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Gillette experiential campaign at London Waterloo station, JCDecaux UK, 2019-01

Concept

Created by JCDecaux Creative Solutions team in the UK, London Waterloo and Liverpool Street stations were transformed to promote Gillette's new SkinGuard Sensitive range of shaving gel and razors.
Gillette experiential campaign at London Waterloo station, JCDecaux UK, 2019-01

The campaign included a station domination in London Waterloo and London Liverpool Street with the installation of an experiential pop-up. 

Gillette experiential campaign at London Waterloo station, JCDecaux UK, 2019-01

Commuters were invited to enjoy a free shave in the customised barber shop installed in the heart of each station. The special build recreated a luxury barber shop experience with traditional barber chairs and hot towels.

Gillette experiential campaign at London Liverpool Street station, JCDecaux UK, 2019-01

In a media first, the entire mezzanine at Liverpool street was transformed with a customised vinyl wrap.

 
Gillette experiential campaign at London Waterloo station, JCDecaux UK, 2019-01

An interactive 'Pressure on Challenge' game entertained people while waiting, winners of the game were rewarded with a free Gillette razor.

Gillette experiential campaign at London Waterloo station, JCDecaux UK, 2019-01

Striking creatives of the new razor were displayed on digital screens across the stations, creating powerful brand messaging for London commuters travelling through the busy stations.

Impact

Gillette experiential campaign at London Waterloo station, JCDecaux UK, 2019-01

This promotional campaign was a great success by combining branding and activation through experiential, digital channels and print media. The station domination and unique pop-up campaign left commuters looking their best with a clean shave!

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