FORTE FEMME PERFUME

ClientFORTE BANK
Category E04. Other FMCG
TitleFORTE FEMME PERFUME
Product/ServiceFINANCIAL SERVICES
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Production VOSKHOD Ekaterinburg, RUSSIA
Credits
Name Company Position
Anton Rozhin Voskhod Copywriter
Georgy Kornilov Voskhod Copywriter
Artem Epanchintsev Voskhod Copywriter
Alfia Khafizova Voskhod Copywriter
Vladislav Derevyannikh Voskhod Design Director
Elizaveta Larionova Voskhod Producer
Andrey Gubaydullin Voskhod Creative Director
Veronika Malikova Voskhod Strategist
Aleksey Klimov Voskhod Graphic Designer
Kirill Ratman Voskhod Graphic Designer
Maxim Geychenko Voskhod Graphic Designer
Dmitry Maslakov Voskhod Digital Creative Director
Anna Maslyakova Voskhod Digital Art Director
Liliya Zagidullina Voskhod Web Designer
Vasily Tsykin Voskhod Technical Director

Background

In Kazakhstan a woman entrepreneur feels uncomfortable in the man’s world. She is in a constant state of fighting with the world and the system. Many people are sure that a female business there is always based on a man’s money, while women are not capable of any mental processes on their own. This is a huge paradox. The government tries to encourage female businesses with special support programs for women entrepreneurs. The society, on the opposite, does not allow women to do business. It is much harder to change the way how the society thinks. And the Bank, instead of just promoting its services, decided to change the public opinion and support women's businesses.

Describe the creative idea (40% of vote)

The idea is to make the huge female businesses’ contribution to the country’s development visible. To support female entrepreneurs and promote credit provisioning services among businesswomen. Business is money. We decided to add the “female” side to all the money circulating in female business to prove that there are many businesswomen in Kazakhstan and that their contribution to the economy is immense.

Describe the execution (40% of vote)

The main objective of ForteFemme perfume is to prominent female business in Kazakhstan. We’ve turned the national currency symbol (Tenge ₸) into the perfume logo, thus transforming it to the symbol of female entrepreneurship in the country. The typical information about the chemical composition of ForteFemme perfume is replaced with the text that tells about the economic state of affairs in Kazakhstan: 52% of all sole proprietors of the country are women, 43% of all small and medium-sized businesses are operated by women, and women contribute to 39.5% of the country’s GDP.

List the results (20% of vote)

Forte Femme has become social media phenomenon in Kazakhstan. The whole country has started to literally feel the women’s contribution to its’ future and development. Many businesspersons have spontaneously joined the promotion thus raising the topic of women’s role in Kazakhstan for public discussion. 19 000 000 organic impressions (in a country with a population of 18M) 134 Media publications ($790 000 earned media) 4 000 000 views on Youtube and social networks (facebook, vkontakte) Thousands of business people got involved and took a stand for gender equality Incredible boost in the Bank’s B2B department: 194% lift in monthly financial turnover, 172% lift in the number of new clients