Mega Image opened at the beginning of April their first store in Cluj-Napoca, in the newest place in town designed for shopping, Platinia Commercial Gallery. Designed in such a way so they can offer the people from Cluj a special shopping experience and respect the local values and customs, Mega Image offers people a wide range: products under their own brand and others provided exclusively by local producers.
Vitrina Advertising was the chosen agency to conceive, develop and implement the launch of Mega Image in Cluj-Napoca, as well as the entire post-launch communication.
Given the brief, we developed a creative concept which goes hand in hand with local values, starting from the already specified identity of this international retailer. What came out? A campaign that gives inspiration to your home’s heart, spiced with local flavours and the local patriotism, the pride of being Transylvanian.
The idea was simple: when you talk to the people from Cluj, speak their language. And we, the majority born, raised or adopted by Cluj, knew exactly what this means. Starting from what it is said about Transylvanians, attributes we take great pride in, we have given to the Mega Image brand a Transylvanian personality, which is based on reliability, professionalism and punctuality.
For the actual campaign we chose four attributes which were launched in new roles. We tried to highlight the connection between Mega Image’s values and the values of people from Cluj.
The campaign was implemented on OOH, online and radio. For every channel we had teasing&revealing, each with its own particularities. For OOH we had 4 different messages, each one with its own visual. On the radio was the same, 4 different messages in 4 different spot broadcasts. #Amzisgustos, #Amzisdelicios, #Amzisproaspăt and #Amzisbun and with the help of 4 local influencers: Vlad Mureșan, Dan Ciulea, Groparu and Diana Rogo.
For the opening of the store to the large audience, the agency designed the graphic for the instore materials, created the PR materials and coordinated the actions which took place on the opening day.
The Vitrina Advertising team involved in the project was formed by: Ioana Căprar – Business Development Manager, Cecilia Măruță – Creative Director, Mircea Vlad – Senior Copywriter, Teodora Olaru – Art Director, Cătălina Ciolan – Graphic Designer, Andra Morăreanu – Digital Specialist.