|Title||WOMEN AGAINST LAZY STUBBLE|
|Product / Service||MACH3|
|Category||E01. Integrated Campaign Led by Promo|
|Entrant||BBDO INDIA Mumbai, INDIA|
|Entrant Company:||BBDO INDIA Mumbai, INDIA|
|DM/Advertising Agency:||BBDO INDIA Mumbai, INDIA|
|Josy Paul||BBDO India||Chairman & Chief Creative Officer|
|Rajdeepak Das||BBDO India||Executive Creative Director|
|Arjun Singh Kochhar||BBDO India||Account Director|
|Sandeep Sawant||BBDO India||Creative Director|
|Pashyn Sethna||BBDO India||Copywriter|
|Josy Paul||BBDO India||Copywriter|
|Rajdeepak Das||BBDO India||Art Director|
|Sandeep Sawant||BBDO India||Art Director|
|Rhea D'souza||Webber Shandwick|
OBJECTIVE: The aim was to increase trials of Gillette Mach3 razors by dropping the price of the Mach3 razor so as to encourage men to sport the clean shaven look more often. THE TARGET AUDIENCE: New customers. STRATEGY: Being a low involvement category, Gillette Mach3 had to connect with the target audience by creating excitement about the category and product. The idea of creating W.A.L.S.- a movement against the lazy stubble touched a chord in consumer, influencer and media. This created instant media buzz! Resulting in a national conversation about shaving!
Being a low involvement category, Gillette Mach3 had to connect with the target audience by creating excitement about the category and product. The idea of creating W.A.L.S.- a movement against the lazy stubble touched a chord in consumer, influencer and media. The mall activation and the 'Shaveathon' (where 2000 men shaved at one go) were mass India engagement programs that got the brand to be part of everyday conversation!
The creative solution was to create a nationwide buzz so that shaving became top of mind! The introduction of a woman's group against lazy stubble and getting women to shave men in public along with a mass shaving event got the brand the desired public involvement and engagement! It fired the imagination of an unsuspecting India.
Sales grew by 500% and market share went up by 400% - Source: Nielsen Track 763,000 hits on Google. Women shaved over 10,000 men in public across malls in India. Mass shaving event got 1868 men to shave at one go! Creating a new Guinness Book Of Records and featuring in Ripley's Believe it or Not. The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories. It also won a Silver Lion at the Cannes Advertising Festival 2010.