2016 | University
Gillette Fusion Proshield
Advertising / Marketing
Runner-up at a pitch to Proctor & Gamble
Other Contributors: Karl Romberg-Yee, Lydia Chin, Sandar Winz, Julia Taboolia
The Challenge
The brief, presented by Procter & Gamble, was to analyse the Australian market in which the product will be launched, select a suitable target market and produce a marketing plan.
As the only design student in the group of business students, my role was to understand the user and be responsible for the creative advertising plan.
Market Analysis
Gap Map
We analysed where the gaps were in the razors market and decided that Gap 'D', the high quality and high functionality, was where the product stands.
The Promotional Plan
Dreamville is an interactive wall like no other. We wanted to cater to children's love for technology, without sacrificing their equal interest in exploring objects and spaces. It features tangible elements such as doors and wheels that interact with the touch screen they are mounted on.
Create
Advertising through Facebook and TV ads as
these are the most used channels amongst our
target market.
Creative Sampling
900 000 samples were to be distributed. Our plan was to do this through augmented reality stands. AR is used to place facial hair on them and they must remove it within 30 seconds. However, it is easy to win the game as that is just how easy it is to shave with the new Fusion Proshield.
Purchase
The same colours and styles as promotion must be used for the shelf space at retailers to ensure immediate recognition.
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