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WHAT WORKS BEST

12 years and counting 28 people and growing100 clients and still pitching± 1000 campaigns11 effies10 creative awards1 awarded blog

Quick facts

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What we areWHAT WORKS BEST

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What you see on the previous slide is a collection of reworkings of our company ID to celebrate dear projects and dear clients.

It’s a Headvertising tradition to create a custom-made logo for every major project we crack and to celebrate with our team and clients the success of campaigns or of long-lasting relationships.

These are only a few of the logos we have.

What we areWHAT WORKS BEST

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SMART/SHARPwe are visually represented by a pointer, because they are smart, sharp, focused and loyal

EFFECTIVEwe run our business on one principle only: what works best, meaning that we put effectiveness at the forefront of everything we do. Sometimes this means overriding egos, both creative and client and stressing relationships.

DESIGNwe are craftspeople: we value detail and exceptional work. We believe design can make everything better

SOCIAL AND NEWwe move at the pace of the customer, not the client. Sometimes this means innovation the client is reluctant to. Today it means integrating social media and new technologies.

WHAT WORKS BEST

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Our operational structure is geared towards TODAY. We work to cover the key skills required for effectiveness in Market 2.0.

Agency struct.

WHAT WORKS BEST

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•Research and monitoring•Strategic planning / brand mngment•Creative concepting•Copywriting and art direction•Print and TV production

Services

•Research and monitoring•Strategic planning / brand management•Reputation management•Social media management and interaction•Crisis management

• UI and web design•Content development and management•Applications and branded content•Production •Maintenance and hosting

•Identity and logo design•Brand ambients•Packaging and product development

WHAT WORKS BEST

• even planning and management• procedural and legal implementation• follow=through and creative

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WHAT WORKS BESTSerban [Alexandrescu]

Partner and Creative Counsel

Mircea [Staiculescu]Partner and COO

Mihai [Cocea]Partner and CFO

Bogdana [Butnar}Director of New Stuff

Cornel “Golo” [Gologan]Creative Director

Key people

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WHAT WORKS BEST

Clients

Red Bull since 2000UniCredit Tiriac (bank & consumer financing) since

2001Gazeta Sporturilor since 2003

Helpnet since 2003ING (pension & life insurance) since 2007

MNAC since 2008Discovery Channel since 2008

Pasta D’oro since 2009Dots since 2010

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WHAT WORKS BEST

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HEADVERTISING PRINT ARCHIVE

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WHAT WORKS BEST

mini case studies

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Orange “Se cauta Enescu”

an original concept by Headvertising, bought by Orange and transformed in a national classic music talent scouting contest

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ALL corporate materials for HVB/Unicredit Tiriac

Including corporate stationary, literature, internal literature, internal movies, intranet and website banners

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WHAT WORKS BEST

maxi case studies

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ING / mandatory pensionsthe most complex & demanding campaign we ever worked on

At the end of 2007, 17 companies had only 4 months to compete in order to get the most of the 3.7 million Romanians that had to apply for a mandatory private pension. These 3.7 mil people knew nothing about these pensions. And the Romanian Authorities was very slow in educating them, to say the least.

But the hardest thing was that no one could claim any product differentiation, because there was none. The state required a certain way of investing the pension money, so everybody had almost identical products. Including ING, of course.

Therefore, although theoretically placed in pole position because of its prior experience in the market, ING was not the obvious winner. First of all because of its stretch objective – no less than 1 million signatures.

Even worse, the law stated that one could not extrapolate in communication past results. So we couldn’t exemplify ING’s past experience in other countries, backing it with the solid and relevant examples that we had and that would have won the day.

And we had only 122 days to get 1 million. 19headvertising (c) 2010

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ING / mandatory pensionsthe most complex & demanding campaign we ever worked on

Objectives

We had to get 1mil contracts until the end of the campaign (January 17th, 2008). We also had a major milestone of 800k to hit before 31 December 2007.

As advertising objectives, we had to maintain the gap that separated ING from its competition (especially from Allianz Tiriac and Aviva) both in terms of spontaneous brand and advertising awareness.

Target

Every employed person in Romania between 18 and 45 years old. It may sound like a joke, but it was not. We just could not afford to pass any opportunity if we were going to hit the million people target. We could not shut up to any sub-target group.

20headvertising (c) 2010

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ING / mandatory pensionsthe most complex & demanding campaign we ever worked on

Strategy

We decided to educate everybody, because we assumed that the Romanian Authorities would not do it. It was very risky, because educating was going to help our competitors too, but we thought that the “feel-good factor” resulted from such a brand behavior will give us the differentiation we were looking for. We wanted people to perceive us as market-experts, confident enough to do this on behalf of the industry.

The information was split in “info about ING” and ”info about mandatory pensions”. The first was dramatized in the sub-campaign called “The ING Country” and the second was communicated in the sub-campaign called “You Know From ING”.

“ING Country” was designed to show the reluctant Romanians that ING is actually wealthier, bigger and more powerful that the State they trusted. And “You Know From ING” was engineered like a Quiz-show employing real ING consultants to answer any possible question you could possibly have on the mandatory pensions (we shot 52 different TV executions!). 21headvertising (c) 2010

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ING / mandatory pensionsthe most complex & demanding campaign we ever worked on

We behaved as if we were in an electoral campaign. So we fine-tuned all messages according to every media, to every micro-target, to every new turn of events.

We put together a heavy campaign with 52 different TV copies, quality placement for OOH, indoor/outdoor, sections sponsorships online and context placement on targeted print titles with high association with the editorial content, radio, dailies, weeklies, magazines, etc. We provided strong creative support and were able to bring creative media solutions (i.e. post-it notes on the first page of ZF or Jurnalul National, atypical outdoor solutions in unexpected placements: hand written sheets “I need an ING consultant” on the balconies in central locations etc.) and have tailored creative for atypical formats: subway, business centers elevators, beauty salons, shopping malls.

The on-line was thoroughly used in any possible form, from classic micro-targeted banners to blogger endorsements. We built a mini-site especially for detailing the “ING Country” sub-campaign and we built a whole new site-&-application called “ING Consultant” where one was able to pick the consultant they wanted to meet according to proximity, their pictures, or their astrological signs).

We went to blogs and we generated probably the strongest reaction in Romanian media in terms of blogs participation. 22headvertising (c) 2010

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ING / mandatory pensionsthe most complex & demanding campaign we ever worked on

Not only did we reach the 1mil target, but we exceeded it by almost 400k. ING took a 34.3% market share and above expectations in all marketing figures: top of mind, advertising awareness, favorability, likeability, which got us a gold Effie.

Which, further more, gave us the opportunity to do more projects for them: the launch of Pillar 2, the voluntary private pensions, in 2008

and an image campaign at the end of 2009.

23headvertising (c) 2010

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WHAT WORKS BEST

corporate events

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Romtelecom Dolce launch

Romtelecom launches the digital TV platform

Over 500 VIPs came at the National Museum of Contemporary Art to “Feel Dolce”

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Ford Focus LaunchAnother example of unconventional location, logistics exercise and approvals/permits effortOver 500 VIPs, 4 cars brought 2 floors up in the building, special musical instruments build from car parts…

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WHAT WORKS BEST

THANKS