P&G - The Father & Son Game
Information
Campaign: The Father & Son Game
Client: P&G
Brand: Gillette
Submitted by: Mediacom & Leo Burnett România/Publicis One
Contributing Agency: Dăescu Borțun Olteanu
Background/Objectives
Strategy
Results
Background/objectives:
Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category.
Strategy:
With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:
All results exceeded campaign objectives.
INTERNET
Facebook cover photo
Website
Play Video
YouTube Pre-roll
Play Video
TV
Sports News 1
Play Video
Sports News 2
Play Video
Sports News 3
Play Video
POINT - OF - PURCHASE
In-store Activation Photos Album
Play Video
Poster 1
Poster 2
