Romania is actually a good patriarchal nation where in actuality the male is actually far from demanded locate on their own. “You are the hard intercourse, never scream, you should never show your thoughts, get a good “man” employment, be difficult, suck they!” was a dialogue in most nearest and https://datingmentor.org/local-hookup/las-cruces/ dearest. Brand new venture idea: troubles these types of stereotypes and you can encourage Romanian people to-get on their particular as a result of relatable stories.

THEME/Options

An international rebranding looked to out function as the top chance of Remington to possess another sound in the Romania. It absolutely was Remington’s very first telecommunications campaign to the Romania, shortly after several years of silence. Needless to say, the work came with numerous hopes and dreams: so you can refresh Remington’s photographs inside Romania, to stick out dialogue throughout the brand and so you’re able to boost sales taking their character product lines.

Look

Remington’s target are a standard audience of individuals, 18 to forty-5 years old. not, search turned out that guys users imagine the company immediately after new a brand for ladies. That have instance an interesting you are able to to come, i paign and you may primarily target him or her. It, having planned an element of the objectives: monitor the message out-of rebranding, adjust they in your neighborhood, unlike forgetting items that was basically inside focus since an excellent outcome of our assistance meant for men and women.

Remington promotion spoke regarding susceptability and attention-welcome in to the Romania, a good patriarchal nation in which men are recognized as the tough sex and you may some body since the weakened sex. All of our promotion confronted which effect and stereotypes if you’re you’re improving sales that have Remington. I wished to carry out to the your internal thought doubts and help some one, like guys, have the courage to issue public stereotypes and construct a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline computed because of the internationally location is around claiming “dare be on your own”.

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 tales for the self-love and you will head-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 inform you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you will social demands impacting women 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 Myspace page.

Comparison – Impression

The organization gained both value while impression. Approach tell you: 5 billion some body achieved. 700,100 opinions. 73,100000 individual circumstances. the first step,600 natural advances towards Remington’s Instagram registration. Male issues conversion process became because of the 24% and you can ladies points conversion increased by the seven%. “I’m absolutely crazy about it campaign”. “Remington did which chill matter. We are in need of a lot more!”. “Probably one of the most real ways once you check the brand new Romania not too long ago”.

Innovation And you will Innovation

I asked ourselves what it an effective way to finish are your right attention. Could it possibly be if you are vulnerable otherwise if you find yourself good? Sure or doubtful? The answer we come across is one able to obtaining the true find questions getting all your potential when you pick oneself enabling go all masks. As to why? Since there is absolutely no-you to definitely be a better Your than simply you might.

While some labels talk about change or convenience, Remington prompts the folks to display its genuine and you may genuine selves, no matter the ramifications. This is one way genuine boldness seems.