ANRCTI signed with Vitrina Advertising the creation and production contract for the information campaign on the introduction of number portability in Romania. The value of the contract amounts to EUR 42,800 Euro, VAT not included.
In order to enhance the level of awareness of the Romanian telephony users on the advantages of number portability, ANRCTI decided to launch a national information campaign. Number portability, to be available in Romania starting with October 21, 2008, is the service that enables the telephony users to keep their telephone number when shifting to another provider.
The campaign aims at informing as many fixed and mobile telephony users from Romania as possible on their alternative to change their provider while keeping their telephone number, on the advantages of portability and on the conditions in which the number is ported. Furthermore, this campaign shall promote the website dedicated to the ANRCTI’s initiative, www.portabilitate.ro, that shall allow locating the ported numbers.
In order to choose the most suitable company to provide the creation and production services, ANRCTI organised a contest in which were invited to participate nine advertising agencies. The criterion these were selected on concerned previous experience in public information campaigns, as well as in social campaigns. Five of these agencies took part in the pitch.
The agencies were required to present a creative concept that could be materialised in advertising materials for various mass communication means and could transmit, as effectively as possible and to a wide public, the message “Portability enables you to change the telephony provider while keeping your telephone number”. As the target public consists of all the fixed and mobile telephony users – a quite various and numerous public –, ANRCTI required to the agency to elaborate as well a media strategy which would ensure a significant impact of the campaign.
In view of selecting with maximum objectivity and transparency the most suitable agency, the winner was decided following the assessments performed by a commission consisting of communication specialists within ANRCTI, as well as within the main fixed and mobile telephone companies from Romania: Cosmote RMT, Orange Romania, Romtelecom, Telemobil, UPC Romania, Vodafone Romania.
The maximum score was reached by Vitrina Advertising, which proposed a TV, radio and internet campaign focused on the idea “your telephone number is a part of you”. The campaign will start after the launch of portability and will cover two months.