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Dainik Bhaskar
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Writer: exchange4media News Service - Monday, Apr 09,2012 2:03 PM

Gillette Mach 3: Women Against Lazy Stubble...

BRAND: GILLETTE MACH 3
BRAND OWNER: PROCTER AND GAMBLE
CAMPAIGN TITLE: WOMEN AGAINST LAZY STUBBLE…
DATE RANGE: 2010
COUNTRY: INDIA

AWARDS WON:
CANNES, GOLD MEDIA LION, BEST USE OF MIXED MEDIA
CANNES, SILVER LION, FMCG
WARC PRIZE, HIGHLY COMMENDED
BEST USE OF DIGITAL, BRONZE, GOAFEST 2010
BEST USE OF TV, BRONZE, GOAFEST 2010
FESTIVAL OF MEDIA GLOBAL, HIGHLY COMMENDED, THE EFFECTIVENESS AWARD
FESTIVAL OF MEDIA GLOBAL, HIGHLY COMMENDED, BEST CONSUMER DRIVEN CAMPAIGN
EMVIES, SILVER, BEST MEDIA STRATEGY
EMVIES, SILVER, BEST INTEGRATED CAMAPIGN
M&M AWARDS, WINNER, EFFECTIVENESS AWARD
M&M AWARDS, WINNER, BEST COMMUNICATION STRATEGY
SPIKES ASIA, GOLD, BEST MEDIA INNOVATION
SPIKES ASIA, BRONZE, BEST INTEGRATED CAMPAIGN

Triggering a debate about shaving among Indian men resulted in a sales increase of 38% and a 35% increase of market share for Gillette

Research highlighted a series of controversial points. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one : did women prefer clean-shaven men?

“Well done. Great idea and excellent execution. Clearly a big driver of the record Mach3 share.”
Shantanu Khoshla, Managing Director, P&G India

INSIGHT, STRATEGY & IDEA:
The Indian man's traditional shaving device, the double-edged razor, could not be dislodged by newer and better shaving systems like the Gillette Mach3. The Gillette Mach3 is 10 times more expensive than this default choice, and, despite being able to afford it, Indian men did not consider shaving to be a significant enough activity to justify such a premium.

As a result, after a decade of presence in India, Gillette Mach3's trials and sales were flat.

For men to rationalise the price premium and switch to the Mach3, the real challenge lay in combating men's inertia and indifference to shaving.

Our insight was that we needed to spark a national debate, recognising Indian men's love for voicing their opinions on everything. We needed to get shaving out of the bathroom and into the living-room, chat-rooms and conversations.
We developed a platform for the campaign: "India Votes… to shave or not".

EXECUTION:
First, we piqued the nation's interest by commissioning the first ever Nielsen survey on the country's attitudes to shaving. Research highlighted a series of controversial points. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one: did women prefer clean-shaven men?

The provocative results created immediate interest and hit primetime news. As expected, people were ready with their point of view! And the Great Indian Shaving Debate was on. For 8 weeks, leading TV news and radio stations ran celebrity interviews, panel discussions and news stories. Newspapers and men's magazines carried editorial features and reader polls. In a PR event, Bollywood stars shaved off their famous stubbles in front of the media. Live polling conducted in malls, gyms, cinemas and offices kept the debate raging, and offered men a chance to trial the product. All media directed people to a dedicated website to cast their vote.

THE RESULTS:
This radical communications model led to a record sales increase of 38%. Awareness doubled. Trial increased by 400% as did market share by 35%. In the end 12.2 million Indians voted for a clean shave

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