Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Use of New Media
PRESENTING THE CASE
Campaign / Execution Summary
The national anthem is the ultimate proof of appreciation for your country. Unfortunately, most Romanians don’t know the lyrics.
On national anthem day, ROM, the chocolate bar with the national flag on it, decided to step in. Instead of putting pressure on people, we provoked them by creating tutorials with the best teachers we could find: foreigners living in Romania.
Some people felt offended, which is exactly what we needed to ignite a social media conversation.
Sharable content fueled the debate, while online tests monitored progress. The best comments were reworded with memorabilia.
At the end of the day, with a budget as difficult as the national anthem, we got a lot of people to watch out tutorials.
Context / Problem / Opportunity / Insight
The national anthem is the ultimate proof of appreciation for your country. Unfortunately, most Romanians don’t know the lyrics.
On national anthem day, ROM, the chocolate bar with the national flag on it, decided to step in. Instead of putting pressure on people, we provoked them by creating tutorials with the best teachers we could find: foreigners living in Romania.
Some people felt offended, which is exactly what we needed to ignite a social media conversation.
Sharable content fueled the debate, while online tests monitored progress. The best comments were reworded with memorabilia.
At the end of the day, with a budget as difficult as the national anthem, we got a lot of people to watch out tutorials.
Target Group
Teens and young adults. More specifically, the age interval was 16-35.
Results
Earned media: 20x time the investment (<1.000 euro media budget)
Reach: > 700.000 people were expose to the brand campaign
INFO
Agency/Company: McCann Worldgroup Romania
Entry Case Title: ROM Anthem
Brand: ROM Autentic
Client: Kandia Dulce
CREDITS
Chief Creative Officer: Catalin Dobre
Copywriter: Ioana Zamfir
Copywriter: Alexandru Vasile
Copywriter: Adrian Constantin
Art Director: Lia Bira
Art Director: Alin Sirbu
Executive Creative Director: Ioana Filip
OTHER CONTRIBUTING COMPANIES
Media Agency: UM Romania
