For several days, Romanian TV stations have been broadcasting several advertising spots that may be deemed as "special." What makes them so particular? First, they advertise some Internet sites.
The ads stir the curiosity of the audience, which must have wondered which exactly the advertised object is. The answer comes at the end of each spot, when "re.inventeaza.te" slogan appears.
The curiosity went further and the second question comes to one's mind: "How was this advertising campaign born?"
The process was more complex than "getting an idea," says Calin Nistor, Associate Director with XNet Internet Services. "At the beginning of September 2000, when we traced the strategy of XNet up to the position of market leader (ISP, i.e.), we opted for a new positioning of XNet brand.
The positioning was backed on a strongly creative concept, able to convey our message to the market. According to our outsourcing strategy, we initiated an auction attended by several advertising agencies. It wasn't easy to choose, as all the bidders were professionals.
We opted for the idea advanced by Headvertising, with "re.inventeaza.te" slogan." The next step was launching the special offer last October.
It was a free dial-up Internet account and free e-mail account for all CONNEX post-paid subscriptions. The video details and the four sites (www.zarzavat.ro, www.taraf.ro, www.mierebuna.ro and www.funkyradio.ro, i.e.) were designed between November and February.
The authors of this advertising campaign intended to draw everybody's attention to the importance of the Internet.
As the slogan points out, anybody can re-invent himself, even if he is a natural person willing to display his hobbies on the Internet and to make new friends also continuing his small business (a greengrocer, a honey producer or a band of musicians), Calin Nistor added. He specified that large companies are not excluded from this project either, as "XNet can supply them with proper services."
Though the public is more familiar with the three sites of the individual businesses, "re.inventeaza.te" slogan also applied to www.funkyradio.ro, a radio station on Internet. All the four characters in the advertising spots are real persons.
Tanti Mita is a greengrocer selling vegetables in Piata Amzei, while the band of musicians plays music at parties. "DJ Funky is well known among music lovers," Calin Nistor says, while the honey producer, Gheorghe Ionescu, is a real old man whose sales increased after the advertising spot broadcast. "We intended this campaign to have authentic Romanian features," adds Calin Nistor.
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