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

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.

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

Command Your SceneGillette Campaign: Print Ads

Non-traditional: Bus Stop Ads & Twitter

Non-traditional outdoor ads will be set up at the clear acrylic bus stopstalls throughout the city, fanscan match their face on the posterand share theirpictures with friends.

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.

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.

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

Event

A sample atmosphere of our event, we would selected the cool andstylish 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.

Inside Atmosphere

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Expand Non-traditional T-stop Bus Stops