ROM

ROM Buzz seized the opportunity to turn a negative into a positive, while also finding a way to put Romania on the big scene and on the radar of young people. 

The campaign kicked off with several pieces of entertaining video content in which a ROM representative pitches organizers all kinds of crazy sponsorship ideas: from chocolate-filled arenas for Wimbledon, to crazy national flags at the EURO football tournament, to our own proposed mascot for Comicon — the Rom Buzz Man. 

With messaging that directly targeted cancelled events in Romania — or any cancelled event in the world, for that matter — event organizers were encouraged to visit ROM microsite to find a unique sponsorship package for their event.  

ROM also activated the consumer base to play a role in the mission and help this small Romanian brand sponsor a big international event — they were given a chance to join in and spread the outrageous offers to reach the organizers. 

Most of the conversations took place on our social media channels — while we couldn’t tag the event organizers as a brand, we were able to do it through influencers and fans of the page.  

We developed a real-time response strategy. So when a new event would unfortunately get cancelled — a festival, concert or marathon, for example — we were able to immediately start targeting it and produce new content on social media. We also reignited the conversation every time a cancellation was trending in the news.  

Select opinion leaders were also leveraged to further amplify the conversation. For example, we were able to partner with Romanian tennis star Simona Halep to respond to our proposal for Wimbledon.

At a local level, we actively sought out smaller events to bring into the initiative. For each cancelled event, we developed a sponsorship package that offered free chocolate to anyone who had a ticket.