CASE STUDY: Gillette - World's Biggest Shave

Provided by Hill and Knowlton
Timed to coincide with Wimbledon, a 70m portrait of Federer sporting stubble was 'shaved' with lawnmowers.

What was the Challenge / Background of the Campaign?

Gillette staged the 'World's Biggest Shave' in New York whereby an image of brand ambassador, Derek Jeter, was 'shaved' over a 3 day period on a giant billboard in Soho. With the objective of driving brand favourability, the stunt generated, the stunt generated over 50 million opportunities to see. Intent on continuing the success and building on the momentum of the Jeter stunt, Gillette challenged it's UK agencies to create the next iteration of the 'World's Biggest Shave' featuring Roger Federer around the Wimbledon Championships.

What was the Campaign Objective?

Drive brand favourability.

What was the Solution?

Timed to coincide with the start of Wimbledon, Hill and Knowlton commissioned the design of a colossal 70m portrait of Federer sporting stubble was 'shaved' with lawnmowers and a giant version of Gillette's latest razor - The Fusion ProGlide. A 2,800 square meter image was created in grass using laser guided robots to plot over 14,000 mapping points, perfectly mirroring Gillette's precision engineering brand equity, to bring the environmentally friendly image to life. Gillette also engaged its Facebook community by encouraging fans to upload messages of support to Federer.

What were the Results?

The campaign emphasised Gillette's association with Roger Federer whilst at his highest profile in the UK, generating over 300million opportunities to see.

What were the Key Learnings of this Campaign?

The campaign brought Gillette precision engineering brand equity to life and provided a credible link between Federer and Gillette's core product offering; shaving.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsOver 300million opportunities to see.
25 - 34
35 - 44
All adults
Both
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDEEXPERIENTIAL
PUBLIC RELATIONS
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service
      

Search for Ideas

      
            

Age

            
select
            

Gender

            
select
            

Media Route

            
select
            

Marketing Route

            
select
            Full Search Options       
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service