The Onion Media SRL - #nudoarluni

Category: Best Native Advertising Campaign/Project

Client: 5 to go

Year / Domain / Status: 2019 / Coffee / Winner

Strategy description:

Due to the lack of marketing budget, the only solution was to find the perfect outdoor location in order to take back what is ours and contextual troll their campaign. And so we did. After thoroughly researching their outdoor campaign, we identified the perfect location, right in the heart of Bucharest, right under a huge Starbucks mesh, to make ourselves heard. As their message claimed the 5 lei coffee Monday promotion, we just articulated that that is our mantra, every day, not only Mondays. This is how the 5 to go "#nudoarluni" movement arise. Everything was carefully implemented, picking Tuesday as the billboard posting day. The campaign immediately hit the social media, becoming viral in just a few minutes after the outdoor location was posted

Execution:

We found a perfect spot, in the heart of Bucharest (Unirii Square - one of the most crowded area in the town). Starbucks placed there a huge mesh (9mx15m - total of 135 sqm) announcing their 5 lei Monday offer. We were able to rent a billboard 5 time smaller (backlit format - 10mx2.5m - total of 25 sqm) and place a contextual simple message: logo + hashtag "#nudoarluni" (#notOnlyMondays) And then we upload the photo of the posting on 5 to go social accounts to start the conversation.

Case visual: