While Dr. Gevorg was a narrowly recognized professional in the healthcare field, he was not known to the general population.

Our task was to turn Dr. Gevorg into a nationwide celebrity and to break stigmas around rhinoplasty so that no woman is judged for getting a nose job.

Strategy

Our strategy was to create a campaign with strong social currency, utilizing the fact that people share things that make them look good. Our analysis showed that in Armenia, content is most shared when it includes humor (or provides a platform for users to create something funny) or sexual subtext.

Idea

The Eyes are Mom’s, the Nose is Gevorg Yeghiazaryan’s

Phrases like “She has her mom’s eyes” are common across the world. In Armenia, we say “the eyes are mom’s”. The slogan is a familiar phrase that has both humor and sexual subtext (does her Dad know the nose is someone else’s?).

Execution

Billboards advertising nose-jobs are not a common sight in Armenia. For maximum impact, we placed 23 billboards in Yerevan’s busiest streets.