Clients

„Who you bank with matters” at ADfel 2010
Concept: Tempo & IQads
Implementation: IQads

At ADfel, BCR promoted its services in an unconventional manner, in the spirit of the “Who you bank with matters” communication platform developed by Tempo Advertising. Thus, the BCR area, the hammocks, the BCR bar, the kind elevator operator, the stand-up show, the motivational spots projection as well as the competition of short movies with a given ending were all means through which BCR has shown during ADfel how much who you bank with counts.

Photos and audience's reactions
Making Of

„Sense and simplicity” at ADfel 2010
Concept and implementation: IQads

Philips has brought the “Sense and simplicity” philosophy to life at ADfel 2010 through 11 unconventional ideas. The most spirited evening of this edition of the festival was the “ADfel karaoke” competition evening, presented by Philips' mp3 players. During 2 nights of the festival, Philips helped avoid queuing at the bar, by making delivery directly at your table possible using SMS orders. Friday to Sunday, the gazebo on the terrace was transformed into the Philips Relaxation Institute, the place where festival attendees could test Philips products while sprawling in white and blue bean bags. On Saturday, the ladies with the finest legs at ADfel were invited in the Institute in order to participate at the Feet-painting Workshop. On Sunday, La Motoare terrace became an outdoor cinema, with a red carpet, cinema chairs and populated by movie superheros.

Photos and audience's reactions
Making Of

Autan „Keeps mosquitos away” at ADfel 2010
Concept and implementation: IQads

Through Autan's involvement in ADfel, La Motoare terrace became a Mosquito-free area. Also, the Spontaneous Blood Donation Center was set up as proof of Autan's generosity, after making so many mosquitos starve. ADfel attendees received postcards from the Autan mailman who was bringing news from afar, from lady-mosquitos sent to exile by Autan that “keeps mosquitos far away from your skin”. They could also visit “The Anti-Mosquito Weapons Museum” that retraced humankind's history from the perspective of humanity's battle against mosquitos, from ancient times to present. 7 different objects used for defense against mosquitos were displayed, all inefficient, along with their “scientific” names from the museum's classifications. The long history peaked with Autan, “Repellent Supremus”, the only efficient defense against mosquitos that ends this millennia long battle.

Photos and audience's reactions
Making Of

“Strong sensations. The Romanian way.” at ADfel 2010
Concept: McCann & IQads
Implementation: IQads

ROM has offered during ADfel some strong sensations, the Romanian way: they gave change at the bar in chocolates instead of coins, they brought samples of typical red-tape in the terrace, announcing that toilet access was only based on filling out forms and they proudly got associated with the second elevator of the terrace, out of order since 1997. On July 31st, the Romanian spots projection was interrupted by the strong sensations offered by ROM: a balkan song could be heard throughout the terrace for a few minutes, then ROM asked the audience not to turn off their phones during the projection, the perfect pretext for a ringtone to cover the projection, and, towards the end, a blackout left the audience in the dark. So Romanian!

Photos and audience's reactions
Making Of

I. ADfel 2010: “The impossible becomes possible”
Concept and implementation: IQads

Coca-Cola zero has made the impossible possible in an unconventional manner at ADfel, by offering all those who attended the festival the chance to fulfill at least one wish that seemed to be impossible. Thus, on one of the evenings, ADfel attendees were driven in a luxury limousine as they left La Motoare terrace, on another day they enjoyed the impossible transformation of the lift operator, from the famous Auntie Lili to an attractive young lady, and on another day they were able to see what being lucky in relation to the opposite sex meant, thanks to a series of fast-forward comics. On other few days, the time wasted waiting in line was reduced when they least expected it, thus they were able to find a table faster or got on the elevator faster.

Photos and audience's reactions
Making Of

II. ADfel 2007: Life had positive aspects only

After a stand-up session with Teo from Trupa Deko and a theatre play about “life with zero compromise”, the ADfel audience enjoyed a few illustrations based on Razvan Exarhu's article on “Life with zero compromise”, published in the ADfel Supplement, and an SMS competition based on the “life with zero negative aspects” recipe, the winner being given the first iPod Touch in Romania.

