Wilkinson – Fight For KissesPosted: July 11, 2011 | |
Describe the communication goal and show how your innovative media strategy represents a new, consumer insights based approach.
Facing Gillette, Wilkinson’s stake is to cut through and enhance an alternative vision of shaving, able to generate brand preference. For the Quattro Titanium razor, we wanted a communication vehicle able to achieve 2 goals:
Strongly engage consumers with the brand.
Highlight a generic benefit (smooth skin) in a totally new way.
Researches revealed that our target, men aged 25 to 35, was or used to be fan of videogames.
We wrote a compelling scenario around the razor that gave birth to a qualitative and engaging 3D videogame. Based on a contextual insight (the “baby clash”), the scenario was exposed to consumers in a unique way: a real 2-minute Hollywood-like blockbuster trailer in 3D animation. The trailer was posted on selected websites and blogs. A partnership with a radio station and a TV channel was created to promote a gifted high score championship.
Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
The baby clash insight proved itself to be a massive weapon of engagement and offered the opportunity to give a unique role to the Quattro Titanium razor:
After the birth of the first baby, the woman often focuses her attention on the newborn. The man has the feeling to be a little abandoned.
Our twisted interpretation: It is because the baby has a softer skin than his father.
Our idea: present the Quattro Titanium as the ultimate seduction weapon for men, offering a skin as soft as a baby’s. Father and son are now able to fight on equal terms to get the mom’s kisses! The game concept was based on videogame references meaningful to the target: a funny fight between a father and his son reminding mythical games such as Streetfighter, Double Dragon. The trailer which explained the scenario urged consumers to download the game on http://www.ffk-wilkinson.com
Show how the media idea travelled across different touch points and successfully reached the target audience.
First a teasing phase to generate a strong buzz on the web: The 2 minute trailer was posted on video sharing websites (YouTube, Dailymotion…) and sent to 30 influent bloggers before the release of the game on the http://www.ffk-wilkinson.com website. Secondly, a much targeted media phase to drive traffic to the website and have consumers interact with the brand through the game: print ads in 3 magazines, radio spots on one radio station and some 45-second versions of the trailer on cable TV were aired to create additional interest for our core target. Thirdly, a media partnership phase with Europe2TV and Europe2radio to promote a highscore championship: a phase during which some famous radio personalities challenged the audience on the game to win motivating gifts.
Show how the execution maximised the value of the investment and generated business results
The buzz and massive free PR generated by the concept Fight For Kisses were equivalent to 12 times the media budget invested on the operation.
Website visitors: 10.900.000 coming from 220 countries (between September 10th and December 12th 2007 / source: Google Analytics).
400 000 downloads of the advergame.
6 millions views of the Trailer on Youtube and dailymotion.
5000 French and international blogs enhanced the campaign.
Massive free exposition on national TV (TF1, Canal +, LCI, BBC…), press (20 Minutes, Metro, Les échos…) and national and international radios (France Info, Europe 2, BBC…).
On the business side, Wilkinson gained 5.4 points of share of market (volume) on the disposable segment and became the new segment leader.
Agency: JWT, Paris
Creative Director:Xavier Beauregard/Vincent Pedrocchi
Art Director: Xavier Beauregard
Copywriter: Vincent Pedrocchi