B04. Most Effective Use of Public Relations

Silver
CAMPAIGN
Shave Sexy
AGENCY
BBDO China
CLIENT
P&G China
BRAND
Gillette (China)
DETAILS
CAMPAIGN SUMMARY
'Shave Sexy’ was a PR-led idea underpinned by a bold shift to Gillette’s communications strategy in China.
The challenge was major category erosion: men in China were no longer able to see past the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million men every year to switch to more convenient dry shavers.
It was clear that Gillette’s classic approach of communicating closeness and comfort required an overhaul.
Everything changed when Gillette launched ‘Shave Sexy’. Inspired by the insight that women in China found wet shaving extremely arousing to watch, an ‘unbranded’ social experiment was created to demonstrate how wet shaving could arouse female interest.
Enlisting the help of FHM to deliver strategically crafted editorial, opinion leader endorsements and a series of highly integrated activity, ‘Shave Sexy’ reached 197 million people, reversed the growth of the dry shaver category for the first time in 4 years, and helped Gillette record its highest ever launch month sales.
By radically reframing the benefits of wet shaving from inconvenient to sexy, ‘Shave Sexy’ heralded a new era of communications for Gillette, one that delivered value men can see.

OTHER CONTRIBUTING COMPANY
Shanghai @PR Consulting

CREDITS OF PEOPLE
Core Team:
Kit Koh, Executive Creative Director, BBDO Shanghai
Jason King, Group Planning Director, BBDO Shanghai
Mei Jeng Phang, Business Director, BBDO Shanghai
Amber Lin, Creative Director, BBDO Shanghai
Fiona Su, Account Director, BBDO Shanghai
Kevin Jin, Associate Creative Director, BBDO Shanghai
Airy Han, Creative Group Head, BBDO Shanghai
Elsa Gu, Account Manager, BBDO Shanghai
Uming Tong, Associate Planner, BBDO Shanghai
Tao Dong, Strategic Planner, BBDO Shanghai
Management Team:
Carol Potter, President & CEO - Greater China, BBDO Proximity China
Hans Lopez-Vito, Executive Planning Director - Greater China, BBDO Proximity China
Wai Foong Leong, Executive Creative Director - Greater China, BBDO Proximity China
Tze Kiat Tan, Managing Director - Greater China, BBDO Proximity China
CAMPAIGN
Hover Car
AGENCY
Proximity China / Goodstein & Partners
CLIENT
Volkswagen Group China
BRAND
Volkswagen
DETAILS
CAMPAIGN SUMMARY
30 years after entering the world’s largest and most competitive car market, Volkswagen China was losing its positioning and was increasingly seen as mainstream, sensible and utilitarian, thus lacking innovation. The brand was facing increased competition and falling market share.
In 2011, Volkswagen launched the People’s Car Project, a platform that inspired the Chinese people to contribute their ideas for future car designs. It was developed to restore Volkswagen’s brand image leadership in the minds of Chinese consumers, and make Volkswagen, once again, the most talked about, admired, and innovative car brand in China.
In 2012, Volkswagen celebrated the people’s ideas by turning them into reality.
Wang Jia, a girl from Chengdu, submitted an idea for a hover car on the People’s Car Project website, www.zaoche.cn. Volkswagen’s design team took on the idea and developed it using magnetic levitation technology, to her idea and showed off her creation in a series of films. Volkswagen became the first car manufacturer in China to demonstrate that it listened to consumers.
This unique story caught the attention of the local and international press, including the New York Times, Forbes, The Huffington Post, and ChinaDaily. Volkswagen soon became the most talked about automotive brand online and in social media, and the leader among all car brands online.
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