"Gillette has always been looking for new media ideas so when they set us the challenge to take the campaign further, it was an opportunity we couldn't resist," said Ogilvy Red Card project director Peter Cheung. "We believe in finding new media opportunities and new opportunities for old media."
Consumers can also enter a contest on the site for a chance to win an Oral-B Professional Care 7500 DLX Power Toothbrush. "We were trying to look at how we can make each media work beyond its means," added Cheung of the campaign, which will ultimately also employ print, TV, outdoor and PR.
Oral-B campaign snaps shoppers for Gillette online
Gillette's new outdoor campaign for its Oral-B brand allows consumers to take photos of themselves at selected bus stops in Singapore. The poster's reflective design attracts passers-by, with the message 'Be Part of Singapore's #1 Choice'. Consumers can then view the photos on the oralbnumber1.com site.