2009 Winners & Shortlists

Results and Effectiveness

The event became one of the biggest WOM generators in the country, attended by: • More than 70,000 people (public attendance as estimated by the press) • More than 70 press people attended the event, representing local, regional and international media. The brand received remarkable local, regional and international coverage: TV: The event was broadcasted on several satellite and international TV stations: Euro News, LBC, LBC Sat, Future TV, OTV, Abu Dhabi TV, New TV and Al Arabiya TV. Digital: all Local websites covered the event, in addition to various clips, uploaded on YouTube Print: Cover story in all local newspapers and magazines.

Creative Execution

A highly publicized public event to precede the beginning of the advertizing campaign. The event was supported by an ATL and BTL campaign: Flyers, Press ads, posters, direct mailer, sms and a radio campaign. Press releases informing people about Alain Robert achievements.

Insights, Strategy and the Idea

Business objective: Launch Gillette Fusion in Lebanon Upgrade consumers to a new super premium platform Establish Gillette as the leader grooming brand Communication Objective: Establish Gillette Fusion Perfect Shave as the “Sexy” Male Brand in the Near East Generate mass media coverage around Gillette Fusion Increase awareness and education on Fusion Highlight the two attributes of Gillette Fusion: Performance & Precision Primary target: Men Between 18 and 34 years old Social classes A & B Mach III Family users Gillette Fusion sets a new standard in shaving performance and precision. For those reasons, Gillette and Alain Robert made for the perfect Fusion: they both represent the brands attributes, “Performance” and “Precision”. In addition to the main character of Gillette that is constantly linked to sports. With both walking on the same platform, leadership, they both stand for precision and performance.