Facing Gillette, Wilkinson’s stake is to cut through and enhance an alternative vision of shaving able to generate brand preference. For the Quattro Titanium razor, we wanted a communication vehicle able to achieve 2 goals: -Strongly engage consumers with the brand.-Highlight a generic benefit (smooth skin) in a totally new wayResearches revealed that our target, 25 to 35 y.o. men, was or used to be fan of videogames. We wrote a compelling scenario around the razor that gave birth to a qualitative and engaging 3D videogame. Based on a contextual insight (the “baby clash”), the scenario was exposed to consumers in a unique way: a real 2-minute Hollywood-like blockbuster trailer in 3D animation. The trailer was posted on selected websites and blogs. A partnership with a radio station and a TV channel was created to promote a gifted high score championship.

The buzz and massive free PR generated by the concept Fight For Kisses were equivalent to 12 times the media budget invested on the operation.

- Website visitors: 10.900.000 coming from 220 countries (between September 10th and December 12th 2007 / source: Google Analytics)- 400 000 downloads of the advergame.

- 6 millions views of the Trailer on youtube and dailymotion - 5000 French and international blogs enhanced the campaign- Massive free exposition on national TV (TF1, Canal +, LCI, BBC…), press (20 Minutes, Metro, Les échos…) and national and international radios (France Info, Europe 2, BBC…).- On the business side, Wilkinson gained 5.4 points of share of market (volume) on the disposable segment and became the new segment leader.

The baby clash insight proved itself to be a massive weapon of engagement and offered the opportunity to give a unique role to the Quattro Titanium razor. After the birth of the first baby, the woman often focuses her attention on the newborn. The man has the feeling to be a little abandoned.

Our twisted interpretation: It is because the baby has a softer skin than his father. Our idea: present the Quattro Titanium as the ultimate seduction weapon for men, offering a skin as soft as a baby’s. Father and son are now able to fight on equal terms to get the mom’s kisses! The game concept was based on videogame references meaningful to the target: a funny fight between a father and his son reminding mythical games such as Streetfighter, Double Dragon.The trailer which explained the scenario urged consumers to download the game on www.ffk-wilkinson.com.

First a teasing phase to generate a strong buzz on the web : The 2’ trailer was posted on video sharing websites (YouTube, Dailymotion…) and sent to 30 influent bloggers before the release of the game on the www.ffk-wilkinson.com website. Secondly, a much targeted media phase to drive traffic to the website and have consumers interact with the brand through the game: Print ads in 3 magazines, radio spots on one radio station and some 45-second versions of the trailer on cable TV were aired to create additional interest for our core target. Thirdly, a media partnership phase with Europe2TV and Europe2radio to promote a high score championship: A phase during which some famous radio personalities challenged the audience on the game to win motivating gifts.