Berger creates ‘man space’ in shopping centre
Leo Burnett Melbourne has created a ‘crèche for men’ inside Australia’s biggest shopping mall as part of a brand activation stunt for paving paint client Berger.
A ‘testosterone-filled refuge from shopping and women’ was set up in Chadstone shopping centre. Men were offered tips on what to put on their newly painted patios, as well as free beer, sport on TV and the advice of promo girls.
Credits:
OK idea (connecting the humble patio with ‘ManSpace’) taken too far with the promo girls, girlie mags and the assertion that men “aren’t always the brightest sparks.”
It might appeal to the bottom 10% of men, but how many blokes are going to enter the Chadstone ManSpace to relax with models while their girlfriends and wives are around?
cute PR stunt
at least this one didnt aim to deceive journalists
will probably receive a Canne award or something
How embarrassing. Did actual real-life men really respond to this degrading (not to mention sexist) crap? Well, that’s me sorted. I won’t be buying Berger anything.
jbb – toughen up princess. You’re giving us blokes a bad name. Sounds like you could do with a good dose of the Berger experience.
All seems fine here. Not blistering innovation, but a relevant insight and execution.
@jbb – I hope you’re being ironic.
Maybe this would work. Except my male friends spend more time shopping for shoes and clothes than I do. Maybe they need to create a champagne and nail bar, you know, for chicks who just can’t take another hour of their blokes looking at virtually identical pairs of trainers…
Urgh.
Did anyone fall for this? Or were they, men or women, too busy puking into their promotional manbags?
This made me smile, not something that appeals to me, but I can see exactly why it works on the level that it does… jbb “Did actual real-life men really respond to this degrading (not to mention sexist) crap?” was the a serious question? Are you new to Australia by any chance? Most of the real-life men I meet and speak to as part of the research I do would absolutely see the tongue-in-check approach that has been used here and appreciate in the way it is meant
Head in rectum syndrome is a common issue on here…
Australian men not sexist?
Australian men not beer, v8 and football loving bogans?
Ohh yes!
Of course it’s low brow, not particularly clever or engaging for some men, but by golly Australia is full of men of the common denominator who buy zoo, drink beer and love to perv so they will lap this up.
Plenty of trackies at chaddie…
well said Chaiser Kaiser
I actually really like this. Maybe because i can detach myself from my work in marketing… but also maybe because the insight is tight and will make the target laugh and actually think about paving paint for the first time in their lives. Isn’t that the job???
I liked this until I saw the bit about the promo girls. Are they really necessary? Otherwise a really cute idea.
A chillout zone for blokes in a shopping centre…Yawn…
Didn’t L’Oreal Men Expert do this last year? Didn’t Kia do this last year? Didn’t Alpha magazine do this a few years ago? This is as conventional as a 30′ spot.
“Matter of fact I’ve got it now…”