New TV Order
Utilisima Viral Campaign
Utilisima is a new TV channel dedicated 100% to women and their ways of having fun. To announce that there is a "New Television Order" and that women go back in front of the TV – a territory mainly occupied by men – we decided to create a daring viral campaign. We took 1000 women to the holy male territory – the stadium. And not on any day but during the derby Levski – CSKA. The 1000 women dressed in pink t-shirt were shot by numerous fans and received a positive media response.
As a result even before the launch of the TV we already had more than 1000 fans on Facebook and the viral video had been seen about 50 000 times.
Utilisima Launch Campaign
In phase two our goul was to communicate the main themes of the television: kitchen, children, beauty, home. Our slogan and strategy stressed on the idea that Utilisima gives you "Everything women want". Our main visual idea exploits the notion that woman’s bag is full of surprises.
Social network activities - Time For Women
Facebook based application, which celebrates the international day of women's friendship. The application is created only for female users - it detects men and exclude them. Time For Women gives a chance to female audiences to share freely their secrets.