Pro

ject

“O

ran

ge

revo

luti

on

/ o

vert

urn

. F

usi

on

5+

1”

Pre

sent

ed o

n«K

iev

Inte

rnat

iona

l Adv

ertis

ing

Fes

tival

”

In n

omin

atio

n «B

TL

and

DM

pro

ject

s B

-2: S

pons

orsh

ip a

nd e

vent

mar

ketin

g (h

olid

ays,

con

fere

nces

, sem

inar

s, p

rese

ntat

ions

etc

.)”

Age

ncy

Clie

ntT

alan

Pro

xim

ity U

krai

ne

Gill

ette

Ukr

aine

2

Targets and target group

The purposes of the brand were to launch the new shaving system Gillette Fusion

Our task was to organize a special event for consumers to support this launch, which would emphasize the revolutionary and technological character of Gillette Fusion, and become an information cause

Who we aimed at

– consumers of the product:

Men, 25-40 years, income average and average+, who follow the trends and technological innovations

– those who like performances, spread rumors, gapers

– Mass Media

3

Solution and Innovation

We literally realized the idea of

the product – the idea of an

overturn (revolution) by

organizing in Kiev a performance

of people walking on a wall – the

unique world show Vertical

Catwalk (Jochen Schweizer Show)

Uniqueness of the event

– the script of Catwalkers’

performance repeated the

plot of product’s TV

commercial including

branding of the performance

platform and Walkers’

uniform

– the fact of appearing of such

kind and such level of the

event open space in Kiev

4

Solution and Innovation

On one of the central squares of

Kiev, Kontraktova square, a

vertical construction as high as 5

floors house was built

On this branded surface

according to the special scenario

actors were performing to music,

showing unique feats in the air

The culmination of the show was

lowering a giant razor Gillette

Fusion from the top of a vertical

platform

5

Best practice and Results

In one solution all the requirements of the project coincided perfectly

– uniqueness of the show made mass media interested and generated publications

– the same uniqueness led thousands of potential customers to the event

– the scenario and the essence of the show reflected the positioning of the product and demonstrated its USP (revolutionary, unique, and technological character)

– revolutionary character of the event attracted more than 20 thousand people and caused series of publications (exact quantity

is unknown because PR support was provided by another contractor of the client)

6

Про

ект

дос

тои

н по

бед

ыD

oubl

e cl

ick

to w

atch

the

vide

o