GET CLOSE by Starcom London for Gillette

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Industry Shaving
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom London
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: WOMEN'S RAZOR
Date of First Appearance: Apr 28 2010
Entrant Company: STARCOM MEDIAVEST, London, UNITED KINGDOM
Entry URL: http://www.venusgetclose.com/
Group Account Director: Katy Harkness (MediaVest London)
Account Manager: Claire Cammack (MediaVest London)
Account Manager: Monica Majumdar (MediaVest London)
Planning Executive: Manisha Pochun (MediaVest London)
Media placement: Online Display - Banners - Closer, Heatworld.com - 22nd April 2010
Media placement: Website - Http://www.venusgetclose.com/ - 22nd April 2010
Media placement: Print Advertorials - Closer, More And Heat - 27th April 2010
Media placement: 30" Radio Promotion - Kiss - 3rd May 2010
Media placement: Cinema Ambient - Quad Poster, Postcards & Standees - Picture House Cinemas - 11th June 2010
Media placement: 40" Cinema Trailer - Picture House Cinemas - 11th June 2010
Media placement: 4 Minute Cinema Trailer - Picture House Cinemas - 11th June 2010
Media placement: Cinema Launch Event - Cineworld Cinema - 11th June 2010
Media placement: Get Close Film Season - Picture House Cinemas - 29th June 2010

Insights, Strategy & the Idea
Up close, perfection matters.
Up close, in those intimate moments, women need the perfection of a film star. The confidence in their appearance to focus only on the moment itself.
These “get close” moments with a loved one spark like a scene in a movie.
The five-blade Venus Embrace is the ultimate close shave. But it is not the closeness of the shave we wanted to emphasise to our cynical British audience. It is the closeness of the moments you can have, if you are confident that you have the smooth legs of Julia Roberts or Audrey Hepburn.
These “get close” moments are among the most powerful scenes in movie history. In our own lives, we are constantly advised how to prepare for them. Romantic evenings at the movies are designed to lead up to them.
Naturally we needed the right media mix to celebrate them.
And to create them.

Creative Execution
Because few things are more romantic than snuggling up at the cinema, watching a romantic movie, we created -
The “Get Close” Film Season.
To promote it, we created a mini-media brand of our own, around the VenusGetClose website. The site was stuffed with celebrity quizzes, beauty videos, Hollywood tips, and polls on what our target audience thought were the best “get close” moments in movie history.
Boutique cinemas showed classic movies that our audience voted to see on screen, from Pretty Woman to Dirty Dancing, and we promoted the event with free tickets, and a competition to a VIP event. We kick-started each screening with our own trailer featuring Venus Beauty and Confidence experts.
Getting people to VenusGetClose.com involved display ads on women’s websites, advice-rich advertorials in magazines, ambient media in cinemas, and finally radio promotion around the songs women listen to when getting ready to go out.

Results and Effectiveness
It turns out spending widely is spending wisely.
For every pound spent, we doubled the money back in sales.
More Venus Embrace was sold than the previous year, increasing Venus market share overall and securing the market leader position for the season.
Venus Embrace awareness increased by 40%, purchase consideration increased by 20% and brand equity increased by 11%.
One in 20 women in the UK heard about the film season.
And, in the dark of the cinema, who can say how many “get close” moments we created?