Romanian McCann Erickson, together with Nescafe 3 in 1, launched in the beginning of March a new promotional campaign that continues the fight against boredom the brand started since 2010.
The promotion is active between March 1st and May 9th 2012 and focuses this time on 2 very important elements in any young person’s life: friendship and having fun with friends.
Nescafe took the good habit of transforming every promotion in an event. Last year, we had the main prize decided following a vote and, this year, we have something else that’s innovative: you participate with more friends and you win more
Deputy Creative Director McCann Erickson
Promotion’s ad was made by McCann Erickson and starts from a simple idea, that there’s more fun when there are more people involved.
The campaign is declined on TV, print, outdoor, POSM, in digital media and through activations in student residences and stores.
The creative team from McCann Erickson working on the campaign includes Alexandru Dumitrescu – Associate Creative Director, Adriana Pascan – Group Creative Director, Ion Ludosan – Art Director, Mara Danila – Copywriter, Raluca Iacob – Strategic Planner, Dana Constantin – Group Account Director, Ana Miculescu – Account Manager, Valentina Caluser – Account Executive, Tiberiu Munteanu – Head of AV Production and Alina Tarba – AV Producer.
Spot’s production house was Abis, with Shahar Segal – ddirector.
The website and the Customer Relationship Market (CRM) were handled by MRM Worldwide, part of McCann Erickson Group Romania, through a team including Paul Cioc – Copywriter, Cristi Hancu – Art director, Constantin Bunica – Web Developer, Cora Diaconescu – Account Executive and Veronica Oancea – Account Manager.
In developing the campaign were also involved the agencies Graffiti PR, Syscom and Zenith Media.
Nestle team working on the project consists of Ana-Maria Doxan -Business Unit Manager Beverages, Andreea Coman – Brand Manager Beverages, Mihaela Nenciu – Brand Manager Beverages and Gabriela Terchila – Digital Communication Manager.