2. AGENCYCREDENTIALS
WHAT WORKS
BEST12 years and counting
28 people and growing
100 clients and still pitching
± 1000 campaigns
11 effies
10 creative awards
1 awarded blog
Quick facts
4. AGENCYCREDENTIALS
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 are
WHAT WORKS
BEST
5. AGENCYCREDENTIALS
SMART/SHARP
we are visually represented by a pointer, because they are smart, sharp, focused and loyal
EFFECTIVE
we 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.
DESIGN
we are craftspeople: we value detail and exceptional work. We believe design can make
everything better
SOCIAL AND NEW
we 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
6. AGENCYCREDENTIALS
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
7. AGENCYCREDENTIALS
•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
9. AGENCYCREDENTIALS
WHAT WORKS
BEST
Clients
Red Bull since 2000
UniCredit Tiriac (bank & consumer financing) since 2001
Gazeta Sporturilor since 2003
Helpnet since 2003
ING (pension & life insurance) since 2007
MNAC since 2008
Discovery Channel since 2008
Pasta D’oro since 2009
Dots since 2010
13. AGENCYCREDENTIALS
Orange “Se cauta Enescu”
an original concept by Headvertising,
bought by Orange and transformed
in a national classic music talent
scouting contest
17. AGENCYCREDENTIALS
ALL corporate materials for
HVB/Unicredit Tiriac
Including corporate stationary,
literature, internal literature,
internal movies, intranet and
website banners
19. AGENCYCREDENTIALS
ING / mandatory pensions
the 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
20. AGENCYCREDENTIALS
ING / mandatory pensions
the 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
21. AGENCYCREDENTIALS
ING / mandatory pensions
the 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
22. AGENCYCREDENTIALS
ING / mandatory pensions
the 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
23. AGENCYCREDENTIALS
ING / mandatory pensions
the 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
27. AGENCYCREDENTIALS
Ford Focus Launch
Another example of unconventional location, logistics
exercise and approvals/permits effort
Over 500 VIPs, 4 cars brought 2 floors up in the building,
special musical instruments build from car parts…
