2014 Winners & Shortlists

Results and Effectiveness

Gillette reached its highest value share ever in KSA, with an overall increase of 36%. Value shares in UAE also significantly increased by 13%. The main digital KPI was to drive participation to the facebook application, generate video views, engagement throughout the campaign. GOLD facebook application had phenomenal results in terms of participation and word of mouth • participants recruited: 8,061 • Fan recruited: 46,175, achieving 46% over the GilletteArabia Facebook Fan base of 100,000 • Webisode Views: 17,175 o Total Interaction Rate 4.54% (indexing 138 vs. KSA/UAE benchmark of 3.2%Source: YouTube)

Creative Execution

The ProGlide Gold razor launched at the Dubai Mall under heavily guarded protective glass display. Amidst the crowds clambering for a view, an elusive thief, Gold Man, breached security and stole every GOLD RAZOR. News of the heist was broadcast across TV and digital media, quickly trending as consumers followed the news. Gillette responded with a public plea across YouTube, TV & Social media; help us to get the razors back and you will be rewarded with your own Gillette Fusion Proglide Gold Razor. Over eight thousand men volunteered to help capture Gold Man and return the Gold Razors. Over 8 weeks, six video episodes of the failed attempts to capture Gold Man & return the Gold Razor aired across digital media. Content ranged from thrilling to comedic in tone but always delivered one message – Gillette Gold Razor was valuable, delivering the best shave with its innovative blade.

Insights, Strategy and the Idea

The recession was ending and premium products were rising. Premium wasn’t only for women, the male game was stepping up. As the number one razor & blade brand in the GCC, Gillette seized this moment to increase its dominant market share by pioneering innovation in blade technology. Introducing Gillette Fusion ProGlide Gold. Communication needed to tout blade innovations and be compelling enough to transcend functional capabilities to connect with men. Desire was our goal. By turning the ProGlide Gold into a beacon for masculinity we found our path to success. Every man wants to be James Bond. Action and espionage are the epitome of masculinity. As Auric Goldfinger stated to James Bond “This is Gold, Mr. Bond. All my life I've been in love with its color... its brilliance, its divine heaviness.” We set out to create an engaging narrative combining gold, with a story of daring courage.