THE CHALLENGE
THE GOAL: Get guys to trade up from their current razor to the limited edition 2012 Gillette Fusion ProGlide through a plan that connects within the context of the “Great Starts” creative idea in order to drive sales.
TIMING: April through August 2012 §
Olympic Games Start Date: July 27th
TARGET: M18-34, Mr. Magnetic
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ROB | 25-34 § § § § § §
Positive Guy College Degree In a relationship or married Prime of his life Up-to-date on what’s new Media landscape conqueror
LIGHT
Digital Pop-Culture Maven Collegiate Out and about Craves what’s next Author/Sharer/Storyteller Mobile Maniac
HEAVY
§ § § § § §
TRADITIONAL § Heavy Magazine (116) § Light Radio (119) § Light TV (143) ONLINE § Heavy Internet (138) § Heavy Mobile (211)
LIGHT
JAKE | 18-24
TRADITIONAL § Heavy Magazine (117) § Heavy Radio (110) § Medium TV (118)
HEAVY
MEET THE MAGNETICS
ONLINE § Heavy Internet (139) § Heavy Mobile (211)
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CONSUMER PORTRAIT
JAKE | 21 | STUDENT Wakes up in the morning from a night out of drinks/dates/etc. with text messages on his on his phone, checks his email via his smart phone. Looking around his room, he’s surprised how clean it is despite the living room being a bit of a disaster after Saturday’s party, but he’s glad that at least nothing happened in his room. After getting ready for his day - a quick shower and throwing on his cool new threads, he grabs his stuff for the day (laptop, bookbag, magazine, etc.), and walks out of his shared apartment (1 roommate) to head to class and work. In class, he gets by in class, makes A’s and B’s and never has to try hard. He catches up with his friends on Facebook recalling stories from the weekend. While the professor lectures, he sees cool news stories on his favorite websites and starts tweeting them while talking to girls on AIM about plans for the next weekend. He’s a campus socialite - makes the grades and scores what he wants. After class then heads to the gym and heads home, taking the train to meet up with his friends for drinks & dinner. He goes to dinner at a cool, hip restaurant that he introduced his friends to after he read about it on a NY Mag blog, then they all grab coffee and talk until the day ends.
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CONSUMER PORTRAIT
ROB | 31 | FINANCE Wakes up in the morning, woken up by the newest technology. Checks his emails on his phone and showers in his well decorated bathroom. His apartment is well kept and impressive to those who visit. It is a place that everybody wants to be. He puts on his designer suit and walks to work because he lives close to his office. He is friends with his doorman and the secretary at work. He walks in and says hi to his assistant and relies on her to make his personal and professional appointments. He has several conversations with co-workers before he reaches his desk. He uses his charm to impress clients, coworkers and secretaries - everyone loves him. He has information about upcoming events, lets everybody know about them, and has no problem bragging on Facebook about all the cool and exclusive events he attends. When he settles down at his desk, he checks his emails and handles business with personal anecdotes in his emails. At the end of the late day, he goes to the in-office gym and works out because he wants to stay in-shape and look good for his clients. Because it is late, he gets a ride home from his banks’ car service. He then showers and meets friends out for drinks at a well respected bar that he read about in New York Magazine.
