influencers campaign – The Public Advisors

Campaign: The Army of Toys

PublicAdmin99 — Mon, 09 Jan 2023 09:42:59 +0000

OPPORTUNITY

Since escaping communism 30 years ago, Romania has constantly battled a political machine fraught with corruption. One of the fraudulent methods used is to take public land and rezone it for commercial purposes to benefit accomplices. This is what happened in a neighbourhood in Bucharest, where residents woke up to find that a planned park had been reassigned overnight as land for apartment buildings. Our purpose was straightforward: to correct this injustice and get back the promised park. The neighbourhood NGO filed an action in court and we also turned to the court of public opinion. But in order to protest against the abuse at the height of pandemic restrictions, we needed to approach this issue creatively. We had one chance: to use the local elections for district mayor to bring people together and draw attention to the issue to put pressure on lawmakers at their most vulnerable moment.

RESEARCH

Green spaces in Romanian cities are increasingly threatened due to their destruction as a result of the negative impact of the development of economic and social activities. According to the World Health Organization, the norm of green space for one inhabitant must be 50 square meters. At the level of the European Union, where the urban environment represents the habitat for about 75% of the population, the standard in terms of green spaces is a minimum of 26 sqm/inhabitant. According to the ”Sinteza Peisagistică” report, published by the Court of Accounts, each inhabitant of Bucharest has on average less than 10 square meters of green space (almost three times less than the European norm of 26 square meters/inhabitant and seven times less compared to the norm recommended by the World Health Organization of 50 sqm/inhabitant). The residents of Sector 6 benefit from 213 hectares of green space, respectively 10% of the total green space in the Capital, compared to sector 3 which registers a share of 19%. On a simple visit to the ANL Constantin Brâncusi neighborhood, whose area is 115,000 m2, anyone can notice that there is only one small park in the area with a population of approx. 4000 people.

PLANNING

The creative idea solved the difficult challenge of protesting injustice when large gatherings were heavily restricted (due to pandemic situation), and gave the neighbourhood a strong voice while keeping everyone safe and healthy. It put the legal fight into human perspective and brought attention to the abuse, so we could win a small battle for one of our planet’s last crucial resources: trees and green areas. The campaign was an interplay between a real-life event and online amplification. With our small budget, we aimed to draw attention to the issue and use this attention to pressure politicians into action, to repair the abuse. Toys were the main characters in this proxy protest and also the protagonists of an emotional online video where a bear leads the resistance against aggressive construction machinery, to show the city that even a gentle toy can bring about change when it becomes a symbol of passion and determination. The insight was simple and deeply rooted in the minds of our target, parents who live in the neighbourhood: if a toy protects a child from the monsters under the bed, maybe an army of toys will protect them from the ‘monsters’ in real life, corrupt politicians who want to steal their park. Under the “Everything for the park, everything for victory” rallying cry, the oxymoronic concept of Army of Toys spoke to the hearts of all the parents in our neighbourhood. And Bucharest. And Romania. The campaign was designed with a generational impact in mind. Our aim has always been to win this battle and have the park built so that the descendants of the residents would enjoy it in the neighbourhood for decades to come.

EXECUTION

A week before elections we launched our campaign and mobilized district residents to fight by asking them to bring a toy to the site of the stolen park, to have it stand in protest instead of people. To draw residents in, we had a neighbourhood kid direct our campaign video https://youtu.be/W09drl7eWgY and we gave him the funds and the support to get it produced. We circulated the video online to draw attention to the upcoming protest-event, which spanned an entire day, Sep 20 2020. When people stopped by to drop off a toy, they signed a physical petition that was also available online for people who couldn’t come. Our aim was to raise as many signatures as the small neighbourhood allowed, so that our influence on the mayor candidates would be large enough to get them to notice. When the event was over we donated the toys to children in need.

evaluation

We targeted our campaign at the local community directly affected by the issue. With this, we applied pressure to the district mayoral election. The results surpassed our expectations:

We raised and donated 700+ toys;

>1000 petition signatures;

Thousands of reactions on social media;

Influencers got involved pro bono in the campaign, contributing to rallying the community around the cause (Ioana Chicet Macoveiciuc, Cristian China Birta, Mihai Vasilescu, Ștefana Teodoroiu).

Our aim was local, but the campaign enjoyed major exposure by having national television pick up the story organically and covering it for national evening news.

After the broadcast of the news on PRO TV in the evening news, the number of online signatures increased by 50%. National radio also invited the NGO to speak on air.

Aprox. 50 press materials were published and we had almost 3 million opportunities to see.

Most importantly, we reached the district mayor candidate who later won the election, who surprised everyone with this direct quote on the day of the event “The people of #District6 are trying to protect the only green area they have left. It’s a story about kids, about green spaces, about play areas. People want air to breathe. We talked, we’ve gotten to know each other, we’re in this together.”

The “Salvati Zona Verde Domnișoara Pogany” association won the process of cancelling the coordinating PUZ of sector 6, so that no real estate developer can for now build buildings on the land on which a park should have been originally designed.

Campaign: NU da doar cu SEEN

PublicAdmin99 — Mon, 09 Jan 2023 08:50:49 +0000

OPPORTUNITY

To be a teenager parent is hard. If your child battles with depression is even harder. The parents that worked at the production of the film OTTO The Barbarian (film who brought to the big screens the story of an young adult who faced the death of his girlfriend leaving him depressed) decided they had to do everything that stays in their power to raise awareness of the seriousness of the subject of ‘teenage depression’. The “Public Advisors Agency” joined as a lead partner in this effort. The initiative relied solely on the strength of this group of parents and the PR agency to help them take the message forward without involving corporate sponsorship. The film was presented at “TIFF” where it received the “The Best Romanian Feature Film” award and at the Anonimul Festival.

RESEARCH

Major depressive disorder in children and adolescents is often under-diagnosed worldwide. We can discuss even more about under-diagnoses in a country like Romania where the subject has been present for very little time in public discussion or in the media. The World Health Organization reports that half of all cases of emotional disorders occur around the age of 14, but most are undetected and untreated and can profoundly affect areas such as school activity and attendance. Teenagers experience episodes of major depression at a rate comparable to adults, with three quarters of those depressed suffering from additional mental disorders. By the age of 24, half of them experience another episode of major depression. Only a quarter of those who had a history of major depression between the ages of 14 and 19 completely outgrow these problems by the age of 23, but they too are subject to the reminiscent effects of the disorders they experienced in their younger years. In addition, the vast majority of adolescents with depression (75%) do not receive systemic treatment. Suicide is the leading cause of death among adolescents aged 10-19 in low-and-middle-income European countries in the region and the second leading cause in high-income countries. The World Health Organisation reports that up to 10% of boys and 14% of girls aged 11 reported “feeling sad” more than once a week in the past six months on average in 28 European OECD countries. According to the same report, the proportion of children reporting feeling sad increases with age, and the gender gap becomes even more pronounced: at age 11, 14% of girls report feeling sad compared to 10% of boys, while at age 15 the gap is wider: 29% of girls and only 13% of boys.

PLANNING

Considering that the target audience was both children/adolescents suffering from depression and their parents, families, friends and teachers, we created a concept that could be understood and internalized by all these audiences. The main message of the campaign was „NU da doar cu SEEN” (“Don’t just „SEEN”) and the logo was the “seen” sign, but with 3 blue ticks. We chose to use this symbol because the tick system is well known to users of the Whatsapp messaging app which is extremely popular among young Romanians and has 2 billion users globally. We then made an analogy with the life of a depressed teenager who doesn’t just need to be seen. He needs to be helped, understood, supported. The message that uses the language of teenagers on social media, but is also understood by parents, translates into: don’t ignore someone, pay attention, help them, answer them or show them where they can find help. The word SEEN also has a link to the film: don’t just watch the film, do something. Because our campaign message is to do something, to overcome the status of witnessing the depression of your child, friend or student, we decided that we, the initiators of this campaign, should be the ones to show the way to the relatives and offer them some intervention tools. Thus we attracted as implementing partner in the campaign the psychologist Yolanda Crețescu who became the public “spokesperson” of the campaign and DepreHUB, one of the most popular online platforms that offer psychological support to young people. We concentrated our communication efforts in 3 weeks of tactical implementation in parallel with the period when the film OTTO the Barbarian ran in all cinemas in Romania.

one grey tick – the message has been sent, but the recipient has not yet received it.
two grey ticks – the message has also been received by the caller’s phone, and when the two grey ticks turn blue, the caller has also read your message.
two blue ticks – the message has been read.

EXECUTION

The ”NU da doar cu SEEN” campaign focused on a mechanism to raise awareness of the problem and then a call to action leading to the solution: the free teenage depression helpline run by partner DepreHUB (https://adolescenti.deprehub.ro/) which ran throughout the campaign.

Communication channels and support

For young people: The film itself represented an asset to the campaign and cinemagraphs and media were the channels for conveying the message through the film. Instragram: we selected this channel for its popularity among Romanian teenagers. On this channel we decided to use an approach specific to our audience and created a special image filter dedicated to the “NU da doar cu SEEN” campaign and the OTTO The Barbarian film. The filter has been used in several hundred posts and even adopted by influencers. For family and teachers: Video-Podcast “Nu da doar cu SEEN”( “Don’t just “SEEN”) – A concept of videos moderated by a specialist who was already well known on the subject of adolescent depression, psychologist Yolanda Crețescu. In order to get the message of the campaign across to them, we decided that we needed to involve a few voices that would also have credibility and reach with the audience. We invited and convinced a few relevant voices in the public space to join the campaign without remuneration. Extensive media relations campaign with a press screening of OTTO the Barbarian and a live debate with the psychologist and some of the influencers in the video-podcast.

evaluation

In just 3 weeks of the campaign we generated exposure for the message in approximately 100 press materials across all targeted channels, of which 54 in traditional media (TV, radio, written press, online) and 53 in social media.

