1. Marke&ng:
Sebas&ano
Crascì
Ma2a
Fachine2
Viola
Serafini
7
o:obre
2011
Copy:
Davide
Calvi
Chiara
Lazzaroni
Aurora
Licandro

2. BRAND
! Gille:e
is
a
Procter
&
Gamble
mark,
at
the
moment
it
is
used
for
security
razors
and
personal
care
products.
! The
brand
structures
his
products
basing
on
the
morning
shaving
ritual.
There
are
three
moments:
before,
during
and
aSer
shaving.
! Gille:e
gives
great
importance
to
the
brand
centrality;
the
logo
and
the
brand
name.
In
fact
we
find
the
brand
name
in
all
the
products.
! The
packages
are
designed
to
answer
to
the
target
expecta&ons.
We
always
find
men’s
strong
signs,
like
chroma&sm,
frequently
in
blue
and
grey,
bold
and
metallic
fonts.

3. DISTRIBUTIONS
CHANNELS
!
GDO
! Perfumery
and
herbalist’s
shops:
the
selec&ve
channel
focus
on
the
fragrance
extensions,
because
every
man
essence
has
also
an
aSershave
with
the
same
smell.
! Pharmacy:
sell
par&cular
products
for
people
who
have
specific
problems
like
irritable
skin,
allergy,
ecc.
this
products
are
oSen
made
with
natural
ingredients.

4. THE
PRICE
! The
price
changes
according
to:
types
of
razors,
number
of
razors
in
the
pack
or
features.
! Mousse,
foam
and
gel
are
posi&onated
in
a
limited
range
between
2
and
4
euros.
! ASershaves
prices
can
fluctuate
up
to
6
–
7
euros

5. BRAND
POSITION
GAMMA
AMPIA
GAMMA
LIMITATA
PREZZO
RIDOTTO
PREZZO
ELEVATO
§
GILLETTE
§
BIC
§
WILKINSON
Fonte:
Mark
Up

6. ! Gille:e
is
the
leader
brand
in
Italy,
ahead
of
Wilkinson
and
BIC
! Share
of
the
market:
! 54,5%
in
volume
! 77,8%
in
value
! First
posi&on
also
for
the
selling
of
foams
and
soaps
before
and
aSer
shaving
(more
than
20%
→
source:
mark-­‐up.it)
! Turnover:
about
€
140
mio.
! The
market
is
facing
a
decreasing
period.
The
disposable
segment
is
s&ll
growing,
thanks
to
the
technical
innova&on.
MARKET
1/2

7. MARKET
2/2
Share of
value
Var. point
(2009)
Share of
volume
Var. point
(2009)
Gillette 77,8 -1,1 54,5 -1,7
Wilkinson 11,5 +0,4 13,6 -0,3
Bic 8,1 +0,4 20,7 +0,6
Altri 2,6 +0,4 11,1 +1,4
AT
28/03/2010
Source:
Nielsen

8. Compe&tors:
! In
1772
Henry
Nock
founds
his
steelworks
in
London.
! In
1804
James
Wilkinson
inherit
the
ac&vity
giving
it
his
name.
! In
1898
they
launch
the
first
razor,
the
“Pall
Mall”
which
sa&sfy
the
expecta&ons
of
the
consumers
for
its
design
and
brilliant
handliness.
! In
2001
they
launch
“Xtreme
3”
the
first
three
bladed
disposable
razor.
! In
2004
they
invented
“Four”
the
first
four
bladed
razor.

9. Compe&tors:
! Created
in
1945
in
France
by
Marcel
Bich,
it
revolu&onized
consumer’s
everyday
life,
introducing
innova&ve
products
such
as
disposable
pencils,
lighters
and
razors.
! It
offers
a
full
range
of
products
planned
to
sa&sfy
the
consumers
requirements,
both
man
and
women.
! It’s
a
big
actor
in
the
disposable
market.
! In
1975
they
launched
the
first
disposable
Bic
razor
(the
BIC
Orange)
which
is
the
most
sold
Bic
razor.
! Every
day,
consumers
all
over
the
world,
buy
more
than
11
million
Bic
razors.

