The poster that helps find lost dogs
HT, a member of the Deutsche Telekom Group, transformed out-of-home media into a tool for finding lost dogs as part of its GPS Pet Tracker campaign
There’s nothing better than when a campaign can rely on a local expression that the audience immediately recognizes as their own. And when that expression happens to align almost perfectly with your brand name, the creative team feels like they’ve hit the jackpot.
In Romanian, the word “adică?” isn’t just a word, it’s a reflex. It’s that short, instinctive “what do you mean?” that pops up whenever something sounds too good to be true. We turned that reflex into our way into the market. Whenever people say “adică?”, our response comes immediately and without hesitation: Addiko.
With this campaign, Addiko Bank is entering the Romanian market, making available a new loan process that can be completed entirely online via mobile phone in just ten minutes. There’s no need to open a new account, the customers receive an answer on the same day and the interest rate is fixed. Everything is simple, transparent, and free of unnecessary steps, making the message clear, quick, and action-driving.
The campaign also features Oskar, Addiko’s well-known hamster brand character, who doesn’t take part in the dialogue but reminds everyone that this is unmistakably an Addiko story, with its familiar, straightforward approach. The campaign line “Nu știi că-ți trebuie, până îți trebuie” (“You don’t know you need it until you do”) sums up the entire idea: Addiko appears at the exact moment when the need becomes real.
The same playful exchange of questions and answers extends across all channels, from TV commercials and outdoor visuals to social media. Every real need finds its clear path to a solution. When someone in Romania asks, “adică?”, we answer, “Addiko.”
