Considered – Skills, means and inventive concept
Romania is a great patriarchal nation where the male is certainly not encouraged to get by themselves. “You’re the tough gender, you should never cry, don’t express how you feel, get a “man” business, getting difficult, draw it up!” are a discussion in every single friends. The newest strategy suggestion: challenge these types of stereotypes and you may encourage Romanian males are by themselves owing to relatable reports.
A worldwide rebranding turned to aside end up being the best chance of Remington to possess a unique voice in Romania. It actually was Remington’s very first telecommunications strategy in Romania, after numerous years of silence. Without a doubt, the job came with numerous ambitions: in order to rejuvenate Remington’s picture when you look at the Romania, in order to sparkle conversation within the brand and to boost sales getting its hero products.
Remington’s address was a standard audience men and women, 18 to help you forty five yrs . old. Yet not, lookup turned out you to male people identified the company as the a brand name for women. Which have such as for instance a fascinating prospective in the future, i paign and you will generally target them. All this, which have in mind part of the expectations: show the message from rebranding, adapt they in your area, in the place of forgetting the merchandise which were from inside the attention by way of all of our projects geared towards gents and ladies.
Remington strategy talked in the vulnerability and mind-acceptance for the Romania, a great patriarchal nation in which guys are seen as the tough sex and you can female once the weaker gender. Our campaign confronted so it effect and stereotypes while you are boosting conversion to own Remington. I wanted to build with the one’s internal care about second thoughts which help somebody, especially males, have the bravery to difficulty public stereotypes and construct a lifestyle of their own “Indrazneste sa fii TU!” – campaign’s tagline motivated from the global positioning are literally claiming “challenge to get your self”.
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 regarding self-like and you may care about-greeting. 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-like tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as years, motherhood and social pressures which affect female 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.
Investigations – Feeling
The brand gained each other respect and amazing team impression. Strategy show: 5 million somebody reached. 700,one hundred thousand viewpoints. 73,100 public affairs. 1,600 all-natural gains into Remington’s Instagram membership. Men affairs sales increased because of the twenty four% and you can people facts conversion increased of the eight%. “I am surely in love with that it venture”. “Remington did it chill point. We truly need much more!”. “One of the most real procedures in the Romania lately”.
Advancement And Development
I asked ourselves what it method for be your real worry about. Could it be if you’re vulnerable otherwise when you find yourself good? Sure otherwise skeptical? The answer we located is actually you to definitely getting the correct worry about relates to getting together with the full prospective whenever you are permitting wade the face masks. As to why? While the nobody is able to feel a better You than you could potentially.
Even though some labels speak about change otherwise simplicity, Remington encourages the customers to show its true and you will genuine selves, regardless of implications. This is the way actual boldness appears.