We had opened the difficult discussion with a simple illustration that show women strive for changes.International Women’s Day is a traditional holyday with a heritage surrounded by such “modern women’ best friends” presents as blenders, frying pans and irons.Clients and agencies are having all of those housekeeping kits as a “dream prize” of its promos… never've been asking women about their point of view.To reveal the true, we decided to enable women to become the leading voice of the Day and to raise a public discussion of holiday itself.
Every spring our agency faces an important B2B challenge — to congratulate our partners on the 8th of March. To research what women really feel about the celebration we launched a facebook flashmob with a "buketchallenge" hashtag. So, we've decided to give our partners the special wallet with symbolic "rights" — this is what we call a driving license in our country. Every compartment of the wallet filled with symbolic license-rights based on values voiced by #buketchallenge.
Philosophie
Every spring our agency faces an important B2B challenge — to congratulate our partners on the 8th of March. We've give our partners the special wallet with symbolic "rights" — this is what we call a driving license in our country. Every compartment of the wallet filled with symbolic license-rights based on values voiced by #bouquetchallenge.
Problem
Unfortunately, Soviet heritage made us follow a set of outdated habits this day. The Soviet meaning of the 8th of March had become so annoying, that even Ukrainian politicians started a discussion about cancelling the holiday.
Ergebnis
Women from all over Ukraine and abroad have supported our "bouquetchallenge". We've reached over five hundred thousand different media impressions about the challenge in just one pre-holiday week. As a result, by solving an inner B2B brief we came up with a fresh sense of the traditional women’s holiday that appeared to be congenial to our partners, clients and employees.