Order of Merit - LA Marketing Academic Challenge Competition 2008 Ana Vasilache

July,

2008

TEAM: OUTLET

ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA

naturally empowered by OUTLET 1

climatESCU

OUTLET campaign on Change climate change

CAMPAIGN NAME: Pe gaura cheii – Romanian expression understood as an indiscreet look

through the door lock” ( indiscretion leaning towards voyeurism) .

SLOGAN: Cine rade ala e! Another Romanian expression that says: when you laugh of someone

else, you don‟t laugh of anybody but yourself. ” Or you if make fun of someone else, you are

the one who should be made fun of ( think global, act local is really the purpose of the

Romanian expressions we used) .

LOGO:

July,

2008

TEAM: OUTLET



CAMPAIGN STARS: The Escu family

SUMMARY STATEMENT

Interactive, engaging, fun, witty, memorable, fresh, finger- pointing. That’ s our campaign

like.

We give Caesar what belongs to Caesar. We tell people what they want to hear. The campaign

is consumer- oriented, inspired by the traditional local way of life.

Mocking one another is like a national sport for Romanians. Therefore, we draw their

attention about the climate change by using specifically this personality trait.

We bring the eco- spirit alive in every home. We take householders on our side without even

letting them know: with sense of humor. As “Humor is a rubber sword - it allows you to make

a point without drawing blood”. ( Mary Hirsch) Or because “Humor is everywhere, in that

there's irony in just about anything a human does”. ( Aristotle)

July,

2008

TEAM: OUTLET



OVERVIEW

Focus on: Romania ( South-Eastern Europe)

Capital: Bucharest ( biggest city in Romania and the 6th largest capital of the European

Union; 2 million inhabitants)

TARGET: Bucharest typical householder profile

- usually owns an apartment in a block of flats

- mostly has a big numbered family

- lives in a typical routine home-work; work-home

- owns a pet

- interested in gadgets, wants to own every single technology item

- the comfort of the home is a must-have

- because of the restrictions of the communist era , the Romanian householder now wants

to consume as much as possible, have all the items that a Western family owns

- likes to buy new modern clothes, accessories, cars, gadgets and properties

- willing to have a dream house just like in Western Europe ( due to the same

restrictions until 1989)

- wants to adopt every trend or fashion that may come along

- very sensitive to bargains, promotions and sales

July,

2008

TEAM: OUTLET



- willing to buy more for less

- likes to make a collection out of credit cards and every single card as he thinks

this is a civilized attitude to be on the same road with the westerns

- very independent

- doesn’t like being taught what to do, doesn’t serve orders

- likes to take its own decisions ( more or less responsible)

- curious and engaged when it comes to making fun and taking things less seriously

CAMPAIGN BACKGROUND

Bucharest is known to be the most polluted capital in Europe. Intense car traffic, few

green spaces, lack of parks and industrial polluting areas are just some of the factors

which confirm this statement.

Few people did a few things, willingly or not. Meetings, reports, NGOs, warning signals,

call- to- action manifestations, experiments, news, talk- shows. They all talked about the

climate change effects; they tried to convince people to recycle, to make them aware, they

tried to scary, to put on balance. They used facts, studies, larger or smaller scales,

stars and influent people. They all seem the natural thing to do.

July,

2008

TEAM: OUTLET



Unexpectedly, they didn‟t work. Because Romanians seem not to care.

Global warming in Romania doesn’t come with the territory. It does not feel natural to think

about or to act upon it. It seems to be ‘no biggie ’.

"Besides the companies ’ CSR actions, ecology is more like a hobby, a weekend activity of

some people who have the time to do it. Others have more important problems to solve than

the climate change issue. Global warming does not strikes directly into their way of

living, therefore they have an indifferent attitude towards the real consequences. There is

much more to be done in order for the climate change and implicitly ecology to become an

ideology to them, a belief, a way of life. ”

July,

2008

TEAM: OUTLET



In the meantime, the consumption of electricity in Romania is constantly rising, from one

year to another.

In 2007, INS ( The National Institute of Statistics) informed that Romania’s energetic

resources dropped in number comparing to the high level of consumption” Not only the

primary energy resources, but also those of the electric energy are fewer every day.

