Cannes Lions

GILLETTE MACH3 TURBO RAZORS

SOLUTIONS INTEGRATED MARKETING, New Delhi / PROCTER & GAMBLE / 2007

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Overview

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Credits

Overview

Execution

• Gillette MACH3 Turbo offered consumers a facial make-over at a “FaceSpa’’.• A specially-designed, ultra-cool ‘pod’ was set-up inside popular shopping malls. A facial “makeover” complete with quality shaves and face massages by “Spa Masters” was offered.• Devices like floor graphics, cut-outs & games were used to engage consumers, along with a chance to win an Apple iPOD.• FaceSpa zones were set up in malls in Mumbai, Bangalore & Delhi after carefully evaluating mall dynamics such as footfalls, visitor profiles and optimal contact patterns.

Outcome

* FaceSpa became a successful experiential platform which generated tremendous visibility and consumer engagement.* Thousands of ‘trial shaves’ were offered across 9 FaceSpa Zones.* 19% converted into buyers.* “It was a fantastic activity and I wish you all the very best”- Sandeep Thangiah ( Brand Manager, P&G India)

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