Gillette Promo, Case study ACHIEVE THE BEST YOU CAN WITH G-MEN! by Jvision

Adsarchive » Promo , Case study » Gillette » ACHIEVE THE BEST YOU CAN WITH G-MEN!


Pin to Collection
Add a note
Industry Shaving
Media Promo & PR, Case study
Market Russia
Agency Jvision
Director Kirill Pukhonto
Creative Director Sergey Schukin
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE
Date of First Appearance: Aug 16 2010
Entrant Company: MEDIACOM, Moscow, RUSSIA
Entry URL:
Marketing Director: Svetlana Stishkova (Procter&Gamble)
Brand Manager: Maxim Bondar (Procter&Gamble)
Associate Brand Manager: Pavel Verigo (Procter&Gamble)
Operations Integration Manager: Tatiana Timofeeva (Procter&Gamble)
Communication Supervisor: Konstantin Agafonov (MediaCom)
Communication Planner: Olga Kulikova (MediaCom)
Account Manager: Sergey Smyslov (Mindshare)
Account Director: Eugenia Kolomeychenko (JVision)
Production Director: Eugenia Nagel (JVision)
Creative Director: Sergey Schukin (JVision)
Account Group Head: Nikita Ershov (JVision)
Account Group Head: Svetlana Morozova (JVision)
Creative Producer: Alexey Krasilov (JVision)
Creative Producer: Maxim Adjavi (JVision)
Executive Producer: Julia Ahmoyeva (JVision)
Director: Kirill Pukhonto (JVision)
Chief Editor: Irina Bulatova (JVision)
Post-Production Producer: Grigory Tribunski (JVision)
Media placement: Digital (Casting) - - 16 August 2010
Media placement: Digital (Show) - - 8 November 2010
Media placement: TV Campaign (Show) - MTV Channel - 21 November 2010
Media placement: OOH - Cities 1M+ - 1 November 2010
Media placement: Press (Casting) - Male Glossy - 15 July 2010
Media placement: Press (Casting) - Young Oriented - 15 July 2010

Insights, Strategy & the Idea
We needed to make digital support to new Gillette product line launch and to build Gillette image as THE expert in grooming. Campaign is mainly targeted on young people, who only started their shaving path (15-35 years old). We wanted to educate them, to inculcate the aspiration for self-care and to hand down the importance of good looking.
With insight “Gillette will add me self-assurance, inspire me to do things I’ve never done before and will help to do my best!” we’ve decided to show our target audience how Gillette can help to achieve the goal and make the dreams come true!

Creative Execution
Gillette created an interactive reality show “Mission Possible” with slogan “Achieve the best you can!”. After an extensive casting, 4 young men from different cities were chosen to become proficient in different professions (producer, animator, traveler, florist). During 5 weeks under the direction of professionals G-men had to overcome lots of trials: parachute jumping, baby-sitting, lie detector, etc.
The site was created as the main brand communication platform with audience (information and news about the show, participants’ blogs, different activities and voting for winner).
Also we broadcasted the show for 5 weeks on MTV channel and supported it by regular announcements. Campaign included as well advertorials in press, OOH support in casting cities (1M+), banners, special formats in Internet.
In December the winner of the first stage took the prize (1 mln rubles).
The rest three G-men, upgraded and changed, are still trying to do the best in studying the professions they’ve chosen and fight for the final prize – 2 mln rubles.
This part of the project is getting mainly the online support.

Results and Effectiveness
Results for a moment:
652 videos as casting applications
132 369 registered users
Over 1 300 000 visits
Over 3 500 000 views on YouTube
More than 10youyube TOP’s
i-Media reach 32 MM contacts
TV reach all 15-25 2200 M
Top 10 best shows of the day at MTV (#7 and #3)