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MEDIA TRENDS
TELEVISION
INTERNET
OOH
RADIO
MOBILE
Business 36%, (145) Entertainment 92%, (189) Grooming 49%, 147 Finance 31%, (152) Fitness 68%, (145)
Music Channels 43% (260) Sports News 43% (148) Comedy 48% (211)
Sports News 41% (162) Social 22% (198) Watching TV 18% (237) Email 15% (173)
Bus & Wraps 61% (108) Sports & Rec 39% (109) Nightlife 58% (109) Digital Int. 30% (112) Restrooms 58% (108)
Alternative 15.5% (201) CHR 36.9% (197) Rhythmic 17.5% (243) Rock 25.3% (229 ) Urban 25.2% (200)
Watch Video 15% (215) Sports Sites 12.5% (195) SMS 45% (129) Gaming 10.5% (237) News 11.59% (237)
Business 36%, (145) Entertainment 92%, (189) Grooming 49%, 147 Finance 31%, (152) Fitness 68%, (145)
Sports News 43% (148) News 37% (137) Drama 11% (192) Late Night Talk 17% (115)
Sports News 22% (262) Social 19% (151) Tech 7% (246) Search 47% (113)
Bus & Wraps 61% (108) Sports & Rec 39% (109) Nightlife 58% (109)
Alternative Alternative 15.5% (201) 15.5% (201) CHR CHR 36.9% (197) 36.9% (197)
Sports Sports 16% (241) 16% (241)
25-34
18-24
MAGAZINE
Digital Int. 30% (112) Restrooms 58% (108)
Rhythmic Rhythmic 17.5% 17.5% (243) (243) Rock Rock 25.3% (229) 25.3% (229) Urban Urban 25.2% (200)
25.2% (200)
Apps Apps 9% (227) 9% (227) Social Social 4% (206) 4% (206) News News 14% (193) 14% (193) TV TV 3% (234) 3% (234)
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SUMMARY & IMPLICATIONS THEY’RE ALWAYS PLUGGED IN
•
Create online and mobile ways for him to explore the brand
•
Integrate Gillette message in shows and time slots he watches most often
•
Involve him and get him to say “wow” when he’s out and about
•
Create exciting audio spots that get their attention in a cool way
•
An opportunity to catch his attention about the new Gillette product
Mr. Magnetic is plugged in for entertainment, his daily fix and updated on all he needs to be cool.
THEY’RE WATCHING Mr. Magnetic tunes-in to wind down after his busy days and keep up with the latest show.
THEY STOP & TAKE NOTICE Mr. Magnetic looks to OOH advertising as art – it’s a reverberation of what he evokes in his life, his style and his attitude.
THEY’RE LISTENING Mr. Magnetic listens to the radio in his car in order to be entertained by rhythmic and rock music during his daily commute.
MAGAZINES INSPIRE THEM Mr. Magnetic uses magazines to keep up with trends and follow what’s cool.
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DECISION JOURNEY RESEARCH & SHOPPING AROUND
CONVERT
Unaware & Skeptical: • Unaware of upgrade • Content with current razor • Skeptical • Complacent • Not the focus of his life • Price conscious
GILLETTE BARRIER
ROLE OF COMMUNI CATIONS
Don’t view this upgrade as their next step in the Gillette family
INSPIRE Build on the Olympic spirit into Gillette branding
POST
Go to the store to make the purchase
Enjoy, tell friends & share
Experience the new great shave and Olympic spirit of the new Gillette
Ask experts: • Consult blogs and favorite magazine
Test Drive & Analyze Purchase
May not see or care the Gillette ads or comm. efforts
Not willing to have the experience with product
Advertising content may not drive the purchase
EDUCATE Show believers & converts just how cool the new Gillette is
TRY-OUT Offer new & unique ways to try the new razor
Research pros/ cons: • Compare Gillette with other brands
Enjoy & share • WOM, social Not Move Forward
PURCHASE
BELIEVER
Trend Spotting: • Reads lifestyle magazines • Already uses Pro-Glide
trigger: WOM, Advertising, etc…
PRE
DRIVE PURCHASE
Give consumers ways to order online or in-store incentives
• •
Gillette didn’t provide enough avenues for sharing of enjoyment Category & Olympic Noise
MEASURE & SHARE • Enable ways to measure the results of conversions and sales • Enable ways for consumers to share
KEY INSIGHT: Every guy wants a good shave, but they’re not always willing to change their established routines. First consumers need to be convinced that this is the superior shave by capitalizing on the 2012 Olympic energy, connecting to the audience via key media touch-points and giving them ways to share their Gillette experiences.
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BRAND TRUTH Gillette’s premium quality and brand heritage are all about giving guys the greatest shave they’ll ever have. The all-new limited edition Fusion Pro-Glide makes every other razor’s standard less than gold.
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CONNECTION STRATEGY KEY INSIGHT Every guy wants a good shave, but they’re not always willing to change their established routines. First consumers need to be convinced that this is the superior shave, we will do this by by capitalizing on the 2012 Olympic energy, connecting to the audience via key media touch-points and giving them ways to share their Gillette experiences.
