gillette fusion proglide gold edition
DESCRIPTION
During Summer 2011, I collaborated with a team of interns at Carat Media USA’s New York offices to produce an integrated communications campaign for Gillette’s ProGlide Gold Edition, to launch in the months leading up to the 2012 Summer Olympic Games. Our team presented the final campaign to senior leadership and the president of Carat Media USA. *All work presented is unofficial and does not represent the views or opinions of P&G/Gillette.TRANSCRIPT
GILLETTE FUSION
PROGLIDE GOLD
EDITION
MEET THE TEAM
OUR ASSIGNMENT
Objective • Get Gillette users to trade up from their current razor to Gillette Fusion ProGlide Gold
• Promote other gold-themed Gillette products
Timing • April 2012 – August 2012
Target • Men ages 18-34
MR. MAGNETIC Personality
• Equates looks with success
• Appetite for success
• Big city dweller
Interests • Tech-savvy
• Always connected
• App-happy
• Sports fanatic
Media • Uses his mobile
device to connect, be entertained and play
games
• Active in social media
• Watches TV to be entertained
• Reads to learn
MEDIA FOOTPRINT Weekend
Source: International CCS Survey 2009 - Benchmark - US
RADIO
ECOMMERCE IN-STORE PURCHASES
TV
SOCIAL MEDIA
Weekday
MOBILE
MOVIES
MUSIC
ECOMMERCE IN-STORE PURCHASES
MOBILE
• Constantly
connected to his
mobile 24/7
• Consumes more
movies on the
weekday
•Consumers more
social media on the
weekends
•Consistently heads to
the store and eStore
for his needs
JOURNEY
Re-Assess
Education
Value and
Relevance
Needs I need to buy a new
razor
I need to make a decision
that will keep my best
shave going
I need to make
sure that my
razor is the best.
My face needs to
consistently
glow.
Behaviors I usually buy the
same thing. It works
just fine…
I want to research the
best options before
making a big decision.
I usually buy the
best
Brand
Barriers
This razor I have
now works just
fine…why should I
pay more?
I don’t really understand
ProGlide Technology.
The ProGlide is
pretty
expensive..
Objectives Make him question
his current razor and
feel like he needs
the ProGlide Gold.
Re-Iterate the ProGlide
benefits by using Earned,
Bought, and Owned
media and Gillette’s
assets.
Make ProGlide
purchase a no-
brainer. Put other
brands and
razors to shame.
KEY TAKEAWAYS Mr.. Magnetic’s journey follows
his need for the best.
ProGlide Gold is viewed as an
investment in the world of
personal grooming
He has an idea of what he
wants by the time he’s reached
the store
He might be skeptical about
changing because his razor
works fine, and ProGlide is
expensive.
ProGlide Gold is the best model
of the best razor available,
make him see it.
2012 SUMMER OLYMPICS
• The Games aren’t just about the
athletes—they’re about peace,
discipline, passion, victory and
rediscovering one’s National pride
• People are more immersed into the
Olympic Games than ever before
• People feel that they are a part of
the Games as they witness history
on television share victories with
athletes and fans online
FUSION PROGLIDE GOLD
• Low Cutting Force Blades
• Blade Stabilizer
• Snowplow Comfort Guard
• A more broad Lubrastrip™
• Enhanced Precision Trimmer
• Innovative Microcomb
• Consistent Power
• New, Brilliant Gold
Finish
STRATEGY
Grab Attention
Provide engaging content that will pull
Mr.. Magnetic in to the ProGlide Gold
experience
Advocate
Give him the tools, platform and
reasons to spread the word about
Gillette ProGlide Gold
Educate
Provide the tools to educate him
about the new product
Prove to him that ProGlide Gold upholds his reputation to be the best.
2012 Summer Olympics
Showcases the best athletes on the world stage
Gillette Fusion ProGlide Gold
Cutting-edge technology delivers the
perfect look in Gold
The Consumer
Mr. Magnetic equates
appearance with success. Therefore,
he demands the best male grooming products for himself
SELECTED CHANNELS Prove to him that ProGlide Gold upholds his reputation to be the best.
Educate
Provide the tools to educate him
about the new product
Advocate Give him the tools, platform and reasons
to spread the word about ProGlide Gold
Get their Attention
Provide engaging content that will pull Mr..
