Problem: promotion launched by Ring newspaper to increase its public image and awareness. The target can win an apartment offered by this newspaper.
Strategy: We wanted to create a bold and out of the box campaign and to obtain the target’s preference towards this tabloid (offered for free in the subway stations in Bucharest). The campaign brakes the ice with a teaser that is present in several buses in the city (in the driver’s cabin), followed by prints. Both directions were centered on the emotional motivation and the substantial gain that might determine the target to participate at this competition.
Solution: The target’s motivation was concentrated on the call-to-action headline: “ The Right to Intimacy Must Be Won”. Plus, the whole story of this campaign was connected to a social reality in Romania: many people, especially the young ones, cannot afford to buy their own apartment. And from here, several problems can appear, such as the ones that have to do with your “affected” personal privacy/intimacy. We have chosen an extreme and desperate situation- we have discretely suggested that someone made love in the “privacy” of his/ her car. Our goal was not reduced to forcing the target to pay attention, but to urge their empathy and give them serious motifs to participate at this campaign. The core objective of this campaign was to mirror “ a slice of real life, treated with humor”.
