P&G goes the AR way so Singaporean men can experience how Gillette Fusion ProGlide 'Turns Shaving into Gliding' through Clear Channel

02/11/2011

One of the world’s leading consumer product companies, Proctor & Gamble (P&G) placed an innovative campaign with Zenith Media on Clear Channel’s medium this 20^th October 2011, to promote the new Gillette Fusion ProGlide.

P&G launched the campaign with Zenith Media and Fontcraft. This innovative media collaboration leverages on Clear Channel’s PLAY portfolio of digital offerings, and was specially crafted for Clear Channel Singapore’s Out-Of-Home medium. Static posters are also up across a people&places Retail Network to engage males at point-of sales including malls and supermarkets at 150 locations island-wide. The Gillette Fusion ProGlide shave’s AR campaign is the first of its kind, and is located along the Orchard shopping belt at Orchard Boulevard and Orchard Road (outside Plaza Singapura). Aimed at turning skeptics into believers, this campaign uses AR technology to let men experience how the use of thinner, finer blades with a low-resistance coating ensures its flexibility to glide effortlessly through hair, reducing tug and pull.  

With D.ink as the technology partner for this Augmented Reality (AR) campaign, the shelter panels feature a screen programmed with AR 3D facial technology .The screen is boxed up within a 6-sheet panel, and the augmentation is carried out in real time. Almost immediately, a man’s face is tracked by the program and digital content is mapped onto his face in three dimensions. Following this, a pre-set sequence of animation – Gillette Fusion ProGlide razor and foam appear on the screen animating the “gliding experience”. As men use the invisible Gillette Fusion ProGlide razor and foam (viewable only through the screen), they experience how Gillette’s Fusion ProGlide’s most advanced blade ever turns shaving into gliding!

While the static posters communicate and highlight branding and key benefits with using Gillette ProGlide, the creative use of AR technology replicates the experience of gliding instead of shaving, only with Gillette. 

This exceptional campaign’s virtual ‘gliding’ experience on Clear Channel will be up for 4 weeks, and is also out online and on cable television.

Media Agency: Zenith Media
Creative Agency: Fontcraft, BBDO
Technology Partner: D.ink

Please check out www.youtube.com/ClearChannelSG for more exciting details for this campaign!