The American ROM campaign
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Le remplacement du drapeau roumain par le drapeau américain sur l'emballage de la barre de chocolat Rom, considérée comme un symbole national, avait enflammé les esprits l'automne dernier. La campagne publicitaire à la base de cette controverse vient d'être récompensée dans l'un des plus grands festivals du secteur Photo : www.romautentic.ro C'est l'histoire d'une barre de chocolat typiquement roumaine. Non seulement par son nom, Rom, qui rappelle aussi le goût de la crème au rhum dont elle est fourrée, mais aussi par son emballage. Depuis sa création en 1964, il se compose des trois couleurs du drapeau national : bleu, jaune, rouge.
SOCIETE - Le chocolat Rom en vedette
Reverse psychology - Wikipedia, the free encyclopedia
Reverse psychology is a technique involving the advocacy of a belief or behavior that is opposite to the one desired, with the expectation that this approach will encourage the subject of the persuasion to do what actually is desired: the opposite of what is suggested. This technique relies on the psychological phenomenon of reactance , in which a person has a negative emotional response in reaction to being persuaded, and thus chooses the option which is being advocated against. [ edit ] Children
INDRAJIT 'JAY' SINHA is the Washburn Research Fellow and Associate Professor of Marketing at the Fox School of Business and Management at Temple University, Philadelphia. He has also worked as a management consultant and his articles on branding strategy and luxury products have appeared in several leading marketing and strategy journals including the Harvard Business Review. THOMAS FOSCHT is Associate Professor of Marketing in the Department of Marketing and Retailing at the University of Graz, Austria.
Reverse psychology marketing: the ... - Indrajit Sinha, Thomas Foscht - Google Livres
Zachary Rodgers | June 21, 2011 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.
Romanian Chocolatier Uses Reverse Psychology, Wins 2 Cannes Grand Prix | ClickZ
Good Marketing - Good Storytelling
One of the main characteristics of a good storyteller is the ability to make themselves disappear. A measure of their effectiveness in relaying a story is if their presence as the storyteller eventually falls secondary to the story/experience they give the audience. The audience remembers the story the experience above all else. And a significant factor to the experience is the feeling that the audience i s left with.
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Médias 29/03/2012 - Stratégies publie ce jeudi 29 mars la sixième vague de l'enquête Animat sur l'image de marque des animateurs TV, réalisée par Omnicom Media Group.
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.
American Rom Takeover | The Inspiration Room
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. • How to sell a chocolate bar with the Romanian flag on it to youngsters that don’t believe in national values anymore? ROM’s heritage was a disadvantage in face of strong competition from cool brands like Snickers and Mars.