Trend: Ambient Subway Marketing

Green light for Gillette’s new razor

Commuters must have felt like stepping into a scene of the movie Matrix when getting off at one of Singapore’s busiest subway stops, City Hall MRT. To promote its M3Power razor, Gillette and its media agency MindShare bathed the whole subway stop in green light at the beginning of May. For the unusual lighting-effect all of the station lights were being covered with green panels, selected safety lights excluded.

The marketing campaign also included the strategic placement of station posters featuring spokesman David Beckham and the green, silver and black M3Power shaver. TODAYonline quoted one of the commuters as saying: “When I got off, I was wondering if it was some civil defense exercise. Only when I saw the ads with Beckham’s face did I realize that it was an advertising campaign“.

Gillette’s Regional Business Director Eddie Koh explained: “Our key objective was to set a benchmark as far as the advertising and promotion scene in Singapore — or anywhere else in the world — is concerned.” And MindShare Chief Executive Officer Mapreet Singh added: ”We wanted the connection with the consumer to go beyond just knowing the product. We wanted them to know it, understand it, feel it and experience it.”

Gillette promotes its new M3Power shaver with the slogan “Feel the power of the world’s best shave.” According to the press release the new battery-powered razor sends “pulses to the shaving cartridge that stimulate hair upward and away from the skin.”

Gillette M3Power

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