ROM: Bucharest not Budapest
Catalin Florea and Ileana Serban Parau
Campaign details
Brand owner: Kandia DulceLead agency: BVMcCann Erikson RomaniaContributing agency: MRM Worldwide and Universal McCannBrand: ROMCountry: RomaniaIndustry ConfectioneryChannels used: Earned media, buzz, Internet - display, Online video, Outdoor, out-of-home, Word of mouth, advocacyMedia budget: Up to $500k
Executive summary
This case study describes how Romanian chocolate bar manufacturer ROM boosted summer sales with a campaign designed to end the confusion between Bucharest and Budapest. ROM is one of the few chocolate bar brands surviving...