Magnetic in to the ProGlide Gold experience
•Executions in relevant places
•Provide trial
•Drive excitement and sales
•Encourage social engagement
•Provide social integrations in
every execution to enhance
sharing
•Encourage interaction with
sweepstakes
•Young Guns will be used as
brand advocates
•Provide video content, product
benefits and reviews
•Provide entertainment
•Provide demonstration
HOW TO REACH HIM
EXPERIENCE GOLD WEBSITE
Insider Content • Gold Access Zone – limited to ProGlide
owners
• Webisodes
• Behind the scenes content
• Content used for Taxis and in-store screens
Link to Sweepstakes • Details of the sweepstakes
• Ways to enter
• Current entry count
Social Feed • Live Twitter, Facebook and YouTube
comments streaming
• Feed will be streaming on commercials during Olympics, in-store and in taxis
SWEEPSTAKES
• Enter in a sweepstakes to win tickets to the 2012 Olympics, and other assorted prizes
• Sweepstakes will be based on a point system where more points earned equals more entries submitted
• Points can be earned through:
• purchasing Gillette products
• playing the Gillette Angry Birds
• following @Gillette on Twitter
• “liking” Gillette on Facebook and
• Subscribing to Gillette’s YouTube channel
• Users can track points on a Gillette mobile app (iPhone, Android, Blackberry) +100
+50
+20
MOBILE GAME INTEGRATION
• Mr.. Magnetic is always on his
Smartphone and is app-happy
• Integrating Gillette Fusion ProGlide
Gold into mobile games like Angry
Birds will provide both entertainment
and awareness of the product
• Players’ scores will be sent to the
Gillette Fusion ProGlide Gold
website and can be shared on social
medium like Facebook and Twitter
REACHING HIM OUTSIDE
THE GOLDEN SHAVE
• Team Gold Barbers on hand to give the golden shave vs. regular barbers using competitor razors
• Trade up by bringing in your old razor and receive a free ProGlide Gold razor and shave
• Event will be available in the largest 20 US markets
• Young Guns will receive the first shaves of the day, represent 6 cities
• Gillette corner: webisodes featuring reactions of the shaves
4-D GILLETTE GOLD EXPERIENCE
• Take over Iconic US buildings
• Ex: NY Stock Exchange,
Washington Monument, Sears
Tower, the Hollywood Sign, the
Luxor in Las Vegas, Trump
Building
• Will run a Golden-themed
product showcase and demo in
a 4D projection experience
• Exciting, advanced technology
TRANSPORTATION TAKEOVERS
• Olympic Gold Taxi’s running throughout major cities
• Taken over by Gillette and running Olympic content and Gillette ProGlide Gold spots on the in-cab video screen
• During the Olympics, cabs will run live Olympic competitions and coverage
• Olympic Gold Subway Lines in major cities
• Golden wraps on the inside, outside
• Olympic preview and Gillette Gold product review
• Grab attention and educate
REACHING HIM
DIGITALLY
SOCIAL MEDIA INTEGRATION
• Leveraging Gillette’s owned assets:
YouTube, Facebook and Twitter to
educate and advocate towards the
Gillette Fusion ProGlide Gold
• YouTube channel: webisodes,
testimonials, Olympic updates
• FB/Twitter: sweepstakes link,
Gillette events and promotions,
consumer conversations
• Will all be linked to the Fusion
ProGlide Gold website
DIGITAL MUSIC
• Utilize music sites that he’s
constantly engaged with:
• Pandora, Grooveshark, Spotify
• Embed rich media in popular music
channels by creating customized,
interactive (gold)skins
• “Olympic Playlists” created by
Young Guns and Viewers
• “Champion Listeners” gain incentive
points towards the sweepstakes
DIGITAL • Hulu and Netflix Sponsorship
• Embed rich media in popular music
channels by creating customized,
interactive (gold)skins
• :15, :30 Gillette commercials
• “Champion Movies” section, hand-
selected by young guns and viewer
votes
• Social Media Integrated through Hulu
• “Champion Viewers” gain incentive
points towards the sweepstakes
REACHING HIM IN MORE
TRADITIONAL WAYS
TV NETWORKS • TV Sponsorship [NBC, ESPN]
• Lower Third- “Olympic Bets”
• Place bets/vote via digital & mobile
• Winners will be the “Betting Champions,”
receiving a digital coupon toward the Gold razor
• Have twitter banners run during the actual
Olympics
• Gillette-sponsored “Champion Moments”
Champion Moments
MAGAZINES
• Collector Table Books
• Sponsor the entire issue of Sports
Illustrated and ESPN Magazine for
the May Olympic edition
• Only Gillette ads throughout the
entire issue
• Special features on the Young Guns
• Promote the Gillette website and
sweepstakes
2008 2012
IN-STORE ADVERTISING
• Gold Shelving for ProGlide and
ProGlide Products
• Gold flooring in front of products
and end-of-aisle display
• GILLETTE GOLDEN ZONE
• Gillette TV screens: ProGlide
features, testimonials, Olympic
sweepstakes details, Olympic
highlights
WRAPPING
PLAN ARCHITECTURE
FLOW CHART April May June July August
1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26
Website
Sweepstakes
Events Shave Buildings Cabs
Mobile
TV
Magazine
Digital Music
Digital Video
In-Store
QUESTIONS?