Bucharest, January 10th, 2012

Lowe Group launches in partnership with SNSPA, Faculty of Communication and Public Relations –Advertising Section, an internship program that aims to offer to the most creative and enthusiastic students and graduates, internships in creation, digital and media.

Thus, the company continues the tradition of offering annual internships, started in 2008 with the launch of Internship 360. The program’s goal was to provide internships on a determined period, in every agency of the group so that, the young students form a complete picture of the integrated communication process.

„We continue this project in 2011 by deepening the motivational level, offering students the opportunity of an internship within the specialization they have already chosen in college. The benefit of this type of projects is mutual, and finally the advertising industry will be the one to benefit from having better trained students available”, said Giana Pantiru, Group HR Director Lowe.

Firstly, 8 youngsters will be selected and will have the opportunity to work for a period of up to 3 months in one of the agencies Lowe&Partners, Initiative, Brand Connection and HyperActive. At the end of inLowe internship, the most talented students will join the teams of Lowe Group.

„One of the most important objectives of our Faculty is to create connections between students and practitioners from the communication industry. The partnership with a communication group such as Lowe is another step towards a greater goal: the harmonization of the educational offer of our Faculty with the needed working force of the industry. This partnership represents an important opportunity for any student with a passion for communication. The opportunity to learn through direct experience from professionals. The opportunity to gain experience but above all, the opportunity to enter an industry that is still ”, said Dan Petre, PHD and coordinator of the Department of Advertising, Faculty of Communication and Public Relations, SNSPA.

Selection will be made in two stages. In a first phase, the students will be challenged to resolve a brief on one of the internship’s specialization, being selected by their professors, based on predetermined criteria. Those who will go in the second stage will present their campaign in front of the representatives of the Lowe agencies involved in this project. Also, they are the ones who will make the final selection.

GolinHarris, Lowe’s PR agency, develops another project at the same time, the GolinHarris Scholarships, in partnership with the University of Bucharest, Faculty of Letters, Communication and Public Relations Specialization. The agency offers annually to the most deserving 5 students, a scholarship that consists of a paid internship in the agency. The first generation of scholars graduated from the internship at the end of September.

Bucharest, December 12th, 2011

HyperActive challenged Facebook users to start the hunt for antiques with the help of a special application: The Collector. This initiative draws its inspiration from the reality television series, American Pickers (looking for antiques), broadcasted by History HD which has 1,3 million fans on Facebook.

The strategy was to put at test users’ ability to identify the time period in which certain objects have been discovered, through a competition mechanism launched on UPC’s Facebook page.

“The novelty was represented by the awards we offered, unusual for a campaign carried out in online but relevant to our target: 18-45 years old. And the results exceeded our expectations. The campaign became viral and, in less than four weeks, we attracted over 15,000 fans on UPC Romania Facebook page and we had 7,500 entries in the contest. That means a participation rate of over 50%, while the average rate for such a campaign is 20-30%. Moreover, we had days when we exceeded 1,000 new fans per day and the number of entries in the competition during those days was 600” said Andrei Nistor, Account Manager HyperActive.

With the help of the application, users entering UPC’s Facebook page were invited to open the chest with antiques, to make a journey in time and meet a set of 30 questions. The organizers of the competition put 12 prizes at stake: a retro looking pick-up with modern features: USB, MP3 player, digital sound, bags Fi-Hi, but also cameras that enable users to take vintage photos. The big prize consisted of a TDK Boombox, a reinterpretation of the iconic 90s Boombox that is fully compatible with any iPad or iPhone.

The contest ran from November 3rd to 30th and it was promoted by HyperActive through Facebook social ads, banners (on UPC sites - www.upc.ro and www.kappa.ro), message on Info Channel and branding on UPC’s subscribers bills.

The series American Pickers, broadcasted recently in Romania, follows Mike Wolfe and Frank Fritz in their mission to recycle America. The two “pickers” travel around the U.S. looking for valuable objects in car cemeteries, basements, garages and sheds, meet interesting people and hear their amazing stories.

The team involved in the development of the project consists of: Irina Bucurenciu – Online Manager and Alexandra Boulescu - Team Leader "Websales" and Online Communication, from UPC, and Andrei Nistor - Account Manager, Ramona Stanciuc - Account Executive, Răzvan Scărlătescu - Project Manager, Bogdan Gheorghiu – Creative Director, Mara Ababei - Performance Media Specialist, Vlad Macarie - Art Director, Ştefan Creţu – Web designer, Celia Dragănoaia şi Ştefan Pârcălăbescu – Copywriter, Cătălin Lungu - Front-end developer, Florin Căpăţînă – Back-end developer şi Irimia Şuleapă – Development team leader, from HyperActive.

Bucharest, December 5th, 2011

The latest communication campaign for the two refrigerated products from the Kinder range has been supported offline by a special activation project at the ice rink and online by special applications for iPads and Facebook created by Hyperactive.

The campaign aims to highlight the special category that Kinder Pingui and Kinder Milk Slice are part of – refrigerated products. Lowe came up with the idea of exploiting a consistent territory with the positioning of the category "Kinder from ice": and so the idea of using the ice rink took shape, where brands could get loose and naturally fit in, offering the little ones another reason to have fun.

„Although, Kinder Milk Slice and Kinder Pingui are in the same place on the shelves, they differ in composition, aspect and in their use. If Kinder Milk Slice is more nutritious, containing 40% milk, which makes it the ideal snack for children, Kinder Pingui is rather suitable for a dessert when children return from school” said Silvia Butolo, Brand Manager for Kinder refrigerated products category.

In order to support the objectives of the campaign, Initiative has identified the best media support, Afi Palace Cotroceni ice rink, and they have extended the idea from a classic ice rink branding to a more complex project, by arranging the stand area, adjacent to the ice rink. Therefore, the stands have become the main attraction of the Food Court area during the winter holidays.

On an area of approximately 100 sqm, Lowe & Partners team has created a space for games and interaction. “The ice rink was the perfect medium for our message; it is by definition the “coldest” place where children and parents get together. So, here … “the Kinder world from ice” was unleashed: penguins, songs and dance, games, imaginary tools for measuring hunger, singing clocks, nutritious snacks and lots and lots of fun” said Marina Cordun, Copywriter Lowe & Partners.

The activation takes place from November to December, the two brands each having dedicated weekends.

