In the middle of a repositioning process, Domo Romania, one of the top players on Romanian appliances market, appointed GMP Group (GMP Advertising and GMP PR) to handle its integrated communication strategy. Therefore, GMP Group signs the most recent campaign for Domo, focusing on Westwood brand.
Westwood is a brand from economic category, positioned in the area of “the best price on the market”. In this context, the promotion started from 2 misspelled product names and was expanded to the entire Westwood range. The misspelled names generated fun reactions in mass media and online. With GMP Group’s advise, Domo decided to use the moment to launch a new discount campaign, “We all make mistakes. We’re also paying for them”
A lot of courage and openness is needed for a brand to laugh together with the people, even doing so about itself. Domo did that and that generated the sympathy wave in social media and the results in stores: in August, “sexpressoarele” were much more looked for than “esspressors”
Group Creative Director GMP Advertising.
The promotion takes place until August 31st.
Two months ago, when we signed with GMP Group, we weren’t expecting to implement a communication campaign so fast. We liked their vision related to Domo and Westwood brands, the contextual and the creative reaction
GMP PR provides internal and external communication services for Domo since April.
The GMP Group team working on the campaign included:
- GMP Advertising: Mihai Gongu – Creative Director, Ioana Munteanu – Group Creative Director , Andrei Mihailescu – Copywriter, Florian Nistor – Senior Art Director, Radu Rebei – Art Director, Bogdan Danailescu – Art Director, Alexandra Mihus – Account Manager, Cristiana Belodan – CS Director, Veronica Gogescu – Traffic Manager, Monica Bondoc – DTP, Corina Scheianu – Social Media Manager, Dana Pascu – Senior Strategic Planner, Andreea Nemens – Executive Director.
- GMP PR: Ana Maria Diceanu – Senior Partner & Head of Crisis Department GMP PR, Catalina Seitan – PR Account Director and Roxana Poede – PR Account Director.
- Domo Romania: Kim Koellner – CEO Domo and Adelina Fronea – Campaign Project Manager.
- Campaign’s ads were made together with Motionlab.