Eurobest

Curse for Good

McCANN , Bucharest / VODAFONE / 2021

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Case Film
Case Film

Overview

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Credits

Overview

Background

ROM is a small Romanian chocolate brand wrapped in the national flag since 1964. Along the years, it used provocation and challenger spirit to awaken patriotic feelings in Romanians- most notably by changing the iconic flag on the packaging with an American one, or influencing google search to clean up our national reputation.

Situation: In the midst of 2020 cancellations, the brand decided to go ahead with its business plans and launch its new hope for over the top sales- new chocolate wafer filled with iconic ROM filling, ROM Buzz.

Brief: Make this launch be the year-saver in terms of sales, while also attracting Gen Z, that was unattached and unimpressed by a brand banking on Romanian nostalgia.

Objectives:

Grow 1% in Share of market

Make Rom Buzz a top 5 product in the Rom portfolio

Increase in younger target preference

Keep to the brand provocation and patriotic DNA.

Idea

Vodafone gave ancient trees a voice in Romania’s first Smart Forest. Devices build from phone parts and fueled by solar power were installed at the top of the trees to monitor the woods. With AI analyzing all sounds in real time, the devices alert the authorities whenever danger is detected. Together with rangers and activists, we’ve documented the innovation and put its story on TV. Online people could find out more about the prototype combining nature and tech, while also being able to spread the news and create lobby for the solution to get Government support. With more than 13 million people reached, Smart Forest entered the public agenda, being labeled as “extremely useful and efficient” by the Minister of Environment.

Strategy

In a battle of superlatives, Vodafone had to claim its network’s superiority in a meaningful way. We chose to demonstrate what technology can do to help the planet. Caring for the environment is one of Vodafone strategic purpose pillars, while protecting the forest is a strong national legacy in Romania, the country where people consider the woods part of the family. With fighting illegal logging being the number one environmental concern for Romanians, we’ve put technology in their hands to help them give the forest a voice, for the first time.

Execution

Vodafone’s efforts to give the forest a voice started with a prototype Smart Forest, where 2 rangers had the impossible mission of protecting 4000 square meters of the woods. Together with them and activists we’ve equipped the trees with AI devices that allowed them to detect danger and alert the authorities in real time. The devices are made from recycled mobile phone parts, fueled by solar panels and powered by Vodafone’s mobile network.

We’ve documented the innovation and told the story of the forest as part of the family through the eyes of one of the rangers. The online documentary was also broadcasted on TV, while outdoors called everyone online where they could find out more about the nature-tech synergy and how they could help spread news to put the solution on the public agenda.

Outcome

142K euro earned media

+13 million people reach

#1 innovation lead brand

#1 responsible brand

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