Only three weeks after winning the elefant.ro account, Lowe has already created two commercials for the famous eCommerce platform, the first creative executions included in the brand image campaign developed by Lowe.
The TVCs tell the story of the rush of emotions and enthusiasm taking over the buyers when they receive their green boxes and the only thing separating them from their dream object is the actual packaging. Paradoxically, the packaging represents an obstacle but also the first physical contact that the buyer has with the brand, as the green box is already an iconic element of the brands’ identity. Whereas most brands usually put their iconic brand identity elements on a pedestal, for elefant.ro, Lowe chose to disobey the rules and put the green box under the spotlight in a drastically different manner: by destroying it. The sabotage technique was used in order to emphasize the idea that the biggest joy comes from the actual order: the mix of good price, speedy delivery and the diversity of the portfolio. Furthermore, the campaign’s headline “joy comes from the inside” represents the high importance that elefant.ro places on the quality of the products it offers to its customers.
The two executions can be seen here:
“Lowe surprised us with an unconventional approach, with a unique and unexpected way to present our brand icon and with both powerful and genuine proposals. The message conveyed by this campaign was perfectly aligned with our brand strategy – simple, yet very juicy. Curiosity and impatience are two of the main emotions that we all experience in the moment we receive the green box from elefant.ro. We were also hooked by the media strategy that Initiative proposed, as it showed very directly and clearly the best way of reaching our target market”, said Oana Cazan, Brand Manager, elefant.ro.
“The last time I ordered something from elefant.ro, I used everything to open the green box faster, from my car key to a pair of scissors and some very intense and weird moves. More exactly, I’ve literally destroyed it and I think we all do this. We basically go through a transformation when we are left alone with that thing that is keeping us away from the object we bought and we’ve been anxiously waiting for. We’ve taken a chance by translating these personal experiences into a creative concept that “attacked” the brand icon. And we were right in doing so, as it was immediately embraced by our daring client”, said Vasile Alboiu, Chief Creative Officer, Lowe Group.