BRAND BENEFIT
+
Gillette’s premium quality and brand heritage are all about giving guys the greatest shave they’ll ever have. The all-new limited edition Fusion Pro-Glide makes every other razor’s standard less than gold.
GIVE GUYS A WAY TO REINVENT WHAT’S COOL
INSPIRE
EDUCATE
DRIVE PURCHASE
Show guys the golden opportunity
Feeling is believing in the power of Gillette
Communicate this new definition of gold
SPREAD Enable social sharing & ways to become a brand champion 12
OUR VISION
IT USED TO BE ABOUT THE NEW STANDARD…
NOW, ITS MORE THAN A STANDARD. ITS REDEFINING GOLD. “Redefine Gold” will work to make the best things in our guys’ lives even better. A cohesive communications plan will reinforce our redefinition of gold to drive traffic and purchase.
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THE BIG IDEAS
1 23 REDEFINE GOLD WILL CENTER AROUND THREE CORE, INTERCONNECTED PIECES
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PLAN DETAILS BIG IDEA: REDEFINE GOLD EVENT SERIES Gillette will sponsor several concerts, sporting events, and nightclubs/bars that Mr. Magnetic attends the most and will take the best of these events and make them even better.
GOALS • • •
Gain Mr. Magnetic’s interest by pushing our “Redefine Gold” message Drive guys to the Digital Hub Brand Center Allow guys to sample the product
FEATURES • •
•
Exclusive placed text-in codes upon Sweepstakes entry Event Locations: Top 15 DMA Markets • Sports Stadiums • Concerts • Nightclubs & Lounges On-demand mobile sampling, redeeming Coupons
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BIG IDEA: “REDEFINE GOLD” SWEEPSTAKES The sweepstakes will start the first of May and end the first of July. To enter, consumers must participate in our “Redefine Gold” event series.
GOALS • • •
Have consumers interact with the brand Create buzz and conversation around Gillette and the “Redefine Gold” events Drive traffic to the Digital Hub and Facebook pages
FEATURES • •
• •
Can enter via mobile phone, where Mr. Magnetic spends most of his time Integration via Foursquare and text-in codes in conjunction with the event series Online incorporation of sweepstake results Wide Reach
ENTER TO WIN TICKETS TO THE 2012 OLYMPICS IN LONDON
NAME EMAIL THE LEADERS
CONGRATS! You have checked into a ‘REDEFINE GOLD’ Event sponsored by GILLETTE. Enter for the chance to win a pair of Olympic Tickets.
PLAN DETAILS BIG IDEA: DIGITAL “REDEFINE GOLD” HUB An online, mobile-enabled, “Redefine Gold” hub will serve as the home for exclusive unlockable Gillette content and usergenerated content from Mr. Magnetics nationwide.
GOALS • •
Spark the conversation with engaging content created by our guys Drive awareness of product and give incentives for purchase
FEATURES • •
• • •
Event Series Information Exclusive un-lockable content: • Redefine Gold Event Series livestreams and recaps • Interviews with Gillette 2012 Young Gun Olympians Results Hub for “Redefine Gold” Contest Home of user generated content Branded content for Gillette ProGlide 2012 Edition Razor including TV and print creative
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PLAN DETAILS FLIGHT 1: A GREAT START A Great Start will aim to kick off our media integrated campaign with a conversation-ignited, sales-from-thestart approach utilizing integrated media partnerships. PRINT: • Select ads in Mens’ Sports and Lifestyle magazines (i.e. Sports Illustrated, ESPN, GQ, Esquire, etc.) driving to brand hub EVENTS & SPONSORSHIPS: • Drive initial product awareness in stadiums, at concerts and in bars and lounges. RADIO: • Spot radio and geo-targeted Pandora ads to vertically support localized events & sponsorships TELEVISION: • Product-specific messaging to drive sales of the new razor and a call-to-action for the digital hub.
