McCann Erickson Romania made the spring promotion for Cif & Domestos


McCann Erickson Romania made the spring promotion for Cif&Domestos, brands in Unilever Romania’s products portfolio.

We started from the idea that, when you have the right products, spring house cleaning becomes a pretext, not a chore. A pretext for workout, for example. This idea, included in a concept named Aero-bio-cleaning, won a creative pitch and, than, was added a musical note that makes it memorable and links it better with the prizes

Radu Pilat

Chief Creative Officer Momentum, part of McCann Erickson Romania

The promotional packages Cif& Domestos include, besides a 20% discount, the possibility to win a prize at choice from 3 categories: Home Theathers 3D, LED TVs 3D-HD, iPad 2 and many other prizes awarded directly in stores.

Even since creation in 2003, when its name was “Cleaning Circuit”, our promotional platform was founded on a very strong local insight: women’s desire to pride with a clean home around holidays. With time, our platform evolved, getting its own name, “Cif and Domestos. Both hardworking and generous”, its own logo, its own communication as it became an”event” lead 100% by our consumers

Bogdan Toacse

Home Care Manager Unilever South Central Europe

The promotional campaign will run on 8 TV stations and will include activations in networks such as Metro, Cora, Carrefour and Real, in-store information material, the promotional website and Cif and Domestos Facebook pages.

The promotion communication this spring is an integrated project of McCann Erickson group and represents the continuation of a beautiful friendship that includes also other projects for household cleaning products category – such is the educational campaign “Hygiene at home and at school”, developed together with Education Ministry starting from 2010

Gabriela Alexandrescu

Group Account Director McCann Erickson

Promotion’s ad was directed by Andreea Paduraru, while the music is signed by Dan Creimerman.

McCann Erickson team working on the project included Irina Mihailescu – Senior Account Manager, Gabriela Alexandrescu – Group Account Director, Luciana Duma – Strategic Planner, Radu Pilat – Chief Creative Officer Momentum, Radu Rapeanu – Copywriter, Florian Mihai – Art Director, Alexandru Calin – Designer and Adrian Radu – AV Producer.

McCann Erickson Romania has a portfolio that has as clients important companies active on Romanian market such as The Coca-Cola Company, Nestle, Vodafone, L’Oreal, MasterCard Europe, Heineken, Kandia Dulce, Dedeman and Caroli.

McCann WorldGroup Romania includes the agencies McCann Erickson, Momentum, Universal McCann, McCann PR and MRM Worldwide. At international level, it is part of McCann WorldGroup – advertising network with offices in 205 towns from 132 countries.