Romania was a good patriarchal country where guys are anything but recommended are themselves. “You might be the hard intercourse, try not to scream, cannot display your emotions, score a beneficial “man” occupations, end up being hard, draw it up!” are a discussion atlanta divorce attorneys relatives. The newest promotion tip: challenge such stereotypes and convince Romanian boys to get themselves using relatable reports.
THEME/Chance
A worldwide rebranding considered out function as the perfect chance of Remington to own its very own voice in the Romania. It had been Remington’s basic interaction promotion for the Romania, immediately following numerous years of quiet. Without a doubt, the work was included with several goals: so you can revitalize Remington’s visualize from inside the Romania, to shine dialogue within the brand name and to increase transformation to own the character product lines.
Lookup
Remington’s target is a broad listeners of individuals, 18 so you’re able to 45 yrs old. Although not, lookup turned-out you to definitely men people thought of the brand because the a brand for ladies. With such as for example a fascinating potential in the future, i paign and generally target him or her. All of this, having at heart the main expectations: discuss the message away from rebranding, adjust it in your town, in the place of neglecting the merchandise that were inside the focus owing to our systems intended for women and men.
Remington promotion talked on susceptability and you can worry about-welcome from inside the Romania, a patriarchal nation what is sugardaddymeet where the male is recognized as the difficult sex and females because the weakened sex. Our very own campaign confronted which perception and stereotypes when you are improving sales to possess Remington. We wanted to create with the one’s interior self doubts and help anybody, specifically guys, feel the bravery so you’re able to issue societal stereotypes and construct a lives of one’s own “Indrazneste sa fii TU!” – campaign’s tagline motivated of the in the world position try actually stating “dare is your self”.
Delivery
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 tales about mind-like and you can thinking-allowed. 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-love inform you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as many years, motherhood and you may personal demands affecting girls 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 Fb page.
Review – Impact
The company gathered both regard and you will amazing company impression. Strategy performance: 5 billion someone hit. 700,one hundred thousand opinions. 73,000 public interactions. step one,600 normal increases toward Remington’s Instagram account. Men factors transformation increased by the 24% and women activities conversion process increased of the eight%. “I’m certainly in love with this venture”. “Remington performed that it cool procedure. We require a whole lot more!”. “Perhaps one of the most authentic tips within the Romania lately”.
Invention And you will Creativity
We requested our selves what it means to end up being your true care about. Would it be if you’re vulnerable or when you’re solid? Confident or suspicious? The clear answer we receive is one becoming your correct self relates to getting their complete potential if you find yourself permitting wade every masks. Why? While the nobody can feel a better You than simply you could potentially.
Even though some names speak about transform or ease, Remington encourages its people to demonstrate the true and you can genuine selves, regardless of the ramifications. This is the way genuine boldness seems.