cami geangalau's portfolio
TRANSCRIPT
Cami Geangalău / Copywriter and creative planner
Highlights of my work
Hi! I am Cami. I am a no-bullshit copywriter with a strategic mind.
We are in the business of making people buy stuff. Even better if we can ignite a feeling inthem. In order to do that, I look for what makes people tick, by observing them, makingshort documentaries and finding out that one thing they miss, dream of, look up to, thatthing that I can use to create a powerful proposition. A brand needs one single, strong andreal ideal to deliver to. And people will love it and buy it.
Nowadays people do not take time to read whatever-the-hell-long-stories-brands-have-to-say-praising-their-own-infinite-benefits. It's so past boring, it's wasting letters. That's why Itrained myself in conveying any message straight and to the point, so that peopleimmediately know what makes the brand different.
This is my ideology.
Read on to see why I am a good fit for you.
Context: one year after its launch on the Romanian market, Lidl was facing greatsales and fast development in most of its locations. However, in some cities it wasloosing the market share battle with its 'big retail brothers'. After interviewing people inthe country's lowest selling points we found out two things:
(1) since most products on Lidl's shelves are own brands, some people still treated them with suspicion, and also
(2) Romanians lacked the variety of brands they got in hyper and supermarkets.
Our solution: (1) drive trial of Lidl's own brands and (2) convince people that they canfind everything they need for every day living, in Lidl, by showing solutions for cooking.If you can cook an entire week's meals with Lidl, that's all the variety you need.
Lidl
Mission: the cooking portal
First, we created a cooking portal, retete.lidl.ro, with simple, inexpensiverecipes: from fast breakfast ideas thrueasy soups and snacks to deliciousdeserts (variety - check!).
Second, we gathered a bunch of different celebrities appealing to a broadaudience, (two famous and beloved families with children, a controversial couple, arapper), and three chefs with very distinctive styles (first chef on TV - Petrisor,Italian Antonio and the first Masterchef, young Petru).
Third, we created a fun, inspiring cookingprogram (completely opposed to theprofessional, aggressive cooking shows on TV,eg Masterchef, Top Chef): every week a newproduct on promotion (encouraging trial of ownbrands - check!), every week new onlinerecipes, every week a new 30 second TVcomedy in the kitchen.
Teaser
Online recipe example
Online banner Outdoors
The first TVC aired on 1st of April, a greatopportunity for us to use Maruta's fame formaking pranks and bets. This time he made abet with Andra on who's cooking better pasta.
Inspired by chef Antonio's stories about his youthin Sicily, we created the character Don Antonio,head of the good mafia, negotiating prices andfighting for the best quality products.
When winning Masterchef, 25 year old Petruproved Romanians that anybody can change theirpath in life. We introduced Petru with a manifesto tobeing independent and following your follies.
The portal retete.lidl.ro received a Webstock award for utility.
Problem: Altex, the biggest electronics retailer in Romania wanted to strengthen its positiononline, since it was losing market share to emag.ro, an electronics retailer operating exclusivelyonline.
What we did: after analyzing the website and the competition, we briefed the digital agency for arelaunch. The new website was easier to navigate, more user-friendly with a more efficientbuying process. It also had a fresh look. Then we started communicating more intensively online,as well as delivered some creative ideas on how to bring online to offline. Altex wanted to sendthe weekly catalogues in two cities where there's no physical store. So we made a face-lift forthe catalogue and changed the logo from ALTEX to ALTEX.RO, telling people they can buyonline via "ALTEX.RO, your electronics store, available at your home".
ALTEX
The catalogue "face-lift"
For a long while, Altex used the newlogo ALTEX.RO in all their onlinematerials, including their website. It allowed the brand to highlight itsonline presence, build its awarenessand therefore generate more sales.
BRÂNCOVEANU
Strategy: Brâncoveanu loves culture, therefore it celebrates people who create culture and also people who support culture.
Platform: connect Brâncoveanu, artists and Horeca. By supporting exhibitions in Horeca, (young) artists will have theopportunity to get noticed, Horecas will become more popular (art is cool) and Brâncoveanu will be the brand that makes it allpossible. Win-win-win strategy.
Website: we created a circularly displayed website (that you can infinitely scroll left and right).
Homepage
A movie picturing the hero'sjourney, a metaphor for the carefulproduction process of the brandy.
The online gallery(artists' work).
The onlineordering page.
Task: increase Heinz ketchup sales on the Romanianmarket, dominated by cheap brands.
Problem: there's a huge price difference betweenHeinz and other ketchup brands. In spite of this,people told us this is the way real ketchup should tastelike.
Idea: Heinz, the only original ketchup.
What we did: we wanted to highlight that there's onlyone true, original ketchup taste by showing thateverything can be copied, except the taste of Heinz.So we created “the gallery of fakes”. People laugh atfakes and their users and willingly share hilariousphotographs of misspelled brand names or slightlymodified logos. Until the glorious revealing on this9gag-like website: "HEINZ, the original taste cannot becopied."
HEINZ
Task: promote Lidl's Easter offer.
Insight: around holidays, Romanians complain non-stop how expensive shopping and cooking is.
What we did: we designed a "normal financialnewspaper page", highlighting the latest news: "BeforeEaster prices drop, economies rise!" - the article readsthat the situation is never heard of before and finallyRomanians can cook their plentiful traditional mealswith lamb meat, for an unexpectedly low price (it wasindeed the lowest price on the market).
We published it on the additional cover of theRomanian Financial Times.
Time: we created this project from scratch in 2 hours. I call it a success!
LIDL PRINT AD INZIARUL FINANCIAR
This is me. I passionately believe in advertising that can make adifference, put a smile on your face or help fulfill a person's dream,beyond kick-ass selling.
When I'm not working, I'm probably traveling and making shortdocumentaries like this one:
