Matthew Miller
Apr 28, 2014

Schick titillates men with 'virile' video campaign

ASIA-PACIFIC - Razor makers have been using sex to sell their wares for decades, and a new regional digital campaign for Schick translates the technique for the digital age with a pre-roll cliffhanger.

The campaign features a pre-roll ad that leads right up to a very revealing moment, then demands a clickthrough to a second video for the exciting conclusion (which is not as revealing as some viewers may hope).

Both videos, as well as social-media activities and mobile/PC banner advertising, feed traffic to a microsite that explains in detail the benefits of the product, called the Hydro Groomer. 

AdPeople Asia-Pacific, which created the campaign, doesn't mince words explaining the strategy, stating directly that it's meant to appeal to "men's virile instincts" while also providing a bit of light-hearted fun.

This campaign launched first in Taiwan, followed by Korea, Singapore and Hong Kong. Japan, Australia and New Zealand will follow in the coming weeks. 

CREDITS

Art Director:  Andy Teng
Copywriter: Amy Donohue, Loke Shi-Ying
Account Director: Sushiv Mathur
Account Managers: Alex Dimasacat, Kwok Pin Yiing
Creative Director: Renato Quaroni
Web Production House: SOSNaked
Web/Digital Production: Shoharab Hossain, Jacqueline Wong

 

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