{"id":2598,"date":"2021-10-23T15:00:37","date_gmt":"2021-10-23T15:00:37","guid":{"rendered":"http:\/\/pragency.m6kvawd0ky-xlm41ro956dy.p.runcloud.link\/?p=2598"},"modified":"2022-06-09T09:49:12","modified_gmt":"2022-06-09T09:49:12","slug":"campaign-shaorma-in-dex-class","status":"publish","type":"post","link":"https:\/\/www.publicadvisors.ro\/ro\/campaign-shaorma-in-dex-class\/","title":{"rendered":"Client: Class: CAMPAIGN: #SHAORMA IN DEX \u2013 CLASS"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"2598\" class=\"elementor elementor-2598\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3218ffee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3218ffee\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1032ead4\" data-id=\"1032ead4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6dd7b54f elementor-widget elementor-widget-text-editor\" data-id=\"6dd7b54f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p><div class=\"ast-oembed-container\"><iframe loading=\"lazy\" title=\"#ShaormaInDEX\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/mGSwIpavfoM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/p><p>Class Shaorma este un restaurant fast-food din Ia\u0219i. Principalul obiectiv al campaniei a fost s\u0103 pozi\u021bioneze Class drept de\u021bin\u0103torul conceptului \u201eshaorma \u00een DEX\u201d. Campania a generat 15 apari\u021bii la televiziunea na\u021bional\u0103, 13 la radio, iar 90% dintre c\u0103ut\u0103rile pe Google pentru \u201eshaorma DEX\u201d afi\u0219au \u0219tiri legate de aceast\u0103 campanie.\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/p><h2>1. Tema campaniei<\/h2><p><strong><span style=\"text-decoration: underline;\">1.1. Organiza\u021bia beneficiar\u0103<\/span> <\/strong><\/p><p>Class este cel mai cunoscut \u0219i longeviv restaurant fast-food independent din Ia\u0219i, al doilea cel mai mare ora\u0219 din Rom\u00e2nia. Din 1996, \u0219i-a consolidat constant reputa\u021bia de loc popular printre persoanele cu un stil de via\u021b\u0103 activ, \u00een special studen\u021bi.<\/p><p class=\"translation-block\">\u00cencep\u00e2nd cu 2018, Class a investit \u0219i \u00een sistemul de comenzi online de m\u00e2ncare \u0219i livrare la domiciliu, care s-a dovedit a fi un succes incontestabil. Vedeta meniului este preparatul oriental shawarma, adoptat \u00een cultura rom\u00e2neasc\u0103 sub forma \"shaorma\".<\/p><p><span style=\"text-decoration: underline;\"><strong>1.2. Oportunitatea<\/strong><\/span><br \/>Class a \u00eenceput ca o mic\u0103 afacere de familie \u0219i a devenit \u00een scurt timp un sistem de livrare renumit \u00eentr-unul dintre cele mai mari ora\u0219e ale Rom\u00e2niei. Acum, vizeaz\u0103 extinderea la nivel na\u021bional prin franciz\u0103.<\/p><p>Prima provocare cu care ne-am confruntat a fost s\u0103 g\u0103sim o modalitate de a pozi\u021biona Class Shaorma \u00een mintea rom\u00e2nilor, av\u00e2nd \u00een acela\u0219i timp un buget de marketing relativ mic. Ne-am \u00eentrebat: \u201ecum vrem ca oamenii s\u0103 descrie acest produs?\u201d. Cu alte cuvinte, ce asociere vrem ca poten\u021bialii clien\u021bi s\u0103 fac\u0103 cu acest produs?<\/p><h2>2. Cercetarea<\/h2><p><span style=\"text-decoration: underline;\"><strong>2.1. Partea I \u2013 Abordarea logic\u0103<\/strong><\/span><\/p><p>Scopul cercet\u0103rii a fost identificarea unei diferen\u021bieri ra\u021bionale \u0219i cuantificabile care s\u0103 pozi\u021bioneze Class Shaorma pe pia\u021ba na\u021bional\u0103.<\/p><p>Am analizat timpii de livrare, metodele de g\u0103tire, ingredientele, capacitatea de produc\u021bie, ambalarea \u0219i transportul, facilit\u0103\u021bile loca\u021biilor, metodele de plat\u0103, tipologia clien\u021bilor \u0219i altele. Concluzia a fost clar\u0103: \u00eentr-o pia\u021b\u0103 competitiv\u0103 de fast-food, o diferen\u021biere ra\u021bional\u0103 ar fi fragil\u0103 \u0219i volatil\u0103. Din acest motiv, am decis s\u0103 ie\u0219im din tipare \u0219i s\u0103 c\u0103ut\u0103m o diferen\u021biere emo\u021bional\u0103 a produsului.