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March 22, 2009

Razor-sharp digital experiential campaign pushes shaving products

Gillette recently launched its new Fusion Power Phenom razor through an intensive, digitally enhanced experiential campaign across central and greater London.

Digital poster advertising at all 10 major London railway termini ran over a two-week period from the end of February to build brand awareness and, in a campaign linked to Superdrug, encouraged store visits by advertising a special promotion.

Product purchase was further encouraged in and around Superdrug outlets by near-store and in-store brand ambassadors undertaking product demonstrations and offering competition prizes.

Under a theme of ‘Live like a Champion – Experience the Best’, purchasers of the new razor or skincare product were encouraged to enter a competition with a choice of aspirational prizes designed to appeal to men across the age spectrum.

Street teams also drove shopper traffic both by proximity mobile messaging and traditional leafleting.

Alex Johns, managing director of iblink, the agency that created and ran the campaign, described it as: “Our most ambitious yet.”

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