Smiley’s Garage Sale – a new communication platform for pre-paid segment from Ogilvy and Cosmote


Ogilvy and Cosmote came up with a first on the Romanian advertising market, a national campaign styled as a “Garage sale”, where the exposed objects belonged to a celebrity, Smiley, that will offer the coolest personal objects to the public.

“Smiley’s Garage Sale” campaign is promoting a new communication platform orientated towards Cosmote prepaid cards users.

Signed by Ogilvy Romania, the communication platform is developed around a simple insight – many people would love to own things that belonged to celebrities.

For young people in Romania, Ogilvy came up with the local version of the selling houses, the garage sale, a simple, fast and accessible option.

Campaign’s mechanism is a simple one: to be able to get the wanted object, an user must recharge its Cosmote card with at least Euro 5 from July 15th to August 14th and will automatically enter a contest with chances to win one of the objects in the garage.

Cosmote’s “Smiley’s Garage Sale” takes place in July and August, on TV, online (dedicated website and Facebook), radio and print, in-store and OOPS materials.

Ogilvy Romania’s team working on the project included Titus Dumitrescu – Business Unit Creative Director, Laurentiu Dumbrava – Senior Art Director, Aura Sorescu – Senior Copywriter, Calin Marcu – Copywriter, Anca Ungureanu – Art Director, Otilia Mihalcea – Senior Art Director, Andreea Chirica – Senior Copywriter, Andreea Dirzeanu – Account Director, Oana Panait – Account Manager, Mihaela Vasilescu  – Account Executive, Cristian Serban – AV Producer, Andy Lita – Business Unit Director and Alexandra Popa – Account Manager.

From Cosmote, the campaign involved Costas Kapetanopoulos – Marketing & Communication Director, Dana Bursuc – Senior Marketing & Communications Manager, Mirela Ghita – Head of Prepaid & VAS Communication, Anca Abaza – Brand Manager Prepaid, Ciprian Postelnicu – Head of Media and Elena Raduta – Media Specialist.

The production house is Tandem Film, with Anton Groves as Director.

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