Wilkinson Sword DM GET RID OF THE BRAZILIANS by Mortierbrigade Brussels

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Industry Shaving
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Stefan Vandenboogaard, Tim Geoghegan Tbwa\media Arts Lab
Producer Isabel Broes
Released July 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: WILKINSON
Product/Service: RAZORS
Date of First Appearance: Jul 2 2010
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (Mortierbrigade)
Creative: Tim Arts (Mortierbrigade)
Creative: Stefan Vandenboogaard (Mortierbrigade)
Producer: Isabel Broes (Mortierbrigade)
Marketing Manager: Tom Swenden (Wilkinson)
Media placement: Posters - Amsterdam, Rotterdam, Utrecht - 31 June 2010
Media placement: Flyers - Amsterdam, Rotterdam, Utrecht - 31 June 2010
Media placement: T Shirts - Amsterdam, Rotterdam, Utrecht - 31 June 2010

Describe the brief/objective of the direct campaign.
We wanted to tease our main competitor Gillette on their own territory: as proud sponsors of the Soccer World Cup.
And in doing so, we wanted to create brand awareness for Wilkinson razors for women.
The game against Brazil was the ideal moment to do something.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We found out that a lot of Brazilians were hiding in the Netherlands. In ladies underwear.
Via a direct approach of the Dutch women, we offered them a free Wilkinson razor, and asked them to get rid of their brazilian. Posters and flyers helped spread awareness.

Explain why the creative execution was relevant to the product or service.
Since ‘brazilian’ is a popular name for a certain way of shaving pubic hair, the game Holland vs. Brazil was the perfect event to play with that fact and promote our product.

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.
2000 free razors were picked up.
You will understand that we couldn’t check how many women actually got rid of their Brazilian….
The campaign was picked up by the media.
And might have inspired the Dutch soccer team.
They got rid of the Brazilians with 2 – 1.