2011 Winners & Shortlists

Results and Effectiveness

The client set a target to better over 7,000 visitors to Gillette's website for a campaign response. The campaign is ongoing but since its launch on January 26 this year, we've: entertained an audience viewership of over 188,500 irritated over 1,510 of their friends with online pranks, and tested 1,540 guys for their sensitivity And we look forward to seeing the audience grow even larger!

Creative Execution

Execution of the idea began with street interviews on what irritated guys. These were edited into 29 webisodes which aired progressively during the campaign to ensure repeat visitation. The show's website acted as a 2-way engagement hub between watching webisodes and grooming tips, interacting with a sensitivity test whilst getting guys to create and send their own entertainment via the email pranks (these could be personalised about their friends to make them more believable and “irritating”). The campaign only bought rich-media interactive and regular banners on portals plus SEO keywords. We extended media reach via Youtube seeding, peer-to-peer viral pranks, follow-up pranks emails and edms of new webisode releases. Due to P&G policies, Facebook couldn't be considered as a media channel option. We circumvented this by encouraging guys to post their test results and pranks etc on their walls to share with FB friends.

Insights, Strategy and the Idea

Our task was to create an online activation for the new product launch of Gillette's Fusion Cool White. We had to convince 18-35 year old Middle Eastern guys that the new Fusion Cool White's 5-blade system was much better to use on their skin than anything else. The audience was a mix of Gillette 3-blade users plus those using competitive brands of razors. We decided to focus on the product's USP 5-blade technology, which reduces irritation, so it's perfect to shave over sensitive skin. This dove-tailed with the insight that men shouldn't be sensitive about things that irritate them. This key insight then lead us to create an online show about sensitive guys after the fact, that if a man is too sensitive, then he needs to “Man Up”, because the only thing he should be sensitive about is his skin.