Agency Talan Proximity Ukraine Client Gillette Ukraine In
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Agency Talan Proximity Ukraine Client Gillette Ukraine In nomination «BTL and DM projects B-2: Sponsorship and event marketing (holidays, conferences, seminars, presentations etc. )” Presented on «Kiev International Advertising Festival” Project “Orange revolution/ overturn. Fusion 5+1”
Targets and target group § The purposes of the brand were to launch the new shaving system Gillette Fusion § Our task was to organize a special event for consumers to support this launch, which would emphasize the revolutionary and technological character of Gillette Fusion, and become an information cause § Who we aimed at – consumers of the product: Men, 25 -40 years, income average and average+, who follow the trends and technological innovations – those who like performances, spread rumors, gapers – Mass Media 2
Solution and Innovation § We literally realized the idea of the product – the idea of an overturn (revolution) by organizing in Kiev a performance of people walking on a wall – the unique world show Vertical Catwalk (Jochen Schweizer Show) § Uniqueness of the event – the script of Catwalkers’ performance repeated the plot of product’s TV commercial including branding of the performance platform and Walkers’ uniform – the fact of appearing of such kind and such level of the event open space in Kiev 3
Solution and Innovation § On one of the central squares of Kiev, Kontraktova square, a vertical construction as high as 5 floors house was built § On this branded surface according to the special scenario actors were performing to music, showing unique feats in the air § The culmination of the show was lowering a giant razor Gillette Fusion from the top of a vertical platform 4
Best practice and Results § In one solution all the requirements of the project coincided perfectly – uniqueness of the show made mass media interested and generated publications – the same uniqueness led thousands of potential customers to the event – the scenario and the essence of the show reflected the positioning of the product and demonstrated its USP (revolutionary, unique, and technological character) – revolutionary character of the event attracted more than 20 thousand people and caused series of publications (exact quantity is unknown because PR support was provided by another contractor of the client) 5
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