Launch “Idei de 10” campaign for Praktiker Posted on

Praktiker, Lowe & Partners and GolinHarris reward brilliant ideas

Bucharest, April 25th, 2012 – Celebrating 10 years of leading presence on the Romanian „do-it-yourself” market, Praktiker appointed Lowe&Partners to create an integrated communication campaign. „Idei de 10” (has two meanings: A perfect 10 idea and a 10 years aniversary) campaign aims to boost Romanians creativity and to promote brilliant ideas of the DYI enthusiasts.

“We wanted to celebrate 10 years on the Romanian market through a creative campaign that rewards people’s cleverness and skills. We want to prove that DIY is not in the least a common activity and, that anyone with broad perspectives and creativity can build up unexpected projects,” says Mirela Ochiana, Marketing Manager of Praktiker Romania.

Throughout the campaign, GolinHarris will be handling the PR strategy, mixing traditional media and digital communication in the blogging community.

The campaign, that was launched at the beginning of April, revolves around a contest which targets those that love to add some unique style to their homes and gardens. Lowe & Partners signs the message of the campaign that will be running on TV, radio, outdoor and Hyperactive will develop the Facebook application.

The TV commercial was filmed at the Bucharest Botanic Garden, on a setting created especially for this occasion and lasted 11 hours.

“The commercial is only the first from a series of three spots planned for this campaign that encourages people to take their DIY ideas to another level. With a good idea, your home and garden could become lively and colorful. This is our

concept that we hope will inspire people to “score” those <perfect 10> ideas”, says Mihai Fetcu, Creative Director of Lowe & Partners.

Those who wish to participate in the contest and meet Praktiker’s challenge must purchase at least one product that will be used in their creative project. The photo of the project must then be uploaded on Facebook ( together with the description of the materials and what were the steps in the creativity process.

By the end of the campaign in September the best ideas voted by the public or selected by the jury will be rewarded with 115 awards totaling 40,000 Ron. The brilliant idea of the month will be publicly exposed on the outdoor billboards at the Praktiker stores in each city where the company is present, as a source of inspiration for Romanian people. The projects will be evaluated by a jury which includes a Praktiker specialist, a journalist specialized in the DIY market (Lucian Dobraca, editor of the magazine “Locuinta mea”) and a blogger (Cabral).

The project was developed and implemented by the following teams:

  • –  Lowe&Partners: Mihai Fetcu, Razvan Dumitrescu, Anca Ditu, Corina Angearu,

    Alexandru Micu, Ana Maria Vasilache and Elena Cernatescu;

  • –  GolinHarris: Manuela Zidaru, Alina Chelu and Roxana Diba;
  • –  HyperActive: Razvan Scarlatescu, Ramona Stanciuc and Andrei Nistor.