Robotskin
Challenge
The typical 24 year old man is happy wet shaving with blades and thinks electric shaving is not for him. Therefore, Philips were faced with several hurdles when launching their new electric wet shaver with Nivea lotion, Coolskin. We needed to get these men to re-appraise electric shaving and make it clear we are talking to them (not their dads). For us to communicate why Nivea lotion from an electric shaver is a better option than Nivea gel and a blade, we needed to get them to want to listen and even engage with us. The real challenge was how to engage them.
Solution
We launched this global, integrated campaign as a totally new way of marketing an electric shaver to a worldwide 18-24 year old audience. Online, the result is Robotskin.com.
Pulling people in via viral, email and video, the site opens up a story set in a futuristic world, told over the course of three ‘webisodes’, of one man’s near brush with the police, his escape and continued evasion. Created in a graphic novel style, the tale also allows you to put yourself and a friend right in the heart of the action, thanks to a great personalisation tool.
Further site content includes teasers for the TV ad, MP3 downloads of both the TV ad and site music, and background information on the characters in the webisodes. Additional content and teasers were also seeded on networking sites, such as MySpace and YouTube.
Impact
- Over 200,000 visits to Robotskin.com
- Over 50,000 visits to Frame-a-friend
- Over 75.000 visits to Episode pages
- Over 55,000 visits to Grooming Tech page
- Over 60,000 YouTube views of videos posted
