Independent media consultancy Media Words has unveiled a campaign for BIC Australia to encourage Aussie shavers to try its new EasyRinse razor.
The large-scale out-of-home and digital campaign uses the message “smoother, faster, cleaner” to convince men to purchase BIC’s new EasyRinse shaver - a razor created after nearly five years of product development.
The agency used cross-platform consumer behaviour data to optimise its media activity.
BIC head of marketing, Asia & Pacific, Felipe Favoretto said from the outset, Media Words showed a clear understanding of the brief and the advertising challenge.
"Elise and her team took the time to understand long-held consumer frustrations and the EasyRinse product itself, and devised a media strategy that not only celebrates the product and the brand but meets audiences where they are," Favoretto said.
"The result is a campaign that strategically targets busy commuters and digital-savvy consumers through high impact placements at major train stations nationwide, along with large-format digital displays.”
Media Words founder and media director Elise Hedley Dale said analysis of past campaigns revealed that combining high-impact out-of-home, with targeted digital, delivered exceptional reach amongst core demographic.
“Understanding how our audience moves between traditional and digital spaces was crucial in developing this campaign," Hedley Dale said.
"The research revealed that while smooth shaving is important, consumers are equally frustrated by the time wasted repeatedly rinsing their shaver. This insight drove our media strategy and the creative and messaging across the campaign.”
The BIC® EasyRinse campaign will run until April 2025.
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