Romanian immigrants have a few image issues (e.g. being associated with gypsy beggars), putting the stigma on all Romanians. Things stormed in the context of 2014’s lifting of the work visa, with UK politicians talking of invading gangs of “Romanian criminals”. Trying to stop them from emigrating, rumours said, UK Government planned a negative advertising campaign targeting Romanians, entitled “You won’t like it here!”.

Gandul seized the moment and decided, overnight & at minimum costs, to defend Romania’s international image by responding to UK Government’s anti-emigration campaign.

Big Idea: “Why don’t you come over?” What better way to convince the British that we don’t plan to invade UK, than inviting them over to live together with us here, in amazing Romania?

A series of provocative posters went viral. We created whydontyoucomeover.co.uk, a counchsurfing but also job offers site for the coming Brits.

Results:

gandul.info’s unique readers, likes & shares and engagement rate exploaded.

The campaign got famous overnight, making headlines in hundreds of publications worldwide including most important titles in western media, plus all the major British titles. The free coverage totaled EUR 2 million in rate card estimate (PR value), with over 87 million PR impressions.