Media Words has launched its new campaign for BIC Australia to encourage Aussie shavers to try its new EasyRinse razor, with creative developed by The Reactor.
The national campaign aims to convince men across Australia to buy the EasyRinse shaver using large-scale out-of-home and digital campaign with the message “smoother, faster, cleaner”.
The independent media consultancy created a clear, concise campaign for the launch, coupling the engaging ad messaging with the product innovation, to drive EasyRinse sales, and promote BIC® as the go-to brand for both refillable and one-piece razors.
The razor was created after nearly five years of product development, focused on addressing the long-held clogging and rinsing issues. The campaign celebrates EasyRinse’s technology designed to address long-standing customer frustrations with razor blades clogging and frequent rinsing and cleaning during shaves.
Media Words centred on the unique product technology and solution for Aussie shavers, in both the messaging and look and feel of the campaigns.
The agency also used cross-platform consumer behaviour data to optimise its media activity, amplifying the “smoother, faster, cleaner” message across multiple touchpoints to create a powerful narrative about transforming the daily shaving experience.
“From the outset, Media Words showed a clear understanding of the brief and the advertising challenge,” Felipe Favoretto, BIC head of marketing for Asia & Pacific, said.
“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. 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 of the campaign: “Our analysis of past campaigns revealed that combining high-impact out-of-home, with targeted digital, delivered exceptional reach amongst our core demographic.
“By leveraging our experience across both traditional and digital channels, we identified key touchpoints where consumers were most receptive to messages about time-saving innovations. Understanding how our audience moves between traditional and digital spaces was crucial in developing this campaign.
“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 latest BIC campaign comes after Media Words was appointed to the media strategy account for Australian end-of-life platform, Critical Info.