CAP signs the new Media Galaxy campaign

Newsroom 09/02/2018 | 11:41

Media Galaxy launched four new TVCs, part of the manifest-campaign „Nu te lasa pacalit de laptopul tau vechi” (Don’t let yourself fooled by the old laptop), targeting the Millennials. The campaign is signed by the advertising agency CAP.

The new TV campaign was created for the Youngers, by youngsters (graduates and students at UNATC, The National Theater and Cinematography Art University „I.L. Caragiale”). It is inspired by their lives and talks “on their language”, in a relaxed and funny manner, about the situations „laptop related” in which they can re-find themselves no matter their lifestyle or the future aspirations.

The central message of the campaign refers to the fact that a generation that is defined as being always connected and up-to-date with the technology evolution cannot remain behind when it comes to its own electronic “accessories”. The „coolness” factor is essential also in the technology’s case, not only of the wardrobe or bicycle/car ones. The same importance has also the performance of the own gadgets.

Therefore, the new manifest-campaign launched by Media Galaxy advocates for the duration of each TVC (30 seconds each) for the necessity of upgrading the laptop showing that attributes such as “productivity”/”functioning speed”, ”mobility”/ “weight or the “design” of the product aren’t abstract concepts, but are really influencing the life and the daily activity.

“While filming I was talking that it’s the first time we work on this courageous, but fitted for the subject formula, that reminds me in a way about the Universiada (I know it’s a difficult reference for the campaign’s target, but I hope that my generation still reads the press releases): the youngsters that move insinck for producing a series of TVCs that are addressed also to them. A kind of project << developed under the aegis of the program youngsters for youngsters >>, if we are too keep the allegorical tone. A small, but agile team, formed of fresh graduates and students made possible the creation of a campaign for students and pupils. We are talking about a talented group lead by Tudor Cioroiu (image and direction) and by Andra Mirea (production). Few and happy are those who are passionate that don’t listen to what the world says about them, but this is a goal hard to be realized, the idea of the campaign starting from the fact that the «coolness» factor becomes more and more competitive and an old laptop (a 3 years one) becomes a mill stone that hangs from the today’s teenager head already humped by obligations and social duties of all sorts,” said Codin Caradimu, creative director, CAP.

The new Media Galaxy campaign includes an integrated communication: TVCs, promotion through social media channels (YouTube, Facebook, Twitter), in-store communication and PR activities.

The team that contributed to the creation of the new TV campaign:

Creative agency, CAP: Codin Caradimu – creative director, Cristina Purcarea – managing partner, Radu Rapeanu – senior copywriter, Claudia Nicolae – senior account manager.

Production House, FORMAT Studio: Tudor Cioroiu (direction, image, production), Andra Mirea (production) and Florin Galan (direction assistant).

UNATC students and graduates: Andrei Tache (direction assistant), Claudiu Marginean and Tiberiu Stefanescu (sound), Rares Dima (camera assistant).

Brand, Media Galaxy (part of the Altex group of companies): Carmen Capitanescu – marketing director Altex Romania, Amalia Olaru – campaign manager Media Galaxy.

Romanita Oprea

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