Cannes Lions

UTILISIMA- FEMALE TV CHANNEL

NEXT-DC, Sofia / FOX INTERNATIONAL / 2011

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Overview

Description

THE CHALLENGELaunch Utilisima in Bulgaria – the first TV channel for women.Raise awareness about the new TV channel before its start.THE STRATEGYInspire and show women they have equal rights for the TV in spite of the male oriented shows and programs.THE SOLUTION1000 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.

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.

Outcome

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.

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