Gillette Mach 3
Procter & Gamble Co., also known as P&G is an American consumer goods corporation headquartered in downtown Cincinnati, Ohio, United States of America, founded in 1837 by William Procter and James Gamble. It primarily specializes in a wide range of cleaning agents, personal care and hygienic products. Before the sale of Pringles to the Kellogg Company, its product portfolio also included foods, snacks and beverages P&G is a $79 billion global publicly traded Fortune 500 company. The Company serves nearly 5 billion people around the world with its brands, having one of the strongest portfolios of trusted, quality, leadership brands that counts Pampers, Tide, and Gillette among its largest ones. Gillette stands for more than 100 years as one of the most uses razors. Since1903 the razor concept keep changing and bringing innovation with each new product that has been launched. Developing almost entirely men products, Gillette brand become more involved in sports. The campaign was created around the Euro 2016 football event. It acted as a playable ad, a short mini game that allowed the user to train his football skills by shooting and scoring 10 goals in 30 seconds. The length of the campaign was 41 days, targeting men with age interval 18 to 45 YO. In the mention period there were served more than 600k impressions. The complete engagement rate was over 86% with more than 3700 hours spent in the mini game. After playing the mini game, the user is invited to watch a short video promo on YouTube and 11.24% of them went on the YouTube channel and saw the clip.
|Strategy:||After discussing with the media agency, we found out that Gillette was in search of something unique that had to stand out and impress the audience. Since the use of Smartphones and tablets is raising, the users are spending more time in apps and gaming became one of the top activities on mobile (among social networks, messenger and watching videos), Gameloft became a preferred digital channel. The message Gillette wanted to deliver was simple an efficient: Mach 3 systems lasts longer than 10 disposable razors. The gaming environment provides the perfect way to deliver the brand message in an incentivised form. If we add another ingredient like a playable ad and place it in a sportive context like football, we might be able to create that stand out, unique element that Gillette was in search of. Because the Euro 2016 was approaching and we knew that men in Romania were anxious to see the performance of our football national team games, we developed a short mini game in which users were invited and rewarded with the game currency, to have some fun in shooting a ball into the net while avoiding the obstacles. All takes no more than 30 seconds and one can score no more than 10 goals. The amount was not chosen at random, the perfect score had to be 10 exactly the number of disposables that Mach 3 turbo can replace. Gameloft had the engagement factor in mind when we allowed the user to perfect his shoots and even replay the event if ones desires in order to achieve the perfect score. Some spices were added in terms of performance: after 3 consecutive goals, the ball receives some special powers and can put down or pass through a defender and still hit the net.|