Commuter Daily Lets M3 Power Slice Its Front Page

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Brand: Gillette
Brand Owner: Gillette
Category: Toiletries/Cosmetics
Country: Singapore
Date: March 2005
Media Agency: MindShare
Other Agencies: Ogilvy, Red Card
Media Owner: SMRT Investments, MediaCorp
Media Channels: Events, Out-of-home, Print

Singapore is a heavily regulated market that also suffers from high advertising clutter. Finding a way to cut through requires something a bit different.

Gillette shaved off a strip of news from the front page of Singapore daily 'Today' to get the M3 Power razor in front of male commuters.
Click to see larger photo.

To launch the world’s first battery-powered razor, the M3 Power, Gillette needed to reach men on weekday mornings as they hurried to work, in most cases, following a hasty shave. The media solution was to use the country’s mass rail transit system, dominating every contact point using platform doors, ceiling lights, plasma screens and light boxes as well as running shaving demonstrations at the station entrance.

This domination approach was taken a stage further thanks to a deal with MediaCorp title Today, the only newspaper distributed within the metro stations of Singapore. The paper had a strip of news on the front page shaved off thanks to the M3 Power, a first for the local market.

The launch was also supported by heavyweight TV, bus ads and radio promotions. The activity attracted lots of coverage in the press and helped the new product exceed its sales target by 20% in the first two weeks of launch. This campaign also picked up a Bronze Effie.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database.

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