Chris Lee

https://shortyawards.com/12th/puma-the-rs-x3-puzzle

Cricket Sponsorship - 'Celebrating Celebrations' campaign for Toyota.
In collaboration with Gemba.

Cricket Sponsorship - 'Celebrating Celebrations' campaign for Toyota.
In collaboration with Gemba.

Charged with significantly boosting sales and awareness of Schick Hydro and its latest product launch (the hydro Power select razor), the Schick Hydro Power Select and the Edelman team turned a simple but intriguing razor innovation into a major sales and awareness driver through inventive, unexpected launch activities, and by waking up “Shave Zombies”—men who mindlessly shave each morning with an inferior razor—at the International Consumer Electronic Show (CES) in January 2012.

Every… Show more

Charged with significantly boosting sales and awareness of Schick Hydro and its latest product launch (the hydro Power select razor), the Schick Hydro Power Select and the Edelman team turned a simple but intriguing razor innovation into a major sales and awareness driver through inventive, unexpected launch activities, and by waking up “Shave Zombies”—men who mindlessly shave each morning with an inferior razor—at the International Consumer Electronic Show (CES) in January 2012.

Every year, thousands of influential media, gatekeepers and technological movers and shakers gather at CES to test and learn about breakthrough products. CES was the place to capitalize on the strategy of positioning Power Select as a technological marvel. The obstacle, of course, was clutter. With 3,319 exhibitors vying for similar attention—and most marketing products costing hundreds of times more than the $9 razor—Schick had to do something bold to get gatekeepers to try it.

On site, media flocked to the booth, where they were invited to get a shave (many on camera), while social influencers tweeted about the experience and were targeted by onsite community managers.

Schick Hydro Power Select generated a large sales increase commensurate with media coverage in highly influential (but traditionally uninterested) outlets. What’s more, the entire Hydro franchise experienced a sales lift during that time period. Show less

Schick and Edelman Digital partnered with BuzzFeed to create a break-through social campaign called "Razorbombing." The campaign was accompanied by the "Shave the World" contest, which encouraged users to submit their most creative photos - depicting Schick razors shaving anything and everything - for the opportunity to win a $10,000 Grand Prize. "Razorbombing," took on a life of its own, thriving on and off the web as the campaign garnered featured press in national media outlets, such as NBC,… Show more

Schick and Edelman Digital partnered with BuzzFeed to create a break-through social campaign called "Razorbombing." The campaign was accompanied by the "Shave the World" contest, which encouraged users to submit their most creative photos - depicting Schick razors shaving anything and everything - for the opportunity to win a $10,000 Grand Prize. "Razorbombing," took on a life of its own, thriving on and off the web as the campaign garnered featured press in national media outlets, such as NBC, Mashable, MediaPost and more. Show less