with 10%+ above the precampaign growth in number of transactions surpassed with 15 p.p
Campaign: ING Pay
Campaign: ING Pay
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As 2018 was the year of HCE payments, it was crucial for us to have a strong start for ING Pay. So, considering the late launch, our main objective was 20 000 active ING Pay users by end of year.
Strategy:
We “emulated” the look of another ING campaign in order to be able to stay within planned TV budget, while not disrupting the flow of the on-air campaign that ran when we received the “go-ahead” for ING Pay launch.
Results:
ING Bank more than compensated for the very late launch in the year of their smartphone payments. There was a spectacular 150% increase over the year’s objective, getting 50 000 ING Pay users.
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As 2018 was the year of HCE payments, it was crucial for us to have a strong start for ING Pay. So, considering the late launch, our main objective was 20 000 active ING Pay users by end of year.
Strategy:
We “emulated” the look of another ING campaign in order to be able to stay within planned TV budget, while not disrupting the flow of the on-air campaign that ran when we received the “go-ahead” for ING Pay launch.
Results:
ING Bank more than compensated for the very late launch in the year of their smartphone payments. There was a spectacular 150% increase over the year’s objective, getting 50 000 ING Pay users.
Campaign: Dorothy
Campaign: Dorothy
Brand: BCR
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
In a market with fierce competitors, the BCR cash loan was dropping in market shares.
Strategy:
We used an emotional approach in a consumerist category to help parents preserve the innocence and the optimism of their children: Magic can happen, with the right support!
Results:
This campaign increased BCR awareness, boosted the sales and helped the market shares recover.
Brand: BCR
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
In a market with fierce competitors, the BCR cash loan was dropping in market shares.
Strategy:
We used an emotional approach in a consumerist category to help parents preserve the innocence and the optimism of their children: Magic can happen, with the right support!
Results:
This campaign increased BCR awareness, boosted the sales and helped the market shares recover.
Campaign: Do What’s Best For You
Campaign: Do What’s Best For You
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018.
Strategy:
Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.”
Results:
We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%.
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018.
Strategy:
Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.”
Results:
We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%.
Campaign: Call a friend Campaign
Campaign: Call a Friend Campaign
Brand: Metropolitan Life
Client: Metropolitan Life România
Submitted by: MRM//McCann România
Background/objectives:
Metropolitan Life needed to sale it’s “As you want it” life insurance in a market where people didn’t consider life insurance relevant. Research showed that most Romanians feel they are already “life insured”. They felt they could always rely on friends & family in case of an emergency. The business objective was to grow the life insurance penetration from 37% to 50% by the end of the campaign.
Strategy:
People were right to think that their friends & family will help them in their time of need. However, this might not hold true when the help is required for longer periods of time (months, years etc.).
Based on this, we created a social experiment, asking people to call their friends/family and see if they could help
them with more “unreasonable” demands – like taking care of their children for years vs over weekend.
Results:
The experiment helped people see life insurance from a different, more relevant perspective. This translated directly into business results – by the end of the campaign, the penetration rate was 55% making it Metropolitan Life’s most efficient digital campaign to date.
Brand: Metropolitan Life
Client: Metropolitan Life România
Submitted by: MRM//McCann România
Background/objectives:
Metropolitan Life needed to sale it’s “As you want it” life insurance in a market where people didn’t consider life insurance relevant. Research showed that most Romanians feel they are already “life insured”. They felt they could always rely on friends & family in case of an emergency. The business objective was to grow the life insurance penetration from 37% to 50% by the end of the campaign.
Strategy:
People were right to think that their friends & family will help them in their time of need. However, this might not hold true when the help is required for longer periods of time (months, years etc.).
Based on this, we created a social experiment, asking people to call their friends/family and see if they could help
them with more “unreasonable” demands – like taking care of their children for years vs over weekend.
Results:
The experiment helped people see life insurance from a different, more relevant perspective. This translated directly into business results – by the end of the campaign, the penetration rate was 55% making it Metropolitan Life’s most efficient digital campaign to date.
BRONZE
Campaign: Save your time
Campaign: Save Your Time
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
Pressure was mounting on the lending market, but ING set very stretching objectives for its personal loan campaign: 1099 million RON sales (47000 loans sold until EOY), with 20% average digital share (up from 7% before the campaign).
Strategy:
Instead of saying we care about client’s dreams, we chose to be more relevant saying we care about his time. So, we presented time as a fragile little thing, threatened by many dangers. Whenever it is in trouble, you can save it - with a little help from ING.
Results:
In terms of volumes, we exceeded our objective with no less than 70%. The share of Digital Loans more than tripled as we reached 23% in December. Overall, ING Bank had 23% YOY growth on loans (vs. the market’s 12.4% YOY growth).
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
Pressure was mounting on the lending market, but ING set very stretching objectives for its personal loan campaign: 1099 million RON sales (47000 loans sold until EOY), with 20% average digital share (up from 7% before the campaign).
Strategy:
Instead of saying we care about client’s dreams, we chose to be more relevant saying we care about his time. So, we presented time as a fragile little thing, threatened by many dangers. Whenever it is in trouble, you can save it - with a little help from ING.
Results:
In terms of volumes, we exceeded our objective with no less than 70%. The share of Digital Loans more than tripled as we reached 23% in December. Overall, ING Bank had 23% YOY growth on loans (vs. the market’s 12.4% YOY growth).
BRONZE
Campaign: The First Intelligent Banking
Campaign: The First Intelligent Banking
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.
Strategy:
George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram, goes out in town to get coffee, launches his T-Shirts collection etc.
Results:
Right from its launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.
Strategy:
George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram, goes out in town to get coffee, launches his T-Shirts collection etc.
Results:
Right from its launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.
BRONZE
Campaign: Do What’s Best For You
Campaign: Do What’s Best For You
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018.
Strategy:
Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.”
Results:
We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%.
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As the competition closed in, ING Bank had now only a “parity product”. Still, the bank kept the same stretching objective: 120 000 new salaries at the end of 2018.
Strategy:
Romanians tend to follow what their peers are doing. Luckily, there’s one thing we hate more than risk: we can’t stand to appear ridiculous. So we told people “crowds behave ridiculously inefficient” and we urged them to break free from the “ridiculous crowd.”
Results:
We achieved 139 000 new salary clients; that meant an unprecedented 16% increase vs objective, that also translated in a 18,6% market share increase for the bank, as it grew from 11,8% to 14%.
Media & Entertainment
Nominees
Campaign: Long live the neighbor’s goat!
Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
BRONZE
Campaign: Long live the neighbor’s goat!
Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Telecommunications
Nominees
Campaign: Brand Campaign “Live Beautifully”
Campaign: Brand Campaign “Live Beautifully”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Vodafone had been cornered by competition from all sides, and the only way it could fight back and increase relevance was by reconnecting emotionally to the people.
Strategy:
Vodafone decided to break the noisy clutter of products and prices and redefine the value equation of the market from Price-driven to Life-driven to win back consumers’ preferences.
Results:
Increased Innovation index among brand users and resume leadership from main competitor, increased Brand Preference among young adults, secured customer base and even drive market share growth.
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Vodafone had been cornered by competition from all sides, and the only way it could fight back and increase relevance was by reconnecting emotionally to the people.
Strategy:
Vodafone decided to break the noisy clutter of products and prices and redefine the value equation of the market from Price-driven to Life-driven to win back consumers’ preferences.
Results:
Increased Innovation index among brand users and resume leadership from main competitor, increased Brand Preference among young adults, secured customer base and even drive market share growth.
Campaign: Shoelaces
Background/objectives:
This is the story of the most successful single campaign that Orange has ever run. The stakes were high: that high that in the beginning of 2018, in the yearly statement, Vodafone announced that they were going to break the record of owning 10 million clients – in other words pre-announcing their supremacy.
Strategy:
By making NETWORK its best performing asset, Orange defended its long-standing leadership and successfully counter-attacked in 8 month what Vodafone built rigorously in the last 8 years.
Results:
By putting Orange Network behind what mattered the most for Romanians we secured theh NO 1 position.
This is the story of the most successful single campaign that Orange has ever run. The stakes were high: that high that in the beginning of 2018, in the yearly statement, Vodafone announced that they were going to break the record of owning 10 million clients – in other words pre-announcing their supremacy.
Strategy:
By making NETWORK its best performing asset, Orange defended its long-standing leadership and successfully counter-attacked in 8 month what Vodafone built rigorously in the last 8 years.
Results:
By putting Orange Network behind what mattered the most for Romanians we secured theh NO 1 position.
Campaign: NEABONAMENTUL (The Unsubscription)
Campaign: The Unsubscription
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Turn contract freedom feature into an engine for business growth
that would convince competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to reframe Telekom’s new Postpaid plan as a new telco category: “NEABONAMENTUL”.
We positioned the new offer as a new product that transcends all telco category downsides
by freeing up people of all constraints.
A new type of Postpaid plan that addressed the needs & pain points of both Postpaid and Prepaid targets.
Results:
Campaign delivered outstanding business and brand results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Turn contract freedom feature into an engine for business growth
that would convince competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to reframe Telekom’s new Postpaid plan as a new telco category: “NEABONAMENTUL”.
We positioned the new offer as a new product that transcends all telco category downsides
by freeing up people of all constraints.
A new type of Postpaid plan that addressed the needs & pain points of both Postpaid and Prepaid targets.
Results:
Campaign delivered outstanding business and brand results.
Campaign: Vodafone Prepaid “Live Life Like a Game”
Campaign: Vodafone Prepaid “Live Life Like a Game”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Urged by an aggressive market and consumer context, Vodafone had to differentiate itself as an enabler of life people desire to live, and move away from the transactional data and bonuses battle.
Strategy:
“Live life like a game” built on the target insight that games help them release the pressures of the everyday struggles. Thus, Vodafone transformed gamification into an inspiring brand message and a product experience, as well.
Results:
Boosted users’ activity in the network
Gained Vodafone’s leadership on differentiating image indicators
Turned the product into a pop-culture phenomenon
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Urged by an aggressive market and consumer context, Vodafone had to differentiate itself as an enabler of life people desire to live, and move away from the transactional data and bonuses battle.
Strategy:
“Live life like a game” built on the target insight that games help them release the pressures of the everyday struggles. Thus, Vodafone transformed gamification into an inspiring brand message and a product experience, as well.
Results:
Boosted users’ activity in the network
Gained Vodafone’s leadership on differentiating image indicators
Turned the product into a pop-culture phenomenon
Campaign: Don’t let yourself be fooled
Campaign: Don’t Let Yourself Be Fooled
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost mobile sales by convincing competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to shake the people’s inertia, to wake them up and get them to realize how much their current subscription takes advantage on them – see how they are overpaying for less benefits.
To make people realize their situation, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost mobile sales by convincing competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to shake the people’s inertia, to wake them up and get them to realize how much their current subscription takes advantage on them – see how they are overpaying for less benefits.
To make people realize their situation, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
BRONZE
Campaign: NEABONAMENTUL (The Unsubscription)
Campaign: The Unsubscription
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Turn contract freedom feature into an engine for business growth
that would convince competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to reframe Telekom’s new Postpaid plan as a new telco category: “NEABONAMENTUL”.
We positioned the new offer as a new product that transcends all telco category downsides
by freeing up people of all constraints.
A new type of Postpaid plan that addressed the needs & pain points of both Postpaid and Prepaid targets.
Results:
Campaign delivered outstanding business and brand results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Turn contract freedom feature into an engine for business growth
that would convince competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to reframe Telekom’s new Postpaid plan as a new telco category: “NEABONAMENTUL”.
We positioned the new offer as a new product that transcends all telco category downsides
by freeing up people of all constraints.
A new type of Postpaid plan that addressed the needs & pain points of both Postpaid and Prepaid targets.
Results:
Campaign delivered outstanding business and brand results.
SILVER
Campaign: Vodafone Prepaid “Live Life Like a Game”
Campaign: Vodafone Prepaid “Live Life Like a Game”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Urged by an aggressive market and consumer context, Vodafone had to differentiate itself as an enabler of life people desire to live, and move away from the transactional data and bonuses battle.
Strategy:
“Live life like a game” built on the target insight that games help them release the pressures of the everyday struggles. Thus, Vodafone transformed gamification into an inspiring brand message and a product experience, as well.
Results:
Boosted users’ activity in the network
Gained Vodafone’s leadership on differentiating image indicators
Turned the product into a pop-culture phenomenon
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Urged by an aggressive market and consumer context, Vodafone had to differentiate itself as an enabler of life people desire to live, and move away from the transactional data and bonuses battle.
Strategy:
“Live life like a game” built on the target insight that games help them release the pressures of the everyday struggles. Thus, Vodafone transformed gamification into an inspiring brand message and a product experience, as well.
Results:
Boosted users’ activity in the network
Gained Vodafone’s leadership on differentiating image indicators
Turned the product into a pop-culture phenomenon
SILVER
Campaign: Don’t let yourself be fooled
Campaign: Don’t Let Yourself Be Fooled
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost mobile sales by convincing competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to shake the people’s inertia, to wake them up and get them to realize how much their current subscription takes advantage on them – see how they are overpaying for less benefits.
To make people realize their situation, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost mobile sales by convincing competitive users to switch to Telekom’s Postpaid plan.
Strategy:
Our strategy was to shake the people’s inertia, to wake them up and get them to realize how much their current subscription takes advantage on them – see how they are overpaying for less benefits.
To make people realize their situation, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
GOLD
Campaign: Shoelaces
Background/objectives:
This is the story of the most successful single campaign that Orange has ever run. The stakes were high: that high that in the beginning of 2018, in the yearly statement, Vodafone announced that they were going to break the record of owning 10 million clients – in other words pre-announcing their supremacy.
Strategy:
By making NETWORK its best performing asset, Orange defended its long-standing leadership and successfully counter-attacked in 8 month what Vodafone built rigorously in the last 8 years.
Results:
By putting Orange Network behind what mattered the most for Romanians we secured theh NO 1 position.
This is the story of the most successful single campaign that Orange has ever run. The stakes were high: that high that in the beginning of 2018, in the yearly statement, Vodafone announced that they were going to break the record of owning 10 million clients – in other words pre-announcing their supremacy.
Strategy:
By making NETWORK its best performing asset, Orange defended its long-standing leadership and successfully counter-attacked in 8 month what Vodafone built rigorously in the last 8 years.
Results:
By putting Orange Network behind what mattered the most for Romanians we secured theh NO 1 position.
Other products & services
Nominees
Campaign: TAROM, wherever longing takes you
Campaign: TAROM, Wherever Longing Takes You
Brand: TAROM
Client: TAROM
Submitted by: Propaganda
Background/objectives:
Reestablish TAROM as a powerful brand in the air transportation market and increase sales (especially direct sales) for the company overall.
Strategy:
In a market owned by low-cost companies and focused on addressing price sensitive Romanians with special, limited offers, TAROM focused on an established consumer (financially wise), addressing the missing link of a career-oriented life: the feeling of longing.
Results:
TAROM managed to regain its powerful position in term of brand indicators and more, to drive sales and increase its market share, for the first time in many years.
Brand: TAROM
Client: TAROM
Submitted by: Propaganda
Background/objectives:
Reestablish TAROM as a powerful brand in the air transportation market and increase sales (especially direct sales) for the company overall.
Strategy:
In a market owned by low-cost companies and focused on addressing price sensitive Romanians with special, limited offers, TAROM focused on an established consumer (financially wise), addressing the missing link of a career-oriented life: the feeling of longing.
Results:
TAROM managed to regain its powerful position in term of brand indicators and more, to drive sales and increase its market share, for the first time in many years.
Campaign: You never know when bad luck strikes
Campaign: You never know when bad luck strikes
Brand: catmobile
Client: Catmobile.ro
Submitted by: Sector 7
Background/objectives:
Our category generated no brand loyalty. We wanted to change that. So we had two tasks: Make the brand known, and generate a 50% increase in site visits during the peak sales period of `16 Nov – 31 December`
Strategy:
Create a sense of urgency amongst users by showing how painful it is to drop your phone.
Results:
7 million views, 39K shares, 235.000 interactions. Catmobile entered among the most searched terms on google Romania in launch week. We reached a growth of 160% in visits and 255% increase in transactions.
Brand: catmobile
Client: Catmobile.ro
Submitted by: Sector 7
Background/objectives:
Our category generated no brand loyalty. We wanted to change that. So we had two tasks: Make the brand known, and generate a 50% increase in site visits during the peak sales period of `16 Nov – 31 December`
Strategy:
Create a sense of urgency amongst users by showing how painful it is to drop your phone.
Results:
7 million views, 39K shares, 235.000 interactions. Catmobile entered among the most searched terms on google Romania in launch week. We reached a growth of 160% in visits and 255% increase in transactions.
BRONZE
Campaign: You never know when bad luck strikes
Campaign: You never know when bad luck strikes
Brand: catmobile
Client: Catmobile.ro
Submitted by: Sector 7
Background/objectives:
Our category generated no brand loyalty. We wanted to change that. So we had two tasks: Make the brand known, and generate a 50% increase in site visits during the peak sales period of `16 Nov – 31 December`
Strategy:
Create a sense of urgency amongst users by showing how painful it is to drop your phone.
Results:
7 million views, 39K shares, 235.000 interactions. Catmobile entered among the most searched terms on google Romania in launch week. We reached a growth of 160% in visits and 255% increase in transactions.
Brand: catmobile
Client: Catmobile.ro
Submitted by: Sector 7
Background/objectives:
Our category generated no brand loyalty. We wanted to change that. So we had two tasks: Make the brand known, and generate a 50% increase in site visits during the peak sales period of `16 Nov – 31 December`
Strategy:
Create a sense of urgency amongst users by showing how painful it is to drop your phone.
Results:
7 million views, 39K shares, 235.000 interactions. Catmobile entered among the most searched terms on google Romania in launch week. We reached a growth of 160% in visits and 255% increase in transactions.
Renaissance
Nominees
Campaign: TAROM, wherever longing takes you
Campaign: TAROM, wherever longing takes you
Brand: TAROM
Client: TAROM
Submitted by: Propaganda
Background/objectives:
Reestablish TAROM as a powerful brand in the air transportation market and increase sales (especially direct sales) for the company overall.
Strategy:
In a market owned by low-cost companies and focused on addressing price sensitive Romanians with special, limited offers, TAROM focused on an established consumer (financially wise), addressing the missing link of a career-oriented life: the feeling of longing.
Results:
TAROM managed to regain its powerful position in term of brand indicators and more, to drive sales and increase its market share, for the first time in many years.
Brand: TAROM
Client: TAROM
Submitted by: Propaganda
Background/objectives:
Reestablish TAROM as a powerful brand in the air transportation market and increase sales (especially direct sales) for the company overall.
Strategy:
In a market owned by low-cost companies and focused on addressing price sensitive Romanians with special, limited offers, TAROM focused on an established consumer (financially wise), addressing the missing link of a career-oriented life: the feeling of longing.
Results:
TAROM managed to regain its powerful position in term of brand indicators and more, to drive sales and increase its market share, for the first time in many years.
Campaign: Pizza Hut – Repositioning – A Little Crazier. Just a Little
Brand: Pizza Hut
Client: American Restaurant System
Submitted by: McCann Worldgroup România
Background/objectives:
Reverse the negative trend of the Pizza Hut sales from the last 3 years with a repositioning campaign, a new menu and new restaurant experience.
Strategy:
Develop a new communication platform and promote the new menu by focusing on the comfort zone of Romanians – something new and crazy, but just a little bit!
Results:
With the New Pizza Hut communication platform, we managed to turn around the sales of the brand and to deliver the best image indicators in the history of the brand!
Brand: Pizza Hut
Client: American Restaurant System
Submitted by: McCann Worldgroup România
Background/objectives:
Reverse the negative trend of the Pizza Hut sales from the last 3 years with a repositioning campaign, a new menu and new restaurant experience.
Strategy:
Develop a new communication platform and promote the new menu by focusing on the comfort zone of Romanians – something new and crazy, but just a little bit!
Results:
With the New Pizza Hut communication platform, we managed to turn around the sales of the brand and to deliver the best image indicators in the history of the brand!
Shopper Marketing
Nominees
Campaign: Bunorama
Campaign: Bunorama
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.
Strategy:
Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.
Results:
Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.
Strategy:
Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.
Results:
Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.
BRONZE
Campaign: Bunorama
Campaign: Bunorama
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.
Strategy:
Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.
Results:
Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.
Brand: Kaufland
Client: Kaufland
Submitted by: Leo Burnett România
Background/objectives:
Kaufland had to break the promotional clutter in its category through with a collectible campaign, that had to engage the kids and their parents; and generate extra-sales on top.
Strategy:
Turn the Kaufland’s collectible promotion into an enjoyable educational experience
The Good Living-City, Made of Collectible Items: BUNORAMA.
Results:
Driving massive amounts of participation and engagement for the brand, increasing the core attributes of Kaufland’s promise and a positive impact in sales.
Branded Content
Nominees
Campaign: Unlimited Playlist
Campaign: Unlimited Playlist
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.
Strategy:
To get people to experience the need for unlimited net and switch to Telekom,
we relied on the transformational power of music and created the UNLIMITED PLAYLIST on YouTube:
the 1st collaborative playlist and longest branded playlist ever on YouTube
- created by people & celebrities putting together all the songs that are meaningful to them.
Results:
Campaign delivered outstanding brand and business results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.
Strategy:
To get people to experience the need for unlimited net and switch to Telekom,
we relied on the transformational power of music and created the UNLIMITED PLAYLIST on YouTube:
the 1st collaborative playlist and longest branded playlist ever on YouTube
- created by people & celebrities putting together all the songs that are meaningful to them.
Results:
Campaign delivered outstanding brand and business results.
Campaign: #upgrade2SUPER with S9
Campaign: #upgrade2SUPER with S9
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România
Background/objectives:
For the S9 launch in Romania, Samsung had to give the youngsters a locally relevant reason-why to consider the it, while differentiating it from the increasing competition.
Strategy:
#upgrade2SUPER with s9 = Upgrade Your Social Media Content
Turning the S9’s new camera into what young people needed the most: an outstanding tool for super-elevated visual content on Social Media.
Results:
Massive amounts of participation for the brand (the organic exposure surpassing the paid media), a great uplift of the global campaign and a positive impact overall Samsung Mobile’s perception.
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România
Background/objectives:
For the S9 launch in Romania, Samsung had to give the youngsters a locally relevant reason-why to consider the it, while differentiating it from the increasing competition.
Strategy:
#upgrade2SUPER with s9 = Upgrade Your Social Media Content
Turning the S9’s new camera into what young people needed the most: an outstanding tool for super-elevated visual content on Social Media.
Results:
Massive amounts of participation for the brand (the organic exposure surpassing the paid media), a great uplift of the global campaign and a positive impact overall Samsung Mobile’s perception.
Campaign: KFC BOXMASTER - FRIENDZONE
Campaign: KFC Boxmaster - Friendzone
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
BoxMaster was a new KFC product introduced and communicated mainly through a 4-episode branded content series.
Strategy:
The product attributes and the target's interests were connected through a sharp observation and simple insight: you would not eat a Boxmaster in the presence of someone you want to be with. And if you do, you're probably friendzoning that person.
Results:
Both the branded content and the sales objectives were exceeded by large margins. The campaign was engaging and talked about, the brand usage indicators increased and the brand love matched the all-time high.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
BoxMaster was a new KFC product introduced and communicated mainly through a 4-episode branded content series.
Strategy:
The product attributes and the target's interests were connected through a sharp observation and simple insight: you would not eat a Boxmaster in the presence of someone you want to be with. And if you do, you're probably friendzoning that person.
Results:
Both the branded content and the sales objectives were exceeded by large margins. The campaign was engaging and talked about, the brand usage indicators increased and the brand love matched the all-time high.
Campaign: No Romanian Left Behind
Campaign: No Romanian Left Behind
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Trigger interest & consideration for Telekom’s unlimited 4G net offers among youngsters,
but to do in a way that would not trigger their Skip Ad reflex.
Strategy:
A “Trojan-horse” strategy: we delivered our brand message through the epic journey of Deliric taking our Unlimited 4G product to the less known Romania from the United States of America,
where having internet can cost up to 150 dollars / month.
The American Romania became not only the subject of an entertaining piece of content, it also validated Telekom’s offer through a direct comparison between the quality, affordable internet of our Romania vs. USA Romania’s.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Trigger interest & consideration for Telekom’s unlimited 4G net offers among youngsters,
but to do in a way that would not trigger their Skip Ad reflex.
Strategy:
A “Trojan-horse” strategy: we delivered our brand message through the epic journey of Deliric taking our Unlimited 4G product to the less known Romania from the United States of America,
where having internet can cost up to 150 dollars / month.
The American Romania became not only the subject of an entertaining piece of content, it also validated Telekom’s offer through a direct comparison between the quality, affordable internet of our Romania vs. USA Romania’s.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Campaign: The Note Challenge
Campaign: The Note Challenge
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România
Background/objectives:
Considering the aggressive competition, we had to define a role for Note9 as distinctive as possible locally, while using it as an image driver for the entire Samsung Mobile Category.
Strategy:
THE NOTE CHALLENGE - THE FIRST ONLINE REALITY SHOW IN ROMANIA
We positioned Note9 as the enabler that can bring ideas to life, from the first plan, to reality.
Results:
A positive impact across portfolio, increasing its distinctiveness, high quality image and leading-edge technology attributes. The digital results surpassed the benchmarks of the previous Note launch, with the same media budget.
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România
Background/objectives:
Considering the aggressive competition, we had to define a role for Note9 as distinctive as possible locally, while using it as an image driver for the entire Samsung Mobile Category.
Strategy:
THE NOTE CHALLENGE - THE FIRST ONLINE REALITY SHOW IN ROMANIA
We positioned Note9 as the enabler that can bring ideas to life, from the first plan, to reality.
Results:
A positive impact across portfolio, increasing its distinctiveness, high quality image and leading-edge technology attributes. The digital results surpassed the benchmarks of the previous Note launch, with the same media budget.
Campaign: Brand Campaign “Live Beautifully”
Campaign: Brand Campaign “Live Beautifully”
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Vodafone had been cornered by competition from all sides, and the only way it could fight back and increase relevance was by reconnecting emotionally to the people.
Strategy:
Vodafone broke the noisy clutter of products and prices with a 360 campaign that responded to what people need more: Life-driven technology and entertainment.
Results:
Increased Innovation index among brand users and resume leadership from main competitor, increased Brand Preference among young adults, secured customer base and even drive market share growth.
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Background/objectives:
Vodafone had been cornered by competition from all sides, and the only way it could fight back and increase relevance was by reconnecting emotionally to the people.
Strategy:
Vodafone broke the noisy clutter of products and prices with a 360 campaign that responded to what people need more: Life-driven technology and entertainment.
Results:
Increased Innovation index among brand users and resume leadership from main competitor, increased Brand Preference among young adults, secured customer base and even drive market share growth.
GOLD
Campaign: KFC BOXMASTER - FRIENDZONE
Campaign: KFC Boxmaster - Friendzone
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
BoxMaster was a new KFC product introduced and communicated mainly through a 4-episode branded content series.
Strategy:
The product attributes and the target's interests were connected through a sharp observation and simple insight: you would not eat a Boxmaster in the presence of someone you want to be with. And if you do, you're probably friendzoning that person.
Results:
Both the branded content and the sales objectives were exceeded by large margins. The campaign was engaging and talked about, the brand usage indicators increased and the brand love matched the all-time high.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
BoxMaster was a new KFC product introduced and communicated mainly through a 4-episode branded content series.
Strategy:
The product attributes and the target's interests were connected through a sharp observation and simple insight: you would not eat a Boxmaster in the presence of someone you want to be with. And if you do, you're probably friendzoning that person.
Results:
Both the branded content and the sales objectives were exceeded by large margins. The campaign was engaging and talked about, the brand usage indicators increased and the brand love matched the all-time high.
Seasonal Marketing
Nominees
Campaign: #samefeeling
Campaign: #samefeeling
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola’s mission is to bridge divides and unite. People expect from big brands to take a stand against values in danger in nowadays diverse societies.
Strategy:
One week ahead of the Referendum on redefining the family definition in the Romanian Constitution, the brand decided to act bravely and show an innovative unity message on the brand’s social media channels.
Results:
Coca-Cola received an overwhelming number of positive reactions, travelled across media channels, inspired other brands to rally under #samefeeling movement, while the danger of a backlash for the brand was minimized.
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola’s mission is to bridge divides and unite. People expect from big brands to take a stand against values in danger in nowadays diverse societies.
Strategy:
One week ahead of the Referendum on redefining the family definition in the Romanian Constitution, the brand decided to act bravely and show an innovative unity message on the brand’s social media channels.
Results:
Coca-Cola received an overwhelming number of positive reactions, travelled across media channels, inspired other brands to rally under #samefeeling movement, while the danger of a backlash for the brand was minimized.
Campaign: Hotelekom
Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. Despite not being an official sponsor, we had to join the festival conversation and be part of it.
Strategy:
We used the biggest issue around the festival in our advantage: the city of Cluj being overcrowded and all accommodation available is sold out months before the event. Therefore, for young music fans, finding accommodation is the biggest pain. We choose to give people what they needed the most and we transformed Telekom’s Flagship Store into a hotel – Hotelekom.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. Despite not being an official sponsor, we had to join the festival conversation and be part of it.
Strategy:
We used the biggest issue around the festival in our advantage: the city of Cluj being overcrowded and all accommodation available is sold out months before the event. Therefore, for young music fans, finding accommodation is the biggest pain. We choose to give people what they needed the most and we transformed Telekom’s Flagship Store into a hotel – Hotelekom.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
Campaign: KFC XMAS BUCKET – WHEN MOM ALLOWS
Campaign: Kfc Xmas Bucket – When Mom Allows
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
KFC wanted to increase sales of its iconic bucket during Christmas. We had to fight the higher media investment of competitors and the seasonal consumer preference for home-cooked food.
Strategy:
You don’t want to upset your mom on Christmas. This Christmas come and get your KFC Christmas Bucket, but only when mum allows you to.
Results:
The biggest sales increase for the holiday season in KFC’s history, with double digit growth and we beat McDonalds in the ‘meaningful brand’ battle.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
KFC wanted to increase sales of its iconic bucket during Christmas. We had to fight the higher media investment of competitors and the seasonal consumer preference for home-cooked food.
Strategy:
You don’t want to upset your mom on Christmas. This Christmas come and get your KFC Christmas Bucket, but only when mum allows you to.
Results:
The biggest sales increase for the holiday season in KFC’s history, with double digit growth and we beat McDonalds in the ‘meaningful brand’ battle.
Campaign: The Fashion Experiment
Campaign: The Fashion Experiment
Brand: Băneasa Shopping City
Client: Băneasa Shopping City
Submitted by: Geometry Global România
Background/objectives:
Băneasa Shopping City – the main destination for shopping in Romania - had to communicate winter sales without compromising its premium positioning.
Strategy:
The Fashion Experiment.
2 characters, each with 2 parallel Instagram accounts: one account for the „same style” persona and the other for the persona that tries various experimental outfits. BSC took 742 photos of the same character, in the same position, in the same places.
The account that gathered more votes reflected the fact that fashion is about experimenting more.
Results:
BSC gained leadership in District 1, increased sales and turned even more regular shoppers into loyals.
Brand: Băneasa Shopping City
Client: Băneasa Shopping City
Submitted by: Geometry Global România
Background/objectives:
Băneasa Shopping City – the main destination for shopping in Romania - had to communicate winter sales without compromising its premium positioning.
Strategy:
The Fashion Experiment.
2 characters, each with 2 parallel Instagram accounts: one account for the „same style” persona and the other for the persona that tries various experimental outfits. BSC took 742 photos of the same character, in the same position, in the same places.
The account that gathered more votes reflected the fact that fashion is about experimenting more.
Results:
BSC gained leadership in District 1, increased sales and turned even more regular shoppers into loyals.
Campaign: OFFLINE MARCH
Campaign: Offline March
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In early 2017, Avon turned the March celebration into a great opportunity to activate the brand in a relevant manner for the younger segments, launching a video-content platform together with Antonia. It was a fun call to action, delivered on rap beats & rhymes, telling men that helping around the house to give her more time for herself, was the real gift she’s looking for. It was a great success, so we decided to have a follow-up campaign in 2018, but with a new beat and fresh ideas for video content.
THE CHALLENGE: Make a smashing comeback for Women’s Day in 2018, with a strong insight that would turn the new campaign into the most engaging digital campaign ever made by Avon.
Strategy:
We needed to find a new tension to build our campaign around so we looked into different tensions coming from the relationship between her & him. And what came up strongest was her need to be noticed and feel desired, especially against the mobile phone and scrolling addiction that is nowadays such a disconnection factor.
APPROACH: Turn 8th of March as the perfect occasion to encourage couples to go offline and go back to holding hands, having a conversation, noticing one another.
Results:
OFFLINE MARCH officially became the most successful campaign in social media for Avon, in terms of video content & engagement, outranking the previous year success and everything done before.
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In early 2017, Avon turned the March celebration into a great opportunity to activate the brand in a relevant manner for the younger segments, launching a video-content platform together with Antonia. It was a fun call to action, delivered on rap beats & rhymes, telling men that helping around the house to give her more time for herself, was the real gift she’s looking for. It was a great success, so we decided to have a follow-up campaign in 2018, but with a new beat and fresh ideas for video content.
THE CHALLENGE: Make a smashing comeback for Women’s Day in 2018, with a strong insight that would turn the new campaign into the most engaging digital campaign ever made by Avon.
Strategy:
We needed to find a new tension to build our campaign around so we looked into different tensions coming from the relationship between her & him. And what came up strongest was her need to be noticed and feel desired, especially against the mobile phone and scrolling addiction that is nowadays such a disconnection factor.
APPROACH: Turn 8th of March as the perfect occasion to encourage couples to go offline and go back to holding hands, having a conversation, noticing one another.
Results:
OFFLINE MARCH officially became the most successful campaign in social media for Avon, in terms of video content & engagement, outranking the previous year success and everything done before.
Campaign: The Heart Sewing Kit
Campaign: The Heart Sewing Kit
Brand: Asociația Inima Copiilor
Client: Asociația Inima Copiilor
Submitted by: Mercury360 Communications
Background/objectives:
In a chaotic fiscal year, with Asociatia Inima Copiilor needed funds to keep running its “medical missions” program: bringing foreign pediatric heart surgical doctors to Romania to operate children born with heart malformations at zero costs for their families.
Strategy:
Fundraising consisted of designing & marketing martisor-like, heart-shaped pins which people could personally sew, as symbol of heart surgery, during “love season” (February & March).
Results:
Fundraising objectives were surpassed; 40 lives of children born with heart malformations were saved; the funds amount allowed one pediatric doctor permanently moved to Romania.
Brand: Asociația Inima Copiilor
Client: Asociația Inima Copiilor
Submitted by: Mercury360 Communications
Background/objectives:
In a chaotic fiscal year, with Asociatia Inima Copiilor needed funds to keep running its “medical missions” program: bringing foreign pediatric heart surgical doctors to Romania to operate children born with heart malformations at zero costs for their families.
Strategy:
Fundraising consisted of designing & marketing martisor-like, heart-shaped pins which people could personally sew, as symbol of heart surgery, during “love season” (February & March).
Results:
Fundraising objectives were surpassed; 40 lives of children born with heart malformations were saved; the funds amount allowed one pediatric doctor permanently moved to Romania.
Campaign: Long live the neighbor’s goat!
Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Campaign: Don’t let yourself be fooled
Campaign: Don’t Let Yourself Be Fooled
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost sales by convincing competitive users to switch to Telekom’s unlimited 4G net Postpaid plan during the most crowded telco season & advertising season of the year. Winter is the peak season for telco products & services, when brands fight for attention, claiming hot deals with smartphones as hooks.
Strategy:
To shake the people’s inertia and get them to realize how much their current provider takes advantage of them and prevent them from renewing their contracts, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to be rational and compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost sales by convincing competitive users to switch to Telekom’s unlimited 4G net Postpaid plan during the most crowded telco season & advertising season of the year. Winter is the peak season for telco products & services, when brands fight for attention, claiming hot deals with smartphones as hooks.
Strategy:
To shake the people’s inertia and get them to realize how much their current provider takes advantage of them and prevent them from renewing their contracts, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to be rational and compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
BRONZE
Campaign: #samefeeling
Campaign: #samefeeling
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola’s mission is to bridge divides and unite. People expect from big brands to take a stand against values in danger in nowadays diverse societies.
Strategy:
One week ahead of the Referendum on redefining the family definition in the Romanian Constitution, the brand decided to act bravely and show an innovative unity message on the brand’s social media channels.
Results:
Coca-Cola received an overwhelming number of positive reactions, travelled across media channels, inspired other brands to rally under #samefeeling movement, while the danger of a backlash for the brand was minimized.
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola’s mission is to bridge divides and unite. People expect from big brands to take a stand against values in danger in nowadays diverse societies.
Strategy:
One week ahead of the Referendum on redefining the family definition in the Romanian Constitution, the brand decided to act bravely and show an innovative unity message on the brand’s social media channels.
Results:
Coca-Cola received an overwhelming number of positive reactions, travelled across media channels, inspired other brands to rally under #samefeeling movement, while the danger of a backlash for the brand was minimized.
BRONZE
Campaign: KFC XMAS BUCKET – WHEN MOM ALLOWS
Campaign: Kfc Xmas Bucket – When Mom Allows
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
KFC wanted to increase sales of its iconic bucket during Christmas. We had to fight the higher media investment of competitors and the seasonal consumer preference for home-cooked food.
Strategy:
You don’t want to upset your mom on Christmas. This Christmas come and get your KFC Christmas Bucket, but only when mum allows you to.
Results:
The biggest sales increase for the holiday season in KFC’s history, with double digit growth and we beat McDonalds in the ‘meaningful brand’ battle.
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Background/objectives:
KFC wanted to increase sales of its iconic bucket during Christmas. We had to fight the higher media investment of competitors and the seasonal consumer preference for home-cooked food.
Strategy:
You don’t want to upset your mom on Christmas. This Christmas come and get your KFC Christmas Bucket, but only when mum allows you to.
Results:
The biggest sales increase for the holiday season in KFC’s history, with double digit growth and we beat McDonalds in the ‘meaningful brand’ battle.
GOLD
Campaign: Hotelekom
Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. Despite not being an official sponsor, we had to join the festival conversation and be part of it.
Strategy:
We used the biggest issue around the festival in our advantage: the city of Cluj being overcrowded and all accommodation available is sold out months before the event. Therefore, for young music fans, finding accommodation is the biggest pain. We choose to give people what they needed the most and we transformed Telekom’s Flagship Store into a hotel – Hotelekom.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. Despite not being an official sponsor, we had to join the festival conversation and be part of it.
Strategy:
We used the biggest issue around the festival in our advantage: the city of Cluj being overcrowded and all accommodation available is sold out months before the event. Therefore, for young music fans, finding accommodation is the biggest pain. We choose to give people what they needed the most and we transformed Telekom’s Flagship Store into a hotel – Hotelekom.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
GOLD
Campaign: The Heart Sewing Kit
Campaign: The Heart Sewing Kit
Brand: Asociația Inima Copiilor
Client: Asociația Inima Copiilor
Submitted by: Mercury360 Communications
Background/objectives:
In a chaotic fiscal year, with Asociatia Inima Copiilor needed funds to keep running its “medical missions” program: bringing foreign pediatric heart surgical doctors to Romania to operate children born with heart malformations at zero costs for their families.
Strategy:
Fundraising consisted of designing & marketing martisor-like, heart-shaped pins which people could personally sew, as symbol of heart surgery, during “love season” (February & March).
Results:
Fundraising objectives were surpassed; 40 lives of children born with heart malformations were saved; the funds amount allowed one pediatric doctor permanently moved to Romania.
Brand: Asociația Inima Copiilor
Client: Asociația Inima Copiilor
Submitted by: Mercury360 Communications
Background/objectives:
In a chaotic fiscal year, with Asociatia Inima Copiilor needed funds to keep running its “medical missions” program: bringing foreign pediatric heart surgical doctors to Romania to operate children born with heart malformations at zero costs for their families.
Strategy:
Fundraising consisted of designing & marketing martisor-like, heart-shaped pins which people could personally sew, as symbol of heart surgery, during “love season” (February & March).
Results:
Fundraising objectives were surpassed; 40 lives of children born with heart malformations were saved; the funds amount allowed one pediatric doctor permanently moved to Romania.
GOLD
Campaign: Long live the neighbor’s goat!
Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
GOLD
Campaign: Don’t let yourself be fooled
Campaign: Don’t Let Yourself Be Fooled
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost sales by convincing competitive users to switch to Telekom’s unlimited 4G net Postpaid plan during the most crowded telco season & advertising season of the year. Winter is the peak season for telco products & services, when brands fight for attention, claiming hot deals with smartphones as hooks.
Strategy:
To shake the people’s inertia and get them to realize how much their current provider takes advantage of them and prevent them from renewing their contracts, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to be rational and compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Boost sales by convincing competitive users to switch to Telekom’s unlimited 4G net Postpaid plan during the most crowded telco season & advertising season of the year. Winter is the peak season for telco products & services, when brands fight for attention, claiming hot deals with smartphones as hooks.
Strategy:
To shake the people’s inertia and get them to realize how much their current provider takes advantage of them and prevent them from renewing their contracts, we relied on a pain point creative strategy.
We addressed real problems that people have with their subscriptions, we dramatized them as such,
encouraging them to be rational and compare their current subscription with the Telekom one.
Meanwhile, we presented Telekom as the best option for their new search.
Results:
All campaign objectives surpassed, the campaign delivered outstanding business and brand results.
Brand Experience
Nominees
Campaign: VloggemonGO
Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom’s promise in the last 2 years was to liberate the internet for all Romanians. The new offer for prepaid was the best on the market, unlimited data for 5 euros. But people perceived it as an overpromising offer with a catch. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
To get people to truly understand the power of our offer, we created an online-offline branded experience torture testing our product through the most data consuming feature on Social Media platforms - livestreaming. We created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom’s promise in the last 2 years was to liberate the internet for all Romanians. The new offer for prepaid was the best on the market, unlimited data for 5 euros. But people perceived it as an overpromising offer with a catch. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
To get people to truly understand the power of our offer, we created an online-offline branded experience torture testing our product through the most data consuming feature on Social Media platforms - livestreaming. We created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Campaign: Hotelekom
Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. We had to highjack the conversation around the festival and be present in a memorable way.
Strategy:
We used the most crucial need young festival goers had - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel - HOTELEKOM.
By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. We had to highjack the conversation around the festival and be present in a memorable way.
Strategy:
We used the most crucial need young festival goers had - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel - HOTELEKOM.
By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
GOLD
Campaign: VloggemonGO
Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom’s promise in the last 2 years was to liberate the internet for all Romanians. The new offer for prepaid was the best on the market, unlimited data for 5 euros. But people perceived it as an overpromising offer with a catch. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
To get people to truly understand the power of our offer, we created an online-offline branded experience torture testing our product through the most data consuming feature on Social Media platforms - livestreaming. We created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom’s promise in the last 2 years was to liberate the internet for all Romanians. The new offer for prepaid was the best on the market, unlimited data for 5 euros. But people perceived it as an overpromising offer with a catch. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
To get people to truly understand the power of our offer, we created an online-offline branded experience torture testing our product through the most data consuming feature on Social Media platforms - livestreaming. We created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
GOLD
Campaign: Hotelekom
Campaign: Hotelekom
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. We had to highjack the conversation around the festival and be present in a memorable way.
Strategy:
We used the most crucial need young festival goers had - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel - HOTELEKOM.
By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom uses music events to connect to millennials. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor. We had to highjack the conversation around the festival and be present in a memorable way.
Strategy:
We used the most crucial need young festival goers had - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel - HOTELEKOM.
By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store.
Results:
+100.000 people accessed the Hotelekom booking service – matching the festival attendance.
Telekom also became the second brand to be associated with the festival – despite not being a sponsor.
Telekom’s brand association with the festival was 3 times higher than its competitor, the official sponsor.
Engaged Brand Communities
Nominees
Campaign: The First 24 Hours Facebook Live Marathon
Brand: Lidl
Client: Lidl România
Submitted by: Jazz Communication
Background/objectives:
To properly celebrate its community when hitting the 2 million Facebook fans milestone, Lidl needed to create a unique experience for it, that would overthrow the engagement benchmark created by the posts about special offers. The main mission was to engage with Lidl’s community in a never-seen-before way, creating a campaign that would be tailor-made for Facebook, the key channel for the campaign.
KEY OBJECTIVE: Create the biggest engagement ever on Lidl’s Facebook Page
Strategy:
THE IDEA: LIDL PRESENTS THE 24HOURS FACEBOOK LIVE CELEBRATION MARATHON.
Celebrate the Lidl fan base using a winning combination on Facebook: quality entertainment, dedicated video-content and, most importantly, GOING LIVE for 24 hours.
THE CREATIVE EXECUTION: THE 2.000.000+ DEPARTMENT
To celebrate Lidl’s community in the most special way, we created a new department that would activate under the roof of the actual Lidl offices. The 2.000.000+ Department would only operate one day, so it would have just 24H to accomplish its objectives:
• 24 Live sessions, 1 for every hour
• 24 challenges for the fans, 1 for every live session
• 24 prizes, 1 for every challenge
Results:
The first 24hours LIVE celebration marathon ever made by a brand in Romania that generated the biggest organic reach and the biggest engagement ever achieved on Lidl's Facebook page, in only 1 day: over 1 million organic views and almost 40.000 interactions (reactions, comments, shares). The fans took the conversation outside the fan page as well, with over 11.000 organic post shares, achieving 7 times more shared posts than during the entire previous month.
Brand: Lidl
Client: Lidl România
Submitted by: Jazz Communication
Background/objectives:
To properly celebrate its community when hitting the 2 million Facebook fans milestone, Lidl needed to create a unique experience for it, that would overthrow the engagement benchmark created by the posts about special offers. The main mission was to engage with Lidl’s community in a never-seen-before way, creating a campaign that would be tailor-made for Facebook, the key channel for the campaign.
KEY OBJECTIVE: Create the biggest engagement ever on Lidl’s Facebook Page
Strategy:
THE IDEA: LIDL PRESENTS THE 24HOURS FACEBOOK LIVE CELEBRATION MARATHON.
Celebrate the Lidl fan base using a winning combination on Facebook: quality entertainment, dedicated video-content and, most importantly, GOING LIVE for 24 hours.
THE CREATIVE EXECUTION: THE 2.000.000+ DEPARTMENT
To celebrate Lidl’s community in the most special way, we created a new department that would activate under the roof of the actual Lidl offices. The 2.000.000+ Department would only operate one day, so it would have just 24H to accomplish its objectives:
• 24 Live sessions, 1 for every hour
• 24 challenges for the fans, 1 for every live session
• 24 prizes, 1 for every challenge
Results:
The first 24hours LIVE celebration marathon ever made by a brand in Romania that generated the biggest organic reach and the biggest engagement ever achieved on Lidl's Facebook page, in only 1 day: over 1 million organic views and almost 40.000 interactions (reactions, comments, shares). The fans took the conversation outside the fan page as well, with over 11.000 organic post shares, achieving 7 times more shared posts than during the entire previous month.
Use of Influencers
Nominees
Campaign: #upgrade2SUPER with S9
Campaign: #upgrade2SUPER with S9
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România
Background/objectives:
For the S9 launch in Romania, Samsung had to give the youngsters a locally relevant reason-why to consider the it, while differentiating it from the increasing competition.
Strategy:
#upgrade2SUPER with s9 = Upgrade Your Social Media Content
Turning the S9’s new camera into what young people needed the most: an outstanding tool for super-elevated visual content on Social Media.
Results:
Massive amounts of participation for the brand (the organic exposure surpassing the paid media), a great uplift of the global campaign and a positive impact overall Samsung Mobile’s perception.
Brand: Samsung
Client: Samsung
Submitted by: Leo Burnett România
Background/objectives:
For the S9 launch in Romania, Samsung had to give the youngsters a locally relevant reason-why to consider the it, while differentiating it from the increasing competition.
Strategy:
#upgrade2SUPER with s9 = Upgrade Your Social Media Content
Turning the S9’s new camera into what young people needed the most: an outstanding tool for super-elevated visual content on Social Media.
Results:
Massive amounts of participation for the brand (the organic exposure surpassing the paid media), a great uplift of the global campaign and a positive impact overall Samsung Mobile’s perception.
Campaign: VloggemonGO
Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
Because we had an issue of trust in our offer, we choose to do a torture test and communicate it through a trustworthy entity for our target – influencers. They put our offer to test through the most data consuming feature on Social Media platforms – livestreaming.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
Because we had an issue of trust in our offer, we choose to do a torture test and communicate it through a trustworthy entity for our target – influencers. They put our offer to test through the most data consuming feature on Social Media platforms – livestreaming.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Campaign: The First Intelligent Banking
Campaign: The First Intelligent Banking
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.
Strategy:
George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram with social influencers, goes out in town to get coffee, launches his T-Shirts collection etc.
Results:
Right from its first launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.
Brand: George
Client: BCR
Submitted by: Cohn & Jansen JWT
Background/objectives:
BCR was perceived like an old-fashioned bank, so launching George successfully in Romania was key to improving the bank’s digital channels perception and usage.
Strategy:
George is the first intelligent banking: it’s a piece of technology that acts like a human. He is greeted by cool tech brands, hangs out on Instagram with social influencers, goes out in town to get coffee, launches his T-Shirts collection etc.
Results:
Right from its first launch campaign, George became the top of mind digital banking brand and it improved the BCR’s digital channels usage.
Campaign: Romania's Next Big Vlogger 2.0
Campaign: Romania's Next Big Vlogger 2.0
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola wanted to increase its relevance for teens through a memorable experience: an upgraded and more qualitative edition of their favorite Next Big Vlogger online competition.
Strategy:
While keeping the format, we enhanced the competition with more qualitative video content and more skilled contestants. We also innovated the show with THE BIGGEST ROAST between vloggers and a surprising closing gala at the subway.
Results:
With no TV in the media mix, Next Big Vlogger 2 got massive organic reactions in digital channels, raised brand indicators for teens and sales of Coca-Cola cans.
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola wanted to increase its relevance for teens through a memorable experience: an upgraded and more qualitative edition of their favorite Next Big Vlogger online competition.
Strategy:
While keeping the format, we enhanced the competition with more qualitative video content and more skilled contestants. We also innovated the show with THE BIGGEST ROAST between vloggers and a surprising closing gala at the subway.
Results:
With no TV in the media mix, Next Big Vlogger 2 got massive organic reactions in digital channels, raised brand indicators for teens and sales of Coca-Cola cans.
BRONZE
Campaign: VloggemonGO
Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
Because we had an issue of trust in our offer, we choose to do a torture test and communicate it through a trustworthy entity for our target – influencers. They put our offer to test through the most data consuming feature on Social Media platforms – livestreaming.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
Because we had an issue of trust in our offer, we choose to do a torture test and communicate it through a trustworthy entity for our target – influencers. They put our offer to test through the most data consuming feature on Social Media platforms – livestreaming.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Media Idea
Nominees
Campaign: Vloggemon Go
Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
We decided to do a torture test highlighting the most data consuming feature on all Social Media Platforms – livestreaming. So, we created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
We decided to do a torture test highlighting the most data consuming feature on all Social Media Platforms – livestreaming. So, we created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Campaign: #samefeeling
Campaign: #samefeeling
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola’s initiative is a powerful example of brand bravery and media thinking, to restate its equality value for all Romanians.
Strategy:
We fueled brands’ message to reach the mass audience through gradually echoing of different opinions in the society, with one message on social media, as a real-time reaction, one week ahead of the Referendum in Romania, on changing the family definition.
Results:
Coca-Cola managed to attract overwhelming positive real-time mass-reactions cross-media, minimizing the danger of the backlash of the brand in a traditional society.
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola’s initiative is a powerful example of brand bravery and media thinking, to restate its equality value for all Romanians.
Strategy:
We fueled brands’ message to reach the mass audience through gradually echoing of different opinions in the society, with one message on social media, as a real-time reaction, one week ahead of the Referendum in Romania, on changing the family definition.
Results:
Coca-Cola managed to attract overwhelming positive real-time mass-reactions cross-media, minimizing the danger of the backlash of the brand in a traditional society.
Campaign: Have a break from driving
Campaign: Have a Break from Driving
Brand: KitKat
Client: Nestlé România
Submitted by: Digital Star
Background/objectives:
Gas Stations – a distribution channel with significant growth potential
Gas stations are growing distribution channel, diversifying their client offer. Auchan and Subway already capitalizing on this opportunity by opening outlets in gas stations.
In chocolate bars segment, gas stations account for ~5% in volume sales, being a very dynamic channel: 5.2% increase vs 3.7%* increase all retail outlets 2017 vs 2016 (source: Nielsen retail audit)
KitKat had to find a way to increase sales by stimulating trial and emotionally connect with the consumers without matching the top players investments in media.
Strategy:
On Waze platform, we created:
1. Branded take-over which were pumping-up during the way, and suggest drivers to have a break to the next MOL station
2. KitKat-branded pins on 192 MOL gas-station, which were marking the nearest ‘break’ station
3. KitKat branded in-app searches – which appear whenever a user would search for a destination in Waze
The ads were served to users driving on national roads and highways
In-store, in MOL gas stations:
KitKat counters were placed inside the MOL gas-stations cash register area.
Results:
669K unique users were exposed to the message – strengthening the associating of KitKat with the ‘break’ idea
The ads generated 2.5 mil impressions and 18.8K engagement
KitKat Sales increased + 206% (objective + 30%)
Brand: KitKat
Client: Nestlé România
Submitted by: Digital Star
Background/objectives:
Gas Stations – a distribution channel with significant growth potential
Gas stations are growing distribution channel, diversifying their client offer. Auchan and Subway already capitalizing on this opportunity by opening outlets in gas stations.
In chocolate bars segment, gas stations account for ~5% in volume sales, being a very dynamic channel: 5.2% increase vs 3.7%* increase all retail outlets 2017 vs 2016 (source: Nielsen retail audit)
KitKat had to find a way to increase sales by stimulating trial and emotionally connect with the consumers without matching the top players investments in media.
Strategy:
On Waze platform, we created:
1. Branded take-over which were pumping-up during the way, and suggest drivers to have a break to the next MOL station
2. KitKat-branded pins on 192 MOL gas-station, which were marking the nearest ‘break’ station
3. KitKat branded in-app searches – which appear whenever a user would search for a destination in Waze
The ads were served to users driving on national roads and highways
In-store, in MOL gas stations:
KitKat counters were placed inside the MOL gas-stations cash register area.
Results:
669K unique users were exposed to the message – strengthening the associating of KitKat with the ‘break’ idea
The ads generated 2.5 mil impressions and 18.8K engagement
KitKat Sales increased + 206% (objective + 30%)
Campaign: The First 24 Hours Facebook Live Marathon
Brand: Lidl
Client: Lidl România
Submitted by: Jazz Communication
Background/objectives:
To properly celebrate its community when hitting the 2 million Facebook fans milestone, Lidl needed to create a unique experience for it, that would overthrow the engagement benchmark created by the posts about special offers. The main mission was to engage with Lidl’s community in a never-seen-before way, creating a campaign that would be tailor-made for Facebook, the key channel for the campaign.
KEY OBJECTIVE: Create the biggest engagement ever on Lidl’s Facebook Page
Strategy:
THE IDEA: LIDL PRESENTS THE 24HOURS FACEBOOK LIVE CELEBRATION MARATHON.
Celebrate the Lidl fan base using a winning combination on Facebook: quality entertainment, dedicated video-content and, most importantly, GOING LIVE for 24 hours.
