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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

& 23


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

PRINT

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

 

PRINT  

 

 

 

 

 

 

 

 

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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Gillette Case Competition