Rom chocolate launched a new campaign, signed by McCann Erickson, “Bucharest, not Budapest”. The campaign’s purpose is to end one of the biggest geographical confusions, the one related to the names of the 2 capitals.
A movie posted on YouTube promotes campaign’s website. The movie points out the confusions generated by the similarity of name between the 2 capitals, with examples from musicians that saluted Romanians with “Hello Budapest” while concerting in Romania to the desperations of the 400 Athletic Bilbao fans that missed Europa League finals because they took the wrong flight, reaching to Budapest instead of Bucharest.
For the confusion to end, internet users are invited to enter campaign’s website, download a special addon for their browsers and use it. The add-on adds “Bucharest, not Budapest” to any posting that mentions Bucharest.
The campaign includes the website, a manifesto, tutorials and PR and social media activations, but also giant billboards in the proximity of Henri Coanda Airport in Bucharest and Ferenc Liszt Airport in Budapest.
Also, Howard Johnson Grand Plaza Hotel Bucharest associated to this campaign, offering its guests gifts to help them understand the difference between Romanian and Hungarian capitals
In 2011, 2 weeks before Romania’s National Day, ROM launched Romanians are smart campaign, with the idea of the campaign appearing after a series of negative international articles related to Romania. The 2011 campaign was awarded at Cannes.
Translation provided by AdHuggerCarmen Maria Andronache carmenpaginademedia.ro