Kandia Dulce, producer of Romania’s ROM chocolate bar, is launching an online campaign to improve the online reputation of Romanians. Google live search indicates that searches relating to Romanians are too often derogatory. Type in “Romanians are” in a Google search and you’re likely to be given the suggestions of “Romanians are gypsies”, “Romanians are ugly”, and “Romanians are rude”. The chocolate manufacturer is encouraging people to change this by using Google to change the live search results to “Romanians are smart”.
The campaign, online at romaniisuntdestepti.ro, facebook.com/RomaniansAreSmart and romaniansaresmart.com, is primed to take change Google results by December 1, Romania’s national day. The campaign has caught on in Romania, with bloggers and public personalities adopting the campaign theme, generating hundreds of blog posts that support the cause and come up with examples of “smart Romanians”.
Click on the image below to play the Romanians Are Smart video in YouTube (HD)
Gabriela Munteanu, marketing manager at Kandia Dulce, explains the thinking behind the campaign.
“ROM is a profoundly Romanian brand, that forces us to take a stance when we see Romania is the victim of some serious prejudgement. That is why we decided to assume a cause that honors us: to fight for Romanians’ image. Romanians image over the internet, the image of Romanians about themselves, the image of Romanians abroad. The campaign “Romanians are smart” is continuing the effort launched through “New ROM” campaign, aiming to reinvigorate the national pride.”
The Romanians Are Smart campaign was developed at McCann Erickson Romania, Bucharest, by creative directors Adrian Botan, Catalin Dobre, Dinu Panescu, art directors Arpad Rezi, Laurentiu Stere, copywriters Sebastian Olar and Alexandru Vicol, account director Raluca Voinea and account manager Alina Cuzmin.