MAN SPACE

TitleMAN SPACE
BrandBERGER
Product / ServicePAVING PAINT
CategoryA01. Event & Field Marketing
EntrantLEO BURNETT Melbourne, AUSTRALIA
Entrant Company:LEO BURNETT Melbourne, AUSTRALIA
Sales Promotion/Advertising Agency:LEO BURNETT Melbourne, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Executive Creative Director
Andrew Woodhead Leo Burnett Creative Group Head
Eamonn Dixon Leo Burnett Copywriter
Justin Nagorcka Leo Burnett Art Director
Amanda Nicoll Leo Burnett Account Director
Richard Walker Leo Burnett Art Director

The Brief

There’s a war going on in every Australian home. A war for personal space. A war that many men are losing, no matter how hard they try. We knew there was a place that man could call their own. We just needed to show them where it was and demonstrate how they could claim it – by painting it with Berger Paving Paint. Barring that, we gave them a chance to win their very own Man Space.

Describe how the promotion developed from concept to implementation

To show men the potential that lies in their own backyards, we transformed some concrete outside another female stronghold. – the shopping centre. And not just any shopping centre, the largest one in the southern hemisphere. It attracts upwards of 50,000 people per day (1/3 against their will). We marked the ground with our product and filled it from the paint up with man stuff, creating a refuge from shopping and helping men realize there was still a place that they could call their own. They even entered a competition to win a Man Space and took home a Man Bag full of inspiration and product information.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 10,000 men visited the Man Space each day, taking refuge from women, shopping and store assistants. More than 50,000 man bags were taken home with plans, product information and tips on how to build their own Man Space at home. One lucky man won himself the ultimate Man Space. And lastly, their wives, girlfriends and partners soon realized to that a space for outside wasn’t a bad idea.

Explain why the method of promotion was most relevant to the product or service

Man Space. To show men the potential that lies in their own backyards, we transformed some concrete outside another female stronghold. – the shopping centre. And not just any shopping centre, the largest one in the southern hemisphere. It attracts upwards of 50,000 people per day (1/3 against their will). We marked the ground with our product and filled it from the paint up with man stuff, creating a refuge from shopping and helping men realize there was still a place that they could call their own.