For its Quattro Titanium razor, Wilkinson wanted to find an innovative way to convey its alternative vision of seduction through shaving.IdeaTell a universal story in which the razor plays the role of weapon of re-seduction.

InsightThe “baby clash” (the feeling of the father who feels abandoned by his wife when a baby arrives).ScenarioThanks to the Quattro Titanium which offers a skin as smooth as a baby’s, the father can fight on equal terms with the baby to get the mom’s kisses.VehicleA videogame in which father and son fight to win the mom’s kisses.

A 2-minute trailer was disseminated on key video-sharing websites (YouTube, dailymotion…) and sent to 30 influent bloggers as a teasing before the launch of the videogame.

On September 10th, the videogame was launched online on the www.ffk-wilkinson.com website.

Traffic to the website was fostered by a slight media plan starting on September 17th with banners, cable TV (trailer in 45-second format), radio (partnerships with stations around a high score championship), and targeted print ads.