ROM – Come home, Romanians – (2015) case study (Romania)
Posted in: UncategorizedThen at the 2014 presidential elections, one candidate promised to deliver a change: “I want to bring all Romanians back home”, he said. And the massive voting presence of Romanians working abroad proved that they still care about their homeland. So ROM, the most Romanian of all Romanian brands, decided to help people along. In order to deliver jobs to Romanians who were abroad, ROM brand partnered up with recruitment agencies and recruitment announcements have been published in newspapers in the countries where most Romanian are living and working.
Then ROM invited Romanians to go on the dedicated website (http://www.intoarceteromane.ro) and create customized, tear-jerking videos for their relatives working abroad. Every film represented an invitation to get in touch with our job consultants.
With only a non-TV media investment, ROM managed to reach 1 million people during peak season, local media picked-up the story and started to cover the recruitment process with daily news and the CVs started pilling up. The initiative became so popular that the Labor Minister joined the cause. Life is like a bar of chocolates sometimes; pretty sweet.
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