Best Use of Magazine (Tie)
Best Use of Radio: Runner-up
Best Use of Newspaper: Runner-up
Best Use of TV: 2nd Runner-up
Best Plan for a Budget of More Than $1 Million: Honourable Mention
Agency/Media Company: BBDO-OMD
Client: Gillette Canada – MACH3
Team: Mary Minos, vice-president, group media director; Fiona McDonald, media planning supervisor
Timing: August-December 1998
The Background
The objectives of the plan were: to grow the shaving systems segment, and Gillette’s share of that segment, by aggressively building the MACH3 user franchise; to gain new users by converting competitive users; and to trade up all users of Gillette male systems and disposable razors.
The challenges were: to provide Gillette with ownership of the new product launch day by means of a multifaceted communications ‘explosion,’ creating immediate excitement, trial and awareness for MACH3; to execute an innovative means of educating the trade on marketing support; and to create excitement among the salesforce.
The Plan
We generated an ‘event’ around the launch of MACH3 through a tactical multi-media strategy, continuously reaching consumers at all levels throughout their day: in the morning through radio and newspaper; en route to and departing from work through radio; and in the evening through television and magazine.
Television: We dominated prime-time programming from 7 p.m. to 11 p.m. on Sunday, Aug. 9, the eve of the launch day. We also negotiated strong support behind the launch, through innovative promotions and sponsorships designed to break through the competitive clutter.
Promotional efforts included an integrated, multifaceted promotion providing Gillette with a unique launch environment on CTV, CTV News 1, Outdoor Life Network and The Comedy Network. CTV and Outdoor Life produced a 30-second spot that aired starting Aug. 3, to promote a sweepstakes inviting viewers to play an interactive MACH3 game for a chance to win the ultimate prize: piloting a fighter jet.
The television plan for English Canada also included sponsorship of the Sunday night movie on both CTV and CBC, and sponsorship of key programming on specialty services MuchMusic, Discovery Channel, Space and The Weather Network. In French Canada, Gillette MACH3 sponsored key programming on Société Radio-Canada (Nouvelles des Sports), TVA (Salut Bonjour), Télévision Quatre Saisons and sports channel RDS.
Radio: We utilized top-ranked Male 18-49 stations across Canada, employing live mentions and ‘jock talk’ to build hype around the launch. We also negotiated with stations to increase MACH3 commercial frequency by running one spot per hour during the breakfast and drive dayparts to maximize MACH3’s presence throughout launch day. In addition, MACH3 sponsored traffic, sports and specialty music programs during highly tuned periods.
Newspaper: A black-and-white teaser banner was inserted in the sports section of The Toronto Star and the general news section of Le Journal de Montréal and The London Free Press on the Saturday prior to launch day. A teaser ad appeared in the Monday edition of the Star’s general news section, directing readers to a full-page advertisement. That full-page ad was positioned within the sports sections of daily newspapers across the country to provide impact on launch day.
Magazine: We inserted a full-page four-colour advertisement for the launch of MACH3 in the national edition of Maclean’s Aug. 17 issue, and in the Sept. 1 issue of L’Actualité. We also negotiated 2,000 additional copies of the publications (1,500 English, 500 French) with a mock MACH3 cover, to utilize for trade support. The outside front cover was a mock Maclean’s cover showcasing the MACH3 razor. On the inside front and back covers were, respectively, a detailed letter to the trade from the president of Gillette, and a detailed rundown of the marketing support behind the launch. The outside back cover, meanwhile, provided a platform to showcase the launch creative.
Outdoor: 10 by 20 foot outdoor posters were secured on high-traffic arteries throughout the key markets of Toronto, Montreal, Calgary, Edmonton and Vancouver to provide a high impact launch day message. They were posted on Aug. 10 for four weeks. The posters generated strong reach against consumers as they traveled to work on launch day.
The Results
The plan succeeded in generating excitement and awareness around the launch of MACH3, via an integrated media ‘explosion’ that bombarded the consumer immediately prior to and throughout the launch of the campaign. It ensured solid understanding on the part of the media, and helped to communicate the client’s needs clearly and thoroughly to suppliers. The mock magazine cover was an excellent tool for merchandising support behind the launch to the trade.
Also in this report:
– Y&R nabs top media spot with refreshing plan for Kool-Aid p.B2
– The Winners p.B2
– Kool-Aid brings smile to Moms everywhere: Targeted family environments in unusual ways to communicate fun, refreshment p.B4
– Q-tips ‘invasion’ helps get brand noticed p.B4
– Desjardins buries ad in radio newscast: Integration of client message deemed ‘seamless’
– BMO leverages on-air news environment p.B8
– Molson brews up timely Canadian message p.B9
– Dentyne Ice asks young people to Kiss & Tell: Online contest supported dating imagery p.B13
– Shake ‘N Bake cooks up versatility message p.B16
– Zoom bolsters standing with trade campaign p.B18
– Beetle drives sales with aggressive launch p.B19
– Labatt Ice takes dark and sexy message to the streets p.B20
– Alpha-Bits effort spells success: ‘Alpha’ character central to school program promoting literacy p.B23
– Dairy Farmers milk fun image of the ‘Bod Squad’: TVO Kids hosts starred in healthy eating campaign on non-commercial station p.B25
– The Judges p.B26
