Jam Session Agency signed the creative campaign for eMAG Black Friday

Jam Session Agency, the number 6 independent agency in Europe according to the Effie Index 2023, signed the eMAG Black Friday 2024 creative campaign for the entire region, in Romania, Bulgaria and Hungary.

Starting from an insight according to which, on Black Friday, everyone wants to be the first when it comes to the offers and is ready to compete even with his / hers own family if necessary, the campaign took the Căutărescu Family to “Dallas”, the phenomenon series of the 80-’90s.

Through a series of seven video materials, designed as a movie trailer, the rivalries that appear between the members of the Căutărescu Family were closely followed, thus recalling the rivalries between the characters of the Dallas series. The tensions with a Texan vibe highlighted the importance of the steps in the Black Friday guide, which helps shoppers be the first to shop on the biggest discount day of the year and take advantage of the much-coveted deals.

“Black Friday is a phenomenon long awaited by Romanians and, year after year, we aim to tell a story that will find them ready for shopping on the day with the most discounts of the year, so that they do not miss the offers. This year we sent the Căutărescu Family precisely to… Dallas to help them prepare. The mix of pop culture, entertainment and unbeatable offers gave rise to an entire communication ecosystem, which directly contributed to reaching a new record for this year’s Black Friday edition”, said Simona Corabu, Brand Marketing Director eMAG.

The strategic approach behind the campaign was based on an anthropological perspective and a detailed analysis of local buying habits. The appeal to nostalgia and popular culture had a double role: on the one hand, the development of a communication strategy that would differentiate eMAG Black Friday in a landscape marked by stereotypes and clichés on the subject; and on the other hand, wanted to position the event as a cultural phenomenon not to be missed, but accessible to everyone, beyond the functional advantages that the whole category is talking about.

“Dallas was a pop culture phenomenon just like Black Friday is a phenomenon for shopping. And any similarities in the campaign to the characters, actions and soundtrack of Dallas are purely intentional, as the disclaimer says. Not only in Romania, but also in Hungary and Bulgaria, Dallas was the symbol of the free world and the beginning of a search for a better one. It’s one of the most intense campaigns I’ve worked on so far, which demanded the right to be on air all over America and now it resonated all over Romania”, says Andreea Ghenoiu, Creative Director & Partner, Jam Session Agency.

The concept found its way into TV executions (in trailer form), digital videos, TV special runs (BBI, BBO, breaker, split screens), radio spots and activations, TV show activations, social media and influencers. Thus, through a 360 approach, the campaign resonated both with the generations that lived through the “Dallas” period, but also with the younger ones, who find the pleasure of escapism in a less complicated period.

Jam Session team:  Ana Andrei , Andrei Florian, Oana Oprea, Adina Bașag, Ennifer Anefi, Mihai Anghel, Codrin Vasile, Alina Ene, Corneliu Dobrea, Cristina Mitroi, Anca Panțuș, Andrei Merlușcă, Dragos Crăciun, Caterina Apostol, Larisa Bunea, Alexandra Stancu, Anda Postolache, Dorina Ochișor, Alexandra Lupeanu, Alexandra Vestineanu, Andreea Ghenoiu

eMAG team: Cătălin Bindea, Ciprian Surdu, Aura Potlog, Irina Pruteanu, Andreeas Scarlat, Simona Corabu, Mircea Tomescu

Production: Family Film, Giuliano Doman, Iana Opran, Oana Neagu, Andu Radu – ABATOR

Director: Radu Muntean

DOP: Barbu Bălășoiu

Photography: Bogdan Petrice

The media campaign was implemented by Starcom.

The Black Friday eMAG 2024 results:

On the 14th edition of the eMAG Black Friday campaign, more than 647,000 customers ordered 3.2 million products, and the total sales value was 22% higher than last year. More precisely, 896 million lei worth of products were sold, well above initial estimates.

We at Jam work in an agency with a unique progressive blend of business and creativity, collaborating to create brands relevant to today’s generations and those to come. We are the most awarded local, independent agency in recent years and we pride ourselves on business partners and passionate and courageous people who continuously challenge classic communication models with the aim of creating genuine emotion.

Jam Session Agency, the number 1 independent agency in Europe according to the Effie Index 2022, has won dozens of awards at local and international festivals: D&AD, SABRE, Golden Hammer, Effie (Grand Effie and dozens of other Gold, Silver and Bronze), Internetics, Webstock and numerous Romanian PR Awards.