GILLETTE FUSION PROGLIDE GOLD EDITION
MEET THE TEAM
OUR ASSIGNMENT Objective • •
Get Gillette users to trade up from their current razor to Gillette Fusion ProGlide Gold Promote other gold-themed Gillette products
April 2012 – August 2012
Men ages 18-34
MR. MAGNETIC Personality • Equates looks with success • Appetite for success • Big city dweller
Media • Uses his mobile device to connect, be entertained and play games • Active in social media • Watches TV to be entertained • Reads to learn
Interests • Tech-savvy • Always connected • App-happy • Sports fanatic
MEDIA FOOTPRINT Weekday
Weekend • Constantly connected to his mobile 24/7 • Consumes more movies on the weekday •Consumers more social media on the weekends •Consistently heads to the store and eStore for his needs
Source: International CCS Survey 2009 - Benchmark - US
JOURNEY Re-Assess Needs
I need to buy a new razor
Value and Relevance
I need to make a decision that will keep my best shave going
I need to make sure that my razor is the best. My face needs to consistently glow.
KEY TAKEAWAYS Mr.. Magnetic’s journey follows his need for the best. ProGlide Gold is viewed as an investment in the world of personal grooming
I usually buy the same thing. It works just fine…
I want to research the best options before making a big decision.
I usually buy the best
This razor I have now works just fine…why should I pay more?
I don’t really understand ProGlide Technology.
The ProGlide is pretty expensive..
He might be skeptical about changing because his razor works fine, and ProGlide is expensive.
Make him question his current razor and feel like he needs the ProGlide Gold.
Re-Iterate the ProGlide benefits by using Earned, Bought, and Owned media and Gillette’s assets.
Make ProGlide purchase a nobrainer. Put other brands and razors to shame.
ProGlide Gold is the best model of the best razor available, make him see it.
He has an idea of what he wants by the time he’s reached the store
2012 SUMMER OLYMPICS •
The Games aren’t just about the athletes—they’re about peace, discipline, passion, victory and rediscovering one’s National pride People are more immersed into the Olympic Games than ever before People feel that they are a part of the Games as they witness history on television share victories with athletes and fans online
FUSION PROGLIDE GOLD • • • • • • •
Low Cutting Force Blades Blade Stabilizer Snowplow Comfort Guard A more broad Lubrastrip™ Enhanced Precision Trimmer Innovative Microcomb Consistent Power
• New, Brilliant Gold Finish
STRATEGY The Consumer Mr. Magnetic equates appearance with success. Therefore, he demands the best male grooming products for himself
2012 Summer Olympics Showcases the best athletes on the world stage
Gillette Fusion ProGlide Gold Cutting-edge technology delivers the perfect look in Gold
Prove to him that ProGlide Gold upholds his reputation to be the best. Grab Attention Provide engaging content that will pull Mr.. Magnetic in to the ProGlide Gold experience
Educate Provide the tools to educate him about the new product
Advocate Give him the tools, platform and reasons to spread the word about Gillette ProGlide Gold
SELECTED CHANNELS Prove to him that ProGlide Gold upholds his reputation to be the best. Get their Attention Provide engaging content that will pull Mr.. Magnetic in to the ProGlide Gold experience
•Executions in relevant places •Provide trial •Drive excitement and sales •Encourage social engagement
Educate Provide the tools to educate him about the new product
•Provide video content, product benefits and reviews •Provide entertainment •Provide demonstration
Advocate Give him the tools, platform and reasons to spread the word about ProGlide Gold
•Provide social integrations in every execution to enhance sharing •Encourage interaction with sweepstakes •Young Guns will be used as brand advocates
HOW TO REACH HIM
EXPERIENCE GOLD WEBSITE Insider Content • • • •
Gold Access Zone – limited to ProGlide owners Webisodes Behind the scenes content Content used for Taxis and in-store screens
Link to Sweepstakes • • •
Details of the sweepstakes Ways to enter Current entry count
Social Feed • •