<br \/>We reached a clear conclusion: in a competitive fast-food market, a rational differentiation would be fragile and volatile. For this reason, we decided to look outside the box and search for an emotional product<br \/>differentiation.<\/p><p><span style=\"text-decoration: underline;\"><strong>2.2. Partea II \u2013 Partea nev\u0103zut\u0103 a lunii<\/strong><\/span><\/p><p><strong>\u00cendr\u0103zne\u0219te s\u0103 descoperi ceva ce nu <\/strong><strong>exist\u0103 (\u00eenc\u0103).\u00a0<\/strong><\/p><p>Dup\u0103 ce am analizat fiecare atribut \u0219i informa\u021bie despre pia\u021ba fast-food-ului \u0219i consumul de shaorma \u00een Rom\u00e2nia, am ales s\u0103 explor\u0103m t\u0103r\u00e2mul ideii \u201ece-ar fi dac\u0103\u201d. Prin urmare, ne-am \u00eentrebat: Ce-ar fi dac\u0103 shaorma ar fi cel mai popular \u0219i mai tradi\u021bional fel de m\u00e2ncare din Rom\u00e2nia? Ce s-ar g\u0103si despre ea? Ar exista un muzeu dedicat ei? Ar exista tururi de degustare turistice? Poate ar fi men\u021bionat\u0103 \u00een c\u0103r\u021bile de istorie? A\u021bi putea s\u0103 o g\u0103si\u021bi \u00eentr-un dic\u021bionar? BINGO!<\/p><p>Cuv\u00e2ntul \u201eshaorma\u201d (\u00een oricare dintre versiunile utilizate \u00een prezent \u2013 \u201eshaorma\u201d \/ \u201e\u0219aorma\u201d \/ \u201eshawarma\u201d) nu este prezent \u00een dic\u021bionare, inclusiv \u00een DEX (sau DLR), un reper academic al lexicografiei rom\u00e2ne\u0219ti.<\/p><h2>3. Planificarea<\/h2><p><span style=\"text-decoration: underline;\"><strong>3.1. Definirea obiectivelor campaniei \u0219i a criteriilor de evaluare\u00a0<\/strong><\/span><\/p><p>Principalele obiective generale ale campaniei au fost:<br \/>\u2022 Obiectivul de marketing: c\u00e2\u0219tigarea notoriet\u0103\u021bii pentru Class Shaorma, 1.000.000 de magazine online \u00een 5 ora\u0219e universitare: Ia\u0219i, Bucure\u0219ti, Cluj, Timi\u0219oara, Bra\u0219ov, vizate pentru franciz\u0103.<\/p><p>\u2022 Obiectivul PR: consacrarea Class ca proprietar al conceptului \u201eshaorma \u00een DEX\u201d.<\/p><p>Prin urmare, ne-am dorit ca publicul s\u0103 perceap\u0103 Class Shaorma drept \u201eshaorma oficial\u0103\u201d, singura care lupt\u0103 pentru drepturile \u0219i statutul acestui produs \u00een \u021bara noastr\u0103. Ne-am propus ca cel pu\u021bin cinci articole s\u0103 fie afi\u0219ate \u00een primele trei pagini ale c\u0103ut\u0103rilor Google cu termenii \u201eshaorma \u00een DEX\u201d.<\/p><p>Ne-am propus s\u0103 ob\u021binem cel pu\u021bin o apari\u021bie la televiziunea na\u021bional\u0103 \u0219i s\u0103 fim men\u021biona\u021bi \u00een 5 ziare na\u021bionale online.<\/p><p><span style=\"text-decoration: underline;\"><strong>3.2. Identificarea publicului \u021bint\u0103<\/strong><\/span><br \/>3.2.1. Publicul \u021bint\u0103 principal \u2013 poten\u021bialii franciza\u021bi, oameni de afaceri care ar considera un produs profitabil pentru o mas\u0103 larg\u0103 de oameni, dintr-un brand specializat cu un model de afaceri profitabil. Ne-am propus s\u0103 le asigur\u0103m autoritatea m\u0103rcii Class \u0219i dedicarea pentru shaorma.<\/p><p>3.2.2. Publicul \u021bint\u0103 secundar \u2013 mass-media. Jurnali\u0219tii au fost aprecia\u021bi pentru capacitatea lor de a oferi o acoperire mediatic\u0103 cuprinz\u0103toare a conceptului nostru \u0219i de a ini\u021bia o conversa\u021bie activ\u0103 pe aceast\u0103 tem\u0103.