Lowe&Partners created the integrated communication campaign “10 points ideas” for the 10th anniversary since Praktiker was launched on Romanian market. The campaign aims to encourage Romanians creativity and to promote innovative ideas of people passioned by DIY.
We want to celebrate the 10 years spent close to Romanians through a creative campaign that will award their ideas and abilities. We want to show that DYI is not a random activity and that anyone can, with vision and imagination, to come up with unexpected projects
Marketing Manager Praktiker Romania
During the entire campaign period, GolinHarris will coordinate and implement the PR strategy, integrating traditional communication with digital communication among bloggers.
Launched in April, the campaign is based on a contest mechanism and targets people that like to customize their house or garden with innovative ideas. The campaign is supported with TV ad, radio commercials, promotional materials and outdoor components signed by Lowe&Partners and through a Facebook app made by HyperActive.
The TV ad was filmed at Bucharest Botanical Garden and used a set created especially for this occasion.
This is the 1st of a 3 ads series that will support this campaign through which we are encouraging people to bring their DYI ideas to a whole new level. With a good idea, the house and the garden can get life and color. This was the insight we started from and which we want to inspire Romanians to create 10-points ideas
Creative Director Lowe&Partners
The ones that want to enter the contest and answer Praktiker’s challenge must buy at least one product that will be used in their creative project. Project’s photo must be uploaded, together with the description of the materials and the crafting steps, on Praktiker Romania’s Facebook page.
By the end of the campaign, which is in September, the best ideas entered in the contest, voted by public or designated by a jury, will be awarded with 115 prizes. The total value of the prizes is RON 40,000 (@ Euro 10,000).
Moreover, the 10-points idea from every month will be shown on the Praktiker outdoor panels from each city the company is present, in order to inspire Romanians. The projects will be evaluated by a jury that will include a Praktiker specialist, a journalist specialized in DIY sector (Lucian Dobraca, redactor “Locuinta mea” (My home) magazine) and a blogger (Cabral).