Rusu+Bortun signs the image campaign for Trutzi, the leader of the Romanian iron market and, at the same time, a company that rebranded in 2018. The campaign’s purpose was to generate awareness, consideration and trial, through the new brand positioning.
Therefore, with the help of the communication strategy, the agency proposed itself to consolidate the brand’s expert promise and to portrait the “iron craftsmen” through what they do, not only through what they tell about themselves. The main purpose became the generating of credibility through the Trutzi brand, through products and services, in order for the campaign’s main message to very clearly highlight the brand’s benefit: creator of durability.
Taking in account the large flow of information that is on the digital marketing area, I believe is very important that we succeeded, with the help of Rusu+Bortun, to develop and to deliver to the market a communication campaign that has well designed message and content, that have always generated over the expectation results. A transparent and authentic communication is the only shape through which we can get closer to the consumers and, by the means of the actions developed alongside the agency, we succeeded in reaching our target audience, to engage it in pour campaigns and to bring interest and appreciation for the brand,” said Ciprian Nutu, CEO Trutzi.
Iron’s durability in time represents a category benefit, personalized in our case by its association with Trutzi’s craftsmen and their expertise. From the executions’ point of view, we created a complementary relationship between the manifesto spot -whose purpose was the craftsmen portraying – and the engagement campaign – whose purpose was the target’s involvement in the deepening of the products’ strength benefit. Through the engagement campaign we encouraged the target to “build durability” by modelling in iron values, objects, persons, etc, that they would want to have forever in their lives. The iron letters used in the campaign messages were produced for real and the personalized graphics generated by the campaign participants was available for download in the shape of a Facebook cover, artwork for t-shirts and poster,” said Miruna Macsoda, Managing Director Rusu+Bortun.
The manifesto spot was more than a brand campaign, being our manner of showing our appreciation to the team and the work they are carrying each day in the workshops in Suceava. The leader position is insured by this formula of people that are constantly focused on development, innovation and self improvement. We will continue the series of campaigns meant to develop the Truzi brand, because we want that each person enjoys the presence in his/hers house of an element that holds Trutzi’s signiture”, added Ciprian Nutu.
The strategy brought results, the campaign surpassing its set objectives in media and the content performance. 75% pf those who reached the campaign’s page took part in the activation and modeled and downloaded iron words. The campaign page wireframe encouraged the viewers to see Trutzi’s works gallery, therefore almost all of them chose to go further in the online shop. Moreover, the time spent on the website by each visitor was that of 3 minutes, which represents in itself a very good performance.
The campaign targeted the final beneficiaries (the people that build houses), but also the architects, the constructors, the entrepreneurs and the craftsmen in the constructions’ category.
The campaign was present during September 27th- October 27th 2019 and implemented on social media platforms (Facebook, Instagram and YouTube) and it also had a Google display component.
The teams that worked on the campaign were formed of:
Rusu+Bortun: Ennifer Anefi, Lucian Sora, Madalina Panainte, Liviu Baciu, Miruna Macsoda, Catalin Rusu, Marc Bortun.
Parteners: Spoon Media, Adi Bulboaca, Iustin Surpanelu.
Trutzi: Ciprian Nutu, Cezar Guguta, Nicoleta Contea, Camelia Iordache.