July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 1
climatESCU
OUTLET campaign on Change climate change
CAMPAIGN NAME: Pe gaura cheii – Romanian expression understood as an indiscreet look
through the door lock” ( indiscretion leaning towards voyeurism) .
SLOGAN: Cine rade ala e! Another Romanian expression that says: when you laugh of someone
else, you don‟t laugh of anybody but yourself. ” Or you if make fun of someone else, you are
the one who should be made fun of ( think global, act local is really the purpose of the
Romanian expressions we used) .
LOGO:
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 2
CAMPAIGN STARS: The Escu family
SUMMARY STATEMENT
Interactive, engaging, fun, witty, memorable, fresh, finger- pointing. That’ s our campaign
like.
We give Caesar what belongs to Caesar. We tell people what they want to hear. The campaign
is consumer- oriented, inspired by the traditional local way of life.
Mocking one another is like a national sport for Romanians. Therefore, we draw their
attention about the climate change by using specifically this personality trait.
We bring the eco- spirit alive in every home. We take householders on our side without even
letting them know: with sense of humor. As “Humor is a rubber sword - it allows you to make
a point without drawing blood”. ( Mary Hirsch) Or because “Humor is everywhere, in that
there's irony in just about anything a human does”. ( Aristotle)
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 3
OVERVIEW
Focus on: Romania ( South-Eastern Europe)
Capital: Bucharest ( biggest city in Romania and the 6th largest capital of the European
Union; 2 million inhabitants)
TARGET: Bucharest typical householder profile
- usually owns an apartment in a block of flats
- mostly has a big numbered family
- lives in a typical routine home-work; work-home
- owns a pet
- interested in gadgets, wants to own every single technology item
- the comfort of the home is a must-have
- because of the restrictions of the communist era , the Romanian householder now wants
to consume as much as possible, have all the items that a Western family owns
- likes to buy new modern clothes, accessories, cars, gadgets and properties
- willing to have a dream house just like in Western Europe ( due to the same
restrictions until 1989)
- wants to adopt every trend or fashion that may come along
- very sensitive to bargains, promotions and sales
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 4
- willing to buy more for less
- likes to make a collection out of credit cards and every single card as he thinks
this is a civilized attitude to be on the same road with the westerns
- very independent
- doesn’t like being taught what to do, doesn’t serve orders
- likes to take its own decisions ( more or less responsible)
- curious and engaged when it comes to making fun and taking things less seriously
CAMPAIGN BACKGROUND
Bucharest is known to be the most polluted capital in Europe. Intense car traffic, few
green spaces, lack of parks and industrial polluting areas are just some of the factors
which confirm this statement.
Few people did a few things, willingly or not. Meetings, reports, NGOs, warning signals,
call- to- action manifestations, experiments, news, talk- shows. They all talked about the
climate change effects; they tried to convince people to recycle, to make them aware, they
tried to scary, to put on balance. They used facts, studies, larger or smaller scales,
stars and influent people. They all seem the natural thing to do.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 5
Unexpectedly, they didn‟t work. Because Romanians seem not to care.
Global warming in Romania doesn’t come with the territory. It does not feel natural to think
about or to act upon it. It seems to be ‘no biggie ’.
"Besides the companies ’ CSR actions, ecology is more like a hobby, a weekend activity of
some people who have the time to do it. Others have more important problems to solve than
the climate change issue. Global warming does not strikes directly into their way of
living, therefore they have an indifferent attitude towards the real consequences. There is
much more to be done in order for the climate change and implicitly ecology to become an
ideology to them, a belief, a way of life. ”
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 6
In the meantime, the consumption of electricity in Romania is constantly rising, from one
year to another.
In 2007, INS ( The National Institute of Statistics) informed that Romania’s energetic
resources dropped in number comparing to the high level of consumption” Not only the
primary energy resources, but also those of the electric energy are fewer every day.
Romania has 2, 5% less primary energy resources than in 2006. The production and the imports
diminished as well. Romania produces 2, 2% less energy and imports 3% less. On the other
hand, the electricity consumption has risen. People consume 4% more in 2007. During winter,
people tend to heat with electrical devices, which mean higher costs, and during summer,
the air- conditioner is being used more and more frequent’.