Video-podcast: approximately 20,000 views of the videos about teenagers’ relationships with their parents in the context of depression.

100% positive reactions from the media.

Approximately 13 million OTS (people who have been exposed to our message).

More than 1700 children and teenagers have used the DepreHUB TeenLine. Analysis of these cases shows an alarming increase in the number of children who resort to self-harm in situations of fear, anger, conflict, an increase in cases of social phobia in children and pre-teens, and anxiety and hypochondria in adolescents as a consequence of the pandemic period.

Campaign: LOC DE BINE

PublicAdmin99 — Thu, 05 Jan 2023 14:00:17 +0000

In Romania, 1 in 5 victims in the prosecutors’ files is a child. Through the #LocDeBine campaign, we managed to get the word out to those who decide and to increase the degree of awareness on this inimaginable cruel reality and the number of hearing rooms for minors.

OPPORTUNITY

The drama of each child ends up in a file at the Public Prosecutor’s Office, and the little ones are passed through institutions: from the police, to the DGASPC, to the prosecutor, to the judge. However, throughout Romania, prior to the campaign initiated by the “Zi de Bine” (”The Good Day”) Association, there was only one hearing room specially designed for the child victim or witness. Thus the #LocDeBine (#TheGoodPlace) project was born.

There is a face of Romania that many of us do not know and would not know how to recognise. It looks as Mari, the turquoise-eyed girl kidnapped by a criminal group and forced into prostitution, tells it, which included, among other things, running a foster home where the police took her to be safe.

The reality is also as Mihai tells it, kidnapped, drugged, raped, forced into prostitution in the “Mica Sodoma” club in Brasov, a gay club frequented by priests, mayors, lawyers, renowned surgeons.

The reality is, as Larisa confessed to us in the podcast “Zi de Bine”, a survivor of human trafficking, abused and enslaved by her own father, married with tears in her eyes and a knife in her back, taken across the border without any papers, disappointed and left alone by every state institution she turned to for protection.

The reality is that one in five victims in cases brought by Romanian prosecutors is a child.

RESEARCH

Both in the United States and in Europe, there is an international model of good practice, which in the US is called the Child Advocacy Center, and in Europe, Barnahus.

This model refers to multidisciplinary and interagency interventions organised in a child-friendly setting. Through meeting the child under one roof and in an integrated way, the Barnahus provides for coordinated, instead of parallel and overlapping, criminal and welfare procedures.

A key goal is that all Barnahus and similar services progressively develop excellence in practice according to international law and to the Barnahus Quality Standards and that there is a balanced response including all “four rooms”, embedded in a multidisciplinary and interagency environment.

PLANNING

The main objective of the campaign was to raise the alarm about the repressive trauma to which child victims or witnesses of crimes are subjected, through multiple hearings at different stages of the judicial process, by those who should bring them justice, and to generate at the same time a systemic change, by setting up 7 hearing rooms at the prosecutor’s offices in the country.

The campaign addressed several target audiences: authorities and stakeholders throughout the justice system, minor defendants and victims of crime, corporate environment, media & general public.

The message of the campaign is best focused in the name “Loc de Bine” which was designed as an antithesis to any experience that child victims of bullying have been exposed to.

The main message was then broken down for each audience category and spread through national and local media (TV, radio, print and online) and social media.

EXECUTION

“Loc de Bine” is an initiative that gives the opportunity to conduct the hearing of the minor following an age-appropriate protocol and by a specialist interviewer, in a space specifically designed for children, with elements and support materials to help them tell their story.

PHASE 1: attracting founding

For the implementation of the project LOC DE BINE, the Association encouraged individuals to form an association, in order to have more credibility and traction. Thus, the Association for Victims of Sexual Offences (VIS – in Romanian means DREAM) was born, which aims to support by all means the investigation of crimes of violence against minors, together with which Day of Good has realized the first 3, and by the end of the year 7 hearing rooms for minors. The funding for the first 3 juvenile hearing rooms in our initial plan came from three large companies with social involvement values close to those of our campaign: LIDL, e-ON and Unicredit Bank.

PHASE 2: Implementation

In order to be able to build these rooms, we needed permission from the Public Ministry. We had, from the beginning, the support of the Attorney General of Romania and, especially, that of the prosecutors who handle cases of sexual offences involving minors and who understood very well the traumas to which these children are endlessly subjected through hearings and rehearings until the end of a trial. They had also witnessed the pain and tears of the little ones so many times in the past.

PHASE 3: Communication

The communication was divided into two sections:

A) The project announcement.
B) The moment when the first minors’ hearing room was completed.

PHASE 4: Instead of Epilogue, 4 more rooms

The echoes of our campaign have been so resounding that requests have also come from other prosecutors’ offices in the country. So far, we have inaugurated 4 more rooms in Argeș, Sibiu, Mureș and Bacău.

PHASE 5: afterward

Just one year after the launch of our #LocDeBine campaign, we initiated a new campaign: #LocDeAdevar after we attracted the Ilfov Public Prosecutor’s Office, Ilfov County Council, DGASPC Ilfov, the National Centre for Mental Health and Drug Abuse Control and the Institute for the Study and Treatment of Trauma.

Practically, we have realized together with them the first Integrated Centre in Romania for Supporting the Investigation of Violence Against Children.

The new multidisciplinary space, consisting of a hearing room, an assistance room, a forensic investigation room, including the first forensic colposcope in Romania and a social and therapeutic assistance area has been inaugurated in Săftica. LocdeAdevăr was created by replicating the international best practice model which in the USA is called Child Advocacy Center and in Europe, Barnahus.

evaluation

Operational results

FEB 2021 – first 3 minor hearing rooms in the Public Prosecutor’s Offices at the courts of Constanța, Vrancea and Vâlcea.

DEC 2021 – people in the system have requested and we have realized 4 more juvenile hearing rooms

20% of Romania has juvenile hearing rooms

in county court prosecutors’ offices after our efforts

5 institutions join the project: Ilfov Public Prosecutor’s Office, Ilfov County Council, DGASPC Ilfov, the National Centre for Mental Health and Drug Abuse Control and the Institute for the Study and Treatment of Trauma Association

2022 – Romania’s First Integrated Centre to Support the Investigation of Violence Against Children #LocdeAdeAdevăr

The first forensic colposcopy in Romania

35 cameras in the near future

The project of the seven “Places of Good” has already been taken over by the Public Ministry, and the General Prosecutor’s Office is going to set up another 35 children’s hearing rooms

communication results

>500

media appearances throughout the campaign period (in prime time on ProTV, Prima TV and Digi24 news, over 250 items in the national press, over 200 appearances in the local press)

40 mil

unique visitors had access to our campaign message

Campaign: HOW TOOL IS THAT? – BOSCH POWER TOOLS

PublicAdmin99 — Thu, 04 Nov 2021 17:46:44 +0000

As the consumer’s behavior has changed during the pandemic, the main objective of the campaign is to raise awareness for the Bosch tools and increase the number of people who purchase one of the three tools. The creativity of the campaign consisted in a community lead.

OPPORTUNITY

In the spring of 2020, when we were stuck in the house due to the pandemic, Romanians became more and more concerned with redeveloping their homes. Thus, the time spent in the house made them realize what their needs are from the perspective of arranging and renovating their home. In the last six months, 40% of Romanians in urban areas have renovated or arranged their homes, according to a quantitative study of iSense Solutions on urban representatives. In the current context of the pandemic caused by the new coronavirus, Romanians change their behaviour to adapt to the new reality and find concerns in the house and for the house.

That’s why Bosch Tools came to the aid of those who wanted a reshape the house and launched in April a campaign to promote the most practical tools used in arranging or redecorating the home.

CONTEXT

The state of emergency and the period of isolation drastically changed the habits of Romanians. Forced to spend more time in the house, they were preoccupied with arranging a place where they could enjoy the outdoors in complete safety, as well as a functional workspace. Thus, the searches for the arrangement of the terrace increased by 53% compared to the same period in 2019, while the interest of Romanians for the arrangement of the balcony increased by 51%. The rest of the rooms were not overlooked either. Romanians have shown an increased interest in kitchen design (31%). They were also concerned about the arrangement of the bathroom (22%), and the searches for the arrangement of the bedroom increased by 21%.

RESEARCH

To achieve the objectives of the campaign, we conducted an analysis of how consumer habits have changed in the pandemic.

Reference studies on how consumer habits have changed since the beginning of the pandemic
Official data provided by the market research companies.

PLANNING

OBJECTIVES OF THE CAMPAIGN:

To create awareness for Bosch Tools
To raise awareness for the tools and increase the number of people who purchase one of the three Bosch tools.

TARGET:

Main target audience: men between 15 and 45 years old, craftsmen, locksmiths, builders, household consumers.
Secondary target audience: women interested in DIY projects.

MESSAGE: HOW TOOL IS THAT?

COMMUNICATION CHANNELS:

Social media – Facebook, Youtube

Bosch own channels: social media (YouTube)

Influencers channels for direct contact with their fans: social media

EXECUTION

PHASE 1: Launch of the first video – EasyAquatak 100 Long Lance

The first video was released on the Facebook and YouTube page of the comedy actor Mihai Bobonete. He promoted the EasyAquatak 100 Long Lance tool, the pressure washer that helps you clean the car, the garden, but also the decorative objects that beautify the garden. In addition to the technical details, Mihai Bobonete presented the way in which the device can be used, but also the original ways in which he chose to clean the wine glass, the children’s toys, the dirty dishes left after a party.

