Elaborate hoax triggered a powerful patriotic backlash.
Cannes, France-- Romania won big here on Monday when McCann Erickson Bucharest took home two Grand Prix Cannes Lions for work on behalf of Kandia Dulce's Rom chocolate bars.
The campaign sought to bolster Romanian national pride during an economic crisis that has demoralized citizens, especially youth. It took the form of an elaborate hoax in which the company appeared to rewrap its patriotically packaged chocolate bar with an American flag - a symbol of superior economic might.
"Things were not good for a chocolate with a national flag on it," McCann stated in its campaign video (embedded).
Romanians were predictably offended and rallied online to defend their national symbol - both the flag and the chocolate bar. Ten Facebook Causes were created simultaneously, and 20,000 people joined the causes over a period of four days, according to McCann. YouTube and blog activity also spiked. Over the course of the campaign, Rom's Facebook "like" base rose by 300 percent in six days.
Supporters even went so far as to organize a flashmob to bring back the old Rom. One week after the packaging stunt began, the chocolate bar did indeed return to its Romanian garb.
The Grand Prix were given in the Cannes Lions Promo/Activation category, which reward advertising geared toward triggering an immediate engagement, and the Direct category, for direct marketing.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014