Gillette - Fusion Tour
Brief
TCN were tasked with launching Gillette’s new Fusion razor into New Zealand. Following a strategy set in other international markets, the Fusion launch in New Zealand was required to focus on nationwide product sampling - audience activation. This would support and close the loop on the above-the-line material used from other overseas markets.
Solution
A four month, 28 date tour schedule taking in major summer events, the beginning of New Zealands popular Super 14 Rugby tournament, International test rugby and the International Queenstown Winter Festival. The goal was simple - get the Fusion into as many hands as possible, rewarding those that try the product with a discount coupon for redemption at participating supermarkets.
We designed, built and operated the Fusion Trailer; a self sufficient, fully plumbed shaving station, nimble enough to negotiate the challenging confines of major malls, but large enough to cope with the crowds seen at the V8 Super Cars in Pukekhoe. We managed the Razor Babes team, and directed their product education to ensure the public were taken through the Fusions benefits in a clear and friendly manner every time.
Solution
The promotional sampling was highly successful, the Fusion ‘Razor Babes’ giving out more than 20,000 Fusion coupons over the Tour period.
Many major supermarkets situated at Tour locations ran out of new Fusion stock completely underestimating just how successful the response would be.
On several peak days, the Razor Babes and the Fusion Shaving Station conducted over 900 shaves.