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Bucharest not Budapest

Industry: Confectionery & Snacks
Style: Minimalism
Describe the brief from the client:
Rom chocolate bar is a national icon that champions the revival of national pride. In a category where all competitors have a sustained ATL communication, Rom is lacking the financial strength for year-round ATL. Rom’s strategy is to capitalize on flash activations that materialize Rom brand’s mission – to support young Romanians’ patriotic feeling in order to maintain and even increase their interest and attachment to the brand.

Promotion Development:
We placed city signs with "Bucharest, not Budapest" in the welcoming area of the Bucharest airport, triggering the media attention. Then, we gave Romanians the tools to join the campaign: an online tutorial explaining the confusion, a browser add-on that added "not Budapest" to every "Bucharest" on the page and T-shirts with anti-confusion messages.

The main hotels joined the cause welcoming their clients with ROM kits explaining the confusion and touristic guides organized "Bucharest, not Budapest" tours of the city.
The campaign didn't get unnoticed internationally and even the mayor of Bucharest joined the campaign explaining the confusion.)
The impact of the campaign in consumers mind showed in brand indicators: a 10% increase in spontaneous awareness, 14% increase in “favorite brand” and brand image attributes reaching all-time highs.

Relevancy to Product/Service:
All started with a capital confusion: people mistake Bucharest, the capital or Romania with Budapest, the capital of the neighboring country, Hungary. For Romanians, the series of confusions are as painful as they are funny.
ROM, the chocolate bar that has "Bucharest" written all over it for over 50 years, was the most entitled to do something about it.
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Art Director:
Account Supervisor:
Account Manager:
Other credit:Content Strategist: Adrian Constantin
Creative Team: Sebastian Olar, Danna Blum, Cristina Tatar
Digital Creative Planner: Adrian Constantin
Media Manager: Alina Carasol
Corporate Pr Manager: Carmen Bistrian
Content Manager: Laura Boboc
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Food & non- Alcoholic Drinks
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