Brand | GILLETTE ARABIA |
Product/Service | GILLETTE FUSION PROGLIDE |
Entrant | LIVINGROOM COMMUNICATIONS Dubai, UNITED ARAB EMIRATES |
Category | Best Use or Integration of User-Generated Content |
Entrant Company
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LIVINGROOM COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
|
Contributing Company
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LIVINGROOM COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
|
Production Company
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THE TALKIES Dubai, UNITED ARAB EMIRATES
|
The Campaign
The campaign was launched in the GCC region with the primary focus on KSA. Where most of our target audience is driven and heavily influenced by online content / social media. For the past years, it has been clearly shown that the level of impact of online exercises is bigger than ATL campaigns leading to big results in changing brand perceptions.
Here are some of the restrictions:
Sensitivity to female appearances
Nudity is not allowed
Any sexual connotation
Any politically or religiously incorrect associations
Results
Gillette came to us with a product designed specifically for sensitive skin. We had to fight a huge local perception. That having sensitive skin somehow made you less of a man. Arabs are sensitive about being called sensitive.
So our challenge was to bring to life : "Not for sensitive men, but for sensitive skin"
So what did we do?
In the arab world, men are extremely sensitive about their place in the pack, and exaggerating their manliness is the best way to prove their dominance.
Our idea was to simply say…
Hey guys… take it easy… you don’t have to try too hard to be a Man. That’s how our Man Among Men platform was born.
We got funny man Omar Hussein to kick start the search for over-the-top male stereotypes by asking our followers to complete #ManAmongMen stories.
Next came the greatest Man Among Men challenge, where men came to prove that they have what it takes to be a "The Man". It was based on three skills: Social, Charisma and Strength.
MAN rules where needed to set the bar. We rewarded the MEN with "Man Rules", and the tools to create their own Man Rule memes. The most popular rules were spread through website take-overs and online banners in most visited sites of the region, driving new users to our online videos, and a cycle was created.
To kick start our idea and get our followers to generate content, we started with Twitter. To get the ball rolling, we got the Saudi-based comedian Omar Hussein to seed a question among: Who is the MAN AMONG MEN? This was done under the hashtag #ManAmongMen asking the followers to complete stories and to provide real life observations. And out of these insights two online films were born, which quickly spread on all social media channels thanks to the level of engagement of the young Arab population.
The campaign created a buzz among the target audience, which was significant enough to change the perception towards sensitive skin, and men behaviours in general. It helped Gillette position a product designed specifically for sensitive skin without compromising on its brand image. This was an important part of the job as Gillette has a long-standing reputation of being a masculine brand.
Here are the results:
Thousands of tweets were received under #ManAmongMen.
Two online videos on Youtube channel with 1,016,009 views and still counting.
45% Fan base growth on Facebook.
2.8 Million Unique Impressions from online banners.
Credits
Carlos Khoury |
Livingroom Communications |
Creative Director |
Priya Madhu |
Livingroom Communications |
Senior English Copywriter |
Umer Razzak |
Livingroom Communications |
Senior English Copywriter |
Ruel Sunga |
Livingroom Communications |
Senior Designer |
Dina Sami |
Livingroom Communications |
Art Director |
Ahmed Al Masri |
Livingroom Communications |
Senior Arabic Copywriter |
Toby Charles Gomez |
Livingroom Communications |
Art Director |
Fadi Nakhle |
Livingroom Communications |
Client Servicing Director |
Omar Bitar |
Livingroom Communications |
Client Servicing Executive |
Rami Salamé |
Livingroom Communications |
Planner |