We developed a timing strategy focused on weekends & in a context that fits their mindset – things they do before the working week starts again: Enjoying entertainment programs, checking sports results etc .We identified the top 2 touchpoints for our target group – TV & Online media – and developed innovative executions for both channels. We blocked the #1 entertainment TV channel, sponsoring ALL programs throughout the day on 3 consecutive Sundays with special copy executions (opener/ closer/ reminder), maximizing contacts.Our online campaign was run exclusively on weekends, focused on entertainment, sports & cars, including especially adapted executions on the #1 website for soccer to reach our target group when updating on the weekend matches. Effectively, no men were able to float into a working week without being reminded that Braun Series could kick-start their Monday morning! Or quoting the copy claim: Goodbye Weekend. Hello smooth skin.

After 6 consecutive months of business decrease Braun managed to turn around development, growing sales value in the entry price segment by 46% – despite a tough economic environment.

Furthermore, Braun achieved its highest value share for the last 2.5 years. Campaign reached the highest ever copy recognition for Braun.