Mindshare - Dero 1 Decembrie

Category: Best Brand Campaign

Client: Unilever

Year / Domain / Status: 2014 / Fmcg / Participant

Strategy description:

For more than 40 years, DERO keeps a trace of ROmania in its name and talks about Romania with pride. On 1st of December 2013, an anniversary SKU was launched, with a special size (9.5 kg) correlated with the 95 years celebration since the Great Romanian Union event. The special package holds inside a symbolic gift: a handmade bracelet having the Romanian flag colors. Those who will wear the bracelet will support the handcrafting communities, most of them forgotten, which carry on the legacy of the nation, the true Romanian values and symbols. ‘The bracelet re-unites us!’. Us, the people who believe in the Romanian traditions and are proud of their heritage. The 3-color bracelets were handcrafted in Gaujani, a Danube village where Dero gathered hundreds of women from Giurgiu neighboring villages to braid 50 000 bracelets for this occasion. DERO not only gave them the belief that they can succeed but strongly supported them step by step in the community’s 1st project from a long term purpose of reviving their own local traditions and customs..

Execution:

The media mix aimed bringing the craftsmen stories to light, in order to bond emotionally with the target audience and communicate the cause. TV and OOH were used for building awareness of the campaign, while TV sponsorship, Youtube, Facebook, Video and event (Loredana’s support of DERO’s statement during her concerts) contributed to creating engagement and emotionally involving the audience: The stories were shown in short & long videos online and full stories & live interviews covered by Kanal D in Teo Show, top program in terms of rating and target affinity. An emotional connection was created by Teo, herself with a passion for Romanian traditional clothes and crafts. Facebook, Youtube, Bloggers and events (Loredana’s concert) were used to generate conversations and extend the supporters community. Big size outdoor in Bucharest center helped raising awareness around 1st of December. The Sponsorship of Rost Project helped DERO build on the cause it supported.

Case visual: