Gillette created an interactive reality show “Mission Possible” with slogan “Achieve the best you can!”. After an extensive casting, 4 young men from different cities were chosen to become proficient in different professions (producer, animator, traveler, florist). During 5 weeks under the direction of professionals G-men had to overcome lots of trials: parachute jumping, baby-sitting, lie detector, etc.

The gmenliveshow.ru site was created as the main brand communication platform with audience (information and news about the show, participants’ blogs, different activities and voting for winner).Also we broadcasted the show for 5 weeks on MTV channel and supported it by regular announcements. Campaign included as well advertorials in press, OOH support in casting cities (1M+), banners, special formats in Internet.In December the winner of the first stage took the prize (1 mln rubles).The rest three G-men, upgraded and changed, are still trying to do the best in studying the professions they’ve chosen and fight for the final prize – 2 mln rubles.This part of the project is getting mainly the online support.

Results for a moment:652 videos as casting applications132 369 registered usersOver 1 300 000 visits gmenliveshow.ruOver 3 500 000 views on YouTubeMore than 10youyube TOP’si-Media reach 32 MM contactsTV reach all 15-25 2200 MTop 10 best shows of the day at MTV (#7 and #3)