Gillette has launched an innovative new razor, which name is Gillette Fusion Proshield. It added one more lubrication on its razor hence it makes Smoother shaving than ever. However, adding one more lubrication is not enough to catch the eyes of consumers.How to deliver it is the best shaving razor to consumers...just showing one more lubrication could buy laughing from consumers. the key insight we pulled up was "For men, shaving is last action to complete best look. Furthermore, a razor is ultimate weapon to make best look".By leveraging the insight we came up with "Proshield Headquarter" concpet which presents how great Gillette is technologically and how great look our agents, consumers, have

The given time line was 3 months for 2 weeks event including installation. To deliver the concept clearly to our consumers, our Choice of campaign elements were; Innovation History Wall, Films and Never experienced digital tool kits (Translook display, interactive Screen and World 1st OLED Scanner that shows how innovative Proshiled is) In terms of design We maximized New product's iconic shield symbol in order to be consistent in every inch of our activations such as, Film, temporary website page, online banners, sample box, customized razor design, event booth, giveaways and innovative digital toolkits. The location was Gangnam St. which is the busiest and the most trendy area. The project was covered Film, Digital, Event and PR

Sales: Increased its market share to just over 10 percent in 3 months

# of Visitors: 13,597 pax

Total 394 On-line news expose-76,472,528 impression (Online news & photo wall news)

Facebook impressions-5,820,000 impressions

Top 3 Portal site main&sub page dominated2,515,142,211 impressions

Total 475 earned social media (Instagram) coverage3,250,500 impressions

Total 26,000,685,239 impressions