SHAVE INDIA MOVEMENT
|Client||PROCTER & GAMBLE|
|Product||GILLETTE MACH 3|
|Entrant||MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA|
|Type of Entry||Best Integrated Campaign |
|Category||Best Use of Integrated Media|
|Title||SHAVE INDIA MOVEMENT|
|Product/Service||GILLETTE MACH 3 |
|Entrant Company:||MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA|
|Media Agency:||MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA|
||Senior Business Manager
||Business Group Head
Results and Effectiveness:
The campaign set new records (not just for Mach 3, but for the entire Gillette franchise):
Mach 3 sales went up 5 times during the activity period.
Mach 3 market share increased 4 times
‘Shavethon’ was recorded as the biggest shaving event ever in the Guinness Book of Records.
For the first time, women had a say a male grooming product; on which their opinion had never been sought before.
Women news-anchors as spokespersons, opinion polls in leading English dailies, celebrity interviews, Facebook fan pages, created a helathy debate. Men retaliated by creating their own group MAWALS (Men Against Women Against Lazy Stubble)! Shaving booths at malls and the world’s largest 'Shavethon' created huge buzz.
With coverage across 22 TV channels with over 10 hours of programming content, 12,000 column centimeters of newspaper write-ups, 200 cinema screens, Facebook fan pages – the movement to get men to shave became the talking point for the nation!
We even set a Guinness World Record with the Gillette Shavethon, for the highest number of men shaving at the same place at the same time!
With our radical PR communication model, and the tactic of enlisting women to convince men, the campaign found a life of its own.
Insights, Strategy and the Idea:
Indian men thought stubble was cool and desirable to women but Nielsen research showed that 90% of women preferred clean shaven men! We had to get men to realize this and opt for Mach 3, a razor 10 times more expensive than the traditional alternative, to get the desired look.
Our idea was to have women drive men to the razor. We sparked off the Gillette Shave India Movement –WALS (Women Against Lazy Stubble)- a platform for women to voice their opinion on the look they preferred on their men. The content was compelling enough for the idea to become a movement of societal change.
This was brought to life via social networking, television, live events, print and radio. Celebrities, Bollywood stars, all joined the discussions, while live polls and a Guinness World Record breaking shaving event kept the public fully involved.