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.
Effective app marketing is not about generating app page traffic, but rather about ensuring your app is discovered by targeted and relevant users who will install your app and use it regularly.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
A recent rise in the need for higher scalability and agility has led people to start looking at deploying their CMS to the cloud. With the multitude of devices and platforms currently available, the headless architecture is being viewed as the modern answer to these problems.
Disney and YouTube are the latest victims of Shiny Object Syndrome in influencer marketing. Do they deserve the bad press over PewDiePie’s latest videos?