Case Studies

Servicing Brand: MSL Italia

Service Period: 2009

The Challenge

The megabrand, Gillette wanted to develop their position further by finding a 'Future Champion' ambassador for Gillette among young hopefuls in Italy.

The challenge was to align the Gillette brand with the target group's environment and reference values and at the same time, develop strong differentiation from competitors.

The Solution

The campaign aimed to team Gillette with football, aligning it with the positive values of football. The big idea was to develop and consolidate strong relationships with sports journalists, to develop them into Gillette ambassadors. Target audiences were split into primary: Sports, lifestyle and family press; and secondary: Young men & adults aged 20-44.

The solution comprised three phases:

• Drafting potential list of young champions in collaboration with FIGC (Italian Football Federation)
• Selection of three potential winners through a media audit involving leading Italian sports journalists
• Selection of the winner by consumers via Gillette website (www.gillette.it)

Supporting PR was internet banner advertising, an advertising campaign including footer ads in leading sports dailies and advertorials. Press office included press conferences at launch (November 2009) and to announce the winner (January 2010).

Results

The PR programme achieved:

• Over 100 stories in daily and periodical press
• Over 15 minutes of TV coverage