Carrying on the positioning of Kinder Pingui, as a playful and cute brand as well as the idea of the latest TV spot adapted by Lowe & Partners, the agency has brought the penguins family on the ice rink. Lowe has arranged stands with winter games, the rocks and the stands have been decorated with igloos, Kinder Pingui penguins and lots of snow. In online, the campaign’s component developed by HyperActive teamed up with a special game on the Facebook page of the product. Users were invited to adopt and raise a penguin. They can feed virtually their penguin with an A sweet from the refrigerator, they can also play with them listening to music, fighting with snow or even dancing with them.

During the weekends dedicated to Kinder Pingui world, children who buy 3 products could win a free ride on the ice rink, including the renting of the skates.

Kinder Slice went also in online with “the inventing” of a new tool: stomachlograph, an iPad application with which children can play in Afi Palace Cotroceni, but also on the webpage www.kinder.ro. With its help, our promoters “measure hunger”, scan children’s stomach before and after they eat Kinder Milk Slice. To remind consumers that hunger can be compensated with a slice of milk, Lowe put a clock that rings between meals in the mall. The stand area was decorated with milk-slice-shaped couches and armchair that suggest the large quantity of milk contained by the product. Weekly sweepstakes are held and children can win free ice skating courses.

The team involved in the development of the project consists of:

- Silvia Butolo – refrigerated products category Kinder, Camelia Dâu - Senior Brand Manager Kinder;
- Ana Smultea – Senior Account Manager; Răzvan Dumitrescu: Strategy Director; Ioana Vulcan – Jr. Account Executive, Marina Cordun – Copywriter, Claudia Pascu – Art Director, from Lowe & Partners;
- Andreea Dinescu – Account Director&Head of Unit and Sânziana Florescu – Outdoor Manager from Initiative;
- Alexandra Trofin - Account Manager, Bogdan Gheorghiu – Creative Director; Laura Mihăilescu - Senior Account Executive, Alina Răduţ - Web Designer, Anca Muscalu – Copywriter and Robert Sumarocov - Flash Developer from HyperActive.

Bucharest, November 10th, 2011

Lowe&Partners and HyperActive have developed an integrated activation campaign “Indulge in seduction and enter the game of the magic mirror” for Kinder Bueno

Conducted over the course of four weeks, the campaign continued Kinder Bueno’s positioning and the key message of the latest spot: “Indulge in seduction”. Starting with a promotion brief, Lowe&Partners team has developed a targeted activation mechanism in an unconventional location: the lobby of Cinema City Cotroceni.

“The galleries and the bookshelves are suffocated of promotions and activations. Our strategy was to stand out, to get out of the classical sphere and to find a new approach in an area relevant to Kinder Bueno’s consumers: educated and independent young women. The concept of the campaign revolved around the idea of seduction and what element could be more suitable than, the mirror”, said Ana Smultea, Senior Account Manager Lowe&Partners.

The mechanism consisted in the placement of a booth in the cinema’s lobby that had a mirror on one of the walls, seemingly ordinary, behind which a drawer and an improviser were hiding. The latter addressed through dialogue marked by compliments, women who passed by the mirror. Meanwhile, inside the booth the drawer sketched the portrait of the approached woman. During the four weekends of activation, over 760 women entered the game of the magic mirror, received compliments and were rewarded on the spot with a portrait.

“This is the first time we change how and where we communicate with Kinder Bueno’s female consumers. However, the novelty of the idea caught on and we were surprised to notice positive discussions about the campaign on Facebook” said Adriana Novac, Brand Manager Ferrero.

“Kinder Bueno unconventional project was one of the most interesting campaigns we have ever developed. The creative concept played an important role in the success of this action in Cinema City Cotroceni, meaning that it was a special project thought exactly for such a location. By conducting this activation, Ferrero succeeded in addressing exactly the targeted audience” said Raluca Demetriade, Sales Director at New Age Romania, media administration of the Cinema City Network.

The concept of the offline campaign was replicated in online through an interactive application developed by HyperActive that consisted in a magic mirror integrated in the Facebook page of Kinder Bueno. With a request, the virtual mirror tempted women to check it, in order to find out their seduction percentage and to take a picture of them with the incorporated webcam. Every picture attracted compliments from the mirror and it also offered our female consumers the possibility of sharing those pictures with their friends. During the campaign, over 200 mirrors have been created in the application, while the Facebook page had more that 14,400 likes and almost 518,999 post views.

The Kinder Bueno campaign carries on with a TV spot adapted by Lowe&Partners.

The team involved in the development of this project consists of: Adriana Novac – Brand Manager from Ferreo, Mihai Fetcu - Creative Director, Ana Smultea – Senior Account Manager, Ioana Vulcan – Jr. Account Executive, Claudia Pascu - Art Director, Adina Stănescu - Copywritter from Lowe&Partners and Bogdan Gheorghiu – Creative Director, Vlad Macarie – Art Director, Robert Sumarocov – Flash Developer and Alexandra Trofin – Client Service Manager, Anca Muscalu- Copywriter from HyperActive and Raluca Demetriade, Sales Director at New Age Romania, media administration of the Cinema City Network.

Bucharest, November 2nd, 2011

The communication campaign has as central piece, the platform www.stellaartois.ro, developed by HyperActive to become a brand site and also a connaisseurs’ club

“Le Cinema Anonime” was the first in a series of special projects that revolved around Stella Artois/”Le Club” platform. Carried on for two weeks, the campaign brought an anonymous cinema by the pool, where moviegoers watched the movie that won Anonym Festival in 2010. To such a call, only true “connaisseurs” could respond. This was precisely the objective of the brand, so those who participated became “founding” members of “Le Club”, the meeting place of the true connaisseurs, that is … of those who love Stella Artois.

The moviegoers’ selection was made by a survey-type anonym application on Facebook. Users that responded correctly to all questions received a double invitation for the movie. “Le Cinema Anonyme” was created as a teasing campaign for the launch of “Le Club” platform. But the real novelty consisted in choosing an unusual location that has not been used as a theatre before: the pool of Daimon Club from Bucharest. The new Stella Artois website was launched at the end of the movie, a project developed by HyperActive.

