2015 Winners & Shortlists

Results and Effectiveness

The results were as great as ProGlide’s shave. Through the Future Champs Tournament Gillette was able to: • expand reach exponentially to 69% of total point of market entry specific target • score 18% conversion rate, one of the highest in the region • increase engagement on social media assets by 37% • witness strong systems segment share growth driven by Fusion ProGlide to 25%

Creative Execution

Look like a Champ and Play like a Champ was Gillette’s theme for its Future Champs Football tournament, combining the passion for football and the desire to be confident. Our goal was to reinforce that good grooming is a factor of success and translate that onto the football field. For 6 months, Gillette recruited young football fans across KSA & UAE to be part of the Gillette Future Champs football tournament. Narrated through six 3-minute video segments distributed across screens, the story unfolded in digital form on Koora.com as well as the big screen on special segments within Sada Maleb and MENA sportsman himself Mustafa Al Agha. GFC was integrated into big sport stories, elevating our young men to the status of their idols. They even played amongst their local idols; Mustafa Bassas and Omar Abdulrahman who played mentor. The GFC culminated with an all-out tournament at Dubai Mall.

Insights, Strategy and the Idea

By 2017 Euromonitor projects the UAE & KSA grooming markets to increase by 13% driven by young males. In grooming market, young men are becoming more sophisticated in their choices. They look for products which cater to build their self-esteem. Gillette Fusion Proglide, the premium (and most expensive) razor in market needed to engage young males and hence focused onwhat matters most to the target audience – confidence. The traditional route of giving them a lecture about grooming was not going to cut it. Instead, Gillette decided to walk with them on their journey to manhood through their passion, their passion for Football. Recognizing that playing Football is part of their DNA, Gillette created Future Champs, a football championship aimed at coaching youth and helping them develop their football skills, all while demonstrating to them that Gillette Proglide is the razor for them.