3 medalii New York Festivals 2011 merg la McCann si "Noul ROM", pentru Marketing Effectiveness, Integrated Media si PR

08 May. 2011, 17:10 PM • AdNews • Ana Militaru
3 medalii New York Festivals 2011 merg la McCann si "Noul ROM", pentru Marketing Effectiveness, Integrated Media si PR

In cadrul New York Festivals 2011, campania "Noul ROM" ("American ROM"), semnata de McCann Erickson, a castigat o medalie de argint si doua de bronz: Silver World Medal in categoria MARKETING EFFECTIVENESS: Consumer Products and Services, Bronze World Medal in categoria INTEGRATED MEDIA: Product & Service si Bronze World Medal in categoria PUBLIC RELATION/BRAND COMMUNICATIONS: Product and Services Consumer.

Studiul de caz prezinta cifrele campaniei:

Site-ul noulrom.ro a avut in total 245.000 page views, 71.000 vizitori unici, 5.000 comentarii, 3 min.+  timp mediu petrecut pe site. Pe Facebook, 20.000 useri au aderat in 4 zile la cauzele impotriva ambalajului american, iar numarul de fani din pagina de facebook ROM (facebook.com/rom.autentic) a crescut cu 300%.

Campania a fost discutata in prime time la 3 TV show-uri, iar spoturile TV au avut online 190.000 vizualizari.

Referitor la indicatorii de brand: +79% din targetul extins si +100% din core target au desemnat ROM ciocolata lor preferata, depasind liderul, Snickers, cu 5%. Cresteri au inregistrat si: "Mi se potriveste": +124%, "Brand autentic romanesc": +27%, "Fun brand": +60%.

Campania a generat o acoperire media gratuita in valore de 300.000 Euro.

Obiectivele campaniei au fost prezentate de Gabriela Munteanu (Market Activation Manager & interim Marketing Manager, Kandia Dulce) intr-un interviu acordat SMARK dupa revealing, conceptul campaniei a fost explicat de cei doi Group Creative Directors McCann, Dinu Panescu si Catalin Dobre, intr-un interviu acordat IQads, iar echipa extinsa, incluzand Creative Partner-ul Adrian Botan si Account Director-ul Ruxandra Savulescu a participat la a 37-a editie a evenimentului AdBreak, pentru a povesti cum a gasit conceptul, cum a obtinut aprobarea si cum s-a desfasurat intreaga campanie. Un video cu rezumatul discutiei poate fi vizionat aici.

[AdBreak #37] 1.Debriefing Noul ROM, o campanie McCann Erickson

Echipa care a lucrat la campanie:

- din partea McCann Erickson:

Creatie: Adrian Botan (Creative Partner), Dinu Panescu (Group Creative Director), Catalin Dobre (Group Creative Director), Ionut Cojocaru (Art Director), Andra Badea (Art Director), Florin Florea (Copywriter);

Client Service: Sagit Tzur Lahav (Client Service Director), Ruxandra Savulescu (Account Director), Lavinia Vaduva (Senior Account Executive);
Strategie: Ileana Serban Piriu (Human Insight Director);

Media (Universal McCann): Alina Carasol (Media Manager), Victor Croitoru (Planning Director), Monica Stoica (Media Planner);
PR (McCann PR): Ruxandra Vasilescu (PR Manager), Sorina Iordan (PR Executive);

Digital (MRM Worldwide Romania): Cristina Birleanu (Account Director), Ramona Mandu (Junior Strategic Planner), Laurentiu Stere (Art Director), Paul Cioc (Copywriter), Viorel Sfetea (Web Developer) si Daniel Manea (Senior Flash Developer);

AV: Ilinca Nanoveanu (A/V Producer), Tiberiu Munteanu (A/V Manager);

- din partea Kandia Dulce: Gabriela Munteanu (Market Activation Manager), Ruxandra Stanuica Barbulescu (Marketing Manager), Gianina Popescu (Brand Manager) si Elena Nestor (Brand Manager).

Regizorul spoturilor a fost Radu Munteanu, iar casa de productie: Multimedia Est.

Aboneaza-te la newsletterul IQads cu cele mai importante articole despre comunicare, marketing si alte domenii creative:
Info

Companii

Insight Kandia Dulce McCann McCann PR MRM//McCann MultiMedia Est Universal McCann

Branduri

AdBreak Facebook Gabriela IQads Kandia Munteanu Nestor Paul ROM SMARK Snickers

Campanii

ROM - American ROM

Oameni

Adrian Botan Alina Carasol Andra Andra Badea Catalin Dobre Cristina Birleanu Daniel Manea Dinu Panescu Elena Nestor Florin Florea Gabriela Munteanu Gianina Popescu Ileana Serban Piriu Ilinca Nanoveanu Ionut Cojocaru Laurentiu Stere Lavinia Vaduva Monica Stoica Paul Cioc Radu Munteanu Ramona Mandu Ruxandra Savulescu Ruxandra Stanuica Barbulescu Ruxandra Vasilescu Sagit Tzur-Lahav Sorina Iordan Tiberiu Munteanu Tzur Lahav Victor Croitoru Viorel Sfetea

Festivaluri

New York Festivals

Pozitii

Account Director Account Executive Activation Manager Art Director Brand Manager Client Service Director Copywriter Creative Director Creative Partner Developer Group Creative Group Creative Director Junior Strategic Planner Marketing Manager Media Manager Media Planner Planning Director PR Executive PR Manager Producer Senior Account Senior Account Executive Strategic Planner Web Developer

Subiecte

Creatie, Media, Online

Sectiune

AdNews

Dictionar

Acoperire, Brand, Brand Manager, Copywriter, Creative, Facebook, Group, HTTP, Interviu, Market, Marketing, Media, Media planner, Page Views, Podcast, Prime time, Product, Public, Service, WWW

Branded

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