Cannes Lions

RAZOR

DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires / PROCTER & GAMBLE / 2011

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Overview

Entries

Credits

Overview

Execution

The SituationGillette is the Sponsor of great sport figures but it challenged itself to become the sponsor of every man.

The Solution:The First Amateur Game in the Premier League. We fulfilled every Amateur Team’s dream: To play a soccer game in the half time of an official match in the premier league in the mythic Boca Juniors Stadium.Thousands of amateur teams registered in Gillette’s web to participate. The Implementation:The Campaign was launched on Print, Outdoor, Internet, Sports Magazines, Radio and Football TV Shows where how the teams could participate was explained.

Outcome

-Boca Juniors Stadium functioned as a communication channel as every weekend 60 thousand people were exposed during the half-time to Gillette’s Amateur Football initiative during 15 minutes.-During the first week more than 200 thousand teams entered the web.-The main Sports media covered the news game after game in the same way they treated official games.-The Campaign turned into TV content of Sports channels.

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