Challenge: Launch of the new Philips electric shaver Sensotouch 3DObjectives: To communicate SensoTouch is the best electric shaver ever, worthy of a world champion like Iker Casillas.Strategy: We convinced Iker to shave his beard after the first game during South Africa World Championship and we let the media pass the rumor that he did it for a personal superstition. Months later, Iker spoke to the media to deny that his new look during the World Cup was due to a personal superstition, but to a teaser of the launching campaign of our product.Outcome: 80.565.953 media impacts.Return of the Investment of 1.777.058€R.O.I: 325%

We convinced Iker to shave his beard after the first game during Southafrica’s World Championship and we let the media pass the rumor that this was due to a personal superstition. Months later, Iker spoke to the media to confirm that his new look during the World Cup Championship was due to a teaser campaign.

- 77 TV appearances - (50,843,574 impacts)- 15,633,490 On-line media impacts - 117 press releases- 3 magazine covers(14,088,889 press impacts) With a total sum of: 80,565,953 impacts.With a Return on Investment: 1,777,058€R.O.I: 325%