Live Twitter, Facebook and YouTube comments streaming Feed will be streaming on commercials during Olympics, in-store and in taxis
SWEEPSTAKES • • •
Enter in a sweepstakes to win tickets to the 2012 Olympics, and other assorted prizes Sweepstakes will be based on a point system where more points earned equals more entries submitted Points can be earned through: • purchasing Gillette products • playing the Gillette Angry Birds • following @Gillette on Twitter • “liking” Gillette on Facebook and • Subscribing to Gillette’s YouTube channel Users can track points on a Gillette mobile app (iPhone, Android, Blackberry)
MOBILE GAME INTEGRATION • •
Mr.. Magnetic is always on his Smartphone and is app-happy Integrating Gillette Fusion ProGlide Gold into mobile games like Angry Birds will provide both entertainment and awareness of the product Players’ scores will be sent to the Gillette Fusion ProGlide Gold website and can be shared on social medium like Facebook and Twitter
REACHING HIM OUTSIDE
THE GOLDEN SHAVE • • • • •
Team Gold Barbers on hand to give the golden shave vs. regular barbers using competitor razors Trade up by bringing in your old razor and receive a free ProGlide Gold razor and shave Event will be available in the largest 20 US markets Young Guns will receive the first shaves of the day, represent 6 cities Gillette corner: webisodes featuring reactions of the shaves
4-D GILLETTE GOLD EXPERIENCE • •
Take over Iconic US buildings Ex: NY Stock Exchange, Washington Monument, Sears Tower, the Hollywood Sign, the Luxor in Las Vegas, Trump Building Will run a Golden-themed product showcase and demo in a 4D projection experience Exciting, advanced technology
TRANSPORTATION TAKEOVERS • •
• • • • •
Olympic Gold Taxi’s running throughout major cities Taken over by Gillette and running Olympic content and Gillette ProGlide Gold spots on the in-cab video screen During the Olympics, cabs will run live Olympic competitions and coverage Olympic Gold Subway Lines in major cities Golden wraps on the inside, outside Olympic preview and Gillette Gold product review Grab attention and educate
REACHING HIM DIGITALLY
SOCIAL MEDIA INTEGRATION •
Leveraging Gillette’s owned assets: YouTube, Facebook and Twitter to educate and advocate towards the Gillette Fusion ProGlide Gold YouTube channel: webisodes, testimonials, Olympic updates FB/Twitter: sweepstakes link, Gillette events and promotions, consumer conversations Will all be linked to the Fusion ProGlide Gold website
DIGITAL MUSIC • • •
Utilize music sites that he’s constantly engaged with: Pandora, Grooveshark, Spotify Embed rich media in popular music channels by creating customized, interactive (gold)skins “Olympic Playlists” created by Young Guns and Viewers “Champion Listeners” gain incentive points towards the sweepstakes
DIGITAL • •
Hulu and Netflix Sponsorship Embed rich media in popular music channels by creating customized, interactive (gold)skins :15, :30 Gillette commercials “Champion Movies” section, handselected by young guns and viewer votes Social Media Integrated through Hulu “Champion Viewers” gain incentive points towards the sweepstakes
REACHING HIM IN MORE TRADITIONAL WAYS
TV NETWORKS •
TV Sponsorship [NBC, ESPN]
• • •
Lower Third- “Olympic Bets” Place bets/vote via digital & mobile Winners will be the “Betting Champions,” receiving a digital coupon toward the Gold razor Have twitter banners run during the actual Olympics Gillette-sponsored “Champion Moments”
MAGAZINES • •
• • •
Collector Table Books Sponsor the entire issue of Sports Illustrated and ESPN Magazine for the May Olympic edition Only Gillette ads throughout the entire issue Special features on the Young Guns Promote the Gillette website and sweepstakes 2008
IN-STORE ADVERTISING • Gold Shelving for ProGlide and ProGlide Products • Gold flooring in front of products and end-of-aisle display • GILLETTE GOLDEN ZONE • Gillette TV screens: ProGlide features, testimonials, Olympic sweepstakes details, Olympic highlights
FLOW CHART April 1
Events Mobile TV Magazine Digital Music Digital Video In-Store
Published on Apr 2, 2013
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