Between March 15 and June 15, Romanian wine producer Vincon offers to Romanians the option to create a country map with the people they appreciate, as part of a campaign for Beciul Domnesc (Royal Cellar – n.red.) brand, The Map of Good People. This is an unique way to highlight the fact that in Romania exist good people, for which everyone must raise a glass of Beciul Domnesc wine.
Seven weeks after the campaign was launched, over 4,000 people were pinned on the map, most from Bucharest, Iasi, Pitesti, Galati and Cluj counties.
Through this campaign, we wanted to reward the good deeds made by those we sometimes oversee. It is important to recognize that, in our countries, good things happen also and that us, Romanians, we often make good deeds, which we should be proud of. Through the insight from which we start this promotion, we bet on the optimism everyone has. Beciul Domnesc believes in the power of good and salutes all those with good heart, who make Romania more beautiful every day with their good deeds. And so all those won’t pass unobserved and unrewarded, we created The Map of Good People
Marketing Director Vincon Romania.
Each person who drinks Beciul Domnesc can enter via SMS or via a special app on Beciul Domnesc’s Facebook page a certain person for a certain good deed. Together with the nominee, the consumers can win, following a draw, daily prizes and 9 big prizes of over Euro 1,000.
The campaign, targeting final consumers, is supported through a TV campaign, online, and POSM in-store support
Vincon Romania is the biggest wine producer in Romania and has in portfolio known brands, leaders in their segment.
- Propaganda: Alexandru Lazar – Senior Art Director, Alexandru Tocilescu – Copywriter, Dinu Panescu – Creative Director , Diana Caracota – Strategic Planner, Mihaela Giurca – Client Service Director, Claudiu Petria – Account Manager, Ana-Maria Lazar – Account Executive, Marcela Moldovan – AV Director, Catalin Cristian – AV Editor, Svetlana Bulacu – Managing Partner and Ramona Petu – Media Planner
- Vincon: Simona Hancu – Marketing Director, Horatiu Mitu – Brand Manager and Bogdan Costin – Brand Manager