The strategy was to start off with a viral campaign- by activating a “new spokesperson” who is a very masculine icon: Jean Claude Van Damme. We “leaked” a viral video which was a fake “making of” with footage of what should have been the next GILLETTE PROGLIDE TV spot, in which JCVD freaks out.A recruitment campaign was then launched on TV mentioning that Gillette is now looking for “real men” to feature in the next GILLETTE PROGLIDE ad.Channels29/11 au 6/12 viral video featuring JCVD is released.6/12 au 24/12 online media campaign to boost the virality of the video.13/12 au 30/12 15’’ TV copy for “real men” recruitment is released in partnership with TF1.2/1/11 end of ‘’Real Men’’ recruitment campaign and revelation of the new GILLETTE PROGLIDE copy.March/April 2011 “Real Men” copies featuring men cast during the December campaign released only.

A unique web to TV/TV to web mechanism helped to develop a holistic and integrated campaign.- Video teaser viewed: 5,200,000 times (Ix 120 vs objective)- TV campaign reach+1: over 60% of the target- Business results: +12,3 increase in market share value after 30 days post-launch (Source : Scantrack AC Nielsen January 2011)