Praktiker and MullenLowe launch new campaign focusing on change

In order to convince the consumers that some things deserve to be changed, Praktiker and MullenLowe launch a re-singing of Mirabela Dauer’s hit Te-astept sa vii (I am waiting for you to come)., transformed into a small improvisations’ ballad.

The campaign was created starting with the insight that not only when house objects, Romanians prefer to repair some of them through improvisations instead of changing them. Still, if some hits can be everlasting, the house products feel the passing of each year.

„Some things really deserve to be changed, the line of our campaign, is a true credo for Praktiker. Too many times we are saying that “it works like that as well” when, in fact, the advantageous solutions are handy for everyone,” said Mirela Ochiana, marketing manager, Praktiker.

Following the creative concept proposed by MullenLowe, Mirabela Dauer is the endorser of this year’s Praktiker campaign, being also a guest star in one of the TV spots that are rolling on the TV stations between March 22 and April 31.

„We kept the song’s feeling and changed the lyrics in order for it to function as a motivational song for the couples to realize that it’s ok to get over the old things,” added Raul Gheba, copywriter at MullenLowe.

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The communication mix was completed by TV, OOH, radio, online and in store, while the PR activities are coordinated by the agency Golin.

The Praktiker team involved in the campaign comprised Mirela Ochiana (Marketing Manager) and Melania Ioan (Senior Marketing Specialist).

From MullenLowe: Raul Gheba (Copywriter), Valentin Ionescu (Art Director), Robert Soparlache (Senior Art Director), Valentin Lică (Senior Copywriter), Andrei Munteanu (Group Creative Director), Victor Oprișan (Group Creative Director),  Ilinca Nanoveanu (A/V Producer), Nicoleta Grigoriu (DTP Designer), Bianca Iancu (Senior Account Executive), Doruta Cirstescu (Account Manager), Ionela Ionescu (Account Manager), Gabriela Alexandrescu (Deputy CSD), Adrian Chiuhan (Head of Strategy), Alina Bălan (Client Service Director), Eugen Suman (Executive Creative Director).

The TV spot was made with the help of the production house Film Factor and of the director Bobo Barbulescu.

The Golin team that worked on this campaign comprised Roxana Diba (Director, Consumer Division), Livia Voicu (Senior Media Associate), Bianca Cenusescu (Junior Media Associate), Thedeea Gherlan (Digital Manager) and Bianca Stoica (Digital Associate).

Romanita Oprea