PHASE 2: Telemetrul Zamo

For the filming of the second clip, Mihai Bobonete was helped by his colleague, Mihai Rait. Together they managed to generate quality content, unique and funny that reached in less than a week a reach of over 63,000 people.

PHASE 3: Surubelinita IXO

The last clip of the campaign was the one for the IXO screwdriver. Due to the strong impact and the very good awareness generated from the previous clip, we continued the campaign in complete formula with Mihai Bobonete and Mihai Rait. The funny content showcasing the unique ways to use a screwdriver that many would not have thought had very good results, reaching a reach of over 95,000.

evaluation

CAMPAIGN RESULTS – FACEBOOK

265,794

total campaign reach

2,761

likes

56

total number of press comments

35

total number of shares

100%

positive tone of voice.

CAMPAIGN RESULTS – YouTube

235,360

total number of views

5,800

likes

222

total number of press comments

The creativity of the campaign consisted in a community lead approach. We turned hobbies to which our audience dedicate most of its time in the last period into effective communication channels. We found innovative ways of communicating a technical detail and how to use the tools through funny communication with the two stand-up comedians’ representative groups from our target.

Client: Zi de Bine Association: CAMPAIGN: SHIELD FOR HOSPITALS – ZI DE BINE ASSOCIATION

PublicAdmin99 — Sat, 19 Jun 2021 11:16:14 +0000

The media campaign had the goal to raise donations in everything hospitals in Romania needed. The association succeeded to send medical equipment to almost 100 hospitals in the country. In terms of communication results, we generated 260 press materials with over 21 million opportunities to see reach in the press.

OPPORTUNITY

In the winter of 2019, when everybody enjoyed the Holidays, somebody in Bucharest hardly waited to return to job. With 10 years of experience in volunteering projects, Melania Medeleanu, mother of MagicHome project, was testing the idea of a new project with her acquaintances: Zi de Bine Association aiming to sustain 12 NGOs each month for different causes, starting from March.

Convinced that the cause brings people together, Melania used her previous experience to launch a NGO with an innovative concept: a curator for social causes who raises funds for projects developed by local or less visible NGOs. At the beginning of each month, Zi de Bine announces the cause and those who want to help can give their support sending a SMS – the magic word is SUS (up) – personal donations, volunteering or partnerships. The call to action is shared in a positive tone of voice, with trust and love for life and people. The association slogan “Who is born in March, stand up, stand up!” was inspired from a popular song among Romanians who sang it at birthdays celebrations. It is a message for birthday person and for all those who want to donate and “help somebody to stand/ raise up” as well.

The association launching was scheduled for the end of February at Marie Curie hospital in Bucharest in a press conference where public figures, participating in the launching video, were also invited. Right on the launching day, when Melania was sharing with some journalists the 12 social causes that were planned to be supported by Zi de Bine Association the next year, at Henri Coanda airport the Romanian authorities communicated the first public health measures taken against the pandemic with the new coronavirus.

CONTEXT

At that moment the association had also planned for 15th of March a large-scale event dedicated to the first cause – abandoned children in hospital, and 2.300 chairs would have been placed between Marie Curie hospital and Blondie Association Recovering Centre that was to receive Zi de Bine financing. Sitting on a chair at this event would have been a symbol for people who were willing to help abandoned children in hospitals implying a sad truth: nobody sits with these children in their time of need. Once the people traffic outside their homes was restricted and events forbidden, the context changed dramatically and the scenario for launching the first case was entirely redesigned. The event moved in online and everyone that was expected to come and take a seat on the chairs, took instead pictures sitting on their chairs at home then send them with the Text Message donation.

All this time we witnessed the beginning of the biggest world crisis of the 21st century. We saw events happened in Italy and felt the imminent danger. In Romania the medical system was paralyzed, we all were aware of the fact that our hospitals had no capacity to heal too many sick people at once. In this context, Melania reconceived the entire strategy and decided to bring a little bit of kindness in this struggle with the unknown: The patients from the local areas and hospitals in small towns were at the greatest risk, with no benefits from sponsorships or donations from big corporations, nor attention from authorities. Staying true to its mission to sustain less visible and local causes, the association put on hold all the other causes and started a 24 hours day work in order to help local hospitals.

RESEARCH

To achieve the crowd funding objective, we analysed the Romanians psychological behaviour and triggers that made them donate. When it comes to make good deeds, everybody gives desirable answers, therefore the researches with real contributors as target, have a serious bias. The most valuable research source was the experience of the association’s founder, who worked for more than 10 years in social projects. We continued the research further to get insights from other successful NGOs founders as well, such as “Daruieste viata” association’s founders, Carmen Uscatu and Oana Gheorghiu.

From interviews in depth with these outstanding persons, we got the ingredients of a successful project: a noble cause, a solid implementation and trustful supporters. If one of the components vanishes, the way to failure opens at ease. We found out that Romanians feel more and more the need for a meaning. They want to do good things but with less effort. And expect a prompt reward in exchange for such effort (reason why we decided that each cause should last 30 days and present the results at the end of each month). Even when doing good things, Romanians enjoy competition.

Moreover, each month over 1,5 million Romanians celebrate their birthdays. What if some of these persons would give another meaning to their birthday by giving some euro for a cause?

There were several moments when we used the insights. All the 12 causes we decided to help were selected considering the following criteria: real life situations faced by communities, trustful partner associations and partners that showed steady and consistent civic spirit.

All these criteria were determined when we decided to help local hospitals during the campaign named #scutpentruspitale: the patients healed there were at high risk, the associations and local volunteers were very caring and connected to their community, the good people and companies in each area were really interested in helping the hospital from their town.

PLANNING

OBJECTIVES OF THE CAMPAIGN:

To create awareness for Zi de Bine association, a NGO’s with an innovative concept, a curator for less visible social causes
Fund raising at a fast peace – raising donations in 30 days tight time frame
To attract a large number of personalities who offer a reliable example and so to generate social involvement in the community they address to.

TARGET AUDIENCE:

Core target: urban population with medium and extra medium income, that celebrate their birthday – approximately 1.500.000 Romanians each month
Secondary target: decision makers in corporations, entrepreneurs, CEO level, top executives empowered to take donations decisions in their companies.
Mass media and influencers, show biz, cultural and artistic personalities, inspiring models for their communities.

COMMUNICATION CHANNELS:

media; print, online, radio TV
own channels: website & social media (Facebook, Instagram, YouTube)
personalities channels for direct contact with their funs: social media, blogs

KPIS:

Minimum 1,5 million OTS each month (with each cause to reach 1,5 Romanians at least once, mothly)
Call to action – to raise donations from at least 0,5% out of the targeted persons (1,5 million persons per month)
To attract at least 1 public personality to endorse each cause.

EXECUTION

PHASE 1: ZDB LAUNCHING EVENT

The association launching event took place as a press conference held at Marie Curie Hospital when people were invited to join the first cause proposed by the association: the children abandoned in hospitals and taken care by Blodie association. Through a video spot which starred Romanian top singers and VIPs, people were invited to donate 4 euros. The personalities who filmed pro bono for the cause were: Inna, Marius Florea Vizante, Cornel Ilie, Carla’s Dream, Alex Dima, Cristian China Birta, Mirela Retegan, Ioana Blaj, Ada Condeescu, Cristian China Birta, Ana Barton, Alexandra Furne, Dorina Chiriac. The spot was broadcasted on social media by all the stars involved. Moreover, we convinced 4 radio stations (Europa FM, Kiss FM, Rock FM, Magic FM) to be our partners and broadcast an audio version for 2 months.

PHASE 2: #SHIELDFORHOSPITALS

Adjustment caused by pandemic and #ScutPentruSpitale (#ShieldForHospitals) The pandemic eruption and events shifting from offline to online determined the communication strategy to adapt overnight.

We started an intense media relations campaign for #scutpentruspitale that became our no.1 priority. Respecting the transparency principle, important for donors as revealed by the research, we periodically communicated the evolution of funds & the list of equipment sent to hospitals.

The traditional press releases shared with local and national media, video materials and infographics posted on social media pages of the association, Melania and other supporters, became the communication tools that replaced the face-to-face events. Furthermore, the creative concept of the initial campaign „Who is born in April, May, June (…)” became during the crisis „Who is born in Petroşani, Sinaia, Rădăuți (…)?”.

Next, we started to attract VIPs born in the certain towns where hospitals were located to become fundraisers for #scupentruspitale. One of the most amazing results in this stage of the campaign was raising 50.000 Euro in 48 hours. During a live interview at PRO TV, we received 500 text messages with donations in just 10 minutes.

As a next step, a group of artists including Irina Rimes (a top singer from Republic of Moldova and a jury member in the TV show The VOICE) performed a “Quarantine Fest” online concert that was simultaneously broadcasted on the association and media partners Facebook pages. People were invited to donate to the cause instead of buying a ticket.

As a closure for #scutpentruspitale campaign a manifest movie was launched. The video gathered the stars and fundraisers involved in a sign of gratitude for the effort of all those who understood to help. The soundtrack of the clip was the song „Time for us” composed by „Man on the Moon” band. The film became viral quickly on the supporter’s social media pages reaching 3,000 views in just a few days.

PHASE 3: COMMUNICATION THE OTHER CAUSES

After #scutpentruspitale campaign, the association continued its activity with:

ZID de Bine in June – a project of which purpose was to bring joy to the children in hospitals decorating the view from their windows with two mural paintings created on the walls across the street of the largest children hospitals in the country;
Therapeutic Garden in July meant to bring joy and tranquillity to patients spending their lives inside Psychiatry Hospital Eftimie Diamandescu;
Microduș in August, a caravan car transformed into a mobile shower travelling in poor rural areas to teach unprivileged children about importance of hygiene;
Outdoor Classroom in schools backyards in September as school started in pandemic times and many educational institutions were not prepared. Till the end of 2020, Zi de Bine will curate another 3 projects each having its own communication plan.

