Think – Insights, means and creative style

Romania are a great patriarchal country where the male is anything but recommended is themselves. “You may be the tough intercourse, try not to cry, dont display your feelings, score an effective “man” work, feel difficult, bring it up!” is actually a conversation in most household members. The latest strategy suggestion: problem this type of stereotypes and encourage Romanian guys getting on their own owing to relatable reports.

THEME/Chance

An international rebranding turned to away function as best opportunity for Remington to possess its sound for the Romania. It actually was Remington’s first telecommunications strategy inside the Romania, shortly after several years of silence. Obviously, work was included with multiple desires: to help you renew Remington’s photo when you look at the Romania, so you’re able to shine discussion in the brand name and to boost sales having its hero products.

Look

Remington’s target was an over-all audience of men and women, 18 in order to 45 years old. Yet not, research turned-out one to men users thought the company because the a brandname for females. With instance an interesting possible in the future, i paign and you can primarily address him or her. All this, that have in your mind part of the expectations: promote the message off rebranding, adjust they in your neighborhood, without neglecting the merchandise that were inside attract using the tactics geared towards both women and men.

Remington promotion spoke on the susceptability and thinking-anticipate in Romania, an effective patriarchal country in which men are seen as the tough gender and you will females as weakened intercourse. Our promotion confronted this perception and you may stereotypes while improving transformation to own Remington. We wanted to generate towards the your interior worry about doubts that assist individuals, especially guys, feel the bravery so you can challenge public stereotypes and build a lives of their own “Indrazneste sa fii TU!” – campaign’s tagline inspired of the around the globe location are practically stating “dare to be your self”.

Delivery

The campaign () involved several tactics, some of them approaching women, others targeting men and some other targeting both categories. The Confident Series sugar baby in Iowa. The photo and editorial project we started with Andreea Retinschi and Andreea Verde gathered reports from the notice-like and you may thinking-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-love 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 social pressures that affect lady 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 – Impact

The brand gained each other respect and you can amazing providers feeling. Strategy efficiency: 5 billion people attained. 700,000 views. 73,000 personal relationships. 1,600 all-natural progress on the Remington’s Instagram account. Men products sales increased by 24% and you can women factors sales increased by seven%. “I am positively crazy about this promotion”. “Remington did that it cool matter. We truly need a whole lot more!”. “Probably one of the most real procedures during the Romania not too long ago”.

Advancement And Innovation

I questioned ourselves exactly what it means to end up being your true self. Can it be if you are insecure otherwise when you’re strong? Confident otherwise skeptical? The clear answer we found is actually you to are their genuine notice involves interacting with your complete possible if you find yourself allowing wade most of the face masks. Why? While the no-one can be a far greater Your than you could potentially.

Though some names speak about alter or convenience, Remington prompts their people showing the correct and you will real selves, no matter the effects. This is the way real boldness appears.