This is an era of surround sound and 3D visuals in the cinema, but we went for a wholly unexpected assault on moviegoers’ senses. We wired up 218 remote-controlled vibration motors and placed them under the arm-rests of the seats in a Turkish cinema.Then, when the Gillette Fusion Power ad came on, we turned on the vibration – and sat back to watch the furore.At first, people thought their phones might be ringing.Then, our voice-over told them what was really going on, and delivered our powerful message.The cinema seat headrests had all been covered with Gillette branding, too, so there was no escaping the impact of our ad. The audience really could “feel the difference”.

There had been nothing like our pulsing cinema in Turkey before.So while we directly reached our target of 11,000 moviegoers, they went and told many more.As a result, consumers were more clearly able to pick out our message from the crowd of shaving brands. The numbers of people able to correctly match our marketing images with the Gillette Fusion Power brand tripled from before the campaign.So Gillette could feel the difference, too.