Sonica signs the latest campaign for Secom® in Romania

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The advertising agency Sonica signs a new campaign full of color and humor for Good Routine® by Secom®, built on Secom “Grijuliul din tine” platform initiated by Next Advertising.

“If we have learned anything from the pandemic, it is that it is not so difficult to have a more balanced lifestyle. It’s just that he doesn’t learn overnight. Good Routine® wants to become the reliable partner of Romanians in adopting and supporting this balanced lifestyle. The brand talks to consumers about prevention, attention to daily habits that make us feel good, and this campaign reminds us that all good routines start from within us, ” said Alexandra Mihuș, Sonica Customer Service Partner.

“The care in you is our more responsible version, an alter-ego that makes sure we choose the right one, without being Mister Smarty-Pants. Basically, the pilot in charge of maintaining good routines. Without brake or accelerator pedals, but equipped with high quality food supplements from Good Routine®, Grijuliul intervenes from our subconscious every time a “capsule” of help would fit us well,” said Oana Șandru, Senior Copywriter Sonica.

The first product of the campaign was Guard-Your-Liver®, the orange supplement from Good Routine®, which supports liver functions: protection, regeneration, detoxification. A premium product created according to Secom®’s own recipe, it brings in a single capsule the synergy between essential phospholipids and concentrated silymarin.

“We all have moments when we wonder if the choices we make are good for our health, but the chaotic daily rhythm is far from us. We need more time for introspection, to take care of our body and mind, to re-evaluate our lifestyle choices, even when it comes to choosing the right food supplement. In creating products from the Good Routine® range, Secom® pays great attention to the quality of the formulas, taking care to include ingredients from natural sources, in high concentrations of active substances and with synergistic action, able to sustain our well-being and bring us balance even and in the dynamic rhythm in which we live”, declared Iulia Zainea, Good Routine® Marketing Manager.

Sonica’s Guard-Your-Liver campaign sees Grijuliu on a normal day in the “control tower” of the main character’s mind – acting to save himself – as captain-coordinator of all operations to maintain normal functions. of the liver. Everything in a surreal and eye-candy visual universe reminiscent of Wes Anderson.

The campaign rolledon TV, radio, digital, but also unconventional events, between February and March 2022.

A first special event took place on February 26, when Grijuliul left the virtual space in the real one, among people. In order to create more buzz, Grijuliul din tine, played by the actor Doru Cătănescu, had the role of ambassador of the Good Routine® supplements, at the clock stand in Obor Square. And he had special guests such as Mihai Morar and Horia Brenciu.

At the beginning of March, Grijuliul also appeared at newsstands, in a special edition of crossroad puzzles, dedicated to the Guard-Your-Liver product and liver health. And then he went out in the parks of Bucharest, to share the magazine with those in the target.

During April-May, Grijuliul starts moving and recommends that we pay attention to our joints with the help of the blue Build-Your-Joints supplement. The innovative formula is differentiated by the patented form of collagen UC-II®, similar to that found naturally in the body.

On the same communication platform created by Next Advertising, “Grijuliul din tine”, Sonica Works will continue to generate creative declines for other products in the Good Routine portfolio.

The teams that contributed to the campaign:

SecomÒ

  • Iulia Zainea – Marketing Manager Good Routine®
  • Cristina Pateșan – Business Unit Director Good Routine®
  • Lucian Boca – Digital Manager Good Routine®
    Flavia Florescu – Innovation & Scientific Support Manager Secom® & Good Routine®

Sonica

  • Oana Șandru – Senior Copywriter
  • Mircea Vlase – Senior Art Director
  • Mihaela Zaharia – Digital Content Creator
  • Răzvan Căpănescu – Executive Creative Partner
  • Diana Benko – Managing Partner
    Alexandra Mihuș – Client Service Partner
  • Andreea Gîscă – Account Manager

Other credits:

  • Next Advertising