Romania try an excellent patriarchal country where in fact the male try far away from required locate on their own. “You are the tough sex, never ever scream, never show off your ideas, get a better “man” job, become hard, draw it!” is actually a dialogue in just about every relatives. The newest strategy suggestion: dilemmas such stereotypes and you may inspire Romanian people to-be on their own as a consequence of relatable tales.
THEME/Possibility
An international rebranding turned to away function as no. 1 chance of Remington to have another type of sound when you look at the Romania. It actually was Remington’s earliest interaction campaign into the Romania, immediately following numerous years of quiet. Needless to say, the task was included with multiple ambitions: to refresh Remington’s photographs in to the Romania, to be noticeable conversation from the brand and to raise transformation getting its champion product lines.
Search
Remington’s target is an elementary listeners men and women, 18 to forty-5 years of age. However, research turned-out you to males pages thought the company immediately following the newest a brandname for ladies. With such a fascinating you’ll in the future, i paign and you may mostly target them. This, which have in your mind an element of the objectives: display the content off rebranding, adjust they in the area, in the place of neglecting items that was basically within the notice because the an excellent results of our possibilities designed for people.
Remington venture talked in the susceptability and you can brain-invited inside Romania, an effective patriarchal nation in which the male is seen as the difficult intercourse and you will individuals since the weaker gender. All of our venture challenged this impression and you will stereotypes while you are improving sales having Remington. I desired to would on an individual’s internal thinking doubts that assist anybody, such men, have the courage so you can issue societal stereotypes and build a lives of their own “Indrazneste sa fii TU!” – campaign’s tagline computed from the around the world position is nearly saying “challenge getting your self”.
Results
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 toward worry about-love and you can attention-desired. 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 for example tell you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you may public pressures impacting 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 Twitter page.
Research – Perception
The firm gained each other value while impression. Means show: 5 million individuals hit. 700,one hundred thousand opinions. 73,100000 personal things. the initial step,600 natural progress to your Remington’s Instagram registration. Male circumstances transformation turned into from the twenty four% and females facts transformation increased by the eight%. “I am definitely crazy about it venture”. “Remington performed and this chill matter. We truly need more!”. “Probably one of the most real methods when you look at the Romania recently”.
Innovation And Innovation
We questioned our selves exactly what it ways to end up being the proper head. Is it when you are insecure if not if you are good? Pretty sure otherwise doubtful? The clear answer we see is one to getting the genuine notice questions getting all your prospective after you come across your self helping wade every goggles. As to the reasons? Because there’s absolutely no-one to getting a far greater Your than just you could.
Although some labels discuss alter otherwise simplicity, Remington prompts the people to exhibit its real and you may genuine selves, whatever the effects. This is why legitimate boldness seems.
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