EVALUATION

FUNDRAISING RESULTS

1.000.000

Euros of donations for the cause

> 35.000

Short Text Messages each donating 2 Euros for the causes were received

COMMUNICATION RESULTS

21.682.684

OTS – total campaign reach in the press

260

total number of press materials (out of which 10 TV prime time news).

> 12.000

people audience on the social media channels (Facebook, Instagram & YouTube pages).

100%

positive media sentiment.

3.613.780

OTS – average monthly reach in the press

20 VIPs

out of which a world class tennis champion, a former Prime Minister of Romania and a top international pop star) were involved by participating in the video spot or by donating their birthdays for the causes Simona Halep, Inna, Marius Florea Vizante, Cornel Ilie, Carla’s Dream, Alex Dima, Cristian China Birta, Mirela Retegan, Ioana Blaj, Ada Condeescu, Cristian Ana Barton, Alexandra Furne, Dorina Chiriac, Dacian Cioloș, Ada Roseti, Raluca Hagiu, Elena Lasconi, Emma Stefan, Adelina Pestritu, Teodora Antonescu

OPERATIONAL RESULTS

100

hospitals helped.

2

units of support for the hospitals in Bucharest and Cluj Napoca created from scratch.

Besides the campaign quantitative results, there were two outcomes worthy to be mentioned as proving the campaign real success:

In less than 3 months the association succeeded to send protection equipment, tests and medical equipment of over EUR 900.000 to almost 100 hospitals in Romania.
After the first month of the campaign “Zi de Bine” association was credited with the title of the most trustful partner by Auchan and Leroy Merlin in the process of raising funds to equip a unit for medical support. Prepared in a record time of just 2 weeks, the unity for medical support was handed over to the authorities ready to welcome 350 patients with mild form of diseases, relieving so hospitals that could now pay attention to more critically ill patients.

Why it is a cool campaign?

The campaign innovative feature resides in the tone of voice and messages approach. In a mass media overwhelmed by negative messages, we aimed to focus the messages for each communication phase around the joy of living and positive aspects. Throughout the campaign #scutpentruspitale there was a steady need to find creative solutions in order to fir the changes occurred due to the pandemic context: we changed the event scenario from offline to online, we prioritized the causes considering the context and sustained the causes with greatest need for support. And all these were done just through PR and digital efforts, the campaign having no budget allocated for implementation

CAMPAIGN: INVEST WITH BRIO – BRIO.RO

PublicAdmin99 — Sat, 19 Jun 2021 11:15:07 +0000

Brio® launched a freemium package of digital tests. The communication activities generated 125 media coverage materials in the press. Business publications and shows amplified the information about Brio®’s listing and after only 3 days since the listing was made, 50% of the amount had already been collected.

OPPORTUNITY

“Toamna bobocilor”, the movie directed by Mircea Moldovan, has never been more authentic than in 2020, when the entire Romania has turned into the village of Viișoara, one that did not exist on any travel map, that could be reached only through an ancient road made of stone slabs from Roman times. Although all civilized humankind took all summer to get ready for the new school year, in the country of Romania in the year 2020 authorities seemed to worry only about the local elections, while school was just a building used by the citizens to carry out their right to vote. And that was all.

The education had remained a concern only for the millions of parents and few NGOs struggling to find ways to streamline online schooling, a way in which school was expected to be carried out for a long time from now on.

With all these being given, Brio®, an online educational platform, has aimed a great goal: to keep track of and improve both the academic performance of the students in grades I-XII and the confidence on both parents and teachers, while generating a visible improvement of the entire Romanian educational system. Brio® is more than an idea whose time has come – it’s a fully-fledged DeepTech SaaS educational platform, authorized by the Ministry of Education and Research, that was conceptualized according to the most rigorous global standards. One of those few fortunate businesses where profit and social purpose go hand in hand.

Led by one of the most important contemporary names in educational testing worldwide, Prof. Dragos Iliescu, PhD — current President of the Psychological Assessment and Evaluation Division of the International Association of Applied Psychology (IAAP), and former President of the International Testing Commission (ITC) — The Brio® team leveraged unique world-class knowledge and scientific research capabilities in order to develop specialized IP educational-sciences (intellectual property) of an unprecedented quality and scale.

In 2020, Brio®’s business goal was to attract an infusion of capital and trust by taking a new step towards development by listing on SeedBlink, the largest equity crowdfunding platform in the region.

Thus, the company started an extensive campaign to inform the general public, teachers, school directors and education authorities about the benefits of national standardized assessment.

RESEARCH

Such a precisely developed product could be communicated only with a similar rigor in terms of getting to know its audiences and the most effective ways to communicate with them. For the general public, the idea of standardized testing was practically non-existent, Brio® being a first of its kind. Therefore, the communication strategy was based on a qualitative study to assess the perception of students, parents and teachers on the relationship with educational institutions, the accuracy of grading and alternative testing methods.

Asked about alternative testing methods, parents appreciate a standardized testing system as completely objective. Which is separate from that of the Ministry of Education which allows „verification” of teachers. Moreover, parents consider as unsatisfactory the use of general terms or stereotypes such as „he is a good kid”. Regarding the assessment, most parents consider that there is no equivalent ratio between the results of school assessments and the actual level of students and that it is purely „orientative” with 1-digit variations (+/-) between the „official” and the real level of the student. Moreover, Romanian parents stated that they would be willing to make annual investments of up to 300 lei in tools to test the knowledge level of their children.

PLANNING

OBJECTIVES: Although a super-premium tool in the field of education and the only digital platform of scientifically grounded solutions for educational testing and evaluation, Brio® was a virtually unknown platform in the spring of 2020, with a number of 12.000 users. Thus, the main communication objective became building reputation for Brio®in order to increase the number of users. Based on the research results and a very good product, with a high satisfaction rate among users, we aimed to increase the number of users to 50.000 in September, before listing on SeedBlink.

TARGET AUDIENCE: The communication campaign was intended for students in grades I-XII, parents, educators, schools and other institutions involved in the educational process in Romania. The universe consists of 3 million students, 210 thousand teachers, 7 thousand principals. The institutions involved in the educational act, targeted by this campaign are: the Ministry of Education and Research and the School Inspectorates.

CHANNELS:

Media: print, online, radio, podcasts, TV
Own channels: website & social media (Facebook, Instagram, YouTube)
Endorsers’ channels: social media, blogs
Direct meetings with authorities’ representatives

KPIs:

Attracting a min. no. of 50.000 new users recruited through the campaign
Attracting a min. no. of 100 schools in the project, schools that use Brio® in all classes
Attracting a min. no. of 5 endorsers to promote the platform
up to 50% of the coverage to be in publications of general interest and education
more than 50% of the coverage to be in business publications in order to attract as many investors as possible at the time of listing

PHASES OF THE CAMPAIGN

A. EXAMENE CU BRIO® (EXAMS WITH BRIO®)

In March 2020 Brio® has been launched as a freemium package (with the generous involvement of Dedeman Association), and rapidly adopted by both children and teachers. In less than three months Brio® has been used by more than 20.000 children, 400 teachers and was running more than 200.000 preparatory tests for Baccalaureate and National Evaluation.

The interruption of school classes, as well as the pivoting of education towards the digital environment have stepped up by several years the awareness of the need for digital tools in the learning process, among all the actors involved in education. Exams with Brio® was an effort of social involvement with the mission to support in this difficult and delicate period – both students and their families, as well as teachers of Mathematics and Romanian, forced this year to use complementary tools to support the preparation for the exams.

The first phase of the communication campaign was addressed to students, parents and teachers and had three strategic pillars: media relations, influencer relations and digital. On the media relations component, we have planned a large reach on national general publications, a 100% penetration of the education channels, with an extension to local and regional media, aiming to facilitate the access to information for all students and teachers in the country. We supplemented the traditional media with online communities of students and teachers, such as the Romanian Teachers Group, the largest community of pre-university teachers in Romania, which brings together almost 45 thousand teachers. The information was distributed by 296 teachers to their micro-communities, which strengthened our belief that Brio® was a viable solution for teachers in that context.

The communication activities for the announcement of the National Free and Unlimited Pre-Testing Program generated 125 media coverage materials in the central and local press, distributed as follows: 3 TV, 4 radio, 5 print, 3 newswires, 110 online.

B. SCHOOL MUST GO ON

The second phase of the campaign aimed to implement Brio® testing in as many schools in the country. Dragos Iliescu, himself a well-known teacher and rector, had meetings with representatives from the Ministry and school inspectorates, to discuss with them on the opportunity to introduce this tool in schools. Anticipating resistance to change from the authorities, Brio® commissioned a perception study among the adult population in Romania on the relationship with educational institutions, the accuracy of grading and alternative testing methods. Asked about alternative testing methods, parents appreciate a standardized testing system as completely objective. Furthermore, they consider it a tool for verifying and / or confirming the evaluation carried out in the public education system, which offers the possibility to identify the level of each student, without the tendency to compare performances between one student or another, as well as the opportunity to monitor the student’s progress in a given period. Also, parents see standardized testing as a separate system from that of the Ministry of Education that allows „verification” of teachers. With this data on the table, standardized digital tests for students were a good alternative for inspectorates.

The first two phases also had the online media component, so School Must go ON! was promoted with the help of promoted posts (minimum budget) and Exams with Brio® with the help of Facebook ads, Google ads, as well as through programmatic Advertising – Brat DMP.

