Winter holidays campaign, from Romtelecom and GMP Advertising

Romtelecom launches, around winter holidays, the first campaign made together with GMP Advertising.

The campaign has as starting point 2 Romanian Christmas songs through which Romtelecom, an authentic Romanian brand, carols the Romanians and, in the same time, brings in their homes The Package of the Year: internet with up to 100MBps speed with included wireless router, TV with 61 channels and voice services with included phone.

Campaign’s idea was to present the offer in an easy to understand way, easy to remember and very easy to reproduce. The 2 holidays TV ads were made as carols, rearranged to properly send the promotional message and to keep winter holidays specific spirit and atmosphere.

For the campaign, the agency managed to find the red wire that would work for two different targets, single young people without kids and young families with children. Identifying each target’s needs and profile, GMP created two TV commercials: one more dynamic, fresh and joyful targeting mainly single people and one with powerful emotional accents, targeting young families with kids.

In the 2 spots there were used professional artists, from Cleopatra and Pavel Stratan to the “Accoustic” choir and its maestro, Daniel Jinga.

The campaign started on December 7th and will last until the 1st part of January 2012.

Romtelecom’s team that worked on the campaign included Ruxandra Rau (Marketing Director Residential), Gabriela Lulea (Senior Marketing Specialist) and Marius Cristea (Marketing Expert).

From GMP, the team included Stefan Vasilachi (Creative Director), Olivia Basag (Group Creative Director), Ioana Gheorghita (Head of Strategy), Cristiana Belodan (New Business Account Director), Madalina Barbu (Account Manager), Alexandra Mihalca (Account Executive), Radu Teodorescu (AV Producer) and Felix Tataru (GM).

The production house is MultiMedia Est, with Alexandru Maftei directing.

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