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Project

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

Brand

QIT.AM

Type

Integrated

Services

Creative, Design, Photography, Digital

Industry

Beauty

Year

2019
Rhinoplasty is among the most demanded beauty/surgical services in Armenia and Dr. Gevorg Yeghiazaryan’s QIT.AM brand is one of the leaders of Armenia’s rhinoplasty market.

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.

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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.

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poster
play
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Engagement

: 110 K+

Impressions

: 4 M+

Website Traffic

: +17 K%

Increase in Client Inquiries

: +1.4 K%
The campaign grew viral after an hour of going live. Social media was stormed by thousands of posts, with brands and celebrities joining the wave. The campaign was also shared by overseas media outlets, including ADME.ru. The online hype led to offline results: a 1400% increase in inquiries. The campaign became one of the widest-spread ad campaigns in Armenia and was shortlisted in 2 international festivals - Red Apple 2019 and Ad Black Sea 2019.
Red Apple

Red Apple

2x Shortlist

Ad Black Sea

Ad Black Sea

Shortlist

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