Jazz Communication SRL - Time together - 8ffline March

Category: Best Digital PR Campaign

Client: Avon

Year / Domain / Status: 2018 / Cosmetics / Shortlisted

Strategy description:

We aimed to deliver uncomfortable messages in an engaging way that would naturally relate to younger audiences in order to fight the perception barrier that was starting to take a worrying shape (late(r) gratification and unnecessary interaction was seen as a bit of a hassle for younger generations). Time from Your Own Time campaign (2017) offered us the strategic idea platform for 8FFLINE March: Time seen as the most valuable gift to be offered on Women Day. It only opened us the path to discovering new pains echoing with our targeted audience. The research lead us to one of the most actual issues affecting the quality of our relationships: our overexposure to the digital environment. We’ve integrated them both in whole digital activation build as a manifesto for authentic relationships. INSIGHTS: 62% of Romanian smartphone users are active on these mobile devices between 2 and 6 hours/ day, according to the study "Mobile Devices Usage in Ro, 2017". 2/3 of respondents say that, from the moment they wake up and the time they will check the mobile device, will pass under 30 minutes. For 29% of respondents the morning routine starts with checking the mobile device, before breakfast and sometimes before even washing their face. Only 45% of Bucharest inhabitants living together with a partner are hugging or kissing him in the mornings during the week (Ikea Report, Life at home). THE TARGET CORE TARGET: USERS Women 18-35 y.o. – active, dynamic, who want to be seen & appreciated, heavy digital users, passionate about their appearance & beauty products; INDIRECT TARGET: MEN Her lover and partner in life; SECONDARY TARGET: AVON REPS The Avon representatives network – women of all ages, from rural & urban areas;

Execution:

We decided that the 2018 spinoff on “Time from your own time” platform will be about spending more time OFFLINE as a couple and especially on 8th of March. Inspired by our constant mobile phone scrolling addiction that comes between us our relationships, the campaign would be a manifesto for authentic love, lived outside the screens. Antonia’s mission was to turn the 8th of March into 8FFLINE March, a day fully dedicated to spending time with our dearest people. TEASING CAMPAIGN: Can you keep a secret? Under the “Avon, the only brand that doesn’t ask for Shares” umbrella, we invited the participants to DMF Conference (digital specialists & influencers) to keep a secret that meant a promise to themselves for an offline activity. VIDEO-MANIFESTO The video manifesto with Antonia talked about being together without letting screens get in the way. The video had the quirkiness of Antonia’s personality, specially designed music and spoke in the language of our target. VIDEO-BANNERS To promote the video we also ran a media campaign, with customized messages and ”Go offline!” pre-rolls. DM Special DM execution targeting popular bloggers/influencers known to be couples, offering him & her T-shirts with fun messages. RADIO & DIGITAL ACTIVATION Virgin Radio responded to our manifesto with another video, saying “Sorry” to the women in their lives for prioritizing their games, their online activity etc. We were the 1st ones to make the change we wanted to see! During the 8th of March, any form of communication from the brand and also from Antonia was stopped (Avon FB page, Antonia’s channels & AVON digital media – both brand and product).

Case visual:

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