The Man of Steel.
Schick Global.


The Brief

Why Schick Came To Us

Objective:

Schick required a cross-market campaign that engaged retailers and drove sales. An increase in market share and YOY growth was essential across all regions.


The Work

What We Created For The Campaign

Strategy:

Our challenge was to create a cross-market consumer promotion that didn't lose its message across the South Pacific region. We found an internationally appealing property with the upcoming release of Man of Steel and partnered with Warner Bros to leverage the additional hype and buzz that's generated around the movie.

We identified early that in this version of the franchise, the usually mild-mannered Clark Kent was a bit more edgy, rugged and ‘bearded’. In fact, his transition to full-blown superhero was only complete when he appeared clean-shaven. Using this insight we built a campaign encouraging our users to transform themselves with Schick and Man of Steel.

Execution:

  • In-store POS suite
  • Packaging Design
  • Partnership with Warner Bros property MAN OF STEEL
  • On-pack branding
  • MAN OF STEEL branded travel cases and shower hangers in pack
  • Unique Point of Sale units and off-location displays
  • Sweepstake ~ Win movie prizes (all other markets) 2 for 1 movie offer (Australia)
  • Promotional Website (mobile and tablet optimised) www.schicktransform.com/manofsteel/ for each country ~ conducted draws for each market
  • Each market had a different prize pool to be managed


The Response

Reaction To The Campaign

We executed a consumer promotion and deployed a simple call to action message that could be easily translated to different languages that would drive sales and increase basket size across the Asia Pacific region.

Depending on the market, consumers could win Man of Steel branded travel cases and shower hangers in pack or a 2 for 1 movie offer (Australia only). Each market also had their own exclusive prize pool.

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