Situation: After years of globally-lead marketing campaigns and generic brand partnerships, a large disconnect had formed between Gillette, their products and what they meant to the everyday Aussie male.

Brief: Help Gillette find a sporting code and platform in Australia that would resonate the Gillette brand personality, and authentically connect to their audience on an emotional level within the 2017/18 Summer sporting calendar.

Objective: Create a content-led, brand activation engagement strategy to re-establish Gillette as a relevant and exciting brand in the eyes of the Aussie 18-34 male once again.

LAUNCH

-Consumer promotion giving away 1000 Ashes tickets to consumers who purchased a Gillette product in participating Coles and Woolworth’s stores.

-A TVC/video featuring the biggest Australian Cricket superstars ran across Nine’s network and digital partners.

-Using Google’s creative format Vogon, we created 133 pieces of audio content that adapted to user’s searches on YouTube that imitated a cricket commentator.

LIVE

-Gillette Boundary Seating was our principal campaign brand experience. Fans at any match won one of four exclusive seats on the boundary line by submitting a photo and tagging @GilletteAustralia. For 2 hours fans had the closest seats in the house.

-Gillette Boundary Lounge created the ultimate fan experience. With the same entry mechanic as the boundary seating fans won access to most exclusive viewing platform and free luxurious shaves.

-Gillette Viewers Verdict (GVV), a live broadcast poll encouraged viewers to vote on questions posed by the commendatory team.