"Explosion" - a new ClickNet Express advertising campaign on technology in action
Speed, action, technology, future – these are the elements which define the new “Explosion” spot, created within the communication campaign, ClickNet Express “Internet at the speed of future”.
This campaign announces the new ADSL-based Internet offer, ClickNet Express, available until June 30, 2006, consisting in a 50% reduction of the monthly subscription, free modem and free installation. “When you have access to the future, you can change the present. And now it’s in your power to do this”. This is the creative concept which the “Explosion” spot was based on and which had to combine four elements: speed, action, technology, future, in order to better underline the basic features of the Internet service, ClickNet Express.
“The Explosion spot has the same characteristics as the products it promotes: the best technology, energy and dynamism. We are hoping that both the spot and the product will offer clients a special experience, as I believe, we already managed to do with everything related to ClickNet, in the past year”, says Paul Renaud, GM Marketing with Romtelecom.
The new communication campaign ClickNet Express, which includes TV, written press, OOH, Internet and POSM, is addressed to Romtelecom Internet surfers, with dynamic personalities, curios, interested in quality Internet services and who heavily use the service to download movies, music, software or just for playing online games.
Regarding this campaign’s strategy, Cristiana Spătaru, Client Services Manager, declares: “We wanted a new spot to strengthen the ClickNet Express territory, such an advanced service that is able to give you the chance of experiencing the future, developed within the innovative platform of the ClickNet brand. Starting from the idea that speed is associated with innovation, we succeeded to mix the functional benefit of the service (speed) with the emotional one, as well - ClickNet brings innovation in the clients’ lives, helping them to be different”.
For making this spot, the teams of Romtelecom and Grey Worldwide Romania called again for the skills of the talented movie director Mick Davis. This time, the cooperation with Mick Davis was more complex then before. He was the one that recommended Beatrice Chirita for the main role in this spot and he also helped with finding the best music and lyrics, which he actually performs, music being another great passion of the well known English director.
“The shootings for Explosion took place in different locations, on building roofs from downtown Bucharest area, during many nights, implying special effects and stunts. The explosion on the set was a very special moment, being a detonation created in 2 phases, in the first place, only the window being broken, and then, just a few seconds later, following the main explosion which blew up everything”, explains Sorin Predescu, Creative Director/Copywriter Grey Worldwide Romania.
“Thus, this spot will certainly have the power to draw the Internet consumers’ attention, and not only, because its spectacular execution is able to really impress the viewers in general, especially since there are no other similar spots on the market, at this moment, to be compared with”, Sorin Predescu added.
The team which created the “Explosion” spot was made of Sorin Predescu - Creative Director/Copywriter Grey Worldwide Romania, Cosmin Nicolae – Copywriter Grey Worldwide Romania, Alexandru Done - Art Director Grey Worldwide Romania, Cristiana Spătaru - Client Service Director Grey Worldwide Romania, Crina Chiru - Account Manager Grey Worldwide Romania, and from Romtelecom, Paul Renaud - General Manager Marketing, Cristina Costăchescu - Brand Manager Marketing and Cristina Chiorean - Marketing & Communication Coordinator.
The spot also benefits of a remarkable casting, the leading actress being Beatrice Chiriţă, who was the protagonist of many advertising campaigns, in Europe, South America and Asia, in only three years.
The music is composed by Eduard Carcota and performed by Mick Davis.