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Gillette Proshield

New Gillette Proshield Men's Razor advertising campaign
Agency:
MediaСom, Publicis Media
Mechanics:
Manager callback order or a text message with a link to the mobile version of OZON.ru for order placement
Platform:
SmartTV app for ivi.ru
Goal:
Gillette Proshield
Gillette Proshield
Gillette Proshield
Gillette Proshield
Gillette Proshield
2.3%
CTR, transitions to interaction out of all showings
31.8%
Average time spent on the micro-website
15.3%
Eng. Rate, involvement in the interaction
98%
Views to the end
The results

How to convince users of expensive Gillette razors to try a more expensive new product? The answer is to find those people who do not care much about the price and who like techological innovations. The SmartTV technology helped us to find a suitable audience. And the tagline ("Protection from irritation") combined with the ad video setting (scenes of people being irritated in films) helped us to provide a truly deep invovlvement in the advertisement: 98% of viewers watched the video to the very end (1.6 times higher than the standard indicator). For the first time ever in Russia, an advertising micro-site also contained a video clip.

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