To challenge perceptions about shaving with a disposable, Wilkinson alongside Mediaedge:cia established a competition to find Britain's most extreme shaver. A combination of off and online activity was used to engage the core target group of "student guys" and gave them creative licence to interact with the brand. This included a dedicated microsite, hosted by Monkey and sampling activities in gyms. The campaign restored Wilkinson Sword to its number 2 spot in the disposable market and shifted perceptions amongst the target audience, with 19 000 re-purchases post-campaign.
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