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Rusu+Borțun signs the Trutzi image campaign

28 November 2019

Rusu+Borțun signs the image campaign for Trutzi, the leader of the iron market in Romania and also a company that underwent a rebranding process in 2018. The goal of the campaign was to generate brand awareness, consideration, and trial through the new brand positioning.

Thus, with the help of the communication strategy, the agency aimed to strengthen the brand’s promise of expertise and to portray the ‘iron craftsmen’ through what they do, not just through what they say about themselves. The main objective of the campaign launched by Rusu+Borțun was to generate credibility for the Trutzi brand, through its products and services, with the main message of the campaign clearly highlighting the brand’s key benefit: creator of durability.

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”Considering the large flow of information in the digital marketing area, it is very important that, with the help of Rusu+Borțun, we were able to develop and deliver a communication campaign with a well-defined message and content, which have consistently generated results beyond expectations. Transparent and authentic communication is the only way we can connect with consumers, and through the actions developed with the agency, we managed to reach our target audience, engage them in our campaigns, and generate interest and appreciation for the brand,” said Ciprian Nuțu (CEO Trutzi).

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”The durability of iron over time is a category benefit, personalized in our case by associating it with the Trutzi craftsmen and their expertise. From an execution standpoint, we created a complementary relationship between the manifesto spot – which aimed to portray the craftsmen – and the engagement campaign – whose goal was to involve the target audience in deepening the durability benefit of the products. Through the engagement campaign, we encouraged the target audience to ‘forge durability’ by shaping in iron values, objects, people, etc., that they would want to be part of their life forever. The iron letters used in the campaign messages were actually produced, and the personalized graphics generated by the campaign participants could be downloaded as Facebook covers, t-shirt artwork, and posters,” said Miruna Macsoda (Managing Director Rusu+Borțun).

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”The manifesto spot was more than just a brand campaign; it was our way of showing gratitude to the team and the work they put in, day after day, in the workshops in Suceava. The leadership position is secured by this formula of people who are constantly focused on development, innovation, and self-improvement. We will continue the series of campaigns designed to develop the Trutzi brand because we want everyone to enjoy having an element bearing the Trutzi signature in their home,” added Ciprian Nuțu.

RUSU+BORȚUN

The communication strategy developed by Rusu+Borțun for the Trutzi brand delivered results, with the campaign surpassing the set objectives in terms of media results and content performance. 75% of those who visited the campaign page participated in the activation and molded and downloaded words in iron.

The campaign page wireframe encouraged visitors to view the Trutzi works gallery, with almost all choosing to continue to the online shop. Furthermore, the average time spent on the site by each visitor was 3 minutes, which is in itself a very good performance.

The campaign targeted both end beneficiaries (those building houses), as well as architects, builders, entrepreneurs, and craftsmen in the construction category.

The campaign ran from September 27 to October 27, 2019. It was implemented on social media platforms (Facebook, Instagram, and YouTube), with an additional Google display component.

The teams that contributed to the campaign were made up of:

Rusu+Borțun: Ennifer Anefi, Lucian Sora, Marc Bortun, Mădălina Panainte, Liviu Baciu, Miruna Macsoda, Cătălin Rusu.

Partners: Spoon Media, Adi Bulboacă, Iustin Surpanelu.

The Trutzi Team: Ciprian Nuțu, Cezar Guguta, Nicoleta Contea, Camelia Iordache.