Photos and audience's reactions

„Embarrassing stories” at ADfel 2009
Concept and implementation: IQads

Furazolidon was present at ADfel with 3 unconventional executions and 2 happenings that engaged the ADfel audience. Thus, stickers directing to the nearest pharmacy were placed on the La Motoare terrace for all those in a difficult situation. For those already using Furazolidon, there was a sealed toilet on the terrace, showing that the medicine served its purpose. For those not using the product, one of the loos in the toilet was sound proofed and the cleaning ladies left messages written on the doors and walls, expressing their discontent with always having to clean after those not using Furazolidon. At ADfel, the brand interacted with the audience during the embarrassing stories with given beginning competition, which made contestants continue an unpleasant story, awarding the winners with 3 definitely not embarrassing prizes. During one of the ADfel evenings, Toma and Sergiu from Aristocratii and Teo from Deko offered a stand-up show about "embarrassing moments".

Photos and audience's reactions

Weltauto showed just how fast you can change your car at ADfel 2009
Concept and implementation: IQads

At ADfel 2009, Weltauto has proven which is the fastest way to change your car, thanks to the unconventional executions at the terrace. First of all, a car projection with sensors was placed at the terrace's entrance, displaying a new car for each person passing by it. Cars that anyone could acquire from Weltauto, just as the dashboard clocks placed at the bar were indicating how quickly you can trade an old car for a new one from Weltauto. We didn't ignore those passionate about car ads either, a projection of car spots being prepared for them, as well as the notebooks where they could write down their favorite cars and through which they could discover how fast the buying process is at Weltauto, thanks to an animation visible when quickly turning the pages.

Photos and audience's reactions

Recolamp at ADfel 2009
Concept and implementation: IQads

In 2009, ADfel was eco thanks to Recolamp, who offered several moments through which ADfel attendees were encouraged to recycle old or burned out light bulbs. First of all by collecting them in the containers prepared at the terrace entrance but also through the light bulb painting workshop. Throughout ADfel, the recycling lesson was given by the Little Green Men, the organization's trademark, who played with the ADfel audience, danced on the stage, interacted with the executions from the festival and, not to be dis-considered, convinced people to recycle light bulbs. The penultimate day was Recycle Day at ADfel, which meant Recycle Music Party, an unconventional mix of music and recycling, where special guests were Sistem and DJ Vasile and where anyone could attend, provided they brought a burnt light bulb.

Photos and audience's reactions

What would you have the hots for, ADfel 2008
Concept and implementation: IQads

For those with the hots for playing or for a prize of 1000 euro, Burn organized, during 2 weeks, a graphic design competition on the festival's blog. And for those with the hots for more fun, Burn organized, during the ADfel weekend, in the gazebo from La Motoare, the Burn Dark Night Parties, with visuals from TV VJ Crash.

Photos and audience's reactions

ADfel Flirt, 2008
Concept and implementation: IQads

In order to remind people that shape does matter, behinds contours, in various sizes and shapes, were placed on the terrace's benches and messages such as "we're stepping firmly", "ok, on your toes now", "you can do it, come on" were everywhere. Also, Sloggi made the creation of a plaster mold based on people's behinds possible, that you could either take home with you or leave at the ADfel Buttom of Fame.

Photos and audience's reactions

Sexperiment at ADfel 2007
Concept and implementation: IQads

Traces of several sexual positions were placed on the terrace, which aroused attendees' imagination. The positions were placed in several locations: the building entrance, men's toilet, the stairs, on the way to Laptarie, inside the terrace.

Photos and audience's reactions

Say it for real at ADfel 2007
Concept and implementation: IQads

Sprite made the people at the La Motoare terrace play "Truth or dare" and surrounded the terrace with messages of exuberant sincerity, like the girls handing out flyers to the boys with the message "I know you only took it because I'm pretty".

Photos and audience's reactions

Play on at ADfel 2007
Concept and implementation: IQads

An entire terrace could play Hangman via SMS or Tic, Tac, Toe, TOMAPANT or Sudoku on the stickers glued to the tables on the terrace.

Photos and audience's reactions

Bergenbier at ADfel 2010

Bergenbier has shown, in an unconventional manner at ADfel 2010, that they know what men want from their women. First of all, Teo explained to women which are the things that could make their partners happier, during a stand-up show that opened the ADfel week.

Teo also pleaded to women's natural beauty, by inviting them to take part in the "Bra Evening" organized by Bergenbier. Ladies were invited to leave their bras at the wardrobe in exchange for a cocktail especially prepared for them. Men enjoyed the view during the entire evening and those who talked their girlfriends to stop by the bra wardrobe got a can of beer from Bergenbier.

Weekend began at ADfel with the Miss Popularity competition, organized by Bergenbier with the aim to facilitate access to the messenger IDs of the girls of interest to men on the terrace. Those who voted via SMS for the prettiest lady in the competition were awarded a beer, a text message with the voted girl's messenger ID, plus the chance to win their weight in beer in case the sent message would be declared winner by Miss Popularity.

