One week before the launch of H&M in Romania, on the streets, in the underground, in magazines and on TV, the name of the Swedish retailer and the pictures of model Gisele Bundchen, the face of the latest H&M collection, are increasingly present.
The retailer's aggressive ad campaign seems to defy the crisis that has hit the advertising market after companies cut their advertising budgets.
"To be honest, I can't wait for this advertising campaign to be over. I'm seeing Gisele Bundchen more often than my friends and family now. She is everywhere," says Roxana, 27.
In the Piaţa Unirii area, where the retailer will open one of its first stores, the Swedes have put their adverts on almost all backlits available and have plastered the Unirii underground station with adverts. The billboards are in fact present all across the capital.
H&M has invested several hundred thousand euros in the outdoor advertising campaign alone, according to some market sources.
H&M representatives did not wish to provide a value of the advertising campaign in Romania, citing the fact that the parent group "is listed on the stock exchange, so we cannot disclose the value of our investments or reveal the communication strategy."
One week before the launch of H&M in Romania, on the streets, in the underground, in magazines and on TV, the name of the Swedish retailer and the pictures of model Gisele Bundchen, the face of the latest H&M collection, are increasingly present.
The retailer's aggressive ad campaign seems to defy the crisis that has hit the advertising market after companies cut their advertising budgets.
"To be honest, I can't wait for this advertising campaign to be over. I'm seeing Gisele Bundchen more often than my friends and family now. She is everywhere," says Roxana, 27.
In the Piaţa Unirii area, where the retail
