PULSY DIGITAL by Starcom Istanbul for Gillette

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PULSY DIGITAL

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Industry Shaving
Media Promo & PR, Case study
Market Turkey
Agency Starcom Istanbul
Released December 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE FUSION POWER RAZORS
Date of First Appearance: Dec 5 2009 12:00AM
Entrant Company: STARCOM ISTANBUL, TURKEY
Senior Communications Planner: Berkan Tunaboylu (Starcom)
Supervisor: Berna Kara (Starcom)
Assistant Brand Manager: Aysegul Eruzun (Procter & Gamble)
Communications Planner: Özge Tanju (Procter & Gamble)
Brand Manager: Tuba Altunterim (Procter & Gamble)
PR Manager: Zeynep Ercan (Procter & Gamble)
P&G Account Director: Inanc Dedebas (Starcom)
Marketing Director: Oya Canbas (Procter & Gamble)
Brand Operations Group Manager: Eser Arici (Procter & Gamble)
Direct Marketing Manager: Ugur Yordem (Procter & Gamble)
Media placement: CINEMA - Megaplex Theaters - 05/12/2009

Results and Effectiveness
There had been nothing like our pulsing cinema in Turkey before. So while we directly reached our target of 11,000 moviegoers, they went and told many more. As a result, consumers were more clearly able to pick out our message from the crowd of shaving brands. The numbers of people able to correctly match our marketing images with the Gillette Fusion Power brand tripled from before the campaign. So Gillette could feel the difference, too.

Creative Execution
This is an era of surround sound and 3D visuals in the cinema, but we went for a wholly unexpected assault on moviegoers’ senses. We wired up 218 remote-controlled vibration motors and placed them under the arm-rests of the seats in a Turkish cinema. Then, when the Gillette Fusion Power ad came on, we turned on the vibration – and sat back to watch the furore. At first, people thought their phones might be ringing. Then, our voice-over told them what was really going on, and delivered our powerful message. The cinema seat headrests had all been covered with Gillette branding, too, so there was no escaping the impact of our ad. The audience really could “feel the difference”.

Insights, Strategy & the Idea
Many Turkish men associated shaving with skin irritation, and they believed that the more blades a razor has, the more the irritation that results. Gillette’s Fusion Power, though, is designed with micro-pulse technology that vibrates the razor, making the blades glide more easily, for an irritation-free shave. The product slogan is “You won’t feel the blades – only the difference.” But how could we really make men “feel” the difference? This is a product that is too pricey to give away in a big sampling exercise. For obvious hygiene reasons, instore testing is out, too. We had to come up with something evocative. So we wired up the world’s first pulsing cinema.