THE CREATIVE EXECUTION: THE 2.000.000+ DEPARTMENT
To celebrate Lidl’s community in the most special way, we created a new department that would activate under the roof of the actual Lidl offices. The 2.000.000+ Department would only operate one day, so it would have just 24H to accomplish its objectives:
• 24 Live sessions, 1 for every hour
• 24 challenges for the fans, 1 for every live session
• 24 prizes, 1 for every challenge
Results:
The first 24hours LIVE celebration marathon ever made by a brand in Romania that generated the biggest organic reach and the biggest engagement ever achieved on Lidl's Facebook page, in only 1 day: over 1 million organic views and almost 40.000 interactions (reactions, comments, shares). The fans took the conversation outside the fan page as well, with over 11.000 organic post shares, achieving 7 times more shared posts than during the entire previous month.
Brand: Lidl
Client: Lidl România
Submitted by: Jazz Communication
Background/objectives:
To properly celebrate its community when hitting the 2 million Facebook fans milestone, Lidl needed to create a unique experience for it, that would overthrow the engagement benchmark created by the posts about special offers. The main mission was to engage with Lidl’s community in a never-seen-before way, creating a campaign that would be tailor-made for Facebook, the key channel for the campaign.
KEY OBJECTIVE: Create the biggest engagement ever on Lidl’s Facebook Page
Strategy:
THE IDEA: LIDL PRESENTS THE 24HOURS FACEBOOK LIVE CELEBRATION MARATHON.
Celebrate the Lidl fan base using a winning combination on Facebook: quality entertainment, dedicated video-content and, most importantly, GOING LIVE for 24 hours.
THE CREATIVE EXECUTION: THE 2.000.000+ DEPARTMENT
To celebrate Lidl’s community in the most special way, we created a new department that would activate under the roof of the actual Lidl offices. The 2.000.000+ Department would only operate one day, so it would have just 24H to accomplish its objectives:
• 24 Live sessions, 1 for every hour
• 24 challenges for the fans, 1 for every live session
• 24 prizes, 1 for every challenge
Results:
The first 24hours LIVE celebration marathon ever made by a brand in Romania that generated the biggest organic reach and the biggest engagement ever achieved on Lidl's Facebook page, in only 1 day: over 1 million organic views and almost 40.000 interactions (reactions, comments, shares). The fans took the conversation outside the fan page as well, with over 11.000 organic post shares, achieving 7 times more shared posts than during the entire previous month.
Campaign: INNA Music Cans Album
Campaign: Inna Music Cans Album
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
The objective was to combine the equity of the Coca-Cola Zero Sugar and Inna’s, the most famous Romanian artists, to create an ownable and memorable brand experience across touchpoints, that helped to make the brand relevant for the target audience.
Strategy:
Music and technology enabled Coca-Cola Zero Sugar to create a new entertainment media channel, by unlocking a surprising experience by scanning its cans with Shazam mobile app.
Results:
The Music Cans Album campaign rapidly became a full-blown music and taste sensation and increased sales for the cans.
Brand: Coca-Cola Zero Sugar
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Background/objectives:
The objective was to combine the equity of the Coca-Cola Zero Sugar and Inna’s, the most famous Romanian artists, to create an ownable and memorable brand experience across touchpoints, that helped to make the brand relevant for the target audience.
Strategy:
Music and technology enabled Coca-Cola Zero Sugar to create a new entertainment media channel, by unlocking a surprising experience by scanning its cans with Shazam mobile app.
Results:
The Music Cans Album campaign rapidly became a full-blown music and taste sensation and increased sales for the cans.
Campaign: Unlimited Playlist
Campaign: Unlimited Playlist
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.
Strategy:
To get people to experience the need for unlimited net, we started from a YouTube-specific insight:
despite being a video platform, Romanians go to Youtube to listen to music.
This led us to create the UNLIMITED PLAYLIST on YouTube: the 1st collaborative playlist and longest branded playlist ever on YouTube - created by people & celebrities putting together all the songs that are meaningful to them.
Results:
Campaign delivered outstanding brand and business results.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
To boost consideration for Telekom’s Unlimited 4G net offers for mobile,
we relied on a YouTube-led demonstration, since YouTube is the number #1 app Romanians use the most,
and the biggest enemy of their data plan.
Strategy:
To get people to experience the need for unlimited net, we started from a YouTube-specific insight:
despite being a video platform, Romanians go to Youtube to listen to music.
This led us to create the UNLIMITED PLAYLIST on YouTube: the 1st collaborative playlist and longest branded playlist ever on YouTube - created by people & celebrities putting together all the songs that are meaningful to them.
Results:
Campaign delivered outstanding brand and business results.
BRONZE
Campaign: Vloggemon Go
Campaign: VloggemonGO
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
We decided to do a torture test highlighting the most data consuming feature on all Social Media Platforms – livestreaming. So, we created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett România
Background/objectives:
Telekom launched a new and competitive Internet offer, unlimited data for only 5 euros. But the best deal people could get was perceived as an overpromising offer. No one believed in our offer because our competitors communicated “unlimited” with limitations. We had to create trust in our offer and get people to understand the need of real unlimited.
Strategy:
We decided to do a torture test highlighting the most data consuming feature on all Social Media Platforms – livestreaming. So, we created VloggemonGO – a real time livestreaming game, where fans played online by controlling the influencers offline actions.
Results:
A successful brand building campaign – all campaign objectives achieved and surpassed.
Positive Change – Brands (CSR)
Nominees
Campaign: Untamed Romania
Campaign: Untamed Romania
Brand: Auchan
Client: Auchan Retail România
Submitted by: Auchan
Background/objectives:
România neîmblânzită is a one-of-a-kind CSR initiative in Romania: the first time a brand has single-handedly produced a full length nature film and distributed it in cinemas, on DVDs and at film festivals with the goal to celebrate Romania's unbelievably unique bio-diversity but also to impress on Romanians the urgency and importance of protecting and preserving it.
Strategy:
Our core target are adults 30-50.y.o. with young kids in the household. They have mid to high education and income, live in mid-sized cities, have a car, a house and a mortgage. Since they’ve become parents they’ve grown more interested in the longerm wellbeing and quality of life – because they now have to worry about how these things affect their kids’ lives. This makes them more receptive to environmental messages.
Conversations with our partner environmental NGOs who had years (some even decades) of experience on this issue in Romania have taught us that Romanians have a paradoxical view on their country's natural bio-diversity. On the one hand they feel proud of it even though they didn't do anything to deserve it. On the other they see natural habitats as "natural resources" to be exploited through tourism, hunting, logging and farming even though they have next to nothing to gain and everything to lose from it.
This led us to understand that we don't want Romanians to just feel proud of their country's rich bio-diversity. We want them to feel ownership and responsibility for it instead.
"Some things need to remain as they were" was the main message of the campaign and the tagline of the film. This simple message conveyed the noble purpose of the documentary and its accompanying campaign - that of wonder but also responsibility.
Results:
România neîmblânzită started as a unique CSR initiative and ended up as the most succesful documentary ever at the Romanian Box Office. It beat the previous top performer - The Michael Jackson Documentary "This is it" - and became one of only two Romanian movies to surpass 1 million RON in ticket sales in 2018 - the other was Moromeții 2. No other Romanian movie has passed even the 500k RON mark that year (National Council for Cinematography).
Brand: Auchan
Client: Auchan Retail România
Submitted by: Auchan
Background/objectives:
România neîmblânzită is a one-of-a-kind CSR initiative in Romania: the first time a brand has single-handedly produced a full length nature film and distributed it in cinemas, on DVDs and at film festivals with the goal to celebrate Romania's unbelievably unique bio-diversity but also to impress on Romanians the urgency and importance of protecting and preserving it.
Strategy:
Our core target are adults 30-50.y.o. with young kids in the household. They have mid to high education and income, live in mid-sized cities, have a car, a house and a mortgage. Since they’ve become parents they’ve grown more interested in the longerm wellbeing and quality of life – because they now have to worry about how these things affect their kids’ lives. This makes them more receptive to environmental messages.
Conversations with our partner environmental NGOs who had years (some even decades) of experience on this issue in Romania have taught us that Romanians have a paradoxical view on their country's natural bio-diversity. On the one hand they feel proud of it even though they didn't do anything to deserve it. On the other they see natural habitats as "natural resources" to be exploited through tourism, hunting, logging and farming even though they have next to nothing to gain and everything to lose from it.
This led us to understand that we don't want Romanians to just feel proud of their country's rich bio-diversity. We want them to feel ownership and responsibility for it instead.
"Some things need to remain as they were" was the main message of the campaign and the tagline of the film. This simple message conveyed the noble purpose of the documentary and its accompanying campaign - that of wonder but also responsibility.
Results:
România neîmblânzită started as a unique CSR initiative and ended up as the most succesful documentary ever at the Romanian Box Office. It beat the previous top performer - The Michael Jackson Documentary "This is it" - and became one of only two Romanian movies to surpass 1 million RON in ticket sales in 2018 - the other was Moromeții 2. No other Romanian movie has passed even the 500k RON mark that year (National Council for Cinematography).
Campaign: Teachers of Confidence
Campaign: Teachers of Confidence
Brand: Always
Client: P&G
Submitted by: Leo Burnett România
Background/objectives:
To build an emotional connection with Romanian women and secure their loyalty against challenger brands,
we had to bring to life the global brand purpose of building girls’ self-confidence in a locally relevant way.
Strategy:
A BRAND ACT, NOT ANOTHER AD
With 1 out 5 kids dropping out of school in Romania, building girls’ confidence through quality education was the right cause for Always to champion. By creating the “Teachers of Confidence” program, in partnership with Teach for Romania NGO, we transformed each Always purchase into a donation for girls’ education.
Results:
All results exceeded business & brand objectives.
Brand: Always
Client: P&G
Submitted by: Leo Burnett România
Background/objectives:
To build an emotional connection with Romanian women and secure their loyalty against challenger brands,
we had to bring to life the global brand purpose of building girls’ self-confidence in a locally relevant way.
Strategy:
A BRAND ACT, NOT ANOTHER AD
With 1 out 5 kids dropping out of school in Romania, building girls’ confidence through quality education was the right cause for Always to champion. By creating the “Teachers of Confidence” program, in partnership with Teach for Romania NGO, we transformed each Always purchase into a donation for girls’ education.
Results:
All results exceeded business & brand objectives.
Campaign: Long live the neighbor’s goat!
Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
GOLD
Campaign: Long live the neighbor’s goat!
Campaign: Long Live the Neighbor’s Goat!
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Brand: Press One
Client: Press One
Submitted by: GMP+WEBSTYLER
Background/objectives:
PressOne wanted to create a communication platform with national impact to tackle one of the biggest barriers in the development of the Romanian society, envy.
Strategy:
Provoke the negative status quo of the most specified saying that defines Romanians, ‘May the neighbor’s goat die!’, by reverting it into a new one that would stand for a positive cause:
‘Long Live the neighbor’s goat!’
Results:
The campaign’s estimated reach was of 12.8 million people surpassing the objective by 55% and engaged more than 70 brands to support it, transforming it into a movement.
Positive Change – Non Profit
Nominees
Campaign: Life hangs by a thread of hair
Campaign: Life Hangs by a Thread of Hair
Brand: Dăruiește Viață NGO
Client: Dăruiește Viață NGO
Submitted by: Ogilvy Group România
Background/objectives:
This case describes how Daruieste Viata NGO created a campaign that used the realities of cancer, in order to increase with 20% the number of donors.
Strategy:
We decided to use a thread of hair to tell the story of these children. In Romania, their life is unfortunately hanging on a thread. This approach made Millennials acknowledge the realities of sick cancer children and encourage them to act.
Results:
We managed to convince 65.886 people to donate 4 euro for the cause increasing donations with 44% compared with the past three years.
Brand: Dăruiește Viață NGO
Client: Dăruiește Viață NGO
Submitted by: Ogilvy Group România
Background/objectives:
This case describes how Daruieste Viata NGO created a campaign that used the realities of cancer, in order to increase with 20% the number of donors.
Strategy:
We decided to use a thread of hair to tell the story of these children. In Romania, their life is unfortunately hanging on a thread. This approach made Millennials acknowledge the realities of sick cancer children and encourage them to act.
Results:
We managed to convince 65.886 people to donate 4 euro for the cause increasing donations with 44% compared with the past three years.
Campaign: Romania without HOSPICE
Campaign: Romania without HOSPICE
Brand: Hospice Casa Speranței
Client: Hospice Casa Speranței
Submitted by: ThinkDigital
Background/objectives:
In Romania, a patient needs palliative special care every 6 mins. Hospice Casa Sperantei is one of the few places where patients are treated and supported in their fight against terminal illness. Unfortunately, this NGO is relying on donations from private individuals and CSR-respected companies.
Strategy:
To achieve that, we created a campaign that showing a Romania without Hospice, which meant zero solutions for the patients in palliative conditions.
Results:
The financial objective was achieved and the target was surpassed with 74.44%. (37% of Hospice’s entire 2018 budget).
Brand: Hospice Casa Speranței
Client: Hospice Casa Speranței
Submitted by: ThinkDigital
Background/objectives:
In Romania, a patient needs palliative special care every 6 mins. Hospice Casa Sperantei is one of the few places where patients are treated and supported in their fight against terminal illness. Unfortunately, this NGO is relying on donations from private individuals and CSR-respected companies.
Strategy:
To achieve that, we created a campaign that showing a Romania without Hospice, which meant zero solutions for the patients in palliative conditions.
Results:
The financial objective was achieved and the target was surpassed with 74.44%. (37% of Hospice’s entire 2018 budget).
Campaign: Be Like a Mother
Campaign: Be Like a Mother
Brand: Brewers of Romania Association
Client: Brewers of Romania Association
Submitted by: WOPA
Background/objectives:
Hundreds of lives are affected by drunk driving. How do you stop those who want to drive after drinking when they do not want to listen?
Strategy:
Nobody would drive drunk with their mother next to them. Brewers of Romania provoked people to “become mothers” for their friends when they are tempted to drive after having consumed alcohol. A potentially preachy message turned into entertaining and shareable content and experiences.
Results:
In spite of a very limited budget, the campaign reached high visibility and awareness for responsible alcohol consumption.
Brand: Brewers of Romania Association
Client: Brewers of Romania Association
Submitted by: WOPA
Background/objectives:
Hundreds of lives are affected by drunk driving. How do you stop those who want to drive after drinking when they do not want to listen?
Strategy:
Nobody would drive drunk with their mother next to them. Brewers of Romania provoked people to “become mothers” for their friends when they are tempted to drive after having consumed alcohol. A potentially preachy message turned into entertaining and shareable content and experiences.
Results:
In spite of a very limited budget, the campaign reached high visibility and awareness for responsible alcohol consumption.
SILVER
Campaign: Life hangs by a thread of hair
Campaign: Life Hangs by a Thread of Hair
Brand: Dăruiește Viață NGO
Client: Dăruiește Viață NGO
Submitted by: Ogilvy Group România
Background/objectives:
This case describes how Daruieste Viata NGO created a campaign that used the realities of cancer, in order to increase with 20% the number of donors.
Strategy:
We decided to use a thread of hair to tell the story of these children. In Romania, their life is unfortunately hanging on a thread. This approach made Millennials acknowledge the realities of sick cancer children and encourage them to act.
Results:
We managed to convince 65.886 people to donate 4 euro for the cause increasing donations with 44% compared with the past three years.
Brand: Dăruiește Viață NGO
Client: Dăruiește Viață NGO
Submitted by: Ogilvy Group România
Background/objectives:
This case describes how Daruieste Viata NGO created a campaign that used the realities of cancer, in order to increase with 20% the number of donors.
Strategy:
We decided to use a thread of hair to tell the story of these children. In Romania, their life is unfortunately hanging on a thread. This approach made Millennials acknowledge the realities of sick cancer children and encourage them to act.
Results:
We managed to convince 65.886 people to donate 4 euro for the cause increasing donations with 44% compared with the past three years.
Sustained Success
Nominees
Campaign: The Playful Bank
Campaign: The Playful Bank
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As it planned to pursue a growth strategy, ING Bank had to come up with a way to appeal to “mass” clients while still not alienating the affluent clients that joined for its “smart, special club” positioning.
Strategy:
But to keep both sides happy, we have to do 2 things: always feature very simple situations and very clear messages so “the mass public” will feel it very relatable and “easy to get”. And always balance this by being consistently “yummy” on the visual side of things, so the “specials” will still like our club, because it looks very special and different.
Results:
Between 2016 and 2018, ING Bank’s number of active clients grew 49%. Even more impressive, ING’s personal loan market share grew 70% and its salary market share grew 73%.
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As it planned to pursue a growth strategy, ING Bank had to come up with a way to appeal to “mass” clients while still not alienating the affluent clients that joined for its “smart, special club” positioning.
Strategy:
But to keep both sides happy, we have to do 2 things: always feature very simple situations and very clear messages so “the mass public” will feel it very relatable and “easy to get”. And always balance this by being consistently “yummy” on the visual side of things, so the “specials” will still like our club, because it looks very special and different.
Results:
Between 2016 and 2018, ING Bank’s number of active clients grew 49%. Even more impressive, ING’s personal loan market share grew 70% and its salary market share grew 73%.
SILVER
Campaign: The Playful Bank
Campaign: The Playful Bank
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As it planned to pursue a growth strategy, ING Bank had to come up with a way to appeal to “mass” clients while still not alienating the affluent clients that joined for its “smart, special club” positioning.
Strategy:
But to keep both sides happy, we have to do 2 things: always feature very simple situations and very clear messages so “the mass public” will feel it very relatable and “easy to get”. And always balance this by being consistently “yummy” on the visual side of things, so the “specials” will still like our club, because it looks very special and different.
Results:
Between 2016 and 2018, ING Bank’s number of active clients grew 49%. Even more impressive, ING’s personal loan market share grew 70% and its salary market share grew 73%.
Brand: ING Bank
Client: ING Bank
Submitted by: Headvertising
Background/objectives:
As it planned to pursue a growth strategy, ING Bank had to come up with a way to appeal to “mass” clients while still not alienating the affluent clients that joined for its “smart, special club” positioning.
Strategy:
But to keep both sides happy, we have to do 2 things: always feature very simple situations and very clear messages so “the mass public” will feel it very relatable and “easy to get”. And always balance this by being consistently “yummy” on the visual side of things, so the “specials” will still like our club, because it looks very special and different.
Results:
Between 2016 and 2018, ING Bank’s number of active clients grew 49%. Even more impressive, ING’s personal loan market share grew 70% and its salary market share grew 73%.
GRAND EFFIE
Winner Grand Effie
Campaign: TOGETHER FOR MagicHOME
Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
Packaged food
Nominees
Campaign: The complete motherhood assistant
Brand: Aptamil
Client: Nutricia Early life Nutrition
Submitted by: WEBSTYLER
Contributing Agencies: GMP Advertising, Parenting Ads, Chapter 4 Communications Romania
Background/objectives:
On a decreasing market dominated by one big player Aptamil wanted to be the brand to keep growing in 2017.
Strategy:
Build and promote a brand utility platform that deals with all young mothers’ fears and insecurities, with a focus on their most important stress, their babies’ immunity.
Results:
Business, brand and digital relationship objectives were all surpassed making Aptamil a rising star of the market.
Client: Nutricia Early life Nutrition
Submitted by: WEBSTYLER
Contributing Agencies: GMP Advertising, Parenting Ads, Chapter 4 Communications Romania
Background/objectives:
On a decreasing market dominated by one big player Aptamil wanted to be the brand to keep growing in 2017.
Strategy:
Build and promote a brand utility platform that deals with all young mothers’ fears and insecurities, with a focus on their most important stress, their babies’ immunity.
Results:
Business, brand and digital relationship objectives were all surpassed making Aptamil a rising star of the market.
Campaign: The Clean Label
Brand: Cris-Tim
Client: Cris-Tim
Submitted by: GMP Advertising
Contributing agencies: GMP PR, Webstyler, Go Studio
Background/objectives:
Cris-Tim revolutionized the processed meat market in Romania by launching the “clean label”, a unique concept mean to change consumer’s perception towards its whole range of products.
Strategy:
Cris-Tim demonstrated how its products are always its main priority thus building trust and consideration as a responsible producer.
Results:
All campaign objectives were met or surpassed and a new quality standard was set for the whole category.
Client: Cris-Tim
Submitted by: GMP Advertising
Contributing agencies: GMP PR, Webstyler, Go Studio
Background/objectives:
Cris-Tim revolutionized the processed meat market in Romania by launching the “clean label”, a unique concept mean to change consumer’s perception towards its whole range of products.
Strategy:
Cris-Tim demonstrated how its products are always its main priority thus building trust and consideration as a responsible producer.
Results:
All campaign objectives were met or surpassed and a new quality standard was set for the whole category.
Campaign: Natural, without compromises
Brand: Unisol
Client: Bunge România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: OMD Romania, Rogalski Damaschin, Atelieru de internet
Background/objectives:
In a market ruled by low prices, Unisol had to come up with an added value to get out of the clutter, raise its sales and win market share, without lowering the price.
Strategy:
Even if it’s great to bend the rules in other home matters,
there are no compromises to be made when it comes to food & natural ingredients.
Results:
Unisol raised its awareness, its sales and got its highest historical shares in the past 3 years, reaching the Top 3, by the end of the campaign.
Client: Bunge România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: OMD Romania, Rogalski Damaschin, Atelieru de internet
Background/objectives:
In a market ruled by low prices, Unisol had to come up with an added value to get out of the clutter, raise its sales and win market share, without lowering the price.
Strategy:
Even if it’s great to bend the rules in other home matters,
there are no compromises to be made when it comes to food & natural ingredients.
Results:
Unisol raised its awareness, its sales and got its highest historical shares in the past 3 years, reaching the Top 3, by the end of the campaign.
BRONZE
Campaign: Natural, without compromises
Brand: Unisol
Client: Bunge România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: OMD Romania, Rogalski Damaschin, Atelieru de internet
Background/objectives:
In a market ruled by low prices, Unisol had to come up with an added value to get out of the clutter, raise its sales and win market share, without lowering the price.
Strategy:
Even if it’s great to bend the rules in other home matters,
there are no compromises to be made when it comes to food & natural ingredients.
Results:
Unisol raised its awareness, its sales and got its highest historical shares in the past 3 years, reaching the Top 3, by the end of the campaign.
Client: Bunge România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: OMD Romania, Rogalski Damaschin, Atelieru de internet
Background/objectives:
In a market ruled by low prices, Unisol had to come up with an added value to get out of the clutter, raise its sales and win market share, without lowering the price.
Strategy:
Even if it’s great to bend the rules in other home matters,
there are no compromises to be made when it comes to food & natural ingredients.
Results:
Unisol raised its awareness, its sales and got its highest historical shares in the past 3 years, reaching the Top 3, by the end of the campaign.
Snacks, confectionery and deserts
Nominees
Campaign: The Ark of Corso
Brand: Corso
Client: Macromex
Submitted by: Graffiti BBDO
Background/objectives:
How could Corso win top awareness and brand distinctiveness in a category driven by impulse, against 200 ice-cream brands, during ice-cream only season, the summer?
Strategy:
Starting from its “craziness” equity and from the insight that the melting nature of ice-cream demands complete focus, we inspired people to express their inner craziness through a promotional campaign that gave them T-shirts with diverse types of “beasts inside” to help express craziness and “escape” seriousness during summer.
Results:
The Ark of Corso campaign helped brand to win top of mind, relevant kpi and brand salience that leads to sales and no.1 market share.
Client: Macromex
Submitted by: Graffiti BBDO
Background/objectives:
How could Corso win top awareness and brand distinctiveness in a category driven by impulse, against 200 ice-cream brands, during ice-cream only season, the summer?
Strategy:
Starting from its “craziness” equity and from the insight that the melting nature of ice-cream demands complete focus, we inspired people to express their inner craziness through a promotional campaign that gave them T-shirts with diverse types of “beasts inside” to help express craziness and “escape” seriousness during summer.
Results:
The Ark of Corso campaign helped brand to win top of mind, relevant kpi and brand salience that leads to sales and no.1 market share.
Personal Care Products & Services
Nominees
Campaign: Lullaby
Brand: Pampers
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
The song was efficiently seeded by using the most relevant touchpoints for Moms, at the right time, with the right message.
Results:
All results exceeded campaign objectives.
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
The song was efficiently seeded by using the most relevant touchpoints for Moms, at the right time, with the right message.
Results:
All results exceeded campaign objectives.
SILVER
Campaign: Lullaby
Brand: Pampers
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
The song was efficiently seeded by using the most relevant touchpoints for Moms, at the right time, with the right message.
Results:
All results exceeded campaign objectives.
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
The song was efficiently seeded by using the most relevant touchpoints for Moms, at the right time, with the right message.
Results:
All results exceeded campaign objectives.
Alcoholic beverages – Beers
Nominees
Campaign: The beer that cheers to Dads
Brand: Noroc
Client: Bergenbier S.A.
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Zenith Romania
Background/objectives:
Grow Noroc market share in the segment by consolidating brand equity.
Strategy:
Deep consumer understanding fueled a radical change for NOROC communication strategy, while also challenging the stereotypical portray of low income men in advertising.
Results:
All objectives were achieved and surpassed.
Client: Bergenbier S.A.
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Zenith Romania
Background/objectives:
Grow Noroc market share in the segment by consolidating brand equity.
Strategy:
Deep consumer understanding fueled a radical change for NOROC communication strategy, while also challenging the stereotypical portray of low income men in advertising.
Results:
All objectives were achieved and surpassed.
Campaign: The Brewer’s Secret
Brand: Timișoreana
Client: Ursus Breweries
Submitted by: GMP Advertising
Contributing Agency: Media Investment
Background/objectives:
Timișoreana launched the first unpasteurized beer brand on the Romanian market, opening up a new consumption sub-category .
Strategy:
Timișoreana Unpasteurised was introduced as the brewer’s secret, making everyone curious to try it.
Results:
The campaign surpassed all its business and image objectives.
Client: Ursus Breweries
Submitted by: GMP Advertising
Contributing Agency: Media Investment
Background/objectives:
Timișoreana launched the first unpasteurized beer brand on the Romanian market, opening up a new consumption sub-category .
Strategy:
Timișoreana Unpasteurised was introduced as the brewer’s secret, making everyone curious to try it.
Results:
The campaign surpassed all its business and image objectives.
BRONZE
Campaign: The beer that cheers to Dads
Brand: Noroc
Client: Bergenbier S.A.
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Zenith Romania
Background/objectives:
Grow Noroc market share in the segment by consolidating brand equity.
Strategy:
Deep consumer understanding fueled a radical change for NOROC communication strategy, while also challenging the stereotypical portray of low income men in advertising.
Results:
All objectives were achieved and surpassed.
Client: Bergenbier S.A.
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Zenith Romania
Background/objectives:
Grow Noroc market share in the segment by consolidating brand equity.
Strategy:
Deep consumer understanding fueled a radical change for NOROC communication strategy, while also challenging the stereotypical portray of low income men in advertising.
Results:
All objectives were achieved and surpassed.
Alcoholic beverages – Others
Nominees
Campaign: The Vodka Lesson
Brand: Tazovsky
Client: PPD România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: FRANK GROUP, OMD ROMANIA(OPTIMUM MEDIA DIRECTION PLAN&BUY), PORTER NOVELLI PUBLIC RELATIONS, CREATIV PRO DESIGN
Background/objectives:
This is the story of Tazovsky, a brand aiming to grow its distribution and sales and go from ‘just another vodka, struggling to survive’, to the challenger in the market by taking upon its shoulders the task to educate consumers about what a good vodka means through a new campaign.
Strategy:
THE VODKA LESSON, aiming to make Tazovsky the 1st brand in the market that educates Romanians about good vodka.
Results:
For the first time in a long time, Tazovsky grew its sales and exceeded its objectives instead of decreasing.
Client: PPD România
Submitted by: Cohn & Jansen JWT
Contributing Agencies: FRANK GROUP, OMD ROMANIA(OPTIMUM MEDIA DIRECTION PLAN&BUY), PORTER NOVELLI PUBLIC RELATIONS, CREATIV PRO DESIGN
Background/objectives:
This is the story of Tazovsky, a brand aiming to grow its distribution and sales and go from ‘just another vodka, struggling to survive’, to the challenger in the market by taking upon its shoulders the task to educate consumers about what a good vodka means through a new campaign.
Strategy:
THE VODKA LESSON, aiming to make Tazovsky the 1st brand in the market that educates Romanians about good vodka.
Results:
For the first time in a long time, Tazovsky grew its sales and exceeded its objectives instead of decreasing.
Non-alcoholic beverages
Nominees
Campaign: Battle of the flavors
Brand: Mirinda
Client: Pepsi Co
Submitted by: Graffiti BBDO
Contributing Agencies: OMD - Media Agency, Spoon Digital Agency, The Practice - PR Agency
Background/objectives:
In 2017, we wanted to leverage the new brand territory set in 2016 – ‘Mess with your senses” - to further build relevance and enhance brand’s emotional link to consumers. Besides focusing on the core Orange variant, Mirinda planned to launch a Choose Your Flavor Activation by inviting consumers to choose between two new candidate Mirinda flavors – Watermelon and Pineapple.
Strategy:
Mirinda’s fruity sensorial burst has the ability to switch you on to playful contagious experimentation whenever you are having some time out with friends, when you are in a break or just want to satisfy your immediate thirst. For our young consumer this need is not about escapism but rather about childish messing around. It’s about playfulness and experimentation in the real world with real people (friends).
Key Consumer Insight: need for triggers to explore new experiences.
Brand Role Role: Mirinda switches you on to playful contagious experimentation
Product Role: the two new candidate flavors are the catalyst for experimentation
Media Opportunity: the core consumers are growing in a time of digital expansion therefore the digital environment adds value to their experimenting sessions and engaging possibilities.
Results:
With +1 mil consumers reached and + 9 mil impressions Mirinda has held the no.2 position in top beverage brands on Social Media in Romania for 4 months. Brand Power score increase and improved brand associations have helped generate double digit sales growth in a shrinking market and increase Relative Market Share vs. Fanta.
Client: Pepsi Co
Submitted by: Graffiti BBDO
Contributing Agencies: OMD - Media Agency, Spoon Digital Agency, The Practice - PR Agency
Background/objectives:
In 2017, we wanted to leverage the new brand territory set in 2016 – ‘Mess with your senses” - to further build relevance and enhance brand’s emotional link to consumers. Besides focusing on the core Orange variant, Mirinda planned to launch a Choose Your Flavor Activation by inviting consumers to choose between two new candidate Mirinda flavors – Watermelon and Pineapple.
Strategy:
Mirinda’s fruity sensorial burst has the ability to switch you on to playful contagious experimentation whenever you are having some time out with friends, when you are in a break or just want to satisfy your immediate thirst. For our young consumer this need is not about escapism but rather about childish messing around. It’s about playfulness and experimentation in the real world with real people (friends).
Key Consumer Insight: need for triggers to explore new experiences.
Brand Role Role: Mirinda switches you on to playful contagious experimentation
Product Role: the two new candidate flavors are the catalyst for experimentation
Media Opportunity: the core consumers are growing in a time of digital expansion therefore the digital environment adds value to their experimenting sessions and engaging possibilities.
Results:
With +1 mil consumers reached and + 9 mil impressions Mirinda has held the no.2 position in top beverage brands on Social Media in Romania for 4 months. Brand Power score increase and improved brand associations have helped generate double digit sales growth in a shrinking market and increase Relative Market Share vs. Fanta.
Campaign: The taste of Purity
Brand: Aqua Carpatica
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agency: Media Investment - Media Agency, Atelieru de internet - Digital Agency
Background/objectives:
As a small player in the carbonated water category, Aqua Carpatica had to raise people’s curiosity about its product, to get more sales and increase its market shares.
Strategy:
Introducing two intriguing ideas: the taste of the pure water, explained by the only accredited water sommelier in the world, Martin Riese.
Results:
Aqua Carpatica raised its sales and advanced 3 positions in the market charts.
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agency: Media Investment - Media Agency, Atelieru de internet - Digital Agency
Background/objectives:
As a small player in the carbonated water category, Aqua Carpatica had to raise people’s curiosity about its product, to get more sales and increase its market shares.
Strategy:
Introducing two intriguing ideas: the taste of the pure water, explained by the only accredited water sommelier in the world, Martin Riese.
Results:
Aqua Carpatica raised its sales and advanced 3 positions in the market charts.
Campaign: Aqua Carpatica Kids
Brand: Aqua Carpatica
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Media Investment - Media Agency, Atelieru de internet - Digital Agency
Background/objectives:
With many brands going after the core target of Aqua Carpatica – the parents – Aqua Carpatica had to defend its top position the still water category.
Strategy:
Celebrate kid’s small, but important victories with Aqua Carpatica for Kids – the water that can’t be spilled, because of its special cap.
Results:
Aqua Carpatica secured its top position in the still water category, with shares bigger than ever before.
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Media Investment - Media Agency, Atelieru de internet - Digital Agency
Background/objectives:
With many brands going after the core target of Aqua Carpatica – the parents – Aqua Carpatica had to defend its top position the still water category.
Strategy:
Celebrate kid’s small, but important victories with Aqua Carpatica for Kids – the water that can’t be spilled, because of its special cap.
Results:
Aqua Carpatica secured its top position in the still water category, with shares bigger than ever before.
Campaign: Festival Bracelet
Campaign: Festival Bracelet
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
BRONZE
Campaign: Festival Bracelet
Campaign: Festival Bracelet
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
GOLD
Campaign: The taste of Purity
Brand: Aqua Carpatica
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agency: Media Investment - Media Agency, Atelieru de internet - Digital Agency
Background/objectives:
As a small player in the carbonated water category, Aqua Carpatica had to raise people’s curiosity about its product, to get more sales and increase its market shares.
Strategy:
Introducing two intriguing ideas: the taste of the pure water, explained by the only accredited water sommelier in the world, Martin Riese.
Results:
Aqua Carpatica raised its sales and advanced 3 positions in the market charts.
Client: Valvis Holding
Submitted by: Cohn & Jansen JWT
Contributing Agency: Media Investment - Media Agency, Atelieru de internet - Digital Agency
Background/objectives:
As a small player in the carbonated water category, Aqua Carpatica had to raise people’s curiosity about its product, to get more sales and increase its market shares.
Strategy:
Introducing two intriguing ideas: the taste of the pure water, explained by the only accredited water sommelier in the world, Martin Riese.
Results:
Aqua Carpatica raised its sales and advanced 3 positions in the market charts.
Durables
Nominees
Campaign: The Non-traditional Family
Brand: Savana
Client: Fabryo Corporation
Submitted by: Fabryo Corporation
Contributing Agencies: Papaya Advertising, Initiative Media, UM Romania, MRM Partners
Background/objectives:
Savana, the leader of the decorative paints segment, a category driven by the product innovations, was challenged to defend its leadership position with half the main competitor’s budget and without a product innovation to communicate. Its objectives where mainly sales driven, aiming a 5.5% sales growth and 0.7 p.p. market share growth, but also perceptual, aiming 3p.p. growth of the top of mind indicator.
Strategy:
The Savana communication strategy has changed over time moving the focus from the craftsmen (2008 – 2012) to end-consumers (starting with 2013), when end-consumers started to be more involved in the decision regarding the paint brand in the context of technology evolution which allowed consumers to have access to lots of information fast and credible. The change in Savana core target from a traditional and loyal one (craftsmen) to a target that’s less loyal and more sensitive to communication (end-consumers) is challenging Savana brand to capture the consumers’ changes in order to keep its relevancy.
Changing the Romanian Constitution by redefining family as being made of a man and a woman instead of two spouses as the fundamental law currently states is one of the biggest issues in our society today (as proved by the big controversy stirred by the initiative of the NGO called “The Coalition for the Family”). Motivating that this change prevents same sex marriage, it also discriminates all the nontraditional families out there. So, in this social context, we decided to send a message of tolerance and diversity by showing and talking for the first time in Romanian advertising about a nontraditional family delivering Savana brand message of offering a wide range of colors as the diversity of nuances of Romanian contemporary couples, through the tagline “Life has more shades, we have one for each”.
Results:
Savana not only maintained its leadership position but exceeded 2-3 times all its objectives – sales, behavioral and perceptual.
Client: Fabryo Corporation
Submitted by: Fabryo Corporation
Contributing Agencies: Papaya Advertising, Initiative Media, UM Romania, MRM Partners
Background/objectives:
Savana, the leader of the decorative paints segment, a category driven by the product innovations, was challenged to defend its leadership position with half the main competitor’s budget and without a product innovation to communicate. Its objectives where mainly sales driven, aiming a 5.5% sales growth and 0.7 p.p. market share growth, but also perceptual, aiming 3p.p. growth of the top of mind indicator.
Strategy:
The Savana communication strategy has changed over time moving the focus from the craftsmen (2008 – 2012) to end-consumers (starting with 2013), when end-consumers started to be more involved in the decision regarding the paint brand in the context of technology evolution which allowed consumers to have access to lots of information fast and credible. The change in Savana core target from a traditional and loyal one (craftsmen) to a target that’s less loyal and more sensitive to communication (end-consumers) is challenging Savana brand to capture the consumers’ changes in order to keep its relevancy.
Changing the Romanian Constitution by redefining family as being made of a man and a woman instead of two spouses as the fundamental law currently states is one of the biggest issues in our society today (as proved by the big controversy stirred by the initiative of the NGO called “The Coalition for the Family”). Motivating that this change prevents same sex marriage, it also discriminates all the nontraditional families out there. So, in this social context, we decided to send a message of tolerance and diversity by showing and talking for the first time in Romanian advertising about a nontraditional family delivering Savana brand message of offering a wide range of colors as the diversity of nuances of Romanian contemporary couples, through the tagline “Life has more shades, we have one for each”.
Results:
Savana not only maintained its leadership position but exceeded 2-3 times all its objectives – sales, behavioral and perceptual.
SILVER
Campaign: The Non-traditional Family
Brand: Savana
Client: Fabryo Corporation
Submitted by: Fabryo Corporation
Contributing Agencies: Papaya Advertising, Initiative Media, UM Romania, MRM Partners
Background/objectives:
Savana, the leader of the decorative paints segment, a category driven by the product innovations, was challenged to defend its leadership position with half the main competitor’s budget and without a product innovation to communicate. Its objectives where mainly sales driven, aiming a 5.5% sales growth and 0.7 p.p. market share growth, but also perceptual, aiming 3p.p. growth of the top of mind indicator.
Strategy:
The Savana communication strategy has changed over time moving the focus from the craftsmen (2008 – 2012) to end-consumers (starting with 2013), when end-consumers started to be more involved in the decision regarding the paint brand in the context of technology evolution which allowed consumers to have access to lots of information fast and credible. The change in Savana core target from a traditional and loyal one (craftsmen) to a target that’s less loyal and more sensitive to communication (end-consumers) is challenging Savana brand to capture the consumers’ changes in order to keep its relevancy.
Changing the Romanian Constitution by redefining family as being made of a man and a woman instead of two spouses as the fundamental law currently states is one of the biggest issues in our society today (as proved by the big controversy stirred by the initiative of the NGO called “The Coalition for the Family”). Motivating that this change prevents same sex marriage, it also discriminates all the nontraditional families out there. So, in this social context, we decided to send a message of tolerance and diversity by showing and talking for the first time in Romanian advertising about a nontraditional family delivering Savana brand message of offering a wide range of colors as the diversity of nuances of Romanian contemporary couples, through the tagline “Life has more shades, we have one for each”.
Results:
Savana not only maintained its leadership position but exceeded 2-3 times all its objectives – sales, behavioral and perceptual.
Client: Fabryo Corporation
Submitted by: Fabryo Corporation
Contributing Agencies: Papaya Advertising, Initiative Media, UM Romania, MRM Partners
Background/objectives:
Savana, the leader of the decorative paints segment, a category driven by the product innovations, was challenged to defend its leadership position with half the main competitor’s budget and without a product innovation to communicate. Its objectives where mainly sales driven, aiming a 5.5% sales growth and 0.7 p.p. market share growth, but also perceptual, aiming 3p.p. growth of the top of mind indicator.
Strategy:
The Savana communication strategy has changed over time moving the focus from the craftsmen (2008 – 2012) to end-consumers (starting with 2013), when end-consumers started to be more involved in the decision regarding the paint brand in the context of technology evolution which allowed consumers to have access to lots of information fast and credible. The change in Savana core target from a traditional and loyal one (craftsmen) to a target that’s less loyal and more sensitive to communication (end-consumers) is challenging Savana brand to capture the consumers’ changes in order to keep its relevancy.
Changing the Romanian Constitution by redefining family as being made of a man and a woman instead of two spouses as the fundamental law currently states is one of the biggest issues in our society today (as proved by the big controversy stirred by the initiative of the NGO called “The Coalition for the Family”). Motivating that this change prevents same sex marriage, it also discriminates all the nontraditional families out there. So, in this social context, we decided to send a message of tolerance and diversity by showing and talking for the first time in Romanian advertising about a nontraditional family delivering Savana brand message of offering a wide range of colors as the diversity of nuances of Romanian contemporary couples, through the tagline “Life has more shades, we have one for each”.
Results:
Savana not only maintained its leadership position but exceeded 2-3 times all its objectives – sales, behavioral and perceptual.
Retail
Nominees
Campaign: Animaterra
Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.
Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.
Results:
All results surpassed objectives.
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.
Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.
Results:
All results surpassed objectives.
Campaign: The New You
Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having and attract new, up-scale clients who were not considered Kaufland and thus, increase sales.
Strategy:
Position Kaufland products and experiences as facilitator of self-development and evolution, towards a better self.
Results:
All results surpassed objectives.
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having and attract new, up-scale clients who were not considered Kaufland and thus, increase sales.
Strategy:
Position Kaufland products and experiences as facilitator of self-development and evolution, towards a better self.
Results:
All results surpassed objectives.
BRONZE
Campaign: Animaterra
Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.
Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.
Results:
All results surpassed objectives.
Client: Kaufland România
Submitted by: Leo Burnett Group/ Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.
Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.
Results:
All results surpassed objectives.
Restaurants
Nominees
Campaign: CEVA / Something from KFC
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:
KFC had to find with a solution to break the clutter of value offers on Romanian fast-food market, which started to be similar as price and even happening in the same time, to promote its 5 Lei offer.
Strategy:
We focused on micro-moments of hunger and tapped the vocabulary people use when they want to grab SOMETHING/CEVA to eat, to elevate it into new cultural slang.
Results:
KFC’s SOMETHING/CEVA offer grabbed people’s attention, and boosted KFC’s sales vs LY by 17.8%, and increased by 25% the number of 5 Lei menus.
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:
KFC had to find with a solution to break the clutter of value offers on Romanian fast-food market, which started to be similar as price and even happening in the same time, to promote its 5 Lei offer.
Strategy:
We focused on micro-moments of hunger and tapped the vocabulary people use when they want to grab SOMETHING/CEVA to eat, to elevate it into new cultural slang.
Results:
KFC’s SOMETHING/CEVA offer grabbed people’s attention, and boosted KFC’s sales vs LY by 17.8%, and increased by 25% the number of 5 Lei menus.
SILVER
Campaign: CEVA / Something from KFC
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:
KFC had to find with a solution to break the clutter of value offers on Romanian fast-food market, which started to be similar as price and even happening in the same time, to promote its 5 Lei offer.
Strategy:
We focused on micro-moments of hunger and tapped the vocabulary people use when they want to grab SOMETHING/CEVA to eat, to elevate it into new cultural slang.
Results:
KFC’s SOMETHING/CEVA offer grabbed people’s attention, and boosted KFC’s sales vs LY by 17.8%, and increased by 25% the number of 5 Lei menus.
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:
KFC had to find with a solution to break the clutter of value offers on Romanian fast-food market, which started to be similar as price and even happening in the same time, to promote its 5 Lei offer.
Strategy:
We focused on micro-moments of hunger and tapped the vocabulary people use when they want to grab SOMETHING/CEVA to eat, to elevate it into new cultural slang.
Results:
KFC’s SOMETHING/CEVA offer grabbed people’s attention, and boosted KFC’s sales vs LY by 17.8%, and increased by 25% the number of 5 Lei menus.
Financial Services
Nominees
Campaign: Talking Salaries
Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
The hugely successful “Leutzu” campaign added 100 000 salary clients. This time, we aimed for 120 000 fresh salaries brought to ING.
Strategy:
Maybe you would care more if your salary could actually speak to you. If your salary was a human being - just like you - you would pay more attention to his concerns. But if salaries could talk, they would tell you straight to bring them to ING Bank.
Results:
The “Talking Salaries” campaign managed to further increase ING’s consideration as a “main bank “– 134 000 more people brought over to ING their recurring income. So, ING Bank’s salary market share grew a spectacular 21.6% in 2017.
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
The hugely successful “Leutzu” campaign added 100 000 salary clients. This time, we aimed for 120 000 fresh salaries brought to ING.
Strategy:
Maybe you would care more if your salary could actually speak to you. If your salary was a human being - just like you - you would pay more attention to his concerns. But if salaries could talk, they would tell you straight to bring them to ING Bank.
Results:
The “Talking Salaries” campaign managed to further increase ING’s consideration as a “main bank “– 134 000 more people brought over to ING their recurring income. So, ING Bank’s salary market share grew a spectacular 21.6% in 2017.
Campaign: Hats
Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
Last year, BNR decided to raise interest, in order to prevent overheating the economy. As the ROBOR index rose sharply, all of a sudden, it was way more expensive for people to get a personal needs loan - so it was very difficult to meet our sales objective: 840 million RON in loans disbursed in the last 4 months of 2017.
Strategy:
Knowing that we were supposed to run the campaign in a very different financial context we assumed we’d have a better chance to sell if we address people really pressed to solve some stringent issue, instead of “consuming hedonists”.
Results:
In a dramatic and totally unforeseen context (OUG 79, “the fiscal revolution” popping up mid-campaign) ING Bank still managed to have an astounding 21% YOY growth on consumer loans (vs. the market’s 10% YOY growth) and was still able to have a 9,7% Market Share increase in consumer loans.
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
Last year, BNR decided to raise interest, in order to prevent overheating the economy. As the ROBOR index rose sharply, all of a sudden, it was way more expensive for people to get a personal needs loan - so it was very difficult to meet our sales objective: 840 million RON in loans disbursed in the last 4 months of 2017.
Strategy:
Knowing that we were supposed to run the campaign in a very different financial context we assumed we’d have a better chance to sell if we address people really pressed to solve some stringent issue, instead of “consuming hedonists”.
Results:
In a dramatic and totally unforeseen context (OUG 79, “the fiscal revolution” popping up mid-campaign) ING Bank still managed to have an astounding 21% YOY growth on consumer loans (vs. the market’s 10% YOY growth) and was still able to have a 9,7% Market Share increase in consumer loans.
Campaign: Simple as ING
Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
ING wants to preempt the consequences of imminent clash with FinTech competitors. For this purpose, it was critically important for ING to amass as many “active digital customers” as possible and to migrate its desktop users towards the mobile app.
Strategy:
People not using digital banking do so because they fear adding more intricacy to their already complicated lives. But it’s actually super-simple to use the Home’Bank. So, let’s simply show - in the simplest way – how simple is to “digitally bank” with ING.
Results:
ING had a spectacular 60% increase in mobile app users, and got to be the leader of digital banking, with spectacular growth on all indicators. For its 2017 performance, ING Romania was awarded “Bank of the Year in Mobile Banking”.
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
ING wants to preempt the consequences of imminent clash with FinTech competitors. For this purpose, it was critically important for ING to amass as many “active digital customers” as possible and to migrate its desktop users towards the mobile app.
Strategy:
People not using digital banking do so because they fear adding more intricacy to their already complicated lives. But it’s actually super-simple to use the Home’Bank. So, let’s simply show - in the simplest way – how simple is to “digitally bank” with ING.
Results:
ING had a spectacular 60% increase in mobile app users, and got to be the leader of digital banking, with spectacular growth on all indicators. For its 2017 performance, ING Romania was awarded “Bank of the Year in Mobile Banking”.
Campaign: The Entrepreneurial Bucharest
Brand: Banca Transilvania
Client: Banca Transilvania
Submitted by: Three & Next Advertising
Contributing Agencies: Rogalski &Damaschin Public Relations, MSLGROUP The Practice, Media Consulta
Background/objectives:
What to do when ranking in top 3 banks in Romania, the bank supporting entrepreneurship, but you are perceived as a local, kind of dusty bank by the people of Bucharest, the city of entrepreneurship in Romania?
Strategy:
Step back, offer the stage and put into spotlight the creative people and businesses that transformed Bucharest for the better. Moreover, choose some key influencers and let them endorse the local businesses they appreciate.
Results:
Banca Transilvania managed to attract the lion’s share of the new established SMEs in Bucharest & Ilfov in 2017 and to become #1 TOM bank.
Client: Banca Transilvania
Submitted by: Three & Next Advertising
Contributing Agencies: Rogalski &Damaschin Public Relations, MSLGROUP The Practice, Media Consulta
Background/objectives:
What to do when ranking in top 3 banks in Romania, the bank supporting entrepreneurship, but you are perceived as a local, kind of dusty bank by the people of Bucharest, the city of entrepreneurship in Romania?
Strategy:
Step back, offer the stage and put into spotlight the creative people and businesses that transformed Bucharest for the better. Moreover, choose some key influencers and let them endorse the local businesses they appreciate.
Results:
Banca Transilvania managed to attract the lion’s share of the new established SMEs in Bucharest & Ilfov in 2017 and to become #1 TOM bank.
Campaign: What can Patria do for you
Brand: Patria Bank
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House
Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.
Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.
Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House
Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.
Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.
Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.
Campaign: Convince your folks to pay with Visa
Brand: Visa
Client: Visa
Submitted by: Publicis România/ Publicis One România
Contributing Agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results
Strategy:
Instead of doing it ourselves, we gave young people the mission of convincing their folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value.
Client: Visa
Submitted by: Publicis România/ Publicis One România
Contributing Agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results
Strategy:
Instead of doing it ourselves, we gave young people the mission of convincing their folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value.
BRONZE
Campaign: Simple as ING
Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
ING wants to preempt the consequences of imminent clash with FinTech competitors. For this purpose, it was critically important for ING to amass as many “active digital customers” as possible and to migrate its desktop users towards the mobile app.
Strategy:
People not using digital banking do so because they fear adding more intricacy to their already complicated lives. But it’s actually super-simple to use the Home’Bank. So, let’s simply show - in the simplest way – how simple is to “digitally bank” with ING.
Results:
ING had a spectacular 60% increase in mobile app users, and got to be the leader of digital banking, with spectacular growth on all indicators. For its 2017 performance, ING Romania was awarded “Bank of the Year in Mobile Banking”.
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
ING wants to preempt the consequences of imminent clash with FinTech competitors. For this purpose, it was critically important for ING to amass as many “active digital customers” as possible and to migrate its desktop users towards the mobile app.
Strategy:
People not using digital banking do so because they fear adding more intricacy to their already complicated lives. But it’s actually super-simple to use the Home’Bank. So, let’s simply show - in the simplest way – how simple is to “digitally bank” with ING.
Results:
ING had a spectacular 60% increase in mobile app users, and got to be the leader of digital banking, with spectacular growth on all indicators. For its 2017 performance, ING Romania was awarded “Bank of the Year in Mobile Banking”.
SILVER
Campaign: Talking Salaries
Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
The hugely successful “Leutzu” campaign added 100 000 salary clients. This time, we aimed for 120 000 fresh salaries brought to ING.
Strategy:
Maybe you would care more if your salary could actually speak to you. If your salary was a human being - just like you - you would pay more attention to his concerns. But if salaries could talk, they would tell you straight to bring them to ING Bank.
Results:
The “Talking Salaries” campaign managed to further increase ING’s consideration as a “main bank “– 134 000 more people brought over to ING their recurring income. So, ING Bank’s salary market share grew a spectacular 21.6% in 2017.
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
The hugely successful “Leutzu” campaign added 100 000 salary clients. This time, we aimed for 120 000 fresh salaries brought to ING.
Strategy:
Maybe you would care more if your salary could actually speak to you. If your salary was a human being - just like you - you would pay more attention to his concerns. But if salaries could talk, they would tell you straight to bring them to ING Bank.
Results:
The “Talking Salaries” campaign managed to further increase ING’s consideration as a “main bank “– 134 000 more people brought over to ING their recurring income. So, ING Bank’s salary market share grew a spectacular 21.6% in 2017.
SILVER
Campaign: Hats
Brand: ING Bank
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
Last year, BNR decided to raise interest, in order to prevent overheating the economy. As the ROBOR index rose sharply, all of a sudden, it was way more expensive for people to get a personal needs loan - so it was very difficult to meet our sales objective: 840 million RON in loans disbursed in the last 4 months of 2017.
Strategy:
Knowing that we were supposed to run the campaign in a very different financial context we assumed we’d have a better chance to sell if we address people really pressed to solve some stringent issue, instead of “consuming hedonists”.
Results:
In a dramatic and totally unforeseen context (OUG 79, “the fiscal revolution” popping up mid-campaign) ING Bank still managed to have an astounding 21% YOY growth on consumer loans (vs. the market’s 10% YOY growth) and was still able to have a 9,7% Market Share increase in consumer loans.
Client: ING Bank România
Submitted by: Headvertising
Background/objectives:
Last year, BNR decided to raise interest, in order to prevent overheating the economy. As the ROBOR index rose sharply, all of a sudden, it was way more expensive for people to get a personal needs loan - so it was very difficult to meet our sales objective: 840 million RON in loans disbursed in the last 4 months of 2017.
Strategy:
Knowing that we were supposed to run the campaign in a very different financial context we assumed we’d have a better chance to sell if we address people really pressed to solve some stringent issue, instead of “consuming hedonists”.
Results:
In a dramatic and totally unforeseen context (OUG 79, “the fiscal revolution” popping up mid-campaign) ING Bank still managed to have an astounding 21% YOY growth on consumer loans (vs. the market’s 10% YOY growth) and was still able to have a 9,7% Market Share increase in consumer loans.
SILVER
Campaign: The Entrepreneurial Bucharest
Brand: Banca Transilvania
Client: Banca Transilvania
Submitted by: Three & Next Advertising
Contributing Agencies: Rogalski &Damaschin Public Relations, MSLGROUP The Practice, Media Consulta
Background/objectives:
What to do when ranking in top 3 banks in Romania, the bank supporting entrepreneurship, but you are perceived as a local, kind of dusty bank by the people of Bucharest, the city of entrepreneurship in Romania?
Strategy:
Step back, offer the stage and put into spotlight the creative people and businesses that transformed Bucharest for the better. Moreover, choose some key influencers and let them endorse the local businesses they appreciate.
Results:
Banca Transilvania managed to attract the lion’s share of the new established SMEs in Bucharest & Ilfov in 2017 and to become #1 TOM bank.
Client: Banca Transilvania
Submitted by: Three & Next Advertising
Contributing Agencies: Rogalski &Damaschin Public Relations, MSLGROUP The Practice, Media Consulta
Background/objectives:
What to do when ranking in top 3 banks in Romania, the bank supporting entrepreneurship, but you are perceived as a local, kind of dusty bank by the people of Bucharest, the city of entrepreneurship in Romania?
Strategy:
Step back, offer the stage and put into spotlight the creative people and businesses that transformed Bucharest for the better. Moreover, choose some key influencers and let them endorse the local businesses they appreciate.
Results:
Banca Transilvania managed to attract the lion’s share of the new established SMEs in Bucharest & Ilfov in 2017 and to become #1 TOM bank.
SILVER
Campaign: Convince your folks to pay with Visa
Brand: Visa
Client: Visa
Submitted by: Publicis România/ Publicis One România
Contributing Agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results
Strategy:
Instead of doing it ourselves, we gave young people the mission of convincing their folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value.
Client: Visa
Submitted by: Publicis România/ Publicis One România
Contributing Agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results
Strategy:
Instead of doing it ourselves, we gave young people the mission of convincing their folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value.
