Shaving was rarely a topic of discussion among young Taiwanese. How could we get guys talking about shaving, and communicate convincingly that wet shaving is indeed enjoyable and comfortable? How to let people experience the sensorial comfort of Gillette shaving, when shaving in public is inconvenient and was unheard of?Our idea: Balloon shaving! Balloons are the ultimate symbol of the tender skin that Taiwanese men were so concerned about. It was also the best test for a shaving system that promises “no nicks and cuts.” and it had immediate visual feedback: One small nick, and a balloon explodes!

Balloon shaving as a metaphor effectively addressed our conceptual, creative and operational challenges. The idea was so novel that it guaranteed participation with minimum effort, and (unexpectedly) generated a child-like spontaneity among participants. They could feel for themselves what a great shaving experience could be.

More than 34000 participants (one of the highest recorded for demonstrations of this kind).The campaign achieved a return on investment of 1:2.Volume share of the Brand went up by 20%, value share by 17% compared to previous and next quarters, with all other marketing inputs remaining the same.