Gillette became another brand to leverage the current 3D OOH trend in sports-related marketing when it took over the giant Piccadilly Lights advertising space in central London to launch its new razor with a dynamic billboard execution featuring global ambassador Raheem Sterling.
The 3D outdoor ad, which sees the England and Manchester City FC star and the P&G brand’s latest exfoliating razor jump out of the screen towards the viewer below, was also promoted socially by brand and ambassador alike.
— Raheem Sterling (@sterling7) March 17, 2022
The 3D outdoor work is part of an integrated Gillette razor campaign, its biggest UK product launch to date, which kicked off in February and spans additional outdoor sites, TV adverting and digital content also featuring Sterling and a consumer generated phase from the some of the UK’s biggest creators, plus a Gillette Labs takeover of Gillette Soccer Saturday.
“The hype for this razor has been incredible. Over 100,000 people signed up to the waitlist before it even launched, so now seeing it in 3D on one of London’s best-known spots has really hit home the scale of this campaign,” said commented Gillette Brand Director Callum Wood. “The razor is all about removing the effort from guys’ grooming routines and, alongside Raheem Sterling as face of the campaign, we’ve been helping them get into their flow and make mornings more effortless. There’s much more still to come.”
Comment
Gillette OOH execution is part of a global 3D billboard sports marketing trend and other recent notable initiatives have included Nike’s 3D ‘Air Max Day’ Billboard in Tokyo’s Shinjuku district and the AFL’s recent new season launch OOH initiative with QMS.
Why the increased 3D OOH investment?
Well, because the technology has made a genuine leap and, of course, people are back out on the streets after Covid-19 lockdowns.
Leave a comment
You must be logged in to post a comment.