A differentiation idea for the launch of the Gillette Flexball in Tesco across multichannels. ​Gillette Flexball is a revolution in wet shave technology.  Its shave-redefining motion, signals the start of a new movement in a man’s morning routine. Like a next-generation smartphone, it renders its clunky predecessors obsolete.

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My idea of 'Join The Movement' is a rallying call, telling men to ditch their outdated,

out-classed razors and grab hold of the revolutionary Gillette Flexball. Whilst also communicating the product USP of a Flexball pivoted 'movement'. The key visual

shows a raised fist, a symbol of revolutionary change and social unity.  Another

nod to this solidarity is seen in the emphasis of the word 'Men' in 'movement'.

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Offering Tesco shoppers the chance to be the first to experience the revolutionary innovation in wet shaving. To be part of an inspirational, engaging instore product launch and to get access to Tesco exclusive promotions, info on the wider Gillette portfolio and chances to win prizes.

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Concepts included:

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- An at shelf, scan to launch Augmented Reality app

revealing a 3D exploded diagram animation of the razor. 

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- FSDU giant Flexball with motorised articulated head

which rocks from left to right to attract shoppers’ attention.

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- Competition to Win a Gillette branded Sphero 2.0 robot ball! With a shape

that bares resemblence to the Flexball , it is manoeuvre controlled directly

from a smartphone, rolling in any direction (even through water!). 

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- Tesco.com iframe for Tesco Clubcard offers, online purchases

 and chance to win personalised products.

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 - Instore theatre of a large screen showing rally driver Ken Block's videos

with branded car. With exclusive meet and greet in flagship stores.

His videos have racked up millions of views online, he’s famous for the

unbelievable way he glides his car around obstacles. Having synergy

with the Flexball 'movement' USP.