Tocmai.ro was the biggest ads website in Romania. Our objective was to consolidate the website leader position. For this purpose we created a specialist “Varu’’: a character-based campaign that illustrates Tocmai.ro attributes: fast/ prompt & simple. Varu’ saves your day when you need to buy or sell something. Varu’ and his statement line “Varu’ te rezolva” became viral in one month and became part of the public culture. The campaign was promoted via TV, online, outdoor, real time marketing.