Media > Use of Media

REPETITION

SAATCHI & SAATCHI ROMANIA, Bucharest / A.A.C.A.R. HORIA MOTOI / 2012

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Overview

Credits

Overview

Effectiveness

Paid media: Zero.

Earned media: over €100,000, in a matter of days.Media Reach:•1 out of 6 Romanians heard about it, •Over 3million people through TV, •About 1.5million people through Press, •Over 1million people through Radio, •Over 500,000 online users on sites and blogs.

Media Coverage:•5TV stations•3major radio stations, •13newspapers, including 2covers, Unconventional coverage:•7Football Teams played cup & league games•Major theatre actress Maia Morgenstern acted on stage.

•Folk Frate’s concert, •The Amsterdam's’ concert, •MC Chopper Academy riding the streets of Bucharest.

Execution

The launching day was April 2nd – World Autism Day. The top 3 Romanian TV stations, some of the most important radio stations and newspapers got involved. They repeated part of their usual message. The explanation was delivered after the repetition. The next day social media and online went crazy: the campaign message became the most talked-about subject on Facebook, blogs and news feeds. The following days, the message was taken further by 7 major football teams who played live on TV, music bands and famous actresses; even a chopper academy supported our campaign.

Strategy

Insight: the parents of an autistic child are as deeply affected by the developmental disorder of the child as the child itself. The media strategy relied on the fact that the repetition is the main learning tool used for helping them to overcome their impaired social interaction and communication. That is why we asked the most important media channels – TV, radio, and press – to get involved.

The idea: to repeat several times part of their usual message only to deliver the campaign message at the end: “the parents of an autistic child repeat thousands of time a word until the child understand it”.

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