10. Compe&tors
-­‐
Communica&on
! Both
Wilkinson
and
BIC
have
increased
their
marke&ng
strategy
adap&ng
it
to
the
new
web
standards.
! Both
created
brilliant
viral
campaigns
which
became
popular
among
net
users
all
over
the
world
and
generated
millions
of
views.

11. Wilkinson
case
history
1/4
2007,France,
Wilkinson
become
popular
with
a
2-­‐minute
Hollywood-­‐
like
blockbuster
trailer
in
3D
anima&on,
posted
on
selected
websites
and
blogs.
They
also
created
a
partnership
with
a
radio
sta&on
and
a
TV
channel.
Today
it
has
5.600.000
visualiza&ons
in
youtube.
FIGHT
FOR
KISSES
h:p://www.youtube.com/watch?v=LuSBCIV1zuQ

12. Wilkinson
case
history
2/4
Beyond
the
video
there
is
also
a
facebook
applica&on
(the
first
in
Italy)
and
a
specific
site
with
the
advergame.
You
have
to
register
on
the
game
site
and
then
you
can
play
choosing
to
be
the
Dad
or
the
Baby,
figh&ng
for
Mom’s
affec&on.
www.y-­‐wilkinson.com

13. Wilkinson
case
history
3/4
! The
buzz
and
massive
free
PR
generated
by
the
concept
Fight
For
Kisses
were
equivalent
to
12
&mes
the
media
budget
invested
on
the
opera&on.
! Website
visitors:
10.900.000
coming
from
220
countries
(between
September
10th
and
December
12th
2007
/
source:
Google
Analy&cs).
! 400
000
downloads
of
the
advergame.
! 6
millions
views
of
the
Trailer
on
Youtube
and
dailymo&on.
! 5000
French
and
interna&onal
blogs
enhanced
the
campaign.
Free
exposi&on
on
na&onal
TV
and
na&onal
and
interna&onal
radios.
! On
the
business
side,
Wilkinson
gained
5.4
points
of
share
of
market
(volume)
on
the
disposable
segment
and
became
the
new
segment
leader.

14. Wilkinson
case
history
4/4
• RASA
IL
PRATINO
Follow
in
2011
by
• CHIOMETTE
PERFETTE
Which
in
four
months
has
reached
11.000
visualiza&ons.
2010,
in
Italy
they
uploaded
a
new
video,
this
&me
for
female
consumers,
which
today
has
about
567.600
visualiza&ons.

15. BIC
case
history
April
2011,
BIC
launch
a
video
on
the
web.
WTF
Insane
Human
Curling
by
BIC
Flex
3
h:p://www.youtube.com/watch?v=FlCVE0OG-­‐tI
! This
video
has
now
about
2.300.000
visualiza&ons.
! Beyond
the
video
they
created
a
game
on
its
youtube
channel
and
a
facebook
page
which
has
now
7600
likers.

16. Other
razors
communica&ons
! 2009
Braun
launchs
a
campaign
on
bus
and
tram.
! There
were
two
s&ckers
posi&oned
on
the
plazorm
which
separates
the
carriages;
the
plazorm
move
up
and
down
and
Braun
PocketGo
simulated
the
shaving
thanks
to
the
direc&ons
change
of
the
vehicle.

17. Unconven&onal
Gille:e
Campaign
1/3
• 2009
Gille:e
did
an
ambient
in
a
hockey
camp
with
an
ice
cleaner.

18. ! February
2011,
Gille:e
placed
on
a
building
wall
in
Soho,
New
York,
a
big
poster
with
the
face
of
the
Baseball
champion,
Derek
Jeter,
Yankees
captain.
! The
poster
was
painted
every
day
showing
the
shaving
ritual:
the
first
day
shabby,
the
second
day
with
foam,
the
third
day
shaved,
the
ritual
repeats
every
three
day.
Unconven&onal
Gille:e
Campaign
2/3

