This is one of the more bizarre mobile campaigns I’ve seen, but it did achieve decent results for Gillette.
It involved rich media mobile ads that prompted users to ‘begin a race’. This launched an interactive game that required people to shave F1 driver Bruno Senna using a car shaped as a razor.
Users could then purchase a razor from within the ad unit or share the game via social media.
The ads were targeted at males with a mid to high disposable income and achieved a CTR more than twice industry standards.
More than 20% of users who engaged with the ad once ended up replaying the game. However we don’t know what impact it had on brand awareness.