Promo & Activation

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AMERICAN ROM

Grand Prix

Title:	AMERICAN ROM
Advertiser	KANDIA DULCE
Product	CHOCOLATE BAR
Entrant	McCANN ERICKSON Bucharest, ROMANIA
Type of Entry:	Use of Media
Category:	BEST NEW PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING
Advertiser/Client:	KANDIA DULCE
Product/Service:	CHOCOLATE BAR
Entrant Company:	McCANN ERICKSON Bucharest, ROMANIA
Sales Promotion/Advertising Agency:	McCANN ERICKSON Bucharest, ROMANIA
Creative Credits

Name	Company	Position
Victor Croitoru	Bv Mccann Erickson	media
Monica Stoica	Bv Mccann Erickson	media
Tiberiu Munteanu	Bv Mccann Erickson	AV producer
Ilinca Nanoveanu	Bv Mccann Erickson	AV producer
Radu Munteanu	Multimedia Est	Film Director
Adrian Botan	Bv Mccann Erickson	creative director
Catalin Dobre	Bv Mccann Erickson	group creative director
Dinu Panescu	Bv Mccann Erickson	group creative director
Ionut Cojocaru	Bv Mccann Erickson	art director
Andra Badea	Bv Mccann Erickson	art director
Florin Florea	Bv Mccann Erickson	copywriter
Ruxandra Savulescu	Bv Mccann Erickson	account
Lavinia Vaduva	Bv Mccann Erickson	account
Ileana Serban Piriu	Bv Mccann Erickson	strategic planner
Alina Carasol	Bv Mccann Erickson	media

Describe the brief from the client:

ROM (as in ROMania) was a traditional chocolate bar bearing the Romanian flag on it. Its heritage and nationalistic brand associations were a disadvantage in face of strong competition from cool brands like Snickers and Mars, more relevant to a young target driven reluctant to patriotic feelings by the economical downturn, bad politics and lack of opportunities. We needed to set ROM as Romanian national icon once and for all and to rejuvenate its target.

Describe how the promotion developed from concept to implementation:

We challenged the young Romanians patriotic Ego. We replaced the Romanian flag on the package with the American one, announced the change in media (TV and OOH) and prepared for people’s reaction to it.

Describe the success of the promotion with both client and consumer including some quantifiable results:

ROM campaign reached over 15 mil people, 67% of the entire Romanian population. The PR activities during the campaign generated free media of over 300.000 euro. During the first 6 days of the teasing campaign, we had more than 189.706 page views, 75.000 unique visitors on the corporate website. On the Facebook page the number of the fans increased 300%in the first 3 days. A crucial success of the campaign was the public engagement. One of the best examples is the Facebook Cause (“We want the Old ROM back” - http://www.causes.com/causes/532330) which is still active and has over 18.000 members

Explain why the method of promotion was most relevant to the product or service:

Young Romanians have become cynical about their future in Romania. We knew that they are inclined to negative considerations about themselves; when talking about their nation, negatives come up first. But we what we discovered is that positive aspects suddenly appear when comparing to (some) other countries or when challenged by a foreigner. We called this syndrome reactive patriotism and built our campaign on it.

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