In 2008, the situation is worse.
“In the first 5 months of the year, the electricity consumption has surpassed 10% comparing
to 2007, with 22 billion kilowatts. This is due to the big number of people and
institutions buying more and more electrical machines and devices . Unfortunately, the
consumption is considered to rise even more, also due to the old and poor infrastructure. ”
( INS)
So Romanians like to consume. A lot. Indifferent to the negative consequences of their
actions, they spend more and more on technology, on gadgets, on different things to make
their life seem easier.
They don’t care about the climate change as they see it as a hypothetical thing, a
theoretical problem without a real and practical support.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 7
They are ignorant to the Eco problems; they live their life in the “carpe diem spirit” and
are eager to test new things which can improve their living. They are incapable of
understanding the loss of electricity and water and, except the elder segment, they aren’t
really interested in the loss of money.
MARKETING OBJECTIVES:
- influence householders in Bucharest to change their “no biggie” attitude into a
wise consume attitude
- use local sense of humor to generate a different attitude when it comes to
abusive consumption of energy and water
- encourage the householder to want more for his home, to evolve in the Western
spirit of interests in home-design and technology
- use strategic partnerships and design contests to make the Escu family and
determinate other families to become Eco-friendly
- imprint Romanians the Western Europe Eco thinking: Eco is about being
efficient and cool at the same time
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 8
CAMPAIGN STRATEGY
Fight household owners and consumers using their own weapons.
Not only Romanians like to comment on other people‟ problems, but also enjoy making fun of
their own, when they find them hard to bear.
In a nice and comic manner, we decided to engage householders in actually seeing the big
picture.
We invent a family, called the “Escu“ family, representing the typical Romanian family
living in Bucharest. They will be just as our consumers: indolent and little receptive. We
create them a funny image using comics. People will laugh at them and enjoy themselves,
till the point when they realize they laugh of themselves, because they are just like the
“Escu” family. We entertain people, but pointing out the less funny part: the energy loss
problem. We use normal people and talk about their everyday habits and life- style.
We start by reflecting the nature of these characters, indifferent and careless to the
abusive consumption of electricity and water. In the meantime, we help them take
responsibilities and waste less. At the end of our six months campaign, we wish to make a
model out of the “Escu” characters. The Escu family, finally role model for the Romanian
householders should be able to generate the Escu-mania.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 9
We use humor to illustrate this strategy, as “there is more logic to humor than in anything
else. Humor is truth”. As mentioned before, “Humor is a rubber sword- that allows you to
make a point without drawing blood”.
CAMPAIGN NAME:
Romanian expression “Pe gaura cheii” = indiscreet look through the door lock
CONCEPT:
Rade ciob de oala sparta - = mock or laugh at someone, but you are just the same
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 10
Making jokes and mocking one another is an important Romanian particularity. People are
finger pointing and make fun of others and actually don‟t see themselves. That‟s why we are
finger- pointing to them now.
SLOGAN:
Cine rade ala e! = when you laugh of someone else, you don‟t laugh of anybody but
yourself. ” Or “ if you make fun of someone else, you are the one who should be made fun of.
CAMPAIGN EXECUTIONS
The Escu* family is a black- and-white cartoon family. We sneak into
their lives and point out their weaknesses in terms of electricity and water consumption.
Later on, we educate them to care more. Our Escu family will evolve from CONS to PROS, from
the ignorant family to the eco responsible and respectable one during the six-months
campaign. The black and white option stands for efficient consumption.
We decided this is the most appropriate name for our family, as in Romanian the escu” ending
in family names is very common. The family names are traditional names, yet memorable.
Ion ( the father) , Geta ( the mother) , Deea ( the daughter) , Mishu ( the son) , Gherghina ( the
grandmother) , Costel ( the grandfather) make for the Escu family. They have a dog, called
Piki. The Escu family will be promoted as the Romanian version of the Bundy / Simpson’ s
family.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 11
Comic Example ( due to little know-how on graphic design or illustration programs, we have
executed one comic only) :
1.
2.
