Gillette Promo, Case study BLADE CHANGE CHALLENGE by BBDO New York, Proximity Toronto

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Industry Shaving
Media Promo & PR, Case study
Market Canada
Agency BBDO New York
Associate Creative Director Ari Elkouby-Associate Creative Director
Creative Director Jon Krevolin, John Gagne Agency Team:
Art Director Graham Ameron
Copywriter Sarah Hart
Agency Proximity Toronto
Released December 2009


Caples Awards 2010
Other Media Social Media Finalist

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GILLETTE
Date of First Appearance: Dec 11 2009 12:00AM
Entry URL:
Creative Director: John Gagné (Proximity Canada)
Associate Creative Director: Ari Elkouby (Proximity Canada)
Art Director: Graham Ameron (Proximity Canada)
Senior Project Manager: Amber Richardson (Proximity Canada)
Vice President/Account Director: Mark Pileggi (Proximity Canada)
Vice President Social Media: Collin Douma (Proximity Canada)
Account Executive: Shelley Mohamed (Proximity Canada)
Global Creative Director: Jack Neary (BBDO New York)
Creative Director: Jon Krevolin (BBDO New York)
Executive Vice President/Global Agency Leader: Peter Geary (BBDO New York)
Senior Vice President/Account Director: Morgan Seamark (BBDO New York)
Account Manager: Matt Rednor (BBDO New York)
Production Manager: Amber Richardson (Proximity Canada)
Copywriter: Sarah Hart (Proximity Canada)
Graphic Artist: Andrei Serghiuta
Production Company: (E-Axis)
Programmer: (E-Axis)
Technical Developer: Jeff Vermeersch (Proximity Canada)
Technical Developer: Carlos Gomez (Proximity Canada)
Media placement: Television Spot - US Networks - 11/12/2009
Media placement: Online Video Banner Ad - Automotive Websites - 11/12/2009
Media placement: Social Media - Facebook - 11/12/2009

Results and Effectiveness
With no media support, more than 10,000 people are active monthly users of the Gillette Blade Change Challenge app. Guys are downloading the app, returning often, and challenging others.

Creative Execution
How do you get guys to think differently about changing their blades? Appeal to their common sense. We geared our television, online banner ads, a microsite and an addictive Facebook game to the analogy between car and razor maintenance and made one point clear: like your car needs a regular tune up to perform at its best, a razor needs new blades to keep giving you the best shave.

Insights, Strategy & the Idea
In the current economic situation, our target of 24-35 year-old guys is looking to save money wherever they can. This includes making their razor blades last as long as possible. We needed to re-invigorate our strategy by i) Simplifying and making the message more direct, and ii) Revitalising the benefit. Our target was happy with the Gillette Fusion system, but didn’t realise that the lubricator strip actually helps indicate when a blade should be replaced for a more comfortable shave. So, we decided to convey this message in a creative way that is relevant to them. The Consumption message is also relevant to the Gillette brand because getting their target to change blades more often is the leading business driver right now.