„Le Cinema Anonyme was a challenging project firstly due to the difficulty of targeting the moviegoers from Bucharest. The challenge was even greater as we started by creating buzz around a misterious event, where no brand was mentioned. But after we found those who proved to be cinema masters, the beauty of the project consisted of offering them, for starters, only the atmosphere that surrounded the brand and only after, we reveiled the name of the brand: Stella Artois” said Alexandra Trofin, Account Manager HyperActive.

The campaign started from an original HyperActive concept and was supported on strategy and BTL by Lowe&Partners team.

The team involved in the development of the project consists of: Ionuţ Andrei – Client Service Director, Alexandra Trofin – Account Manager, Raluca Diaconu – Client Service Executive, Vlad Macarie – Art Director, Celia Drăgănoaia - Copywriter, Florin Căpăţînă – Developer, Cătălin Lungu – Developer from HyperActive and Ecaterina Bordei – Brand Manager and Anca Stoica – Jr. Brand Manager from Stella Artois.

Bucharest, October 24th, 2011

The interactive platform developed by HyperActive completes the story of Kinder Surprise page by page

The platform www.povesteakindersurprise.ro is a magical journey into the empery of Kinder Surprise tale, staged by HyperActive. Designed as a digital book for children, interspersed with plenty of illustrations, 3D graphics and animation, the platform adds a new page to the tale, at each release of a Kinder Surprise story. The interactive games, contests specially created by HyperActive around each collection, introduce the curious onlookers in the fascinating world of the surprise chocolate egg.

"The Kinder Surprise platform represents more than a collection of interesting stories. It is a challenge to creativity and interaction in a fun way. Because Kinder Surprise fans enjoy collective actions, we sought to make them part of the writing of every page and of the discovery of new surprises, step by step", said Andrei Ionut, Client Service Director HyperActive.

The first leaf was written in early September, along with the revealing of the new Mouse Doctors collection. Firstly, in order to attract consumers in the story, HyperActive developed a teasing component using social media support.

To reveal this autumn surprise, which is located behind a secret small door, the visitors of the platform that logged in on Facebook, have been challenged to bite from a large piece of cheese. With every click, the size of the cheese wheel gradually dwindled, and in the end, the last five clicks were rewarded with surprise prizes.

Within ten days after launch, the number of users rose by magic: over 6,700 bites of cheese have been activated and the site has reached an estimated 50,000 visits.

The disclosure of this autumn surprise, the new Mouse Doctors collection, took place in a large scale event. And, with this disclosure, the characters of the Kinder Surprise story have come to life, and all users have been invited to write the first pages: the 9 characters of Dr. Mouse collection interacted with the biggest fans, those who came in the Children’s World Park learnt the locations around Romania where the convoy of the most cheerful cheese hospital traveled, in this way children and parents could get acquainted with the characters of the collection and the first interactive game.

Structured on 4 levels, on a combined arcade-quest mechanics, held inside a hospital, the game allowed for every participant to “review” Mouse Doctors Collection, to interact with the characters of the story, everything in an amazing tale that stirs smiles even from those who passed the childhood age. The first ten users who completed the game were rewarded with an assistant job at Dr. Mouse’s cabinet.

Kinder Surprise first story has been announced on Facebook, Google Adwords and a number of sites of great audience.

During the periods of teasing and revealing of the campaign (August 25th - September 13th), the site recorded over 360,000 visits and more than 7,000 users created accounts to enter the game.

The team working on the project is formed of: Ionuţ Andrei – Client Service Director, Alexandra Trofin – Account Manager, Bogdan Gheorghiu – Creative Director, Vlad Macarie – Art Director, Anca Muscalu – Copywriter, Robert Sumarucov – Flash designer, Radu Apostoleanu – Flash Designer and Florin Căpăţînă – Developer from HyperActive and Camelia Dâu – Senior Brand Manager from Kinder Surprise.

To be continued ...

Bucharest, October 4th, 2011

Inspired by the freshness of Tic Tac, Initiative and HyperActive launch Think Fresh mints on X Factor’s website, an interactive project awarding intelligence and humor

The campaign follows the success of Fresh Comedy online platform, developed under the concept of freshness, in a playful way: „By creating the Think Fresh section, we want to carry on the success of the campaign that Tic Tac started this spring, under an original concept created by HyperActive. Following the association of the brand with music and talent, the partnership with X Factor seemed to be the perfect formula. Think Fresh is an integrated campaign, an interactive project which strengtheness the online position of Tic Tac, a traditional TV brand”, said Andreea Dinescu, Account Director Initiative.

The opportunity arose when Antena 1 brought to Romania a show that has enjoyed an incredible popularity worldwide. X Factor set itself apart from other shows of this kind because the jury, composed of reprezentative personalities from the music industry, does not only settle with the choice of the finalists, but also guides them and offers them advice.

This is how we came up with the idea of developing Think Fresh section on the competition’s website - http://www.xfactor.a1.ro/tic-tac. Weekly, we update three parts of the show which capture the most spectacular reactions of the jury at the participants’ performance. The users are invited to guess, in a hilarious and inspired manner, what is the jury thinking about during the performances, reading signs from theit faces, their gestures and their posture.

The media campaign is developed online, as well as on TV and its main goal is to increase the traffic on the Facebook Think Fresh page. Moreover, the projects is also being communicated in a targeted manner in cinemas, where the audience taste the product by means of sampling and where they also receive information about the competition.

The team working on the project is formed of Alexandra Olteanu – Managing Director, Andreea Dinescu - Account Director&Head of Unit, Liliana Pirvu – Strategic Planner, Dan Togea - Senior Media Planner, Iuliana Stere - Digital Media Manager, Alina Tane - Digital Account Manager, from Initiative and Alexandra Trofin – Account Manager, Anca Muscalu – Copywriter, Vlad Macarie – Art Director, Robert Sumarocov – Flash Developer, from HyperActive and Adriana Seserman, Brand Manager Ferrero.

TheFresh Comedy platform, signed by HyperActive, won 3rd prize in User Generated Content category at Webstock Awards 2011, organized by Evensys, which rewards the most creative and innovative social media projects and campaigns.

Bucharest, September 28th, 2011

Developed by HyperActive for the UPC Business, the online Business Mentor platform is primary based on interactivity

This project follows UPC Business division’s strategy, being based on an original HyperActive concept. The mechanism of the platform offers to managers of small and medium business the possibility to register on the project’s website (http://businessmentor.upc.ro) in order to gain access to personalized consultancy.

The project will last for 5 weeks, starting with September 19th.