Making Of

Petrom at ADfel 2010

At ADfel, Petrom proved in an unconventional manner its belief: that Romania will grow through common sense and responsibility.

In order to show people's carelessness, Petrom installed a huge transparent container in the center of La Motoare terrace, inside which the litter thrown by those on the terrace was collected daily, throughout ADfel. Impossible to ignore, the container showed everyone the evolution of people's responsibility: the level of litter collected every day was marked, for 7 days. As an alternative to littering, Petrom installed several bins on the terrace.

Every day, the amount of litter collected was less than the previous day, showing that the experiment worked: Petrom made people aware that each individual gesture can change things for the better. In the end, the Petrom container collected over 11 cubic meters of litter from the terrace, litter that was sorted and recycled selectively.

Making Of

Taft at ADfel 2010

Taft hair spray proved at ADfel 2010 that it can make hair style last in any conditions. A boy's spike, who had apparently jumped too high at the inferior level, left marks on the floor, the shape of the hairstyle staying untouched though.

Making Of

Syoss at ADfel 2010

From the "it could only happen at ADfel" series, Syoss brought the proof that professional Syoss products, available in supermarkets, are creating a stir in the hairstyling market at La Motoare. New beauty salons open up, with amateur stylists who use professional hair care products from Syoss. And since the job is half done if you're using Syoss, the real stylists are pushed aside by the new generation. That is why we found La Motoare's bartenders wearing t-shirts that said "Jobless by Syoss" and, from time to time, leaving beer pouring to their professional bartender colleagues and trimming the hair of people on the terrace, for old time's sake. The story was the concept and implementation of Graffiti BBDO's team.

Making Of

Palette at ADfel 2010

At ADfel 2010, Palette provided the makeover of the famous lift operator from La Motoare, Auntie Lili. For 5 consecutive days, she changed her hair color, using "charmed almond", "ice coffee", "delicious strawberry", "hot chocolate", "Blackcurrant" as some of the shades from the Palette range.

Making Of

In order to illustrate BCR's communication platform - "Who you bank with matters", shown at ADfel 2010, the site was branded in accordance with the activities carried out by BCR at ADfel, such as the hammock relaxation area.

At ADfel 2010, Bergenbier proved that they know what men want from women so they organized 3 special evenings for them and the site was branded in order to mark these events.

Coca-Cola zero's communication platform was also present at ADfel 2010, showing different ways in which the impossible becomes possible - from a limousine ride home when leaving La Motoare to the impossible transformation of Auntie Lili in an attractive young lady.

Petrom believes that through common sense and responsibility things can change, so at ADfel they were present with a glass container where the litter from the terrace was gathered. The result of this experiment proved that Petrom's bet stands a chance.

ROM made a mess at ADfel - from the purposely created blackout and the balkan song exploding in the speakers of La Motoare and the out of use since 1997 elevator, to the change given from the bar as candy instead of coins.

Philips announced the Movie Night at ADfel 2010 through an IQads takeover. The creation stressed out the highlight of the evening: the "Parallel Lines" projection, a series of short movies by Ridley Scott and associates, created especially for promoting the Philips Cinema 21:9 TV.

Grolsch, a new beer from Ursus Breweries' portfolio, launched a new form of packaging - the can. And because Grolsch's main target is represented by advertisers and artists, they organized a competition for the can's design, the winner being awarded 2.000 euro and the chance to see his design on all Grolsch cans in Romania.

IQads's site had for a period of time a special mouse pointer - on mouse-over on the news section on IQads' homepage, the pointer would turn into a spermatozoon, with Durex's logo attached.

Creation

Short movies with given ending competition "Who is (s)he banking with?" during the teasing stage of BCR's new platform - "Who are you banking with?"

Nescafe Dolce Gusto Design Competition - „What inspires you?” on TheCreator.ro
Concept: IQads

The Romanian creative community was challenged by IQads and Nescafe to create designs for the Nescafe Dolce Gusto machines: Piccolo, Circolo or Melody. The contest's theme, "What inspires you?", suggests finding ideas that would inspire others and also would emphasize the machines' shape and design. The competition takes place on the platform  TheCreator.ro, at TheCreator.ro/NescafeDolceGusto/inscrieri

Using "Dare to make your commercial break as you like it" as slogan, Joe presented Grand Spoof 2010 and Grand Spoof 2011, two editions of the coolest ad parody competition in Romania.

