Romania is good patriarchal country the spot where the men was far off necessary to acquire by themselves. “You are the tough intercourse, never cry, try not to show your ideas, get a better “man” job, be tough, suck they!” are a dialogue in most nearest and dearest. This new strategy idea: troubles such stereotypes and motivate Romanian boys to-be on their unique as a result of relatable reports.
A global rebranding looked to aside function as top opportunity for Remington getting an alternative voice inside Romania. It actually was Remington’s very first telecommunications campaign inside Romania, once several years of quiet. Without a doubt, the job was included with numerous ambitions: so you’re able to refresh Remington’s photographs inside Romania, to help you stand out discussion in the brand and so you’re able to improve sales providing the hero products.
Remington’s address try a basic audience of men and women, 18 so you can 40-5 years old. Although not, look turned out you to definitely people profiles consider the company immediately following brand new a brand for women. Which have for example an interesting you can in the future, i paign and you can primarily target her or him. So it, having planned a portion of the expectations: display the message out of rebranding, adjust it in the area, in lieu of neglecting products which were when you look at the desire since a great consequence of our systems designed for gents and ladies.
Remington venture spoke in the susceptability and you will brain-welcome in to the Romania, a beneficial patriarchal nation where men are named the tough intercourse and someone given that weakened intercourse. Our very own promotion confronted that it perception and you may stereotypes if you are you are boosting conversion process with Remington. I wanted to do on an individual’s inner considering doubts which help somebody, particularly boys, feel the courage so you can situation societal stereotypes and construct an existence of their own “Indrazneste sa fii TU!” – campaign’s tagline calculated by internationally position is actually around saying “challenge feel yourself”.
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 to your mind-like and head-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 let you know. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you can personal challenges impacting 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 Facebook page.
Research – Perception
The firm attained each other really worth and also you feeling. Method inform you: 5 million anybody attained. 700,100 viewpoints. 73,100000 personal affairs. the first step,600 natural advances towards the Remington’s Instagram subscription. Male facts transformation became of the twenty four% and people facts conversion process enhanced of the seven%. “I am positively crazy about it campaign”. “Remington performed and this chill question. We want even more!”. “Perhaps one of the most authentic techniques once you look at the fresh Romania recently”.
Innovation And you can Advancement
We asked our selves what it ways to end up getting your own proper mind. Is it when you find yourself vulnerable if you don’t while you are good? Pretty sure or skeptical? The solution we discover can one acquiring the real notice inquiries getting together with your complete potential after you get a hold of oneself permitting wade all goggles. As to the reasons? Given that there’s absolutely no-that feel a far greater You than simply you could.
Although some brands discuss transform or simplicity, Remington prompts people to demonstrate their correct and genuine selves, whatever the implications. This is one way genuine boldness appears.