Product category:
Integrated marketing
News Release from: Haygarth
Edited by the Marketingservicestalk Editorial
Team on 13 March 2008
Gillette goes online to target youth
Following the success of Gillette's Stealth campaign, which won "Best art direction for digital/interactive" at the MCCA awards, Gillette is launching an online campaign to target the youth arena.
In a first for Gillette, the brand will partner with online media group YouTube to target a younger audience of 18-24 year old males The online campaign, named "Trickstars 08", was devised and created by integrated marketing agency Haygarth and builds on the new above-the-line campaign featuring Gillette's three champions: Thierry Henry, Roger Federer and Tiger Woods
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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Launching at the beginning of March, Gillette Trickstars 08 will challenge consumers to create a trick using any type of ball and upload it to Gillette's branded YouTube page.
Participants are entered into a free prize draw to win exclusive signed Gillette Champions memorabilia and hundreds of Gillette products.
All entries will then be independently judged and the winning trick will be aired as an ident during Sky Sports' Gillette Soccer Saturday.
This campaign builds on Gillette's association with preparation for success, encouraging participants to display the determination and drive required to be a champion.
The campaign will showcase the coolest tricks on the web using Gillette's dedicated website gillettetrickstars.com.
The Trickstars 08 campaign also includes targeted email activity and banner advertising, which involves 10 refreshed banner creatives, released over a three-month period across various media sites including Maxim, FHM, Sky Sports and the Video Egg Network.
Nathan Homer, Gillette Brand Manager, commented: "Trickstars is an exciting development for Gillette; the campaign is designed to connect with and attract the 18-24 year old market, broadening the Gillette Champions campaign to a more youthful audience, while the Gillette Champions, along with a variety of aspirational prizes, drive consumer interest in the activity".
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