Advertise Your Car

In April-May 2009, Weltauto and IQads invited creatives at the challenge of coming up with the most original idea for selling a car during the ADVERTISE YOUR CAR competition. The best two ideas were awarded with an iMac 21.5 Core 2 Duo (for the best idea implemented in a video spot) and an iPod Touch 8GB (for the best idea declined in a print), prizes offered by Weltauto. Participants were invited to advertise a specific car, with its advantages and disadvantages. In the end, the challenge was in selling an used car as originally as possible.

AVON Movie for Life

Mechanism: Promoting AVON and its social campaign "Find out that you are well" through the association with the only international digital film festival in Romania, Kinofest.

Idea: engaging the creative audience, passionate about movies (professionals and amateurs) in sustaining and sending a social message, through the movie: prevention and fighting against breast cancer.

Central element: organizing and promoting the short movie competition on social themes AVON Movie for Live - a premiere project in Kinofest's history.

The result: a very efficient and visible promo method, ensuring long term association of the brand and the cause with the movie and the festival, activating an elite audience.

The project included 3 main stages:
7 September – 20 October: creating and entering the movies in the AVON Movie for Life competition
22 October: Movie for Life Day (the first day of Kinofest 2009), including the AVON special section with the premiere projection of the finalists, specialized jury's and audience's votes (along with the international animation competition and the festival's concerts)
23 – 31 October: online voting, on AVON's YouTube channel

Grand Spoof 2010 - special edition, prizes by Apcom   
Concept: IQads

Apcom offered 3 prizes, each consisting of an iPod Touch, for the winners of the spoofs competition organized by IQads in order to motivate the disheartened ad people. The competition's motto: „Encourage them to make great ads again!”

TheCreator.ro/GrandSpoofSpecial/inscrieri

Agencies' Football Cup, 2010 edition

In 2010, the Agencies' Football Cup benefited from Bergenbier's support in organizing a different kind of pitch for the players in the marcomm industry.



Agencies' Football Cup, 2008 edition

Agencies' Football Cup was organized in 2008 with Bergenbier's support.

In 2011, Ciuc Premium presents AdBreak, the advertising event with the longest history in Romania, with the first edition taking place in 2004. The monthly event takes place in Music Club and hosts debates about the hottest topics in advertising, in a relaxed setting, over a glass of beer. AdBreak has 3 discussion pannels: Debriefing (professionals from advertising agencies and their clients talk about the most interesting campaign of the respective month), Talk of the Month (a debate with agency people about the hottest topic of the month) and Inspiration (professionals outside the advertising industry talk about their way of finding inspiration).

The event's site: AdBreak.ro

Using "Dare to make your commercial break as you like it" as slogan, Joe presented Grand Spoof 2010 and Grand Spoof 2011, two editions of the coolest ad parody competition in Romania.

AdBreak 2008

AdBreak, an event with history in the local advertising industry, benefited of Orange's support in 2008 in organizing the monthly meetings between professionals and advertising enthusiasts in Romania.

IQads Kadett

Having "It's good to know early what you are good at" as motto, Coca-Cola HBC is the main supporter of IQads Kadett, the only talent scouting program for the local marketing and communication industry. IQads Kadett wants to identify and "grow" juniors in advertising, PR, marketing, BTL, etc and to facilitate their entry in the marcomm industry.

ADfel Workshops

Main partner of the ADfel workshops ever since the first edition, in 2008, Coca-Cola zero offers each year a creation brief for the young trying to figure out what advertising is all about and who want to take part in an internship in one of the most important advertising agencies in Romania.

AdPlay 2009

MasterCard was included in the entire media campaign, in the online mock-ups and the radio spots and the site branding included MasterCard's logo on all competition pages and in its demo section, which was available without requiring an IQads account on login. Also, all those who answered the questions in the competition could send their friends AdPlay invitations, branded with MasterCard, in the attempt to gather more points that would bring them the prizes offered.

AdPlay 2009 results, 5th edition: over 37.000 site visits; over 14.000 absolute unique visitors; over 1.600.000 page views; 42 page views / 22 minutes session average time spent on the site; over 46.000 branded invitations sent to over 45.000 unique email addresses.

Jameson Bus

The Jameson Bus event consisted of over 50 whiskey mentoring sessions, which took place in 5 cities (Bucuresti, Iasi, Cluj, Sibiu si Timisoara).

We managed the online PR and we promoted the event in social media: creating and promoting the events on Facebook for each city, selecting the relevant participants from the ones who signed up, confirming the 20 participants for each session. After the sessions, the next stage was publishing the photos for the sessions held each day, in each of the 5 cities.