Gillette Promo, Case study 24 HOUR CHALLENGE by Zenith Tel Aviv

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Industry Deodorants
Media Promo & PR, Case study
Market Israel
Agency Zenith Tel Aviv
Released October 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Oct 8 2009 12:00AM
Entrant Company: ZENITH MEDIA, Ramat Gan, ISRAEL
Entry URL:
Brand Manager Gillette OC NBD: Michal Heller (Procter & Gamble)
Assistant Brand Manager Gillette: Eldad Rodrig (Procter & Gamble)
Chief Executive Officer: Gabi Attal (Zenith Media)
Assistant Brand Manager: Raanan Tzory (Procter & Gamble)
Corporate Marketing Manager: Noa Shumovitz (Procter & Gamble)
PR Manager: Naama Giladi (Procter & Gamble)
Market Strategy & Planning Gillette: Liav Peled (Procter & Gamble)
Promotion Agency: Promarket (Promarket)
PR Agency: Rani Rahav (Rani Rahav)
Planning Agency: MediaCom (MediaCom)
Interactive Agency: S&S interactive (S&S interactive)
Branded Content Agency: C
Buying Agency: Zenith Media (Zenith Media)
Media placement: OOH - Hakirya / Azrieli Bridge - 19 September 2009
Media placement: OOH - Central Locations In Azrieli - 19 September 2009
Media placement: OOH - Gyms - 19 September 2009
Media placement: Internet - 10,000,000 Impressions - Sport 5, One, Shvoong - 24 September 2009
Media placement: Radio - 117 Spots - 102 FM Radio Tel Aviv - 30 September 2009
Media placement: In Store Materials - Super Pharm Azrieli - 5 October 2009
Media placement: DTCM - Samples, Coupons - At The Event - 8 October 2009
Media placement: Digital Bloggers - Facebook, The Marker, Tapuz - 8 October 2009
Media placement: PR - National Newspapers, Male Magazines - November 2009
Media placement: PR Branded Content - Blazer, Auto Shetach - November 2009

Results and Effectiveness
The result of the communication was the participation of thousands in the 24-hour spinning challenge event. As for communication goals the results were unprecedented: 3 out of 4 participants had stated that Gillette's deodorants are better than all other deodorants. This finding had become a power claim, first and only in CEEMEA, and the base for future communication. Commercial results were extraordinary, stick deodorant sales increased by 212%, solid shares have grown by 393% and spray shares have grown by 324%.

Creative Execution
A 24-hour sport event was the ideal environment to put the ''24-hours protection'' to the ultimate test, where the target audience can test the products first-hand and in the most demanding situations. In the pre-event buzz stage Radio Tel Aviv ''102 FM'' station aired spots promoting the event, posters were placed in Gyms, huge outdoor signs were placed at central locations and an Internet campaign on men sites used a teaser message asking men not to use deodorant on 8th of October. At the event, samples were given to participants. The sample included a DTCM coupon to be used at an adjacent store, which was branded by instore materials into a Gillette store. The successful event was followed by printed and online PR articles in men and health magazines, bringing the news of the event and product to more potential consumers, and increasing WOM.

Insights, Strategy & the Idea
The spinning test was meant to drive awareness & trial, grow value shares and establish Gillette as men grooming expert. Our target audience is performance seekers who are looking for the best products, participate in sport and maintain a healthy life style. They trust Gillette as a shaving brand but not as a deodorant brand. Our consumers are concerned about perspiration and wish for a better deodorant vs. their current. We wanted to challenge category ''24 hour'' communication by putting it to the ultimate torture test. Consumers tried many products promising better performance, all delivering the same. This event enabled them a trial in gruelling circumstances which proved that Gillette deodorant is the best antiperspirant solution available in the market. Our Client not only challenged the traditional ''24-hours protection'' communication but also gained shares growth. The outcome of a survey served as a new power claim in future executions.