Gillette M3Power is the world's first battery razor. The thinking behind this innovation was so different that it created a new category: 'power wet shaving'. To compliment the high levels of technology we identified the internet as the best channel. We created a platform to drive positive consumer brand experience and peer advocacy. To build credibility we developed relationships with key internet gaming sites and created an on-line game that offered genuine play-ability for young men.

Amazing Results:20.5 million unique players vs objective of 1 million.85 million plays for an average of 4.5 minutes per play.This equates to 18 minutes of heavily branded interaction with Gillette M3Power. Highly cost effective - each brand interation cost less than 0.002p to Gillette. Premier search engine optimistation gained for free on Google and Yahoo due to quality of the game. Winner of Miniclip award for 'internets most successful advergame' 2005URL: http://www.dialoguebeta.co.uk/m3tech/uk/default.asp