Popular movie characters promote the new Romtelecom – HBO GO campaign, signed by GMP Advertising

Ads, Creativity

A new integrated communication campaign was made by GMP Advertising for Romtelecom, with famous movie characters promoting it those days in Bucharest Unirii I subway station.

A special project personalizes the underground Unirii I station: 24 columns, 57 side-steps and 2 floor-stickers with an anamorphic deformation, in total over 1,000 square meters of Romtelecom branding. The project is part of the campaign that promotes Romtelecom’s internet service, the only one that offers included access to HBO GO, no matter when and where. This means access to hundreds of movies and series from HBO, documentaries, short moview, videos or original productions.

The campaign started in October 2012 and will end in January 2013

TV, accessible no matter where or when, is the “star” in Romtelecom’s offer. As a consequence, we built the communication campaign for the special holidays offer by focusing on passion for movies, that can be “devoured” no matter where and when, on computer, tablet or smartphone. We also wanted, in the same time, to launch a dare aiming to increase Romtelecom’s visibility and notoriety as hi-speed internet provider, together with exclusive and high quality online content

Ruxandra Rau,

Marketing Director Romtelecom – Residential Segment

I am dependent on coffee. Others – on chocolate, music, cars, sports or shoes. Another category are the people that are addicted to movies or series that, when they watch a serie’s episode, want to also see the next. And the next. And the next. And the new offer from Romtelecom “Internet + HBO GO” was tailored specially for them. And, when you say HBO, you also say quality movies

Olivia Basag

Group Creative Director GMP Advertising.

The campaign has a rich media component, with a lot of executions and projects on TV, outdoor, indoor, press and online.

The teams working on the campaign included:

Romtelecom: Roxana Baias (Coordinator Director Marketing and Product Management), Ruxandra Rau (Marketing Director – Residential Segment), Gabriela Lulea (Senior Marketing Specialist), Marius Cristea (Marketing Expert), Ioana Corcodel (Media Specialist), Georgiana Petruta Pelin (Marketing Communication Representative), Carmen Radu (Regional Marketing Coordinator)

GMP Advertising: Olivia Basag (Group Creative Director), Alina Zaharescu (Senior Art Director), Radu Teodorescu (AV Production Manager), Ioana Gheorghita (Head of Strategy), Ioana Cadir (Account Director), Iulia Lupu (Account Director), Oana Isac (Senior Account Executive), Adrian Macea (Graphic Designer), Vali Nastase (Graphic Designer), Monica Bondoc (DTP Specialist), Daniel Chisescu (DTP Specialist), Silviu Jureschi (Graphic Designer).

TV ads were filmed together with Multimeda Est, with Niels Grabol – director. Unirii station branding was made together with New Folder.

Media was handled by Media Investment with a team including Mirela Nicula (Media Director), Florian Dica (Media Manager), Mirela Boeru (Media Executive), Alina Zaulet (Media Executive), Marius Zaharescu (Media Manager) and Cecicilia Tanasoiu (Media Manager).