Bucharest, July 25, 2022
MullenLowe Romania signs the communication campaign on savana ULTRA REZIST with the new Intelligent Particles technology for Fabryo Corporation – a company part of the AkzoNobel group in Romania.
The campaign aims to promote the star product – savana ULTRA REZIST white paint – now with the new Intelligent Particles technology that offers double resistance to dirt and staining, compared to the previous recipe. There are multiple functional benefits of the new technology. Difficult stains are easier to clean now, even after a longer period (days or weeks); the application is easy and without splashes, and the recipe is much more environmentally friendly. In addition, the finish of the walls resists to multiple washes. Last, but not least, there is less odor, both during application of the product and after painting. Thus, it can be said that when you redecorate with savana ULTRA REZIST, you breathe a sigh of relief, both literally and figuratively. This leads us to our emotional benefit – harmony at home starts with savana, since you are no longer concerned about stains.
All the benefits of savana ULTRA REZIST are illustrated in two TV spots bearing the signature of MullenLowe Romania. A TVC and a demo follow the adventures of a pair of twin boys who do everything in doubles – playing, getting dirty, and then cleaning. Play is in full swing, dirt makes its appearance, but cleaning is quick and easy. At the end of the day the walls are fresh, and there is harmony at home with savana ULTRA RESIST.
“savana is a progressive brand, preoccupied to always come up with solutions that help its customers express their creativity, but also to make their lives easier, from the act of painting itself until the walls become “witnesses” of moments of relaxation, play and fun. Moments that must be fully enjoyed, without the care of that “ouch, does the stain still come out?”. In 2006, savana brought to Romania the first white paint resistant to stains and soiling, which became a landmark in the industry and the safe solution for Romanians, known today as savana ULTRA REZIST. In 2022, savana ULTRA REZIST is evolving and comes with the new Intelligent Particles technology. It combines macro-particles, which prevent dirt from entering the paint, with micro-particles that give the finish resistance to multiple washes. Thus, we remove from our customers not only the care “can the stains still be removed from the walls?”, but we also offer them the peace that they can easily clean the stains even if they did not notice them (“it was snuggled behind the sofa”) or if they did not have time for a few days to clean the walls. The new technology brings several benefits, which we wanted to make known to consumers through the spots made for the savana ULTRA REZIST white paint, together with the MullenLowe Romania team. We thank our partner MullenLowe Romania for the creative solution that helps us easily communicate to the Romanians all the news we have prepared for them”, said Alexandra Chirica, Strategy & Marketing Director, Fabryo Corporation – a company of the AkzoNobel group in Romania.
“The challenge was not only to translate the functional benefits of the product into natural situations and gestures, easy to remember and with which consumers resonate, but, above all, to translate the savana spirit into an emotional benefit above all technical qualities. We called it “harmony at home” and it’s about children free to be children, about modern parents who no longer stress for nothing, and about changing perspectives more than changing the walls. The mother of the twins sees an “opportunity” in the “smearing crisis” and chooses to help her children develop their potential, instead of scolding them. Stains can be wiped off easily later anyway. The stains are not even “main characters” in the story because they are no longer a cause for concern”, said Florian Langa, Senior Copywriter, MullenLowe Romania.
The two spots can be watched on the following links:
The teams involved in the campaign:
MullenLowe Romania: Silviu Antohe (Executive Creative Director), Dan Drăgan (Senior Art Director), Florian Langa (Senior Copywriter), Solomiea Mircea (Art Director), Adrian Radu (AV Director), Andra Panaitescu (Client Service Director), Anca Duță (Account Director), Silviu Clinciu (Account Manager)
Fabryo Corporation – AkzoNobel group company in Romania: Alexandra Chirica (Strategy & Marketing Director), Angelica Căliman (Category Marketing Manager)