From noir characters to the childhood heroes

The last voice offer from Romtelecom is promoted through a spectacular comunication platform, cinema type, launched by the company at the beginning of this autumn. The commercials introduce a new voice portfolio on the market for the new residential clients and consists in 5 subscriptions with up to 4000 free minutes to any fixed national destination and up to 400  minutes to any national mobile, fixed or international network. Moreover, during the promotional period, the subscriptions are reduced by up 20% and the clients who subscribe both to the voice service and ADSL will additionally have reduced voice subscriptions with up to 30%, starting from 4,9 Euro, VAT excluded.
 
During the last years, in the context of the ample changes that Romtelecom has gone through, the company did not only restructure its services and products portfolio, but also the communication strategy to promote them.

One year ago, the company changed its brand positioning to the Entertainer archetype, having the brand meaning “Enjoy life and share it with the others”. Having also a new brand architecture, by endorsing the sub-brands Clicknet (Internet broadband) and Dolce (digital television) under the mother brand, Romtelecom strengthened its reputation on the market, becoming a more and more visible communicator, even rewarded with important prizes of the profile industry, such as the Effie Awards.

Sustaining its quality Entertainer strongly established positioning, in the summer of 2009, Romtelecom came up with a new, completely original and unexpected communication approach: The Thriller Movies creative platform.

„Consequently, we produced commercials that are entertaining & distinctive, meant to draw the public’s attention and to be memorable. And because what can be more entertaining than what Hollywood is doing, we chose the movie style for creating our TV advertisement, positioning ourselves not only as an entertainment provider, but also as entertainment producer.  We made each of the Thriller commercials look as much like a feature film as possible, cinematic and exciting, with soundtracks created especially for them, so that the audience to feel like watching a trailer for the next big thriller” says Joerg Zeddies, Chief Executive Officer, Residential Segment Romtelecom.

The Thriller Movies communication proved surprising for some people, ingenious and original for others, but, most important, succeeded to draw attention on the permanent reinvention process of Romtelecom and of its capacity to assume openness towards original communication strategies.
Romtelecom will keep the same communication strategy, however bringing diversity and surprise to the viewers by revealing more movie genres and heroes within each communication wave. For this autumn, another movie style was chosen to follow the Thriller genre, bringing into the public’s attention another character, easily recognized and loved by everybody: the jungle man. The executions illustrate a different cinematic style, still based on funny dialogues between the movie character and people from the „real world”, promoting the company’s offers for Internet, digital television and voice in a savoury manner.

Both creative platforms developed on cinematographic styles and used for the summer and autumn campaigns as well are the result of the cooperation between Romtelecom Residential Marketing team and Grafitti BBDO.

The Romtelecom communication campaigns can be seen in the dedicated page from the Multimedia section.