However creative your adverts are sometimes they’re just not enough. Everyone may remember the jokes and their punch lines, but are they buying your product? Sometimes innovative and fun just doesn’t cut it. That’s where PR comes in. You want to show your product around, you have advertising, but if you want to change people’s attitudes and behaviours you have to go with PR.
This is what a Romanian brand did. They manage to create a debate out of nothing and outlined a bigger problem. For some time now, most young people are leaving the country for better opportunities, hoping for the “American dream” so to say. They decided to address the issue in an original way, by linking it with their chocolate brand, which until then had been advertised as being Romanian to the core.
Here is a video on the campaign. It’s in English, so no worries.
They had a huge response, even my friends sent me the adverts as they were being launched and there was talk about this move of Americanising our Romanian chocolate everywhere. They got people talking about them, and genuinely creating a demand for their Romanian-flagged product again.
Personally, I love this campaign. I like how it attacked the problem head on while still maintaining a fun aspect to it and the ability to go viral.
From what I gathered working there, the Romanian PR industry, even though still developing, is on the right track. Brands are starting to realise more and more there is a need for PR professionals rather than just advertisers and they’re finding that they can get creative with their tactics.
I actually got the chance to work in the PR department of a Romanian publishing house, Polirom having as my mentor a very bright and creative PR professional. She won a PR award for excellence with her creative 2009 campaign “Ask me about Firmin” and I learnt a lot from her.
I believe that it’s a good moment for our PR industry and it’s this creativity that will make an impact on an international plan. But then again I could just be biased because of my nationality so what do you think about ROM’s campaign? Do you like it as much as I do or do you believe it was just a bad PR stunt?