Manning Selvage & Lee and Philips Norelco: Creating Buzzzz for Philips Norelco Bodygroom – Product and Web
There
are a lot of coarse ways to refer to men grooming their body hair
–"trimming the hedges," and "manscaping" among them. So when Philips
Norelco set out to launch its new "Bodygroom" shaver product in Q2
2006, it had to walk a line of promoting manscaping at various levels
of maturity.
Research showed the prime target for the Bodygroom was men 25-34,
urban, social, who spend a lot of time online looking for sports and
humor. These men also look to influencers such as celebrities, media,
and their peers for advice on grooming and appearance.
MS&L devised a plan that would capitalize on the fizzle of the
term "metrosexual," and add humor and masculinity to a grooming product.
The objectives were to drive sales of 150,000 units by the end of
the calendar year, attract 100,000 unique visitors to the site during
its first eight weeks, and generate 100 million media impressions.
In what judges called both a brilliant and hilarious campaign, the
team created an interactive destination, shaveeverywhere.com, to give
its target audience a place to "take a little off the top" in full
privacy and validation.
After determining his audience was a key fit, they also partnered
with Howard Stern, sending entertainer Jodie Moore to discuss the
Bodygroom on air, and having popular show character BeetleJuice groomed
live on air.
The Sundance Film Festival was another destination for the campaign.
In "Shave Your Kiwis," the company challenged celebrities to defuzz
kiwi fruits to create interest and add innuendo and humor to the
product in an otherwise cluttered giveaway environment. At a trade
show, six firemen competed in a "Shave the Brave" contest for charity.
MS&L also took on local radio promotions, asking DJs to discuss
male grooming. And in the awards category, it submitted the Bodygroom
for honors in magazines such as FHM and Men's Health.
The campaign exceeded expectations. The Bodygroom became the
top-ranked product on Amazon.com's Health and Personal Care section
within two days of the Stern promo. It stayed there for eight weeks.
Meanwhile, shaveeverywhere attracted 1.7 million unique visitors.
MS&L doubled its media impressions goals with 190 million, with hits in publications such as The New York Times and The Wall Street Journal, as well as radio and television segments.
Shaveeverywhere.com
was featured on 1,500 blogs and got more than 100 positive customer reviews on Amazon.
Finalists
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360 Public Relations and LEGO Systems
LEGO: Builders of Tomorrow
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American Red Cross
125 Years of Hope, Humanity and Compassion- Web-Based Events to Mark a Milestone
-
CKPR and CareerBuilder.com
CareerBuilder.com Monkeys Around
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Manning Selvage & Lee and Philips Norelco
Creating Buzzzz for Philips Norelco Bodygroom - Product and Web
-
Weber Shandwick and Masterfoods USA
The Rover: There is no off-season
Honourable Mention
Weber Shandwick and Masterfoods USA: The Rover: There is no off-season
If
one was to compare the Snickers bar to a sports hero, it's an aging
athlete who's likeable, but hasn't changed lately. Snickers aimed to
alter this by getting its brand into the extreme sports movement,
targeting young men ages 18–24 who are heavily involved in
skateboarding, snowboarding, and surfing. This group is distrustful of
mainstream media, finding it elitist and insular. The team created
TheOnSeason.com, an online social network for riders, by riders; and
set up submissions to be The Rover, an amateur rider's dream job. The
Rover was a correspondent who traveled to premier riding events, got
backstage, and blogged about it. The Rover created a one-of-a-kind
experience to tout the Snickers "instant satisfaction" positioning.
Results were 4 million target members reached, 100% positive coverage,
1,800 applications for the Rover, 3.4 million hits to theonseason.com
and 516,000 to the Rover blog. "This effort made the established brand
relevant," said one judge. "It was a great partnership."
About the Sponsor
Porter
Novelli is one of the world's leading PR agencies and is represented in
all major markets. With a focus on effective stakeholder communications
and adopting a holistic, media-neutral approach, Porter Novelli
develops PR programs that deliver value and impact to its clients'
business. Porter Novelli was founded in Washington, DC, in 1972 and is
a part of Omnicom Group (NYSE:OMC), a leading global advertising,
marketing and corporate communications company. www.porternovelli.com.