<\/p><p>3.2.3. Un alt public \u021bint\u0103 abordat a fost cel al lingvi\u0219tilor, care s-ar sim\u021bi obliga\u021bi s\u0103 \u00ee\u0219i exprime opiniile cu privire la includerea defini\u021biei cuv\u00e2ntului \u201eshaorma\u201d\/\u201e\u0219aorma\u201d \u00een DEX.\u00a0<\/p><p><span style=\"text-decoration: underline;\"><strong>3.3. Mesaje vs. tipuri de public\u00a0<\/strong><\/span><\/p><p>3.3.1. Publicul larg trebuia s\u0103 \u0219tie \u201eClass, un restaurant fast-food din Ia\u0219i, va pune \u00abshaorma\u00bb \u00een DEX\u201d. Provocarea \u00een implicarea acestui segment de public a fost \u00eencurajarea lor s\u0103 \u00ee\u0219i exprime opinia cu privire la ortografia corect\u0103: \u00abshaorma\u00bb sau \u00ab\u0219aorma\u00bb?<br \/>the correct spelling: &#8216;shaorma&#8217; or &#8216;\u0219aorma&#8217;?<\/p><p>3.3.2. Jurnali\u0219tii \u0219i bloggerii au primit o \u0219tire neobi\u0219nuit\u0103, dar relevant\u0103: \u201eshaorma, unul dintre cele mai \u00eendr\u0103gite preparate ale Rom\u00e2niei, nu este \u00eenc\u0103 listat\u0103 \u00een DEX, a\u0219a c\u0103 o companie local\u0103 de fast-food solicit\u0103 Academiei Rom\u00e2ne s\u0103 ia m\u0103suri \u00een acest sens\u201d.<\/p><p>3.3.3. Lingvi\u0219tilor li s-a oferit o nou\u0103 tem\u0103 de dezbatere: \u201ecare ar fi ortografia preferat\u0103 pentru cuv\u00e2ntul \u00abshaorma\u00bb \u00een urm\u0103toarea edi\u021bie a DEX?\u201d<\/p><p><span style=\"text-decoration: underline;\"><strong>3.4. Selectarea celor mai eficiente canale de comunicare<\/strong> <\/span><\/p><p>Am ales trei canale pentru r\u0103sp\u00e2ndirea mesajului campaniei noastre:\u00a0<\/p><p>\u2022 Platforme de socializare, care servesc drept coloan\u0103 vertebral\u0103 informa\u021bional\u0103 \u0219i teren de dezbatere pentru publicul nostru general;<br \/>\u2022 Comunicat de pres\u0103, pentru diseminarea informa\u021biilor c\u0103tre mass-media;<\/p><p>\u2022 Comunicare direct\u0103 cu lingvi\u0219tii care ne contacteaz\u0103, solicit\u00e2ndu-le s\u0103 sus\u021bin\u0103 ini\u021biativa noastr\u0103 cu o perspectiv\u0103 de expert care s\u0103 alimenteze dezbaterea.<\/p><p>Echipa noastr\u0103 a realizat urm\u0103toarele materiale de comunicare:<br \/>\u2022 Con\u021binut vizual pentru re\u021belele sociale;<br \/>\u2022 O postare cu un sondaj pe pagina de Facebook a restaurantului;<br \/>\u2022 Articole personalizate pentru restaurant: fe\u021be de mas\u0103, postere, printuri pentru mas\u0103;<br \/>\u2022 Documenta\u021bie care urmeaz\u0103 s\u0103 fie revizuit\u0103\u00a0<\/p><h2>4. Implementarea<\/h2><p><span style=\"text-decoration: underline;\"><strong>4.1. Sondajul\u00a0<\/strong><\/span><\/p><p>Am deschis un sondaj pe pagina de Facebook a Class, rug\u00e2nd urm\u0103ritorii s\u0103 voteze modul lor preferat de scriere: \u201eshaorma\u201d sau \u201e\u0219aorma\u201d?\u00a0<\/p><p><span style=\"text-decoration: underline;\"><strong>4.2. Implicarea lingvi\u0219tilor<\/strong><\/span><\/p><p>Am solicitat opinii de specialitate de la lingvi\u0219ti renumi\u021bi care au adus argumente \u0219tiin\u021bifice valide pentru formele de cuvinte sugerate de Class.<\/p><p><span style=\"text-decoration: underline;\"><strong>4.3. Personalizare tematic\u0103<\/strong><\/span><\/p><p>Ne-am asigurat c\u0103 restaurantul a promovat campania pentru a \u00eencuraja oamenii s\u0103 participe \u0219i s\u0103 voteze pe pagina de Facebook.\u00a0<\/p><p><span style=\"text-decoration: underline;\"><strong>4.4. Abordarea Academiei Rom\u00e2ne<\/strong><\/span><\/p><p>Am trimis Academiei Rom\u00e2ne un mesaj prin care ne exprim\u0103m sus\u021binerea pentru includerea cuv\u00e2ntului \u201e\u0219aorma\u201d\/\u201dshaorma\u201d \u00een DEX, \u00eempreun\u0103 cu rezultatele sondajului online \u0219i p\u0103rerea lingvi\u0219tilor asupra acestei probleme.