Milka launched a national consumer promotion based on the tagline “Tender inside, Lila outside”.

They wanted to reach out to everyone in the city of Bucharest particularly those who worked late into the evening and who as a result would be tired, miserable and not be in the mood for tenderness and kindness. Instead of recommending the usual OOH formats, Posterscope Romania recommended bringing the colour of Milka/Lila to life and tuning the landscape purple.

The campaign planned and executed included implementing branding along a very high profile roadway which had never been allowed before. In a media first they used roadway leading up to the Peoples House, the most important Romanian building in Bucharest and the second largest building in the world.

In a media first they used the roadway leading up to the Peoples House, the most important Romanian building in Bucharest and the second largest building in the world. The result was a very innovative lighting campaign using the Peoples House fountains as the focus of the campaign.

Along with Milka/Lila branding being positioned at key sections, the fountains in the middle of the road were lit up spectacularly at night. During the day they ran as normal but as soon as it turned dark they turned the Milka/Lila Purple and lit the way from Piata Unirii to the People’s House forming a spectacular Lila WAVE!