In China, wet shaving has a big problem; perception. Dry (electric) razors make up 70% of the market because here, having a wet shave is seen as old fashioned. This is something that the majority of the growth potential in the market; younger, progressive, technology obsessed buyers; would never want to be associated with.

Gillette needed the campaign to deliver a complete brand reappraisal, they needed a solution that would turn wet shaving from being something your granddad did into something the younger, newer consumers would be excited about experiencing for themselves.

Not only this, we needed to drive penetration and sell the product. The campaign was to focus on the key e-commerce day ‘singles day’ (11.11) and the task was to at least match the volume achieved last year, no mean feat considering this day in 2014 had delivered incredibly strong sales.

We launched China’s first ever virtual reality mini-movie for Gillette, and immersed our target in this revolutionary 360-degree VR experience during Single’s Day 2015.

1. Promoting the VR video on China’s biggest social platform, Wechat

2. We sold a special pack of Gillette with a pair of Google Cardboard VR goggles on T-mall (China’s largest e-commerce site).

3. After receiving the special pack, consumers were invited to scan the QR code and download the Gillette VR app onto their phones, and enter the world of Gillette virtual reality.

4. Through VR, they were treated to a fully immersive brand experience… and became the suave hero in the film. They were able to interact with Gillette Fusion, hold it with their own hands, and experience the thrills of sky-diving into an evil lair, defeating a slew of villains, and finally experience the excitement of rescuing a beautiful woman.