19. ! June
2011,
Gille:e
created
a
giant
poster
of
the
tennis
champion
Roger
Federer
on
a
football
field
in
London
using
3.000
liters
of
green
and
white
ecologic
paint
.
! Then
the
2.800
mq2
portrait
was
decorated
with
1.000
liters
of
foam
then
the
shave
started,
first
with
a
par&cular
lawn
mower
to
remove
the
foam,
then
with
a
big
Proglide
razor
copy
for
the
finishing.
Unconven&onal
Gille:e
Campaign
3/3
h:p://www.youtube.com/watch?
v=ynmKBFLmVWM&feature=player_emb
edded

20. CONTEST
HISTORY
! The
contest
was
created
in
2008
in
order
to
find
new
young
football
champions
! Gille:e
wants
to
celebrate
skills
and
values
of
the
Future
Champion
! In
2008
this
contest
was
realized
with
four
athletes
coming
from
four
different
sports
(Giovinco
→
Football;
Datome
→
basketball;
Bone2
→
Volleyball;
Belo2
→
Swimming)
! Since
2009
the
categories
were
deleted
to
focus
the
a:en&on
only
on
football
players
because
of
their
fame
! During
the
years
the
campaign
has
been
more
addressed
on
the
unconven&onal
media

21. OBJECTIVES
! Reinforce
the
emo&onal
legacy
between
Gille:e
Brand
and
the
young
target
! Rise
the
notoriety
of
the
campaign
“Gille:e
Future
Champion” among
the
users
! Hold
a
huge
interest
of
the
journalists
about
the
contest
! Try
to
involve
not
only
experts
but
also
bloggers
and
influencers
! Involve
guys
and
the
users
through
unconven&onal
media
and
events
that
could
a:ract
the
a:en&on

22. TARGET
! STRATEGIC
TARGET:
Men
18-­‐34
wet
shavers,
seeking
high
performance
grooming
products.
! POME
(Point
of
entry
users):
15-­‐24
year
old
! Young
adults:
25-­‐34
year
old
! Increase
interest
and
awareness
of
Brand
Gille:e
among
the
entry
users
! Rise
the
iden&fica&on
in
par&cular
of
the
POME
in
the
players
chosen
for
the
contest
! Push
them
vo&ng
one
of
the
selected
players
on
the
website
through
an
holis&c
programme/plan
that
lasts
over
the
whole
contest

23. CAMPAIGN
2008
! Adv
television
to
point
out
the
characters
close
to
the
products
! Realiza&on
of
4
short
viral
videos
of
each
player
! Crea&on
of
4
MySpace
profiles
in
order
to
increase
the
intera&on
with
the
target
! Opening
of
a
Facebook
group
to
support
the
campaign
! Structure
used
also
in
other
countries
for
the
same
contest

24. CAMPAIGN
2009
! Strong
Adv
television
in
associa&on
with
the
new
razor
! Penetra&on
on
Facebook
with
a
specific
group
for
the
contest
! Crea&on
of
a
viral
video
on
Youtube
(“Il
Monotriangolare”)
to
exploit
the
skills
of
the
three
players
! Spread
of
three
short
viral
video
(one
for
each
contender)
linking
thier
ac&vity
with
Gille:e
products
! Realiza&on
of
a
advergame
on
internet
and
Facebook
based
on
the
Monotriangolare
idea

25. CAMPAIGN
2010
! Par&cular
focus
of
the
strategy
on
the
web
2.0
with
the
transforma&on
of
a
normal
PR
campaign
in
a
digital
ini&a&ve
! Contest
launch
with
a
web
press
conference
in
which
were
involved
55
italian
journalists
and
bloggers
! Strong
ac&vity
of
media
rela&ons
on
and
off-­‐line
! Viral
videos
with
the
three
players
and
spread
of
short
videos
linked
to
the
Gille:e
products
like
in
2009
! Crea&on
of
an
advergame
put
on
Facebook
and
opening
of
the
official
italian
Gille:e
(7.088
fan
during
the
first
two
months)
! Awards
Ceremony
made
thourgh
a
classic
press
conference
followed
by
50
partecipants,
with
Marco
Materazzi
as
special
guest,
and
live
updates
plus
photostreaming
on
the
Facebook
page

26. • In
Italy
smartphone
possess
between
15
and
24
years
old
people
is
ge2ng
close
to
tradi&onal
mobile
phone
possess.
Source:
Nielsen
Mobile
Media
2010
(Featured
Insight
)
Italy
has
the
most
smartphone
penetra&on
between
15
and
24
years
old
than
other
Countries
Why
smartphone
app?

