Project

1
Project Orange revolution/ overturn. Fusion 51
Presented on Kiev International Advertising
Festival In nomination BTL and DM projects
B-2 Sponsorship and event marketing (holidays,
conferences, seminars, presentations etc.)
Agency Client Talan Proximity Ukraine
Gillette Ukraine
2
Targets and target group

• The purposes of the brand were to launch the new
  shaving system Gillette Fusion
• Our task was to organize a special event for
  consumers to support this launch, which would
  emphasize the revolutionary and technological
  character of Gillette Fusion, and become an
  information cause
• Who we aimed at
• consumers of the product
• Men, 25-40 years, income average and average,
  who follow the trends and technological
  innovations
• those who like performances, spread rumors,
  gapers
• Mass Media

3
Solution and Innovation

• We literally realized the idea of the product
  the idea of an overturn (revolution) by
  organizing in Kiev a performance of people
  walking on a wall the unique world show
  Vertical Catwalk (Jochen Schweizer Show)
• Uniqueness of the event
• the script of Catwalkers performance repeated
  the plot of products TV commercial including
  branding of the performance platform and Walkers
  uniform
• the fact of appearing of such kind and such level
  of the event open space in Kiev

4
Solution and Innovation

• On one of the central squares of Kiev,
  Kontraktova square, a vertical construction as
  high as 5 floors house was built
• On this branded surface according to the special
  scenario actors were performing to music, showing
  unique feats in the air
• The culmination of the show was lowering a giant
  razor Gillette Fusion from the top of a vertical
  platform

5
Best practice and Results

• In one solution all the requirements of the
  project coincided perfectly
• uniqueness of the show made mass media interested
  and generated publications
• the same uniqueness led thousands of potential
  customers to the event
• the scenario and the essence of the show
  reflected the positioning of the product and
  demonstrated its USP (revolutionary, unique, and
  technological character)
• revolutionary character of the event attracted
  more than 20 thousand people and caused series of
  publications (exact quantity is unknown because
  PR support was provided by another contractor of
  the client)

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