{"id":5336,"date":"2006-09-19T14:29:00","date_gmt":"2006-09-19T14:29:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=5336"},"modified":"2026-04-02T09:04:26","modified_gmt":"2026-04-02T09:04:26","slug":"in-the-spotlight-33","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=5336","title":{"rendered":"IN THE SPOTLIGHT"},"content":{"rendered":"<p><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Ideea<\/STRONG>: Gustul care te prinde intre 2 \ud83d\ude42<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Client<\/STRONG>: Kraft Foods<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Brand<\/STRONG>: Jacobs Ice Coffee<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Agentie<\/STRONG>: Starcom Media (Publicis)<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Canale<\/STRONG>: TV, presa scrisa, outdoor, online (Yahoo! Messenger)<\/P><\/SPAN><SPAN style=\"mso-spacerun: yes\"><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN style=\"mso-spacerun: yes\">&nbsp;<\/SPAN><\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>Agentiile specializate in comunicare media din <?xml:namespace prefix = st1 ns = \"urn:schemas-microsoft-com:office:smarttags\" \/><st1:country-region w:st=\"on\"><st1:place w:st=\"on\">Romania<\/st1:place><\/st1:country-region> incep, treptat-treptat, sa joace rolul agentiilor de publicitate clasice si sa semneze propriile campanii (lucru cu vechime deja in pietele dezvoltate). Este cazul Starcom Media (integrata operatiunilor Leo Burnett <st1:country-region w:st=\"on\"><st1:place w:st=\"on\">Romania<\/st1:place><\/st1:country-region>), care a realizat recent prima campanie integral romaneasca pe Yahoo! Messenger pentru brandul Jacobs Ice Coffee. <\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>Aceasta a constat in plasarea unui banner in interiorul ferestrei principale, sloganul fiind adaptat la suportul messengerului: \u0084Gustul care te prinde intre 2 :)\u0093. <\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>Conform datelor furnizate de serviciul de statistica al Yahoo! Europe si citate de Starcom, aproximativ 2,5 milioane de utilizatori din <st1:country-region w:st=\"on\"><st1:place w:st=\"on\">Romania<\/st1:place><\/st1:country-region> acceseaza messengerul. Dintre acestia, grupa de varsta careia i se adreseaza comunicarea Jacobs Ice Coffee (16-29 de ani) reprezinta mai mult de jumatate, spune Starcom. \u0084Mai simplu spus, targetarea s-a efectuat pe baza de IP-uri, astfel incat numai utilizatorii rezidenti in <st1:country-region w:st=\"on\">Romania<\/st1:country-region> au putut vedea <st1:place w:st=\"on\"><st1:State w:st=\"on\">campania<\/st1:State><\/st1:place>\u0093, explica Serban Goran, direct communication manager al Starcom Media.<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><st1:place w:st=\"on\"><st1:State w:st=\"on\"><\/st1:State><\/st1:place>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><st1:place w:st=\"on\"><st1:State w:st=\"on\">Campania<\/st1:State><\/st1:place>, desfasurata in luna august, a fost prima campanie oline pentru marca Jacobs Ice Coffee si a facut parte dintr-o campanie integrata (TV, outdoor, presa scrisa).<\/P><\/SPAN><\/SPAN><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ideea: Gustul care te prinde intre 2 \ud83d\ude42 Client: Kraft Foods Brand: Jacobs Ice Coffee Agentie: Starcom Media (Publicis) Canale: TV, presa scrisa, outdoor, online (Yahoo! Messenger) &nbsp; Agentiile specializate in comunicare media din Romania incep, treptat-treptat, sa joace rolul agentiilor de publicitate clasice si sa semneze propriile campanii (lucru cu vechime deja in pietele [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[35],"class_list":["post-5336","post","type-post","status-publish","format-standard","hentry","category-media-marketing","tag-in-the-spotlight"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/5336","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5336"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/5336\/revisions"}],"predecessor-version":[{"id":26726,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/5336\/revisions\/26726"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}