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Gillette Lets Men Try New Facial Styles! |
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BBDO/Proximity Singapore has developed a free to download iPhone application for Procter & Gamble. The application was recently listed in the Top 10 Advertising supported iPhone applications by The Independent, UK. uART allows iPhone users to take their photo and use the application to try new facial styles, ranging from full-on beards to custom goatees.
“The application allows you to try out a new look while test driving the new Gillette Fusion Power, a 5 blade razor which includes a single blade precision trimmer for angular and precision styling. The iPhone even vibrates to simulate the powered vibrations of the razor!” says Jonathan McKenzie, Digital Creative Director for BBDO/Proximity Singapore.
uArt was conceptualized and crafted in BBDO/Proximity Singapore, while AIM Proximity in New Zealand developed the application and BBDO New York deployed it to the Apple iTunes Store.
“This shows the strength of the network and the advantage the client has in getting the best talent to work on their business no matter their location. Mobile is also a huge focus for us and we now have the capability to deploy applications to Apple iTunes and Nokia Ovi from several offices in the region.” adds Richard Fraser, Regional Managing Director, Proximity Asia.
This campaign was for Gillette’s top of the line Fusion Power, and launched without any online advertising but by harnessing the power of social conversations and word of mouth. The application has been featured by hundreds of blogs and currently ranks in the Top 500 on iTunes out of the 100,000 applications available.
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