2013 Winners & Shortlists

The Brief

Create fun interaction with VOX Cinema visitors at 3 malls to promote the Gillette Fusion razors during a movie premier.

Describe how the promotion developed from concept to implementation

Cinema centric idea, inviting cinema visitors to act like a Gillette ‘star’….and get their photo taken at the stand with a giant prop of the Gillette Fusion ProGlide razor. The photos were printed and presented with a sample of Gillette ProGlide to the visitors. The best groomed men won Gillette ProGlide Kits.

Describe the success of the promotion with both client and consumer including some quantifiable results

9,300 photos and 321 ProGlide razors were gifted in 3 weeks. The campaign won the Motivate Val Morgan 2012 UAE Cinema Activation Award.

Explain why the method of promotion was most relevant to the product or service

Grooming is essential to looking good. Movie screenings are a time when consumers are more focused on socializing and watching a movie. The platform allowed them a chance to have some fun, through the use of props, appealed to their own sense of vanity, and rewarded them for taking the time to participate in the activity.