| Title | FAREWELL STATUE |
| Brand | MINISTRY OF DEFENCE |
| Product/Service | MILITARY SERVICE (WOMEN IN MILITARY) |
| Category |
B02. Use of Ambient Media: large scale |
|
Entrant
|
TABASCO Tallinn, ESTONIA
|
|
Idea Creation
|
TABASCO Tallinn, ESTONIA
|
|
Media Placement
|
TABASCO Tallinn, ESTONIA
|
|
PR
|
TABASCO Tallinn, ESTONIA
|
|
Production
|
TABASCO Tallinn, ESTONIA
|
Credits
| Indrek Viiderfeld |
Tabasco |
Creative Director |
| Kerstin Raidma |
Tabasco |
Creative Director |
| Kadi Hugo |
Tabasco |
Art Director |
| Mart Metsma |
Tabasco |
Creative |
The Campaign
We dressed one of the most iconic statues of Estonia, the Kissing students, in military uniform.
To show that all eligible women are welcome to enlist to the military service.
Campaign Success
The dressed up statue was displayed for 3 weeks, from 24th of April to 15th of May.
'The Kissing Students' sculpture and fountain is one of the most recognised symbols for Estonians.
The statue has a place in Estonians heart, but it is especially relatable for college student who often imitate their pose.
Describe the success of the promotion with both client and consumer including some quantifiable results
Public media picked it up immidiately. It was covered by all the main news outlets in Estonia.
The number of women who enlisted in the army increased 4.15 times compared to the last recruitment session.
Highest it has ever been.
Explain why the method of promotion was most relevant to the product or service
Farewell Statue made people think and analyse the situation from different perspective. It related to target audience and gave that last bit of encouragement that young women needed to enlist to the military service.
Target audience: all eligible women who can enlist to the military service.
We approached them through unexpected medium to visualize the idea: every women is welcome.