– Challenge –
Our task was to create a new regional campaign that perpetuates the presence of Schick Exacta 6.5 series of razors for men aged 18-34. While the product benefit is clearly positioned on shaving precision and ease of shaving, various razors from different brands promises likewise. Furthermore, considering competitor Gillette’s positioning as a suave, professional brand, it is our challenge to push forth Schick and its products uniquely as an approachable, youthful and refreshing brand.
– Idea –
Bruce Lee gained international fame and superstar status as one of the world foremost martial arts practitioners. We leverage on his wide-spread recognition and relate his persona with Schick in a fun-filled and yet respectful manner. In a series of videos, we have “Smooth” Lee fights off its opponents. The “attackers” are personified as “Lumpy Bumps” and “Knicks”, which are related to skin issues one would meet while shaving. Using Exacta 6.5 razors, the user would be able to fight off these issues, achieving a smooth skin with its razors with precision.
From the series of videos produced and deployed, the idea is hence extended to the digital toolkit, including the local landing pages, banners and other social media assets, which sets a standard for local markets within APAC region to localize.
– Results –
This campaign lives on the Schick’s Philippines Facebook channel in may, and has quickly gained traction. In the first week, we saw approx. 420,000 views, 4,900 likes and 460 shares. The campaign is also extended to other various manifestation of ideas such as on-ground activation and events brought by their local markets. The campaign is ongoing.
@ Adpeople Worldwide
CD – Renato Quaroni
Art director – Allan Zhang
Copywriter – Loke Shi Ying
Planner – Ishita Roy
Accounts – Sushiv Mathur, Alex Dismasacat
