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Gillette ProGlide Launch

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The digital launch campaign for Gillette ProGlide razor.
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  • Gillette Fusion ProGlide Launch
     
    Gillette was introducing the new Fusion ProGlide, it's biggest razor launch in years, and the biggest launch of 2010 for Procter & Gamble. Problem was that men had become skeptical about the claims of a "closer, more comfortable shave."
     
    To confront men's resistance head on, we developed a campaign to show them that ProGlide turns shaving into gliding, and skeptics into believers. We knew once we got guys to try ProGlide they would be convinced and spread the word for us.
     
    This turned out to be Gillette's most successful product launch ever.
  • Video Case Study
     
  • Campaign snap shot
     
  • Pledge to ProGlide: This promotion enlisted YouTube celebrities to engage their fans prior to the launch of the ProGlide razor.
     
     
  • Custom Sampling Widget: this video was part of the advertising pushing early razor sampling. We created a custom sampling widget that allowed only influencers and early adopters to get the razor before anyone else - we then encourage them to share their opinion, plus give them a couple of free samples to send to whomever they chose. Celebrities helped us create custom messages for each influential sites selected for a widget.
     
     
  • High-impact rich media helped launch the product.
     
     
  • Expandable banners provided tons of information to gear-obsessed guys.
     
     
  • Testimonials played a large part in the launch of the product. Real guys talking about the razor proved very engaging - and convincing.
     
     
  • What would a Gillette program be without celebrities? The full roster of Gillette sponsors endorsed the new razor. We even a created a Nascar specific program, with episodic online branded content, using our six sponsored drivers: The Gillette Young Guns.
     
     
  • By invitation, our Facebook fans and other Gillette insiders could get their hands on the razor early. Then we invited them to come back and tell us what they thought and pass free razors along to friends.
     
     
  • AWARDS
  • Adweeks Integrated Campaign of the Year 2011
  • CREDITS
     
    Toygar Bazarkaya, Executive Creative Director, BBDO
    John Gagne, Executive Creative Director, Proximity
    Dave Stevenson, Associate Creative Director, Proximity
    Jonathan Ruby, Copywriter, Proximity
    Jeff DaSilva, Art Director, Proximity
    Graham Ameron, Art Director, Proximity
     

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