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The American ROM campaign

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SOCIETE - Le chocolat Rom en vedette. Reverse psychology. Children[edit] Questions have however been raised about such an approach when it is more than merely instrumental, in the sense that 'reverse psychology implies a clever manipulation of the misbehaving child'[2] and nothing more. With respect to '"emotional intelligence"... [&] successful fathering', the advice has been given: 'don't try to use reverse psychology....such strategies are confusing, manipulative, dishonest, and they rarely work'.[3] In addition, consistently allowing a child to do the opposite of what he/she is being advised, undermines the authority of the parent. Paradoxical intervention[edit] Closely associated with reverse psychology in psychotherapy is the technique of 'the Paradoxical intervention....This technique has also been called "prescribing the symptom" and "antisuggestion"'.[4] Here the technique employed is to frame the therapist's 'message so that resistance to it promotes change (i.e. paradoxical prescriptions, reverse psychology)'.[5] Manipulation[edit]

Psicologia inversa en su estado mas puro (subtitled) Reverse psychology marketing: the ... - Indrajit Sinha, Thomas Foscht. Romanian Chocolatier Uses Reverse Psychology, Wins 2 Cannes Grand Prix. Zachary Rodgers | June 21, 2011 | 0 Comments inShare39 Elaborate hoax triggered a powerful patriotic backlash.

Romanian Chocolatier Uses Reverse Psychology, Wins 2 Cannes Grand Prix

Cannes, France-- Romania won big here on Monday when McCann Erickson Bucharest took home two Grand Prix Cannes Lions for work on behalf of Kandia Dulce's Rom chocolate bars. The campaign sought to bolster Romanian national pride during an economic crisis that has demoralized citizens, especially youth.

It took the form of an elaborate hoax in which the company appeared to rewrap its patriotically packaged chocolate bar with an American flag - a symbol of superior economic might. "Things were not good for a chocolate with a national flag on it," McCann stated in its campaign video (embedded). Mccannromania's Channel. Imnul Rom - McCann Erickson Romania - 10s. Ciocolata ROM Partidul te vrea tuns Rockere avi.

ROM Senzatii tari din 1964. Good Marketing - Good Storytelling. Stratégies - Marketing, Communication, Médias, Marques, Conseils, Publicité. American Rom Takeover. American Rom, a campaign of deception run in Romania in 2010, has won the Grand Prix in the Promo & Activation Lions at Cannes International Festival of Creativity. Romania’s ROM, manufactured by Kandia Dulce, is the traditional chocolate bar that all Romanians grew up with. Wrapped in the national flag, it had an ageing, nostalgic consumer base and was losing ground with the young generation who preferred cool American brands. McCann Erickson challenged young people’s national ego by replacing ROM’s packaging with an American version.

The campaign started in-store with the controversial change and promo activities. The bold move was then amplified on ATL with all channels further directing people online, inviting debate on the campaign’s microsite, noulrom.ro, and the product’s Facebook page. Click on the image below to play the video in YouTube (HD) Click on the image below to play the Teaser 1 video in YouTube (HD) Click on the image below to play the Teaser 2 video in YouTube (HD) ROM. Rom: Changing the Romanian Flag on the Package. ROM (as in Romania) was a traditional chocolate bar bearing the Romanian flag on it. We conceived a campaign meant to make the product once again relevant to a young target that is cynical in regard with the national pride. Crisis made things even more difficult as youngsters do not trust anymore Romania’s leadership and are looking for alternatives abroad.

A description of the challenge or opportunity faced by the submitting companyROM is a genuine Romanian chocolate bar that bears the national flag on its package since 1964 and has a strong rum flavor. THE BRIEF was to set ROM as Romanian national symbol once and for all and to rejuvenate the target. So, we faced one major problem:• How to sell a chocolate bar with the Romanian flag on it to youngsters that don’t believe in national values anymore? Our strategy was to generate a public debate about national values among youngsters in order to gain favorability for ROM brand. The solution was to challenge their patriotic Ego.