C. INVESTESTE CU BRIO® (INVEST WITH BRIO®)

Third phase of the campaign aimed to attract potential investors to make a bet on education. The focus was now shifted to the business media and influencers for whom rational number-based arguments are the only ones that work. The quick pace with which students and schools enrolled in the platform in the first two phases of the campaign was the ultimate argument that Brio® is a business in continuous development. Brio®’s business model is focused on volume. With a small value of acquisition, the profitability depends on large numbers of users. The company’s market value in September was estimated at 2.7 million euros. Thus, the 9.09 % opened to the private equity market was worth 270.000 Euros.

The volume of communication was maximized starting with September 1st (the month traditionally perceived as the start of school in Romania), two weeks before the actual listing, through an intense activity of pitching interviews with Dragos Iliescu. The focus was on video interviews in key business publications, radio and even TV. The period concurred with the end of the local election campaign, and we are often amused that the Brio® spokesperson received similar exposure to those who were running for mayor. The style of communication was focused on storytelling to dress the figures so much sought after by investors in a language accessible to the general public. The market was boiling with an infusion of information about school and education, and the highlight was September 14th, the day in which the new school year begun for pre-university levels. We chose this day for the public announcement of Brio®’s listing through a press release. Business publications and shows amplified the information delivered and after only 3 days since the listing was made, 50% of the amount had already been collected.

EVALUATION

61 million

Opportunities To See for the entire campaign with 29 million OTS in General and Education Media (48%) and 32 million OTS in General and Business Media (53%)

175 press materials

(out of which 5 TV prime time news).

4 audio interviews

(BT Talks -podcast, ZF, Radio Guerrilla, Radio Romania Actualitati)

116.700 people

on owned social media channels (Facebook, Instagram & YouTube)

8 VIPs

expressed public support for Brio: Tudor Chirila, Vlad Voiculescu, Andi Moisescu, Dacian Ciolos, Catalin Tenita, Cristina Stanciulescu, Dragos Stanca, Vlad Petreanu.

PLATFORM RESULTS

total 73.000 new users

A. EXAMENE CU BRIO® (31.782 new users, 105.896 finalized tests, 100 schools enrolled)
B. SCHOOL MUST GO ON (8.344 new users, 67.451 finalized tests, 260 schools enrolled)
C. INVESTEȘTE CU BRIO®:
46 investors & 242.500 Euros

INNOVATION & CREATIVITY

The campaign delivered beyond expectations. The extraordinary coverage results in which we explained the advantages of the system generated an unexpected acceptance rate from parents, students and teachers and a fast completion of the seed investment.

As a proof of gaining very fast notoriety, at the Innovators for Children competition, held in the fall of 2020, Brio® ranked first and obtained the largest funding among all projects registered, 30.000 euro. Innovators for Children is an accelerator dedicated to tech start-ups that bring a positive impact to the wellbeing of children and adolescents, through scalable innovation.

CAMPAIGN: DON’T TURN YOUR BACK – ROMANIAN LEAGUE OF RHEUMATOLOGY

PublicAdmin99 — Sat, 19 Jun 2021 10:34:31 +0000

The objective of the campaign is to raise awareness for the disease and increase the number of people going to the doctor when they have a problem. A self-evaluation test was designed by specialized doctors based on the symptomatology of the rheumatic diseases. More than 6000 tests were completed online.

„DON’T TURN YOUR BACK ON IT”- ROMANIAN LEAGUE OF RHEUMATOLOGY

OPPORTUNITY

The Romanian League of Rheumatology is a non-governmental, apolitical, social and humanitarian organization that fights against rheumatic diseases and supports people with disabilities. The League is developing the fight against rheumatic diseases aiming to promote the fullest integration of people with physical disabilities into their profession, family and society.

CONTEXT

Although it is considered to be a disease of the elderly, rheumatic illness affects to a significant extent the active population, young people and even children. The frequency of these conditions among young people and the active population has an extremely important socioeconomic impact, musculoskeletal diseases affecting the ability of people to work, sometimes even definitively. They are responsible for half of the absences from the workplace and a three times higher unemployment rate than among the general population. Over 3% of the adult population is affected by inflammatory back pain, and men are especially affected. Inflammatory back pain usually starts before the age of 40 years. Because it can last more than 10 years before a correct diagnosis is made, the disease can get worse. The longer it takes until a correct diagnosis, the more the person is prone to irreversible injuries that may have a negative impact on his daily activities. Therefore, to reduce diagnostic time, going to the family physician and the rheumatologist at the first symptoms is extremely important.

The “Don’t Turn Your Back on It” is a creative and multichannel PR campaign initiative that brings up into discussion the inflammatory back pain and it sets alarm bells ringing among the young public for the first time in Romania.

RESEARCH

Reference studies in back pain research, both national and international
Official data provided by the Romanian Society of Rheumatology
Media audit concerning the inflammatory back pain Qualitative research – focus group with rheumatologists and family doctors

PLANNING

OBJECTIVE OF THE CAMPAIGN: To raise awareness for the disease and increase the number of people going to the doctor when they have a problem. We could generate this behavior only through a main touchpoint of this campaign with the public: the self evaluation test designed by specialized medical dosctors based on the simphomatology of the rheumatic diseases durereadespate.ro/autoevaluare/. After each person completes the test, the website displays one of two options: (1) You are healthy! and (2) You may be suffering of inflamatory back pain. Visit a Rheumatologist!

TARGET:

Main public: men between 15 and 45 years old.
Secondary public: women, interested in health issues.
Influential factors: doctors, mass media.

MESSAGE: Back pain is forcing you down? Don’t turn your back on it! Visit a rheumatologist!

SYMBOL OF THE CAMPAIGN: An oversized stuffed elephant symbolising the burden of the pain and of the affection felt day-by-day by the people who have inflammatory back pain. The elephant can be worn like a backpack, making the person who puts it on to bow down and experience the feelings of those suffering of this illness. We also created the “Elephant Squad” made of teams of 2 volunteers wearing the symbol of the campaign and each carrying with him/her a tablet on which passerbys were able to complete the self evaluation test.

COMMUNICATION CHANNELS:

OWNED:
- dedicated website (https://durereadespate.ro/) & blog posts
- dedicated Facebook page (https://www.facebook.com/NuIntoarceSpatele)
EARNED:
- Endorsers: male influencers Cosmin Tudoran (former singer in a famous Romanian band, experienced blogger and vlogger positioned as a lifestyle influencers and expert in wine https://www.cosmintudoran.ro/), Cristian China Birta (No.1 blogger in Top Biz ranking influencers involved in campaigns and expert in beer – https://cristianchinabirta.ro), Toma Nicolau (experienced blogger positioned as gaming communities integrator and football, sports and travel enthusiast https://tomanicolau.ro/).
- Media: constant editorial plan targeting general press, health press, news agencies, radio and TV.
- Events:
  - annual press conferences held by The Romanian League of Rheumatology to disseminate medical rational messages.
  - annual caravans in areas where the target audience spends time,
  - Special projects within a cinematograph network,
  - interactive Kinect app. medical game.

IMPLEMENTATION

The campaign cosisted of a mix of rational medical messsges with emotional approach tactics. This is why annual press conferences on Ankylosing Spondylitis awareness week, media partnerships with most relevant media outlets and a National Sociologic Study were completed with creative tactics like: Annual “Elephant Caravan”, “Free Elephant Rides” campaign in partnership with Taxify, “Video-Elephant burdeon” doodle in cinemas, “Virtual Kinetic Elephant Rides” which all had the participation of the Elephant Squad and of the symbol of the campaign.

Annual “Elephant Caravan” on Ankylosing Spondylitis awareness week

In order to reach the audience, inform about back pain and generate active behavior (visit to the doctor) in those who needed it we organised an annual caravan on the Ankylosing Spondylitis awareness week. During these events, “Elephant Squads” stood in areas identified as hotspots for the target audience: metro stations in business districts of Bucharest at rush hours, shopping centers near tech stores and office buildings with the aim to inform people about the campaign and invite them to take the self-evaluation test. Each year, the street event was teased on social media through video teasers inviting peole to guess wher the “Elephant” will be the next day.

“Free Elephant Rides” bloggers engagement activation in partnership with Taxify

Three A-list bloggers in Romania relevant for the male target audinece (Cristian China, Cosmin Tudoran and Toma Nicolau) were involved in the campaign. In order to increase awareness for the disease, they became Taxify (car sharing app) drivers for a day and offered free rides to all the app users. Bloggers invited users to take the self-evaluation test, posted live statuses on their social media channels and wrote dedicated articles on their blogs. During the activation, a dedicated “Free elephant rides” category was available to all Taxify users.In order to generate active behavior (visit to the doctor) those who rode with the bloggers, took the self-evaluation test and got the recommendation to go to the doctor received extra free rides with Taxify to pay a visit to the rheumatologist.

“Video-Elephant burdeon” doodle in cinemas across Romania:

Taking into concideration that today video content is king and that statistics show that by 2019, internet video traffic will account for 80% of all consumer Internet traffic, we designed a short animation about back pain in which we presented the main symptoms and urge to go to a doctor (https://www.youtube.com/watch?v=OWEoQ6W2330). We chose Cosmin Tudoran, the most involved blogger in the campaign in the previous years, to be the “voice” of our animation. He also shared the animation on his social media accounts in order to create more engagement. The animation broadcasted in all the cinemas from Romania in the Cinema City network. Furthermore, before entering the action movies movies (appreciated mostly by men in our target group), spectators were greeted by the “Elephant Squad” and were invited to take the online test on tablets. This way we were able to deliver the campaign messages in an interactive way, increased the level of awareness of back pain of inflammatory type and contributed to increasing the number of completed self-evaluation questionnaires.

