With the Six Nations underway, Gillette is standing out on Out of Home with a station domination around the Aviva Stadium for the opening games of the tournament.
Running across two cycles, the media first takeover features the full commuter portfolio in the station. Branded ticket barriers and tunnel billboards, leading to the entry and exit of the station, alongside bespoke formats on the platform complete the domination. The Digipole in Ballsbridge also attracted the attention of fans making their way to Ireland’s opening game against England.
Promoting its new Skinguard razor, Gillette ties in its ‘Pressure off’ tagline and developed it into a series of rugby themed creatives. Roadside, retail and leisure environments were the target of the extended campaign plan.
The campaign was planned by Spark Foundry with PML responsible for the Out of Home placement, Core creative adapted the design for the takeover while MXB was responsible for the wider campaign.
According to Chris Murphy, Account Manager in PML; “Gillette’s Lansdowne transit takeover allowed the brand to gain a guaranteed audience by concentrating its OOH efforts at the right time in the right place in front of the right audience and capitalising on the huge numbers making their way to Ireland’s home game in the Aviva. “
Simone Parfrey, Client Director in Spark Foundry adds; “Working closely with Core Creative for this Gillette Skinguard launch, this media first Lansdowne Takeover provided a fantastic opportunity to localise a global brand. Outdoor continues to allow us to be contextually relevant, and for Gillette Skinguard adapting our creative message to be 6-Nations and rugby focused allowed our campaign to better resonate with our target audience”.
Originally published on Marketing.ie