A campaign focused on efficiency, from GMP and Arctic

GMP Advertising expanded its portfolio of Romanian brands with Arctic, an account the agency won last autumn, following a pitch in which were involved 5 Romanian advertising agencies.

The new Arctic products range launch campaign started from a market reality Arctic considered an opportunity for business growth: consumers’ orientation towards saving. The agency approached this by developing an innovative creative concept to support product’s strategy.

We chose GMP to develop the communication campaign for the new Arctic range because the creative proposal synthesised tge best the need to communicate the tech advantage, dramatizing the main advantages of the new products in a different, clear and friendly way. TET is the name of the technology specially conceived to offer consumers solutions to ease their lives and save time, money and energy, 3 elements they consider important when they buy appliances

Gabriela Geana

Marketing Manager Arctic

The new range of appliances is targeting modern and pragmatic families, looking to improve their lifestyle. The proposed approach is getting the brand closer to people that give attention to details, that want more comfort and safety and also a reduced consumption of water and energy for big appliances.

The solution we came up with to illustrate this advantage is personification of the savings concept, starting from the simple principle that says that “big help comes from small things”. Usually, when it comes about savings, communication is gravitating around money boxes or coins. We chose to break these patterns and we used a fresh and amusing approach to present the advantages the technology brings, in an unexpected way

Ioana Gheorghita

Head of Strategy GMP Advertising

We had the big help and immense joy to work for a very brave client. And we all felt that since briefing. It’s admirable to be market leader and, in spite of that, to renounce to the comfort such a position offers you and to look constantly for new opportunities and to come up with more performant  products. Arctic let us handle a range of products specially designed to offer consumers concrete benefits, we imagined and developed together the communication strategy and the new identity: a fresh image and a daring campaign, for brand, for the category and for the market context. Together, we had the courage to open the way for a different communication for appliances and products that talk about a notion as serious as saving is

Cristiana Belodan

Group Account Director GMP Advertising

The campaign is declined through  TV ad, radio, print, POSM and online communication.

Working on this campaign were

GMP Advertising:  Stefan Vasilachi – Creative Director, Ioana Munteanu – Senior Copywriter, Cosmin Ezaru – Senior Art Director, Vali Nastase – Graphic Designer, Radu Teodorescu – AV Producer, Ioana Gheorghita – Head of Strategy, Alice Tataru – Strategic Planner, Cristiana Belodan – Group Account Director, Alexandra Mihalca – Account Executive.

Arctic: Gabriela Geana – Marketing Manager and Andreea Lazaridis – Brand Manager Arctic.

TV ads were made together with Multimedia Est – production house, and directed by Gaute Hesthagen.