“Virtual Kinetic Elephant Rides”:

Based on the expertise of a kinetotherapist specialised in inflamatory back paine, we created an interactive version of the self evaluation test in the form of a special game that uses the kinect, a motion sensing input device produced by Microsoft for Xbox video game consoles and PCs. Based around a webcam-style add-on peripheral, it enables users to control and interact with their console/computer without the need for a game controller, through a natural user interface using gestures. The user responds using his body parts in an interactive way to the questions that can help him realize if he has the disease or not. The moves chosen by us were the ones used in kinetotheraphy to treat inflamatory back pain. We took the “Virtual Kinetic Elephant Rides” to events dedicated to gammers community. We chose these type of communities because gaming is one of the most common hobbies for those affected by this disease: men between 15 and 45 years old. An example of such an event is Bloggers Lan Party organized by Tom Nicolau, previously involved in our campaign. It is a Romanian gaming event reserved for bloggers, vloggers, social media opinion makers. During the event, bloggers were able to complete the self evaluation test on-site by interacting with the Kinect application and posted on their social networks.

Furthermore, we took the Elephant Squad and the Kinect app. to shopping centers near tech stores. People that usualy go inside these storee are from the target of our campaign. They completed the test on the Kinect app, and received pamphlets with information about the affection.

Annual Press Conference:

In order to disseminate medical rational messages for the specialized media representatives, we organisez annual press conferences. In order to put tingh into context and integrate medical oppinion with real people’s perception, in 2018 we begun a national sociologic study aiming to find out what is the perception of the Romanian people on rheumatologic diseases and on their interation with medical doctos when needed.

Furthermore, in order to secure the dissemination of medical rational messages, we initiated serveral media partnerships with national influent media outlets. Among these we can mention: the presence of a rheumatologist at the morning show “Neatza cu Razvan si Dani” on national TV channel Antena 1, together with the symbol of the campaign, live talks about inflamatory back pain at radio morning shows (MagicFM, EuropaFM, Itsy Bitsy), informative short audio clips broadcasted on national radio (Europa FM, Magic FM), online banners and advertorials campaign with lifestyle, medical and general interest websites (Libertatea.ro, Doctorulzilei.ro, Unica.ro, Libertatea pentru femei, Adevarul, Click!, CSID.Stirileprotv, Sfatulmedicului.ro, CSID.ro, Debarbati.ro, Realitatea.net, Jurnalul.ro, Men’s Health).

Classic online communication channes and tactics included: a dedicated Facebook page with weekely content management, adwords & seo campaigns, up-to-date blog posts and newsletters.

EVALUATION

60000+

self evaluation tests were completed online on the campaign website.

500+

articles on the most important media channels and over 10 million people reached.

4000+

pamphlets with information about the affection

2000+

self test were completed during special activations.

3m+

people reached during TV and radio partnerships.

15000+

community of people on Facebook.

CREATIVITY & INNOVATION

The creativity of the campaign consisted in a community lead approach. We turned hobbies to wich our audience dedicate most of its time into effective communication channels. We found ways of communicating a serious medical message through direct interaction with representative groups of people from our target: gamers, movie lovers, car sharing app users, wine, beer and football bloggers fanbase.

The innovation of our campaign consisted in using for each phase some of the latest technologies to communicate with our target. We designed a kinect app from scratch, we used a popular mobile app and we had a web based app as the main touch-point of our campaign.

CAMPAIGN: SUPPORT YOUR HERO – INDESIT

PublicAdmin99 — Sat, 19 Jun 2021 09:40:54 +0000

„Support you hero” is a campaign developed exclusively online and the audience of the campaign is represented by women. The competition focused on male football fans, but women were really the protagonists, as the main supporters of the partners who dream of becoming famous football players.

OPPORTUNITY

Ce au in comun fotbalul, cariera si familia? Indesit, liderul producătorilor europeni de electrocasnice, a cercetat perceptia femeilor asupra fotbalului.

Pasionatele de fotbal de sex feminin s-au dovedit a fi mult mai concentrate pe cariera, acordând totodată importanță sporita distracției și familiei.

Sponsor al F.C. Arsenal, A.C. Milan și al Paris Saint-Germain(PSG) din 2011, Indesit a decis in 2012 sa comunice acest parteneriat prin implicarea publicului brandului. Obiectivul campaniei a fost unul foarte clar: maximizarea vizibilitatii asupra sponsorizarea echipelor de fotbal in randul targetului feminin.Pentru atingerea obiectivului, Indesit a organizat la nivel global concursul IndesitFootball Talent, prin care a răsplătit talentul și pasiune ducându-i pe Stadionul Emirates din Londra. In Romania, provocarea era sa vorbim cu femei intr-un mod relevant despre doua subiecte aproape straine lor: tehnologia si fotbalul.

RESEARCH

Studiul realizat de GfK Eurisko pentru Indesit pe un eșantion reprezentativ de aproximativ 20000 de femei din Europa a relevat cateva date surprinzatoare pe care le-am exploatat in realizarea strategiei locale de comunicare a parteneriatului :

Rezultate:

Femeile vad fotbalul în primul rând ca pe o activitate pe care o fac în comun cu parteneruii sau cu grupul de prieteni. Dorința de solidaritate cu pasiunile celorlalti membrii ai familiei și cu cercul de prieteni sunt motivatiile femeilor pentru a urmari si a se implica in discutii despre acest sport.
Femeile pasionate de fotbal, inclusiv cele din Romania, sunt mult mai concentrate asupra carierei lor, acordând totodată importanță distracției și familiei. Sunt în principal femei tinere, moderne, interesate de tehnologie și viitor, ce utilizeaza cu precadere publicatiile online ca mijloc de informare, dar si retelele sociale si blogurile.
Femeile descrise mai sus se identifica cu targetul feminin Indesit, format în principal din femei tinere și deschise către noutăți, interesate de tehnologie și, de asemenea, pasionate de fotbal.

PLANNING

Obiective

Realizarea unui concept local de campanie prin care să :

Crestem vizibilitatea brandului. Ne-am propus un media reach de minimum 500.000 de vizitatori unicii in Romania
Maximizam vizibilitatea asupra sponsorizarii echipelor de fotbal in randul femeilor din core target. Pe langa numarul de impresii vizualizari filme pe youtube: min. 1.000.000
Maximizeze vizibilitatea, implicarea si interactiunea in randului targetului feminin – Raport femei / barbati atinsi de mesaj: min. 60% / 40% (urma a fi calculat pe baza descrierii targetului in cazul publicatiilor si site-urilor auditate precum si din profilul vizitatorilor de videoclipuri pe youtube)

Mesaje

Indesit, liderul producătorilor europeni de electrocasnice, este sponsor oficial C. Arsenal, A.C. Milan și PSG.

Concept

„Support you hero” este o campanie dezvoltata exclusiv online, ce s-a desfasurat pe o perioada de 2 luni si care a folosit o platformă digitală integrată (internet și social media) ca instrument de a intra în legătură și a comunica cu targetul feminin. Competitia s-a concentrat asupra fanilor masculini ai fotbalului, dar femeile au fost cu adevărat protagonistele, ele având rolul de suporteri principali ai partenerilor care visează să devină fotbalișți faimoși.

Bărbații au avut șansa să-și îndeplinească visul și să joace într-unul dintre cele mai mari temple ale fotbalului internațional, stadionul San Siro, alături de fotbaliști renumiți ai echipelor europene de top A.C. Milan, F.C. Arsenal și PSG, în timp ce partenerele acestora nu numai ca si-au susținut eroii, dar s-au bucurat și de o experiență exclusivă în capitala internațională a modei și frumuseții, Milano.

Mecanism

Concurentele din 50 de tari din intreaga lume si-au inscris partenerii
în competiție pe platforma Football.indesit.com, intregrata si pe pagina de Facebook, www.facebook.com/indesit, între 14 februarie și 15 aprilie 2013.
Fiecare participant a purtat denumirea de erou si a avut propriul grup virtual, cunoscut sub denumirea de hero space.
Fiecare erou si-a invitat prieteni sa devina suporteri ai grupului sau prin sistemul de vot.
Un grup inițial de potențiali câștigători au fost selectati pe baza numărului de suporteri.
În a doua fază, fotbaliști de elită ai celor trei echipe fotbal au evaluat Grupurile Eroilor în termeni de originalitate, pasiune și eficacitate și au selectat cei 33 de câștigatori ai concursului care au zburat la Milano împreună cu partenerele lor.
Premii:

Publicul feminin a avut parte de o zi de shopping si rasfat in capitala modei: shopping in boutique-ul Sergio Rossi, hairstyling si make-up la salonul exclusivist si un cocktail break pe terasa hotelului Bulgari Milano.

Video: http://goo.gl/IJRS2u

Barbatii au avut parte de:

Statutul de jucator al uneia din echipele A.C. Milan, F.C. Arsenal și PSG
Un trainning alaturi de legende ale fotbalului. Echipa A.C. Milan a fost instruita de catre Daniele Massaro, Alessandro Costacurta si Franco Baresi, antrenorii F.C. Arsenal au fost Robert Pires si Tony Adams, in timp ce PSG i-a avut ca lideri pe Gianluca Zambrotta si Daniel Bravo.

