We certainly have more than 14 campaigns that we are proud of at Conan PR, but in April we turned 14 and we struggled to make a selection that would make you happy, as well as us. We wouldn’t want to make it too long, especially since a list of 14 campaigns is not necessarily a short one, so here we go:
1. BCR – The biggest lesson in financial education from the world
The results of a study conducted by Erste Group showed us that a quarter of the Romanian population does not save and that only 17% of Romanians put savings on the list of priorities.
On October 31, 2018, the International Day of Economies, Romanians were invited to join forces to set a new world record: the world’s greatest financial education lesson. Held in 59 locations in Romania in 22 cities, together with over 600 BCR employees, 28 universities, partners, institutions and opinion leaders, the largest financial education lesson in the world had 13,230 participants. The record was approved by Guinness World Records!
2. Uber – Launch of Uber Green in Bucharest
The Uber Green service was launched in Bucharest, in 2018, when, during a press conference attended by both journalists and representatives of state institutions (Government, Parliament, US Embassy), a Renault Zoe was covered with natural muscles (CRESC helped us with this mission). That’s how it became GREEN Zoe the mascot of the campaign and the ambassador of ecological transport, and the newly launched service debuted with 10,000 users in the first 3 months of its launch. The project with Zoe GREEN was then replicated in London, Berlin and Madrid.
3. Facebook – Traditional Values
In an attempt to combat the misperception that Facebook has political or ideological preferences or that it is moving away from local values, we identified those communities that have grown and developed organically on Facebook without being associated with any brand. Together with Recorder, we put the spotlight on these communities and, in a video project, their founders talked about the work of admins and moderators who keep people close in social media. The interviews served as a source of inspiration, examples of strong and united communities created around social problems and aimed at solving them. The results did not take long to appear, the moderators being then interviewed by the most important TV stations in Romania.
4. Flip – Sustainability in Business Talks
In October 2023, Flip launched a study on environmentally responsible practices and solutions available on the market for companies, which facilitate the transition to a circular economy in Romania, carried out together with iZi data. This is where we started when we outlined the first Flip event dedicated to the business environment – Sustainability in Business Talks. In addition to presenting the results of the study, we also created two panels focused on circular economy solutions and their implementation, eMAG presented the sustainability report as a case study and the Department for Sustainable Development of the Romanian Government presented the Sustainability Code. The event was moderated by Teodora Tompea (Digi24), and among the companies present in the panels were UiPath, Autonom, Edenred, Raiffeisen Bank or Stratos.
5. Zalando – The launch of Zalando in Romania
In 2022, Zalando launched in Romania, so we set up an integrated campaign, announced and supported through media & influencers relations, but also on the brand’s local social media channels. Your Style, Your Story it was our way of conveying that changing fashion trends matter less, and that asserting your own identity is essential even when it comes to personal style.
The launch was also marked by an event that we outlined from the beginning, from concept to implementation, with guests from the world of fashion and content creators and an Irina Rimes concert, in an industrial and eclectic space .
6. Silva – The Craft Makers
Through the campaign Craft Makers we set out to unite the world of those who have perfected their craft with the world of those who would rather try. Craft Makers thus became a series of monthly tours through Bucharest, guided by Cristian Cismaru (Transilvania Gastronomica) and accompanied by local culinary experiences, where the participants discovered, alongside Silva, masters of photography, music, sculpture or fashion. The themed tours were on a first-come, first-served basis, and legend has it that over 200 people remained on the waiting list to this day – just to let you know that they were all fully booked.
7. UiPath Foundation & NABU & OvidiuRO – Quarter of the story
In order to democratize access to reading, UiPath Foundation, OvidiuRO, and NABU Global brought the NABU children’s reading application to Romania. launch campaign, Quarter of the story, was about awareness of the relationship between reading and children’s cognitive development, starting from UNICEF’s recommendation to start with just 15 minutes a day. That’s how we got to Quarter of the story – 15 minutes of reading a day, that’s all it takes to start creating a healthy reading habit.
We started with a launch event, continued with media relations, but also with a campaign with parenting content creators, which together brought us 52,648 downloads of the app, more than 20,000 more than the original goal.
8. Eidos Foundation – Don’t take them for granted
I haven’t met Benedict Cumberbatch (yet!), but with this campaign I was much closer to him. Don’t take them for granted is a documentary made by Cristian Movilă and Capucine Gros, released during the pandemic, narrated by Benedict Cumberbatch. As the title says, it is about those who we must not underestimate in crisis situations, whether they were those on the front line or those who support us day by day. The documentary was launched online, but also physically, being screened in George Enescu Square in Bucharest, on TV (TVR broadcasting it in its entirety), and the campaign was also supported by content creators and stars from Romania who received personalized protective masks to thank them for their care towards those close to them and not only.
