Look Schick Hot

‘Movember’ is a global charity event in which men grow moustaches for just one month (November) to raise awareness and donations for men’s health issues including prostate cancer and depression. Every year, over 140,000 Australian men participate.

Schick (shavers and razors) is a major sponsor of Movember. Our job was NOT to promote the charity, but to highlight Schick’s involvement and engage participants with the Shick brand.

Idea

For many men, growing a moustache isn’t easy. They often look terrible. So we asked men to ‘Look Schick Hot’ by styling and grooming their moustaches.

And if they grew a ‘Schick Hot’ moustache, we offered to insure it with the world’s first ever Moustache Insurance policy

Outdoor and online media drove traffic to LookSchickHot.com.au where Movember participants could apply for Schick’s Moustache Insurance. They received a personalised insurance certificate, making them eligible to receive a $10,000 insurance payout when they shaved off their moustache at the end of the month.

Poster 1
Poster 3
Poster 2

Implementation

To amplify the campaign socially, the Facebook page also let participants showcase their meticulously maintained moustaches on the Mo Wall-of-Fame; choose a style of mo for their team-mates via Facebook tagging; and participate in Insta-Mo-Gram which spread the campaign across the photo-sharing network Instagram.

Relevance

Participants enjoy the fun and camaraderie of Movember (70% participate in teams). The Moustache Insurance helped justify the reason for growing a moustache, and the campaign helped give Movemberists a more enjoyable experience to share the fun amongst friends.

Results

  • 24,000 visitors to LookSchickHot.com.au.
  • Over 1000 moustaches protected by the first ever Moustache Insurance Policy.
  • Schick’s Facebook fans increased by 28% in just four weeks.
  • In total, the campaign reached over 4 million people in support of men’s health issues.


Timeframe: From 20 October 2012 to 1 December 2012
Client: Schick
Sector: FMCG (Men’s toiletries)
Audience: B2C
Media: Outdoor, online, social
Business Objective: Engage Movember participants

Team:
Matt Batten, National ECD
Paolo Meucci, Art Director
Darren Martin, Art Director
Ben Peppernell, Copywriter
Damon Porter, Copywriter
Jackie-Lee Brayley, Digital Designer
Brent Clarke, Head of Digital
Saxon Wyatt, Senior Account Manager
Sally Hrouda, Account Manager
Jessica Dawes, Account Manager
Paul Hayes, Producer
Cee Ng, Digital Producer
Maria Haro, Social Content Manager

Client Contact:
Aaron Collins
Senior Brand Manager, Schick Men’s Products
Energizer Australia
1 Figtree Drive,
Sydney Olympic Park NSW 2127
aaron.collins@energizer.com
+612 9763 6111