‘We started this project because we wanted to create a more profound connection between the brand and its costumers. Using the insight according to which many entrepreneurs are in need of consultancy from specialists, especially given the current economical situation, we thought to facilitate the access to such valuable pieces of advice from renowned specialists. So this is how we came up with the idea for the campaign. Afterwards, we put it into practice by creating an online platform where the entrepreneurs of small businesses are given the opportunity to interact with three more experienced entrepreneurs whom they can exchange ideas and examples of good practices’, says Alex Visa, Managing Partner HyperActive.

The three mentors chosen by the HyperActive team, Cătălin Scripcaru – President of Century 21 Romania, Vlad Stan – the founder of Vlad Stan&Partners and Andrei Rosca – General manager Spada will name 9 projects every week from the total of the projects submitted for the week in question. In order for the specialists to make the choice, they will develop a set of recommendations and pieces of advice specific to the problems and questions that applicants meet in their everyday business activities. Afterwards, the recommendations will be posted on the company’s web site: http://businessmentor.upc.ro.

In addition to that, every fortnight, a new project will be analyzed in a complex case study, based on a discussion between the mentors and the person who had enrolled the project in the consultancy program. The two case studies that will be developed during the Business Mentor program will be posted online. Therefore, everyone could consult their content for free, with the only condition of having to purchase one of the Office Packages that have recently been launched by the UPC Business – based on the client code.

The platform is promoted in the media by a Google Adwords campaign and it is supported by banners on pre-selected web sites.

HyperActive has been developing projects for UPC from the beginning of the current year, when it has won the account after going through a selection.

About the mentors:

Cătălin Scripcaru - President of CENTURY 21 Romania

Cătălin Scripcaru is the president of CENTURY 21 Romania and Managing Partner Advanced Development, the company that acquired in 2009 the master franchise of CENTURY 21, the largest network of real estate agencies worldwide. He started his career with CIAS International, where he was Business Development Manager.

Vlad Stan – Founder of Vlad Stan & Partners

Vlad Stan is one of the first online entrepreneurs in Romania. His business expertise is significant, with more than ten years experience in the online environment. He co-founded many online businesses from Romania (Vodanet, Navidoo, Zazazoo, Lasalle, Seed Money). In September 2010 he established Vlad Stan & Partners, a global company founded to support online entrepreneurs to obtain unprecedented results.

Andrei Roşca – General Manager Spada

Andrei Roşca is one the most famous bloggers. In 2011 he launched Spada, a marketing agency on blogs and social media. In the last eight years he established several companies and success projects. He has been working in online publishing for more than 5 years, through an organization named Pawnee, a niche group of publishing that holds, among other, bookblog.ro, the most important blog of books in Romania.

Bucharest, September 27th, 2011

HyperActive developed the platform victorious.upc.ro, an online talent school designed to promote Victorious the series, broadcasted by Nickelodeon and supported by UPC.

'The idea of this competition was generated by the need to increase UPC brand likability, starting from the promotion of the Victorious series. We have no sales objectives, only "emotional" ones, because we want to create a special connection with our clients based on the rich entertainment experience offered by UPC' says Andrei Nistor, Account Manager HyperActive.

The strategy consists of implicating actively and interactively young people ages 7 to 18 old in a competition which puts at test the talent of the participants and offers a very appealing award. During the period of September 5th and October 2nd, 2011, HyperActive encourages the fans of the series to register on the website and to attend weekly the online classes of the Victorious School.

Each week comes with a new challenge starting with the admission and going on with specific tests – dance, personality. Depending on every student’s performances, he/she will accumulate points and, with the help of his/her friends, he/she will be able to pass the last exam that is going to be the popularity test. The most talented contestant will win the big prize – a trip to Hollywood and a visit on the sets of the Victorious series to meet their favorite actors.

Taking into consideration that our target is composed of young people, the campaign has also included a massive component of online communication using social networks like Facebook or media display, Google, Yahoo searches, social ads. It had also been supported by POSM in offline.

The Victorious series has more than 930,000 Facebook fans and it has begun to be broadcasted in Romania not long ago. The fans of the series watch teen’s Tori Vega’s adventures in her years of study at a prestigious art school from America and her struggle to demonstrate that she has what it takes to become a star.

The team that developed this project is formed by Andrei Nistor - Account Manager, Ramona Stanciuc - Account Executive, Răzvan Scărlătescu - Project Manager, Bogdan Gheorghiu – Creative Director, Octavian Giosanu - Senior Art Director, Ştefan Creţu – Web designer, Anca Muscalu and Ştefan Pârcălăbescu – Copywriter, Cătălin Lungu - Front-end developer, Florin Căpăţînă – Back-end developer and Irimia Şuleapă – Development team leader from HyperActive and from the UPC company, Irina Bucurenciu – Online Manager Alexandra Boulescu - Team Leader "Websales" and Online Communication and Adrian Cârstea - Back-end developer.

Bucharest, September 9, 2011

The application is part of the communication channels mix promoting Orange Wi-Fi campaign, developed in September 7-15, in the Old Center in Bucharest.

Orange challenges the smartphones users to join a special mission and, using “The Goodies Hunt” application, to find the precious clues which will help them win the big prize, a Samsung Galaxy Tab 10.1 tablet.

All the passers-by are invited to download the application “The Goodies Hunt” (http://www.orange.ro/goodies-hunt/) from App Store, Android Market or BlackBerry Appworld, to follow the clues given on their mobile phones and to discover, in the correct order, the QR codes hidden in a few carefully chosen places from Old Center. Each QR code discovered offers a new riddle-shaped clue to the user, which will lead him to the next hint. The big prize, a Samsung Galaxy Tab 10.1 tablet, will be offered to the user who will scan all the 9 QR codes, in the correct order. The second place will receive with a HTC ChaCha, while the following ranked participants will receive other surprise awards.

“We wanted to bring to the people passing through Old Center an extra benefit in addition to the free Internet offered by Orange. Starting from the campaign’s tag “Let’s go out changes with Orange” we built a creative activation, which offers to consumer the opportunity to use and test Orange Wi-Fi. We created an interactive and engaging treasures hunt, in order to reward the most insightful and engaged users”, says Alina Marin, Account Manager HyperActive.

The application’s communication started a month ago, with a campaign developed on blogs. Five bloggers were invited to enter a special race, designed especially for them. Delighted, they share every step of their experience on blogs, Twitter and Facebook.

