IT'S 13, WHAT LUCK! by Starcom Bucharest for Avon

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IT'S 13, WHAT LUCK!

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Industry Cosmetics & beauty products, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Romania
Agency Starcom Bucharest
Released February 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: AVON COSMETICS ROMANIA
Product/Service: 13 YEARS IN ROMANIA
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Bucharest , ROMANIA
PR and Advertising Manager: Stela Toderascu (Avon Cosmetics)
Sales Support Specialist: Gabriel Juduc (Avon Cosmetics)
Activation Specialist: Mihaela Mihai (Starcom)
Creative Planner: Ruxandra Mateiu (Starcom)
Digital Specialist: Silviu Toma (Starcom)
Communication Manager: Raluca Barsan (Starcom)
Innovation Director: Corina Bernschutz (Starcom)
Sales Support Officer: Catalina Parcalabu (Avon Cosmetics)
Media placement: On Line - 1,000,000 Views - Women Sites, Facebook - 1 March 2010
Media placement: OOH - 200 Faces - OOH - 1 May 2010
Media placement: Print - 20 Ads - Women Magazines, Leisure Guides - 1 May 2010

Insights, Strategy & the Idea
In 2010, AVON Romania celebrated 13 years of incredible hard work and success. To commemorate this celebration, we wanted to remind the past and present sales team and potential Representatives the wonders of working with AVON. 13 was not an unlucky number-at least not to us.

When women join AVON, they not only gain success they gain STORIES. Each new sale and meeting is a three act play with our Ladies on “the stage”; the perfect recipe for a tale with AVON ladies in the starring roles!

However, women outside of the AVON community were anchored by domestic and financial responsibilities. What they were lacking was adventure and female support — enter AVON!

We decided TO VOICE the incredible stories of our Representatives to illustrate the excitement of working with AVON and ultimately recruit more women to the brand. Our sights were set on the stage with a Broadway worthy debut!

Creative Execution
We enlisted a top writer to pen a play that would resonate and entertain audiences. “It’s 13, what luck!” incorporated real stories of AVON Representatives; chock full of comic relief, dancing and singing.

Since the play followed the lives of representatives, it seemed only appropriate to cast real people, so we sought out 13 regular people to form our cast. Recruitment was executed via online, print and OOH. Our website www.13norocosiavon.ro served as the audition where regular folks uploaded a video of them performing regular activities:
• A 50 year old woman preformed with a wooden spoon while cooking dinner
• A 35 year old man who recites verses from famous authors while he is at work
• A 25 year old woman with a beautiful voice performs in the shower

Nearly 1,000 people posted their one minute video to star on the AVON stage.

Results and Effectiveness
After performing in eight cities to packed theatres, we achieved award winning results.

We recruited 500 new representatives after the shows. The play was preformed to over 10,000 viewers around Romania, which sparked social media frenzy with bloggers dishing out rave reviews of our play and the AVON brand. In fact, the play was so successful - theatres asked for “Its 13 what luck!” to be preformed regularly.

13 turned out to be a very lucky number for AVON, so here is to 13 more lucky years. As they say in the theatre world—that’s a wrap!