CohnandJansen JWT developed a new campaign for Mega Image

Cristina Blanaru Creativity

CohnandJansen JWT developed a new campaign for Mega Image. “Oceans’ Treasures”, a new loyalization campaign that started on February 9th, at Antipa Museum in Bucharest. The new campaign follows the footprints of a 2011 successful campaign for the same client, “Planet’s Wonders”.

In 2011, Mega Image was the 1st retailer that aimed to transform a normal shopping experience into an educative and interactive game both for clients and for the children. That is why every visit to Mega Image stores became a way to collect game cards for “Our Planer’s Wonders”. The campaign generated an immediate wave of enthusiasm, with game cards distributed completely before the end of the campaign and with their collectors creating online communities in order to exchange game cards.

For 2012, the new campaigns objective is extremely ambitious, to surpass the results obtained in 2011 although competitors on the market replicated campaign’s mechanism.

To increase the relevance, visual impact and campaigns visibility, it was opted in for increasing activity and developing complex programs together with campaign’s partners.

The agency worked together with Antipa Museum to host the launch event and, for 3 days, the children received the new game cards from the new collection and were invited to find out the oceans stories, completing “Oceans’ treasures” album. The campaign includes an extended partnership with Animal Planet.

“Oceans’ Treasures” campaign runs in Mega Image stores from February 9th until May 1st

CohnandJansen JWT team involved in the campaign includes Raluca Iacob – Strategic Planner, Alex Negoescu – Copywriter, Nadejda Ghilca – Art Director, Evelin Bundur – Junior Art Director and Arina Stoenica – Account Manager. Mega Image team involved in the campaign includes Raluca Alexandrescu – Marketing Manager and Cornelia Carjila – Promotions Coordinator.

Cohnandjansen JWT is affiliated to JWT global network.  Agency’s portfolio includes clients such as Bayer (OTCs), Bunge (Floriol, Unisol), Henkel (Perwoll online), Kraft (Jacobs, Jacobs 3in1, Nova Brasilia), MegaImage, Nestle (KitKat), Nokia, Praktiker (online), Romania Libera, Snack Attack, Valvis Holding (Sambureşti, Aqua Carpatica), Dove and Nissan.