«Comfortbus» for Only You
Agency Objectives
Run PR event to drive Only You brand equity – protection and comfort
Issues to be handled
- Panty liners are kind of “shameful subject” for women to speak loudly about
- Therefore it’s not interesting subject for journalists to write about
Idea
To create something that is close for our TA only. Something like Comfortable Bus for Women Only, which translates the idea of COMFORT
Results
Only You Comfortbus was created
- The first free bus for women in Ukraine, running within 1 month along 3 routs in Kyiv downtown (high traffic and high visibility)
- Soft seats, little Only You pillows for feeling cozy, delicate blue & pink colors, women’s magazines to read, good music (with words “only you”) created a pleasant and relaxing atmosphere for women
- The first passengers of the Comfortbus were women journalists. They enjoyed the comfort and wrote easily about Only You Comfortbus
- TA involvement during a month - 20 000 women
- Coverage – FOR FREE – 35 issues (TV, press, Internet)
- Total TV time - 20 minutes
- Circulation – 4 854 900
There was also the “Book of Women’s Feedbacks”, where 500 happy women left their “Thanks” to Only You
