2. Gillette Goals & Objectives
Our goal for Gillette is to create an innovative campaign
to reinforce the positioning of the Gillette brand into a
cool, powerful brand that allows every man to command
his scene.
Objective: To increase Gillette’s sales volume
Objective: To increase positive awareness of the Gillette
brand among men ages 18 to 45
3. Research
Competitors: Energizer, Old Spice, Colgate
Target Market: Males ages 18 – 45
Key Insight: Our research concluded that men are
concerned with appearances and it directly correlates
with their confidence
Creative Brief: Reinforce that Gillette is a “cool” brand
while making men feel like leaders in their unique lifestyles
Goal: To create a shared experience among all men and
unite them with the Gillette brand.
4. The Big Idea: Command Your Scene
Use: To emphasize the innate sense of power we want all
men to feel
Execution: Portraits of famous, powerful men throughout
four genres of popular culture – government, music,
sports and art and remove their mustaches
Purpose: To emphasize product capabilities of Gillette,
while also reinforcing that Gillette is for the powerful man
Tone & Language: Cool, powerful and manly
13. Non-traditional: Bus Stop Ads & Twitter
Non-traditional
outdoor ads will
be set up at the
clear acrylic bus stop
stalls through
out the city, fans
can match their
face on the poster
and share their
pictures with friends.
14. Event Facebook page
We will create an event Facebook page, to update our news, activities,
and create a buzz about an event to gain more brand awareness
within our target market.
15. Mobile App
Special app for the fans to upload their before and after shave photos
to our commander gallery, everyone can rate and be rated via the app.
Top 30 would be in our “Commander Hall of Fame” event.
16. We will send out our invitation card, in the gold medal of honor form,
To selected famous celebrities from four different society that correlated
to our campaign, which are politicians, sport players, musicians, and artists.
This invitation card will be a voting token in the “Commander Hall of Fame”
event, to seek the great commander that will be a guest in the next
Gillette campaign.
Invitation Card
17. Event
A sample atmosphere of our event, we would selected the cool and
stylish gallery or art museum and wrap up with our ads. It would be
a fancy red-carpet party that full of celebrity and gain the most media
attention from various fields.