3.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 12
MECHANICS:
Direct Marketing
- Daily comics to a certain number of householders in different blocks of flats in
every neighbourhood of the 6 districts; also, they will received from supermarkets
such as Carrefour, Gima, Billa at the counter or from a special place of distribution
as the free newspapers are given and of course, in subway stations
- Door mats with the picture of the Escu family, with the site ’ s address on, which
people can take at promotions in Ikea of Carrefour
- Happy Meal toys with sun- charged batteries, puzzles representing the Escu family
portrait and different comics sold with each Mc Donald‟s Happy Meal
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 13
- The eco page of Escu family in the IKEA catalogues, in which they recommend different
things like economic light bulbs
- Explanatory leaflets that people receive when buying a certain household item with
suggestions from our family on how to consume less
Strategic partnerships
- IKEA: it embodies Romanians‟’ European standard dreamhouse, especially when it comes
to consumption efficiency. Therefore we chose Ikea to be our campaign partner.
Depending on the empathy they stir in the public and as soon as the time is right,
the Escu‟s will appear weekly at ikea offering the clients a unique show
- Altex and Media Galaxy: these stores always have household items on sales and they
easily adopt promotion strategies. Furthermore, they are top- of-mind for consumers
when it comes to electronic devices
- The Sims ( PC game) : make a section in which the gamer could live in the comic Escu
family style, in a block of flats, survive all the problems which occur, have
economic options and, at the end of a mounth ( every 3 levels) , receive a bill. Sound
and graphic signals will be used if the bill is large enough to create budget
problems
- EcoMagazin. ro, EcoAssist. ro, Copaculdehartie. ro, Responsabilitatesociala. ro and some
other Eco blogs that may change their web design into black and white during the
campaign ( to illustrate the reduced level of energy consumption)
- ING Bank Romania: create a card on the same system with the Personal Needs Card,
which will have an option of eco- needs, such as the need of a new washing machine
which consumes less, an economical refrigerator and so on
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 14
- Romanian National Bank: try to make a special card named “ClimatEscu”. The card will
contain all the household bills ( electricity, water and natural gas) and be used to
pay all of them in one place, an ATM localized in every hypermarket. This card will
evaluate all the consumption people made and have a certain limit to it. There will
be some discounts included in stores such as Carrefour, IKEA, Billa and Gima if
people haven’t over passed the consumption limit. The idea on which is based the card
concept is to give facilities in order to encourage not to consume much
- Romstal: develop a design contest ( published on the blog) addressed to the Art School
Students, with the premise of helping the Escu family become an Eco well- tuned
family. Students will have to come up with creative ideas of new shapes, colors ,
textures and ways of saving for the household details such as switchers, energy
consumption control panels and even for electronic devices. The most interesting idea
will be implemented on a large scale and sold as the new hot stuff for the families
in eco trend, while the winning team will receive economical sensor devices for their
homes
Digital Marketing
- Comics blog. The campaign will have a special created blog ( in the same manner as
www. toonlet. com) where people will be able to create their own comic, using our Escu
characters. The best comic will be printed and delivered the next day. This blog will
have as a purpose to show people that thinking economically doesn‟t refer necessary
to money, but it‟s trendy and cool to act responsible, especially when it comes to
nature and the threatening climate change
- www. climatescu. blogspot. com – a blog about the Escu family, about each member of the
family, their stories, life- styles, hobbies and evolution. How are they, what they
read and watch. People can comment on the blog and observe the family‟s experiences.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 15
The blog will sustain basically the whole campaign, illustrate the concept, the
evolution of our family, its changing attitude and all the stories in the comics.
www. climatescu. blogspot. com will show all the strategic partnerships we make, giving
direct links to each one of them and connect to other eco friendly blogs which will
appear in the blogroll. It will announce and sustain all the design contests and
events on the climate change issue. The blog will be promoted using stickers, badges
and flyers and it will also be mentioned on other blogs and online platforms such as
hi5 , facebook, MySpace profiles of each young member of the Escu family.
