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Savana, the main brand of the Fabryo Corporation, which is the biggest paint and polish producer in Romania, was awarded with a Gold Effie for a "Sustained success" in its communication campaigns. The award is a credit for the effective communicational campaigns launched in the last three years that helped Fabryo in consolidating its leader position on the local market. Savana participated in one of the most important categories of the competition and the jury took into consideration the constant success of the communication campaigns for the same brand, on a period of three years. The three popular campaigns that got to the jury's heart were "Invata cum e cu Teflonu" (2008), "Savana cu Teflon pentru baie si bucatarie" (2009) si "Click! - Savana vopsea lavabila colorata" (2010). All the campaigns were developed with Papaya Advertising, a Romanian agency. "This is the third award for Savana in the last three years and it's very important to us because it acknowledges the market results and not just the creative concept", says Aliz Kosza, CEO at Fabryo Corporation. "Savana is a dynamic brand that grew year by year in sales, market share and popularity, on market that was declining. Both Fabryo and Savana passed the economic crisis test, which allows us to have a great confidence in the future evolution of this brand". In the years 2008 - 2010, Savana managed to have a successful evolution in the washable paints category. Both the volume and the value of the market share both grew, although the economic situation was quite difficult. The sustained growth of the brand led to a top position on the market, since Fabryo Corporation managed to raise its markets share from 14.7% (at the end of 2007) to 23.5% in 2010, according to the MEMRB data. "The Gold Effie award in the Sustained Success category is a real example of triumph, based on a good and coherent strategy, with creative innovations and memorable ads. Of course, this was all based on the client's ambition, of using marketing communication as a technique in reaching the business objectives", says Robert Tiderle, Creative Director at Papaya Advertising. Coordinating the awarded projects was part of Oana Robu's responsibility, currently a Marketing Manager in the Fabryo Corporation. Papaya's team consisted of Robert Tiderle (Creative Director), Dana Ştefan (Account Manager), Petru Cuciuc (Art Director), Dragoş Raicu (Copywriter), Rareș Dumitrel (Art Director), Dan Samoilă (Art Director) şi Ionuţ Tache (Production Manager). Fabryo Corporation is the biggest producer of polish and paint and its products can only be bought on the Romanian market. The company holds the biggest paint production plant in Eastern and Southern Europe. The latest innovative marketing campaign was based on the new packaging offered by Innenweiss, one of the company's bestseller washable paints.
Bogdan is a writer for Fabryo, a company dealing with lichid de frana and vopsea decorativa
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