Auchan - Untamed Romania
Campaign: Untamed Romania
Brand: Auchan
Client: Auchan Retail România
Submitted by: Auchan
Background/objectives:
România neîmblânzită is a one-of-a-kind CSR initiative in Romania: the first time a brand has single-handedly produced a full length nature film and distributed it in cinemas, on DVDs and at film festivals with the goal to celebrate Romania's unbelievably unique bio-diversity but also to impress on Romanians the urgency and importance of protecting and preserving it.
Strategy:
Our core target are adults 30-50.y.o. with young kids in the household. They have mid to high education and income, live in mid-sized cities, have a car, a house and a mortgage. Since they’ve become parents they’ve grown more interested in the longerm wellbeing and quality of life – because they now have to worry about how these things affect their kids’ lives. This makes them more receptive to environmental messages.
Conversations with our partner environmental NGOs who had years (some even decades) of experience on this issue in Romania have taught us that Romanians have a paradoxical view on their country's natural bio-diversity. On the one hand they feel proud of it even though they didn't do anything to deserve it. On the other they see natural habitats as "natural resources" to be exploited through tourism, hunting, logging and farming even though they have next to nothing to gain and everything to lose from it.
This led us to understand that we don't want Romanians to just feel proud of their country's rich bio-diversity. We want them to feel ownership and responsibility for it instead.
"Some things need to remain as they were" was the main message of the campaign and the tagline of the film. This simple message conveyed the noble purpose of the documentary and its accompanying campaign - that of wonder but also responsibility.
Results:
România neîmblânzită started as a unique CSR initiative and ended up as the most succesful documentary ever at the Romanian Box Office. It beat the previous top performer - The Michael Jackson Documentary "This is it" - and became one of only two Romanian movies to surpass 1 million RON in ticket sales in 2018 - the other was Moromeții 2. No other Romanian movie has passed even the 500k RON mark that year (National Council for Cinematography).
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