Romania has 2, 5% less primary energy resources than in 2006. The production and the imports

diminished as well. Romania produces 2, 2% less energy and imports 3% less. On the other

hand, the electricity consumption has risen. People consume 4% more in 2007. During winter,

people tend to heat with electrical devices, which mean higher costs, and during summer,

the air- conditioner is being used more and more frequent’.

In 2008, the situation is worse.

“In the first 5 months of the year, the electricity consumption has surpassed 10% comparing

to 2007, with 22 billion kilowatts. This is due to the big number of people and

institutions buying more and more electrical machines and devices . Unfortunately, the

consumption is considered to rise even more, also due to the old and poor infrastructure. ”

( INS)

So Romanians like to consume. A lot. Indifferent to the negative consequences of their

actions, they spend more and more on technology, on gadgets, on different things to make

their life seem easier.

They don’t care about the climate change as they see it as a hypothetical thing, a

theoretical problem without a real and practical support.

July,

2008

TEAM: OUTLET



They are ignorant to the Eco problems; they live their life in the “carpe diem spirit” and

are eager to test new things which can improve their living. They are incapable of

understanding the loss of electricity and water and, except the elder segment, they aren’t

really interested in the loss of money.

MARKETING OBJECTIVES:

- influence householders in Bucharest to change their “no biggie” attitude into a

wise consume attitude

- use local sense of humor to generate a different attitude when it comes to

abusive consumption of energy and water

- encourage the householder to want more for his home, to evolve in the Western

spirit of interests in home-design and technology

- use strategic partnerships and design contests to make the Escu family and

determinate other families to become Eco-friendly

- imprint Romanians the Western Europe Eco thinking: Eco is about being

efficient and cool at the same time

July,

2008

TEAM: OUTLET



CAMPAIGN STRATEGY

Fight household owners and consumers using their own weapons.

Not only Romanians like to comment on other people‟ problems, but also enjoy making fun of

their own, when they find them hard to bear.

In a nice and comic manner, we decided to engage householders in actually seeing the big

picture.

We invent a family, called the “Escu“ family, representing the typical Romanian family

living in Bucharest. They will be just as our consumers: indolent and little receptive. We

create them a funny image using comics. People will laugh at them and enjoy themselves,

till the point when they realize they laugh of themselves, because they are just like the

“Escu” family. We entertain people, but pointing out the less funny part: the energy loss

problem. We use normal people and talk about their everyday habits and life- style.

We start by reflecting the nature of these characters, indifferent and careless to the

abusive consumption of electricity and water. In the meantime, we help them take

responsibilities and waste less. At the end of our six months campaign, we wish to make a

model out of the “Escu” characters. The Escu family, finally role model for the Romanian

householders should be able to generate the Escu-mania.

July,

2008

TEAM: OUTLET



We use humor to illustrate this strategy, as “there is more logic to humor than in anything

else. Humor is truth”. As mentioned before, “Humor is a rubber sword- that allows you to

make a point without drawing blood”.

CAMPAIGN NAME:

Romanian expression “Pe gaura cheii” = indiscreet look through the door lock

CONCEPT:

Rade ciob de oala sparta - = mock or laugh at someone, but you are just the same

July,

2008

TEAM: OUTLET



Making jokes and mocking one another is an important Romanian particularity. People are

finger pointing and make fun of others and actually don‟t see themselves. That‟s why we are

finger- pointing to them now.

SLOGAN:

Cine rade ala e! = when you laugh of someone else, you don‟t laugh of anybody but

yourself. ” Or “ if you make fun of someone else, you are the one who should be made fun of.

CAMPAIGN EXECUTIONS

The Escu* family is a black- and-white cartoon family. We sneak into

their lives and point out their weaknesses in terms of electricity and water consumption.

Later on, we educate them to care more. Our Escu family will evolve from CONS to PROS, from

the ignorant family to the eco responsible and respectable one during the six-months

campaign. The black and white option stands for efficient consumption.

We decided this is the most appropriate name for our family, as in Romanian the escu” ending

in family names is very common. The family names are traditional names, yet memorable.

Ion ( the father) , Geta ( the mother) , Deea ( the daughter) , Mishu ( the son) , Gherghina ( the

grandmother) , Costel ( the grandfather) make for the Escu family. They have a dog, called

Piki. The Escu family will be promoted as the Romanian version of the Bundy / Simpson’ s

family.

July,

2008

TEAM: OUTLET



Comic Example ( due to little know-how on graphic design or illustration programs, we have

executed one comic only) :

1.

2.

3.

