We Know Romania
With its population of around 20 million and high proportion of citizens working abroad, Romania is a crucial European market. To show that we understand this proud and culturally rich country, we wanted to create an advertising campaign which is special and particularly relevant. The result is DOR, our campaign based on a Romanian word referring to a sense of longing. This is only a partial translation though, because many would argue that “dor” can only be properly understood by a native Romanian speaker. It is an emotive word, which instantly conjures feelings of home, childhood and family, and therefore an apt link to the world of money transfer. By saying “We know what DOR is,” we position MoneyGram as a company which understands Romanian culture and traditions. In other words, we know Romania.
