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20/09/2007 - par Mark Tungate

Ithink we can all agree that a good campaign is one that sells the product, and not the creative idea. I mention this because I recently saw two online campaigns : one is an idea so good that it drowns out the product, while the other is a simpler idea that sells.

For my next book, I've been doing some research into the male grooming market - shaving and stuff. Which is why I was interested in the viral campaign for Wilkinson's Quattro four-blade razor (see www.ffk.wilkinson.com). Called « Fight for Kisses », the campaign is about a baby who is infuriated by the arrival of the new razor, because it makes his father's skin as soft as his own. This means his mother now kisses his dad more often than him. There's a neat trailer and an advergame. The problem is that I just had to watch the thing again to remind ­myself what the product was. ­Actually, I think the product is the problem. Who needs a four-blade razor ? Sorry, JWT, but not me.

Meanwhile, Philips in the States recently launched a campaign for its body hair razor for men, the Bodygroom. The online ad is simple - a cool, funny guy in a bathrobe explains why you should shave your body hair (the « adds an optical inch » argument is particularly compelling). The razors whizzed out of stores, the ads created a new category, and the client found that 60 % of purchasers did so because of the ad (www.shave ­everywhere.com). Case closed. Anyway, I'm off to do a bit of internet shopping - know what I mean ?

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