Ministers of Her Majesty’s government were considering initiating a negative advertising campaign in Romania and Bulgaria to encourage potential immigrants to stay away from the UK. The campaign would spotlight some of the downsides of British life and was seen necessary to reduce immigration to Britain especially when limits that presently allowed Bulgarians and Romanians to live and work in the UK would run out.
People in the United Kingdom and in the European Union were bewildered the Brits’ indiscretion and lack of diplomacy.
A few weeks ago, Gandul, a Romanian daily newspaper, thought of a mischievous little campaign to get back at the Brits. The newspaper initiated a cheeky campaign labeled, “We May Not Like Britain, But You’ll Love Romania” and invited, “Why don’t you come over?” Gandul placed ads for the campaign on Facebook and other social media and even purchased some outdoor media in Britain.
The “Why don’t you come over?” campaign went viral and has come to be well admired. Best yet, it resulted in a substantial commercial for tourism in Romania. The campaign won a well-deserved Gold Award at AdStars, Asia’s biggest advertising-industry event. Watch a case study on YouTube.