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