Romania was a good patriarchal nation in which the men try much regarding demanded locate on their own. “You’re tough sex, never cry, try not to amuse attitude, get a good “man” employment, getting hard, draw they!” is a dialogue in almost every loved ones. The brand new promotion suggestion: difficulties these stereotypes and you may inspire Romanian guys to-be on their because of relatable reports.
THEME/Possibility
A global rebranding considered away become no. 1 window of opportunity for Remington to possess a separate sound inside Romania. It actually was Remington’s earliest communication campaign inside Romania, shortly after numerous years of quiet. Of course, work included several aspirations: to rejuvenate Remington’s images to the Romania, so you can be noticeable discussion in the brand and to increase conversion taking the champion product lines.
Look
Remington’s target are an elementary listeners men and women, 18 in order to 40-5 years of age. However, browse ended up you to definitely men profiles thought the brand immediately following the a brand for ladies. Which have like an interesting you are able to in the future, i paign and you may generally address them. Which, which have at heart the main objectives: monitor the message off rebranding, adjust it in your neighborhood, in place of neglecting items that was indeed within the desire because the a great consequence of our very own assistance designed for gents and ladies.
Remington campaign spoke regarding the susceptability and you can notice-desired in to the Romania, a good patriarchal nation where guys are thought to be the tough gender and you can somebody while the weaker intercourse. Our very own venture challenged so it feeling and you will stereotypes if you’re you i was reading this are boosting sales that have Remington. We planned to manage for the a person’s inner thinking doubts which help some one, for example guys, have the courage so you can question public stereotypes and construct a life of their own “Indrazneste sa fii TU!” – campaign’s tagline computed from the worldwide placement is actually about claiming “challenge feel yourself”.
Show
The campaign () involved several tactics, some of them approaching women, others targeting men and some other targeting both categories. The Confident Series. The photo and editorial project we started with Andreea Retinschi and Andreea Verde gathered reports on the worry about-love and you will attention-desired. Self-love takes over. We collaborated with one of the biggest online magazines in Romania and – for one episode – we turned their love and sex show into a self-such as for instance reveal. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as years, motherhood and you may public pressures affecting females in Romania. Real men/women, real trials. Influencers tested the products while answering questions from their followers starting a much-needed conversation about vulnerability and self-acceptance.The next phase targeted men only. We started a conversation about men stereotypes in Romania and the unrealistic expectations society has from them, in a video series where different men tried to dismantle some of the most well-known stereotypes (“Men have dirty jobs”;“Men who show their feelings are weak”; “Men shouldn’t spend time in the kitchen”; “Men don’t need compliments“). The episodes can be watched on YouTube or on Remington Romania’s Facebook page.
Analysis – Impression
The firm gathered both well worth and you also feeling. Method inform you: 5 billion some one achieved. 700,100 views. 73,000 individual circumstances. the initial step,600 pure progress on the Remington’s Instagram registration. Men things sales became because of the twenty-four% and women products conversion enhanced of the 7%. “I’m definitely crazy about it promotion”. “Remington performed hence cool concern. We are in need of a lot more!”. “One of the most authentic strategies after you consider the brand new Romania recently”.
Invention And Invention
I questioned ourselves what it a method to become becoming your own best attention. Would it be while vulnerable otherwise while you are strong? Pretty sure or skeptical? The solution we find is one able to having the correct observe inquiries getting together with your complete possible once you pick your self enabling go every masks. As to the reasons? Because there is no-one to become a far greater Your than you might.
Though some brands mention alter otherwise convenience, Remington prompts individuals to display its correct and you will actual selves, no matter what the ramifications. This is the way legitimate boldness appears.