Cure thousands of men who suffer from emotional torture because of their body odour with a miracle solution.Use humour to bypass the negative emotion and engage with consumers in a totally unexpected, fun way, especially for Gillette.On April Fools Day in the UK, we launched Miracle Shirts with breakthrough odour neutralising G.U.F.F technology, only to reveal a more realistic way of impressing the ladies, Gillette Professional Power deodorant.Communication Plan:Email sent on April 1st to 500,000 men Email sent on April 1st to 30,000 women from Quarter-page ad in 8 major national newspapers on April 1st : Sun, Mail, Metro,Times, Telegraph, Guardian, Independent, MirrorMiracle Shirt hoax website

1236% traffic on Gillette UK website (Compared to March 31st)15% of total pages views on Gillette.com worldwideOver 22 000 unique visitors, all of them refreshing the page to watch the spoof again (44 000 pages views)10% of the visitors went to Gillette UK website for more info on Professional Power deodorant.62% of visitors came to the website by typing the URL directly, meaning from the Print or word of mouth,16% came from the email,11% of both male and female email recipients clicked through on the email.Our site was ranked 1st on Google UK (april 1st) and we received instantaneous media coverage.