9. Kiwi.com – World Travel Hackers
Through World Travel Hackerstravel-tech company Kiwi.com set out to show how travel hacks work in real life, these being part of their DNA. So, in the summer of 2023, we launched a competition for young travel enthusiasts and proposed to them to be part of the Kiwi.com team for a month, during which they use the best travel hacks. The winning pairs (including one from Romania) received 10,000 euros each, which they spent on travel and accommodation, but also the chance to assert themselves as young content creators, filming and documenting the whole experience, from choosing your destination and even using travel hacks. The competition had 1200 entries from selected CEE countries, 63 pairs entered from Romania.
10. Romania-France season
The communication campaign of the Romania-France season aimed to refresh the image of the two countries and highlight their creativity through joint cultural activities in visual arts, theater, dance, film, but also education, technology or economy. Coordinated by two different teams, one in France and one in Romania, the project was carried out under the message “Forget the clichés!” and addressed a young audience who, for 8 months, learned about what connects us to France from the press, from content creators and bloggers. The season represented many firsts for Romania, such as the first Romanian exhibition at the Louvre or the first exhibition dedicated to Romania at the Pompidou Center, but also for France, through the presence at TIFF and FITS. During the 4 months of the project in Romania, more than 200 media representatives spoke about the Season in the most important publications, proving that public institutions can also communicate in other ways.
11. Christmas Etiquette – Dairy with Caimac
Inspired by the passion of the entrepreneurs behind the Lăptăria cu Caimac brand, we decided to integrate this value into the recurring Christmas campaign, through which Lăptăria chooses a new holiday label, in limited edition. We wanted to find those labels that convey passion and challenge consumers to get directly involved in our choices.
The competition was held on the website and Facebook page of the Dairy, with only participants under 25 years old, because we wanted the prize of 1000 euros to go to a young design enthusiast. The Facebook ad reached 350,000 users, after which we collected 200 design proposals, so in the end we awarded 2 winners from the 3 finalists voted by the public.
12. Heineken and Ally – National Alcohol Testing Day
How I turned June 5, 2019 into National Alcohol Testing Day? Together with Heineken and ALIAT, we aimed to bring a positive impact in the lives of Romanians, through a one-day event in which people from all over the country could test their alcohol consumption with the help of ALIAT specialists, using the audit test developed by the World Health Organization. The 2019 edition became the largest project for the testing and prevention of risky alcohol consumption in Romania. More than 14,000 people were tested in more than 200 centers in 100 cities in the country, exceeding the initial goal by 75%. The project was developed in partnership with the Ministry of Health, the National Institute for Public Health and other national and local partners.
13. Dino Parc Râșnov – Dinosaurs come back to life on TikTok
Although it is one of the most loved destinations for families in Romania, during the pandemic Dino Parc Râșnov faced the challenge of maintaining a close connection with its community. While Facebook and Instagram are the channels dedicated to our main audience, in April 2021 we decided to open a TikTok account where we can authentically interact with the younger generation. Under the concept “Dinosaurs Come Back to Life”we communicated the park as the perfect location for family time, in the language of generation Z. We used all the possible trends, through the prism of dinosaurs, and in a short time, the TikTok account of Dino Parc Râșnov became a destination in itself, gathering in 2021 over 7 million views and 610k interactions from 30,000 followers.
14. Free Miorița – Light for Bears
In 2013, the founder of the Free Miorița association, Iulian, discovered the isolated village of Ursici in the Hunedoara Mountains, where 15 families of shepherds lived, but none of them were connected to the electricity grid in the valley. Every 4 years, the mayors of the valley promised that the electricity network would be extended to Ursici, but that never happened.
So the founder of Free Miorița came up with the idea of solar panels, but the NGO was not known and needed 10,000 euros and exposure on the map of large donor corporations.
We created a list of bloggers (today’s influencers) with recurring collaborations with such businesses and started talking about Free Miorita online. Until one day, one of the influencers who was close to us came back with a phone call confirming the entire donation from a company.
This is how Free Miorita volunteers ended up installing solar panels on the shepherds’ houses in Ursici, and the project was awarded at the Civil Society Gala that year. With the remaining amount, Iulian launched the Light for Romania project, through which schools in isolated localities benefit from solar panels.