Video: http://goo.gl/U7dQy6

Un turneu oficial intre cele 3 echipe pe celebrul stadion San Siro, alaturi de fotbalistii sus mentionati, cu sustinerea celor mai infocati fani, partenerele lor

Video: http://goo.gl/OKBz4Z

IMPLEMENTATION

Provocarea a constant in maximizarea tacticilor digitale, dar si integrarea tacticilor clasice de PR. Astfel am selectat următoarele canale si tactici de comunicare:

Campanie virala pe YouTube

Un video viral format din 2 parti targetat catre publicul feminin si masculin, ce includea secvente cu jucatorii celor 3 cluburi de fotbal. Videoclipurile au fost integrate in toate tacticile de promovare.

Video pentru ea: http://goo.gl/5IZC2d

Video pentru el: http://goo.gl/c28KLF

Bloggerii ce au acceptat sa ia parte la competitie au lansat o provocare pentru cititorii lor: “Impreuna la San Siro”. Cititorii se inscriau in competitie si anuntau blogger-ul ca s-au inscris la sugestia lui.

Bloggerul si bloggerita cu cel mai mare numar de participanti inscrisi la sugestia lor au castigat participarea la evenimentul final ca reprezentant media.

Cititorii inscrisi au avut de asemenea sansa sa castige concursul, in urma selectiei internationale.

Campania a angrenat doi dintre cei mai influenti bloggeri din Romania, ce au avut rolul de a creste vizibilitatea competitiei intre bloggeri si a concursului dedicat publicului larg: Cristi China (chinezu.eu) si Sabina Cornovac (sabinacornovac.ro).

Castigatorii competitie: Marius Matache (www.mariusmatache.ro) si Sabina Cornovac (www.sabinacornovac.ro)

Cuplurile castigatoare din Romania s-au inscris in competitie ca urmare a cititirii articolelor publicate pe blogurile din Romania.

Facebook

O aplicatie integrata pe Facebook permitea inscrierea in concurs. Totodata, pagina a fost imbogatita constant cu continut atragator.

Live blogging & posting

Cei doi castigatori ai competitiei intre bloggeri au participat la evenimentul din Milano si au transmis live din Milano pe blogurile lor, pe Facebook si Twitter pe toata perioada evenimentului.

Classic Media Relations

Campania de comunicare a fost sustinuta si prin tactici clasice de PR canalizate catre publicatiile online de lifestyle feminin: comunicate de presa pre si post-eveniment.

EVALUATION

53

de articole generate in presa scrisa si online din Romania, articolele provenind preponderent in mediul virtual (nr. 3 la nivel european)

20

de bloggeri romani inscrisi in competitia dedicata lor

111

Numar de participanti evaluati ca numar de hero space-uri create din Romania (nr. 2 la nivel european din 50 de tari participante, 17% din participanti au venit din Romania)

3m views

Vizualizari pe YouTube a filmuletelor de prezentare si promovare: 3.172.000, cu 317% mai mult decat obiectivul setat.

198m

Impresii ale filmelor publicate pe youtube: 198,679,177

56%

dintre articole au fost generate in social media

850k

Media reach: 850,880 unici, cu 70% mai mult decat obiectivul setat

864

conturi create

20k

Numar de fani noi inregistrati pe pagina de Facebook: 20.060

67%/33%

Raport femei / barbati vizualizari videoclipuri

Pentru echipa de PR locala, cea mai mare satisfactie a fost desemnarea a 3 cupluri castigatoare din Romania, fata de 1 cuplu cat era prevazut la inceputul competitiei, tara noastra fiind singura din Europa care a beneficiat de suplimentare de locuri datorita rezultatelor.

CAMPAIGN: A FI VECIN BUN – AFI EUROPE

PublicAdmin99 — Sat, 19 Jun 2021 08:42:53 +0000

“A FI vecin bun” program was created as a community fund for initiatives that can lead to the development of the community spirit, addressed to NGOs and initiative groups. Five projects out of 9 were selected for the final phase. The communication efforts reached 1.5 million people and 100 articles in the media.

A FI VECIN BUN / BE A GOOD NEIGHBOUR

A FI vecin bun” is a word play that uses the name of the company “AFI” written as part of a saying that basically translates into “TO BE a good neighbour”. This headline of the program has two meanings: 1) a call for action inviting others to be good neighbours and 2) a statement of the company promising to the community that it will be a good neighbour.

OPPORTUNITY

In other countries in Europe, companies that get involved in community life are a natural part of the society and they are even regulated by law. In Romania, this is currently limited to voluntary individual initiatives by business representatives. We believe that community life must be a concern for any company. This is our vision and over time AFI Europe Romania has demonstrated that its role goes beyond business boundaries, by trying to be as close as possible to the people in the communities where we chose to develop our projects. Through the “A FI vecin bun” program, we wanted to set a standard for others in real estate, a field that strongly impacts the community life.

„A FI vecin bun” aimed to contribute to the development of the area through stimulating the community spirit. We wanted the citizens of Bucharest to rediscover the neighbourhood and the area where they live and enjoy everything it can offer. We could have done it directly. We could have designed a project ourselves and implement it. But the as Andrew Carnegie says: “Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime”, we wanted to create a behavioral pattern for the future.

In partnership with the Bucharest Community Foundation, AFI Europe Romania encouraged NGOs and initiative groups to submit projects that can lead to the development of community spirit and urban revitalization in several neighbourhoods in the vicinity of AFI Tech Park, an office buildings campus currently under construction. The main beneficiaries of this project are the inhabitants of the targeted areas, but also the future tenants of the office campus, who will accommodate up to 7,500 employees (3,000 employees will move there starting June 2018).

RESEARCH AND PLANNING

AFI Europe Romania ran a development assessment qualitative research elaborated by Unlock Market Research regarding the companies’ decision to relocate and the factors involved in this decision. The core objective was to provide a deep understanding of the potential clients’ mindset and their needs from office buildings to uncover potential differentiating and relevant elements that AFI Tech Park could capitalize.

The study revealed that employees’ decision, not just CEO’s, is considered when evaluating an office building, as workforce is becoming increasingly a competitive advantage. In the meantime, employees are looking for a “work campus” feel rather than a “dry” work platform – spaces that allow people combine non-office and office life. Employees are seduced by places with spirit, where the heart of the community lies.

This qualitative study made in the last quarter of 2017 revealed also that the neighbourhood where the building is being developed (near Rahova) triggers mostly negative reactions and the surrounding / space around building were unappealing.

With these findings, we decided to get to work. We created the company’s first community fund of 70,000 lei. The process in the first year was planned as a pilot program, in order to test the interest for initiatives that can lead to the development of the community spirit. Also, the project was aimed to test the interest of different associations and civic groups from the area, in order to stimulate interventions that will generate added value and sustainability.

For transparency and credibility, we choose a reputable partner Bucharest Community Foundation to manage the contest. „A FI vecin bun” challenge was open to all NGOs and initiative groups, not politically affiliated. They had to submit initiatives that:

help places in the area to look better, be more functional and friendlier to the communities that live there;
stimulate and support the social life of the area in an inclusive way;
aim at animating public space and bringing the people together in neighbourhoods and contributing to strengthening community and neighbourhood identity;
address issues of better quality of life in the neighbourhood and involve as many members of the community as possible;
can be put into practice and respond to a need for the site and the surrounding community, but they also consider the environmental and social impact they have.

The competition had an independent jury, consisting of people with experience in areas related to social and civic involvement and urban regeneration. The members of the jury were elected from non-governmental organizations and multinational companies, but also from within the financing company: OANA PREDA, CEO of Ce-Re – Resource Center for Public Participation, ANA-MARIA ELIAN (ȚONI) urban planner Make Better, specializing in urban planning and regeneration, ANDREI MIHAIL PhD in Anthropology, Associate Professor of the Faculty of Political Sciences, SNSPA, CATALIN IORGULESCU, Vice-President, PR & Government Relations, ABSL, IULIA BORȘAN, Corporate Marketing Manager, AFI Europe Romania. Through their impartiality, diverse experience in areas related to the launched call, they ensured a selection process connected to the reality of the local community in the geographical area concerned.

IMPLEMENTATION

We started communication by creating a landing page on AFI’s website and a dedicated blog section http://www.afitechpark.ro/afivecinbun-en/. Soon, relevant media outlets became partners to our initiative (BIZ, wall-street, romaniapozitiva.ro, csrmedia.ro). Furthermore, following a tradition that says that when you move in a new neighbourhood you have to greet your neighbours with a gift, the most important journalists and bloggers received from us a “good neighbour” basket together with a personalized message about the campaign.

The phases of the contest were:

Enrolment of the project ideas
Preselection of project ideas according to the eligibility criteria, developed by the Bucharest Community Foundation
Selection of best 5 project ideas
Announcement of the selected projects
Invitation to submit detailed plans
Submission period of the detailed projects
Judging of final projects
Interviews with the applicants
Announcement of the winners
Implementation period

We also designed a coaching program for five finalist teams choosing the best trainers amongst influencers: Oana Bratila, Cristian China Birtha, Cristina Bazavan, Victor Kapra, Cosmin Tudoran. The influencers became real ambassadors for „A FI vecin bun” amplifying the word of mouth.

Fundatia Parada – Implementare

THE TWO WINNERS OF “A FI VECIN BUN” COMMUNITY FUND WERE ANNOUNCED THROUGH A PRESS EVENT WHERE THE MAYOR OF DISTRICT 5 AND REPRESENTATIVES OF AFI EUROPE ROMANIA HANDED SYMBOLIC CHECKS TO PARADA FOUNDATION AND THE INITIATIVE GROUP “4 KIDS”.

