Philips latest concept for their male grooming shavers’ line was incredible. Led by the slogan, “Express Yourself Everyday”, the international campaign called on men around the world to recognise that those few minutes you take every day to make yourself presentable is how you choose to express yourself. PGt was approached to hold a 360° campaign to launch the concept here in Iran.
We relished the challenge and by using our local expertise, realised that each and every country has a generation intent on expressing themselves – and in Iran, extreme sports was one of the major ones. Using a combination of ATL (media buying), BTL (guerrilla marketing, in store POSM, posters, flyers, online, social media, and celebrity endorsement), and PR elements, PGt organised one of the first ever snow board jump competitions in Iran, in the Dizin Ski Resort.
The event, titled “One Hot Day in the Snow with Philips” was realised in 2-phases. Phase 1 included developing high quality creative & copy, and pre-event communication through high impact, tactical, marketing communications. High profile celebrity endorsements were negotiated and utilised, as well as cost efficient but extraordinarily effective guerrilla marketing tactics ensured that the message was heard.
Phase 2 incorporated the organisation and successful running of the event, ensuring key members of the Iranian media were treated like royalty in the exclusive VIP area, and ensuring smooth operational and logistical flow throughout the entire event.
The result? Over 6,000 attendees, positive brand emotional affiliation, huge brand and product awareness, over $620,000 AVE in PR value, and over 214 clippings in the most prestigious of Iran’s media.