Creative Execution

The digital toolkit included the creation and deployment of a core viral video that was complemented with local landing pages, flash / static banners and social media assets across APAC markets China, Malaysia, Thailand, Indonesia, Hong Kong, Philippines, Taiwan and New Zealand. Across regional markets, the video was seeded as a pre-roll on social media channels, building awareness and highlighting the smooth and precise shave with Schick Exacta2 razors. In Malaysia, Indonesia and the Philippines, an adaptation of the viral video was used as a TVC.

This campaign created more than 100 million impressions through pre-rolls and banners. In addition, Facebook posts related to ‘Smooth Lee’ reached more than 3 million, and Schick’s Facebook fan base across the region was increased by 5% after the campaign. *No business results available yet.

To drive awareness and encourage trial of the Schick Exacta 2 range of razors throughout APAC markets. AdPeople Asia Pacific was tasked to create a campaign with a message centered on ‘smoothness’, with a new angle around ‘precision’. The agency was tasked to develop a creative idea and communication plan that would leverage the existing ‘Smooth Lee’ campaign. The Smooth Lee character was developed to bring to life the power of the Schick Exacta razor. Created to appeal to an audience of young men who have recently started shaving, we chose the world of martial arts as a vehicle for our story. We personified the everyday battle men face to rid themselves of facial hair. Facial hair was brought to life as elusive ninjas. And the laborious task of shaving was turned into a fun fantasy world in which our hero defeats the enemy.