The Challenge 

To transform perceptions of men’s handheld razors in the UAE

The Solution 

An experiential activation designed to drive education and engagement - with a personal touch

Overview

Gillette Arabia wanted to raise awareness and boost sales of its range of men’s razors in the UAE - a market in which, for many consumers, facial hair transcends style and is still deeply ingrained in cultural and religious traditions. JWI was approached to lead a campaign which celebrated Gillette’s premium, innovative approach to male grooming and raising product awareness.

Insight

From our in-depth understanding and long-standing success of running impactful marketing campaigns within the region, we knew that an experiential campaign would be the best way to drive engagement and foster a wider conversation around the topic with the target demographics. 

In terms of footfall and engagement, we decided that a shopping mall would be the ideal place to host the campaign. Our research demonstrated that men often spend significant amounts of time in malls waiting for their partners and families to finish shopping, and these are where they are more likely to be receptive to engaging experiences. We also decided to capitalise on the regional appetite for gaming, to create a fun and memorable immersive experience.

Strategy and Approach

The ‘Catch Your Match’ experience launched in Dubai’s busiest mall for regional shoppers, and consisted of four immersive activities which employed state-of-the-art technologies to highlight the brand’s recently upgraded product ranges in an engaging way. Each activity was designed to educate and raise product awareness. 

Those who engaged with the stand also left with a personalised, monogrammed travel kit in the colour of their ‘match’, to influence product recall and reinforce purchasing habits in-store.

About JWI

JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.

We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.