Title	GILLETTE SENSITIVE CHALLENGE
Brand	P&G GILLETTE
Product/Service	GILLETTE RAZORS
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Media Agency 2	MEDIACOM London, UNITED KINGDOM
Media Agency 3	MEDIACOM WARSAW, POLAND
Entrant Company	MEDIACOM London, UNITED KINGDOM
Media Agency	MEDIACOM London, UNITED KINGDOM

Name	Company	Position
Anna Wawrzeniuk	Mediacom Poland	International Communication Manager
Jerzy Wiącek	Mediacom Poland	International Communication Planner
Magdalena Dryńkowska	Mediacom Poland	Senior Interaction Specialist

Results and Effectiveness

EXTREME SHAVING GENERATED EXTREME RESULTS Our videos attracted: • 3.9m views in Poland • 1.8m views in Czech Republic • 1.9m views in Hungary. This success drove extreme business results across the whole Gillette Fusion range: • In Poland, value shares increase 49% year on year. • In Czech Republic, value share rose 31% year on year. • In Hungary, it increased 16%. Finally, our films attracted the interest of AdBuster – a Polish advertising blogger. After seeing our film, he wanted to try our sky-diving shaving challenge and his YouTube video gave us another 580,000 views.

Creative Execution

FREEFALLING FROM A PLANE? SIR WILL BE WANTING TO SHAVE, THEN... We launched EXTREME shaving with an incredible test for Gillette’s new razor. We created a film featuring the ultimate example of extreme shaving. First, we filmed parachutists shaving in freefall. We showed professional jumpers getting smooth while exposed to winds of 200km/h and temperature of -25 degrees. Seeded on YouTube and Facebook, we used this to direct consumers to Gillette YouTube channels, where they could enjoy more examples of Extreme Shaving. Then we asked consumers to challenge us. An app allowed our target to vote for the Extreme Shaving challenges they wanted to see; an extreme buggy ride, flyboarding and a snowmobile ride. After each experience, our daredevils shaved with ProGlide demonstrating how it performs, even when skin has been exposed to extreme conditions. Video content was seeded and supported by paid media across YouTube and Facebook.

Insights, Strategy and the Idea

GOODBYE “SENSITIVE SKIN”, HELLO TO EXTREME SHAVING!!! Gillette was launching a Sensitive variant of its most advanced razor – the Gillette Fusion Proglide – across Central Europe. But in Poland, Hungary and the Czech Republic, real men had stubble – and weren’t interested in paying for a ‘gentle’ premium razor. Even worse, focus groups told us that they hated admitting weakness and dismissed skin problems as “girly stuff”. We needed to convince them that even tough guys had sensitive skin, and that it was no barrier to dangerous, manly exploits. To do this, we’d dump the sector’s love of boring, functional messages for a strategic platform based around a radical idea: “Not for sensitive men, for sensitive skin”. At its core would be a brand new sport: EXTREME shaving. We’d show our target that Gillette could solve their sensitive skin problems, so they could concentrate on staying manly.