Through “AFFInities for a united community” , Parada Foundation aimed to stimulate the development of harmonious relationships between individuals from different social classes, by creating communication bridges through art. With Parada Circus, a social circus whose artists are exclusively street children or youngsters, the public space will be animated through circus shows and juggling workshops. At the same time, in order to increase their integration, but also to create empathy and understanding from the local community, discussions will be organized between the artists and the spectators on issues of public perception on life on the streets, misconceptions and equality. The “Neighbors’ Day at the little tables of knowledge” project was submitted by the initiative group 4 KIDS, formed by four neighbours from the same block of flats. Their goal was to do good in the community where they live. The winning idea was the organizing of The Neighbors’ Day, a day of celebration for the community near Filaret Park and vicinity, that takes place on the last Saturday of May. This day aims to become a tradition, embraced by many other neighbourhoods in the city. In order to stimulate and support the community life, the project also aims to organize monthly reunions of the neighbours, especially parents with children, around “The little tables of knowledge”, which include four educational tables on different topics, placed near playgrounds. The little tables will target children aged 4 to 9 years old and are destined to stimulate learning and knowledge through play. All phases of “A FI vecin bun” were communicated to the public through media relations, social media and direct mailing tactics.

EVALUATION

100

Press coverage in

500+

participants attended “Neighbors’ Day at the little tables of knowledge”

1,500,000

People reached

5/9

Five projects out of 9 selected for the final phase responded to the community needs in education, environment and social integration.

Press coverage about “A FI vecin bun” in over 100 media outlets (print, online, TV, social media)
1,500,000 people were reached in social media and online, through the bloggers involved in the campaign
Nine ideas were submitted by NGOs and initiatives groups in the application phase. The five projects selected for the final phase responded to the community needs in education, environment and social integration. We were impressed by the involvement of neighbours or friends from the same block of flats who gathered in initiative groups in order to create a real impact in their community.
“A FI vecin bun” was among the initiatives for community change recognized at the CSR Awards Gala 2018.
500+ participants attended the four editions of the “Neighbors’ Day at the little tables of knowledge” organized until now and the “AFFInities for a united community” circus shows organized by Parada Foundation
All entities involved spread positive WOM:

“THERE IS A REMARKABLE ENERGY IN MANY YOUNG PEOPLE TO SOLVE OUT BUCHAREST’S PROBLEMS, A HUGE, DYNAMIC AND SOMETIMES CHAOTIC CITY. FOR THIS ENERGY TO BE PUT TO WORK ALL THAT IS NEEDED IS A DIRECTION.”

Victor Kapra, after the meeting with his team

“I, PERSONALLY, HAVE NOT HEARD ABOUT SUCH A COMPETITION IN ROMANIA, TARGETING THE CLOSE VICINITY AND OPEN TO EVERYONE, EVEN FRIENDS FROM THE BLOCK WHO GATHER IN AN INITIATIVE GROUP WHO WANTED TO SUBMIT THEIR IDEA.”

Cristina Bazavan

“THIS CAMPAIGN SHOWED ME THAT PEOPLE ARE WILLING TO DO THINGS FOR THEIR CITY.”

Cosmin Tudoran

“WHY SUCH PROJECTS ARE IMPORTANT? BECAUSE THEY CAN BE “THE SEED” FOR FUTURE WIDER COMMUNITY ENGAGEMENT. IT’S ALL ABOUT BELIEVING THAT IT CAN BE DONE!”

Victor Kapra

The most important outcome was the decision of AFI Europe Romania to take the project out of the pilot phase and implement it in other communities where the company has plans to build not only office, but also retail and residential projects.

CREATIVITY AND INNOVATION
This campaign was if not a first, then one of the few in Romania targeting the close vicinity, which was also open to civic groups, meaning any group of friends or neighbours who identified a problem or a need in their neighbourhood and together worked to find a solution. The aim of this campaign was to stimulate the people living in the area of AFI Tech Park to become aware of what “community spirit” means and to identify solutions that can make their living in the neighbourhood more valuable.

The fact that one of the two winners is a civic group (formed by four block of flats neighbours) is one of the greatest assets of this campaign. It is a proof that people can unite and think about their needs as a group and about the common good. This project has shown us that there is great initiative and ambition from the people to do something in their cities. As evidence, all three initiative groups who participated were selected for the final stage and one of them was among the two winners.

PROJECT: AFI TECH PARK WOOD MONOPOLY – AFI EUROPE

PublicAdmin99 — Sat, 19 Jun 2021 07:47:33 +0000

We wanted journalists to have an actual representation where the new location AFI Tech Park was being developed. We created a personalized wood monopoly game, with existing spots in the surrounding areas, we adapted the messages and created some original ones. We reached 50 media outlets and 100% positive feedback.

OPPORTUNITY

AFI Europe Romania is developing a new office building (AFI Tech Park) as a visionary, creative and inspiring project currently developed in a new business area closer to the city center. Thus, it needs more information in order to establish the building marketing and selling strategy, coming from potential clients.

Office spaces are long way transcending their practical side of being just a building providing space for companies to perform their activity. Office building is not just about the place itself, but is a way to talk about the strength and character of the business. At the same time, buildings’ features are analyzed also in respect to costs vs. provided facilities, location and easiness to reach access. The needs and values of residents and companies are important factors for choosing more efficient, comfortable and harmonious office spaces.

RESEARCH AND PLANNING

AFI Europe Romania ran a development assessment qualitative research with Unlock Market Research regarding the companies’ decision to relocate and the factors involved in this decision. The core objective was to provide a deep understanding of the potential clients’ mindset and their needs from office buildings to uncover potential differentiating and relevant elements that AFI Tech Park could capitalize in order to drive sales.

This qualitative study conducted in the last quarter of 2017 revealed that there is a new trend that companies return into the city. Most importantly, the report revealed that an office building is not just a place, it is a symbol of the strength and of the character of the business. It represents the image and the values of the company among employees and across external clients. When choosing a place to move their business, CEOs analyze the features of the building not only from a technical perspective, but also taking into consideration the needs and values of the company and its employees.

On top of the list as top trends influencing the decision of moving to an office building were:

New emerging areas closer to city center gain relevance, while remote platforms outside the heart of the city start to lose their appeal. The reason why is that employees spend less time in traffic
Traffic friendly buildings located in areas as far as possible from jammed and crowded places and closer to where people live.

These were already features of AFI Tech Park and we had to find a way to put them into the spotlight for the target audience: CEOs, Facility managers and HR managers, from various industries.

We started by identifying relevant media outlets for this audience. This is the most desired target in all corporate communication briefs. Therefore, the attention span of business journalists is very low. We needed something to create engagement and make them spend more time on our story.

Top three key messages we wanted to communicate:

Opportunity of leasing spaces in a newly constructed class A office close to the City Center
Benefits of relocating back inside the City as opposed to the peripheral locations
Importance of minimizing travel time to and back from work

We wanted journalists to have an actual representation of the location where AFI Tech Park is being developed. Therefore, together with a press release revealing the results of the qualitative research, we sent to a number of 50 selected journalists and bloggers a personalized wood monopoly board game, which replaced original companies with the ones located in Bucharest, in the surrounding areas of AFI Tech Park.

In the rules, on the board and in the cards of the game, we included elements that emphasized the positive outcome of the location: routes of public transportation, facilities located nearby: banks, pharmacies, gyms, gas stations, medical units, stores and shopping centers, hypermarkets and tourist attractions or places to spend free time.

Through this, we wanted to highlight that the building was easy to reach by everyone from every corner of the city and that the future employees who will work in the building will have a wide range of benefits at their disposal, just a stone’s throw away from the building, so they will save precious time when needed to handle personal or day to day activities.

IMPLEMENTATION

First of all, we obtained the approval of the company who is producing the Monopoly games worldwide in order to be able to use the name – Hasbro.
We searched and found the perfect supplier who could make our idea a reality and we found someone who could hand make a Monopoly out of wood. In less than two weeks since contacting them, we started the production of the games.
We researched through the map of Bucharest and spotted different places and facilities in the proximity of AFI Tech Park that could be introduced in the game.
In order to gain an even bigger impact, we used a smart and funny tone of voice in the messages we used for the game (on the board, cards, money, title deeds).
Company’s branding elements were mentioned on the board and on the money.
We kept the original game instructions and rules but we adapted the messages and created some smart and funny ones.
Each game contains a document with instructions and how to play rules.
We aimed for 100% positive feedback and 50%+ media coverage and shares on social media.

EVALUATION

50

media representatives and bloggers received the Monopoly

M. Guran

called us immediately after receiving the board-game to congratulate us on this brilliant idea and asking to meet with the team behind the project.

50

covered in media outlets (1 newswire, 25 business & specialized publications, 2 general interest websites, 6 social media, 1 international news, >10 news aggregators)

50%

Office building leased before the official launch

100% positive feedback:

“WHAT A COOL IDEA, I CAN’T WAIT TO PLAY THE GAME”

“THANK YOU, THE MONOPOLY IS HERE, I CAN’T WAIT TO TEST IT”

“IT LOOKS VERY GOOD, CAN’T WAIT TO PLAY”

“MONOPOLY OUT OF WOOD IT SOUNDS «WOW»”

“THE GAME WAS VERY APPRECIATED, I PLAYED IT WITH MY BOYFRIEND AND SOME FRIENDS. I WON EVERY TIME!”

After the feedback from the journalists and bloggers, AFI Europe Romania decided to extend this tool in their direct communication with clients and potential clients.

This is why, representatives of 50 companies (CEOs, Facility managers and HR managers from various industries) received the AFI Tech Park Monopoly board game.

CREATIVITY AND INNOVATION

The concept and the execution were both innovative and creative. We wanted people to discover the new building and make them aware of the facilities around it. Everything went smoothly and natural and we are happy that using gamification we managed to disseminate our messages in a funny and smart manner. The people who received the game said it was a premiere and they have never seen something similar before.

Testimonial “Cristian China Brita”