July,

2008

TEAM: OUTLET



MECHANICS:

Direct Marketing

- Daily comics to a certain number of householders in different blocks of flats in

every neighbourhood of the 6 districts; also, they will received from supermarkets

such as Carrefour, Gima, Billa at the counter or from a special place of distribution

as the free newspapers are given and of course, in subway stations

- Door mats with the picture of the Escu family, with the site ’ s address on, which

people can take at promotions in Ikea of Carrefour

- Happy Meal toys with sun- charged batteries, puzzles representing the Escu family

portrait and different comics sold with each Mc Donald‟s Happy Meal

July,

2008

TEAM: OUTLET



- The eco page of Escu family in the IKEA catalogues, in which they recommend different

things like economic light bulbs

- Explanatory leaflets that people receive when buying a certain household item with

suggestions from our family on how to consume less

Strategic partnerships

- IKEA: it embodies Romanians‟’ European standard dreamhouse, especially when it comes

to consumption efficiency. Therefore we chose Ikea to be our campaign partner.

Depending on the empathy they stir in the public and as soon as the time is right,

the Escu‟s will appear weekly at ikea offering the clients a unique show

- Altex and Media Galaxy: these stores always have household items on sales and they

easily adopt promotion strategies. Furthermore, they are top- of-mind for consumers

when it comes to electronic devices

- The Sims ( PC game) : make a section in which the gamer could live in the comic Escu

family style, in a block of flats, survive all the problems which occur, have

economic options and, at the end of a mounth ( every 3 levels) , receive a bill. Sound

and graphic signals will be used if the bill is large enough to create budget

problems

- EcoMagazin. ro, EcoAssist. ro, Copaculdehartie. ro, Responsabilitatesociala. ro and some

other Eco blogs that may change their web design into black and white during the

campaign ( to illustrate the reduced level of energy consumption)

- ING Bank Romania: create a card on the same system with the Personal Needs Card,

which will have an option of eco- needs, such as the need of a new washing machine

which consumes less, an economical refrigerator and so on

July,

2008

TEAM: OUTLET



- Romanian National Bank: try to make a special card named “ClimatEscu”. The card will

contain all the household bills ( electricity, water and natural gas) and be used to

pay all of them in one place, an ATM localized in every hypermarket. This card will

evaluate all the consumption people made and have a certain limit to it. There will

be some discounts included in stores such as Carrefour, IKEA, Billa and Gima if

people haven’t over passed the consumption limit. The idea on which is based the card

concept is to give facilities in order to encourage not to consume much

- Romstal: develop a design contest ( published on the blog) addressed to the Art School

Students, with the premise of helping the Escu family become an Eco well- tuned

family. Students will have to come up with creative ideas of new shapes, colors ,

textures and ways of saving for the household details such as switchers, energy

consumption control panels and even for electronic devices. The most interesting idea

will be implemented on a large scale and sold as the new hot stuff for the families

in eco trend, while the winning team will receive economical sensor devices for their

homes

Digital Marketing

- Comics blog. The campaign will have a special created blog ( in the same manner as

www. toonlet. com) where people will be able to create their own comic, using our Escu

characters. The best comic will be printed and delivered the next day. This blog will

have as a purpose to show people that thinking economically doesn‟t refer necessary

to money, but it‟s trendy and cool to act responsible, especially when it comes to

nature and the threatening climate change

- www. climatescu. blogspot. com – a blog about the Escu family, about each member of the

family, their stories, life- styles, hobbies and evolution. How are they, what they

read and watch. People can comment on the blog and observe the family‟s experiences.

http://www.climatescu.blogspot.com/

July,

2008

TEAM: OUTLET



The blog will sustain basically the whole campaign, illustrate the concept, the

evolution of our family, its changing attitude and all the stories in the comics.

www. climatescu. blogspot. com will show all the strategic partnerships we make, giving

direct links to each one of them and connect to other eco friendly blogs which will

appear in the blogroll. It will announce and sustain all the design contests and

events on the climate change issue. The blog will be promoted using stickers, badges

and flyers and it will also be mentioned on other blogs and online platforms such as

hi5 , facebook, MySpace profiles of each young member of the Escu family.

