Results and Effectiveness

Success! 33,701 men tried ProGlide (Augmented Reality virtual shave) in 1 month! - 77% complete experiences! Online video views bringing virtual shaves to more men achieved 739,539 complete views -> 65% 25 million interactions across owned / paid / earned media Huge spike in interest about Gillette versus category! Facebook "Likes" up organically from 18 to 3,000 Ultimately, Gillette captured the imagination of men with a truly unique product experience and converted skeptics into believers, reversing sales decline and exceeding goals! 8-times cost-effectiveness versus sampling / 6-times versus organising for 33,000 men to try ProGlide.

Creative Execution

The most authentic interaction: product trial. But there were massive challenges and gaps in engaging skeptics to even try. The solution to the ‘exceptional ProGlide experience’: 1st EVER VIRTUAL SHAVE Afterall, ONLY ProGlide could claim shaving so effortless, men just need to enjoy how it glides! Leveraging technology and real men’s experiences, we worked with partners to create, amplify and distribute varying levels of this experience in real-life everyday experiences. On-the-road First ever outdoor augmented reality and facial recognition technology integrating content so that when men looked into live videos on bus-stop shelter panels, they saw themselves being shaved, hands-free! Homes and near point-of-sales Spin-off stories from men’s experiences to doorsteps and near shops Digital and cable TV Integrated real men’s experiences, approaching via daily interest content, especially sports and technology Could men undergoing the experience still think of shaving as a chore, while smiling at the gliding, hands-free experience?

Insights, Strategy and the Idea

Typical morning of a guy: Alarm sounds Fumble with alarm. Scoot out of bed Stumble to bathroom Shower Dry off Look into the mirror “The moment” when a typical guy (18-34 years) realises, in a semi-comatose state, as he does every morning, that he hasn’t shaved. “The moment” when it dawns on him that he NEEDS to shave, regardless of how much a chore it possibly is to him, especially if he may accidentally cut himself in the semi-comatose state. Wouldn’t it be great if he can achieve a clean-shaven look effortlessly? With a razor that perhaps glides across his face? Brief: Convince skeptical consumers that the new 7-blade Gillette Fusion ProGlide is the answer to an effortless shave, albeit pricier one. Strategy: Integrating a razor shave within the everyday, real-life environments of men to intrigue them about their “daily chore” and change the way they view it.