IFRA XMA Cross Media Awards 2008 projects
	Company: Grupul Realitatea-Catavencu
	Project name: Lidero
	Topical category of the project
	A: Cross media campaigns for individual advertising customers
	General information about the publication
	Money Express is a Romanian weekly business publication published by Catavencu, the editor of various newspapers (Business Standard, Cotdianul, Academia Catavencu) and other media products. The magazine was launched in April, 2007 and is oriented towards people, strategies, trends and analysis. Money Express was launched as part of a cross media concept involving a business television (The Money Channel) and an online business platform (www.moneyline.ro). The concept behind was to serve a young and educated audience which needs to understand the news and the resorts behind strategies, market movements or transactions. It is now the second biggest Romanian weelky publication in the business media market, with a circulation of about 14.000 copies per week.
	Project description
	Lidero is a media project designed to meet two goals: create awareness for the idea of Romanian leadership (and link Money Express with the leadership issues) and give a creative platform for an advertising client (BMW). Lidero was the first expression in Romania for a new communication line in BMW's European strategy - the What's Next concept. Lidero was designed to have, as core product, a book dedicated to the Romanian leaders and their values and vision. It also incorporated a dedicated site, a cross media advertising campaign for Lidero and a dedicated issue in Money Express. Lidero was launched on the 2nd of June.
	The basic idea of the project
	The basic idea was to create a special project designed to mark the one-year anniversary for Money Express. We also had a request for a special communication project from BMW and we then linked together the two ideas and created a Romanian leadership project. We implemented the project with some basic ideas in our mind - do something special, which will stand out in the media environment; do something with a meaning for our audience; do something which could put the bases for future developments; serve the interest of our client who wanted to communicate the idea of going further and further and the aspiration for new frontiers. We wanted to reunite our audience under a common idea - we have to stand for certain values - and say loud and clear that Romania has a business elite with a vision. All the project was sponsored by BMW as a special creative project and the budget was allocated directly from the headquarters in Germany.
	Used media channels

	Merchandising		Event(s)
	Book(s)		Online

	The implementation
	We started by designing the book and first worked with BMW to incorporate What's Next concept into our concept. All the creative work was done by us. Finally, Lidero had the BMW branding on both covers and inside, between the chapters integrated in a manner which was consistent with the editorial content. The driver of the project was the editorial team at Money Express and, in terms of advertising, the management team put together all the elements of the offer for BMW. We published the book on the 2nd of June, at Jack Welch's conference in Romania, where Money Express and Lidero where the leading communication partners. The book was sold as an insert for Money Express. The respective issue from Money Express had a special cover article about leadership with BMW branding. After one week, we launched the book in bookstores. The event was designed to be a free discussion with Romanian leaders about leadership issues, and our sponsor had a presence there. We also designed a dedicated site, under the same (Lidero), with BMW branding and information regarding the content of the book. The site had incorporated the digital edition of the book, with BMW's messages inside. All the project was heavily communicated on TV, online, print, indoor and all the communication campaign was branded with BMW - What's Next
	Image(s)
	cover Lidero.JPG  (29 KB)    lidero.jpg  (54 KB)    bookstore launch.JPG  (4020 KB)
	Links
	www.moneyexpress.ro www.lidero.ro
	Project results
	We printed 20.000 books, half of them sold and half used as sampling to increase the awareness of the project. We now have requests from another two big clients (ING and Vodafone) to design a simliar project and decided to continue the leadership project. lidero.ro had some 10.000 page views, which in Romania is important for a site dedicated to a single product.
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