<\/p><p><span style=\"text-decoration: underline;\"><strong>4.5. Comunicatul de pres\u0103<\/strong><\/span><\/p><p>Comunicatul de pres\u0103 a cuprins:<br \/>\u2022 Descrierea ini\u021biativei Class de a include cuv\u00e2ntul \u201eshaorma\u201d sau \u201e\u0219aorma\u201d \u00een urm\u0103toarea edi\u021bie DEX;<br \/>\u2022 Opiniile bine fundamentate ale lingvi\u0219tilor;<br \/>\u2022 Rezultatele par\u021biale ale sondajului online \u00een curs de desf\u0103\u0219urare;<br \/>\u2022 Un \u00eendemn la ac\u021biune pentru a stimula oamenii s\u0103 voteze.<\/p><p><span style=\"text-decoration: underline;\"><strong>4.6. Activitatea pe re\u021belele de socializare<\/strong><\/span><\/p><p>Pe m\u0103sur\u0103 ce articolele despre campanie au \u00eenceput s\u0103 apar\u0103 \u00een mass-media, le-am distribuit \u0219i le-am promovat pe pagina de Facebook a restaurantului<\/p><p><span style=\"text-decoration: underline;\"><strong>4.7. Obstacole<\/strong><\/span><\/p><p>Principala barier\u0103 a fost lipsa unei proceduri prin care cineva s\u0103 poat\u0103 propune sau sus\u021bine includerea unui cuv\u00e2nt \u00een dic\u021bionar. Activitatea a fost accesibil\u0103 exclusiv membrilor Academiei Rom\u00e2ne.\u00a0<\/p><p>Nu avem de ales dec\u00e2t s\u0103 venim cu un mesaj destul de vag: \u201eClass a \u00eenceput s\u0103 pledeze pentru includerea cuv\u00e2ntului \u00abshaorma\u00bb \u00een DEX.\u201d\u00a0<br \/>O c\u0103utare autoimpus\u0103 a fost s\u0103 ne \u00eentoarcem la origine: PR-ul autentic, capabil s\u0103 dezv\u0103luie o \u0219tire care s\u0103 genereze v\u00e2lv\u0103 \u0219i s\u0103 devin\u0103 viral\u0103 imediat.\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ba1946e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ba1946e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b98cfe0\" data-id=\"b98cfe0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e82ecff elementor-widget elementor-widget-heading\" data-id=\"e82ecff\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. Evaluare\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9444a43 elementor-widget elementor-widget-text-editor\" data-id=\"9444a43\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p>Campania a dus la publicarea a 154 de materiale \u00een pres\u0103, inclusiv:<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2f45e07 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2f45e07\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-88e03ab\" data-id=\"88e03ab\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d92ed4f elementor-widget elementor-widget-text-editor\" data-id=\"d92ed4f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h3>15 \u0219tiri la televiziunea na\u021bional\u0103<\/h3><p>ProTV, Antena 1, Antena 3, Digi, 24, Rom\u00e2nia TV, 35 minute;<\/p><h3>13 acoperiri radio<\/h3><p>inclusiv posturile mainstream na\u021bionale: Europa FM, Radio Rom\u00e2nia Actualit\u0103\u021bi, Bucure\u0219ti FM, Kiss FM, Magic FM, Radio ZU, Virgin Radio \u2013 20 minute;<\/p><h3>90% din c\u0103ut\u0103rile Google<\/h3><p>Prin termenii \u201eshaorma DEX\u201d (primele trei pagini de rezultate) se returneaz\u0103 \u0219tiri legate de aceast\u0103 campanie.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d0a23f0\" data-id=\"d0a23f0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7ba4fd elementor-widget elementor-widget-text-editor\" data-id=\"e7ba4fd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h3>publicat \u00een principalele ziare na\u021bionale<br \/>(edi\u021bie online)<\/h3><p>Adev\u0103rul, Evenimentul Zilei, Wall Street,<br \/>G\u00e2ndul, Libertatea, Hotnews, Jurnalul,<br \/>DCNews, Times New Roman \u0219.a<\/p><h3>\u0218tiri de la cele dou\u0103<br \/>agen\u021bii na\u021bionale de \u0219tiri de top:<\/h3><p>Agerpress \u0219i Mediafax.