27. COSTS/1
Tensile structure 77,5 mq 7.800€
15 rental vans 1.050€
10 rental table football 500€
10 maxi stickers 200€
Catering for 100 people 5.000€
15 people staff 1.050€
TOTAL 15.600€
LAUNCH EVENT
Rental FrecciaRossa hall 3.000€
10 people staff 500€
Piccinini presence 1.500€
Catering for 100 people 5.000€
TOTAL 10.000€
AWARD CEREMONY
App Smartphone 25.000€
30.000 stickers with free Qrcode 4.500€
TOTAL 29.500€
OTHERS
Set 55.000€
Rental proiectors + people 40.000€
Rental 8 cameras + 8 people 15.000€
Post-production 25.000€
Director 5.000€
Art Director 2.500€
Make up artist 1.000€
Editor 1.500€
TOTAL 145.000€
VIDEOCLIP REALIZATION
25 metres tall inflatables (6 in total) 15.000€
3 rental kiosks 1.200€
10 maxi stickers 200€
6 people staff 420€
66 tickets stadium + benefits 3.300€
TOTAL 20.120€
EVENT AT THE STADIUMS

28. COSTS/2
Gazzetta dello Sport
SportMediaset
TuttoMercatoWeb 4 days at the end of september and 4 days at the beginning of december
PLANNING INTERNET BANNERS
Day launch and 06/11/11
20-21/09/11 for Milan - Udinese and 15-16/10/11 for Atalanta - Udinese
Days Costs
500.000 Gazzetta dello Sport app downloaded 2 50.000€
250.000 SportMediaset app downloaded 2 25.000€
TOTAL 75.000€
SMARTPHONE BANNERS (ESTIMATES)
Costs
2 days on Gazzetta dello Sport (50 € for 1000 impressions) 50.530€
4 days on SportMediaset (50 € for 1000 impressions) 48.440€
8 days on TuttoMercatoWeb (35 € for 1000 impressions) 45.540€
TOTAL 144.510€
INTERNET BANNERS
910.127
Unique Contacts per day (Audiweb 2010)
505.293
242.196
162.638

29. TOTAL
COSTS
Launch event 15.600€
Event at the stadium 20.120€
Videoclip realization 145.000€
Award ceremony 10.000€
Internet banners 144.510€
Smartphone banners 75.000€
Others 29.500€
TOTAL 439.730€
RESUME

30. CONTACTS/1
Internet site Unique audience month (Audiweb 2010) Banner life Forecast viewers
Gazzetta dello Sport 298.000 2 days 48.000
Sport Mediaset 160.000 4 days 25.000
Tutto Mercato Web 210.000 8 days 37.000
TOTAL 668.000 14 days 110.000
UNIQUE BANNER CONTACTS CORE TARGET
Internet site Unique contacts per day (Audiweb 2010) Banner life Forecast Viewers
Gazzetta dello Sport 505.000 2 days 252.500
Sport Mediaset 242.000 4 days 242.000
Tutto Mercato Web 162.000 8 days 324.000
TOTAL 909.000 14 days 818.500
BANNER CONTACTS

31. CONTACTS/2
Viewers
45.000
20.000
20.000
TOTAL 85.000
GUERRILLA STADIUM CONTACTS (06/11/2011)
Atalanta - Siena
Giuseppe Meazza
Friuli
Atleti Azzurri d'Italia
Match Stadium
Milan - Catania
Udinese - Cagliari
Youtube Smartphone Launch event Award ceremony
500.000 150.000 25.000 10.000
OTHER CONTACTS

32. TOTAL
CONTACTS
Internet banner 818.000
Smartphone banner 150.000
Guerrilla stadium 85.000
Youtube 500.000
Launch event 25.000
Award ceremony 10.000
TOTAL 1.588.000
TOTAL CONTACTS