Wilkinson launched a new razor that combines everything a creative shaver needs… To promote this razor we launched a campaign stimulating extravagant shaving by creating a D.A.R.E community ('Dare to Shave Creativey, or 'le Droit Au Rasage Extravagantes').We had to bring this D.A.R.E. community to life and draw attention to the website. We chose to infiltrate an event that already gets lots of media attention: ‘Roland Garros’.During the intervals in a tennis match the camera focuses on celebrities, pretty girls or crazy supporters. This is why we sent our spokesperson William there for one week to promote extravagant shaving. We shaved his head like a tennis ball, painted his face yellow and dressed him in a t-shirt with the URL for the website on it.

We bought tickets for William to the Belgian and most popular matches, making sure his seat was well in front of a camera. He drew the attention of the cameras with his extravagant hair do. While cameras focussed on him, people were also drawn to his t-shirt, mentioning his MySpace page: I am D.A.R.E. On his page he uploaded his adventures and pictures of Roland Garros.

William became one of the hits of Roland Garros. Lots of people wanted to have their picture taken with him.Journalists wanted interviews and cameras zoomed in on his tennis ball head. Almost all newspapers, many blogs, and television stations covered the story. Visits to the website were five times higher than normal. Even the two remaining Belgian tennis players Steve Dacis and Olivier Rochus became fans of William. He also became a hit in New Zealand, China and the USA.With a limited budget we did not only direct traffic to the site, we also brought the D.A.R.E. community to life and we received free press attention to the value of €265,000. In a very technological market the brand Wilkinson gained likeability and share of voice.