Redd’s celebrates women through a new Romanian campaign

Ads, Creativity

Redd’s celebrates women through a new campaign, that runs between March 1st and March 8th and includes prizes, events and loads of compliments.

Created and managed by Draftfcb, “Compliments for girls” campaign consist in 8 days during which women are surprized, flattered, dared and awarded by Redd’s.

Besides the offline elements, the campaign also has an online component made by Draftfcb and Kubis Interactive. The online part of the campaign started with 5 videos in which 5 guys admit their womanliness:

Also online, the Facebook page Redd’s – Too Tasty For Men is complimenting women with attractive prizes: 35 women that say why they are proud to be women will receive each one pair of shoes  Sepala signed by Mihaela Glavan. Moreover, women that convince most men to make the “womanliness test” enter a draw to win, at Redd’s party, an outfit signed by Silvia Serban.

Also part of the campaign were 2 flashmobs made in Afi Cotroceni Mall in Bucharest and Iulius Mall Timisoara, on March 3rd, when tens of men told women “Happy Woman’s Day” with aerobic, dance and messages made up with letters printed on t-shirts.

In coffee shops and bars from Bucharest, Iasi, Cluj and Timisoara, the first nights of March come with the aroma of Redd’s Fresh beer and special presents offered by Redd’s promoters.

Campaign’s insight started from problem’s  core, if we can define it as such: it’s March 8th and it’s obvious that women want to have all the attention and that it will be full everywhere of Happy Woman’s Day. But it would be nice to get further than just Happy Woman’s Dat. It would be nice to make a campaign to really flatter women because, as we realized (and our colleagues confirmed) you can never receive too many compliments. And that is why it was all about the forms compliments for women can get: from guys that admit their womanliness in online videos and in Facebook app’s test until the choreographic moment at the mall, compliment cards distributed in HoReCa locations and, not the last, the parties specially organized for women

Vlad Tomei

Senior Copywriter Draftfcb

It is more and more clear that, in March, it doesn’t worth to be something else than a woman. And the guys also started to understand that. The rest came natural.

Claudiu Dobrita

Creative Director Draftfcb

The client, Ursus Breweries, participated to the campaign with a team that included Gabriela Creţu – Global Brands Director, Oana Acostachioaiei – Junior Brand Manager Peroni Nastro Azzurro & Redd’s and Andreea Munteanu – Junior Brand Manager Grolsch & Redd’s

From Draftfcb, the campaign team included Claudiu Dobrita – Creative Director, Vlad Tomei – Senior Copywriter, Catalin Rulea – Art Director, Olivia Spanu – Copywriter, Ana-Maria Oila – Group Account Director, Catalina Balan – Senior Account Manager, Ana-Maria Pascaru – Senior PR Manager, Alina Stefan – PR Manager, Andra Stanculescu – BTL Executive, Laurentiu Cluve – BTL Manager

Kubis Interactive team: Maria Vatamanu – Group Account Director, Lucian Dinu – Web Designer, Stefan Gabos – Senior Web Developer, Andrei Bodeanschi – Web Developer, Ovidiu Mihalcea – Web Developer and Andreea Cazan – Copywriter.

Draftfcb resulted following a merger between one of the oldest advertising agencies in the world – Foote Cone & Belding (FCB) – and Draft – one of the most powerfull marketing agencies. In 2006, Interpublic Group decided to merge, at international level, FCB and DRAFT, becoming Draftfcb. The company has over 9,500 employees worldwide and a network of 180 offices in 110 countries. In Romania, Foote Cone & Belding (FCB) has over 10 years of activity.

In Romania Draftfcb’s portfolio of clients there are companies such as Beiersdorf (NIVEA, Eucerin), Fashion House Outlet Centre, Focus Sat, JTI (Camel, Glamour, Sobranie), Kika, Kraft (Oreo, Tuc), Lavazza, Philips, Recolamp, SCA Hygene (Zewa), Ursus Breweries (Redd’s) and Vodafone.