Lowe&Partners, HyperActive and GolinHarris worked together with Tandarica Theatre in a communication campaign for Kinder Delice that ran for 2 months
Kinder Delice encourages big talents of the young ones, no matter which ones they are – painting, dance, canto, theater or modelling. The campaign Lowe&Partners proposed supports our positioning and its success open the way towards similar projects
Brand Manager Ferrero
Together with Ferrero team, Lowe & Partners, HyperActive and GolinHarris developed an integrated campaign, handling all strategy, creative, online communication, PR & BTL components.
The campaign was launched online in April, targeting mother with kids aged 7-12 y.o., using frequently internet to socialize and gathering info on how to raise their children. In a special section developed by HyperActive on www.kinder.ro, parents were encouraged to enter their kids in the big talents competition by uploading short movies in which their child was starring a scene in the school celebrations, was saying a poem or singing the favorite song. The project was promoted within online parenting communities, through banners and newsletters.
The whole idea of Creation Lab. The Kid’s Theatre Kinder Delice was meant to uncover the world behind the curtains and so, to help children express themselves and show their talent for acting. It was a tactical action where online communication combines perfectly with the offline
Senior Account Manager Lowe&Partners
The jury who voted the winners of the campaign were represented by artists from the Tandarica Theatre in Bucharest.
The 5 winners were awarded a truly complex program, where they could practise their talent for acting. The workshop was held by the artists from Tandarica Theatre and was meant to teach kids a number of acting techniques like the actor preparation for the stage or how to make a mask. The panel included also dancing & singing classes and puppet shows.
You don’t have every day the opportunity to run an advertising campaign with online support that will take the form of a cultural event. We didn’t want to use the classic caravans for pre-selections and we managed to reach our objectives in attracting as many participants as possible through a website section and a very efficient media campaign. This project changed some people’s lives and moved another couple hundreds that were spectators
Account Manager HyperActive
Over 400 participants from Bucharest and other Romanian towns were close to the young ones and had the pleasure to attend the theater play that launched on the artistic career the 5 little heroes of Kinder Delice.
Romanian stars were also close to the campaign, among them being Andreea Antonescu, Sorin Brotnei (Akcent), Daniela Aciu, Amna, Ana Popescu, Irina Mohora (TVR), Cristina Soloc (TVR). They received tickets for theater play that they will donate.
Teams working on this project included:
Ferrero: Camelia Dau - Senior Brand Manager and Adriana Novac – Brand Manager
- Lowe&Partners: Ana Smultea – Senior Account Manager, Ioana Vulcan – Account Executive, Alecu Adriana -Junior Account Executive, Catinca Nicoara – Jr. Art Director
- Hyperactive: Alexandra Trofin – Account Manager, Mihaela Nachi – Account Executive, Vlad Macarie – Art Director, Celia Draganoaia – Copywriter, Robert Sumarocov – Flash developer, Daniel Dobre – Front End, Hyperactive
- GolinHarris: Alina Popa –Manager Consumer Division, Anca Scarlat – Media Associate, Diana Bucuroiu – Associate Community Manager
Lowe&Partners, HyperActive and GolinHarris are, along with Initiative, Brand Connection, Mobile Works and Medic One, of Lowe Group, one of the most powerful communication groups in Romania. Founded in 1993 and present on Romanian market for 19 years, the group expanded its expertise developing specialized companies for creative, media, PR, medical communication, mobile and digital. Starting 1995, Interpublic is shareholder within the group.
In group’s portfolio of clients there are companies such as Bergenbier, BMW, Romanian Red Cross, Electrolux, Ferrero, Johnson&Johnson, Praktiker, Orange and Unilever.