We built the story as the first trans-media reality show in Romania. Apart from the conventional mix of TV, print, OOH, online, the heart of the story’s engagement was on Facebook. After the launch, thousands of people started following his unique content online. This generated huge media interest, from news to celebrity shows. A popular local celebrity invited himself to Jina, and we documented his experience in a web series. The biggest commercial television in Romania invited Ghita to comment a Champions League game live on the internet.

Ghita became a national star, with over 500,000 Facebook fans, appearances on national TV, and a folk song composed especially for him. Both Romania’s prim-minister and president visited Ghita, while the European Commissioner mentioned him as an example of Romania’s digitalization.

Brand Equity Share, the absolute indicator of Vodafone brand strength, finally broke away from our competitor, Orange, after months of head-to-head battle. The “Best network” attribute increased, driving a 287% surge in the gap versus Orange. Mobile data revenue increased with 22%, and for the first time, Vodafone finished the year selling more smartphones than feature phones.