Householders will receive an eco- newsletter from our family, giving the link to the

blog where they will get all the information about the campaign and its events, the

comics and the evolution of our family

- Facebook, MySpace and hi5 accounts. As it is a very trendy subject, Deea and Mishu

( the Escu daughter and her brother) will have an account on Facebook, MySpace and

hi5. These accounts will be updated daily and will be interactive : people can get in

touch with them and join their eco- friends list

- YouTube account. Mishu will have also an account on YouTube where he will upload

short films with the Escu family, filmed using his mobile phone, while they aren‟t

looking

Social Marketing

- Flashmobs. Live performances at subway stations. People wearing a T- shirt with the

stand- by button on it will literally “stand by’ ( stand near) the people who wait for

the train and follow them, doing nothing, just to demonstrate people how annoying and

senseless is the “stand by“ mode. On the back of the T- shirt, there will be displayed

the following message: “Don’t just stand by”.

http://www.climatescu.blogspot.com/

July,

2008

TEAM: OUTLET



- Weekly stand- up comedy shows with the Escu‟s best week comic for the subway travelers

- Mimes representing different characters from the comic will dissipate through the

crowd. The mimes will be wearing only black and white clothes and make- up, just like

in the comic

Event Marketing

- Eco Escu Home at the Ikea store – the well- known 24 square meters house will be

transformed in the Eco Escu Home. Our characters will live their life there every

Sunday for about 12 weeks and meet their fans along with the high use of energy

problems and sollutions. Their turning into an eco friendly family will happen under

the householders‟ eyes

- The Consumism Monument in a central place in Bucharest with the presence of the Escu

family. It will look like a huge empty basin where people will be invited to throw

their burned light bulbs

- Musical event where musicians who will use switchers, economic light bulbs, water to

make their music, instead of the traditional instruments

- Eco- art - - Bridge construction over Dambovita river in Bucharest. It will be made out

of recycled elements only: light bulbs, taps, etc. A hydrocycle made out of recycled

elements will also float on the river. This way, artists will have all the freedom to

create together a piece of art with an eco message

- Media Galaxy and Altex in- stores events. Each household item which consumes less

energy will have a signal of recommendation from the Escu family

- Design contest in collaboration with Romstal and Art School Students ( mentioned at

Strategic Partnerships)

July,

2008

TEAM: OUTLET



Unconventional media

- Stencils and charachers stickers targeted to young people

- A comic rolled over a building which you could easily read on your daily routine ways

( we propose the following buildings which are very representative for Bucharest

: Unirea Shopping Center, Intercontinental Hotel, BCR Bank, The University)

- Comics in subway stations. There will be 3 scenes placed in each of the stations in

one direction, so that people would read one part of the story in one station and the

others at the next stations

- Food menus at Escu’s restaurant ( which, by coincidence or not, really exists in

Bucharest http: //www. laescu. ro/) will contain a special page with food made with

little energy consumption, recommended by our funny family

CAMPAIGN EVALUATION

- Media coverage - Online and offline press monitoring: -how many articles and news on

our campaign, what kind of newspapers, magazines or websites have talked about it and

how

- Bloggers feedback: bloggers are asked to give their feedback online and each 500

hundred-word post talking about the campaign wins a t- shirt with Escu family or a

particular character

http://www.laescu.ro/

July,

2008

TEAM: OUTLET



- Black and white urns: - placed at the ground floor in different blocks of flats in

each of the 6 districts, where householders are invited to deposit papers with their

feedback and opinions about the campaign

- Invite people on a platform with newly poured concrete to leave their fingerprints:

we put an invitation on the mail boxes and ask them to come to make a statement. They

have to bring their ID in order to enter, so that we know where they live. The number

of fingerprints will represent the number of people who got the campaign message

right. Who want to do something about it. Give a hand. Otherwise they would not

bother to come to this place, rather far from the center of the city

- Monitor the participation of the people in each event

- Evaluate the effects of each event we implemented: - how many burned light bulbs have

people gathered at the Consumism Monument in central Bucharest

- Check the memorability rate: after 6 months since the campaign – online quizzes with

10- to 20 questions ( like „What did happen to the mother in the first comic?‟; „What

was the name of the grandmother? ‟; „How did the Deea react when their parents refuse

to let her on the trip‟ and so on) with different prizes such as dinner at the Escu

Restaurant

- The Eco- consumption card from ING Bank and the fancy series of consumption control

panels will be also used in measuring the efficiency of the campaign

Technology

Order of Merit - LA Marketing Academic Challenge Competition 2008 Ana Vasilache