Simona
Lazar
   �
copywriter
hello!
My name is Simona
and I currently write
copy for a living.
You are now looking at my
Curriculum Vitae Portfolio.

I...
facts
Born and raised:         Educated:                     I speak, write, read:   Contact information:

» 16.06.1988   ...
professional path
& achievements
Present:             Before making a use of my
                     creative side I worke...
clients
Dr. Oetker       Peroni        Western Union              Raffaello
» Paula          Tetra Pak     SCA            ...
allow me to brag
a little
Diplomas I own:                  Toefl IBT, grade 102      Trainings:                    Miscell...
work
Vellant Publishing House

Challenge
Create an inovative communication
campaign for Vellant Publishing
House, increase awar...
other work
that I’m
proud of
Western Union

Challenge
Come up with an attractive concept
to communicate the mechanism of
t...
Innovative POSM   3 in 1 Coffee Flyer
Western Union

The Gift

                Headline » A gift given in time is two times worthy.
happy,                                     Client
                                           Dr. Oetker
                  ...
Client   Challenge:                                 Solution:
Paula    To sustain one of many Paula promotions,   Because ...
Topping & Milkshake

                      Headline » Everything tastes better with Topping.   Headline » What do deserts ...
Décor

        Headline » Dr. Oetker will color the messages to your loved ones.   Headline » With Dr. Oetker, even your d...
Crem Pudding
& Milkshake

               Headline » What do you think of Crem Pudding? It’s Mmmmmmm!   Headline »   Milksh...
the           Client
              Peroni
                                                       Challenge:               ...
the
work
goes
on
Tetra Pak1

Challenge
Propose a full 360
campaign that would
change consumer’s
perception about
UHT milk....
Headline » If you saw how loose milk is handled, you would only buy UHT.   On-line banner, same message
the one
that went
on air
Tetra Pak2

Challenge
The strategy now changed »
UHT was to be communicated
as the same healthy c...
one fun
project

Cappy body time

Challenge
Cappy wanted us
to launch their new
“Body Time”
sortiment, with the
help of a ...
Cappy body time

2nd Concept
how
to start
a fire

Burn

Challenge
Burn invited us to a
pitch to launch their
new 485 ml can.
More Burn means
more energ...
Burn

POSMs
I also think
innovation
Tabu

Innovative Media Proposal

                            Copy » A woman spends 3000 days of he...
a touch of
interaction
Nivea

Challenge
Nivea wanted an entire summer
promotion concept, together with
prize and mechanism...
this is it!
After all, I don’t want to bore you.
If you wish to see more of my work,
don’t hesitate to contact me.

