BILLA Romania rolls out campaign about football and women

Newsroom 03/06/2016 | 15:26

At a time when all advertisers’ attention is focused on the king sport, BILLA Romania proposes a unique approach through a campaign that personalizes the football and transforms it in an important role in women’s lives.

The campaign “Vara asta, la BILLA subiectul principal ești tu!” (This summer, at BILLA, the most important role is you!) uses specific terms of the footballer lingo in typical feminine contexts in a series of TV spots in which the women will certainly recognize themselves, irrespective of their relations with football.

“In an extremely full period of time from a football point of view like it happens during the EURO 2016, the communication campaigns are crowding our advertising breaks year by year in a very predictable way. We proposed ourselves to bring the football where is closer to us, in our everyday lives. Therefore, we transformed it into a discussion partner, dribbling with replicas and words typical to the period,” said Raluca Mihaila, marketing director of BILLA Romania.

Starting from this insight, the campaign reunites a series of feminine daily moments, wrapped up in football terms, in a funny and memorable way: from the steak that “doesn’t catch the team” because it had been previously burnt and until the lover that “wasn’t of first division”, from the dog that receives a red flag at the next mistake and up to the fun at the times you go to the cosmetics.

The campaign runs from June 2 to July 10. It started with two TV teasing spots that can be seen here: https://www.youtube.com/watch?v=GhVSMjJOqgI , https://www.youtube.com/watch?v=yX6AP53ADO4

It will continue through an integrated campaign that includes a wide array of channels such as  TV and online.

Romanita Oprea

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