Romanian retailer Altex launches “Life is about…” campaign

Business, Creativity, e-Commerce, Marketing

Romanian electro-IT retailer Altex launches a new image campaign in which it adds an emotional dimension to the communication focused on smallest price in Romania and added value services. The campaign puts in spotlight people and the emotion of simple moments they live every day together with their loved ones.


On a market in which most companies are playing about price, Altex assumes responsibility to change the rules of the game and focus on what really matters to people. Now, Altex is talking about people and how the products they buy make their lives easier, funnier and more filled with joy.

For a brand to be successful today, it is essential to be an emphatic brand. It must understand the clients and to interact with them every time it has the opportunity to do so – in stores, online or in social media. With the new approach, we are starting a new journey, in which the company-client relationship becomes a personal one, from one human to another. Technology allows us today to get over all obstacles that hinder our communication

Dan Ostahie,

President & CEO Altex Romania.


Altex’s approach marks a new positioning on the electro-IT retail market, in which the relation with the clients and the answer to what they expect from a provider of services and products are becoming the relevant differentiation. Besides the smallest price, Altex also comes up with buying solutions adapted to the lifestyle, evolving from the classical retail to the omni-channel one. This development direction comes meet the needs of the clients, always connected to the latest innovations and who want fast access and acquisitions made with just one click.

Altex is the first company on the local market to offer its clients the same experience in all contact points. No matter if they come in store or buy online, from their mobile or tablet, they will benefit of the same range of products, at the same prices. We have the biggest network of stores in Romania and we are investing with passion and trust in developing and consolidating e-retail segment

Dan Ostahie.


The teams involved in the campaign are:

  • Altex: Cristina Costachescu – Marketing Director, Ligia Rosu – Marketing Manager and Ioana Corcodel – Media Manager.
  • Papaya Advertising: Robert Tiderle – Creative Director, Carmen Tiderle & Tudor Cuciuc – Creative Team, Petru Cuciuc – Senior Art Director, Daniel Gavrila – General Manager, Ionuț Tache – Production Manager, Ramona Sima – Client Service Director.

The communication campaign will be declined on all conventional media channels and the budget for production and media buying is of around Euro 1M.