Thank ...
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Simona Lazar

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Simona Lazar

  1. 1. Simona Lazar � copywriter
  2. 2. hello! My name is Simona and I currently write copy for a living. You are now looking at my Curriculum Vitae Portfolio. I hope you will be genuinely delighted. Let’s move on.
  3. 3. facts Born and raised: Educated: I speak, write, read: Contact information: » 16.06.1988 2007 – 2010 English & German 0721609718 » In Arad, a city very Academy of Economic Studies fluently far away from here. » Bucharest » Bachelor Str. Borsa, nr.37, in Business Economics » French & Spanish sector1, Bucharest German language semi-fluently simonelzr@yahoo.com 2004 - 2007 National College Moise Nicoara » Arad
  4. 4. professional path & achievements Present: Before making a use of my creative side I worked as a: Copywriter Mercury360 Recruiting Consultant Communications Sunset Blvd Agency, Bucharest Junior Copywriter Mercury360 Journalism Intern Communications Observatorul de Arad Trainee Copywriter Model and Hostess Mercury360 Prima Models Agency, Arad Communications
  5. 5. clients Dr. Oetker Peroni Western Union Raffaello » Paula Tetra Pak SCA Nivea » Milkshake Coca Cola » Libresse Heidi » Coca Cola » Tena Albalact » Cioco Latte » Burn Vellant Publishing House Ministry of Health, » Crem Pudding Ministry of Transport » Décor » Cappy » Nestea
  6. 6. allow me to brag a little Diplomas I own: Toefl IBT, grade 102 Trainings: Miscellaneous: English Translator Certificate SAT Exams SIT Training I was a contestant in the 2007 SAT 1 and SAT 2 Young Lions Media John Griffiths Competition, Advanced Cambridge 3rd place at a national Strategic Tools Training Cannes Advertising Festival Certificate, grade A blogging competition 2010 best personal blog Doru Panaitescu Goethe Institute www.zappy.ro On-line Training German Certificate, level B2 On-pack promotions Training Intermediary DELE Spanish Certificate, grade 88 (out of 100)
  7. 7. work
  8. 8. Vellant Publishing House Challenge Create an inovative communication campaign for Vellant Publishing House, increase awareness about their exquisite books and introduce them to their young and complex target. Solution We spread all 186 pages of a never before published book to facebook friends, key opinion leaders and even the author himself, and asked them to get inspired by the page. We then published the book and revealed the name of the author. Results: We significantly increased all of our clients value indicators. The campaign was featured in creativity online, creativereview, advertising age, advertlover, adoho- likand many more. I was invited to host a Cultural Marketing Workshop for students and talk about the campaign. short movie about the click here campaign
  9. 9. other work that I’m proud of Western Union Challenge Come up with an attractive concept to communicate the mechanism of the promotion and the discount our client was offering. Solution Concept1 We used the famous 3 in 1 idea, to attract attention, appeal to the target and also treat a serious promotion with a bit of humour. Concept2 The idea revolved around a popular Romanian saying, in order to be sure our target was reached, while also being very visually appealing. Results: We won the pitch. Headline » Intelligent housewives choose Western Union 3 in 1! Headline » Resourceful youngsters choose Western Union 3 in 1!
  10. 10. Innovative POSM 3 in 1 Coffee Flyer
  11. 11. Western Union The Gift Headline » A gift given in time is two times worthy.
  12. 12. happy, Client Dr. Oetker Summary In two years’ time, I’ve had the chance You will see many executions for different bright & Brands: to work on tens of Dr. Oetker projects, brands. Some of them made it on air, Paula, Décor, Crem Pudding, multiple brands, from ATL to BTL, complex others got a little lost. concepts or just simple executions. colorful I enjoy working for Dr. Oetker because they are always colorful, bright and positive stuff and they mostly allow us to play and get creative. Headline » Summer’s coming, oh what joy, Headline » Have a taste of all the colorful Paula fruity spots! Headline » Paula's gift for you today is a furry friend to stay! Paula’s taking me to the seaside!
  13. 13. Client Challenge: Solution: Paula To sustain one of many Paula promotions, Because our target was mostly up to 10 we also had to do an on-line contest of years old, we designed a game for them, our choice. Consumers had to enter the where they could decorate their own party, site with a unique code and complete a invite friends and play some music. The challenge. best decoration won a real life birthday party, with Paula & friends as guests.
  14. 14. Topping & Milkshake Headline » Everything tastes better with Topping. Headline » What do deserts want?
  15. 15. Décor Headline » Dr. Oetker will color the messages to your loved ones. Headline » With Dr. Oetker, even your dreams will be sweet.
  16. 16. Crem Pudding & Milkshake Headline » What do you think of Crem Pudding? It’s Mmmmmmm! Headline » Milkshake. Amusingly Easy.
  17. 17. the Client Peroni Challenge: Solution: italian job I worked on various campaigns for Peroni, from ATL to BTL and anything in between. The main focus was to shift the To acchieve this, we divided the communication plan into 3 different platforms: Sport, Draught and Aperitivo. consumer's perception and portray Peroni We had a photoshooting for each campaign as more of a men's beer, while still keeping and sustained the platforms with various a touch of Italian style. promotional on & off premise activities. Headline » Live you life with passion and style. Headline » Live you life with passion and style.
  18. 18. the work goes on Tetra Pak1 Challenge Propose a full 360 campaign that would change consumer’s perception about UHT milk. Make UHT the alternative to loose, farm milk. Solution We proposed several clean, clear, but creative ideas that ultimately had the same key mes- sage: no matter how you look at it, UHT is better, healthier and safer than farm milk. We won the pitch. Headline » Unpackaged milk is not as safe as you think. Headline » If you boil Lapte de vaca (cow milk), you actually drink L pte e v c. You loose important vitamins like A, B, D and K.
  19. 19. Headline » If you saw how loose milk is handled, you would only buy UHT. On-line banner, same message
  20. 20. the one that went on air Tetra Pak2 Challenge The strategy now changed » UHT was to be communicated as the same healthy cow milk, just better protected. Solution We proposed We chose to do a very educational campaign, that would inform the consumer about UHT’s benefits while still being fun to look at. To watch the TVC click here Headline » Daddy, where does milk come from?
  21. 21. one fun project Cappy body time Challenge Cappy wanted us to launch their new “Body Time” sortiment, with the help of a promotion & activation campaign. The product was supposed to bring your energy up and vitalize you. Solution We tried to go far with this one, by playing with interaction and entertainment. The consumer would be very involved and immediately experience the benefits of the product. Headline » Apathy? Refresh yourself with Cappy Body Time! Headline » Worn-out? Refresh yourself with Cappy Body Time!
  22. 22. Cappy body time 2nd Concept
  23. 23. how to start a fire Burn Challenge Burn invited us to a pitch to launch their new 485 ml can. More Burn means more energy, so that is what we chose to communicate. Solution We proposed two concepts and many innovative POSMs. Both ideas centered around the increasing amount of energy you get from the bigger Burn, while also engaging the consumer and making the Burn experience memorable. Headline » Get active with the new Burn... Headline » Extend your energy with the new Burn!
  24. 24. Burn POSMs
  25. 25. I also think innovation Tabu Innovative Media Proposal Copy » A woman spends 3000 days of her life choosing the right Copy » A woman spends 3560 days of her life on a diet. On all the clothing article. On all the others, she is a brilliant cardio surgeon. others, she is head of the Association for Women in Mathematics. Tabu. A magazine for shockingly sophisticated women. Tabu. A magazine for shockingly sophisticated women.
  26. 26. a touch of interaction Nivea Challenge Nivea wanted an entire summer promotion concept, together with prize and mechanism proposals. Solution We wanted a new and exciting big prize – so we suggested offerint 10 more vacation days for the winner. Also, because we figured he would get bored after a while – we created a multifunctional poster that could be turned into an origami figure. Headline » Suggestion for time spendure: crab figure. Execution time: 7h, 34 min. Nivea Sun rewards you with 10 more vacation days!
  27. 27. this is it! After all, I don’t want to bore you. If you wish to see more of my work, don’t hesitate to contact me. Thank you for your time!
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