The integrated media campaign was developed by Initiative on blogs, selected websites (through banners) and Facebook.

The HyperActive team involved in the development and implementation of the project consists of: Alina Marin – Account Manager, Oana Cazan – Account Executive, Stefan Parcalabescu – Copywriter, Vlad Macarie – Art Designer, while the Initiative team brings together Alina Gruianu- Account Manager & Head of Unit, Anca Tanase- Senior Media Planner and Mihaela Năstasa - Digital Account Manager.

The Orange team includes Anca Stancov- Head of Media, Flavia Cozma- Online Communication Specialist, Mihai Dobre- Media Specialist and Mirela Boşoi – Communication Manager.

March 14th, 2011

Developed for Ferrero’s Tic Tac brand, FreshComedy.ro is the first exclusively-online stand-up comedy platform, developed by HyperActive’s creative team.

The mechanism consists of the users posting subject for stand-up comedy routines. The best suggestions are selected, followed and filmed in a club in Bucharest and then posted on FreshComedy.ro. the daily dose of humor is presented by comedian Sergiu Floroaia.

“We have considered the product benefits, and the Tic Tac consumers: young people, with active, stressful lives, in need of something to lift their spirits after a full day. We know Romanians like to make fun of their miseries, to laugh – some more than other, some to rather odd subjects. We have watched what goes on in bars and on Facebook and have concluded that a stand-up comedy platform is just the thing”, says Ioana Filip - Senior Copywriter, HyperActive.

Those suggesting the most inspired subjects will be rewarded with a lot of Tic Tac packs. The campaign runs between March 8th-20th, and Initiative provides the media services. The project is also present in the social media, having a dedicated Facebook page.

“We have appreciated the creativity brought by the HyperActive team, who has managed to capture the very essence of the brand and to express its values and its fresh mentality, by means of an out-of-the-ordinary approach”, says Adriana Seserman, Brand Manager, Ferrero.

HyperActive has started developing projects for Ferrero last year, after winning a pitch for this account.

The team developing this project comprises Bogdan Gheorghiu-Creative Director, Ioana Filip - Senior Copywriter, Vlad Macarie - Senior Art Director, Ionuţ Andrei - Client Service Director, Oana Lupoaie - Senior Account Executive, Raluca Diaconu -Account Executive, Robert Diaconeasa -Flash Designer, Robert Sumarocov - Flash Designer within HyperActive.

February 23rd, 2011

Nearly a quarter of the Romanian population might have a Facebook account by the end of the year, according to Alex Visa, Managing Partner, HyperActive.

Over the last six months, the number of Facebook accounts has nearly doubled in Romania, from 1.6 million to around 2.9 million users, according to SocialBackers.

"If the growth maintains its current rate, the platform might exceed 5 million users by the end of the year, becoming a must have for all client marketing plans. I expect more and more brands to establish a social media presence, and more creative campaigns", stated Alex Visa, Managing Partner, HyperActive, during the Digital Marketing Forum.

The fastest-growing age group is the 18 to 34 year-olds, with an equal gender distribution. Facebook penetration rate in Romania is 13.19% of the overall population, unlike neighboring countries, such as Bulgaria or Hungary, which have considerably higher levels – 27.6% and 28.04% respectively.

"Communication-wise, there is tremendous growth potential, and a higher number of users means, by default, a higher pressure on marketing managers, toward taking this medium more and more seriously", added Alex Visa.

The trend is already observable in the increasing costs of Facebook ads, where the cost-per-click is currently around 0.38 dollars.

SocialBackers officially monitors over 60 Romanian brand pages, with two of HyperActive’s clients present in the top 10.

December 21st, 2010

The „Moments of Inspiration” platform developed by HyperActive for Discovery Romania is closely correlated to the Discovery Heroes campaign.

While "Heroes" tells the story of the heroes living in each of us, "Moments of Inspiration" aims to discover projects with the potential to become, in turn, such examples of successful endeavors.

“We have developed the online platform so as to discover exceptional projects, to provide material support to those undertaking their completion and joining the materialization of the most original of these projects. “Moments of Inspiration” speaks of incredible ideas and of that magic moment of inspiration, which changes lives forever, and provides a new sense and a new horizon for man’s dreams”, says Bogdan Gheorghiu – Creative Director, HyperActive.

The campaign ran between November 19th and December 19th, and users have entered the contest by posting a text on the “Moments of Inspiration” platform, in one of the available categories (sports, technology, cultural, ecological projects), describing an extraordinary idea they plan to transform into reality and for which they need financing.

During the campaign, the « Moments of Inspiration » platform has drawn 50,000 unique visitors and a total of 200 project proposals, of which 123 have been approved. The winner will be determined based on votes from the site visitors, and will be awarded 3,000 Euro for financing the winning project.

The team involved in this project comprises Bogdan Gheorghiu - Creative Director/Art Director, Raluca Diaconu - Account Manager, Ionuţ Andrei - Client Service Director, Ioana Filip - Senior Copywriter and Vlad Macarie - Senior Art Director within HyperActive.

November 12th, 2010

Developed for Johnson&Johnson, “mamica24h.ro” is the first campaign coagulated around a digital nucleus, and has been integrated by Lowe and HyperActive.

Based on an original Lowe creative concept, the campaign is based on the www.mamica24h.ro online platform, developed and managed by HyperActive and derived in ATL, in store projects, PR and social media.

The campaign has run in Romania this fall, and has later been adopted in Croatia and Israel.

"The mamica24h.ro project is Johnson’s baby keeping the promise we made to Romanian mothers, last years, when we have celebrated our 50 years anniversary. Tens of Romanian mothers, who have given birth on the 8th of July, have been rewarded with membership in the Johnson's baby Family Club. This year, we are renewing our promise. And how else to mobilize mothers, if not by inviting them to talk about their children?" says Ana Maria Smultea - Account Manager, Lowe & Partners.

Johnson's baby’s five newborn care routines - sleep, massage, bath, hair care and bottom care – have provided participating mothers with the opportunity to transform moments of nurturing their babies in prizes. Each of the five routines has become a subject with its own site section, where full-time mothers have uploaded images and stories of their relationships with the babies.

Over six weeks’ time, on a weekly basis, every routine has had its winners – babies whose pictures had gathered the most votes. At the end of the campaign, three grand winners have been selected – babies who will star, beside their mothers, in dedicated pictorials in the Superbebe magazine.