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PLAN DETAILS
DIGITAL HUB: • Exclusive content of events and sponsorships • Drive sales and awareness during the campaign’s first month. OLA: • Rich Media and premium expandable ad units on key showcasing the product
IN-STORE: • Shelving takeovers in major drugstores and big box stores to drive final sales. PACKAGING: • Printed coupons with a percentage-off of the new 2012 edition razor placed on all previous Gillette ProGlide products
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PLAN DETAILS FLIGHT 2: THE MIDAS TOUCH The Midas Touch will begin in May and run through July 27 and showcase the bulk of our media executions including a large nationwide media takeover day on July 1st. PRINT: • Drive viewers to the digital hub & social media • Provide codes to enter sweepstakes EVENTS & SPONSORSHIPS: • Sampling and on demand coupons will drive sales • Consumers will be driven to digital hub to find out more about “Redefine Gold” RADIO: • Vertical support for events. TELEVISION: • Drives viewers to the Digital Hub to find out more about the product and sweepstakes
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IN-STORE: • Point-of-purchase displays to drive immediate sales SWEEPSTAKES: • Drive traffic to digital hub & social media
CONGRATS! You have checked into a ‘REDEFINE GOLD’ Event sponsored by GILLETTE. Enter for the chance to win a pair of Olympic Tickets.
MOBILE: • Allow consumers to enter sweepstakes • Drive traffic to mobile digital brand hub & social media DIGITAL HUB: • Home of the sweepstakes results and “Redefine Gold” branded and user-generated content OLA: • Expandable Rich Media ads will drive awareness
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PLAN DETAILS FLIGHT 3: GO FOR THE GOLD Go For The Gold will close the campaign by continuing conversation with the intent to drive purchase through a holistic Olympic themed approach.
PRINT • Partnerships with Mr. Magnetic’s favorite publications with golden sleeves to link the Gillette name with a winning spirit. OOH: • Gillette will return to digiboards and transportation hubs to be first and last thought of the work day. TELEVISION: • Brand centric ads to run late night, sport recaps, and specific prime time spots to maintain top-of-mind awareness
REDEFINE GOLD
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PLAN DETAILS
MOBILE: • Customized Olympic text updates that go beyond the standard of “best” sponsored by Gillette Fusion ProGlide OLA: • Rich media ads showcasing sponsorships, events, and owned assets to drive up traffic onto digital hub
MICHAEL PHELPS JUST WON OLYMPIC GOLD!
Check out the 2012 Edition Fusion Pro-Glide
IN-STORE: • Strategic placements of point of purchase displays to be final push for sales
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CONNECTION ARCHITECTURE INSPIRE
EDUCATE
DRIVE PURCHASE
EVENTS
+
SAMPLING
4SQ/TXT
RADIO
DIGITAL
CONTEST
BRANDED CONTENT
ONDEMAND SAMPLE
SPREAD
PROMOTED TOPIC
ECOMMERCE
CRM
SOCIAL MEDIA
SPONSORSHIP
TV DIGITAL HUB
COUPONS PROMOTIONS
INSTORE MEDIA
INFLUENCERS
GILLETTE OLYMPIANS
+ INFLUENCERS
SOCIAL MEDIA
SOCIAL MEDIA
+ INFLUENCE RS
INFLUENCE RS
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FLOWCHART APRIL 1-Apr
8-Apr
MAY
15-Apr
22-Apr
29-Apr
6-May
JUNE
13-May 20-May 27-May
3-Jun
Sports
Lifestyle
10-Jun
JULY
17-Jun
24-Jun
1-Jul
8-Jul
AUGUST
15-Jul
22-Jul
29-Jul
5-Aug
12-Aug
19-Aug 26-Aug
SPONSORSHIPS Stadiums Concerts Bars/Lounges
EVENTS RADIO OOH TELEVISION Late Night Game Day Primetime
MOBILE Foursquare Text Codes
DIGITAL HUB OLA IN-STORE SWEEPSTAKES
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MOVING FORWARD AS WE CONTINUE, WE PLAN TO…
1 2 3 4
DELIVER A PLAN TO ACTIVATE THIS PLAN
FOLLOW THROUGH WITH WAYS TO UTILIZE RESULTS AND EARNED ASSETS TO TRANSLATE INTO FUTURE CAMPAIGN EFFORTS
OPTIMIZE THIS MEDIA PLAN THROUGH CAREFULLY CALCULATED MEASUREMENT AND MONITORING
LISTEN TO WHAT YOU HAVE TO SAY. THIS IS YOUR BUSINESS, AND WE’RE HERE WITH YOU EVERY STEP OF THE WAY.
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