Space for me, a G2 Romania campaign for Avon Cosmetics

Cristina Blanaru Creativity, Marketing, Social Media

G2 Romania made “Space for me”, recruiting campaign for AVON Cosmetics Romania representatives. The campaign made a campaign that invites future future representatives to interact with one of the known situations in a couple’s life. The problem of the personals pace becomes one of a cause started on Facebook, continued on blogs and in real estate classified newspapers, with the mistery revealed with website’s launch: www.spatiupentrumine.ro.

Campaign lasted for a month (May 7th – June 5th 2012) and reached over 1M Romanians.

The campaign started with a teaser, before the website launch, in which Alex – the main character of the story – posted announcement on real estate websites and on Facebook: “I am looking for a 75 square meters apartment with a 50 square meters bathroom”. The message was relayed by bloggers and send further via Twitter. The revealing came once with the website launch, when Avon says it supports the young man’s cause.Dana Pascu, Senior Strategic Planner G2 Romania, and Alina Cinciulescu, Innovation and Online Coordinator, gave some insights on Avon campaign. They explained that the campaign transformed the Avon representative from a distant act to a very close one for the target.

The team behind the campaign included

Avon Cosmetics Romania: Alina Cinciulescu, Innovation and Online Coordinator

 G2 Romania: Ionela Buta – Director of Digital Client Services, Andreea Toma – Digital Account Manager, Dana Pascu – Senior Strategic Planner, Oana Nedelea – Social Media Strategist, Virgiliu Andone – Senior Art Director, Marius Matei – Senior Copywriter, Bogdan Teodorescu – Senior Digital Art Director and Andrei Orcula – Art Director

G2 Romania, part of WPP Group, is an advertising agency that offers integrated communication services and has team of over 100 specialists in shopper marketing, digital, CRM, promotions, branding, events, HoReCa activations. Among the clients in agency’s portfolio there are Procter&Gamble, Vodafone, British American Tobacco, Opel, Titan Loulis, Absolut Vodka, GlaxoSmithKline, Mercedes-Benz, Avon, Chevrolet and New Yorker.

 

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