Wilkinson Sword launch new razor with integrated digital push

MEC Interaction, MEC's specialist digital, social, search and direct response business has developed a digital campaign to launch and showcase the product benefits of Wilkinson Sword's latest razor for Men, Hydro.

Targeted at men aged between 16-44, the campaign will be launched with high impact takeovers on MSN, Yahoo and YouTube, designed to 'instantly hydrate' the pages at the beginning of a user's online journey. Hydro from Wilkinson Sword is set to invigorate the male grooming category with a world-first that puts skin care at the heart of shaving. Launching in the UK in October 2010, Hydro is being supported by a £20 million marketing investment including TV, print and digital advertising.

The mobile strategy has been created to bring the product benefits to the consumer instore, where they need it most. MEC Interaction worked with Joule to develop a QR campaign that invites consumer's instore in Tesco, Boot's Sainsbury's and Superdrugs. At the exclusive mobile destination, shoppers can watch videos that show the Hydro Razor 5 in action and are rewarded by being entered into a prize draw.

The brand will also have a presence on Facebook.com/shavehydro which will allow consumers to connect directly with the brand. Building on the success of the last year's 'Love The Mo' facebook campaign, the page is designed as a one stop shop for male grooming advice.
Mark Brennan, Emerging Platforms, MEC Interaction said: "Within mobile, the increased penetration of smart phones means that QR code campaigns are becoming sufficiently scaleable. It allows Wilkinson Sword to deliver content that really brings Hydro to life at the moment when the consumer needs it - before making the final purchase decision."