CohnandJansen JWT, Starcom and Kraft Foods invaded Romanian internet with TUC

Cristina Blanaru Creativity, Digital & Media, Marketing, Media

CohnandJansen JWT, Starcom and Kraft Foods took over the internet, with TUC, in a campaign that included a teasing period (March 7th-26th) and one of revealing, through the website invazia.ro (March 27th-May 2nd).

The teasing banner and the revealing one appeared on websites such as trilulilu.ro, regielive.ro, 220.ro or cinemarx.ro.

The teasing was followed by the revealing, with TUC characters explaining the invasion reasons on www.invazia.ro. In the same time, the campaign also includes a Facebook app TUCizatorul.

We made a concept in which TUC characters are invading and own the internet. And, because when we are hungry we tend to eat anything, the animated TUC characters have strange shapes in their stomachs, because they eat weird stuff. this way, in their stomach one can find all sorts of objects, from umbrellas to trumphets, TVs etc

Alex Negoescu

Deputy Creative Director CohnandJansen JWT.

Our objective was to increase brand’s notoriety among the target public – busy young urban that use internet as main communication channel, fun resource, meeting place etc. We had to convince them to enter in a dialogue with the brand. In the 1st stage, TUC characters invaded the most popular websites, continuing afterwords with Facebook. This way we decided to make TUCizator – a simple and amusing game, presented as a Facebook app

Alex Borsan

Strategic Planner CohnandJansen JWT.

The animated characters, drawn by Matei Branea, played well their roles in the campaign, as the click rate on the banners reached up to 24% in some of the early days of the 1st stage of the campaign.

Campaign’s website attracted, from March 27th to April 18th, over  150,000 unique visitors. On the other hand, over 230,000 unique visitors were registered on Facebook page of the app.

Over 9,000 consumers are already using the Facebook app, Alex Borsan, Strategic Planner CohnandJansen JWT, added.

The media part of the campaign was realized by Starcom MediaVest Group.

CohnandJansen JWT made TUC campaign after it won a pitch organized by Kraft Foods in August 2010, process that aimed to select an agency to make punctual projects for Oreo and TUC.

Kraft Foods Romania’s team involved in the campaign includes Svetlana Macrinici – Brand Coordinator Biscuits: Oreo,Tuc, Milka and Rastislav Spavelko – Senior Brand Manager Category Biscuits.

Cohnandjansen JWT made this campaign with a team including Alex Negoescu – Deputy Creative Director, Alex Borsan – Strategic Planner, Cosmin Nicola – Web Designer, Dan Seciu – Programator and Ionut Neagu – Programator Flash, along with Matei Branea.

From Starcom MediaVest Group, the team that handled the campaign included Laura Mihailescu – Project Manager and Silviu Toma – Web Analyst.