Corporate Reputation
Nominees
Campaign: Provident signs for responsible lending
Brand: Provident
Client: Provident Financial România
Submitted by: Jazz Communication
Contributing Agencies: Initiative Media, Goya Public Relations
Background/objectives:
After 11 years in Romania and in the middle of a mass-media crisis hitting all Non-Banking Financial Institutions, Provident decides to take on the responsibility of educating Romanians on what it means to be a serious NBFI practicing responsible lending.
Strategy:
‘Provident signs for responsible lending’ idea was deployed in an integrated campaign that educated people, demonstrated Provident principles of responsible lending and its impact in economy.
Results:
The campaign had unprecedented impact on consideration, recommendation and image attributes.
Client: Provident Financial România
Submitted by: Jazz Communication
Contributing Agencies: Initiative Media, Goya Public Relations
Background/objectives:
After 11 years in Romania and in the middle of a mass-media crisis hitting all Non-Banking Financial Institutions, Provident decides to take on the responsibility of educating Romanians on what it means to be a serious NBFI practicing responsible lending.
Strategy:
‘Provident signs for responsible lending’ idea was deployed in an integrated campaign that educated people, demonstrated Provident principles of responsible lending and its impact in economy.
Results:
The campaign had unprecedented impact on consideration, recommendation and image attributes.
Telecommunications
Nominees
Campaign: #NETLIBERARE
Brand: Telekom
Client: Telekom Romania
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Position Telekom as an Internet company provider.
Strategy:
#Netliberare as an umbrella campaign promising better, simpler and more accessible Internet for Romanians.
Results:
Record results in both terms of image and business for Telekom.
Client: Telekom Romania
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Position Telekom as an Internet company provider.
Strategy:
#Netliberare as an umbrella campaign promising better, simpler and more accessible Internet for Romanians.
Results:
Record results in both terms of image and business for Telekom.
Campaign: Business Liber
Brand: Telekom
Client: Telekom Romania
Submitted by:Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017.
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Client: Telekom Romania
Submitted by:Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017.
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Campaign: The Dragobytes
Brand: Orange
Client: Orange România
Submitted by: Mullen Lowe Profero România
Contributing Agency: Initiative
Background/objectives:
At a time of sentimental overflow, Orange needed to promote its account management app, My Orange, which makes it easier for customers to interact with its services.
Strategy:
We enabled people to express their feelings through data usage, reframing megabytes as messengers of love and My Orange as their dispatch center.
Results:
Dragobytes spread across the internet, driving an increase in the number of My Orange active accounts, through both new accounts and reactivations. The campaign significantly improved app downloads and supported online sales.
Client: Orange România
Submitted by: Mullen Lowe Profero România
Contributing Agency: Initiative
Background/objectives:
At a time of sentimental overflow, Orange needed to promote its account management app, My Orange, which makes it easier for customers to interact with its services.
Strategy:
We enabled people to express their feelings through data usage, reframing megabytes as messengers of love and My Orange as their dispatch center.
Results:
Dragobytes spread across the internet, driving an increase in the number of My Orange active accounts, through both new accounts and reactivations. The campaign significantly improved app downloads and supported online sales.
GOLD
Campaign: #NETLIBERARE
Brand: Telekom
Client: Telekom Romania
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Position Telekom as an Internet company provider.
Strategy:
#Netliberare as an umbrella campaign promising better, simpler and more accessible Internet for Romanians.
Results:
Record results in both terms of image and business for Telekom.
Client: Telekom Romania
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Position Telekom as an Internet company provider.
Strategy:
#Netliberare as an umbrella campaign promising better, simpler and more accessible Internet for Romanians.
Results:
Record results in both terms of image and business for Telekom.
GOLD
Campaign: Business Liber
Brand: Telekom
Client: Telekom Romania
Submitted by:Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017.
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Client: Telekom Romania
Submitted by:Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017.
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Medical services & Healthcare products
Nominees
Campaign: Heavy Meals Are Joy Killers
Brand: DIGENZYM
Client: Labormed Alvogen
Submitted by: Nurun / Publicis One România
Contributing Agency: United Media
Background/objectives:
Digenzym had to face the fierce competition of the digestive market. Our challenge was to reverse the negative sales trend and secure the brand position in the category.
Strategy:
Starting from the emotional relationship of Romanians with food – food is a reason of joy, the strategy was to capitalize on an opportunity that nobody exploited – entertain while informing, by giving an unexpected “face” to food that still attached to its consumers long after the meal was finished.
Results:
Portraying an entertaining “face” of food had an huge impact, helping us achieve overwhelming results and record sales.
Client: Labormed Alvogen
Submitted by: Nurun / Publicis One România
Contributing Agency: United Media
Background/objectives:
Digenzym had to face the fierce competition of the digestive market. Our challenge was to reverse the negative sales trend and secure the brand position in the category.
Strategy:
Starting from the emotional relationship of Romanians with food – food is a reason of joy, the strategy was to capitalize on an opportunity that nobody exploited – entertain while informing, by giving an unexpected “face” to food that still attached to its consumers long after the meal was finished.
Results:
Portraying an entertaining “face” of food had an huge impact, helping us achieve overwhelming results and record sales.
David vs. Goliath
Nominees
Campaign: To find a house
Brand: Storia.ro
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice
Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.
Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.
Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice
Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.
Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.
Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.
Campaign: What can Patria do for you
Brand: Patria Bank
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House
Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.
Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.
Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House
Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.
Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.
Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.
BRONZE
Campaign: What can Patria do for you
Brand: Patria Bank
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House
Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.
Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.
Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.
Client: Patria Bank
Submitted by: GMP Advertising
Contributing Agency: Media House
Background/objectives:
This case tells the story of Patria Bank, a new brand bank launched in Romania in October 2017.
Strategy:
Patria Bank decided to respond to the needs of the lesser known Romanians and it outsmarted the other market players creating its own new communication playground: “banking & financial inclusion”. In a cluttered environment, heavy advertised industry, the message “What can Patria do for you” convinced the target audience to visit our branches, get our products and drove important growth for the brand.
Results:
Image and business objectives were surpassed making Patria Bank a brand that won trust and relevance in the first 2 months with just a fraction of the big players budgets.
New Product or Service Introductions
Nominees
Campaign: The Only Taco Bell On A 1208KM Radius
Brand: Taco Bell
Client: California Fresh Flavours
Submitted by:McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, GOLIN
Background/objectives:
Taco Bell was launching in Bucharest, fighting an aggressive competition in terms of offer & products in 2 food courts: Baneasa Mall and Mega Mall, challenging consumers with rather unknown type of food and culture with higher prices than average fast-food menus and limited budget.
Strategy:
‘THE ONLY TACO BELL ON A 1208 KM RADIUS’ restored national pride among the CEE neighbors, usually more updated with novelties than Romanians, all with strategic OOH and digital.
Results:
We almost doubled all sales and traffic objectives while breaking all Taco European opening records.
Client: California Fresh Flavours
Submitted by:McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, GOLIN
Background/objectives:
Taco Bell was launching in Bucharest, fighting an aggressive competition in terms of offer & products in 2 food courts: Baneasa Mall and Mega Mall, challenging consumers with rather unknown type of food and culture with higher prices than average fast-food menus and limited budget.
Strategy:
‘THE ONLY TACO BELL ON A 1208 KM RADIUS’ restored national pride among the CEE neighbors, usually more updated with novelties than Romanians, all with strategic OOH and digital.
Results:
We almost doubled all sales and traffic objectives while breaking all Taco European opening records.
Campaign: To find a house
Brand: Storia.ro
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice
Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.
Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.
Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice
Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.
Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.
Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.
BRONZE
Campaign: To find a house
Brand: Storia.ro
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice
Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.
Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.
Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.
Client: OLX Online Services
Submitted by: Publicis România / Publicis One România
Contributing Agencies: Conversion, MSLGROUP The Practice
Background/objectives:
Launch Storia a new and expensive real estate platform in a market boosting with expertise and free options.
Strategy:
Understanding the buying process, made us realize that people had the ideal house in their mind from the very beginning. If we wanted them to choose Storia we needed to prove we can get help them find the Ideal Home.
Results:
In 8 months Storia has become the 2nd most used platform in the category and perception wise the EXPERT and the MOST PROGRESIVE brand.
SILVER
Campaign: The Only Taco Bell On A 1208KM Radius
Brand: Taco Bell
Client: California Fresh Flavours
Submitted by:McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, GOLIN
Background/objectives:
Taco Bell was launching in Bucharest, fighting an aggressive competition in terms of offer & products in 2 food courts: Baneasa Mall and Mega Mall, challenging consumers with rather unknown type of food and culture with higher prices than average fast-food menus and limited budget.
Strategy:
‘THE ONLY TACO BELL ON A 1208 KM RADIUS’ restored national pride among the CEE neighbors, usually more updated with novelties than Romanians, all with strategic OOH and digital.
Results:
We almost doubled all sales and traffic objectives while breaking all Taco European opening records.
Client: California Fresh Flavours
Submitted by:McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, GOLIN
Background/objectives:
Taco Bell was launching in Bucharest, fighting an aggressive competition in terms of offer & products in 2 food courts: Baneasa Mall and Mega Mall, challenging consumers with rather unknown type of food and culture with higher prices than average fast-food menus and limited budget.
Strategy:
‘THE ONLY TACO BELL ON A 1208 KM RADIUS’ restored national pride among the CEE neighbors, usually more updated with novelties than Romanians, all with strategic OOH and digital.
Results:
We almost doubled all sales and traffic objectives while breaking all Taco European opening records.
Shopper Marketing
Nominees
Campaign: Give A New Start To A Newborn
Brand: Pampers, Ariel, Lenor
Client: Procter & Gamble România
Submitted by: Grey România
Background/objectives:
Procter & Gamble needed to boost sales in Profi, which is the fastest growing retailer, having a particularly strong presence in smaller towns. The paradox is that baby-care category in Profi was already completely owned by Pampers, so it was necessary to convince new parents shopping for baby products to come to Profi.
Strategy:
Big Idea: With P&G and Profi, you can help build a baby’s future, from the very first moment.
Results:
The campaign achieved all its objectives and further consolidated the partnership between P&G and Profi.
Client: Procter & Gamble România
Submitted by: Grey România
Background/objectives:
Procter & Gamble needed to boost sales in Profi, which is the fastest growing retailer, having a particularly strong presence in smaller towns. The paradox is that baby-care category in Profi was already completely owned by Pampers, so it was necessary to convince new parents shopping for baby products to come to Profi.
Strategy:
Big Idea: With P&G and Profi, you can help build a baby’s future, from the very first moment.
Results:
The campaign achieved all its objectives and further consolidated the partnership between P&G and Profi.
Brand Experience
Nominees
Campaign: Animaterra
Brand: Kaufland
Client: Kaufland România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.
Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.
Results:
All results surpassed objectives.
Client: Kaufland România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Universal McCann
Background/objectives:
During the summer of 2017 Kaufland ran a collectible campaign, with puzzle pieces, aiming to generate increased sales compared to the summer of 2016.
Strategy:
Transforming a simple collectible into a 360 gaming experience, with each communication medium being a piece in the puzzle of the story.
Results:
All results surpassed objectives.
Campaign: Lidl’s Electric Kingdom
Brand: Lidl
Client: LIDL România
Submitted by: Mullen Lowe România
Contributing Agencies: Golin, Initiative
Background/objectives:
Lidl needed to frame its brand promise – You deserve to be surprised – in a relevant way for young shoppers. Electric Castle offered the perfect opportunity to achieve this goal.
Strategy:
Romanian festivals are still defining their identities and core audiences. Lidl had to provide an upgrade in terms of Electric Castle experience, while helping it consolidate its identity. Electric Kingdom was born.
Results:
The Lidl Electric Kingdom became an integral part of the Electric Castle experience, through high on-site engagement and intense online buzz.
Client: LIDL România
Submitted by: Mullen Lowe România
Contributing Agencies: Golin, Initiative
Background/objectives:
Lidl needed to frame its brand promise – You deserve to be surprised – in a relevant way for young shoppers. Electric Castle offered the perfect opportunity to achieve this goal.
Strategy:
Romanian festivals are still defining their identities and core audiences. Lidl had to provide an upgrade in terms of Electric Castle experience, while helping it consolidate its identity. Electric Kingdom was born.
Results:
The Lidl Electric Kingdom became an integral part of the Electric Castle experience, through high on-site engagement and intense online buzz.
Campaign: Romania’s Next Big Vlogger
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.
Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.
Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.
Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.
Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.
Campaign: Festival Bracelet
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
GOLD
Campaign: Romania’s Next Big Vlogger
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.
Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.
Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.
Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.
Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.
GOLD
Campaign: Festival Bracelet
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Branded Content
Nominees
Campaign: Awake Music Experiment
Brand: Grolsch
Client: Ursus Breweries
Submitted by: Kubis Interactive
Contributing Agencies: Media Investment, Aural Eye
Background/objectives:
After 7 years of success inside of creative communities, Groslch needed to expand its brand addressability.
Strategy:
We leveraged music as a currency for a larger target in order to democratize the definition of creativity as creativity is the brand communication territory.
Results:
Grolsch registered the best scores for consideration and consumption indicators.
Client: Ursus Breweries
Submitted by: Kubis Interactive
Contributing Agencies: Media Investment, Aural Eye
Background/objectives:
After 7 years of success inside of creative communities, Groslch needed to expand its brand addressability.
Strategy:
We leveraged music as a currency for a larger target in order to democratize the definition of creativity as creativity is the brand communication territory.
Results:
Grolsch registered the best scores for consideration and consumption indicators.
Campaign: Time from your own time
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In a market that is becoming increasingly dynamic and segmented, Avon needed to find new ways to shake off the “dusty brand” perception and increase the brand appeal among the younger consumer segments.
Strategy:
To stir up a conversation and drive engagement among younger consumers, Avon needed to come up with a type of content that would be more entertaining and relevant for them. Because of their low interest in the brand, typical advertising was not delivering the expected results. So we created a new format in order catch their attention - DIY tutorials delivered on rap beats by a surprise guest: Antonia.
Results:
The campaign managed to engage the young target reaching record results in terms of organic viral rate, video content viewership and engagement.
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In a market that is becoming increasingly dynamic and segmented, Avon needed to find new ways to shake off the “dusty brand” perception and increase the brand appeal among the younger consumer segments.
Strategy:
To stir up a conversation and drive engagement among younger consumers, Avon needed to come up with a type of content that would be more entertaining and relevant for them. Because of their low interest in the brand, typical advertising was not delivering the expected results. So we created a new format in order catch their attention - DIY tutorials delivered on rap beats by a surprise guest: Antonia.
Results:
The campaign managed to engage the young target reaching record results in terms of organic viral rate, video content viewership and engagement.
Campaign: Romania’s Next Big Vlogger
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.
Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.
Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
In order to differentiate in the crowded digital landscape, Coca-Cola needed to form genuine youth connections, through a local and innovative communication campaign related to digital media habits of Romanian teens.
Strategy:
Coca-Cola’s Next Big Vlogger is an online talent show hosted by 7 of the most powerful teen influencers in Romania. The big prize: The Internet Fame. The winner would feature on the 330ml Coca-Cola cans.
Results:
Coca-Cola registered impressive increase in sales of 330 ml cans and drove teen’s interest, huge engagement and
generated massive organic reach.
Campaign: Vloggers’ Swap
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
BRONZE
Campaign: Awake Music Experiment
Brand: Grolsch
Client: Ursus Breweries
Submitted by: Kubis Interactive
Contributing Agencies: Media Investment, Aural Eye
Background/objectives:
After 7 years of success inside of creative communities, Groslch needed to expand its brand addressability.
Strategy:
We leveraged music as a currency for a larger target in order to democratize the definition of creativity as creativity is the brand communication territory.
Results:
Grolsch registered the best scores for consideration and consumption indicators.
Client: Ursus Breweries
Submitted by: Kubis Interactive
Contributing Agencies: Media Investment, Aural Eye
Background/objectives:
After 7 years of success inside of creative communities, Groslch needed to expand its brand addressability.
Strategy:
We leveraged music as a currency for a larger target in order to democratize the definition of creativity as creativity is the brand communication territory.
Results:
Grolsch registered the best scores for consideration and consumption indicators.
GOLD
Campaign: Time from your own time
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In a market that is becoming increasingly dynamic and segmented, Avon needed to find new ways to shake off the “dusty brand” perception and increase the brand appeal among the younger consumer segments.
Strategy:
To stir up a conversation and drive engagement among younger consumers, Avon needed to come up with a type of content that would be more entertaining and relevant for them. Because of their low interest in the brand, typical advertising was not delivering the expected results. So we created a new format in order catch their attention - DIY tutorials delivered on rap beats by a surprise guest: Antonia.
Results:
The campaign managed to engage the young target reaching record results in terms of organic viral rate, video content viewership and engagement.
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In a market that is becoming increasingly dynamic and segmented, Avon needed to find new ways to shake off the “dusty brand” perception and increase the brand appeal among the younger consumer segments.
Strategy:
To stir up a conversation and drive engagement among younger consumers, Avon needed to come up with a type of content that would be more entertaining and relevant for them. Because of their low interest in the brand, typical advertising was not delivering the expected results. So we created a new format in order catch their attention - DIY tutorials delivered on rap beats by a surprise guest: Antonia.
Results:
The campaign managed to engage the young target reaching record results in terms of organic viral rate, video content viewership and engagement.
Branded Utility
Nominees
Campaign: The complete motherhood assistant
Brand: Aptamil
Client: Nutricia Early life Nutrition
Submitted by: WEBSTYLER
Contributing Agencies: GMP Advertising, Parenting Ads, Chapter 4 Communications Romania
Background/objectives:
On a decreasing market dominated by one big player Aptamil wanted to be the brand to keep growing in 2017.
Strategy:
Build and promote a brand utility platform that deals with all young mothers’ fears and insecurities, with a focus on their most important stress, their babies’ immunity.
Results:
Business, brand and digital relationship objectives were all surpassed making Aptamil a rising star of the market.
Client: Nutricia Early life Nutrition
Submitted by: WEBSTYLER
Contributing Agencies: GMP Advertising, Parenting Ads, Chapter 4 Communications Romania
Background/objectives:
On a decreasing market dominated by one big player Aptamil wanted to be the brand to keep growing in 2017.
Strategy:
Build and promote a brand utility platform that deals with all young mothers’ fears and insecurities, with a focus on their most important stress, their babies’ immunity.
Results:
Business, brand and digital relationship objectives were all surpassed making Aptamil a rising star of the market.
Positive Change – Brands(CSR)
Nominees
Campaign: Nest Address
Brand: Enel
Client: Enel România
Submitted by: Publicis România / Publicis One România
Contributing Agency: MSLGROUP The Practice/Publicis One
Background/objectives:
White storks build nests on the electricity poles which is why they are in danger of electrocution. Enel wanted to protect the storks, but they need it help to locate the nests.
Strategy:
Enel and SOR launch a national campaign to give out real addresses to stork nests using a unique APP in Europe.
Results:
People responded much better than expected to the invitation to help protect storks and the app registered a great number of contributions and a very positive feedback.
Client: Enel România
Submitted by: Publicis România / Publicis One România
Contributing Agency: MSLGROUP The Practice/Publicis One
Background/objectives:
White storks build nests on the electricity poles which is why they are in danger of electrocution. Enel wanted to protect the storks, but they need it help to locate the nests.
Strategy:
Enel and SOR launch a national campaign to give out real addresses to stork nests using a unique APP in Europe.
Results:
People responded much better than expected to the invitation to help protect storks and the app registered a great number of contributions and a very positive feedback.
Campaign: Help Romania breathe
Brand: Auchan
Client: Auchan Retail România
Submitted by: Graffiti BBDO
Contributing Agency: Graffiti PR
Background/objectives:
In 2017 “Mobilizatron by Auchan” aimed to do better than the classic “the brand pays, the NGO does and the people benefit” model: the ambition was to engage the people from the 18 local communities with Auchan stores to participate actively along the brand and the NGOs in the reforestation project.
Strategy:
Through its CSR platform “Mobilizatron” Auchan mobilized clients from its 18 local communities to get involved alongside the brand and NGOs in a reforesting campaign. By creating and marketing a new product - a toy paper tree (from 100% recycled paper) that covered the cost of an actual tree for planting - Auchan made it possible for everyone to contribute directly to the reforestation. Now these communities have new forests that were planted and paid for by tens of thousands of their own members. This makes the forests “theirs” in a much more meaningful way and the reforestation more sustainable in the long run.
Results:
50,000 toy paper trees were sold meaning 50,000 people were mobilized to pay with real money for a symbolic token of a real tree*. And in this way participate in a very real way in Auchan’s reforestation initiative.
Because Auchan provided another tree for each one paid for by the clients, eventually we planted a total of 100,000 trees*. That means 20 hectares of new forest in Romania*.
4,500 volunteers signed up on the website and took part in the planting events*.
5,000 toy paper trees were registered online and 5,000 digital planter’s certificates were downloaded from Auchan.ro
Client: Auchan Retail România
Submitted by: Graffiti BBDO
Contributing Agency: Graffiti PR
Background/objectives:
In 2017 “Mobilizatron by Auchan” aimed to do better than the classic “the brand pays, the NGO does and the people benefit” model: the ambition was to engage the people from the 18 local communities with Auchan stores to participate actively along the brand and the NGOs in the reforestation project.
Strategy:
Through its CSR platform “Mobilizatron” Auchan mobilized clients from its 18 local communities to get involved alongside the brand and NGOs in a reforesting campaign. By creating and marketing a new product - a toy paper tree (from 100% recycled paper) that covered the cost of an actual tree for planting - Auchan made it possible for everyone to contribute directly to the reforestation. Now these communities have new forests that were planted and paid for by tens of thousands of their own members. This makes the forests “theirs” in a much more meaningful way and the reforestation more sustainable in the long run.
Results:
50,000 toy paper trees were sold meaning 50,000 people were mobilized to pay with real money for a symbolic token of a real tree*. And in this way participate in a very real way in Auchan’s reforestation initiative.
Because Auchan provided another tree for each one paid for by the clients, eventually we planted a total of 100,000 trees*. That means 20 hectares of new forest in Romania*.
4,500 volunteers signed up on the website and took part in the planting events*.
5,000 toy paper trees were registered online and 5,000 digital planter’s certificates were downloaded from Auchan.ro
BRONZE
Campaign: Help Romania breathe
Brand: Auchan
Client: Auchan Retail România
Submitted by: Graffiti BBDO
Contributing Agency: Graffiti PR
Background/objectives:
In 2017 “Mobilizatron by Auchan” aimed to do better than the classic “the brand pays, the NGO does and the people benefit” model: the ambition was to engage the people from the 18 local communities with Auchan stores to participate actively along the brand and the NGOs in the reforestation project.
Strategy:
Through its CSR platform “Mobilizatron” Auchan mobilized clients from its 18 local communities to get involved alongside the brand and NGOs in a reforesting campaign. By creating and marketing a new product - a toy paper tree (from 100% recycled paper) that covered the cost of an actual tree for planting - Auchan made it possible for everyone to contribute directly to the reforestation. Now these communities have new forests that were planted and paid for by tens of thousands of their own members. This makes the forests “theirs” in a much more meaningful way and the reforestation more sustainable in the long run.
Results:
50,000 toy paper trees were sold meaning 50,000 people were mobilized to pay with real money for a symbolic token of a real tree*. And in this way participate in a very real way in Auchan’s reforestation initiative.
Because Auchan provided another tree for each one paid for by the clients, eventually we planted a total of 100,000 trees*. That means 20 hectares of new forest in Romania*.
4,500 volunteers signed up on the website and took part in the planting events*.
5,000 toy paper trees were registered online and 5,000 digital planter’s certificates were downloaded from Auchan.ro
Client: Auchan Retail România
Submitted by: Graffiti BBDO
Contributing Agency: Graffiti PR
Background/objectives:
In 2017 “Mobilizatron by Auchan” aimed to do better than the classic “the brand pays, the NGO does and the people benefit” model: the ambition was to engage the people from the 18 local communities with Auchan stores to participate actively along the brand and the NGOs in the reforestation project.
Strategy:
Through its CSR platform “Mobilizatron” Auchan mobilized clients from its 18 local communities to get involved alongside the brand and NGOs in a reforesting campaign. By creating and marketing a new product - a toy paper tree (from 100% recycled paper) that covered the cost of an actual tree for planting - Auchan made it possible for everyone to contribute directly to the reforestation. Now these communities have new forests that were planted and paid for by tens of thousands of their own members. This makes the forests “theirs” in a much more meaningful way and the reforestation more sustainable in the long run.
Results:
50,000 toy paper trees were sold meaning 50,000 people were mobilized to pay with real money for a symbolic token of a real tree*. And in this way participate in a very real way in Auchan’s reforestation initiative.
Because Auchan provided another tree for each one paid for by the clients, eventually we planted a total of 100,000 trees*. That means 20 hectares of new forest in Romania*.
4,500 volunteers signed up on the website and took part in the planting events*.
5,000 toy paper trees were registered online and 5,000 digital planter’s certificates were downloaded from Auchan.ro
SILVER
Campaign: Nest Address
Brand: Enel
Client: Enel România
Submitted by: Publicis România / Publicis One România
Contributing Agency: MSLGROUP The Practice/Publicis One
Background/objectives:
White storks build nests on the electricity poles which is why they are in danger of electrocution. Enel wanted to protect the storks, but they need it help to locate the nests.
Strategy:
Enel and SOR launch a national campaign to give out real addresses to stork nests using a unique APP in Europe.
Results:
People responded much better than expected to the invitation to help protect storks and the app registered a great number of contributions and a very positive feedback.
Client: Enel România
Submitted by: Publicis România / Publicis One România
Contributing Agency: MSLGROUP The Practice/Publicis One
Background/objectives:
White storks build nests on the electricity poles which is why they are in danger of electrocution. Enel wanted to protect the storks, but they need it help to locate the nests.
Strategy:
Enel and SOR launch a national campaign to give out real addresses to stork nests using a unique APP in Europe.
Results:
People responded much better than expected to the invitation to help protect storks and the app registered a great number of contributions and a very positive feedback.
Positive Change – Non Profit
Nominees
Campaign: TOGETHER FOR MagicHOME
Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
Then, magic happened: 2,000 people registered on the campaign's website to sit on the chair. The campaign simply went viral, from TV coverage in prime time, to million of views and reactions in social media. After only 23 days of sitting on the chair, night and day, the money was raised. With one chair and zero budget, over half a million euros were raised in less than 3 weeks. A record number in a record period of time.
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
Then, magic happened: 2,000 people registered on the campaign's website to sit on the chair. The campaign simply went viral, from TV coverage in prime time, to million of views and reactions in social media. After only 23 days of sitting on the chair, night and day, the money was raised. With one chair and zero budget, over half a million euros were raised in less than 3 weeks. A record number in a record period of time.
GOLD
Campaign: TOGETHER FOR MagicHOME
Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
Then, magic happened: 2,000 people registered on the campaign's website to sit on the chair. The campaign simply went viral, from TV coverage in prime time, to million of views and reactions in social media. After only 23 days of sitting on the chair, night and day, the money was raised. With one chair and zero budget, over half a million euros were raised in less than 3 weeks. A record number in a record period of time.
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
Then, magic happened: 2,000 people registered on the campaign's website to sit on the chair. The campaign simply went viral, from TV coverage in prime time, to million of views and reactions in social media. After only 23 days of sitting on the chair, night and day, the money was raised. With one chair and zero budget, over half a million euros were raised in less than 3 weeks. A record number in a record period of time.
Media Idea
Nominees
Campaign: Giraf's Endless (Holi)day
Brand: Zizin
Client: Apemin Zizin
Submitted by: Mullen Lowe România
Contributing Agency: Initiative
Background/objectives:
Brand stature, fragmentation, difficulty to differentiate, big investments in media & distribution - all these factors place bottled water among the toughest categories to play in. Especially for family businesses like Apemin Zizin, competing against corporate giants (Dorna) or heritage icons (Borsec).
Strategy:
To boost brand vizibility and sales off-season, Zizin designed a communication campaign around Facebook Reactions feature: Giraf's Endless (Holi)Day - a 4-episodes cartoon series about a working class giraffe having a bad day, with open ending.
Results:
Quality engagement with consumers. Incremental increase in sales.
Client: Apemin Zizin
Submitted by: Mullen Lowe România
Contributing Agency: Initiative
Background/objectives:
Brand stature, fragmentation, difficulty to differentiate, big investments in media & distribution - all these factors place bottled water among the toughest categories to play in. Especially for family businesses like Apemin Zizin, competing against corporate giants (Dorna) or heritage icons (Borsec).
Strategy:
To boost brand vizibility and sales off-season, Zizin designed a communication campaign around Facebook Reactions feature: Giraf's Endless (Holi)Day - a 4-episodes cartoon series about a working class giraffe having a bad day, with open ending.
Results:
Quality engagement with consumers. Incremental increase in sales.
Campaign: Smart Menu - Buy with likes
Brand: KFC
Client: US FOOD NETWORK
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM Romania, Golin
Background/objectives:
KFC needed to boost its sales after the winter holidays with its most-wanted value offer, the Smart Menu, fighting the scarcity of money of its target, and the aggressive promos of its competition.
Strategy:
We transformed the regular currency into Internet Fame for Smart Menu offer: 12,5 LEI became 1250 Likes, from their Facebook posts collected during winter holidays when scanning their profile on KFC’s site.
So Likes can Feed you.
Results:
KFC’s Smart Menu had +11.9% value sales increase vs PY and boosted customers’ involvement on its own digital media.
Client: US FOOD NETWORK
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM Romania, Golin
Background/objectives:
KFC needed to boost its sales after the winter holidays with its most-wanted value offer, the Smart Menu, fighting the scarcity of money of its target, and the aggressive promos of its competition.
Strategy:
We transformed the regular currency into Internet Fame for Smart Menu offer: 12,5 LEI became 1250 Likes, from their Facebook posts collected during winter holidays when scanning their profile on KFC’s site.
So Likes can Feed you.
Results:
KFC’s Smart Menu had +11.9% value sales increase vs PY and boosted customers’ involvement on its own digital media.
Campaign: Vlogger's Swap
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Campaign: Sprite RFRSH Cans
Brand: Sprite
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: UM ROMANIA, MRM//MCCANN ROMANIA, MCCANN PR
Background/objectives:
Sprite aim is to further innovate and grow the lemon-lime segment of sparkling non-alcoholic drinks, while competition became recently more aggressive, and connect new generations of teens to the brand via a product innovation that repurposed its cans to solve one of the biggest tensions in teens’ life – speaking their mind and heart out.
Strategy:
We transformed Sprite cans intro conversations starters for teens’ emotional breakthroughs with 6 refreshing teens’ hot topics, revealed in 2 phases, using thermo-sensitive technology. Scanning the Shazam code on each can design, would unlock local influencers refreshing message sketches.
Results:
Sprite increased can sales, and the number of scans made the campaign the best performing print scanned that Shazam had in Romania.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: UM ROMANIA, MRM//MCCANN ROMANIA, MCCANN PR
Background/objectives:
Sprite aim is to further innovate and grow the lemon-lime segment of sparkling non-alcoholic drinks, while competition became recently more aggressive, and connect new generations of teens to the brand via a product innovation that repurposed its cans to solve one of the biggest tensions in teens’ life – speaking their mind and heart out.
Strategy:
We transformed Sprite cans intro conversations starters for teens’ emotional breakthroughs with 6 refreshing teens’ hot topics, revealed in 2 phases, using thermo-sensitive technology. Scanning the Shazam code on each can design, would unlock local influencers refreshing message sketches.
Results:
Sprite increased can sales, and the number of scans made the campaign the best performing print scanned that Shazam had in Romania.
Campaign: Festival Bracelet
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
BRONZE
Campaign: Vlogger's Swap
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
GOLD
Campaign: Festival Bracelet
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA, UM ROMANIA, MCCANN PR
Background/objectives:
Coca-Cola aimed to win teens with a creative summer promo using its 500ml bottle and leveraging its partnerships with 2 of the largest music festivals in Romania: Untold & Neversea.
Strategy:
Through a unique packaging innovation, Coca-Cola’s 500ml labels became bracelets for teens to access music festivals of the summer and also be worn as fashion and memorabilia.
Results:
The campaign reignited Coke’s Brand Love, gathered tens of millions of impressions and checked a historical benchmark for Coke in promo entries while the concept traveled internationally.
Data-Driven/Programmatic
Nominees
Campaign: Unlocking the power of data & technology
Brand: Rompetrol
Client: Rompetrol
Submitted by: United Media Services
Contributing Agency: GMP Advertising(creative)
Background/objectives:
In the context of gas stations running promotional wars, Rompetrol lagged behind in digital share of interest as seen in Google searches. The mission was to revive people’s digital interest for Rompetrol, break the clutter in digital channels and outrank main competitor Petrom.
Strategy:
Incorporate the offline consumption patterns in the programmatic ecosystem and target users in real time right before they visit the gas station.
Results:
With +300% increase in brand searches, Rompetrol outranked Petrom and this was the most successful Summer Promotion campaign in the last 3 years.
Client: Rompetrol
Submitted by: United Media Services
Contributing Agency: GMP Advertising(creative)
Background/objectives:
In the context of gas stations running promotional wars, Rompetrol lagged behind in digital share of interest as seen in Google searches. The mission was to revive people’s digital interest for Rompetrol, break the clutter in digital channels and outrank main competitor Petrom.
Strategy:
Incorporate the offline consumption patterns in the programmatic ecosystem and target users in real time right before they visit the gas station.
Results:
With +300% increase in brand searches, Rompetrol outranked Petrom and this was the most successful Summer Promotion campaign in the last 3 years.
Engaged Communities
Nominees
Campaign: Vloggers’ Swap
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Campaign: Lullaby
Brand: Pampers
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
With baby’s sleep being the #1 concern for parents with kids under 3 years old, Pampers demonstrated how it responds to these concerns by turning sleep-related Google searches into the lyrics of a Pampers lullaby.
The execution had for a double effect – while the lullaby melody would help put their baby to sleep, the insightful lyrics reassured parents they don’t need to worry thanks to Pampers’ superior benefit.
Results:
All results exceeded campaign objectives.
Client: P&G
Submitted by: Leo Burnett Group / Publicis One România
Contributing agencies: MEDIACOM, Graffiti PR
Background/objectives:
Pampers aimed to win Moms over with a genuine, emotional campaign that would also mark a change in the brand’s local communication strategy.
Strategy:
With baby’s sleep being the #1 concern for parents with kids under 3 years old, Pampers demonstrated how it responds to these concerns by turning sleep-related Google searches into the lyrics of a Pampers lullaby.
The execution had for a double effect – while the lullaby melody would help put their baby to sleep, the insightful lyrics reassured parents they don’t need to worry thanks to Pampers’ superior benefit.
Results:
All results exceeded campaign objectives.
Campaign: Battle of the flavors
Brand: Mirinda
Client: Pepsi Co
Submitted by: Graffiti BBDO
Contributing agencies: OMD-Media Agency, Spoon Digital Agency, The Practice - PR Agency
Background/objectives:
In 2017, we wanted to leverage the new brand territory set in 2016 – ‘Mess with your senses” - to further build relevance and enhance brand’s emotional link to consumers. Besides focusing on the core Orange variant, Mirinda planned to launch a Choose Your Flavor Activation by inviting consumers to choose between two new candidate Mirinda flavors – Watermelon and Pineapple.
Strategy:
Mirinda’s fruity sensorial burst has the ability to switch you on to playful contagious experimentation whenever you are having some time out with friends, when you are in a break or just want to satisfy your immediate thirst. For our young consumer this need is not about escapism but rather about childish messing around. It’s about playfulness and experimentation in the real world with real people (friends).
Key Consumer Insight: need for triggers to explore new experiences.
Brand Role Role: Mirinda switches you on to playful contagious experimentation
Product Role: the two new candidate flavors are the catalyst for experimentation
Media Opportunity: the core consumers are growing in a time of digital expansion therefore the digital environment adds value to their experimenting sessions and engaging possibilities through the communities already existing in this environment.
Results:
With +1 mil consumers reached and + 800k brand engagements online Mirinda has held the no.2 position in top beverage brands on Social Media in Romania for 4 months. Brand Power score increase and improved brand associations have helped generate double digit sales growth in a shrinking market and increase Relative Market Share vs. Fanta.
Client: Pepsi Co
Submitted by: Graffiti BBDO
Contributing agencies: OMD-Media Agency, Spoon Digital Agency, The Practice - PR Agency
Background/objectives:
In 2017, we wanted to leverage the new brand territory set in 2016 – ‘Mess with your senses” - to further build relevance and enhance brand’s emotional link to consumers. Besides focusing on the core Orange variant, Mirinda planned to launch a Choose Your Flavor Activation by inviting consumers to choose between two new candidate Mirinda flavors – Watermelon and Pineapple.
Strategy:
Mirinda’s fruity sensorial burst has the ability to switch you on to playful contagious experimentation whenever you are having some time out with friends, when you are in a break or just want to satisfy your immediate thirst. For our young consumer this need is not about escapism but rather about childish messing around. It’s about playfulness and experimentation in the real world with real people (friends).
Key Consumer Insight: need for triggers to explore new experiences.
Brand Role Role: Mirinda switches you on to playful contagious experimentation
Product Role: the two new candidate flavors are the catalyst for experimentation
Media Opportunity: the core consumers are growing in a time of digital expansion therefore the digital environment adds value to their experimenting sessions and engaging possibilities through the communities already existing in this environment.
Results:
With +1 mil consumers reached and + 800k brand engagements online Mirinda has held the no.2 position in top beverage brands on Social Media in Romania for 4 months. Brand Power score increase and improved brand associations have helped generate double digit sales growth in a shrinking market and increase Relative Market Share vs. Fanta.
Campaign: TOGETHER FOR MagicHOME
Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
SILVER
Campaign: TOGETHER FOR MagicHOME
Brand: MagicHome
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
Client: MagiCAMP NGO
Submitted by: Jazz Communication
Contributing Agency: Rogalski & Damaschin
Background/objectives:
A chair is the only accommodation that hospitals in Romania can provide for the parents of children with severe conditions, during their hospitalization. Most of them travel from all across the country to oncology centers and don’t afford a place to stay in, while receiving treatment.
No shelter means postponed and fewer chances for healing.
The challenge: Raise 100.000 SMSs in order to build a shelter for these parents next to the biggest oncology center in Romania. With zero budget.
Strategy:
We looked for an idea that would be louder than a media budget. So we placed an empty chair in an art gallery and invited Romania to a solidarity gesture, while live-streaming everything: occupy that chair 24/7 until the money is raised.
Results:
After 23 days since the campaign started, the money was raised. A total number of 636 people sat on the chair until the money was raised and other 1.185 scheduled for 5 fully booked months ahead. People from all walks of life, some even travelling from other cities, together with more than 60 influencers and public persons, took a seat on the solidarity chair.
17% of the pledged amount was raised in only 24 hours from the start. The campaign meant also the biggest uninterrupted solidarity gesture every made in Romania, accounting for 552 hours of keeping the commitment to have the chair occupied day and night.
GOLD
Campaign: Vloggers’ Swap
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing Agency: Media Investment
Background/objectives:
Filter bubble is one of the most talked about social media issues. Telekom had to take actions on this matter.
Strategy:
Using social media data analysis, we identified vloggers with the most different targets. We swapped vloggers in order to expose their communities to content as diverse as possible compared to the one they are usually consuming.
Results:
One of the most visible and engaging social media campaign in 2017.
Sports Marketing
Nominees
Campaign: Together we fight!
Brand: National Football Team
Client: Federaţia Română de fotbal
Submitted by: WEBSTYLER& GMP Advertising
Contributing agency: Flying Elephant
Background/objectives:
In a negative context for the Football National Team, we had to launch its first dedicated identity and get a neutral general reaction.
Strategy:
FRF decided to use the context of the upcoming centennial year, positioning the first identity as a symbol for uniting all Romanians, emphasizing the strong bond of true fans with the National Team.
Results:
The objectives where surpassed, generating a rather positive overall reaction.
Client: Federaţia Română de fotbal
Submitted by: WEBSTYLER& GMP Advertising
Contributing agency: Flying Elephant
Background/objectives:
In a negative context for the Football National Team, we had to launch its first dedicated identity and get a neutral general reaction.
Strategy:
FRF decided to use the context of the upcoming centennial year, positioning the first identity as a symbol for uniting all Romanians, emphasizing the strong bond of true fans with the National Team.
Results:
The objectives where surpassed, generating a rather positive overall reaction.
Seasonal Marketing
Nominees
Campaign: Mum's Christmas Bucket
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:
KFC wanted to promote its most expensive product, the bucket, during the most spending spree period
of the year - Christmas, fighting competitors, people’s seasonal spending habits and their traditional cultural representations of holiday foods.
Strategy:
We shifted the focus to moms and came out with the special Christmas bucket: freshly prepared and cooked by moms working at KFC. So “you can’t escape your mum even at KFC”.
Results:
KFC registered historic value sales for the holiday season, and won a meaningful brand battle with its main competitor.
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:
KFC wanted to promote its most expensive product, the bucket, during the most spending spree period
of the year - Christmas, fighting competitors, people’s seasonal spending habits and their traditional cultural representations of holiday foods.
Strategy:
We shifted the focus to moms and came out with the special Christmas bucket: freshly prepared and cooked by moms working at KFC. So “you can’t escape your mum even at KFC”.
Results:
KFC registered historic value sales for the holiday season, and won a meaningful brand battle with its main competitor.
Campaign: Convince your folks to pay with Visa
Brand: Visa
Client: Visa
Submitted by: Publicis România / Publicis One România
Contributing agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to turn winter shopping into an opportunity to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results.
Strategy:
We gave young people the mission of going home for winter holidays with a mission: convince your folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value, making Winter Promo 2017 the best local promo for Visa.
Client: Visa
Submitted by: Publicis România / Publicis One România
Contributing agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to turn winter shopping into an opportunity to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results.
Strategy:
We gave young people the mission of going home for winter holidays with a mission: convince your folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value, making Winter Promo 2017 the best local promo for Visa.
Campaign: The internet is you
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment
Background/objectives:
Winter is the peak season for telco brands compete in deals & promos, pushing smartphone offers as the perfect gift.
Strategy:
Telekom distinguished its Postpaid offer from the Xmas noise by positioning the benefit of Unlimited internet as the reflection of the Unlimited human spirit.
Results:
All objectives were surpassed with record sales.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment
Background/objectives:
Winter is the peak season for telco brands compete in deals & promos, pushing smartphone offers as the perfect gift.
Strategy:
Telekom distinguished its Postpaid offer from the Xmas noise by positioning the benefit of Unlimited internet as the reflection of the Unlimited human spirit.
Results:
All objectives were surpassed with record sales.
SILVER
Campaign: Convince your folks to pay with Visa
Brand: Visa
Client: Visa
Submitted by: Publicis România / Publicis One România
Contributing agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to turn winter shopping into an opportunity to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results.
Strategy:
We gave young people the mission of going home for winter holidays with a mission: convince your folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value, making Winter Promo 2017 the best local promo for Visa.
Client: Visa
Submitted by: Publicis România / Publicis One România
Contributing agencies: MSLGROUP The Practice, Starcom
Background/objectives:
Visa decides to turn winter shopping into an opportunity to fight against the deeply rooted habit of paying cash and sets to achieve highest historical business results.
Strategy:
We gave young people the mission of going home for winter holidays with a mission: convince your folks to pay with Visa for winter shopping.
Results:
Visa unlocks a historical number of active cards and ends the year above market growth both in transactions and in value, making Winter Promo 2017 the best local promo for Visa.
Business to Business
Nominees
Campaign: Business Liber
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Campaign: How to Business2CreativeBusiness
Brand: UniCredit Bank
Client: UniCredit Bank România
Submitted by: Graffiti PR
Contributing agencies: Screen Native, Mediacom, Exact Business Solution
Background/objectives:
On a saturated market with no room for product differentiation, UniCredit Bank (5th in RO/BNR’16) aimed bold: create shared value and business growth with a sector seen as “just too risky” for banks but “oh so sexy” for economies: Creative Industries.
Strategy:
Become The Bank of Creative Minds by developing a platform to: empower creative entrepreneurs by preparing them to receive financial/banking support and enable business potential by offering a new financial product tailored to creative businesses’ needs.
Results:
Sold 500%KPI Creative Financial Packs, became 4th bank in RO/ actives’ volume (internal measurement Q32017)
Client: UniCredit Bank România
Submitted by: Graffiti PR
Contributing agencies: Screen Native, Mediacom, Exact Business Solution
Background/objectives:
On a saturated market with no room for product differentiation, UniCredit Bank (5th in RO/BNR’16) aimed bold: create shared value and business growth with a sector seen as “just too risky” for banks but “oh so sexy” for economies: Creative Industries.
Strategy:
Become The Bank of Creative Minds by developing a platform to: empower creative entrepreneurs by preparing them to receive financial/banking support and enable business potential by offering a new financial product tailored to creative businesses’ needs.
Results:
Sold 500%KPI Creative Financial Packs, became 4th bank in RO/ actives’ volume (internal measurement Q32017)
SILVER
Campaign: Business Liber
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
Client: Telekom România
Submitted by: Leo Burnett Group / Publicis One România
Contributing agency: Media Investment
Background/objectives:
Win over business owners and boost B2B Mobile sales (Postpaid) in Q4 2017
Strategy:
We rooted the campaign in the real pain points of Romanian small business owners, but with an entrepreneurial spirit, by introducing the concept of #BUSINESSLIBER and breaking free from the category conventions.
Results:
All results surpassed objectives, with direct impact in sales & brand image confirming the platform’s success.
GRAND EFFIE
Winner Grand Effie
Campaign: Blending Spirits
Client: P.P. Distributors România
Brand: J&B
Submitted by: The HUB Partners
Contributing Agencies: OMD // Vice // Fieldstar // Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Brand: J&B
Submitted by: The HUB Partners
Contributing Agencies: OMD // Vice // Fieldstar // Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Packaged Food
Nominees
Campaign: Milk before everything
Client: Albalact
Brand: Albalact
Submitted by: McCann Worldgroup România
Contributing Agencies: Kubis Interactive // Next Advertising
Background/objectives:
This is the story of Alblact, a dairy brand with great tradition, which found its way out of a clutter of dairy traditionalism.
Objectives
Increase:
1) Sales vs last year, same period.
2) Market share vs last year
3) Brand awareness in milk
Strategy:
By putting focus on the milk, we wanted to prove how little we intervene in making the Albalact products, hence their naturalness.
Results:
Increased:
• Sales, overcoming the objective
• Market share: overcoming the objective
• Brand awareness
Brand: Albalact
Submitted by: McCann Worldgroup România
Contributing Agencies: Kubis Interactive // Next Advertising
Background/objectives:
This is the story of Alblact, a dairy brand with great tradition, which found its way out of a clutter of dairy traditionalism.
Objectives
Increase:
1) Sales vs last year, same period.
2) Market share vs last year
3) Brand awareness in milk
Strategy:
By putting focus on the milk, we wanted to prove how little we intervene in making the Albalact products, hence their naturalness.
Results:
Increased:
• Sales, overcoming the objective
• Market share: overcoming the objective
• Brand awareness
Campaign: Frozen Freshness
Client: Macromex
Brand: Edenia
Submitted by: Publicis România/Publicis One
Contributing Agency: Starcom
Background/objectives:
The low consumption of frozen food is fueled mainly by the bad perception it has and the paradigms associated with it, such us: FROZEN = “NOT FRESH or “not good quality”.
Strategy:
Facing strong competition and unfavorable category perception, Edenia has to boost its brand image. The biggest challenge was to redefine the way the frozen food category was perceived.
Results:
The campaign helped Edenia grow 3 times more then the frozen food category.
Brand: Edenia
Submitted by: Publicis România/Publicis One
Contributing Agency: Starcom
Background/objectives:
The low consumption of frozen food is fueled mainly by the bad perception it has and the paradigms associated with it, such us: FROZEN = “NOT FRESH or “not good quality”.
Strategy:
Facing strong competition and unfavorable category perception, Edenia has to boost its brand image. The biggest challenge was to redefine the way the frozen food category was perceived.
Results:
The campaign helped Edenia grow 3 times more then the frozen food category.
BRONZE
Campaign: Milk before everything
Client: Albalact
Brand: Albalact
Submitted by: McCann Worldgroup România
Contributing Agencies: Kubis Interactive // Next Advertising
Background/objectives:
This is the story of Alblact, a dairy brand with great tradition, which found its way out of a clutter of dairy traditionalism.
Objectives
Increase:
1) Sales vs last year, same period.
2) Market share vs last year
3) Brand awareness in milk
Strategy:
By putting focus on the milk, we wanted to prove how little we intervene in making the Albalact products, hence their naturalness.
Results:
Increased:
• Sales, overcoming the objective
• Market share: overcoming the objective
• Brand awareness
Brand: Albalact
Submitted by: McCann Worldgroup România
Contributing Agencies: Kubis Interactive // Next Advertising
Background/objectives:
This is the story of Alblact, a dairy brand with great tradition, which found its way out of a clutter of dairy traditionalism.
Objectives
Increase:
1) Sales vs last year, same period.
2) Market share vs last year
3) Brand awareness in milk
Strategy:
By putting focus on the milk, we wanted to prove how little we intervene in making the Albalact products, hence their naturalness.
Results:
Increased:
• Sales, overcoming the objective
• Market share: overcoming the objective
• Brand awareness
GOLD
Campaign: Frozen Freshness
Client: Macromex
Brand: Edenia
Submitted by: Publicis România/Publicis One
Contributing Agency: Starcom
Background/objectives:
The low consumption of frozen food is fueled mainly by the bad perception it has and the paradigms associated with it, such us: FROZEN = “NOT FRESH or “not good quality”.
Strategy:
Facing strong competition and unfavorable category perception, Edenia has to boost its brand image. The biggest challenge was to redefine the way the frozen food category was perceived.
Results:
The campaign helped Edenia grow 3 times more then the frozen food category.
Brand: Edenia
Submitted by: Publicis România/Publicis One
Contributing Agency: Starcom
Background/objectives:
The low consumption of frozen food is fueled mainly by the bad perception it has and the paradigms associated with it, such us: FROZEN = “NOT FRESH or “not good quality”.
Strategy:
Facing strong competition and unfavorable category perception, Edenia has to boost its brand image. The biggest challenge was to redefine the way the frozen food category was perceived.
Results:
The campaign helped Edenia grow 3 times more then the frozen food category.
Snacks, confectionery and deserts
Nominees
Campaign: The Taste of Having Fun
Client: ETI European Food
Brand: ETI Puf
Submitted by: Ogilvy România
Background/objectives:
Shape product credentials, build brand distinctiveness and raise awareness for ETI Puf in the crowded confectionary category, having never benefited of any communication in Romania before.
Strategy:
Make the teenagers choose ETI Puf as the snack that best represented their always playful and cool attitude - humanize the four marshmallows and turn them into the new music celebrities that teens would fall in love with.
Results:
We organically engaged the most unengageable audience and doubled our market share within 8 months.
Brand: ETI Puf
Submitted by: Ogilvy România
Background/objectives:
Shape product credentials, build brand distinctiveness and raise awareness for ETI Puf in the crowded confectionary category, having never benefited of any communication in Romania before.
Strategy:
Make the teenagers choose ETI Puf as the snack that best represented their always playful and cool attitude - humanize the four marshmallows and turn them into the new music celebrities that teens would fall in love with.
Results:
We organically engaged the most unengageable audience and doubled our market share within 8 months.
Personal Care Products & Services
Nominees
Campaign: The Father & Son Game
Client: P&G
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Contributing Agency: Dăescu Borțun Olteanu
Background/objectives:
Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Contributing Agency: Dăescu Borțun Olteanu
Background/objectives:
Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
BRONZE
Campaign: The Father & Son Game
Client: P&G
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Contributing Agency: Dăescu Borțun Olteanu
Background/objectives:
Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Contributing Agency: Dăescu Borțun Olteanu
Background/objectives:
Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
Household supplies & services
Nominees
Campaign: Unforgettable memories
Client: P&G
Brand: Lenor
Submitted by: Leo Burnett România/Publicis One
Contributing Agency: Mediacom
Background/objectives:
Our challenge was to reverse the negative sales trend and recover brand strength by reclaiming Lenor’s distinctive benefit & consolidating eroded equity.
Strategy:
For Lenor to get lost consumers back, it needed to make a strong statement about what used to be its core belief: perfume.
The local campaign engaged women with a moving, meaningful story around perfume,
in its own emotional Lenor way that people were so attached to.
Results:
All results exceeded campaign objectives.
Brand: Lenor
Submitted by: Leo Burnett România/Publicis One
Contributing Agency: Mediacom
Background/objectives:
Our challenge was to reverse the negative sales trend and recover brand strength by reclaiming Lenor’s distinctive benefit & consolidating eroded equity.
Strategy:
For Lenor to get lost consumers back, it needed to make a strong statement about what used to be its core belief: perfume.
The local campaign engaged women with a moving, meaningful story around perfume,
in its own emotional Lenor way that people were so attached to.
Results:
All results exceeded campaign objectives.
Alcoholic beverages – Beers
Nominees
Campaign: Bergenbier Football
Client: Bergenbier S.A.
Brand: Bergenbier
Submitted by: Leo Burnett România/Publicis One
Contributing Agency: First Content Studio
Background/objectives:
Turn football association into a sustainable growth pillar, by engaging fans in an un-precedented way behind Euro (2016) long expected qualification.
Strategy:
Create the consumption reflex that Football= Friends + Bergenbier by positioning Bergenbier as the default beer for football that offers supporters unique experiences.
Results:
All results exceeded objectives.
Brand: Bergenbier
Submitted by: Leo Burnett România/Publicis One
Contributing Agency: First Content Studio
Background/objectives:
Turn football association into a sustainable growth pillar, by engaging fans in an un-precedented way behind Euro (2016) long expected qualification.
Strategy:
Create the consumption reflex that Football= Friends + Bergenbier by positioning Bergenbier as the default beer for football that offers supporters unique experiences.
Results:
All results exceeded objectives.
Campaign: Sărbători acasă
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
Campaign: La Cârciuma de la Drum
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a tough summer battle against brands’ tactical weapons, 300-years-young Timisoreana aimed to grow brand equity and defend market shares
Strategy:
Timisoreana gave a new spin on the tradition of having fun with friends and family, in a piece of pop culture: a song and its video as the backbone of the campaign.
Results:
Timisoreana’s bet to create a popular branded content proved to be a success beyond the ambitious expectations on all levels: brand equity reached an all-time high and market shares increased.
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a tough summer battle against brands’ tactical weapons, 300-years-young Timisoreana aimed to grow brand equity and defend market shares
Strategy:
Timisoreana gave a new spin on the tradition of having fun with friends and family, in a piece of pop culture: a song and its video as the backbone of the campaign.
Results:
Timisoreana’s bet to create a popular branded content proved to be a success beyond the ambitious expectations on all levels: brand equity reached an all-time high and market shares increased.
BRONZE
Campaign: Sărbători acasă
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
BRONZE
Campaign: La Cârciuma de la Drum
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a tough summer battle against brands’ tactical weapons, 300-years-young Timisoreana aimed to grow brand equity and defend market shares
Strategy:
Timisoreana gave a new spin on the tradition of having fun with friends and family, in a piece of pop culture: a song and its video as the backbone of the campaign.
Results:
Timisoreana’s bet to create a popular branded content proved to be a success beyond the ambitious expectations on all levels: brand equity reached an all-time high and market shares increased.
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a tough summer battle against brands’ tactical weapons, 300-years-young Timisoreana aimed to grow brand equity and defend market shares
Strategy:
Timisoreana gave a new spin on the tradition of having fun with friends and family, in a piece of pop culture: a song and its video as the backbone of the campaign.
Results:
Timisoreana’s bet to create a popular branded content proved to be a success beyond the ambitious expectations on all levels: brand equity reached an all-time high and market shares increased.