The www.mamica24h.ro website has been promoted by means of online banners, Google AdWords, e-mail marketing and also through a 10 seconds tag on Johnson's baby TV ads, in-store promotions and an advertorial campaign.

"An impressive wave of reactions has swept the socializing platforms, with mothers involved in the campaign running proper viral vote-collecting campaigns on Facebook and various discussion boards" says Iulia Şerbulea - Strategic Manager, HyperActive.

Thousands of mothers have entered the campaign in less than two months’ time – over 7,000 pictures have been submitted in the contest and the platform has been visited over 427,000 times during the contest, by 151,000 unique visitors.

September 10th,2010

After winning, at the end of 2009, the media pitch for all of Ferrero’s brands, Initiative is joined by Lowe, HyperActive and Lowe PR, for the integrated communication of Kinder Surprise’s re-launch.

Lunched on August 20th, the campaign took the form of a quest, filling both youngsters and adults with the thrill and the excitement of discovery.

What is the Autumn’s Surprise?

... was a question asked, for more than two weeks, on TV, in the press, in the streets and on the Internet, generating an actual phenomenon.

Over the course of two weeks, more than 80,000 people have been curious enough to visit and submit opinions on www.surprizatoamnei.ro, an interactive online platform developed by the HyperActive team. During the teasing stage alone, the site has reached 306,000 visits.

The unveiling of the big surprised took place on September 4th, during an event dedicated to firsts, in the presence of Guinness World RecordsTM representatives.

The main attraction of the event was the Great Treasure Hunt – a world record, homologated as such by the Guinness World RecordsTM representatives. Over 250 youngsters have been searching, for nearly an hour, clues leading to the answer for: What is the Autumn’s Surprise?

The Kinder Surprise egg has been discovered, by the fastest participant, right on the stage.

British acrobat Bruce Airhead, the Colourscape interactive system (a multi-colored labyrinth presented for the first time in Romania) and, not least, the Melloritm and Mandinga bands have drawn, throughout the day, over 5,000 parents and children in the Lumea Copiilor Park in Bucharest.

The event was broadcast live, for all the Romanian children, on the campaign website - www.surprizatoamnei.ro.

The project continues with an ATL component, built around the concept of “creativity”, comprising a TV ad, print ads, a special sponsorship project for Disney movies broadcast on Prima TV, as well as a series of special outdoor and indoor, 2D and 3D projects, signed Initiative.

„The re-launch of the Kinder Surprise egg is, for us, a historical moment. We have celebrated this event with a project to go down in history. Our partners at Lowe and Initiative have provided a very pleasant surprise with this concept, which is truly historical; we are anxious to see the next edition of Guinness World RecordsTM!” says Camelia Dâu - Brand Manager.

The Lowe & Partners, Initiative, HyperActive and Lowe PR teams have developed an integrated re-launch campaign, managing the media, creative and BTL, PR and digital communication components, in close collaboration with the Ferrero team: Camelia Dâu – Brand Manager, and Giorgio Bistagnino - Marketing Manager.

Following a pitch at the beginning of the year, Initiative has been managing media campaigns for Ferrero’s twelve brands in the Romanian market (Kinder Surprise, Kinder Chocolate, Kinder Country, Kinder Delice, Kinder Bueno, Kinder Felie de Lapte, Kinder Pingui, Kinder Maxi King, Kinder Joy, Ferrero Rocher, Rafaello, Tic Tac).

July 12th, 2010

The account has been acquired following a pitch with 4 other specialized agencies.

The HyperActive team provides integrated development for the online communication platform of the Romanian-Canadian MBA, providing strategy, creative and implementation services.

„We are targeting a very heterogeneous public, with very complex habits and interests, therefore the communication strategies are obeying the same laws. This type of public reacts to creative, interactive approaches, as personal as possible. By adding and joining all these insights, we have reached a common denominator- the Internet. The web is the meeting place and, at the same time, the only medium providing the vast array of means needed in order to reach every subject in a personal manner, at the best time and with the most appropriate message” says Alex Vişa – Managing Partner, HyperActive.

The communication mix includes components such as Google AdWords campaigns, managing and generating content for the existing online platforms, projects for socialization platforms, e-mailing and database management.

The campaign also includes a set of special projects, one of them, already implemented, consisting of the partnership with Romanian Managers, a community with a very strong online presence, with which HyperActive is developing a platform designed for events initiated online and concluded offline.

Bucharest, June 30th 2010

After joining, at the end of last year, the Lowe group, the team led by Alex Vişa has doubled in numbers and includes a creative department under the coordination of Bogdan Gheorghiu.

„In the first six months of the year we have focused on consolidation. We have expanded, so as to match the new challenges, and have optimized our competences in all areas, by recruiting some of the best specialists in the market. As such, establishing our own creative department was a priority. We welcome Bogdan, who will make sure our creativity matches our interactivity!” says Alex Vişa, Managing Partner, HyperActive.

Bogdan Gheorghiu will join, starting with the 1st of July, the HyperActive team as Creative Director.

Bogdan has more than 10 years’ experience in advertising, and a portfolio which includes accounts such as Nestle, Kraft, Vodafone, The Coca Cola Company, Raiffeisen Bank, Interbrew, Unilever, Nokia and GSK, as well as prizes in the most significant advertising festivals: Ad’Or, Internetics, The Cup, Golden Drum, Effie.

„The digital’s inevitable hegemony is certitude and, at the same time, an incredible opportunity I have been preparing for over the last few years. I am anxious to see the launch of the first integrated campaigns, joined around a digital nucleus. HyperActive is, from my point of view, one of the few agencies which are ready for this new challenge, for the future!” says Bogdan Gheorghiu.

Bogdan is a graduate of the Ion Mincu Faculty of Architecture, and has also studied for a year at the Ecole d'Architecture in Paris-Belleville and for 6 months in the Nottingham School of Architecture.

You can view Bogdan Gheorghiu’s complete professional profile here.

About HyperActive

HyperActive is a full service interactive agency, providing complete communication and interactive marketing solutions: digital creative and strategy, web platforms development and management, online marketing (search engines optimization & advertising - SEO & Google AdWords, online advertising & PR, e-mail marketing, viral marketing), mobile marketing, hosting and special interactive projects.

