Romania is actually a beneficial patriarchal nation where the men are far out-of demanded locate on their own. “You are the difficult gender, never ever scream, don’t show off your attitude, obtain a good “man” business, be tough, bring they!” try a dialogue in every single household members. Brand new campaign suggestion: troubles this type of stereotypes and you will inspire Romanian men to-be on their using relatable stories.
THEME/Opportunity
A worldwide rebranding considered away be the first chance of Remington to possess a new sound in Romania. It absolutely was Remington’s very first communication campaign into the Romania, immediately after numerous years of silence. However, work came with numerous fantasies: so you can revitalize Remington’s photographs into the Romania, to shine conversation throughout the brand and to improve conversion process delivering its character product lines.
Research
Remington’s address try a basic listeners of people, 18 so you can forty-five years of age. not, look turned-out that males pages thought the company immediately after this new a brand name for women. That have for example an appealing you can easily in the future, i paign and you will mostly target him or her. It, having planned an element of the objectives: display the message out-of rebranding, adjust they in the area, as opposed to forgetting items that was indeed inside notice given that good outcome of our very own expertise intended for women and men.
Remington campaign spoke in the susceptability and you may attention-desired to the Romania, good patriarchal nation where men are seen as the difficult gender and you can anyone while the weaker sex. Our campaign confronted it perception and you can stereotypes when you’re you are improving sales which have Remington. I wanted to create into your inner considering second thoughts that assist someone, instance guys, feel the bravery in order to issue societal stereotypes and construct a lifetime of one’s own “Indrazneste sa fii TU!” – campaign’s tagline computed from the globally positioning is almost claiming “challenge become oneself”.
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 tales into thinking-like and notice-anticipate. 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 reveal. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and public pressures impacting 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 Twitter page.
Review – Impression
The organization achieved each other well worth and also you effect. Means reveal: 5 mil anybody reached. 700,000 feedback. 73,100000 personal things. the first step,600 sheer progress with the Remington’s Instagram registration. Men factors transformation turned into by the twenty-four% and girls issues transformation improved of the 7%. “I am surely in love with they strategy”. “Remington performed hence chill matter. We want significantly more!”. “Probably one of the most real methods when you look at the brand new Romania lately”.
Innovation And you will Development
We requested you could check here our selves just what it ways to find yourself are your proper mind. Is it when you find yourself insecure if not while solid? Convinced or doubtful? The clear answer i find can one having the genuine see questions getting all your prospective once you find oneself enabling go all the masks. As to the reasons? Once the there isn’t any-that end up being a much better You than you could potentially.
Even though some brands explore changes otherwise ease, Remington prompts people to show the real and you will actual selves, no matter the ramifications. This is one way genuine boldness seems.