Using its negotiating prowess, SMG secured in excess of 100% additional free media exposure, proving that a successful campaign, through creative planning and negotiation, can enjoy tremendous media coverage off a marginal budget, even during a global recession.
 
Briefed to not only launch the new Venus Breeze razor and introduce a new shaving concept, SMG were also tasked to preserve Venus’s leadership position as SA’s top selling female razor system. Gillette’s communication objectives were to generate product awareness and motivate trial to drive purchase intent.
 
Using consumer insights to solidify client objectives, South Africa’s Biggest Swimsuit photo shoot was born. The event gave thousands of young women an opportunity to congregate en mass on the beautiful Camps Bay Beach to make history.
 
As a print media partner, SMG cemented a six month partnership with Cosmopolitan, one of South Africa’s highest circulating women’s magazines offering an arsenal of fashion, beauty tips, advice and latest trends. Utilising Cosmo’s multi dimensional platforms, Venus Breeze was able to constantly engage consumers with content relating to the brand and the record breaking pre, during and post bikini shoot.
 
Amaleya Goneos, Media Director at SMG, and Head of Procter & Gamble media strategy, says that the consumer challenges were twofold. ‘One was to retain loyalty to the Venus brand and prevent switching to cheaper alternatives, and the second was to stimulate trial of Venus Breeze and change consumer shaving habits to a more convenient method, one that requires minimal effort, with fewer steps,’ she says.
 
Photo shoot participants were choreographed to form the word ‘COSMO’ which was photographed by aerial and ground photographers. Those who were not able to attend the event were kept informed through live radio broadcasts and Facebook updates. The actual event garnered the record-breaking 1060 modelled legs and a rocking after party.
 
Event momentum was sustained through continual interaction with participants via multi-dimensional platforms Facebook, mobiles tips, continued exposure in Cosmo, the Cosmo website and PR coverage to engage a wider audience.
 
To amplify campaign longevity and extend reach, the event was covered by international websites, regional press and radio, and profiled extensively by Top Billing, which SMG negotiated at no cost to client.
 
‘Client objectives were not only met but surpassed,’ says Amaleya. ‘In addition, Gillette held onto its title as leading female razor brand. In fact, had it not been for stores selling out of the product, it is anticipated our sales would have been far greater! The participants were delighted with the campaign and our client is satisfied with the results.’