P&G, Sony and Konami kick off Gillette Fusion Gamer launch campaign

Mediacom has invited Sony and online game brand Konami to jointly kick off a new marketing campaign for the launch of its Gillete Fusion Gamer shaving razor to drive awareness and invite usage trials.

“Instead of pushing a traditional ATL campaign or promotion ads, which is quite dry,” said Stanley Ngai, business director of MediaCom Hong Kong, “We recommended Gillette engage customers in a soccer competition to leverage the period post World Cup and before the start of other major soccer leagues.”

The competition is based on Winning Eleven, one of the most popular video football games in Hong Kong, and will kick off during the post World Cup period in partnership with Sony and Konami. Ngai adds they are hoping to leverage the social community power to facilitate the launch. Sony, Konami and Gillette share the same target market.

The campaign period is from August to October with the 'matches' taking place at LCX in Causeway Bay on three consecutive weekends from 15 August. The final will be held at Olympic City Mall.

Winners will be entitled to represent Hong Kong and participate at the WES/WE2010 World Finals in Europe.

Sports celebrities Thierry Henry and Roger Federer are Gillette's brand ambassadors.

Credits
Client P&G
Project Gillette Fusion Gamer launch campaign
Client team Samantha Fan (brand manager), Jay Lyu (assistant brand manager), Jeffrey Hui (assistant brand manager)
Media agency Mediacom - Stanley Ngai (business director), Steff Mak (supervisor)
Exposure TV, Print, Online, Radio