Noticed – Wisdom, strategy and inventive build

Romania is actually a beneficial patriarchal nation where male is actually far off needed to find on their own. “You’re difficult sex, never ever shout, don’t show off your thoughts, get a good “man” employment, be hard, suck it!” are a discussion in just about every family members. The newest venture tip: issues these types of stereotypes and you may inspire Romanian people to-be on their particular using relatable tales.

THEME/Chance

A worldwide rebranding turned to aside function as no. 1 opportunity for Remington to possess a different sort of sound into the Romania. It had been Remington’s earliest telecommunications campaign inside Romania, shortly after years of quiet. However, the task included numerous dreams: so you’re able to revitalize Remington’s photo to the Romania, to shine conversation regarding the brand name and to help you improve transformation providing its champion products.

Research

Remington’s address try a simple listeners of men and women, 18 to help you forty-5 years old. But not, browse proved that men pages envision the brand immediately following brand new a brand for ladies. That have particularly a fascinating you are able to in the future, i paign and you can generally address her or him. So it, with in mind the main expectations: display screen the content out of rebranding, adjust they in your neighborhood, in place of neglecting products that was in fact in the desire as a results of the expertise designed for men and women.

Remington campaign talked on the vulnerability and you will head-desired in to the Romania, an effective patriarchal nation where guys are seen as the tough intercourse and you will anybody given that weakened sex. All of our promotion challenged it effect and you will stereotypes whenever you are you are improving transformation having Remington. We wished to do for the one’s internal considering doubts which help anyone, for example boys, feel the bravery in order to thing societal stereotypes and create a life of one’s own “Indrazneste sa fii TU!” – campaign’s tagline determined by in the world location try about claiming “challenge be yourself”.

Performance

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 stories on the self-love and you can brain-enjoy. 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 let you know. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as age, motherhood and you can societal challenges impacting lady 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 lovestruck hookup don’t need compliments“). The episodes can be watched on YouTube or on Remington Romania’s Myspace page.

Research – Perception

The company gathered both value and you also feeling. Approach tell you: 5 billion anybody attained. 700,100 opinions. 73,000 personal points. step one,600 absolute progress with the Remington’s Instagram membership. Male products conversion turned into by the 24% and you may women things sales enhanced by eight%. “I am definitely crazy about they venture”. “Remington did which cool question. We want much more!”. “Perhaps one of the most real procedures after you take a look at the latest Romania recently”.

Advancement And you may Innovation

We expected our selves exactly what it ways to end getting their proper brain. Is-it if you find yourself vulnerable otherwise if you are solid? Sure otherwise suspicious? The answer we come across is one able to getting the correct observe inquiries getting your complete possible once you find your self providing wade all of the goggles. Why? Because there isn’t any-that feel a far greater You than just you could.

Although some names explore alter otherwise ease, Remington prompts the folks to exhibit their real and you may actual selves, no matter the effects. This is how legitimate boldness looks.

Vendor One

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