Cannes Lions

FUSION RAZOR

STARCOM, London / PROCTER & GAMBLE / 2007

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Overview

Entries

Credits

OVERVIEW

Execution

Standard practice would have been to buy display ads in a sports editorial. However, we needed to go further to engage our skeptical consumer.

We identified Striker, the iconic and much-loved football cartoon strip in The Sun, Britain’s largest circulating daily newspaper, as the ideal property around which to create a longer-term relationship. Striker is read and loved by 1.4 million men every day.

Striker allowed us to incorporate the product usage into the story line everyday.

Outcome

Since the start of the campaign a massive 90% of Striker readers have become aware of Gillette’s sponsorship. We persuaded 280,000 of those that 5 blades were better than 3, they went on to buy Gillette Fusion generating £2.2m of business.

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