Romanians | SunMatrix Ramble

Coca-Cola in Romania seems to have broken new ground in the country with its integration between Twitter and TV, as it included live consumer tweets during its ad.

The insight for the campaign came from the fact that in Romania 60% of people don’t eat meals together, but instead eat them alone while sitting in front of their TV. So Coca-Cola decided to use tweets to create open invitations for people to actually come together and have a meal with a Coke.

As shown in the below video, the TV ad included a subtitle bar that was used to run the tweets that consumers sent using the hashtag #LetsEatTogether. Coca-Cola’s ad agency, MRM Worldwide then edited the tweets and inserted five to seven of them into each ad placement.

The campaign increased Coke’s Twitter followers in Romania by 15% as hundreds of tweets were aired on TV. The campaign even made it to the evening news as its uniqueness made Romanians wait everyday for the ad.

Romania’s Rom, manufactured by Kandia Dulce, is a traditional chocolate bar that all Romanians have grown up with. Wrapped in the national flag, it has an aging and nostalgic consumer base. However with the young generation Romanians it was losing ground as they preferred cool American brands.

To tackle the problem, McCann Erickson Bucharest came up with the ‘American Rom Takeover’ campaign. They challenged the young Romanian national ego by replacing Rom’s packaging with an American version. It was a very risky deception! But it was hugely successful and since then has won McCann Erickson the Grand Prix in the Promo & Activation Lions at Cannes International Festival of Creativity.