Fox: NEW TV ORDER

Credits & Description:

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement

Advertiser: FOX

Product/Service: UTILISIMA- FEMALE TV CHANNEL

Founder/Managing Director: Maria Todorova (Next-DC)

Account Director: Dessislava Vekilska (Next-DC)

Digital Project Manager: George Yanakiev (Next-DC)

Copywriter: Momchil Zahariev (Next-DC)

Art Director: Evgenia Nikolova (Next-DC)

Interactive Design Director: Martin Ivanov (Next-DC)

Event Manager: Nikolay Ganev (Unit One)

Media placement: Event Stadium –Viral - Stadium Levski Sofia - 26.02.2011

Media placement: Internet Viral - VBOX7,Sinoptik.bg Vesti.bg Vbox7.com Mail.bg Abv.bg Tialoto.bg Bg-Mamma.bg Horos - 27.02.2011

Media placement: OOH Viral Campaign - OHH Sofia, Varna, Bourgas - 26.02.11



Summary of the Campaign

THE CHALLENGE

Launch Utilisima in Bulgaria – the first TV channel for women.

Raise awareness about the new TV channel before its start.

THE STRATEGY

Inspire and show women they have equal rights for the TV in spite of the male oriented shows and programs.

THE SOLUTION

1000 women in the most unexpected place, symbol of male entertainment – the stadium.

During the most important derby in the Bulgarian football calendar.

1000 women in pink t-shirts establishing a new TV order.



The Situation

Utilisima is not the only female oriented channel introduced to Bulgarian viewers. They have already witnessed: FOX Life – series and sitcoms, Fiesta – culinary channel, TLC – life lessons.

But Utilisima is the first female channel from start to finish. The actual problem is that the remote control is usually situated in the hands of their boyfriends/husbands who switch only between the sports news and the Japanese action flicks.

So it is commonly assumed that men have the ultimate right over the remote control.

Until now…



The Goal

To announce that Utilisima – the first real female TV channel – is on the way.

Raise awareness about the new TV channel before its start.



The Strategy

Inspire and show women they have equal rights for the TV in spite of the male oriented shows and programs.

About a month before the launch of the channel we organized an event that would turn into a massive viral. The whole event is not only about attracting attention – it is also a statement about Utilisma and its beliefs. Stadiums are the coveted territory of men. When we put about thousand women in there we symbolically claim that women have their right to be entertained and they should have their own time and space for amusement. And that is Utilisma.

We use the viral event on the stadium to spread the word and raise awareness about Utilisima.



Execution

1000 women in the most unexpected place, symbol of male entertainment – the stadium.

During the most important derby in the Bulgarian football calendar – the match between CSKA and Levski – we filled a whole section with 1000 women.

On a signal all of them removed their jackets and revealed pink t-shirts. With a colourful choreography they set up a sign Utilisima.

During the part in which the girls set up the sign "Utilisima" the fans of CSKA started a fight with the police squads. This collision took some attention away off the girls but at the same time they felt more united and set up a beautiful contrast with the rioting crowds.



Documented Results

THE RESULTS (in a week’s time)

- More than 50,000 views of the official video of the event in Vbox7 – Bulgaria’s biggest video-sharing website.

- 8725 views of videos uploaded by others.

- 3,000 views and comments in BG-mamma – the biggest Bulgarian forum for mothers.

- More than 1000 likes of the Facebook page before the launch.

- 1000 girl ambassadors of the campaign commenting and sharing every post, video and picture.

- Many publications.