Gillette - Mach 3 Razor
Campaign: Bend it with Beckham
Background: To leverage the association between David Beckham and the Gillette products.
Objective : Gillette wanted to reinforce presence in the GCC with a particular emphasis on all men’s products. Add excitement and hype to the campaign by offering the amazing prize of training with the football legend.
The Cellempower solution: Consumers were triggered to SMS answers to the “golden number” via on-pack instructions (razor packs, shaving gel, blades etc) as well as in-store advertising (posters, etc.) and other traditional media. Every Gillette product included in the campaign had clear instructions printed on the back, in addition to a multiple-choice question about the football star, David Beckham. Everyone was a winner with Gillette, as all participants were rewarded with caps, t-shirts and bags all signed by Beckham, in addition to ring tones and picture messages created by Cellempower. The ultimate prize was for the winner to be whisked off to Madrid to be personally trained by Beckham.
Promotion : The campaign was promoted through TV, radio and newspapers ads, as well as in store advertising.
Results : As well as a 20% increase in products’ sales figures in the GCC, the “consumer retention rate” of the campaign reached 7%, surpassing the global standard of any FMCG campaign; usually falling between 3% and 4% as stated by Gillette Middle East (Consumer Retention Rate is the ratio of participants in a promotion from the sales achieved.)
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