Background:

Croma, always a proponent of technology for everyone, chose Women's Day to further this ethos, explicitly addressing women's engagement with tech.

Challenge & Objectives:

The campaign confronted a stereotype: the perception that women are less adept with technology. Men's well-meaning but unnecessary assistance often reinforces this stereotype. The objective was to empower women, encouraging them to take initiative with technology and challenge gender norms.

Creative Solution:

Drawing from their predominantly female team, Croma identified and addressed stereotypes about women and technology. They crafted a campaign centred around a relatable phrase, leading to a digital video commercial (DVC).

Execution:

The DVC featured a 30-year-old woman setting up her new smartphone independently, symbolising her break from reliance on men for tech assistance.

Impact & Results:

The campaign was successful, with a reach of 57 million, 65 million impressions, and 19 million views on the DVC, inspiring women to take the first step in tech.

Reflection:

This campaign was groundbreaking in addressing and altering gender-based stereotypes in technology. It was enlightening to see the positive impact of our approach, which combined creative storytelling with a message of empowerment. The overwhelming response, highlighted by the high engagement and millions of views, underscored the importance and effectiveness of addressing societal stereotypes through thoughtful marketing. It reaffirmed the power of inclusive and empowering messaging in connecting with a broad audience and fostering positive change.

#TechTheFirstStep

Croma's Empowering Women's Day Campaign: Celebrating the Fusion of Technology