Marketing during protests? Next question!

The events of the past week have brought out Romanians’ creativity. Ingenious messages were seen not only on the placards of those in the streets but also in the communication and PR strategies of some companies.

Some of these companies had an overtly political message, others supported causes anonymously, while others simply found the perfect opportunity to assert themselves (#altaintrebare). Social responsibility carries more and more weight in corporate communication.

Brand-mediated activism

The universally accepted Sex sells has turned into Activism sells. People need to feel they are doing good around them, to feel that through their actions they can improve society.

A study conducted by our team shows that 64% of Romanians would purchase products associated with social causes. While some would pay even more for such products, a significant portion lacks confidence in the certainty of the cause.

In the case of street movements like those we have witnessed these days, these fears diminish. Consumers with certain convictions identify more easily with a brand they know supports the cause they believe in.

The increasingly diversified offer leads people to introduce new criteria when choosing a product or service. One of these relates to the company’s involvement for the benefit of society. A different kind of CSR, that is.

Consumers, through the way they decide to use their money, give a vote to the company that supports the same cause they believe in. Companies and brands that are receptive to these changes have everything to gain.

Romanian brands, in trend with civic engagement

Companies and brands in Romania reacted differently, but with much imagination, to the protests. While some offered goods and services, others simply noticed the opportunity to promote a hashtag, meme, or a joke.

Before these street movements appeared, independent initiatives also existed. For example, in January, Uber introduced a snow removal service – UberSNOW. By appealing to its community, Uber managed to mobilize volunteers and intervene specifically.

On the day of the parliamentary elections, December 11, 2016, to encourage voting, various entrepreneurs offered coffee, free concert entries, or discounts based on proof of voting.

Companies and brands that showed solidarity with the protesters

From hot tea, food, and accommodation for children whose parents want to participate in the protest, to dental services, everything was found in the cause at Piața Victoriei.

Hot tea and coffee for those in the Square

Businesses around Piața Victoriei noticed the flow of people in the area and opened their doors to frozen protesters or offered tea and hot drinks directly in the square.

At the same time, hostels and guesthouses offered accommodation to those coming from outside Bucharest.

“Mobile” mobile phone units

Mobile phone operators were among the first companies to react to the street movements. The crowding in Victoriei Square caused the mobile phone signal to be missing in the first evenings.

Vodafone says that the traffic managed by the network increased significantly in Victoriei Square between January 31 and February 2. In some time intervals, traffic was up to 10 times higher than on a regular day. Telekom claims that mobile traffic exceeded 15 times the level of traffic on a regular day in certain time intervals.

All four major mobile phone companies, Vodafone, Orange, Telekom, and DigiMobil, reacted and came to the protesters’ aid by supplementing the area with mobile phone units. While some see this as an image move, customers are satisfied that they can benefit from the phone services of the company they are subscribed to.

Laser and 3D projections

The entrepreneurs from Aural Eye brought the protest in Victoriei Square to another level, animating it with laser and 3D projections. The young people added a new element to the classic protest, that of guerilla mapping. On the facade of a building in the square, they projected the messages chanted in the square with lights, as well as the national anthem, offering the protesters an unforgettable experience.

Kindergarten accommodation for protesters’ children

Private kindergartens in Bucharest came to the aid of parents who wanted to go to the protest. Thus, parents were able to leave their children overnight in the care of the teachers.

The kindergarten representatives motivated this by saying that if 10 children come, it means 20 more people at the protest.

Unique promotion campaign

With a simple message superimposed on the image of the thousands of people gathered in the square, the job portal eJobs managed to attract everyone’s attention in a massive campaign to drive traffic to its site.

“Another question”, the password for a free slice of pizza

The line repeated during the press conference by the Minister of Justice, Florin Iordache, was also the password that protesters could say to receive a free slice of warm pizza.

The offer came from Jerry’s Pizza at the Magheru store, but also in the stores in Ploiești, Pitești, Constanța, and Brașov.

Discount campaign at Ryanair

The airline Ryanair understood how the internet works and created a meme with the image of Minister Florin Iordache. To promote their offers, they used the already memorable line that the minister repeated 24 times in the press conference: “Another question!”

Brands and causes at an international level

The personal care brand Dove is famous for its awareness campaigns addressed to women. In an industry where women’s bodies are often subject to criticism, where beauty is standardized, Dove chose to open a debate on the topic of diversity.

Their campaigns claim that all women are beautiful regardless of body shape and skin color.

Last year, in the USA, on presidential election day, the Patagonia retail chain closed its stores to encourage people to go to the polls. The company’s CEO argued his decision by saying that the health of the planet takes priority over profit.

Since the presidential campaign, as well as after winning the elections, a movement of renowned brands and designers who refuse to dress the first lady, Melania Trump, has emerged in the USA. Civic and political manifestation is no longer a personal matter for fashion designers. Fearful for the well-being of their businesses, designers prefer not to associate with the image of politicians whose values they do not share.

Do you have #anotherquestion?

Whether they did it out of personal conviction or simply noticed the promotional opportunity, entrepreneurs and brands gained by standing in solidarity with the protesters.

Do you have #anotherquestion? You can contact us, and we will gladly answer you!

Cover photo: Dan Mihai Bălănescu