SILVER
Campaign: Bergenbier Football
Client: Bergenbier S.A.
Brand: Bergenbier
Submitted by: Leo Burnett România/Publicis One
Contributing Agency: First Content Studio
Background/objectives:
Turn football association into a sustainable growth pillar, by engaging fans in an un-precedented way behind Euro (2016) long expected qualification.
Strategy:
Create the consumption reflex that Football= Friends + Bergenbier by positioning Bergenbier as the default beer for football that offers supporters unique experiences.
Results:
All results exceeded objectives.
Brand: Bergenbier
Submitted by: Leo Burnett România/Publicis One
Contributing Agency: First Content Studio
Background/objectives:
Turn football association into a sustainable growth pillar, by engaging fans in an un-precedented way behind Euro (2016) long expected qualification.
Strategy:
Create the consumption reflex that Football= Friends + Bergenbier by positioning Bergenbier as the default beer for football that offers supporters unique experiences.
Results:
All results exceeded objectives.
Alcoholic beverages – Others
Nominees
Campaign: Blending Spirits
Client: P.P. Distributors România
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
SILVER
Campaign: Blending Spirits
Client: P.P. Distributors România
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Non-alcoholic beverages
Nominees
Campaign: 50 years of free spirit in Romania
Client: PepsiCo
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agencies: Kaleidoscope Proximity // OMD Romania
Background/objectives:
In 2016, our challenge was to create a campaign that would celebrate 50 years since Pepsi came to Romania and differentiate the brand from Coca-Cola, not only in terms of preference but especially in terms of brand relevance, convincing switchers to choose Pepsi more often and accelerate overall colas consumption category momentum.
Strategy:
The campaign strategy was to build the message around the local heritage the brand has in Romania – the free spirit that stayed the same through 5 decades of being young - without being nostalgic, but rather celebrate the evergreen rebellious moments.
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agencies: Kaleidoscope Proximity // OMD Romania
Background/objectives:
In 2016, our challenge was to create a campaign that would celebrate 50 years since Pepsi came to Romania and differentiate the brand from Coca-Cola, not only in terms of preference but especially in terms of brand relevance, convincing switchers to choose Pepsi more often and accelerate overall colas consumption category momentum.
Strategy:
The campaign strategy was to build the message around the local heritage the brand has in Romania – the free spirit that stayed the same through 5 decades of being young - without being nostalgic, but rather celebrate the evergreen rebellious moments.
Campaign: A coffee for millions of little coffees
Client: Fortuna Coffee
Brand: Fortuna
Submitted by: Propaganda
Background/objectives:
Fortuna launched its first communication campaign aiming to become a modern, appealing brand for the urban consumers, on a market dominated by players with a rich and popular communication background, but all with generic, unauthentic approaches, showcasing a western, “non-Romanian” look&feel.
Our objectives were to increase both Fortuna’s awareness and consideration and also its sales by 25%.
Strategy:
Differentiate the brand and build a strong image by celebrating the particular, authentic
Romanian universe around coffee.
Results:
The results turned out to double the expectations in terms of image and sales.
Brand: Fortuna
Submitted by: Propaganda
Background/objectives:
Fortuna launched its first communication campaign aiming to become a modern, appealing brand for the urban consumers, on a market dominated by players with a rich and popular communication background, but all with generic, unauthentic approaches, showcasing a western, “non-Romanian” look&feel.
Our objectives were to increase both Fortuna’s awareness and consideration and also its sales by 25%.
Strategy:
Differentiate the brand and build a strong image by celebrating the particular, authentic
Romanian universe around coffee.
Results:
The results turned out to double the expectations in terms of image and sales.
Campaign: Aqua Scanner
Client: Valvis Holding
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet // Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: get a bigger piece of the market.
Strategy:
Using its strong differentiator – the water with the lowest Nitrates level – and keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet // Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: get a bigger piece of the market.
Strategy:
Using its strong differentiator – the water with the lowest Nitrates level – and keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Campaign: Thirst yourself
Client: Rio Bucovina
Brand: Bucovina
Submitted by: FCB Bucharest
Background/objectives:
For the summer of 2016, we were challenged to re-launch Bucovina through a campaign that would help the brand catch up with the competition in terms of appeal and secure the business against the competition strategy.
Strategy:
Use Bucovina’s main product attribute – balance – and turn it into a relevant brand promise that is strongly rooted in the target’s emotional needs.
Results:
As a result of the campaign, Bucovina managed to outperform all competitors in terms of growth evolution, while increasing sales significantly.
Brand: Bucovina
Submitted by: FCB Bucharest
Background/objectives:
For the summer of 2016, we were challenged to re-launch Bucovina through a campaign that would help the brand catch up with the competition in terms of appeal and secure the business against the competition strategy.
Strategy:
Use Bucovina’s main product attribute – balance – and turn it into a relevant brand promise that is strongly rooted in the target’s emotional needs.
Results:
As a result of the campaign, Bucovina managed to outperform all competitors in terms of growth evolution, while increasing sales significantly.
Campaign: Coca-Cola Instacans
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: GMP Advertising & Webstyler
Background/objectives:
This case tells the story of a leading brand that spotted a cultural trend among its youngest Romanian consumers.
Strategy:
Looking in the mediums where the Romanian youth produce content freely, Coca-Cola saw a local opportunity in rewarding those who put effort and pride in self-expression. Together with its youthful enjoyers, Coca-Cola launched the Romanian InstaCans, reinventing the consumption of a standard medium by combining it with an untouchable brand asset for a worldwide premiere.
Results:
The campaign surpassed all its objectives and set a new benchmark for engaging with the Romanian youth.
Brand: Coca-Cola
Submitted by: GMP Advertising & Webstyler
Background/objectives:
This case tells the story of a leading brand that spotted a cultural trend among its youngest Romanian consumers.
Strategy:
Looking in the mediums where the Romanian youth produce content freely, Coca-Cola saw a local opportunity in rewarding those who put effort and pride in self-expression. Together with its youthful enjoyers, Coca-Cola launched the Romanian InstaCans, reinventing the consumption of a standard medium by combining it with an untouchable brand asset for a worldwide premiere.
Results:
The campaign surpassed all its objectives and set a new benchmark for engaging with the Romanian youth.
Campaign: Double or almost nothing
Client: The Coca-Cola Company
Brand: Fanta & Sprite
Submitted by: McCann Worldgroup România
Background/objectives:
With sales and brand love boost only during communication periods, or out of curiosity for new flavors, or new package, Fanta and Sprite needed to join forces and re-stand their common manifesto for youth celebration.
Strategy:
“Double or almost nothing” – the promotion that shows teens the power of coming together.
Results:
We exceeded market share growth objectives for both brands and improved teens perception indicator.
Brand: Fanta & Sprite
Submitted by: McCann Worldgroup România
Background/objectives:
With sales and brand love boost only during communication periods, or out of curiosity for new flavors, or new package, Fanta and Sprite needed to join forces and re-stand their common manifesto for youth celebration.
Strategy:
“Double or almost nothing” – the promotion that shows teens the power of coming together.
Results:
We exceeded market share growth objectives for both brands and improved teens perception indicator.
Campaign: Coca-Cola Lime Launch
Client: The Coca-Cola Company
Brand: Coca-Cola Lime
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola Lime wanted to seize the growth opportunity inside flavored cola drinks segment, dominated by a single player, lemony flavored, with large increase over the past years.
Strategy:
With a special designed formula for Romania market only, Coca-Cola Lime was launched in October 2016, with a dedicated campaign aimed for young & restless consumers, with the daring claim rooted in product intrinsic: #bemorelime.
Results:
In only 2 months, Coca-Cola Lime sales went much better than estimated to the extent that it went out-of-stock on main packs at the end of 2016.
Brand: Coca-Cola Lime
Submitted by: McCann Worldgroup România
Background/objectives:
Coca-Cola Lime wanted to seize the growth opportunity inside flavored cola drinks segment, dominated by a single player, lemony flavored, with large increase over the past years.
Strategy:
With a special designed formula for Romania market only, Coca-Cola Lime was launched in October 2016, with a dedicated campaign aimed for young & restless consumers, with the daring claim rooted in product intrinsic: #bemorelime.
Results:
In only 2 months, Coca-Cola Lime sales went much better than estimated to the extent that it went out-of-stock on main packs at the end of 2016.
SILVER
Campaign: 50 years of free spirit in Romania
Client: PepsiCo
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agencies: Kaleidoscope Proximity // OMD Romania
Background/objectives:
In 2016, our challenge was to create a campaign that would celebrate 50 years since Pepsi came to Romania and differentiate the brand from Coca-Cola, not only in terms of preference but especially in terms of brand relevance, convincing switchers to choose Pepsi more often and accelerate overall colas consumption category momentum.
Strategy:
The campaign strategy was to build the message around the local heritage the brand has in Romania – the free spirit that stayed the same through 5 decades of being young - without being nostalgic, but rather celebrate the evergreen rebellious moments.
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agencies: Kaleidoscope Proximity // OMD Romania
Background/objectives:
In 2016, our challenge was to create a campaign that would celebrate 50 years since Pepsi came to Romania and differentiate the brand from Coca-Cola, not only in terms of preference but especially in terms of brand relevance, convincing switchers to choose Pepsi more often and accelerate overall colas consumption category momentum.
Strategy:
The campaign strategy was to build the message around the local heritage the brand has in Romania – the free spirit that stayed the same through 5 decades of being young - without being nostalgic, but rather celebrate the evergreen rebellious moments.
GOLD
Campaign: Aqua Scanner
Client: Valvis Holding
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet // Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: get a bigger piece of the market.
Strategy:
Using its strong differentiator – the water with the lowest Nitrates level – and keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet // Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: get a bigger piece of the market.
Strategy:
Using its strong differentiator – the water with the lowest Nitrates level – and keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Durables
Nominees
Campaign: Duster connected by Orange
Client: Dacia România
Brand: Dacia Duster
Submitted by: Graffiti BBDO
Background/objectives:
Dacia had no new models planned for launch in 2015-2016 but it still needed to somehow create news and attractiveness in the market. To achieve this, we created a limited edition Dacia Duster: the Duster Connected by Orange came with integrated internet connection and WiFi hotspot and was going to be the most expensive but also, hopefully, most desirable Duster ever.
Therefore, the communication challenge was to create excitement and a sense of novelty/innovation around a pretty old Duster generation which now came with a internet technology that was pretty much common in the market and at a record high price for a Dacia.
Strategy:
By linking Duster’s already well established equity as a capable off road vehicle with the benefits mobile WiFi connectivity brings to the passengers, we realised that these two benefits (4x4 drive and mobile WiFi) really mean the same thing: freedom. Freedom to travel and explore in two different but complementary ways – in t.he physical world and in the virtual world. Thanks to the mobile WiFi, the new Duster Connected by Orange can take you anywhere in the physical and virtual world alike.
Results:
Both brand image KPIs and SUV segment market share were improved for the ovearl Dacia Duster brand.
Brand: Dacia Duster
Submitted by: Graffiti BBDO
Background/objectives:
Dacia had no new models planned for launch in 2015-2016 but it still needed to somehow create news and attractiveness in the market. To achieve this, we created a limited edition Dacia Duster: the Duster Connected by Orange came with integrated internet connection and WiFi hotspot and was going to be the most expensive but also, hopefully, most desirable Duster ever.
Therefore, the communication challenge was to create excitement and a sense of novelty/innovation around a pretty old Duster generation which now came with a internet technology that was pretty much common in the market and at a record high price for a Dacia.
Strategy:
By linking Duster’s already well established equity as a capable off road vehicle with the benefits mobile WiFi connectivity brings to the passengers, we realised that these two benefits (4x4 drive and mobile WiFi) really mean the same thing: freedom. Freedom to travel and explore in two different but complementary ways – in t.he physical world and in the virtual world. Thanks to the mobile WiFi, the new Duster Connected by Orange can take you anywhere in the physical and virtual world alike.
Results:
Both brand image KPIs and SUV segment market share were improved for the ovearl Dacia Duster brand.
SILVER
Campaign: Duster connected by Orange
Client: Dacia România
Brand: Dacia Duster
Submitted by: Graffiti BBDO
Background/objectives:
Dacia had no new models planned for launch in 2015-2016 but it still needed to somehow create news and attractiveness in the market. To achieve this, we created a limited edition Dacia Duster: the Duster Connected by Orange came with integrated internet connection and WiFi hotspot and was going to be the most expensive but also, hopefully, most desirable Duster ever.
Therefore, the communication challenge was to create excitement and a sense of novelty/innovation around a pretty old Duster generation which now came with a internet technology that was pretty much common in the market and at a record high price for a Dacia.
Strategy:
By linking Duster’s already well established equity as a capable off road vehicle with the benefits mobile WiFi connectivity brings to the passengers, we realised that these two benefits (4x4 drive and mobile WiFi) really mean the same thing: freedom. Freedom to travel and explore in two different but complementary ways – in t.he physical world and in the virtual world. Thanks to the mobile WiFi, the new Duster Connected by Orange can take you anywhere in the physical and virtual world alike.
Results:
Both brand image KPIs and SUV segment market share were improved for the ovearl Dacia Duster brand.
Brand: Dacia Duster
Submitted by: Graffiti BBDO
Background/objectives:
Dacia had no new models planned for launch in 2015-2016 but it still needed to somehow create news and attractiveness in the market. To achieve this, we created a limited edition Dacia Duster: the Duster Connected by Orange came with integrated internet connection and WiFi hotspot and was going to be the most expensive but also, hopefully, most desirable Duster ever.
Therefore, the communication challenge was to create excitement and a sense of novelty/innovation around a pretty old Duster generation which now came with a internet technology that was pretty much common in the market and at a record high price for a Dacia.
Strategy:
By linking Duster’s already well established equity as a capable off road vehicle with the benefits mobile WiFi connectivity brings to the passengers, we realised that these two benefits (4x4 drive and mobile WiFi) really mean the same thing: freedom. Freedom to travel and explore in two different but complementary ways – in t.he physical world and in the virtual world. Thanks to the mobile WiFi, the new Duster Connected by Orange can take you anywhere in the physical and virtual world alike.
Results:
Both brand image KPIs and SUV segment market share were improved for the ovearl Dacia Duster brand.
Retail
Nominees
Campaign: Trăieşte fresh
Client: Kaufland
Brand: Kaufland
Submitted by: Leo Burnett România/Publicis One
Contributing Agencies: GMP PR // Universal Media
Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having, by creating a new brand positioning that would attract new, up-scale clients who were not considered Kaufland and thus, increase sales.
Strategy:
We created our own territory, where Kaufland exceled and which was very important for our target: the FRESHNESS territory.
Results:
All results exceeded objectives.
Brand: Kaufland
Submitted by: Leo Burnett România/Publicis One
Contributing Agencies: GMP PR // Universal Media
Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having, by creating a new brand positioning that would attract new, up-scale clients who were not considered Kaufland and thus, increase sales.
Strategy:
We created our own territory, where Kaufland exceled and which was very important for our target: the FRESHNESS territory.
Results:
All results exceeded objectives.
Campaign: The Black Friday Live Auction
Client: AVStore
Brand: AVStore
Submitted by: Webstyler
Background/objectives:
This is the story of how the leader of the premium audio products market attracted a new type of customer in a market that seemed limited to the niche of connoisseurs, a marketing move that significantly grew its business.
Strategy:
We created the first HiFi products public auction event for connoisseurs in order to create big interest and buzz around AVstore’s Black Friday offer for non-connoisseurs.
Results:
Both sales and orders objectives where surpassed.
Brand: AVStore
Submitted by: Webstyler
Background/objectives:
This is the story of how the leader of the premium audio products market attracted a new type of customer in a market that seemed limited to the niche of connoisseurs, a marketing move that significantly grew its business.
Strategy:
We created the first HiFi products public auction event for connoisseurs in order to create big interest and buzz around AVstore’s Black Friday offer for non-connoisseurs.
Results:
Both sales and orders objectives where surpassed.
SILVER
Campaign: Trăieşte fresh
Client: Kaufland
Brand: Kaufland
Submitted by: Leo Burnett România/Publicis One
Contributing Agencies: GMP PR // Universal Media
Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having, by creating a new brand positioning that would attract new, up-scale clients who were not considered Kaufland and thus, increase sales.
Strategy:
We created our own territory, where Kaufland exceled and which was very important for our target: the FRESHNESS territory.
Results:
All results exceeded objectives.
Brand: Kaufland
Submitted by: Leo Burnett România/Publicis One
Contributing Agencies: GMP PR // Universal Media
Background/objectives:
Our challenge was to change the years-long cheap perception that Kaufland was having, by creating a new brand positioning that would attract new, up-scale clients who were not considered Kaufland and thus, increase sales.
Strategy:
We created our own territory, where Kaufland exceled and which was very important for our target: the FRESHNESS territory.
Results:
All results exceeded objectives.
Restaurants
Nominees
Campaign: Smart Menu 2016
Client: US Food Network
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA // UM Romania// Golin
Background/objectives:
After hard partying for the holidays, teens had little money to show off in January.
Objectives:
Increase overall sales, smart menu sales and transactions with double digits vs. LY
surpass McDonalds in brand power
Strategy:
Our solution for the penniless teens: more than a tasty & cheap menu, but an inspiration to be authentic, even when they have little money.
Results:
By tapping into real teen insights we’ve managed to have one of our most successful sales campaigns ever and overpass McDonalds in brand image indicators.
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA // UM Romania// Golin
Background/objectives:
After hard partying for the holidays, teens had little money to show off in January.
Objectives:
Increase overall sales, smart menu sales and transactions with double digits vs. LY
surpass McDonalds in brand power
Strategy:
Our solution for the penniless teens: more than a tasty & cheap menu, but an inspiration to be authentic, even when they have little money.
Results:
By tapping into real teen insights we’ve managed to have one of our most successful sales campaigns ever and overpass McDonalds in brand image indicators.
SILVER
Campaign: Smart Menu 2016
Client: US Food Network
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA // UM Romania// Golin
Background/objectives:
After hard partying for the holidays, teens had little money to show off in January.
Objectives:
Increase overall sales, smart menu sales and transactions with double digits vs. LY
surpass McDonalds in brand power
Strategy:
Our solution for the penniless teens: more than a tasty & cheap menu, but an inspiration to be authentic, even when they have little money.
Results:
By tapping into real teen insights we’ve managed to have one of our most successful sales campaigns ever and overpass McDonalds in brand image indicators.
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA // UM Romania// Golin
Background/objectives:
After hard partying for the holidays, teens had little money to show off in January.
Objectives:
Increase overall sales, smart menu sales and transactions with double digits vs. LY
surpass McDonalds in brand power
Strategy:
Our solution for the penniless teens: more than a tasty & cheap menu, but an inspiration to be authentic, even when they have little money.
Results:
By tapping into real teen insights we’ve managed to have one of our most successful sales campaigns ever and overpass McDonalds in brand image indicators.
Financial services
Nominees
Campaign: Brand Image Campaign
Client: Groupama
Brand: Groupama
Submitted by: Leo Burnett România/Publicis One
Background/objectives:
In the context of high price perception and low media visibility, on a years-long stagnating market where not even the most eligible target segment considers insurance we had to find a way to make Groupama visible again and and generate sustainable sales growth.
Strategy:
If you get insured at Groupama, we will address any misfortune so fast, that it would feel like it never happened and you can continue your life naturally.
Results:
All results exceeded objectives.
Brand: Groupama
Submitted by: Leo Burnett România/Publicis One
Background/objectives:
In the context of high price perception and low media visibility, on a years-long stagnating market where not even the most eligible target segment considers insurance we had to find a way to make Groupama visible again and and generate sustainable sales growth.
Strategy:
If you get insured at Groupama, we will address any misfortune so fast, that it would feel like it never happened and you can continue your life naturally.
Results:
All results exceeded objectives.
Campaign: The Fast Forward Loan
Client: ING Bank România
Brand: ING
Submitted by: Headvertising
Contributing Agencies: Mullen Lowe Profero// Zenith Media Communication
Background/objectives:
In 2016 ING aimed to continue their revamp process set in 2015, by turning towards the mainstream public and staying firmly on the list of “banks you can actually go ask for money”.
The biggest challenge encompassed a sustainable and durable repositioning of ING as a “popular bank” when it comes to lending. We had to get on the radar of many more people yet unconvinced that “ING is within their reach”. Without saying it as such, we had to somehow convey that ING is “for everybody” & “very affordable”.
Strategy:
We had to play to our strengths and dramatize the speed of our process and the nicer customer experience you get with ING, “fast process, popular, affordable, found in big cities, nice clerks…”.
So, that was when it hit us: What if we portray ING Bank as a sort of “financial fast-food”? It was an easy to grasp metaphor that managed to put forward a strong point: there’s nothing “hard to get” about it, it works for everybody.
And that is how “Creditul ING pe repede-nainte” came into shape.
Results:
ING managed to exceed even its most ambitious sales target and sold 48 586 personal loans during the campaign (from Apr 14th to Dec 18th, 18 weeks) – vs. the 45 000 projected - and it was very clear that we have reached people we previously did not “have”; we reached 40% New Client Penetration Rate! [Source: client data]
Moreover, ING got its biggest market share ever (personal needs loans) – increasing from 8.3% in Q4 2015 to 10.3% in Q4 2016. [Source: client data plus National Bank of Romania data]
Brand: ING
Submitted by: Headvertising
Contributing Agencies: Mullen Lowe Profero// Zenith Media Communication
Background/objectives:
In 2016 ING aimed to continue their revamp process set in 2015, by turning towards the mainstream public and staying firmly on the list of “banks you can actually go ask for money”.
The biggest challenge encompassed a sustainable and durable repositioning of ING as a “popular bank” when it comes to lending. We had to get on the radar of many more people yet unconvinced that “ING is within their reach”. Without saying it as such, we had to somehow convey that ING is “for everybody” & “very affordable”.
Strategy:
We had to play to our strengths and dramatize the speed of our process and the nicer customer experience you get with ING, “fast process, popular, affordable, found in big cities, nice clerks…”.
So, that was when it hit us: What if we portray ING Bank as a sort of “financial fast-food”? It was an easy to grasp metaphor that managed to put forward a strong point: there’s nothing “hard to get” about it, it works for everybody.
And that is how “Creditul ING pe repede-nainte” came into shape.
Results:
ING managed to exceed even its most ambitious sales target and sold 48 586 personal loans during the campaign (from Apr 14th to Dec 18th, 18 weeks) – vs. the 45 000 projected - and it was very clear that we have reached people we previously did not “have”; we reached 40% New Client Penetration Rate! [Source: client data]
Moreover, ING got its biggest market share ever (personal needs loans) – increasing from 8.3% in Q4 2015 to 10.3% in Q4 2016. [Source: client data plus National Bank of Romania data]
Campaign: Salary's best friend
Client: ING
Brand: ING Salary account
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Senior Interactive
Background/objectives:
Salaries are the “most wanted” assets for all retail banks.
Once a client brings you his salary, you are able to build a solid long-term relationship with him, having higher odds to sell him many other products.
For this campaign the objective was add 100 000 salary clients by December 2016 (vs December 2015), and with this figure, ING strived to reach a new milestone: 10% market share
Strategy:
People do not care about boring bank accounts. People care about living & breathing things..
But then almost everything you do is facilitated by your salary. This “being” that gives you money, as a hen would give you eggs.
What if the salary would be some kind of animal?
This is how we came up with “Leutzu”: a “salary pet”, one of many. Loosely based on a shaggy dog, Leutzu is his master’s best friend, so he’d better take good care of it.
Results:
The desired 100 000 salaries during January-December 2016 were surpassed, and ING reached 106 221 salaries at the end of the campaign.
The market share increased from 8,1% (end of Q4 2015) to 10% (end of Q4 2016), a 23% market share increase
Four months into the campaign (May 2016) ING had its best historical performance in “interest about salary card”.
And by the year’s end – with a sizeable 30% increase year on year – ING surpassed every becoming leader in searches about salary products, for the first time ever.
Brand: ING Salary account
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Senior Interactive
Background/objectives:
Salaries are the “most wanted” assets for all retail banks.
Once a client brings you his salary, you are able to build a solid long-term relationship with him, having higher odds to sell him many other products.
For this campaign the objective was add 100 000 salary clients by December 2016 (vs December 2015), and with this figure, ING strived to reach a new milestone: 10% market share
Strategy:
People do not care about boring bank accounts. People care about living & breathing things..
But then almost everything you do is facilitated by your salary. This “being” that gives you money, as a hen would give you eggs.
What if the salary would be some kind of animal?
This is how we came up with “Leutzu”: a “salary pet”, one of many. Loosely based on a shaggy dog, Leutzu is his master’s best friend, so he’d better take good care of it.
Results:
The desired 100 000 salaries during January-December 2016 were surpassed, and ING reached 106 221 salaries at the end of the campaign.
The market share increased from 8,1% (end of Q4 2015) to 10% (end of Q4 2016), a 23% market share increase
Four months into the campaign (May 2016) ING had its best historical performance in “interest about salary card”.
And by the year’s end – with a sizeable 30% increase year on year – ING surpassed every becoming leader in searches about salary products, for the first time ever.
Campaign: Kisses
Client: NN Life Insurance România
Brand: NN Health Insurance
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Skepsis // Webstyler
Background/objectives:
NN entered the health insurance business, facing not just its usual competitors but also private health companies. Though they are rather supposed to be partners than competitors, sometimes the interests clash.
NN’s health insurance was to be sold exclusively through NN’s salesforce and that required thorough training to assimilate the new product and accommodating a “learning curve” that will be reflected in sales.
After factoring in the people that already have some form of health insurance, the 15% purchase intention, a 7% Objective: 3500 people insured in the first year.
Strategy:
Historically, Romanians were not particularly strong on “displayed affection”, but everything changed once somebody got ill.
This is why a lot of people have incredibly fond memories of their illnesses, as the time when their family finally showed them plenty of love. It felt like they got well on that love, more than because of the medicine & treatment.
That led us to “health” = “family love” - and “purchasing a health insurance” is just one of the many “proofs of love” that you can offer to your beloved ones.
Results:
NN aimed for 3500 people insured in 2016. And got instead 9292 insured people.
Got 54% brand difference vs. 39% benchmark.
The NN Brand Difference for broad public got to 185% (+10%) and the NN Brand Difference for life insurance owners 197% (+28%).
Brand: NN Health Insurance
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Skepsis // Webstyler
Background/objectives:
NN entered the health insurance business, facing not just its usual competitors but also private health companies. Though they are rather supposed to be partners than competitors, sometimes the interests clash.
NN’s health insurance was to be sold exclusively through NN’s salesforce and that required thorough training to assimilate the new product and accommodating a “learning curve” that will be reflected in sales.
After factoring in the people that already have some form of health insurance, the 15% purchase intention, a 7% Objective: 3500 people insured in the first year.
Strategy:
Historically, Romanians were not particularly strong on “displayed affection”, but everything changed once somebody got ill.
This is why a lot of people have incredibly fond memories of their illnesses, as the time when their family finally showed them plenty of love. It felt like they got well on that love, more than because of the medicine & treatment.
That led us to “health” = “family love” - and “purchasing a health insurance” is just one of the many “proofs of love” that you can offer to your beloved ones.
Results:
NN aimed for 3500 people insured in 2016. And got instead 9292 insured people.
Got 54% brand difference vs. 39% benchmark.
The NN Brand Difference for broad public got to 185% (+10%) and the NN Brand Difference for life insurance owners 197% (+28%).
BRONZE
Campaign: The Fast Forward Loan
Client: ING Bank România
Brand: ING
Submitted by: Headvertising
Contributing Agencies: Mullen Lowe Profero// Zenith Media Communication
Background/objectives:
In 2016 ING aimed to continue their revamp process set in 2015, by turning towards the mainstream public and staying firmly on the list of “banks you can actually go ask for money”.
The biggest challenge encompassed a sustainable and durable repositioning of ING as a “popular bank” when it comes to lending. We had to get on the radar of many more people yet unconvinced that “ING is within their reach”. Without saying it as such, we had to somehow convey that ING is “for everybody” & “very affordable”.
Strategy:
We had to play to our strengths and dramatize the speed of our process and the nicer customer experience you get with ING, “fast process, popular, affordable, found in big cities, nice clerks…”.
So, that was when it hit us: What if we portray ING Bank as a sort of “financial fast-food”? It was an easy to grasp metaphor that managed to put forward a strong point: there’s nothing “hard to get” about it, it works for everybody.
And that is how “Creditul ING pe repede-nainte” came into shape.
Results:
ING managed to exceed even its most ambitious sales target and sold 48 586 personal loans during the campaign (from Apr 14th to Dec 18th, 18 weeks) – vs. the 45 000 projected - and it was very clear that we have reached people we previously did not “have”; we reached 40% New Client Penetration Rate! [Source: client data]
Moreover, ING got its biggest market share ever (personal needs loans) – increasing from 8.3% in Q4 2015 to 10.3% in Q4 2016. [Source: client data plus National Bank of Romania data]
Brand: ING
Submitted by: Headvertising
Contributing Agencies: Mullen Lowe Profero// Zenith Media Communication
Background/objectives:
In 2016 ING aimed to continue their revamp process set in 2015, by turning towards the mainstream public and staying firmly on the list of “banks you can actually go ask for money”.
The biggest challenge encompassed a sustainable and durable repositioning of ING as a “popular bank” when it comes to lending. We had to get on the radar of many more people yet unconvinced that “ING is within their reach”. Without saying it as such, we had to somehow convey that ING is “for everybody” & “very affordable”.
Strategy:
We had to play to our strengths and dramatize the speed of our process and the nicer customer experience you get with ING, “fast process, popular, affordable, found in big cities, nice clerks…”.
So, that was when it hit us: What if we portray ING Bank as a sort of “financial fast-food”? It was an easy to grasp metaphor that managed to put forward a strong point: there’s nothing “hard to get” about it, it works for everybody.
And that is how “Creditul ING pe repede-nainte” came into shape.
Results:
ING managed to exceed even its most ambitious sales target and sold 48 586 personal loans during the campaign (from Apr 14th to Dec 18th, 18 weeks) – vs. the 45 000 projected - and it was very clear that we have reached people we previously did not “have”; we reached 40% New Client Penetration Rate! [Source: client data]
Moreover, ING got its biggest market share ever (personal needs loans) – increasing from 8.3% in Q4 2015 to 10.3% in Q4 2016. [Source: client data plus National Bank of Romania data]
BRONZE
Campaign: Salary's best friend
Client: ING
Brand: ING Salary account
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Senior Interactive
Background/objectives:
Salaries are the “most wanted” assets for all retail banks.
Once a client brings you his salary, you are able to build a solid long-term relationship with him, having higher odds to sell him many other products.
For this campaign the objective was add 100 000 salary clients by December 2016 (vs December 2015), and with this figure, ING strived to reach a new milestone: 10% market share
Strategy:
People do not care about boring bank accounts. People care about living & breathing things..
But then almost everything you do is facilitated by your salary. This “being” that gives you money, as a hen would give you eggs.
What if the salary would be some kind of animal?
This is how we came up with “Leutzu”: a “salary pet”, one of many. Loosely based on a shaggy dog, Leutzu is his master’s best friend, so he’d better take good care of it.
Results:
The desired 100 000 salaries during January-December 2016 were surpassed, and ING reached 106 221 salaries at the end of the campaign.
The market share increased from 8,1% (end of Q4 2015) to 10% (end of Q4 2016), a 23% market share increase
Four months into the campaign (May 2016) ING had its best historical performance in “interest about salary card”.
And by the year’s end – with a sizeable 30% increase year on year – ING surpassed every becoming leader in searches about salary products, for the first time ever.
Brand: ING Salary account
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Senior Interactive
Background/objectives:
Salaries are the “most wanted” assets for all retail banks.
Once a client brings you his salary, you are able to build a solid long-term relationship with him, having higher odds to sell him many other products.
For this campaign the objective was add 100 000 salary clients by December 2016 (vs December 2015), and with this figure, ING strived to reach a new milestone: 10% market share
Strategy:
People do not care about boring bank accounts. People care about living & breathing things..
But then almost everything you do is facilitated by your salary. This “being” that gives you money, as a hen would give you eggs.
What if the salary would be some kind of animal?
This is how we came up with “Leutzu”: a “salary pet”, one of many. Loosely based on a shaggy dog, Leutzu is his master’s best friend, so he’d better take good care of it.
Results:
The desired 100 000 salaries during January-December 2016 were surpassed, and ING reached 106 221 salaries at the end of the campaign.
The market share increased from 8,1% (end of Q4 2015) to 10% (end of Q4 2016), a 23% market share increase
Four months into the campaign (May 2016) ING had its best historical performance in “interest about salary card”.
And by the year’s end – with a sizeable 30% increase year on year – ING surpassed every becoming leader in searches about salary products, for the first time ever.
SILVER
Campaign: Kisses
Client: NN Life Insurance România
Brand: NN Health Insurance
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Skepsis // Webstyler
Background/objectives:
NN entered the health insurance business, facing not just its usual competitors but also private health companies. Though they are rather supposed to be partners than competitors, sometimes the interests clash.
NN’s health insurance was to be sold exclusively through NN’s salesforce and that required thorough training to assimilate the new product and accommodating a “learning curve” that will be reflected in sales.
After factoring in the people that already have some form of health insurance, the 15% purchase intention, a 7% Objective: 3500 people insured in the first year.
Strategy:
Historically, Romanians were not particularly strong on “displayed affection”, but everything changed once somebody got ill.
This is why a lot of people have incredibly fond memories of their illnesses, as the time when their family finally showed them plenty of love. It felt like they got well on that love, more than because of the medicine & treatment.
That led us to “health” = “family love” - and “purchasing a health insurance” is just one of the many “proofs of love” that you can offer to your beloved ones.
Results:
NN aimed for 3500 people insured in 2016. And got instead 9292 insured people.
Got 54% brand difference vs. 39% benchmark.
The NN Brand Difference for broad public got to 185% (+10%) and the NN Brand Difference for life insurance owners 197% (+28%).
Brand: NN Health Insurance
Submitted by: Headvertising
Contributing Agencies: Zenith Media// Skepsis // Webstyler
Background/objectives:
NN entered the health insurance business, facing not just its usual competitors but also private health companies. Though they are rather supposed to be partners than competitors, sometimes the interests clash.
NN’s health insurance was to be sold exclusively through NN’s salesforce and that required thorough training to assimilate the new product and accommodating a “learning curve” that will be reflected in sales.
After factoring in the people that already have some form of health insurance, the 15% purchase intention, a 7% Objective: 3500 people insured in the first year.
Strategy:
Historically, Romanians were not particularly strong on “displayed affection”, but everything changed once somebody got ill.
This is why a lot of people have incredibly fond memories of their illnesses, as the time when their family finally showed them plenty of love. It felt like they got well on that love, more than because of the medicine & treatment.
That led us to “health” = “family love” - and “purchasing a health insurance” is just one of the many “proofs of love” that you can offer to your beloved ones.
Results:
NN aimed for 3500 people insured in 2016. And got instead 9292 insured people.
Got 54% brand difference vs. 39% benchmark.
The NN Brand Difference for broad public got to 185% (+10%) and the NN Brand Difference for life insurance owners 197% (+28%).
Media & Entertainment
Nominees
Campaign: Facing the Romanian Reality
Client: Viacom International
Brand: Comedy Central
Submitted by: DDB România
Background/objectives:
Comedy Central Extra is changing its name to Comedy Central with the aim of also airing in the future more local content in Romania, plus present new shows or new episodes of its main comedy series.
We want to use the September month not only as a momentum of change but as a way of driving new interest to the Comedy Central brand and REGAIN BACK OUR REACH while succeeding in BEATING THE LAST OVERALL GROWTH WE HAD IN TERMS OF RATINGS AND SHARE AND GROW EVEN MORE.
Strategy:
Romania is as any other European country. NOT!
We have a lot of things that make us unique and almost all of them coming from 1: our relationship with the rules; 2: our Orthodox-Balkan customs; 3: our local strange or genuine habits or facts
Comedy Central is coming to Romania, facing the Romanian Reality.
Results:
1) We got to an average daily reach (RCH ’000) of 152,576 instead of the wanted 140,000.
2) We not only increased the average minute rating (AMR ’000) with +50% but with +170% from 3,060 before campaign to 8,273 after campaign (and we grew 15 times more than the last growth, which was +11%);
3) We not only increased the market share (SHR %) with +50% but with +163% from 0,32% before campaign to 0,85% after campaign (and we grew 15 times more than the last growth, which was +29%);
Brand: Comedy Central
Submitted by: DDB România
Background/objectives:
Comedy Central Extra is changing its name to Comedy Central with the aim of also airing in the future more local content in Romania, plus present new shows or new episodes of its main comedy series.
We want to use the September month not only as a momentum of change but as a way of driving new interest to the Comedy Central brand and REGAIN BACK OUR REACH while succeeding in BEATING THE LAST OVERALL GROWTH WE HAD IN TERMS OF RATINGS AND SHARE AND GROW EVEN MORE.
Strategy:
Romania is as any other European country. NOT!
We have a lot of things that make us unique and almost all of them coming from 1: our relationship with the rules; 2: our Orthodox-Balkan customs; 3: our local strange or genuine habits or facts
Comedy Central is coming to Romania, facing the Romanian Reality.
Results:
1) We got to an average daily reach (RCH ’000) of 152,576 instead of the wanted 140,000.
2) We not only increased the average minute rating (AMR ’000) with +50% but with +170% from 3,060 before campaign to 8,273 after campaign (and we grew 15 times more than the last growth, which was +11%);
3) We not only increased the market share (SHR %) with +50% but with +163% from 0,32% before campaign to 0,85% after campaign (and we grew 15 times more than the last growth, which was +29%);
Campaign: The Good Prevails (Binili Invinge)
Client: Radio Guerrilla
Brand: Radio Guerrilla
Submitted by: Propaganda
Background/objectives:
In 2015, a petition raised 30.735 signatures to reinstate Radio Guerrilla’s powerful voice that promoted a society of values (in a landscape of radio stations showcasing mostly low quality entertainment), which had been silenced by some legal issues in 2013.
In 2016, Guerrilla wanted a re-launch campaign that would gain an audience twice the number of signatures.
Strategy:
Instead of a “bragging” re-launch, celebrate Guerrilla’s rebirth BY CELEBRATING THE PEOPLE THAT MADE IT HAPPEN
Results:
The results exceeded all our expectations, gaining an audience almost triple the number of signatures.
Brand: Radio Guerrilla
Submitted by: Propaganda
Background/objectives:
In 2015, a petition raised 30.735 signatures to reinstate Radio Guerrilla’s powerful voice that promoted a society of values (in a landscape of radio stations showcasing mostly low quality entertainment), which had been silenced by some legal issues in 2013.
In 2016, Guerrilla wanted a re-launch campaign that would gain an audience twice the number of signatures.
Strategy:
Instead of a “bragging” re-launch, celebrate Guerrilla’s rebirth BY CELEBRATING THE PEOPLE THAT MADE IT HAPPEN
Results:
The results exceeded all our expectations, gaining an audience almost triple the number of signatures.
Campaign: Romanians adopt Remainians
Client: Mediafax
Brand: Gândul.info
Submitted by: GMP Advertising & Webstyler
Background/objectives:
To the shock of Remain voters, Leave extremists felt legitimized by the Brexit Referendum to attack Romanian immigrants. Gandul.info, a leading editorial voice for Romanians everywhere, had to step in while generating positive coverage for all Romanian diaspora in international media.
Strategy:
As empathy is the best weapon against hate, we empowered pro-European Romanians to offer a helping hand to the equally pro-European Remainians, and launched in 48h a symbolic adoption platform on RomaniansAdoptRemainians.eu.
Results:
The most widely-covered image campaign for Romania since “Why don’t you come over”.
Brand: Gândul.info
Submitted by: GMP Advertising & Webstyler
Background/objectives:
To the shock of Remain voters, Leave extremists felt legitimized by the Brexit Referendum to attack Romanian immigrants. Gandul.info, a leading editorial voice for Romanians everywhere, had to step in while generating positive coverage for all Romanian diaspora in international media.
Strategy:
As empathy is the best weapon against hate, we empowered pro-European Romanians to offer a helping hand to the equally pro-European Remainians, and launched in 48h a symbolic adoption platform on RomaniansAdoptRemainians.eu.
Results:
The most widely-covered image campaign for Romania since “Why don’t you come over”.
Client: Itsy Bitsy Radio
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
SILVER
Campaign: The Good Prevails (Binili Invinge)
Client: Radio Guerrilla
Brand: Radio Guerrilla
Submitted by: Propaganda
Background/objectives:
In 2015, a petition raised 30.735 signatures to reinstate Radio Guerrilla’s powerful voice that promoted a society of values (in a landscape of radio stations showcasing mostly low quality entertainment), which had been silenced by some legal issues in 2013.
In 2016, Guerrilla wanted a re-launch campaign that would gain an audience twice the number of signatures.
Strategy:
Instead of a “bragging” re-launch, celebrate Guerrilla’s rebirth BY CELEBRATING THE PEOPLE THAT MADE IT HAPPEN
Results:
The results exceeded all our expectations, gaining an audience almost triple the number of signatures.
Brand: Radio Guerrilla
Submitted by: Propaganda
Background/objectives:
In 2015, a petition raised 30.735 signatures to reinstate Radio Guerrilla’s powerful voice that promoted a society of values (in a landscape of radio stations showcasing mostly low quality entertainment), which had been silenced by some legal issues in 2013.
In 2016, Guerrilla wanted a re-launch campaign that would gain an audience twice the number of signatures.
Strategy:
Instead of a “bragging” re-launch, celebrate Guerrilla’s rebirth BY CELEBRATING THE PEOPLE THAT MADE IT HAPPEN
Results:
The results exceeded all our expectations, gaining an audience almost triple the number of signatures.
SILVER
Client: Itsy Bitsy Radio
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
GOLD
Campaign: Romanians adopt Remainians
Client: Mediafax
Brand: Gândul.info
Submitted by: GMP Advertising & Webstyler
Background/objectives:
To the shock of Remain voters, Leave extremists felt legitimized by the Brexit Referendum to attack Romanian immigrants. Gandul.info, a leading editorial voice for Romanians everywhere, had to step in while generating positive coverage for all Romanian diaspora in international media.
Strategy:
As empathy is the best weapon against hate, we empowered pro-European Romanians to offer a helping hand to the equally pro-European Remainians, and launched in 48h a symbolic adoption platform on RomaniansAdoptRemainians.eu.
Results:
The most widely-covered image campaign for Romania since “Why don’t you come over”.
Brand: Gândul.info
Submitted by: GMP Advertising & Webstyler
Background/objectives:
To the shock of Remain voters, Leave extremists felt legitimized by the Brexit Referendum to attack Romanian immigrants. Gandul.info, a leading editorial voice for Romanians everywhere, had to step in while generating positive coverage for all Romanian diaspora in international media.
Strategy:
As empathy is the best weapon against hate, we empowered pro-European Romanians to offer a helping hand to the equally pro-European Remainians, and launched in 48h a symbolic adoption platform on RomaniansAdoptRemainians.eu.
Results:
The most widely-covered image campaign for Romania since “Why don’t you come over”.
Telecommunications
Nominees
Campaign: Escape from Bastilieva
Client: RCS-RDS
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/objectives:
In 2015 the number of the mobile internet data users was 18.7 Mil, out of which 78% were broadband connections. The need for offering large quantities of mobile data was obvious – but the increased “need for speed” customers had was something that could determine them to choose one operator or another.
Objectives:
Remain the leader in portability
Reach 1,000,000 portability clients by the end of 2016
Strategy:
We built on a well-known successful copy platform (Belgravistan) showing tongue-in-cheek “nouveau riches” downplaying the Digi Mobil offer for its low price. We continued with the Belgravistan series, now with a new objective: Escape from Bastilieva, dramatizing the consumers’ quest for the freedom of using an unbelievable amount of mobile data.
Results:
2016 was Digi Mobil's third year of operations on the Romanian wireless market. During this span, the share of voice of the brand has steadily risen from 1.6% in 2014, to 2.35% in 2015 topping 3.9 % in 2016 (the latter figure owing to diminished competitive spend during that year). That expenditure, albeit low compared to the established players - Orange, Vodafone and Telekom -, generated brisk business for the brand. Digi Mobile captured 49.5% of all customers who switched operators. The rest of the field divided the balance.
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/objectives:
In 2015 the number of the mobile internet data users was 18.7 Mil, out of which 78% were broadband connections. The need for offering large quantities of mobile data was obvious – but the increased “need for speed” customers had was something that could determine them to choose one operator or another.
Objectives:
Remain the leader in portability
Reach 1,000,000 portability clients by the end of 2016
Strategy:
We built on a well-known successful copy platform (Belgravistan) showing tongue-in-cheek “nouveau riches” downplaying the Digi Mobil offer for its low price. We continued with the Belgravistan series, now with a new objective: Escape from Bastilieva, dramatizing the consumers’ quest for the freedom of using an unbelievable amount of mobile data.
Results:
2016 was Digi Mobil's third year of operations on the Romanian wireless market. During this span, the share of voice of the brand has steadily risen from 1.6% in 2014, to 2.35% in 2015 topping 3.9 % in 2016 (the latter figure owing to diminished competitive spend during that year). That expenditure, albeit low compared to the established players - Orange, Vodafone and Telekom -, generated brisk business for the brand. Digi Mobile captured 49.5% of all customers who switched operators. The rest of the field divided the balance.
Campaign: Vodafone Brand Campaign
Client: Vodafone România
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
Vodafone has been building on network superiority, promising “the best network”. But it was time to evolve. and talk about the brand philosophy and the whole experience coming out of the network.
Strategy:
In an era of extremely fast globalization, Vodafone re-defined what Local Relevance means. In the last 3 years, Vodafone has adopted a Purposeful Brand philosophy that resolves social and cultural tensions of the Romanian People.
Results:
The Campaign had an overall good performance, with excellent engagement and understanding on network/data speed, highly relevant especially for Digitalized audience.
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
Vodafone has been building on network superiority, promising “the best network”. But it was time to evolve. and talk about the brand philosophy and the whole experience coming out of the network.
Strategy:
In an era of extremely fast globalization, Vodafone re-defined what Local Relevance means. In the last 3 years, Vodafone has adopted a Purposeful Brand philosophy that resolves social and cultural tensions of the Romanian People.
Results:
The Campaign had an overall good performance, with excellent engagement and understanding on network/data speed, highly relevant especially for Digitalized audience.
Campaign: Vodafone Prepaid - Wrap up the internet
Client: Vodafone România
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
BRONZE
Campaign: Vodafone Prepaid - Wrap up the internet
Client: Vodafone România
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
SILVER
Campaign: Vodafone Brand Campaign
Client: Vodafone România
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
Vodafone has been building on network superiority, promising “the best network”. But it was time to evolve. and talk about the brand philosophy and the whole experience coming out of the network.
Strategy:
In an era of extremely fast globalization, Vodafone re-defined what Local Relevance means. In the last 3 years, Vodafone has adopted a Purposeful Brand philosophy that resolves social and cultural tensions of the Romanian People.
Results:
The Campaign had an overall good performance, with excellent engagement and understanding on network/data speed, highly relevant especially for Digitalized audience.
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
Vodafone has been building on network superiority, promising “the best network”. But it was time to evolve. and talk about the brand philosophy and the whole experience coming out of the network.
Strategy:
In an era of extremely fast globalization, Vodafone re-defined what Local Relevance means. In the last 3 years, Vodafone has adopted a Purposeful Brand philosophy that resolves social and cultural tensions of the Romanian People.
Results:
The Campaign had an overall good performance, with excellent engagement and understanding on network/data speed, highly relevant especially for Digitalized audience.
Medical services & Healthcare products
Nominees
Client: SECOM
Brand: SECOM
Submitted by: McCann Worldgroup România
Contributing Agencies: UM Romania// Mccann PR// MRM/Mccann Romania
Background/objectives:
Our aim was to create a platform that would help Secom® communicate its portfolio and strengthen its brand image. The objectives were to increase sales, market share and brand awareness vs. last year, same period.
Strategy:
We acknowledged the fact that science & technology improve natural resources to their maximum potential and used it in Secom®’s benefit.
Results:
At the end of the campaign we achieved overwhelming results, overpassing our objectives on all three indicators: sales, market share and brand awareness.
Brand: SECOM
Submitted by: McCann Worldgroup România
Contributing Agencies: UM Romania// Mccann PR// MRM/Mccann Romania
Background/objectives:
Our aim was to create a platform that would help Secom® communicate its portfolio and strengthen its brand image. The objectives were to increase sales, market share and brand awareness vs. last year, same period.
Strategy:
We acknowledged the fact that science & technology improve natural resources to their maximum potential and used it in Secom®’s benefit.
Results:
At the end of the campaign we achieved overwhelming results, overpassing our objectives on all three indicators: sales, market share and brand awareness.
Campaign: Your head on holiday
Client: Sanofi România
Brand: MagneVie
Submitted by: Publicis România/Publicis One
Contributing Agency: OPTIMEDIA
Background/objectives:
MagneVie was the lastest player to come in the Magnesium food supplement category and, after a sales peak in spring, needed a big come-back in September, this time without the help of TV.
Strategy:
Connect with our White Collar audience in a key moment of their lives: the first days after coming back from holidays, when their heads are still on vacation, by using an interactive promoter-based platform around business centers and pharmacies.
Results:
Although the campaign lasted just one month, we had impressive results that helped MagneVie find new relevance.
Brand: MagneVie
Submitted by: Publicis România/Publicis One
Contributing Agency: OPTIMEDIA
Background/objectives:
MagneVie was the lastest player to come in the Magnesium food supplement category and, after a sales peak in spring, needed a big come-back in September, this time without the help of TV.
Strategy:
Connect with our White Collar audience in a key moment of their lives: the first days after coming back from holidays, when their heads are still on vacation, by using an interactive promoter-based platform around business centers and pharmacies.
Results:
Although the campaign lasted just one month, we had impressive results that helped MagneVie find new relevance.
SILVER
Campaign: Your head on holiday
Client: Sanofi România
Brand: MagneVie
Submitted by: Publicis România/Publicis One
Contributing Agency: OPTIMEDIA
Background/objectives:
MagneVie was the lastest player to come in the Magnesium food supplement category and, after a sales peak in spring, needed a big come-back in September, this time without the help of TV.
Strategy:
Connect with our White Collar audience in a key moment of their lives: the first days after coming back from holidays, when their heads are still on vacation, by using an interactive promoter-based platform around business centers and pharmacies.
Results:
Although the campaign lasted just one month, we had impressive results that helped MagneVie find new relevance.
Brand: MagneVie
Submitted by: Publicis România/Publicis One
Contributing Agency: OPTIMEDIA
Background/objectives:
MagneVie was the lastest player to come in the Magnesium food supplement category and, after a sales peak in spring, needed a big come-back in September, this time without the help of TV.
Strategy:
Connect with our White Collar audience in a key moment of their lives: the first days after coming back from holidays, when their heads are still on vacation, by using an interactive promoter-based platform around business centers and pharmacies.
Results:
Although the campaign lasted just one month, we had impressive results that helped MagneVie find new relevance.
Renaissance
Nominees
Campaign: The Power of Crunchiness
Client: ALKA
Brand: ALFERS
Submitted by: WOPA
Background/objectives:
Multiple and radical changes in Alfers’ marketing mix resulted in market leadership loss and continuous market share decrease for 14 months.
Strategy:
Alfers aimed to re-conquer the non-coated wafers mainstream segment by anchoring its product promise in a differentiating benefit, dramatized in a humorous manner. Concept: “Alfers: earth-shattering crunchy wafers”.
Results:
Following the campaign, Alfers improved its brand image, continuously gained back market share during 12 months and re-conquered the leadership of non-coated wafers segment. The campaign brought results on overall brand (including coated wafers SKUs).
Brand: ALFERS
Submitted by: WOPA
Background/objectives:
Multiple and radical changes in Alfers’ marketing mix resulted in market leadership loss and continuous market share decrease for 14 months.
Strategy:
Alfers aimed to re-conquer the non-coated wafers mainstream segment by anchoring its product promise in a differentiating benefit, dramatized in a humorous manner. Concept: “Alfers: earth-shattering crunchy wafers”.
Results:
Following the campaign, Alfers improved its brand image, continuously gained back market share during 12 months and re-conquered the leadership of non-coated wafers segment. The campaign brought results on overall brand (including coated wafers SKUs).
SILVER
Campaign: The Power of Crunchiness
Client: ALKA
Brand: ALFERS
Submitted by: WOPA
Background/objectives:
Multiple and radical changes in Alfers’ marketing mix resulted in market leadership loss and continuous market share decrease for 14 months.
Strategy:
Alfers aimed to re-conquer the non-coated wafers mainstream segment by anchoring its product promise in a differentiating benefit, dramatized in a humorous manner. Concept: “Alfers: earth-shattering crunchy wafers”.
Results:
Following the campaign, Alfers improved its brand image, continuously gained back market share during 12 months and re-conquered the leadership of non-coated wafers segment. The campaign brought results on overall brand (including coated wafers SKUs).
Brand: ALFERS
Submitted by: WOPA
Background/objectives:
Multiple and radical changes in Alfers’ marketing mix resulted in market leadership loss and continuous market share decrease for 14 months.
Strategy:
Alfers aimed to re-conquer the non-coated wafers mainstream segment by anchoring its product promise in a differentiating benefit, dramatized in a humorous manner. Concept: “Alfers: earth-shattering crunchy wafers”.
Results:
Following the campaign, Alfers improved its brand image, continuously gained back market share during 12 months and re-conquered the leadership of non-coated wafers segment. The campaign brought results on overall brand (including coated wafers SKUs).
Sustained Success
Nominees
Campaign: Belgravistan
Client: RCS-RDS
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/objectives:
Given the constant shrinking of the market and the tendency of existing users to hang on to their numbers for social reasons, it soon became apparent that switching ported customers was an important customer acquisition tool and, thus, a vehicle for increasing market share.
Objective:
Gain portability market share with minor investment, fighting with brands that have bigger brand awareness, bigger advertising budget. This, without heavy handset subsidizes attached in the offer.
Strategy:
Instead of trying to build a consumer profile/ character who would choose Digi Mobil, we portrayed the one who will never use Digi Mobil – even more, he will try to forbid Digi because, used only with very expensive prices, he feels that his way of life is in danger.
So we invented Belgravistan, a country where the population became extremely rich in the last years, and where Digi Mobil tried to launch its subscriptions, generating a huge wave of protests.
Results:
Three years in a row, Digi Mobil was the undisputed champion in terms of attracting clients from its competitors. The market share gained from total number of clients who switched to another network:
2014: 57.1%
2015: 48.3%
2016: 49.5%
All this having almost an insignificant media budget: 1.6% SOV in 2014, 2.35% SOV in 2015 and 3.9% SOV in 2016.
Brand: Digi Mobil
Submitted by: Papaya Advertising
Background/objectives:
Given the constant shrinking of the market and the tendency of existing users to hang on to their numbers for social reasons, it soon became apparent that switching ported customers was an important customer acquisition tool and, thus, a vehicle for increasing market share.
Objective:
Gain portability market share with minor investment, fighting with brands that have bigger brand awareness, bigger advertising budget. This, without heavy handset subsidizes attached in the offer.
Strategy:
Instead of trying to build a consumer profile/ character who would choose Digi Mobil, we portrayed the one who will never use Digi Mobil – even more, he will try to forbid Digi because, used only with very expensive prices, he feels that his way of life is in danger.
So we invented Belgravistan, a country where the population became extremely rich in the last years, and where Digi Mobil tried to launch its subscriptions, generating a huge wave of protests.
Results:
Three years in a row, Digi Mobil was the undisputed champion in terms of attracting clients from its competitors. The market share gained from total number of clients who switched to another network:
2014: 57.1%
2015: 48.3%
2016: 49.5%
All this having almost an insignificant media budget: 1.6% SOV in 2014, 2.35% SOV in 2015 and 3.9% SOV in 2016.