HyperActive’s client portfolio includes companies such as Bayer, the Dona chain of pharmacies, Forever Living Products, Unilever, ING Bank, Johnson&Johnson, the Romanian-Canadian MBA - BSM-MBA, Maguay, Ferrero Romania (Kinder), IAB Romania and BMW.

Bucharest, December 16th, 2009

Lowe & Partners and Initiative have become shareholders in HyperActive, each acquiring 40% of the company’s shares, while Alex Vişa keeps the remaining 20%.

The interactive marketing company led by Alex Vişa joins, thereby, the group comprising Lowe & Partners, Initiative, Medic One, Lowe PR, Brand Connection and Scholz & Friends, gaining access to the group’s local and international resources, as well as to its portfolio.

After launching, in 2008, a division specializing in digital communication – eLowe - Lowe & Partners is joined by HyperActive and forms, with eLowe and Initiative’s new media team, an integrated structure.

„In 2007 the first digital advertising specialist was joining our group. Today, an entire team joins us. A natural step in welcoming the ”new advertising”, namely interactive advertising. We were looking for a partner who brings into the game, besides professional expertise and conduct, the human values we hold to be very important. HyperActive is not only one of the best interactive marketing companies in the market, but also a great team. As for Alex Vişa, he is, no doubt, one of the best specialists in Romania!” states Veronica Savanciuc – President & CEO, Lowe & Partners.

HyperActive will enrich the services provided by the Lowe group with consistent digital marketing expertise and resources. From web platform development and management, to online marketing (search engine optimization & advertising - SEO & Google AdWords, online advertising & PR, e-mail marketing, viral marketing), mobile marketing, hosting and special interactive projects.

„The most significant advantage this partnership provides both the clients of the Lowe group of companies and Hyperactive’s clients is the integration of digital communication services in a full service system, in which all the stages of the communication process, from strategic planning, creative & design, to development & implementation, planning & buying, will be managed in house. Cost efficiency, speed and strategic coherence are obvious benefits” says Alex Vişa – Managing Partner HyperActive.

Initiative and eLowe have, in their portfolio, ample digital advertising projects, for clients such as Austrian Airlines, Bayer, BMW, Burger King, Eli Lilly, Johnson & Johnson, Millenium Bank, Orange, Schering Plough or Unilever. In 2009, Initiative has been the only media agency to be awarded a prize in the Internetics gala – for the „Canicula face bine la reducere” campaign / Orange (“High temperatures are great for low prices”), developed in collaboration with eLowe.

HyperActive has developed projects and campaigns for clients such as Avon, Clal Romania, the Dona chain of pharmacies, the Continental hotels, ING Bank, Magway, Orange or Renault.

Alex Vişa – Managing Partner, HyperActive is one of the best interactive marketing specialists, with ample professional experience in both local and foreign (Canadian) specialized agencies. Alex Vişa is a Google AdWords Qualified Individual and has a Google Analytics IQ certificate, while HyperActive is a Google AdWords-certified company.

About the Group

Lowe & Partners, Initiative, Lowe PR, Brand Connection, Medic One and Scholz & Friends are one of the strongest communication groups in Romania.

Established in 1993, the group has continuously expanded its area of expertise over 16 years, developing specialized creative, media, public relations, medical communication and digital advertising campaigns.

Since 1995, Interpublic Group of Co’s [NSE:IPG] owns shares in the group.

The client portfolio of the group’s agencies includes: Austrian Airlines, Bayer, BMW, Boehringer-Ingelheim, Burger King, the Romanian Red Cross, Electrolux, Eli Lilly, Johnson & Johnson, Millenium Bank, MOL Romania, Orange, the European Parliament, Royal Bank of Scotland and Unilever.

Bucharest, March 4th 2009

Alex Visa, co-founder of HyperActive – the advertising agency, is the first Romanian to receive the Google Analytics Individual Qualification certificate, a new skills qualification program launched on March 3rd by the American company which offers to individuals the opportunity for a professional training in web analytics techniques implementation and administration.

On the international scale, Alex Visa was the 86th Google’s web certificated specialist, with a total percentage score of 84, 75 being the percentage score required by Google. The online test of 90 minutes tops may be preceded by an online course regarding Google Analytics usage at a professional level.

„The Google certificate that I received has the serial number 86, which makes me think that is the 86th certificate on the international scale. In fact, I’ve taken the test during the night that Google announced it’s launching, having only my own personal baggage of knowledge. For me, the certificate is only an official confirmation of that knowledge. Online, in today’s competitive context, you have to be not only the best but also the first,” considers Alex Visa.

For an online marketing specialist, Google Analytics is a mandatory analysis tool. Google Analytics it’s a free of charge tool that Google provides and consists in an extremely varied rapports set that helps you raise efficiency to the sites and campaigns that you manage. But only a few of these service facilities are used at their real potential by the webmasters. The certificate is valid for 18 months.

Getting the Google Analytics Individual Qualification certificate validates you as a professional Google Analytics user and allows you to mention that on the website, in CV and letters of intention – in any document associated with the owner’s name.

For more information about this program visit: http://www.google.com/intl/en/press/annc/20090303_analytics-iq.html

For more information about the online course visit:http://www.google.com/support/conversionuniversity/

About HyperActive

HyperActive is a full service interactive agency founded in February 2008, that offers complete interactive marketing and communication solutions including website development, SEO – searching engine optimization, searching engine advertising (Google AdWords), online media campaigns and special interactive projects. HyperActive portfolio includes big names like ING Bank, HotNews, Clal Romania, Ciel, Farmaciile Dona and Depozitul de Papetarie for whom developed diverse online projects.

Bucharest, August 11th 2008

HyperActive and Renault Koleos starts The 4x4 Adventure.

“4x4 opportunities to win a dream-trip to Paris Auto-Show” is the slogan for the Koleos - Renault Crossover pre-launch campaign in Romania, started on August 6th by Renault Romania and HyperActive.

The campaign’s concept is shown on the dedicated site www.AventuraKoleos4x4.ro - giving users the chance to register in the competition for wining 4x4 tickets to October’s 2008 Paris Auto-Show that holds the premier of this year auto release.

