Petrom launched the Retail communication platform “Romanian Achievements Collection” which showed Romanians their accomplishments, the many reasons they should feel proud of themselves. The partnership with Dacia, the most popular Romanian car, was the logical choice for the first promotion under this platform. The promo mechanics enabled Petrom clients to win a Dacia Logan each day. Our main objective for the online component was to take advantage of the Word-of-Mouth potential of the medium and create as much awareness and BUZZ around the promo prize and promo mechanics as possible. Challenge: Being the most loved Romanian car, Dacia could also risk turning into a too familiar and less exciting promo prize. Our aim was to create appeal for this prize, generating excitement and talkability. It meant putting the popular Romanian car in a whole new, exciting light.
|Strategy:||In order to drive talkability and excitement, we needed to base our campaign in Social Media. Secondly, we needed a good story that would travel across social media platforms and make for an interesting content. Petrom had already created a story in Social Media between 2010-2012 with Redescopera Romania. It showed how beautiful our country can be, through the eyes of famous Romanian bloggers. Considering the success of this campaign and how Petrom became associated to Rediscovering Romania, it was time for a follow-up. But it was important to choose a different angle on this subject, one that was never seen before. A roadtrip was the best way to showcase the car and also include the pit stops to the Petrom gas stations along the journey. We knew we could face a challenge as Romanians preferred all inclusive services or short weekend getaways. Even though Romania is the perfect country for roadtrips (its wonderful scenery and amazing roads being acknowledged even by foreigners like Jeremy Clarkson in Top Gear), the roadtrip hasn’t become part of the Romanian culture yet. (Source: Study conducted by the Employers federation of Tourism and Services in Romania). Our strategy was to rekindle Romanians’ love for the road and for their own country through a powerful story leveraged across Social Media.|