Campaign: Real Stories. Real People. Real Chicken
Client: US Food Network
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA// UM ROMANIA//GOLIN
Background/objectives:
KFC has been on the Romanian market for 20 years, but launched the local communication platform only in the last 3 years. KFC wanted to challenge the category & have a breakthrough on the market:
Increase sales and transactions with double digits/year
Increase market share and accelerate growth vs. McDonalds
Overpass McDonalds in image indicators
Strategy:
Outsmart life with the liberating power of a KFC meal
Results:
In all 3 years we grew with double digits in value sales, decreased the market share gap vs. McDonalds and reached all our brand objectives.
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA// UM ROMANIA//GOLIN
Background/objectives:
KFC has been on the Romanian market for 20 years, but launched the local communication platform only in the last 3 years. KFC wanted to challenge the category & have a breakthrough on the market:
Increase sales and transactions with double digits/year
Increase market share and accelerate growth vs. McDonalds
Overpass McDonalds in image indicators
Strategy:
Outsmart life with the liberating power of a KFC meal
Results:
In all 3 years we grew with double digits in value sales, decreased the market share gap vs. McDonalds and reached all our brand objectives.
Campaign: When it matters to you
Client: Provident Financial România
Brand: Provident
Submitted by: Jazz
Contributing Agency: Initiative Media
Background/objectives:
Back in 2013 Provident was mostly a last resort brand for desperate people struggling to navigate the economic crisis. As optimism increased, Provident was risking irrelevance and decreasing preference as well as facing an increasing competition.
Strategy:
The following story is about reinventing the brand, its communication and portfolio, based on a deeper understanding of its customers. The new platform “When it matters to you” proved to be the right strategic move at the right time.
Results:
Its implementation accelerated the growth of Provident and secured leadership against the aggressive competition.
Brand: Provident
Submitted by: Jazz
Contributing Agency: Initiative Media
Background/objectives:
Back in 2013 Provident was mostly a last resort brand for desperate people struggling to navigate the economic crisis. As optimism increased, Provident was risking irrelevance and decreasing preference as well as facing an increasing competition.
Strategy:
The following story is about reinventing the brand, its communication and portfolio, based on a deeper understanding of its customers. The new platform “When it matters to you” proved to be the right strategic move at the right time.
Results:
Its implementation accelerated the growth of Provident and secured leadership against the aggressive competition.
Campaign: The Story of Leadership Goes On
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Contributing Agency: Media Investment
Background/objectives:
Timisoreana had to strengthen market leadership in an increasingly competitive and downtrading environment, and bravely follow a long-term growth vision based on differentiation and consistency.
Strategy:
In a time when beer category is mostly about jokes and friends chatting superficially, Timisoreana focused on true human values that bring us together. Year on year the brand told relevant stories about people’s lives and values.
Results:
Timisoreana achieved 10 years of leadership by building long-term brand equity with strong relevance and appeal, instead of chasing short-term, easy gains through pricing and promotions.
Brand: Timişoreana
Submitted by: GMP Advertising
Contributing Agency: Media Investment
Background/objectives:
Timisoreana had to strengthen market leadership in an increasingly competitive and downtrading environment, and bravely follow a long-term growth vision based on differentiation and consistency.
Strategy:
In a time when beer category is mostly about jokes and friends chatting superficially, Timisoreana focused on true human values that bring us together. Year on year the brand told relevant stories about people’s lives and values.
Results:
Timisoreana achieved 10 years of leadership by building long-term brand equity with strong relevance and appeal, instead of chasing short-term, easy gains through pricing and promotions.
BRONZE
Campaign: When it matters to you
Client: Provident Financial România
Brand: Provident
Submitted by: Jazz
Contributing Agency: Initiative Media
Background/objectives:
Back in 2013 Provident was mostly a last resort brand for desperate people struggling to navigate the economic crisis. As optimism increased, Provident was risking irrelevance and decreasing preference as well as facing an increasing competition.
Strategy:
The following story is about reinventing the brand, its communication and portfolio, based on a deeper understanding of its customers. The new platform “When it matters to you” proved to be the right strategic move at the right time.
Results:
Its implementation accelerated the growth of Provident and secured leadership against the aggressive competition.
Brand: Provident
Submitted by: Jazz
Contributing Agency: Initiative Media
Background/objectives:
Back in 2013 Provident was mostly a last resort brand for desperate people struggling to navigate the economic crisis. As optimism increased, Provident was risking irrelevance and decreasing preference as well as facing an increasing competition.
Strategy:
The following story is about reinventing the brand, its communication and portfolio, based on a deeper understanding of its customers. The new platform “When it matters to you” proved to be the right strategic move at the right time.
Results:
Its implementation accelerated the growth of Provident and secured leadership against the aggressive competition.
SILVER
Campaign: Real Stories. Real People. Real Chicken
Client: US Food Network
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA// UM ROMANIA//GOLIN
Background/objectives:
KFC has been on the Romanian market for 20 years, but launched the local communication platform only in the last 3 years. KFC wanted to challenge the category & have a breakthrough on the market:
Increase sales and transactions with double digits/year
Increase market share and accelerate growth vs. McDonalds
Overpass McDonalds in image indicators
Strategy:
Outsmart life with the liberating power of a KFC meal
Results:
In all 3 years we grew with double digits in value sales, decreased the market share gap vs. McDonalds and reached all our brand objectives.
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//MCCANN ROMANIA// UM ROMANIA//GOLIN
Background/objectives:
KFC has been on the Romanian market for 20 years, but launched the local communication platform only in the last 3 years. KFC wanted to challenge the category & have a breakthrough on the market:
Increase sales and transactions with double digits/year
Increase market share and accelerate growth vs. McDonalds
Overpass McDonalds in image indicators
Strategy:
Outsmart life with the liberating power of a KFC meal
Results:
In all 3 years we grew with double digits in value sales, decreased the market share gap vs. McDonalds and reached all our brand objectives.
SILVER
Campaign: The Story of Leadership Goes On
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Contributing Agency: Media Investment
Background/objectives:
Timisoreana had to strengthen market leadership in an increasingly competitive and downtrading environment, and bravely follow a long-term growth vision based on differentiation and consistency.
Strategy:
In a time when beer category is mostly about jokes and friends chatting superficially, Timisoreana focused on true human values that bring us together. Year on year the brand told relevant stories about people’s lives and values.
Results:
Timisoreana achieved 10 years of leadership by building long-term brand equity with strong relevance and appeal, instead of chasing short-term, easy gains through pricing and promotions.
Brand: Timişoreana
Submitted by: GMP Advertising
Contributing Agency: Media Investment
Background/objectives:
Timisoreana had to strengthen market leadership in an increasingly competitive and downtrading environment, and bravely follow a long-term growth vision based on differentiation and consistency.
Strategy:
In a time when beer category is mostly about jokes and friends chatting superficially, Timisoreana focused on true human values that bring us together. Year on year the brand told relevant stories about people’s lives and values.
Results:
Timisoreana achieved 10 years of leadership by building long-term brand equity with strong relevance and appeal, instead of chasing short-term, easy gains through pricing and promotions.
Shopper Marketing
Nominees
Campaign: The Culture of Taste
Client: Bergenbier S.A.
Brand: Staropramen
Submitted by: FCB Bucharest
Contributing Agency: V8 Interactive
Background/objectives:
Generate awareness and trial for Staropramen by engaging the shoppers through in-store activations that disrupts their regular shopping process and continues the trial platform started during the summer.
Strategy:
Starting from the shoppers’ regular behavior, the strategy was to put entertainment onto the shopping list by showing people how Staropramen could infuse with culture even the shopping experience through disruptive elements.
Results:
By creating out-of-the-box instore activations, we convinced people to try out a different kind of lager beer in a category where it’s hard to believe that the beer taste can still surprise you.
Brand: Staropramen
Submitted by: FCB Bucharest
Contributing Agency: V8 Interactive
Background/objectives:
Generate awareness and trial for Staropramen by engaging the shoppers through in-store activations that disrupts their regular shopping process and continues the trial platform started during the summer.
Strategy:
Starting from the shoppers’ regular behavior, the strategy was to put entertainment onto the shopping list by showing people how Staropramen could infuse with culture even the shopping experience through disruptive elements.
Results:
By creating out-of-the-box instore activations, we convinced people to try out a different kind of lager beer in a category where it’s hard to believe that the beer taste can still surprise you.
BRONZE
Campaign: The Culture of Taste
Client: Bergenbier S.A.
Brand: Staropramen
Submitted by: FCB Bucharest
Contributing Agency: V8 Interactive
Background/objectives:
Generate awareness and trial for Staropramen by engaging the shoppers through in-store activations that disrupts their regular shopping process and continues the trial platform started during the summer.
Strategy:
Starting from the shoppers’ regular behavior, the strategy was to put entertainment onto the shopping list by showing people how Staropramen could infuse with culture even the shopping experience through disruptive elements.
Results:
By creating out-of-the-box instore activations, we convinced people to try out a different kind of lager beer in a category where it’s hard to believe that the beer taste can still surprise you.
Brand: Staropramen
Submitted by: FCB Bucharest
Contributing Agency: V8 Interactive
Background/objectives:
Generate awareness and trial for Staropramen by engaging the shoppers through in-store activations that disrupts their regular shopping process and continues the trial platform started during the summer.
Strategy:
Starting from the shoppers’ regular behavior, the strategy was to put entertainment onto the shopping list by showing people how Staropramen could infuse with culture even the shopping experience through disruptive elements.
Results:
By creating out-of-the-box instore activations, we convinced people to try out a different kind of lager beer in a category where it’s hard to believe that the beer taste can still surprise you.
Brand Experience
Nominees
Campaign: The Father & Son Game
Client: P&G
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Background/objectives:
Connect Gillette with Romanian men & teenagers through a locally relevant activation
that brought them closer to the brand.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Background/objectives:
Connect Gillette with Romanian men & teenagers through a locally relevant activation
that brought them closer to the brand.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
Campaign: Aqua Scanner
Client: Valvis Holding
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet// Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: remind people of its strongest differentiator – the lowest level of Nitrates – and get a bigger piece of the market.
Strategy:
Keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed at the POP: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet// Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: remind people of its strongest differentiator – the lowest level of Nitrates – and get a bigger piece of the market.
Strategy:
Keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed at the POP: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Campaign: The Free Spirited Concert
Client: PepsiCo
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agency: Tribal Worldwide Romania
Background/objectives:
In 2016, Pepsi celebrated 50 years since it set foot in Romania. Our challenge was to create a memorable brand experience that would bring to life Pepsi’s local unique territory – its free spirited nature. In order to appeal to our core target of Millennials who switch their cola of choice based on how relatable and aspiration the communication feels.
Strategy:
The campaign strategy was to associate our brand with free-spirited rock band Vama and its lead singer, Tudor Chirilă, known for his outspoken nature and rebel attitude. On a hot July Friday evening, we disrupted what seemed to be a normal concert in Bucharest and challenged the audience to leave any plans behind and flee with us to the seaside capital of liberals – Vama Veche – where the band was to perform some more and watch the sunset on the beach.
Results:
Everyone rushed to catch a place in the Pepsi buses, and those who didn’t manage called their driver friends and joined us our caravan to Vama Veche. Moreover, because we broadcasted everything using Facebook Live and Instagram content, Pepsi’s One and a half free spirited concert became an overnight online sensation, #spiritliber being highlighted by Facebook as popular search.
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agency: Tribal Worldwide Romania
Background/objectives:
In 2016, Pepsi celebrated 50 years since it set foot in Romania. Our challenge was to create a memorable brand experience that would bring to life Pepsi’s local unique territory – its free spirited nature. In order to appeal to our core target of Millennials who switch their cola of choice based on how relatable and aspiration the communication feels.
Strategy:
The campaign strategy was to associate our brand with free-spirited rock band Vama and its lead singer, Tudor Chirilă, known for his outspoken nature and rebel attitude. On a hot July Friday evening, we disrupted what seemed to be a normal concert in Bucharest and challenged the audience to leave any plans behind and flee with us to the seaside capital of liberals – Vama Veche – where the band was to perform some more and watch the sunset on the beach.
Results:
Everyone rushed to catch a place in the Pepsi buses, and those who didn’t manage called their driver friends and joined us our caravan to Vama Veche. Moreover, because we broadcasted everything using Facebook Live and Instagram content, Pepsi’s One and a half free spirited concert became an overnight online sensation, #spiritliber being highlighted by Facebook as popular search.
SILVER
Campaign: The Free Spirited Concert
Client: PepsiCo
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agency: Tribal Worldwide Romania
Background/objectives:
In 2016, Pepsi celebrated 50 years since it set foot in Romania. Our challenge was to create a memorable brand experience that would bring to life Pepsi’s local unique territory – its free spirited nature. In order to appeal to our core target of Millennials who switch their cola of choice based on how relatable and aspiration the communication feels.
Strategy:
The campaign strategy was to associate our brand with free-spirited rock band Vama and its lead singer, Tudor Chirilă, known for his outspoken nature and rebel attitude. On a hot July Friday evening, we disrupted what seemed to be a normal concert in Bucharest and challenged the audience to leave any plans behind and flee with us to the seaside capital of liberals – Vama Veche – where the band was to perform some more and watch the sunset on the beach.
Results:
Everyone rushed to catch a place in the Pepsi buses, and those who didn’t manage called their driver friends and joined us our caravan to Vama Veche. Moreover, because we broadcasted everything using Facebook Live and Instagram content, Pepsi’s One and a half free spirited concert became an overnight online sensation, #spiritliber being highlighted by Facebook as popular search.
Brand: Pepsi
Submitted by: Graffiti BBDO
Contributing Agency: Tribal Worldwide Romania
Background/objectives:
In 2016, Pepsi celebrated 50 years since it set foot in Romania. Our challenge was to create a memorable brand experience that would bring to life Pepsi’s local unique territory – its free spirited nature. In order to appeal to our core target of Millennials who switch their cola of choice based on how relatable and aspiration the communication feels.
Strategy:
The campaign strategy was to associate our brand with free-spirited rock band Vama and its lead singer, Tudor Chirilă, known for his outspoken nature and rebel attitude. On a hot July Friday evening, we disrupted what seemed to be a normal concert in Bucharest and challenged the audience to leave any plans behind and flee with us to the seaside capital of liberals – Vama Veche – where the band was to perform some more and watch the sunset on the beach.
Results:
Everyone rushed to catch a place in the Pepsi buses, and those who didn’t manage called their driver friends and joined us our caravan to Vama Veche. Moreover, because we broadcasted everything using Facebook Live and Instagram content, Pepsi’s One and a half free spirited concert became an overnight online sensation, #spiritliber being highlighted by Facebook as popular search.
GOLD
Campaign: Aqua Scanner
Client: Valvis Holding
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet// Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: remind people of its strongest differentiator – the lowest level of Nitrates – and get a bigger piece of the market.
Strategy:
Keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed at the POP: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Brand: Aqua Carpatica
Submitted by: Cohn & Jansen JWT
Contributing Agencies: Atelieru de Internet// Wired Views
Background/objectives:
Aqua Carpatica had to face fierce competitors with a big history on the market. Its objective: remind people of its strongest differentiator – the lowest level of Nitrates – and get a bigger piece of the market.
Strategy:
Keeping its fight for waters’ purity, Aqua Carpatica provided undeniable evidence of its brand claims, by inventing a new tool for the people to be confidently informed at the POP: Aqua Scanner – an app that unveils the Nitrates levels for all waters on shelves.
Results:
Aqua Scanner became the most downloaded marketing app in Romania and Aqua Carpatica became the market leader.
Positive Change – Brands (CSR)
Nominees
Client: Itsy Bitsy Radio
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
BRONZE
Client: Itsy Bitsy Radio
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Positive Change – Non – Profit
Nominees
Campaign: The Survivors
Client: Romanian Police
Brand: General Inspectorate of Romanian Police - Traffic Police Directorate
Submitted by: Mercury 360 Communication
Background/objectives:
The Romanian Police needed a persuasive angle to tell the same old story: seat belt means life. We developed an awareness campaign in order to show the terrible consequences for not wearing the seat belt.
Strategy:
We brought to life the story of accidents through its real survivors, the car seats, in an Outdoor Museum of Car Seats. They narrated through technology the stories of the people who died sitting on them without wearing the seat belt.
Results:
We reversed the deaths statistics for the first time in the last three years.
Brand: General Inspectorate of Romanian Police - Traffic Police Directorate
Submitted by: Mercury 360 Communication
Background/objectives:
The Romanian Police needed a persuasive angle to tell the same old story: seat belt means life. We developed an awareness campaign in order to show the terrible consequences for not wearing the seat belt.
Strategy:
We brought to life the story of accidents through its real survivors, the car seats, in an Outdoor Museum of Car Seats. They narrated through technology the stories of the people who died sitting on them without wearing the seat belt.
Results:
We reversed the deaths statistics for the first time in the last three years.
Campaign: Mr. Bear Driver
Client: Automobil Clubul Român
Brand: Automobil Clubul Român
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
For 113 years, ACR has been fighting to improve the safety of Romanian roads as our country has the highest number of accident-related deaths in Europe.
Strategy:
Instead of talking directly to drivers, we talked to the passengers instead – more precisely, the driver’s children, through “Mr Bear Driver”, a GPS-connected mobile game that warned the children if mommy or daddy were speeding.
Results:
We got over 680K eur in earned media and reached almost 9 million people. Our app became the most downloaded app in Games and Educational categories in App Store.
Brand: Automobil Clubul Român
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
For 113 years, ACR has been fighting to improve the safety of Romanian roads as our country has the highest number of accident-related deaths in Europe.
Strategy:
Instead of talking directly to drivers, we talked to the passengers instead – more precisely, the driver’s children, through “Mr Bear Driver”, a GPS-connected mobile game that warned the children if mommy or daddy were speeding.
Results:
We got over 680K eur in earned media and reached almost 9 million people. Our app became the most downloaded app in Games and Educational categories in App Store.
Campaign: Green Endorsement
Client: Plantăm Fapte Bune în România
Brand: Plantăm Fapte Bune în România
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
Since 2011, Plantam Fapte Bune’s mission was gathering volunteers to plant trees, while our country has the lowest volunteering rate in Europe and at the same time a major deforestation problem.
Strategy:
Instead of talking to everybody, we decided to target students and post-graduates in search for a job and transform tree plantation into professional currency. 33 major employers joined and gave priority to candidates with tree-planting experience.
Results:
With no media budget, we managed to attract 82% more volunteers and plant 10.000 more trees than the previous tree-planting initiative.
Brand: Plantăm Fapte Bune în România
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
Since 2011, Plantam Fapte Bune’s mission was gathering volunteers to plant trees, while our country has the lowest volunteering rate in Europe and at the same time a major deforestation problem.
Strategy:
Instead of talking to everybody, we decided to target students and post-graduates in search for a job and transform tree plantation into professional currency. 33 major employers joined and gave priority to candidates with tree-planting experience.
Results:
With no media budget, we managed to attract 82% more volunteers and plant 10.000 more trees than the previous tree-planting initiative.
BRONZE
Campaign: Mr. Bear Driver
Client: Automobil Clubul Român
Brand: Automobil Clubul Român
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
For 113 years, ACR has been fighting to improve the safety of Romanian roads as our country has the highest number of accident-related deaths in Europe.
Strategy:
Instead of talking directly to drivers, we talked to the passengers instead – more precisely, the driver’s children, through “Mr Bear Driver”, a GPS-connected mobile game that warned the children if mommy or daddy were speeding.
Results:
We got over 680K eur in earned media and reached almost 9 million people. Our app became the most downloaded app in Games and Educational categories in App Store.
Brand: Automobil Clubul Român
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
For 113 years, ACR has been fighting to improve the safety of Romanian roads as our country has the highest number of accident-related deaths in Europe.
Strategy:
Instead of talking directly to drivers, we talked to the passengers instead – more precisely, the driver’s children, through “Mr Bear Driver”, a GPS-connected mobile game that warned the children if mommy or daddy were speeding.
Results:
We got over 680K eur in earned media and reached almost 9 million people. Our app became the most downloaded app in Games and Educational categories in App Store.
SILVER
Campaign: Green Endorsement
Client: Plantăm Fapte Bune în România
Brand: Plantăm Fapte Bune în România
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
Since 2011, Plantam Fapte Bune’s mission was gathering volunteers to plant trees, while our country has the lowest volunteering rate in Europe and at the same time a major deforestation problem.
Strategy:
Instead of talking to everybody, we decided to target students and post-graduates in search for a job and transform tree plantation into professional currency. 33 major employers joined and gave priority to candidates with tree-planting experience.
Results:
With no media budget, we managed to attract 82% more volunteers and plant 10.000 more trees than the previous tree-planting initiative.
Brand: Plantăm Fapte Bune în România
Submitted by: Publicis România/Publicis One & NURUN
Background/objectives:
Since 2011, Plantam Fapte Bune’s mission was gathering volunteers to plant trees, while our country has the lowest volunteering rate in Europe and at the same time a major deforestation problem.
Strategy:
Instead of talking to everybody, we decided to target students and post-graduates in search for a job and transform tree plantation into professional currency. 33 major employers joined and gave priority to candidates with tree-planting experience.
Results:
With no media budget, we managed to attract 82% more volunteers and plant 10.000 more trees than the previous tree-planting initiative.
Media Innovation
Nominees
Campaign: Coca-Cola Instacans
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: GMP Advertising & Webstyler
Background/objectives:
This case tells the story of a leading brand that spotted a cultural trend among its youngest Romanian consumers.
Strategy:
Looking in the mediums where the Romanian youth produce content freely, Coca-Cola saw a local opportunity in rewarding those who put effort and pride in self-expression. Together with its youthful enjoyers, Coca-Cola launched the Romanian InstaCans, reinventing the consumption of a standard medium by combining it with an untouchable brand asset for a worldwide premiere.
Results:
The campaign surpassed all its objectives and set a new benchmark for engaging with the Romanian youth.
Brand: Coca-Cola
Submitted by: GMP Advertising & Webstyler
Background/objectives:
This case tells the story of a leading brand that spotted a cultural trend among its youngest Romanian consumers.
Strategy:
Looking in the mediums where the Romanian youth produce content freely, Coca-Cola saw a local opportunity in rewarding those who put effort and pride in self-expression. Together with its youthful enjoyers, Coca-Cola launched the Romanian InstaCans, reinventing the consumption of a standard medium by combining it with an untouchable brand asset for a worldwide premiere.
Results:
The campaign surpassed all its objectives and set a new benchmark for engaging with the Romanian youth.
Campaign: Donate Time for Life
Client: The Coca-Cola Company
Brand: Dorna
Submitted by: McCann Worldgroup România
Background/objectives:
Dorna water as a suitable water for babies, chose to “touch” the critical national issue of premature babies, together with Save the Children. The CSR program informs and engages consumers to donate incubators.
Strategy:
Dorna helped transform seconds (of online viewing of its supporting videos) into seconds of life for premature babies. One incubator would be donated for each 7.8mil viewed seconds.
Results:
In only 2 weeks views exceeded the objectives and 10 incubators were donated in the end. Dorna’s baby care indicators went up.
Brand: Dorna
Submitted by: McCann Worldgroup România
Background/objectives:
Dorna water as a suitable water for babies, chose to “touch” the critical national issue of premature babies, together with Save the Children. The CSR program informs and engages consumers to donate incubators.
Strategy:
Dorna helped transform seconds (of online viewing of its supporting videos) into seconds of life for premature babies. One incubator would be donated for each 7.8mil viewed seconds.
Results:
In only 2 weeks views exceeded the objectives and 10 incubators were donated in the end. Dorna’s baby care indicators went up.
GOLD
Campaign: Donate Time for Life
Client: The Coca-Cola Company
Brand: Dorna
Submitted by: McCann Worldgroup România
Background/objectives:
Dorna water as a suitable water for babies, chose to “touch” the critical national issue of premature babies, together with Save the Children. The CSR program informs and engages consumers to donate incubators.
Strategy:
Dorna helped transform seconds (of online viewing of its supporting videos) into seconds of life for premature babies. One incubator would be donated for each 7.8mil viewed seconds.
Results:
In only 2 weeks views exceeded the objectives and 10 incubators were donated in the end. Dorna’s baby care indicators went up.
Brand: Dorna
Submitted by: McCann Worldgroup România
Background/objectives:
Dorna water as a suitable water for babies, chose to “touch” the critical national issue of premature babies, together with Save the Children. The CSR program informs and engages consumers to donate incubators.
Strategy:
Dorna helped transform seconds (of online viewing of its supporting videos) into seconds of life for premature babies. One incubator would be donated for each 7.8mil viewed seconds.
Results:
In only 2 weeks views exceeded the objectives and 10 incubators were donated in the end. Dorna’s baby care indicators went up.
Engaged Communities
Nominees
Campaign: Blending Spirits
Client: P.P. Distributors România
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Client: Itsy Bitsy Radio
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
BRONZE
Client: Itsy Bitsy Radio
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
Brand: Itsy Bitsy Radio
Submitted by: GMP Advertising
Contributing Agencies: POINT PUBLIC AFFAIRS// GMP PR// WEBSTYLER
Background/objectives:
Itsy Bitsy, the only Romanian radio dedicated to parents and children, launches a brave campaign which aims to fundamentally change the relationship of Romanian parents with their kids and offer them their own national public holiday.
Strategy:
The campaign message, that time spent by parents with their children has a great influence on health, proved that our cause was VITAL for the whole country and turned the 1st of June into a public holiday set by law.
Results:
After 9 months of low-budget campaign, this radio station influenced politicians to vote the first public holiday in the EU dedicated to children and the first public holiday obtained by a brand in Romania.
SILVER
Campaign: Blending Spirits
Client: P.P. Distributors România
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Brand: J&B
Submitted by: The Hub Partners
Contributing Agencies: OMD Romania // Vice// Fieldstar// Porter Novelli // Frank
Background/objectives:
J&B case is all about leveraging the power of communities in order to bring the brand on everybody's lips and to become the best selling whiskey on the Romanian market.
Strategy:
By blending antagonistic music genres and their radicalized adopters, J&B ignited an extremely vivid conversation between fans’ communities shaping our music pop culture in the process and creating new standards for cool.
Results:
In less than one year, J&B become the 1st whisky brand in Romania, 1st brand on YouTube while rebuilding the relationship between the brand and the young generation.
Sports Marketing
Nominees
Campaign: Eu sunt 12
Client: Bergenbier
Brand: Bergenbier
Submitted by: Making of Promotion
Contributing Agency: Leo Burnett
Background/objectives:
In 2015 Bergenbier revived NFT sponsorship, and challenged Agency to uplift brand preference KPIs, by developing football content.
The brief was to integrate all football related initiatives under one single communication platform.
We should own any football moment & naturally integrate the product, building at the same time on the foundation for friendship of the brand. To bring back the football fans near the National Team. To create a real movement among Romanians for the EURO 2016 football championship, where Romania qualified after 8 years.
Strategy:
Audience’s interest in NFT content was on a steeping decline, due to long time poor performance of the team. We chose to focus on the fans, not the team. The sponsor “voiced” supporters by assigning them a role in the team: the 12th player. www.eusunt12.ro, a football content platform acted as a publisher, with content pushed on social media channels, unbranded, to organically build a loyal community.
Results:
“EuSunt12” became a generic name for the supporters, used by both footballers and fans.
Brand: Bergenbier
Submitted by: Making of Promotion
Contributing Agency: Leo Burnett
Background/objectives:
In 2015 Bergenbier revived NFT sponsorship, and challenged Agency to uplift brand preference KPIs, by developing football content.
The brief was to integrate all football related initiatives under one single communication platform.
We should own any football moment & naturally integrate the product, building at the same time on the foundation for friendship of the brand. To bring back the football fans near the National Team. To create a real movement among Romanians for the EURO 2016 football championship, where Romania qualified after 8 years.
Strategy:
Audience’s interest in NFT content was on a steeping decline, due to long time poor performance of the team. We chose to focus on the fans, not the team. The sponsor “voiced” supporters by assigning them a role in the team: the 12th player. www.eusunt12.ro, a football content platform acted as a publisher, with content pushed on social media channels, unbranded, to organically build a loyal community.
Results:
“EuSunt12” became a generic name for the supporters, used by both footballers and fans.
BRONZE
Campaign: Eu sunt 12
Client: Bergenbier
Brand: Bergenbier
Submitted by: Making of Promotion
Contributing Agency: Leo Burnett
Background/objectives:
In 2015 Bergenbier revived NFT sponsorship, and challenged Agency to uplift brand preference KPIs, by developing football content.
The brief was to integrate all football related initiatives under one single communication platform.
We should own any football moment & naturally integrate the product, building at the same time on the foundation for friendship of the brand. To bring back the football fans near the National Team. To create a real movement among Romanians for the EURO 2016 football championship, where Romania qualified after 8 years.
Strategy:
Audience’s interest in NFT content was on a steeping decline, due to long time poor performance of the team. We chose to focus on the fans, not the team. The sponsor “voiced” supporters by assigning them a role in the team: the 12th player. www.eusunt12.ro, a football content platform acted as a publisher, with content pushed on social media channels, unbranded, to organically build a loyal community.
Results:
“EuSunt12” became a generic name for the supporters, used by both footballers and fans.
Brand: Bergenbier
Submitted by: Making of Promotion
Contributing Agency: Leo Burnett
Background/objectives:
In 2015 Bergenbier revived NFT sponsorship, and challenged Agency to uplift brand preference KPIs, by developing football content.
The brief was to integrate all football related initiatives under one single communication platform.
We should own any football moment & naturally integrate the product, building at the same time on the foundation for friendship of the brand. To bring back the football fans near the National Team. To create a real movement among Romanians for the EURO 2016 football championship, where Romania qualified after 8 years.
Strategy:
Audience’s interest in NFT content was on a steeping decline, due to long time poor performance of the team. We chose to focus on the fans, not the team. The sponsor “voiced” supporters by assigning them a role in the team: the 12th player. www.eusunt12.ro, a football content platform acted as a publisher, with content pushed on social media channels, unbranded, to organically build a loyal community.
Results:
“EuSunt12” became a generic name for the supporters, used by both footballers and fans.
Seasonal Marketing
Nominees
Campaign: #HolidaysAreComing
Client: The Coca-Cola Company
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing Agencies: Mccann PR// MRM // Mccann Romania// UM Romania
Background/objectives:
X-Mass is an opportunity to grow sales and reinforce consumer brand love for cola. But due to massive online conversation over Pepsi’s X-mass 2016 commercial about stealing Coca-Cola’s heritage assets, Coca-Cola needed to seize the opportunity to prove people’s love for the original.
Strategy:
Coca-Cola hijacked the hijackers and reintroduced on TV the original X-Mass TVC, updated with people’s conversations in social media.
Results:
Coca-Cola increased seasonal sales vs LY, fueled consumers’ brand love and restored its iconic heritage over the competitor in people’s online conversations.
Brand: Coca-Cola
Submitted by: McCann Worldgroup România
Contributing Agencies: Mccann PR// MRM // Mccann Romania// UM Romania
Background/objectives:
X-Mass is an opportunity to grow sales and reinforce consumer brand love for cola. But due to massive online conversation over Pepsi’s X-mass 2016 commercial about stealing Coca-Cola’s heritage assets, Coca-Cola needed to seize the opportunity to prove people’s love for the original.
Strategy:
Coca-Cola hijacked the hijackers and reintroduced on TV the original X-Mass TVC, updated with people’s conversations in social media.
Results:
Coca-Cola increased seasonal sales vs LY, fueled consumers’ brand love and restored its iconic heritage over the competitor in people’s online conversations.
Campaign: Christmas Bucket 2016
Client: US Food Network
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//Mccann Romania// UM Romania//Golin
Background/objectives:
KFC wanted to standout in the oversaturated Christmas period and bring the KFC bucket into the homes of people for the holidays.
Objectives: increase overall sales vs. LY and overpass McDonalds in brand performance
Strategy:
We showed the real side of Christmas with the DELICIOUSLY IMPERFECT CHRISTMAS campaign.
Results:
The surpassed our expectations in terms of results, even though we had a much lower media investment vs. McDonalds, we managed to overpass them. Moreover, we managed to inspire people to think differently for Christmas and live beyond conventions.
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//Mccann Romania// UM Romania//Golin
Background/objectives:
KFC wanted to standout in the oversaturated Christmas period and bring the KFC bucket into the homes of people for the holidays.
Objectives: increase overall sales vs. LY and overpass McDonalds in brand performance
Strategy:
We showed the real side of Christmas with the DELICIOUSLY IMPERFECT CHRISTMAS campaign.
Results:
The surpassed our expectations in terms of results, even though we had a much lower media investment vs. McDonalds, we managed to overpass them. Moreover, we managed to inspire people to think differently for Christmas and live beyond conventions.
Campaign: Vodafone Prepaid - Wrap up the internet
Client: Vodafone România
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
Campaign: Sărbători acasă
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
Campaign: The Black Friday Live Auction
Client: AVStore
Brand: AVStore
Submitted by: Webstyler
Background/objectives:
This is the story of how the leader of the premium audio products market attracted a new type of customer in a market that seemed limited to the niche of connoisseurs, a marketing move that significantly grew its business.
Strategy:
We created the first HiFi products public auction event for connoisseurs in order to create big interest and buzz around AVstore’s Black Friday offer for non-connoisseurs.
Results:
Both sales and order objectives were surpassed.
Brand: AVStore
Submitted by: Webstyler
Background/objectives:
This is the story of how the leader of the premium audio products market attracted a new type of customer in a market that seemed limited to the niche of connoisseurs, a marketing move that significantly grew its business.
Strategy:
We created the first HiFi products public auction event for connoisseurs in order to create big interest and buzz around AVstore’s Black Friday offer for non-connoisseurs.
Results:
Both sales and order objectives were surpassed.
BRONZE
Campaign: Vodafone Prepaid - Wrap up the internet
Client: Vodafone România
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
Brand: Vodafone
Submitted by: McCann Worldgroup România
Contributing Agency: MEC GLOBAL ROMANIA
Background/objectives:
During Christmas, every brand in the market pretends to be Santa Claus, with offers and promotions. Vodafone had a Christmas special offer, too. But how could we become the most memorable Santa Clause of them all?
Strategy:
Bringing back the joy of unwrapping gifts with a telecom offer: this Christmas, at Vodafone, you could wrap up the internet and offer it to someone dear
Results:
The campaign brought meaning in people’s lives in a season when is needed most, and brought impressive results on brand indicators, data usage, and client base increase.
BRONZE
Campaign: Sărbători acasă
Client: Ursus Breweries
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
Brand: Timişoreana
Submitted by: GMP Advertising
Background/objectives:
In a cluttered and clichéd Christmas environment, Timisoreana aimed to enhance its brand equity and sales, while staying true to its purpose: to pass on the legacy of celebrating Romanian winter traditions.
Strategy:
With an appeal to genuine emotions, Timisoreana celebrated the hosts: when you prepare the celebrations with dear ones in mind, you create the magic of Holidays.
Results:
Timisoreana proved that its main value, authenticity, is not out of season and set itself as the beer of winter holidays’ meals.
SILVER
Campaign: Christmas Bucket 2016
Client: US Food Network
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//Mccann Romania// UM Romania//Golin
Background/objectives:
KFC wanted to standout in the oversaturated Christmas period and bring the KFC bucket into the homes of people for the holidays.
Objectives: increase overall sales vs. LY and overpass McDonalds in brand performance
Strategy:
We showed the real side of Christmas with the DELICIOUSLY IMPERFECT CHRISTMAS campaign.
Results:
The surpassed our expectations in terms of results, even though we had a much lower media investment vs. McDonalds, we managed to overpass them. Moreover, we managed to inspire people to think differently for Christmas and live beyond conventions.
Brand: KFC
Submitted by: McCann Worldgroup România
Contributing Agencies: MRM//Mccann Romania// UM Romania//Golin
Background/objectives:
KFC wanted to standout in the oversaturated Christmas period and bring the KFC bucket into the homes of people for the holidays.
Objectives: increase overall sales vs. LY and overpass McDonalds in brand performance
Strategy:
We showed the real side of Christmas with the DELICIOUSLY IMPERFECT CHRISTMAS campaign.
Results:
The surpassed our expectations in terms of results, even though we had a much lower media investment vs. McDonalds, we managed to overpass them. Moreover, we managed to inspire people to think differently for Christmas and live beyond conventions.
GRAND EFFIE
Winner Grand Effie
Campaign: Tadaaam GigaWeekend
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Packaged Food
Nominees
Campaign: Napolact Bio, the taste of pure nature
Brand: Napolact
Client: Friesland Campina
Submitted by: Propaganda
Second Agency: V8
Third Agency: Front Line Marketing, GMP PR
Media Agency: Universal McCann
Background/objectives: Make Napolact Bio the indisputable leader in the bio dairy segment and a driver of sales for the brand overall.
Strategy: Build a strong image by educating people regarding the attributes of Napolact Bio products and generate sales by using tactical actions.
Results: Napolact Bio got the indisputable leadership in MS top bio players both in volume and value and succeeded to increase the bio dairies market overall, while becoming the most well-known bio brand and entering top 10 most consumed dairy brands (bio and non-bio).
Client: Friesland Campina
Submitted by: Propaganda
Second Agency: V8
Third Agency: Front Line Marketing, GMP PR
Media Agency: Universal McCann
Background/objectives: Make Napolact Bio the indisputable leader in the bio dairy segment and a driver of sales for the brand overall.
Strategy: Build a strong image by educating people regarding the attributes of Napolact Bio products and generate sales by using tactical actions.
Results: Napolact Bio got the indisputable leadership in MS top bio players both in volume and value and succeeded to increase the bio dairies market overall, while becoming the most well-known bio brand and entering top 10 most consumed dairy brands (bio and non-bio).
Campaign: Carolino Napkin
Brand: Caroli
Client: Caroli
Submitted by: UM România
Second Agency: The Channel
Background/objectives: In 2015, Caroli focused on owning the only category in which they were not leaders: frankfurters.
Strategy: Through a new product, frankfurters with 80% meat inside, and with the aid of Carolino Napkin, the animated mascot, Caroli reversed the negative category mindset and taught mothers how to entertain children at the table.
Results: Carolino Napkin brought Caroli on 1st position in frankfurters category, overpassing the competitors and over the market increase, and engaged their community online like never before.
Client: Caroli
Submitted by: UM România
Second Agency: The Channel
Background/objectives: In 2015, Caroli focused on owning the only category in which they were not leaders: frankfurters.
Strategy: Through a new product, frankfurters with 80% meat inside, and with the aid of Carolino Napkin, the animated mascot, Caroli reversed the negative category mindset and taught mothers how to entertain children at the table.
Results: Carolino Napkin brought Caroli on 1st position in frankfurters category, overpassing the competitors and over the market increase, and engaged their community online like never before.
Campaign: The Piglet Voice
Brand: Antrefrig
Client: Hame România
Submitted by: Graffiti BBDO
Second Agency: GMP PR
Media Agency: Havas Media
Background / objectives : To stop slowly decreasing sales and regain previous market shares
Strategy : What do you do whan you start to lose matches ( read market shares ) and the other competitors have budgets 3 times bigger that you? Think football: you activate your twelfth player – the supporters! That’s exactly what Antrefrig did by organizing the biggest digital voice casting in Romania and inviting the fans of the famous blue piglet to shout FICAT-FICAT in his place.
Results: 6 weeks ( and 3034 uploaded voices ) later and in a very unfavorable market context Antrefrig raised 1,4 % in market shares while its competitor, Ardealul , lost 1,8 % - the match was won !
Client: Hame România
Submitted by: Graffiti BBDO
Second Agency: GMP PR
Media Agency: Havas Media
Background / objectives : To stop slowly decreasing sales and regain previous market shares
Strategy : What do you do whan you start to lose matches ( read market shares ) and the other competitors have budgets 3 times bigger that you? Think football: you activate your twelfth player – the supporters! That’s exactly what Antrefrig did by organizing the biggest digital voice casting in Romania and inviting the fans of the famous blue piglet to shout FICAT-FICAT in his place.
Results: 6 weeks ( and 3034 uploaded voices ) later and in a very unfavorable market context Antrefrig raised 1,4 % in market shares while its competitor, Ardealul , lost 1,8 % - the match was won !
Household supplies & service
Nominees
Campaign: CIF Cleans Romania–part II
Brand: Cif
Client: Unilever
Submitted by: McCann World Group România
Second Agency: Momentum
Third Agency: MRM
Media Agency: Mindshare
Background/objectives: CIF continued the Cleaning Romania initiative started in 2014, by finding a more relevant Romanian insight.
Objectives:
• Increase sales value by 5% vs. same period previous year
• Consolidate the no.1 brand position in Small Surface Cleaners
Strategy: CIF has the power to clean Romania – moving from the streets to the apartment buildings hallways that are filled with memories, in order to create new beautiful ones.
Results: Increased sales by 11.9% vs. last year
Grew market share with 1.45%
Penetration increase 3.2pp in Creams segment and 2.2pp increase in sprays segment
Client: Unilever
Submitted by: McCann World Group România
Second Agency: Momentum
Third Agency: MRM
Media Agency: Mindshare
Background/objectives: CIF continued the Cleaning Romania initiative started in 2014, by finding a more relevant Romanian insight.
Objectives:
• Increase sales value by 5% vs. same period previous year
• Consolidate the no.1 brand position in Small Surface Cleaners
Strategy: CIF has the power to clean Romania – moving from the streets to the apartment buildings hallways that are filled with memories, in order to create new beautiful ones.
Results: Increased sales by 11.9% vs. last year
Grew market share with 1.45%
Penetration increase 3.2pp in Creams segment and 2.2pp increase in sprays segment
Alcoholic beverages – Beers
Nominees
Campaign: For Proper Men
Brand: Neumarkt
Client: Heineken România
Submitted by: McCann Worldgroup România
Second Agency: Webtailors
Media Agency: Starcom MediaVest
Client: Heineken România
Submitted by: McCann Worldgroup România
Second Agency: Webtailors
Media Agency: Starcom MediaVest
Campaign: The Pirates
Brand: Ursus Premium
Client: Ursus Breweries
Submitted by: Graffiti BBDO
Second Agency: Kubis Interactive
Media Agency: Media Investment
Background/objectives: After revisiting its brand communication platform in the summer of 2015 and successfully defending its brand image as the King of Beer in Romania among beer drinkers, in fall 2015 Ursus focuses the new communication platform on its core target consumers to leverage brand image into business growth.
Strategy: Our core target, nicknamed Tudor, is somewhere between his fun college years and his yet to come more settled life as a family man. Actually he’s a bit of both right now. Girlfriend and job aside, Tudor loves his gang of friends. Their regular nights out for drinks are his way of forgetting about the responsibilities that are looming at the horizon.
But does he always? The truth is that sometimes it can get tough to keep the flame of friendship burning bright. And that’s a shame because friendship is a hungry beast. To keep it alive and thriving the guys need to feed that beast with fun and adventure of epic proportions. The creative approach was to depict their legendary friendship by reimagining beer with friends moments as if seen through the lens of a Hollywood movie camera. Each campaign within the new platform will take a typical situation of friends meeting for beer and turn it into an epic Hollywood style .
Results: Ursus leveraged its improved brand image into better purchase consideration and ultimately increased sales among its core target consumers.
Client: Ursus Breweries
Submitted by: Graffiti BBDO
Second Agency: Kubis Interactive
Media Agency: Media Investment
Background/objectives: After revisiting its brand communication platform in the summer of 2015 and successfully defending its brand image as the King of Beer in Romania among beer drinkers, in fall 2015 Ursus focuses the new communication platform on its core target consumers to leverage brand image into business growth.
Strategy: Our core target, nicknamed Tudor, is somewhere between his fun college years and his yet to come more settled life as a family man. Actually he’s a bit of both right now. Girlfriend and job aside, Tudor loves his gang of friends. Their regular nights out for drinks are his way of forgetting about the responsibilities that are looming at the horizon.
But does he always? The truth is that sometimes it can get tough to keep the flame of friendship burning bright. And that’s a shame because friendship is a hungry beast. To keep it alive and thriving the guys need to feed that beast with fun and adventure of epic proportions. The creative approach was to depict their legendary friendship by reimagining beer with friends moments as if seen through the lens of a Hollywood movie camera. Each campaign within the new platform will take a typical situation of friends meeting for beer and turn it into an epic Hollywood style .
Results: Ursus leveraged its improved brand image into better purchase consideration and ultimately increased sales among its core target consumers.
Campaign: Bergenbier Football
Brand: Bergenbier
Client: Bergenbier
Submitted by: Leo Burnett România
Media Agency: Zenith România
Background/objectives: Bergenbier was recording an important gap between consideration and usage due to a certain amount of brand fatigue. The new sponsorship contract for the National Football Team was a good opportunity to make Bergenbier a first choice again, for the Romanian football fans.
Strategy: Involve fans in Bergenbier’s brand discourse by capturing the specific unique mindset surrounding major football moments, and transforming it into the brand’s messages.
Results: All sales and brand results exceeded objectives.
Client: Bergenbier
Submitted by: Leo Burnett România
Media Agency: Zenith România
Background/objectives: Bergenbier was recording an important gap between consideration and usage due to a certain amount of brand fatigue. The new sponsorship contract for the National Football Team was a good opportunity to make Bergenbier a first choice again, for the Romanian football fans.
Strategy: Involve fans in Bergenbier’s brand discourse by capturing the specific unique mindset surrounding major football moments, and transforming it into the brand’s messages.
Results: All sales and brand results exceeded objectives.
BRONZE
Campaign: Bergenbier Football
Brand: Bergenbier
Client: Bergenbier
Submitted by: Leo Burnett România
Media Agency: Zenith România
Background/objectives: Bergenbier was recording an important gap between consideration and usage due to a certain amount of brand fatigue. The new sponsorship contract for the National Football Team was a good opportunity to make Bergenbier a first choice again, for the Romanian football fans.
Strategy: Involve fans in Bergenbier’s brand discourse by capturing the specific unique mindset surrounding major football moments, and transforming it into the brand’s messages.
Results: All sales and brand results exceeded objectives.
Client: Bergenbier
Submitted by: Leo Burnett România
Media Agency: Zenith România
Background/objectives: Bergenbier was recording an important gap between consideration and usage due to a certain amount of brand fatigue. The new sponsorship contract for the National Football Team was a good opportunity to make Bergenbier a first choice again, for the Romanian football fans.
Strategy: Involve fans in Bergenbier’s brand discourse by capturing the specific unique mindset surrounding major football moments, and transforming it into the brand’s messages.
Results: All sales and brand results exceeded objectives.
SILVER
Campaign: For Proper Men
Brand: Neumarkt
Client: Heineken România
Submitted by: McCann Worldgroup România
Second Agency: Webtailors
Media Agency: Starcom MediaVest
Client: Heineken România
Submitted by: McCann Worldgroup România
Second Agency: Webtailors
Media Agency: Starcom MediaVest
Non-alcoholic beverages
Nominees
Campaign: Real energy, not just words
Brand: Amigo
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: In 3 years becoming a clear number #1 in the instant segment, increasing volume share from 25% to 28% and re-gaining the ‘energy expert’ aura.
Strategy: Amigo created the “Real Energy, not just words” platform with stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign increased value market share with 20% taking back leadership of the instant coffee category and brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me”attribute.
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: In 3 years becoming a clear number #1 in the instant segment, increasing volume share from 25% to 28% and re-gaining the ‘energy expert’ aura.
Strategy: Amigo created the “Real Energy, not just words” platform with stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign increased value market share with 20% taking back leadership of the instant coffee category and brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me”attribute.
Campaign: Everyday Athletes
Brand: Prigat
Client: Prigat România
Submitted by: Leo Burnett România
Second Agency: MSL The Practice
Media Agency: OMD
Background/objectives: Prigat was facing a very difficult situation: it had no product differentiation within the core sub-segment and lower media budgets compared to the competitors. Moreover, it had a per liter disadvantage selling 1.75L for the same price as the competitors sold 2L.
It was in this context that we pitched with a communication strategy that would offset all these challenges and increase preference and sales for Prigat core sub-segment.
Strategy: We would create a brand story that would position Prigat as the energy provider throughout the day, thus also generating a variety of new consumption occasions.
Results: All sales and brand results exceeded objectives.
Client: Prigat România
Submitted by: Leo Burnett România
Second Agency: MSL The Practice
Media Agency: OMD
Background/objectives: Prigat was facing a very difficult situation: it had no product differentiation within the core sub-segment and lower media budgets compared to the competitors. Moreover, it had a per liter disadvantage selling 1.75L for the same price as the competitors sold 2L.
It was in this context that we pitched with a communication strategy that would offset all these challenges and increase preference and sales for Prigat core sub-segment.
Strategy: We would create a brand story that would position Prigat as the energy provider throughout the day, thus also generating a variety of new consumption occasions.
Results: All sales and brand results exceeded objectives.
BRONZE
Campaign: Real energy, not just words
Brand: Amigo
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: In 3 years becoming a clear number #1 in the instant segment, increasing volume share from 25% to 28% and re-gaining the ‘energy expert’ aura.
Strategy: Amigo created the “Real Energy, not just words” platform with stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign increased value market share with 20% taking back leadership of the instant coffee category and brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me”attribute.
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: In 3 years becoming a clear number #1 in the instant segment, increasing volume share from 25% to 28% and re-gaining the ‘energy expert’ aura.
Strategy: Amigo created the “Real Energy, not just words” platform with stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign increased value market share with 20% taking back leadership of the instant coffee category and brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me”attribute.
Durables
Nominees
Campaign: Romanians want more
Brand: Dacia Logan Prestige
Client: Dacia Automobile
Submitted by: Graffiti BBDO
Media Agency: OMD
Background/objectives: After the successful launch of a limited edition 10 Years Anniversary Logan in 2014, Dacia Romania decided to turn it into a permanent top of the line version of Logan starting with fall 2015. The campaign’s challenge was to prove that by stretching Logan’s range of features and price at the upper limit we could grow Logan’s overall business in Romania.
Strategy: Prospective buyers of the family-centric Logan are working class Romanians from all walks of life. However different they may be, there are a few traits that they all share. Their lives lack big ambitions but do have a sense of accomplishment – slowly but surely they work to improve their status in life, the welfare of their families and the fate of their country.
Continuing the bold emotional approach started in 2014 we wanted to encourage Romanians to aim for more and reassure them that Logan’s got what it takes to meet their higher expectations. We chose not to communicate price at all and only talk about optimism in a profoundly Romanian way, one that includes a opposite view also. The choice not to communicate the price of Logan Prestige (which is high by Logan standards) was due to the fact that we wanted the communication to reflect on Logan overall not just on the top version, to impact all Logan customers not just the more affluent ones.
Campaign Big Idea: A Logan that is more for people who expect more from others and from themselves.
Results: Logan Prestige helped increase Logan’s sales performance for fall 2015 and this, in turn, contributed to the highest annual market share Dacia had in 10 years.
Client: Dacia Automobile
Submitted by: Graffiti BBDO
Media Agency: OMD
Background/objectives: After the successful launch of a limited edition 10 Years Anniversary Logan in 2014, Dacia Romania decided to turn it into a permanent top of the line version of Logan starting with fall 2015. The campaign’s challenge was to prove that by stretching Logan’s range of features and price at the upper limit we could grow Logan’s overall business in Romania.
Strategy: Prospective buyers of the family-centric Logan are working class Romanians from all walks of life. However different they may be, there are a few traits that they all share. Their lives lack big ambitions but do have a sense of accomplishment – slowly but surely they work to improve their status in life, the welfare of their families and the fate of their country.
Continuing the bold emotional approach started in 2014 we wanted to encourage Romanians to aim for more and reassure them that Logan’s got what it takes to meet their higher expectations. We chose not to communicate price at all and only talk about optimism in a profoundly Romanian way, one that includes a opposite view also. The choice not to communicate the price of Logan Prestige (which is high by Logan standards) was due to the fact that we wanted the communication to reflect on Logan overall not just on the top version, to impact all Logan customers not just the more affluent ones.
Campaign Big Idea: A Logan that is more for people who expect more from others and from themselves.
Results: Logan Prestige helped increase Logan’s sales performance for fall 2015 and this, in turn, contributed to the highest annual market share Dacia had in 10 years.
BRONZE
Campaign: Romanians want more
Brand: Dacia Logan Prestige
Client: Dacia Automobile
Submitted by: Graffiti BBDO
Media Agency: OMD
Background/objectives: After the successful launch of a limited edition 10 Years Anniversary Logan in 2014, Dacia Romania decided to turn it into a permanent top of the line version of Logan starting with fall 2015. The campaign’s challenge was to prove that by stretching Logan’s range of features and price at the upper limit we could grow Logan’s overall business in Romania.
Strategy: Prospective buyers of the family-centric Logan are working class Romanians from all walks of life. However different they may be, there are a few traits that they all share. Their lives lack big ambitions but do have a sense of accomplishment – slowly but surely they work to improve their status in life, the welfare of their families and the fate of their country.
Continuing the bold emotional approach started in 2014 we wanted to encourage Romanians to aim for more and reassure them that Logan’s got what it takes to meet their higher expectations. We chose not to communicate price at all and only talk about optimism in a profoundly Romanian way, one that includes a opposite view also. The choice not to communicate the price of Logan Prestige (which is high by Logan standards) was due to the fact that we wanted the communication to reflect on Logan overall not just on the top version, to impact all Logan customers not just the more affluent ones.
Campaign Big Idea: A Logan that is more for people who expect more from others and from themselves.
Results: Logan Prestige helped increase Logan’s sales performance for fall 2015 and this, in turn, contributed to the highest annual market share Dacia had in 10 years.
Client: Dacia Automobile
Submitted by: Graffiti BBDO
Media Agency: OMD
Background/objectives: After the successful launch of a limited edition 10 Years Anniversary Logan in 2014, Dacia Romania decided to turn it into a permanent top of the line version of Logan starting with fall 2015. The campaign’s challenge was to prove that by stretching Logan’s range of features and price at the upper limit we could grow Logan’s overall business in Romania.
Strategy: Prospective buyers of the family-centric Logan are working class Romanians from all walks of life. However different they may be, there are a few traits that they all share. Their lives lack big ambitions but do have a sense of accomplishment – slowly but surely they work to improve their status in life, the welfare of their families and the fate of their country.
Continuing the bold emotional approach started in 2014 we wanted to encourage Romanians to aim for more and reassure them that Logan’s got what it takes to meet their higher expectations. We chose not to communicate price at all and only talk about optimism in a profoundly Romanian way, one that includes a opposite view also. The choice not to communicate the price of Logan Prestige (which is high by Logan standards) was due to the fact that we wanted the communication to reflect on Logan overall not just on the top version, to impact all Logan customers not just the more affluent ones.
Campaign Big Idea: A Logan that is more for people who expect more from others and from themselves.
Results: Logan Prestige helped increase Logan’s sales performance for fall 2015 and this, in turn, contributed to the highest annual market share Dacia had in 10 years.
Retail
Nominees
Campaign: Duetos
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: We needed to fill the sandwich gap versus McDonalds and come with a cool solution for our target (young teens) - always on the move and on the run.
Objectives: increase sales more than 9% vs last year. Overpass McDonalds in image indicators.
Strategy: We launched Duetos, two mini-wraps with chicken and vegetables inside, so you can celebrate being single by sharing it with yourself
Results: We increased our sales by 21.7% vs last year (same-store performance) and overpassed McDonalds in image indicators
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: We needed to fill the sandwich gap versus McDonalds and come with a cool solution for our target (young teens) - always on the move and on the run.
Objectives: increase sales more than 9% vs last year. Overpass McDonalds in image indicators.
Strategy: We launched Duetos, two mini-wraps with chicken and vegetables inside, so you can celebrate being single by sharing it with yourself
Results: We increased our sales by 21.7% vs last year (same-store performance) and overpassed McDonalds in image indicators
Campaign: American bites
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: People consider KFC to have a limited variety of products, vs. McDonalds, which they visit more often. So we had to come with a great product solution to prove we have variety. Our goal was to increase sales more than 9% and have a better connection with our target than McDonalds.
Strategy: We launched a new kind of chicken bites – American Bites, for our target to taste the American Dream here in Romania.
Results:
• 19.7% value sales growth versus last year (same restaurants)
• Leader in brand affinity, overpassing McDonalds.
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: People consider KFC to have a limited variety of products, vs. McDonalds, which they visit more often. So we had to come with a great product solution to prove we have variety. Our goal was to increase sales more than 9% and have a better connection with our target than McDonalds.
Strategy: We launched a new kind of chicken bites – American Bites, for our target to taste the American Dream here in Romania.
Results:
• 19.7% value sales growth versus last year (same restaurants)
• Leader in brand affinity, overpassing McDonalds.
Campaign: No Keyboard
Brand: Pizza Hut
Client: American Restaurants
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: UM România
Background/objectives: Create the first ever local image campaign in order to revive the sales of Pizza Hut.
Strategy: We realized people don’t enjoy their meals as they used to, due to their hectic lifestyle. So we created the Detastaturizarea (No-Keyboard) movement, to resurrect the appetite for eating like a human being, in a restaurant, with friends, and not in front of the computer.
Results: 14.7% sales value increase vs. last year and sustained growth in the following months.
Client: American Restaurants
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: UM România
Background/objectives: Create the first ever local image campaign in order to revive the sales of Pizza Hut.
Strategy: We realized people don’t enjoy their meals as they used to, due to their hectic lifestyle. So we created the Detastaturizarea (No-Keyboard) movement, to resurrect the appetite for eating like a human being, in a restaurant, with friends, and not in front of the computer.
Results: 14.7% sales value increase vs. last year and sustained growth in the following months.
Campaign: Shop anytime, anywhere
Brand: eMAG
Client: eMAG
Submitted by: Publicis România
Media Agency: Zenith România
Background/objectives: This case is about visionary leadership, about a brand looking for new horizons way before others, about the courage to create a new shopping habit in order to stay ahead of the curve.
Strategy: Our winning strategy was to give consumers a new power they didn't have so far: the power of shopping on the go whenever they felt like it. We could create endless shopping opportunities, countless moments of "I always wanted that dress", "I have to have that glasses too", "I've been looking for this headset" etc.
The Jed
Results: eMAG became the best shopping mobile application in Romania and the main source of growth for eMAG business, driving record number of visits, orders and generating impressive revenues by the end of 2015.
Client: eMAG
Submitted by: Publicis România
Media Agency: Zenith România
Background/objectives: This case is about visionary leadership, about a brand looking for new horizons way before others, about the courage to create a new shopping habit in order to stay ahead of the curve.
Strategy: Our winning strategy was to give consumers a new power they didn't have so far: the power of shopping on the go whenever they felt like it. We could create endless shopping opportunities, countless moments of "I always wanted that dress", "I have to have that glasses too", "I've been looking for this headset" etc.
The Jed
Results: eMAG became the best shopping mobile application in Romania and the main source of growth for eMAG business, driving record number of visits, orders and generating impressive revenues by the end of 2015.
Campaign: Travel like a star
Brand: OMV
Client: OMV Petrom
Submitted by: Publicis România
Media Agency: Optimedia
Background/objectives: OMV, the premium gas station that introduced the full-service format in Romania, has become the most copied player in the category, which led to a constant erosion of its leadership position.
Strategy: Use the summer promotion to defend our leadership of the premium segment by making OMV gas station the center of a real-life stories of a band on tour.
The Jed
Results: Despite inferior budgets and a late start compared to Rompetrol, OMV managed to turn an ordinary promotion into its most successful campaign ever, defending its leadership position in the premium segment.
Client: OMV Petrom
Submitted by: Publicis România
Media Agency: Optimedia
Background/objectives: OMV, the premium gas station that introduced the full-service format in Romania, has become the most copied player in the category, which led to a constant erosion of its leadership position.
Strategy: Use the summer promotion to defend our leadership of the premium segment by making OMV gas station the center of a real-life stories of a band on tour.
The Jed
Results: Despite inferior budgets and a late start compared to Rompetrol, OMV managed to turn an ordinary promotion into its most successful campaign ever, defending its leadership position in the premium segment.
Campaign: Shop like a Jedi
Brand: Carrefour
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order.
After a low-performing Easter season, Carrefour needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
The Jed
Results: After a low performing Easter Season, without flashing aggressive price offers and with a significant smaller network than its competitors, Carrefour turned around its decline, proving how imaginative and strategic use of Star Wars sponsorship can create significant brand business growth.
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order.
After a low-performing Easter season, Carrefour needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
The Jed
Results: After a low performing Easter Season, without flashing aggressive price offers and with a significant smaller network than its competitors, Carrefour turned around its decline, proving how imaginative and strategic use of Star Wars sponsorship can create significant brand business growth.
BRONZE
Campaign: Duetos
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: We needed to fill the sandwich gap versus McDonalds and come with a cool solution for our target (young teens) - always on the move and on the run.
Objectives: increase sales more than 9% vs last year. Overpass McDonalds in image indicators.
Strategy: We launched Duetos, two mini-wraps with chicken and vegetables inside, so you can celebrate being single by sharing it with yourself
Results: We increased our sales by 21.7% vs last year (same-store performance) and overpassed McDonalds in image indicators
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: We needed to fill the sandwich gap versus McDonalds and come with a cool solution for our target (young teens) - always on the move and on the run.
Objectives: increase sales more than 9% vs last year. Overpass McDonalds in image indicators.
Strategy: We launched Duetos, two mini-wraps with chicken and vegetables inside, so you can celebrate being single by sharing it with yourself
Results: We increased our sales by 21.7% vs last year (same-store performance) and overpassed McDonalds in image indicators
BRONZE
Campaign: No Keyboard
Brand: Pizza Hut
Client: American Restaurants
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: UM România
Background/objectives: Create the first ever local image campaign in order to revive the sales of Pizza Hut.
Strategy: We realized people don’t enjoy their meals as they used to, due to their hectic lifestyle. So we created the Detastaturizarea (No-Keyboard) movement, to resurrect the appetite for eating like a human being, in a restaurant, with friends, and not in front of the computer.
Results: 14.7% sales value increase vs. last year and sustained growth in the following months.
Client: American Restaurants
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: UM România
Background/objectives: Create the first ever local image campaign in order to revive the sales of Pizza Hut.
Strategy: We realized people don’t enjoy their meals as they used to, due to their hectic lifestyle. So we created the Detastaturizarea (No-Keyboard) movement, to resurrect the appetite for eating like a human being, in a restaurant, with friends, and not in front of the computer.
Results: 14.7% sales value increase vs. last year and sustained growth in the following months.
BRONZE
Campaign: Shop anytime, anywhere
Brand: eMAG
Client: eMAG
Submitted by: Publicis România
Media Agency: Zenith România
Background/objectives: This case is about visionary leadership, about a brand looking for new horizons way before others, about the courage to create a new shopping habit in order to stay ahead of the curve.
Strategy: Our winning strategy was to give consumers a new power they didn't have so far: the power of shopping on the go whenever they felt like it. We could create endless shopping opportunities, countless moments of "I always wanted that dress", "I have to have that glasses too", "I've been looking for this headset" etc.
The Jed
Results: eMAG became the best shopping mobile application in Romania and the main source of growth for eMAG business, driving record number of visits, orders and generating impressive revenues by the end of 2015.
Client: eMAG
Submitted by: Publicis România
Media Agency: Zenith România
Background/objectives: This case is about visionary leadership, about a brand looking for new horizons way before others, about the courage to create a new shopping habit in order to stay ahead of the curve.
Strategy: Our winning strategy was to give consumers a new power they didn't have so far: the power of shopping on the go whenever they felt like it. We could create endless shopping opportunities, countless moments of "I always wanted that dress", "I have to have that glasses too", "I've been looking for this headset" etc.
The Jed
Results: eMAG became the best shopping mobile application in Romania and the main source of growth for eMAG business, driving record number of visits, orders and generating impressive revenues by the end of 2015.
BRONZE
Campaign: Shop like a Jedi
Brand: Carrefour
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order.
After a low-performing Easter season, Carrefour needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
The Jed
Results: After a low performing Easter Season, without flashing aggressive price offers and with a significant smaller network than its competitors, Carrefour turned around its decline, proving how imaginative and strategic use of Star Wars sponsorship can create significant brand business growth.
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order.
After a low-performing Easter season, Carrefour needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
The Jed
Results: After a low performing Easter Season, without flashing aggressive price offers and with a significant smaller network than its competitors, Carrefour turned around its decline, proving how imaginative and strategic use of Star Wars sponsorship can create significant brand business growth.
SILVER
Campaign: American bites
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: People consider KFC to have a limited variety of products, vs. McDonalds, which they visit more often. So we had to come with a great product solution to prove we have variety. Our goal was to increase sales more than 9% and have a better connection with our target than McDonalds.
Strategy: We launched a new kind of chicken bites – American Bites, for our target to taste the American Dream here in Romania.
Results:
• 19.7% value sales growth versus last year (same restaurants)
• Leader in brand affinity, overpassing McDonalds.
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: People consider KFC to have a limited variety of products, vs. McDonalds, which they visit more often. So we had to come with a great product solution to prove we have variety. Our goal was to increase sales more than 9% and have a better connection with our target than McDonalds.
Strategy: We launched a new kind of chicken bites – American Bites, for our target to taste the American Dream here in Romania.
Results:
• 19.7% value sales growth versus last year (same restaurants)
• Leader in brand affinity, overpassing McDonalds.
Financial services
Nominees
Campaign: ING Hotel
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Third Agency: MSL The Practice
Media Agency: Zenith România
Background/objectives: ING’s purpose was to gain awareness and consideration on a category (salary card) very appealing but with deep-rooted, unfavorable customers’ habits, by using as weapons a competitive price offer, positive image and smart communication.
Strategy: The creative solution was to transmit this idea: if you bring your salary to ING you are the guest of a 5 stars hotel, but you don’t have to pay anything, suggesting that at ING clients benefit not only of 0 costs, but also of quality and high service.
Results: The outcome: exceeding all sales objectives and good performance for key campaign indicators.
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Third Agency: MSL The Practice
Media Agency: Zenith România
Background/objectives: ING’s purpose was to gain awareness and consideration on a category (salary card) very appealing but with deep-rooted, unfavorable customers’ habits, by using as weapons a competitive price offer, positive image and smart communication.
Strategy: The creative solution was to transmit this idea: if you bring your salary to ING you are the guest of a 5 stars hotel, but you don’t have to pay anything, suggesting that at ING clients benefit not only of 0 costs, but also of quality and high service.
Results: The outcome: exceeding all sales objectives and good performance for key campaign indicators.
Campaign: ING Yes, you can
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Media Agency: Zenith România
Background/objectives: ING wasn’t perceived as a loan bank. For years, it drove customers away with risk-based pricing and restrictive eligibility criteria. Now, it had to work on image and consideration.
Strategy: The only weapon we had: the almost instant granting of loan, facilitated by a market opportunity.
The creative solution had to enhance brand image, outline relevance and customer experience. The key instrument we used was the empowering “Yes, you can”, in a series of sketches taking place in a surreal ING Office.
Results: The outcome: the all times record sales of ING loans, outstanding brand performance.
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Media Agency: Zenith România
Background/objectives: ING wasn’t perceived as a loan bank. For years, it drove customers away with risk-based pricing and restrictive eligibility criteria. Now, it had to work on image and consideration.
Strategy: The only weapon we had: the almost instant granting of loan, facilitated by a market opportunity.
The creative solution had to enhance brand image, outline relevance and customer experience. The key instrument we used was the empowering “Yes, you can”, in a series of sketches taking place in a surreal ING Office.
Results: The outcome: the all times record sales of ING loans, outstanding brand performance.
Campaign: Normality
Brand: MasterCard
Client: MasterCard
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: Carat România
Background/objectives: Shift consumer behavior from cash to card by encouraging everyday card usage was the major objective of the campaign.
Strategy: Our campaign had as a background the Romanian presidential elections: a crucial moment for Romanians, when we clearly saw how people stood up for what they considered to be the good thing for Romania’s future: the normality. We saw an opportunity in a behavioral transformation at a country level. We aimed for a platform that gives the habit of card payment a social dimension. Our campaign portrayed the faces of normality.
Client: MasterCard
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: Golin
Media Agency: Carat România
Background/objectives: Shift consumer behavior from cash to card by encouraging everyday card usage was the major objective of the campaign.
Strategy: Our campaign had as a background the Romanian presidential elections: a crucial moment for Romanians, when we clearly saw how people stood up for what they considered to be the good thing for Romania’s future: the normality. We saw an opportunity in a behavioral transformation at a country level. We aimed for a platform that gives the habit of card payment a social dimension. Our campaign portrayed the faces of normality.
Campaign: Reduced Repayments
Brand: Erste BCR
Client: BCR
Submitted by: Cohn and Jansen JWT
Second Agency: Atelieru
Media Agency: MEC
Background/objectives: BCR had to keep close its house loan clients with a refinancing offer during the image crisis that the banking system was facing in 2015.
Strategy: The campaign, “Reduced Repayments”, showed people understanding, empathy and displayed a real solution for cutting off their too big monthly installments.
Results: BCR sold Refinancing Loans in an unexpected amount and got a big share of the market, while its main clients rated BCR as their “first choice bank” in a bigger amount than before the crisis.
Client: BCR
Submitted by: Cohn and Jansen JWT
Second Agency: Atelieru
Media Agency: MEC
Background/objectives: BCR had to keep close its house loan clients with a refinancing offer during the image crisis that the banking system was facing in 2015.
Strategy: The campaign, “Reduced Repayments”, showed people understanding, empathy and displayed a real solution for cutting off their too big monthly installments.
Results: BCR sold Refinancing Loans in an unexpected amount and got a big share of the market, while its main clients rated BCR as their “first choice bank” in a bigger amount than before the crisis.
Campaign: Rich Life
Brand: BCR
Client: BCR
Submitted by: Cohn and Jansen JWT
Second Agency: Atelieru
Media Agency: MEC
Background/objectives: This is the story of how BCR, the biggest bank in Romania, managed to reinvent itself and attract a new and financially powerful segment. While perceived as solid and trustworthy, BCR’s appeal within the high-income segment was decreasing.
Strategy: Through the new brand platform, BCR encouraged the active, modern consumer to see life as fun and full of experiences, rather than busy and overwhelming.
Results: In spite of a smaller media budget vs. ’14, the brand became stronger and more appealing for the high-income segment.
Client: BCR
Submitted by: Cohn and Jansen JWT
Second Agency: Atelieru
Media Agency: MEC
Background/objectives: This is the story of how BCR, the biggest bank in Romania, managed to reinvent itself and attract a new and financially powerful segment. While perceived as solid and trustworthy, BCR’s appeal within the high-income segment was decreasing.
Strategy: Through the new brand platform, BCR encouraged the active, modern consumer to see life as fun and full of experiences, rather than busy and overwhelming.
Results: In spite of a smaller media budget vs. ’14, the brand became stronger and more appealing for the high-income segment.
BRONZE
Campaign: ING Hotel
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Third Agency: MSL The Practice
Media Agency: Zenith România
Background/objectives: ING’s purpose was to gain awareness and consideration on a category (salary card) very appealing but with deep-rooted, unfavorable customers’ habits, by using as weapons a competitive price offer, positive image and smart communication.
Strategy: The creative solution was to transmit this idea: if you bring your salary to ING you are the guest of a 5 stars hotel, but you don’t have to pay anything, suggesting that at ING clients benefit not only of 0 costs, but also of quality and high service.
Results: The outcome: exceeding all sales objectives and good performance for key campaign indicators.
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Third Agency: MSL The Practice
Media Agency: Zenith România
Background/objectives: ING’s purpose was to gain awareness and consideration on a category (salary card) very appealing but with deep-rooted, unfavorable customers’ habits, by using as weapons a competitive price offer, positive image and smart communication.
Strategy: The creative solution was to transmit this idea: if you bring your salary to ING you are the guest of a 5 stars hotel, but you don’t have to pay anything, suggesting that at ING clients benefit not only of 0 costs, but also of quality and high service.
Results: The outcome: exceeding all sales objectives and good performance for key campaign indicators.
SILVER
Campaign: ING Yes, you can
Brand: ING Bank
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Media Agency: Zenith România
Background/objectives: ING wasn’t perceived as a loan bank. For years, it drove customers away with risk-based pricing and restrictive eligibility criteria. Now, it had to work on image and consideration.
Strategy: The only weapon we had: the almost instant granting of loan, facilitated by a market opportunity.
The creative solution had to enhance brand image, outline relevance and customer experience. The key instrument we used was the empowering “Yes, you can”, in a series of sketches taking place in a surreal ING Office.
Results: The outcome: the all times record sales of ING loans, outstanding brand performance.
Client: ING Bank România
Submitted by: CAP
Second Agency: Mullen Lowe Profero
Media Agency: Zenith România
Background/objectives: ING wasn’t perceived as a loan bank. For years, it drove customers away with risk-based pricing and restrictive eligibility criteria. Now, it had to work on image and consideration.
Strategy: The only weapon we had: the almost instant granting of loan, facilitated by a market opportunity.
The creative solution had to enhance brand image, outline relevance and customer experience. The key instrument we used was the empowering “Yes, you can”, in a series of sketches taking place in a surreal ING Office.
Results: The outcome: the all times record sales of ING loans, outstanding brand performance.
Telecommunications
Nominees
Campaign: Hai Simona! – Go Simona!
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: Vodafone had the courage to associate with Simona Halep in the times when Romanians had the harshest words for her, when she was losing. Objectives: score above average in image KPI’s, increase mobile devices sales by 10%, data activation by 30% vs. LY.
Strategy: With the Every encouragement matters campaign we supported Simona when she needed it most.
Results: Scored well above average: mobile devices sales +14% & data activation +45% vs. LY.
The hashtag #haisimona reached 17 million users.
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: Vodafone had the courage to associate with Simona Halep in the times when Romanians had the harshest words for her, when she was losing. Objectives: score above average in image KPI’s, increase mobile devices sales by 10%, data activation by 30% vs. LY.
Strategy: With the Every encouragement matters campaign we supported Simona when she needed it most.
Results: Scored well above average: mobile devices sales +14% & data activation +45% vs. LY.
The hashtag #haisimona reached 17 million users.
Campaign: Vodafone HBO Go
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: Romanians are not used to pay for online content. HboGo and the Vodafone Network enable them to watch content remotely, wherever they are. Objectives: Increase the number of HBO Go subscriptions, special devices sales and viewership of Game of Thrones.
Strategy: Vodafone revolutionizes entertainment with the HboGo app, no matter where you are, even on top of a mountain, like Ghita the Shepard.
Results:
• HBO Go subscriptions + 50%
• tablet sales + 63%
• 48% more views for Game of Thrones
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: Romanians are not used to pay for online content. HboGo and the Vodafone Network enable them to watch content remotely, wherever they are. Objectives: Increase the number of HBO Go subscriptions, special devices sales and viewership of Game of Thrones.
Strategy: Vodafone revolutionizes entertainment with the HboGo app, no matter where you are, even on top of a mountain, like Ghita the Shepard.
Results:
• HBO Go subscriptions + 50%
• tablet sales + 63%
• 48% more views for Game of Thrones
Campaign: Christmas designed by kids
Brand: Telekom
Client: Telekom România
Submitted by: GMP Advertising
Media Agency: Media Investment
Background/objectives: Christmas season is by far the most cluttered brand messaging landscape, and a tough battle in telecom special offers. Competing with virtually all brands on air, Telekom aimed to get young families’ attention, win their hearts and eventually...their commitment.
Strategy: For adults, Christmas became increasingly commercial; however, for children it’s still pure joy. So we decided to let real kids translate the benefits of the Telekom offer, in their own words.
Results: Telekom registered a significant growth as a provider of bundle packages, with double-digit increase in key image indicators and sales.
Client: Telekom România
Submitted by: GMP Advertising
Media Agency: Media Investment
Background/objectives: Christmas season is by far the most cluttered brand messaging landscape, and a tough battle in telecom special offers. Competing with virtually all brands on air, Telekom aimed to get young families’ attention, win their hearts and eventually...their commitment.
Strategy: For adults, Christmas became increasingly commercial; however, for children it’s still pure joy. So we decided to let real kids translate the benefits of the Telekom offer, in their own words.
Results: Telekom registered a significant growth as a provider of bundle packages, with double-digit increase in key image indicators and sales.
Campaign: Tadaaam GigaWeekend
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
BRONZE
Campaign: Hai Simona! – Go Simona!
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: Vodafone had the courage to associate with Simona Halep in the times when Romanians had the harshest words for her, when she was losing. Objectives: score above average in image KPI’s, increase mobile devices sales by 10%, data activation by 30% vs. LY.
Strategy: With the Every encouragement matters campaign we supported Simona when she needed it most.
Results: Scored well above average: mobile devices sales +14% & data activation +45% vs. LY.
The hashtag #haisimona reached 17 million users.
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: Vodafone had the courage to associate with Simona Halep in the times when Romanians had the harshest words for her, when she was losing. Objectives: score above average in image KPI’s, increase mobile devices sales by 10%, data activation by 30% vs. LY.
Strategy: With the Every encouragement matters campaign we supported Simona when she needed it most.
Results: Scored well above average: mobile devices sales +14% & data activation +45% vs. LY.
The hashtag #haisimona reached 17 million users.
SILVER
Campaign: Christmas designed by kids
Brand: Telekom
Client: Telekom România
Submitted by: GMP Advertising
Media Agency: Media Investment
Background/objectives: Christmas season is by far the most cluttered brand messaging landscape, and a tough battle in telecom special offers. Competing with virtually all brands on air, Telekom aimed to get young families’ attention, win their hearts and eventually...their commitment.
Strategy: For adults, Christmas became increasingly commercial; however, for children it’s still pure joy. So we decided to let real kids translate the benefits of the Telekom offer, in their own words.
Results: Telekom registered a significant growth as a provider of bundle packages, with double-digit increase in key image indicators and sales.
Client: Telekom România
Submitted by: GMP Advertising
Media Agency: Media Investment
Background/objectives: Christmas season is by far the most cluttered brand messaging landscape, and a tough battle in telecom special offers. Competing with virtually all brands on air, Telekom aimed to get young families’ attention, win their hearts and eventually...their commitment.
Strategy: For adults, Christmas became increasingly commercial; however, for children it’s still pure joy. So we decided to let real kids translate the benefits of the Telekom offer, in their own words.
Results: Telekom registered a significant growth as a provider of bundle packages, with double-digit increase in key image indicators and sales.
GOLD
Campaign: Tadaaam GigaWeekend
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Others
Nominees
Campaign: Google Streetview test
Brand: ACR
Client: ACR
Submitted by: Publicis România
Background/objectives: This is a case about how the OLDEST DRIVING SCHOOL of Romania managed to bring the MOST INNOVATIVE TOOL OF LEARNING and become one of the most known schools in the market.
Strategy: Google Street View TESTS were the new learning tool designed to help the community get closer to their goal: GET THE DRIVERS’ LICENSE and BECOME BETTER DRIVERS.
The Je
Results: This is a case where creativity helped ACR regain its reputation as a driving school, increased the number of sign-ups and its student’s success rate at the driving license exam.
Client: ACR
Submitted by: Publicis România
Background/objectives: This is a case about how the OLDEST DRIVING SCHOOL of Romania managed to bring the MOST INNOVATIVE TOOL OF LEARNING and become one of the most known schools in the market.
Strategy: Google Street View TESTS were the new learning tool designed to help the community get closer to their goal: GET THE DRIVERS’ LICENSE and BECOME BETTER DRIVERS.
The Je
Results: This is a case where creativity helped ACR regain its reputation as a driving school, increased the number of sign-ups and its student’s success rate at the driving license exam.
Campaign: Great for your community
Brand: Patru Mâini
Client: Patru Mâini
Submitted by: Rusu+Borțun Brand Growers
Background/objectives: Patru Maini is a construction materials producer with a two-folded mission – that of a commercial entity and that of a social hub: renovating poorly equipped children’s facilities.
Strategy: Quality products and a social mission were not enough – Patru Maini needed to show the audience why they should give up their habitual purchase.
The brand reunited craftsmen and beneficiaries alike under one common purpose – COMMUNITY HELP. We allowed anyone to nominate buildings needing renovations, turning a commercial war into a consumer auction.
Results: Patru Maini managed to gather the community around renovating buildings while also consolidating its market share.
Client: Patru Mâini
Submitted by: Rusu+Borțun Brand Growers
Background/objectives: Patru Maini is a construction materials producer with a two-folded mission – that of a commercial entity and that of a social hub: renovating poorly equipped children’s facilities.
Strategy: Quality products and a social mission were not enough – Patru Maini needed to show the audience why they should give up their habitual purchase.
The brand reunited craftsmen and beneficiaries alike under one common purpose – COMMUNITY HELP. We allowed anyone to nominate buildings needing renovations, turning a commercial war into a consumer auction.
Results: Patru Maini managed to gather the community around renovating buildings while also consolidating its market share.
GOLD
Campaign: Google Streetview test
Brand: ACR
Client: ACR
Submitted by: Publicis România
Background/objectives: This is a case about how the OLDEST DRIVING SCHOOL of Romania managed to bring the MOST INNOVATIVE TOOL OF LEARNING and become one of the most known schools in the market.
Strategy: Google Street View TESTS were the new learning tool designed to help the community get closer to their goal: GET THE DRIVERS’ LICENSE and BECOME BETTER DRIVERS.
The Je
Results: This is a case where creativity helped ACR regain its reputation as a driving school, increased the number of sign-ups and its student’s success rate at the driving license exam.
Client: ACR
Submitted by: Publicis România
Background/objectives: This is a case about how the OLDEST DRIVING SCHOOL of Romania managed to bring the MOST INNOVATIVE TOOL OF LEARNING and become one of the most known schools in the market.
Strategy: Google Street View TESTS were the new learning tool designed to help the community get closer to their goal: GET THE DRIVERS’ LICENSE and BECOME BETTER DRIVERS.
The Je
Results: This is a case where creativity helped ACR regain its reputation as a driving school, increased the number of sign-ups and its student’s success rate at the driving license exam.
Renaissance
Nominees
Campaign: Real energy, not just words
Brand: Amigo
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Amigo had seen penetration and relevance decline due to a changing competitive landscape: wasn’t able to keep the pace with the younger Nescafe and needed to rebuild equity.
Strategy: Amigo created the “Real Energy, not just words” platform: stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign reversed the brands’ decline: increased value market share with 20% taking back leadership of the instant coffee category; brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me” attribute.
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Amigo had seen penetration and relevance decline due to a changing competitive landscape: wasn’t able to keep the pace with the younger Nescafe and needed to rebuild equity.
Strategy: Amigo created the “Real Energy, not just words” platform: stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign reversed the brands’ decline: increased value market share with 20% taking back leadership of the instant coffee category; brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me” attribute.
BRONZE
Campaign: Real energy, not just words
Brand: Amigo
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Amigo had seen penetration and relevance decline due to a changing competitive landscape: wasn’t able to keep the pace with the younger Nescafe and needed to rebuild equity.
Strategy: Amigo created the “Real Energy, not just words” platform: stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign reversed the brands’ decline: increased value market share with 20% taking back leadership of the instant coffee category; brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me” attribute.
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Amigo had seen penetration and relevance decline due to a changing competitive landscape: wasn’t able to keep the pace with the younger Nescafe and needed to rebuild equity.
Strategy: Amigo created the “Real Energy, not just words” platform: stories on TV and Online that illustrated those people who are always on the watch.
Results: The campaign reversed the brands’ decline: increased value market share with 20% taking back leadership of the instant coffee category; brought back Amigo’s iconic perception as the energy expert by almost doubling the “It energizes me” attribute.
New Product or Service introductions
Nominees
Campaign: What’s your liver’s real age?
Brand: Fortifikat
Client: Terapia – a Sun Pharma company
Submitted by: Tempo Advertising
Media Agency: Media Investment
Background/objectives: Fortifikat, a new premium brand of liver supplements, enters a crowded category dominated by Essentiale, whose MS it would have to challenge.
Strategy: Targeting busy professionals, the launch campaign started with the insight that liver symptoms (tiredness) are not easily noticed, and dramatized a powerful big idea: a sick liver ages faster than you, so treat it well. Media strategy aimed at driving brand salience and activating sales with TV and retail as main touchpoints.
Results: Fortifikat surpassed value and volume objectives by 40%, causing a substantial decline in leader’s MS.
Client: Terapia – a Sun Pharma company
Submitted by: Tempo Advertising
Media Agency: Media Investment
Background/objectives: Fortifikat, a new premium brand of liver supplements, enters a crowded category dominated by Essentiale, whose MS it would have to challenge.
Strategy: Targeting busy professionals, the launch campaign started with the insight that liver symptoms (tiredness) are not easily noticed, and dramatized a powerful big idea: a sick liver ages faster than you, so treat it well. Media strategy aimed at driving brand salience and activating sales with TV and retail as main touchpoints.
Results: Fortifikat surpassed value and volume objectives by 40%, causing a substantial decline in leader’s MS.
Sustained Success
Nominees
Campaign: Billions of moments
Brand: Doncafé
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Our mission was to help the young Doncafe find its place and, thrive in a marked that worked like a monopoly for Jacobs; To find a powerful voice for a brand set out to redefine the rules of its category.
Strategy: The “Billions of moments” platform established Doncafe as the “coffee for me moments” with an association that grew every year, creating a new meaningful interpretation of coffee.
Results: Market share increased with 30% in value; brand perception overpassed market benchmark for “A brand for me” and “A brand I trust”.
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Our mission was to help the young Doncafe find its place and, thrive in a marked that worked like a monopoly for Jacobs; To find a powerful voice for a brand set out to redefine the rules of its category.
Strategy: The “Billions of moments” platform established Doncafe as the “coffee for me moments” with an association that grew every year, creating a new meaningful interpretation of coffee.
Results: Market share increased with 30% in value; brand perception overpassed market benchmark for “A brand for me” and “A brand I trust”.
Campaign: Millidge and Doig
Brand: Orange
Client: Orange România
Submitted by: Orange România
Second Agency: Wieden + Kennedy
Third Agency: Publicis România
Media Agency: Initiative Media
Background/objectives: To protect Orange market lead, the brand needed to sit above the confusing scramble with a clear and distinctive platform that could make them stand for more in the minds of Romanians.
Strategy: We looked beyond devices, minutes and texts and found out Orange provided a service that was ultimately about something bigger - togetherness.
Results: Orange managed to stay number one in both in business and brand perception by creating stories of real engagement and by making Millidge and Doig friendship part of Romanian culture.
Client: Orange România
Submitted by: Orange România
Second Agency: Wieden + Kennedy
Third Agency: Publicis România
Media Agency: Initiative Media
Background/objectives: To protect Orange market lead, the brand needed to sit above the confusing scramble with a clear and distinctive platform that could make them stand for more in the minds of Romanians.
Strategy: We looked beyond devices, minutes and texts and found out Orange provided a service that was ultimately about something bigger - togetherness.
Results: Orange managed to stay number one in both in business and brand perception by creating stories of real engagement and by making Millidge and Doig friendship part of Romanian culture.
SILVER
Campaign: Millidge and Doig
Brand: Orange
Client: Orange România
Submitted by: Orange România
Second Agency: Wieden + Kennedy
Third Agency: Publicis România
Media Agency: Initiative Media
Background/objectives: To protect Orange market lead, the brand needed to sit above the confusing scramble with a clear and distinctive platform that could make them stand for more in the minds of Romanians.
Strategy: We looked beyond devices, minutes and texts and found out Orange provided a service that was ultimately about something bigger - togetherness.
Results: Orange managed to stay number one in both in business and brand perception by creating stories of real engagement and by making Millidge and Doig friendship part of Romanian culture.
Client: Orange România
Submitted by: Orange România
Second Agency: Wieden + Kennedy
Third Agency: Publicis România
Media Agency: Initiative Media
Background/objectives: To protect Orange market lead, the brand needed to sit above the confusing scramble with a clear and distinctive platform that could make them stand for more in the minds of Romanians.
Strategy: We looked beyond devices, minutes and texts and found out Orange provided a service that was ultimately about something bigger - togetherness.
Results: Orange managed to stay number one in both in business and brand perception by creating stories of real engagement and by making Millidge and Doig friendship part of Romanian culture.
GOLD
Campaign: Billions of moments
Brand: Doncafé
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Our mission was to help the young Doncafe find its place and, thrive in a marked that worked like a monopoly for Jacobs; To find a powerful voice for a brand set out to redefine the rules of its category.
Strategy: The “Billions of moments” platform established Doncafe as the “coffee for me moments” with an association that grew every year, creating a new meaningful interpretation of coffee.
Results: Market share increased with 30% in value; brand perception overpassed market benchmark for “A brand for me” and “A brand I trust”.
Client: Strauss România
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Media Agency: Starcom MediaVest
Background/objectives: Our mission was to help the young Doncafe find its place and, thrive in a marked that worked like a monopoly for Jacobs; To find a powerful voice for a brand set out to redefine the rules of its category.
Strategy: The “Billions of moments” platform established Doncafe as the “coffee for me moments” with an association that grew every year, creating a new meaningful interpretation of coffee.
Results: Market share increased with 30% in value; brand perception overpassed market benchmark for “A brand for me” and “A brand I trust”.
Shopper Marketing
Nominees
Campaign: Şerif la relaxare
Brand: Ciucaș
Client: Ursus Breweries
Submitted by: GMP Advertising
Second Agency: Foodwise
Background/objectives: In the summer battle for market shares, Ciucas needed to regain rural consumers and win share in rural areas from other economy brands through outlet investments and activations.
Strategy: An activation program designed as a series of localized promotions, endorsed and hosted by a relevant character for our target, Varu’ Sandel, was set to overcome villagers’ skepticism and reluctance.
Results: The program went beyond the transactional level into community engagement, surpassed its already ambitious objectives, set a benchmark for rural activations, and made Ciucas the winner of the summer battle in rural.
Client: Ursus Breweries
Submitted by: GMP Advertising
Second Agency: Foodwise
Background/objectives: In the summer battle for market shares, Ciucas needed to regain rural consumers and win share in rural areas from other economy brands through outlet investments and activations.
Strategy: An activation program designed as a series of localized promotions, endorsed and hosted by a relevant character for our target, Varu’ Sandel, was set to overcome villagers’ skepticism and reluctance.
Results: The program went beyond the transactional level into community engagement, surpassed its already ambitious objectives, set a benchmark for rural activations, and made Ciucas the winner of the summer battle in rural.
Campaign: Shop like a Jedi
Brand: Carrefour
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
BRONZE
Campaign: Şerif la relaxare
Brand: Ciucaș
Client: Ursus Breweries
Submitted by: GMP Advertising
Second Agency: Foodwise
Background/objectives: In the summer battle for market shares, Ciucas needed to regain rural consumers and win share in rural areas from other economy brands through outlet investments and activations.
Strategy: An activation program designed as a series of localized promotions, endorsed and hosted by a relevant character for our target, Varu’ Sandel, was set to overcome villagers’ skepticism and reluctance.
Results: The program went beyond the transactional level into community engagement, surpassed its already ambitious objectives, set a benchmark for rural activations, and made Ciucas the winner of the summer battle in rural.
Client: Ursus Breweries
Submitted by: GMP Advertising
Second Agency: Foodwise
Background/objectives: In the summer battle for market shares, Ciucas needed to regain rural consumers and win share in rural areas from other economy brands through outlet investments and activations.
Strategy: An activation program designed as a series of localized promotions, endorsed and hosted by a relevant character for our target, Varu’ Sandel, was set to overcome villagers’ skepticism and reluctance.
Results: The program went beyond the transactional level into community engagement, surpassed its already ambitious objectives, set a benchmark for rural activations, and made Ciucas the winner of the summer battle in rural.
BRONZE
Campaign: Shop like a Jedi
Brand: Carrefour
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
Brand Experience
Nominees
Campaign: Shop like a Jedi
Brand: Carrefour
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
Campaign: Kissing Bottles
Brand: Coca-Cola
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: McCann PR
Media Agency: UM România
Background/objectives: The challenge for Coca-Cola was to find a new way to connect with young people, to regain relevance to this target.
Strategy: Coke bottles became icebreakers, by adding magnetic caps to attract or reject a stranger. Through this innovative sampling, young people were invited to find their matching bottles at Untold.
Results:
• On spot, 1 bottle interacted with 30 people; while online it generated 143 impressions.
• During festival, 150.000 people interacted with the “Kissing Bottles”, meaning more than half of the festival participants (Source: Client data)
Client: The Coca-Cola Company
Submitted by: McCann Worldgroup România
Second Agency: MRM Worldwide România
Third Agency: McCann PR
Media Agency: UM România
Background/objectives: The challenge for Coca-Cola was to find a new way to connect with young people, to regain relevance to this target.
Strategy: Coke bottles became icebreakers, by adding magnetic caps to attract or reject a stranger. Through this innovative sampling, young people were invited to find their matching bottles at Untold.
Results:
• On spot, 1 bottle interacted with 30 people; while online it generated 143 impressions.
• During festival, 150.000 people interacted with the “Kissing Bottles”, meaning more than half of the festival participants (Source: Client data)
Campaign: Where’s Mr. Applehead?
Brand: Strongbow
Client: Heineken România
Submitted by: Ogilvy & Mather
Media Agency: Starcom MediaVest
Background/objectives: After a successful brand and category launch that won the summer objectives, our job was to convince people to consume Strongbow during the out of the season time.
Strategy: Introducing product credentials as an interactive gamification digital experience: we designed the first interactive Instagram campaign in Romania that allowed everyone to experience the entire cider making process, from orchard to glass, using the native functions of the platform.
Results: Mr. Applehead became the Romanian Instagram’s darling and a social media star, placing Strongbow Romania in top 3 Strongbow accounts worldwide.
Client: Heineken România
Submitted by: Ogilvy & Mather
Media Agency: Starcom MediaVest
Background/objectives: After a successful brand and category launch that won the summer objectives, our job was to convince people to consume Strongbow during the out of the season time.
Strategy: Introducing product credentials as an interactive gamification digital experience: we designed the first interactive Instagram campaign in Romania that allowed everyone to experience the entire cider making process, from orchard to glass, using the native functions of the platform.
Results: Mr. Applehead became the Romanian Instagram’s darling and a social media star, placing Strongbow Romania in top 3 Strongbow accounts worldwide.
Campaign: Grolsch Sound Experiment
Brand: Grolsch
Client: Ursus Breweries
Submitted by: Kubis Interactive
Second Agency: Propaganda Creative Marketing
Third Agency: MSL The Practice
Media Agency: Media Investment
Background/objectives: Further grow Grolsch brand equity via an unconventional brand experience that would win over loyal & future experimentalists.
Strategy: Since music is the greatest communicator, in 2015 we delivered a unique music experience where artists from opposite music genres would fuse in harmony. An unprecedented offline-to-online experience that grew from a series of 3 events to an online phenomenon. And maximized a tight budget.
Results: Exceeded all brand KPIs objectives,
while setting a new personal record in terms of number of views on our Grolsch YouTube channel.
Client: Ursus Breweries
Submitted by: Kubis Interactive
Second Agency: Propaganda Creative Marketing
Third Agency: MSL The Practice
Media Agency: Media Investment
Background/objectives: Further grow Grolsch brand equity via an unconventional brand experience that would win over loyal & future experimentalists.
Strategy: Since music is the greatest communicator, in 2015 we delivered a unique music experience where artists from opposite music genres would fuse in harmony. An unprecedented offline-to-online experience that grew from a series of 3 events to an online phenomenon. And maximized a tight budget.
Results: Exceeded all brand KPIs objectives,
while setting a new personal record in terms of number of views on our Grolsch YouTube channel.
Campaign: Fakation
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: Summertime brings lower traffic and sales for indoor fast-food category where KFC is one of the main players.
Strategy: In 2015, KFC launched a campaign which soon became a movement started from in-store experience: Fakation. KFC transformed their windows, trays and floors into fake holiday mock-ups so customers could take pictures of them in lavish far-away places, and shared them on all social media.
Results: KFC’s summer sales moved up versus previous summer, and people were having fun on multiple devices, moving up its brand attributes also.
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: Summertime brings lower traffic and sales for indoor fast-food category where KFC is one of the main players.
Strategy: In 2015, KFC launched a campaign which soon became a movement started from in-store experience: Fakation. KFC transformed their windows, trays and floors into fake holiday mock-ups so customers could take pictures of them in lavish far-away places, and shared them on all social media.
Results: KFC’s summer sales moved up versus previous summer, and people were having fun on multiple devices, moving up its brand attributes also.
Campaign: Tadaaam
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
BRONZE
Campaign: Shop like a Jedi
Brand: Carrefour
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
Client: Carrefour România
Submitted by: Publicis România & Nurun
Media Agency: Zenith România
Background/objectives: Carrefour is Romania's longest-standing hypermarket facing the hardship of the new retail order. The hypermarket needed a big comeback by the end of 2015, strong enough to help the brand stop the bleeding.
Strategy: To celebrate the cinema release of Star Wars CARREFOUR INVITED ROMANIA TO SHOP LIKE A JEDI.
Results: SHOP WITH THE FORCE interactive billboard registered the highest participation rate in a shopping activation helping Carrefour MegaMall become the most visited and best selling Carrefour in Romania in Q4 2015.
BRONZE
Campaign: Grolsch Sound Experiment
Brand: Grolsch
Client: Ursus Breweries
Submitted by: Kubis Interactive
Second Agency: Propaganda Creative Marketing
Third Agency: MSL The Practice
Media Agency: Media Investment
Background/objectives: Further grow Grolsch brand equity via an unconventional brand experience that would win over loyal & future experimentalists.
Strategy: Since music is the greatest communicator, in 2015 we delivered a unique music experience where artists from opposite music genres would fuse in harmony. An unprecedented offline-to-online experience that grew from a series of 3 events to an online phenomenon. And maximized a tight budget.
Results: Exceeded all brand KPIs objectives,
while setting a new personal record in terms of number of views on our Grolsch YouTube channel.
Client: Ursus Breweries
Submitted by: Kubis Interactive
Second Agency: Propaganda Creative Marketing
Third Agency: MSL The Practice
Media Agency: Media Investment
Background/objectives: Further grow Grolsch brand equity via an unconventional brand experience that would win over loyal & future experimentalists.
Strategy: Since music is the greatest communicator, in 2015 we delivered a unique music experience where artists from opposite music genres would fuse in harmony. An unprecedented offline-to-online experience that grew from a series of 3 events to an online phenomenon. And maximized a tight budget.
Results: Exceeded all brand KPIs objectives,
while setting a new personal record in terms of number of views on our Grolsch YouTube channel.
BRONZE
Campaign: Fakation
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: Summertime brings lower traffic and sales for indoor fast-food category where KFC is one of the main players.
Strategy: In 2015, KFC launched a campaign which soon became a movement started from in-store experience: Fakation. KFC transformed their windows, trays and floors into fake holiday mock-ups so customers could take pictures of them in lavish far-away places, and shared them on all social media.
Results: KFC’s summer sales moved up versus previous summer, and people were having fun on multiple devices, moving up its brand attributes also.
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/objectives: Summertime brings lower traffic and sales for indoor fast-food category where KFC is one of the main players.
Strategy: In 2015, KFC launched a campaign which soon became a movement started from in-store experience: Fakation. KFC transformed their windows, trays and floors into fake holiday mock-ups so customers could take pictures of them in lavish far-away places, and shared them on all social media.
Results: KFC’s summer sales moved up versus previous summer, and people were having fun on multiple devices, moving up its brand attributes also.
BRONZE
Campaign: Tadaaam
Brand: Telekom
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Good Works EFFIE – Brands (CSR)
Nominees
Campaign: Great for your community
Brand: Patru Mâini
Client: Patru Mâini
Submitted by: Rusu+Borțun Brand Growers
Background/objectives: Patru Mâini is a construction materials producer with a two-folded mission – that of a commercial entity and that of a social hub: renovating poorly equipped children’s facilities.
Strategy: Quality products and a social mission were not enough – Patru Maini needed to show the audience why they should give up their habitual purchase.
The brand reunited craftsmen and beneficiaries alike under one common purpose – COMMUNITY HELP. We allowed anyone to nominate buildings needing renovations, turning a commercial war into a consumer auction.
Results: Patru Maini managed to gather the community around renovating buildings while also consolidating its market share.
Client: Patru Mâini
Submitted by: Rusu+Borțun Brand Growers
Background/objectives: Patru Mâini is a construction materials producer with a two-folded mission – that of a commercial entity and that of a social hub: renovating poorly equipped children’s facilities.
Strategy: Quality products and a social mission were not enough – Patru Maini needed to show the audience why they should give up their habitual purchase.
The brand reunited craftsmen and beneficiaries alike under one common purpose – COMMUNITY HELP. We allowed anyone to nominate buildings needing renovations, turning a commercial war into a consumer auction.
Results: Patru Maini managed to gather the community around renovating buildings while also consolidating its market share.
GoodWorks EFFIE – Non – Profit
Nominees
Campaign: Pay With Blood
Brand: National Institute for Blood & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
Campaign: My Answer is No
Brand: ActiveWatch
Client: ActiveWatch
Submitted by: FCB Bucharest
Background/objectives: On the background of many irresponsible discriminatory declarations made by public figures across the time and the lack of response from the public opinion, in 2015, ActiveWatch decided to step in and raise awareness on the matter, encouraging the public to take a stand, through the first communication campaign on the hate speech matter.
Strategy: In order to involve people and create them the feeling of being part of something, we created a website – www.myanswerisno.ro - where they could join the cause buy pushing a virtual red button that was counting down all the disapproval votes. Also, the page was populated every day with video testimonials of endorsers from very many different areas (fashion, politics, TV stars, journalists) who were showing their support to the cause and highlighting their disapproval on the matter.
Results: The campaign proved to be a success, raising awareness and generating discussion on the topic of hate speech by offering people a channel and a context to participate.
Client: ActiveWatch
Submitted by: FCB Bucharest
Background/objectives: On the background of many irresponsible discriminatory declarations made by public figures across the time and the lack of response from the public opinion, in 2015, ActiveWatch decided to step in and raise awareness on the matter, encouraging the public to take a stand, through the first communication campaign on the hate speech matter.
Strategy: In order to involve people and create them the feeling of being part of something, we created a website – www.myanswerisno.ro - where they could join the cause buy pushing a virtual red button that was counting down all the disapproval votes. Also, the page was populated every day with video testimonials of endorsers from very many different areas (fashion, politics, TV stars, journalists) who were showing their support to the cause and highlighting their disapproval on the matter.
Results: The campaign proved to be a success, raising awareness and generating discussion on the topic of hate speech by offering people a channel and a context to participate.
Campaign: Stop the massacre, save our songbirds
Brand: Natura 2000 NGO Coalition
Client: Natura 2000 NGO Coalition
Submitted by: Jazz
Second Agency: Rogalski Damaschin
Background/objectives: Spring 2015, a barbaric Hunting Law proposal was about to allow the massacre of songbirds. The aim: a campaign to determine the Senate to change the Law proposal.
Strategy: The lark is among Romanian icons – it has inspired generations of composers and singers.
To let them kill our birds and songbirds, is to let them kill our music.
Results: Under the media and public pressure, the Senate committee agreed to change the Hunting Law proposal - the periods and quota for hunting for 11 species was cut down significantly. With 0 budget.
Client: Natura 2000 NGO Coalition
Submitted by: Jazz
Second Agency: Rogalski Damaschin
Background/objectives: Spring 2015, a barbaric Hunting Law proposal was about to allow the massacre of songbirds. The aim: a campaign to determine the Senate to change the Law proposal.
Strategy: The lark is among Romanian icons – it has inspired generations of composers and singers.
To let them kill our birds and songbirds, is to let them kill our music.
Results: Under the media and public pressure, the Senate committee agreed to change the Hunting Law proposal - the periods and quota for hunting for 11 species was cut down significantly. With 0 budget.
SILVER
Campaign: Pay With Blood
Brand: National Institute for Blood & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
GOLD
Campaign: Stop the massacre, save our songbirds
Brand: Natura 2000 NGO Coalition
Client: Natura 2000 NGO Coalition
Submitted by: Jazz
Second Agency: Rogalski Damaschin
Background/objectives: Spring 2015, a barbaric Hunting Law proposal was about to allow the massacre of songbirds. The aim: a campaign to determine the Senate to change the Law proposal.
Strategy: The lark is among Romanian icons – it has inspired generations of composers and singers.
To let them kill our birds and songbirds, is to let them kill our music.
Results: Under the media and public pressure, the Senate committee agreed to change the Hunting Law proposal - the periods and quota for hunting for 11 species was cut down significantly. With 0 budget.
Client: Natura 2000 NGO Coalition
Submitted by: Jazz
Second Agency: Rogalski Damaschin
Background/objectives: Spring 2015, a barbaric Hunting Law proposal was about to allow the massacre of songbirds. The aim: a campaign to determine the Senate to change the Law proposal.
Strategy: The lark is among Romanian icons – it has inspired generations of composers and singers.
To let them kill our birds and songbirds, is to let them kill our music.
Results: Under the media and public pressure, the Senate committee agreed to change the Hunting Law proposal - the periods and quota for hunting for 11 species was cut down significantly. With 0 budget.
Media Innovation
Nominees
Campaign: Pay With Blood
Brand: National Institute for Blood & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
SILVER
Campaign: Pay With Blood
Brand: National Institute for Blood & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.
Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.
Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold
Engaged Communities
Nominees
Campaign: Raymond and the Romanian Immigrants
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: We decided to help the Romanian immigrants’ community by telling the authentic story of the son of two immigrants, Raymond. Objectives: increase Vodafone brand KPIs, international calls from Romania and number of activated options for unlimited Spain and Italy.
Strategy: Vodafone is reconnecting Romanian immigrant communities to their loved ones with the help of the unlimited minutes offer and the special Immigrant Anthem campaign.
Results:
• Significant uplift at 95% confidence for brand KPI’s
• 60% of prepaid users activated an international voice option
• 75% increase in calls abroad vs. same period last year
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: We decided to help the Romanian immigrants’ community by telling the authentic story of the son of two immigrants, Raymond. Objectives: increase Vodafone brand KPIs, international calls from Romania and number of activated options for unlimited Spain and Italy.
Strategy: Vodafone is reconnecting Romanian immigrant communities to their loved ones with the help of the unlimited minutes offer and the special Immigrant Anthem campaign.
Results:
• Significant uplift at 95% confidence for brand KPI’s
• 60% of prepaid users activated an international voice option
• 75% increase in calls abroad vs. same period last year
Campaign: Communities on fire
Brand: Burn
Client: Monster Energy
Submitted by: Heist Industries
Media Agency: UM România
Background/objectives: Increase the volumes with 9% versus last year, by using the community marketing model
Increase the market share with 10% versus previous months, by using the community marketing model.
Strategy: Burn chooses community engagement to have local relevance and successfully fight a global asset TV-driven battle initiated by its main competitors.
Results: The volume growth for the whole year was 20% (more than double the target), the market share grew by 15% (50% over target), and for both campaigns we had over 15 million Facebook impressions.
Client: Monster Energy
Submitted by: Heist Industries
Media Agency: UM România
Background/objectives: Increase the volumes with 9% versus last year, by using the community marketing model
Increase the market share with 10% versus previous months, by using the community marketing model.
Strategy: Burn chooses community engagement to have local relevance and successfully fight a global asset TV-driven battle initiated by its main competitors.
Results: The volume growth for the whole year was 20% (more than double the target), the market share grew by 15% (50% over target), and for both campaigns we had over 15 million Facebook impressions.
Campaign: FRF - The Reconquered Stadium
Brand: Federația Română de Fotbal (Romanian Football Federation)
Client: Federația Română de Fotbal
Submitted by: GMP Advertising & Webstyler
Second Agency: GMP PR
Background/objectives: For the decisive Romania-Finland match, UEFA suddenly announces that spectators won’t be allowed in the stands.
Strategy: Arena Fanilor turns into a virtual stadium to mobilize supporters to stay close to the team: "We are playing without spectators, but never without fans."
Results: For the first time in the world a team sanctioned to play without spectators succeeds to engage the fans in a virtual stadium with impact in real life. It was also the most engaging campaign ever for the fans community of the national team.
Client: Federația Română de Fotbal
Submitted by: GMP Advertising & Webstyler
Second Agency: GMP PR
Background/objectives: For the decisive Romania-Finland match, UEFA suddenly announces that spectators won’t be allowed in the stands.
Strategy: Arena Fanilor turns into a virtual stadium to mobilize supporters to stay close to the team: "We are playing without spectators, but never without fans."
Results: For the first time in the world a team sanctioned to play without spectators succeeds to engage the fans in a virtual stadium with impact in real life. It was also the most engaging campaign ever for the fans community of the national team.
Campaign: Great for your community
Brand: Patru Mâini
Client: Patru Mâini
Submitted by: Rusu+Borțun Brand Growers
Background/objectives: Patru Maini is a construction materials producer with a two-folded mission – that of a commercial entity and that of a social hub: renovating poorly equipped children’s facilities.
Strategy: Quality products and a social mission were not enough – Patru Maini needed to show the audience why they should give up their habitual purchase.
The brand reunited craftsmen and beneficiaries alike under one common purpose – COMMUNITY HELP. We allowed anyone to nominate buildings needing renovations, turning a commercial war into a consumer auction.
Results: Patru Maini managed to gather the community around renovating buildings while also consolidating its market share.
Client: Patru Mâini
Submitted by: Rusu+Borțun Brand Growers
Background/objectives: Patru Maini is a construction materials producer with a two-folded mission – that of a commercial entity and that of a social hub: renovating poorly equipped children’s facilities.
Strategy: Quality products and a social mission were not enough – Patru Maini needed to show the audience why they should give up their habitual purchase.
The brand reunited craftsmen and beneficiaries alike under one common purpose – COMMUNITY HELP. We allowed anyone to nominate buildings needing renovations, turning a commercial war into a consumer auction.
Results: Patru Maini managed to gather the community around renovating buildings while also consolidating its market share.
Campaign: Tadaaam Show
Brand: Telekom România
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
BRONZE
Campaign: Communities on fire
Brand: Burn
Client: Monster Energy
Submitted by: Heist Industries
Media Agency: UM România
Background/objectives: Increase the volumes with 9% versus last year, by using the community marketing model
Increase the market share with 10% versus previous months, by using the community marketing model.
Strategy: Burn chooses community engagement to have local relevance and successfully fight a global asset TV-driven battle initiated by its main competitors.
Results: The volume growth for the whole year was 20% (more than double the target), the market share grew by 15% (50% over target), and for both campaigns we had over 15 million Facebook impressions.
Client: Monster Energy
Submitted by: Heist Industries
Media Agency: UM România
Background/objectives: Increase the volumes with 9% versus last year, by using the community marketing model
Increase the market share with 10% versus previous months, by using the community marketing model.
Strategy: Burn chooses community engagement to have local relevance and successfully fight a global asset TV-driven battle initiated by its main competitors.
Results: The volume growth for the whole year was 20% (more than double the target), the market share grew by 15% (50% over target), and for both campaigns we had over 15 million Facebook impressions.
SILVER
Campaign: Raymond and the Romanian Immigrants
Brand: Vodafone
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: We decided to help the Romanian immigrants’ community by telling the authentic story of the son of two immigrants, Raymond. Objectives: increase Vodafone brand KPIs, international calls from Romania and number of activated options for unlimited Spain and Italy.
Strategy: Vodafone is reconnecting Romanian immigrant communities to their loved ones with the help of the unlimited minutes offer and the special Immigrant Anthem campaign.
