WOMEN AGAINST LAZY STUBBLE by BBDO Mumbai for Gillette

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WOMEN AGAINST LAZY STUBBLE

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Industry Shaving, Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency BBDO Mumbai
Executive Creative Director Rajdeepak Das
Creative Director Sandeep Sawant
Copywriter Pashyn Sethna
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PROCTER & GAMBLE GILLETTE
Product/Service: MACH3 RAZORS
Agency: BBDO
Date of First Appearance: Nov 12 2009 12:00AM
Entrant Company: BBDO, Mumbai, INDIA
Entry URL: http://www.facebook.com/#!/ShaveIndiaMovement?ref=ts
Chairman & Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Account Director: Arjun Singh Kochhar (BBDO India)
Creative Director: Sandeep Sawant (BBDO India)
Copywriter: Pashyn Sethna (BBDO India)
: Kiran Dhodia (Encompass)
: Rhea D'souza (Webber Shandwick)
: Alka Pillai (Mediacom)
Media placement: Press Release - Direct Mail - 10 - 11 - 2009
Media placement: Social Media - Facebook - 12 - 11 - 2009
Media placement: Press Conference - Event - 12 - 11 - 2009
Media placement: Televsion Content - CNN IBN, MTV, Zee, Bloomberg UTV, CNBC Awaaz - 15 - 11 - 2009
Media placement: Mall Activation/ Promotion - Event/ Promotion - 15 - 11 - 2009
Media placement: Outdoor Stunt/ Event - Activation/ Event - 18 - 12 - 2009
Describe the brief/objective of the direct campaign.
OBJECTIVE:The aim was to increase trials of Gillette Mach3 razors by dropping the price of the Mach3 razor to encourage men to sport the clean shaven look more often.THE TARGET AUDIENCE:New customers.STRATEGY:Being a low involvement category, Gillette Mach3 had to connect with the target audience by creating excitement about the category and product. The idea of creating W.A.L.S.- a movement against the lazy stubble touched a chord in consumer, influencer and media. This created instant media buzz! Resulting in a national conversation about shaving!
Explain why the creative execution was relevant to the product or service.
Being a low involvement category, Gillette Mach3 had to connect with the target audience by creating excitement about the category and product. The idea of creating W.A.L.S.- a movement against the lazy stubble touched a chord in the consumer, influencer and media. The mall activation and the Shaveathon (where 2000 men shaved at one go) were mass Indian engagement programmes that got the brand to be part of everyday conversation!
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to create a nationwide buzz so that shaving became top of mind! The introduction of a woman's group against lazy stubble and getting women to shave men in public along with a mass shaving event got the brand the desired public involvement and engagement! It fired the imagination of an unsuspecting India.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Sales grew by 500% and market share went up by 400% - Source: Nielsen Track763,000 hits on Google.Women shaved over 10,000 men in public across malls in India.Mass shaving event got 1868 men to shave in one go! Creating a new Guinness Book Of Records and featuring in Ripley's Believe it or Not.The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for Proctor & Gamble India across all categories.