When Romtelecom (the largest telecommunications company in Romania) needed to tell local customers that one of its brick-and-mortar stores moved to a new location, they turned to Graffiti BBDO out of Bucharest, Romania to help them spread the word. The creative team at Graffiti BBDO decided to make use of a nearby intersection to not just spread the word locally but also cause an online conversation that gave the business a boost from all directions.
Check out the video below which tells the creative story and shows how this clever bit of ambient media grabbed the attention of people on the street and around the world.
The goal for Romtelecom was simply to ensure the local store didn’t lose business after its move, but this creative ambient media got people talking about the brand. In other words, it achieved far more than its original objective by creating a conversation and word-of-mouth marketing that reached a larger audience via the social web and brought the brand in front of more people than a few signs and local ads ever could achieve on their own.
What do you think? Are you (or should I say, is your leadership) brave enough to use creative ambient media like Romtelecom? Leave a comment and share your thoughts.
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