Householders will receive an eco- newsletter from our family, giving the link to the
blog where they will get all the information about the campaign and its events, the
comics and the evolution of our family
- Facebook, MySpace and hi5 accounts. As it is a very trendy subject, Deea and Mishu
( the Escu daughter and her brother) will have an account on Facebook, MySpace and
hi5. These accounts will be updated daily and will be interactive : people can get in
touch with them and join their eco- friends list
- YouTube account. Mishu will have also an account on YouTube where he will upload
short films with the Escu family, filmed using his mobile phone, while they aren‟t
looking
Social Marketing
- Flashmobs. Live performances at subway stations. People wearing a T- shirt with the
stand- by button on it will literally “stand by’ ( stand near) the people who wait for
the train and follow them, doing nothing, just to demonstrate people how annoying and
senseless is the “stand by“ mode. On the back of the T- shirt, there will be displayed
the following message: “Don’t just stand by”.
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 16
- Weekly stand- up comedy shows with the Escu‟s best week comic for the subway travelers
- Mimes representing different characters from the comic will dissipate through the
crowd. The mimes will be wearing only black and white clothes and make- up, just like
in the comic
Event Marketing
- Eco Escu Home at the Ikea store – the well- known 24 square meters house will be
transformed in the Eco Escu Home. Our characters will live their life there every
Sunday for about 12 weeks and meet their fans along with the high use of energy
problems and sollutions. Their turning into an eco friendly family will happen under
the householders‟ eyes
- The Consumism Monument in a central place in Bucharest with the presence of the Escu
family. It will look like a huge empty basin where people will be invited to throw
their burned light bulbs
- Musical event where musicians who will use switchers, economic light bulbs, water to
make their music, instead of the traditional instruments
- Eco- art - - Bridge construction over Dambovita river in Bucharest. It will be made out
of recycled elements only: light bulbs, taps, etc. A hydrocycle made out of recycled
elements will also float on the river. This way, artists will have all the freedom to
create together a piece of art with an eco message
- Media Galaxy and Altex in- stores events. Each household item which consumes less
energy will have a signal of recommendation from the Escu family
- Design contest in collaboration with Romstal and Art School Students ( mentioned at
Strategic Partnerships)
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 17
Unconventional media
- Stencils and charachers stickers targeted to young people
- A comic rolled over a building which you could easily read on your daily routine ways
( we propose the following buildings which are very representative for Bucharest
: Unirea Shopping Center, Intercontinental Hotel, BCR Bank, The University)
- Comics in subway stations. There will be 3 scenes placed in each of the stations in
one direction, so that people would read one part of the story in one station and the
others at the next stations
- Food menus at Escu’s restaurant ( which, by coincidence or not, really exists in
Bucharest http: //www. laescu. ro/) will contain a special page with food made with
little energy consumption, recommended by our funny family
CAMPAIGN EVALUATION
- Media coverage - Online and offline press monitoring: -how many articles and news on
our campaign, what kind of newspapers, magazines or websites have talked about it and
how
- Bloggers feedback: bloggers are asked to give their feedback online and each 500
hundred-word post talking about the campaign wins a t- shirt with Escu family or a
particular character
July,
2008
TEAM: OUTLET
ALTERNATIVE SCHOOL FOR CREATIVE THINKING / BUCHAREST, ROMANIA
naturally empowered by OUTLET 18
- Black and white urns: - placed at the ground floor in different blocks of flats in
each of the 6 districts, where householders are invited to deposit papers with their
feedback and opinions about the campaign
- Invite people on a platform with newly poured concrete to leave their fingerprints:
we put an invitation on the mail boxes and ask them to come to make a statement. They
have to bring their ID in order to enter, so that we know where they live. The number
of fingerprints will represent the number of people who got the campaign message
right. Who want to do something about it. Give a hand. Otherwise they would not
bother to come to this place, rather far from the center of the city
- Monitor the participation of the people in each event
- Evaluate the effects of each event we implemented: - how many burned light bulbs have
people gathered at the Consumism Monument in central Bucharest
- Check the memorability rate: after 6 months since the campaign – online quizzes with
10- to 20 questions ( like „What did happen to the mother in the first comic?‟; „What
was the name of the grandmother? ‟; „How did the Deea react when their parents refuse
to let her on the trip‟ and so on) with different prizes such as dinner at the Escu
Restaurant
- The Eco- consumption card from ING Bank and the fancy series of consumption control
panels will be also used in measuring the efficiency of the campaign
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