Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

Bronze
CAMPAIGN
Envy Can Be a Positive Force
AGENCY
JWT
CLIENT
SSUP Group
BRAND
Oriental Princess
DETAILS
CAMAPAIGN SUMMARY

Sometimes it’s good to be bad.

 
Thailand is a market, where women are admired for their “Kawaii” cuteness and calm, consensual behaviour and gentle consideration for others.
 
Behind the surface, darker, more powerful emotions rage however. Oriental Princess, a local manufacturer and marketer of cosmetic beauty products gave women a voice to let their anger, jealousy and emotions out. A bold move with very bold results. Cleverly overcoming potential censorship issues and taping into the power of the internet, social media and ultimately women themselves, the brand leapfrogged its major international competitors, rising from no.9 in awareness to no.2, did it at a speed over 30 times greater than the historic norm and gained top ranking effectiveness in both “Impact” and “Branding” … all on a fraction of the spend of competitors.
 
CAMPAIGN
Scandal Shave
AGENCY
BBDO and Proximity China
CLIENT
P&G China
BRAND
Gillette
DETAILS
CAMPAIGN SUMMARY
This is a story of how an orchestrated celebrity scandal sold 3 million razors in just 4 weeks, and resuscitated Gillette’s business in China.
 
The challenge was a decade of seemingly terminal category erosion: 7/10 men in China could no longer justify the inconvenience of wet shaving (preparation, shave, wash, care), driving 18.3 million switchers per year to more convenient dry shavers [Source: NCS 2012].  For Gillette this represented US$647.2 million in lost earnings between 06’-12’, and no amount of innovation or promotion could stem the exodus.  
 
Everything changed with ‘Scandal Shave’, a ground-breaking sequel to last year’s highly successful ‘Shave Sexy’ campaign.  Inspired by the powerful insight that women in China find the act of men wet shaving extremely arousing to watch; an unbranded ‘private’ home video of national sweetheart Gao Yuanyuan, scantily clad and intimately wet shaving with a man was ‘leaked’ to the media to compellingly deliver our message, generating a national scandal of enormous proportion.  Capitalising on this with a full suite of branded activities, the campaign helped Gillette reach 237 million people, record its highest ever monthly sales, and inflict an ever bigger dent in the growth of the dry shaver category.  Men were flabbergasted with the effect of wet shaving and felt compelled to try for themselves.
 
By reframing the benefits of wet shaving from inconvenient to sexy, and delivering this message in an unconventionally provocative manner, ‘Scandal Shave’ finally helped wet shaving deliver value men can see.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters