2012 Winners & Shortlists

The Campaign

The campaign was devised for FMCG Procter & Gamble’s brand Braun whose category range of male electric shavers and trimmers was suffering from cluttered packaging and branding, leading to consumer confusion over which product was right for them. Braun wanted to re-launch the brand range in order to achieve unified product equity. A simple but perfectly executed idea generated excellent PR results and YouTube viewing figures that continue to rise. The success of this campaign really demonstrates the power of social media over media spend and the importance of tapping into local insights. Using local talent and street art we bridged a gap between a functional product and a brand desire to establish a refreshed brand equity with the key target audience.

The Brief

Communication Objectives: To target young Arabs interested in urban lifestyle and those who cared about styling facial hair, rather than just male grooming To position Braun cruZer as a functional gadget with an “urban” lifestyle identity Business Objectives: Increase market share for Braun trimmers. Target of 5% market share Build Brand Equity with youth audience Using data supplied by Braun, the target audience was identified as young Arab males, aged 16-35 who liked styling their facial hair, rather than just shaving it. Next step entailed researching the pool of influence this audience respected and how best to reach them

Results

Desert Heat’s cruZin track and music video struck a perfect chord with their target audience. Market share: Braun’s overall market share rose by 7%, which exceeded their target of 5% by a further 2%. Messaging: The Braun cruZer ultimately created a ‘cruZin’ lifestyle within the urban community by driving the ‘shave your style’ messaging. ‘Shave your style with precision’ was the sole key message and was incorporated in every aspect of the campaign. The campaign successful captured the target consumer’s interest at multiple touch points: Online: The YouTube video which was viewed over 37,000 times received 463 comments, 1053 likes, and was played and downloaded on SoundCloud 1000’s of times. Total radio impressions: 110,000,000 Performance attendance: 13240 Total Media Impressions: 292,358,557 Bushra Iqbal, Braun Brand Manager said: "We are thrilled to see Braun cruZer’s position in the market is precisely where we wanted it following an indisputably successful campaign."

Execution

We felt the time was right for KSA and UAE to kick back and start ‘cruZin’! Working with Desert Heat the music track entitled ‘cruZIn’ was created, focusing on the urban youth’s desire to look his best. The track featured key product messaging and the accompanying music video had subtle Braun cruZer product placement to position the brand as the cool gadget to have. The video also featured the brand slogan from time to time on the back of a magazine, delivered key messages through the lyrics and includes content of 4 urban elements also identified by Braun as relevant to the target consumer’s hobbies/interests of break-dancing, skateboarding, graffiti art and DJ skills. The music video was run on Desert Heat’s You Tube channel and seeded through social media networks through respected urban influencers and airtime on commercial radio. Interviews were set up, press releases and products sent out.

The Situation

Key to the challenge was Braun cruZer, the Point Of Market Entry product. Capturing consumers here was essential if long term product upgrade migration was to occur. This led to the challenge of how to make the Braun cruZer brand appealing to Arabic youth whose first choice for shaving was the local barber. We enlisted the help of Emirati Hip Hop duo 'Desert Heat' to appeal to the local market and to help secure the desired brand equity and raise sales and market share.

The Strategy

Having identified that music within the urban scene was a strong brand fit to connect with the target audience, our PR agency profiled a shot list of 6 bands, finally selecting Desert Heat as ultimately best fit with the criteria: regional popularity in UAE & KSA, their caliber of music, English & Arabic rapping and strong social media presence. With the key ambassador on board, we looked at how to attract their target audience and how best to reach them. A large percentage of urban music, debate and interests are fuelled through YouTube, a platform would be needed for Braun cruZer to deliver content to this audience. We also identified other appropriate influencers, both social media and traditional who could help the campaign achieve maximum coverage and talkability. It was vital to position the brand as ‘THE’ gadget to have and simultaneously that shaving was ‘All About Style’.