The 4x4 chances to win you can find on the site are: “Koleos Caravan”, “Sign in for the drive test”, “Renault Quiz” and “Koleos Team”, each having a different contest mechanism. After registration, users must answer questions regarding Renault history, identify the right route of Koleos Caravan through Romania, and sign in for a drive test any time in September or to prove what a united team they have by choosing the same equipment for the Koleos. Every user may subscribe for each one of the 4 competitions once, this way gaining 4 chances to win.

The www.AventuraKoleos4x4.ro official site competitions are correlated with a Google AdWords and a banner campaign.

HyperActive won this project in a July 2008 pitch.

“HyperActive’s approach and concept represents Koleos features and our objectives for this campaign that motivated our option. The great history of HyperActive’s members on this kind of projects argued for teaming on this one” said Elena Buhus – Renault Relational Marketing Manager.

“For us, the collaboration with Renault it’s a great joy. Koleos Adventure’s strategy, concept and all the other necessary elements represented a challenge for us especially because of the extreme short time that we had to implement. The site www.aventurakoleos4x4.ro is a project we loved and we believed in from the moment we received the brief. We are very satisfied with the final result and we believe it will reach the objectives established along with Renault Romania representatives” said Alex Visa - Managing Partner HyperActive.

The team responsible for this campaign consists of Elena Buhus – Renault Relational Marketing Manager, Ioana Stirbu – Renault Internet Responsible, Ruxandra Dragomirescu – Renault Relational Marketing Responsible and on the HyperActive side: Iulia Serbulea – Senior Account Manager, Alecs Stan - Creative Director, Ovidiu Boc - Development Director and Marian Strainu - Online Media Director.

HyperActive is a full service interactive agency launched in March 2008 that offers complete interactive marketing services as in website development, SEO – searching engine optimization, searching engine advertising (Google AdWords), online media campaigns and special interactive projects.

HyperActive portfolio includes big names like Hotnews, Cosmopolis, Ciel Romania, Farmaciile Dona and Depozitul de Papetarie for whom carried out different kind of online projects.

Bucharest, June 16th 2008

Alex Visa and Dorin Boerescu - Managing Partners HyperActive – will talk about “Truth and challenge in marketing and communication” during Marketing 24/7 in Sibiu.

After the successful contribution to the IMTO Iasi, Dorin Boerescu and Alex Visa are introduced as speakers at the First Regional Marketing and Communication Forum that took place in Sibiu, June 19th 2008.

„We strongly believe in the growing potential of the regional marketing and communication market and especially in their online growing potential. I was really impressed by the people I met at IMTO Iasi and by the event itself that had a very good structure. Markets outside Bucharest mark a strong growth that makes such events welcome and probably increasingly more frequent. I’m convince that Marketing 24/7 is going to be a success and that more events at least as interesting as this one will soon to come in Sibiu” said Dorin Boerescu, Managing Partner HyperActive.

The two Bucharest interactive agency’s Managing Partners will attend two distinctive sessions of the conference where they talk about the opportunities that are now in the market and about the online environment features.

Dorin Boerescu, entrepreneur with 11 years experience in advertising management and founder of many more local successful companies, will speak in the “Trends and opportunities in 2008’s marketing” section about building successful brands, about having a relevant communication and integrating the online with the offline.

Alex Visa, Managing Partner HyperActive, will take part in Marketing 24/7 as speaker in the “Internet – technology or communication?” With over 10 years experience in marketing and advertising and being one of the Romania Internet promoters, Alex Visa - Google AdWords certified specialist – speaks about Search Advertising benefits and the way in which it can be used for having a successful campaign.

Among the first clients that already decided to benefit of HyperActive services are included companies in the industry’s top 5 and a few traditional advertising agencies.

„The local online market has a huge growth potential considering that even more clients begin to demand increasingly more efficiency to the agencies, this follows from the increasingly interest in this domain, also through such events like the one in Sibiu. I’m convinced that in the nearest future the online continues on increasing and that Google AdWords for example, in 2-3 years from now will register budgets 4 or 5 times bigger than 2008,” said Alex Visa, Managing Partner HyperActive.

HyperActive is a full service interactive agency launched in March 2008 as a result of the strong partnership between Dorin Boerescu and Alex Visa. The Agency offers complete interactive marketing services as in website development, SEO – searching engine optimization, searching engine advertising (Google AdWords), online media campaigns and special interactive projects.

Bucharest, March 4th 2008

Dorin Boerescu and Alex Visa announced the official launch of the full service interactive advertising agency HyperActive, hopping for an 800.000 Euro turnover in the first year.

HyperActive offers full service interactive marketing solutions to its clients including website development, SEO – searching engine optimization, searching engine advertising (Google AdWords), online media campaigns and special interactive projects.

The Agency takes off with a special crew on board that consist of three programmers, one designer, one media director, one media executive, two account managers and the two co-founders. Dorin has over 11 years experience in advertising management (being the founder of Speed Promotion) and over 8 years experience in online. Alex is one of the few people in Romania that takes credit in working in the Romanian online (in 2001 was the promoter of ARBOmedia internet division) as well as in the international one where he managed the online budget for a division of ING Canada.

“For some time I was planning on starting an online communication company and the reunion in the last year autumn with Alex Visa – one of the best interactive marketing specialist in Romania that I know – made the perfect context for this project. All started with an eventual collaboration on the search-advertising field – Alex being Google AdWords certified. We soon came to realize that we make a great team and that are many more common opportunities on the online. Then we decided to launch together a full-service interactive agency,” said Dorin Boerescu.

“Dorin’s enthusiasm regarding the local opportunities made me start analyzing the Romania internet market growth during the latest years. I was happy to see that companies that understand the power of online communication already exist and that they are determined to become leaders in this segment. Nevertheless, like Canada, the number of online marketing specialists is not reaching market’s request,” said Alex Visa Managing Partner HyperActive. “Our strategy will be centered on developing innovative but especially efficient online marketing campaigns that will improve the users experience on our client’s sites and at the same time the profitability of their online presence,” added Visa.

HyperActive wants to operate from the start to the standards of the major interactive agencies in the world and will address advertising agencies as well as direct clients. “We will not treat projects in a mechanical matter. We will not “skip” any steps in project or campaign’s development. We think ahead – we prefer investing time, experience, and patience, offering a professional solution to the client’s online communication needs” defined Boerescu and Visa the attitude in witch HyperActive approaches the market.

Among the first clients that already decided to benefit of HyperActive services are included companies in the industry’s top 5 and a few traditional advertising agencies.