We turned a simple product placement into a virtual television ad seamlessly woven into one of Turkey’s highest-rated series. During a key plot development, the attractive, masculine (and stubbly) lead actor lathers up for a shave. As he reached for his razor, we placed a virtual ad on the screen, making it look as if the character had plucked his favorite Phenom razor directly from the ad. During the four-minute shaving sequence, the character is interrupted by the show’s lead actress, who caressed his cheek in greeting; a reward in physical closeness that resonated with the target. To further bring home the point, the lead actor later explains his close shave is important to his baby daughter, so he won’t hurt her sensitive skin. In the end, the character, our everyday hero, was rewarded with a gentle touch from a women, while performing a heroic act for his daughter.

After our promotion, Gillette FUSION’s unaided brand awareness reached its highest ever in Turkey, up 300% over the previous months. Trial scores for Gillette FUSION were up 142% over the previous 10 months and remained there well after the product placement.