Romtelecom was initially an unattractive and polyphonically fragmented brand, which in the time of the crisis had to teach Romanian people to take life lightly. Therefore we had to unite the brand and make it more pleasant.
In the Romanian culture, we identified the key archetypal code of taking life lightly and with a smile even in - and especially in - a difficult time of crisis, and we transformed the originally unattractive and polyphonically fragmented Romtelecom brand mentally, in terms of value and historical context, into a monolithic, attractive and pleasing brand of the archetypal Joker. Mind-share marketing competition would not dare take this step, because archetypal marketing reveals not only what people are like, but also, and in particular, what they desire and what they are lacking, and that is the skill that is missing in the non-contextual and ahistorical approach of mind-share marketing. The Romanians simply needed someone that would give them hope and detachment, and that was offered to them by the archetypally communicating Romtelecom.