Publicis Groupe Romania
Thu, 17 Jun 2021 14:43:16 GMT
Romania has a unique issue – it has the fastest internet in Europe and the cheapest internet in the world. As a result, Romanian children use the internet as their favorite playground - to learn, explore and make friends.
However, the awareness about online dangers among Romanian parents is extremely low. As internet dangers are often abstract and hard to grasp, Romanian parents dismiss them as not being “real” dangers. As a result, 91% of them do not use any software tools to protect their children online. To promote the Kaspersky Safe Kids app, Telekom needed to educate the Romanian parents about the dangers of the internet and present them in a way that is easily and quickly understood by Romanian parents.
To ‘bring to life’ the online dangers for Romanian parents, Telekom created the “The Online Park”. A special stunt was set up in the largest amusement park in Bucharest via special “attractions”. Each “attraction” was mimicking a different online threat - from cyberbullying to online porn to chat room predators. The parents then got to 'experience' the online dangers, in the real world.
The video of The Online Park stunt immediately went viral and the topic of children’s online safety shot to the top on mainstream media and drew massive interest. The campaign completely and quite single-handedly changed the awareness about online dangers for children on a national level.
The stunt was captured in a highly impactful and emotional online film that immediately went viral among Romanian parents, while the subject of children’s online safety was picked up by the mainstream media.
As a result, the campaign reached 88% of all parents in Romania. Parent’s consideration for using online tools increased dramatically from 16% to 80%, while the "Safe Kids" app downloads rose by 800%.
Advertiser: Telekom Romania (Deutsche Telekom)
Creative Agency: Leo Burnett Buchares
Chief Creative Officer CEE Publicis Groupe: Jorg Riommi
Chief Creative Officer: Vasilije Corluka
Group Creative Director: Andreas Aron
Senior Art Director: Viorel Holovach
Brand Communication Director: Mihai Lucanu
Group Account Manager: Maria Ilea
Senior Account Manager: Magdanela Cernat
Planning Director: Corina Bratu
Managing Director: Diana Alexa
Associate Director & Chief Strategy Officer: Victor Stroe
Production House: Saga Film
Director: Giovanni Fantoni Modena