The campaign will again attempt to spread a series of humorous viral messages among Romanian and British communities – this time, about football. The campaign will include a component that will directly address Chelsea fans coming to Bucharest for the game, as well as editorial support in the print edition of ProSport, and on www.prosport.ro and www.gandul.info.
The campaign will also run on a dedicated section of the website whydontyoucomeover.co.uk, as well as on prosport.ro, where an application will allow users to generate their own posters about why Romania is more attractive than the UK when it comes to football. Wednesday evening will be dedicated to British journalists covering the game, who will be invited to a press gathering hosted by ProSport in a restaurant in the old city center.
Thursday, D Day, will bring a special edition of ProSport, with a circulation of 40,000, dedicated to everyone on the stadium and with one of the campaign posters on the front page.
“The new stage, ‘Let’s talk football’, is about using the notoriety already gained online by the Gandul/GMP campaign, reactivating the community built around it and encouraging the expansion of a new viral campaign, which has a double purpose: Image for Romania, and Voice of Romania,” says Lucian Lipovan, ProSport editor-in-chief.
“Together with Gandul.info and ProSport we have decided that this decisive match between Romania’s most beloved team and one of the biggest teams in Premier League is too important to pass up. We have plenty of reasons to hold our heads high to the Brits even when it comes to football,” says Mihai Gongu, creative director with GMP.
“Gandul is very serious about its role as the mouthpiece of Romanians who want Europe to be laughing with us not at us. This is what this campaign is all about: showing Brits that, no matter what happens on the turf, what they need to fear is British humor ‘Made in Romania’,” says Claudiu Pandaru, editorial director with Mediafax Group.
The “Why don’t you come over?” campaign by GMP Advertising and Webstyler together with Gandul.info reached global audiences in its first two weeks of existence: over 5 million mentions in Romanian media (print, online, radio, TV); (estimate based on ratings of stations that covered the subject), over 100 article sin international media, over 1.5 million mentions on Facebook, 49,000 mentions on Twitter, over 17,000 mentions on blogs and comments and over 60,000 comments in online Romanian media.
The campaign has had a wide international impact and visibility in prestigious publications in the UK, USA, France, Germany, Ireland, Spain, Hungary, Belgium, Brazil, India, Switzerland and Pakistan. “Why don’t you come over?” was covered and mentioned by Financial Times, Associated Press, BBC News, The Huffington Post, Reuters, ZDF, Daily Mirror, The Independent, El Mundo.