Results:
• Significant uplift at 95% confidence for brand KPI’s
• 60% of prepaid users activated an international voice option
• 75% increase in calls abroad vs. same period last year
Client: Vodafone România
Submitted by: McCann Worldgroup România
Media Agency: UM România
Background/objectives: We decided to help the Romanian immigrants’ community by telling the authentic story of the son of two immigrants, Raymond. Objectives: increase Vodafone brand KPIs, international calls from Romania and number of activated options for unlimited Spain and Italy.
Strategy: Vodafone is reconnecting Romanian immigrant communities to their loved ones with the help of the unlimited minutes offer and the special Immigrant Anthem campaign.
Results:
• Significant uplift at 95% confidence for brand KPI’s
• 60% of prepaid users activated an international voice option
• 75% increase in calls abroad vs. same period last year
SILVER
Campaign: Tadaaam Show
Brand: Telekom România
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
Client: Telekom România
Submitted by: Leo Burnett & Target
Media Agency: Media Investment
Background/objectives: Establish an emotional connection with Romanian youth.
Strategy: This case is about creating TADAAAM, an online & offline communication platform that overturned youngsters perception about TELEKOM: from an ignored brand to an exciting cool presence in their lives.
Results: TELEKOM reversed a declining trend in both business and image.
GOLD
Campaign: FRF - The Reconquered Stadium
Brand: Federația Română de Fotbal (Romanian Football Federation)
Client: Federația Română de Fotbal
Submitted by: GMP Advertising & Webstyler
Second Agency: GMP PR
Background/objectives: For the decisive Romania-Finland match, UEFA suddenly announces that spectators won’t be allowed in the stands.
Strategy: Arena Fanilor turns into a virtual stadium to mobilize supporters to stay close to the team: "We are playing without spectators, but never without fans."
Results: For the first time in the world a team sanctioned to play without spectators succeeds to engage the fans in a virtual stadium with impact in real life. It was also the most engaging campaign ever for the fans community of the national team.
Client: Federația Română de Fotbal
Submitted by: GMP Advertising & Webstyler
Second Agency: GMP PR
Background/objectives: For the decisive Romania-Finland match, UEFA suddenly announces that spectators won’t be allowed in the stands.
Strategy: Arena Fanilor turns into a virtual stadium to mobilize supporters to stay close to the team: "We are playing without spectators, but never without fans."
Results: For the first time in the world a team sanctioned to play without spectators succeeds to engage the fans in a virtual stadium with impact in real life. It was also the most engaging campaign ever for the fans community of the national team.
PACKAGED FOOD
Nominees
Client: Friesland Campina
Brand: Napolact
Entrant Agency: Propaganda
Second Agency: SeniorHyper
Media Agency: UM România
Background/objectives: Being the 1st in sales value and the 3rd one in volume, Napolact wanted to raise sales for the sana range, so that the brand could get the leadership in MS top 3 sana brands both in value and volume.
Strategy: Communicate the refreshing Napolact Sana cu Fructe in a national TV campaign and use tactical actions in store to push sales for the entire sana range.
Results: Napolact got the absolute leadership in sana segment, both in volume and value, and brought growth for the entire drinkable yogurt portfolio.
Brand: Napolact
Entrant Agency: Propaganda
Second Agency: SeniorHyper
Media Agency: UM România
Background/objectives: Being the 1st in sales value and the 3rd one in volume, Napolact wanted to raise sales for the sana range, so that the brand could get the leadership in MS top 3 sana brands both in value and volume.
Strategy: Communicate the refreshing Napolact Sana cu Fructe in a national TV campaign and use tactical actions in store to push sales for the entire sana range.
Results: Napolact got the absolute leadership in sana segment, both in volume and value, and brought growth for the entire drinkable yogurt portfolio.
BRONZE
No Winners
SILVER
No Winners
GOLD
No Winners
SNACKS, CONFECTIONERY & DESERTS
Nominees
Campaign: OF CORSO
Client: MACROMEX
Brand: CORSO
Entrant Agency: 23 Communication Ideas
Second Agency: Digital Star
Media Agency: Starcom Mediavest Group
Background/objectives: Corso, a local, new brand, has enough ambition to become a game changer in the ice-cream category.
Strategy: Become a cool option for the ice-cream heavy users (15-24 y.o.).
Knowing their reluctance to commercial messages, the approach was to create true, relevant content that would raise their interest for the brand.
Results: We launched a brand new song, in partnership with the music industry and two of the most prominent artists of the moment. The song was initially picked up by radio, TV and online and afterwards used in our advertising campaign.
Brand: CORSO
Entrant Agency: 23 Communication Ideas
Second Agency: Digital Star
Media Agency: Starcom Mediavest Group
Background/objectives: Corso, a local, new brand, has enough ambition to become a game changer in the ice-cream category.
Strategy: Become a cool option for the ice-cream heavy users (15-24 y.o.).
Knowing their reluctance to commercial messages, the approach was to create true, relevant content that would raise their interest for the brand.
Results: We launched a brand new song, in partnership with the music industry and two of the most prominent artists of the moment. The song was initially picked up by radio, TV and online and afterwards used in our advertising campaign.
Campaign: Revenge is sweet
Client: Kandia Dulce
Brand: ROM
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/objectives: After continuously reinventing itself and building a strong brand love, ROM was facing the most important turning point in 50 years: entering a category in which it had no product credentials - milk chocolate.
Strategy: The campaign brought legitimacy to brand expansion: We mocked the expertize of foreign brands in making milk chocolate through a “revenge” on foreigners – we make them milk our cows so we can enjoy an authentic Romanian milk chocolate bar.
Results: The Romanian chocolate bars market now has an Authentic Romanian leader, after a decade of “foreign supremacy”.
Brand: ROM
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/objectives: After continuously reinventing itself and building a strong brand love, ROM was facing the most important turning point in 50 years: entering a category in which it had no product credentials - milk chocolate.
Strategy: The campaign brought legitimacy to brand expansion: We mocked the expertize of foreign brands in making milk chocolate through a “revenge” on foreigners – we make them milk our cows so we can enjoy an authentic Romanian milk chocolate bar.
Results: The Romanian chocolate bars market now has an Authentic Romanian leader, after a decade of “foreign supremacy”.
BRONZE
Campaign: OF CORSO
Client: MACROMEX
Brand: CORSO
Entrant Agency: 23 Communication Ideas
Second Agency: Digital Star
Media Agency: Starcom Mediavest Group
Background/objectives: Corso, a local, new brand, has enough ambition to become a game changer in the ice-cream category.
Strategy: Become a cool option for the ice-cream heavy users (15-24 y.o.).
Knowing their reluctance to commercial messages, the approach was to create true, relevant content that would raise their interest for the brand.
Results: We launched a brand new song, in partnership with the music industry and two of the most prominent artists of the moment. The song was initially picked up by radio, TV and online and afterwards used in our advertising campaign.
Brand: CORSO
Entrant Agency: 23 Communication Ideas
Second Agency: Digital Star
Media Agency: Starcom Mediavest Group
Background/objectives: Corso, a local, new brand, has enough ambition to become a game changer in the ice-cream category.
Strategy: Become a cool option for the ice-cream heavy users (15-24 y.o.).
Knowing their reluctance to commercial messages, the approach was to create true, relevant content that would raise their interest for the brand.
Results: We launched a brand new song, in partnership with the music industry and two of the most prominent artists of the moment. The song was initially picked up by radio, TV and online and afterwards used in our advertising campaign.
SILVER
Campaign: Revenge is sweet
Client: Kandia Dulce
Brand: ROM
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/objectives: After continuously reinventing itself and building a strong brand love, ROM was facing the most important turning point in 50 years: entering a category in which it had no product credentials - milk chocolate.
Strategy: The campaign brought legitimacy to brand expansion: We mocked the expertize of foreign brands in making milk chocolate through a “revenge” on foreigners – we make them milk our cows so we can enjoy an authentic Romanian milk chocolate bar.
Results: The Romanian chocolate bars market now has an Authentic Romanian leader, after a decade of “foreign supremacy”.
Brand: ROM
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/objectives: After continuously reinventing itself and building a strong brand love, ROM was facing the most important turning point in 50 years: entering a category in which it had no product credentials - milk chocolate.
Strategy: The campaign brought legitimacy to brand expansion: We mocked the expertize of foreign brands in making milk chocolate through a “revenge” on foreigners – we make them milk our cows so we can enjoy an authentic Romanian milk chocolate bar.
Results: The Romanian chocolate bars market now has an Authentic Romanian leader, after a decade of “foreign supremacy”.
GOLD
No Winners
PERSONAL CARE PRODUCTS & SERVICES
Nominees
Campaign: Oral-B Campaign
Client: Procter & Gamble România
Brand: Oral-B Electric Toothbrush
Entrant Agency: Leo Burnett Group
Background/objectives: P&G was struggling to promote the Oral-B electronic toothbrush, facing difficult consumer barriers regarding price and product complexity.
Strategy: In order to make the product relevant and appealing, we changed the frame of reference – from just a cool gadget (nice to have) to a functional and performing device (must have).
Results: The campaign results exceeded by far all objectives set.
Brand: Oral-B Electric Toothbrush
Entrant Agency: Leo Burnett Group
Background/objectives: P&G was struggling to promote the Oral-B electronic toothbrush, facing difficult consumer barriers regarding price and product complexity.
Strategy: In order to make the product relevant and appealing, we changed the frame of reference – from just a cool gadget (nice to have) to a functional and performing device (must have).
Results: The campaign results exceeded by far all objectives set.
BRONZE
No Winners
SILVER
No Winners
GOLD
No Winners
HOUSEHOLD SUPPLIES & SERVICES
Nominees
Campaign: Cif Cleans Romania
Client: Unilever South Central Europe (USCE)
Brand: Cif
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mindshare
Background/objectives: In 2013, the household cleaning category was a dry land, driven by price and promotions. It was highly generic and functional.
Strategy: We came up with a local initiative which put the product's cleaning power into the service of the community.
Results: CIF sales increased by 9.8% in March-April (MA) 2014 vs. same period previous year (vs. objective +5%). Source: Client internal data; CIF market share increased by +3pp in March-April (MA) 2014 vs. same period previous year (vs. objective +1pp). Source: Nielsen data ND 2014 report
Brand: Cif
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mindshare
Background/objectives: In 2013, the household cleaning category was a dry land, driven by price and promotions. It was highly generic and functional.
Strategy: We came up with a local initiative which put the product's cleaning power into the service of the community.
Results: CIF sales increased by 9.8% in March-April (MA) 2014 vs. same period previous year (vs. objective +5%). Source: Client internal data; CIF market share increased by +3pp in March-April (MA) 2014 vs. same period previous year (vs. objective +1pp). Source: Nielsen data ND 2014 report
BRONZE
Campaign: Cif Cleans Romania
Client: Unilever South Central Europe (USCE)
Brand: Cif
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mindshare
Background/objectives: In 2013, the household cleaning category was a dry land, driven by price and promotions. It was highly generic and functional.
Strategy: We came up with a local initiative which put the product's cleaning power into the service of the community.
Results: CIF sales increased by 9.8% in March-April (MA) 2014 vs. same period previous year (vs. objective +5%). Source: Client internal data; CIF market share increased by +3pp in March-April (MA) 2014 vs. same period previous year (vs. objective +1pp). Source: Nielsen data ND 2014 report
Brand: Cif
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mindshare
Background/objectives: In 2013, the household cleaning category was a dry land, driven by price and promotions. It was highly generic and functional.
Strategy: We came up with a local initiative which put the product's cleaning power into the service of the community.
Results: CIF sales increased by 9.8% in March-April (MA) 2014 vs. same period previous year (vs. objective +5%). Source: Client internal data; CIF market share increased by +3pp in March-April (MA) 2014 vs. same period previous year (vs. objective +1pp). Source: Nielsen data ND 2014 report
SILVER
No Winners
GOLD
No Winners
ALCOHOLIC BEVERAGES – BEERS
Nominees
Campaign: A Reward from the Brewer
Client: URSUS Breweries
Brand: Timișoreana
Entrant Agency: GMP Advertising
Background/objectives: Heavily attacked on its strategic communication territory, beer market leader Timisoreana needed to secure its mainstream consumer base by reinforcing brand equity through a Christmas-dedicated campaign, supported by a promotional offer.
Strategy: With Christmas becoming less authentic and more commercial, Timisoreana’s stratgy was to encourage and applaud consumers for honouring traditions, ofering more than a gift: a reward.
Results: In just 1 month of campaign, key brand image drivers and critical Bought Most Often loyalty indicator outgrew objectives; Timisoreana stole share from its direct competitors.
Brand: Timișoreana
Entrant Agency: GMP Advertising
Background/objectives: Heavily attacked on its strategic communication territory, beer market leader Timisoreana needed to secure its mainstream consumer base by reinforcing brand equity through a Christmas-dedicated campaign, supported by a promotional offer.
Strategy: With Christmas becoming less authentic and more commercial, Timisoreana’s stratgy was to encourage and applaud consumers for honouring traditions, ofering more than a gift: a reward.
Results: In just 1 month of campaign, key brand image drivers and critical Bought Most Often loyalty indicator outgrew objectives; Timisoreana stole share from its direct competitors.
Campaign: Taking over economy beer leadership
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising
Background/objectives: In summer 2014, Ciucaș had to close the gap with the segment leader & to become #1 in economy, by further building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature-relaxation territory by tapping into a relevant insight about consumers. It exploited the way they spend their leisure time in nature and gave it the importance it deserved.
Results: Ciucaș surpassed all its objectives and became economy leader from July 2014.
Brand: Ciucaș
Entrant Agency: GMP Advertising
Background/objectives: In summer 2014, Ciucaș had to close the gap with the segment leader & to become #1 in economy, by further building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature-relaxation territory by tapping into a relevant insight about consumers. It exploited the way they spend their leisure time in nature and gave it the importance it deserved.
Results: Ciucaș surpassed all its objectives and became economy leader from July 2014.
Campaign: Noroc. Gustul meșteșugit, nu nimerit!
Client: Bergenbier S.A.
Brand: Noroc
Entrant Agency: Leo Burnett Group
Media Agency: Initiative Media
Background/objectives: With minimal resources available vs. competitors, with no reason to believe in the brand Noroc had to reinvent itself, and reverse the severe MS descending trend
Strategy: The world of luck meets the world of craft . We created a differentiating brand universe for Noroc, that was both unique on the market and able build the so much needed quality credential.
Results: The negative market share trend was reversed.
Brand: Noroc
Entrant Agency: Leo Burnett Group
Media Agency: Initiative Media
Background/objectives: With minimal resources available vs. competitors, with no reason to believe in the brand Noroc had to reinvent itself, and reverse the severe MS descending trend
Strategy: The world of luck meets the world of craft . We created a differentiating brand universe for Noroc, that was both unique on the market and able build the so much needed quality credential.
Results: The negative market share trend was reversed.
BRONZE
Campaign: Taking over economy beer leadership
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising
Background/objectives: In summer 2014, Ciucaș had to close the gap with the segment leader & to become #1 in economy, by further building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature-relaxation territory by tapping into a relevant insight about consumers. It exploited the way they spend their leisure time in nature and gave it the importance it deserved.
Results: Ciucaș surpassed all its objectives and became economy leader from July 2014.
Brand: Ciucaș
Entrant Agency: GMP Advertising
Background/objectives: In summer 2014, Ciucaș had to close the gap with the segment leader & to become #1 in economy, by further building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature-relaxation territory by tapping into a relevant insight about consumers. It exploited the way they spend their leisure time in nature and gave it the importance it deserved.
Results: Ciucaș surpassed all its objectives and became economy leader from July 2014.
SILVER
No Winners
GOLD
No Winners
NON-ALCOHOLIC BEVERAGES
Nominees
Campaign: Full-passion job
Client: Mondelez România
Brand: Jacobs 3ȋn1
Entrant Agency: CohnandJansen JWT
Media Agency: Carat Media
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
Brand: Jacobs 3ȋn1
Entrant Agency: CohnandJansen JWT
Media Agency: Carat Media
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
Campaign: Be on plus
Client: PepsiCO
Brand: PEPSI
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
Brand: PEPSI
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
Campaign: Purity Test
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency: CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
Brand: Aqua Carpatica
Entrant Agency: CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
BRONZE
Campaign: Be on plus
Client: PepsiCO
Brand: PEPSI
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
Brand: PEPSI
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
SILVER
Campaign: Full-passion job
Client: Mondelez România
Brand: Jacobs 3ȋn1
Entrant Agency: CohnandJansen JWT
Media Agency: Carat Media
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
Brand: Jacobs 3ȋn1
Entrant Agency: CohnandJansen JWT
Media Agency: Carat Media
Background/objectives: In a category which lacks consumer loyalty, Jacobs 3in1 needed to create a stronger bond with its young audience by giving them an extra reason for purchase. It had to focus on building a long-term relationship instead of bribing them with material rewards.
Strategy: A game was truly the solution, given the staying power that Farmville or Candy Crush had on our target. And not just any game, but a freemium, a game which combine sales with entertainment.
Results: There were 2 MILLION CODES introduced in the 7 months of game (1.984.000), 6 times more vs. a regular promo.
Almost 100.000 users played the game (96.264 accounts created), and around 80.000 characters were created.
GOLD
Campaign: Purity Test
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency: CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
Brand: Aqua Carpatica
Entrant Agency: CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
DURABLES
Nominees
Campaign: Urban Color
Client: Pegas
Brand: Pegas
Entrant Agency: Publicis România
Background/objectives: Pegas started 2014 facing serious business adversities while not having enough friends on its side: contemporary Pegas, designed for city experience was up against several breeds of Goliaths (mountain bike brands, private label bikes and famous brands with great design) who were all limiting Pegas’ much needed clients base. Even if the nostalgic generation were the solid brand advocates they couldn’t ensure anymore the much needed clients base (Source: Client data) Pegas had no choice but to address a new bread of target without counting on the brand glory days and with a limited “social media seized budget” sell the entire 2014 collection offseason!
Strategy: We decided to use urban landscape as the color palette for the Pegas bike collection. Pegas set to conquer Romania, city by city…by putting the city colors at the heart of the 2014 collection and crowdsourcing the first Romanian urban color palette.
Results: Pegas repositioning managed to create a symbiotic link between Pegas and Romanian cities. The digital generation discovered an infinite repertoire of urban colors, beyond the communist grey of Romanian cities and Pegas unlocked a new audience that generated unprecedented results that exceed the objectives set for 2014.
Brand: Pegas
Entrant Agency: Publicis România
Background/objectives: Pegas started 2014 facing serious business adversities while not having enough friends on its side: contemporary Pegas, designed for city experience was up against several breeds of Goliaths (mountain bike brands, private label bikes and famous brands with great design) who were all limiting Pegas’ much needed clients base. Even if the nostalgic generation were the solid brand advocates they couldn’t ensure anymore the much needed clients base (Source: Client data) Pegas had no choice but to address a new bread of target without counting on the brand glory days and with a limited “social media seized budget” sell the entire 2014 collection offseason!
Strategy: We decided to use urban landscape as the color palette for the Pegas bike collection. Pegas set to conquer Romania, city by city…by putting the city colors at the heart of the 2014 collection and crowdsourcing the first Romanian urban color palette.
Results: Pegas repositioning managed to create a symbiotic link between Pegas and Romanian cities. The digital generation discovered an infinite repertoire of urban colors, beyond the communist grey of Romanian cities and Pegas unlocked a new audience that generated unprecedented results that exceed the objectives set for 2014.
Campaign: Success Made in Romania
Client: Dacia Automobile
Brand: Dacia
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: The challenge for Dacia in 2014 was to take advantage of the first market expansion in years by leveraging the Logan 10 years anniversary in a way that would boost image and sales for the entire Dacia range.
Strategy: Breaking away from Dacia’s traditionally pragmatic and commercially focused communication, the 10 Years Anniversary Campaign aimed for a much more emotional and high key approach: we wanted to encourage Romanians to feel proud of Dacia and in this way reinforce their connection with the brand.
Results: Dacia’s Brand Image received a boost in 2014 in terms of positive brand associations which led to an improvement in attitude towards the brand, purchase intention and, ultimately, an increase in market share during the campaign.
Brand: Dacia
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: The challenge for Dacia in 2014 was to take advantage of the first market expansion in years by leveraging the Logan 10 years anniversary in a way that would boost image and sales for the entire Dacia range.
Strategy: Breaking away from Dacia’s traditionally pragmatic and commercially focused communication, the 10 Years Anniversary Campaign aimed for a much more emotional and high key approach: we wanted to encourage Romanians to feel proud of Dacia and in this way reinforce their connection with the brand.
Results: Dacia’s Brand Image received a boost in 2014 in terms of positive brand associations which led to an improvement in attitude towards the brand, purchase intention and, ultimately, an increase in market share during the campaign.
BRONZE
Campaign: Urban Color
Client: Pegas
Brand: Pegas
Entrant Agency: Publicis România
Background/objectives: Pegas started 2014 facing serious business adversities while not having enough friends on its side: contemporary Pegas, designed for city experience was up against several breeds of Goliaths (mountain bike brands, private label bikes and famous brands with great design) who were all limiting Pegas’ much needed clients base. Even if the nostalgic generation were the solid brand advocates they couldn’t ensure anymore the much needed clients base (Source: Client data) Pegas had no choice but to address a new bread of target without counting on the brand glory days and with a limited “social media seized budget” sell the entire 2014 collection offseason!
Strategy: We decided to use urban landscape as the color palette for the Pegas bike collection. Pegas set to conquer Romania, city by city…by putting the city colors at the heart of the 2014 collection and crowdsourcing the first Romanian urban color palette.
Results: Pegas repositioning managed to create a symbiotic link between Pegas and Romanian cities. The digital generation discovered an infinite repertoire of urban colors, beyond the communist grey of Romanian cities and Pegas unlocked a new audience that generated unprecedented results that exceed the objectives set for 2014.
Brand: Pegas
Entrant Agency: Publicis România
Background/objectives: Pegas started 2014 facing serious business adversities while not having enough friends on its side: contemporary Pegas, designed for city experience was up against several breeds of Goliaths (mountain bike brands, private label bikes and famous brands with great design) who were all limiting Pegas’ much needed clients base. Even if the nostalgic generation were the solid brand advocates they couldn’t ensure anymore the much needed clients base (Source: Client data) Pegas had no choice but to address a new bread of target without counting on the brand glory days and with a limited “social media seized budget” sell the entire 2014 collection offseason!
Strategy: We decided to use urban landscape as the color palette for the Pegas bike collection. Pegas set to conquer Romania, city by city…by putting the city colors at the heart of the 2014 collection and crowdsourcing the first Romanian urban color palette.
Results: Pegas repositioning managed to create a symbiotic link between Pegas and Romanian cities. The digital generation discovered an infinite repertoire of urban colors, beyond the communist grey of Romanian cities and Pegas unlocked a new audience that generated unprecedented results that exceed the objectives set for 2014.
SILVER
Campaign: Success Made in Romania
Client: Dacia Automobile
Brand: Dacia
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: The challenge for Dacia in 2014 was to take advantage of the first market expansion in years by leveraging the Logan 10 years anniversary in a way that would boost image and sales for the entire Dacia range.
Strategy: Breaking away from Dacia’s traditionally pragmatic and commercially focused communication, the 10 Years Anniversary Campaign aimed for a much more emotional and high key approach: we wanted to encourage Romanians to feel proud of Dacia and in this way reinforce their connection with the brand.
Results: Dacia’s Brand Image received a boost in 2014 in terms of positive brand associations which led to an improvement in attitude towards the brand, purchase intention and, ultimately, an increase in market share during the campaign.
Brand: Dacia
Entrant Agency: Graffiti BBDO
Media Agency: OMD
Background/objectives: The challenge for Dacia in 2014 was to take advantage of the first market expansion in years by leveraging the Logan 10 years anniversary in a way that would boost image and sales for the entire Dacia range.
Strategy: Breaking away from Dacia’s traditionally pragmatic and commercially focused communication, the 10 Years Anniversary Campaign aimed for a much more emotional and high key approach: we wanted to encourage Romanians to feel proud of Dacia and in this way reinforce their connection with the brand.
Results: Dacia’s Brand Image received a boost in 2014 in terms of positive brand associations which led to an improvement in attitude towards the brand, purchase intention and, ultimately, an increase in market share during the campaign.
GOLD
No Winners
RETAIL
Campaign: Carrefour - CopyStore
Campaign: Carrefour - CopyStore
Client: Carrefour România
Brand: Carrefour România
Entrant Agency: Publicis România
Background/objectives: Carrefour is the Romanian's longest-standing hypermarket, having opened its first store in 2001. Carrefour was the first to shape the Romanian modern retail and its success was built on providing the BEST PRICES in the market. But, in the beginning of 2014, there was no time to rest on past laurels. Retail business has changed dramatically and Carrefour was facing the hardship of the new retail order, being challenged from all sides: message, distribution and media budget.
Strategy: We invented a new “player” in the segment that had all the traits of the competition: always trying to match our offers but never succeeding. This is how the COPYSTORE platform was born. Remember Wile E Coyote’s hilarious failing attempts to catch Road Runner? That was our frame of reference. Carrefour decided to change the game and be the first brand to literally broadcast a “RETAIL DRAMA”. We constructed all the elements like for a TV series: entertaining plot, iconic characters and engaging narrative. A series about COPYSTORE’s board of directors that acted like the coyote, humorously trying to replicate Carrefour prices and failing every time.
Results: Despite the aggressive expansion of the competition that opened 249 new stores in one year, Carrefour became the brand with the biggest business increase. This contributed to Carrefour becoming the 2nd biggest player in Romania.
Client: Carrefour România
Brand: Carrefour România
Entrant Agency: Publicis România
Background/objectives: Carrefour is the Romanian's longest-standing hypermarket, having opened its first store in 2001. Carrefour was the first to shape the Romanian modern retail and its success was built on providing the BEST PRICES in the market. But, in the beginning of 2014, there was no time to rest on past laurels. Retail business has changed dramatically and Carrefour was facing the hardship of the new retail order, being challenged from all sides: message, distribution and media budget.
Strategy: We invented a new “player” in the segment that had all the traits of the competition: always trying to match our offers but never succeeding. This is how the COPYSTORE platform was born. Remember Wile E Coyote’s hilarious failing attempts to catch Road Runner? That was our frame of reference. Carrefour decided to change the game and be the first brand to literally broadcast a “RETAIL DRAMA”. We constructed all the elements like for a TV series: entertaining plot, iconic characters and engaging narrative. A series about COPYSTORE’s board of directors that acted like the coyote, humorously trying to replicate Carrefour prices and failing every time.
Results: Despite the aggressive expansion of the competition that opened 249 new stores in one year, Carrefour became the brand with the biggest business increase. This contributed to Carrefour becoming the 2nd biggest player in Romania.
Campaign: From house to home
Campaign: From house to home
Client: PRAKTIKER România
Brand: Praktiker
Entrant Agency: DDB România
Second Agency: Tribal Worldwide România
Background/objectives: Though a top brand Praktiker is “the one that missed out the most on the market” (“marele perdant al pietei”), according to Wall Street, being on a continuous lose in terms of profit, net sales per year, customers per year and TOM awareness. We wanted to cease the loss in both terms of business and communication by finding a relevant and distinct territory on the Do-It-Yourself market and create a renewed brand.
Strategy: Since Praktiker’s image wasn’t so clear in the mind of the consumer, we looked for a way to be different from our competitors while being relevant for our target and instead of talking about prices and what’s around them or about decisions and plans (who were already used intensely by others), we took the very well-known but never yet approached Romanian truth: almost everybody is aspiring of having their own place.
Physically, we’re talking about a house but emotionally we’re talking about a home and the personal differences between a space and a real place, between square meters and people around.
Results: We succeeded stopping our decreasing of net sales per year not only by maintaining them but having a reinvigoration, a growth with +3% for the first time in years.
We also not only succeeded stopping our decreasing of customers per year by maintaining its value but actually we had a real growth for the first time in years (+7,2%). (source: client data, all year 2014)
For having a picture of the percentages in terms of real money: a ZF analysis shows Praktiker, who lost millions during 2009 & 2013, each and every year, is having for the first time a revival, finally bringing in 2014 a profit of +20,5 million Euros.
Client: PRAKTIKER România
Brand: Praktiker
Entrant Agency: DDB România
Second Agency: Tribal Worldwide România
Background/objectives: Though a top brand Praktiker is “the one that missed out the most on the market” (“marele perdant al pietei”), according to Wall Street, being on a continuous lose in terms of profit, net sales per year, customers per year and TOM awareness. We wanted to cease the loss in both terms of business and communication by finding a relevant and distinct territory on the Do-It-Yourself market and create a renewed brand.
Strategy: Since Praktiker’s image wasn’t so clear in the mind of the consumer, we looked for a way to be different from our competitors while being relevant for our target and instead of talking about prices and what’s around them or about decisions and plans (who were already used intensely by others), we took the very well-known but never yet approached Romanian truth: almost everybody is aspiring of having their own place.
Physically, we’re talking about a house but emotionally we’re talking about a home and the personal differences between a space and a real place, between square meters and people around.
Results: We succeeded stopping our decreasing of net sales per year not only by maintaining them but having a reinvigoration, a growth with +3% for the first time in years.
We also not only succeeded stopping our decreasing of customers per year by maintaining its value but actually we had a real growth for the first time in years (+7,2%). (source: client data, all year 2014)
For having a picture of the percentages in terms of real money: a ZF analysis shows Praktiker, who lost millions during 2009 & 2013, each and every year, is having for the first time a revival, finally bringing in 2014 a profit of +20,5 million Euros.
Campaign: The BILLA Social Catalogue
Campaign: The BILLA Social Catalogue
Client: BILLA România
Brand: BILLA
Entrant Agency: Digital Star
Background/objectives: BILLA is a supermarket chain present in Romanian for over 16 years. The company is part of the REWE Group, one of the most important European retailers, with branches in over 13 countries.
The BILLA Facebook community was sending a clear message: they felt their engagement (expressed via Likes, comments, and messages) did in no way influence actual store practices regarding the offers and discounts available.
In this situation, our challenge was finding a way to connect BILLA community Facebook interactions with store discounts in order to increase BILLA store sales.
Strategy: We created the FIRST Social Shopping Catalogue. Starting on the 27.02 up to the 6.03, a product was published every day in The Social Catalogue Facebook Application and in a post on the BILLA Wall. People were invited to Like the product if they wanted to purchase it with a discount. In BILLA stores across the country, during the 7-8 of March, the discounted products in The Social Catalogue were available for purchase. The discount offered was proportional to the number of Likes gathered by each product, within 24 hours.
Results: The products included in The Social Catalogue had a 290% increase in sales. The engagement rate of BILLA Facebook page had an amazing increase of 2200%, during the campaign, compared to the average rates; Also, BILLA had the highest number of INTERACTIONS in the category during the campaign, surpassing the interaction level registered by the Facebook page of its biggest competitor, which has a seven times bigger fan base than BILLA Romania.
Client: BILLA România
Brand: BILLA
Entrant Agency: Digital Star
Background/objectives: BILLA is a supermarket chain present in Romanian for over 16 years. The company is part of the REWE Group, one of the most important European retailers, with branches in over 13 countries.
The BILLA Facebook community was sending a clear message: they felt their engagement (expressed via Likes, comments, and messages) did in no way influence actual store practices regarding the offers and discounts available.
In this situation, our challenge was finding a way to connect BILLA community Facebook interactions with store discounts in order to increase BILLA store sales.
Strategy: We created the FIRST Social Shopping Catalogue. Starting on the 27.02 up to the 6.03, a product was published every day in The Social Catalogue Facebook Application and in a post on the BILLA Wall. People were invited to Like the product if they wanted to purchase it with a discount. In BILLA stores across the country, during the 7-8 of March, the discounted products in The Social Catalogue were available for purchase. The discount offered was proportional to the number of Likes gathered by each product, within 24 hours.
Results: The products included in The Social Catalogue had a 290% increase in sales. The engagement rate of BILLA Facebook page had an amazing increase of 2200%, during the campaign, compared to the average rates; Also, BILLA had the highest number of INTERACTIONS in the category during the campaign, surpassing the interaction level registered by the Facebook page of its biggest competitor, which has a seven times bigger fan base than BILLA Romania.
BRONZE
Campaign: From house to home
Campaign: From house to home
Client: PRAKTIKER România
Brand: Praktiker
Entrant Agency: DDB România
Second Agency: Tribal Worldwide România
Background/objectives: Though a top brand Praktiker is “the one that missed out the most on the market” (“marele perdant al pietei”), according to Wall Street, being on a continuous lose in terms of profit, net sales per year, customers per year and TOM awareness. We wanted to cease the loss in both terms of business and communication by finding a relevant and distinct territory on the Do-It-Yourself market and create a renewed brand.
Strategy: Since Praktiker’s image wasn’t so clear in the mind of the consumer, we looked for a way to be different from our competitors while being relevant for our target and instead of talking about prices and what’s around them or about decisions and plans (who were already used intensely by others), we took the very well-known but never yet approached Romanian truth: almost everybody is aspiring of having their own place.
Physically, we’re talking about a house but emotionally we’re talking about a home and the personal differences between a space and a real place, between square meters and people around.
Results: We succeeded stopping our decreasing of net sales per year not only by maintaining them but having a reinvigoration, a growth with +3% for the first time in years.
We also not only succeeded stopping our decreasing of customers per year by maintaining its value but actually we had a real growth for the first time in years (+7,2%). (source: client data, all year 2014)
For having a picture of the percentages in terms of real money: a ZF analysis shows Praktiker, who lost millions during 2009 & 2013, each and every year, is having for the first time a revival, finally bringing in 2014 a profit of +20,5 million Euros.
Client: PRAKTIKER România
Brand: Praktiker
Entrant Agency: DDB România
Second Agency: Tribal Worldwide România
Background/objectives: Though a top brand Praktiker is “the one that missed out the most on the market” (“marele perdant al pietei”), according to Wall Street, being on a continuous lose in terms of profit, net sales per year, customers per year and TOM awareness. We wanted to cease the loss in both terms of business and communication by finding a relevant and distinct territory on the Do-It-Yourself market and create a renewed brand.
Strategy: Since Praktiker’s image wasn’t so clear in the mind of the consumer, we looked for a way to be different from our competitors while being relevant for our target and instead of talking about prices and what’s around them or about decisions and plans (who were already used intensely by others), we took the very well-known but never yet approached Romanian truth: almost everybody is aspiring of having their own place.
Physically, we’re talking about a house but emotionally we’re talking about a home and the personal differences between a space and a real place, between square meters and people around.
Results: We succeeded stopping our decreasing of net sales per year not only by maintaining them but having a reinvigoration, a growth with +3% for the first time in years.
We also not only succeeded stopping our decreasing of customers per year by maintaining its value but actually we had a real growth for the first time in years (+7,2%). (source: client data, all year 2014)
For having a picture of the percentages in terms of real money: a ZF analysis shows Praktiker, who lost millions during 2009 & 2013, each and every year, is having for the first time a revival, finally bringing in 2014 a profit of +20,5 million Euros.
BRONZE
Campaign: The BILLA Social Catalogue
Campaign: The BILLA Social Catalogue
Client: BILLA România
Brand: BILLA
Entrant Agency: Digital Star
Background/objectives: BILLA is a supermarket chain present in Romanian for over 16 years. The company is part of the REWE Group, one of the most important European retailers, with branches in over 13 countries.
The BILLA Facebook community was sending a clear message: they felt their engagement (expressed via Likes, comments, and messages) did in no way influence actual store practices regarding the offers and discounts available.
In this situation, our challenge was finding a way to connect BILLA community Facebook interactions with store discounts in order to increase BILLA store sales.
Strategy: We created the FIRST Social Shopping Catalogue. Starting on the 27.02 up to the 6.03, a product was published every day in The Social Catalogue Facebook Application and in a post on the BILLA Wall. People were invited to Like the product if they wanted to purchase it with a discount. In BILLA stores across the country, during the 7-8 of March, the discounted products in The Social Catalogue were available for purchase. The discount offered was proportional to the number of Likes gathered by each product, within 24 hours.
Results: The products included in The Social Catalogue had a 290% increase in sales. The engagement rate of BILLA Facebook page had an amazing increase of 2200%, during the campaign, compared to the average rates; Also, BILLA had the highest number of INTERACTIONS in the category during the campaign, surpassing the interaction level registered by the Facebook page of its biggest competitor, which has a seven times bigger fan base than BILLA Romania.
Client: BILLA România
Brand: BILLA
Entrant Agency: Digital Star
Background/objectives: BILLA is a supermarket chain present in Romanian for over 16 years. The company is part of the REWE Group, one of the most important European retailers, with branches in over 13 countries.
The BILLA Facebook community was sending a clear message: they felt their engagement (expressed via Likes, comments, and messages) did in no way influence actual store practices regarding the offers and discounts available.
In this situation, our challenge was finding a way to connect BILLA community Facebook interactions with store discounts in order to increase BILLA store sales.
Strategy: We created the FIRST Social Shopping Catalogue. Starting on the 27.02 up to the 6.03, a product was published every day in The Social Catalogue Facebook Application and in a post on the BILLA Wall. People were invited to Like the product if they wanted to purchase it with a discount. In BILLA stores across the country, during the 7-8 of March, the discounted products in The Social Catalogue were available for purchase. The discount offered was proportional to the number of Likes gathered by each product, within 24 hours.
Results: The products included in The Social Catalogue had a 290% increase in sales. The engagement rate of BILLA Facebook page had an amazing increase of 2200%, during the campaign, compared to the average rates; Also, BILLA had the highest number of INTERACTIONS in the category during the campaign, surpassing the interaction level registered by the Facebook page of its biggest competitor, which has a seven times bigger fan base than BILLA Romania.
SILVER
No Winners
GOLD
No Winners
FINANCIAL SERVICES
Nominees
Campaign: Visa - ANYTHING
Campaign: VISA - ANYTHING
Client: Visa Europe
Brand: Visa
Entrant Agency:Publicis România
Background/objectives: How could Visa generate more card transactions in a cash-driven country, in the most media cluttered period of the year, when all brands want their share of the wallet?
Strategy: Christmas shopping thrill was coming from hunting down countless promotions, no matter big or small.
Initially this sounded like another bad news. People getting excited about all kinds of promotions during Christmas time could have been our kryptonite, but proved instead to be our solution as we realized it would have been pointless to make them choose us against the others. Instead of fighting all promotions, join them and build on top of them. Hijack the efforts of all other brands and let Visa benefit from it.
Results: Despite being outspent by MasterCard with 2:1 in November-December, Visa’s “ANYTHING” campaign generated significant increase of number of transactions and value spend being the most successful Visa promo in the last 3 years.
Client: Visa Europe
Brand: Visa
Entrant Agency:Publicis România
Background/objectives: How could Visa generate more card transactions in a cash-driven country, in the most media cluttered period of the year, when all brands want their share of the wallet?
Strategy: Christmas shopping thrill was coming from hunting down countless promotions, no matter big or small.
Initially this sounded like another bad news. People getting excited about all kinds of promotions during Christmas time could have been our kryptonite, but proved instead to be our solution as we realized it would have been pointless to make them choose us against the others. Instead of fighting all promotions, join them and build on top of them. Hijack the efforts of all other brands and let Visa benefit from it.
Results: Despite being outspent by MasterCard with 2:1 in November-December, Visa’s “ANYTHING” campaign generated significant increase of number of transactions and value spend being the most successful Visa promo in the last 3 years.
Campaign: BRD Mortgage Loan
Campaign: BRD Mortgage Loan
Client: BRD-Groupe Société Générale
Brand: BRD-Groupe Société Générale
Entrant Agency: Leo Burnett Group
Media Agency: Zenith Media
Background/objectives: Increase sales and BRD market share for mortgage loans.
Strategy: Position BRD mortgage loans as the good news our target was waiting for.
Results: Both business and brand results surpassed objectives.
Client: BRD-Groupe Société Générale
Brand: BRD-Groupe Société Générale
Entrant Agency: Leo Burnett Group
Media Agency: Zenith Media
Background/objectives: Increase sales and BRD market share for mortgage loans.
Strategy: Position BRD mortgage loans as the good news our target was waiting for.
Results: Both business and brand results surpassed objectives.
Campaign: BRD Western Union
Campaign: BRD Western Union
Client: BRD-Groupe Société Générale
Brand: BRD-Groupe Société Générale
Entrant Agency: Leo Burnett Group
Media Agency: Zenith Media
Background/objectives: Communicate the modern option to perform Western Union transactions at BRD ATMs to the elderly target.
Strategy: Present our new service as an integrated part of the young at heart pensioners’ lifestyle.
Results: Both business and brand results surpassed objectives.
Client: BRD-Groupe Société Générale
Brand: BRD-Groupe Société Générale
Entrant Agency: Leo Burnett Group
Media Agency: Zenith Media
Background/objectives: Communicate the modern option to perform Western Union transactions at BRD ATMs to the elderly target.
Strategy: Present our new service as an integrated part of the young at heart pensioners’ lifestyle.
Results: Both business and brand results surpassed objectives.
Campaign: Personal Achievements Loan
Campaign: Personal Achievements Loan
Client: UniCredit Țiriac Bank
Brand: UniCredit Consumer Finance
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mediacom
Background/objectives: Personal loans is a wide market with strong competitors and similar products. UCFIN needed to regain people’s trust in personal loans and drive differentiation and interest by manifesting empathy with people’s real life.
Strategy: We repositioned the idea of credit from liability, to a tool for achievement, and unblocked people’s fearful mindset.
Results: The repositioning from “personal needs loan” to “personal achievement loan” brought a 50% increase in market share, a boost of applications almost doubled versus previous months and tripled versus the same period in the previous year.
Client: UniCredit Țiriac Bank
Brand: UniCredit Consumer Finance
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mediacom
Background/objectives: Personal loans is a wide market with strong competitors and similar products. UCFIN needed to regain people’s trust in personal loans and drive differentiation and interest by manifesting empathy with people’s real life.
Strategy: We repositioned the idea of credit from liability, to a tool for achievement, and unblocked people’s fearful mindset.
Results: The repositioning from “personal needs loan” to “personal achievement loan” brought a 50% increase in market share, a boost of applications almost doubled versus previous months and tripled versus the same period in the previous year.
Campaign: M-Pesa Launch
Campaign: M-Pesa Launch
Client: Vodafone România
Brand: Vodafone
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/objectives: Vodafone was launching M-Pesa, an innovative service for domestic money transfers, which could be used from any mobile phone, with minimal background knowledge.
Strategy: M-Pesa enables Romanians to overcome personal barriers, through simple money transfers
Results: M-Pesa achieved strong differentiation and the customer base of the service saw sustained growth, both during the campaign and after it ended.
Client: Vodafone România
Brand: Vodafone
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/objectives: Vodafone was launching M-Pesa, an innovative service for domestic money transfers, which could be used from any mobile phone, with minimal background knowledge.
Strategy: M-Pesa enables Romanians to overcome personal barriers, through simple money transfers
Results: M-Pesa achieved strong differentiation and the customer base of the service saw sustained growth, both during the campaign and after it ended.
BRONZE
Campaign: BRD Western Union
Campaign: BRD Western Union
Client: BRD-Groupe Société Générale
Brand: BRD-Groupe Société Générale
Entrant Agency: Leo Burnett Group
Media Agency: Zenith Media
Background/objectives: Communicate the modern option to perform Western Union transactions at BRD ATMs to the elderly target.
Strategy: Present our new service as an integrated part of the young at heart pensioners’ lifestyle.
Results: Both business and brand results surpassed objectives.
Client: BRD-Groupe Société Générale
Brand: BRD-Groupe Société Générale
Entrant Agency: Leo Burnett Group
Media Agency: Zenith Media
Background/objectives: Communicate the modern option to perform Western Union transactions at BRD ATMs to the elderly target.
Strategy: Present our new service as an integrated part of the young at heart pensioners’ lifestyle.
Results: Both business and brand results surpassed objectives.
BRONZE
Campaign: Personal Achievements Loan
Campaign: Personal Achievements Loan
Client: UniCredit Țiriac Bank
Brand: UniCredit Consumer Finance
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mediacom
Background/objectives: Personal loans is a wide market with strong competitors and similar products. UCFIN needed to regain people’s trust in personal loans and drive differentiation and interest by manifesting empathy with people’s real life.
Strategy: We repositioned the idea of credit from liability, to a tool for achievement, and unblocked people’s fearful mindset.
Results: The repositioning from “personal needs loan” to “personal achievement loan” brought a 50% increase in market share, a boost of applications almost doubled versus previous months and tripled versus the same period in the previous year.
Client: UniCredit Țiriac Bank
Brand: UniCredit Consumer Finance
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: Mediacom
Background/objectives: Personal loans is a wide market with strong competitors and similar products. UCFIN needed to regain people’s trust in personal loans and drive differentiation and interest by manifesting empathy with people’s real life.
Strategy: We repositioned the idea of credit from liability, to a tool for achievement, and unblocked people’s fearful mindset.
Results: The repositioning from “personal needs loan” to “personal achievement loan” brought a 50% increase in market share, a boost of applications almost doubled versus previous months and tripled versus the same period in the previous year.
SILVER
No Winners
GOLD
Campaign: Visa - ANYTHING
Campaign: VISA - ANYTHING
Client: Visa Europe
Brand: Visa
Entrant Agency:Publicis România
Background/objectives: How could Visa generate more card transactions in a cash-driven country, in the most media cluttered period of the year, when all brands want their share of the wallet?
Strategy: Christmas shopping thrill was coming from hunting down countless promotions, no matter big or small.
Initially this sounded like another bad news. People getting excited about all kinds of promotions during Christmas time could have been our kryptonite, but proved instead to be our solution as we realized it would have been pointless to make them choose us against the others. Instead of fighting all promotions, join them and build on top of them. Hijack the efforts of all other brands and let Visa benefit from it.
Results: Despite being outspent by MasterCard with 2:1 in November-December, Visa’s “ANYTHING” campaign generated significant increase of number of transactions and value spend being the most successful Visa promo in the last 3 years.
Client: Visa Europe
Brand: Visa
Entrant Agency:Publicis România
Background/objectives: How could Visa generate more card transactions in a cash-driven country, in the most media cluttered period of the year, when all brands want their share of the wallet?
Strategy: Christmas shopping thrill was coming from hunting down countless promotions, no matter big or small.
Initially this sounded like another bad news. People getting excited about all kinds of promotions during Christmas time could have been our kryptonite, but proved instead to be our solution as we realized it would have been pointless to make them choose us against the others. Instead of fighting all promotions, join them and build on top of them. Hijack the efforts of all other brands and let Visa benefit from it.
Results: Despite being outspent by MasterCard with 2:1 in November-December, Visa’s “ANYTHING” campaign generated significant increase of number of transactions and value spend being the most successful Visa promo in the last 3 years.
MEDIA & ENTERTAINMENT
Campaign: Family or the family?
Campaign: Family or the family?
Client: HBO România
Brand: HBO
Entrant Agency:Centrade Integrated
Media Agency: Media Investment
Background/objectives: “UMBRE” is an HBO locally produced action-drama series, with neo-noir comedy accents. One of the biggest challenges in promoting this new series was to show how “UMBRE” was miles-away different from any other local action-series. For that we needed to stir a must-see level of buzz and interest in the pilot episode.
The success of the pilot episode (aired on December 28th) would predict the success of the series itself.
The success of the series was crucial for shooting a 2nd season.
But how do we get Romanians to watch a Romanian show they might dismiss because it is Romanian?
Strategy:
Most men barely have one interesting life to tell. Relu has two.
His struggle was captured in headline “FAMILY OR THE FAMILY?”.
Like Relu’s double life, the word “family” has a double meaning, too.
His wife and kids are family, the men in the mafia are the family.
Because we all know that the most important decisions in life are about one’s family. But what happens when a man has two families? That was the trick question we sent out to potential viewers in a multi-media campaign.
Results: The launch campaign delivered results beyond expectations / Record-breaking viewership for a free sampled episode, surpassing the most popular Game of Thrones episode / Record-breaking buzz levels in terms of gained media for a local HBO production, 3 x higher than previous record / And the best news of all? SEASON 2 was confirmed.
Client: HBO România
Brand: HBO
Entrant Agency:Centrade Integrated
Media Agency: Media Investment
Background/objectives: “UMBRE” is an HBO locally produced action-drama series, with neo-noir comedy accents. One of the biggest challenges in promoting this new series was to show how “UMBRE” was miles-away different from any other local action-series. For that we needed to stir a must-see level of buzz and interest in the pilot episode.
The success of the pilot episode (aired on December 28th) would predict the success of the series itself.
The success of the series was crucial for shooting a 2nd season.
But how do we get Romanians to watch a Romanian show they might dismiss because it is Romanian?
Strategy:
Most men barely have one interesting life to tell. Relu has two.
His struggle was captured in headline “FAMILY OR THE FAMILY?”.
Like Relu’s double life, the word “family” has a double meaning, too.
His wife and kids are family, the men in the mafia are the family.
Because we all know that the most important decisions in life are about one’s family. But what happens when a man has two families? That was the trick question we sent out to potential viewers in a multi-media campaign.
Results: The launch campaign delivered results beyond expectations / Record-breaking viewership for a free sampled episode, surpassing the most popular Game of Thrones episode / Record-breaking buzz levels in terms of gained media for a local HBO production, 3 x higher than previous record / And the best news of all? SEASON 2 was confirmed.
BRONZE
No Winners
SILVER
No Winners
GOLD
No Winners
TELECOMMUNICATIONS VOICE OFFERS
Nominees
Campaign: Experiences together
Campaign: Experiences together
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom on Romanian market in a memorable, differentiating and engaging way, which to make Romanians understand the “Life is for Sharing” brand mantra and the fix-mobile nature of provider’s offer.
Strategy: Explain the sharing philosophy by making Romanians experience it! Romanians were empowered to share their Telekom enabled experiences, in a highly interactive, technologically-advanced show, created and controlled by the participants, through a mobile app. The show’s content became the red line of all image & product communication.
Results: All Awareness, Consideration, Likeability and Engagement objectives were surpassed. Telekom successfully positioned in the “Sharing” territory.
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom on Romanian market in a memorable, differentiating and engaging way, which to make Romanians understand the “Life is for Sharing” brand mantra and the fix-mobile nature of provider’s offer.
Strategy: Explain the sharing philosophy by making Romanians experience it! Romanians were empowered to share their Telekom enabled experiences, in a highly interactive, technologically-advanced show, created and controlled by the participants, through a mobile app. The show’s content became the red line of all image & product communication.
Results: All Awareness, Consideration, Likeability and Engagement objectives were surpassed. Telekom successfully positioned in the “Sharing” territory.
BRONZE
No Winners
SILVER
Campaign: Experiences together
Campaign: Experiences together
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom on Romanian market in a memorable, differentiating and engaging way, which to make Romanians understand the “Life is for Sharing” brand mantra and the fix-mobile nature of provider’s offer.
Strategy: Explain the sharing philosophy by making Romanians experience it! Romanians were empowered to share their Telekom enabled experiences, in a highly interactive, technologically-advanced show, created and controlled by the participants, through a mobile app. The show’s content became the red line of all image & product communication.
Results: All Awareness, Consideration, Likeability and Engagement objectives were surpassed. Telekom successfully positioned in the “Sharing” territory.
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom on Romanian market in a memorable, differentiating and engaging way, which to make Romanians understand the “Life is for Sharing” brand mantra and the fix-mobile nature of provider’s offer.
Strategy: Explain the sharing philosophy by making Romanians experience it! Romanians were empowered to share their Telekom enabled experiences, in a highly interactive, technologically-advanced show, created and controlled by the participants, through a mobile app. The show’s content became the red line of all image & product communication.
Results: All Awareness, Consideration, Likeability and Engagement objectives were surpassed. Telekom successfully positioned in the “Sharing” territory.
GOLD
No Winners
TELECOMMUNICATION INTERNET & DATA
Nominees
Campaign: Dance with Millidge and Doig
Campaign: Dance with Millidge and Doig
Client: Orange România
Brand: Orange
Submitted by: Orange România
Agencies: Wieden + Kennedy & Publicis România
Media Agency: Initiative Media
Background/objectives: How would Orange go beyond the traditional route of just promoting an offer and really stand out in a way that would encourage the use of mobile data and create love for the brand in the process?
Strategy: CREATING OUR OWN CULTURAL MEME
A first for Romanian television advertising. All people had to do was upload a video of themselves using their mobile while dancing along with Millidge and Doig.
Results: “Dance with Millidge and Doig” became the Most Viewed Ad on YouTube Romania in 2014. Despite everybody else throwing offers at the volatile Pre-Pay consumers, during the campaign period, Orange Pre Pay customers used more data on average per month, almost double our initial objective.
Client: Orange România
Brand: Orange
Submitted by: Orange România
Agencies: Wieden + Kennedy & Publicis România
Media Agency: Initiative Media
Background/objectives: How would Orange go beyond the traditional route of just promoting an offer and really stand out in a way that would encourage the use of mobile data and create love for the brand in the process?
Strategy: CREATING OUR OWN CULTURAL MEME
A first for Romanian television advertising. All people had to do was upload a video of themselves using their mobile while dancing along with Millidge and Doig.
Results: “Dance with Millidge and Doig” became the Most Viewed Ad on YouTube Romania in 2014. Despite everybody else throwing offers at the volatile Pre-Pay consumers, during the campaign period, Orange Pre Pay customers used more data on average per month, almost double our initial objective.
BRONZE
No Winners
SILVER
No Winners
GOLD
Campaign: Dance with Millidge and Doig
Campaign: Dance with Millidge and Doig
Client: Orange România
Brand: Orange
Submitted by: Orange România
Agencies: Wieden + Kennedy & Publicis România
Media Agency: Initiative Media
Background/objectives: How would Orange go beyond the traditional route of just promoting an offer and really stand out in a way that would encourage the use of mobile data and create love for the brand in the process?
Strategy: CREATING OUR OWN CULTURAL MEME
A first for Romanian television advertising. All people had to do was upload a video of themselves using their mobile while dancing along with Millidge and Doig.
Results: “Dance with Millidge and Doig” became the Most Viewed Ad on YouTube Romania in 2014. Despite everybody else throwing offers at the volatile Pre-Pay consumers, during the campaign period, Orange Pre Pay customers used more data on average per month, almost double our initial objective.
Client: Orange România
Brand: Orange
Submitted by: Orange România
Agencies: Wieden + Kennedy & Publicis România
Media Agency: Initiative Media
Background/objectives: How would Orange go beyond the traditional route of just promoting an offer and really stand out in a way that would encourage the use of mobile data and create love for the brand in the process?
Strategy: CREATING OUR OWN CULTURAL MEME
A first for Romanian television advertising. All people had to do was upload a video of themselves using their mobile while dancing along with Millidge and Doig.
Results: “Dance with Millidge and Doig” became the Most Viewed Ad on YouTube Romania in 2014. Despite everybody else throwing offers at the volatile Pre-Pay consumers, during the campaign period, Orange Pre Pay customers used more data on average per month, almost double our initial objective.
OTHERS
Nominees
Campaign: Place an ad on Mercador
Campaign: Place an ad on Mercador
Client: Allegro Online Services
Brand: Mercador
Entrant Agency:The Geeks
Second Agency: New Black
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In Romania, the problem both Mercador.ro and Tocmai.ro (strongest players on the free classified ads websites in the Romanian market) faced at the end of 2013 was simple: none of the brands could become profitable, as long as long as the other one existed and offered classified ads for free. Therefore, both brands were trying to eliminate each other through acquisition. In other words, Mercador.ro aimed at buying Tocmai.ro and Tocmai.ro aimed at buying Mercador.ro. Yet, none of them was willing to sell its own brand, as both still stood a chance in becoming number 1 on the market. In this business context, in was brand communication that had to make the difference. Thus, Mercador.ro and Tocmai.ro started a fierce battle for being the no. 1 classified ads website on the market, both of them knowing that number two would eventually have to give up and sell its brand to number 1, as number 1 would never have a reason to give up the fight.
