“Smartists” – Bonux campaign Leo Burnett Group Romania, selected by Google for efficiency and creativity

Ads, Creativity, Digital & Media

Launched in May, the Romanian campaign for Bonux running under the tagline Smartists and signed by Leo Burnett Group Romania was recently was selected by Google as a benchmark of efficiency and creativity for its entire international network.

Based on Brand Lift Survey Google analysis, the results of the campaign were ranked as exceptional, exceeding global standards in the “brand awareness” and “ad recall” indicators for Consumer Packaged Goods category, the agency informs, in a press release.

Launched exclusively in digital with two inspirational videos featuring real stories of two women able to find creative solutions in difficult times in their lives, the campaign introduced a new classification for women,namely “Smartists” (ones who believe a smart idea at the right moment can help one change her entire life for better).

Google is proud to be a strategic partner of the Procter & Gamble Bonux team and their agency Leo Burnett in their journey to create first-class digital communication campaigns. Leo Burnett Group and Google together have proven once again that YouTube is an extremely effective platform to build awareness, equity, and engagement for the Bonux brand

Julie Eddleman

Global Client Partner, Google

The stories used to start the campaign led to an excellent level of involvement and interaction in social media, with over 4.3M views on Facebook and over 1.3M on a dedicated YouTube.

Moreover, the results measured with Google Brand Lift Survey determined Google to propose “Smartists” as a “best in class” example, globally.

Bonux 3in1 is the brand that, during this campaign, dedicated all its efforts to the authentic Romanian women, which we all know. Women who always find a solution during hard times and know that there is always a way out from any situation. “Smartist” is a name born out of the desire to show how special these women are, and as a recognition sign from the brand who, just like them, always finds solutions that don’t cost much but are guaranteed to be effective.

Irina Becher

Creative Director P&G, Leo Burnett Group


Leo Burnett: Irina Becher – Creative Director, Charlie Martin – Global Digital Creative Director, Cristiana Florea – Senior Copywriter, Octavian Ioniță – Art Director, Sorin Deleanu – AV Producer, Tudor Fulea – Global Account Director, Alexandra Popescu – Brand Communication Manager, Ana Bărăităreanu – Senior Brand Communication Executive, Mugur Pătrașcu – Digital Director, Matei Psatta – Digital strategy & social media manager, Octavian Aftanasa – Social media executive

P&G: Maria Angelica Rojas – P&G MKT Global Fabric Care BFO, T3 Brand Manager, Helene Bellamy: P&G MKT – Global Fabric Care BFO, Marketing Director, Quirin Keller – Greater Europe T3 Franchise ABM, Alin Popescu – LD ABM T2/3 Fabric Care South East Europe, Sergiu Gruiță – SEE North Central Media Leader / Europe Facebook SPOC, Diana Cireap – SEE Media Manager, Manuela Farina – Communications Manager P&G, Lilia Falara – Integrated Production Manager (BBIC)

Graffiti PR: Nicoleta Gavrilă – PR Consultant, Dorina Drăgan – Senior PR Consultant

Mediacom: Mihaela Neagoe – Digital Media Specialist, Alexandru Paraschivescu – Performance Media Specialist, Iuliana Stere – Head of Digital