Wilkinson Intuition 2in1 offers consumers ultimate convenience when it comes to shaving. All you have to do is add water, and the inbuilt soap mechanism means you don’t have to lather up before you shave.
We wanted to dramatise this benefit by creating a giant foaming Wilkinson Intuition razor, showing how simple and easy it is to shave with the product.
The Idea
If you can’t make it happen think of alternative solutions; and that’s what we did. We created the impression of a special-build OOH in the iconic location of Trafalgar Square. Using an innovative animation technique we placed our Wilkinson Intuition product in the centre of London.
The result?
A giant foaming razor that captured everyone’s attention on social channels.
The campaign successfully reached over 44 million women, with a +70% increase in units sold and a +67% increase in turnover compared to previous year.
The Challenge
The Wilkinson Sword brand / consumer relationship sways more towards functional over emotional. The lack of emotional connection is their biggest barrier to market. The intuition razor is built on the premise of a ‘women’s intuition’ which has huge potential for an emotive campaign that resonates with female consumers. Wilkinson Sword wanted to showcase the benefits of the Intuition Razor, and get consumers to pick them up off the shelf next time they are shopping!
This razor has built-in moisture and shaving foam, so no other products are needed other than yourself and water! The team at Wilkinson Sword wanted to get across this message in a fun and dynamic way that was an ‘out of the box’ output to communicate with customers.
The Insight
This razor offers the ultimate convenience for consumers, you don’t need shaving foam or body wash to use this product! The Intuition 2-in-1 razor simplifies shaving and fits into people’s busy lives!
We were tasked with communicating the benefits effectively and bring them to life.
The Idea
We wanted to create a fun & different way to communicate nothing else is needed but this razor, water & yourself for a great shave! Playing on the sad reality of the British weather we decided to create a giant OOH Special build that was rain water activated. ‘Just add water’ to this gigantic razor, and watch the foam bubble from the billboard.
This was supported by DOOH in close proximity to the special build OOH. The team at WS had also organised an Intuition branded coffee van & a giveaway of the Intuition razor to support this campaign.
The Results
The special Build OOH & DOOH creatives were displayed at the iconic Westfields Shepherds Bush which boasts a whopping footfall of 1.5 million people per month. The campaign was live for a 2 week period.
There was a lot of influencer & press coverage and general social media buzz surrounding this creative!
