By creating Mo’s Moustache Emporium, the promotion was always at the heart of the concept and inextricably linked to the brand and its sponsorship. Mo’s offered free shaves to everyone taking part in Movember for the entire month, demonstrating that Wilkinson Sword are not only the experts in shaving but that they value their consumers by supporting them in their charity work. By offering free shaves, styles and trims the promotion was able to do more than generic coupon sampling and generated a much deeper and arguably longer-lasting experience for those taking part. Online banners were used to push people to the online Mo's. Banners appeared on sites such as NME, loaded, Nuts, GQ, Mens Health, Hotmail and Bebo

Print advertising, leafleting, PR and event activity helped to encourage people to take part in the experiential activity. By the end of the month we over-performed on our target by 496% (a total of 745 shaves)Banner advertising and online PR helped to push our target to Mo’s online, receiving over 38,000 unique visitors, and over 190,000 page views in the month of Movember (1st Nov-1st Dec). Over 3000 visitors to the site entered the competition, whilst over 200 uploaded their photos to the gallery.