ENEM BALD GUYS by Ponto | Integer Sao Paulo for Gillette

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ENEM BALD GUYS

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Industry Shaving
Media Promo & PR, Case study
Market Brazil
Agency Ponto | Integer Sao Paulo
Creative Director Mario Campello, Ana Paula Dugaich Marques
Art Director Gustavo Sobral
Copywriter Margit Junginger E Alexis Leiria, Angela Ribeiro
Released November 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE MACH3 RAZORS
Agency: PONTO DE CRIAÇÃO
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL
Creative Director: Ana Paula Marques (Ponto de Criação)
Creative Director/Art Director: Cristiano Canguçu (Ponto de Criação)
Creative Director: Mario Campello (Ponto de Criação)
Copywriter: Margit Junginger (Ponto de Criação)
Copywriter: Angela Ribeiro (Ponto de Criação)
Account Vice President: Cristiano Corrêa (Ponto de Criação)
Account Director: Ana Foryan (Ponto de Criação)
Account Manager: Viviane Alves (Ponto de Criação)
Graphic Producer: Richard Denami (Ponto de Criação)
Planning Director: Juliana Nappo (Ponto de Criação)
Media Director: Lusia Nicolino (Ponto de Criação)
Project Manager: Francine Novo (Ponto de Criação)
Marketing Director: Paulo Koelle (Procter & Gamble)
Art Director: Gustavo Sobral (Ponto de Criação)
Media placement: Homepage - Internet - 01.12.2009
Media placement: Print Ad - Magazine - 01.12.2009
Media placement: Sampling - Schools - 01.12.2009
Media placement: Poster - Schools - 01.12.2009
Media placement: Business Card - Schools - 01.12.2009

Results and Effectiveness
1,025,037 page views. 1 million samplings in one single day. Over 10,000 messages on social media.

Creative Execution
Gillette created an educational web platform and went public encouraging boys to take the exam. In exchange, the Ministry of Education let Gillette hand out a Mach3 to each one of the million guys in a single day.

Insights, Strategy & the Idea
Mach3 - Gillette's top razor was looking for a platform to interact with teenagers and had 1 million samples to give away to its POME prospects. Every year, hundreds of thousands of teenagers gather to take the ENEM, a pre-test to the college entrance exam, promoted by the Ministry of Education. It was an excellent opportunity to create another platform for the brand. Furthermore, in Brazil, when a guy gets into college, his head is shaved as sign of success. The link couldn't be more appropriate.