Wilkinson "Fight For Kisses" Media Solution

Name	Position	Company
Olivier SEBAG	Head Of Innovation And Content	JWT
Xavier BEAUREGARD /Vincent PEDROCCHI	Creative Director	JWT
Xavier BEAUREGARD	Art Director	JWT
Vincent PEDROCCHI	Copywriter	JWT

Facing Gillette, Wilkinson's stake is to cut through and enhance an alternative vision of shaving able to generate brand preference. For the Quattro Titanium razor, we wanted a communication vehicle able to achieve 2 goals: - Strongly engage consumers with the brand. - Highlight a generic benefit (smooth skin) in a totally new way Researches revealed that our target, 25 to 35 y.o. men, was or used to be fan of videogames. We wrote a compelling scenario around the razor that gave birth to a qualitative and engaging 3D videogame. Based on a contextual insight (the "baby clash"), the scenario was exposed to consumers in a unique way: a real 2-minute Hollywood-like blockbuster trailer in 3D animation. The trailer was posted on selected websites and blogs. A partnership with a radio station and a TV channel was created to promote a gifted high score championship.

The baby clash insight proved itself to be a massive weapon of engagement and offered the opportunity to give a unique role to the Quattro Titanium razor. After the birth of the first baby, the woman often focuses her attention on the newborn. The man has the feeling to be a little abandoned. Our twisted interpretation: It is because the baby has a softer skin than his father. Our idea: present the Quattro Titanium as the ultimate seduction weapon for men, offering a skin as soft as a baby's. Father and son are now able to fight on equal terms to get the mom's kisses! The game concept was based on videogame references meaningful to the target: a funny fight between a father and his son reminding mythical games such as Streetfighter, Double Dragon. The trailer which explained the scenario urged consumers to download the game on www.ffk-wilkinson.com.

First a teasing phase to generate a strong buzz on the web : The 2' trailer was posted on video sharing websites (YouTube, Dailymotion…) and sent to 30 influent bloggers before the release of the game on the www.ffk-wilkinson.com website. Secondly, a much targeted media phase to drive traffic to the website and have consumers interact with the brand through the game: Print ads in 3 magazines, radio spots on one radio station and some 45-second versions of the trailer on cable TV were aired to create additional interest for our core target. Thirdly, a media partnership phase with Europe2TV and Europe2radio to promote a high score championship: A phase during which some famous radio personalities challenged the audience on the game to win motivating gifts.

The buzz and massive free PR generated by the concept Fight For Kisses were equivalent to 12 times the media budget invested on the operation. - Website visitors: 10.900.000 coming from 220 countries (between September 10th and December 12th 2007 / source: Google Analytics) - 400 000 downloads of the advergame. - 6 millions views of the Trailer on youtube and dailymotion - 5000 French and international blogs enhanced the campaign - Massive free exposition on national TV (TF1, Canal +, LCI, BBC…), press (20 Minutes, Metro, Les йchos…) and national and international radios (France Info, Europe 2, BBC…). - On the business side, Wilkinson gained 5.4 points of share of market (volume) on the disposable segment and became the new segment leader.