ICE-COLD SHAVING

TitleICE-COLD SHAVING
ClientSCHICK JAPAN K.K.
Product / ServiceSCHICK HYDRO5 PREMIUM
CategoryA02. Other FMCG
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
PR PRAP JAPAN Tokyo, JAPAN
Production KNOT Tokyo, JAPAN

The Campaign

This is the new shaving experience using ice water, which defies the conventional wet shaving. By cooling the skin through the shaver, face hair stands on end, enabling a closer shaving. It is the shaving as a unique feature in summer like shaved ice.

The Brief

Overall budget USD98,000 Breakdown of costs PR Activities USD22,100 Event Operating Cost USD48,700 Agency Fee USD13,900 Paid Media Budget USD13,300

Creative Execution

We set a stylish stand to distribute glasses with ice water and shavers, and encourage trial in a shaving space. This event was held for 3 days from August 7 to 9 in the major office district in Tokyo.

Describe the success of the promotion with both client and consumer including some quantifiable results

Shaving became news hook and Schick draw attention. This event was featured by a wide variety of media including TV, newspaper and digital. It also brought a surprise to Japanese men and altered their consciousness toward shaving.

Explain why the method of promotion was most relevant to the product or service

Schick intended to bring a new surprise to wet shaving. Therefore we proposed shaving with a new sensation by using ice water in the record-setting, extreme hot summer, and provided an opportunity to experience it to the target audience.

Target audience: Males, mainly those aged from 20s to 40s. Approach: Experiential PR event in the office district and product sampling. Call-to-action: Generate interest and promote trial by proposing a new shaving style.

Credits

Name Company Position
Eiji Honma J. Walter Thompson Japan Associate Creative Director
Kazuya Tanino J. Walter Thompson Japan Senior Art Director
Shinya Imai J. Walter Thompson Japan Copywriter
Hiroyuki Hosomi J. Walter Thompson Japan Planning Director
Daisuke Tsutsui J. Walter Thompson Japan Associate Account Director
Kentaro Nagai J. Walter Thompson Japan Account Executive
Tatsuo Gonda J. Walter Thompson Japan Senior Creative Producer
Kan Shimozono Kan Shimozono Design Office Designer
Yasuhiro Kawasaki ROBOT COMMUNICATIONS INC. Producer
Ryo Morita NA (Freelance) Director