Strategy: Instead of communicating what one can do on Mercador.ro (which research showed us that people were already aware of), we focused on consistently communicating Mercador ’s positioning as the place of the “where buyers look for products” in the mind of consumers. This was highly relevant for both sellers (who would learn this way that they can find buyers for their products there) and also for buyers (who would gain trust to use the site as they see that many others are searching for products there).
Results: In spite of a significantly smaller media budget, Mercador.ro became for the first time in history the undisputed leader of the classified ads category, by reaching the no.1 spot in terms of both number of active ads and traffic.
Client: Allegro Online Services
Brand: Mercador
Entrant Agency:The Geeks
Second Agency: New Black
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In Romania, the problem both Mercador.ro and Tocmai.ro (strongest players on the free classified ads websites in the Romanian market) faced at the end of 2013 was simple: none of the brands could become profitable, as long as long as the other one existed and offered classified ads for free. Therefore, both brands were trying to eliminate each other through acquisition. In other words, Mercador.ro aimed at buying Tocmai.ro and Tocmai.ro aimed at buying Mercador.ro. Yet, none of them was willing to sell its own brand, as both still stood a chance in becoming number 1 on the market. In this business context, in was brand communication that had to make the difference. Thus, Mercador.ro and Tocmai.ro started a fierce battle for being the no. 1 classified ads website on the market, both of them knowing that number two would eventually have to give up and sell its brand to number 1, as number 1 would never have a reason to give up the fight.
Strategy: Instead of communicating what one can do on Mercador.ro (which research showed us that people were already aware of), we focused on consistently communicating Mercador ’s positioning as the place of the “where buyers look for products” in the mind of consumers. This was highly relevant for both sellers (who would learn this way that they can find buyers for their products there) and also for buyers (who would gain trust to use the site as they see that many others are searching for products there).
Results: In spite of a significantly smaller media budget, Mercador.ro became for the first time in history the undisputed leader of the classified ads category, by reaching the no.1 spot in terms of both number of active ads and traffic.
Campaign: Mercador becomes OLX
Campaign: Mercador becomes OLX
Client: Allegro Online Services
Brand: OLX
Entrant Agency:The Geeks
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In April 2014, Mercador had to start a rebranding process to become OLX.ro exactly when it managed to achieve the no. 1 spot on all relevant leadership indicators on the classified market.
The rebranding was a difficult challenge as it risked jeopardizing everything the brand accomplished so far and threatening its chance to win the classified ads war.
Strategy: Keep the already successful strategy in place (showing buyers in executions in order to attract sellers), in spite of the name change, and repeat the new name of OLX, as this will increase the chances that the name is remembered and pronounced correctly.
Results: The rebranding campaign proved to be a huge success: after less than a month 91% of Romanian correctly attributed that OLX is the former Mercador. Even more, OLX became no.1 in terms of Top of mind, outranking long known competitors as Tocmai.ro and Okazii.ro.
Client: Allegro Online Services
Brand: OLX
Entrant Agency:The Geeks
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In April 2014, Mercador had to start a rebranding process to become OLX.ro exactly when it managed to achieve the no. 1 spot on all relevant leadership indicators on the classified market.
The rebranding was a difficult challenge as it risked jeopardizing everything the brand accomplished so far and threatening its chance to win the classified ads war.
Strategy: Keep the already successful strategy in place (showing buyers in executions in order to attract sellers), in spite of the name change, and repeat the new name of OLX, as this will increase the chances that the name is remembered and pronounced correctly.
Results: The rebranding campaign proved to be a huge success: after less than a month 91% of Romanian correctly attributed that OLX is the former Mercador. Even more, OLX became no.1 in terms of Top of mind, outranking long known competitors as Tocmai.ro and Okazii.ro.
BRONZE
Campaign: Mercador becomes OLX
Campaign: Mercador becomes OLX
Client: Allegro Online Services
Brand: OLX
Entrant Agency:The Geeks
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In April 2014, Mercador had to start a rebranding process to become OLX.ro exactly when it managed to achieve the no. 1 spot on all relevant leadership indicators on the classified market.
The rebranding was a difficult challenge as it risked jeopardizing everything the brand accomplished so far and threatening its chance to win the classified ads war.
Strategy: Keep the already successful strategy in place (showing buyers in executions in order to attract sellers), in spite of the name change, and repeat the new name of OLX, as this will increase the chances that the name is remembered and pronounced correctly.
Results: The rebranding campaign proved to be a huge success: after less than a month 91% of Romanian correctly attributed that OLX is the former Mercador. Even more, OLX became no.1 in terms of Top of mind, outranking long known competitors as Tocmai.ro and Okazii.ro.
Client: Allegro Online Services
Brand: OLX
Entrant Agency:The Geeks
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In April 2014, Mercador had to start a rebranding process to become OLX.ro exactly when it managed to achieve the no. 1 spot on all relevant leadership indicators on the classified market.
The rebranding was a difficult challenge as it risked jeopardizing everything the brand accomplished so far and threatening its chance to win the classified ads war.
Strategy: Keep the already successful strategy in place (showing buyers in executions in order to attract sellers), in spite of the name change, and repeat the new name of OLX, as this will increase the chances that the name is remembered and pronounced correctly.
Results: The rebranding campaign proved to be a huge success: after less than a month 91% of Romanian correctly attributed that OLX is the former Mercador. Even more, OLX became no.1 in terms of Top of mind, outranking long known competitors as Tocmai.ro and Okazii.ro.
SILVER
Campaign: Place an ad on Mercador
Campaign: Place an ad on Mercador
Client: Allegro Online Services
Brand: Mercador
Entrant Agency:The Geeks
Second Agency: New Black
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In Romania, the problem both Mercador.ro and Tocmai.ro (strongest players on the free classified ads websites in the Romanian market) faced at the end of 2013 was simple: none of the brands could become profitable, as long as long as the other one existed and offered classified ads for free. Therefore, both brands were trying to eliminate each other through acquisition. In other words, Mercador.ro aimed at buying Tocmai.ro and Tocmai.ro aimed at buying Mercador.ro. Yet, none of them was willing to sell its own brand, as both still stood a chance in becoming number 1 on the market. In this business context, in was brand communication that had to make the difference. Thus, Mercador.ro and Tocmai.ro started a fierce battle for being the no. 1 classified ads website on the market, both of them knowing that number two would eventually have to give up and sell its brand to number 1, as number 1 would never have a reason to give up the fight.
Strategy: Instead of communicating what one can do on Mercador.ro (which research showed us that people were already aware of), we focused on consistently communicating Mercador ’s positioning as the place of the “where buyers look for products” in the mind of consumers. This was highly relevant for both sellers (who would learn this way that they can find buyers for their products there) and also for buyers (who would gain trust to use the site as they see that many others are searching for products there).
Results: In spite of a significantly smaller media budget, Mercador.ro became for the first time in history the undisputed leader of the classified ads category, by reaching the no.1 spot in terms of both number of active ads and traffic.
Client: Allegro Online Services
Brand: Mercador
Entrant Agency:The Geeks
Second Agency: New Black
Media Agency: Optimum Media Direction Plan & Buy
Background/objectives: In Romania, the problem both Mercador.ro and Tocmai.ro (strongest players on the free classified ads websites in the Romanian market) faced at the end of 2013 was simple: none of the brands could become profitable, as long as long as the other one existed and offered classified ads for free. Therefore, both brands were trying to eliminate each other through acquisition. In other words, Mercador.ro aimed at buying Tocmai.ro and Tocmai.ro aimed at buying Mercador.ro. Yet, none of them was willing to sell its own brand, as both still stood a chance in becoming number 1 on the market. In this business context, in was brand communication that had to make the difference. Thus, Mercador.ro and Tocmai.ro started a fierce battle for being the no. 1 classified ads website on the market, both of them knowing that number two would eventually have to give up and sell its brand to number 1, as number 1 would never have a reason to give up the fight.
Strategy: Instead of communicating what one can do on Mercador.ro (which research showed us that people were already aware of), we focused on consistently communicating Mercador ’s positioning as the place of the “where buyers look for products” in the mind of consumers. This was highly relevant for both sellers (who would learn this way that they can find buyers for their products there) and also for buyers (who would gain trust to use the site as they see that many others are searching for products there).
Results: In spite of a significantly smaller media budget, Mercador.ro became for the first time in history the undisputed leader of the classified ads category, by reaching the no.1 spot in terms of both number of active ads and traffic.
GOLD
No Winners
SUSTAINED SUCCESS
Nominees
Campaign: Vodafone Network
Campaign: Vodafone Network
Client: Vodafone România
Brand: Vodafone
Entrant Agency:McCann Worldgroup Bucharest
Background/objectives: In 2010, “The best 3G network” meant providing the best experience for an almost irrelevant service. Vodafone needed to educate Romanians on the benefits of the best network, even though they could not yet experience it.
Strategy: Inspire Romanians to use mobile data through real-life demonstrations
Results: For 5 years, Vodafone has been the absolute leader in network quality. Commercial KPIs were constantly above the market average, and the stories we created have become part of popular culture.
Client: Vodafone România
Brand: Vodafone
Entrant Agency:McCann Worldgroup Bucharest
Background/objectives: In 2010, “The best 3G network” meant providing the best experience for an almost irrelevant service. Vodafone needed to educate Romanians on the benefits of the best network, even though they could not yet experience it.
Strategy: Inspire Romanians to use mobile data through real-life demonstrations
Results: For 5 years, Vodafone has been the absolute leader in network quality. Commercial KPIs were constantly above the market average, and the stories we created have become part of popular culture.
Campaign: The Strong and Bitterish Taste
Campaign: The Strong and Bitterish Taste
Client: Heineken România
Brand: Neumarkt
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: Starcom Mediavest Group
Background/objectives: With the ambition to get out of the niche and become a strong player in the highly competitive beer market, Neumarkt needed to convince consumers to introduce it in their repertoire while exploring for a beer with a distinctive taste.
Strategy: We turned the apparent product drawback into communication advantage: We put the taste in the center of the conversation and comment anything with (almost) absurd humor.
Results: Neumarkt continuously grew market shares and tripled the number of fans, while its slogan entered the popular culture.
Client: Heineken România
Brand: Neumarkt
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: Starcom Mediavest Group
Background/objectives: With the ambition to get out of the niche and become a strong player in the highly competitive beer market, Neumarkt needed to convince consumers to introduce it in their repertoire while exploring for a beer with a distinctive taste.
Strategy: We turned the apparent product drawback into communication advantage: We put the taste in the center of the conversation and comment anything with (almost) absurd humor.
Results: Neumarkt continuously grew market shares and tripled the number of fans, while its slogan entered the popular culture.
Campaign: Entering top 3 beers in Romania
Campaign: Entering top 3 beers in Romania
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency:GMP Advertising
Background/objectives: During 2011-2014, Ciucaș had to win big on share and brand equity. It had to catch up with the segment leader & enter top 3 beers in Romania, by building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature territory by tapping into a relevant insight about its consumers. It exploited the emotional bond they had with nature making it more accessible than ever.
Results: In just 3 years, Ciucaș moved from the 8th place to top 2 Romanian beers & became economy leader from July 2014.
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency:GMP Advertising
Background/objectives: During 2011-2014, Ciucaș had to win big on share and brand equity. It had to catch up with the segment leader & enter top 3 beers in Romania, by building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature territory by tapping into a relevant insight about its consumers. It exploited the emotional bond they had with nature making it more accessible than ever.
Results: In just 3 years, Ciucaș moved from the 8th place to top 2 Romanian beers & became economy leader from July 2014.
BRONZE
No Winners
SILVER
Campaign: The Strong and Bitterish Taste
Campaign: The Strong and Bitterish Taste
Client: Heineken România
Brand: Neumarkt
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: Starcom Mediavest Group
Background/objectives: With the ambition to get out of the niche and become a strong player in the highly competitive beer market, Neumarkt needed to convince consumers to introduce it in their repertoire while exploring for a beer with a distinctive taste.
Strategy: We turned the apparent product drawback into communication advantage: We put the taste in the center of the conversation and comment anything with (almost) absurd humor.
Results: Neumarkt continuously grew market shares and tripled the number of fans, while its slogan entered the popular culture.
Client: Heineken România
Brand: Neumarkt
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: Starcom Mediavest Group
Background/objectives: With the ambition to get out of the niche and become a strong player in the highly competitive beer market, Neumarkt needed to convince consumers to introduce it in their repertoire while exploring for a beer with a distinctive taste.
Strategy: We turned the apparent product drawback into communication advantage: We put the taste in the center of the conversation and comment anything with (almost) absurd humor.
Results: Neumarkt continuously grew market shares and tripled the number of fans, while its slogan entered the popular culture.
SILVER
Campaign: Entering top 3 beers in Romania
Campaign: Entering top 3 beers in Romania
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency:GMP Advertising
Background/objectives: During 2011-2014, Ciucaș had to win big on share and brand equity. It had to catch up with the segment leader & enter top 3 beers in Romania, by building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature territory by tapping into a relevant insight about its consumers. It exploited the emotional bond they had with nature making it more accessible than ever.
Results: In just 3 years, Ciucaș moved from the 8th place to top 2 Romanian beers & became economy leader from July 2014.
Client: URSUS Breweries
Brand: Ciucaș
Entrant Agency:GMP Advertising
Background/objectives: During 2011-2014, Ciucaș had to win big on share and brand equity. It had to catch up with the segment leader & enter top 3 beers in Romania, by building a healthy brand and without entering a price war.
Strategy: Ciucaș owned the nature territory by tapping into a relevant insight about its consumers. It exploited the emotional bond they had with nature making it more accessible than ever.
Results: In just 3 years, Ciucaș moved from the 8th place to top 2 Romanian beers & became economy leader from July 2014.
GOLD
Campaign: Vodafone Network
Campaign: Vodafone Network
Client: Vodafone România
Brand: Vodafone
Entrant Agency:McCann Worldgroup Bucharest
Background/objectives: In 2010, “The best 3G network” meant providing the best experience for an almost irrelevant service. Vodafone needed to educate Romanians on the benefits of the best network, even though they could not yet experience it.
Strategy: Inspire Romanians to use mobile data through real-life demonstrations
Results: For 5 years, Vodafone has been the absolute leader in network quality. Commercial KPIs were constantly above the market average, and the stories we created have become part of popular culture.
Client: Vodafone România
Brand: Vodafone
Entrant Agency:McCann Worldgroup Bucharest
Background/objectives: In 2010, “The best 3G network” meant providing the best experience for an almost irrelevant service. Vodafone needed to educate Romanians on the benefits of the best network, even though they could not yet experience it.
Strategy: Inspire Romanians to use mobile data through real-life demonstrations
Results: For 5 years, Vodafone has been the absolute leader in network quality. Commercial KPIs were constantly above the market average, and the stories we created have become part of popular culture.
SHOPPER MARKETING
Nominees
Campaign: P&G Smart Fun at Cora
Campaign: P&G Smart Fun at Cora
Client: Procter & Gamble România
Brand: Pampers
Entrant Agency:Geometry Global România
Second Agency: New View
Background/objectives: P&G wanted to offer Cora shoppers a positive shopping experience in the diapers category, by turning Pampers into the brand that caters for the entire family’s satisfaction.
Strategy: Unlike standard promo driven campaigns in the category, we decided to win in store with a differentiated approach. Our campaign’s strategy centered around offering “educational fun” on top of product functional performance.
Big Idea: PAMPERS AND CORA HELP YOUR KID HAVE A SMART BABYHOOD.
Results: The campaign delivered excellent results and surpassed all business, behavioral and perceptual objectives.
Client: Procter & Gamble România
Brand: Pampers
Entrant Agency:Geometry Global România
Second Agency: New View
Background/objectives: P&G wanted to offer Cora shoppers a positive shopping experience in the diapers category, by turning Pampers into the brand that caters for the entire family’s satisfaction.
Strategy: Unlike standard promo driven campaigns in the category, we decided to win in store with a differentiated approach. Our campaign’s strategy centered around offering “educational fun” on top of product functional performance.
Big Idea: PAMPERS AND CORA HELP YOUR KID HAVE A SMART BABYHOOD.
Results: The campaign delivered excellent results and surpassed all business, behavioral and perceptual objectives.
Campaign: P&G The Cleaning Experts from Carrefour
Campaign: P&G The Cleaning Experts from Carrefour
Client: Procter & Gamble România
Brand: P&G Multibrand
Entrant Agency:Geometry Global România
Second Agency: New View
Background/objectives: We needed to make experiential and quality shoppers from Carrefour see the department with P&G detergents as the hub of cleaning expertise.
Strategy: Our strategy was to disrupt the cliché shopper communication by building a never-been-done-before cleaning expertise center in the middle of each participating Carrefour store. Each center had a special hi-tech island with plasma screens and world-class innovation. Big Idea: THE CLEANING EXPERTS FROM CARREFOUR MAKE YOUR LIFE EASIER
Results: The campaign outperformed all its objectives, growing shares and reaching new record figures in terms of conversion and closure rates.
Client: Procter & Gamble România
Brand: P&G Multibrand
Entrant Agency:Geometry Global România
Second Agency: New View
Background/objectives: We needed to make experiential and quality shoppers from Carrefour see the department with P&G detergents as the hub of cleaning expertise.
Strategy: Our strategy was to disrupt the cliché shopper communication by building a never-been-done-before cleaning expertise center in the middle of each participating Carrefour store. Each center had a special hi-tech island with plasma screens and world-class innovation. Big Idea: THE CLEANING EXPERTS FROM CARREFOUR MAKE YOUR LIFE EASIER
Results: The campaign outperformed all its objectives, growing shares and reaching new record figures in terms of conversion and closure rates.
BRONZE
No Winners
SILVER
No Winners
GOLD
No Winners
BRAND EXPERIENCE
Nominees
Campaign: Dew the grind
Campaign: Dew the grind
Client: Pepsico
Brand: Mountain Dew
Entrant Agency:Kaleidoscope Proximity
Media Agency: Mediacom
Background/objectives: To regain the bonding relationship between brand and its core target.
Strategy: We created an unique experience that instantly rewarded the experience of a perfect trick.
Results: Main brand loyalty indicators registered the highest score of the year.
Client: Pepsico
Brand: Mountain Dew
Entrant Agency:Kaleidoscope Proximity
Media Agency: Mediacom
Background/objectives: To regain the bonding relationship between brand and its core target.
Strategy: We created an unique experience that instantly rewarded the experience of a perfect trick.
Results: Main brand loyalty indicators registered the highest score of the year.
Campaign: Turn On Magenta
Campaign: Turn On Magenta
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom Romania by creating a massive, memorable, engaging event-demonstration of the “Life Is For Sharing” brand and telecomm services promise
Strategy: Approach: Build brand momentum by making Romanians experience the sharing philosophy & brand promise: unlimited connectivity on all screens. Idea: co-launch the brand together with people through an interactive show, controlled by participants through a mobile app.
Results: All Engagement objectives were surpassed, with people witnessing and controlling the most interactive show in Romania. Telekom successfully positioned in the “Sharing” territory.
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom Romania by creating a massive, memorable, engaging event-demonstration of the “Life Is For Sharing” brand and telecomm services promise
Strategy: Approach: Build brand momentum by making Romanians experience the sharing philosophy & brand promise: unlimited connectivity on all screens. Idea: co-launch the brand together with people through an interactive show, controlled by participants through a mobile app.
Results: All Engagement objectives were surpassed, with people witnessing and controlling the most interactive show in Romania. Telekom successfully positioned in the “Sharing” territory.
Campaign: Come back, Romanian!
Campaign: Come back, Romanian!
Client: Kandia Dulce
Brand: ROM
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: UM România
Background / Objectives: ROM chocolate bar aimed to challenge again Romanian patriotic feelings on their National Day.
Strategy: ROM gives Romanians a new media tool in digital space and democratizes the call to unity for the National Day. Through a branded toolkit for custom-made tear-jerking online videos, with pictures of dear ones and funny local images, for sharing them online, ROM called back Romanian emigrants.
Results: Thousands of people send ROM branded video online cards to dear ones, leading to 10 times the estimated reach and 3 times more media value than tiny budget.
Client: Kandia Dulce
Brand: ROM
Entrant Agency:McCann Worldgroup Bucharest
Media Agency: UM România
Background / Objectives: ROM chocolate bar aimed to challenge again Romanian patriotic feelings on their National Day.
Strategy: ROM gives Romanians a new media tool in digital space and democratizes the call to unity for the National Day. Through a branded toolkit for custom-made tear-jerking online videos, with pictures of dear ones and funny local images, for sharing them online, ROM called back Romanian emigrants.
Results: Thousands of people send ROM branded video online cards to dear ones, leading to 10 times the estimated reach and 3 times more media value than tiny budget.
Campaign: Purity Test
Campaign: Purity Test
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency:CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency:CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
BRONZE
Campaign: Purity Test
Campaign: Purity Test
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency:CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency:CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
SILVER
Campaign: Turn On Magenta
Campaign: Turn On Magenta
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom Romania by creating a massive, memorable, engaging event-demonstration of the “Life Is For Sharing” brand and telecomm services promise
Strategy: Approach: Build brand momentum by making Romanians experience the sharing philosophy & brand promise: unlimited connectivity on all screens. Idea: co-launch the brand together with people through an interactive show, controlled by participants through a mobile app.
Results: All Engagement objectives were surpassed, with people witnessing and controlling the most interactive show in Romania. Telekom successfully positioned in the “Sharing” territory.
Client: Telekom
Brand: Telekom
Entrant Agency:GMP Advertising
Second Agency: Webstyler
Background/objectives: Launch Telekom Romania by creating a massive, memorable, engaging event-demonstration of the “Life Is For Sharing” brand and telecomm services promise
Strategy: Approach: Build brand momentum by making Romanians experience the sharing philosophy & brand promise: unlimited connectivity on all screens. Idea: co-launch the brand together with people through an interactive show, controlled by participants through a mobile app.
Results: All Engagement objectives were surpassed, with people witnessing and controlling the most interactive show in Romania. Telekom successfully positioned in the “Sharing” territory.
GOLD
No Winners
GOOD WORKS EFFIE – BRANDS (CSR)
Nominees
Campaign: Țară, Țară vrem campioane!
Campaign: Țară, Țară vrem campioane!
Client: OMV Petrom
Brand: OMV Petrom
Entrant Agency: Leo Burnett Group
Media Agency: Optimedia
Credits: Media Pro Group
Background/objectives: Create a campaign that will reignite the future of Romanian gymnastics by increasing the selection base of potential future performers!
Strategy: Transform selections from an anonymous scouting initiative into a top class event to discover the future champions, by involving the finest names Romanian gymnastics has to offer.
Results: Our campaign generated huge participation for the selections, over 1.500 young girls attended the “Tara, tara, vrem campioane” caravan.
Client: OMV Petrom
Brand: OMV Petrom
Entrant Agency: Leo Burnett Group
Media Agency: Optimedia
Credits: Media Pro Group
Background/objectives: Create a campaign that will reignite the future of Romanian gymnastics by increasing the selection base of potential future performers!
Strategy: Transform selections from an anonymous scouting initiative into a top class event to discover the future champions, by involving the finest names Romanian gymnastics has to offer.
Results: Our campaign generated huge participation for the selections, over 1.500 young girls attended the “Tara, tara, vrem campioane” caravan.
Campaign: The RGB News
Campaign: The RGB News
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România
Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.
Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.
Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România
Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.
Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.
Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.
BRONZE
Campaign: The RGB News
Campaign: The RGB News
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România
Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.
Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.
Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România
Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.
Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.
Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.
SILVER
Campaign: Țară, Țară vrem campioane!
Campaign: Țară, Țară vrem campioane!
Client: OMV Petrom
Brand: OMV Petrom
Entrant Agency: Leo Burnett Group
Media Agency: Optimedia
Credits: Media Pro Group
Background/objectives: Create a campaign that will reignite the future of Romanian gymnastics by increasing the selection base of potential future performers!
Strategy: Transform selections from an anonymous scouting initiative into a top class event to discover the future champions, by involving the finest names Romanian gymnastics has to offer.
Results: Our campaign generated huge participation for the selections, over 1.500 young girls attended the “Tara, tara, vrem campioane” caravan.
Client: OMV Petrom
Brand: OMV Petrom
Entrant Agency: Leo Burnett Group
Media Agency: Optimedia
Credits: Media Pro Group
Background/objectives: Create a campaign that will reignite the future of Romanian gymnastics by increasing the selection base of potential future performers!
Strategy: Transform selections from an anonymous scouting initiative into a top class event to discover the future champions, by involving the finest names Romanian gymnastics has to offer.
Results: Our campaign generated huge participation for the selections, over 1.500 young girls attended the “Tara, tara, vrem campioane” caravan.
GOLD
No Winners
MEDIA INNOVATION
Nominees
Campaign: Dorna - Windows of hope
Campaign: Dorna - Windows of hope
Client: The Coca-Cola Company
Brand: Dorna
Entrant Agency: McCann Worldgroup Bucharest
Second Agency: McCann PR
Third Agency: MRM România
Media Agency: UM România
Background / Objectives: Dorna aimed to break the media clutter for its 2nd part of CRM story.
Strategy: Dorna introduced a new connection point to comfort mothers of premature born babies with supporting messages during their short visits allowed till medical stabilization of their babies. Dorna built for the first time in Romania an interactive wall inside Polizu maternity in Bucharest, for displaying people's supporting messages for worried mothers in hospital.
Results: Windows of Hope increased traffic for Dorna's site, new Facebook friends, 1.7 media ROI, boost of brand indicators linked to creative power.
Client: The Coca-Cola Company
Brand: Dorna
Entrant Agency: McCann Worldgroup Bucharest
Second Agency: McCann PR
Third Agency: MRM România
Media Agency: UM România
Background / Objectives: Dorna aimed to break the media clutter for its 2nd part of CRM story.
Strategy: Dorna introduced a new connection point to comfort mothers of premature born babies with supporting messages during their short visits allowed till medical stabilization of their babies. Dorna built for the first time in Romania an interactive wall inside Polizu maternity in Bucharest, for displaying people's supporting messages for worried mothers in hospital.
Results: Windows of Hope increased traffic for Dorna's site, new Facebook friends, 1.7 media ROI, boost of brand indicators linked to creative power.
BRONZE
No Winners
SILVER
No Winners
GOLD
No Winners
SINGLE MEDIA COMPANY ACTIVATION
Nominees
Campaign: The RGB News
Campaign: The RGB News
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România
Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.
Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.
Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România
Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.
Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.
Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.
Campaign: The BILLA Social Catalogue
Campaign: The BILLA Social Catalogue
Client: BILLA România
Brand: BILLA
Entrant Agency: Digital Star
Background/objectives: BILLA is a supermarket chain present in Romanian for over 16 years. The company is part of the REWE Group, one of the most important European retailers, with branches in over 13 countries. The BILLA Facebook community was sending a clear message: they felt their engagement (expressed via Likes, comments, and messages) did in no way influence actual store practices regarding the offers and discounts available.
In this situation, our challenge was finding a way to connect BILLA community Facebook interactions with store discounts in order to increase BILLA store sales.
Strategy: We created the FIRST Social Shopping Catalogue. Starting on the 27.02 up to the 6.03, a product was published every day in The Social Catalogue Facebook Application and in a post on the BILLA Wall. People were invited to Like the product if they wanted to purchase it with a discount. In BILLA stores across the country, during the 7-8 of March, the discounted products in The Social Catalogue were available for purchase. The discount offered was proportional to the number of Likes gathered by each product, within 24 hours.
Results: The products included in The Social Catalogue had a 290% increase in sales. The engagement rate of BILLA Facebook page had an amazing increase of 2200%, during the campaign, compared to the average rates. Also, BILLA had the highest number of INTERACTIONS in the category during the campaign, surpassing the interaction level registered by the Facebook page of its biggest competitor, which has a seven times bigger fan base than BILLA Romania;
Client: BILLA România
Brand: BILLA
Entrant Agency: Digital Star
Background/objectives: BILLA is a supermarket chain present in Romanian for over 16 years. The company is part of the REWE Group, one of the most important European retailers, with branches in over 13 countries. The BILLA Facebook community was sending a clear message: they felt their engagement (expressed via Likes, comments, and messages) did in no way influence actual store practices regarding the offers and discounts available.
In this situation, our challenge was finding a way to connect BILLA community Facebook interactions with store discounts in order to increase BILLA store sales.
Strategy: We created the FIRST Social Shopping Catalogue. Starting on the 27.02 up to the 6.03, a product was published every day in The Social Catalogue Facebook Application and in a post on the BILLA Wall. People were invited to Like the product if they wanted to purchase it with a discount. In BILLA stores across the country, during the 7-8 of March, the discounted products in The Social Catalogue were available for purchase. The discount offered was proportional to the number of Likes gathered by each product, within 24 hours.
Results: The products included in The Social Catalogue had a 290% increase in sales. The engagement rate of BILLA Facebook page had an amazing increase of 2200%, during the campaign, compared to the average rates. Also, BILLA had the highest number of INTERACTIONS in the category during the campaign, surpassing the interaction level registered by the Facebook page of its biggest competitor, which has a seven times bigger fan base than BILLA Romania;
BRONZE
No Winners
SILVER
No Winners
GOLD
No Winners
GRAND EFFIE
Winner Grand Effie
Campaign: Purity Test
Client: Valvis Holding
Brand: Aqua Carpatica
Entrant Agency: CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
Brand: Aqua Carpatica
Entrant Agency: CohnandJansen JWT
Media Agency: Media Investment
Background/objectives: Aqua Carpatica needed to continue the fight for water purity by empowering consumers to know the quality of the water they drank.
Strategy: We knew that especially for Romanians, seeing meant believing, and therefore we brought the laboratory within everyone’s reach. We created the Water Purity Test, a paper strip which empowered consumers to check the nitrate concentration of the water they drink, by dipping the test in water.
Results: 40% Sales increase, the biggest Facebook community in FMCG, better advertising impact vs. the commercials aired in that period.
ALCOHOLIC BEVERAGES – BEERS
Nominees
Campaign: Ursus Cooler Launch
Brand: Ursus Cooler
Company: Ursus Breweries
Entrant Agency: Graffiti BBDO
Second Agency: Kubis Interactive
Third Agency: Gavrilă & Asociații
Media Agency: Media Investment
Company: Ursus Breweries
Entrant Agency: Graffiti BBDO
Second Agency: Kubis Interactive
Third Agency: Gavrilă & Asociații
Media Agency: Media Investment
Campaign: Entering Top 3 beer brands in Romania
Campaign: Entering Top 3 beer brands in Romania
Client: Ursus Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising
Client: Ursus Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising
Campaign: Bergenbier Fresh
Campaign: Bergenbier Fresh
Client: Bergenbier S.A.
Brand: Bergenbier
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Media Agency: Initiative Media
Client: Bergenbier S.A.
Brand: Bergenbier
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Media Agency: Initiative Media
Campaign: Bergenbier Repositioning
Campaign: Bergenbier Repositioning
Client: Bergenbier S.A.
Brand: Bergenbier
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Media Agency: Initiative Media
Client: Bergenbier S.A.
Brand: Bergenbier
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Media Agency: Initiative Media
BRONZE
Campaign: Entering Top 3 beer brands in Romania
Campaign: Entering Top 3 beer brands in Romania
Client: Ursus Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising
Client: Ursus Breweries
Brand: Ciucaș
Entrant Agency: GMP Advertising
SILVER
Campaign: Bergenbier Repositioning
Campaign: Bergenbier Repositioning
Client: Bergenbier S.A.
Brand: Bergenbier
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Media Agency: Initiative Media
Client: Bergenbier S.A.
Brand: Bergenbier
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Media Agency: Initiative Media
GOLD
Campaign: Ursus Cooler Launch
Brand: Ursus Cooler
Company: Ursus Breweries
Entrant Agency: Graffiti BBDO
Second Agency: Kubis Interactive
Third Agency: Gavrilă & Asociații
Media Agency: Media Investment
Company: Ursus Breweries
Entrant Agency: Graffiti BBDO
Second Agency: Kubis Interactive
Third Agency: Gavrilă & Asociații
Media Agency: Media Investment
BRAND EXPERIENCE
Nominees
Campaign: Go for Gold!
Campaign: Go for Gold!
Client: Unilever South East Central Europe
Brand: Magnum Gold
Entrant Agency: Wunderman România
Media Agency: Mindshare Media
Client: Unilever South East Central Europe
Brand: Magnum Gold
Entrant Agency: Wunderman România
Media Agency: Mindshare Media
Campaign: Coke Tweets
Campaign: Coke Tweets
Client: The Coca-Cola Company
Brand: Coca-Cola
Entrant Agency: McCann Erickson
Client: The Coca-Cola Company
Brand: Coca-Cola
Entrant Agency: McCann Erickson
Campaign: Live Radio Vending Machine
Campaign: Live Radio Vending Machine
Client: Strauss România
Brand: Doncafé
Entrant Agency: McCann Erickson
Second Agency: MRM Worldwide România
Media Agency: Universal McCann
Client: Strauss România
Brand: Doncafé
Entrant Agency: McCann Erickson
Second Agency: MRM Worldwide România
Media Agency: Universal McCann
Campaign: Live up the summer - Hit the road only with Pepsi
Client: PepsiCo România
Brand: Pepsi
Entrant Agency: GolinHarris
Second Agency: Graffiti BBDO
Client: PepsiCo România
Brand: Pepsi
Entrant Agency: GolinHarris
Second Agency: Graffiti BBDO
BRONZE
Campaign: Go for Gold!
Campaign: Go for Gold!
Client: Unilever South East Central Europe
Brand: Magnum Gold
Entrant Agency: Wunderman România
Media Agency: Mindshare Media
Client: Unilever South East Central Europe
Brand: Magnum Gold
Entrant Agency: Wunderman România
Media Agency: Mindshare Media
SILVER
No Winners
GOLD
No Winners
DURABLES
Nominees
Campaign: Manifesto for creativity
Campaign: Manifesto for creativity
Client: Samsung Electronics România
Brand: Samsung
Entrant Agency: Starcom MediaVest Group & Digital Star
Client: Samsung Electronics România
Brand: Samsung
Entrant Agency: Starcom MediaVest Group & Digital Star
Campaign: Childhood Bike
Campaign: Childhood Bike
Client: Bicicletele Pegas
Brand: Pegas
Entrant Agency: Publicis Bucharest
Media Agency: Starcom MediaVest Group
Client: Bicicletele Pegas
Brand: Pegas
Entrant Agency: Publicis Bucharest
Media Agency: Starcom MediaVest Group
Campaign: Dacia Stories
Campaign: Dacia Stories
Client: Dacia România
Brand: Dacia
Entrant Agency: Graffiti BBDO
Second Agency: Publicis Conseil Paris
Media Agency: OMD
Client: Dacia România
Brand: Dacia
Entrant Agency: Graffiti BBDO
Second Agency: Publicis Conseil Paris
Media Agency: OMD
Campaign: 24H
Campaign: 24H
Client: Opel Southeast Europe LLC - Romania Office
Brand: Opel
Entrant Agency: Geometry Global România
Client: Opel Southeast Europe LLC - Romania Office
Brand: Opel
Entrant Agency: Geometry Global România
Campaign: Mini Wreck
Campaign: Mini Wreck
Client: Opel Southeast Europe LLC - Romania Office
Brand: Opel
Entrant Agency: Geometry Global România
Client: Opel Southeast Europe LLC - Romania Office
Brand: Opel
Entrant Agency: Geometry Global România
Campaign: Tassimo Women's Day
Campaign: Tassimo Women's Day
Client: Mondelez International
Brand: Tassimo
Entrant Agency: Cohn & Jansen JWT
Media Agency: Starcom MediaVest Group
Client: Mondelez International
Brand: Tassimo
Entrant Agency: Cohn & Jansen JWT
Media Agency: Starcom MediaVest Group
BRONZE
Campaign: Manifesto for creativity
Campaign: Manifesto for creativity
Client: Samsung Electronics România
Brand: Samsung
Entrant Agency: Starcom MediaVest Group & Digital Star
Client: Samsung Electronics România
Brand: Samsung
Entrant Agency: Starcom MediaVest Group & Digital Star
BRONZE
Campaign: Tassimo Women's Day
Campaign: Tassimo Women's Day
Client: Mondelez International
Brand: Tassimo
Entrant Agency: Cohn & Jansen JWT
Media Agency: Starcom MediaVest Group
Client: Mondelez International
Brand: Tassimo
Entrant Agency: Cohn & Jansen JWT
Media Agency: Starcom MediaVest Group
SILVER
Campaign: Mini Wreck
Campaign: Mini Wreck
Client: Opel Southeast Europe LLC - Romania Office
Brand: Opel
Entrant Agency: Geometry Global România
Client: Opel Southeast Europe LLC - Romania Office
Brand: Opel
Entrant Agency: Geometry Global România
GOLD
Campaign: Childhood Bike
Campaign: Childhood Bike
Client: Bicicletele Pegas
Brand: Pegas
Entrant Agency: Publicis Bucharest
Media Agency: Starcom MediaVest Group
Client: Bicicletele Pegas
Brand: Pegas
Entrant Agency: Publicis Bucharest
Media Agency: Starcom MediaVest Group
FINANCIAL SERVICES
Nominees
Campaign: Stan Pățitu
Campaign: Stan Pățitu
Client: Gothaer Asigurări Reasigurări
Brand: Gothaer
Entrant Agency: Lowe & Partners
Second Agency: Golin Harris
Media Agency: BPN
Client: Gothaer Asigurări Reasigurări
Brand: Gothaer
Entrant Agency: Lowe & Partners
Second Agency: Golin Harris
Media Agency: BPN
Campaign: The real value of Joy
Campaign: The real value of Joy
Client: Volksbank România
Brand: Volksbank
Entrant Agency: BBDO Group
Media Agency: Media Direction
Client: Volksbank România
Brand: Volksbank
Entrant Agency: BBDO Group
Media Agency: Media Direction
Campaign: Puncte Oriunde
Campaign: Puncte Oriunde
Client: Bancpost
Brand: Bancpost
Entrant Agency: Lowe & Partners
Media Agency: Media Investment
Client: Bancpost
Brand: Bancpost
Entrant Agency: Lowe & Partners
Media Agency: Media Investment
Campaign: When it matters to you
Campaing: When it matters to you
Client: Provident Financial România
Brand: Provident
Entrant Agency: Jazz
Media Agency: Initiative Media
Client: Provident Financial România
Brand: Provident
Entrant Agency: Jazz
Media Agency: Initiative Media
Campaign: The Mother in Law
Campaign: The Mother in Law
Client: BCR
Brand: BCR
Entrant Agency: Next Advertising
Media Agency: MEC Media Agency
Client: BCR
Brand: BCR
Entrant Agency: Next Advertising
Media Agency: MEC Media Agency
Campaign: BRD Team Spirit Campaign
Campaign: BRD Team Spirit Campaign
Client: BRD
Brand: BRD Groupe Société Générale
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Client: BRD
Brand: BRD Groupe Société Générale
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
BRONZE
Campaign: Puncte Oriunde
Campaign: Puncte Oriunde
Client: Bancpost
Brand: Bancpost
Entrant Agency: Lowe & Partners
Media Agency: Media Investment
Client: Bancpost
Brand: Bancpost
Entrant Agency: Lowe & Partners
Media Agency: Media Investment
BRONZE
Campaign: When it matters to you
Campaing: When it matters to you
Client: Provident Financial România
Brand: Provident
Entrant Agency: Jazz
Media Agency: Initiative Media
Client: Provident Financial România
Brand: Provident
Entrant Agency: Jazz
Media Agency: Initiative Media
SILVER
Campaign: The Mother in Law
Campaign: The Mother in Law
Client: BCR
Brand: BCR
Entrant Agency: Next Advertising
Media Agency: MEC Media Agency
Client: BCR
Brand: BCR
Entrant Agency: Next Advertising
Media Agency: MEC Media Agency
GOLD
Campaign: BRD Team Spirit Campaign
Campaign: BRD Team Spirit Campaign
Client: BRD
Brand: BRD Groupe Société Générale
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Client: BRD
Brand: BRD Groupe Société Générale
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
GOODWORKS EFFIE – BRANDS (CSR)
Nominees
Campaign: Today you won't be abused
Campaign: Today you won't be abused
Client: Sensiblu Foundation
Brand: Sensiblu Foundation
Entrant Agency: Geometry Global România
Client: Sensiblu Foundation
Brand: Sensiblu Foundation
Entrant Agency: Geometry Global România
Campaign: Care for children
Campaign: Care for children
Client: The Coca-Cola Company
Brand: Dorna
Entrant Agency: McCann Erickson
Client: The Coca-Cola Company
Brand: Dorna
Entrant Agency: McCann Erickson
Campaign: Made in Andrei's country!
Campaign: Made in Andrei's country!
Client: OMV Petrom
Brand: Petrom
Entrant Agency: Graffiti BBDO
Second Agency: Graffiti PR
Third Agency: Webstyler
Media Agency: Optimedia
Client: OMV Petrom
Brand: Petrom
Entrant Agency: Graffiti BBDO
Second Agency: Graffiti PR
Third Agency: Webstyler
Media Agency: Optimedia
Campaign: Why Don't You Come Over
Campaign: Why Don't You Come Over
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
BRONZE
Campaign: Care for children
Campaign: Care for children
Client: The Coca-Cola Company
Brand: Dorna
Entrant Agency: McCann Erickson
Client: The Coca-Cola Company
Brand: Dorna
Entrant Agency: McCann Erickson
SILVER
Campaign: Made in Andrei's country!
Campaign: Made in Andrei's country!
Client: OMV Petrom
Brand: Petrom
Entrant Agency: Graffiti BBDO
Second Agency: Graffiti PR
Third Agency: Webstyler
Media Agency: Optimedia
Client: OMV Petrom
Brand: Petrom
Entrant Agency: Graffiti BBDO
Second Agency: Graffiti PR
Third Agency: Webstyler
Media Agency: Optimedia
GOLD
Campaign: Why Don't You Come Over
Campaign: Why Don't You Come Over
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
GOODWORKS EFFIE – NON-PROFIT
Nominees
Campaign: A chance for life
Campaign: A chance for life
Client: React
Brand: React
Entrant Agency: Graffiti BBDO
Client: React
Brand: React
Entrant Agency: Graffiti BBDO
BRONZE
No Winners
SILVER
No Winners
GOLD
Campaign: A chance for life
Campaign: A chance for life
Client: React
Brand: React
Entrant Agency: Graffiti BBDO
Client: React
Brand: React
Entrant Agency: Graffiti BBDO
HEALTHCARE PRODUCTS & SERVICES
Nominees
Campaign: Smart Girls Circle
Campaign: Smart Girls Circle
Client: Merck Sharp & Dohme România
Brand: Nuvaring
Entrant Agency: Lowe Medic One
Second Agency: Senior Hyper
Third Agency: Mobile Works
Media Agency: Brand Programming Network
Client: Merck Sharp & Dohme România
Brand: Nuvaring
Entrant Agency: Lowe Medic One
Second Agency: Senior Hyper
Third Agency: Mobile Works
Media Agency: Brand Programming Network
Campaign: The glucometer that fits your lifestyle
Campaign: The glucometer that fits your lifestyle
Client: Roche România
Brand: Accu-Check
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Third Agency: The Practice
Media Agency: Starcom MediaVest
Client: Roche România
Brand: Accu-Check
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Third Agency: The Practice
Media Agency: Starcom MediaVest
Campaign: Alive! - the multi-multi-multivitamin
Campaign: Alive! - the multi-multi-multivitamin
Client: Secom
Brand: Alive!
Entrant Agency: Graffiti BBDO
Media Agency: MEC
Client: Secom
Brand: Alive!
Entrant Agency: Graffiti BBDO
Media Agency: MEC
BRONZE
Campaign: Alive! - the multi-multi-multivitamin
Campaign: Alive! - the multi-multi-multivitamin
Client: Secom
Brand: Alive!
Entrant Agency: Graffiti BBDO
Media Agency: MEC
Client: Secom
Brand: Alive!
Entrant Agency: Graffiti BBDO
Media Agency: MEC
SILVER
Campaign: Smart Girls Circle
Campaign: Smart Girls Circle
Client: Merck Sharp & Dohme România
Brand: Nuvaring
Entrant Agency: Lowe Medic One
Second Agency: Senior Hyper
Third Agency: Mobile Works
Media Agency: Brand Programming Network
Client: Merck Sharp & Dohme România
Brand: Nuvaring
Entrant Agency: Lowe Medic One
Second Agency: Senior Hyper
Third Agency: Mobile Works
Media Agency: Brand Programming Network
GOLD
No Winners
HOUSEHOLD SUPPLIES & SERVICES
Nominees
Campaign: Dero 1st December
Campaign: Dero 1st December
Client: Unilever
Brand: Dero
Entrant Agency: Mindshare Media
Second Agency: Engines
Third Agency: Image PR
Client: Unilever
Brand: Dero
Entrant Agency: Mindshare Media
Second Agency: Engines
Third Agency: Image PR
Campaign: The Romanian Traditional Dish
Campaign: The Romanian Traditional Dish
Client: Procter & Gamble România
Brand: Fairy
Entrant Agency: Starcom MediaVest Group
Second Agency: Leo Burnett&Target, The Geeks, Graffiti PR
Third Agency: New View
Media Agency: Mediacom
Client: Procter & Gamble România
Brand: Fairy
Entrant Agency: Starcom MediaVest Group
Second Agency: Leo Burnett&Target, The Geeks, Graffiti PR
Third Agency: New View
Media Agency: Mediacom
BRONZE
Campaign: Dero 1st December
Campaign: Dero 1st December
Client: Unilever
Brand: Dero
Entrant Agency: Mindshare Media
Second Agency: Engines
Third Agency: Image PR
Client: Unilever
Brand: Dero
Entrant Agency: Mindshare Media
Second Agency: Engines
Third Agency: Image PR
SILVER
No Winners
GOLD
No Winners
MEDIA & ENTERTAINMENT
Nominees
Campaign: Love has changed since once upon a time
Campaign: Love has changed since once upon a time
Client: ActorieDeFilm
Brand: Love Building
Entrant Agency: Papaya Advertising
Client: ActorieDeFilm
Brand: Love Building
Entrant Agency: Papaya Advertising
Campaign: Why Don't You Come Over
Campaign: Why Don't You Come Over
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
BRONZE
No Winners
SILVER
Campaign: Love has changed since once upon a time
Campaign: Love has changed since once upon a time
Client: ActorieDeFilm
Brand: Love Building
Entrant Agency: Papaya Advertising
Client: ActorieDeFilm
Brand: Love Building
Entrant Agency: Papaya Advertising
GOLD
Campaign: Why Don't You Come Over
Campaign: Why Don't You Come Over
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
Client: Mediafax
Brand: Gândul
Entrant Agencies: GMP Advertising & Webstyler
MEDIA INNOVATION
Nominees
Campaign: Coca-Cola Live Tweets
Campaign: Coca-Cola Live Tweets
Client: The Coca-Cola Company
Brand: Coca-Cola
Entrant Agency: UM România
Second Agency: McCann Bucharest
Third Agency: MRM WorldWide
Client: The Coca-Cola Company
Brand: Coca-Cola
Entrant Agency: UM România
Second Agency: McCann Bucharest
Third Agency: MRM WorldWide
BRONZE
No Winners
SILVER
Campaign: Coca-Cola Live Tweets
Campaign: Coca-Cola Live Tweets
Client: The Coca-Cola Company
Brand: Coca-Cola
Entrant Agency: UM România
Second Agency: McCann Bucharest
Third Agency: MRM WorldWide
Client: The Coca-Cola Company
Brand: Coca-Cola
Entrant Agency: UM România
Second Agency: McCann Bucharest
Third Agency: MRM WorldWide
GOLD
No Winners
OTHERS
Nominees
Campaign: Big Plans
Campaign: Big Plans
Client: British American Tobacco România
Brand: Pall Mall
Entrant Agency: Geometry Global România
Client: British American Tobacco România
Brand: Pall Mall
Entrant Agency: Geometry Global România
Campaign: Văru' te rezolvă
Campaign: Văru' te rezolvă
Client: tocmai.ro
Brand: tocmai.ro
Entrant Agency: Lowe & Partners
Second Agency: GolinHarris Bucharest
Media Agency: Initiative Media
Client: tocmai.ro
Brand: tocmai.ro
Entrant Agency: Lowe & Partners
Second Agency: GolinHarris Bucharest
Media Agency: Initiative Media
Campaign: Place an ad on Mercador
Campaign: Place an ad on Mercador
Client: Allegro Group România
Brand: Mercador.ro
Entrant Agency: The Geeks
Media Agency: Optimum Media Direction Plan & Buy SRL
Client: Allegro Group România
Brand: Mercador.ro
Entrant Agency: The Geeks
Media Agency: Optimum Media Direction Plan & Buy SRL
Campaign: MyBRD Mobile App
Campaign: MyBRD Mobile App
Client: BRD
Brand: BRD Groupe Société Générale
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Third Agency: Breeze Mobile
Client: BRD
Brand: BRD Groupe Société Générale
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Third Agency: Breeze Mobile
BRONZE
No Winners
SILVER
Campaign: Place an ad on Mercador
Campaign: Place an ad on Mercador
Client: Allegro Group România
Brand: Mercador.ro
Entrant Agency: The Geeks
Media Agency: Optimum Media Direction Plan & Buy SRL
Client: Allegro Group România
Brand: Mercador.ro
Entrant Agency: The Geeks
Media Agency: Optimum Media Direction Plan & Buy SRL
GOLD
Campaign: Văru' te rezolvă
Campaign: Văru' te rezolvă
Client: tocmai.ro
Brand: tocmai.ro
Entrant Agency: Lowe & Partners
Second Agency: GolinHarris Bucharest
Media Agency: Initiative Media
Client: tocmai.ro
Brand: tocmai.ro
Entrant Agency: Lowe & Partners
Second Agency: GolinHarris Bucharest
Media Agency: Initiative Media
PACKAGED FOOD
Nominees
Campaign: MEDA. All that is tastier in meat
Campaign: MEDA. All that is tastier in meat
Client: MEDA Prod '98
Brand: Meda
Entrant Agency: Propaganda
Media Agency: Optimedia
Client: MEDA Prod '98
Brand: Meda
Entrant Agency: Propaganda
Media Agency: Optimedia
Campaign: Cooking Show
Campaign: Cooking Show
Client: Nestlé România
Brand: Maggi Secretul Gustului
Entrant Agency: Publicis Bucharest
Media Agency: Zenith Media
Client: Nestlé România
Brand: Maggi Secretul Gustului
Entrant Agency: Publicis Bucharest
Media Agency: Zenith Media
Campaign: Unisol the Autumn Olympics
Campaign: Unisol the Autumn Olympics
Client: Bunge România
Brand: Unisol
Entrant Agency: Cohn & Jansen JWT
Media Agency: Zenith Media
Client: Bunge România
Brand: Unisol
Entrant Agency: Cohn & Jansen JWT
Media Agency: Zenith Media
Campaign: Easy as MBS
Campaign: Easy as MBS
Client: Albalact
Brand: Rarăul MBS
Entrant Agency: Graffiti BBDO
Second Agency: Mercury 360
Media Agency: Next
Client: Albalact
Brand: Rarăul MBS
Entrant Agency: Graffiti BBDO
Second Agency: Mercury 360
Media Agency: Next
Campaign: More liver, liver, liver
Campaign: More liver, liver, liver
Client: Hame România
Brand: Antrefrig
Entrant Agencies: Graffiti BBDO & Kaleidscope Proximity
Media Agency: Media Planning Group România
Client: Hame România
Brand: Antrefrig
Entrant Agencies: Graffiti BBDO & Kaleidscope Proximity
Media Agency: Media Planning Group România
Campaign: Delikat 365 fairytale chicken dishes
Campaign: Delikat 365 fairytale chicken dishes
Client: Unilever
Brand: Delikat
Entrant Agency: Friends Advertising
Second Agencies: Senior Hyperactive, Lowe Varșovia
Third Agency: Syscom Digital
Media Agency: Mindshare Media
Client: Unilever
Brand: Delikat
Entrant Agency: Friends Advertising
Second Agencies: Senior Hyperactive, Lowe Varșovia
Third Agency: Syscom Digital
Media Agency: Mindshare Media
BRONZE
Campaign: Delikat 365 fairytale chicken dishes
Campaign: Delikat 365 fairytale chicken dishes
Client: Unilever
Brand: Delikat
Entrant Agency: Friends Advertising
Second Agencies: Senior Hyperactive, Lowe Varșovia
Third Agency: Syscom Digital
Media Agency: Mindshare Media
Client: Unilever
Brand: Delikat
Entrant Agency: Friends Advertising
Second Agencies: Senior Hyperactive, Lowe Varșovia
Third Agency: Syscom Digital
Media Agency: Mindshare Media
SILVER
Campaign: Easy as MBS
Campaign: Easy as MBS
Client: Albalact
Brand: Rarăul MBS
Entrant Agency: Graffiti BBDO
Second Agency: Mercury 360
Media Agency: Next
Client: Albalact
Brand: Rarăul MBS
Entrant Agency: Graffiti BBDO
Second Agency: Mercury 360
Media Agency: Next
SILVER
Campaign: More liver, liver, liver
Campaign: More liver, liver, liver
Client: Hame România
Brand: Antrefrig
Entrant Agencies: Graffiti BBDO & Kaleidscope Proximity
Media Agency: Media Planning Group România
Client: Hame România
Brand: Antrefrig
Entrant Agencies: Graffiti BBDO & Kaleidscope Proximity
Media Agency: Media Planning Group România
GOLD
No Winners
PERSONAL CARE PRODUCTS & SERVICES
Nominees
Campaign: Oral-B Power Campaign
Campaign: Oral-B Power Campaign
Client: Procter & Gamble România
Brand: Oral-B
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Client: Procter & Gamble România
Brand: Oral-B
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
BRONZE
No Winners
SILVER
Campaign: Oral-B Power Campaign
Campaign: Oral-B Power Campaign
Client: Procter & Gamble România
Brand: Oral-B
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
Client: Procter & Gamble România
Brand: Oral-B
Entrant Agency: Leo Burnett & Target
Second Agency: ileo Marketing Interactiv
GOLD
No Winners
RETAIL
Nominees
Campaign: Everything you can plug in
Campaign: Everything you can plug in
Client: Carrefour România
Brand: Carrefour Hypermarket
Entrant Agency: Publicis Bucharest
Media Agency: Zenith Media
Client: Carrefour România
Brand: Carrefour Hypermarket
Entrant Agency: Publicis Bucharest
Media Agency: Zenith Media
Campaign: Million Ways to Enjoy
Campaign: Million Ways to Enjoy
Client: eMAG
Brand: eMAG
Entrant Agency: Geometry Global România
Second Agency: OMD
Client: eMAG
Brand: eMAG
Entrant Agency: Geometry Global România
Second Agency: OMD
Campaign: Play with your inspiration
Campaign: Play with your inspiration
Client: Mega Image
Brand: Mega Image
Entrant Agency: McCann Erickson
Media Agency: United Media
Client: Mega Image
Brand: Mega Image
Entrant Agency: McCann Erickson
Media Agency: United Media
Campaign: KFC - Win a garlic sauce in New York
Campaign: KFC - Win a garlic sauce in New York
Client: KFC România
Brand: KFC România
Entrant Agency: McCann Erickson
Media Agency: Universal McCann
Client: KFC România
Brand: KFC România
Entrant Agency: McCann Erickson
Media Agency: Universal McCann
BRONZE
Campaign: Million Ways to Enjoy
Campaign: Million Ways to Enjoy
Client: eMAG
Brand: eMAG
Entrant Agency: Geometry Global România
Second Agency: OMD
Client: eMAG
Brand: eMAG
Entrant Agency: Geometry Global România
Second Agency: OMD