“Rediscover Romania” 2011 by Petrom – the best strategy in Europe, at Digital Communication Awards

Rediscover Romania 2011 campaign, initiated by Petrom and supported by Dacia, Romtelecom, BCR, Paralela 45 and Romanian Peasant Museum, was chosen the Online Campaign with the best Strategy in Europe. The project was implemented together with iLeo Marketing Interactiv, part of Leo Burnett Group Romania, and was awarded the prize for the Strategy of the Year at Digital Communication Awards, surpassing brands such as Ritter Sport and Carl Zeiss.

At the 2nd edition of the campaign, Petrom associated with Romanian brands leaders on their markets: Dacia, BCR, Romtelecom, Paralela45 and National Museum of Romanian Peasant, opening a new dimension in Romanian communication picture. Besides the initial target of remaking Romanian touristic destination map, Rediscover Romania become, in 2011, one of the most powerful causes supported by the most important Romanian brands in a common effort, an example of association and working together at the highest level in order to reach objectives that generate a real benefit for the Romanian public.

The unique partnership initiated by Petrom with Romanian brands and with the Romanian online community convinced the Berlin jury and brought the name of a Romanian company on winners list, in line with brands such as Turkcell, Henkel, Vodafone D2, Volkswagen Danemarca, Deutsche Telekom, Disney Channel, BBVA Banca para todos, Deutsche Post and Siemens.

In two years of campaign, we managed to realize the best corporate communication action using Social Media and aiming for a long term benefit for Romanians; we generated and activated a coherent community of brand and Romania representatives, having an excellent efficiency score

Dan Pazara

Director Communication and PR Department Petrom

Rediscover Romania 2011 reached remarkable results exclusively through using Social Media and partners communication channel, with no traditional media buying or other paid advertising forms.

Until now, in 2011 there were 4 trips to which directly or indirectly were present a part of Romanian social media users. They traveled over 10,000 km in Romania with each of the 5 Dacia Duster, they visited over 30 towns and there were involved directly over 100 people. Rediscover Romania is the campaign with the highest social media generated content in Romania (over 1,000 blog posts, 13,000 tweets, 25,000 photos and 350 videos).

Petrom team working on the campaign included Ana Bulgar, Livia Fericean and Iliana Stanculet. From iLeo, in the campaign were involved Mugur Patrascu, Anca Bundaru, Marius Ilie, Elena Ristariu and Alex Tau. Rediscover Romania partners involved in the project are Roxana Evanghelie (Dacia), Cristina Popescu and Irina Ilie (Romtelecom), Alexandru Negrea (BCR), Victor Caras (Paralela45) and Ana Iuga (Romanian Peasant Museum).