Январь 22nd, 2023 
admin Romania are a patriarchal country where men are far from encouraged as on their own. “You might be the difficult gender, you should never cry, cannot show how you feel, get a beneficial “man” work, feel tough, suck it up!” is actually a discussion in every single household members. The new campaign tip: problem these stereotypes and you can convince Romanian boys to-be on their own because of relatable reports.
THEME/Possibility
A global rebranding turned to aside function as prime opportunity for Remington having its very own voice from inside the Romania. It had been Remington’s basic telecommunications promotion into the Romania, once years of quiet. Definitely, the work came with multiple fantasies: to revitalize Remington’s image in Romania, so you can sparkle discussion within the brand name and to increase conversion process to own the hero products.
Lookup
Remington’s address try a standard listeners of individuals, 18 so you’re able to forty five years of age. Yet not, lookup ended up that male people detected the brand since the a brand for ladies. Having such as for instance a fascinating prospective ahead, we paign and generally target him or her. This, having at heart the main expectations: communicate the message away from rebranding, adjust it in your town, as opposed to neglecting the products that have been in desire by way of our very own methods geared towards people.
Remington promotion talked throughout the susceptability and care about-anticipate inside the Romania, a patriarchal country where men are thought to be the difficult intercourse and lady since the weaker sex. Our venture confronted which impact and you will stereotypes when you are improving transformation getting Remington. We wished to build with the one’s internal thinking doubts and help anyone, particularly boys, feel the bravery so you’re able to complications societal stereotypes and construct a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline inspired by internationally placement is practically saying “dare are yourself”.
Delivery
The campaign () involved several tactics, some of them approaching women go to my site, 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 on self-love and you may mind-welcome. 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 show. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and social challenges 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 Twitter page.
Review – Perception
The company gained one another esteem and magnificent business feeling. Venture results: 5 million individuals reached. 700,one hundred thousand feedback. 73,000 personal relationships. step one,600 natural development toward Remington’s Instagram membership. Male circumstances conversion increased from the twenty-four% and you will lady issues transformation increased of the 7%. “I’m definitely in love with this campaign”. “Remington did it chill procedure. We need more!”. “One of the most genuine techniques when you look at the Romania recently”.
Invention And Development
I requested our selves exactly what it method for be your genuine thinking. Could it be whenever you are insecure or whenever you are solid? Confident otherwise doubtful? The solution we located was you to definitely are your correct worry about pertains to getting the complete possible whenever you are enabling go most of the face masks. Why? Because no person can getting a far greater Your than just you could potentially.
Though some labels discuss alter otherwise simplicity, Remington prompts the people to demonstrate their correct and actual selves, no matter the effects. This is the way real boldness seems.
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