<\/p><p>\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a00e057 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a00e057\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c14da45\" data-id=\"c14da45\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f63ab12 elementor-widget elementor-widget-text-editor\" data-id=\"f63ab12\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>oportunit\u0103\u021bi de vizualizare (OTS):<\/h2><p>20.006.332<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-02430c6\" data-id=\"02430c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e6b3815 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e6b3815\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4a92e82\" data-id=\"4a92e82\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9fc203b elementor-widget elementor-widget-text-editor\" data-id=\"9fc203b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>6. Creativitate \u0219i inova\u021bie<\/h2><p><span style=\"text-decoration: underline;\"><strong>6.1. Shaorma.<\/strong> <\/span><\/p><p>De la col\u021buri de strad\u0103 la masa elitelor, \u00een cultura pop rom\u00e2neasc\u0103, shaorma este un subiect umoristic, \u00een general preferat de un public mai pu\u021bin elevat. Ne-am str\u0103duit s\u0103 \u00eei d\u0103m o dimensiune mai serioas\u0103 prin intermediul acestei campanii \u0219i s\u0103 punem problema \u201epe masa\u201d oamenilor educa\u021bi.<\/p><p>Aduc\u00e2nd \u00een discu\u021bie o dilem\u0103 lingvistic\u0103 pe agenda public\u0103, am reu\u0219it s\u0103 implic\u0103m personalit\u0103\u021bi publice \u00eentr-o conversa\u021bie pertinent\u0103, desf\u0103\u0219urat\u0103 pe canale media consacrate \u0219i credibile.<\/p><p><span style=\"text-decoration: underline;\"><strong>6.2. Dezbatere vs. disput\u0103<\/strong><\/span><\/p><p>Am creat spa\u021biu pentru dezbateri, nu pentru dispute, \u00eenlocuind \u201ea lupta \u00eempotriva\u201d cu \u201ea lupta pentru\u201d. Fiecare persoan\u0103 implicat\u0103 \u00een campanie, fie cu opinii, fie cu voturi, a fost \u00eencurajat\u0103 s\u0103 \u00ee\u0219i exprime \u0219i s\u0103 \u00ee\u0219i justifice punctul de vedere pe aceast\u0103 tem\u0103, f\u0103r\u0103 a ataca cealalt\u0103 parte.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Class Shaorma este un restaurant fast-food din Ia\u0219i. Principalul obiectiv al campaniei a fost s\u0103 pozi\u021bioneze Class drept de\u021bin\u0103torul conceptului \u201eshaorma \u00een DEX\u201d. Campania a generat 15 apari\u021bii la televiziunea na\u021bional\u0103, 13 la radio, iar 90% dintre c\u0103ut\u0103rile pe Google pentru \u201eshaorma DEX\u201d afi\u0219au \u0219tiri legate de aceast\u0103 campanie.\u00a0 \u00a0 \u00a0 \u2026<\/p>\n<p class=\"read-more\"> <a class=\"ast-button\" href=\"https:\/\/www.publicadvisors.ro\/ro\/campaign-shaorma-in-dex-class\/\"> <span class=\"screen-reader-text\">Client: Class: CAMPAIGN: #SHAORMA IN DEX \u2013 CLASS<\/span> Cite\u0219te mai mult \u00bb<\/a><\/p>","protected":false},"author":1,"featured_media":2590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[25,27,28,26],"_links":{"self":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/2598"}],"collection":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/comments?post=2598"}],"version-history":[{"count":38,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/2598\/revisions"}],"predecessor-version":[{"id":2951,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/2598\/revisions\/2951"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media\/2590"}],"wp:attachment":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media?parent=2598"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/categories?post=2598"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/tags?post=2598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}