Moustaches Make A Difference: Einstein, Dali, Gandhi

[shikharkamat]

Interesting campaign by TBWA/Singapore

[shikharkamat]

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[shikharkamat]

“Moustaches Make A Difference. This month, help us support prostate cancer research by growing a moustache. If you can’t get grow one, get one at mosmakeadifference.com, and encourage your friends to donate.”

Advertising Agency: TBWA\Singapore, Singapore
Creative Directors: Hagan de Villiers, Gary Steele
Art Directors: Reginald Ocampo, Danny Teo
Copywriters: James Holman, Martin Loh
Illustrator: Reginald Ocampo, Roger Tan
Developers: Tony Chew, Sean Tan
Production Managers: Sally Sim, Allen Pattiselanno
Account Service: Jaclyn Lee, Alrick Dorett
Published: November 2010

[Saumya]

hahaha this is directly pitted against Gillette's Ladies Against Lazy Stubble.
Let the Ladies decide. facial hair or no...

The funny thing is, I am sure this research is rigged for awards, because I am a girl, and ALL my girl friends think stubble may look cool on a guy, of course depending on his looks. And traditionally, in India, facial hair has been preferred on men, and we used to look down upon clean shaven Brits of the East India Company.

Brand: Gillette
Agency: BBDO, Mumbai, India
Chief Creative Officer: Josy Paul
Executive Creative Director: Rajdeepak Das
Creative Director: Sandeep Sawant
Copywriter: Pashyn Sethna
Photography: Umesh Aher
Account Supervisor: Arjun Singh Kochhar, Harsh Mehta
Account Manager: Rhea D'souza, Kiran Dhodia
Producer: Kirk Jacob
Other credit: Chairman: Josy Paul
Media Director: Alka Pillai


Describe the campaign/entry:
CHALLENGE: How to get Indian men to shave more often. PROBLEM: Most men think that the stubble looks cool and desirable to women. INSIGHT: Research showed that 77% of Indian women preferred clean shaven men. SOLUTION: Involve the one audience our target will listen to: WOMEN! So we created W.A.L.S. - Women Against Lazy Stubble - a woman’s movement to get men to shave. RESULT: Sales grew by 500% and market share went up by 400% - Source: Nielsen Track The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories. 763,000 hits on Google. Purchase intent of the consumers in the activity was over 60% - Source: Nielsen Track Overall awareness of the movement was at 160 index, which is the highest awareness for any activation without TVC's across categories for P&G India. - Source: Nielsen Track

Describe the brief from the client:
THE OBJECTIVE: The aim was to increase trials of Gillette Mach3 razors by dropping the price of the Mach3 razor to encourage men to sport the clean shaven look more often. THE TARGET AUDIENCE: SEC A,B,C Age: 18 to 45 years, MALE RESEARCH: The Nielsen Study conducted in late 2008 revealed that 77% of Indian women preferred the clean shaven look.

Results:
The campaign got over $ 2.5 Million worth of free media coverage, which is the highest for P&G India across all categories. Sales grew by 500% and market share went up by 400% - Source: Nielsen Track 763,000 hits on Google. Purchase intent of the consumers in the activity was over 60% - Source: Nielsen Track Overall awareness of the movement was at 160 index, which is the highest awareness for any activation without TVC's across categories for P&G India. - Source: Nielsen Track

Execution:
The idea was triggered by a Nielsen study which showed that 77% of women prefer clean shaven men. So we created a woman's movement called W.A.L.S. (Women Against Lazy Stubble). It started on Facebook and resulted in a movement which was also supported by three famous Bollywood actresses. Gillette stepped in and supported the movement by dropping the price of its Mach3 razor. This created huge excitement across all media. It became national conversation. Women began to shave men in a unique mall activation! The final multiplier happened when about 2000 men came together and shaved their stubble in public!

The Situation:
The situation was that Indian men were shaving just once a week. The perception was that the stubble looks cool and desirable to women! Just doing an ad was not the solution. We needed to raise a nationwide public sentiment and response to change this situation.


The Strategy:
Being a low involvement category, Gillette Mach3 had to connect with the target audience by creating excitement about the category and product. The idea of creating W.A.L.S. - a movement against the lazy stubble touched a chord in consumer, influencer and media. This created instant media buzz! Resulting in a national conversation about shaving! This was further fuelled by the mall activation and the 'Shaveathon' (where 2000 men shaved in one go).

[shikharkamat]

Hey Saumya! Nice campaign! But did you notice that the Moustache campaign is for the male prostate cancer cause? - At a time of being a victim of a sickness that is a threat to a man's manliness, this campaign suggests men to grow a moustache and celebrate the feeling of being a man.

Whereas,

the gillette campaign is suggesting that men go clean shaven because women prefer it that way!

[shikharkamat]

Hey Saumya! Nice campaign! But did you notice that the Moustache campaign is for the male prostate cancer cause? - At a time of being a victim of a sickness that is a threat to a man's manliness, this campaign suggests men to grow a moustache and celebrate the feeling of being a man.

Whereas,

the gillette campaign is suggesting that men go clean shaven because women prefer it that way!

[basant kumar]

i like the moustache campaign.