Our overall objective was to develop highly impactful, relevant and persuasive communication with broad appeal for MACH 3's target consumer's men 14-49.

Specific goals were to:Develop a platform for communication beyond traditional advertising by surrounding the target consumer with the Gillette MACH 3 experience within a football contextFoster a closer affinity for MACH 3 among European football fans, while adding value to local media plansGain multi-media exposure and PRDeliver light traditional TV viewersGillette has had a long association with football, having sponsored the World Cup since 1970. Gillette wanted to build upon this association during the run-up to the World Cup in 2002, and Eurosport was the obvious choice to access 19 million homes across 54 countries. We exploited the relationship between Eurosport and its viewers to build a closer relationship to potential MACH 3 purchasers through an added-value sponsorship package including spot inventory, programming and viewer competitions.

Gillette, OMD and Eurosport created an extended programme of which Gillette was able to take ownership during the build up to the 2002 World Cup. The programme comprised five elements:GILLETTE DREAM TEAMInnovative communication on- and off-line intensified Gillette’s association with football and added real value to consumers’ viewing experience.

Following on-air promotion, viewers voted online, via the Gillette Dream Team site at eurosport.com, to select their ultimate football team of world-class players. The site attracted over 3,500 voters in a 16-week period, generating nearly 30 million impressions. The on-air episodes of the Gillette Dream Team then feature exclusive on-location action footage and interviews with Dream Team nominees like Beckham and Zidane. EUROGOALSEurogoals is Eurosport’s flagship weekly football magazine programme. Each week it highlights all the action from the top national leagues in Europe, providing match highlights, goals, interviews, news and analysis. Eurogoals was sponsored by Gillette, including 5’ billboards.The "MACH 3" Best 3 Goals was a vignette created each week to highlight the best three goals from across Europe. It was broadcast directly after each edition of ‘Eurogoals’. SPOT-THE-BALL PROMOTIONThe first quarter of 2002 saw Gillette run its largest ever retail promotion to win tickets to the World Cup in Japan.

Eurosport was able to convert this promotional idea into a broadcast and on-line “Spot-the-Ball" promotion to broaden its appeal and coverage. Viewers were required to register and identify the location of a football on the field from an actual exciting match moment. To maximize participant entry, Eurosport offered on-line, phone-in and SMS entry methods, which was another media first for Eurosport and Gillette. Over 8,500 entrants in the first 5 weeks of the competition have been registered.WINAMAX FANTASY FOOTBALLWinamax is an on-line fantasy football game where MACH 3's target consumers manage a team throughout the 2001/2002 football season. The highest scoring teams will be awarded Gillette product prizes.In six months, Eurosport's Winamax site has been played by 22,000 consumers. PREMIUM AIRTIMEPremium airtime included spots during live action and replays of major events to increase reach beyond that of the football sponsorship elements. Key to the effectiveness of the campaign has been airing 50% of spots in first or last positions. Airtime was negotiated at a guaranteed CPM less than half the cost of similar terrestrial TV programming. The OMD media team developed concepts and co-ordinated this fully integrated communications programme with Eurosport. Innovative ideas generated through combined brainstorming sessions were developed to address the goals described in this paper. Execution and post-buy analysis will continue through Summer 2002. This submission demonstrates the perfect match between medium and target in an impactful, exciting way:1) The targeting and football association was exactly right. MACH 3 potential users have been proved via research to be greater-than-average football fans.2) The sponsorship package delivered value for money. MACH 3 benefited from over $4.0MM in exposure for an investment of only $2.5MM3) Creative breakthrough ensured that MACH 3 was not "just another football sponsor". Breakthrough was achieved via on-and-off-line elements, Gillette branded properties, mention in programme titles and premium airtime.4) Complete integration of on-line and in-store promotions was achieved via the "Spot-the-Ball" promotion".5) The interactive elements of the programme ensured a deeper level of communication with MACH 3's target consumers. Additionally, this was the first time that on-line activity has actually driven on-air programming via the Gillette Dream Team.

The OMD media team developed concepts and co-ordinated this fully integrated communications programme with Eurosport. Innovative ideas generated through combined brainstorming sessions were developed to address the goals described in this paper. Execution and post-buy analysis will continue through Summer 2002.